What do you do if you encounter logical fallacies in medical sales?

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In medical sales, you often find yourself in conversations where logic is paramount. Yet, sometimes you'll encounter logical fallacies—errors in reasoning that can undermine your arguments or the claims of others. Recognizing and addressing these fallacies is crucial to maintain credibility and effectively communicate the value of medical products or services. Whether you're presenting to healthcare professionals or negotiating with suppliers, being able to identify and counteract logical fallacies can significantly impact your success in medical sales.

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1 Recognize Fallacies

To effectively handle logical fallacies in medical sales, you must first be able to recognize them. Common fallacies include the ad hominem attack, which targets a person instead of the argument, and the appeal to authority, where a claim is deemed true because an authority figure says so. There's also the slippery slope argument, which suggests that one small step will inevitably lead to an extreme outcome. By familiarizing yourself with these and other fallacies, you’ll be better equipped to identify flawed reasoning in discussions about medical products and services.

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Kunal Banerjee

Healthcare Enabler | Med Affairs | Launch Excellence | Strategy | Business Development | Pharma / Medical Device | IIM-Kozhikode Alumni | Ex-AZ, BD, Roche & Novartis. Talks about # Healthcare # Business Development # CRM
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Mis-conceptions or fallacies are part of the medical sales process. Either it happens organically because of some gaps in understanding or sometimes its done deliberately to monger mis-conceptions and dent reputations. A tactic or a foul play by competition cannot be overruled. Its important to go to the roots and meet all the stakeholders, customers, users and uncover the real gap or fallacy and the basis for the assumption. Once this is done the rest process will follow one after another.

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2 Stay Objective

When you spot a logical fallacy, it's important to stay objective and not let emotions cloud your response. Focus on the facts and data related to the medical product or service you're discussing. Avoid personal attacks or defensive reactions, as these can escalate the situation and detract from the logical foundation of your argument. By maintaining a calm and professional demeanor, you demonstrate your commitment to a rational discourse, which can help steer the conversation back on track.

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3 Question Gently

Once a logical fallacy is identified, approach it with gentle questioning rather than direct accusation. Ask for clarification or evidence to support the claim that seems fallacious. For example, if someone uses an appeal to popularity fallacy, suggesting a product is superior because it's the most used, you might ask if there's data to show that its widespread use correlates with its effectiveness. This method encourages critical thinking without causing defensiveness and helps maintain a constructive dialogue.

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4 Provide Evidence

To counteract a logical fallacy, provide solid evidence that supports your position. If you're faced with a post hoc ergo propter hoc fallacy, where it's assumed that because one event followed another, the first caused the second, present research or data that shows the actual cause-effect relationship. By offering concrete evidence, you demonstrate the strength of your argument and help guide the conversation toward a more factual basis, which is essential in medical sales discussions.

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5 Educate Tactfully

Educating your audience about logical fallacies can be a delicate but powerful strategy. When someone employs a straw man fallacy, misrepresenting your argument to make it easier to attack, you might explain the concept of the straw man and why it doesn't apply to your actual position. This not only refutes the fallacy but also empowers your audience to recognize and avoid such errors in reasoning in future discussions.

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6 Build Understanding

Lastly, use the encounter with a logical fallacy as an opportunity to build a deeper understanding between you and your audience. Rather than simply correcting the fallacy, explore the underlying concerns or questions that led to its use. This approach fosters a collaborative atmosphere where both parties work together to find common ground and reach a mutually beneficial understanding of the medical product or service in question.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Asad Owaisi

Senior Consultant at The Owaisi's Clinics & Star Care Hospital
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Logical fallacies are where emotions and biases can easily influence decisions. Usually include: 1. Appeal to authority: When a salesperson uses the endorsement of a respected figure or organization to persuade customers to buy their product. 2. False cause: Assuming that because two events are correlated, one must have caused the other. 3. Bandwagon fallacy: Suggesting that because everyone is using a product, it must be the best option. 4. Hasty generalization: Drawing conclusions based on limited or biased evidence. It is important for both salespeople and consumers to be aware of these fallacies and critically evaluate claims made in medical sales.

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What do you do if you encounter logical fallacies in medical sales?

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1 Recognize Fallacies

2 Stay Objective

3 Question Gently

4 Provide Evidence

5 Educate Tactfully

6 Build Understanding

7 Here’s what else to consider

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