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Will GSK’s new ‘ethical’ approach to its customers deliver commercial success?

GSK’s move to a new model of customer engagement has generated a great deal of debate.

Indeed, many commentators remain skeptical that this ‘ethical’ model – especially the decoupling of sales incentives from prescription volume isn’t robust enough to deliver results in the long-term.

A myriad of questions is being asked by onlookers: How does GSK incentivise its sales people now? How can it maintain its revenue and encourage growth? How has GSK implemented a change program on such a huge scale?

In this white paper, eyeforpharma speaks to the experts, both GSK insiders and outside observers, asking (and answering) these fundamental questions and more.

Most of all we ask – will GSK’s new transparent, reputation-boosting sales model be a template for the entire industry?


The white paper includes contributions from:

  • Murray Stewart, Chief Medical Officer for pharmaceuticals at GlaxoSmithKline
  • George Katzourakis, Senior VP, Head of Europe at GlaxoSmithKline
  • Deborah Waterhouse, SVP and Business Unit Head of US Primary Care at GlaxoSmithKline
  • Denise Dewar, Head of Multichannel Marketing Excellence – EU, Canada and EMA at GlaxoSmithKline
  • Victoria Williams, Vice President and Sales Director at GlaxoSmithKline France
  • John Lamattina, former President of Pfizer Global R&D, now Senior Partner at PureTech Health
  • Matthew Smith, a Senior Manager of Life Sciences Advisory at Ernst & Young
  • Stewart Adkins, financial analyst and Director at Pharmaforensic
  • Christopher Bowe, award-winning writer
  • Jack Whelan, cancer survivor and sales expert