Medical sales: tailoring sales to physician preferences – A Sales Tip

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There is no one way physicians prefer to interact with a medical company. Many factors influence the physician’s view of the ideal experience. Personal preferences, communication styles, level of disease understanding, practice setting, local formulary control, disease specialty, and patient demographics, among others, shape the physician’s preferences for interaction. And with the ever-changing healthcare market space, selling to physicians is increasingly more difficult. And while physician preference may not be as strong a factor in hospital purchasing decisions, they certainly remain a significant.

So, the challenge for medical sales reps is to figure out the right “buying” experience for every physician. Easy to say, not so easy to do. So, let’s review a list of ideas for getting started:

  • Determine how the physician wants to receive information – peers, company experts, journals articles.
  • Identify the preferred setting – in the office, lab, lounge.
  • Understand why the physician is using the current medical product – personal financial gain, comfort level, relationship with sales rep, opportunities with vendor for practice building.
  • Develop a clear picture as to why physicians would switch vendors – better patient outcome, efficiency in the OR or Lab, fear (doesn’t want to be the last one using the product), influence, ego.

Today’s medical sales looks very different than 10 years ago – and medical sales reps must move beyond relying just on relationship selling and face a new set of medical sales challenges. A foundational requirement for meeting those challenges is addressing the individual preferences for each of your physicians.

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©2012 Sales Horizons, LLC

Republished with author's permission from original post.

Janet Spirer
For more than 30 years Janet Spirer has worked with the Fortune 1000 to craft sales training programs that make a difference. Working with market leaders Janet has learned that today's great sales force significantly differs from yesterday. So, Sales Momentum offers firms effective sales training programs affordably priced. Janet is the co-author of Parlez-Vous Business, to help sales people have smart business conversations with customers and the Sales Training Connection.

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