Value-Based Selling

Effective value-based selling emphasizes value over volume, requiring a new sales approach – our training enables sales teams to position their products and services to meet diverse stakeholder needs and meet needed patient outcomes.


Alternative Payment Models eBrief

Alternative Payment Models (APMs) are both Medicare and private payment approaches that may be applied to a specific clinical condition, a set population, or a care episode. In this eBrief, we'll take a closer look at the most relevant information pertaining to APMs, including:
- The purpose of APMs
- The types of APMs
- Questions account teams should consider regarding APMs

Communicating with Empathy

Every day, you have opportunities to create more meaningful connections with others by using empathy during your discussions. Using empathy in your conversations can help you build stronger, more meaningful relationships. 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.

Customer Engagement Strategies – Finding Success in Today’s Market

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
- How you can use the right messages to re-connect with customers

Effective Evidence-Based Medicine Oriented Sales Calls

This module assumes the representative conducts pre-call planning with an EBM strategy (and objective) in mind.

Engaging in a Productive Dialogue about Drug Prices

As a healthcare sales professional, it may be difficult to know how to answer customers' questions about drug prices. This resource will provide you talking points that you can customize to your situation in order to engage in a productive dialogue and help address your customer's concerns.

Engaging Your Physician Practice Customers (COMING SOON)

When you call on a physician practice, you encounter many important customers. Some may prescribe your product while others may influence the prescribing decision through their important roles in the delivery of patient care. This application tool will present you with scenarios to help you prepare for encounters with your most important call points in a practice, including:
- Physicians
- Advanced practice providers (APPs), such as nurse practitioners and physician assistants
- Patient care coordinators (PCCs)
- Office managers

Evidence Based Medicine as a Sales Strategy

This module looks at EBM as a sales strategy, considers the regulatory implications, and outlines an approach to planning an EBM sales call.

Impact of Value-Based Healthcare on the Sales Environment

This module reviews the implications of managed care for sales professionals. It looks specifically at how value-based approaches to healthcare are impacting the sales process and the sales professionals' role.

Industry Strategies to Meet the Customers’ Needs

This module focuses on how the industry is responding to the needs of the current healthcare community.

Job Aid: Elevate Your Conversation (MDD)

If your customer conversations focus mainly on the features and benefits of your technology, your relationship with a surgeon, supply chain leader, or C-Suite executive may never get off the ground. This job aid provides conversation starters to help you have more effective and meaningful discussions with your customers while you demonstrate your expertise and credibility. These questions can be customized to your situation, no matter what sales model you follow.

Job Aid: Elevate Your Conversation (Pharma)

If your customer conversations focus mainly on the features and benefits of your product, your relationship with a physician, pharmacy director, or C-Suite executive may never get off the ground. This job aid provides conversation starters to help you have more effective and meaningful discussions with your customers while you demonstrate your expertise and credibility. These questions can be customized to your situation, no matter what sales model you follow.

Measuring the Patient Experience: The Connection to Quality

This module describes how providers are measuring and trying to improve the patient experience. Healthcare sales professionals will gain insight into how they can support their customers in these efforts.

Measuring the Patient Experience: The Connection to Quality (Medical Device and Diagnostics)

More than ever before, providers in a variety of settings are investing time and resources to evaluate their patients’ experience of care. Improving the patient experience is part of the “Triple Aim,” and how patients rate their experience is an increasingly important metric in pay-for-performance programs like Medicare’s Value-Based Purchasing (VBP) program. This module describes how providers are measuring and trying to improve the patient experience. Sales representatives will gain insight into how they can support their customers in these efforts.

Oncology Care Model eBrief

Cancer diagnoses make up some of the most common and devastating diseases in the United States, affecting more than 1.6 million people. The Oncology Care Model (OCM) has developed an opportunity to enhance the care of these people while reducing healthcare spending. In this eBrief, we'll take a closer look at the most relevant information pertaining to the OCM, including:
- The purpose of the OCM
- Challenges in Developing the Model
- Questions account teams should consider regarding the OCM

Opportunities Behind the Clinician’s Evidence-Based Medicine Challenge

This module looks at why clinicians often find it challenging to integrate evidence-based medicine (EBM) into clinical decision-making, and how their challenge can become your opportunity. Clinicians are more likely to be responsive to your product message if you become skilled at examining trial results from their viewpoint and providing evidence through study reprints and other support materials.

Patient-Centered Care

This module discusses the following topics: the patient's voice, a continuum of care, technologies that support patient-centered care, and measures of quality improvement in patient-centered care.

Pharmaceutical Prices: Balancing Innovation with Access and Affordability

The pharmaceutical industry's innovative products have transformed lives while generating strong financial returns for companies and investors. Yet in today's value-conscious environment, pharmaceutical prices are frequently under scrutiny. This module begins by discussing the importance of industry profitability. The discussion will then provide an overview of current trends in prescription drug spending. The module will also cover issues related to access and affordability as companies aim to demonstrate the value of their drugs.

Population Health Management: A Strategy for Higher Quality and Lower Costs

This module outlines current approaches to population health management, including patient-centered medical homes (PCMHs), perioperative surgical homes (PSHs), and accountable care organizations (ACOs). The module also discusses the implications of population health management for biopharmaceutical and device companies.

Promoting Health Equity and Addressing Social Determinants of Health

Health disparities resulting from racial, socioeconomic, and other factors persist across the United States. Healthcare providers and other stakeholders are working to achieve health equity by targeting social determinants of health, such as food insecurity and low health literacy. 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 discusses some of the ways that you can support your customers as they aim to achieve health equity.

Protecting Market Access as Biosimilars Emerge

The entry of biosimilars into the US marketplace will likely create a more competitive environment that could affect market access for all products in a therapeutic category. This module describes some of the strategies that biopharmaceutical companies might use to protect market access and identifies opportunities for sales teams to continue to serve their customers in the face of greater competition.

Selling in a Value Conscious Environment

This module discusses how disease management, technology, and value-based services and products can contribute to win-win partnerships.

Selling in the Formulary Environment

This module discusses how pharmaceutical companies have responded to and are succeeding in a formulary environment. Their strategies include negotiating with buying groups, creating new departments within the company, expanding research initiatives, and ensuring representatives are prepared to prosper in this complex setting.

Selling with Empathy eBrief

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, including:
- How empathy fosters connection
- Techniques to help you listen to your customers
- Strategies you can use to practice empathy

Telehealth Trends and Opportunities

Telehealth gives patients new ways to access the care they need, and recent events are speeding 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.

The Dynamics of the Specialty Supply Chain

To construct a persuasive value proposition for a specialty drug, you first need to understand the "business of specialty drugs." This module describes the business systems that move specialty drugs through the market, including:
- How specialty drugs are distributed and reimbursed through the medical benefit or pharmacy benefit.
- How decisions are made in the supply chain.
- The role support services play, such as in-patient adherence assistance and data management.

The Impact of COVID-19 on Your Oncology Customers

This interactive module highlights eight ways that COVID-19 has affected oncology practices, hospitals and integrated delivery networks (IDNs), and cancer patients. Specifically, it will present eight important impacts of the pandemic for sales teams to consider in their selling efforts.

The Oncology Care Model – Implications for Oncologists and the Industry

The Centers for Medicare & Medicaid Services' Oncology Care Model (OCM) is transforming how oncologists are paid for providing services to Medicare patients. This module explains the most relevant aspects of OCM and how they affect oncologists. This module also describes value-based selling strategies for life science companies in this changing environment.

Triple/Quadruple Aim eBrief

According to the Institute for Healthcare Improvement (IHI), the three goals of the Triple Aim are the simultaneous pursuit of improving population health, improving the patient experience, and reducing per capita healthcare costs. Some healthcare organizations have even added a fourth goal, establishing their own Quadruple Aim. In this eBrief, we-ll take a closer look at the most relevant information pertaining to Triple/Quadruple Aim, including:
- The Origin of the Triple Aim
- The Origin of the Quadruple Aim
- Types of Triple or Quadruple Aim Goals and Sample Customer Strategies
- Key Strategies for Account Teams related to the Triple/Quadruple Aim

Understanding Physicians through Relationship Selling

This module looks at different motivations and personality traits of physicians. It describes the concept of relationship selling and explores what physicians want from sales professionals.

Using Storytelling in Sales eBrief

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, including:
- How a story can help make data more meaningful
- When to use a story to capture a customer's attention
- How to construct an engaging story

Value-Based Care and the Changing Healthcare Delivery Model

This module discusses different types of value-based payment and how providers are preparing for the transition from fee-for-service medicine to value-based care. Healthcare sales professionals will gain insight into how they can be valued partners by offering products and services that support their customers' focus on value.

Value-Based Care and the Changing Healthcare Delivery Model (Medical Device and Diagnostics)

Employers, health plans, government agencies, and consumers want to make sure that providers are delivering the highest quality care at the lowest cost possible. As a result, physicians, hospitals, and other providers are under tremendous pressure to move away from their traditional payment and delivery approaches, which are based on service volume, to newer, risk-based models that reward providers for value. This module discusses different types of value-based payment and how providers are preparing for the transition from fee-for-service medicine to value-based care. Sales representatives will gain insight into how they can be valued partners by offering products and services that support their customers' focus on value.

Value-Based Care eBrief

Value-based care is a payment approach that rewards healthcare providers (physicians, hospitals, etc.) based on the outcomes they achieve. In this eBrief, we'll take a closer look at the most relevant information pertaining to value-based care, including:
- Fee for Service Care vs. Value-Based Care
- Common Forms of Value-Based Payment and Why They Matter
- Types of Delivery Models Designed for Value-Based Care
- Key Strategies for Account Teams related to Value-Based Care

Workshop: Building Your Value Proposition

There is a paradigm shift in the market that requires a paradigm shift in our sales approach to the market. Success in the new healthcare market is about the contribution to the success of the strategic initiatives of the customer we are targeting. In this workshop, we will consider the current market dynamics as we develop a new value proposition - or learn to use a current value proposition - to support a successful approach to our customers' new buying process.

Workshop: Value-Based Go-To-Market Strategy for Effective Account Management

A value-based go-to-market strategy is one in which the supplier's sales approach has less to do with getting paid for product sales, and more to do with becoming a supplier-partner that is properly rewarded for customer satisfaction and the customer's measurable success due to partnering with that vendor. Providers are convinced that most new products are not worth the additional costs, as reflected in their new buying process. A new value-based go-to-market strategy will allow your company to define the targets that best fit your value proposition and value-based business strategy. It will also bring about more consistent and predictable selling success with economic/executive buyers within the health systems around the country.

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