Transforming Pharmaceuticals & Biotechnology sales through proven methodologies

Pharma and biotech sales have completely changed. It’s no longer about building relationships, it’s about navigating strict rules and proving your product works in the real world.

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What’s not working for commercial teams in the Pharmaceuticals & Biotechnology sector?

Sales teams now deal with limited access to doctors, tougher approvals for getting on the list of drugs that health plans will pay for, and constant pressure to show evidence beyond clinical trials. For specialty drugs, the challenge is even bigger: helping patients get access, understanding reimbursement processes, and coordinating with a large network of people across the care journey.

Access to prescribers

Access to prescribers

Access has become severely restricted. Healthcare systems limit pharmaceutical representative visits, forcing sellers to maximise impact during brief interactions. Virtual engagement has grown but lacks the relationship-building power of in-person meetings. Breaking through requires delivering genuine value rather than promotional messaging.

Approved drug list inclusion

Approved drug list inclusion

Access to this list determines commercial success. No matter how effective a therapy, without favourable formulary placement and reimbursement, prescribing remains limited. Pharmacy benefit managers and payer medical directors demand head-to-head comparisons, budget impact analyses, and evidence of therapeutic differentiation that justifies premium pricing over established alternatives.

Demonstrating therapeutic differentiation

Demonstrating therapeutic differentiation

In crowded therapeutic categories, products often have similar efficacy profiles. Differentiation may lie in safety profiles, dosing convenience, patient adherence factors, or specific subpopulations – nuances that require sophisticated positioning beyond simple "our drug works better" claims.

Value-based contracting

Value-based contracting

Shifts risk to manufacturers. Payers increasingly demand outcomes-based agreements where reimbursement ties to real-world performance. These contracts require manufacturers to demonstrate not just clinical efficacy but actual patient outcomes in diverse populations.

These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

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The sales imperatives for medical device companies

Discover the four biggest challenges faced by medical device sales teams and the strategies sales teams are adopting to help them sell better. Learn why a formal sales methodology will help increase profitability and how to sell new commercial models and other added value initiatives.

How Huthwaite solutions address these challenges

SPIN Selling helps pharmaceutical professionals transition from product promotion to therapeutic consultation. The methodology enables sellers to uncover the specific patient populations, treatment challenges, and outcomes gaps that prescribers and payers care about, then position therapies as solutions to those specific problems.

Maximise prescriber access time

Maximise limited prescriber access time by focusing conversations on their specific treatment challenges rather than generic product messaging

Navigate complex stakeholder environments

Engage payer medical directors

Engage payer medical directors and pharmacy directors in clinical and economic discussions that address their formulary decision criteria

Build economic justification

Position therapeutic differentiation

Position therapeutic differentiation around the problems it solves rather than abstract claims of superiority

Connect benefits and outcomes

Build relationships

Build relationships with key opinion leaders by demonstrating clinical insight and understanding of treatment landscape complexities

Create urgency

Navigate reimbursement challenges

Navigate reimbursement challenges by understanding payer concerns and addressing them proactively

Position investments as enablers

Support value-based contracting discussions

Support value-based contracting discussions by helping stakeholders identify meaningful outcome measures

Differentiate through insight

Solutions for the Pharmaceuticals & Biotechnology industry

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behavioural change that lasts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.