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What is Provider Behavior Change Communications?
SESSION 2
Session 2: Objectives
Where are we now?Where are we going?How will we get there?
Provider Behavior Change Communication (PBC)…
SLIDE 2
Positively influence individual provider behaviors
Provide solutions to provider needs to motivate behavior change
What is PBC?
SLIDE 3
The goal of medical dethe
medical rep to …tailing is for
1
The goal of Provider Behavior Change Communication (PBC) is for the
medical rep to …
► Interacts with providers► Is credible in the eyes of
providers► Has rapport-building,
communications and persuasion skills
► Has received appropriate training on the products and/or therapies
► Has been advised of any regulatory or compliance guidelines regarding what can and cannot be discussed with providers
Who can conduct a medical detail?
SLIDE 4
The goal of medical dethe
medical rep to …tailing is for
1
Provider Behavior Change
Communication (PBC) can be performed by
anybody who…
The Adoption Stairway
SLIDE 5
How will we get there?
SLIDE 6
The goal of medical dethe
medical rep to …tailing is for
3
Reinforcing the solution’s
value
Territory planning
Delivering a solution
Uncovering provider
needs
Coaching and support helps! (from your manager)
Step 1 Step 3 Step 4
The PBC Process – Used by the Best Detailers
A specific process is followed by the best medical detailers
3
SLIDE 7
Step 2
The PBC Process – Used by the Best Detailers
This workshop will focus on best practices and practical tips for each step in the PBC process
SLIDE 8
Reinforcing the solution’s value
Territory planning
Delivering a solution
Uncovering provider needs
Coaching and support
1 2 3 4
Provider ProfilingPrioritizing & Planning
Uncovering Provider Needs
Value Propositions
Features and Benefits
Overcoming Objections
Maintaining Behaviors
Monitoring & Management ToolsCoaching and Working with Your Manager
SLIDE 9
Medical detailing is a behavior change intervention that is one component to lead us to project deliverables
PBC will help you be more effective in accomplishing PSI’s overall objectives
Many individuals in your community could receive a medical detail Behavior change results from moving providers along the adoption
ladder and removing barriers from advancing from one step to another
OAM When providers receive medical details and change their beliefs and
their behavior… it is uncomfortable. Change is uncomfortable! You help make it comfortable by taking small ‘steps’ (adoption
stairway)
What is Provider Behavior Change Communication? Recap
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