I am into Pharma marketing for last 15+ years, so I want to highlight the keyfeatures to be a succesful medical representative . Kindly spare few minutes to read the blog.
Marketing is a very challenging job, where one needs to keep himself in touch with highly motivated people. As per the statistics, to convert one single customer, the marketing person has to knock on many doors before the final door opens.
The most challenging segment of marketing is the job of pharma marketing because here your customer is a patient. Still, one has to reach his customer via a very much elite & knowledgeable community of our society i.e. Doctors. This makes Pharma’s marketing indirect marketing. Moreover, one needs to convert and communicate with his customer, who is very much informative and vigilant of the profession. This makes the job of a medical representative a very tough job. But there are a few methods, by using which one can be a good medical representative. Being a good medical representative requires a combination of knowledge, skills, and personal qualities. Here are some tips to help you become a good medical representative:
- Develop product knowledge: Take the time to thoroughly understand the products you represent, including their features, benefits, indications, and potential side effects. Stay updated on the latest research and developments in the field. Just remember one thing that your customer is an intelligent person and he will test a total of your personality like knowledge, communication, etc. A doctor will test you on these features before prescribing your brands.
2. Understand the market and competition: Familiarize yourself with the healthcare market, including your target audience, competitors, and market trends. This knowledge will help you tailor your approach and effectively communicate the value of your products. One must highlight the FAB(Features, Advantages & Benefits) of his/her brand to the HCP, just to give an insight into own brand. You will basically be giving way to your customer to prescribe your brand.
3. Build strong relationships: Establishing and nurturing relationships with healthcare professionals (HCPs) is crucial. Be professional, trustworthy, and reliable. Listen actively to their needs, address their concerns, and provide valuable insights. Any customer or human being always needs special attention. The same is the case here. HCPs want to be treated in a better way. So just understand their behavior before reaching out to them.
4. Effective communication skills: Develop excellent communication skills, both verbal and written. Clearly articulate the features and benefits of your products, using language that resonates with HCPs. Adapt your communication style to different individuals and situations. One has to understand that the HCP must understand your voice and tone of yours to understand you better.
5. Continuous learning: Stay updated on medical advancements, industry regulations, and changing market dynamics. Attend conferences, workshops, and training programs to enhance your knowledge and skills. This ongoing learning will enable you to provide accurate and up-to-date information to HCPs. This is the most important part of any field to update yourself. Suppose you are going to any of your HCP and he started to discuss with you any hot topic e.g. Karnataka Elections & you don’t know anything about it? This means you have missed the chance to communicate with him and also, gave him the clue that you are not up-to-date. To get the latest & complete information, I recommend this youtube channel https://www.youtube.com/@NitishRajput . Just Subscribe and watch regular and updated information.
6. Time management and organization: Medical representatives often have demanding schedules. Develop strong organizational and time management skills to prioritize your tasks, manage appointments, and follow up effectively. Be punctual and responsive to HCPs’ needs. just remember that time of your customer is very crucial and you have to manage all the things, not the HCP. Always carry one planner or diary to plan your day. After reaching your home, do check your day and plan the next working day from it.
7. Ethical conduct: Maintain high ethical standards and adhere to regulatory guidelines. Ensure that your promotional activities and interactions with HCPs are compliant and transparent. Build trust by acting with integrity and honesty. Remember trust is the base of any relationship, the same is the case with medical representatives & HCP relations, maintain the trust.
8. Problem-solving and adaptability: Medical representatives face various challenges, such as handling objections or navigating changes in the healthcare landscape. Develop strong problem-solving skills and be adaptable to different situations. Find creative solutions to meet the needs of HCPs and overcome obstacles. There are a lot of companies and hard competition in the market, so to be successful, you need to be doing something different. Situation handling is a very difficult task that everyone must learn before going to any HCP chamber.
9. Collaborate with internal teams: Work closely with your colleagues in marketing, sales, and medical affairs. Collaborate effectively to align strategies, share insights, and leverage resources. Building strong internal relationships contributes to your overall success. Your society will take you to any position in your career.
10. Self-motivation and resilience: Being a medical representative can be demanding, with potential rejections and setbacks. Stay motivated, resilient, and persistent. Learn from failures and continuously seek opportunities for growth. Read more books, and listen to podcasts to keep yourself motivated. One such book to improve your overall personality is given here. https://www.amazon.in/How-Win-Friends-Influence-People/dp/8129140179/ref=sr_1_1_sspa?keywords=how+to+win+friends+and+influence+people+in+hindi&qid=1684643707&sprefix=how+to+win+friends%2Caps%2C295&sr=8-1-spons&sp_csd=d2lkZ2V0TmFtZT1zcF9hdGY&psc=1
Remember, being a good medical representative is a continuous learning and improvement process. Embrace feedback, be open to new ideas, and strive for excellence in your role.