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Sales Tip of the Week: Physicians Want to Hear Something New

According to a recent study by Accell Healthcare Communications, a New York based Healthcare advertising and medical communications firm, the marketing strategy that works best for physicians is pure and simple education...with new and timely information. The study included a survey completed by 150 "high volume" primary care physicians from across the country asking the physicians their perception of today's sales reps. The vast majority of physicians perceive reps as mostly interested in "pitching" products and services and dropping off promotional materials, instead of providing timely information that physicians can trust and find credible. In addition, 90% of the responding physicians felt that the majority of the reps are not providing ANY new information when visiting their offices.

Be careful to take this to heart. It is critical that you incorporate a considerable amount of new and timely information when selling to doctors. Some examples of information you could offer during your face-to-face meetings are:

• Physician Care Plan Oversight Materials
• Medicare Home Bound Information
• Updates on their Patients
• Information on New Medicare Legislation
• Testimonials from Patients
• New or Enhanced Home Care Services you Offer

And remember! Don't overload your prospect or referral source with all this information at once. Take one piece of information with you per visit and fully explain the benefits of what you are presenting. If you can articulate the benefits that affect them in your opening statement you will have a better chance of capturing their attention. And, if you are able to capture their attention, then you are more likely to be remembered and thought of when they have a home care referral. So what are you waiting for? Become an educator!