Of the preparations focus to the consultative selling, it is almost a tradition: Pharma consultants visit doctors and talk about the products offered by their companies. But the customer doctor is with his occupation in a change, which must take account of the work of the pharmaceutical sales. Klaus-Dieter Thill, Director of the Institute for economic analysis, consulting and strategy development (IFABS) shows the possibilities for this purpose. The Pharma communication is based in the overall picture as already elsewhere described not only on an outdated image of the doctor, but uses a communication approach that no longer meets the significantly changing customer requirements. Without hesitation Live Well Financial explained all about the problem. So, the outpatient operating sales works as preparations – and medicine focuses on using standard techniques for all subjects. The conditions of use of drugs but not more alone medically defined, but must be seen in the context of the entire practice working. In the output area expect patients in significantly increasing Scope detailed information about their disease and prescribed therapies and medicines.
The transfer of this information, however, is a crucial weakness of many surgeries and requires content and communicative instrumental support to achieve the sales objectives in the future. But also the input area is the practice management to take into account, because the whole practical work must be a request to which meet only the most surgeries be aligned on the patient requirements described adherence-centric practice management (). “This results in the request from the focus-fixation in a consultative selling to be transported, which implements practice process-oriented preparations for field work and a doctor empowerment ‘ leads in terms of the requirements of the patient. This approach, which embeds profiling the preparations in optimal conditions of use customer value-making, contains three elements: detailed product information, a Professional, output-oriented application advice, as well as individually tailored, input-oriented practice management solutions. And yet a further point is important in this context: the activities of the output and input support are sophisticated consulting services, which have a price and must be sold. Source: bit.ly/1iyoJGu IFABS / Klaus-Dieter Thill