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Incentive Compensation in Pharma - 10 Best Practices to Follow

Executive Summary: This article delves into the critical aspects of creating successful incentive compensation plans for pharmaceutical sales teams.

It covers 10 essential tips:

  • Tie incentives with sales goals and company objectives.
  • Incorporate compliance and ethical considerations.
  • Consider market competitiveness.
  • Ensure equal earning opportunities.
  • Offer performance-based rewards.
  • Balance short and long-term incentives.
  • Provide sales coaching for growth.
  • Offer non-financial recognition.
  • Ensure transparency and communication.
  • Evaluate and revise variable compensation.

A well-rewarding incentive compensation plan can be the driving force behind the pharma sales team’s motivation and success.

However, you also need to ensure that the incentive plan aligns with company goals and objectives.

How do you do that?

In this article, we’ll cover 10 proven incentive compensation tips suitable for pharmaceutical sales teams.

10 Proven Incentive Compensation Best Practices for Pharma Sales

To create an effective incentive compensation plan, pharmaceutical companies need to consider various factors and best practices that align with their sales goals and company objectives.

Read: Building a commission structure for pharmaceutical sales reps

Here are 10 tips that you can use:

1. Tie incentives with sales goals and company objectives

Pharmaceutical companies should design incentive plans that align with the company's overall business objectives and sales goals.

These sales goals and objectives can be anything like:

  • Increasing market share.
  • Launching new products.
  • Targeting specific customer segments.
  • Increasing sales revenue of specific drugs.
  • Achieving growth in certain therapeutic areas.

You can define specific and measurable targets and link incentives to key milestones. For instance, if the company's primary goal is to increase sales of a specific drug or meet regulatory approvals, the incentive plan should heavily reward sales reps for achieving these specific objectives.

This alignment ensures that the incentives motivate sales reps to focus on activities that drive business success.

2. Incorporate compliance and ethical considerations

The pharmaceutical industry is a highly regulated sector.

That’s why ensuring your company adheres to stringent guidelines and ethical standards is essential. This safeguards your reputation and helps avoid any potential legal and ethical pitfalls.

First and foremost, you must design the incentive plan to ensure it does not promote unethical sales practices or compromise patient safety.

Sales reps should be motivated to achieve their targets through legitimate means, avoiding actions that may risk the company's integrity. For instance, the plan should not incentivize aggressive sales tactics or encourage the over-promotion of pharmaceutical products to healthcare professionals.

Moreover, it’s crucial to prevent any encouragement of off-label use of drugs. Incentive plans should not incentivize sales representatives to promote drug usage for unapproved indications, as this poses significant legal and safety risks for both patients and the company.

3. Consider market competitiveness

To stay ahead in the competitive landscape, it is essential to research industry benchmarks and thoroughly analyze what other pharmaceutical companies offer regarding incentive compensation.

By gaining insights into the prevailing market standards, you can ensure your plan remains attractive and aligns with industry trends.

To entice and retain high-performing sales representatives, it is crucial to offer attractive compensation packages, performance-based bonuses, and other rewarding incentives. This helps build a high-performing sales team to drive the company's success in a competitive market.

4. Ensure equal earning opportunities

Ensuring sales reps have equal earning opportunities regardless of territory performance fosters a collaborative culture where reps support and learn from each other.

You can implement goal-based incentive compensation plans that take into account factors like:

  • Physician availability.
  • Managed care scenarios.
  • Specific geographical challenges in each territory.

Also, consider offering additional incentives for sales representatives who support and collaborate with colleagues to drive overall team performance.

5. Offer performance-based rewards

Performance-based rewards can keep your top-performing talent motivated.

This can cultivate a high-performing sales team that contributes significantly to achieving strategic objectives and thriving in the competitive pharma market.

But how do you do that?

Reward exceptional performance by setting clear and challenging goals based on key performance indicators relevant to the pharma industry, such as:

  • Prescription volume.
  • Market share growth.
  • Customer satisfaction.

You can also use tiered incentives to motivate sales reps to achieve extraordinary results. As they surpass targets, the rewards escalate – encouraging healthy competition among the team.

6. Balance short and long-term incentives

Effective incentive plans in the pharmaceutical industry strike a balance between short-term and long-term incentives.

Short-term incentives can be monthly or quarterly bonuses based on specific performance metrics. And long-term incentives are typically tied to annual or longer-term performance evaluations and may include performance-based bonuses or stock options.

Combining both incentives ensures that sales reps are motivated in the immediate and distant future.

Short-term rewards provide instant gratification for meeting short-range targets, keeping the sales force driven and focused. Meanwhile, long-term incentives encourage a sense of loyalty and commitment to the organization, as sales reps work toward sustained excellence to reap the benefits of their efforts over time.

7. Provide sales coaching for growth

Understanding the pharmaceutical products your sales reps promote is essential for effectively communicating the value and benefits.

By mastering the technical aspects of their products, sales reps can engage in more meaningful discussions with physicians, pharmacists, and other healthcare providers, earning their trust and credibility.

Invest in sales coaching programs to develop the skills and knowledge of your sales representatives in the pharmaceutical industry.

Additionally, being well-versed in the scientific evidence and clinical studies supporting their products enables sales reps to address any concerns or questions that healthcare professionals raise confidently.

This knowledge not only reinforces the credibility of the sales team but also helps build trust with healthcare providers – making them more likely to consider pharmaceutical products for their patients' needs.

8. Offer non-financial recognition

Non-financial recognition programs offer a unique opportunity to create a positive and supportive work environment.

Let’s quickly look at some ways to offer non-financial recognition:

  • Recognize top-performing sales representatives during team meetings or company-wide gatherings.
  • Create special achievement awards that represent different qualities or values the company values.
  • Offer high-achieving sales representatives opportunities for mentorship or guidance from senior leaders or executives.
  • Provide opportunities for professional development, such as attending industry conferences, workshops, or specialized training programs.

This type of recognition not only boosts the morale and motivation of the recognized reps but also serves as a model for others, encouraging them to excel in their respective areas of expertise.

9. Ensure transparency and communication

Transparency about the incentive plan's structure, performance metrics, and payout calculations is vital for building trust and engagement among sales reps.

Here’s how you can do that:

  • Ensure that sales reps fully understand how their performance is measured and how they can earn incentives.
  • Provide regular feedback and updates on progress toward incentive targets to keep the sales team motivated.
  • Use what-if calculators to help representatives visualize the potential impact of achieving specific targets, empowering them to take ownership of their performance and drive results.

10. Evaluate and revise variable compensation

Regular evaluation and assessment of the incentive plans are critical to ensure their effectiveness in driving desired sales behaviors and outcomes.

To do so, gather feedback from sales reps, managers, and other stakeholders and identify areas for improvement or potential adjustments to the plan.

Moreover, you can continuously analyze performance data, such as prescription data, sales figures, and customer feedback, to gain insights into the effectiveness of the incentive plan. You can also leverage data-driven analytics to identify trends, areas of improvement, and opportunities for optimizing the incentive plan to align with market demands and company goals.

You can refine your incentive plans based on feedback and changing market dynamics to keep them relevant and competitive.

Wrap Up

From aligning incentives with sales goals and ensuring compliance with ethical standards to offering non-financial recognition and providing sales coaching, each tip contributes to building a motivated and driven sales force.

By implementing them, you can design incentive compensation programs that effectively motivate your sales reps, drive sales performance, and contribute to overall business success.

Go through this guide, and refer to it for any help you may need!

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