- 1. Rainmaker U Module 7 PharmaCos Sales Process
2. PharmaCo, LLC represents a nationwide pharmacy collective
providing seamless workflow solutions for physicians participating
in topical treatment plans and weight loss. In particular PharmaCo
offers an alternative approach to pain management with less health
risk to patients and less professional risk to doctors. 3. Two sets
of Key Value Propositions: One for the doctor One for the patient
4. For the patient For the patient with chronic, unresolved, often
unrelenting pain, to add to that burden the risk of serious
cardiovascular risks including heart attack and stroke. To add the
risk of GI bleeds and perforations. To add the risk of hearing
loss, and kidney and liver damage when there is another option--Is
unthinkable. We truly have a story that needs to be told. 5. For
the patient PharmaCos commitment to the patient is that we will do
everything in our power to make the products accessible to the
patient. For the patient with unresolved, chronic pain, we offer a
solution which is: Safer More effective Non-addictive Faster acting
6. A bit of perspective, some hints and a few suggestionsPeople
often stereotype people who are on pain medications chronically,
and who exhibit drug-seeking behavior, as addicts, or bad people
people who should be lumped in with street addicts and criminals so
common in our society. It is important that we keep in mind as we
talk about this group of patients that they are people just like
you and me, who have had a sickness or injury that causes ongoing,
often unrelenting pain. They take more pills and take them more
often because the pain they are experiencing is unresolved. It
follows that some of them will become addicted. We must keep in
mind as we talk to doctors that these patients deserve our respect
and our professionalism just as a patient who has breast cancer,
diabetes, AIDS or the common cold. 7. It is important for each rep
to understand that we are not selling a drug. While we may have
extensive knowledge of our products and our competitors products,
we are selling the services of compounding pharmacies, focusing on
pain creams. One way to approach the doctor is to begin with a
simple phrase like, We are PharmaCo, the premier network of
compounding pharmacies. Show them the Rx pad and say, Here is an
easy way to prescribe some of the most commonly used topical pain
preparations. 8. It is important to note who is NOT our patient. If
a patient presents with pain at a 9 or 10 on the pain scale, then
they need stronger pain relief than our products can provide. A
patient who is post surgery will usually fall into this category.
Anyone with an open wound or rash or raw skin is also not a
candidate for topical preparations. Exceptions to this are products
specifically formulated for wound healing. 9. What to expect in the
doctors officeThe pain creams we promote contain familiar and
trusted active ingredients. You will likely never get the question,
What is this drug? You may be asked why a particular drug is in a
certain formula. The rationale for any drugs inclusion in the
formula has been covered in the Drugs section of this training. It
is not news to anyone that it is harder to get in than it was a few
years ago. Some of our top reps say the best advice to is plan your
territory, keep excellent records of who you talked to and when.
Keep a schedule and keep going back.Of course you can only keep
going back in where they will see you at all. If a doctor you
really want to see is no see you will have to either get creative
or take them off your list and go where you can make an impact.
There are still enough doctors out there who will see us that you
dont have to lament over the ones who wont. 10. The Office
ManagerOften when you tell the gate keeper you are from a
compounding pharmacy, they will have you talk to the office
manager. This applies more to pain management offices or other
doctors who are already using compounding pharmacy. The ones who
havent gotten this far yet will just lump you in with pharma reps
and send you through the hoops that are set up for pharma reps.
What she is wondering when she is talking to you is: Is the doctor
interested in this? How can I most quickly get rid of this person?
and Is there any way she/he could make my life easier? 11. What are
the issues?The single biggest issue seen in a doctors office is
that they do not have motivation to change. Change from either
writing compounding prescriptions from a compounding pharmacy that
is at least known, even if they are not really happy with the
process or the service. It might also be to change from writing
familiar oral products to topical products. To best address this
resistance to change, you can divide the practices into two broad
groups. The first is physicians who are already writing compounded
pain medications or already use compounding as a source for other
solutions. The second group is the group of physicians who are not
prescribing any compounded prescriptions at all. The same issues
and key value propositions need to be hit, but in a different
order. 12. If they are already prescribingIf they are already
prescribing, then you would start with using us for the PharmaCo
Freedom Practice Support Program. Especially impactful is the fact
that we have made Prior Auth obsolete. Try it in an office. It will
be fun, I promise. Then you would go on to the faster on-set,
safer, more effective, less addictive benefits. 13. If they are not
yet prescribingIf they are not yet prescribing compounded
medications, it is possible they have not even thought of it as a
possibility. Then you need to start with painting the picture of
the patient. Chronic, often unrelenting pain. They have tried
everything to no avail. The doctor and patient are both at wits
end. You do not have to go for the worst patients. Just ask if they
have patients who are on more OTC ibuprofen or Tylenol than they
should be. Ask if they have any one who calls too often for their
Vicodin. (As an aside, many pain management office will say they
dont prescribe any Vicodin.) Tell them these are the patients who
can benefit from a safer, more effective, non-addictive
alternative. 14. Ask for the businessA sales person who doesnt
close is like a doctor who doesnt write prescriptions, a banker who
doesnt cash checks, a postal carrier with no letters 15. Why should
the doctor change? We have the most comprehensive, robust and
unique program in the industry. All the roadblocks to prescribing
have been blasted out of the way. The PharmaCo Freedom Practice
Support Program has made prior authorizations unnecessary for our
products. E-Script PharmCo tablet computer for easy prescribing.
Web-based for secure storage and easy access. HIPAA compliant
encryption. 16. The PharmaCo Freedom Program 17. Robust Insurance
Coverage PharmaCo has contracts with most third party payors. Your
patients prescription claim will be submitted to their insurance.
Most cover compounds. 18. Assistance for Out of Pocket
ExpensePharmaCo can introduce your patients to an outside company
to ensure they get the medication they need. The out of pocket
expense can be lowered, often to as low as $15. 19. e-Script
PharmaCo will provide proprietary software so you can e-Prescribe
our topical pain creams at the touch of the screen. It is
cloud-based, HIPAA compliant and work flow optimized. 20. What to
leave behind In considering what to leave behind, a rep must
understand first, that we represent Compounding Pharmacies, not
drug manufacturers, and second, that Compounding Pharmacies are
regulated by State Boards of Pharmacy, not the FDA. 21. Objections
22. Why treat musculoskeletal or neuropathic pain topically?Topical
preparations are site specific. They have very low systemic
absorption when applied topically, yet the concentration at the
site of administration can be 30-fold higher than with an oral
dose. What this means to your patient is that they get effective
pain relief with no systemic side effects.As a doctor, you can
choose a customized approach to treat specific types of pain using
multiple mechanisms of action, There are multiple causes of chronic
pain. One topical cream can have 4 to 6 different treatment
modalities to address each of the different pain etiologies. No
single agent can address the complex set of pathologies occurring
in chronic pain or neuropathic pain.. By using various medications
with different mechanisms of action, you can more effectively treat
both nociceptive pain and neuropathic pain. This also protects the
patient from ineffective pain control, tolerance and the related
dose creep, addiction, serious adverse events, abuse, overdose, or
diversion. 23. What is different about your company compared to my
local compounding pharmacy?PharmaCos Freedom Practice Support
Program is absolutely unique in the industry and designed to solve
every problem a physician practice or a patient might encounter
when using a compounding pharmacy. You would, of course, explain
the components of the Practice Support Program, including the
E-prescribe tablet system.Our combination topical pain medications
are similar but different than what other compounding pharmacies
provide. We have partnered with pain specialists and pharmacists to
develop the best combinations that attack specific types of pain
with specific types of medications that give your patient the best
chance of pain resolution. For example-(show the doctor the Rx and
use one cream that applies to her situation) tell her how each
ingredient hits multiple complex pathologies. 24. With the
meningitis outbreak still going on are you really going to talk to
me about compounding pharmacy?Just like the dentist in Colorado who
for 12 years reused dirty needles does not implicate every dentist,
so PharmaCos pharmacy partners are not NECC. (See full discussion
of this topic elsewhere in Rainmaker U) Just like the hamburger
joint down the street that makes a bunch of people sick would not
keep you from ever eating out again, so PharmaCos pharmacy partners
are not NECC. (See full discussion of this topic elsewhere in
Rainmaker U) 25. My practice is nearly 100% injection treatment
protocol. I have little use for topical products.There are 2 points
to make with this doctor. 1.There is an effort in these patients to
address differing levels of pain and inflammation that hinder
patient progress during traditional physical therapy and
alternative forms of musculoskeletal rehab. The benefits of a
topical Rx product in the patients hands (literally) can be a
bridge to support the patients progress during these other forms of
treatment.2.A topical anti-inflammatory and analgesic Rx product
works to help a patient maximize recovery time in combination with
your injection protocol and avoids patients self medicating with
OTC NSAIDs or Tylenol without your approval. 26. In my experience,
topicals are only effective in small joint pain. You are a niche
product.The three points to make in this case are: 1. If I were
your rep with Voltaren Gel, I might agree with your comment, but I
am your PharmaCo rep with a vastly different and more effective
approach to inflammation and pain. 2. Our FDA approved active
ingredients have different mechanisms of action to synergistically
tackle inflammation and pain for 19 different indications as stated
on our Rx Fax Form. 3. Beyond joint benefits, our products provide
effective treatment for neuropathy, neuralgia and vascular
circulation deficit with or without pain. With all due respect, we
are not a niche product company. 27. In my orthopedic practice, we
do not deal with longterm med prescriptions. We are surgical. You
may be wasting your time calling on my practice with your
products.1. I totally agree; we are on the same page because our
Practice Support Program works on behalf of prescribing orthopedic
practices and in your setting you are not dealing with on-going Rx
refill hassles. 2. Your completed Rx Fax form for one of our
antiinflammatory and analgesic products provides a seamless bridge
for treatment that extends beyond your protocol for oral Rx meds,
to include the avoidance of continued opioid prescriptions. 3.
PharmaCo has your patients best interest in mind; within 3-5 days
of Rx Fax form receipt, your patients receive 60 grams of product
for $60 regardless of insurance coverage. 28. Weird means hasslesWe
have to get the word out about PharmaCos Practice Support Program.
It solves every road block to a patient receiving the care they
need. It is an enormous benefit that we can say We have even made
the prior authorization process obsolete. PharmaCos Practice
Support Program is designed for patients who have insurance but are
unsure of the exact terms of coverage. When a doctor writes a
script for a patient with insurance they will receive the product
regardless of pharmacy benefits. 29. Power Phrases 30. PharmaCos
Freedom Program is unique in the industry-we have made the prior
authorization process obsolete. We make it easy to prescribe
compounded prescriptions. PharmaCo looked at every step of the
process and found a way to resolve every issue-you will never get
into the morass of paperwork an insurance request often triggers.
31. We can help your patients with chronic pain-and make it
painless for you at the same time. PharmaCos Freedom Program has
resolved every roadblock to the patient getting the safest, most
effective treatment possible. 32. Your patients with unresolved
pain get pain relief where they need it without exposing the whole
body to side effects, toxicities and addiction. 33. For your
patients with unresolved pain who are at risk of GI bleed due to
NSAID use, liver toxicity due to overuse of Tylenol, kidney damage
or addiction due to hydrocodone or oxycodone use-we provide safe
and effective topical creams targeted to treat a specific pain
mechanism. 34. The PharmaCo Freedom Practice Support Program
resolved every roadblock to the patient getting the safest, most
effective treatment possible. 35. Can you think of 5 patients right
now who could benefit from topical pain relief? 36. You get all the
benefits of the PharmaCo Freedom Program with no more input or
action on your part. Write the script, fax it to the number on the
script and forget it. 37. Will you complete and fax in the Rx Fax
Form for your patients who have ongoing degenerative joint disease
issues and coexisting cardiac, renal, GI, hepatic or renal
concerns? May I email the Rx form to your office? 38. Based upon
PharmaCos unique cost and time saving benefits for your patients
your practice, will you use our e-Script solution for the types of
patients you see every day that can not take NSAIDs or opioids? How
many forms may I leave for you? 39. Will you complete and fax in Rx
Fax form for your patients with diabetes and arthritic conditions?
40. The Top 10 Reasons to Go Back into A Doctors Office: 41. 10 PDF
personalized with the doctors information 42. 9You can make an
appointment and take lunch into them. If they are already writing
and you know you could find places to increase their use, then this
is a no-brainer. At $50 or $100 per Rx lunch becomes pretty
affordable. 43. 8You can go back to leave the patient information
handout for our migraine product with the doctor. You can find it
in the Profit Portal. Go to www.pharmaco.me, log in with your rep
ID and password. There you will find a number of helpful documents.
44. 7Ask whether they used it. What was the result? Issues?
Problems? If they did not use it, the same still applies. What were
the issues or problems that had them not do it. Of course, you will
know whether they did or didnt before you go in. 45. 6Every time
you go back in you can sell a new patient type. Can you think of 5
patients who...? You can sell for each section of the Rx and each
patient type referred to in the key value propositions. 46. 5Go
back to the doctors office because its Tuesday. 47. 4If a new
insurance company has been added to our list of carriers, you
really need to be in there anyway. What a great way to say See, our
making prior auth obsolete really is working! 48. 3 Go in to ask
the doctor for a referral to a no-see doctor. 49. 2Pick a different
key selling message to emphasize every time you go back in. Of
course you will want to reinforce all of them, but your lead can be
a different one every time. 50. 1 Success ! 51. How to get the Rx
filled with no glitches Dont change anything and include all
requested information every time. 52. Incomplete Patient
Information More Work Unfortunately, 90%+ of the scripts we receive
are incomplete, resulting in calls between pharmacy and practice
staff, phone tag, delays in fulfilling patient prescriptions, and
overall frustration among all parties involved. Multiply this by
the number of scripts, and it can turn into significant amounts of
time consumed, potentially hundreds of hours of staff time per
year. 53. I ran it through the fax, what happens to it? The doctor
faxes the script to the number on the Rx. Due to the various state
regulations, licensure requirements and contracts with our pharmacy
partners, there are a number of different fax numbers. The Rx is
delivered digitally via our cloud-based, HIPAA-compliant hosting
center. The Rx is received by the pharmacy, billed to insurance,
pricing and copay are calculated. Once these things happen the Rx
is filled and shipped to the patients door. 54. Rx PadBrochureYou
have your NDA, your contract, your Rep ID, Youve completed training
and youre HIPAA certified, you know what to say and who to say it
to. Now what? You need the Rx pad and one other item, maybe a
brochure or a business card. Something with your phone number is
essential. Business cards and name badges are available on
www.pharmaco.me.Business Cards 55. Screen Shot 2013-01-05 at
6.56.52 PM 56. Decide Where to Go Call on existing contacts No
designated territories Stay close to home Get a list
InfoUSA.comTLBB.com 57. One of our very successful reps gave us a
tip. She will use Google to find the nearest podiatrist, pain
management doctor, sports medicine clinic, etc. Be sure to call on
all relevant doctors in each building while you are there. 58. Stay
in Tune with PharmaCos Profit Portal 59. PharmaCos Target
Specialties Podiatrists Sports Med/Ortho Pain Management
Rheumatologists Internal Medicine Family Practice Geriatrics
Oncology Plastic Surgery Anesthesiology Ob-Gyn Wound Healing
Hyperbaric 60. The PharmaCo Freedom Practice Support Program is
unique in the industry. We make it easy to treat intractable pain.
We have thought through all steps of the compound prescription
process and found a way to resolve every problem--including
insurance issues. You can prescribe PharmaCos topical pain creams
with confidence, knowing that the patient will get the product you
prescribe, in a timely fashion and at a reasonable price. 61. In
Summary The topical pain creams we promote are safer and have a
solid basis for use of the drugs in combination. For a patient who
has been on multiple failed treatment regimens, who is at risk of
tolerance, addiction, or serious side effects due to chronic use of
Tylenol or NSAIDs, PharmaCos topical pain treatments have targeted
specific mechanisms of pain signal initiation and transmission. All
while making it easy for a doctor to use a compounding
pharmacy.
