partnering with physicians new strategies for changing physician prescribing behavior john aiken to...
TRANSCRIPT
Partnering With
Physicians
New Strategies
for Changing Physician
Prescribing Behavior
John Aiken
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Who should take this training?Target Audience
• Territory Managers who have been with Inspire for 1 year.
• Average Pharma. Industry tenure is 4-6 years
• All trainees have been trained on the Inspire Selling Skills Platform
• Age range = 23-55
• Fairly equal numbers of males and females
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Workshop ObjectivesTools, skills and insights to change physician prescribing
behavior
• Become expert at facilitating changes in physician prescribing behavior.
• Apply advanced change management strategies at the level of the individual physician, in a group practice and across your territory.
• Develop a stronger partnership with key customers by becoming a more perceptive, sophisticated communicator.
• Advance the brand strategy for our product lineTo return to website, click your Browsers
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• Expand usage of our products to new patient populations.
• Switch from one product to another within the same class.
• Change their protocol where appropriate from referring patients to managing them.
• Support and achieve a change in formulary status for our products.
• Become champions and advocates for our products.
• Move from using one class of drug to another.
Seeing My Role DifferentlyA Change Manager
Our job is to help physicians…
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D
efine t
he s
peci
fic
chang
e w
e w
ant
What does Global A to B mean for you?
A B
Physician recognizes clinical benefits of ELESTAT
Physician feels all Allergic Conjunctivitis drugs are the same
Physician treats confidently with ELESTAT
Physicians treat confidently with our product
Physician using Patanol
Physician using older standard of care, generics
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The Dream
AA
BB
?
Dr. is at “A.”
We want them to go to “B.”
The question is: How do we get there?
False hope:
“If I just show enough value the doctor will be motivated to change.”
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Factors That Drive Physician Prescribing Behavior
Adverse events, side effects, drug-to-drug interaction
The hassle factor in learning the dosing, titration, handling the callbacks, etc..
Liver function tests
Efficacy to patient
Risk of Making a Bad Decision
Transition Cost
Cost of Ownership
Efficacy or Value
51%
38%
14%
12%
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What Reps Focus on During Their Sales Calls (% Time)
Risk of Making a Bad Decision
Transition Cost
Cost of Ownership
Efficacy or Value
12%
10%
13%
43%
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The RealityThe Doctor’s View
AA
BB
Time
The doctor’s view of change is different from our own.
The transition phase is the silent killer.
The doctor’s view of change is different from our own.
The transition phase is the silent killer.
We must take responsibility for managing the transition.
Silent Killer
The Solution
Make Quantum Change Feel Incremental
AA
BB
Time
Under the Threshold
Strategy:
Define the global A to B shift for this doctor.
Break it into “incremental steps.”
Define the A to B shift for “this call.”
Keep it under the doctor’s threshold.
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The Components of Strategy
Assets - Liabilities
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• Identify Assets – theirs and ours:– Product (Indications, efficacy, ease of use, safety
profile)
– Pricing/Reimbursement Structure
– Clinical Data
– Value-added Services
– Representative (Knowledge, skill, depth, sophistication)
– Relationship with Key Players
– Company Reputation
“One defends when his strength is inadequate; one attacks when it is abundant.”
- Sun Tsu, “The Art of War”
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• The most fundamental tenant of strategy is that the successful competitor will avoid a strength and attack weakness (liability).
• Therefore, analyze the opponent and identify where, if at all, they are weak in comparison to us.
• Consider the role of Speed and Preparation.
Component 2 - Liabilities
“First, make yourself invincible, then await the enemy’s moment of weakness.” - Sun Tsu
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Identify Assets and Liabilities
Teams of 4 to 6
You Primary Competitor
Secondary Competitor
Assets More indications
Better side effect profile
Better data with one indication
Lower price
Potential Assets
Relationship with key Cardiologist
New trial underway More sales reps
Liabilities Clinical data is weaker for one of our indications (Primary Competitor)
Single indication
Efficacy about equal
Single indication
Efficacy slightly lower
Potential Liabilities
Products in managed care 3rd tier
Rep located 2 hours from territory
New product launch will take mind away from this category
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Identify Assets and Liabilities
Teams of 4 to 6
You Primary Competitor
Secondary Competitor
Assets
Potential Assets
Liabilities
Potential Liabilities
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