GlaxoSmithKline to implement new bonus system for US sales reps

The US subsidiary of UK drugs giant GlaxoSmithKline yesterday confirmed that it will implement a new system for evaluating and compensating its sales professionals beginning in 2011, and admits marketing mistake.

Under the new system, bonuses for sales professionals who work directly with health care professionals and other customers will no longer be based on individual achievement of sales targets, but will be based primarily on the service they deliver to customers. Bonuses will be determined, in part, by customer feedback, and by a sales professional's adherence to the company values of transparency, integrity, respect and patient-focus, said GSK.

"The US health care marketplace is changing significantly in response to demand by patients, health care providers and payers for higher quality care, lower costs and better health outcomes," said Deirdre Connelly, president, North America Pharmaceuticals, at GSK. "Physicians have been telling us they want to see fewer sales professionals, and those they do see need to provide greater value in helping improve patient health. In response, we are changing the way we sell our medicines and vaccines in order to deliver the value our customers demand, in a transparent way, with integrity and respect for the patient," she added.