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You're facing resistance from a healthcare professional. How can you persuade them to try your new product?

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In medical sales, encountering resistance from healthcare professionals is not uncommon. It's a scenario that requires not only a deep understanding of the product you're offering but also the ability to empathically connect with potential clients. When you're facing pushback, it's vital to approach the situation with finesse, ensuring you address concerns while highlighting the benefits of your new product. The key is to persuade through evidence and trust rather than pressure.

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1 Understand Concerns

Understanding the concerns of a healthcare professional is the first step in overcoming resistance. Listen actively to their objections, which might range from budget constraints to doubts about the efficacy or necessity of your product. By acknowledging these concerns, you create a foundation of respect and open the door for a meaningful dialogue. Empathy is your strongest tool here; show that you genuinely care about their challenges and you're there to provide solutions, not just sell a product.

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Hnin Nu Win

Pharmacist | Experienced Medical Product Specialist | Medical Content Creator | Passionate about empowering Patients with Health Education
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In my experience, being empathetic and actively listening to the concerns of healthcare professionals is crucial in selling healthcare products. By showing genuine care and understanding, you can build a foundation of respect and have a more meaningful dialogue about the benefits of your product.

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Michael Slagle

Retired Pharmaceutical sales
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Understanding a healthcare professional’s concerns is a major point of connectivity with them. It not only helps you be seen as a partner in their patient’s care but also helps you craft your message to specifically address their concerns and needs. Another advantage is that it puts you in a better position for future discussions whether it be for this product or others.

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James Barnett

Healthcare Logistics Operations Manager | RMCLM | CRHCLS | RMCTI | RMCI | HCLB | RHCLC | Sterile Processing Technician | CRCST | Talent Acquisition Specialist
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Understand Their Concerns: Listen to their objections and understand their perspective. Highlight Benefits: Emphasize the unique advantages and improved outcomes your product offers. Provide Evidence: Present clinical data, case studies, and testimonials to demonstrate effectiveness and safety. Offer a Trial Period: Allow them to use the product for a limited time without commitment. Education and Training: Provide comprehensive training and support to ease the transition. Address Cost Concerns: Discuss cost savings or financial incentives. By addressing their concerns and demonstrating clear benefits, you can build trust and encourage them to try your new product.

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2 Present Benefits

Once you've established an understanding of their concerns, it's time to present the benefits of your new product. Focus on how it can improve patient outcomes, streamline processes, or offer cost savings in the long run. Tailor your presentation to the specific needs and values of the healthcare professional you're speaking with. Remember, the goal is to show how your product can be an asset to them, not just why it's innovative or superior to other products.

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Hnin Nu Win

Pharmacist | Experienced Medical Product Specialist | Medical Content Creator | Passionate about empowering Patients with Health Education
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When presenting a new product to healthcare professionals, it's important to focus on how it can benefit them and their patients. Make sure to tailor your presentation to their specific needs and values. And don't forget, the goal is to show how your product can be a valuable asset to them, not just how it's different from others on the market.

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Michael Slagle

Retired Pharmaceutical sales
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As you present benefits you have two goals. First, get the doctor to understand the benefits medically, quality of life, and financially for their patients. Secondly, help the medical professional explain the benefits to their patients. I once had a doctor say to me, “I don’t have time to explain to my patient science they don’t understand.” So, in your message give the provider some phrases they can use to convey the benefits to their patient. If the patient doesn’t understand or feel comfortable about a new medicine, compliance will suffer. It doesn’t matter how good the medication is if the patient won’t take it.

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3 Provide Evidence

Healthcare professionals rely on evidence-based medicine, so your argument should be supported by solid data and research. Provide clinical studies, testimonials from other healthcare providers, or case studies that demonstrate the effectiveness and reliability of your product. This evidence should be presented in a clear and digestible format, allowing the professional to quickly understand the value your product brings to the table.

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Michael Slagle

Retired Pharmaceutical sales
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Not only cite studies/evidence, leave the study with them. Be deliberate with the evidence. You don’t want to be seen as a rep who plays fast and loose with the numbers. You can also cite success with the product from specialists that this provider refers to, if you have that knowledge. This is even more powerful than studies in some cases.

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4 Address Training

A common barrier to adopting new products in healthcare is the perceived difficulty of integrating them into existing workflows. Address this by explaining the training and support that will be provided to ensure a smooth transition. Assure them that you'll be there to guide them through any learning curves and that the long-term benefits will outweigh the initial effort. This reassurance can often tip the balance in favor of trying out your product.

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5 Offer Trials

One effective way to mitigate resistance is by offering trials or demos of your product. This allows healthcare professionals to experience firsthand the benefits and usability of the item without a full commitment. A trial period can alleviate fears of investment in a product that may not meet their needs or fit into their practice, thereby increasing the likelihood of adoption.

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6 Follow Up

Persistence and follow-up are crucial in medical sales. After presenting your product and addressing any initial resistance, it's important to maintain contact. Follow up with additional information, answer any new questions that may have arisen, and offer to revisit any previous concerns. This ongoing support not only shows that you're dedicated to their satisfaction with the product but also keeps the lines of communication open for future opportunities.

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Michael Slagle

Retired Pharmaceutical sales
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Follow up is crucial. The provider needs to know that if a problem or concern arises you and your company are there to provide any support they or their patient may need. For a successful adoption of your product the provider needs confidence in both the product and you.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're facing resistance from a healthcare professional. How can you persuade them to try your new product?

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1 Understand Concerns

2 Present Benefits

3 Provide Evidence

4 Address Training

5 Offer Trials

6 Follow Up

7 Here’s what else to consider

Medical Sales

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