Selling to doctors used to be more straightforward than it is today.
Reps could drop by the practice office with lunch or snacks in hand, and catch the doctor in between appointments to chat about the latest products or technologies. Not surprisedly, the MedTech and Pharma industries historically relied on interpersonal networks with individual physicians to execute transactions and drive growth of their technologies.
It's surprising how rapidly and drastically processes for purchasing medical technologies have changed over the past 10 years. Access to physicians is way down as more practices, clinics and hospitals control the flow of sales reps through their halls.
In addition, rather than simply placing orders for products based solely on a physician’s preference, hospitals and other facilities are assessing value across all purchase categories, looking for reductions in costs or an improvements in outcomes.
The changing dynamics is especially true for more expensive products like imaging equipment, surgical robots, surgery assistance tools, complex medical devices and health information technologies or services.
Let's start with a short quiz.
In which of the following scenarios should you incorporate email as part of your marketing strategy?
Congratulations for landing the meeting with the hospital c-suite, physician leadership or perhaps an influential purchasing agent. The bad news? The hard work of selling your medical product or service has just begun!
Not to worry, we've put together a guide of how to up your game during the sales pitch using data to help you tell your story.
Planning great content for each sales meeting with hospital execs and physician leaders is equally, if not more, important than the actual meeting. Without a focused agenda, the right content, and a maniacal focus on progressing the relationship to the next step, you'll be wasting everyone's time.
We have all been there ... you finally landed a meeting with a hospital executive after months of trying. Success!!!
But then reality sets in and you are literally pulling our hair out trying to come up with engaging content, while staying on point with focused messaging relevant to your product and service.