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Add You - Prescription for Success: The Role of the Pharmacy Call in Pharmaceutical Sales
Given the large number of printing companies that compete for printing jobs, having your printing jobs done can be very cheap. Most companies print your brochures for as low as one dollar per brochure or even less. Given this, you can be assured that you will be able to get a great value for your money.However, you should not only look at the printing costs when you have brochures printed because there are added costs that you may not be able to anticipate. One of these added costs is getting a graphic designer to design your brochure, and in the same way that you look for the best price from your printers, you should also look for a graphic designer that can give you the greatest value.Looking for a graphic designerYou should first ask your graphic designer is about his or her experience because getting a person with the right professional experience will save you both money and time. It is also a good idea to see his or her portfolio so that you will have an idea of kind of work that he or she does and whether a particular graphic designer is the right pe
Consensus of independent pharmacists is that reps will be more successful if they DO:
• Provide NDC #’s.
• Understand that pharmacy customers are the first priority. Be patient.
• Educate the pharmacist about potential side effects.
• Ask for the opportunity to schedule an educational lunch presentation.
• Treat independent pharmacists as well as they treat chain pharmacists.
“I’ve worked in both settings, and I’ve seen a lot of drug reps overlook independent pharmacies”, says Alan, a pharmacist in Wisconsin. “Maybe they think that because we’re small we’re not “real” pharmacists. But we have the same educational background, and we have the same interactions with doctors and patients as any other licensed pharmacist.”
DON’T:
• Ask for confidential information.
• Ask a pharmacist to stock your product without a prescription.
• “Sell” the pharmacist.
Hospital pharmacists’ recomm
What is the call to action? Before I explain that I want you to open the nearest phone book or newspaper and look at some of the advertisements in them. You’ll notice that they pretty much look the same. At the top there will be the title of the business, possibly with a brief tagline about the business. Next you will likely some type of fancy looking graphic and some bold print. Finally towards the bottom there will likely be the hours of operation, phone number, address, etc. That’s it.This type of “traditional” or “institutional” ads can be easily improved by simply adding what we in the direct response marketing world refer to as call to action. The call to action is essentially some sales copy whose purpose is to tell your prospect what you want them to do. It’s that easy. By adding this simple change to your advertisements you change them from vague image-building statements to specific directions that tell your prospect what to do.For example, you might tell them to call and leave information, to visit your store at a certain time, or to ask for a f
When you consider that pharmacists talk to the same physicians that you talk to, about treating the same patients that you talk about treating, it’s obvious that pharmacists play a vital role in your success.
Why wait any longer to establish or improve your relationships with pharmacists in your territory?
A licensed pharmacist is a pharmaceutical specialist. Although physicians are experts in disease diagnosis and treatment, pharmacists are experts in pharmaceutical disease management.
Many physicians rely on pharmacists to train patients to use metered-dose inhalers, blood pressure monitors and injectable medications. Physicians also assume that pharmacists will monitor potential drug-drug interactions and recommend appropriate drug substitutions.
A pharmacist is a patient care provider. He or she is a link between patients and medical professionals, and can triage routine illnesses like a cough, cold or the flu. Patients count on their pharmacist to tell them how to take their medications, what outcome to expect, and how to react if something goes wrong.
A pharmacist is a pharmaceutical sales partner. Pharmacy support is crucial for successful pull-through programs, patient education, and supplemental physician contact. A pharmacist may be able to provide information about managed care formularies and drug pricing, as well as alert you to patient questions or concerns.
Pharmacy calls are sales presentations
Successful pharmaceutical sales reps prepare and execute pharmacy calls with the same care as they approach physician calls.
Conduct basic pre-call planning to identify your goal for the call. Do you need authorization to display prescription vouchers or coupons? Do you want to inform the pharmacy staff about a new drug launch? It should only take a few minutes to mentally outline what you hope to accomplish, but those few minutes make a difference.
Begin each call with an introduction and a statement of purpose. Most people recognize you before they remember your name, so until you have developed a relationship, put the pharmacist at ease by re-introducing yourself on each call.
Get right to the point of your visit. A clear statement of purpose will help the pharmacist assess how much time they need to spend with you, and whether or not they can afford that time right now. “May I have two minutes of your time to tell you about a new indication for Hoozlefritz extended release tabs?” is more helpful to a pharmacist than, “Hi! I’m the new Hoozlefritz rep.”
Deliver your information succinctly and factually. Pharmacists do not prescribe medications and do not want to be “sold” on the merits of your product. They do, however, want to know the indication, dosing, mechanism of action (MOA), pharmacokinetic and pharmacodynamic (PK/PD) profile, and occurrence of side effects. This is vital information for their consultations with physicians and patients.
Close your call by asking, “What can I do to be a resource for you and your customers?
Here are specific suggestions from pharmacists in three different settings that you are likely to encounter in your territory: retail chain, independent and hospital pharmacies.
Retail chain pharmacists’ recommendations:
Develop partnerships with pharmacists. Paul, a New York state-licensed pharmacist, points out that he and physicians and pharmaceutical reps all have the same goal: to provide excellent patient care. “We are all interdependent. The cycle starts with the drug companies and links to the physicians and the pharmacists, who link directly with the patients. We’re all in the patient care business.”
Suzanne, a licensed pharmacist in Tennessee, agrees. “My customers are the drug rep’s end customers. For both of us, “success” means making our customers healthier.”
Chain pharmacists across the country agree that pharmaceutical reps can be more effective if they DO:
• Provide the pharmacist with objective clinical information.
• Invite pharmacists to educational programs with physicians, or sponsor separate programs for their local pharmacy organization.
• Follow through on what they say they are going to do.
• Respect the pharmacist’s time.
• Offer your business card every time. Make it easy for pharmacy staff to contact you.
• Inform pharmacists of any prescription voucher, rebate or coupon programs ahead of time. This gives pharmacy staff time to learn the quirks of the program so that they can facilitate patient uptake.
Paul says, “One of the drug reps in the area launched a prior auth product in a crowded therapeutic class. I stocked her vouchers at each of my stores, and she informed her target physicians of this. Physicians appreciated the simplicity, patients were happy about getting a free trial, I benefited from the increase in customer traffic, and this rep led the country in sales.”
DON’T:
• Make pharmacy sales calls on Mondays or early in the morning.
• Ask a pharmacist to stock your product “to be ready for the first prescription”.
• Ask a pharmacist for confidential information, such as, “Which doctors are writing my product?”
Independent pharmacists’ recommendations:
Masood runs a small chain of independent pharmacies in southern California. To him, respect is the most important element of a sales call. “Some reps think that because I am not a big name chain that I am not as important, or maybe they do not need to be polite with me. But that is not the way to think of it. I am very busy here, with many customers every day. The smart reps know that I am a big business for them in this city.”
Consensus of independent pharmacists is that reps will be more successful if they DO:
• Provide NDC #’s.
• Understand that pharmacy customers are the first priority. Be patient.
• Educate the pharmacist about potential side effects.
• Ask for the opportunity to schedule an educational lunch presentation.
• Treat independent pharmacists as well as they treat chain pharmacists.
“I’ve worked in both settings, and I’ve seen a lot of drug reps overlook independent pharmacies”, says Alan, a pharmacist in Wisconsin. “Maybe they think that because we’re small we’re not “real” pharmacists. But we have the same educational background, and we have the same interactions with doctors and patients as any other licensed pharmacist.”
DON’T:
• Ask for confidential information.
• Ask a pharmacist to stock your product without a prescription.
• “Sell” the pharmacist.
Hospital pharmacists’ recomme
Fear and Greed. The stock-in-trade of sales. Appeal to them, and your success is assured. But isn’t there more to life than those two emotions?Yes, there is. And your marketing would do well to expand its emotional horizons! Let’s take a look at a few of the other response-generating feelings:Curiosity: “What never… ever to eat on an airplane!” That headline is from the super-successful sales letter for Bottom Line newsletter subscriptions. You read the message to find the answer to the question – which, by the way, is only answered if you subscribe.Vanity: Everyone wants to look good. Can your product or service make them more beautiful? But don’t stop there – vanity can sell more than just diet and beauty products. Verbal Advantage uses vanity (people will think you’re more intelligent) to sell vocabulary tapes. Will your product or service make your prospect look more successful? (Sometimes a higher cost can be a benefit.) How about the appeal of being “cool” or “hip”?Insecurity: The flip side of vanity. Insecurity is so powerful, so prevalent, th
Pharmacy calls are sales presentations
Successful pharmaceutical sales reps prepare and execute pharmacy calls with the same care as they approach physician calls.
Conduct basic pre-call planning to identify your goal for the call. Do you need authorization to display prescription vouchers or coupons? Do you want to inform the pharmacy staff about a new drug launch? It should only take a few minutes to mentally outline what you hope to accomplish, but those few minutes make a difference.
Begin each call with an introduction and a statement of purpose. Most people recognize you before they remember your name, so until you have developed a relationship, put the pharmacist at ease by re-introducing yourself on each call.
Get right to the point of your visit. A clear statement of purpose will help the pharmacist assess how much time they need to spend with you, and whether or not they can afford that time right now. “May I have two minutes of your time to tell you about a new indication for Hoozlefritz extended release tabs?” is more helpful to a pharmacist than, “Hi! I’m the new Hoozlefritz rep.”
Deliver your information succinctly and factually. Pharmacists do not prescribe medications and do not want to be “sold” on the merits of your product. They do, however, want to know the indication, dosing, mechanism of action (MOA), pharmacokinetic and pharmacodynamic (PK/PD) profile, and occurrence of side effects. This is vital information for their consultations with physicians and patients.
Close your call by asking, “What can I do to be a resource for you and your customers?
Here are specific suggestions from pharmacists in three different settings that you are likely to encounter in your territory: retail chain, independent and hospital pharmacies.
Retail chain pharmacists’ recommendations:
Develop partnerships with pharmacists. Paul, a New York state-licensed pharmacist, points out that he and physicians and pharmaceutical reps all have the same goal: to provide excellent patient care. “We are all interdependent. The cycle starts with the drug companies and links to the physicians and the pharmacists, who link directly with the patients. We’re all in the patient care business.”
Suzanne, a licensed pharmacist in Tennessee, agrees. “My customers are the drug rep’s end customers. For both of us, “success” means making our customers healthier.”
Chain pharmacists across the country agree that pharmaceutical reps can be more effective if they DO:
• Provide the pharmacist with objective clinical information.
• Invite pharmacists to educational programs with physicians, or sponsor separate programs for their local pharmacy organization.
• Follow through on what they say they are going to do.
• Respect the pharmacist’s time.
• Offer your business card every time. Make it easy for pharmacy staff to contact you.
• Inform pharmacists of any prescription voucher, rebate or coupon programs ahead of time. This gives pharmacy staff time to learn the quirks of the program so that they can facilitate patient uptake.
Paul says, “One of the drug reps in the area launched a prior auth product in a crowded therapeutic class. I stocked her vouchers at each of my stores, and she informed her target physicians of this. Physicians appreciated the simplicity, patients were happy about getting a free trial, I benefited from the increase in customer traffic, and this rep led the country in sales.”
DON’T:
• Make pharmacy sales calls on Mondays or early in the morning.
• Ask a pharmacist to stock your product “to be ready for the first prescription”.
• Ask a pharmacist for confidential information, such as, “Which doctors are writing my product?”
Independent pharmacists’ recommendations:
Masood runs a small chain of independent pharmacies in southern California. To him, respect is the most important element of a sales call. “Some reps think that because I am not a big name chain that I am not as important, or maybe they do not need to be polite with me. But that is not the way to think of it. I am very busy here, with many customers every day. The smart reps know that I am a big business for them in this city.”
Consensus of independent pharmacists is that reps will be more successful if they DO:
• Provide NDC #’s.
• Understand that pharmacy customers are the first priority. Be patient.
• Educate the pharmacist about potential side effects.
• Ask for the opportunity to schedule an educational lunch presentation.
• Treat independent pharmacists as well as they treat chain pharmacists.
“I’ve worked in both settings, and I’ve seen a lot of drug reps overlook independent pharmacies”, says Alan, a pharmacist in Wisconsin. “Maybe they think that because we’re small we’re not “real” pharmacists. But we have the same educational background, and we have the same interactions with doctors and patients as any other licensed pharmacist.”
DON’T:
• Ask for confidential information.
• Ask a pharmacist to stock your product without a prescription.
• “Sell” the pharmacist.
Hospital pharmacists’ recomm
Las Vegas core industry is, as you might expect, the hotels and casinos. Though many people believe that these Las Vegas jobs are plentiful, they are actually quite competitive. Still, a person new to Las Vegas can do some things to assist in finding those Las Vegas jobs in the hotel and casino industry.If you are a newcomer to the Las Vegas area an looking for Las Vegas jobs in the hotel/casino industry, you should probably try to start with off-strip casinos to gain experience and break into the industry. On the whole, strip-based casino owners will not give novice hotel/casino workers a chance, so looking for off-strip Las Vegas jobs can help you gain the experience and exposure you need to get a job on the more lucrative strip. Not only will these off-strip Las Vegas jobs give you experience, but they also allow you to get to know more “regulars” in Vegas. Many locals’ casinos draw regular clientele, while the strip hotels tend to draw tourists.Again, if you are looking for Las Vegas jobs on the famous strip, you will need significant experience. However
Deliver your information succinctly and factually. Pharmacists do not prescribe medications and do not want to be “sold” on the merits of your product. They do, however, want to know the indication, dosing, mechanism of action (MOA), pharmacokinetic and pharmacodynamic (PK/PD) profile, and occurrence of side effects. This is vital information for their consultations with physicians and patients.
Close your call by asking, “What can I do to be a resource for you and your customers?
Here are specific suggestions from pharmacists in three different settings that you are likely to encounter in your territory: retail chain, independent and hospital pharmacies.
Retail chain pharmacists’ recommendations:
Develop partnerships with pharmacists. Paul, a New York state-licensed pharmacist, points out that he and physicians and pharmaceutical reps all have the same goal: to provide excellent patient care. “We are all interdependent. The cycle starts with the drug companies and links to the physicians and the pharmacists, who link directly with the patients. We’re all in the patient care business.”
Suzanne, a licensed pharmacist in Tennessee, agrees. “My customers are the drug rep’s end customers. For both of us, “success” means making our customers healthier.”
Chain pharmacists across the country agree that pharmaceutical reps can be more effective if they DO:
• Provide the pharmacist with objective clinical information.
• Invite pharmacists to educational programs with physicians, or sponsor separate programs for their local pharmacy organization.
• Follow through on what they say they are going to do.
• Respect the pharmacist’s time.
• Offer your business card every time. Make it easy for pharmacy staff to contact you.
• Inform pharmacists of any prescription voucher, rebate or coupon programs ahead of time. This gives pharmacy staff time to learn the quirks of the program so that they can facilitate patient uptake.
Paul says, “One of the drug reps in the area launched a prior auth product in a crowded therapeutic class. I stocked her vouchers at each of my stores, and she informed her target physicians of this. Physicians appreciated the simplicity, patients were happy about getting a free trial, I benefited from the increase in customer traffic, and this rep led the country in sales.”
DON’T:
• Make pharmacy sales calls on Mondays or early in the morning.
• Ask a pharmacist to stock your product “to be ready for the first prescription”.
• Ask a pharmacist for confidential information, such as, “Which doctors are writing my product?”
Independent pharmacists’ recommendations:
Masood runs a small chain of independent pharmacies in southern California. To him, respect is the most important element of a sales call. “Some reps think that because I am not a big name chain that I am not as important, or maybe they do not need to be polite with me. But that is not the way to think of it. I am very busy here, with many customers every day. The smart reps know that I am a big business for them in this city.”
Consensus of independent pharmacists is that reps will be more successful if they DO:
• Provide NDC #’s.
• Understand that pharmacy customers are the first priority. Be patient.
• Educate the pharmacist about potential side effects.
• Ask for the opportunity to schedule an educational lunch presentation.
• Treat independent pharmacists as well as they treat chain pharmacists.
“I’ve worked in both settings, and I’ve seen a lot of drug reps overlook independent pharmacies”, says Alan, a pharmacist in Wisconsin. “Maybe they think that because we’re small we’re not “real” pharmacists. But we have the same educational background, and we have the same interactions with doctors and patients as any other licensed pharmacist.”
DON’T:
• Ask for confidential information.
• Ask a pharmacist to stock your product without a prescription.
• “Sell” the pharmacist.
Hospital pharmacists’ recomm
Don't allow your business growth to go unchecked. Fast unmonitored growth can be just as dangerous as no growth. Pay attention to signs that indicate you may be growing too fast, and take all necessary steps to control that area.1. Computers, desks and chairs become hard to find. You outgrow your office gear and employees find it hard to work with the space shortage and furniture scarcity.2. You take on orders much larger than you should take or handle. Don't turn orders down, but don't sacrifice service and quality either. Make sure you can deliver on your promises.3. You don't know most of the faces of your staff. Once you become unaware of the people working for you, things become impersonal and you will have lost contact with your business most valuable asset - your staff. Good staff is worth gold. Keep close to them or they will go elsewhere.4. Employee morale is low, turnover increases, productivity drops. These signs show that the business and its management are growing to a level where staff are not being looked after or listened to. Watch yo
• Provide the pharmacist with objective clinical information.
• Invite pharmacists to educational programs with physicians, or sponsor separate programs for their local pharmacy organization.
• Follow through on what they say they are going to do. • Respect the pharmacist’s time.
• Offer your business card every time. Make it easy for pharmacy staff to contact you.
• Inform pharmacists of any prescription voucher, rebate or coupon programs ahead of time. This gives pharmacy staff time to learn the quirks of the program so that they can facilitate patient uptake.
Paul says, “One of the drug reps in the area launched a prior auth product in a crowded therapeutic class. I stocked her vouchers at each of my stores, and she informed her target physicians of this. Physicians appreciated the simplicity, patients were happy about getting a free trial, I benefited from the increase in customer traffic, and this rep led the country in sales.”
DON’T:
• Make pharmacy sales calls on Mondays or early in the morning.
• Ask a pharmacist to stock your product “to be ready for the first prescription”.
• Ask a pharmacist for confidential information, such as, “Which doctors are writing my product?”
Independent pharmacists’ recommendations:
Masood runs a small chain of independent pharmacies in southern California. To him, respect is the most important element of a sales call. “Some reps think that because I am not a big name chain that I am not as important, or maybe they do not need to be polite with me. But that is not the way to think of it. I am very busy here, with many customers every day. The smart reps know that I am a big business for them in this city.”
Consensus of independent pharmacists is that reps will be more successful if they DO:
• Provide NDC #’s.
• Understand that pharmacy customers are the first priority. Be patient.
• Educate the pharmacist about potential side effects.
• Ask for the opportunity to schedule an educational lunch presentation.
• Treat independent pharmacists as well as they treat chain pharmacists.
“I’ve worked in both settings, and I’ve seen a lot of drug reps overlook independent pharmacies”, says Alan, a pharmacist in Wisconsin. “Maybe they think that because we’re small we’re not “real” pharmacists. But we have the same educational background, and we have the same interactions with doctors and patients as any other licensed pharmacist.”
DON’T:
• Ask for confidential information.
• Ask a pharmacist to stock your product without a prescription.
• “Sell” the pharmacist.
Hospital pharmacists’ recomm
It’s about time someone spoke the truth concerning outsourcing. The politicians sure won’t. They prefer to do finger-pointing saying it is “his fault”. It is those greedy manufacturers who want to make bigger profits by having cheap labor in Asia perform your task for less money.Did anyone ever tell you that if it wasn’t for outsourcing you might not have a job? Did anyone ever tell you that the underwear, shoes, jewelry and hundreds of other items you own would cost much more if it wasn’t for outsourcing? Probably not.Sure, many tasks are being sent overseas. Why? Just because it is cheaper? No, because the manufacturer that item had to do it in order to be able to compete with other companies making a similar product. If your company or any company cannot remain in business then they will cease to exist and you will be out of a job. As a former manufacturer I will tell you it is dog-eat-dog out there and every company is doing its best to maintain sales and profits. The company did not go into business to make products and give you a job
Consensus of independent pharmacists is that reps will be more successful if they DO:
• Provide NDC #’s.
• Understand that pharmacy customers are the first priority. Be patient.
• Educate the pharmacist about potential side effects.
• Ask for the opportunity to schedule an educational lunch presentation.
• Treat independent pharmacists as well as they treat chain pharmacists.
“I’ve worked in both settings, and I’ve seen a lot of drug reps overlook independent pharmacies”, says Alan, a pharmacist in Wisconsin. “Maybe they think that because we’re small we’re not “real” pharmacists. But we have the same educational background, and we have the same interactions with doctors and patients as any other licensed pharmacist.”
DON’T:
• Ask for confidential information.
• Ask a pharmacist to stock your product without a prescription.
• “Sell” the pharmacist.
Hospital pharmacists’ recommendations:
A hospital pharmacy may serve only inpatients, only outpatients, or a blend of the two. Inpatient pharmacies are usually restricted to stocking products that are on the hospital formulary. Hospital-based outpatient pharmacies operate like any other retail pharmacies. They are not usually restricted to the hospital formulary.
Tim is a hospital pharmacist in Maine who welcomes drug reps. “Reps are a great source of information for me. I know that if I tell a rep that a patient had an unusual reaction to their drug, the rep is going to pass that on to their company to investigate. Drug companies are highly motivated to check it out and follow up, which helps me serve my customers better.”
Recommendations for pharmaceutical reps when calling on hospital pharmacies. DO:
• Ask about scheduling an educational lunch presentation.
• Ask for information about the formulary process; offer yourself as a resource for information.
• Ask about the schedule for the hospital P&T committee.
• Know your drug. Be prepared to clarify and support any information that is included in your product PI.
DON’T:
• Ask for a list of physicians who are on the P&T committee.
• Pressure the pharmacist to stock product without a prescription.
• Make a sales call without a clear reason for the call.
Which brings us back to the bottom line: Pharmacy calls are sales presentations. And just like prescriber calls, pharmacy calls are powerful tools to improve patient care and drive your business.
If you make the effort to develop productive relationships, you will find that every pharmacist in your territory is an extra person on your sales team!
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