What Makes A Doctor What Makes A Doctor Rx Rx for you for you

What we think V/S What they ValueWhat we think V/S What they Value

Ideas from SFE Workshop’09

The Pharma executives opined..The Pharma executives opined..

The top 3 qualities of a great representative

1.1. TrustworthinessTrustworthiness

2.2. Product KnowledgeProduct Knowledge

3.3. ExperienceExperience

But, the Doctors see things bit But, the Doctors see things bit differentlydifferently……

• Doctor A says that she prefers meeting reps during the breaks.

• Doctor B says he likes to attend CMEs & DGMs that are more educational and not dominated by product pushes.

And More importantly..And More importantly..

• The doctors expect a prompt follow-up with answers to their product related queries

• Relevant product presentations

What Doctors ValueWhat Doctors Value

• The most useful relationships have been with reps the doctors know well,as these reps know his interests and style of practice.

• Doctors want quality interaction-more than a quality call.

What makes a doctor What makes a doctor RxRx..

• Doctors Rx for reps,who understand their practices and the patients they serve and take care of their professional needs by virtue of their expertise & familiarity.

Take Home Message…Take Home Message…

• Experience, accessibility and familiarity are

valued a lot by the doctors.

• Samples are not a high priority.

• Relationship matters more than any other Relationship matters more than any other

factorfactor

Let’s reflect Let’s reflect

• How to make our strength(Experience & familiarity) more productive?

• What efforts can we make to promote the right product/indication?

Pearls of WisdomPearls of Wisdom

“Between stimulus and response there is a space. In that space is power to choose our response. In our response lies our growth and freedom”.

-VICTOR E.FRANKL

(Author of "Man's search for meaning”)