Sales representatives in the healthcare industry are expected to manage their “territories” as if they were running their own business. That’s the very reason top performing medical sales Reps have entrepreneurial mindset. To be successful in your sales territory its important to know which customers drive you more business, what their “buying” style is; so that you can match your selling style to it, have a investment budget, and also manage your daily and weekly call schedule either by yourself or working with your team to implement the overall territory business plans.
One major goal of a medical sales representative is to be seen as a valued consultant by Doctors. These conversations allow reps to become a valuable resource for their customers. Being a resource, or a trusted advisor, allows them to gain new levels of access and sales growth for their products. Reps still need to describe new options and provide more education during a majority of their calls, but understanding their customers’ desired outcomes allows them to differentiate themselves by bringing significantly added value to the table.
Doctors typically have very full day schedules, with no direct access (mostly accessible through an office manager or receptionist) and they may frequently need to reschedule appointments due to medical emergencies. That makes face to face meetings rare and precious when you get a chance to have one.
What are the various sources of information for Doctors & Pharmacists
A new product is new only once! The first 6 months of a product’s life are very determining to its success.
Targets of pharmaceuticals promotion
Some manufacturers see doctors as “learned intermediaries” and pharmacists as “Gate- keepers”.
Medical Reps Must have a database of:
What New Medical representatives should do?
What doctors expect to get from medical representatives?
What does a medical representative expect from a doctor?
It is important to know that doctors can remember only few numbers of products for example some doctors may only know 15 products.
Why doctors may not prescribe your specific product??
Key Elements For Successful Communication
|Question||Allow and encourage questions to make clear what your message is understood well|
|Feedback||Ask for confirmation but also check and reconfirm|
|Visual aids||Visualize instead of only using words visualization can be manifold,also use gestures ,analogies ,symbols|
|Clear assumptions||Verify what your way of communicating is understood well(also see next two points)|
|Don’t assume what others know||Don’t assume what your knowledge is familiar to the”receiver”. This refers to technical terms ,background principles language _your “encoding” in general.|
|Set frame then details||Give an overview ,familiarize with the topic in general,the proceed to detail communication|
|Keep it simple||Don’t try to impress by complication; reduce to the maximum.|
|Give/get sufficient info||Find the right balance (check out by feedback) don’t overdo nor “under do”.|
FOCUS ON FEATURES AND BENEFITS
It is always important for a medical and sales representative to try to translate any features of his product into benefits that will appeal or be attractive to his customer whether he is a pharmacist or a patient.
There is an old acronym in sales circles called WIIFM. It means, “What’s in it for me?” The “me”
in WIIFM is the customer. When developing your elevator speech, think about the customer – in this
case, the physician – and what’s in it for him or her? What are the issues that are important to
the physician and the physician’s practice? The typical physician’s day is structured around short, controlled segments, so convenient, quick snap shots of pertinent information work best for the busy physician.
Aug 28, 2014 0