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Will GSK’s new ‘ethical’ approach to its customers deliver commercial success?
The white paper includes contributions by:
Murray Stewart, Chief Medical Officer for pharmaceuticals at GlaxoSmithKline
George Katzourakis, Senior VP, Head of Europe at GlaxoSmithKline
Deborah Waterhouse, SVP and Business Unit Head of US Primary Care at GlaxoSmithKline
Denise Dewar, Head of Multichannel Marketing Excellence – EU, Canada and EMA at GlaxoSmithKline
Victoria Williams, Vice President and Sales Director at GlaxoSmithKline France
John Lamattina, former President of Pfizer Global R&D, now Senior Partner at PureTech Health
Matthew Smith is a Senior Manager of Life Sciences Advisory at Ernst & Young
Stewart Adkins, financial analyst and Director at Pharmaforensic
Christopher Bowe, award-winning writer
Jack Whelan, cancer survivor and sales expert
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GSK’s move to a new model of customer engagement has generated a great deal of debate. Indeed, many commentators remain skeptical that this ‘ethical’ model – especially the decoupling of sales incentives from prescription volume isn’t robust enough to deliver results in the long-term.
A myriad of questions is being asked by onlookers: How does GSK incentivise its sales people now? How can it maintain its revenue and encourage growth? How has GSK implemented a change program on such a huge scale? In this white paper, eyeforpharma speaks to the experts, both GSK insiders and outside observers, asking (and answering) these fundamental questions and more. Most of all we ask – will GSK’s new transparent, reputation-boosting sales model be a template for the entire industry?