As a healthcare sales professional, you understand that when you sell to sophisticated customers like specialists, you need to lead with solutions. And that is especially critical now, when time is at a premium for most specialty practices. Consider the following tips as you shift your focus to virtual selling.
When you move to virtual selling, you need a narrative, or “story,” that can help make your presentation more compelling. One way to do this is to ask other specialists for patient stories that they have to share. Visuals also go a long way to make your case.
Data also helps set the scene. Make sure you understand what health economics and outcomes research (HEOR) data is available from your company that can help demonstrate the value of your specialty product or program.
Consider costs and offer patient assistance. Most specialty drugs cost more than traditional drugs, and this issue may come up during your virtual sales presentation. You’ll want to offer any data you have on how your product can help reduce other costs of care, such as unnecessary hospitalizations, complications, and so forth.
Because of the economic impact from the pandemic, many patients may be unemployed or underemployed and lack health insurance. Be sure the specialist is aware of coupons or co-payment cards and patient assistance programs that can reduce patient costs and help patients start or stick with their treatment plan. You’ll also want to continue to work with your hub services and/or field-based reimbursement team to address any other issues that can compromise patient access.
Continue to focus on quality. Even though the government has relaxed some of its reporting requirements for physicians because of the pandemic, specialty practices are still concerned about their quality measures. Make sure you understand what outcomes measures the practice might have in place that relate to your product so you can help them achieve their goals.
Specialty Market Training Programs Available
CMR Institute also offers a range of specialty market training courses and other resources to prepare you and your team for calling on specialists today and when business returns to normal.
This includes topics such as:
- An Introduction to Specialty Drugs
- Specialty Drugs: Stakeholders and Market Trends
- Specialty Drugs: Distribution and Reimbursement
- The Cost of Specialty Drugs
- The Dynamics of the Specialty Supply Chain
- Understanding Buy and Bill
- The Entry of Biosimilars into the US Market
- Protecting Market Access as Biosimilars Emerge
You can find more information about the specialty market training courses in our extensive course catalog.