The challenge of generational succession

The announced retirement boom, especially in the field of office-based general practitioners and internists, is now fully getting under way. Within the last four weeks only, Dynamic Targeting recorded more than 150 physicians who had to be set “inactive” for this reason. This fact, connected with the annual standard change of around 20% of the address data in the field of GPs, constitutes a significant threat for the pharmaceutical sales force, making it very difficult to identify new and special potential prescribing physicians, and to respond to fast changes in this context. And one must not forget that in the course of many new practice takeovers, the “first come, first serve” principle and, in particular, the “Continuously serve” principle are the motto. Some pharmaceutical companies therefore already bet on the increased support of around 5,400 future physicians yet enjoying medical education.