Do You Know Your Doctor?

future development
Welcome on board
future development
Our role & its intimate relation with FLSM
Ambition of achieving completion

future development
Things that we hear we mostly forget
Things that we see we may remember
Things that we do we surely experience

future dev...
WHY THEY PRESCRIBE ?!

future development
MOTIVATING FACTORS
Diagnosis: Knowing what motivate doctor to
prescribe is important in determining what
msg. you want to ...
Major categories
A. Patient driven
B. Data driven
C. Money driven
D. Miscellaneous

future development
A. PATIENT DRIVEN
1.

Warm & sensitive

2. Believe that their role implies an obligation
of service & dedication
3. Elderl...
Approach
Align, align and align
Be on his side
Human oriented
People you care for >the types of cases you
see
Patient educ...
B. DATA DRIVEN
1.

Thought –leading, academic and cutting
edge

2. See the people as intellectually inferior to
them
3. Le...
Approach
Attitude towards MR is individualized
BEM
Most recent clinical data& keep small talk to
the minimum

future devel...
C. MONEY DRIVEN
1.

Financial gain is no. 1 motivator

2. Money is the most tangible proof of
appreciation and recognition...
Approach
Trend of 5 min
Partnership with sympathy
Tolerability
e.g. Atacand, Meronem, Losec
Improve the doctor’s life qual...
Pharma friendly respects the
pharmaceutical success and research work
Compliment these physicians
Showing that your produc...
KISS
DON’T
MISS
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D. MISCILLANOUS
1.

Do not fit easily in two categories

2. Remain as MYSTERY
3. Unpredictable mood without apparent
reaso...
Approach
Effort worthy > challenge
Mention something unique or interesting
about yourself will stimulate a response
Figuri...
Social And Behavioral Styles
To maximize the usefulness of your
customer style you must be versatile:1. Your information
2...
How to manage?
Analytical/driver style

Tell him about recent article regarding the
disease which related to your product ...
Cont.
The way to get these doctors' attention is to look
them in the eye and deliver the message in 60
seconds or less fro...
Dr.Flash Call
He always asking “where is your samples?”
Effective probing is your tool to buy you
a few extra minutes
Rule...
Dr. No Glossy
Doesn’t like the visual aids.
“seek first to understand then to be
understood” WHY ?
Show empathy.
(he will ...
Dr.Good Times
Social interaction

>

Serious product discussion

“Happy to see you “

Take a minute to engage him in a soc...
Cont.
Be assertive.
Show him that you are attempting to
initiate your job.
D/A in front of him not laying on desk or
hangi...
OVERALL
No matter who your customer are

Categorize
organize data
customize detailing
maximize your
sales

future developm...
The ladder of adoption
A set of milestones that take us to our ultimate objective
Taking the customer from never having he...
Personality Matrix
Controlling
(Result Oriented)

A
S
K
S

TELLS
Advocating

future development

Analyzing
(Evidence Orien...
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
t...
How To Manage?
Wants control and choice.
These physicians are drivers, and tend to be
directive, to-the-point and fast-mov...
Cont.
Or "Doctor, the bottom line is that you
have the power to overcome the challenges
of patient compliance by using thi...
Scenario 2
You've worked for months to get this
appointment.
It's with one of the most influential
physicians in your terr...
How To Manage?
Responds to attention and approval. These
physicians are spontaneous and people-oriented.
Physicians who ex...
Cont.
Or "Doctor, you have a premier practice
because your patients know you are
innovative in your approach to healthcare...
Scenario 3:
You are sitting across from a physician
who could be holding the winning lotto
ticket and you would never know...
How To Manage?
Needs facts and figures to determine
product quality and perceived correctness.
These physicians are logica...
Cont.
Or “Doctor, after analyzing all of the
available research, I'm sure you'll find that
this product is the correct cho...
Scenario 4
You have scheduled a lunch appointment.
The first part of lunch has been dedicated
to serving the staff.
You tr...
How To Manage?
Motivated by safety and security.
These physicians are steady and supportive.
Physicians who exhibit this s...
Cont.
Matching your products' benefits to
this buying style means using
statements like "Doctor, I'm sure you
are well-awa...
Cont.
or "Doctor, it is never easy to change
anything, let alone a treatment plan.
However, this product's ability to arre...
RETURNS FROM LEARNING
SHOULD BE MORE
EARNING

future development
WITHOUT PREPARATION

future development
Work / life balance

Call rates, target doctors
Special projects
Product knowledge
future development

SALES
future development
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Doctors styles

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Doctors styles

  1. 1. Do You Know Your Doctor? future development
  2. 2. Welcome on board future development
  3. 3. Our role & its intimate relation with FLSM Ambition of achieving completion future development
  4. 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. 5. WHY THEY PRESCRIBE ?! future development
  6. 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. 7. Major categories A. Patient driven B. Data driven C. Money driven D. Miscellaneous future development
  8. 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. 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. 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. 11. Approach Attitude towards MR is individualized BEM Most recent clinical data& keep small talk to the minimum future development
  12. 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. 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. 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. 15. KISS DON’T MISS future development
  16. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. OVERALL No matter who your customer are Categorize organize data customize detailing maximize your sales future development
  26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 41. RETURNS FROM LEARNING SHOULD BE MORE EARNING future development
  42. 42. WITHOUT PREPARATION future development
  43. 43. Work / life balance Call rates, target doctors Special projects Product knowledge future development SALES
  44. 44. future development

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