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Medical sales skills needed for success in the new healthcare environment

As the healthcare industry has shifted, so must the sales process. Investigate where medical device sales has been and where it is going.

Medical sales skills needed for success in the new healthcare environment

  1. 1. SELLING SKILLS FOR TODAY’S HEALTHCARE ENVIRONMENT
  2. 2. Why is Today Different from Yesterday?
  3. 3. Previous medical access • Physicians had private practices • ‘Relationship Sell’ was prominent – Paid Trips/Activities- educational or leisure – Provided financial support to physician- supplies, speaking, training – Buddy system
  4. 4. Previous medical access (con’t) • Physicians determined what hospitals would contract to use • Only product or feature in the marketplace • Emphasis in clinical expertise and product knowledge
  5. 5. How healthcare environment is changing • Now more M&A and fewer hospital systems • Growing # hospital SUPERsystems, fewer independent hospitals • 3 out of 4 docs with be hospital employees by 2014 • Initial sales from corporate offices • Moved to GPO IDN Integrated Delivery Networks contracting
  6. 6. How healthcare environment is changing (con’t) • Valued physician relationships controlled device utilization • More bureaucratic • Hospitals are now production enterprises- producing patient care/outcomes – Differentiate themselves with improved outcomes – Profits • With increased hospital employed physicians, Sales are shifting to hospital enterprise to engage more competent clinical or technical colleagues while providing a baseline level of clinical credibility
  7. 7. Today’s Market Drivers Physician shortages More Patients ACA Hospital Evaluations
  8. 8. New Medical Sales Rep Evolves More challenging than ever
  9. 9. Today’s challenges • • • • Limited Interactions Permitted Physician Access Hospital Access Dilution of many product segments – Sales reps – Devices • Hospital finance departments – No product knowledge – Bottom-line searching • Every Hospital System is organized differently
  10. 10. New Medical Sales Rep Evolves • More challenging than ever • “One Size Fits All” Clinical Model is no more
  11. 11. One Size Does Not Fit All • Identify who your customer is • Segment Customers • Redesign and tailor your sales model
  12. 12. New Medical Sales Rep Evolves • More challenging than ever • One Size Fits All Clinical Model is no more • Identify your customer – hospital finance, hospital reimbursement, payor contracting, supply chain operations, Csuite operations, current management best practices, physician integration and practice management, market development.
  13. 13. Four main hospital segments emerging Traditional physician preferences still rule Partners using a preferred vendor to reduce cost and/or improve offers in unique ways Price Sensitive willing to force the use of certain devices to save costs Centers of Excellence building “best-in-class” capabilities with the latest and greatest devices
  14. 14. New Medical Sales Rep Evolves • More challenging than ever • One Size Fits All Clinical Model is no more • Identify who your customer is – hospital finance, hospital reimbursement, payor contracting, supply chain operations, C-suite operations, current management best practices, physician integration and practice management, market development. • Distinguish Role – Sales Rep vs Acct Mgr vs Clinical Specialist
  15. 15. Sales Rep or Acct Mgr • Is expert at selling to the multitude of non-clinical buyers • Delivers an analytical economic message • Understands the account’s reimbursement strategy • Achieves quality payer access and payer coverage • Provides the right level of financial and clinical support services • Ensures product is readily available • Reduces logistical and financial barriers for the hospital
  16. 16. Relative Sales Process Physicians – Consultative- problem solve what his challenges are. • Procedure driven • Patient driven – Differentiate your features – Relieve him of any necessary burdens • Staff issues • Patient issues • OR staff – Develop the relationship of reliability, credibility and confidence Hospitals – – – – – Value for hospital Ratings Readmissions Reliability Insurance reimbursements
  17. 17. New Medical Sales Rep Evolves
  18. 18. Selling Skills • Persistence • Persuasiveness • Practiced – Clinically – Analytically – Financially • Listening • Questioning • Objection Handling • Gain Commitment • Varied presentation skills – – – – Small group Committee based Executive-level Staff-level • Analytical • Org Skills • Focused- Hone brevity of interactions
  19. 19. Selling Skills • Persistence • Persuasiveness • Practiced – Clinically – Analytically – Financially
  20. 20. Selling Skills • • • • Listening Questioning Objection Handling Gain Commitment
  21. 21. Selling Skills • Varied presentation skills – – – – Small group Committee based Executive-level Staff-level • Analytical • Org Skills • Focused- Hone brevity of interactions
  22. 22. Selling Skills • Persistence • Persuasiveness • Practiced – Clinically – Analytically – Financially • Listening • Questioning • Objection Handling • Gain Commitment • Varied presentation skills – – – – Small group Committee based Executive-level Staff-level • Analytical • Org Skills • Focused- Hone brevity of interactions
  23. 23. The Future • Fewer non-surgical interactions • IT will be prevalent • Use of internet education tools will be important • Phasing out of Operating Room sales personnel and contracting, ie - NuReps
  24. 24. Questions

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