Pharma Selling in Five Years – The Shape of Things to Come – Asrar Qureshi’s Blog Post #1147

Pharma Selling in Five Years – The Shape of Things to Come – Asrar Qureshi’s Blog Post #1147

Dear Colleagues! This is Asrar Qureshi’s Blog Post #1147 for Pharma Veterans. Pharma Veterans Blogs are published by Asrar Qureshi on its dedicated site https://pharmaveterans.com. Please email to pharmaveterans2017@gmail.com  for publishing your contributions here.

Credit: Abdul Batin

Credit: Antoni Shkraba

Credit: Tima Miroshnichenko

Preamble

This is a broad vision of how pharmaceutical selling may look like by 2030.

The Current Reality

Pharmaceutical selling is still heavily relationship driven. Doctors, pharmacists, and hospital buyers trust sales reps who bring credibility, responsiveness, and personalized discussions. Unlike many other industries, face-to-face selling continues to dominate because:

Prescribers rely on human interaction and nuanced discussions.

Regulatory restrictions limit direct-to-consumer pharma marketing in many countries, particularly Pakistan

Complex therapies (oncology, biologics, specialty drugs) require detailed clinical dialogue.

In several countries, customers also look for professional and personal services which are discussed and communicated via human interaction.

Therefore, the human element remains vital. But AI is already creating pressure points that will reshape this traditional model.

What AI Can Bring to Pharma Sales in the Next 5 Years

Precision Targeting & Segmentation

AI-driven data analytics will allow companies to map physician behavior, prescription patterns, and patient outcomes at an unmatched depth.

Sales reps will no longer blanket-visit doctors; AI will tell them which doctor, at what time, with what message. Smaller, highly targeted call lists will replace broad sales territories.

Impact: Sales teams shrink in size but grow in productivity. 

During the last 20 years, every pharma company in Pakistan has relentlessly pursued on increasing the teams’ sizes which for larger companies, now run in thousands. As I keep pointing out, this expansion is geographical mainly. The basic units are becoming smaller with sales reps based even in small towns. The managers’ territories have also become smaller to do more intense work. My take is that the benefits of geographical depth and intensity has given away almost all it could give. The next difference will be based on precision, not size.

Smarter, Augmented Sales Reps

AI will act like a “digital co-pilot” for reps, suggesting the most relevant clinical data for each physician, predicting objections and tailoring responses, and automating call reporting and CRM updates.

Impact: Reps spend less time on admin, more time on meaningful engagement.

For years, sales reps have been motivated, cajoled, coerced, to collect and record customer data and use it to plan each call. However, it never happened in reality, and finally, companies stopped pursuing this matter and started emphasizing on the results only. It looks like data will again come into focus.

Hybrid Selling May Become the Norm

COVID-19 showed that virtual detailing and webinars can work. AI will enhance this by personalizing digital content delivery, tracking engagement during virtual calls, and recommending whether a doctor prefers digital or in-person interactions.

Impact: Pharmaceutical selling moves from only face-to-face to hybrid (in-person + AI-powered virtual).

Whatever the pace of development in various sectors, the adoption and assimilation of technology have been fairly rapid in Pakistan. We have learnt to welcome technology rather than shunning it. The biggest examples are use of mobile phones and particularly WhatsApp which is being used by everyone.

Shift in Role: From Seller to Trusted Consultant

AI tools will give doctors access to more real-time data themselves (clinical trial results, patient dashboards, adverse event alerts). This reduces the need for “transactional detailing.”

Reps will instead evolve into: medical educators (explaining complex therapies in simple terms); and healthcare solution partners (helping doctors optimize patient outcomes, not just prescribing).

Impact: The role of the sales rep becomes more consultative, less promotional.

This is where it all started half a century or so ago. The doctors had very limited access to new information on drugs and clinical trials and international recommendations. Pharmaceutical companies (MNCs) emerged as a reliable source for such information, and the sales reps received recognition and enjoyed consultative status. Gradually, pharma companies changed their direction to more commercial area and the sales reps status changed to material providers, rather than information providers. With AI, we may see a comeback.

Compliance & Transparency Gains

AI will track interactions and ensure compliance with regulations.

Automatic checks on promotional content.

Real-time monitoring of off-label discussions.

Impact: Reduces risk for companies and salespeople but also makes interactions more standardized.

So, Will Pharma Sales Change Entirely or Partially?

Entirely? No. The human touch is irreplaceable in pharma, especially for high-stakes therapies. Doctors still want to discuss with people they trust.

Partially? Yes, profoundly. The role, size, and style of sales forces will shift.

Fewer reps, but more skilled, less transactional, more consultative, and less face-to-face-only, more hybrid/digital.

The Five-Year Outlook (by 2030)

• Sales force sizes shrink (AI cuts inefficiencies).

• Top reps become “AI-empowered consultants” delivering value, not just messages.

• Face-to-face continues but supplemented by digital precision.

• Doctors trust AI-backed insights as much as human reps.

• Companies invest more in data platforms than in traditional detailing armies.

Sum Up

Pharmaceutical selling will not disappear — but it will transform. In five years, the rep of the future will not just be a salesperson, but a data-driven healthcare partner, guided by AI yet trusted for their human judgment and empathy.

There are two questions, however.

One, how much pharma industry in Pakistan cognizant and willing to make changes?

Two, what will happen to the large brigades of sales reps gathered over time?

Concluded.

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For most blogs, I research from several sources which are open to public. Their links are mentioned under references. There is no intent to infringe upon anyone’s copyrights. If, any claim is lodged, it will be acknowledged and recognized duly.