A Sales Call in 2013

It might sound a way’s away, but 2013 should be right around the corner of your mind.  In the aftermath of the 2012 Pharmaggedon patent-expiry meltdown, physicians will have become even tougher to see and many pharma companies will still be struggling to understand how they will reach, communicate and convince prescribers.  So, what will the underpinnings of a great sales call be in 2013?

Let’s assume that the pharma sales representative will still exist. After almost managing to destroy this model, pharma companies realized that nothing beats the value and power of having one-on-one, interactive selling that is wholly dedicated to their brands—provided physicians don’t feel overwhelmed.

And while we’re talking about the industry’s most important customer, it’s clear we will have heard, understood and addressed their issues—namely the lack of trust in company messages, information and motivation. (Frankly, if these issues had not been addressed, we could end the discussion right here and have a nice day).

So again assuming the industry is willing to communicate in a different way, we will perhaps be reaping the benefits of their concerted effort to repair trust. To do that, the product sales call of 2013 will include:

• Factual, transparent disclosure of data and the clinical application of such
• Frank conversation and language about product benefits as well as drawbacks
• Specific identification of patients who will best benefit – not its “great for all”
• Clear language and visual elements that accurately convey all information
• Use of presentation mediums that effectively help convey information
• No sales discussion or suggestion of product use other than approved labeling

Another hall mark is a well-trained sales representative.  The rep will have a thorough understanding of the disease state, the pharmacologic management options, the benefits and drawbacks of the company’s product as well as the competition and a speaking knowledge of the key clinical papers in the given practice area.

Finally, the sales representative will not primarily be a “pizza delivery” person.  Rather, they will bring informational value to each and every sales call.  They will help the physician better understand how their product fits into his/her practice as well as bring insight into how the physician’s colleges choose to treat such conditions.  The sales representative will be personable, well-spoken and respectful of the physician’s time and office conditions.

The sales call of 2013 will only occur if the industry, through its sales force, can rebuild the relationship, trust and value that physicians once believed in.  It can and must be done if the pharma industry expects to have an important seat at the patient treatment table.  If this doesn’t happen, it may well be playing a significantly lesser role in future healthcare practice interaction.  What are you and your company doing right now to be ready for 2013?