Why Should A Doctor Even Listen to You??? -Sales Management 24
Why should a doctor even listen to a pharma representative?
Think about it. A doctor will not even notice you unless he sees a reason to pay attention.
So, the real question is: Can you make yourself valuable?
Doctors respond only when you, and your brand, carry a clear, strong value proposition.
Start with your brand. Do you know its value proposition inside out? Can you make a doctor feel proud to prescribe it?
When a doctor feels that pride, it becomes a self‑expressive benefit, the same feeling you get when you choose a Raymond suit over an S. Kumar, or an iPad instead of a Samsung tablet.
Can you evoke such positive feelings for your brand?
Can you make a doctor say, “I prescribe your brand because you have created an excellent patient support group”?
That is an emotional benefit, he senses that you care for his patients.
And have you communicated the functional benefits clearly?
Will your doctor say, “I use your painkiller because my patients get relief in minutes”?
Once you understand your brand’s value proposition, ask the tougher question: What is my personal value proposition?
What makes a doctor look forward to your visit? What makes him respect you?
You must shape your own strengths into a winning formula. Build Brand Me.
Loyalty is not what it used to be. No company can promise lifelong security. Even giants like TCS and HUL have let go of people who stopped learning. Performance is the only currency.
So, keep upgrading yourself. Deep knowledge will set you apart inside your company and in every doctor’s chamber.
It will make you welcome.
Pay attention to your first impression, your body language, your tone of voice, your expressions, your posture, your attire.
Final Thought
To be heard in a doctor’s chamber, you must build Brand Me – your own small version of the Nike swoosh.
The good news is simple: everyone has an equal chance. Everyone can learn, improve, and bring out hidden strengths.
Everyone can become a powerful Brand Me.