You've worked hard to land that coveted pharma sales rep role, but now comes the real challenge—managing your territory effectively. As a rep, your success depends on how well you plan, organize, and optimize your customer interactions. If you want to exceed those sales targets and position yourself for career growth, you need to become a master of territory management.
Mapping out a smart territory plan is key. You have to determine how to allocate your limited time across doctors with different prescription potential and accessibility. Focus on the high-volume writers first, then work your way down based on who you can actually get in front of. Group customers by location to minimize windshield time. Know which days of the week certain offices have lighter schedules so you can drop in, and track the best times to connect with hard-to-reach physicians.
Staying on top of your territory may seem daunting, but with the right strategy and tools, you'll be navigating it like a pro in no time. Keep reading to discover the essential techniques that will take your territory management skills to the next level and accelerate your success as a pharma sales rep.
{H2_number} Types of Doctors to Focus On
As a pharma rep, dividing up your territory effectively is key to success. Focus on the doctors who will drive the most prescriptions.
Primary care physicians. GPs, family doctors, and internists should be your top priority. They see the most patients and write the most scripts. Make frequent visits, provide samples and education, and build strong relationships.
Specialists. Do some research to determine which specialists in your area prescribe medications in your portfolio. Call on them regularly as well, though maybe not quite as often as the primary care docs. Offer resources specific to their field.
Influencers. Identify physicians that other doctors look up to and respect. These “thought leaders” can sway their peers, so give them extra attention. Ask them to speak about your products at events or author articles highlighting the benefits. Their influence and advocacy will pay off.
High-volume prescribers. Look for the doctors writing the most prescriptions in your drug classes, especially newer medications. These physicians adopt innovations quickly, so they’re ideal partners to help drive growth. Offer incentives and ask them to trial new products. Their feedback and experiences can also help educate other customers.
With a strategic focus on these key doctors, you'll gain more sales, build better relationships, and establish yourself as a trusted partner in patient care. Mapping your territory isn't about covering the most ground but making the most of your time with the physicians who matter most.
{H2_number} How to Determine Call Frequency Based on Potential Sales Volume
As a pharma rep, dividing up your territory effectively is key to your success. One of the most important factors to consider when determining how often to call on accounts is their potential sales volume.
Focus the bulk of your time on your top tier customers. These are the ones that drive the majority of your sales. For your biggest accounts, aim for biweekly or even weekly visits. These frequent calls will allow you to stay on top of their needs, address any issues quickly, and strengthen your relationship.
For mid-sized accounts with solid potential, visit them at least once a month. These regular visits, while less frequent, still demonstrate your commitment to their business and allow you to provide good service. During the calls, look for opportunities to increase their volume, like suggesting additional products or larger package sizes.
Your smaller accounts still deserve attention, just not as much. Plan to visit them once a quarter to stay in touch, see if their needs have changed, and look for ways to build the relationship over time. While the sales volume from these customers may be modest, collectively they can still contribute significantly to your total numbers.
With a tiered approach based on potential sales volume, you can make the most of your time in the field. Focus on your top customers, nurture your mid-sized accounts, and keep the lines of communication open with smaller clients. Using your time wisely will help ensure your territory reaches its full potential.
{H2_number} Strategies for Gaining Access and Building Relationships
As a pharma rep, gaining access to physicians and building strong relationships with them is key to your success. Here are three strategies to help you get in the door and foster connections:
Do your research
Before contacting a physician’s office, learn as much as you can about the doctor and their practice. Check their website and social media profiles to understand their areas of focus and interest. See if you have any shared connections that could provide an introduction. The more you know, the better prepared you’ll be to have a meaningful first interaction.
Provide value
Don’t just show up and launch into a sales pitch about your products. Offer something of value to the physician and their staff like educational materials, samples, or resources that could benefit their patients. For example, provide patient education brochures on disease state management or treatment options. This demonstrates that you want to support them in delivering the best care, not just make a sale.
Build rapport
Take the time to get to know the physician and their team. Express genuine interest in them, not just their potential to prescribe your medications. Ask open-ended questions to start a dialog, find common ground, and look for ways to help them in their practice. For example, you might ask, “What are the biggest challenges your patients are facing right now?” or “How has the pandemic impacted how you operate?. Over time, as trust and familiarity develop, the physician may become more open to learning about your products and services.
With the right mindset and meaningful engagement, you can gain access to even the busiest of physicians. Focus on their needs, provide value, and work to build real connections. In time, your efforts will pay off through increased access, stronger relationships, and more opportunities to share information about your medications. Success will follow.
{H2_number}The Importance of Consistency and Reliability
As a pharma rep, consistency and reliability are key to building trust and loyalty with your customers. Doctors and healthcare providers have demanding schedules, so they appreciate reps who respect their time.
Show up when you say you will
If you schedule an appointment or meeting, be there. Arriving late or canceling last minute reflects poorly on you and your company. Doctors will remember reps who waste their time. Make the effort to arrive a few minutes early in case the doctor is running ahead of schedule.
Provide accurate information
Do your homework and come prepared with the latest details on any products you're promoting. Doctors rely on reps as a resource to stay up-to-date with new medications, dosages, and clinical data. If you don't have an answer, tell the doctor you will follow up. Then make sure you actually do.
Respond promptly
Doctors and their staff will likely contact you with questions about your products, samples, or resources. Reply to all inquiries as quickly as possible, whether by phone, email or in person. Even if you don't have an immediate solution, let them know you received their message and will work to resolve any issues. Your responsiveness builds goodwill and trust in the relationship.
Follow through on commitments
If you tell a doctor you will provide samples, clinical studies or other resources, deliver on your promises. Don't make empty commitments just to please the customer in the moment. Only offer what you can actually provide in a timely manner. Following through on your word is one of the best ways to prove your reliability.
Building consistency and dependability will strengthen your connections with customers in the long run. While it may require extra effort upfront, it will make your job as a pharma rep much easier as you establish yourself as a trustworthy partner to the healthcare providers in your territory.
{H2_number} How to Optimize Your Travel to See More Customers
As a pharma rep, optimizing your travel schedule is key to seeing as many customers as possible. The more face time you get, the more opportunities to build relationships and make sales. Here are some tips to maximize your time on the road:
Plan the Most Efficient Route
Analyze where your customers are located and map out the most logical path between them. Group together customers in the same area or along the same route. This avoids backtracking and wasting time driving in circles. Use mapping software to calculate drive times and the optimal sequence to visit everyone on your list.
Start Early
Get on the road as early as possible to beat traffic and cram in more visits. Starting at 7 or 8 am instead of 9 or 10 am could allow you to see 3-4 more customers per day.
Limit Non-Sales Activities
While administrative work and paperwork are necessary evils of the job, try to minimize time spent on them during your travel days. Do expense reports, call reports and other tasks at the end of the day or on non-travel days when possible. Focus the bulk of your time meeting and interacting with your clients.
Take Advantage of Available Technology
Use your company’s CRM software, mobile apps and other tech tools like Mrep to maximize efficiency. Sync your schedule and customer data to your mobile devices so it’s at your fingertips on the go. Call customers as you’re driving to give them a heads up you’re on the way and ensure they’re available to meet. Make the most of every minute.
Following these best practices for optimizing your travel schedule will allow you to gain more face time with your customers. More time building relationships and educating about your products will lead to increased sales and success in your territory. Make the most of your time on the road by planning thoroughly, starting early and limiting distractions. Leverage technology to stay on top of your schedule and in constant contact with your clients. With some strategic adjustments, you'll be seeing more customers in less time.
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