Holiday Season in Pharma Sales Routing: How to Prioritize Providers, Adjust Your Plan, and Stay Productive

The holiday season can turn even the most reliable territory into a puzzle.

Some offices close early. Others shut down completely. And many get busier than ever as patients rush to fit in appointments before deductible resets and year-end deadlines.

For pharma reps, this means you can’t rely on your standard routing approach.

But with the right strategy, holiday changes don’t have to derail your productivity. In fact, smart pharma sales routing during December can help you strengthen key relationships and start Q1 ahead.

Here’s how to route strategically around holiday schedules, shifting access, and increased clinic volume.

🎯 Step 1: Identify Your “Must-See” Providers Before the Holidays Begin

Shrinking office hours mean your most important accounts need to be prioritized early.

Start by identifying:

• Tier A prescribers

• High-value follow-ups (launch discussions, post-program education, new questions)

• Appointment-only clinics

• Offices with known early closures or full holiday shutdowns

These become your anchor stops—the foundation of your holiday routing plan.

Pharma Sales Routing Tip:

Reach out during the first week of December to confirm holiday hours. A 30-second call now prevents a wasted drive later.

🕒 Step 2: Track Changing Office Hours Closely

Holiday hours shift often — and they’re rarely updated on websites.

Expect to hear:

• “We’re only seeing morning patients next week.”

• “We’re closed after 2 p.m. between Christmas and New Year’s.”

• “Providers are appointment-only until January.”

To stay ahead:

• Create a quick list of holiday hours for each key office.

• Ask front desk staff directly — they know the real schedule.

• Add this info into your routing tool so your holiday routes auto-adjust.

Keeping accurate access notes is one of the most important parts of pharma sales routing this time of year.

🚦 Step 3: Expand Your Flex List for Backup Options

Because holiday unpredictability is guaranteed, your flex list becomes essential.

Your flex list should include:

• Drop-in-friendly offices

• Tier B providers you haven’t seen recently

• Multi-provider clinics with good access

• Locations clustered near your anchor stops

When an office closes unexpectedly or a provider cancels last minute, your flex list prevents lost time and wasted miles.

This is where pharma sales routing shifts from planning… to agility.

📍 Step 4: Tighten Your Territory Clusters

Holiday traffic and shortened hours magnify inefficiencies.

Instead of long drives across your entire territory, focus on hitting dense clusters of 4–5 offices.

This approach helps you:

• Avoid heavy seasonal traffic

• Maximize access in shorter windows

• Maintain consistent face-time with key accounts

• Reduce stress and unnecessary detours

The goal is simple: work smarter, not farther.

🔄 Step 5: Stay Agile—Holiday Routing Requires Fast Adjustments

The reps who win in December aren’t the ones with the best plan—they’re the ones with the best pivot strategy.

Be ready to adjust when:

• A clinic closes early

• Staff shortages cancel appointments

• Providers change availability

• Traffic throws off your timing

Successful pharma sales routing during the holidays is about maintaining direction while adapting to constant change.

💡 Example: How One Rep Turned Holiday Chaos Into Opportunity

A rep I recently coached struggled with December every year — too many closures, wasted drives, and lost face-time.

This year, she changed her approach:

• Identified her top 15 “can’t-miss” prescribers

• Confirmed holiday hours early

• Loaded access notes into her routing tool

• Built a flex list of backup offices in each cluster

Her results were dramatic:

• 7 extra high-value provider meetings in two weeks

• Zero wasted drives to closed offices

• Stronger rapport heading into Q1

This is the power of intentional holiday routing.

🎁 Final Thought

Holiday routing isn’t about packing your schedule — it’s about prioritizing the right providers, planning around shortened hours, and staying flexible when the season gets unpredictable.

When you approach December with a smart pharma sales routing strategy, you can:

✅ Maintain critical relationships

✅ Avoid wasted time and miles

✅ Hit your end-of-year goals

✅ Start January with momentum

The holidays don’t have to limit productivity — they can refine your strategy and sharpen your execution.