America's largest healthcare recruiting firm.

 



For over fifteen years, I have utilized Buckman Enochs Coss to hire over one hundred individuals for Sales and Sales Management positions for a variety of healthcare technology firms. Whether it’s been for Fortune 500 companies or early stage, VC backed start-ups, BEC has always done a terrific job in sourcing top-talent.

Scott Schlesner
Vice-President of Sales
Elsevier

Proving the Value of an Expensive Treatment
Pharma sales reps encounter plenty of roadblocks on the path to new contracts and formulary inclusions; there are no surprises there, and nobody promised this job would be easy. Sometimes simply scheduling a face-to-face meeting with a pharmacy or clinical decision maker can seem like a nearly impossible task. Once the meeting is scheduled, it may be necessary—and challenging—to overcome an atmosphere of distrust between healthcare providers and pharma companies. 

But with tightening coverage restrictions from insurance companies, doctors may be even more hesitant to prescribe a drug before they see adequate proof that product provides optimal benefits with minimal risk. If insurance won’t cover an expensive treatment, conscientious doctors will review every alternative before they leave their patients with an insurmountable financial burden. And of course, if the treatment proves to be ineffective or the patient can’t comply with the medication instructions, additional health complications may result, including possible readmission to the hospital after release. 

So how can pharma reps make their case when they know for sure that their product is safe and effective? Here are a few considerations to keep in mind. 

Come prepared
Bring data to the meeting — don’t just reference specific studies during your conversation and promise to send them later. Assemble all the non-biased, independent peer reviewed research available on this particular treatment and its impact on the target population. Avoid company sponsored research, and make sure the results you provide are accessible. 

Offer industry-best practices
Pharma companies often have access to vast volumes of data collected from multiple hospital systems and private practices. Sharing the outcome of this data and all best practice information available to the company can help support a dialogue based on trust. Make it clear that you and the client share the same goals: Understanding the disease pathology and improving patient outcomes. 

Listen, don’t just talk
Providers often reject expensive drugs that insurance won’t cover, but as they do, they tend to express their concerns about the drug and discuss more promising and affordable alternatives. Don’t close this conversation down; listen carefully and try to fully understand what your healthcare providers are struggling with as they search for ways around this issue. Don’t focus exclusively on the sale, and if your clients share suggestions regarding cost sharing, contract terms or anything else, listen before you provide a response. 

For more on finding top medical sales professionals who can build a client partnership that extends beyond the product, reach out to the pharma and medical sales recruiters at Buckman Enochs Coss and Associates.