SELLING SKILLS – By Keith Willis
Today’s sales pros have to transcend traditional tactics
Healthcare providers have long shared a symbiotic relationship, with sales representatives playing a crucial role in bridging the gap between drug companies and physicians. However, this dynamic is undergoing significant changes.
Recently a local hospital physician revealed his institution’s decision to restrict the access of sales representatives. He highlighted the convenience of having direct contact with a rep for quick queries live or by phone, a relationship he admitted not having with all representatives. He also acknowledged the challenging aspect of managing up to15 rep visits daily and seeing patients in a busy specialty practice.
Adapting to New Realities
Since the passage of the Sunshine Act in 2009, physician interactions with rep shave declined. This decline is compounded by the burden of increasing administrative tasks, with many doctors spending almost 50% of their time with emergency medical records or emergency health records systems.
Additionally, the healthcare industry is grappling with an increase in patient numbers, partly due to 10,000 aging baby boomers a day reaching Medicare age until until 2029 and a shortage of physicians and nurses.
Regardless of industry, customers are more educated than ever, have more access to information and have high expectations for sales reps. In Anthony Iannarino’s book,
Elite Sales Strategies, he talks about creating true value and being truly consultative. If a sales rep regurgitates the same information that is available to the physician and staff, why see them?
Beyond Traditional Tactics
Pharmaceutical sales representatives today must transcend traditional sales tactics to understand physician needs, a process that goes beyond a review of sales numbers and previous call notes.
Top reps use various tools and resources to understand the physicians they see. This includes researching the physician’s practice or institution and their digital footprint on social media platforms. This type of research enables reps to gain insights into the physician’s interests, specialties and healthcare trends, allowing them to tailor their approach for more relevant interactions.
Shifting to a Patient-Centric Approach
Pharma reps are redefining their role by focusing on patient outcomes and well-being.
This patient-centric approach requires an in-depth understanding of how their products can positively impact patient health and quality of life. It’s about positioning the product as a solution to healthcare issues. This shift entails building long-term, trust-based relationships with healthcare professionals (HCPs),underpinned by a mutual goal of enhancing patient care.
Sales reps are expected to have a holistic knowledge base, encompassing not only their product but also the disease state, competitive landscape and healthcare trends. Adapting to this evolved role involves a commitment to better sales practices and aligning with the healthcare industry’s focus on outcomes, cost-effectiveness and patient-centered care.
Managed Care and the Quintuple Aim
In the current healthcare landscape, reps must understand the complexities of managed care and the Quintuple Aim established in 2008. It intends to improve healthcare by lowering healthcare costs, improving patient experiences, improving clinician experiences, advancing health equity and improving population health. While Quintuple Aim is a broader industry concept, the Centers for Medicare & Medicaid Services’ actions and policies influence its advancement in healthcare. Aligning messaging to the Quintuple Aim will make selling more impactful.
Reps need to grasp managed care, formulary management and reimbursement processes to inform HCPs about their products’ cost-effectiveness and accessibility.
As complex drugs become more prevalent, reps must effectively communicate how to gain access to these products, navigating insurance coverage complexities and advocating for their inclusion in healthcare plans. This necessitates more focused training on healthcare trends and managed care beyond the basics, calling for collaborative efforts from learning and development teams, and the medical, legal and regulatory team, to expand training received by sales representatives.
Conclusion
The relationship between physicians and pharma sales representatives is still important despite all the digital tools available. The top reps create value and are truly consultants. These are the few who are on the doctors’ speed dial when they have a question or need additional insight into the plethora of available information.
The pharmaceutical sales landscape is experiencing significant shifts, compelling representatives to adopt more patient-focused and informed strategies.
This evolution requires a deep understanding of healthcare trends and a commitment to ethical practices. Success in this new era will be measured not just in sales but in the meaningful impact on healthcare and patient well-being, highlighting the importance of collaborative and value-driven approaches in the industry.
Keith Willis is president of Core Management Training. Email Keith at kwillis@coremanagementtraining.com or connect with him through linkedin.com/in/keithawillis.
