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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

Sales Reps: Conveying a Value Message to Physicians
In an earlier era, sales reps cultivated relationships with physicians using different approaches than those that are available today. Recent changes and new regulations have influenced the industry in positive ways, for sure, but the separation between physicians and reps must now be bridged by actual demonstrations of product value, not by free lunches and giveaways. Exchanges and connections take place on a foundation of trust and an honest exchange of meaningful information that directly supports patient care. But this means sales reps have to work a little harder to convey their product message. Here are a few things to keep in mind as you coach your teams. 

Pull-through and message shaping matter. 

When large healthcare organizations or integrated hospital systems sign a contract or add a new product to the formulary, individual physicians may feel left out of the loop. They may trust the previous product more than the new one, and they may not have access to comprehensive clinical data that demonstrates the efficacy of the new treatment. Pull-through programs encourage reps to sit down with physicians and explain the value of the treatment in order to encourage use and assist with compliance and adherence issues. 
If your company offers pull-through assistance, make sure your reps use these sessions to present physicians with unbiased clinical and comparative studies that are peer-reviewed or vetted by a third party. 

Demonstrating respect. 

There are a few things physicians value more and protect more carefully than their time. Most physicians would rather spend a given hour in a clinic or deal with patients than sitting in a meeting with a sales rep. So when your reps are granted a conversation or a meeting, help them cut to the chase. Have them distribute a clear agenda beforehand, and have them solicit physician questions and concerns before the meeting takes place, so these concerns can be addressed in the session. 

Engagement, not presentation. 

Sales presentations serve a valuable purpose, but when sales reps meet with physicians to discuss pipelines and new launches or provide pull-through for new products, the discussion should be active, not passive. Instead of offering a rehearsed, one-sided lecture, sales reps should encourage discussion and questions. Coach them to properly handle questions they can’t answer in the moment; for example, connect them with medical science liaisons or company executives who can back them up when physicians need information they can’t offer. 

Help your sale reps earn the respect and trust of their physicians and healthcare clients. Coach professionalism, efficiency, and honest, knowledgeable engagement. For more on how to cultivate these qualities, reach out to the sales staffing experts at Buckman Enochs Coss and Associates.