Because of the increased number of pharmaceutical representatives, a high prescribing doctor sees 3-5 times the number of sales representatives they did just a few years prior. The increasing demand of pharma representatives for a doctor’s time combined with the time pressures of managed care led physicians to limit or deny access to pharmaceutical representatives. By 2003 35% percent of physicians would not even see pharmaceutical representatives in their office any more. Even the doctors who would allow representative to visit their office limited their time to around 80 seconds. As you can imagine, this posed a large hurdle for the pharmaceutical companies
T raining A nd P erformance Consulting Increasing Face Time with Physicians TAP Consulting Company
What do you need from a sales representative when they are giving their sales presentation?
“ Solve a clinical problem for me.”
What is the best way for a sales representative to get your undivided attention and focus when you are busy?
“ Tell me up front that they only need a minute of my time.” “The rep then usually shows me a recent reprint showing me how one of their drugs compares to a competitor’s in a clinical trial, and kindly asks for my signature in exchange for some samples.”
Dr. Dennis O’Connell.
April 2009 edition of Pharmaceutical Representative Magazine,
Industry Executives Recommend Focusing on Solutions
“ The field sales force has to be more focused on solutions and patient outcomes . That means that from a brand standpoint, reps have to be able to convey solutions for the practice and for the patient long term”
Doctors give me more time when I begin by talking about a problem they are experiencing. If I start by mentioning a product message they can always say they aren’t interested or they don’t need that product. It is hard for them to say they don’t experience a problem that research shows most of their peers are having.
Shannon Ferrar; TLC Garden City, NY
Do you feel the problem focused approach to selling increases face time with physicians?
Absolutely! As soon as you start selling, a doctor closes up. When you identify a problem it captures their attention and they want to hear the solution. My reps tell me they are having more fun because now doctors give them time and want to talk to them.
Solve a clinical problem for the doctor and patient
Bring value to your customer by educating them with clinical data
Deliver your message in less than 1 minute
Communicate to your customer in their universal language
T raining A nd P erformance Consulting For information on TAP Courses or to book Jim to speak at your next National Sales Meeting Contact Jim Price at 770-596-1498 [email_address] www.tapconsultingcompany.com TAP Consulting Company