In recent years, digitalization has fundamentally transformed the healthcare industry. For example, we all know how the the pharma industry alone has transformed in multiple ways.
As a result, product lifecycles, all the way from early drug development to manufacturing and patient care are changing as well. New technologies and discoveries are already enabling pharma companies to improve outcomes. At the same time, healthcare payers and other customers of pharma companies are demanding better data and communications on the effectiveness of medication and improving the quality of life for patients. However, medical representatives still fulfill only a significant fraction of these demands.
Medical representatives are important in bridging the gap between pharma companies and doctors. They represent the interests of pharma companies and work towards achieving better sales results. Their performance and efficiency often comes down to their level of professionalism. Surveys have revealed that while 74% of companies say converting leads into customers is their top priority, 79% of marketing leads never convert into sales and the reason for this poor performance is often the lack of lead nurturing and poor communication on the part of sales reps. The challenge to train medical representatives is complex. This is because products, customer needs, and communications are complex.
Med reps need training to work with doctors and to move past the initial barriers and open the conversation. It is important to introduce the drugs and promote the company as well. All these aspects are essential and form the basis for effective communication with the doctor. In that light, training becomes crucial in driving the success of medical representatives. Here’s what medical reps need to be trained for.
Why is it Important to Train Medical Representatives?
- The current market scenario has steered communication towards a consumer-model. This is why medical representatives switch to the latest methods of outreach communications. There is a need to make structural changes and find new customer-centric approaches to enhance individualized communication. Medical representatives must also use technology to their advantage. Using technology helps med reps to reach the desired audience at any time and provide the required information. Technological solutions empower med reps to be more productive. They can send instant messages, interact with physicians and engage them with relevant content, and collect live commentaries and feedback. With specialized tools and systems, med reps can plan their day more efficiently and stay prepared for future calls and interactions. Also, it influences in building healthy and prolonged relationships with customers.
- Today’s highly advanced digital world gives several opportunities to medical representatives to develop a better understanding of products and sales situations and gather in-depth insights. As a result, with the available digital learning options, med reps get a chance to improve their knowledge and sharpen their skills on the job and on their own time. Specially designed micro-learning modules can deliver value even within a few minutes. Medical representatives can be trained to remember relevant information and can be assessed on their knowledge as they answer scenario-based questions regularly.
- Each medical representative has faced various tricky situations. Be it on calls, or while interacting with pharmacists and physicians. Structured training allows companies to bring all the sales reps on the same page and deliver consistent responses. Building in an element of social learning and community allows the reps to share their experiences and opinions and also provides a platform to search for solutions. Med reps need to handle customer-objections and how to reply in an appropriate manner.
So What’s The Verdict?
We spoke of complex products and tough customers. That apart, this industry faces onerous global and heterogeneous regulations. Since the pharma business transformation is now leading to the digitalization of the pharma product communications and sales, business models, and operations, it is more critical than ever for med reps to be at their top performance. They need to approach prospects with an engaged mindset. They must spend time nurturing their relationships. According to Forrester Research, companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost.
At eNyota, we understand the importance of developing your representative’s soft-skills because more often than not, business opportunities are compromised due to less than favorable representation. But rest assured, these skills can be developed through constant and targeted training activities. We know this because we have helped countless representatives improve their confidence and approach. To know more, reach out to us at firstname.lastname@example.org or click here to fill this short form and we will get in touch with you shortly.