http://drugreptime.wordpress.com/I observe some major changes in the way pharma promotes its products. Interestingly, it is not the result of strategies by marketing and sales departments. The time we live in, the dynamics of health care, growing lay offs, pathological spread of the influence of regulatory and legal, and, of course, apathy, all contributed to this new reality of pharmaceutical sales.
The following is the short list of strategies for better sales by drug reps as of January 2009. I do not like them since they appeal mainly to subcorical parts of doctors brains . I do not promote them either. I just pass them along to you since they work most of the time for others.
1. Find a way to directly pay busy doctors of your choice. Examples: “Speaking” engagements without making them actually speak or perceptorship of who knows what without bothering your docs.
2. Feed them what they like. Make them look forward to the food you bring. Some successful strategies include weekly coffee and danishes , say, every Thursday at 10 AM, appetizers in the afternoon, etc. Your constant presence there is not mandatory. Or bring a lunch from the exact place of your docs choice. Your nonintrusive presence there is a better side dish than a loud talk about your products.
3. Make them remember you for certain peculiar aspect of your life that may be easy to refer to and would keep them regurgitate your stories and give you life advice. Doctors love to give life advice. This works better for charismatic drug reps.
And finally the strategy that works most always and that I encourage: samples. Care to know what, where, how. They sell for you even if you can’t.
Good luck in 2009.
Dr Max
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