Lessons from Fish! How Fish Philosophy Transforms Pharmaceutical Sales Personnel
I was rereading the book “Fish! A Proven Way to Boost Morale and Improve Results” written by Stephen C. Lundin, John Christensen, and Harry Paul after a long time.
“Fish! offers powerful insights inspired by Seattle’s Pike Place Fish Market, where fishmongers transformed a mundane workplace into an energetic, engaging environment. Here are the key lessons that pharmaceutical sales managers and medical representatives can apply to their unique field:
Choose Your Attitude
In pharmaceutical sales, attitude is everything.
Each day brings challenges—doctor calls, retail pharmacy calls physician access limitations, regulatory constraints, and competitive pressures.
The “Fish!” philosophy encourages you to consciously choose a positive attitude regardless of circumstances.
When a doctor cancels a meeting or a hospital implements stricter access policies, you have the power to choose how you respond.
A positive attitude can transform these obstacles into opportunities for creative problem-solving and relationship building. This mindset difference is often what separates top performers from average ones in the pharmaceutical marketing and sales.
Be Present
The healthcare environment is fast-paced and demanding. When meeting with doctors, being fully present is crucial.
Doctors can immediately sense when you are distracted or delivering a memorized ‘canned detailing’ rather than engaging in meaningful conversation.
The “Fish!” philosophy emphasizes the importance of giving your complete attention to the person you’re with.
[For the field sales manager, it can also mean the down-line who are reporting to you.]
This means actively listening to doctors concerns, understanding their patients’ needs, and customizing your approach accordingly rather than focusing solely on your sales targets or next appointment.
Make Their Day
In pharmaceutical sales, make someone’s day go beyond pleasant conversation. Provide genuine value to doctors and, by extension, their patients.
What does this mean to you?
- Be patient-center. Anything you do should be for better patient outcome
- Share relevant clinical data and evidence-based outcome that can help them to address their patients concern
- Organize clinical meetings and other educational programs that truly enhance medical knowledge
- Follow through on doctors requests promptly
- Remember personal details about the doctors practice and challenges
These thoughtful actions build trust and strengthen relationships in dog-eat-dog industry where meaningful connections are increasingly difficult to establish.
Play
The concept of “play” might seem out of place in the serious world of healthcare and pharmaceuticals, but finding appropriate ways to incorporate creativity and enjoyment into your work can be transformative. This might mean:
- Use innovative presentation tools rather than standard visual aid
- Find creative approaches to explain complex mechanisms of action
- Incorporate appropriate and subtle humor into interactions
- For District Managers, develop team-building activities that energizes your team
Adding elements of play makes interactions more memorable and enjoyable for both you and healthcare providers, helping your message stand out in a crowded field.
Application to Territory Management
For pharmaceutical sales managers, the “Fish!” principles offer valuable frameworks for territory management. Create team environments where medical representatives feel empowered to choose their attitudes, remain present with customers, make meaningful contributions, and bring creativity to their work which can lead to higher engagement and better results.
Regular team meetings that celebrate successes and share creative approaches can reinforce these principles.
Handling Compliance Within the “Fish!” Framework
The pharmaceutical industry’s strict regulatory environment presents unique challenges. The “Fish!” philosophy doesn’t mean ignoring these constraints but rather finding ways to bring energy and engagement while working within them.
For example:
- Choose a positive attitude toward compliance rather than viewing it as a burden
- Be present and attentive during compliance training
- Make someone’s day by helping colleagues navigate complex regulations
- Find creative ways to deliver compliant information that’s still engaging
Measure Success Beyond Numbers
While sales targets remain important, the “Fish!” philosophy encourages measuring success more holistically. This includes evaluating:
- Customer satisfaction and relationship quality
- Team morale and engagement
- Personal growth and development
- Contribution to patient outcomes
By applying these principles consistently, pharmaceutical sales professionals can create a more fulfilling work experience while achieving better results through deeper connections with healthcare providers and enhanced team dynamics.