GlaxoSmithKline's New Sales Force Compensation System in the US
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Changing Dynamics in the Pharma Selling Environment
Delinking Sales Force Compensation and Sales Targets
The company realized that in the first decade of the new millennium, there had been a significant change in the US healthcare marketplace. This change, according to Connelly, was driven by the "demand by patients, healthcare providers, and payers for higher quality care, lower costs, and better health outcomes"...
This move by GSK elicited mixed reactions from sales professionals, industry observers, and experts. Some felt that this marked a return to the old model of selling pharmaceutical products based on product knowledge rather than hard sell tactics...
Industry observers viewed GSK's new sales force compensation plan as a radical change and felt that it could transform sales and marketing. Analysts felt that as GSK was one of the world's leading pharmaceutical companies, the changes it made in its compensation for the sales force were likely to influence the business strategy of its competitors...
Exhibit I: World's Top 10 Pharmaceutical Companies
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