Greater Than One’s Christa Toole analyzes how healthcare marketers are adjusting to the current health crisis in a variety of ways.

Public safety is the world’s singular goal as mandatory quarantines, shelter-in-place orders, travel restrictions, and mandatory work-from-home policies go into effect to curb the spread of COVID-19. In response, many biopharmaceutical companies are shifting how they work: Amarin withdrew part of its field force, while Amgen and Merck have instructed their sales teams to halt all in-person meetings with physicians and hospitals.

Physician-patient engagement has changed rapidly and significantly during the COVID-19 pandemic, with remote conferencing and digital communications becoming increasingly important, according to a new survey of 500 U.S physicians by health and wellness marketing agency AbelsonTaylor.

COVID-19 has forced the life science industry to embrace digital engagement with HCPs at scale. But, remote detailing is not going to be successful unless pharma can offer value, according to OKRA Technologies.

Paying field sales representatives is harder than it sounds. Companies need to rigorously analyze data and thoughtfully develop payout structures that help sales reps maximize earning potential and sales results. If a company’s compensation plan fails to properly motivate or adequately reward sales reps, they may underperform or move to a competitor.

GlaxoSmithKline will change incentives for sales representatives in some countries as the British drugmaker looks to retain talent.

Leading healthcare marketing agency Heartbeat has earned Level 4 certification status with Veeva Systems Inc., a leader in cloud-based software for the global life sciences industry.

OxyContin maker Purdue Pharma LP is slashing its sales force in half as the company changes the marketing strategy for the chronic pain pill OxyContin amid the opioid abuse crisis.

Drugmakers’ response to the threat posed by “superbugs” remains patchy even after years of warnings, according to the first analysis of individual companies’ efforts to tackle the antibiotic resistance crisis.

Pernix Therapeutics is undergoing a reorganization that includes the termination of a number of sales representatives.