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What metrics should you use to measure the impact of your sales efforts on patient outcomes?

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As a medical sales professional, you know that your products and services can make a difference in the lives of patients. But how do you measure and communicate that impact to your prospects and customers? How do you align your sales goals with the hospital's objectives and challenges? In this article, we will explore some of the metrics that you can use to track and demonstrate the value of your sales efforts on patient outcomes.

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ARJUN GOENKA

Area Business Manager @ Dr. Reddy's Labs | Building Brands, Driving Growth

1 Why patient outcomes matter

Patient outcomes are the results of the care that patients receive from health care providers. They can include clinical indicators, such as mortality, morbidity, readmission, infection, and complication rates, as well as patient-reported outcomes, such as satisfaction, quality of life, and functional status. Patient outcomes are important for several reasons. First, they reflect the quality and effectiveness of the care that patients receive. Second, they influence the reputation and performance of the hospital and its staff. Third, they affect the reimbursement and incentives that the hospital receives from payers and regulators. Fourth, they drive the demand and preference for certain products and services that can improve them.

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ARJUN GOENKA

Area Business Manager @ Dr. Reddy's Labs | Building Brands, Driving Growth
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In value-based care, the only true measures of quality are the outcomes that matter to patients. When outcomes are measured and reported,?it fosters improvement and adoption of best practices, thus further improving outcomes.

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2 How to choose relevant metrics

There is no one-size-fits-all approach to choosing the metrics that you should use to measure the impact of your sales efforts on patient outcomes. However, there are some general guidelines that can help you select the most relevant and meaningful ones. First, you should understand the hospital's strategic goals and priorities, as well as the specific challenges and opportunities that they face in their market and specialty. Second, you should identify the key decision-makers and influencers in the hospital, and learn about their pain points, needs, and expectations. Third, you should map out how your products and services can address those pain points, needs, and expectations, and how they can contribute to improving patient outcomes. Fourth, you should choose metrics that can capture and quantify that contribution, and that can be tracked and verified with data and evidence.

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ARJUN GOENKA

Area Business Manager @ Dr. Reddy's Labs | Building Brands, Driving Growth
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Measuring healthcare metrics can bring immense insights about how your organization functions. Measuring the healthcare KPIs helps to: Act as a direct roadmap to respond effectively in moments of crises and better standard of care. Improve patient satisfaction and efficiency of delivering care by improving transparency and accountability.

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3 How to use metrics effectively

Once you have chosen the metrics that you want to use to measure the impact of your sales efforts on patient outcomes, you need to use them effectively to communicate your value proposition and build trust and credibility with your prospects and customers. Here are some tips on how to do that. First, you should tailor your metrics to your audience and their goals. For example, you might use different metrics for clinicians, administrators, and financial officers, depending on what matters most to them. Second, you should present your metrics clearly and concisely, using visual aids, such as graphs, charts, and tables, to highlight the key points and trends. Third, you should provide context and comparison for your metrics, such as benchmarks, averages, or best practices, to show how your products and services can help the hospital achieve or exceed their targets. Fourth, you should update and follow up on your metrics regularly, to show your commitment and accountability, and to demonstrate the ongoing value and impact of your sales efforts on patient outcomes.

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ARJUN GOENKA

Area Business Manager @ Dr. Reddy's Labs | Building Brands, Driving Growth
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Healthcare KPIs are statistics that can measure the outcomes of the key patient specific and departmental activities that happen in a healthcare organization. They can provide valuable insights to transform processes and achieve business goals. Well-defined KPIs generate new ideas to improve revenues e.g., seeing poor medical equipment utilization rates, you can shift focus to certain procedures as part of your marketing strategy and boost their utilization

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4 How to overcome challenges and objections

Using metrics to measure the impact of your sales efforts on patient outcomes can also present some challenges and objections that you need to overcome. Here are some of the common ones and how to handle them. First, you might encounter data quality and availability issues, such as incomplete, inaccurate, or outdated data, or lack of access to data sources. To overcome this, you should work with the hospital to establish data-sharing agreements, protocols, and standards, and to validate and verify the data that you use. Second, you might face skepticism and resistance from some stakeholders, who might question the validity, reliability, or relevance of your metrics, or who might have competing or conflicting interests or agendas. To overcome this, you should provide transparent and objective sources and methods for your metrics, and address any concerns or questions that they might have. Third, you might deal with complexity and variability issues, such as multiple or changing factors, variables, or outcomes that affect or influence your metrics, or that make it difficult to isolate or attribute the impact of your sales efforts. To overcome this, you should use multiple and complementary metrics, and adjust and adapt them as needed, to capture and account for the complexity and variability of the situation.

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5 How to improve and optimize your metrics

Using metrics to measure the impact of your sales efforts on patient outcomes is not a one-time or static process. It is a dynamic and continuous process that requires constant improvement and optimization. Here are some ways to do that. First, you should monitor and evaluate your metrics regularly, to see if they are still relevant, accurate, and meaningful, and to identify any gaps, errors, or anomalies. Second, you should solicit and incorporate feedback from your prospects and customers, as well as from your peers and managers, to see if your metrics are meeting their expectations and needs, and to learn from their insights and suggestions. Third, you should test and experiment with different metrics, methods, and formats, to see if you can find better or more effective ways to measure and communicate the impact of your sales efforts on patient outcomes. Fourth, you should align and integrate your metrics with your sales strategy and tactics, to see if they are supporting and enhancing your sales performance and results.

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6 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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What metrics should you use to measure the impact of your sales efforts on patient outcomes?

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1 Why patient outcomes matter

2 How to choose relevant metrics

3 How to use metrics effectively

4 How to overcome challenges and objections

5 How to improve and optimize your metrics

6 Here’s what else to consider

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