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Doctors styles

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  • 1. Do You Know Your Doctor? future development
  • 2. Welcome on board future development
  • 3. Our role & its intimate relation with FLSM Ambition of achieving completion future development
  • 4. Things that we hear we mostly forget Things that we see we may remember Things that we do we surely experience future development
  • 5. WHY THEY PRESCRIBE ?! future development
  • 6. MOTIVATING FACTORS Diagnosis: Knowing what motivate doctor to prescribe is important in determining what msg. you want to convey. Prescription: Categorizing physicians by their main motivator - concern can help you to customize your sales msg. . future development
  • 7. Major categories A. Patient driven B. Data driven C. Money driven D. Miscellaneous future development
  • 8. A. PATIENT DRIVEN 1. Warm & sensitive 2. Believe that their role implies an obligation of service & dedication 3. Elderly GPs 4. Resentful & leery 5. Protecting patient from being victimized 6. Objection future development
  • 9. Approach Align, align and align Be on his side Human oriented People you care for >the types of cases you see Patient educational materials Partner colleague > sales person future development
  • 10. B. DATA DRIVEN 1. Thought –leading, academic and cutting edge 2. See the people as intellectually inferior to them 3. Legends in their own minds 4. Visually oriented, like to receive articles & graphic materials 5. Well organized & no sense of humor future development
  • 11. Approach Attitude towards MR is individualized BEM Most recent clinical data& keep small talk to the minimum future development
  • 12. C. MONEY DRIVEN 1. Financial gain is no. 1 motivator 2. Money is the most tangible proof of appreciation and recognition 3. Think of pts as no.s & MR is time wasting factor 4. Tired and edgy 5. Less time with their families future development
  • 13. Approach Trend of 5 min Partnership with sympathy Tolerability e.g. Atacand, Meronem, Losec Improve the doctor’s life quality MONEY future development
  • 14. Pharma friendly respects the pharmaceutical success and research work Compliment these physicians Showing that your products help the patient, the physician and ultimately the bottom line of the practice future development
  • 15. KISS DON’T MISS future development
  • 16. D. MISCILLANOUS 1. Do not fit easily in two categories 2. Remain as MYSTERY 3. Unpredictable mood without apparent reason 4. MR avoid them without even realizing it 5. Flattered future development ?
  • 17. Approach Effort worthy > challenge Mention something unique or interesting about yourself will stimulate a response Figuring them out Cut your losses future development
  • 18. Social And Behavioral Styles To maximize the usefulness of your customer style you must be versatile:1. Your information 2. Understanding the mindset of your doctor 3. How they think & act and Why? future development
  • 19. How to manage? Analytical/driver style Tell him about recent article regarding the disease which related to your product and not the product it self. don't lead with product. Lead with clinical information from a journal article that shows the physician that you are a valuable educational resource and not a stereotypical rep. future development
  • 20. Cont. The way to get these doctors' attention is to look them in the eye and deliver the message in 60 seconds or less from memory. Hand the doctor a copy of the clinical study or review article and let them have control of it. They will most likely start asking you questions. When they do, they're telling you what they want to talk about – which is what they are interested in. Doctors are control & power freaks future development
  • 21. Dr.Flash Call He always asking “where is your samples?” Effective probing is your tool to buy you a few extra minutes Rule of three. Display enthusiasm ; he tends to show more interest in you product. future development
  • 22. Dr. No Glossy Doesn’t like the visual aids. “seek first to understand then to be understood” WHY ? Show empathy. (he will be more receptive) Know the source of your data (he thinks that you are biased). Use your reprints & reminders. future development
  • 23. Dr.Good Times Social interaction > Serious product discussion “Happy to see you “ Take a minute to engage him in a social dialogue and then focus on the call. Relationship is valuable,Make it Business Oriented. future development
  • 24. Cont. Be assertive. Show him that you are attempting to initiate your job. D/A in front of him not laying on desk or hanging down. future development
  • 25. OVERALL No matter who your customer are Categorize organize data customize detailing maximize your sales future development
  • 26. The ladder of adoption A set of milestones that take us to our ultimate objective Taking the customer from never having heard of our product To maximum possible usage. Using 1st. Line in all Rx Using 1st. Line in 1 Rx Using 2nd. line Tried in few ps Aware&not used Never heard 2 1 future development 5 4 3 Can not happen in one go 6
  • 27. Personality Matrix Controlling (Result Oriented) A S K S TELLS Advocating future development Analyzing (Evidence Oriented) ASKS E M O T E S Facilitating o patients oReps oHonest
  • 28. Scenario 1 You unexpectedly run across a physician who's in a hurry. He looks at you and asks, "What do you have for me today?" future development
  • 29. How To Manage? Wants control and choice. These physicians are drivers, and tend to be directive, to-the-point and fast-moving. They are outgoing and task-oriented, and focus on the bottom line. Matching your products' benefits to this buying style means using statements like "Doctor, with this product, you have a choice of titration schedules.“ future development
  • 30. Cont. Or "Doctor, the bottom line is that you have the power to overcome the challenges of patient compliance by using this product.“ These physicians are self-reliant and like a challenge, so appeal to their sense of individual accomplishment. Show how choosing your product will benefit them . future development
  • 31. Scenario 2 You've worked for months to get this appointment. It's with one of the most influential physicians in your territory. His support could change your numbers significantly. As you begin, he quickly determines that you do not have anything "new" and proceeds to tell jokes for the rest of the call future development
  • 32. How To Manage? Responds to attention and approval. These physicians are spontaneous and people-oriented. Physicians who exhibit this style want to connect with us and their patients. They tend to be more expressive and want to inspire and influence others. Matching your products' benefits to this buying style means using statements like "Doctors who use this product are typically trendsetters because they recognize how hard it is to find a product they can use in cutting-edge ways’’ future development
  • 33. Cont. Or "Doctor, you have a premier practice because your patients know you are innovative in your approach to healthcare.“ These physicians buy because they will stand out from the crowd, and their sense of popularity and position will be fulfilled. future development
  • 34. Scenario 3: You are sitting across from a physician who could be holding the winning lotto ticket and you would never know it. His face is without a trace of expression. future development
  • 35. How To Manage? Needs facts and figures to determine product quality and perceived correctness. These physicians are logical and analytical , and tend to be cautious. Matching your products' benefits to this buying style means using statements like "Because of this product's efficacy, it is the right prescription for your patients.” future development
  • 36. Cont. Or “Doctor, after analyzing all of the available research, I'm sure you'll find that this product is the correct choice for your patients.” These physicians buy because they are assured of the product's excellence as a result of a rep's accuracy and accountability. future development
  • 37. Scenario 4 You have scheduled a lunch appointment. The first part of lunch has been dedicated to serving the staff. You try to begin your call, but the physician you have been working with for quite some only wants to share stories about the family vacation. time future development
  • 38. How To Manage? Motivated by safety and security. These physicians are steady and supportive. Physicians who exhibit this style want things to stay the same, and they know what they like. Of all of the buying styles, this one is the most resistant to change. future development
  • 39. Cont. Matching your products' benefits to this buying style means using statements like "Doctor, I'm sure you are well-aware of the shortcomings of traditional therapies. Because you need to be assured of this product's safety record, let me provide you with the results of a four-year study that proves this product's safety and effectiveness" future development
  • 40. Cont. or "Doctor, it is never easy to change anything, let alone a treatment plan. However, this product's ability to arrest the progression of the disease state will benefit patients over time." When these physicians do decide to write, they will be loyal. future development
  • 41. RETURNS FROM LEARNING SHOULD BE MORE EARNING future development
  • 42. WITHOUT PREPARATION future development
  • 43. Work / life balance Call rates, target doctors Special projects Product knowledge future development SALES
  • 44. future development