An Agenda for Change

An agenda for change

“Change is inevitable – except from a vending machine!” The words of the American author Robert C Gallagher contain more than a grain of truth. Former British Prime Minister, Harold Wilson, offered an even more emphatic view of evolution: “He who rejects change is the architect of decay. The only human institution that rejects progress is the cemetery.”

No doubt we all have our own individual perspective on change, and not everyone is a fan, but, given its sheer inevitability, how we deal with it can be the difference between success and failure. The pharmaceutical industry finds itself at the centre of a maelstrom of change. The traditional pillars upon which much of its past successes have been built are beginning to look rather fragile. In the UK, the ongoing reforms to the industry’s NHS customer-base are driving the need to adopt a new operational model. The harsh realities of a global economic crisis, with destructive implications for health budgets the world over, are fuelling a greater urgency for change. The industry cannot afford to stand still. According to Dr Michael Dixon, Chairman of the NHS Alliance and a keynote speaker at the inaugural Pf Conference this May, Buddhists have got it right: “Believe in permanency at your peril,” they say. Dr Dixon predicts misery for those in the pharmaceutical industry that refuse to adapt to change.

This month, Pf begins a process of examining the opportunities for progress that change inspires. A timely example can be seen in this month’s announcement of new guidelines for joint working between the pharmaceutical industry and the NHS. The implications of this significant document will be assessed in the coming months. For now, though, we look at emerging models of communication between the industry and its customers. In this regard, Nick Lavery turns to Darwin to guide his theories on Advocacy Mobilisation in the digital age. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

With new legislation covering flexible working due to take effect from April, we consider its impact. Estimates suggest the modified law could lead to over 4.5 million requests for reduced working hours. Even in a recession. The question is, how will pharma adapt? Is it flexible enough? We also reveal the winners of this year’s prestigious Pf Awards – recognising the continued excellence of those sales professionals who have battled through an evolving marketplace and emerged victorious. It’s refreshing to learn that some things never change: the quality of sales interaction across the industry remains as high as ever.

As sales professionals, the individual roles you perform in the market continue to play a vital role in the delivery of patient care. And so, as the world around us changes, it’s important to remember that we don’t have to be passive about it. In the words of Andy Warhol: “They always say that time changes things. But you actually have to change them yourself.”

Medical sales professionals can make a difference and can be the drivers of meaningful change. Here’s wishing you more than just 15 minutes of fame.

Chris Ross

EDITOR