Tips for Selling to Physicians

The Shift In Purchasing Behavior In The Healthcare Industry

Selling to doctors used to be a lot simpler than it is now. Representatives could visit the practice office and speak with the doctor in between appointments about the latest products or innovations. Not surprisingly, the MedTech and Pharma companies have always relied on human networks with individual physicians to conduct transactions and drive technology innovation. It's amazing how quickly and dramatically medical technology purchasing processes have altered in the last decade. Access to physicians is becoming increasingly limited as more practices, clinics, and hospitals control the movement of sales representatives through their halls.

Furthermore, rather than placing orders for products entirely based on a physician's preference, hospitals and other facilities are examining value across all procurement categories, seeking cost savings or improved outcomes. This is especially true for more expensive products such as imaging equipment, surgical robots, surgical support tools, complex medical devices, and health information technology or services. Broader ownership and employment developments contribute to this shifting dynamic within healthcare purchasing procedures. The American Medical Association estimated that less than 50% of physicians controlled a portion of their medical practice last year.

Top 5 Strategies For Selling To Physicians

Commercial teams are now discovering that clinical and financial decision-makers are both weighing in on purchase decisions. Hence, in this blog post, we'll look at some techniques for adapting to these new realities in order to manage a hospital or medical practice purchasing process successfully.

1. Understand the Physician's Mindset

The role of the physician in the purchase of medical equipment or devices may have evolved, but physicians will always have an essential place at the table. It is still critical to cultivate relationships with the physicians who make these purchasing decisions. The major distinction now is determining whether the physician is a direct buyer or an influencer.

If the physician is still self-employed and runs her own practice, she will undoubtedly have complete purchasing power. However, it becomes more complicated depending on whether the physician is completely employed or a partner in a bigger group practice or operation center. The biggest problem in this partnered program is persuading a physician to advocate for and use the product in the long run. This is why, during the early meetings, it is critical not to explicitly promote the product but to demonstrate to the physicians how the solution might benefit their patients and business. Physicians are generally quite selective about the things they recommend to their patients because they belong to an esteemed profession.

Hundreds of physicians may be mentioned in the US medical directory that you will find during your physician search. However, sales teams cannot treat all of them equally. Instead of assuming that every doctor has the same needs and desires, the pitch should be tailored to the physician's needs.

2. Pitch Your Product

You now have a better understanding of your prospect's mindset. Following that, you must prepare a foolproof sales pitch. Before you sell to your doctor, you should understand how he makes purchasing decisions.

Source: badgermapping

Remember that physicians' first priority is to treat their patients. In their eyes, your medical equipment must be life-changing. Maintain your focus on the value of your product and how it can and will assist both the prospect and their patients.

Source: badgermapping

Some tactics that will help you influence your prospects are:

Patients

Learn about the different types of patients treated at the hospital and get to know the doctors and administration. Always remember that the patient's health comes first. You will lose the physician's attention if you simply ramble on about your product. Instead, demonstrate to them that you understand who their patients are and what they require.

Catalogs

Become a thought leader in your catalog and those of your competitors to earn credibility and, ultimately, make the most of your appointments. You should know your pitch inside and out before your appointment arrives. Any time spent reading from cards or brochures is wasted time. Being confident in your pitch shows the prospect that you care deeply about their cause.

Evidence-Based Medicine

Remember to bring up evidence-based medicine in conversation (EBM). EBM creates treatment regimens based on scientific data, doctors' experiences, and patient preferences. Because many hospitals employ EBM for patient care, becoming acquainted with the technique will aid in the development of mutual understanding. EBM has been shown to save hospital expenditures while improving overall patient care quality. If you can link your product to the attainment of these objectives, the prospect will recognize the value in what you have to offer.

3. Maintain Steady Communication

A sales transaction can take months to complete. It is critical to keep a consistent and pleasant communication flow with the physicians at this period. As a result, the sales team will not have to pitch the product again when following up with potential buyers.

Even after the product has been purchased, companies should solicit feedback from physicians and make themselves available to answer any technical questions from their consumers. This can help to create a favorable picture of the company in the network. Selling to doctors may appear to be a difficult task, but with the appropriate tactics, it can be a breeze to sell a product or service to physicians.

4. Create content that Doctors Can Review on Their Own Time

Many marketers attempt to capture doctors' attention and communicate their message as soon as possible. Forget about the patients or the busy waiting room. This error occurs frequently. It's a definite way to irritate stressed-out doctors, who'd rather gather the materials and review them on their own time—during off-hours when they can finally relax. If you can avoid a hard sale and allow people to digest knowledge at their leisure, they will be much more receptive to hearing more.

Educational stuff is really effective. Materials that demonstrate to doctors how your new product or service works, supported by scientific data, will get you much further than marketing jargon. You'll perform much better if you think about how a doctor would explain your message to their patients. Demonstrate to doctors that you value their time and intelligence. A focus on data-backed, instructive information given on their terms accomplishes both!

5. Research their Pain Points Thoroughly

Identifying a medical facility's pain points demonstrates to your prospect that you understand the issues they experience on a daily basis and that you want to assist them with a solution intended to address those pain points. Your remedies may not totally cure their problems, but they should reduce some of their difficulties.

Source: object-matrix

For example, if a hospital's complication rates for a total knee replacement are extremely high, CMS may levy significant penalties. If you can provide a prosthesis that increases implant longevity, hospitals can reduce the risk of problems and long-term care expenditures and prevent hospital revenue loss and CMS penalties.

Wrap-Up

Medical personnel are often difficult to reach and fear taking chances because their decisions affect the lives of patients. By implementing the aforementioned tactics, you will be able to establish yourself as a reliable business partner and achieve better success.