Training And Performance Consulting Increasing Face Time with Physicians

Industry Changes since 1995

• Number of sales reps grown by 94% Product Management Today 11/03

• Doctor population grown by 15% Product Management Today 11/03

High prescribing doctor will see 3-5 times as many sales reps as 10 years ago

McKinsey Study 2003

History 2000-2009

• Docs begin to limit or deny access• 38.5% of docs require an appointment*• 23.6% do not see reps* • Average PC Rep’s call lasts 80 seconds**

*SK&A Report 2009

**2008 Access Report

2008 Sermo Physicians Survey

90% of physicians said they wanted somewhat less or significantly less interactions with sales representatives in their practices

2007 Rep Review Results

Physician inaccessibility could be the doctor’s way of telling the pharmaceutical industry that the current state of personal promotion is not meeting their needs as well as in the past.

Current Obstacles

• No Access

• Less Time with Doctor

• Reps seen as having little value beyond samples

• Reps having little impact on doctors

What Doctor’s Want

Three Most Important Things Doctors Want from Sale Representatives

1. Respect pressures on my time2. Communicate product information

clearly and comprehensively3. Strong science/clinical evidence

to support the product

2008 TNS Healthcare Global Study

What qualities/traits would you like to see in an industry representative?

(N=350; Jan, 2008)

71.4%

94.4%98.0% 97.5%88.9%89.8%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Highintegrity

Productknowledge

Ability toproblem

solve

Knowledgeof clinical

studies

Practicebuilding

knowledge

Consultativesales ability

Physician Focus Groups

What do you need from a sales representative when they are giving their sales presentation?

“Solve a clinical problem for me.”

What is the best way for a sales representative to get your undivided attention and focus when you are busy?

“Tell me up front that they only need a minute of my time.” “The rep then usually shows me a recent reprint showing me how one of their drugs compares to a competitor’s in a clinical trial, and kindly asks for my signature in exchange for some samples.”

Dr. Dennis O’Connell.

April 2009 edition of Pharmaceutical Representative Magazine,

Industry Executives Recommend Focusing on Solutions

“The field sales force has to be more focused on solutions and patient outcomes. That means that from a brand standpoint, reps have to be able to convey solutions for the practice and for the patient long term”

Pharmaceutical Executives Panel Discussion

Pharmaceutical Executive Magazine; February 2008

2008 Sermo Physician Survey

87% of doctors surveyed wanted more or significantly more use of clinical studies and evidence based medicine in their discussions with sales representatives

How to Increase Physician Face Time

• Provide clinical solutions

• Use clinical evidence as proof

Testimonials Doctors give me more time when I begin

by talking about a problem they are experiencing. If I start by mentioning a product message they can always say they aren’t interested or they don’t need that product. It is hard for them to say they don’t experience a problem that research shows most of their peers are having.

Shannon Ferrar; TLC Garden City, NY

Do you feel the problem focused approach to selling increases face time

with physicians?

Absolutely! As soon as you start selling, a doctor closes up. When you identify a problem it captures their attention and they want to hear the solution. My reps tell me they are having more fun because now doctors give them time and want to talk to them.

Pharma District Manager

Testimonial

"With the way many physicians are moving towards evidence based medicine. Our reps ability to sell using a clinical paper has become essential to gaining access to many key accounts.

We feel that clinical selling skills has given our reps superior skills to many of our competitors and allowed our reps exceptional access and face time with their physicians.“

Jenn Hollinger; Sales Training Novartis Canada

TAP into the Solution

• Solve a clinical problem for the doctor and patient

• Bring value to your customer by educating them with clinical data

• Deliver your message in less than 1 minute• Communicate to your customer in their universal

language

Training And Performance Consulting

For information on TAP Courses or to book Jim to speak at your next National Sales Meeting Contact Jim Price at

770-596-1498

price56@comcast.net

www.tapconsultingcompany.com