The pharma rep of today will approach these three types of healthcare practitioners:
1. Open Door
This old school practitioner warmly welcomes face-to-face interactions. They believe that nothing can compare to the knowledge of a rep. Their open door policy invites a long-term relationship with their rep, and gifts are always welcomed: a gadget for the office, free samples, maybe a free lunch.
2. Closed Door
The second camp of practitioners make it clear: no way, and no how will they sacrifice working hours to speak with a pharma rep. These are the no-see practices. They refuse to interface with reps at the door, online, and everywhere else.
3. Open Window
The last group would be happy to never hear the knock of a pharma sales rep at their practice again. If the rep comes knocking, they’re unavailable. But, if a rep catches them on another digital medium, they’re all ears…or, eyes.
There is a huge disparity in the preferences of healthcare professionals. And, pharma reps must know how to cater to each type. Top performing pharma reps can predict the best approach and proceed accordingly.
Some reps depend on experience and stereotypes. For example, they may know through trial that dermatologists regularly invite them inside, while cardiologists wave them off. Or, through stereotype they might assume that a small town practitioner will accept a lunch invite, while a big city professional might prefer e-mail. These reps make their best guess and move forward.
The more reliable predictor is always data. Digital sales enablement tools like eDetailing applications gather insights on healthcare professionals, report data, and suggest action to the rep. So, when a pharma rep runs into a practice with a closed door, they can find out if the digital window is open.
Digital selling tools are gaining favor with healthcare practitioners, but it’s not time to abandon face-to-face selling. It’s time to learn about what kind of health practitioner you’re approaching, and come with a flawless customer-centric strategy.
Are your pharma reps begging for better predictors?
