Multichannel: The Way It Was. It was a model that had endured for decades, and its foundation was the sales force. Pharmaceutical companies developed new and effective products; their representatives met with health care providers and supplied samples and information. As the company’s repertoire of medications expanded, the size of its sales sector swelled in lockstep. Each new product demanded more representatives to directly engage health care providers and educate them on the benefits of the medication. It was all one-on-one.