You're entering a new healthcare market. How do you establish credibility with professionals?

Unless you went to medical school, you’re most likely not going to know the space you’re selling to as well as the clinician. Even if you do, attempting to “outsmart” a clinician is never a good idea. Be available, ask thoughtful and knowledgeable questions about the providers practice and patients. Lastly, you have you have to know your why. Physicians are some of the most sold to individuals on a daily bases, so you have to know what sets you and your product apart and how does it impact the patient, the provider, the facility, and the payer.

Saber sobre o que se negocia é base inegociável, o cliente pode ate já ter comprado o produto, mas para que outro n?o tome o seu lugar deve sempre agregar fatores positivos.

No matter how much you study, you’re not going to be anywhere close to the amount of hours your providers have spent studying to be in their position. Use it as an opportunity to ask questions of an expert to learn more but make sure they’re knowledgeable insightful questions.

Based on my HCP selling/mktn experience working with different specialties and conducting market research surveys on this topic, I've found that establishing credibility in a new healthcare market is about more than just presenting a product. It’s about integrating that product into the doctor's clinical practice to enhance patient outcomes and safety. This requires a deep understanding of the patient journey, the doctor's specialty, existing protocols, and decision-making processes. By doing thorough research, you position yourself as a partner rather than just another salesperson, showing that you value their time and needs. This approach not only builds trust but also makes your product feel like a genuine enhancement to their practice.

There is the navy seal motto of, slow is smooth and smooth is fast. Focus on doing what’s right and being consistent day in and day out. It will take time but all good relationships do, let alone relationships that involve other people’s health so put their patients before your ambition or ego to gain the respect needed to build trust.

Building relationships is crucial when entering a new healthcare market. It serves as the gateway to delivering effective messaging and maintaining your product's share of voice. However, it's important not to focus solely on relationship-building. This needs to be paired with the right product messaging to ensure you're creating a distinct and accurate perception of your product compared to other treatment options. A strong relationship opens the door, but it's the combination of genuine connection and clear, differentiated product communication that truly establishes credibility and encourages adoption.

Doctors are often looking for solutions rather than just products, and moving from awareness to interest and eventually to trial (as seen in the AIDA model) can be challenging due to the variety of existing protocols. Education serves as an effective way to accelerate this transition toward product adoption. By offering educational resources, you help doctors understand how your product can enhance their practice. This approach explains why many industries, such as aesthetics and ophthalmology, allocate more budget to educational initiatives than to traditional sales calls, as it builds credibility and facilitates smoother integration into clinical practice.