GlaxoSmithKline (GSK) is a British multinational company dedicated to the Manufacture of pharmaceuticals, vaccines and consumer health products. According to Forbes Magazine's ranking for 2014, it is the sixth company Largest pharmaceutical company in the world: currently, it has more than 80 In 36 countries and employs about 100,000 people in 115 countries. Countries. It ended 2015 with a turnover of 23,900 million pounds Sterling and a profit of 10.3 billion pounds. Since January 1 of this year, this company has completely changed its Model of relationship with professionals and health organizations. In this way, On the one hand, has failed to remunerate doctors and health professionals so that, On behalf of the company, talk to prescribers and doctors about their Medicines and vaccines. Only professionals will be responsible for this work. That has in template. On the other hand, GSK has also decided to let Active role in the selection of healthcare professionals attending congresses And health meetings. Thus, the organizers of these meetings will have Total freedom in the content and structure of the same, not influencing at all in These GSK decisions. Finally, in the field of training, GSK will finance the Training activities through professional organizations which, in the Independent, will select and allocate funds for doctors to train. 2 All these changes have also affected your business network. In this way, the Company has stopped compensating only its commercials for sales To encourage the quality of their interactions with health professionals. For this reason, GSK is investing resources in training Their commercials, with the aim of providing them with useful, truthful and About their products. Specifically, the remuneration of these commercial Will depend on 60% of its training and on 40% of the company's sales, But at European level.
1. What is the purpose of GSK with the first set of measures? What Safeguards you are employing? Raise the effectiveness of these measures.
2. Why have you decided to change the way your network is paid commercial? Do you think that the new compensation scheme is right to improve The quality of interactions with physicians? Raise your answer in Terms of the design principles of incentive systems