Food For Thought
In preparation for SFE Europe, determined to beat my chest infection, I headed to the doctor's to beg for some miracle drugs. Whilst there we got chatting (I had somehow got an appointment with a doctor who had some time to talk) and I mentioned that I was keen to be well for SFE Europe from which I would be blogging. She seemed interested, so I asked her what she thought of her sales reps currently. She had some insights which albeit isolated perhaps reflect on the industry as a whole.
The outcome was that most reps were 'nice,' but the majority were selling products the doctors already used and believed in. She pointed out that some of those would offer a 'basket' of products.. i.e. if the clinic was using one part of a product range they would try to upsell other portfolio members. This was useful, but the doctors in general felt loyal to what was tried and tested.
Interestingly, she also said that as they are a walk in practice within a hospital they did like to find out from reps what products other departments were using, because it is all too easy to become inward looking and operate in a bubble. Hearing about drug use in other departments for certain ailments definitely encouraged them to try a product out for the first time.
My overall conclusion from this was not exactly ground breaking- no-one likes to deviate from what they know, and if they do, they like to know someone who has tested it out first. The task for sales forces here is to understand ways of encouraging physicians to make that leap. Given the reliance on hearing succesful implementation elsewhere, perhaps positive reports from other stakeholders who are more willing to change could help i.e. PCT or local opinion leaders.
I do have one suggestion however, if you have to rely on the prescriber...
The final thought she left me with was, 'the best ones bring sandwiches.' 'What.. not a branded pen/ alarm clock/ mouse mat?!' I cried. I cannot describe to you the increased level of animation from said doctor when telling me this. According to her, everyone is rushed off their feet, and when they know that a sandwich bearing sales rep is coming in, they actually really look forward to the visit. Just think of the value in that for your sales team? Not only will they have a generally happier meeting, but the physicians will actually be excited to see them. I would guess that chat and sandwich eating takes a little longer than 2 mins, so this provides increased brand facetime with the doctor. Now, I am not going to make promises of increasing conversion rates by a hundred if you take doc a packed lunch, but maybe it might be a better way of spending marketing money earmarked for another post it note pad. Plus, it develops a more personal relationship between rep and physician, which in turn starts to build trust, which leads to confidence in them and their product.
So,next time one of your team manages to secure a face to face with that nemesis of a doctor they have been trying to reach, why not tell them to call ahead and ask whether the nemesis likes pickle with their cheese. It could be the start of a beautiful relationship..