The Threat and Opportunity Tech Poses for Pharmaceutical Sales
The value of a sales rep goes far beyond simply regurgitating product information. A good pharmaceutical sales rep builds strong relationships with medical professionals, understands the needs of their patients, the challenges in their field and can confidently assist them to find the right solution. This level of value doesn’t come simply from rattling off product information, it comes from a depth of interaction that goes beyond prescribed brand messaging. In an Eyeforpharma report, Chris Gish, VP Sales US, at Sunovion Pharmaceuticals noted, “Now the industry is much more consultative and patient-oriented, with today’s reps possessing in depth knowledge of the landscape in addition to a particular product. Reps are now part of the solution to help physicians with the information they need in order to consider a treatment or delivery option for the right patient at the right time.”
Where the challenge lies for sales reps is communicating this value in contrast to the readily available information online. Gish adds, “It is imperative that reps understand how and when to communicate with customers in the right way at the right time. With their deep expertise, sales reps can be the most effective type of communication the industry has in the medical space.” This is where the positive role of technology comes in.
The Opportunity Technology Presents
If sales reps are to convince medical professionals of the depth of value they bring they need to be able to articulate this message with confidence. Far from being a one-size-fits-all sales spiel, it needs to be a natural conversation between reps and their clients that delivers the right message in the right way. Where technology can play a role is in helping sales reps to hone the delivery of their sales message, giving them the confidence to articulate their value and that of their products in a natural and engaging way.
The 60 Seconds app is an extremely valuable piece of app technology that sales reps can use to rehearse their messaging anywhere, anytime. Reps can role play different conversations with clients and then record and review their delivery to get a sense of how they come across. Not only a tool for personal development, these recordings can be shared with a manager or peers to receive feedback in real time.
“60 Seconds is founded on the premise of ‘practice makes perfect’,” explains Founder Marcus West. “Being a great company sales rep involves educating the HCP. It is impossible to have a quality sales interaction without the core foundation of product messaging ingrained. Too many reps are practising on the doctor instead of being thoroughly prepared in advance.”
While technology presents competition for pharmaceutical sales reps, a tool like 60 Seconds can help them take their conversations and client relationships to the next level.
about how you can use the 60 Seconds app to make measurable improvements to your sales team’s delivery
60 Seconds Founder, Marcus West talks with Ben Fordham on his 2GB programme “Sydney Live”. Having worked with Ben at Channel 9, Marcus answers Ben’s question, how to be a better public speaker.
While you may think the sales model of online retailer Amazon and that of the pharmaceutical industry are like chalk and cheese, they are actually intrinsically linked. Like countless other industries, pharmaceutical sales has been shaped by the Amazon experience, with more and more sales professionals realising that a customer-centric approach is more than just a buzzword.
Customer centricity, it isn’t simply a buzzword bandied around by the likes of online disruptors like Amazon. Regardless of whether you sell face-to-face or online, a sales experience tailored to the customer isn’t a nice to have, it’s now expected. If you want to compete in the healthcare space and boost your team’s results, you need to think about the experience your sales reps are cultivating in their sales conversations.
If you can’t connect with what you’re saying, how can you expect your audience to – that’s where speaking in images comes in. We spoke to coaching and improvisation expert Lyn Pierse about what it means to speak in images and how it can help improve sales professionals’ delivery.