Health Care Sales Training: Sample Coursework

An■Overview■of■the■Medical landscape

INT 100

2

Welcome to the Cardiac & Technology Sales Training Institute. This module, An Overview of the Medical Landscape (INT 100), provides an introduction into the world of Healthcare. In order to sell products and services effectively into this

market, you need to have a firm understanding of who the key players are and who your eventual customers will be. You will need to be familiar with the system in which they operate and also be aware of what external forces are shaping the marketplace and driving policy that will affect the way you will sell both now and into the future.

In the pages that follow you will learn all about your most influential future customers; physicians and other healthcare providers (HCP). You will become familiar with the training necessary to become a physician, the rigors of the process and the situations that influence their thinking and behavior. You will learn about how physicians work and the differences in their specialties, practice settings and employment models. You will also learn how information technology (IT) is changing the landscape of American medicine and how new and existing laws are shaping its delivery.

This module was designed in such a way as to provide you with both factual information that you can have as reference material and also with a template format that you can use to build powerful profiles of your customers in the future. At the end of each section there will be highlighted review topics that can be discussed with your instructor during each scheduled teleconference. There will also be sample questions to augment your review and understanding of the material.

As you study keep in mind that people prefer buy from those they know, like and trust and that the relationships you develop with your customers now will lay the foundation for your success with that customer and that account far into the future. Selling is a relationship-oriented profession and successful sales representatives know that relationships grow from shared experiences. The best way to build a relationship with your customers is to learn about them so you can understand and appreciate what they do, how they do it and why they do it. Knowledge is power and knowing these things will bring you closer to your customers and to your own success.

It’s time to enter the exciting world of sales. Enjoy!

Introduction

PhysIcIan TraInIng

contents

■■ Becoming■a■Physician

■■ ■A■ Day■ in■ the■ Life■ of■Your■Customer

■■ Other■ Personnel■ You■May■Encounter

chapter 1

6 An■Overview■of■the■Medical■Landscape 7Chapter■1:■Placeholder■Title

The process of becoming a physician is rigorous and challenging. Depending on

what type of physician a person chooses to be the process can take more than ten years from start to finish. It is therefore safe to say that physicians are highly motivated, self-directed and goal-oriented people. These qualities are essential for their success throughout their lives. As you will learn, self-directed and goal-oriented people exhibit very definable characteristics. Recognizing these and other characteristics in your customers will better enable you to craft winning sales messages in the future.

The desire to become a physician often begins in childhood. Children may think that being a doctor is cool as there are many role models on television and in the media for them to relate to. Many times one or both parents was a physician as well. This can have a big influence on deciding on a future career choice. Growing up with a family member in the field is often the first exposure that future physicians have with their profession. They see their mom and/or dad with a white coat and

stethoscope or perhaps wearing scrubs and the image is set for life.

Images can have a powerful effect on both children and adults. In the sales profession the image you present to your customers will be a key factor in how your relationship evolves. Images are created through both word and action and reinforced over time. Images can be both subtle and obvious. Successful sales people insure that the image they present is professional and they work tirelessly to maintain it. Sales is a relationship-oriented profession. That is why a good reputation is critical for success.

Successful sales people are also able to interpret the images presented by others and use that information in their relationship building. As you study this material try and think of different people you know and how their images differ from one another. Think of images that people present that make you feel comfortable and those that drive you away. Remember too that images may be invoked subtly (body language, mannerisms, clothing, hair cut, tattoos, jewelry, etc.) or more

overtly (words, actions, reputation, etc.).

Often a person’s image mirrors their behavior. Successful sales people learn to recognize these parallels and form powerful mental databases of their customers. Remember, the more you know about your customers, the easier it is to develop messages that resonate with them.

Tradition is another key reason why a person becomes a physician. The medical field is steeped in tradition that many find fascinating, compelling and attractive. They often wish to be a part of something greater than themselves or be a part of profession that offers more than monetary rewards. Many come from families with a long line of physicians and they want to be included. Pride in their profession is another reason people enter medicine. Being a physician still carries with it a fair amount of

prestige and respect throughout the world.

While many people seek financial reward as a means toward professional satisfaction, many do not and it is valuable as a sales professional to know one from another. You may wonder why this is so. The answer is this, there are times when you will be selling products and services that, when compared to your competition, are either much higher or much lower priced. Believe it or not, the cost of your products or services

Becoming a Physician

Images■can■have■a■powerful■effect■ on■ both■ children■and■ adults.■ In■ the■ sales■profession■ the■ image■ you■present■ to■ your■ customers■will■ be■ a■ key■ factor■ in■ how■your■relationship■evolves.


can have profound impressions on your customers and significantly affect their decision to purchase from you or not.

Some people will only buy the best, sometimes even if they really can’t afford to do so because they like the aura that they feel is generated around them because of it. The Spend a lot so folks think you have a lot mentality is not as unusual as you may think. And being able to recognize these buyers from more cost-conscious consumers is a vital skill to develop.

Because of the changes in healthcare nowadays, many physicians are experiencing professional dissatisfaction for a variety of reasons. Reimbursements are down, independence and autonomy are threatened, family time is decreasing. In situations like this, many physicians still cling to tradition and pride as means of personal support and encouragement. Understanding emotions and what drives people to do what they do is a key element for sales success.

One of the key elements of this training course that will introduced as you go along is the specific sales methodology called, PYRAMETRICS. Pyrametrics is a

form of predictive analytics that teaches the practitioner to look beyond the fact that someone HAS purchased something to instead understand WHY the purchase took place. As a sales person, once you understand why a person purchases something you can then leverage that information to predict future behavior.

Successful sales people look to develop strong relationships with their customers. One of the ways this happens is by recognizing the things that cause your customers pain and then crafting solutions to alleviate that pain. Professional dissatisfaction is a clear source of pain for many physicians these days. Think about things in your own life that caused you to have professional dissatisfaction. Then think of what it would take to alleviate that discomfort. Learning to understand your customer’s pain is essential for sales success. Throughout your sales career you will be reminded of this frequently.

Once someone decides to become a physician the road to completion is difficult. Competition begins in high school and it continues throughout a physician’s career. It is generally accepted that a student must do well in high school so they can secure a spot in

a good college. Then they must do well there in order to land a seat in medical school. Once in medical school the competition continues because the higher achieving students get selected for the better residencies and fellowship slots. And then after all the training has been completed, the competition moves to the community setting where physicians must compete with their peers for patients and staff positions with employers such as hospitals and clinics.

A competitive nature is inherent in all physicians and in successful sales people too. For many physicians that characteristic has been elevated to the highest level and it permeates many of their decisions in life, including behavior and purchasing decisions. As a sales person recognizing that competitiveness drives behavior is essential. Think about those you know that you would consider to be highly competitive people (including yourself). Can you identify similar behavior patterns in each of them? It is a good bet that you can.

Competitive people like to know what others are doing. They follow the news, industry statistics, performance indicators and other metrics. They are often hard

working, driven, detail-oriented and self-starters. Terms like, control freak, gung-ho, hot shot, or other labels are often used to describe them by their colleagues and peers. The sales benefit in dealing with very competitive customers is that specific messages can be tailored to this personality type.

The entry requirements for medical school are difficult. Generally a bachelor’s degree is expected but some schools will accept students without a formal undergraduate degree if they have met all of the other requirements. There is generally no specific major to better prepare a student for medical school because, as noted above, everyone must complete certain core classes to even apply. Medical schools look to have a well diversified student body so most undergraduate majors are given equal consideration. Extracurricular activities like sports, clubs, additional languages, volunteer work and research are all looked favorably in the acceptance process as are signs of leadership potential.

All students are required to take the Medical College Acceptance Test (MCAT) prior to applying to

Pyrametrics

A■ form■ of■ predictive■analytics■ that■ teaches■ the■practitioner■to■look■beyond■the■fact■that■someone■HAS■purchased■ something■ to■instead■ ■ understand■WHY■the■purchase■took■place.

McaT

The■ Medical■ College■Acceptance■Test■(MCAT)■is■required■ prior■ to■ applying■to■medical■ school.■ It■ tests■general■ knowledge■ in■certain■ topics■ as■ well■ as■writing■and■comprehension.

The■ sales■ benefit■in■ dealing■ with■very■ competitive■customers■ is■ that■specific■ messages■can■ be■ tailored■ to■this■personality■type.■


medical school. This exam can be a significant source of stress for the aspiring student as it is often heavily weighted in the application process. The MCAT tests general knowledge in certain topics as well as writing and comprehension.

The medical school curriculum is four years. The first two years include primarily classroom-based type education. Students go to classes, listen to lectures, take notes and have tests. In the final two years students rotate through supervised clerkships where they function as members of the clinical teams, taking call, working with patients, assisting with procedures, etc. Many have likened this part of the curriculum to an apprenticeship.

Medical schools are separated into two specific types; allopathic and osteopathic. Upon graduation allopathic schools grant the degree of Doctor of Medicine or “MD”. Osteopathic schools grant the degree of Doctor of Osteopathic Medicine or “DO”. In today’s practice environment there is very little distinction among the degree types. As a sales professional you will encounter both types in throughout your career.

Following graduation the newly minted physicians then must continue their training in whatever

specialty they have chosen. This next step is called a residency. In the past graduates were required to do a formalized internship however, with the exception of some military

programs, internship now simply refers to the first year of a residency.

Residency programs can be from three to seven years (or longer) depending on the field of study. Residencies are generally very demanding as it is during these years that the physician actually learns the skills necessary to function. Hours can be long (often >100/week) and the workload grueling. Many television shows and movies have depicted the lives of physicians during these years.

Following residency some physicians go on to additional training as specialists. These programs are called fellowships. Fellowships are one or more years long depending on the type. Once a physician completes a fellowship

Typical Track to Becoming a Physician

Undergraduate Education(4 Years)

Medical School(4 Years)

Residency(3-7 Years)

Obtain Doctor of Medicine (MD) or Doctor of Osteopathic Medicine (DO)

Fellowship Programs(Optional; 1+ years)

Further Training(Optional)

Sub-SpecialistPhysician

Primary Care PhysicianFamily MedicineInternal MedicineGeneral Surgery

NeurologyEmergency Medicine

PediatricsPsychiatry

OpthamologyRadiologyOb-Gyn

Specialist PhysicianCardiology

Surgical SpecialtiesGI

Hematology/OncologyPulmonology

AllergyRheumatology

Radiation OncologyGenetics

they are generally referred to as specialists.

Today’s physicians are generally classified as either primary care or specialists. You may also hear about sub-specialists too. Primary care includes family practice, internal medicine, pediatrics and sometimes obstetrics & gynecology (OB-GYN). Specialists include allergy and immunology, cardiology, critical care, dermatology, emergency medicine, endocrinology,

gastroenterology, hematology, neurology, ophthalmology, oncology, pathology, psychiatry, radiology, radiation oncology and surgery. Within the specialty ranks some physicians continue with additional training to focus a one specific area. They are considered sub-specialists. An example is an electrophysiologist. They are cardiologists who have studied further and work specifically with heart rhythm problems. There are other examples too.

residency

A■ specific■ period■ of■training■ following■medical■ school■where■physicians■get■specific■training■in■the■field■of■their■choice.

Fellowship

A■specific■period■of■training■following■ residency■ where■physicians■ get■ additional■training■ in■ a■ specific■ field■of■ interest■ (cardiology,■gastroenterology,■etc.).


you can leverage to craft winning messages.

There are very defined feelings toward sales people in medicine.

As a sales professional calling on customers in the healthcare sector it is necessary to realize that there are very defined feelings toward your profession. Physicians, in general, seem to be quite polarized on the issues of sales people; they either love you or have no desire to associate with you at all.

You may wonder why that is. Physicians can be quite idealistic, especially the younger, less experienced ones. All through training the focus is on patient care (where it clearly should be) and there is little if any attention paid to the business side of medicine. As a result many physicians, (and you should focus on learning which ones), will display a outward disdain for money, profit or the financial necessities of a successful medical practice. They will instead extol the virtues of patient care above all else.

#1#2

For sales PeoPle IT Is IMPorTanT To knoW The TyPes oF PhysIcIans ThaT you WIll Be callIng on For several reasons

There are unique personality types specific to the specialties.

This is clearly true because as with any career field, certain types of people gravitate to certain types of work. Medicine is no different. It is often convenient and generally accurate to characterize physicians as either patient focused or procedure focused. This differentiation is not to suggest that all physicians are not interested in patients, because they clearly are. But some areas of medicine are more heavily involved with procedures than others. Physicians who enjoy more involved, lengthy and traditional relationships with patients choose one route where others who enjoy more hands-on, tactile process choose another. Specialties that are heavily procedure based include surgery, cardiology, gastroenterology, radiology, emergency medicine, ophthalmology and radiation oncology. Less procedurally based fields include family practice,

psychiatry, pediatrics and internal medicine.

Surgery is very a procedurally based field and as such attracts a very specific individual type. Many people refer to the Surgical

Mindset as away to describe the surgical personality. There are many different types of surgeons (with neurological,

cardiothoracic and orthopedic as the most recognizable) in practice today so making sweeping generalities about their collective personalities is unwise. However, there are clearly personality types that are drawn to the field and with each personality type there are consistent characteristics that as sales people it is essential to recognize.

All residencies and fellowships are difficult to begin with but surgical training is especially so. Hours are very long and the pressures of learning surgical techniques are great. Much training time is spent in the operating room watching and assisting the attending (in

charge) physician. Eventually as the resident acquires enough skill to be more independent they are given more freedom. But that freedom takes time to acquire as patients can be quite sick and the procedures challenging and complicated to master. Many times decisions need to be made quickly and residents need to be adept at quick decision making. Furthermore, surgery is generally not a “touchy feely” specialty. Expectations are high and as the stakes are high as well, the tolerance for error is quite low. Residents develop a thick skin quickly or they generally do not succeed. This type of perspective is often carried forward into the clinics and evident in their relationships with sales people. If a physician has little time to spend with one of their trainees, they are certainly not going to have a lot of time to spend with you.

Other specialties have their own unique characteristics and as a you spend time with your customers you will learn to identify those specific characteristics that

surgical Mindset

A■term■used■to■describe■the■personality■type■of■a■surgeon.■


to be equal parts advisor, entrepreneur and psychologist. Training yourself to recognize

then categorize your customers based on their personality

type, ideals and feelings toward your industry is a necessary skill for success.

Physicians are very independent minded.

Physicians by nature and training are quite independent minded, often resisting anyone looking to drive their behavior or change their minds. Why is this, you might ask?

Physician training demands that they not only formulate appropriate treatment plans but also be prepared to defend them against, what can be, very vocal opposition in some cases. A recurring part of any physician’s training is the M & M Conference. M & M stands for morbidity & mortality. It is at these conferences where physicians present to their peers difficult cases where their patient outcomes may have been less than optimal for whatever reason.

If■ you,■ as■ sales■ professional,■approach■ physicians■ with■ the■obvious■ and■ overt■ desire■ to■change■ their■ behavior,■ chances■are■you■will■not■be■successful.■

To■ many■ people■ sales■is■ simply■ a■ suspicious■business■ and■ they■ are■ not■receptive.■The■only■antidote■to■ this■ type■ of■ perception■is■ through■ a■ sustained,■dedicated■ and■ unwavering■commitment■ to■ being■professional■at■all■times.

#3However as you gain experience you will learn very quickly that most of this attitude is a facade; a physician’s own sales pitch as it were. It does not take long being around physicians to see that their financial desires are quite well developed. Furthermore, many are now learning that medicine is a business just like all others and this revelation is very unsettling. As this new reality takes hold, you as sales professionals may see a warming to your services; especially if you can offer solutions to many of their growing financial worries.

The sales profession too has had it’s share of controversy. Many people cannot see or appreciate the difference between a slick, used-car salesman and a professional sales advisor that works with their clients to provide top-quality solutions. To many people sales is simply a suspicious business and they are not receptive. The only antidote to this type of perception is through a sustained, dedicated and unwavering commitment to being professional at all times.

The Pharmaceutical industry itself has come under significant scrutiny over the years and as a result many physicians look upon it with a jaundiced eye. There is the perception by some that Big Pharma gouges the public with high drug prices, exorbitant executive compensation and less that forthright business practice. While there are certainly examples of suspicious behavior in any industry, pharmaceutical companies provide tremendous benefits to patients all over the world as their products are a necessary part of any physician’s armamentarium. Pharmaceutical companies too recognize these

characte r i za t ions occur and are trying very hard to dispel any misperceptions. They are also subjected to very stringent regulations on how they can market and sell their products.

In the end, you as a sales professional will learn to recognize certain characteristics in your customers and craft messages accordingly. Sales is a unique field in that it requires its participants

These conferences can be quite brutal and contentious with the presenting physician forced to defend their actions against intense scrutiny. This process begins in medical school and continues throughout a physician’s career. In addition to fostering better patient care, the frequent meetings (and the atmosphere in general) instills in most physicians a very strong sense of personal pride, commitment and reinforcement of their own actions. It therefore becomes quite difficult in many cases to get physicians to do things they don’t want to do.

If you, as sales professional, approach physicians with the obvious and overt desire to change their behavior, chances are you will not be successful. Understanding this attribute of physician behavior and why is it the way it is, will better prepare you for success in the future.


making rounds

The■time■when■physicians■visit■their■individual■ patients■ in■ a■ hospital.■This■ generally■ occurs■ in■ the■ early■morning■and■late■in■the■day.

Knowing■when■and■at■which■hospital■ your■ customers■are■ working■ will■ take■ some■effort■ and■ persistence■ but■expending■the■energy■ to■do■it■will■be■beneficial.

a Day in the life of your customer

If you are going to be calling on physicians and other healthcare professionals then it is very important that you understand their day. Remember, the key to being a successful sales professional is developing long-term relationships with your customers. In most cases those relationships will take time to foster; they will grow from small, frequent and beneficial encounters over an extended period of time. A fundamental part of developing these relationships is planning what you will do at each encounter. Knowing when, where and for how long each encounter is likely to take place will better prepare you for success.

A physician’s day (and night) can be very erratic. Generally though you will be meeting your physician customers in either the clinic or the hospital. The clinic is where you probably have seen your own physicians the most. This is the office setting where patients go for their routine appointments, simple procedures and follow ups.

Clinic hours are variable but generally run from 7 am until 5 or 6 PM. The physician may be in and out at different times of

the day and so your best chance for an encounter is to schedule something beforehand; usually ten to fifteen minutes either at the beginning or the end of the day. This can normally be accomplished though their personal nurse or the practice’s administrative assistant.

Many pharmaceutical sales people make their customer contacts informally though chance encounters with

physicians at the sample closet. Most pharmaceutical companies provide free samples of their products to physician’s offices as both a patient service and as a means to promote what they sell. Each time samples are dropped off at the office a provider must sign for the products. It is during the quest for signatures that many pharmaceutical sales people actually see their customers.

This type of encounter is fine once and a while but can also be quite inefficient and time consuming. It

is not unusual for representatives to wait fifteen to thirty minutes for someone to provide a signature. Also, because they are never sure about the circumstances of the encounter, crafting effective messages beforehand can be problematic.

Physicians also spend a great deal of time in the hospital. Some physicians limit their participation to one hospital while most others will work at several. Knowing when and at which hospital your customers are working will take some effort and persistence but expending the energy to do it will be beneficial. In most cases a physician’s schedule is published; however it may take some major effort on your part to get a copy. It is in times like these where having a good relationship with the nurses and staff is beneficial as they will be able to provide these kind of perks to you. In other cases too someone may give you a copy of the schedule and then ask you, “Please don’t tell the doc where you got this.” Situations like this illustrate one of the many possible ethical dilemmas you could find yourself in as a sales person.

Clearly it is not illegal for a nurse to give you a copy of a physician’s schedule. And the fact that someone is doing that for you means that you have reached a high level of customer intimacy with that individual. That is clearly a positive. However, there is a risk associated with this activity too. If the physician disapproves of their schedule being handed out to non-medical people (and many do) knowing that you have it may negatively impact your standing and also affect the person who gave it to you. Therefore, in these situations the onus is for you to always use common sense and default to the most professional behavior possible.

Physicians spend time in the hospital for a variety of reasons; patient visits, performing and interpreting studies and administrative duties. Seeing patients in the hospital is called, Making Rounds. This is a term you will hear frequently and therefore you should be familiar with it. Many specialists spend their days doing procedures. These procedures can be relatively simple (like a minor biopsy), or quite complicated, (like an open heart surgery). Physicians will

sample closet

The■designated■space■in■a■physician’s■office■where■ pharmaceutical■ samples■ are■ kept.■Most■pharmaceutical■sales■ representative■engage■with■physicians■there.


It is important for sales people to understand the inner workings and idiosyncrasies of the healthcare profession. Like most industries, healthcare is complex and challenging but with time and dedication the field can be mastered. It is also important to know how customers spend their days because unlike other industries, your clients may keep very unusual hours. Sales success is built upon relationships and relations arise because people know, like and trust you. Taking the time to learn about your customers is valuable for several reasons:

■ It demonstrates respect.

■ It saves time.

■ It builds your confidence.

■ It affords you the knowledge to craft relevant messages that will resonate well.

Sales success is also about effective time management. Knowing as much as you can about your customers will enable you to both prepare for engagements and maximize your time. There are only so many hours in the day for you to connect with your customers. Always try and get the most from every encounter.

As you work through this course you will be introduced to the SALEs Process of Strategic Selling. The four parts of the SALEs Process are: SURVEY, ALIGN, LEVERAGE & EXTEND. What you have learned here will form the basis of your understanding of the first part, SURVEY. Good luck.

summary

rarely, if ever, see representatives during these times unless your specific job is to sell or support the equipment they are using for the study. In cases like that, you may accompany the physician into the procedure suite or operating room and be there the entire time.

Call is another activity that physicians, depending on their specialty, may do a lot of also and

their call schedule can have an impact on your ability to interact with them. Being On Call means that a physician is available to receive patients. These patients may come

from the emergency room, from their clinic or as referrals from other physicians in the hospital or the community at large. While many physicians grumble about this part of their job, it is also a primary means of obtaining new patients.

Call time is usually blocked on a physician’s schedule and may encompass and entire week, just the weekend or specific days and nights. Regardless of the timing, Call is generally very erratic, can be quite busy and usually very demanding. When Call lasts all through the night it is not

uncommon for the physician to get paged every fifteen to twenty minutes, they also may be dealing with emergencies and forced to travel between several hospitals. Consequently the following morning can be very hard.

Because the nature of illness is that it often strikes without warning, physicians too have to be prepared for abrupt changes in their schedule and be receptive to it. Therefore, if their day is in constant flux, so too may your appointment be with them. Understand then that whatever meetings or planned activities that you have are subject to change at any moment and be prepared for it. Scheduling time during a physician’s call schedule means that your meeting is tentative at best and you should plan accordingly. Having a contingency plan for what to do if your customer is unavailable is important for success. You should not let valuable sales time be wasted.

Other Personnel You May Encounter

Physicians are certainly not the only type of healthcare provider that you will meet but in most

cases their approval is necessary for most purchases that you will be responsible for. Nurses, medical assistants, therapists, technologists and administrative personnel are all a part of the

healthcare team however, and in many cases they will play an important role in the sales process. As you move through this manual you will learn about all the different people that you might encounter as you ply your trade in this industry.

call

(Being■on■call)■ -■ the■ time■that■physician■is■available■to■accept■new■patients.


Terminology review

call - (Being on call) - the time that physician is available to accept new patients.

clInIc - (The physician is in the clinic) - refers to the office within a private practice setting.

consulTaTIon - a formalized appointment with a physician, usually a specialist, to render an opinion on a particular part of the patient’s overall care.

FelloWshIP - a specific period of training following residency where physicians get additional training in a specific field of interest (cardiology, gastroenterology, etc.).

goal-orIenTeD - a specific type of personality characteristic where the individual focuses significant effort on the thorough completion of tasks and chores.

healThcare - the specific industry that includes both the care and wellness of patients and the supporting infrastructure of products and services.

healThcare ProvIDer (hcP) - see Provider.

InForMaTIon Technology (IT) - the industry, including all products and services, that deals with the acquisition, manipulation, storage and dissemination of information.

InPaTIenT - patients that are currently admitted to a hospital.

oFFIce - (physician’s office) - see Clinic, where physicians see their routine patients for standard, non-emergent procedures, tests and/or consultations.

PhysIcIan - (doctor) - normally the senior member of the healthcare team. A graduate of medical school.

PrIMary care - a classification of physician type that generally includes, internal medicine, family practice, pediatrics and occasionally OB-GYN.

ProvIDer - a member of the healthcare team. Anyone who renders medical services to a patient. Most commonly considered to be a physician but could also be a nurse practitioner, nurse, physician’s assistant, etc.

PyraMeTrIcs - the innovative form of predictive analytics developed by Health Comm Strategies and taught at the Cardiac & Technology Sales Training Institute, which analyzes the reasons why purchases are made and then applies that information to predict Hfuture behavior.

relaTIonshIP - the nature of the bond established between the sales representative and the customer.

resIDency - a specific period of training following medical school where physicians get specific training in the field of their choice.

rounDs - (making rounds) - the time when physicians visit their individual patients in a hospital. This generally occurs in the early morning and late in the day.

sales Process - the four-part strategic selling process developed by Health Comm Strategies and taught at the Cardiac & Technology Sales Training Institute, with stands for Survey, Align, Leverage & Extend.

saMPle closeT - the designated space in a physician’s office where pharmaceutical samples are kept. Most pharmaceutical sales representative engage with physicians there.

selF-DIrecTeD - a specific type of personality characteristic where the individual functions without need for supervision or external encouragement/reinforcement.

sPecIalIsT - a type of physician who has completed extensive training in a certain area of the medical field (cardiology, neurology, etc.)

sTraTegIc sellIng - a type of sales behavior that focuses on solving customer problems versus simply offering products or services.

suB-sPecIalIsT - a type of physician that has completed specific training beyond that of a specialist to focus exclusively on a select part of a specialty (electrophysiologist, surgical oncologist, etc.)


review Questions

You are a new pharmaceutical sales representative spending your first day making calls with your district manager. As you drive down the street you pass a building with a large sign that reads, ACME Cardiology Associates, Inc. Your manager looks over at you and says, “My neighbor is a cardiologist. How long do you think she had to go to school for that?” Although you have not called on any cardiologists you are able to respond:

A) “I’m sure once she graduated from medical school she was a cardiologist.”

B) “ Like other primary care physicians I’m sure she completed a residency in cardiology.”

C) “Can’t say for sure. There are several kinds of cardiologists including sub-specialists. You’d have to be more specific.”

You sell information technology services and are calling on the administrator of a large medical practice. After introductions are made your customer says to you, “OK Phil, what are you selling me today?” As an expert strategic salesman you respond in the following manner:

A) “Mr. Jones, we have several service options that may be beneficial to you. Here, let’s work through our latest catalogue.”

B) “Mr. Jones, before we discuss specific services, can I ask you a few questions about your operation here?”

C) “I sent you a data sheet last week, Mr. Jones. Did you have a chance to review our services?”

D) “I have just what you need right here.”

As you are leaving a physician’s office, you see one of your competitors removing a posted Call Sheet from a bulletin board near the break room. He sees you walking by, smiles and says, “Jackpot. These are like gold. Do you want me to make you a copy?” You reply:

A) “Sure. There’s the machine. I’ll keep watch while you burn me off a copy.”

B) “Absolutely. I’ve been trying to meet these guys for weeks now.”

C) “Yes. My manager expects us to have these.”

D) “No. Thank you, but I don’t have permission to have that yet.”

You are visiting a physician in her office when her pager suddenly goes off. She looks down at the display and frowns. “Sorry”, she says, “I’m on call now and it looks like we’ll have to reschedule.” In a situation like this a successful sale person would:

A) Relax knowing that you have a tentative, back-up call arranged with another customer in 15 minutes.

B) Head to the pool and relax for the rest of the day. All the while thinking, “Hey, I tried”.

C) Grumble miserably and wonder why these doctors are so darn rude.

D) Write off this account as unmanageable.

#1

#2

#3

#4

ansWers: 1)c 2)B 3)D 4)a

The PhysIcIan PracTIce

(clInIc) envIronMenT contents

■■ Office■Structure■■ &■Organization

■■ ■Defining■a■Practice■Type

■■ Practice■Structure

■■ Practice■Locations

■■ Covered■Hospitals

■■ Other■Practitioners■■ &■Staff

■■ Staff■Biographies■■ &■Information

■■ Understanding■■■ Management■The■■ Practice■Administrator

■■ On-site■Testing■■ &■Ancillary■Services

■■ Social■Media

chapter 2


The business of patient care is performed in two primary locations; the hospital and

the physician’s office. Patients being cared for in the hospital are referred to as inpatients while those being seen in the office are referred to as outpatients or clinic patients. Clinic is a term used interchangeably with a physician office. In the pages that follow you will be introduced to the world of outpatient medicine. As a healthcare sales representative, it is almost a certainty that you will find yourself in this environment at some point in your career. Successfully navigating this particular space is a skill that, like any other, takes time to acquire.

By this time in your life you have most likely been to a physician’s office for one reason or another. You may have gone for routine check ups, as a follow up to a test or procedure or to accompany a family member or friend. Visiting a physician is a very common activity. It is also a safe bet that visiting your physician’s office was unsettling, stressful or even downright scary. Calling on

customers in this setting can be also, particularly if you are not familiar with the lay out as it is easy to feel intimidated in this environment.

As we discussed in the previous section, physicians come in many shapes and sizes with the types of patients that they see and the kind of work they do a function of their area of expertise. Depending on their specialty some physicians will spend more time in the hospital and less in the office (clinic) and

vice versa. Radiologists, for example, work almost exclusively in the hospital or in satellite i m a g i n g centers that r e s e m b l e the imaging

departments of hospitals. Pathologists, physicians that concentrate on diagnosing disease through the uses of specific laboratory tests, and emergency room physicians are similar, they rarely practice outside of a hospital setting.

Other types, such as hospitalists; physicians specializing in adult medicine, and intensivists; those who work primarily in the intensive care units, will be exclusively in the hospital also. The remainder of physicians generally see outpatients in addition to their work in the hospital. In subsequent sections we will define the different specialty types and what they do. Regardless of the specialty however, most physician offices are set up in a similar fashion. If you are to be calling on healthcare customers, this is the place to start.

Office Structure and Organization

P h y s i c i a n s may be solo-practitioners (in business alone) or as members of a group (working with partners). Either way most physician practices are small businesses and organized similarly. As a sales representative it is

important to understand these differences because accessibility, composition and purchasing decisions will vary accordingly. As with most businesses access to the “back office” is restricted and therefore your first task as a sales representative is to gain access. Obviously you won’t be successful if you can get in the door.

Unlike other office types however, physician practices deal specifically with confidential health information and as such are strictly regulated and tightly controlled. Legal issues in medicine will be covered in a separate section but as a sales representative, the moment you enter the office, you must always keep in mind

the rules governing patient confidentiality. Patient confidentiality means that you are required to keep in confidence any information

that you may obtain during your time in the office. Failure to do could have very grave consequences for you and others. Consider the following example:

The Physician Practice (clinic) environment

Depending■on■ their■specialty■ some■physicians■ will■spend■ more■ time■in■ the■ hospital■ and■less■ in■ the■ office■(clinic)■ and■ vice■versa.■

As■ a■ sales■ representative■ it■is■ important■ to■ understand■these■ differences■ because■accessibility,■ composition■and■ purchasing■ decisions■will■vary■accordingly

Inpatients

Patients■that■are■currently■admitted■and■being■seen■in■the■hospital.

outpatients

A■patient■being■seen■in■a■clinic■or■facility■outside■of■a■hospital.

solo-Practitioner

A■physician■practice■setting■where■one■provider■works■alone.

solo-Practitioner

A■standard■of■behavior■that■mandates■confidential■patient■data■or■other■information■will■not■be■shared■except■through■authorized■channels■and■in■accordance■with■specific■laws.

group

A■physician■practice■business■model■in■which■two■or■more■physicians■work■together■for■the■same■establishment.

clinic

Refers■ to■ the■office■ within■ a■private■practice■setting.


(An illustrative story - set this off somehow on the next spread so it looks cool)

Once upon a time there was a sales representative who was calling on a physician’s office where he had been doing business for many years. While walking through the waiting room he encountered a friend that he had not seen for some time. After a brief conversation the sales representative asked the office receptionist if she would take a picture of him and his buddy with his cell phone camera. She did so and then later that day the sales representative posted the picture on a social media site. Unbeknownst to the sales representative, another patient, whose image was caught in the background of the photograph saw the picture on the social media site also. Fearful that her association with this particular physician would endanger her standing at work she initiated legal action against both the physician’s office and the sales representative. In time the image was removed from the social media site but not before a financial settlement was reached with the office and the sales representative was fired.


You must remember that you are in an active business environment where healthcare is taking place. It is likely that during sales calls you will be exposed to confidential patient information in some form. This may be as simple as seeing someone in the waiting room that you recognize to overhearing conversations about an individual’s condition, test results or other sensitive material. Whatever the case may be, you are obligated to NEVER share that information with others except under specifically authorized conditions. Nothing will tarnish your reputation as easily, or potentially end your career faster, than if you are found to be in violation of this most basic rule of behavior.

There are many ways to successfully gain entrance to a medical office. As a new sales representative you will likely be introduced by other members of your team who have called there previously. You also may have a

relationship with physicians who work there already. If so, some of your meetings may be scheduled in the hospital or the office. You

should be prepared for both encounters. You must also remember that if you are asked to meet a physician in their office but have never been there before that call ahead and ask the proper way to visit. Some practices allow sales representative to come in via a back door or employee entrance.

If you are new to an account it is important to learn as much as you can about the organization BEFORE you make the first call. If you recall at the end of the previous section we introduced the SALEs Process concept. The SALEs Process is a four-step methodology for insuring success. The “S”, stands for SURVEY and it is always the first step in every sales encounter.

A good way to begin your survey is though readily available information you can find on line. Most physician practices these

days have websites or social media sites on line. Other information is available from common search engines. It is a good idea to review these first.

As you do your research try and answer the following questions. Their relevance will be made

Whatever■the■case■may■be,■ you■ are■ obligated■to■ NEVER■ share■ that■information■ with■ others■except■under■specifically■authorized■ conditions.■Nothing■will■tarnish■your■reputation■ as■ easily,■or■ potentially■ end■ your■career■ faster,■ than■ if■you■ are■ found■ to■ be■ in■violation■ of■ this■ most■basic■rule■of■behavior.

1 Practice■ type.■ What■ kind■ of■diseases■do■they■treat? 6 Do■ they■ offer■ biographies■ of■ the■

providers■on■their■website?

2 Practice■ structure.■ Is■ this■ a■ solo-practice■or■a■group? 7 Do■they■name■a■practice■manager■

or■administrator?

key QuesTIons To ansWer BeFore you Walk Through The Door:

apparent as you work through this course. Remember, the more you are able to learn about your customers, the better it will be for you. Knowledge is power. And the more information you possess, the better able you will be to craft winning messages, forge long-term relationships and close sales.

3 How■many■locations■do■they■have? 8 Do■they■offer■on-site■testing?■If■so,■what■types?

4 How■ many■ hospitals■ do■ they■cover?■Or,■what■ is■there■coverage■area? 9 Are■they■active■on■social■media?

5 How■ many■ practitioners■ do■ they■employ?■What■type■of■practitioners■are■they? 10 What■is■their■reputation?


Defining a Practice Type

All physicians are not alike and neither is the manner in which they practice. Knowing the type of patients that a physician treats and the manner in which their office is structured is an essential part of understanding your customers and being able to capitalize on specific sales opportunities.

There are many different specialties and the specifics of each specialty will be discussed in the next section. However, before each is introduced, it is valuable to know the basic characteristics of each specialty as knowing what they do can give you insight into what they may need.

As previously introduced, physicians can be patient-focused or procedure focused. Both types heavily engage with their patients so this is not to say that one group is more interested in patient care than another but some physicians do spend more time performing specific studies and interpreting specific tests. Depending on the nature of the products and services you sell, this could be a very important distinction.

Patient-focused physicians spend the majority of their time in consultative activities with their patients. This includes seeing patients in their office, in the hospital making rounds or both. Their offices will normally incorporate electronic medical record (EMR) and practice management systems (PMS) but will likely not have a significant amount of test equipment to network or have associated imaging centers on site. Sales personnel in the insurance or financial markets, pharmaceuticals (primary care), information technology and specialty software will likely be calling into offices like these.

Procedure-focused physicians spend time in both consultative activities and doing procedures. These physicians, because of the nature of their specialties may have associated imaging centers, diagnostic & specialty testing areas and/or intra-office labs. Offices like this normally generate, disseminate and collate large amounts of data; both images, text and lab data. As a result, these offices are normally very sophisticated and can have very specific needs. They usually have larger budgets. In addition to the

sales personnel mentioned above, other types such as imaging and equipment vendors, specialty pharmaceutical representatives, networking specialists and niche consultants will be on site as well.

Practice Structure

In addition to knowing what a physician does and the whether or not they are involved with procedures, it is important to know their organization. Solo-practitioners are physicians that work alone. Because of the evolving nature of healthcare this type of practice is disappearing, you may still encounter a few solo-practitioners in smaller markets or in highly specialized areas however.

S o l o - p r a c t i t i o n e r s often have small offices with only a few staff members and as such it may be easier to form relationships faster. Conversely, owing to the small size of the practice, less opportunity for business may arise also. As a sales representative it is important to always allocate your time so that you obtain the best return.

A basic rule of thumb for sales people to remember is that the larger the practice, the larger the opportunities. This is because with increasing size comes increasing data to support requirements. It also means that the physicians will likely work in several locations. The more places a physician works, the higher likelihood that there will be additional or satellite offices to support. This means more opportunities for you. Remember, with size and complexity come problems and opportunities.

Group practices are practices that contain more than one physician or provider. Groups may be single-specialty or multi-specialty. Again, the larger the group and the more diverse, the more problems they will be facing in terms of

technology, personnel & data management, governance, etc. This means more opportunities for you. Part of your evolving customer profile should include knowing the structure of each practice.

Practice Locations

Generally speaking, the larger the practice the more locations they

All■ physicians■ are■ not■alike■ and■ neither■ is■ the■manner■ in■ which■ they■practice.

As■ a■ sales■representative■it■is■important■to■always■ allocate■your■ time■ so■that■ you■obtain■the■best■return.

single-specialty group

Physician■practice■setting■where■the■providers■offer■one■particular■type■of■care■(ie.■a■cardiology■group).

Multi-specialty group

Physician■practice■setting■where■the■providers■offer■more■than■one■particular■type■of■care.


are likely to have. And as with physician numbers, additional locations mean additional problems. In the area of information technology alone, having more than one office means that there will be additional requirements for data management, security & redundancy, back up and accessibility. EMR connectivity issues will almost certainly occur. If the group is involved in imaging or other procedures then there will be greater requirements for information management at all levels within the organization.

It is also important to know both the location of the other clinics and which physicians assigned there. Many times the satellite clinics, even though they are a part of the bigger group, will operate differently and with various levels of autonomy. Knowing who makes decisions for the group, where they are located and what their rules entail, should be vital components of your profiles also.

Covered Hospitals

As mentioned above, most physicians share time between their offices and specific hospitals. Not every physician will work at every

hospital in your city. Physicians must apply to work at specific hospitals. This is called, applying for privileges. Most physicians limit their privileges to two or three hospitals but depending on the market and the competition, they may choose more or less. The take-home message here is that if your physicians practice at certain hospitals, you will likely have to be there also.

Many insurance companies require patients to chose specific physicians and specific hospitals that are a part of their network. A network is an affiliation of hospitals, hospital systems, physicians (providers), supporting industries (imagining, laboratory, etc.) and insurance carriers (payers) that function together to compete in specific markets. In bigger cities competition for patients can be fierce as can the competition be for physicians. As a sales representative this is important for you to be aware of particularly if the network has an established relationship with your company. It will also be important for you to understand how your products are purchased and who actually pays for them. This will be covered in later sections.

Other Practitioners & Staff

As you begin to call on physician offices and hospitals you will likely encounter other types of practitioners and staff that are a part of the healthcare team. Nurses, nurse practitioners, physician assistants, and technologists all work extensively in these settings.

Because of tightening reimbursements, many physicians are employing mid-level providers (nurse practitioners, physician assistants) to extend their capabilities by allowing them to see less complicated patients. In many cases these mid-level providers function with high autonomy and depending on their location, they may be fully licensed and autonomous providers. Therefore, it is always wise and beneficial to establish and maintain good rapport and relationships with these people.

Nurses too are a very important part of the healthcare team and should be treated accordingly. In the hospital nurses care for patients during all phases of care. They also hold middle and upper management positions and may

be responsible for policy and purchasing decisions on a variety of goods and services. In most larger hospitals there is a Chief Nursing Officer responsible for overseeing the entire staff. Some hospital CEO’s come from the nursing ranks also.

In the office nurses are the primary interface between the physician and the patients and usually are responsible for prescription

refills, phone calls, appointment setting and even certain process & management decisions. Therefore, it may be that purchase decisions

for some of your products will be influenced by nurses. They can also assist with helping you meet physicians and teaching you about how the practice works and who the key players are. You would do well to always foster and maintain sound relations with them.

Technologists are specifically trained individuals who assist with various kinds of testing and procedures. This includes imaging (Xray, MRI, echocardiography, ultrasound, etc.) or specific procedures (cardiac catheterization, surgery,

Nurses,■ nurse■ practitioners,■physician■ assistants,■ and■technologists■ all■ work■extensively■ in■ physician■office■and■hospital■settings.

Mid-level Providers

Generic■term■which■refers■to■nurse-practitioners■and■physician■assistants.


anesthesis, radiology, etc.). Depending upon what you’re selling, you will likely interface with these individuals frequently. Most of the time they will not have the final purchase authority but they can be very influential as to whether or not they like the equipment and feel comfortable with it. Management usually seeks their input and acts accordingly. Therefore, as with the nursing staff, it always wise to remain on good terms with these folks too.

Both hospitals and physician offices have various administration personnel. Hospital organization will be discussed separately. In the practice setting, depending on the office size, there will be more or less of an administrative staff.

Larger practices often employ an administrator to oversee operations. Also, depending on the size there may be specific managers in charge of certain functions like the front desk, billing & collections, nursing, purchasing, IT, finance & accounting and operations. Smaller groups may just have one or two people that split the chores accordingly. As a sales representative you will frequently encounter these people

depending on what your product line is.

In many cases the bulk of your negotiating will be with management. However, as with most groups, the final purchase authority rests with the physicians. Therefore, it is essential that you remain on good terms with everyone. Also, as part of your customer profile building, it is prudent to have an understanding of the organizational structure and operational process - know how business is done in your accounts.

As with any customer account, it is vital to know the key players and what each of their responsibilities are. Fostering and maintaining good relationships with important members of the staff can pay huge dividends over time as well. Therefore, as you begin to call on new accounts try and identify several people and form relationships with them. As your familiarity grows ask them to help you navigate the account and introduce you to more of the staff. Always remember that sales success is almost exclusively related to your networking and relationship building skills. So

take time to get to know your customers.

Staff Biographies & Information

Most physician practices and many hospitals have biographies of their medical staff posted on their web sites. Before calling on any new accounts it is prudent to review these sites up front. There are several reasons for this.

First, it is always beneficial to know as much as you can about someone when you first meet them. Posted biographies will likely include where they trained, worked previously and sometime information about their family and interests. Knowing these things will enable you to find common ground and use shared experiences to form the basis for building a relationship.

For example, you may have read that Dr. Jones completed his residency at the University of Michigan. As an Ohio State fan you now may have a common bond - a college football rivalry. It

also enables you to ask relevant questions and to potentially draw upon your existing relationships to foster new ones. Perhaps you

just met a physician at another office who trained at the same place. Now you have another opportunity to further the dialogue. It is essential for you to train yourself to find common ground with your customers and then use those specifics to probe further.

If you recall, the second part of the SALEs Process is ALIGN. It is at this point where you find similarities and shared experiences with your customers and then use those to build upon. Remember, the basis for most relationships is shared experience. One of the easiest ways to search for common ground is to remember the mnemonic, C-H-E-W.

CHEW, stands for Children, Hobbies, Education and Wife (spouse). Both as you research your potential customers and then meet with them, look for areas where you can CHEW. You will be able to find at least some of this

In■ many■ cases■ the■ bulk■ of■your■negotiating■will■be■with■management.■ However,■as■ with■ most■ groups,■ the■final■ purchase■ authority■rests■ with■ the■ physicians.■Therefore,■it■is■essential■that■you■ remain■ on■ good■ terms■with■everyone.

Most■ physician■practices■and■many■hospitals■ have■biographies■of■ their■medical■staff■posted■on■ their■ web■ sites.■Before■ calling■ on■any■new■accounts■it■is■prudent■to■review■these■sites■up■front.

c-h-e-W

Use■this■mnemonic■to■search■for■common■ground■during■your■first■meeting.


information on almost everyone. And, since most people enjoy talking about these things, you will have good opportunities to maximize your initial meetings.

Another rehason to review customer biographies beforehand is to potentially identify their professional skills that you could leverage for your benefit. Many physicians serve on hospital boards and committees. Having an ally in these areas is never bad. Others enjoy public speaking and other educational activities. It may very well be that if they have spoken for your competitors that they may be enticed to speak for you. They may also allow you to do a preceptorship with them.

A preceptorship is an informal training program where a member of industry “shadows” as physician for a given period of time to learn as much as possible about what they do. These types of relationships are always valuable and should be cultivated if possible.

The take home message about staff biographies is that you can never have too much information about your customers. Knowing where they grew up, trained

and what their personal and professional interests are enables you to find common ground not only with you but with others. Building and maintaining a deep and detailed network is essential for sales success.

Understanding Management - The Practice Administrator

As previously mentioned, many physician practices employ an administrator to oversee and run the business. Administrative personnel usually do not have have clinical backgrounds but are instead facile with the business side of medicine. While many physicians do not understand the intricacies of business, the administrator likely will. And it their job to always look out for the phys ic ians and the p r a c t i c e . M o r e o v e r, knowing the administrator is just as important as knowing the p h y s i c i a n o w n e r s

because how the administrator feels about you will definitely be shared with the owners.

Also, in most cases, with the exception of pharmaceuticals and clinical supplies, the administrator will likely be responsible for every other type of product or service that is used in the practice. They will also be the ones who will take your pitch and represent it to the owners. Therefore, it is essential that you foster and maintain excellent relationships with these people.

As with any customer it is essential to know as much as you can about them because who they are and what they do drives the way the sales call progresses. In time, as you call on more and more people, you will realize that you need a specific sales pitch depending on the customer type you are talking to. For example, the way you present information to the administrator will be different than the way you would present to a physician, nurse or technologist.

Always remember that a successful sales call advances the relationship in some manner. It may be as simple as following

up with the answer to a question or a complicated as a new product demonstration. But in each case, you must insure that you are providing some benefit to the customer; whoever they may be. Otherwise, they will realize very quickly that you are wasting their time. Remember too, that different people require different things, you will have to be flexible in your ability to tailor your pitch to meet the specific customer’s needs.

On-Site Testing & Ancillary Services

The issue of imaging and/or ancillary service offering was touched upon above. The take home message is that imaging, at least for the time being, usually represents a significant part of a practice’s revenue and practices which provide imaging capabilities as part of their service line will likely be more complex and technology-dependent than practice that don’t. This complexity and technical dependence often provides more opportunities for you.

Social Media

Despite the reluctance of many physicians, practices using social

Preceptorship

A■type■of■limited■training■experience■where■a■non-clinical■professional■will■spend■time■with■a■physician■or■other■provider.■This■is■very■common■in■te■pharmaceutical■industry.

Knowing■ the■administrator■is■ just■ as■i m p o r t a n t■as■ knowing■the■ physician■o w n e r s■b e c a u s e■how■ the■administrator■feels■about■you■will■definitely■be■shared■with■the■owners.

You■must■insure■that■you■are■providing■ some■ benefit■ to■the■customer;■whoever■they■may■be.■Otherwise,■they■will■realize■ very■quickly■ that■ you■are■wasting■their■time.■


media as a means to advertise are growing. It is always beneficial to review popular social media sites for information about your customers before you initially engage with them. Many times, social media can offer a different perspective from what may portrayed on their website and elsewhere.

Patients, having both good and bad interactions, are free to share their experiences with social media. By reviewing this information a picture can emerge about what type of customer they may be for you. A customer’s reputation should be just as important to you as your’s is to them.

One of the faults of new sales people is that they often try to be all things

to all people. In reality, there are simply some customers that you don’t want to be associated with. Social media should clearly not be used as the sole decision-point on whether or not you choose to engage with a particular customer. It can however offer insight which could influence your decision one way or the other.

Customer reputation is vital to understand. How they do business, make decisions and meet their financial obligations could mean

the difference between a rewarding experience for you versus a really lousy one. Before engaging with any new customer, try and find other sales representatives that have or are doing business with them currently. Remember, you can never know too much about your potential customers.

Many■ times,■ social■ media■can■ offer■ a■ different■perspective■ from■what■may■portrayed■ on■ their■ website■and■elsewhere.

One■of■the■faults■of■ new■ sales■people■ is■ that■they■ often■ try■ to■be■all■things■to■all■people.■In■reality,■there■ are■ simply■some■customers■that■ you■ don’t■want■ to■ be■associated■with.

The healthcare industry is complex and for the inexperienced or neophyte sales person, the challenge of learning and adapting to this new environment can be intimidating. Physicians can be difficult to meet and the settings in which they practice (hospitals and clinics) can be difficult to approach and navigate.

Savvy sales people will take as much time as possible learning all they can about their potential clients because they know that knowledge is power. Successful sales come from strong relationships. And the foundation for strong relationships is commonality or shared experience. The more information that you can obtain about your prospective customers before the initial meeting, the better prepared you will be to find that common ground and lay the foundation for successful and meaningful relationships in the future.

summary


Terminology review

alIgn - the second part of the SALEs Process which mandates finding common ground with customers as a foundation for relationship development.

ancIllary servIces - services offered in a hospital or physician practice that go beyond , or are in support of, standard patient care. This includes laboratory testing, imaging, chemotherapy, device interrogation, exercise testing, etc.

cheW - simple, yet powerful mnemonic to assist in the search for common ground with customers; Children - Hobbies - Education - Wife (spouse).

clInIc - (The physician is in the clinic) - refers to the office within a private practice setting.

grouP - a physician practice business model in which two or more physicians work together for the same establishment.

InPaTIenT - patients that are currently admitted and being seen in the hospital.

MID-level ProvIDers - generic term which refers to nurse-practitioners and physician assistants.

MulTI-sPecIalTy grouP - physician practice setting where the providers offer more than one particular type of care.

nurse - a person who cares for the sick.

nurse PracTITIoner - a licensed health-care professional who practices independently or is supervised by a physician, surgeon, or dentist and who is skilled in treating specific health issues and/or performing certain functions. A nurse who has continued training beyond the basic level.

ouTPaTIenT - a patient being seen in a clinic or facility outside of a hospital.

PaTIenT conFIDenTIalITy - a standard of behavior that mandates confidential patient data or other information will not be shared except though authorized channels and in accordance with specific laws.

PhysIcIan assIsTanT - a licensed health-care professional who practices independently or is supervised by a physician, surgeon, or dentist and who is skilled in treating specific health issues and/or performing certain functions.

PrecePTorshIP - a type of limited training experience where a non-clinical professional will spend time with a physician or other provider. This is very common in the pharmaceutical industry.

PrIvIleges - the authorization which allows a physician (or other provider type) to work in a specific hospital.

sales Process - the four-part strategic selling process developed by Health Comm Strategies and taught at the Cardiac & Technology Sales Training Institute, which stands for Survey, Align, Leverage & Extend.

sIngle-sPecIalTy grouP - physician practice setting where the providers offer one particular type of care (ie. a cardiology group).

solo-PracTITIoner - a physician practice setting where one provider works alone.

survey - the first part of the SALEs Process which mandates knowing as much as possible about prospective customers before the introduction.


A single-specialty group:

A) Generally schedules only one patient per day.

B) Has only one physician on staff.

C) Covers only one hospital.

D) Limits their practice to one specialty (ex. Pediatrics, Psychiatry, etc.)

Realistically obtainable components of your account profile should include:

A) Total practice revenues.

B) Physician salaries.

C) Total number of providers.

D) Total practice debt burden.

E) All of the above.

F) None of the above.

CHEW, refers to:

A) Cancer, hypertension, ear wax.

B) Children, hobbies, education, wife (spouse).

C) Collaboration, honorariums, endowments, wills.

D) Clinics, hospitals, emergency departments, waiting areas.

Key sources for information on your potential customers can be found:

A) On line - Google, website, blogs, etc.

B) By talking with others.

C) By informally touring their facility.

ID) n the local media.

E) All the above

Solo-practitioners:

A) See only one patient per day.

B) Treat only one disease.

C) Generally have small offices and normally function independently.

D) Are part of a large group but only see one type of patient.

You have the opportunity to visit a physician-customer in her office. While in the meeting you make a point to look for any information that could help you in forming relationships. Lying on her desk is the patient chart of someone you happen to know. Armed with this information you do the following:

A) Mention to the physician that you and the patient in question are friends.

B) Say nothing to the physician but tease your friend about why he’s seeing that particular physician.

C) Make no reference to the chart whatsoever, either to the physician or to your friend.

D) Take a quick look through the chart when the physician isn’t looking.

review Questions

#1

#2

#3

#4

#5

#5

ansWers: 1)e 2)c 3)c 4)D 5)c 6)B

Health Care Sales Training: Sample Coursework

Career

Transcript of Health Care Sales Training: Sample Coursework