Glaxo to change way it pays U.S. drug sales reps

LONDON, July 26 (Reuters) - GlaxoSmithKline GSK.L is changing the way it pays its U.S. sales representatives, by moving away from individual sales targets to a new system under which bonuses are based on customer service.

“Physicians have been telling us they want to see fewer sales professionals, and those they do see need to provide greater value in helping improve patient health,” said Deirdre Connelly, head of North America Pharmaceuticals.

“In response, we are changing the way we market and sell our medicines and vaccines.”

Bonuses for sales reps will, from 2011, be determined partly by customer feedback and also by a model that assesses value offered to customers.

The move away from simple sales targets is the latest sign of the pharmaceuticals industry adapting to a new environment in which payers, operating from central offices, are taking over from prescribers as the true gatekeepers to drug demand.

For an earlier analysis on the changing face of pharmaceuticals sales, click on [ID:nLDE5BF0QU] (Reporting by Ben Hirschler; Editing by Jon Loades-Carter)