No Change, No Glory

More than a decade (for some even decades) ago, Pharma was one of the first industries to embrace CRM. In the post-blockbuster era (2nd half of the nineties) pharma companies needed to seek ways to face the competition from generic drugs manufacturers. As a response, pharmaceutical companies started to increase their sales force (more reps = more calls = more share of voice) and sought new ways to expand their distribution networks.

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No Change, No Glory.pdf