Physicians differ significantly in terms of how they think and practice medicine!
And yet, many medical reps make the mistake of using a "one size fits all" approach.
Medical reps need to not only understand the individual attitudes and prescribing behaviour of
each of their customers, but to also choose the "right" selling approach that will quickly engage
the physician's interest ... and make best use of available face-to-face selling time.
Being customer-centric also means identifying and focusing on those topics for discussion
that are most important and relevant to the physician, and the challenges they face in managing
their patients. In other words, providing "high quality" information about the key differentiating clinical benefits of their drug product(s) that are of greatest value to the physician.
And finally, medical reps need to do all of this by effectively using "best evidence" to support
their product claims, and in a "professional" manner ... in a way that emphasizes a relaxed, two-way
"The strategic workshop you facilitated really helped us to better understand our customers, and identify opportunities for improving our overall marketing and selling approach."
Vice-President of Marketing
"EDGE gave us an objective way of measuring the selling competence of our sales people, and helped us significantly improve their customer knowledge and communication skills.
I strongly recommend other pharma companies adopt this process."
Vice-President of Sales
"You guys did an outstanding job. We received rave reviews from our VP of Sales and Marketing. It's a pleasure working with you."
Director Sales Force Development