A Critical tool for Medico Marketing Professionals

Objection HandlingPresenter: Mrinmoy Roy

Head: Medico Marketing & TrainingAIC, Philippines

What is an Objection?• According to a Med Rep:1. A statement that inhibits a Dr. To Prescribe my

brand2. Buying Signals from a Dr.3. An Opportunity in disguise• According to a Doctor:1. A compelling reason to clear doubts2. Wants to prescribe but need more info3. Hard for a Dr. To change his/her prescription habit

INHIBITION

Doubts

Willing to Prescribe

Success depends on your Ability

How to handle Objections?• Be Positive

• Use Positive Body

Language- Smile

• Do not Take

Objections Personally

• Be an aggressive

Listener

Few Methods of Objection Handling

• Direct Denial• Indirect Denial• Questioning• Compensation Benefit• Forestalling Objections• Boomerang

Direct DenialST-Pase was not Available in Pharmacy

No its not Possible!!!ST-Pase is FreelyAvailable

Stop it• Your Doctor

May Get Irritated• You may sour

the Relationship with your Doctor

Indirect Denial Method

My Rx of ST-Pase bounced yesterday

I’m sorry,Makati Med ran out of Stock for 2 days but now its available

Most Preferred Method• First agree in the issue

raised by your

perspective Prescriber

• Show your interest in

that & importance

• Later on deny the

validity of Objection by

softening the Response

Questioning• Unique method of

handling objections• By asking questions

1 by 1• You can get an

insight of the problem easily

• You can develop an appropriate answer

Questioning: ExamplesDoctor: Your ST-Pase is not available.Med Rep: I am very sorry to hear about this &

the inconvenience it has caused to your patients, may I know how many of this incidents happened?

Doctor: 3 Patients came with Heart attack, I wanted to infuse ST-Pase but I have given the costly 1.

Med Rep: 1 Last Qstn can you please tell me which Med you referred your Prescriptions?

Doctor: I think it was Makati Med.

Questioning ExampleMed Rep: I assure you that by today afternoon

ST-Pase will be available at Makati Med. Thank you for the information you have given.

Through a series of Questions, you are able to trace the source of the objections & was able to satisfy the Doctor’s needs.

Generously use the words: How, Where, Why, When & so on.

Compensation BenefitHere you have to

weigh the advantages & benefit of the brand against the disadvantages of the Competitors.

COMPLAINTS

BENEFITS

Forestalling Objections• Here objections to be

handled even before it is raised.

• Tell Doctor about a possible objection before Dr. Objects

• Then handle the Objection so it can not be brought up again.

• Answer the Objection before Dr brings it out.

• Then Dr. Is unable to voice the Objection.

I am happy to inform you that ST-Pase is available in small retaillers like.....

Boomerang• Use Dr’s own arguement

like Boomerang.• This Goes around in a circle

& comes back to persued the Dr.

• Then the Dr will prescribe your Brand

• You can ask your Dr. A question like which brand do you prefer when your near 1 or dear 1 is unwell?

• Doctor: Your Brand only. Then you win.

A Win-Win Situation