Drug Rep Chronicle

All about

Professionalism, Performance,

and the

Pursuit of Selling Excellence

Sales data is everywhere; you’reprobably soaking in it right now. Thequestion is always, ‘How do I use it?’

New toolsof the trade

I

n this emerging In-formation Age, doyou feel like you’redrowning in a sea of data?More important, are yoursales and marketing ana-lysts spending most of their time simply generating management track-ing reports, rather than identifying potential salesgrowth opportunities? You're not alone. In the pharmaceuticalindustry, an abundance of business data existsto help marketing

What we say and do often has connection to the needs of our customer.Take this test to determine whether you’re prone to making...

‘The biggestmistake we make’

Dr. Bell’s eyes met Richard’s for the first time in the short detail. “Based on what we've talked about,would you consider using Panacea

*

for your patients who are suffering from a loss of hope?” Dr. Bell shifted his gaze back down the hallway to the waiting room. He could see through the glass of the recep- tionist's window that another rep was waiting to see him amidst a sea of patients. “You know, Robert, I really have to get going,” Dr. Bell said. “No problem—I understand.Should I leave some samples?” Richard responded. “No need,” said Dr. Bell, gestur- ing toward the sample cupboard. Richard turned to see his counterpart Shari loading the cupboard with the new display cases. He turned back just as the white tail of Dr.Bell’s lab coat disappeared into an examining room.

*

Fictional name

Sound familiar?

What was Richard’s biggest mistake?

a)

Being too pushy;

b)

Not enough repetition;

c)

Too much time between visits;

d)

Mismatching what we do or say with what the doctor needs.If you answered “d”, I agree. The biggest mistake we make in ourattempts to influence is mismatching what we do or say with what thedoctor needs. This often results in

too much telling.

We erroneously think we can get results by telling people what to do when they aren’t ready for it. And then we keep doing it. “Since he stillisn’t doing it, I’ll tell him again.” And by doing

What reps need to knowabout

co-existingwith MSLs

by

Zlata Caric,

MD

Lener Medical Consulting Inc.

T

hroughout the last decade thepharma environment has beenconstantly changing. Withincreasing physician expectations,the task of pharmaceutical repre-sentatives has never been morechallenging than it is today. A lot of the debate has cen-tered on physician perception of pharma and the value it brings. Theseperceptions are often tainted with skep-ticism and mistrust toward the industry. Toregain this mutual

FACES/PLACES:

DERMTEK’SMICHEL LAVOIE FOLLOWS A FAMILY TRADITION..............

14AN MD’S PERSPECTIVE

ON RxREDEMPTION SAMPLING ANDCO-PAY ASSIST PROGRAMS

10HOW WE DO IT:

A CSO FINDSOPPORTUNITIES IN FIELDFORCE DOWNSIZING......

12

For Canada’s Professional Healthcare Representatives

No. 2, 2010

Summer Edition

Please turn to

page 8

Please turn to

page 6

Please turn to

page 4

L a u n c h P h a s e 1 - 3 Y e a r s

M a t u r e P h a s e R e v e n u e O p t i m i z a t i o n Y e a r 3 + i n M a r k e t P o s t - P a t e n t

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T i m e ( Y e a r s )

T r a d i t i o n a l P r o g r a m s

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F a s

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Summer Edition

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2010

Published with The Chronicle of Healthcare Marketing,Chronicle MONDAY and Chronicle MIDWEEK

P

UBLISHER

Mitchell Shannon

Published four times annually by the propri-etor,

Chronicle Information Resources Ltd.

,from offices at 555 Burnhamthorpe Rd., Suite306, Tor onto, Ont. M9C 2Y3 Canada. Tele-phone: 416.916.2476; Fax 416.352.6199.E-mail: health@chroni cle.orgContents

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All rightsreserved worldwide.

The Publisher prohibitsreproduction in any form, including print,broadcast, and electronic, without written per-mission. Printed in Canada.Subscriptions: $39.95 per year in Canada,$59.95 per year in all other countries.Combined rate including

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newsletters: $240per year in Canada, $360 per year in allother countries. Single copies: $7.95 per issue(plus 13% HST).Canada Post Canadian Publications Mail SalesProduct Agreement Number 40016917. Pleaseforward all correspondence on circulation mat-ters to: Circulation Manager, The Chronicle of Healthcare Marketing, 555 BurnhamthorpeRd., Suite 306, Toronto, Ont. M9C 2Y3Canada. E-mail: circulation@chronicle.ca

Drug Rep Chronicle

3

ISSN 1920-8111

D

RUG

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HRONICLE

welcomes contributions from readers. In particular, we’re interested in hearing aboutyour personal experiences in the field, and you are especially welcome to keep us informed about your team’snew developments, new appointments, and new practices.If you’re submitting an article, opinion piece, press release, or letter to the editor for consideration, pleasebear in mind that we select material for publication from a large volume of submitted material, and that we may not be able to publish your submission in a specific issue (or at all) due to space constraints and other considera-tions.Our policies are: All material submitted to T

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becomes the property of ChronicleInformation Resources Ltd., and is subject to the company’s usual editorial procedures; We will not consider forpublication any material that has been simultaneously sent to other publications; Only original material or infor-mation will be considered; Payment at our established freelance rates will be offered upon publication for featurearticles and for the following departments:

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Opinion pieces of approximately 500 to 700 words, offering original commentary on issues facing the healthcare industry.

Please refer inquiries to: Editor, Drug Rep Chronicle, 555 Burnhamthorpe Rd., Suite 306, Toronto,Ont. M9C 2Y3Canada. Fax 416.352.6199, E-mail: health@chronicle.org

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DITORIAL

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IRECTOR

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SSISTANT

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DITORS

Lynn BradshawJoshua Long

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ARKETING

Henry Roberts

P

RODUCTION

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IRCULATION

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OMPTROLLER

Rose ArcieroSign up to receive the free digitaledition of Drug Rep Chronicle,in your e-mail inbox athttp://www.drugrep.tkFollow us on Twitter athttp://www.twitter.com/DrugRepChron

New tools of the trade

......................................................

1,6

We’re awash in data, but the challenge for managers and reps is finding a way to avoiddrowning.

Danny Dean

looks at current approaches

What reps need to knowabout co-existing with MSLs

..........................................

1,4

Dr. Zlata Caric

on the roles of MSLs and KOLs

‘The biggest mistake we make’