Physicians are justifiably skeptical when a drug rep walks in the door. The relationship is purely transactional. The rep wants the doc to commit to writing more of whatever the rep is selling. The doctor is late for her next appointment.
There is an alternative however. It requires a great deal of patience and a willingness to take the long view, something not every sales organization is ready to do. There is the potential to create a competitive advantage in the market by stepping away from the hard sell long enough to determine, “What are the challenges facing this practice right now and how can we solve them?”
This attempt at true understanding is a great deal more effective than just trying to persuade the overworked doc to write more of your drugs. Although it may take a few months to persuade a physician of the sincerity of this question, it has the potential for changing the nature of the relationship.
Pharma needs to move beyond simple product promotion and much more towards long-term relationship building and thought leadership recognition. Brands need to position themselves as partners with physicians, not just as the manufacturer. Technology can be an enabler to help brand teams do just that.
Using Technology to Help Physicians Quickly and Effectively Diagnose a Patient
Most doctors are extremely busy. One of their biggest challenges is getting to a diagnosis as quickly as possible. Often they have only fifteen minutes with each patient…