The document provides tips for pharmaceutical representatives when communicating with doctors about drugs. It advises being honest with clear information about what a drug can and cannot do. Exaggerated claims may lead to initial trials but doctors will discard drugs that do not meet expectations. Representatives should be clear, concise, and use visuals to supplement information. Case studies are more convincing than hypothetical examples. Both advantages and disadvantages of drugs should be shared openly. Constant communication is important to maintain relationships with doctors built on integrity and honest information sharing.

2. BE HONEST AND STICK TO THE FACTS
• DOCTORS SEEK CLEAR AND HONEST
INFORMATION ON A DRUG:
• WHAT IT CAN DO, AS WELL AS WHAT IT
CANNOT DO IN A GIVEN CONDITION.
• EXAGGERATION MAY LEAD TO A TRIAL OR
TWO BY THE DOCTOR, BUT SOONER OR LATER
THE DRUG WILL BE DISCARDED IF IT DOES NOT
MEET EXPECTATIONS.

3. BE CLEAR AND PRECISE
• DOCTORS ARE BUSY INDIVIDUALS.
• INFORMATION MUST BE CLEAR, EASY TO
UNDERSTAND AND QUICK TO GRASP.

4. USE VISUALS
• PICTURES, ILLUSTRATIONS AND DRAWINGS
ADD VALUE TO ANY FORM OF
COMMUNICATION AND THEIR USE IS NO LESS
IMPORTANT IN THIS FIELD.
• A GOOD PICTURE SPEAKS AND SAVES A
THOUSAND WORDS.
• AS THEY MUST ADD VALUE TO YOUR
COMMUNICATION, NOT DETRACT FROM IT.

5. SUPPORT YOUR ARGUMENT WITH EVIDENCE
• CASE STUDIES ARE FAR MORE CONVINCING
THAN HYPOTHETICAL EXAMPLES OR A
BARRAGE OF UNSUPPORTED INFORMATION.
• USE CLINICAL TRIALS AS A WEAPON TO
CONVINCE AND TO GAIN CREDIBILITY

6. DO NOT HIDE OR SUPPRESS UNPLEASANT
INFORMATION
• EVERY DRUG HAS ADVANTAGES AS WELL AS
DISADVANTAGES.
• GIVE BOTH SIDES OF THE STORY.
• LET THE DOCTOR DECIDE AFTER KNOWING
ALL THE FACTS.

7. MAINTAIN CONSTANT COMMUNICATION
• A SALE IS SELDOM CONCLUDED IN A SINGLE
ENCOUNTER.
• BE IN CONSTANT COMMUNICATION WITH THE
DOCTOR BY PASSING OUT INFORMATION,
CLARIFYING DOUBTS OR ENCOURAGING
TRIALS.

8. BUILD A RELATIONSHIP WITH THE DOCTOR
• EARN HIS RESPECT FOR YOUR INTEGRITY AND
HONEST COMMUNICATION.
• ALTHOUGH THE SALE MAY TAKE LONGER TO
CONCLUDE, WHEN YOU GAIN THE DOCTOR’S
SUPPORT, BOTH THE SALE AND YOUR
RELATIONSHIP WILL BE STRONG AND
DURABLE.