Men hvad ligger der bag den banebrydende beslutning, og hvad kommer det til at betyde for MedTech- og Pharma-brancherne fremadrettet? Christian Winther, der er Director med speciale i MedTech-branchen hos Compass, kommer her med sine betragtninger og anbefalinger til en branche, der pludselig skal gent\u00e6nke en yderst central del af deres organisation: salg.<\/p>\n
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L\u00e6s mere om, hvordan salg i MedTech og Pharma i stigende grad minder om hinanden p\u00e5 mange afg\u00f8rende omr\u00e5der.<\/p>\n
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Pharma-s\u00e6lgerens rolle nu og i fremtiden<\/h4>\n<\/div>\n
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MedTechs og Pharmas kunder stiller nye krav<\/h4>\n
Valget om at lave radikalt om i salgsstyrken hos Pfizer bunder grundl\u00e6ggende i, at sundhedsv\u00e6senet selv skruer gevaldigt op for digitaliseringen og derfor har en forventning om, at deres leverand\u00f8rer g\u00f8r det samme. Det betyder blandt andet, at st\u00f8rstedelen af de kundeinteraktioner, der tidligere har v\u00e6ret fysiske, fremadrettet skal foreg\u00e5 digitalt i langt h\u00f8jere grad.<\/p>\n
\u201dDet betyder, at MedTech- og Pharma-virksomhederne skal til at identificere de bedst mulige digitale kanaler, n\u00e5r de skal r\u00e6kke ud til potentielle og nuv\u00e6rende kunder. Og det stiller nye, h\u00f8je krav til s\u00e6lgernes digitale kompetencer samt skaber betingelser, der potentielt ikke harmonerer med de klassiske s\u00e6lgeres motivationsbehov. Eksempelvis kan mere traditionelle s\u00e6lgere nemt miste deres motivation for at s\u00e6lge i takt med, at de mister den menneskelige kontakt i traditionel forstand,\u201d siger Christian Winther.<\/p>\n
[\/et_pb_text][et_pb_testimonial author=”Christian Winther ” job_title=”Director ” company_name=”Compass Human Resources Group” url_new_window=”on” portrait_url=”https:\/\/www.compasshrg.com\/wp-content\/uploads\/2021\/06\/Christian-Winther-denmark-color.jpg” quote_icon=”off” portrait_width=”120px” portrait_height=”120px” _builder_version=”4.16″ _module_preset=”default” body_font_size=”14px” link_option_url=”https:\/\/www.compasshrg.com\/christian-winther\/” link_option_url_new_window=”on” border_radii_portrait=”on|120px|120px|120px|120px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Christian har mere end 20 \u00e5rs erfaring som Senior Executive inden for MedTech-branchen, og har stor erfaring inden for omr\u00e5der som blandt andet virksomhedsudvikling, personaleansvar, distanceledelse og internationalt ansvar.
Han arbejder specielt inden for HealthCare, MedTech og Life science, men arbejder ogs\u00e5 bredt med hele Compass\u2019 kundeportef\u00f8lje. Han fungerer desuden som sparringspartner for b\u00e5de sm\u00e5 og store virksomheder, der \u00f8nsker at opbygge og tilf\u00f8re nye kompetencer.<\/p>\n
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Der skal t\u00e6nkes i nye baner<\/h4>\n
B\u00e5de MedTech og Pharma har hidtil v\u00e6ret meget traditionelle i forhold til salg, og det kan derfor v\u00e6re n\u00f8dvendigt at t\u00e6nke ud af brancheboksen, n\u00e5r der skal findes og rekrutteres salgsprofiler med en st\u00e6rk digital profil. Denne \u00e6ndring bliver kun mere relevant af branchernes store st\u00f8rrelse i Danmark, hvor der allerede er rift om de kvalificerede medarbejdere.<\/p>\n
\u00a0\u201dAllerede nu kan vi m\u00e6rke \u00e6ndringen blandt vores kunder i b\u00e5de MedTech og Pharma, der i stigende grad eftersp\u00f8rger kvalificerede digitale KAM\u2019ere. Her anbefaler vi gerne, at de \u00e5bner op for rekruttering i andre brancher, der allerede har gjort sig gode erfaringer med digitaliseringen af salg. Et godt eksempel er Fast Moving Consumer Goods (FMCG)-branchen,\u201d siger Christian Winther.<\/p>\n
Generelt er behovet for at kigge ind i andre brancher i forbindelse med rekrutteringen en tendens, der er voksende, s\u00e6rligt indenfor Life Science-branchen.<\/p>\n
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Det behov har vi skrevet meget mere om i vores artikel om arbejdsmarkedets forandring her<\/p>\n
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Del 1: Det forandrede arbejdsmarked og kampen om kandidaterne<\/h4>\n<\/div>\n
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Fordelen ved det brede perspektiv<\/h4>\n
\u201dN\u00e5r der sker s\u00e5 radikal en \u00e6ndring i m\u00e5den at arbejde p\u00e5 i en branche, som vi nu begynder at se i Pharma og MedTech, betyder det helt naturligt, at der er mange nye ting, der skal tages stilling til. Og her kan det v\u00e6re en stor fordel at sparre med nogen, der har en bred erfaring at tr\u00e6kke p\u00e5 fra flere forskellige brancher,\u201d siger Christian Winther, og forts\u00e6tter:<\/p>\n
\u201dVi p\u00e5st\u00e5r ikke, at vi allerede har svaret p\u00e5, hvordan branchen fremadrettet skal agere, og hvad transformationen i sidste ende kommer til at betyde for sammens\u00e6tningen af s\u00e6lgere i Pharma- og MedTech-virksomhederne. Men vi l\u00e6gger generelt stor v\u00e6gt p\u00e5 at r\u00e5dgive vores kunder med afs\u00e6t i vores meget brede udsyn. Vi arbejder aktivt p\u00e5 tv\u00e6rs af s\u00e6rdeles forskellige brancher stillingsbetegnelser, lige fra specialister til CEOs. Og samtidig med at vi er eksperter i de enkelte brancher, er vi ogs\u00e5 rigtig gode til at tr\u00e6kke p\u00e5 hinandens erfaringer og anbefalinger, n\u00e5r vores kunder gerne vil ud af deres branche-tunnelsyn,\u201d siger Christian Winther.<\/p>\n
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Den digitale profil skal ikke erstatte, men supplere<\/h4>\n
Christian Winther mener dog ikke, vi skal g\u00f8re klar til at tage afsked med den traditionelle KAM som en del af salgsstyrken i de to brancher. Den personlige relation mellem s\u00e6lger og kunden er fortsat yderst central \u2013 og det kommer den med st\u00f8rste sandsynlighed ogs\u00e5 til at v\u00e6re fremadrettet. For netop f\u00f8lelsen af tillid og \u00e6rlighed kan v\u00e6re sv\u00e6r at opbygge fra bunden digitalt.<\/p>\n
Vigtigheden af den t\u00e6tte relation blev is\u00e6r sat i spil under pandemien, hvor det var tydeligt, at kunderne i stor udstr\u00e6kning tog fat i de leverand\u00f8rer, de allerede kendte og havde tillid til. For mange virksomheder har det betydet et endnu t\u00e6ttere samarbejde mellem leverand\u00f8rerne og hospitalerne for at finde gode l\u00f8sninger i en t\u00e6t p\u00e5 kaotisk tid \u2013 et t\u00e6t samarbejde, der er blevet gjort muligt af den allerede opbyggede relation til s\u00e6lgerne.<\/p>\n
Derfor kan vi kan nok n\u00e6rmere forvente, at fremtiden byder p\u00e5 et solidt mix af de forskellige profiler, hvor den indledende del af salgs- og kundearbejdet kommer til at foreg\u00e5r p\u00e5 digitale kanaler, der s\u00e5 bliver suppleret med den mere traditionelle, relationsskabende tilgang til salg med fysiske m\u00f8der.<\/p>\n
\u201dForandringen kommer ikke til at ske natten over, s\u00e5 det er vigtigt, at virksomhederne i Pharma og MedTech ser udviklingen som en kontinuerlig proces, hvor de skal v\u00e6re agile og forandringsparate. De skal hele tiden sp\u00f8rge sig selv om, hvordan den klassiske KAM rolle bedst kombineres med det digitale mindset. Sammen med vores kunder kommer vi derfor til at f\u00f8lge udviklingen t\u00e6t og r\u00e5dgive, sparre og rekruttere p\u00e5 baggrund af vores l\u00f8bende l\u00e6ring,\u201d slutter Christian Winther.<\/p>\n
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