Hospital Selling

Emran Malik

Knowing the Hospital
(Type of Hospital & Specialty)

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Government (Teaching / NonTeaching) Semi Government Private Corporate

In Private Hospitals

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Is the chemist independent or belongs to the owner What is the policy of the hospital? Do they indent the medicines or patients purchase themselves? Do they use branded medicines or use cheaper alternatives? Do they substitute the products with cheaper ones Corporate, panel, NGO, charitable, leading Drs & specialties

HOSPITAL WORKING

Hospital Selling is the method
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To profile customers To formulate strategies and tactics To build the influence

Hospital Selling in NOT a one day activity

Know them
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Blockers Influencers Decision makers Lobbying

No body is useless in Hospital working
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Needs careful plan & mapping Specific activity & action plan Best time & place to visit Evening clinic of all concerned

Administration of Hospital

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Identify all key personnel in administration Understand how they operate Identify key decision makers Identify their current status in decision making process Understand process of purchase of products Define key customers potential Understand & communicate what should be done

Administration of Hospital
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MS, Director, CEO, CMO, SMO RMO General, DCMO, DMS, M.O purchase Store in charge, pharmacist, pharmacy director, purchase director, procurement manager

Mode of Purchase
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Tender / non-tender / centralize Quotation consideration Formulary committee Monthly / quarterly / annually / SOS L.P process Budget fix or flexible

Store follow-up
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Bulk store / LP store / pharmacy Own product inventory Competitor product availability / inventory Formulary list & inclusion & extension Rates & consideration Demand from wards Order processing

Hospital Set-Up

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No. of Wards per specialty and capacity No. of ICUs and capacity : Medical , Surgical ICU, CCUs, Nursery etc No. of OTs : and respective OT days No. of Minor OTs & Emergency OTs

Hospital Set-Up

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OPD & Emergency days of every ward No. of patients per day in OPDs No. of Admission in hospital per day No. & Type of Surgeries performed in the hospital Number of nursing / paramedic staff

WARD WORKING
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Select the ward for your product Collect all relevant info. of ward o No. of beds o OPD days o Emergency days, o Ave. No. of admission per OPD o OT days (If Surgical Wards) o Key persons of ward ( Prof. . Assoc. , Asst. , o SR , RMO, PGs)

WARD WORKING

Identify most influential person & built good relations with them Identify the admn. RMO/ RMO responsible for discharge card Identify the most trusted RMO (who can influence Prof.’s decision making) Any Local purchase at ward level / In-charge ?

WARD WORKING

RMO responsible for OPDs / Emergency Identify the most influential paramedic staff ,try to identify the possible help they can provide us. Give respect to the security staff and gate keepers Penetrate in the ward in such a way that every person is acquainted with you With good relationship at all levels reflecting in terms of increased business

OT WORKING
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Select the Ward to run OT project Identify OT days Identify RMO who prepare OT list, visit him . Identify the surgeon and assistants Identify the permanent RMO of OT Identify the Anesthetist Develop relationship with OT Technicians

OT WORKING
One day before Surgery :  Visit concerned ward RMO : Analyze OT list and type of surgeries : Select cases for our product :Take strong commitment from RMO (Provide starter samples)  Visit the RMO (who will be assisting the Surgeon) and brief him about the Product and cases where indicated and take strong commitment  Visit the Surgeon and brief him about the Product and cases where indicated and take strong

OT WORKING
On the Surgery day :  Visit the doctor in the morning outside OT. Remind him !!  After the surgeries, confirm the cases from the ward

Surgical / Medical ICU WORKING

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Collect all the info. Related to ICU : o No. of beds o No. of Ventilators o ICU In charge o Key Admin RMO Medicines provided or bought by the patients Average duration of patient’s stay Develop good contacts with the paramedics Identify most frequently used products and why?

Lab Working
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Identify most important person in Microbiology Lab Identify the Reporting system
o

C/S reported with Generic or Trade Name ?

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Does the Microbiologist has any influence on the consultant? Whether Statistical Data of Sensitivity Pattern maintained? The most Common Nosocomial Pathogen isolated? Do they have Sensitivity Disc for our product? Do they report our product on C/S? Is any pathogen showing resistance to

ER / Casualty Working
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Good relations with casualty doctors Knowing the turn over in casualty department Segmenting our product for certain indications Assuring our product is being preferred in these cases Visiting the casualty in all shifts

OPD Working
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Knowing the OPD days of every ward Key doctors in OPDs Good relations with these doctors and strong commitment for a certain number of prescriptions / OPD Spending time with the OPD doctors in OPD to ensure prescription of our product

Chemist Survey Around the Hospital
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Knowing the OPD days of every ward Key doctors in OPDs Good relations with these doctors and strong commitment for a certain number of prescriptions / OPD Spending time with the OPD doctors in OPD to ensure prescription of our product

Chemist Survey Around the Hospital
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Total number of chemists around the hospital Leading chemists around the hospital Total potential of hospital Our share in the potential of hospital Total monthly purchase from the company

Chemist Survey Around the Hospital
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Is total consumption matching with the purchase? Which chemist is associated with local purchase? Is any chemist attached to a specific ward? Is any chemist substituting our product with cheaper copy product? Identification of prescription from wards

Expert Adviser

Excel in knowledge
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Product knowledge Competition / market knowledge Material knowledge

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Selling skills PR building Man of commitment Tenacity Resilience Use your brain

SUMMARY
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Knowing the hospital in depth Having good relations with key customers Knowing the true potential of every top customer Knowing all the activities competitors are doing in the hospital/wards Is there any pact of any key doctor/ward with any company Strong follow-up is the key to success (with sense of urgency) Will differentiate RPL people from