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THE PHARMA REVIEW (JANUARY - FEBRUARY 2017)

GSK's New 'Ethical' Customer Approach: Is It Delivering?

 

Introduction: In a bid to overcome stubborn industry-wide challenges, improve external perceptions and build stronger relationships with customers, some companies are seeking radical changes to age-old, traditional processes.
One such company is GlaxoSmithKline, which began the introduction of a new, more ethical approach to its interactions with customers in 2013, then accelerated its efforts following the infamous Chinese bribery scandal in 2014. As part of its more ‘ethical’ approach, GSK decoupled sales force incentives from prescription volume, redefined its interactions with physicians (including stopping all payments for doctors to speak on behalf of the company) and made greater investments in its people and transparency measures.
 

 

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