What are the most effective ways to build relationships with hospital pharmacists?

1 Know their role and goals

Hospital pharmacists are not just dispensers of medications. They are also responsible for ensuring the safe, effective, and cost-efficient use of drugs in the hospital. They are involved in clinical services, quality improvement, research, education, and management. They have to balance the needs and expectations of patients, physicians, nurses, administrators, and regulators. To build rapport with them, you need to understand their role and goals, and how your products or services can help them achieve them. Show that you respect their expertise and value their input.

2 Provide relevant and timely information

Hospital pharmacists are always looking for evidence-based information that can help them improve their practice and patient outcomes. They are also busy and have limited time to review promotional materials or attend sales calls. To capture their attention and interest, you need to provide relevant and timely information that addresses their pain points, challenges, and opportunities. Use multiple channels and formats, such as email, phone, video, webinars, podcasts, newsletters, or case studies. Be concise, clear, and credible. Avoid jargon, hype, or exaggerated claims.

3 Offer solutions and support

Hospital pharmacists are not just interested in the features and benefits of your products or services. They also want to know how you can help them solve their problems and support their initiatives. For example, you can offer solutions and support for issues such as medication errors, drug shortages, formulary management, compliance, or education. You can also help them implement and evaluate your products or services, provide training and feedback, or connect them with other experts or peers. Show that you are a partner, not just a vendor.

4 Seek feedback and follow up

Hospital pharmacists appreciate when you listen to their feedback and act on it. They also expect you to follow up on your commitments and promises. To build trust and loyalty with them, you need to seek feedback and follow up regularly. Ask them how they are using your products or services, what results they are seeing, what challenges they are facing, and what suggestions they have. Thank them for their feedback and show how you are incorporating it into your practice or offerings. Follow up on any issues or requests they have and keep them updated on your progress.

5 Recognize and reward

Hospital pharmacists are often underappreciated and overworked. They deserve recognition and reward for their contributions and achievements. To build goodwill and gratitude with them, you need to recognize and reward them appropriately. You can do this by sending them personalized notes, cards, or emails, acknowledging their work in public forums or platforms, nominating them for awards or honors, or inviting them to events or opportunities. You can also send them appropriate gifts or incentives, such as vouchers, books, or samples. Make sure you follow the hospital's policies and ethics regarding gifts and incentives.

6 Nurture the relationship

Hospital pharmacists are not just contacts or customers. They are also potential advocates and allies for your business. To build long-term and mutually beneficial relationships with them, you need to nurture the relationship consistently. You can do this by staying in touch, sharing relevant news or resources, asking for referrals or testimonials, collaborating on projects or research, or joining professional associations or groups. You can also show interest in their personal lives, hobbies, or passions, and celebrate their milestones or occasions. Be genuine, friendly, and respectful.