What makes a doctor prescribe for you, Ideas based on SFE conference held in Australia
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Universal ideas for succeeding in getting the prescription from doctor.what makes him to prescribe for you
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What makes a doctor prescribe for you, Ideas based on SFE conference held in Australia
- 1. What Makes A Doctor Rx for you What we think V/S What they Value Ideas from SFE Workshop’09
- 2. The Pharma executives opined.. The top 3 qualities of a great representative 1. Trustworthiness 2. Product Knowledge 3. Experience
- 3. But, the Doctors see things bit differently… • Doctor A says that she prefers meeting reps during the breaks. • Doctor B says he likes to attend CMEs & DGMs that are more educational and not dominated by product pushes.
- 4. And More importantly.. • The doctors expect a prompt follow-up with answers to their product related queries • Relevant product presentations
- 5. What Doctors Value • The most useful relationships have been with reps the doctors know well,as these reps know his interests and style of practice. • Doctors want quality interaction-more than a quality call.
- 6. What makes a doctor Rx. • Doctors Rx for reps,who understand their practices and the patients they serve and take care of their professional needs by virtue of their expertise & familiarity.
- 7. Take Home Message… • Experience, accessibility and familiarity are valued a lot by the doctors. • Samples are not a high priority. • Relationship matters more than any other factor
- 8. Let’s reflect • How to make our strength(Experience & familiarity) more productive? • What efforts can we make to promote the right product/indication?
- 9. Pearls of Wisdom “Between stimulus and response there is a space. In that space is power to choose our response. In our response lies our growth and freedom”. -VICTOR E.FRANKL (Author of "Man's search for meaning”)
Editor's Notes
- Dear colleagues,today i will dwell upon a subject that we are all familiar,a subject which is very basic yet very confusing.This was exactly the reason,a panel discussion was held at an SFE conference at Australia recently,where the panelists were doctors and the audience pharma execs and consultants.Let us now see what the pharma people thought and whether they were right..
- They felt that a great sales call is highlighted by clinical study materials, patient materials and samples..
- Doctors prefer to see pharma reps during their breaks,they would appreciate if the rep is thoughtful enough to bring a light snack for them,as they would be preoccupied with their hunger rather than listening to the information.
- Doctors want the reps to promptly provide them with all product related querries,they want the discussion to be relevant to their kind of practice.for ex they do not want to talk about a drug for pediatrics when most of their pts are geriatric..
- The docs feel that when they are familiar to a particular rep,they can pretty well call them whenever they need a service or information .This is what they mean by quality interaction.
- Experience,familiarity,honesty are valued more by the doctors which were found to be very low in the opinion poll conducted with the audience ie pharma consultants and execs.
- Victor frankyl is a world famous psychiartist who survived nazi concentation camp,he has this piece of wisdom in his best selling book the mans search for meaning,This concept is clearly explained by stephen covey in his 90/10 principle,10% of life events are not under our control, they just happen, the remaining 90% depends upon how we respond to the situation thereby shape up our future