Pharmaceutical Promotion Training Presented by : Dilan Salam NATIONAL INSTITUTE OF TECHNOLOGY Promotion 2 Promotion 2 ACE MODEL 1. Pre Visit Preparation 2. Articulate the Objective 3. Be Curious 4. Communicate the Benefits 5. Describe a commitment 6. Post Visit Evaluation 1. PRE VISIT PREPARATION • Set an objective • Identify clear growth opportunity • Ask the customer for commitment • Identify the adoption style and the way to move the HCP to another level • Link to previous call 2. ARTICULATE THE OBJECTIVE • Start with an impactful opening • Set the objective • Focus on patient benefit and patient centricity • Connect to the customer and link to the patient • Build a trust • Be positive and engaging 3. BE CURIOUS • Focus attention ( Good listening , proactive listening , questioning ,Observation) • Use 4 MAT Arrow ( why, what , how, what if) • Identify the need and the priority of the HCP • Use the iPad to guide questions and conversation • Verify if everything is clear 4. COMMUNICATE THE BENEFITS • Make sure of the 7 engagement skills ( Mindset, buyer profile, engagement time, support, body language, rapport, world power) • Identify the need and handling objection • Identify the benefits • Position our product 5. DESCRIBE A COMMITMENT • Identify WHO will benefit from our product • Repeat our product benefits • Make sure that the HCP will change his attitude and behaviour • Have assertive, realistic and clear commitment with timeline • Use close questions 6. POST CALL EVALUATION • Identify what was good and what needs to be improved • Ask yourself if your forgot anything • Rate your objectives • Answer self coaching questions: − I was fully prepared ? − I did a pre call preparation ? − I focused on the patient ? − I asked right questions ? − I communicated the benefits of my product ? − I connected with the customer ? − I identified my customer style ? − I described a commitment ? − I achieved my purpose ? ADAPT YOUR CALL ACCORDING TO BUYER PROFILING Strategy Important Indirect Direct People Important DRIVER 1. Pre Visit Preparation: • Set a clear and direct objective • Be prepared for any obstacle • Link the commitment to the patient profile • Select slides before the call (not more than 2) • Prepare any new data, message or campaign to take advise from him 2. Articulate a Purpose: • Prepare an interesting opening • Show him accurate data and be straight to the point 3. Be Curious: • Good listening • Agree with him on points, if not challenge him in a soft way 4. Communicate the Benefits: • Use SMART questions about his experience with the product and our patients. 5. Describe a Commitment: • Take a commitment based on his experience 6. Post Call Evaluation: • Fill the self-assessment sheet RATIONALIST 3. Be Curious: 1. Pre Visit Preparation: • Set a clear and direct objective based on previous call • Set a goal to move the HCP to another level • Be very well prepared (details oriented) • Take commitment on the data 2. Articulate a Purpose: • • Listen proactively and observe • Use the IPad • Ask him about his opinion regarding the data and emphasize on it in the next visit 4. Communicate the Benefits: • Link the benefits of the product to his interest • Make sure that all objections are handled Start the call with a SMART opening on new data • Focus on detailing the data • Use a challenging approach • Give him time to analyse the data 5. Describe a commitment: • Take a long term specific commitment 6. Post Call Evaluation: • Fill the self-assessment sheet CONNECTOR 3. Be Curious: 1. Pre Visit Preparation: • Set an objective patient oriented • Good Listening • Keep in mind that there is a big opportunity to grow with him and move him to a loyal or advocate customer • Identify the patient needs • Ask open questions • Ask about the positioning of our product Vs competitor product • Be very assertive with him since the competitor can also affect him • Link the commitment on previous call and on the patient 2. Articulate a Purpose: • Place the patient at the heart of the call • Be positive, engaging and enthusiastic • Use body language skills (eye contact, open gesture) 4. Communicate the Benefits: • Link everything to the patient • Make sure if we satisfied his objection 5. Describe a commitment: • Take a short and long term commitment 6. Post Call Evaluation: • Fill the self-assessment sheet HIGH ENERGIZER 1. Pre Visit Preparation: • • Increase our share of prescription and move him to a loyal or advocate customer Take easily any commitment 2. Articulate a Purpose: • Ask him about key message of the competitor • Build trusted relationship • Start the call with a friendly opening 3. Curious: • Good Listening without any interruption • Ask about competitor information • Summarize our product benefits • Make sure that everything is clear and that he agrees with us 4. Communicate the Benefits: • Differentiate our product Vs competitor product 5. Describe a commitment: • Take a competitive commitment with time line • Use close questions 6. Post Call Evaluation: • Fill the self-assessment sheet THANK YOU