SELLING SKILLS FOR TODAY’S HEALTHCARE ENVIRONMENT
Nov 22, 2014
SELLING SKILLS FOR TODAY’S HEALTHCARE
ENVIRONMENT
Why is Today Different from Yesterday?
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
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
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
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
Today’s Market Drivers
More Patients
Physician shortages
Hospital EvaluationsACA
New Medical Sales Rep Evolves
More challenging than ever
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
New Medical Sales Rep Evolves
• More challenging than ever
• “One Size Fits All” Clinical Model is no more
One Size Does Not Fit All
• Identify who your customer is• Segment Customers• Redesign and tailor your sales model
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, C-suite operations, current management best practices, physician integration and practice management, market development.
Four main hospital segments emerging
Price Sensitive
willing to force the use of certain devices to save costs
Traditional
physician preferences still rule
using a preferred vendor to reduce cost and/or improve offers in unique ways
Partners Centers of Excellence
building “best-in-class” capabilities with the latest and greatest devices
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
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
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
New Medical Sales Rep Evolves
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
Selling Skills
• Persistence• Persuasiveness• Practiced– Clinically– Analytically– Financially
Selling Skills
• Listening• Questioning • Objection Handling • Gain Commitment
Selling Skills
• Varied presentation skills– Small group– Committee based– Executive-level– Staff-level
• Analytical• Org Skills• Focused- Hone brevity
of interactions
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
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
Questions