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Under the Influence
Sales reps should be able to access, in a central location, company-enerated influences that have affected a given physician. This type of closed-
loop marketing creates a more customer-centric approach that provides etter influencer-level insight by connecting each resource, providing direction and metrics, and continually re-evaluating key influences and ROI.
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Incentives: Heart of the Sell
Incentives are the icing on the cake companies offer to motivate their employees. Mary Kay Ash was famous for offering her team pink Cadillacs for selling cosmetics; Girl Scouts earn badges for the highest number of cookie boxes sold; and a New York real estate company recently offered its top seller a chauffered Lamborghini for one whole year. Whatever the prize, incentives are an effective and practical motivational tool.
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The mind of the physician
A sales representative gets an opportunity to speak with a physician in only one out of five office visits, and then for less than two minutes, according to a study published in the fall 2002 issue of The McKinsey Quarterly. With the increasing number of sales representatives calling on physicians and the practice of multiple sales representatives selling the same two or three drugs, the survey found that almost 40% of physicians now limit the number of sales representatives they see per day. So the question is, how do you get your message both heard and acted upon in such a competitive environment?
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The transition to Part D: What you need to know now
The media, seniors and the entire healthcare industry seem to be holding their collective breath in anticipation of the Medicare prescription drug benefit. But despite the fact that January 1 is fast approaching, many details of the program and exactly how it will affect providers, patients and representatives remain sketchy. Now is the time to educate yourself and your customers on the benefit and its implications for your products; otherwise, you may miss out on an unprecedented opportunity to serve as a true partner in healthcare during a potentially confusing transition.
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