Catching Doctors Attention by Discussing Clinical Problems
Posted by Jameson Price at August 28th, 2017
Doctors Are Trained to Be Problem Solvers
Present Your Product as the Solution to Clinical Problem Doctors Want to Solve!
From medical school doctors are trained to diagnose and treat clinical problems. As healthcare providers, it is what they do everyday. Think about the last time you went to a doctor. He/she walks in and says, “Hello Mr. Price, I am Dr Smith. Tell me what’s going on?” or they may actually say, “What is the problem today?”
The doctor’s goal is to determine your Chief Complaint or Clinical Problem you are presenting with today.
The Next Step…
The next step is to conduct a physical examination and a round of medical tests. These trials may include blood tests, EKGs, X-rays or a strep test. The primary goal during this phase of your office visit is to gather objective scientific data in order to be able to make a diagnosis of the problem you have.
Once they have enough data they will make a diagnosis. For example, after reading the X-rays they may determine that you have a broken arm or the strep test may reveal you have strep throat. If they don’t get an answer, they will continue to order more tests until they have reached a final diagnosis.
The Final Stage
The final stage of an office visit is to determine which treatment plan is best for their patient. You may decide to have a recommend surgery, take a round of antibiotics or even undergo physical therapy. Each doctor makes that decision based on what is best for their patient.
Every doctor’s decision-making process starts with a problem and ends with a product or service to solve that problem.
The reason most sales calls with doctors fail is that we walk in and start talking about a product for a particular disease and the doctor says, “I already have a product I use for glaucoma,” for example and what happens next? The call ends and you have lost your opportunity.
They are thinking of problems and we are speaking products. That is why most doctors don’t connect with medical sales representatives!
Apply Your Training!
On your next sales call, begin by stating a problem that other doctors have expressed or maybe reference the clinical literature and ask the doctor how often he/she sees that problem in their practice. Next, use your product’s features and benefits, or clinical data, to prove your product can solve the clinical problem and close by asking them to write prescriptions to your product for patients with problem X.
Let Eye 2 Eye Clinical Sales Training help you see Eye 2 Eye with your physician customers by helping them to view your product as a solution to clinical problems they see every day.