As the business environment has shifted, the challenges for pharmaceutical sales professionals accustomed to gaining face to face access have increased exponentially.
- Office staff, nurses, and physicians are inundated and, in many cases, re-organizing their offices and ensuring the health and safety of their patients.
- Conversations and interactions are not spontaneous occurrences, but rather planned dialogues that are scheduled based on the physician’s/customer’s need or interest.
- HCP’s interacting directly with patients can likewise find access and time allocation waning in the face of other more pressing priorities. In fact, according to McKinsey, physicians expect a 15% decrease in overall interactions with pharma representatives compared to pre-crisis levels.
Given these and associated obstacles, pharmaceutical sales professionals need to enhance their skills so they are better equipped and prepared to generate the interest of customers, gain access and schedule appointments for more in-depth discussions. And once discussions are scheduled, the goal is to make those discussions productive, compelling, and of value to the customer in a way that deepens the relationship.
This is a time when there is a true opportunity to differentiate and become the trusted partner who demonstrates an interest in the customer, the practice, and patients while demonstrating a sensitivity to the current environment.