Physicians are in the risk management business – trying to avoid risk or at least manage it. So, when physicians interact with medical sales reps they are looking for people with products that can help them manage the risks they must face every day.
If in the discussion the medical sales reps leaves it up to the physician to connect the dotes between their solution and risk reduction, sometimes physicians will make the connection – sometimes they won’t.
If medical sales reps can show how their device or product can reduce risk – let’s say by decreasing complications like perforations or the number of HAIs (hospital-acquired infections), then it’s surely more likely they will gain physicians’ attention. So, a question like this one has the power to engage: Can we take 3 minutes for me to show you a way to almost completely reduce perforations when doing endoscopic procedures?
After all, physicians aren’t looking to be sold to – which is why they’re great at fending off medical sales reps. What they are looking for are sales reps who can solve a problem. In the case of medical sales reps, they’ll engage with those sales reps that can show how their drug, device, consumable, or capital equipment can reduce their risk and deliver better clinical results for patients.
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