Think Like Your Customers: How to Optimize Your Healthcare Sales Force Effectiveness
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MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE Think Like Your Customers: How to Optimize Your Healthcare Sales Force Effectiveness
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The MarkeTech Group www.themarketechgroup.com About The MarkeTech Group: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. USA The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 France The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40
Transcript of Think Like Your Customers: How to Optimize Your Healthcare Sales Force Effectiveness
MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
Think Like Your Customers: How to Optimize Your Healthcare
Sales Force Effectiveness
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What if MEDICAL TECHNOLOGY Sales Representatives could improve their success by communicating the RIGHT message to the RIGHT customer at the RIGHT time?
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Well, they can…
What if MEDICAL TECHNOLOGY Sales Representatives could improve their success by communicating the RIGHT message to the RIGHT customer at the RIGHT time?
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…but before they can think like a customer, they need
to understand how the customer thinks.
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As a marketer, you try to align your product and marketing with a customer’s needs and wants.
As a sales rep, you try to convince the customer to purchase your product based on better features, benefits, and service.
Your customers continue to tell you that “price is most important”… and claim that they will purchase from the lowest-priced competitor.
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Let’s take a look to see what this means…
You need to align your message with what your customers value
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Extremely Important Not at all Important
Extr
em
ely
Satis
fied
N
ot a
t all S
atis
fied
Customer (Feature 1)
Customer (Service)
This is how your Customers actually
perceive what is important and how satisfied they are
Solution: Compare what your Sales Reps think
Customers think are important vs. what your Customers actually value
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Extremely Important Not at all Important
Extr
em
ely
Satis
fied
N
ot a
t all S
atis
fied
Customer (Feature 1)
Customer (Service)
Sales Rep (Service)
This is how your Sales Reps perceive what Customers think are important and how satisfied they are
This is how your Customers actually
perceive what is important and how satisfied they are
Solution: Compare what your Sales Reps think
Customers think are important vs. what your Customers actually value
Sales Rep (Feature 1)
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Identify gaps in what your Sales Force thinks Customers value vs. what Customers actually do value in 5 steps
Interview sales reps and customers
Analyze the differences in “Perceived” importance
Survey your sales force
Survey your customers and potential customers
Align your sales and communication strategy with what’s most important to your customers
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FOR EXAMPLE: Here’s how you find out:
→ What features are most and least important when considering the purchase of [product]?
MOST IMPORTANT LEAST IMPORTANT
⃝ Feature 1
⃝ Feature 8 ⃝
Feature 5 ⃝
An Example: Uncover the most important product features
Sales Reps may think that Feature 1 is the most important purchase driver when in fact Customers indicate that Feature 5 is a more important purchase driver.
Test up to 20 different features
or variables!
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FOR EXAMPLE: Here’s how you find out:
→ How frequently should a sales rep visit you?
MOST IMPORTANT LEAST IMPORTANT
⃝ 1x / week
⃝ 1x / month ⃝
1x / quarter ⃝
Another Example: Determine the ideal frequency to visit Customers
Sales Reps may learn that Customers want to see their Sales Rep more often than expected (or less often!).
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FOR EXAMPLE: Here’s how you find out:
→ What characteristic is most and least important to you in a company sales representative?
MOST IMPORTANT LEAST IMPORTANT
⃝ Responsiveness
⃝ Knowledge of Product ⃝
Speed ⃝
A Survey Example: Uncover what characteristics Customers seek in a Sales Rep
Optimize your Sales Force by understanding what Customers value in a Sales Rep.
Test up to 20 different variables!
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The results reveal how Sales Reps and Customer perceptions differ
10 Most
important
1 Least
important
Importance of Feature 1
Importance of visiting Customers 1x/week
Importance of Sales Rep
Responsiveness
Sale
s R
ep
Sale
s R
ep
Sale
s R
ep
Custo
mer S
egm
ent 1
Custo
mer S
egm
ent 1
Custo
mer S
egm
ent 1
Custo
mer S
egm
ent 2
Custo
mer S
egm
ent 2
Custo
mer S
egm
ent 2
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By understanding your Customers and where your Sales Force may have misperceptions, you can identify opportunities to improve Sales Force effectiveness:
→ Messaging → Emphasizing strengths → Improving important
weaknesses...
USA 502 Mace Blvd, Suite 15 Davis, CA 95618 PH: + 1 530-792-8400 FX: + 1 530-792-8447
http://www.themarketechgroup.com/
Europe / France 3 rue Emile Péhant
44000 Nantes PH: +33 (0)2 72 01 00 80 FX: +33 (0)2 40 48 29 40
MARKETS SERVED
MEDICAL IMAGING
METHODOLOGIES
GO-TO MARKET
EXECUTION
SALES & MARKETING COMMUNICATION
PRICING OPTIMIZATION
NEW PRODUCT ROADMAP
MARKET OPPORTUNITY ASSESSMENT
Qualitative
MEDICAL DEVICES AND DIAGNOSTICS HEALTHCARE IT PHARMACEUTICAL INDUSTRIES TECH TRANSFER
MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
Quantitative
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