The ethical requirements of product promotion in most countries together with the challenges posed by policies and guidelines governing prescribing and purchasing, mean today's sales and marketing teams must be more skilled than ever before.

Added to this is the increasing pressure on customers' workloads and ever growing competition for time with key contacts in order to effectively build relationships, whilst successfully achieving business goals and bringing true patient benefits. The days of being able to deal with just the key prescribers are long gone in most disease areas, meaning a much wider perspective and skill set is essential if success is to be achieved.