Before the pandemic, pharma sales reps visited medical offices or healthcare professional’s (HCP) offices in person. That routine is a distant memory.
Now, they must be proficient in today’s digital world, engaging with a wider healthcare team.
Teaching pharma sales professionals compliant communication skills for remote engagement is foundational. And now that HCP interactions are digital, the task is no longer a matter of how to get past the gatekeeper but rather how to engage the gatekeeper — plus up to a dozen other members of the prescriber’s office.
Why it matters: To be patient-centric, pharma sales reps should network with everyone who interacts with patients, not just the doctor. This includes office staff who help patients or provide support. For example, given that nurse practitioners and physician assistants spend a little more than half their workday with patients (54%), pharma reps would be remiss to not call on them. Let’s explore this in detail.
Regardless of the size of the practice or the specialty, every HCP office has an ecosystem. To implement the total office call (TOC), a pharma rep must get to know the office staff — who they are, what they do, how they interact with patients, and how they influence the prescriber. Let’s review the most common business professionals that make up a typical prescriber’s office.
To successfully engage with the gatekeeper, sales representatives must immediately explain how whatever they’re calling about will ultimately help their patients. Disrespecting or attempting to blow by them is self-sabotage. If a response is combative or angry when a gatekeeper says no on the first try, you’re only guaranteeing that they will also say no on your second or third.
“Once the receptionist answers the phone, you have one shot. One shot to succinctly state your specific purpose and quickly connect it back to the patients so the HCP knows your goals are aligned.”
-Senior Sales Director, Amplity
The office manager has the business knowledge to help patients get the products they need. They often have a great understanding of office dynamics, policies, procedures, and patient demographics. A discussion with an office manager can be very productive if reps ask the right questions that will take them steps closer to their goal of impacting patient care. Sales reps can gain valuable insights from them, so don’t underestimate these exchanges.
They handle patient’s medical invoices and communicate with their health insurance companies — an administrative task that is often essential for keeping a patient on treatment. If a rep doesn’t establish a relationship with them, they risk missing an opportunity to secure a sale.
These professionals have ongoing relationships with patients. Especially in complex therapy areas, getting patients out of a facility and home with their treatment plan is hardly possible without support. Having a relationship with these team members means helping patients maintain patient care access and, ultimately, their medication.
Whether certified or registered, medical assistants should be viewed as vital partners like a nurse. This relationship is critical due to the amount of time they spend with patients, checking their vitals and completing necessary paperwork.
The next group of treatment team members are those that influence the prescriber’s decision-makers.
Like the importance of befriending your new partner’s best friend, the rep should consider all nurse roles (like triage nurses), as fundamental to the success of a TOC. The clinical information shared should be the same as what a rep would disclose to a prescriber in hopes of growing brand-share and revenue to consistently deliver on product goals.
“Prescribers really appreciate when you reassure them that you’re connecting with the rest of their team allowing them to stay focused on the patient.”
-Senior Sales Director, Amplity
They are used to talking on the phone to doctors, insurance companies, and patients. So, they’re usually open to chatting with sales reps about new products and research, which can lead to uncovering great intel.
Known as a gatekeeper to the pharmacist, they’re a valuable source of information. They often have a lot of great insights on prescription habits, like how often a drug has been purchased or ordered.
They are in the loop about drug orders and can hold the decision-making power to stock a product on the pharmacy’s shelves. They’re also often the ones communicating with wholesalers to process drug orders.
Bottom line: The pandemic accelerated pharma sales’ digital shift. A TOC approach engages the entire healthcare ecosystem, from gatekeepers to pharmacists. By fostering collaborative relationships, sales reps can optimize brand presence and improve patient outcomes.
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