Navigating the Evolving NHS Landscape: Preparing Your Pharma Salesforce for 2024

Realign your salesforce with the NHS, without damaging customer engagement

In the ever-evolving world of pharmaceutical sales, staying ahead of the curve is essential to success. With the NHS evolving its structure to incorporate Integrated Care Boards (ICBs), the importance of maintaining and strengthening customer relationships while optimising salesforce effectiveness becomes paramount. These changes can potentially disrupt existing relationships between pharmaceutical companies and healthcare providers. However, with careful planning and a customer-centric approach, it’s possible to get your pharma Salesforce “2024 ready” without breaking existing relationships.

Understanding the Evolving NHS Landscape

The NHS has always been a dynamic entity, adapting to the needs and challenges of the healthcare sector. The introduction of Integrated Care Boards is a significant development aimed at improving the coordination of health and care services. These ICBs bring together NHS organisations, local authorities, and other partners to work collaboratively, with a focus on patient outcomes.

As the NHS shifts toward this new structure, pharma companies must adapt their strategies to align with the evolving landscape. It’s essential to recognise that ICBs are likely to have a more holistic approach to healthcare, emphasising prevention, early intervention, and value-based care.

Maintaining Existing Relationships

One of the biggest challenges when preparing your pharma Salesforce for 2024 is ensuring that existing relationships with healthcare professionals (HCPs) are not disrupted. Building strong relationships with HCPs takes time and effort, and it’s critical to preserve these connections during times of change.

Customer Engagement in Mind

Effective customer engagement is at the heart of any successful pharma sales strategy. To prepare your Salesforce for 2024, consider the following strategies:

  1. Data-Driven Insights: Invest in data analytics to gain a deeper understanding of HCPs’ needs and preferences. Use this data to personalise your interactions and provide value-added solutions.
  2. Multichannel Engagement: Embrace digital tools and channels for communication. Many HCPs have adopted digital platforms for information and communication, so ensure your Salesforce can engage effectively through these channels.
  3. Collaboration and Partnerships: Explore opportunities for collaboration with ICBs and other healthcare stakeholders. Building partnerships can enhance your reputation as a trusted healthcare partner.
  4. Continuous Training: Provide ongoing training and development for your sales team to keep them updated on industry trends, product knowledge, and the changing NHS landscape.


The evolving NHS landscape, marked by the introduction of Integrated Care Boards, presents both challenges and opportunities for pharmaceutical companies. To get your pharma Salesforce “2024 ready” without breaking existing relationships, it’s crucial to adapt your strategies, maintain open communication, and prioritise customer engagement.

Realign your salesforce ready for 2024

Understand and measure your salesforce’s effectiveness 

Understanding and measuring a salesforce’s effectiveness is critical. With decades of experience in this space, and many satisfied clients, CSL is the go-to partner. Our expertise lies in harnessing analytical capabilities to optimise salesforce structures, using bespoke mapping tools and demonstrating a knowledge and understanding of the significance of nurturing and preserving existing relationships where possible.

Shaping Your Future Salesforce

CSL provides strategic reviews of salesforces, enabling clients to future proof their business. By measuring key metrics, we identify where improvements in efficiencies can be made – meaning your salesforce will be operating at its best. With a long history of working with Pharma companies, we have a strong understanding of the sector.

To explore how CSL can deliver a strategic review of your salesforce call us on 01483 528302 or email

Click here  to learn more about CSL’s advanced territory mapping, purpose built for mapping and aligning healthcare data structures and here to learn more about our Targeting & Segmentation Service. 


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