The Ukrainian pharmaceutical industry continues to adapt to the challenges of war, economic instability, and market transformation. One of the key issues is ensuring the sustained effectiveness of field teams.
According to MDM research, the main factors affecting the performance of medical representatives include:
– limited access to certain territories due to ongoing hostilities;
– reduced budgets and workforce changes;
– the growing influence of pharmacy networks;
– the digital transformation of communication channels.
In this context, the adoption of digital tools (CRM systems, mobile apps, online coaching) and a rethinking of KPI frameworks — with greater emphasis on the quality of physician interactions — are becoming increasingly important.
The MDM team presented these approaches at the annual SFE 2025 conference, organized by Proxima Research. The presentation highlighted new ways to support field teams, focusing on both the emotional well-being of employees and the use of tools such as the Sales Vibe Tracker, which integrates analytics with physicians’ emotional feedback to enhance engagement.
Partners: https://proximaresearch.com/ua/ua/