Post by icemandios on Jan 12, 2022 16:48:48 GMT
Pfizer lays off hundreds of US sales rep as fewer in-person meetings expected to remain permanent
Beth Snyder Bulik
Senior Editor
Pfizer is cutting its US sales staff to adjust to the permanent shift to digital promotions and away from in-person meetings. It plans to eliminate a few hundred sales force positions, but at the same time, will add back about half that same number of jobs in newly created positions that will engage with HCPs in the ways they want going forward.
In a statement, a spokesman said Pfizer is “evolving into a more focused and innovative biopharma company, and evolving the way we engage with healthcare professionals in an increasingly digital world. There will be some changes to our workforce to ensure we have the right expertise and resources in place to meet our evolving needs. We value the significant contributions of our employees, and any impacted colleagues will be appropriately supported through this transition.”
Pfizer noted the pandemic accelerated the already in-motion digital disruption and it will continue in that vein to meet HCP customer needs. The layoff news was first reported by Reuters.
It’s no secret that the pandemic abruptly moved sales reps from in-person to digital interactions, but most agree it’s likely a permanent change – at least to some degree. Pfizer’s move validates that. But it’s not the only one.
FDA authorizes the first at-home pills from Pfizer to treat Covid-19
Last year Amgen cut 500 mostly sales rep jobs in a reorganization as it adopted more digital tools created during the pandemic and expected to continue to use those for drug launches and ongoing communications with physicians.
Pfizer’s move to lay off sales reps comes as its big products – its co-marketed Comirnaty Covid-19 vaccine and recently authorized Covid-19 oral treatment Paxlovid – currently are sold through government contracts, further lessening the need for sales reps, Reuters pointed out.
Pfizer will report full year 2021 sales on Feb. 8, but analysts expect a blockbuster year with revenues between $81-$82 billion, with vaccine sales accounting for about $36 billion of that.
As for the future fate of pharma sales, that remains to be seen. Indegene’s recently published annual look at pharma interactions with healthcare professionals found that only 54% of HCPs met with reps in person in 2021, compared to 72% who did in 2019.
Digital doctors’ message to pharma marketers: Lay off email deluge and ramp up custom content
Industry insiders do believe sales reps will continue to be part of pharma companies’ sales and marketing strategies, there is no doubt their roles will change. Meanwhile, the demand for medical science liaisons is on the rise as physicians look for more scientific conversations and data analytics in the onslaught of increasingly complex drugs and biologic launches.
Beth Snyder Bulik
Senior Editor
Pfizer is cutting its US sales staff to adjust to the permanent shift to digital promotions and away from in-person meetings. It plans to eliminate a few hundred sales force positions, but at the same time, will add back about half that same number of jobs in newly created positions that will engage with HCPs in the ways they want going forward.
In a statement, a spokesman said Pfizer is “evolving into a more focused and innovative biopharma company, and evolving the way we engage with healthcare professionals in an increasingly digital world. There will be some changes to our workforce to ensure we have the right expertise and resources in place to meet our evolving needs. We value the significant contributions of our employees, and any impacted colleagues will be appropriately supported through this transition.”
Pfizer noted the pandemic accelerated the already in-motion digital disruption and it will continue in that vein to meet HCP customer needs. The layoff news was first reported by Reuters.
It’s no secret that the pandemic abruptly moved sales reps from in-person to digital interactions, but most agree it’s likely a permanent change – at least to some degree. Pfizer’s move validates that. But it’s not the only one.
FDA authorizes the first at-home pills from Pfizer to treat Covid-19
Last year Amgen cut 500 mostly sales rep jobs in a reorganization as it adopted more digital tools created during the pandemic and expected to continue to use those for drug launches and ongoing communications with physicians.
Pfizer’s move to lay off sales reps comes as its big products – its co-marketed Comirnaty Covid-19 vaccine and recently authorized Covid-19 oral treatment Paxlovid – currently are sold through government contracts, further lessening the need for sales reps, Reuters pointed out.
Pfizer will report full year 2021 sales on Feb. 8, but analysts expect a blockbuster year with revenues between $81-$82 billion, with vaccine sales accounting for about $36 billion of that.
As for the future fate of pharma sales, that remains to be seen. Indegene’s recently published annual look at pharma interactions with healthcare professionals found that only 54% of HCPs met with reps in person in 2021, compared to 72% who did in 2019.
Digital doctors’ message to pharma marketers: Lay off email deluge and ramp up custom content
Industry insiders do believe sales reps will continue to be part of pharma companies’ sales and marketing strategies, there is no doubt their roles will change. Meanwhile, the demand for medical science liaisons is on the rise as physicians look for more scientific conversations and data analytics in the onslaught of increasingly complex drugs and biologic launches.