What are the most effective strategies for developing a deep understanding of complex medical products?

In my experience, a constant dialogue with customers and evaluation of market’s drive plays a major role in the evolution of deep understanding. The interactions for data collection with interpretation of the same is 101.

You may search the patients profile and their journey in managing the symptoms and signs , what are the available solutions to prevent the complications, the patients feelings and emotions about the disease and the side effects they face from current products

This starts usually some time before launching through collaboration of different departments (regular affairs, medical affairs, market access, and marketing) to creat a complete story for this product, beginning with creating awareness of the disease/indication available treatment categories, benefits and drawbacks of every category, then positioning of the product in a best fit profile. Consistent collaboration of different departments is critical for success.

In my experience with all what was said here, I would seek insights from physicians and prescribers to understand how the product fits in their practice and how it may be an additional treatment for their patients. Their perspective will guide us the right way.

In short, first we should understand and pinpoint three things : 1) the salient features of the product, 2) how it benefits the customers and 3) advantages over competition.

One thing I’ve found helpful is to ask myself “what is it exactly I need to know about this product”. That is followed up by, “what does my call point need/want to know”. The supply chain person has different things to know than an end user. It’s really about prioritizing knowledge.

To gain profound understanding, it's crucial to start from the basics, delving into initial mechanisms of action and potential side effects. With foundational knowledge we develop targeted strategy. In fields like pharma and medical devices, it's challenging to personally experience these products, so it's essential to empathize with the end-users, understanding their psychological and emotional aspects. During my learning journey, I found real-time clinical studies, especially those detailing the target patient profiles, to be immensely beneficial. When product has undergone clinical evidence and its practical application is crucial. Additionally gaining insights into the therapy area enhances understanding of the product and its context

One thing i’ve found helpful, is the simulation usage for some specific medical devices. Sometimes to use it in full function mode might not be recommended. This will help in having customer/ patient experience and use such experience in the story of the product while selling it.

Rule No 2: try the product until you are confident. This is good advice; I would make it compulsory. As alternative, simulations or VR can be useful, too. For example, you need to understand the action of a surgical equipment, but you are not a surgeon. You can practice on animal cadaver tissue (probably not available in many markets) or, if you are lucky, there is a virtual simulation for practice. Without trying the device, it is very hard to understand the true needs and possible pain-points of the customers and subtleties of the device needed for effective selling.

Well Noted .Nonetheless I couldn't fathom ur urge on advocating products' self use .( No 2 ) .How come every product is subjected for self usage particularly prescription only s as its unnecessary or even harmful and /or Absolutely forbidden unless directed by Authorised prescriber.

Overcoming a drawback of a product, expressed as customer objection, is achieved by getting the customer to agree that the many already agreed-upon advantages outweigh the disadvantage. This can be accomplished by using a list of advantages that are checked when the customer commits to their benefit.

Rule No 3: learn your cheat sheet. Create a cheat sheet and then learn it! In the excitement of a live situation, it is difficult to use the cheat sheet. Maybe you will not even find it. I would suggest not to rely on a cheat sheet when you are with customers but rely on it when you practice alone for that live situation of interacting with the customers. Sometimes even the customer needs a cheat sheet. If you already have learned it, you can provide it to the customer, positioning yourself as an expert.

El objetivo real de un resumen de características y funcionamiento so solo debe ser para explicar sino para que el usuario tenga siempre a la mano como utilizar el producto de la forma correcta con el mayor provecho, eso le dará la confianza y sentirá el apoyo de la empresa

Rule No 4: Practice, practice, and practice. These are the three best things you can do. Even, you can record yourself with a mobile camera, then watch yourself. But the best is if you have a mentor to help you before you start teaching customers. And work with her/him continuously. Practice on colleagues, on your mentor and on a customer with whom you have already built good relationship. Leave the hard cases to later.

Jemandem das Produkt zu erkl?ren hilft auch, die Gebrauchsanweisung zu verbessern. Stirnrunzeln und Rückfragen helfen, eine nutzerorientierte Dramaturgie und Visualisierung zu entwickeln. Ist die Gebrauchsanweisung fertig, geben Sie sie mit dem Produkt an einen Laien ohne zus?tzliches Erkl?ren. Sie werden überrascht sein, welche Verbesserungen noch m?glich sind.

La experiencia nos ense?a que mientras más conoces el producto, investigas y logras dominar los beneficios que obtendrá el usuario final, es más fácil salvar las objeciones que se presenten...si a eso agregas pasión por lo que haces, la mentoría será exitosa.

La búsqueda constante de retroalimentación y mejora es fundamental para el éxito en la industria de productos médicos. La voz del cliente es un recurso valioso para adaptar y mejorar nuestro enfoque. Además, es importante estar atento a las métricas de rendimiento y a cómo se ven afectadas por nuestro conocimiento y habilidades de ventas. Pero no debemos olvidar la importancia de mantenernos actualizados con las últimas tendencias y desarrollos en el mercado. La capacidad de adaptación y la disposición a aprender y crecer continuamente son esenciales en este campo tan dinámico y en constante evolución.

Work with the best salesperson and make joint visits to his/her customers, they will tell you why they like the product. Make sure you also do your part to contribute to the visit.

Rule No 5: Feedback gets you growing. Do not be afraid of criticism. Without constructive feedback, your development will stop at a certain level. Ask someone professional to give you feedback: your mentor, an experienced colleague. Even a good customer can give you valuable feedback. I learned the most about cataract surgery in the operating room from leading cataract surgeons and professors challenging me while doing my job as a sales rep. This knowledge was invaluable for my work and could not be acquired in any formal education institution.

The best way from my perspective is to discuss with the HCP that use this product and not only the most easy one, nothing is better than an expert point of view.

Asking HCPs is a very excellent way especially to develop medical backgrounds about the products. it gives a sense about the reality of the market and it helps the salespeople comprehend and get accustomed to the language of the doctors regarding the products’ diseases areas

The most important for any product is to understand the customer value it delivers. What is the customer need, and what is the problem that the product solves?

I deeper understanding of complex products usually is just a step depending on how much experience you or the end user has with the prior mouse traps. So it may just be a couple of improvements on a previous product in terms of knowing and being able to explain the advantages. However, the proof is in the pudding and results always win the day in sales. Is it easier to use and/or does it improve outcomes. Concentrate on the end results. Many HCPs don’t have time for rocket science. Just show them results.

Desktop research is step 1. The product, the competitors, the products in development. The therapy area, guidelines, opinion, protocols. The direction of travel of research. Feel like you could understand it and you can talk with confidence. Talking to Healthcare professionals is step 2. High level KOLs are important but so are more regular clinicians who treat high numbers of patients. Ask questions, talk, challenge and ask if you don't understand - full emersion therapy! Always seek to turn knowledge into insight!