In prescription products, the main client is not the patient since they lack the knowledge to diagnose and treat their illness. Instead, they rely on the collaboration of a professional, the doctor, who becomes the primary client for the Medical Visitor.
How to be a winning medical visitor
The promotion of prescription drugs through mass communication is not allowed in Spain and would not be suitable for many products. Communication through one-on-one medical visits is the norm, with the Medical Visitor serving as the main link between the company and the doctor.
How to be a Winning Medical Visitor
By observing and analyzing the work of the best medical visitors, we have identified some interesting strategies. Champion sellers organize their work to implement more activities than their colleagues to meet their monthly sales quotas.Here are the 15 important tasks and activities of a Winning Medical Visitor:
The selection and classification of doctors and clients
Four key components contribute to the success of pharmaceutical marketing: the right products, the right doctors, and a compelling message delivered by an effective sales force. The selection of suitable doctors is a critical factor in pharmaceutical marketing. Many pharmaceutical companies do not prioritize doctor selection due to the focus on the number of daily visits. However, a winning Medical Visitor regularly reviews and updates their list of doctors based on current productivity, sales potential, and availability.
Medical Visits: Visit the appropriate doctors with the appropriate frequency
A winning Medical Visitor focuses on making more frequent visits to the most important doctors, known as "AA" doctors, after classifying them.
Planning and analysis of visits
Effective planning is crucial for successful medical visits. The Visitor must set clear visit objectives for each doctor, and post-visit analysis informs the planning of subsequent visits.
To ensure a visit's success, create comprehensive profiles of each doctor, including their professional and personal details. Updated doctor profiles help in setting specific visit objectives and planning visit strategies.
Good application of Sales Techniques at each visit to all customers
The general objective of each visit is to persuade the doctor to prescribe your products. Effective sales techniques include identifying needs, presenting features and benefits, sharing clinical studies, handling objections, managing competition, using closing techniques, and monitoring prescription commitments.
Customer relationships: Improve relationships to increase sales
Building emotional connections with clients can impact sales positively. Adapt your sales style based on factors like social style, personality, age, ethnicity, and specialty. Strategies to enhance customer relationships include fulfilling commitments, understanding personal profiles, demonstrating credibility, mutual respect, finding common interests, and using creative techniques.
Acquire adequate knowledge about areas of therapy, company products, competition, market, marketing strategies, and promotional plans
A successful Medical Visitor stays updated on product knowledge, marketing strategies, and competing products. They use this knowledge to develop effective sales strategies for different customers and segments.
Meetings: Attend and participate in training meetings and complete all duties
A Medical Visitor's productivity is directly linked to their preparation and professionalism. Self-training is vital for success in this competitive field. Continuously improving professional skills and seeking opportunities for development is essential for a winning Medical Visitor.
Resource Maintenance: Maintain company resources and use samples and other resources to maximize sales
Optimizing the use of limited resources, such as samples and materials, is crucial for success. Developing contingency plans to reduce downtime is essential. Organizing medical education activities and promoting Continuing Medical Education can enhance your image and influence prescription habits.
Organize other promotional activities, such as attending conferences, campaigns with nurses, obstetricians, pharmaceutical chemists, cross-promotion, etc.
Organizing periodic promotional activities directed at doctors or pharmacies can drive sales. Cross-promotion, which involves alliance between companies, can be appreciated by doctors for its creativity and innovation.
Include your products in the Petition on time
In some countries, the Petition, also known as the Drug List or Formulary, plays a crucial role in prescribing medications. Knowing how to include your product in the Petition on time is essential for success.
Relationship with distributors and wholesalers
Influence distributors and wholesalers to become allies and share your perspective. Building strong relationships with them is key.
Visit important pharmacies and apply the Marketing Decalogue to pharmacies
Regularly visiting important pharmacies provides valuable insights into doctors' prescriptions. Implement the "Decalogue of the pharmacy" to enhance your relationship with pharmacies and boost sales.
Transmit market and competition information to the Marketing Department
Share market information, campaign evaluations, and ideas to counter competition with your Marketing Department. Your insights are valuable for crafting effective marketing strategies.
Administrative tasks: Make reports, visit reports, sales, expenses, and deliver them promptly
Efficiency and productivity depend on timely administrative tasks. Submit expense reports and other required reports promptly, as they reflect your professionalism and commitment.
Being a Medical Visitor is a multifaceted role that requires skills in doctor selection, psychology, sales techniques, customer relationships, product knowledge, self-improvement, resource management, promotional activities, and administrative tasks. Implementing these tasks and strategies is essential for success in this field.