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Do You Know Your Doctor?

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Welcome on board

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Our role & its intimate relation with FLSM

Ambition of achieving completion

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Things that we hear we mostly forget

Things that we see we may remember

Things that we do we surely experience

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WHY THEY PRESCRIBE ?!

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MOTIVATING FACTORS

Diagnosis: Knowing what motivate doctor to prescribe is important in determining what msg. you want to convey.

Prescription: Categorizing physicians by their main motivator - concern can help you to customize your sales msg. .

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Major categories

A. Patient driven

B. Data driven

C. Money driven

D. Miscellaneous

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A. PATIENT DRIVEN

1. Warm & sensitive

2. Believe that their role implies an obligation of service & dedication

3. Elderly GPs

4. Resentful & leery

5. Protecting patient from being victimized

6. Objection

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Approach

Align, align and align

Be on his side

Human oriented

People you care for >the types of cases you see

Patient educational materials

Partner colleague > sales person

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B. DATA DRIVEN

1. Thought –leading, academic and cutting edge

2. See the people as intellectually inferior to them

3. Legends in their own minds

4. Visually oriented, like to receive articles & graphic materials

5. Well organized & no sense of humor

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Approach

Attitude towards MR is individualized

BEM

Most recent clinical data& keep small talk to the minimum

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C. MONEY DRIVEN

1. Financial gain is no. 1 motivator

2. Money is the most tangible proof of appreciation and recognition

3. Think of pts as no.s & MR is time wasting factor

4. Tired and edgy

5. Less time with their families

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Approach

Trend of 5 min

Partnership with sympathy

Tolerability

e.g. Atacand, Meronem, Losec

Improve the doctor’s life quality

MONEY

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Pharma friendly respects the pharmaceutical success and research work

Compliment these physicians

Showing that your products help the patient, the physician and ultimately the bottom line of the practice

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KISSDON’TMISS

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D. MISCILLANOUS

1. Do not fit easily in two categories

2. Remain as MYSTERY

3. Unpredictable mood without apparent reason

4. MR avoid them without even realizing it

5. Flattered ?

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Approach

Effort worthy > challenge

Mention something unique or interesting about yourself will stimulate a response

Figuring them out

Cut your losses

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Social And Behavioral StylesTo maximize the usefulness of your

customer style you must be versatile:-

1. Your information

2. Understanding the mindset of your doctor

3. How they think & act and Why?

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How to manage?Analytical/driver style

Tell him about recent article regarding the disease which related to your product and not the product it self.

don't lead with product. Lead with clinical information from a journal article that shows the physician that you are a valuable educational resource and not a stereotypical rep.

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Cont.

The way to get these doctors' attention is to look them in the eye and deliver the message in 60 seconds or less from memory.

Hand the doctor a copy of the clinical study or review article and let them have control of it. They will most likely start asking you questions.

When they do, they're telling you what they want to talk about – which is what they are interested in.

Doctors are control & power freaks

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Dr.Flash Call

He always asking “where is your samples?”

Effective probing is your tool to buy you a few extra minutes

Rule of three.

Display enthusiasm ; he tends to show more interest in you product.

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Dr. No Glossy

Doesn’t like the visual aids.

“seek first to understand then to be understood” WHY ?

Show empathy.

(he will be more receptive)

Know the source of your data (he thinks that you are biased).

Use your reprints & reminders.

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Dr.Good Times

Social interaction > Serious product

discussion “Happy to see you “Take a minute to engage him in a social dialogue and then focus on the call.

Relationship is valuable,Make it Business Oriented.

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Cont.

Be assertive.

Show him that you are attempting to initiate your job.

D/A in front of him not laying on desk or hanging down.

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OVERALL

No matter who your customer are

Categorize organize data customize detailing maximize your sales

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The ladder of adoption

A set of milestones that take us to our ultimate objective

Taking the customer from never having heard of our productTo maximum possible usage.

Never heard

Aware&not used

Tried in few ps

Using 2nd. line

Using 1st. Line in 1 Rx

Using 1st. Line in all Rx

12

3

45

6

Can not happen in one go

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Personality Matrix

ASKSTELLS

ASKS

EMOTES

Controlling(Result Oriented)

Analyzing(Evidence Oriented)

Advocating Facilitating

o patientsoRepsoHonest

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Scenario 1

You unexpectedly run across a physician who's in a hurry. He looks at you and asks,

"What do you have for me today?"

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How To Manage?

Wants control and choice. These physicians are drivers, and tend to be directive, to-the-point and fast-moving.

They are outgoing and task-oriented, and focus on the bottom line.

Matching your products' benefits to this buying style means using statements like "Doctor, with this product, you have a choice of titration schedules.“

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Cont.

Or "Doctor, the bottom line is that you have the power to overcome the challenges of patient compliance by using this product.“

These physicians are self-reliant and like a challenge, so appeal to their sense of individual accomplishment.

Show how choosing your product will benefit them .

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Scenario 2

You've worked for months to get this appointment.

It's with one of the most influential physicians in your territory.

His support could change your numbers significantly. As you begin, he quickly determines that you do not have

anything "new" and proceeds to tell jokes for the rest of the call

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How To Manage?Responds to attention and approval. These physicians are spontaneous and people-oriented.

Physicians who exhibit this style want to connect with us and their patients. They tend to be more expressive and want to inspire and influence others.

Matching your products' benefits to this buying style means using statements like "Doctors who use this product are typically trendsetters because they recognize how hard it is to find a product they can use in cutting-edge ways’’

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Cont.

Or "Doctor, you have a premier practice because your patients know you are innovative in your approach to healthcare.“

These physicians buy because they will stand out from the crowd, and their sense of popularity and position will be fulfilled.

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Scenario 3:

You are sitting across from a physician who could be holding the winning lotto ticket and you would never know it.

His face is without a trace of expression.

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How To Manage?

Needs facts and figures to determine product quality and perceived correctness.

These physicians are logical and analytical

, and tend to be cautious.

Matching your products' benefits to this buying style means using statements like "Because of this product's efficacy, it is the right prescription for your patients.”

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Cont.

Or “Doctor, after analyzing all of the available research, I'm sure you'll find that this product is the correct choice for your patients.”

These physicians buy because they are assured of the product's excellence as a result of a rep's accuracy and accountability.

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Scenario 4

You have scheduled a lunch appointment.

The first part of lunch has been dedicated to serving the staff.

You try to begin your call, but the physician you have been working with for quite some

time only wants to share stories about the family vacation.

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How To Manage?

Motivated by safety and security.

These physicians are steady and supportive. Physicians who exhibit this style want things to stay the same, and they know what they like.

Of all of the buying styles, this one is the most resistant to change.

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Cont.

Matching your products' benefits to this buying style means using statements like "Doctor, I'm sure you are well-aware of the shortcomings of traditional therapies. Because you need to be assured of this product's safety record, let me provide you with the results of a four-year study that proves this product's safety and effectiveness"

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Cont.

or "Doctor, it is never easy to change anything, let alone a treatment plan. However, this product's ability to arrest the progression of the disease state will benefit patients over time."

When these physicians do decide to write, they will be loyal.

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RETURNS FROM LEARNING SHOULD BE MORE

EARNING

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WITHOUT PREPARATION

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Call rates, target doctors

Special projects

Product knowledge

SALES

Work / life balance

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