Simple Techniques for Effective Communication with the Physicians On the Call
Arguably the development of digital technology has put a person in the framework of remote communication, in a way. However, mankind has not yet come up with anything better than eye-to-eye conversation. Only by looking into someone’s eyes you can realize their intentions, attitude on you, and find the key to their consciousness. These are especially important skills when it comes to business conversation. F2F conversation is one of the best ways to present your company`s products and materials, as well as to deepen understanding of the doctor`s voice toward specific market insights, and get valuable feedback. In this article, we will talk about all possible means for improved HCP engagement during 2f2 visit.
F2F in Business Dimension
The statistics offer eloquent proof of personal communication importance in a business environment. For example, an interesting fact is that 87% of professionals believe face-to-face meetings are essential for sealing a business deal, 95% of them are sure that the key to successful business relationships is through face-to-face interactions. One more surprising fact – 47% of them admit they have lost a contract or client because they didn`t meet them face-to-face enough.
What can replace the value of true F2F interaction in digital pharma marketing world? It seems to be that nothing can be so important and valuable than reaching your brand loyalty through deep understanding of the customers and their needs on the call, maintaining eye contact and forming a positive impression.
Individual approach has numerous peculiarities and benefits, that are of great importance:
- Personal contact or real-time chat;
- Building a dialogue with the customer, thus, “two-way flow of information”;
- Opportunity to involve doctor in engaging story and get commentaries, thus, understand current needs;
- Quickly make decisions, analyzing the situation and deal with the issues on the spot;
- Present materials, patient information leaflets and other required documents to the doctor, stored on one device.
Mysteries and Benefits of F2F Interaction
A face-to-face business conversation gives you some advantages since you can influence your interlocutor with the help of your body language and emotional impact. Here are a few examples of the benefits that you get during a f2f conversation.
Expressive body language and effective handshake
It’s often said ‘you never get a second chance to make a first impression’ and research has found this to be true. Neuroscience provides an argument for this theory. According to this theory, your persuasiveness involves forceful and open gestures; touch; fluent speech; pitch variation; fast speech; moderately loud vocal tones; head nodding; maintaining eye contact. If you will learn to play on these factors as on a kind of instrument, you can make the most of them. In addition to body language, you can also demonstrate your confidence with a handshake. The theory of all kinds of handshakes is now a whole story in business circles! Everyone talks about it so much that man is afraid to hold out a sweaty hand at the first meeting. It’s not worth the fuss, let alone make a big deal of this symbolic gesture. A moderately strong and confident handshake will demonstrate your confidence. It’s no good to stare at the floor shaking someone’s hand, go ahead and look directly into the eyes and put a smile on your face.
Use these gimmicks because, with face-to-face meetings, people have a better chance of forming a positive impression – using their body language and voice.
Several Valuable Points for Medical Representatives. eWizard: Your magic wand during the call
What medical representative should remember on the call and how to improve the communicative process? We reviewed and analyzed some materials to make several value points.
William T. Brooks, the author of the books “The new science of selling and persuasion: How smart companies and great salespeople sell”, admits that “to listen” means not only to keep silence or consider the next questions but to pay attention to what client is talking about, thinking about details and noting valuable information.
Sometimes lack of reps` ability “to listen actively” leads to misunderstanding in perception; as a result, they could not deal with the flow of information, use it effectively for future tasks.
A.T. Bychkov, the author of the book ‘Hello! I am a medical representative’ or the concept of a meaningful call to the doctor” gives examples of the types of doctor`s product perception.
Md. Khairul Alam, Senior Product Manager at Nuvista Pharma Limited, admits “not to hide or suppress unpleasant information”: every drug has advantages and disadvantages, give both sides of the story, let the doctor decide after knowing all the facts.
It is known for a med rep and for the physician, that each product has its pros and cons, however, rarely they are being talked about them on the call. Whatever the situation, if to give a chance for some cons to be present – it is likely, that the doctor will believe in your product story.
As Tim Hurson and Tim Dunne wrote ‘Selling is not about the art of persuasion. Instead, the best kind of selling emerges naturally from your genuine interest in the person you`re working with and your sincere desire to be of use.’
The doctor sees the product, but how to understand what impressions does it evoke? In this case, it is better to create an estimation scale with the following or similar points: negative attitude, rather negative, indifferent reaction, rather positive, very positive attitude.
Actionable tip: with the help of digital power, med reps can collect physicians` attitudes to particular slides with valuable content just touching the screen of the iPad.
There can be several products, which cure the same illness. The customer can prefer to use the products of other companies. The customer can also like the product of your company but doesn`t give a priority. How to form the list of customer`s preferences?
Medical representative needs, in this case, to compare products, find benefits, explain that your company`s product has valuable benefits, which can solve their problems and bring an advantage. There is no way for convincing and praising the high quality of a product, its great features because such “push” methods don`t work anymore.
The matter of this point is that the doctor has preferences (and reps already know them), but isn`t sure enough to use and prescribe exact medicine to the patients. To change the situation, a medical representative has a task to present materials in such a way that the doctor will understand the big difference and profound essence of the product. How to become a wizard and take matters in own hands? To achieve the maximum HCP engagement during the visit, you need to use the interactive platform for showing presentations. eWizard is an advanced content offering solution to create engaging animated slides that allow med reps to compare medical products in the form of a game, as well as easily get to know physicians preferences. eWizard is integrated with main CRM systems used by pharma like Veeva, iQVIA, Salesforce (+SFMC), AEM. eWizard provides a quick and effortless interactive content adaptation and update and variety of flexible, multipurpose, industry-specific templates. Arm yourself with a magic wand for irrevocable HCP engagement.
Actionable tip: For instance, a med rep can show the doctor the whole presentation or a single slide, where it is going not only about the product, characteristics, but also about the patients (patient profiles), the stories of their diseases. It is very engaging, what`s more, the doctor can answer the questions in the presentation and be involved in the story.
Feel free to take a look at the case history of interactive slides created with the help of eWizard platform
F2F or Remote eDetailing?
More and more HCPs prefer remote communication, as it is more convenient for them to choose the best time for the med rep visit. That is why pharmaceutical companies start to mix and match F2F visits with Remote eDetailing to get the maximal efficiency from digital marketing campaigns. To learn more about this channel refer to Viseven Case Study – How Remote Detailing Transformed Pharma Company’s Field Force.
There are so many different tricks to get the doctor involved into conversation. Much depends on med rep’s persuasiveness, but digital tools are also ensuring the desired effect. Viseven created the unique content authoring platform to get the most out of the call. Get a eWizard demo to explore its capabilities in successful HCP engagement!