Improving SalesmanshipWednesday, June 3, 15
No need to bend over backwards
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No hype required
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No need to charm
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No need to be a rocket scientist
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Don’t need to be pretty
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No need to seduce
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No need for bribery
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No need for expensive gifts
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Sales Formula
✴ Right Person
✴ Right Message
✴ Right Doctor
✴ Right Time
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The 4Rights(TM) Formula
✴ Right Person
✴ Right Training
✴ Right Performance
✴ Right Reward
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The Right Person
• Traits, Attributes, Characteristics
• Core values
• Personality tests - $300
• OTJ evaluation
• Sales manager
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The Right Training
• Reality
• Needs
• Frequency
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The Right Performance
• Performance Development System
• Coaching
• Training Needs
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The Right Rewards
• $
• Career development/Succession planning
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Every Point of ContactWednesday, June 3, 15
Right Calls
• Out-bound
• Sales Force
• Emails
• SMS
• Post Card, Leaflets
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Right Calls
• In-bound
• Website Blog Articles
• Videos
• Webinars
• Dr/Patient testimonials
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Right Doctor
• Geographic
• Demographics
• Behaviour
• Lifestyle/Psychographics
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Right Place
• Clinic
• Resorts
• Online
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Right Time
• Mon-Fri 9-5
• 24/7
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Doctors’ Top Challenges
0 20 40 60 80
78
53
46
Patient Time Lack
Misinformed Patients
Information Overload
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx:
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
Wednesday, June 3, 15
Impact of Online Medical Information on Patient Care
90%
10%
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx:
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
Improved No effect
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Top Sources of Information
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx: Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
1. Search Engines
2. Professional Journals
3. Colleagues
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Online Usage
Search Engines
WebMD
Online Subscription
0 12.5 25 37.5 50
31
34
32
36
42
46
Source: http://www.amednews.com/article/20111121/business/311219961/6/
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
FrequentlyOccassionally
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What do Drs search online?
0 15 30 45 60
57
36
33
Source: http://www.amednews.com/article/20111121/business/311219961/6/
Googling for a diagnosis - use of Google as a diagnostic aid: Internet based study," BMJ, Dec. 2, 2006
ConditionsTreatments & trialsBranded medications
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Impact of Online Medical Information on Decision
63%
37%
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx:
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
Change No effect
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Technology Adoption
50%
44%
6%
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx:
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
Yes Long way to go No answer
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Technology Adoption Hurdles
0
10
20
30
40
24
27
32
40
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx:
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
Too ExpensiveToo much data/insufficient actionable infoToo hard/long to learnToo hard to use at POC
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Easier patient access to medical information
0
20
40
60
80
53
20
Source: http://www.wolterskluwerhealth.com/News/Pages/Survey-Physicians-See-Improvements-in-Efficiency,-Quality-of-Care,-Yet-Significant-Barriers-Remain.aspx:
Wolters Kluwer Point-of-Care Survey, 2011. 300 US Physicians. Primary Care & Specialists.
Improved relationship Detrimental
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Your Country Data?Wednesday, June 3, 15
So where’s Pharma Online?Wednesday, June 3, 15
• > 50% pharma execs list mastering digital effectiveness among top priorities (Gartner. US Digital Marketing Spending Survey, 2013)
• pharma very far behind other industries in using social media (Google. DHC/Google Executive Landscape 2013 Summary Deck)
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• The Right Person - HR + Sales Managers
• The Right Doctor - Sales + Marketing Managers
• The Right Place - IT + Marketing + Sales Managers
• The Right Time - Sales + Marketing Managers
• The Right Training - Sales Managers
• The Right Performance - Sales Managers
• The Right Reward - Marketing + HR + Sales Managers
The Way Forward
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• Relationship
• Customer experience
It’s All About Reputation
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What’s ReputationWednesday, June 3, 15
What’s ReputationWednesday, June 3, 15
What’s ReputationWednesday, June 3, 15
Don’t Believe?
• Name one person you hate that you do business with...
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Is Pharma Different?
• “I’m an innovative thinker”
• “I’m a respected authority.”
• “I’m an aggressive risk taker.”
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Wednesday, June 3, 15
James PereiraLion Reputation Marketing Coach
email: [email protected]: http://LionReputationMarketing.com
USA: 863-585-2153Malaysia: +603-282-9156
Call today for a free consultation on how you too can boost your sales and profits using • cutting edge reputation marketing techniques• proven selling skills techniques• evidence based sales management skills• surefire coaching skills techniques
Wednesday, June 3, 15