登录查看更多内容

You're a medical sales rep with a new product. How do you convince doctors to try it?

由人工智能和领英社区提供技术支持

As a medical sales rep, you know how challenging it can be to get doctors to try a new product. You may have a great solution that can improve patient outcomes, save costs, or streamline workflows, but doctors are busy, skeptical, and loyal to their existing preferences. How can you overcome these barriers and persuade them to give your product a chance? Here are some tips to help you succeed.

此文章中的业界达人

由社区从 4 条内容中精选。了解更多

Muhammad Jalal Alqadoum

Pharmaceutical Sales Manager | MBA | CSMM
Ahmed Farag

MBA l CIM l Pharmaceutical & Health-tech commercial business Expert I Agile Leadership I Digital Transformation I Sales…

1 Know your product

Before you approach any doctor, you need to be an expert on your product. You should know its features, benefits, evidence, and competitive advantages. You should also be able to anticipate and answer any questions or objections that doctors may have. You can use various sources of information, such as product brochures, clinical trials, testimonials, and case studies, to prepare yourself. The more confident and knowledgeable you are, the more credible and persuasive you will be.

添加您的观点

Muhammad Jalal Alqadoum

Pharmaceutical Sales Manager | MBA | CSMM
举报内容
In summary you have to be an expert in all product related data, supported by evidence based clinical trials or guidelines, not only that you should be ready with an answer for the doctor when he asks why should I use your product versus the competitors, as you shoud be diffrentiated very well.

已翻译

赞

2 Know your target

Not every doctor is a potential customer for your product. You need to identify and prioritize the ones who are most likely to be interested, qualified, and influential. You can use criteria such as specialty, practice size, location, referral network, and prescribing habits to segment and target your prospects. You should also research their pain points, goals, needs, and preferences, so you can tailor your pitch and value proposition to them.

添加您的观点

Marco Macioszek

Helping better drugs to reach more people, by improving efficiency and productivity across the entire pharma value chain from molecule to patient
举报内容
Sales for a new product start well ahead of the launch, albeit indirectly. Before you can execute, there needs to be a strategy. this includes marketing material, clinical trial reports and educational webinars or conference speeches. However, key target mapping is key in any way. What the sales force does is being close to the potential target market and having a relationship with them. Ultimately, you want to leverage this personal relationship to even enter into a 1:1 discussion with your target group. You then need to identify the Key Opinion Leaders in your territory or target market. Once you get them to be early adopters, you can use their experiences as reference for others.

已翻译

赞

3 Build rapport

Before you can sell anything, you need to establish trust and rapport with the doctor. You can do this by being respectful, professional, and friendly. You should also show genuine interest and curiosity in their practice, challenges, and opinions. You can use open-ended questions, active listening, and empathy to engage them in a meaningful conversation. You should also avoid being pushy, aggressive, or self-centered. Your goal is to create a positive impression and a long-term relationship.

添加您的观点

Marco Macioszek

Helping better drugs to reach more people, by improving efficiency and productivity across the entire pharma value chain from molecule to patient
举报内容
Pharma sales is all about trust and to have trust, you need relationships. That is why, with the exception of novel therapies, it is increasingly hard to nearly impossible to build new realtionships. That is why you want to have at least some veterans with existing relationships on your sales team. They are the only ones who can help you get into the discussions with the key opinion leaders. The remaining sales force can focus on their relationships with their accounts, focussing on the largest and most influencial with which they have the best relationships. From there it is all about nurturing that relationship by being there for them with anything they need. Sometimes that is a piece of information, sometimes an industry event as speaker

已翻译

赞

4 Demonstrate value

Once you have built rapport, you need to demonstrate how your product can add value to the doctor's practice and patients. You should focus on the benefits and outcomes, not just the features and specifications. You should also use stories, examples, and data to back up your claims and show proof of concept. You should also highlight how your product is different from and better than the alternatives. You should also address any concerns or objections that the doctor may have and show how your product can overcome them.

添加您的观点

5 Ask for action

The final step is to ask the doctor to take action. This could be a trial, a demo, a sample, a referral, or a purchase. You should be clear, specific, and confident in your request. You should also explain the benefits and incentives of taking action, such as discounts, guarantees, support, or feedback. You should also handle any resistance or hesitation with tact and persistence. You should also follow up and confirm the next steps and expectations.

添加您的观点