Drug Rep Time

How to succeed in Pharmaceutical Sales.

This is my way to support those of you who sell Vytorin and Zetia.

Hello guys. At the end of the day it’s not about Vytorin or Zetia, it’s about YOU. Watch the clip below till the very end; you’ll understand why. http://www.youtube.com/watch?v=-YUxbDEPFiM

April 1, 2008 Posted by | Your brand message | , | 2 Comments

Dig it from them.

I would like to suggest a very powerful exercise that will open your eyes on what you need to do to increase your sales. It’s very simple. Take one week to do it and by the end of the week you will discover things about your product that even your company doesn’t know. Here is what you need to do. Each of your products has a core message or USP (unique selling proposition). Your companies provide you with them. It shouldn’t be longer than one or two sentences. I want you to force yourself and say it every time you interact with your doctors this week. Just open your mouth and say it. Right after that you will need to look him right in the eye and ask: ” Is this how you think about my product?” Notice , you are not asking them what they think about your product. In your everyday routine most of you do just that. Conversely, you are asking them if their opinion about your product matches your USP. If you do it the right way, you will get tons of precious information out of that: opinions, doubts, skepticism, different views. Most importantly you will learn if they are bonded with your core message. Dig it from them. If you think you know what they think you are wrong! Assume nothing-ASK.

Let me know if this exercise worked for you.

January 27, 2008 Posted by | Marketing and Sales strategies, Your brand message | , , , | 2 Comments

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

Shrink your sales message! Shrink it again! And then shrink it!

In the era when we are bombarded by thousands of messages everywhere and every second, what you say and how you say it is the ultimate way of getting your audience (your doctors ) attention.
This is from the book “Position for Profit” by Jon Ward. Please do not skip, read  and enjoy this powerful and simple wisdom.

There was once a Chinese emperor who assembled a few of his most trusted ministers and issued this command: “Travel throughout the world, gather all the wisdom you can find, and assemble it in one place here in the royal city.” The ministers set off, north, south, east and west, accompanied by soldiers, servants, carriages and provisions. Years passed until one by one they returned, hauling behind them caravans of books and scrolls. A vast library was constructed, covering many acres, and the world’s wisdom was carefully sorted and stored on its miles of shelves. One fine day, the emperor was invited to a grand opening of the collection. He stepped into the library, gazed this way and that, and sighed. “I may be emperor, but I’m a mortal man. How will I ever be able to read even a fraction of this great treasure? I need you to reduce it to something more… manageable.”
Crestfallen, the ministers recruited teams of scholars who set about pouring through the great tomes and parchments, selecting, editing, simplifying and distilling the material. After ten years had passed, they were ready to present the result to the emperor. Proudly, they invited him to a single room, lined with books from floor to ceiling, all the way around. The emperor stared at the book-lined walls, and sighed. “Ten years ago,” he said, “I would have been content to shut myself in this room and spend my remaining years reading all these wonderful texts. But alas, the candle of my life is burning low. You must reduce this further.”
Exasperated, the ministers doubled their army of scholars and set them to work scoring through the books for the most essential wisdom each had to offer. Five years of grueling labor followed, and the ministers were ready for the emperor again. By now, he was too feeble to move, and they brought their results to his palace on a large red cushion. It was a single book, entitled “All the Wisdom of the World.” The emperor smiled weakly, and began to thumb through its hundreds of closely written pages. He sighed again. “Too much, too much. Don’t you see that my days on this earth are numbered? Reduce this again.”

The ministers withdrew with their massive book, and for the next 100 days and nights they labored, with barely a pause or a short nap, to do the emperor’s bidding. On the 101st day, they anxiously ascended the palace steps and approached the emperor’s throne, led by the chief minister. In his hands, he carried a small, exquisitely carved jade box. Bowing low, he presented the little chest. With trembling hands, the emperor raised the beautiful jade lid. Inside the box, he found a single square of parchment. Lifting it close to his failing eyes, he discovered that it was inscribed with just five words:
“There Is No Free Lunch.”
The emperor smiled, sank back in his throne, and expired.

November 28, 2007 Posted by | Your brand message | , | Leave a comment