Date post: | 24-May-2015 |
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Marketing |
Upload: | sridharan-vinayagam |
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What Makes A Doctor What Makes A Doctor Rx Rx for you for you
What we think V/S What they ValueWhat we think V/S What they Value
Ideas from SFE Workshop’09
The Pharma executives opined..The Pharma executives opined..
The top 3 qualities of a great representative
1.1. TrustworthinessTrustworthiness
2.2. Product KnowledgeProduct Knowledge
3.3. ExperienceExperience
But, the Doctors see things bit But, the Doctors see things bit differentlydifferently……
• Doctor A says that she prefers meeting reps during the breaks.
• Doctor B says he likes to attend CMEs & DGMs that are more educational and not dominated by product pushes.
And More importantly..And More importantly..
• The doctors expect a prompt follow-up with answers to their product related queries
• Relevant product presentations
What Doctors ValueWhat Doctors Value
• The most useful relationships have been with reps the doctors know well,as these reps know his interests and style of practice.
• Doctors want quality interaction-more than a quality call.
What makes a doctor What makes a doctor RxRx..
• Doctors Rx for reps,who understand their practices and the patients they serve and take care of their professional needs by virtue of their expertise & familiarity.
Take Home Message…Take Home Message…
• Experience, accessibility and familiarity are
valued a lot by the doctors.
• Samples are not a high priority.
• Relationship matters more than any other Relationship matters more than any other
factorfactor
Let’s reflect Let’s reflect
• How to make our strength(Experience & familiarity) more productive?
• What efforts can we make to promote the right product/indication?
Pearls of WisdomPearls of Wisdom
“Between stimulus and response there is a space. In that space is power to choose our response. In our response lies our growth and freedom”.
-VICTOR E.FRANKL
(Author of "Man's search for meaning”)