The Birth of a Sales Person

The Birth of a Salesperson

How Do I Get In?

A Heart Surgeon’s Perspective

William A. Cooper, MD, MBA

Over my 30 plus years (including medical school) in the healthcare industry, I have had the opportunity to meet several sales professionals, particularly in the medical device, pharmaceutical, and medical equipment areas. As the industry evolves, we observe the emergence of diverse salespeople entering the market. They represent companies that capitalize on opportunities created by our inefficient healthcare system. You name it just about every aspect of healthcare has created an enterprise opportunity for entrepreneurs and “wannabe” salespersons. 

In addition to mentoring aspiring medical students, nurses and allied health professionals, I am humbled to have the privilege of providing mentoring and advice to some of those aspiring medical sales professionals, consultants, and even seasoned sales veterans. They request advice on just about anything related to the “sale.” I am not delusional or egomaniacal. I realize my position as a quasi-decision maker and influencer catalyzes these engagements. 

I am particularly intrigued and motivated by those young people who ask for my advice on how to become successful in medical sales. Here are a few observations on the birth of a salesperson from the perspective of a surgeon.   

How Do I Get In?

For newcomers, the answer is trifold. First is “how to get in the medical sales industry?” Second, ‘how do I get in a doctor’s office? Moreover, third, how do I get them to utilize, buy, endorse, prescribe or sell my product”? 

The Industry

Getting into medical sales is no different from any other industry. You must be prepared with the appropriate education and work experience. 

However, the basics are not enough. It is important to network with deliberate and efficient intent. For example, rather than have lunch with a sales rep, why not shadow one. 

It is wise to go one step further; ask a doctor to allow you to shadow him or her. They understand your plight. Not too far in the past, they were just like you seeking to fulfill their dreams. Also, as humble as we are, physicians are not averse to flattery. Someone will say yes. 

Shadowing gives you an opportunity to build a relationship from the inside. They will remember you when you land the job and want to get back in to see them later. 

If you are lucky enough to get in, take note of the people, places and things you experience.  The notes app on your smart device is a convenient way to jot things down for later recall. 

Clean and update the social media profiles. Potential employers, recruiters, and doctors, you will be calling on use social media. Be mindful of your profile and posts. It may be the topic of conversation and perhaps not in a positive way.         

Understand your strengths and weaknesses.  During interviews, I have conducted for potential hires on our team, I have had one person answer “none” when asked to identify their weaknesses. Interview over. It is not a crime to admit shortfalls. In fact, it displays maturity, mindfulness and willingness to be vulnerable to grow and learn. We all have something we can improve upon in our personal, professional, and social lives. 

It is a practical necessity to become familiar with the basics of the healthcare industry, current events, and trends in healthcare transformation. Get familiar and stay current. Research the industry from all the angles: information technology, financial, political, public, private, hospital, ambulatory, government, academic, and of course the industries within which you seek employment: device, pharmaceutical, and consulting. 

Familiarize yourself with healthcare value inputs consisting of quality, cost, safety, access, and how it applies to the industry.  Understand how your product enhances or facilitates one or more of these issues.

Plug into the various healthcare news outlets and blogs. Having a better than average knowledge of healthcare will help in the interview process.

The Doctor’s Office  

Now that you have landed the job getting in the doctor’s office is a bit more challenging. As a young surgeon starting my career in the early 2000s, I was just as eager to network and build a practice as an aspiring salesperson was to get their first sale. I would meet with just about every salesperson that called upon me. Over the years, as my practice grew, I had to become more efficient at on the job networking. Thus, the “doctor is NOT in” sign went up. A blow to my gregarious nature but a necessity none the less. 

Find the gatekeeper. I am certain most physicians have one person in their office whom they rely on to keep them on time and schedule. I sure do. Make that person your ally. Even if you cannot get to the physician, keep the gatekeeper engaged and up to date on what’s happening with your product. Yes, the traditional drop off a brochure and card is ok. However, new and innovative products, ideas, and information are always welcome. However, don’t overdo it.  

Know your target, the position they hold, their level of influence, and decision-making power. With the power of the internet, social and digital media there is no excuse not to know whom you are talking to, what they look like, and why they would want to meet with you. 

(Digression).

A few years ago, as I was on my way into the operating room, I met a new sales rep standing outside the door. As I often do on busy operating days, I strolled in casually in jeans and a polo, ID badge around my neck, and coffee in hand. I was clear he was lost, so I inquired, “can I help you”? “Yes, I am demonstrating my product to the heart surgeons today, and I need to get into the CVOR.” Without further identifying myself, I said, “sure no problem,” swiped my badge, let him in and pointed to the reception desk. I proceeded to the locker room to change into my scrubs and lab coat.

As I emerged from the back hallway, fully cloaked in “work” clothes, the receptionist says, “good morning Dr. Cooper”.  The rep just stood there, within seconds his face went from pale to red to sweating profusely. I shook his hand and said, “Hello, nice to meet you; I am Dr. Cooper, welcome to the CVOR”.  Enough said, know your target!    

Peer expert engagement talks, dinners, and lunches are good, particularly if associated with educational credits. Online access has made CME credits easier to acquire but mixing in a networking event breaks the monotony. 

If you happen to get a cell phone number and email, ask before you access a physician in this manner. Most of us are inundated with calls, texts, and emails associated with the practice. Sometimes the last thing we want in the electronic access mix is the added intrusion of sales propaganda.  

Assume I know everything. Assume I know nothing. Yes, these are conflicting statements. The point is to find the middle ground when you get to the one on one meeting. 

Keep your politics to yourself. However, if you are engaged in a conversation on this level, it is not necessary to compromise on your morals, values, and perspective. Stay focused on the product.     

Know how to end the conversation. Believe it or not, I have had a rep ask “what can I do for you” as an opening question. This question may be appropriate at the end but never lead with this. Find a way to get a follow-up, regardless of success at achieving your initial objective.     

The Product

It is not about the perks (Sunshine Law) or people (Sales Rep). It is about the patients, the provider, and the product. 

Foremost, as medical director, I am charged with oversight and accountability for the quality, safety, and experience of our patients. I am also responsible for the fiscal well-being of our service line. Although I love the interactions with sales reps and in some cases relationships that go beyond the healthcare environment, I always cautiously consider any decision I make about new and existing products. 

I have a simple framework that I follow when considering the value of product acquisition and utilization. In order of priority with the patient as the focal point:

1.        Quality-is this a good product and what impact does it have on the quality of care we deliver?

2.        Safety-what are the risks and benefits and relative comparisons?

3.        Access-does it improve access to treatment for those under treated, or with limited resources?

4.        Experience- how does it impact the experience of the patient and the provider?

5.        Cost-quality at any expense is not good for the overall value of healthcare. It is also not always an either-or question; it is sometimes both-and.

It is important for you to have a thorough and comprehensive understanding of these concepts and the impact of your product or service on each. 

Know your competitor’s products as well, but stay away from “product bashing.” It may come back to haunt your credibility. I have seen reps lose their job with one company and show up representing the very product they were bashing just a few months prior. Maintain intellectual honesty about your product, the data, and marketing strategy, and you will never compromise your integrity.

Keep an eye on the health of your product and your company. The changing pace of product indications and innovations, firm failures, mergers and acquisitions and market fluxes are furious right now. Keep abreast of market, product and industry trends.

Clearly, sales is a tough but potentially rewarding occupation. I am not a salesman nor do I aspire to be one. However, these are my observations from the other side of the table. 

Finally, be authentic, charismatic and ambitious. Passion overcomes failure every time.  Thoroughly prepare yourself, know your target audience, market, and the product inside and out. If done with pride and commitment, yours will likely be a long successful career in the industry.   

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