Medical sales skills needed for success in the new healthcare environment
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As the healthcare industry has shifted, so must the sales process. Investigate where medical device sales has been and where it is going.
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Medical sales skills needed for success in the new healthcare environment
- 1. SELLING SKILLS FOR TODAY’S HEALTHCARE ENVIRONMENT
- 2. Why is Today Different from Yesterday?
- 3. Previous medical access • Physicians had private practices • ‘Relationship Sell’ was prominent – Paid Trips/Activities- educational or leisure – Provided financial support to physician- supplies, speaking, training – Buddy system
- 4. Previous medical access (con’t) • Physicians determined what hospitals would contract to use • Only product or feature in the marketplace • Emphasis in clinical expertise and product knowledge
- 5. How healthcare environment is changing • Now more M&A and fewer hospital systems • Growing # hospital SUPERsystems, fewer independent hospitals • 3 out of 4 docs with be hospital employees by 2014 • Initial sales from corporate offices • Moved to GPO IDN Integrated Delivery Networks contracting
- 6. How healthcare environment is changing (con’t) • Valued physician relationships controlled device utilization • More bureaucratic • Hospitals are now production enterprises- producing patient care/outcomes – Differentiate themselves with improved outcomes – Profits • With increased hospital employed physicians, Sales are shifting to hospital enterprise to engage more competent clinical or technical colleagues while providing a baseline level of clinical credibility
- 7. Today’s Market Drivers Physician shortages More Patients ACA Hospital Evaluations
- 8. New Medical Sales Rep Evolves More challenging than ever
- 9. Today’s challenges • • • • Limited Interactions Permitted Physician Access Hospital Access Dilution of many product segments – Sales reps – Devices • Hospital finance departments – No product knowledge – Bottom-line searching • Every Hospital System is organized differently
- 10. New Medical Sales Rep Evolves • More challenging than ever • “One Size Fits All” Clinical Model is no more
- 11. One Size Does Not Fit All • Identify who your customer is • Segment Customers • Redesign and tailor your sales model
- 12. New Medical Sales Rep Evolves • More challenging than ever • One Size Fits All Clinical Model is no more • Identify your customer – hospital finance, hospital reimbursement, payor contracting, supply chain operations, Csuite operations, current management best practices, physician integration and practice management, market development.
- 13. Four main hospital segments emerging Traditional physician preferences still rule Partners using a preferred vendor to reduce cost and/or improve offers in unique ways Price Sensitive willing to force the use of certain devices to save costs Centers of Excellence building “best-in-class” capabilities with the latest and greatest devices
- 14. New Medical Sales Rep Evolves • More challenging than ever • One Size Fits All Clinical Model is no more • Identify who your customer is – hospital finance, hospital reimbursement, payor contracting, supply chain operations, C-suite operations, current management best practices, physician integration and practice management, market development. • Distinguish Role – Sales Rep vs Acct Mgr vs Clinical Specialist
- 15. Sales Rep or Acct Mgr • Is expert at selling to the multitude of non-clinical buyers • Delivers an analytical economic message • Understands the account’s reimbursement strategy • Achieves quality payer access and payer coverage • Provides the right level of financial and clinical support services • Ensures product is readily available • Reduces logistical and financial barriers for the hospital
- 16. Relative Sales Process Physicians – Consultative- problem solve what his challenges are. • Procedure driven • Patient driven – Differentiate your features – Relieve him of any necessary burdens • Staff issues • Patient issues • OR staff – Develop the relationship of reliability, credibility and confidence Hospitals – – – – – Value for hospital Ratings Readmissions Reliability Insurance reimbursements
- 17. New Medical Sales Rep Evolves
- 18. Selling Skills • Persistence • Persuasiveness • Practiced – Clinically – Analytically – Financially • Listening • Questioning • Objection Handling • Gain Commitment • Varied presentation skills – – – – Small group Committee based Executive-level Staff-level • Analytical • Org Skills • Focused- Hone brevity of interactions
- 19. Selling Skills • Persistence • Persuasiveness • Practiced – Clinically – Analytically – Financially
- 21. Selling Skills • Varied presentation skills – – – – Small group Committee based Executive-level Staff-level • Analytical • Org Skills • Focused- Hone brevity of interactions
- 22. Selling Skills • Persistence • Persuasiveness • Practiced – Clinically – Analytically – Financially • Listening • Questioning • Objection Handling • Gain Commitment • Varied presentation skills – – – – Small group Committee based Executive-level Staff-level • Analytical • Org Skills • Focused- Hone brevity of interactions
- 23. The Future • Fewer non-surgical interactions • IT will be prevalent • Use of internet education tools will be important • Phasing out of Operating Room sales personnel and contracting, ie - NuReps
- 24. Questions