Marketing and selling to Doctors can be one of the most difficult tasks for a salesperson. Doctors are notoriously difficult to reach, and even if your healthcare marketing outreach efforts are successful and you manage to get a few minutes scheduled to see the Doctor, you still have to pitch your product to an incredibly informed, and skeptical, potential customer. Below, you’ll find five tips for marketing and selling to Doctors once you’re face to face with them.
DON’T: Lead by talking about your product. Once you’re in the office, you only have a few short minutes with the Doctor. Don’t lead by bashing him over the head with your product. Instead, lead by getting to know his problems and needs, what the pain points are in his practice, or what hurdles he has to navigate daily. If your product doesn’t provide a solution to his problem, then leading with all that product info is wasting his very valuable time ‘“ and yours.
DO: Know about the clinical problem your product is designed to address. The Doctor has let you know what her pain point is or what problem she needs solved. Now you need to be able to talk about how your product addresses that problem and how it will make things easier for the Doctor. If you’re in pharmaceuticals, you need to be able to intelligently discuss the disease states your product addresses. If you’re selling software or a device, you need to be able to communicate the benefits to her practice, whether in cost savings or increased efficiency.
DON’T: Proclaim yourself to be an expert on the Doctor’s field or specialty. If there is one thing a Doctor is sure of, it’s that he knows more than you about his field or specialty. Don’t take the sales call as an opportunity to demonstrate your knowledge about oncology or pediatrics. Be a resource presenting some new information, but don’t claim to be an expert.
DO: Be a product expert. There shouldn’t be a question a Doctor asks about your product that you can’t field on the spot, off the top of your head. Anticipate what questions a Doctor might ask about your product and then have the answers ready. If you can’t tell the Doctor which plans will cover your product and the co-pay associated with it, she is not going to have time to wait for you to you look it up.
DO: Be able to explain clinical literature. In addition to being able to answer questions about your product, you’ll also be expected to be able to discuss the clinical studies associated with your product. Doctors are a skeptical bunch, especially when presented with data offered by sales people. Be able to relate the clinical study information you present to a patient problem, and be able to show how the data you present relates to solving that problem.