effects of COVID-19 Pandemic on the Psyche and Productivity of Pharmaceutical Sales Workforce in an African Country; A descriptive case study

Abstract

Pharmaceutical sales representatives are a pivotal workforce in the healthcare system. Due to the global impact of COVID-19, the impact on the psyche and morale of the pharmaceutical sales workforce has to be examined. The primary objective of the study was to assess the possible impact of the COVID-19 pandemic on the psyche and productivity of the pharmaceutical sales workforce in Nigeria. A questionnaire-guided cross-sectional survey was used to collect data from pharmaceutical sales personnel across the six geopolitical zones in Nigeria using purposive sampling. The final sample was 225. Statistical analysis was done using SPSS 25. Descriptive statistics such as mean, standard deviation were used for demographic data. Cluster analysis was used to identify key demographic predictors of importance. X2 test was used to test the association between the sociodemographic characteristics of respondents and work-attributes. The difference of means was determined with a t-test. Highest and lowest-ranked work-attributes were information provider (3.62±1.36), and involvement in COVID screening activities (1.80±1.20). Average daily work hours before and during COVID-19 lockdown (2.16±0.04 vs. 1.88±0.11, p<0.05)) were affected. Average sales were significantly affected (3.15±0.48 vs. 1.35±0.36, p<0.0001). Psychological states of Anxiety and Increased burden have a medium to high impact on the psyche of respondents. The study revealed an association of both extremes of pessimism and optimism with regards to Frustration state of mind. Study suggests an overall negative impact on pharmaceutical sales representatives’ psyche and productivity. Attention to sales workforce welfare is required to safeguard medicine supply.

Medical sales representatives: a neglected group of pharmaceutical workers in India: need to redefine their role in post COVID-19 world

“…In order to safeguard medicine supply in future, immediate attention to sales workforce welfare is required. 3…”

Technology Acceptance Model (Tam) for Pharmaceutical Marketing Executives: Validation and Implications for Human Resource Management

“…The rapid shift to more technology-based operations is partly adduced to the changes in operations of pharmaceutical executives due to the challenges of the COVID-19 pandemic and limited resources due to global economic downturn (Oamen, 2021;Kwak and Chang, 2016;Kwak and Chang, 2022;Kim and Chang, 2022). Hence, optimizing client engagement and business profitability has led to a paradigm shift from face-to-face or physical contact to more emphasis on the remote and virtual interactions (Molloy et al, 2002).…”

Confirmatory Factor Analysis of Work Attributes of Pharmaceutical Sales Representatives during COVID-19 in Nigeria

“…CFA therefore confirms the construct validity of the instrument(s) in relation to the researchers' culture because if the instrument is not measuring something meaningful, the consequent analyses may be meaningless or even misleading [Cheung, 2009]. Previous studies have examined the various work roles and responsibilities of pharmaceutical sales executives to include drug information services to health care, medication supply to retailers, customer care services, community enlightenment, and direct selling [Ugbam & Okoro, 2017;Oamen, 2021a;Oamen, 2021b]. However, to the best of the researchers' knowledge, there has not been a study that specifically confirmed the work attributes of pharmaceutical sales representatives during COVID-19 especially in Nigeria.…”

“…Due to the global challenge presented by the COVID-19, the work attributes and occupational structures have largely adapted to accommodate the adverse effects of the COVID-19 on the work-life characteristics of sales professionals in the pharmaceutical industry. Several studies have shown that there have been effects on both work life and the characteristics of job roles [Elbeddini & Yeats, 2020;Bashir et al, 2021;Oamen, 2021a;Oamen, 2021b]. Hence, there is a need to investigate the explored factors in a previous study by Oamen [Oamen, 2021c] to confirm the validity of the structural model using CFA.…”