Doctors
are a skeptical lot for the marketers to deal with. They are highly informed
and would always like to be informed on things that are new to them. As one can
understand, setting an appointment and scheduling a meeting with the doctors is
not only difficult but is critical for your products’ success.
Find
a few practical tips below on how to market and sell your products, once you go
face-face with them.
Don’t - Begin with product talk
When
you get those few minutes out from the doctor’s busy clock, you’re only
supposed to make the best use of it. Never start bombarding him with the entire
product features. Instead, try to get to the core of the problems that the
doctor faces in his daily schedule. Understand his needs and then lead your
marketing /sales pitch with the right alignment with your product. If your
product pitch doesn't meet any of his concerns, there’s no point wasting his or
your time.
Do - Know How your product Solves
Clinical Problems
Now
you have gathered the problems that the doctor is faced with. Next, it’s your
turn to project how your product is designed to address those clinical problems
and how that helps the doctor. If you’re from the pharmacy industry, you can
convey the stages of the disease that the drug addresses. If you’re selling
software or medical device, you should be able to convey how the doctor can use
the product to his/her benefits. Cost savings and product efficiency can be
discussed as part of your product pitch.
Don’t - Proclaim you are an Expert
If
you are given the time to speak about your product, it doesn't mean that you
know more than the doctor. One thing that the doctor is sure about is: he knows
more than you do, in his field of specialty. So just lead your pitch with
information that is rich and beneficial for the doctor to make a buying
decision.
Do - A Product Expert
No
matter how many questions the doctor poses at you about the product, you should
be in a position to answer them all. There shouldn't be a single question that
doesn't have an answer off your head instantly. If you can’t tell the doctor
about the co-pay associated with your product or the plans it covers, the
doctor certainly won’t have the time to sit through another appointment or
allot time for you in future.
Do - Show the actual side of the product
Apart
from product information, you’re also expected to give doctors some real-time
product related clinical case studies. Doctors have always been skeptical about
data that the sales teams provide. Be ready to confidently relate the case
studies to the patients’ problems and that the data you present is applicable.
How
has your experience with doctors been? You can post your comments below.
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