Pharma sales is an industry where reaching decision-makers isn’t just about getting through gatekeepers or sending perfectly crafted emails. It’s about understanding the ecosystem of influence in a way most people overlook.
Reaching decision-makers in this industry is a bit like navigating the complex journey of drug approval: it’s precise, methodical, and requires deep understanding. Pharma's a high-stakes, highly regulated world, and a lot of hurdles stand between you and the person holding the final "yes."
Here are a few tips to help you along the way to find the right decision-makers in pharma sales in seven easy steps:
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1. Map out the “invisible influencers”
Here’s a classic mistake people make when targeting decision-makers in pharma sales: They focus on the title, not the influence.
Chasing titles is like running after the CEO of a hospital thinking they’re the only one calling the shots—big mistake.
In pharma, there’s often a quiet network of people who sway the decision long before it even reaches the person signing the contract. We’re talking about clinical advisors, long-standing administrators, and regulatory officers.
This is your network of “invisible influencers”–the low key decision-makers who may not show up on the org chart as contract signers, but still play a huge role in deciding whether or not your deal will get to the closing stage.
It's like threading through an entire hospital network just to get a signature.
Once you start looking at these “invisible influencers” instead of solely targeting VPs or heads of departments, you can cut through red tape a lot faster.
For example, let’s say you decide to target a director of clinical operations. Sure, that director might be the ultimate person signing the contract, but you need to figure out whose opinions the director asks for when making this decision. They may lean on the opinions of a clinical affairs advisor who has been with the company for years.
Consider reaching out to this person first, offering insights on recent regulatory trends and building rapport. That relationship would essentially become your key that unlocks your access to the real decision-makers.
It’s all about knowing who has sway, even if their job title doesn’t show it.
Understanding the pharma decision-making hierarchy
There’s not enough time in the world to play the guessing game of who sits where in your map of pharma decision-makers. The best way to map out your invisible influencers is to get familiar with the pharmaceutical decision-making hierarchy.
Here are some tips to help you get started:
- Roles and responsibilities: Learn the roles of the typical key pharma decision-makers (VPs, heads of R&D, regulatory affairs, clinical operations managers, and procurement directors)
- Decision-making process in pharma: Outline the typical steps in pharma purchasing decisions, such as initial research, stakeholder buy-in, and compliance checks.
- Who influences the decision-makers: Understand the role of advisors, compliance officers, and regulatory consultants in shaping decisions.
💡 Key takeaway: Target people who have informal influence over the budget—scientific liaisons, regulatory advisors, even long-tenured administrative staff. These folks might not sign off, but their thumbs-up can fast-track your access to real decision-makers.
2. Prioritize compliance and speak to their fears
The pharma industry lives and breathes compliance, almost like it’s under FDA scrutiny 24/7.
Compliance isn’t just a check-the-box thing in pharma—it’s a full-time obsession. No one in this industry wants to be responsible for non-compliance that could cost millions or, worse, impact patient safety.
Decision-makers are cautious by nature, and that’s putting it mildly. Even if they like what you’re offering, there’s this almost reflexive instinct to pump the brakes and check every detail twice.
You could potentially have deals stall out because a compliance officer feels uneasy about the language in a single line of your proposal. And when compliance is skeptical, decision-makers start to backpedal.
To handle this, your best bet is getting good at knowing the latest FDA guidelines. More importantly, learn how to preemptively address compliance concerns early on to keep things moving forward.
When you walk into a meeting with decision-makers, know that any compliance slip-ups can cost them millions or, worse, harm patients. Try shifting your pharma sales pitch to start with compliance assurance–this opens up the conversation by addressing their worst fears from the jump.
Here’s a good way to put this into action: Consider kicking off your sales calls by outlining exactly how your product fits with current FDA standards. Bonus points if you can mention recent updates and how you’ve adapted.
That’s the language prospects understand—knowing that you “get” compliance eases their fears, and they will see you as someone who respects their world’s strict standards.
The decision-makers in pharma are hypersensitive to compliance issues, and they have to be. It’s a regulated world; any minor misstep could have big repercussions.
💡 Key takeaway: Position your pitch around how your product or service meets the latest compliance standards. Bring it up before they do. When you start with compliance, you can fast-forward straight to the trust-building stage.
📗 Related: Practical guide to prospecting and building trust in Big Pharma
3. Treat medical conferences as warm-up events
Medical conferences are where pharma folks go to stay sharp, not to be pitched. It’s like doctors attending grand rounds; they’re there for insights and updates, not a sales call.
Consider attending these events as chances to gather intel and understand what decision-makers are focused on.
For example, there are several biotech summits and medical research-based conferences that are like a pot of gold for hearing what your prospects’ greatest challenges are. Maybe you’re targeting a client that is holding a panel discussion at one of these events.
Listen to what challenges, interests, and focuses are when they speak at panel discussions. Later when you reach out to them, you can reference that specific problem and offer your service as a solution.
You’ll find it much easier to get the green light from them to meet with you because it doesn’t feel like another cold call. Your reference to their recent discussions shows that you understand a piece of their puzzle.
Using conferences as a reconnaissance mission rather than a selling spree will help you deliver value from the first contact.
💡 Key takeaway: Go to these events not as a seller but as a listener. Pay attention to what they’re asking the speakers and who they’re networking with. Find out what problems they’re actively seeking solutions for. When you follow up later, you’re referencing their interests, not just your pitch. They’re far more likely to take that call.
📗 Related: 70+ Must-Attend Medical Conferences in 2025
4. Appeal to the research-oriented mindset
In pharma, decision-makers are often scientific at heart. They don’t want flash; they want facts, studies, and details. One common mistake in pharma sales is relying too much on catchy pitches when all your prospects want is pure data.
This is where you need to lean on your sales and marketing assets, like one-pagers, case studies, or testimonials.
Consider opening your sales pitch with a case study that includes peer-reviewed results and regulatory approvals. This opening shows that you’re not trying to “sell” so much as you are showing them real-world impact.
Think of it as presenting clinical trial results—they don’t need the fluff; they need the facts. When you focus on detailed, research-backed insights, you’re speaking their language and gaining credibility fast.
💡 Key takeaway: Learn to pitch in a way that appeals to data-driven minds. Use terms like “proof of concept,” “peer-reviewed results,” or “regulatory approvals.” Show them a sample study or a use case that’s highly relevant to their line of work. You’ll speak their language and keep their attention.
5. Become a regular on their radar, not just a cold caller
Pharma decision-makers get bombarded with pitches constantly. If they only hear from you when you’re trying to sell, you’re just noise. Instead, become someone they recognize as a regular resource.
It’s all about following the Law of Proximity: Proximity breeds continuity, and continuity breeds trust. In other words, the more you’re in proximity to key decision-makers, the more they’ll gradually recognize you as someone who aligns with their needs.
It’s a small psychology trick that you can use when trying to get the attention of decision-makers. Continuity refers to humans’ tendency to see patterns and therefore perceive things as belonging together if they form some type of continuous pattern. The more you’re around someone or in close proximity to them, the more you can create continuity and influence them to perceive you as someone who belongs in their circle.
It’s not just about being physically close to someone–although that’s the easiest way to build proximity and continuity. It’s about finding ways to constantly be on their radar, whether it be through content, a quick DM or email to ask them how they’re doing, or attending the same virtual/in-person events as your target prospects.
This tactic helps you play the long game when doing sales in pharma, which often feels slower than getting a drug through FDA approval. The average cycle sometimes stretches out for six months or more.
There’s a lot of internal review, compliance check-ups, and risk assessments. And if the prospect is weighing other vendors, you’re looking at even more time.
You might be working on projects in which you’re keeping in touch with prospects for months on end before they even decide to close. By month six, you’re no longer just a vendor—you’re practically part of the team.
Here’s what you can do to stay on their radar during those long months:
- Send relevant industry updates
- Make check-in calls
- Share useful content or resources to online communities they’re active in
- Invite them to relevant events or conferences they might be interested in
It’s like a marathon where you’ve got to find ways to keep their interest from fading, even as the finish line keeps moving.
Start by sharing relevant articles on LinkedIn, commenting on posts about industry regulations, and even tagging decision-makers in updates they’d find useful. By the time you actually call them, they’ll already perceive you as someone who “gets” the industry.
It’s like getting a heads-up about new drug trials—they won’t feel like you’re just another vendor; instead you’re a trusted source of information.
💡 Key takeaway: Become visible before you start selling. Start connecting with prospects over LinkedIn, commenting on industry posts, and even sharing relevant industry updates. You’re not “some sales person.” Become the person who shared that new FDA update or commented insightfully on a drug release.
6. Have your “patient story” ready to go
At the end of the day, everyone in pharma is there for the patient. Some of the most powerful conversations happen when you can show exactly how your product or service impacts patient outcomes. And it shouldn’t be any vague story—it should be specific, tangible, and relatable.
While decision-makers in the pharmaceutical industry are usually focused on data, results, and evidence, their bottom line in work is focused on patient outcomes.
When decision-makers hear how your product impacts patients directly, they’re reminded of their mission, and suddenly, it’s not just another sale; it’s a partnership for better outcomes.
💡 Key takeaway: Have a few go-to patient stories based on real outcomes, not hypotheticals, on-hand for key conversations, especially when you’re making a final push. It shows that you’re not just selling, you’re invested in the same mission they are.
7. Use sales tools tailored for the pharmaceutical industry
While there are a ton of sales tools and technology out there for you to start reaching the right prospects, the pharmaceutical industry is highly niche with so many different verticals you can target.
Using any ole’ sales tool simply doesn’t cut it to get the right information you need.
Rather than wasting time with an outdated contact database, try using these tools to reach the right decision-makers in pharma:
- CRM software tailored for healthcare sales: Tools like Veeva CRM or Salesforce Health Cloud are great for tracking leads and building relationships within the industry.
- AI tools to streamline your workflow: Tools like Seamless.AI are versatile enough to find verified contact information in real-time, help craft personalized messages, evaluate buyer intent signals to gauge a prospect’s purchasing behaviors, and more.
- Specialized pharma databases: Pharma-specific databases like IQVIA or Pharmaprojects are great resources to help you gather prospect information and use it to customize outreach.
Reaching the right people in pharma companies
Prospecting in pharma isn’t a race—it’s like developing a new drug: it’s meticulous, built on trust, and driven by shared goals. By understanding the people who shape the landscape and speaking their language, you don’t just earn their time; you earn their trust.
Follow these seven steps outlined in this checklist to start reaching decision-makers in pharma sales the right way: efficiently and effectively.
Looking to learn more about sales prospecting in the pharmaceuticals industry?
Here are few additional resources to get the ball rolling: