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