How can you effectively use clinical data in a pharmaceutical sales presentation?

1 Tip 1: Know your audience

Before you present any clinical data, you need to know who your audience is and what they care about. Different types of healthcare professionals, such as physicians, pharmacists, nurses, or administrators, may have different levels of interest, knowledge, and decision-making power when it comes to your products. You need to tailor your presentation to their specific roles, goals, and pain points, and use the clinical data that is most relevant and persuasive for them. For example, physicians may be more interested in the clinical outcomes and safety of your products, while administrators may be more concerned about the cost-effectiveness and reimbursement options.

2 Tip 2: Choose the right data

When selecting clinical data, you need to be sure that it is credible, reliable, and applicable to your products and audience. Consider the source of the data, such as a peer-reviewed journal, a regulatory agency, or a professional association. Additionally, check the quality of the data and make sure it is based on a rigorous and ethical research design. Moreover, ensure that the data is relevant to the indication, population, dosage, or formulation of your products. Finally, make sure that the data is up to date and reflective of the latest scientific evidence and clinical guidelines.

3 Tip 3: Simplify the data

Once you have chosen the right data, you need to present it in a way that your audience can easily understand and remember. To simplify the data, you can use visual aids such as charts, graphs, tables, and images to illustrate key points and trends. Additionally, stories and analogies can help connect the data with real-life scenarios and emotions, while numbers and percentages can quantify the impact and benefits of your products. Moreover, plain language should be used to avoid jargon and technical terms that may confuse or alienate your audience. You should also use simple words, short sentences, and active voice to make your message more direct and concise.

4 Tip 4: Highlight the benefits

The ultimate goal of presenting clinical data is to demonstrate how your products can address your audience's problems and enhance their situation. To do this effectively, you should emphasize the benefits of your products rather than just the features or data. To highlight the benefits, you can use the following formula: feature, advantage, and benefit. For instance, instead of simply stating "Our product has a 90% efficacy rate in reducing blood pressure", you could say "Our product can lower your blood pressure by 90%, which means you can reduce the risk of heart attack and stroke, and enjoy a longer and healthier life." This emphasizes the advantage of your product over alternatives, as well as the positive outcome or value for your audience.

5 Tip 5: Anticipate and address objections

Even if you present the best clinical data, you may still encounter some objections or questions from your audience. To handle these objections, it is important to listen carefully and respectfully to the underlying concern or need. Acknowledge the objection and show empathy and appreciation for the feedback, then respond with relevant and accurate information using the clinical data to support your argument and refute any misinformation or misconceptions. Lastly, confirm that you have answered the objection satisfactorily and ask for agreement or approval to move on.

6 Tip 6: Call to action

The last tip is to end your presentation with a clear and compelling call to action that tells your audience what you want them to do next. This could be asking for a commitment, a trial, a referral, or a follow-up. You need to make your call to action specific, realistic, and urgent, and use the clinical data to reinforce the benefits and value of your products. You also need to provide your contact information and thank your audience for their time and attention.