What Doctors Want in a Representative
Posted by Jim Price at July 15th, 2015
A 2012 SERMO Physician’s survey revealed that 81% doctors surveyed want higher quality representatives. If you are like me your first question is, “What is a High Quality” representative? According to the 250 physicians in the SERMO Survey a high quality representatives should be:.
1. Better educated and trained beyond their own product.
Doctors want the representatives that call on their office to have a knowledge of products and services beyond just their own products. They want us to know about our competitors strengths and weaknesses, help with patient education and reimbursement. Be and expert on your product, the disease state it treats and how to maximize patient reimbursement and education.
2. Experienced and Consultative
What do consultative sales people do? They provide solutions! Doctors are problem solvers. All day long they provide solutions for their patient’s clinical problems. During the exam they ask patients about the history of their present illness. (clinical problem) Next they conduct a physical exam and lab tests to gather information about the problem. Once the lab test results are in, the doctor diagnoses the problem and determines a treatment plan. Begin to present your product as a solution to the clinical problems their patients are experiencing.
3. Competent when discussing clinical studies and evidence based medicine. This same survey discovered that 89% of doctors wanted more clinical data in their discussions with industry representatives. This is an increase of 9% from a 2003 survey. Almost 9 out of 10 doctors want more clinical data used by the sales representatives who call on their practice. Most representatives in healthcare sales have never had the benefit of being taught how to present clinical data in the same format doctors use to present to each other. The SOAP method of presenting clinical data is a proven way to speak the doctor’s language when presenting clinical data. For more information about SOAP Clinical Presentation Skills Training contact Jim Price at firstname.lastname@example.org 770-596-1498.