The Orchestrator Rep: What market conditions are turning traditional reps into orchestrator reps?

Saby Mitra

Market changes and the market drivers are prompting some of the pharmaceutical companies to rethink their commercial strategies.

Access has been on the decline for several years now, but the severity of the problem is much more pronounced today than it used to be five years back.

There is a significant digital proliferation in the industry—67% of the health care professionals in the U.S. rate digital channels as the preferred source of information from pharma.

How do you characterize an orchestrator rep?

The orchestrator rep really is the same traditional rep, but evolved and empowered to make better decisions.

There's probably three key themes that can describe orchestrator reps the best. Theme number one really is about the rep is well informed and aware of all the touches and the interactions that marketing and their other customers and peers are having with the customers.

Theme number two really is about the rep playing a more active role in influencing some of the marketing offers and tactics that marketing will ultimately extend to their customers.

And theme number three is really about the orchestration, where the rep is in a position to better coordinate with marketing in terms of the delivery and the timeliness of the offers.

What can customers, sales forces and pharmaceutical companies expect from the orchestrator rep?

The customers will see a much more organized, much more coordinated, much more harmonized organization. Sales reps will tremendously benefit from the knowledge of all the interactions that's happening around him or her, so they can make better decisions on how they want to engage with their customers. And that will deepen their relationship with the customer, that will drive a better business outcome, that will drive better incentive payouts for them.

And for the brands, they would start seeing improved scale and engagement of their marketing tactics, with the rep playing an orchestrator role, which ultimately leads to better top-line benefits.