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TRANSCRIPT
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Specialty Pharmacy: Talk the Marketing Talk
Success Factors of Specialty Sales
Kristen AkervikSales Director, Sterling Specialty Pharmacy
10/10/2017
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Disclosure
Kristin Akervik, Sales Director, Sterling Specialty Pharmacy Services declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.
Learning Objectives
• Outline techniques for assessing your prescriber market for specialty prescriptions.
• Discuss key drivers of value for specialty payers.
• Create a value based marketing pitch to providers and payers.
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Goal
The goal of today’s program is to gain an understanding of the specialty sales process including sales foundation and
execution.
At the conclusion of this presentation, participants will be able to:
1. Identify the steps included in an effective specialty sales process.
2. Discuss techniques for assessing prescriber market for specialty prescriptions.
3. Give examples of key drivers of value for specialty providers.
4. Create a value based marketing pitch for providers.
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What is Specialty Pharmacy?
• High cost, high touch medications to treat chronic and/or rare diseases
• More complex care plans to maintain, administer, and monitor than traditional drugs
• Designed to manage distribution, dispensing, clinical management, reimbursement, patient care and education
Key Drivers of Value: Providers
• Key drivers of value for providers:• Save time & simplify • Reduce administrative burden
• Prior authorization assistance
• Co‐pay cards/foundation research
• Warm transfers
• Increase adherence/compliance• Improved outcomes
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Key Drivers of Value: Payors
• Ability of Specialty Pharmacy to:
• Reduce inappropriate utilization
• Ensure appropriate dose of medication
• Reduce drug acquisition cost
• Coordinate reimbursement and eligibility
• Improve compliance
• Reporting metrics & capabilities
EffectiveCUSTOMER
MANAGEMENT
Strong SALESTALENT
EffectiveSALES
STRATEGY
ProvenSALES
PROCESS
StrongSALES
LEADERSHIP
Successful Sales
Foundation
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The Right Fit – Identifying Strong Sales Talent
• Knows how to prospect & find accounts
• Get past gatekeepers
• Creates value with customer
• Manages time and territory
• Promotes your pharmacies strengths
• Follow through
Sales Talent
Characteristics of Top Performing Sales Representatives:
• Sense of urgency regarding client needs
• Understand long term implications of every short term decision.
• Entrepreneurial attitude.
• RESULTS ORIENTED!
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Sales Talent – What to Watch Out For
• Spending too much time on non‐sales activity
• Lots of activity with little results
• No sense of results or ROI with accounts
• The “UPS ” syndrome
Strong Sales Leadership
• Ask the right questions.
• Carefully listen to the answers.
• Working partnership between you and your sales person.
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Goal Setting
Key Differentiators
• Therapeutic Categories of Specialization
• Special clinical programs
• Unique ways of providing service
• What is YOUR key differentiator?
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Differentiator to Strategy
• Therapeutic Categories of Specialization • Sales strategy calling on specific providers that align with your focus?
• Special clinical programs• Marketing initiative around a certain clinical program you’ve developed?
• Unique ways of providing service• Creating a service standard that translates into a marketing strategy?
6 Step Sales Process
1. Prospect2. QualifyAccount
3. Needs Discovery
4. SatisfyNeeds
5. Objections 6. Close
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Prospecting – Finding new customers
• Territory planning ‐ geography and service area
• Target specialists based on the disease states you service
• Potential lead generators – CRMs, internet, provider databases
• Pharma reps ‐develop relationships that will open
doors and be mutually beneficial.
Qualify Accounts
• Volume – new patients/month/qtr?
• Top 3‐5 payors
• Ability to access decision maker
• Relationship with another specialty pharmacy?
• Office protocols and ROI
• Who handles PA process?
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Needs Discovery
• Ask open ended questions based on your pharmacy strengths
• How do they handle prior authorizations?
• Do they deal with many different payors?
• Would they like assistance with co‐pay cards
and foundation research?
• Would they like to warm transfers?
• Clinical programs
Satisfy Need
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Satisfy Unique Needs of the Customer
• Simplify the process
• One point of contact
• Seamless process for patient and provider
• Improved outcomes
• Patient education and follow‐up
Objections
• “We let the patient decide.”
• “Insurance mandates where the prescription goes.”
• Arrangement with competitor
• Used to a certain company…habit
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Managing Customers/Territory
1. Create a customer database
2. Pre/post call planning, routing and frequency.
3. Management/reporting tool.
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Success Factors in Place?
• Do you have the infrastructure in place to satisfy provider and payor needs?
• What are your differentiators?
• How will you articulate that message?
• Who will you target?
• Will you follow a sales process?
Questions?
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Kristen AkervikSales Director
Sterling Specialty [email protected]
507‐206‐1356
Specialty Pharmacy: Talk the Marketing Talk
Sheila ArquetteExecutive Director, National Association of Specialty Pharmacy
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Disclosure
Sheila Arquette, Executive Director, National Association of Specialty Pharmacy declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.
Unique Patient/Prescriber/ Payer Needs Drive Specialty Pharmacy• Benefit Investigation/ Verification
• Navigating the Prior Authorization Process• Payer requirements
• Utilization management edits, preferred products, formulary compliance
• Facilitation/coordination of patient and prescriber requirements
• Coverage denials/appeals processing
• Facilitation of Copay Assistance• Manufacturer sponsored assistance programs
• Foundational financial support
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• Extension of the Physician office• Securing ongoing referrals
• Provider satisfaction
• Coordination of Care• 5Ps: Patient, Prescriber, Payer, drug Pipeline, Pharmaceutical manufacturer
• Patient Satisfaction• Standardized Survey Tool?
• Data Capture/Outcomes Reporting• Manufacturer
• Payer
• FDA/REMS
• Accreditation
• Innovation• Patient Compliance & persistency
• Frequency and mode of communication
• Cost containment: Bending the Curve• Split fill programs
• Medical drug management
• Payer partnerships
• Patient Satisfaction
• Provider Satisfaction
• MPR
• Data collection/outcomes measurements