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Increasing Face Time With Your Physicians

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The document discusses challenges facing pharmaceutical sales representatives in gaining access to physicians and strategies to increase face time. It notes that physicians now want less interaction with reps and value clinical evidence over product promotion. Recommendations include focusing discussions on solving clinical problems doctors and patients face using brief presentations of clinical data within 1 minute. Testimonials suggest this problem-focused, evidence-based approach increases physician engagement over traditional product selling.

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T raining A nd P erformance Consulting Increasing Face Time with Physicians TAP Consulting Company
Industry Changes since 1995 Number of sales reps grown by 94% Product Management Today 11/03 Doctor population grown by 15% Product Management Today 11/03
High prescribing doctor will see 3-5 times as many sales reps as 10 years ago McKinsey Study 2003
History 2000-2009 Docs begin to limit or deny access 38.5% of docs require an appointment* 23.6% do not see reps* Average PC Reps call lasts 80 seconds** *SK&A Report 2009 ** 2008 Access Report
2008 Sermo Physicians Survey 90% of physicians said they wanted somewhat less or significantly less interactions with sales representatives in their practices
2007 Rep Review Results Physician inaccessibility could be the doctors way of telling the pharmaceutical industry that the current state of personal promotion is not meeting their needs as well as in the past.
Current Obstacles No Access Less Time with Doctor Reps seen as having little value beyond samples Reps having little impact on doctors
What Doctors Want
Three Most Important Things Doctors Want from Sale Representatives Respect pressures on my time Communicate product information clearly and comprehensively Strong science/clinical evidence to support the product 2008 TNS Healthcare Global Study
What qualities/traits would you like to see in an industry representative? (N=350; Jan, 2008)
Physician Focus Groups What do you need from a sales representative when they are giving their sales presentation? Solve a clinical problem for me.
What is the best way for a sales representative to get your undivided attention and focus when you are busy? Tell me up front that they only need a minute of my time. The rep then usually shows me a recent reprint showing me how one of their drugs compares to a competitors in a clinical trial, and kindly asks for my signature in exchange for some samples. Dr. Dennis OConnell. April 2009 edition of Pharmaceutical Representative Magazine,
Industry Executives Recommend Focusing on Solutions The field sales force has to be more focused on solutions and patient outcomes . That means that from a brand standpoint, reps have to be able to convey solutions for the practice and for the patient long term Pharmaceutical Executives Panel Discussion Pharmaceutical Executive Magazine; February 2008
2008 Sermo Physician Survey 87% of doctors surveyed wanted more or significantly more use of clinical studies and evidence based medicine in their discussions with sales representatives
How to Increase Physician Face Time Provide clinical solutions Use clinical evidence as proof
Testimonials Doctors give me more time when I begin by talking about a problem they are experiencing. If I start by mentioning a product message they can always say they arent interested or they dont need that product. It is hard for them to say they dont experience a problem that research shows most of their peers are having. Shannon Ferrar; TLC Garden City, NY
Do you feel the problem focused approach to selling increases face time with physicians? Absolutely! As soon as you start selling, a doctor closes up. When you identify a problem it captures their attention and they want to hear the solution. My reps tell me they are having more fun because now doctors give them time and want to talk to them. Pharma District Manager
Testimonial "With the way many physicians are moving towards evidence based medicine. Our reps ability to sell using a clinical paper has become essential to gaining access to many key accounts. We feel that clinical selling skills has given our reps superior skills to many of our competitors and allowed our reps exceptional access and face time with their physicians. Jenn Hollinger; Sales Training Novartis Canada
TAP into the Solution Solve a clinical problem for the doctor and patient Bring value to your customer by educating them with clinical data Deliver your message in less than 1 minute Communicate to your customer in their universal language
T raining A nd P erformance Consulting For information on TAP Courses or to book Jim to speak at your next National Sales Meeting Contact Jim Price at 770-596-1498 [email_address] www.tapconsultingcompany.com TAP Consulting Company

More Related Content

Increasing Face Time With Your Physicians

  • 1. T raining A nd P erformance Consulting Increasing Face Time with Physicians TAP Consulting Company
  • 2. Industry Changes since 1995 Number of sales reps grown by 94% Product Management Today 11/03 Doctor population grown by 15% Product Management Today 11/03
  • 3. High prescribing doctor will see 3-5 times as many sales reps as 10 years ago McKinsey Study 2003
  • 4. History 2000-2009 Docs begin to limit or deny access 38.5% of docs require an appointment* 23.6% do not see reps* Average PC Reps call lasts 80 seconds** *SK&A Report 2009 ** 2008 Access Report
  • 5. 2008 Sermo Physicians Survey 90% of physicians said they wanted somewhat less or significantly less interactions with sales representatives in their practices
  • 6. 2007 Rep Review Results Physician inaccessibility could be the doctors way of telling the pharmaceutical industry that the current state of personal promotion is not meeting their needs as well as in the past.
  • 7. Current Obstacles No Access Less Time with Doctor Reps seen as having little value beyond samples Reps having little impact on doctors
  • 9. Three Most Important Things Doctors Want from Sale Representatives Respect pressures on my time Communicate product information clearly and comprehensively Strong science/clinical evidence to support the product 2008 TNS Healthcare Global Study
  • 10. What qualities/traits would you like to see in an industry representative? (N=350; Jan, 2008)
  • 11. Physician Focus Groups What do you need from a sales representative when they are giving their sales presentation? Solve a clinical problem for me.
  • 12. What is the best way for a sales representative to get your undivided attention and focus when you are busy? Tell me up front that they only need a minute of my time. The rep then usually shows me a recent reprint showing me how one of their drugs compares to a competitors in a clinical trial, and kindly asks for my signature in exchange for some samples. Dr. Dennis OConnell. April 2009 edition of Pharmaceutical Representative Magazine,
  • 13. Industry Executives Recommend Focusing on Solutions The field sales force has to be more focused on solutions and patient outcomes . That means that from a brand standpoint, reps have to be able to convey solutions for the practice and for the patient long term Pharmaceutical Executives Panel Discussion Pharmaceutical Executive Magazine; February 2008
  • 14. 2008 Sermo Physician Survey 87% of doctors surveyed wanted more or significantly more use of clinical studies and evidence based medicine in their discussions with sales representatives
  • 15. How to Increase Physician Face Time Provide clinical solutions Use clinical evidence as proof
  • 16. Testimonials Doctors give me more time when I begin by talking about a problem they are experiencing. If I start by mentioning a product message they can always say they arent interested or they dont need that product. It is hard for them to say they dont experience a problem that research shows most of their peers are having. Shannon Ferrar; TLC Garden City, NY
  • 17. Do you feel the problem focused approach to selling increases face time with physicians? Absolutely! As soon as you start selling, a doctor closes up. When you identify a problem it captures their attention and they want to hear the solution. My reps tell me they are having more fun because now doctors give them time and want to talk to them. Pharma District Manager
  • 18. Testimonial "With the way many physicians are moving towards evidence based medicine. Our reps ability to sell using a clinical paper has become essential to gaining access to many key accounts. We feel that clinical selling skills has given our reps superior skills to many of our competitors and allowed our reps exceptional access and face time with their physicians. Jenn Hollinger; Sales Training Novartis Canada
  • 19. TAP into the Solution Solve a clinical problem for the doctor and patient Bring value to your customer by educating them with clinical data Deliver your message in less than 1 minute Communicate to your customer in their universal language
  • 20. T raining A nd P erformance Consulting For information on TAP Courses or to book Jim to speak at your next National Sales Meeting Contact Jim Price at 770-596-1498 [email_address] www.tapconsultingcompany.com TAP Consulting Company

Editor's Notes

  • #5: Because of the increased number of pharmaceutical representatives, a high prescribing doctor sees 3-5 times the number of sales representatives they did just a few years prior. The increasing demand of pharma representatives for a doctors time combined with the time pressures of managed care led physicians to limit or deny access to pharmaceutical representatives. By 2003 35% percent of physicians would not even see pharmaceutical representatives in their office any more. Even the doctors who would allow representative to visit their office limited their time to around 80 seconds. As you can imagine, this posed a large hurdle for the pharmaceutical companies