"Until the XIX century all wars of were for a territory in XX  century - for resources,

in the XXI century people will become  a new asset, for which the fight will go"

  Ruben Vardanyan

The current stage of economic development is characterized by:

1. Acceleration of all processes, as the trend of corporate culture

2. Increasing of information and the growing of information technology importance 

3. Increasing of staff role in the creation of added value in pharmaceutical marketing

1. Acceleration of all processes, such as the tendency of corporate culture

Currently, the corporate culture of successful companies is characterized by an acceleration of basic processes. Bill Gates notes this trend in one of his works: "The main factor in determining the "rate of the company", is its corporate culture" *. Analysis of successful businesses indicates the following key success factors:

- professional and highly motivated staff;

- "transparency" of all operational processes and employee participation at all stages of the planning and budgeting process up to the monitoring of results and participation in the distribution of premiums (bonuses) and risks.

These changes are less affected pharmaceuticals, but in a protracted economic crisis, the buyer can’t continue to pay all the costs associated with inefficiency and wastefulness of pharmaceutical marketing. On the basis of the above, external services are focused on reducing costs by involving and retaining the best employees. The high rate of migration of the labor force within the national and global labor markets requires new approaches to the management of human capital, and high wages do not provide a low staff turnover any more. Pharmaceutical companies have to invest more resources in training, motivation and retention of key personnel external service. 

According to Igor Vovkodav, director of the "Company "Farm-ROST": "In the current market situation, it is advisable to focus efforts on two aspects: 1) the quality of selection, continuous learning and a comprehensive study of employees, and 2) the involvement of external service staff into the planning, implementation of sales plans, followed by the distribution of the bonus fund, or taking on costs while not performing the sales plans. Special attention should be given to the involvement of such technical tools as quality control of staff work and their learning, the creation of a strong corporate culture aimed at the involvement of employees in the management of external services. This approach will encourage to perform sales plans, to enhance staff satisfaction, workplace and career plans, which will help reduce staff turnover of external service".

Examples of successful technologies are CRM systems, GPS-navigation, and new in HR is the application of staff testing by the freelance psychologists. More and more attention is paid to the development of the system of internal motivation, which includes elements of individual and group planning and monitoring of such plans, the ability to multi-faceted work for the collective determination of the remuneration within the business units. Jack Welch, former CEO of GeneralElectric, which saved the company from bankruptcy, noted that losing more than 5% of the employees in a year is very critical for the company. At the same time, his practice in the movement of staff "vertical-horizontal" in General Electric will provide improved operational performance of business, because they have been provided, as management and a high degree of satisfaction of employees and reduce the cost of training of the new employees.

Thus, there is much to gain from motivation of employees to stay longer in the company, it strengthens the expertise and corporate culture of the company, and provides higher sales staff. According to Ruben Vardanian, a Russian businessman and head of the company "Troika Dialog", "Things are changing, and the key change that has occurred over the past few years - this is the rate of change around us. The world has become a globally interconnected, blurred boundaries between countries. Therefore, the battle for the best personnel is becoming more stringent. In this regard, the leader faces new challenges, now and in the future it is necessary to be mobile, to be able to keep creative professionals in their team and navigate the tech world. "

2. The increasing of information and the value of information technology

According to Pareto rule information doubles every 18 months. Increasing of the information required technical and human resources to process the growing volume of information. Because information is an important factor for successful communication with customers in the pharmaceutical marketing, more and more companies are adopting technical means of communication, both with the customers and the employees. Bill Gates says that "All advertising will inevitably be transferred to mass customized rails". ** 

Successful leaders are characterized by the fact that they take on a leadership in implementation of new technologies. For example, in Ukraine, on the initiative of the leaders, more external service personnel on visits using tablet computers with video presentations. Full information about medicines and their evidence base for registered doctors and pharmacists is placed on corporate sites openly. Training and testing of employees of external service is increasingly conducted remotely via the intranet, webinars, access to corporate libraries. New technologies allow saving staff time and financial resources of companies that allows employees of external service to work more with clients and not spend time to travel to the main office and in the multi-day training sessions.

There is a steady development of the professional social network of doctors, pharmacists and medical students, that helps to find information, discuss current market issues and case studies of business and staff, such as medical professional Russian social network "Doctor at work" (www.doktornarabote.ru), which has more than 100 000 professional participants. Today there is no information that can be considered closed by market professionals. Any error in the corporate human resource management may be known as soon as possible to the market. Thus, in the pharmaceutical marketing industry is increasingly using information technologies.

3. Enhancing the role of staff in the creation of added value in pharmaceutical marketing

The current economic crisis stimulates the transition economies in the world with an industrial society to an information society. Such a transformation is expressed, above all, to improve the productivity of each employee. Increasing of productivity can be achieved through greater investment in fixed capital goods, such as machine tools, machines, and computers. How to ensure greater employee productivity in pharmaceutical marketing when buying more expensive equipment will not have a decisive impact on the sales? Today there is no single answer to this question. But the result depends on the staff and managers.

In a professional environment, notes that the qualification of staff, the effectiveness of each visit, the loyalty of employees, combined with the quality of the product provided it meets the "price quality" are the main factors increasing the productivity of external service. 

Most market experts say that high school today lags behind changes in the requirements for training graduates. Foreign service professionals in universities purposefully are not prepared. Most companies have developed successful internal corporate training and development of personnel. 

Analysis of costs for staff training and development shows that these costs are substantial and measures to retain staff, with the increasing funding for such programs may reduce the budgetary costs of staff. 

It is important to pay attention to the training and motivation of managers. Ivan Natalchenko, head of the "Pharmacy project" of the "Company "Farm-ROST" says: "Best Employers often share the view that now is not the company chooses the employees, but employee chooses a company or brand to which they want to work. But often medical representatives leave the specific manager". Number of leading positions in each company is limited. In external services per head on average closed 10 - 25 medical representatives. Career prospects severely limited vacant positions. How can you retain and motivate experienced medical representatives? Is there a possibility of moving the staffing officer "horizontal" or using the old cadre model "move up or go away?" Now, many business leaders together with HR departments try to find out the solution through the introduction of various grading systems, for example, KPI, "Grade" program of internal development of each employee.

Additional companies implement large-scale projects to rally employees (sales teams). How often it gives a positive result? Does the turnover of skilled workers in the company exceed 5% a year? How to solve this problem? To answer to this question should be analyzed the existing system of internal and external motivation to work for the company, it is necessary to involve psychologists to help analyze each employee and give individual advice which individual tools will be more effective. 

The importance of the role of the head was perfectly formulated by Lee Iacocca, CEO of Chrysler, which successfully brought the company out of the crisis: "Who does not know how to deal with people, can’t do business, because it is the people around us." According to Igor Vovkodav, director of the "Company "Farm-ROST": " It is a rarity to meet  the finished CEO, so companies need to invest in training of their own leadership development. "

Thus, there is need to implement training and education programs for leaders. It is advisable to test management for knowledge, customer satisfaction and loyalty. Anonymous testing is an important element of subordinate feedback for managers to identify their shortcomings and weaknesses that need to be corrected. This work, as with linear staff so and with the managers, helps to build an integrated system in the companies, improve efficiency of staff, to ensure the poor turnover. 

Most pharmaceutical companies are able to implement such programs by the corporate management services and staff development. Those companies that have a limited number of staff employees should encompass professionals to develop study programs and staff development, and testing is carried out with the involvement of third-party companies and freelance psychologists.

On the basis of the above, it should be noted that the rate of operational processes, increasing of information, public access to information, investment in training and staff motivation will characterize the main efforts of companies that work in pharmaceutical marketing. For successful companies it is important to be able to promptly identify key business trends and respond to the new challenges as their own, and with the help of external experts.

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* Bill Gates. Business with the Speed ​​of Thought. Ed. 2nd, revised, New York: Eksmo-Press, 2001. - 480 (p. 165)

** Bill Gates. Business with the Speed ​​of Thought. Ed. 2nd, revised, New York: Eksmo-Press, 2001. - 480 (p. 240)

Analytical Service of Farm-ROST