Recent trends in the healthcare industry include a decrease in the number of field sales representatives across pharma and medical device companies; this is largely due to a desire to save costs.
Sales force downsizing is putting pressure on pharma sales reps (PSR) to improve their efficiency, performance, customer engagement, and to ultimately become more effective as sales reps.
To meet these challenges, PSRs need to be adaptive in real time in order to stay afloat in the new healthcare sales environment; we’ve searched the web and curated these 7 habits of highly effective PSRs.
#1. Being digitally inclined
We are currently living through the pharma and healthcare digital revolution, and as with any good revolution, it is bringing about a major change (Source: Eye for Pharma, 2016).
It is now vital for pharma companies to be accessible online, and for PSRs to be digitally inclined. This involves using sales technologies that will help to maximize face-time with healthcare providers (HCPs).
In our previous article we discussed how mobile sales apps can be used to improve pharma sales, they are the preferred method of communication by HCPs, and are deemed to be the ‘most useful’ sales aid for delivering complex information (Source: Katsanis, 2015).
Effective PSRs must be available on all platforms and channels used by modern HCPs and patients. They must be omnipresent – ready and willing to interact with HCPs, patients, payers, government regulators etc. whenever they want using a multi-channel approach.
By utilizing a multi-channel digital reach in their sales process, PSRs can successfully create more peak sales during the patent period, sustain their mindshare, educate their customers, and deliver dynamic company information with an inbound content marketing approach.
(Stat Source: Intouchsol, 2016)
#2. Hard working and committed
Being a PSR isn’t an easy job; it requires dedication and commitment.
Unfortunately the reality is that PSRs must now do more with less, as expectations are rising and resources are tightening. Previously we’ve covered the budget cuts facing pharma sales and marketing departments around the world and how PSRs have less time with healthcare providers and prescribers than ever before.
Mitigating these challenges will require a deeper level of understanding from PSRs. Success will be seen by those who move away from generalized medical information, and towards CareFlow focused advice that is tailored to the specific needs of the patient and provider, with a concentration on improving outcomes.
#3. Embracing an evolving sales process
The CareFlow – how patients approach healthcare in the digital-first world – is becoming increasingly complex, it involves many different roles and steps (Source: Klick, 2016). This means that the sales process for pharma must change.
((We’ll explain this in more detail in the next section ‘Having a patient-centric mentality’). PSRs can no longer treat a prescriber to a nice dinner in order to seal the deal; instead, they must become more active participants in the communication and education cycle.
The sales process is complicated further by limited budgets and the advent of complex products such as speciality medicines. PSRs have transformed from sales people to concierges (Source: Intouchsol, 2016). They are expected to be information gurus, to communicate challenging research and ideas in a short period of time.
Success will be seen by PSRs who find a way to add value and provide outcome-based solutions for their patients and prescribers. When they demonstrate that they’re genuine and enthusiastic about the outcomes that their products provide, others will listen.
#4. Having a patient-centric mentality
In the modern healthcare landscape a patient-centric business model is now a must-have, as patients are becoming more involved their own CareFlow.
Effective PSRs think of patients as their clients. They know that their patients are used to high levels of customer service in the consumer world, from retail to banking services, and that they are now, rightly, beginning to expect this level of service from healthcare.
Patients are more empowered, with the ease of access to information via the Internet and smartphones; patients are completing their own pharma product research (Source: PMLive, 2015).
This has a big impact on the role of the PSR and HCP. HCPs are no longer the go-to source for healthcare information, which means that effective PSRs must now communicate and work with patients rather than just using the HCP as a middle man (Source: Pharma Voice, 2015).
Effective PSRs must think of this situation as a win-win. They should embrace the rise of empowered patients and view it as another opportunity to reach out to their customers and build a strong brand relationship.
When PSRs and pharma companies are focused on achieving successful patient outcomes, they are, in turn, improving their authenticity and effectiveness as an active participant in the healthcare system (Source: PA Consulting, 2011).
#5. Continuously improving
The healthcare sales environment is changing from the influence of new media and technology; therefore PSRs must adapt and adjust with it.
When tablets were first introduced for pharma sales’, simply having the device was a change that made people stand out during their presentations (Source: Dushyant Rawal, 2015).
One way that pharma teams can do this is by using a closed loop marketing (CLM) system. In the past we’ve talked about the benefits of a CLM solution for PSRs. CLM provides marketers with valuable data collected in real time during a sales call, creating insights directly from HCPs and patients. In doing so, CLM enables an opportunity for sellers to design tailored content and continuously improve marketing strategies.
Another important habit of effective PSRs is not being afraid to ask questions and listen to the answers. Sometimes the easier way to find out what HCPs want is to just ask them. Invite a conversation, rather than simply presenting information, involve them in your ideas and ask them about their preferences. Find out what they want to know about your products, what issues are affecting their patients, or even areas that they feel pharma can improve (Source: Skura, 2013).
#6. Sharpen their skills
Intense competition from generic brands, reduced face time with physicians, and shortening product lifecycles are all adding pressure to PSRs. They are struggling to maintain their position and close sales, to combat these challenges effective PSRs sharpen their skills regularly in order to stand out from the crowd.
Do your research! Most jobs require continuous learning, especially pharma sales. With new products being created, speciality drugs on the rise, and evolving regulations to deal with, it’s no wonder that PSRs sometimes struggle to stay on top of it all.
A great way to deal with this pressure is by setting aside an hour or two a week to do some general industry research (we recommend Pharma Executive and Eye for Pharma), company-specific research (your company website has valuable information on it, make sure you use it!), and client-specific research (your CRM database is full of useful facts about your prospects and existing customers).
This research demonstrates initiative and dependability, and can help PSRs further develop their ability to effectively engage HCPs with valuable information (Source: Inc., 2015).
#7. Being creative and flexible
(Stat Source: ZS Associates, 2015).
Effective PSRs are overcoming this challenge by being creative and flexible. They are working around the problem of reduced face time by using sales tools such as co-browsing and secure document sharing to reach the unreachable (Source: Three Point Turn, 2016).
This creativity extends to the introduction of interactive content for pharma sales. Mobile sales apps like SKURA’s SFX provide PSRs with an opportunity to create and use interactive content. Engaging HCPs with content pieces that are tailored, and allowing them to explore at their own leisure (Source: Three Point Turn, 2016). This is type of sales solution is both flexible and desired by HCPs.
Examples of interactive content include: dosage calculators, e-signatures, virtual coupons, 3D data renderings, and live webpages.
In conclusion,
Truly effective pharma sales reps must offer compelling value to their healthcare providers, patients, prescribers, etc. regardless of the medium or channel of delivery.
Engaging in compelling conversations with HCPs and providing them with information that will support their needs requires effective PSRs to be armed with the right sales tools.
To learn more about our pharma sales enablement solution, and how SKURA can ensure your sellers deliver on all 7 habits, request a demo below and let one of our sales specialists help you embrace the digital transformation.
