To understand the role and responsibility of medical propaganda agents (medical visitors or laboratory representatives) in their relationship with doctors, it is very important to describe the nature of the propaganda activities of this industry.
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| 7 Super Tips to Promote Your Product to Doctors |
There are different types of laboratories, with different products and vendors that use various sales strategies. For example, some market products for popular use that do not need a prescription and are sold in pharmacies, supermarkets, and neighborhood stores. These products, like over-the-counter pain relievers or cough remedies, often rely on mass propaganda strategies, including commercial advertisements in the media and incentive programs for health professionals to boost sales. Various awards and bonuses are offered to store employees and pharmacists to promote these over-the-counter products.
Another type of laboratory sells medicines commonly called "ethical," which can only be sold under medical prescription. This requires a more qualified sales force, as the goal is for doctors to prescribe these products to patients. The doctor becomes a key figure in the sale of this type of product, emphasizing the importance of effective communication and trust between the seller and the doctor.
The primary interest of pharmaceutical companies is to increase profits for their shareholders. They aim to develop "new therapies that prolong and improve the quality of life and productivity while reducing the total cost of diseases." However, the investment for a new research product, from initial development to commercialization, can reach $500 million. Any error in the process can jeopardize the project, the product line, or even the entire laboratory. Doctors, on the other hand, are primarily focused on serving the best interests of their patients.
Here are 7 super tips to help you promote your product to doctors who prescribe these "ethical" remedies:
1) ETHICS FROM THE BEGINNING TO THE END
Ethics is a crucial aspect when dealing with doctors, who uphold ethical values from their professional training. For a seller, ethics means maintaining professional behavior that aligns with the doctor's ethical values. This includes the issue of offering gifts, bonuses, or prizes.
Sponsorship by a laboratory in any type of event, symposium, congress, or conference, whether public or private, should be transparently documented. Any support to health professionals to attend meetings should not be conditional on promoting specific medications or institutions.
When offering gifts, make it clear that there are no expectations in return, and they are merely intended to be helpful. Small, practical gifts like card holders, clip holders, and pens are generally well-received. However, more valuable gifts should only be offered after confirming the doctor's willingness to accept them.
2) IDENTIFY THE "TYPE" OF PHYSICIAN
Before approaching an unfamiliar doctor, try to gather basic information about their characteristics to tailor your approach. You can ask secretaries for insights, as they often have valuable information. Factors to consider include whether the doctor is talkative, a university professor, age, how much time they typically spend with sales representatives, and more. This information helps categorize doctors into different types, allowing you to develop tailored strategies.
Some basic types of doctors include "academic" doctors, "good level" doctors, and "young" doctors with little experience. Each type may require a different approach.
3) PRESENT YOURSELF
Your appearance matters when dealing with doctors. While the formality of dress codes has decreased in recent years, it's essential to maintain a professional appearance. Dress neatly, and pay attention to grooming and attire. Your attire should be appropriate for the context.
Effective communication is crucial. Use a vocabulary that doctors can understand, and always communicate clearly. Avoid mistakes when discussing medication names and their uses.
4) KNOW EVERYTHING ABOUT YOUR PRODUCT
Representatives of pharmaceutical laboratories must have precise and comprehensive knowledge about the medications they promote. This includes knowledge of pharmacology, dosages, contraindications, and related information. It's important to be able to address questions from doctors confidently.
Additionally, understanding the differences between your product and similar ones is crucial. This knowledge can help doctors see the advantages of your product.
5) PRESENT YOUR PRODUCT EFFECTIVELY (SALES PRESENTATION)
Assume that doctors are already familiar with your product and present it accordingly. Start by acknowledging their potential knowledge and discuss the benefits of your product clearly and directly. Use supporting materials that are simple and easy to understand.
In some cases, you may need to explain how to use a new medication, including dosages and potential side effects. Ensure that doctors have all the information they need.
6) BE CREATIVE
Creativity can lead to more effective relationships with doctors. Think outside the box and consider innovative approaches. For example, offering a fruit basket during visits can create a more relaxed atmosphere and make presentations more enjoyable for doctors.
7) MAKE A RIGHT FOLLOW-UP
Effective follow-up doesn't necessarily involve asking doctors directly about their prescription habits. Instead, find creative ways to maintain relationships. For instance, you can identify a technical book the doctor would like to receive as a gift and use it as an opportunity to strengthen your relationship. Avoid pressuring doctors with direct questions about prescriptions.
Wishing you success and productive sales!