Sales Call: Preparation and Execution. Lauren Onsa Director of Marketing Clinical Compound Pharmacy

Transcription

1 Sales Call: Preparation and Execution Lauren Onsa Director of Marketing Clinical Compound Pharmacy 1

2 Disclosures Lauren Onsa declare(s) no conflicts of interest, real or apparent, and no financial interests in any company, product, or service mentioned in this program, including grants, employment, gifts, stock holdings and honoraria. The American College of Apothecaries is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. 2

3 Objectives At the conclusion of this educational session, the pharmacist and technician attendee will be able to: Discuss how to conduct the proper research before making a sales call. Identify the resources to compile an organized system for recording contacts and call outcomes. Demonstrate the ability to perform the follow-up process and maintaining of relationships. 3

4 Sales Call Prep 101: What s for dinner? Let s prep our marketing pantry! 4

5 Sales Call Prep 101: 1. Select a topic Specific vs. general/vague 2. Become an expert Homework isn t just for students! 3. Identify your audience (physician/practice) Time to put on your detective hat! 4. Materials What to fill your marketing bag with! 5

6 Sales Call Prep 101: It s important to keep your topic specific! The more specific your topic is the easier it will be understood. Note your audience is busy and constantly multitasking throughout the day. Remember it may take your audience multiple times to hear your message before the information is fully processed. 6

7 Sales Call Prep 101: Hittin the books! What are three resources you can use to gather information about your topic? Pharmacist Chemical Company Medical Websites 7

8 Sales Call Prep 101: Learn who your audience is. Identify the type of practice: GYN, Podiatry, Internal Medicine, Dermatology etc. Do they belong to a large practice with multiple physicians? If yes, you may initially want to focus on one doctor to start. Does the physician have multiple office locations? If yes, perhaps opt for the smaller location for a first time call. Check the web! A physician's website is a great place to find out more about them and their practice! 8

9 Sales Call Prep 101: Didn t your Mother always tell you not to show up empty handed? Key Items to always have with you: Business cards Short piece of info on your pharmacy: i.e. brochure or map pad Examples of the types of prescriptions your pharmacists compound Calendar Note book or ipad The type of call may also determine what you leave behind. Is it a scheduled appointment or a cold call? 9

10 Now you re cooking up some marketing! How do you keep up with the demands of the kitchen?

11 Post sales call: Organized Marketing An organized marketer is an efficient marketer, and an efficient marketer is a successful marketer. The top five factors to focus on to stay organized: 1. Physician Contacts 2. Daily Call Log 3. Pharmacy Generated Reports 4. New Ideas/Information 5. Materials 11

12 Post sales call: Organized Marketing Physician Contacts Contact Info: name, address, phone, fax, , type of practice Office hours Staff Topics of interest Types of diseases/conditions they treat 12

13 Post sales call: Organized Marketing Resources for storing contact information: Sales programs Smart Phone and tablet applications Business card scanners Rolodex 13

14 Post sales call: Organized Marketing Daily Call Log Who, what, where, when? Keep a log of your calls to review at the end of the week. 14

15 Post sales call: Organized Marketing Call Outcome Reports Does you Pharmacy have a system for reporting prescriptions activity by individual physicians? Benefits: You will see what your physicians are sending in daily, weekly, monthly Track the cost of prescriptions Patient outcome Gives you the information to determine what is working and not working in your marketing plan 15

16 Post sales call: Organized Marketing New Ideas/Information Stay current on new compounding services to speak to your physicians about. There are always new innovations within the industry of compounding! Get involved! Network with fellow independent pharmacy marketers. Contact your chemical company to see what's new or what is popular with other customers. Keep a folder or file on your computer to keep information saved and in an accessible place. 16

17 Post sales call: Organized Marketing Materials When a marketer says they live out of their car; they aren t kidding! Always be prepared, you never know who you my run into. An opportunity may present itself when you least expect it! 17

18 Post sales call: Organized Marketing Materials Resources to help you organize your marketing information: Free online file sharing and file housing programs Smart phone and tablet applications Large document file folder to store marketing materials and information pieces Small binder or folder to house the current topic you are marketing. 18

19 Follow-up The key to your continued success. How often should you follow up with your physicians and other prescribers? When it is a good time to share new ideas or discuss patient outcomes? How often should you visit new prospects or offices that haven't used your pharmacy yet? 19

20 Keep them coming back for seconds! How to turn new customers into regulars! 20

21 Follow-up The key to your continued success. How often should you follow up with your physicians? Don t be afraid to ask your physician what type of follow up method they prefer and how often they would like to hear from you. Once you establish a relationship you will get a feel for how much time each particular office requires. 21

22 Follow-up The key to your continued success. How often should you follow up with your current physicians? Do not forget or exclude the staff! In most cases they determine your marketing fate! See the staff as a teammate. They can help to strengthen your marketing message along the way too. 22

23 Follow-up The key to your continued success. When it is a good time to share new ideas and patient outcomes? The first contact should be made after the first fill. Information and feedback from both patient and physician is essential at this time. Continued and ongoing communication will be dependent on physician and patient needs. 23

24 Follow-up The key to your continued success. When it is a good time to share new ideas and patient outcomes? Don t forgot the physicians that have contributed to your success along the way. Gear you information towards what will benefit the needs of your physicians and their practice. 24

25 Follow-up The key to your continued success. New prospects or offices that haven't used your pharmacy yet If you re having difficultly getting to the physician or decision maker, schedule an appointment. Most offices will allow you to bring lunch. On a budget? Ask if there is the option to bring breakfast, much easier on the pocket! 25

26 Follow-up The key to your continued success. New prospects or offices that haven't used your pharmacy yet Don t be afraid to ask questions! Your job is to find out how to serve your local medical community better. 26

27 Now it s your turn to plan your sales call menu! Don't limit yourself. Many people limit themselves to what they think they can do. You can go as far as your mind lets you. What you believe, remember, you can achieve." -Mary Kay Ash 27

28 Thank You! For more information or questions please don t hesitate to contact me! Lauren.clinicalcompound@gmail.com 28