AI or Tradition: The Great Pharma Sales Dilemma
Pharma sales teams are under pressure, but traditional training models aren’t keeping up. Can AI help?
| 3 min read | Opinion
Those working in pharmaceutical sales are facing an uphill battle where traditional training methods are no longer sufficient to keep pace with the rapid changes in the sector. PwC's (PricewaterhouseCoopers) Next in Pharma 2025 report reveals that between 2018 and 2024, pharmaceutical companies returned just 7.6 percent to shareholders, lagging significantly behind the S&P 500’s 15 percent. Over the past year, the gap has widened further, with the PwC Pharma Index returning 13.9 percent, while the S&P 500 surged by 28.7 percent. These figures underline a critical truth: innovation in the lab isn’t being matched by performance in the field.
The need for modern, effective sales enablement tools is more urgent than ever. Outdated strategies are falling short in an increasingly competitive, fast-moving market. Sales teams face mounting pressure to hit aggressive targets, engage healthcare professionals meaningfully, and adapt to continuous industry shifts. Research consistently points to training gaps and underperformance highlighting the pressing need for transformation.
According to the Salesforce State of Sales Report (2024) 84 percent of sales representatives missed their quotas last year, and new hires are facing a ramp-up time of over 11 months. Adding to the pressure, sales leaders are stretched thin, dedicating just 30 minutes a week to coaching their teams. This results in a sales force that lacks the skills and support necessary to drive growth effectively.
For years, companies have relied on traditional training models that no longer meet the needs of today’s pharmaceutical sector. Sales leaders must rethink their approach, particularly when it comes to sales enablement and training. The status quo simply isn't delivering the results necessary to remain competitive.
The impact of ineffective training
While a small percentage of sales reps consistently meet or exceed targets, the majority struggle. Why the disparity? Often, the issue lies in training. Traditional methods are frequently one-size-fits-all approaches, which fail to address the individual learning needs of reps.
Without a personalized training plan, reps struggle to keep up with the rapid changes in products, regulations, and customer needs. A tailored approach, with relevant, real-time insights, is critical for reps to thrive in a fast-paced environment.
AI-powered solutions have emerged as a transformative force the pharmaceutical industry needs. Whether used in training methods or how sales teams operate, AI provides personalized, on-demand learning experiences, allowing reps to engage in simulations that mirror real-world interactions with healthcare professionals.
Key advantages of AI in sales enablement include:
- Faster onboarding. New hires can engage in simulations and roleplays from day one, drastically reducing ramp-up time and helping them become more productive, faster.
- Personalized learning paths. AI can tailor training programmes to each rep’s unique needs, providing customized learning journeys to address their specific strengths and weaknesses.
- Real-time feedback and analytics. Sales managers can access detailed performance data, highlighting skills gaps and providing actionable feedback without guesswork.
These AI tools relieve the pressure on sales managers, who can focus on providing targeted coaching rather than spending time on generic feedback. They can also bridge the gap between sales and marketing teams by ensuring that sales reps have access to the latest product information, compliance guidelines, and strategic insights.
For sales leaders, the message is clear: improving training strategies is the key to success. Those who adopt AI-driven solutions can develop more agile, connected, and high-performing sales teams, well-equipped to meet the challenges of tomorrow.
