Pharma Sales Success –?Selling with Clinical Studies

Engaging physicians with clinical studies can be a powerful way to influence prescribing behavior. However, it’s no secret that physicians are naturally skeptical, even when presented with evidence-based medicine. As sales representatives, we need to anticipate their internal dialogue: Is this study relevant to my patients? Is it credible? Could it be biased because it’s company-funded?

To make an impact, the question becomes: How do we quickly credential a study? If skepticism lingers midway through your presentation, your efforts could be for naught.

The Solution: Using a Power Frame

Psychologists tell us that one of the fastest ways to credential a study is to create a contextual frame—a power frame. A power frame shifts the focus from the study’s content to its peripheral aspects, such as the credentials or affiliations of its authors. This approach builds immediate trust and credibility.

Here’s an example of how many reps typically present a study:

• “This study was conducted by Dr. Rogers and Dr. Lopez.”

While this introduction provides basic information, it misses a critical opportunity. Without context, the physician might think: Who are these doctors? Are they credible or just hired guns for the company?

Framing the Study Effectively

To avoid this, use the credentials of the authors to create a connection with the physician’s existing knowledge base. The key is to link the authors to someone or something the physician already knows and respects. Here are a few examples:

1. Local or Professional Ties:

“What’s interesting about this study is that one of the authors, Dr. Lopez, attended Yale with our local cardiologist, Dr. Simpson.”

2. Professional Achievements:

“Dr. Ruiz co-authored a textbook widely respected in this field.”

3. Relevance to the Physician’s Interests:

“Dr. Michaels was one of the pioneers of the grafting procedure I know you’ve been a big proponent of.”

Why This Works

By connecting the authors to something familiar and trusted, you frame the study with credibility before the physician has a chance to question it. You’re not just presenting evidence; you’re positioning it within a context that resonates with the HCP’s existing knowledge and trust.

Putting It Into Practice

Let’s bring it all together. Instead of simply stating the authors’ names, you might say:

• “What’s interesting about this study is that one of the authors, Dr. Hamilton, served as the lead author on the new bladder cancer guidelines you were discussing.”
• Or: “Dr. Myron, a contributor to this study, taught at the same hospital where you completed your residency.”

These subtle but powerful adjustments immediately elevate the study’s credibility and grab the physician’s attention.

The Takeaway

When selling with clinical studies, correctly framing the study gets you off to a stronger start. By establishing credibility upfront, you disarm skepticism and pave the way for meaningful engagement. Remember, it’s not just about what’s in the study—it’s about how you present it.

Let's keep the discussion going... How do you present clinical information to make sure it's engaging and credible?

About the Author: Scott Moldenhauer is a pharmaceutical sales expert with clients that include AbbVie, Bayer, Genentech, Novartis, and Pfizer. For information about Scott's programs and resources, call (888) 878-3055 or email [email protected].

You can access Scott's free materials at www.HowToConvinceDocs.com.