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In this application module, we’ll take a closer look at the most relevant information needed to engage your customers in today’s market, including how to properly plan for customer engagement, specific actions you can take to engage your customers, and how you can use the right messages to connect and re-connect with customers.

Learning Objectives
1. Understand how to revise your business plan after a pause in selling or a change in customer relationships.
2. Identify the value-based sales messages that are likely to resonate with specific customers.
3. List strategies to maintain your influence with customers and demonstrate value over the long term.

Telehealth gives patients new ways to access the care they need, and recent events are speeding the adoption of telehealth across the country. This module describes key concepts you should understand about telehealth, including how it works for patients and providers in the real world. It also describes important payment issues and other trends affecting provider implementation and patient acceptance of telehealth.

Learning Objectives
1. Define different types of telehealth, such as real-time telemedicine (“virtual visits”), remote patient monitoring, and other formats.
2. Describe the factors that have sped the adoption of telehealth, including federal and state payment/reimbursement changes, new technology, and the COVID-19 pandemic.
3. Discuss how payer, patient, and provider attitudes toward telehealth have evolved in recent years.
4. Understand the key barriers to broader adoption of telehealth.

Manufacturers often provide discount cards and coupons to reduce patients’ out-of-pocket drug expenses. Recently, health plans and pharmacy benefit managers (PBMs) have implemented copay accumulator and copay maximizer programs that affect these market access strategies. In this eBrief, we’ll take a closer look at the most relevant information needed to understand these programs.

Learning Objectives
1. Describe the difference between copay accumulators and copay maximizers. and how payers use them.
2. Understand how recent regulations affect copay accumulators and copay maximizers.
3. Discuss the impact of copay accumulators and copay maximizers on health plans, patients, physicians, and manufacturers.

Health disparities and health inequities resulting from racial and socioeconomic factors are persistent across the United States. Both providers and payers are working to achieve health equity by targeting these social determinants of health. This module explores how gaps in healthcare quality and access affect population health and highlights strategies that your customers are using to close these gaps. It also highlights some of the ways that the industry can support customers as they aim to achieve health equity.

Learning Objectives
1. Define health equity and why it is important to optimize population health.
2. Discuss social determinants of health and some of the key barriers to achieving health equity.
3. Describe how payers, providers, government agencies, and community organizations are promoting health equity.
4. Identify strategies that sales teams can use to support customers striving to achieve health equity.

When calling on physician practices, sales representatives need to understand the key people they may encounter during a total office call. This module describes the main call points in a typical physician practice, key talking points, and ways to deliver value.

Learning Objectives
1. Describe the main call points in a physician practice, including influencers such as office managers, advanced practice providers, and care coordinators.
2. Understand key talking points for each call point.
3. Identify ways to deliver value to physicians and other call points in a practice.

Storytelling can add interest to sales presentations and enhance retention of important content. In this eBrief, we take a closer look at the most relevant information pertaining to storytelling.

Learning Objectives
1. Explain how storytelling can engage customers during virtual and in-person sales calls.
2. Describe the key elements that make a story engaging for a customer.
3. Identify practical approaches to use stories to enhance sales presentations.

Empathy can help sales reps develop more meaningful relationships with customers, especially in challenging times. In this eBrief, we’ll take a closer look at the most relevant information needed to sell with empathy.

Learning Objectives
1. Define empathy and how it relates to situational awareness and emotional intelligence.
2. Understand how empathy can enhance your ability to influence customers.
3. Describe methods to cultivate and practice empathy to achieve better sales performance.

Empathy can help leaders achieve goals and enhance their ability to influence others. In this module, we’ll take a closer look at the most relevant information needed to lead with empathy, including when it’s appropriate to demonstrate empathy with others. It also covers how to communicate with more empathy and how to coach others to be more empathetic.

Learning Objectives
1. Describe how empathy can make you a more effective leader.
2. Discuss methods to build and demonstrate empathy with your team.
3. Identify ways to help others cultivate empathy.

Empathic conversations can bring clarity to other people’s needs and help solidify your relationships. They can also build trust, improve negotiations, and help you find customer-focused solutions. This tool provides practical tips for being more empathetic during discussions and offers questions to help you reflect on how you can build your sense of empathy. It also includes scenarios to help you practice having more empathic conversations with others.

Learning Objectives
1. Understand the benefits of using empathy during customer conversations.
2. Describe the key components of an empathic conversation.
3. Review specific examples of how to use empathy during your calls with customers.