In the first of a new series, Pf’s John Pinching meets Novartis’ Senior Brand Manager and Pf reader, Caroline Armstrong. A franchise coffee house in Farnham sets the scene, as she orders an exotic latte, while he opts for an invigorating Americano (with three sugars).

When I meet Caroline – winner of the prestigious Joint Working Award at the Pf Awards 2012 no less – she exudes confidence, charm and style. Indeed, she immediately draws my attention to a famous local sculpture and points out that, viewed from a certain angle, it resembles something entirely unexpected.  I conclude that it must be ‘attention to detail’, which sets this career-climber apart.

What is your background, Caroline? I come from Newcastle and did a degree in Biomedical Science at the University of Newcastle Upon Tyne. During my time there I worked in a lab at Proctor and Gamble. After approximately five minutes I knew it wasn’t the career for me! I needed to do more than just take microscope slides out of a washing machine for the rest of my life.

How did you embark on a career in the selling side of pharmaceutical drugs?
I attended a recruitment drive, was impressed with the potential opportunities and became a medical sales representative, first at AmDel, then Altana Pharma. I know it’s a cliché, but in order to fulfil my ambitions I had to be out there, ‘carrying the bag’; it’s the best way to build a network and discover how the industry really works.

Do you remember your first gig? Yes, it was pretty nerve-wracking. As soon as I arrived at the surgery, I was taken straight to the GP, without any time to compose myself. It was a steep learning curve, but I soon gained confidence and was able to apply my personality when describing products. Showing your human side in medical sales is vital.

How did that enable you to progress further? I joined Novartis initially as a Vaccine Account Manager, before getting the chance to go on a marketing secondment. I really felt like the company believed in my ability and this ultimately led to my roles as the UK Influenza Brand Manager and Travel Vaccines Senior Brand Manager.

What were the most satisfying aspects of your new Novartis ventures?  Getting involved in really broad campaigns was very exciting. With influenza it’s not just a case of painting patient pictures, you are convincing people to purchase products there and then; sign on the dotted line. From a marketing view, delivering an effective strategy is essential, but from a sales view, you’ve effectively got twenty minutes in front of a healthcare professional to deliver, not just a generic pitch, but one that demonstrates empathy, understanding and confidence in your proposition. There’s only one chance, so you have to make every interaction count.

Does it make you appreciate the impact you’re having on society? It’s pretty amazing to think that last year the number of vaccines given through pharmacy alone could fill St. James’s Park. That really puts the number into perspective.

Do you support Newcastle United, by any chance? Yes, I used to go with my dad, when David Ginola was playing (judging by the wistful expression, I think Caroline may have been a great admirer of the aforementioned Frenchman).

I digress, what programmes are you putting into place in preparation for the dreaded reform act? We have been very passionate about implementing vaccination programmes, which enable a more community-based approach to health. We’re training pharmacists to vaccinate in local pharmacies, enabling many more thousands of people to access healthcare. It will certainly relieve some of the pressure from GPs. People will have the convenience of being able to pick up their weekly shop and a vaccine, all in one place.

How do big companies react to changes enforced by new political policies? From an industry perspective you can’t plan too far in advance because you simply don’t know what the NHS will look like in a few years. If Labour get in all the changes might be reversed and we’ll end up going round in circles.

You’re still young, but seem to have ascended up the ranks rapidly I enjoy what I do and like to do it well; then I’m ready for the next challenge. When you reach milestones in your career it’s so important that you have a story to tell, making sure that it’s as fulfilling and successful as it can be. Some people are satisfied to do the same thing for years, but I want each chapter to represent a new adventure and an opportunity to make a difference.

What does the future hold for you? I’m starting a new job in Basel! (Caroline is making the pilgrimage to Switzerland and she’ll be working as Business Franchise Manager in Novatis’ Ophthalmology business unit – which is nice).

That’ll be incredible Yes, I’m going there with my partner and it will certainly be a great experience. It’s a global role so it will be really interesting to see how other health services, like Australia and Canada, operate compare to ours. I hope they don’t have as many acronyms.

There’ll also be some cultural differences in Switzerland too? Yep, for a start, they only serve wine in 100ml measures and that will take some getting used to!

What will you miss? The higher your position, the greater potential there is for you to be removed from the ‘patient’.  I think I will miss the daily coal face interaction you get when you work in a local market, close to the actual health provision. That is why I think it is so important to remember what it is like when you are on the road, bringing products to life. Ultimately, whether you are in a local or a global role, everything you do is still for the patient.

Research suggests that the best work-life balance involves strong commitment to both areas.
Does that happen in pharma – or only in Narnia?

Medical sales professionals are likely to be wary of work-life balance (WLB). The traditional sales model has been associated with a workaholic mindset – the more you work, the more commission you earn – and an attraction to the freedom of the road. But these days, travelling light is likely to mean you have nothing to come back to. As medical sales has developed towards long-term selling and key account management, so its professionals have come to rely more on domestic stability as a support.

A perfect circle
A recent study by Working Families challenges the idea that home life and work are competing priorities. They surveyed over 2,000 high-achieving professionals, mostly female, working in the private sector in South-East England – supposedly the yuppie heartland. What they found was a strong, bidirectional correlation between ‘work engagement’ and ‘relationship quality’. As either factor improved it strengthened the other factor instead of detracting from it.

They also found that problems at work affected home life and vice versa – but whereas many professionals could escape from domestic stress at work, few could leave work issues behind when going home. Where a vicious circle existed between the two, the driving force was usually trouble at work. Where steps were taken to reduce stress at work, the domestic picture normally improved.

Working Families concluded: “Work-life balance is not the bringing together of two separate and competing domains, but rather the two need to be understood as two aspects of the same dynamic. Those who are more fulfilled at work may also be more fulfilled at home.”

These important findings suggest that work-life balance does not have to be seen in terms of managing a conflict. Far more importantly, it can be seen in terms of creating a mutual reinforcement to the benefit of the individual and the company.

Bending the rules
The big question for employers is how they can achieve this perfect circle for the dysfunctional individuals who make up their sales teams. Giving staff more flexibility – in terms of when and where they work – is the most popular solution among companies and staff alike.

However, Working Families notes, flexible working is no bed of roses. For women in particular, flexible working is likely to impact negatively on home life by allowing a conflict to develop. Conversely, men tend to take up flexible working “far less often” than women, perhaps due to fear of such a conflict. Employers should therefore ensure that there is an “embedded culture of flexibility” in which such conflicts and anxieties can be resolved.

The Work Foundation even makes flexible working definitive of WLB: “Work-life balance is about people having a measure of control over when, where and how they work.” But the truth is that WLB cannot be wholly separated from other issues such as accountability and autonomy.

The CIPD’s Employee Outlook for summer 2012 notes that 60% of employees report satisfaction with their WLB. Women are more likely to feel that they have the right WLB (65%) than men (55%). The CIPD reports a strong positive correlation between employee engagement and satisfaction with WLB.

A delicate balance
The Pf Company Perception, Motivation and Satisfaction Survey 2012 shows that for medical sales professionals, work-life balance ranks fourth in a list of 18 priorities (after salary, relationship with direct manager and job security). Overall, 42% of survey respondents are ‘satisfied’ with their WLB and 28% are ‘dissatisfied’.

These figures suggest that WLB is neither a major problem nor a big success for the pharma industry. Given that WLB is a predictor of work engagement, they do not encourage complacency.

Women surveyed are happier with their WLB (44%) than men (39%), which may reflect greater skill in balancing the relevant factors. Employees working part-time are happier (49%) than those working full-time (41%), which may reflect a trade-off between income and WLB.

Industry satisfaction with WLB is fairly consistent across regions in England, but is much lower in Wales (31%) and Scotland (30%). In Scotland, the proportion actively dissatisfied with WLB is 35%, making the issue a negative one for the nation’s pharma companies.

The age-related figures show highest satisfaction with WLB (68%) among employees aged below 25, with lowest satisfaction (35%) among those over 55. That does not suggest that starting a family is a trigger for major WLB concerns – and indeed, Working Families states that such a view is a myth. Rather, WLB becomes steadily more important with age.

Employees whose sales are above average are more likely to feel they have the right WLB (45%) than those whose sales are average or below average (both 36%). However, for those with the highest sales, WLB satisfaction drops to 34%. That suggests that the correlation between professional success and WLB works only up to a certain point.

Roles associated with associated with industry average or better WLB are nurse advisor (57%), primary care specialist (47%) and KAM (45%), while sales management is associated with WLB well below average: 31% for first-line managers, 26% (with a shocking 58% dissatisfied) for second-line managers.   

WLB satisfaction drops steadily with time in role, from 48% after less than six months to 37% after eight years. This contrasts with the effect of time in the industry, where WLB satisfaction rises to a peak between four and eight years (53%) before trailing off.

The whole picture
The Pf survey broadly supports the view that work-life balance is about the mutual reinforcement of work and home life, rather than managing a conflict. But it also shows that conflicts are possible in certain kinds of role, notably sales management, and where individuals may be aiming too high.

Companies need to support WLB, especially with older employees, and understand that WLB is a predictor of good performance. They should promote flexibility without seeking a ‘one size fits all’ model. Above all, they should be mindful that the strongest driver of successful WLB is fulfilment at work.

Medical sales executives continue to lead the way in the pay stakes, but how do they continue to defy remuneration odds?

A recent Channel 4 documentary exposed just how sensitive the issue of salary is in the workplace. Employees at a leading plumbing firm in London were asked, face-to-face, to reveal their salary to their colleagues. The outcome wasn’t pleasant. Employees working alongside each discovered they were, in some instances, paid tens of thousands of pounds less than the person working only a few feet away from them. Whilst employees’ pay was eventually brought in-line with their unsuspecting workmates, the moral of the film highlighted just how much people dislike being short-changed – especially in their wage packet. 
The Pf Company Perception, Motivation and Satisfaction Survey – now in its 11th year – again highlighted the importance of salary to those working within the medical sales industry. It’s of little surprise that in an era of austerity salary came out on top as the main motivating factor for respondents. While the significance of money is there for all to see, the satisfaction respondents feel when they open their wage slips is somewhat surprising – despite being paid well above UK average. Satisfaction ratings showed salary placed as the 13th out of 18 options.

Figures from the website Payscale.com show that the average salary for men in the UK is now a slightly more than £30,000. For women it’s around six thousand pound less. Short change when compared to figures from the Pf Survey where the median salary from men is £45,000 and women £40,000. Despite nearly all pharmaceutical companies announcing plans to tightening its belts, employees in the medical sales sector are clearly still extremely well paid.

Overall figures from the survey show that annual remuneration packages range from £11,000 up to a wallet-busting £107,000. The median salary for full-time workers travelling from job to job around their territories was £43,000. Even those on part-time hours earned a medium salary of £26,702 – with the highest earner working reduced hours taking home a cool 54k.

The going rate
A career in the medical sales industry pays. The median salary for respondents who have less than six months’ experience within the sector was £23,000 - see Figure 1. One individual began their career within the industry taking home £58,000 per year! The median salaries of those with additional years of experience continued to rise with those clocking up eight years or more earning an average of £45,000. 
Age also plays an important factor.  The median salaries of those aged 25 and under continue to rise to respondents aged between 45 and 54 years old. Individuals in that age bracket reported a median salary of £45,000, yet those aged beyond their 54th birthday saw their median annual wage fall by two thousand pound. With an ageing workforce, has the medical sales industry targeted this age group to make savings?
Patients may suffer as a result of the postcode lottery but it also seems that medical sales executives do as well – see Figure 2. Median salaries ranged from £42,125 in Scotland up to £47,000 in London. The south east, south west and Wales all clock up median salaries of £45,000 with the north east and Midlands/east slightly behind.

Individual roles
Pharma’s switch in methodology away from a traditional headcount approach to a key account model is reflected in the survey with the median salary for Key Account Managers being £10,500 more than that of a Primary Care Representative (£33,000). Primary and Secondary Care representatives reported a slightly better median salary at £38,880. However, that figure is almost doubled by the median salary of second-line managers at £74k. At the other end of the pay scale, nurse advisors reported the lowest median salary at 30k – as highlighted in Figure 3.

Although public sector workers may have had to endure pay freezes, the same can’t be said of medical sales executives. For the second year running respondents have again reported hearty pay rises – one lucky individual banked a £20,000 rise! Overall, the median salary increase was slightly more than a thousand pound. Key Account Managers reported £100 on top of that figure with second-line managers again enjoying the largest slice of the pie, after receiving a median rise of £2,778.

On top of generous salary increases, respondents also enjoyed bonuses the majority of workers from other sectors – banking aside – could only dream of. In total, the survey found that sales executives received a median bonus of three thousand pounds. The maximum bonus was £50,000. Key Account Managers saw their bonuses fall in line with the average median figure, primary and secondary care representatives were rewarded a thousand pound less than everybody else, and first-line and second-line managers again enjoying generous gratuity sums.

However, very much like salary, respondents were clearly unimpressed with their bonuses. In the satisfaction stakes, only share scheme finished behind bonus in the minds of respondents. It would seem, much like pharma’s shareholders, medical sales executives are a difficult bunch to please – despite enjoying above-inflation rewards.

CHASE Recruitment has appointed Kirstie Justice as Recruitment Consultant, responsible for the East and West Midlands area.

Kirstie originally trained as a teacher before working for Eli Lilly as a Hospital Specialist. She has worked for CHASE previously in June 2010 to cover maternity leave.

CHASE provides specialist recruitment services and contract sales organisation (CSO) solutions to pharmaceutical, biotechnology and healthcare companies in the UK.

Sanofi Pasteur is donating a vaccine strain used for polio eradication to the World Health Organization (WHO) to produce oral polio vaccines (OPV).

The vaccines division of Sanofi is providing the original viral seed which is used to produce large volumes of OPV against the type 3 virus.

Olivier Charmeil, President and CEO of Sanofi Pasteur, says the donation is a “logical next step” in the division’s “unconditional support to OPV producers”.

Since its inception in 1988 by WHO, Rotary International, the US Centers for Disease Control and Prevention (CDC) and UNICEF, the Global Polio Eradication Initiative reduced the number of polio cases across the globe by 99%.

Sanofi Pasteur has supported the Initiative for the last three decades and recently responded to a request from UNICEF by committing to provide 400 million doses of OPV for use in developing countries. The donation saw the amount of doses provided by Sanofi Pasteur exceed five billion doses of OPV to UNICEF.

“Sanofi Pasteur is a leading contributor to the fight against polio and committed supporter of the Global Polio Eradication Initiative," added Sanofi Pasteur’s President.

WHO will now be in full control of the storage of the vaccine strain and its distribution to vaccine producers across the globe.