Drug Rep Time

How to succeed in Pharmaceutical Sales.

Find your message and deliver it.

The following is the quote from my conversation with the moderator of “Ask Dr. Dave” of Cafepharma.

Originally Posted by DrDave
Dr. Max-Thanks for your post. Could you give us an illustrative example of a single sentence that you would find indicative of such value?I would also be interested in your comments regarding your website/blog. I visited only briefly, but it appears that you “coach” reps from a physician standpoint on sales techniques, but with a focus on marketing strategy. Can you elaborate on how/why you were motivated to set up your website?Thanks again!Doctor Dave:

My reply: Every successful brand has a Singular Idea or Core message. It has an extreme focus, precision and brevity. That’s how it lives in the minds of the audience.It’s not a slogan, not a catchy word, in fact, it never has to be verbalized or written. It’s a hidden under the hood engine that drives the brand.
Say, Volvo’s slogan is “Volvo for life”, but the Singular idea is “Safety”.
Apple’s notebooks and iPods: “Cool”
Target: “Affordable quality”.
Some brands of medications are very successful in developing such singular ideas in the minds of prescribers. Let’s say, Plavix:”When Aspirin is not enough” , Z-Pak “Antibiotic for mild infections”, Levaquin: “When you need to add power”, and so on. It’s not said or even implied, but that’s how doctors bond with those brands.
The job of the sales force is to find , so called pips, easy and memorable messages that would link the docs with the Singular Idea of their brand. Pip needs to be compact and portable enough to spread quickly. Usually, the companies provide their reps with enough training and materials that contain pips. Pip should connect with the docs, and should have enough intrinsic value for them to spread it around. What defines a good pip is that it asks to be passed along. (“Hey I just heard from …rep that… say, Aciphex is the PPI of choice for obese patients”).
Hope this is helpful. Have a great weekend!


December 16, 2007 Posted by | Your brand message | , , , | 4 Comments