Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page With companies continuing to add more representatives, what's happened to the efficiency of detailing? Detailing has become less efficient as the number of sales representatives has more than doubled between 1993 and 2001. In 1993, the major pharmaceutical companies employed approximately 38,000 sales representatives. By 2001, this figure more than doubled to 81,500. At the same time, there has only been a marginal increase (17%) in the total number of calls made during this eight-year period in which contacts leading to message communication only increased 5%. As a result, the return-on-investment (ROI) from detailing has dropped from $3.34 for every dollar invested to $1.94/$1.00. Click for a larger image Do's and Don'ts  Do's   Monitor and evaluate detailing efficiency to ensure that field force headcount is at the appropriate level…(neither too high nor too low).  Dont's   Don't add another sales rep until the current reps are adequately leveraged with support promotion. Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Copyright© 2008 The Nielsen Company

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