Rmu 1 2 module 7 sales process 10 22-13Presentation Transcript
PharmaCo’s Sales Process
PharmaCo, LLC represents a
nationwide pharmacy collective
providing seamless workflow solutions for
physicians participating in topical treatment plans and
In particular PharmaCo offers an
alternative approach to pain management with
less health risk to patients and
less professional risk to doctors.
Two sets of Key Value Propositions:
One for the doctor
One for the patient
For the patient
For the patient with chronic, unresolved, often
unrelenting pain, to add to that burden the risk of
serious cardiovascular risks including heart attack and
stroke. To add the risk of GI bleeds and perforations.
To add the risk of hearing loss, and kidney and liver
damage when there is another option--Is unthinkable.
We truly have a story that needs to be told.
For the patient
PharmaCo’s commitment to the patient is that we will
do everything in our power to make the products
accessible to the patient.
For the patient with unresolved, chronic pain, we
offer a solution which is:
A bit of perspective, some hints and a few suggestions
People often stereotype people who are on pain
medications chronically, and who exhibit drug-seeking
behavior, as addicts, or bad people – people who
should be lumped in with street addicts and criminals so
common in our society. It is important that we keep in
mind as we talk about this group of patients that they
are people just like you and me, who have had a
sickness or injury that causes ongoing, often
unrelenting pain. They take more pills and take them
more often because the pain they are experiencing is
unresolved. It follows that some of them will become
addicted. We must keep in mind as we talk to doctors
that these patients deserve our respect and our
professionalism just as a patient who has breast
cancer, diabetes, AIDS or the common cold.
It is important for each rep to understand that we are
not selling a drug. While we may have extensive
knowledge of our products and our competitors’
products, we are selling the services of compounding
pharmacies, focusing on pain creams. One way to
approach the doctor is to begin with a simple phrase
like, “We are PharmaCo, the premier network of
compounding pharmacies.” Show them the Rx pad and
say, “Here is an easy way to prescribe some of the most
commonly used topical pain preparations.”
It is important to note who is NOT our patient. If a
patient presents with pain at a 9 or 10 on the pain scale,
then they need stronger pain relief than our products
can provide. A patient who is post surgery will usually
fall into this category. Anyone with an open wound or
rash or raw skin is also not a candidate for topical
preparations. Exceptions to this are products
specifically formulated for wound healing.
What to expect in the doctor’s office
The pain creams we promote contain familiar and trusted active
ingredients. You will likely never get the question, “What is this drug?”
You may be asked why a particular drug is in a certain formula. The
rationale for any drug’s inclusion in the formula has been covered in
the Drugs section of this training.
It is not news to anyone that it is harder to get in than it was a few
years ago. Some of our top reps say the best advice to is plan your
territory, keep excellent records of who you talked to and when. Keep
a schedule and keep going back.
Of course you can only keep going back in where they will see you at
all. If a doctor you really want to see is “no see” you will have to either
get creative or take them off your list and go where you can make an
impact. There are still enough doctors out there who will see us that
you don’t have to lament over the ones who won’t.
The Office Manager
Often when you tell the gate keeper you are from a
compounding pharmacy, they will have you talk to the
office manager. This applies more to pain management
offices or other doctors who are already using
compounding pharmacy. The ones who haven’t gotten
this far yet will just lump you in with pharma reps and
send you through the hoops that are set up for pharma
What she is wondering when she is talking to you is: “Is
the doctor interested in this?” “How can I most quickly
get rid of this person?” and “Is there any way she/he
could make my life easier?”
What are the issues?
The single biggest issue seen in a doctor’s office is that they do not
have motivation to change. Change from either writing compounding
prescriptions from a compounding pharmacy that is at least
known, even if they are not really happy with the process or the
service. It might also be to change from writing familiar oral products to
To best address this resistance to change, you can divide the practices
into two broad groups. The first is physicians who are already writing
compounded pain medications or already use compounding as a
source for other solutions. The second group is the group of
physicians who are not prescribing any compounded prescriptions at
all. The same issues and key value propositions need to be hit, but in
a different order.
If they are already prescribing
If they are already prescribing, then you would start
with using us for the PharmaCo Freedom Practice
Support Program. Especially impactful is the fact that
we have made Prior Auth obsolete. Try it in an office. It
will be fun, I promise. Then you would go on to the
faster on-set, safer, more effective, less addictive
If they are not yet prescribing
If they are not yet prescribing compounded medications, it is possible
they have not even thought of it as a possibility. Then you need to start
with painting the picture of the patient. Chronic, often unrelenting pain.
They have tried everything to no avail. The doctor and patient are both
at wit’s end. You do not have to go for the worst patients. Just ask if
they have patients who are on more OTC ibuprofen or Tylenol than
they should be. Ask if they have any one who calls too often for their
Vicodin. (As an aside, many pain management office will say they
don’t prescribe any Vicodin.) Tell them these are the patients who can
benefit from a safer, more effective, non-addictive alternative.
Ask for the business
A sales person who doesn’t close is like a doctor who
doesn’t write prescriptions, a banker who doesn’t cash
checks, a postal carrier with no letters…
Why should the doctor change?
We have the most comprehensive, robust and
unique program in the industry.
All the roadblocks to prescribing have been blasted
out of the way.
The PharmaCo Freedom Practice Support Program
has made prior authorizations unnecessary for our
E-Script PharmCo tablet computer for easy
prescribing. Web-based for secure storage and
easy access. HIPAA compliant encryption.
Robust Insurance Coverage
PharmaCo has contracts with most third party
payors. Your patient’s prescription claim will be
submitted to their insurance. Most cover
Assistance for Out of Pocket Expense
PharmaCo can introduce your patients to an
outside company to ensure they get the
medication they need. The out of pocket expense
can be lowered, often to as low as $15.
PharmaCo will provide proprietary software so you
can e-Prescribe our topical pain creams at the touch
of the screen. It is cloud-based, HIPAA compliant and
work flow optimized.
What to leave behind
In considering what to leave behind, a rep must
understand first, that we represent Compounding
Pharmacies, not drug manufacturers, and second,
that Compounding Pharmacies are regulated by
State Boards of Pharmacy, not the FDA.
Why treat musculoskeletal or neuropathic pain topically?
Topical preparations are site specific. They have very low systemic
absorption when applied topically, yet the concentration at the site of
administration can be 30-fold higher than with an oral dose. What this
means to your patient is that they get effective pain relief with no systemic
As a doctor, you can choose a customized approach to treat specific
types of pain using multiple mechanisms of action, There are multiple
causes of chronic pain. One topical cream can have 4 to 6 different
treatment modalities to address each of the different pain etiologies. No
single agent can address the complex set of pathologies occurring in
chronic pain or neuropathic pain.. By using various medications with
different mechanisms of action, you can more effectively treat both
nociceptive pain and neuropathic pain. This also protects the patient from
ineffective pain control, tolerance and the related dose creep, addiction,
serious adverse events, abuse, overdose, or diversion.
What is different about your company compared to my
local compounding pharmacy?
PharmaCo’s Freedom Practice Support Program is absolutely unique in
the industry and designed to solve every problem a physician practice or a
patient might encounter when using a compounding pharmacy. You would,
of course, explain the components of the Practice Support Program,
including the E-prescribe tablet system.
Our combination topical pain medications are similar but different than
what other compounding pharmacies provide. We have partnered with
pain specialists and pharmacists to develop the best combinations that
attack specific types of pain with specific types of medications that give
your patient the best chance of pain resolution. For example-(show the
doctor the Rx and use one cream that applies to her situation) tell her how
each ingredient hits multiple complex pathologies.
With the meningitis outbreak still going on
are you really going to talk to me about
Just like the dentist in Colorado who for 12
years reused dirty needles does not
implicate every dentist, so PharmaCo’s
pharmacy partners are not NECC. (See full
discussion of this topic elsewhere in
Just like the hamburger joint down the
street that makes a bunch of people sick
would not keep you from ever eating out
again, so PharmaCo’s pharmacy partners
are not NECC. (See full discussion of this
topic elsewhere in Rainmaker U)
My practice is nearly 100% injection
treatment protocol. I have little use for
There are 2 points to make with this doctor.
There is an effort in these patients to address differing levels of pain and
inflammation that hinder patient progress during traditional physical
therapy and alternative forms of musculoskeletal rehab. The benefits of
a topical Rx product in the patient’s hands (literally) can be a bridge to
support the patient’s progress during these other forms of treatment.
A topical anti-inflammatory and analgesic Rx product works to help a
patient maximize recovery time in combination with your injection
protocol and avoids patients self medicating with OTC NSAIDs or
Tylenol without your approval.
In my experience, topicals are only effective
in small joint pain. You are a niche product.
The three points to make in this case are:
1. If I were your rep with Voltaren Gel, I might agree with
your comment, but I am your PharmaCo rep with a vastly
different and more effective approach to inflammation and
2. Our FDA approved active ingredients have different
mechanisms of action to synergistically tackle inflammation
and pain for 19 different indications as stated on our Rx Fax
3. Beyond joint benefits, our products provide effective
treatment for neuropathy, neuralgia and vascular circulation
deficit with or without pain. With all due respect, we are not a
niche product company.
In my orthopedic practice, we do not deal with longterm med prescriptions. We are surgical.
You may be wasting your time calling on my practice
with your products.
1. I totally agree; we are on the same page because our
Practice Support Program works on behalf of prescribing
orthopedic practices and in your setting you are not
dealing with on-going Rx refill hassles.
2. Your completed Rx Fax form for one of our antiinflammatory and analgesic products provides a seamless
bridge for treatment that extends beyond your protocol for
oral Rx meds, to include the avoidance of continued
3. PharmaCo has your patients’ best interest in mind; within
3-5 days of Rx Fax form receipt, your patients receive 60
grams of product for $60 regardless of insurance
Weird means hassles
We have to get the word out about PharmaCo’s Practice
Support Program. It solves every road block to a patient
receiving the care they need. It is an enormous benefit that
we can say “We have even made the prior authorization
PharmaCo’s Practice Support Program is designed for
patients who have insurance but are unsure of the exact
terms of coverage. When a doctor writes a script for a patient
with insurance they will receive the product regardless of
PharmaCo’s Freedom Program is
unique in the industry-we have made
the prior authorization process
obsolete. We make it easy to
prescribe compounded prescriptions.
PharmaCo looked at every step of the
process and found a way to resolve
every issue-you will never get into the
morass of paperwork an insurance
request often triggers.
We can help your patients with
chronic pain-and make it painless for
you at the same time. PharmaCo’s
Freedom Program has resolved every
roadblock to the patient getting the
safest, most effective treatment
“Your patients with unresolved pain
get pain relief where they need it
without exposing the whole body to
side effects, toxicities and addiction.”
For your patients with unresolved
pain who are at risk of GI bleed due
to NSAID use, liver toxicity due to
overuse of Tylenol, kidney damage or
addiction due to hydrocodone or
oxycodone use-we provide safe and
effective topical creams targeted to
treat a specific pain mechanism.
The PharmaCo Freedom Practice
Support Program resolved every
roadblock to the patient getting the
safest, most effective treatment
Can you think of 5 patients right now who
could benefit from topical pain relief?
You get all the benefits of the
PharmaCo Freedom Program with no
more input or action on your part.
Write the script, fax it to the number
on the script and forget it.
Will you complete and fax in the Rx
Fax Form for your patients who have
ongoing degenerative joint disease
issues and coexisting cardiac, renal,
GI, hepatic or renal concerns? May I
email the Rx form to your office?
Based upon PharmaCo’s unique cost
and time saving benefits for your
patients your practice, will you use
our e-Script solution for the types of
patients you see every day that can
not take NSAIDs or opioids? How
many forms may I leave for you?
Will you complete and fax in Rx Fax
form for your patients with diabetes
and arthritic conditions?
The Top 10 Reasons to Go
Back into A Doctor’s Office:
PDF personalized with
the doctor’s information
You can make an appointment and
take lunch into them. If they are
already writing and you know you
could find places to increase their use,
then this is a no-brainer. At $50 or
$100 per Rx lunch becomes pretty
You can go back to leave the patient
information handout for our migraine
product with the doctor. You can find it
in the Profit Portal. Go to
www.pharmaco.me, log in with your
rep ID and password. There you will
find a number of helpful documents.
Ask whether they used it. What was
the result? Issues? Problems? If they
did not use it, the same still applies.
What were the issues or problems that
had them not do it. Of course, you will
know whether they did or didn’t before
you go in.
Every time you go back in you
can sell a new patient type.
“Can you think of 5 patients
who...?” You can sell for each
section of the Rx and each
patient type referred to in the
key value propositions.
Go back to the doctor’s
office because it’s Tuesday.
If a new insurance company has
been added to our list of
carriers, you really need to be in
there anyway. What a great way
to say “See, our making prior
auth obsolete really is working!”
Go in to ask the doctor
for a referral to a no-see
Pick a different key selling
message to emphasize every time
you go back in. Of course you will
want to reinforce all of them, but
your lead can be a different one
How to get the Rx filled with no glitches
Don’t change anything and include all
requested information every time.
Incomplete Patient Information
– More Work
Unfortunately, 90%+ of the scripts we receive are
incomplete, resulting in calls between pharmacy and
practice staff, phone tag, delays in fulfilling patient
prescriptions, and overall frustration among all
Multiply this by the number of scripts, and it can turn
into significant amounts of time
consumed, potentially hundreds of
hours of staff time per year.
I ran it through the fax, what happens to it?
The doctor faxes the script to the number on the Rx. Due to
the various state regulations, licensure requirements and
contracts with our pharmacy partners, there are a number of
different fax numbers. The Rx is delivered digitally via our
cloud-based, HIPAA-compliant hosting center.
The Rx is received by the pharmacy, billed to
insurance, pricing and copay are calculated. Once these things
happen the Rx is filled and shipped to the patient’s door.
You have your NDA, your contract,
your Rep ID, You’ve completed
training and you’re HIPAA certified,
you know what to say and who to
say it to. Now what?
You need the Rx pad and one
other item, maybe a brochure or a
business card. Something with your
phone number is essential.
Business cards and name badges
are available on
Screen Shot 2013-01-05 at 6.56.52 PM
Decide Where to Go
• Call on existing contacts
• No designated territories
• Stay close to home
• Get a list
One of our very successful
reps gave us a tip. She will
use Google to find the
nearest podiatrist, pain
management doctor, sports
medicine clinic, etc. Be sure
to call on all relevant doctors
in each building while you are
Stay in Tune with
PharmaCo’s Profit Portal
PharmaCo’s Target Specialties
The PharmaCo Freedom Practice Support Program is
unique in the industry. We make it easy to treat intractable
pain. We have thought through all steps of the compound
prescription process and found a way to resolve every
problem--including insurance issues. You can prescribe
PharmaCo’s topical pain creams with confidence, knowing
that the patient will get the product you prescribe, in a timely
fashion and at a reasonable price.
The topical pain creams we promote are safer and
have a solid basis for use of the drugs in combination.
For a patient who has been on multiple failed treatment
regimens, who is at risk of tolerance, addiction, or
serious side effects due to chronic use of Tylenol or
NSAIDs, PharmaCo’s topical pain treatments have
targeted specific mechanisms of pain signal initiation
and transmission. All while making it easy for a doctor
to use a compounding pharmacy.