What exactly do Doctors expect from Medical Representatives?

  •                                        Interview-Questions-For-Medical-Representative-200755557365023
  • Just like how animals protect their “territories”, sales representatives in the health industry need to protect theirs. They are expected to manage their “territories” as if they were running a business. This is why most sales reps have a very entrepreneurial mindset. To be the best in your territory, you need to understand the buyer’s mindset and preferences. In order to be successful, you need to know which customers give you business, and which don’t. That way, you can adopt a way of selling your product in the most effective way possible. You also need to make an investment budget and manage your daily and weekly call schedules. You can do this by holding meetings with your team and coming up with a suitable plan of action.
  1. One of the major goals of sales reps is to be seen as a valuable consultant by Doctors. This, in turn, makes them valuable to the customers. By being a valued resource, and trusted advisor, it allows them to grow. Sales reps still need to describe different options and provide more information regarding their products. They need to understand their customers and how they work and how they think. This brings them added value to their tables.
  2. Doctors have a tight schedule with frequently changing appointments and emergencies. This means that a face-to-face meeting with them becomes rare.
  • There are various sources of information for Doctors and Pharmacists. Some of them are:
  1. Medical journals, magazines, etc.
  2. Medical courses
  3. Conferences
  4. Conventions
  5. Videos
  6. Group discussions
  7. Newsletters and emails
  • What/Who do pharmaceutical promotions target?
  1. Doctors
  2. Dentists
  3. Nurses
  4. Pharmacists
  5. Hospital managers
  6. Insurance companies
  7. Company managers
  • What must the database of Medical reps consist of?
  1. Customer profiles
  2. Product profile – All the studies done and the results found
  3. Doctor’s cards – Writing habits like journals, blogs, etc., classes, personal information
  • There are certain things Medical Reps need to keep in mind before any visit. They are,
  1. Updated information
  2. Drug information
  3. Competitors
  4. Convincing skills
  5. Selling skills
  6. Make sure you know your company well. Also, make sure the company is well-known to the doctor
  7. A must need to know your drug in an out. How is it effective and how is it different from the others
  8. Details of the disease
  9. A diplomatic way of “buttering” – Example, knowing the birthday of the doctor and showing up on that day with a small gift
  10. Be professional. Doctors have a reputation they need to keep up and this extends to the business they are doing
  • If you are new to entire thing do not fear because here are some things you can do.
  1. Style yourself to look like a Medical Representative – The bag, the clothes, the hairstyle, etc.
  2. You need to have the ability to convince and sell your product
  3. Set a frequency of visits to be made
  4. Plan – yearly, half-yearly, quarterly, once every 2 weeks, or daily
  5. The plan is first approved by the regional managers and then by the promotions department
  • What do doctors expect from Medical Reps?
  1. The drug needs to be effective
  2. Information about the drug
  3. An idea of how the drug is priced
  4. How is the dosage form available
  5. Free samples
  6. Conferences
  7. Brochures
  8. Frequent visits
  9. Services provide
  • Now, Medical Reps expect something too. They are,
  1. To prescribe their products
  2. To meet them when they visit
  3. To understand that their products are better than their competitors.
  4. Feedback
  • Sometimes, doctors may not prescribe your products. This might be because:
  1. There were no frequent visits
  2. He/she was not convinced by your products
  3. The drug fails previous trials
  4. Maybe he/she just doesn’t like you
  5. Heard negative remarks about your company
  6. Has loyalty towards another company
  7. The product did not meet his/her needs
  8. He/she did not get enough information about the drug
  9. He/she is just used to other drugs
  • Here are some important elements that need to be considered to establish successful communication.
POINTS DESCRIPTION
Feedback Get a confirmation and then reconfirm the confirmation.
Questions Ask and answer questions to avoid misunderstanding.
Visual Aids Use charts, graphs, pictures, etc. to illustrate your product.
Don’t assume what others know Just because you know things, doesn’t mean everyone will. Do not assume that your customers know it all.
Clear assumptions Make sure you clear every doubt of your customer.
Set a frame up, and then give details Give a brief overview of your product. Let the customer familiarize himself with the product. Once that is established, give details.
Keep it simple Use of big words, and technical terms will only confuse your customer. Keep it simple.
Give and receive enough information Do not go overboard with it all. That also means you do not just brush through. Find the right balance and work on that.
  • It is very important to focus on the features and benefits of your product. Medical and sales reps turn the features into benefits. They try and make the product attractive to the patient or the pharmacist.
  • Example:
  1. This mouthwash is concentrated.
  2. What you tell the patient – This will last longer than your other products and is much more economical,
  3. When toothpaste is prescribed by doctors, it gets more sales for the pharmacists.
  • One might wonder what the steps to success in pharma selling are. Here are 6 simple steps.
  • Layout the work that needs to be done:
  1. Techniques to be used
  2. Attitudes
  3. Knowledge about the product to be sold
  • Approach and relate:
  1. Help your customers make the right choice.
  2. Sell the relationship
  • Make a presentation:
  1. Know all the features of your product
  2. Sell all the benefits of the product – “What’s in it for me?”
  3. Sell your advantages – Answer questions like, “Why should I buy this product from this person?” and “Are you better than your competitors?”
  • Overcome any objections:
  1. Try overcoming any objections that come from physicians.
  • Close and Supplement:
  1. Help your customer decide how and whether to buy the product.
  2. – “By using this product, do you see how it meets your need and solves your problems?
  3. – “I haven’t heard any objections till now, and means you have no objects. Is it okay if I assume that agree with me?
  4. – So do I go ahead and talk about the final details?”
  5. – “May I go make the deal and start with your order?”
  6. Once the initial decision is made, suggest more products.
  • Have a follow-up and gain their trust for life:
  1. After a sale, contact your customer
  2. Send in a “Customer Satisfaction” survey
  3. Prove that you are dependable
  4. When you receive complaints, be prompt in responding
  5. Make a list of all your customers and add them to your mailing list. Keep in touch with them on regular basis
  6. Ask your customers to refer you to their friends, family and colleagues
  • Conclusion:
  • When you talk about sales, there is one timeless acronym that is bound to come to your mind. And that acronym is undoubtedly WIIFM – “What’s In It For Me?”
  • The “ME” here refers to the customer. When writing your speech, keep the customer in mind, which in this case is your physician and ask, “What’s in it for him or her?” Talk about what issues matter to the physician and his/her practice. A typical physician’s day consists of short and controlled segments. What best works for physicians is quick information that will save their time and bring in best results
  • About Veltrod
  • Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in

About Author

Zeina Sravya

Zeina Sravya

Zeina Sravya is a Marketing Technologist, a strategist & a visionary with experience in traditional & digital marketing. She is responsible for the development & execution of sales force effectiveness strategies, tools, processes for SFA for pharmaceutical companies. Lead key initiatives, critical projects & continuous improvement activities.

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