No-see physicians continue to increase, and time sales reps can spend with doctors who will see them continues to decrease, how can pharma shift its strategy to make sure they are still engaging with no-see physicians? Alternatively, what strategies, tactics, or tools can help reps to maximize the limited time they get with the doctors they are able to see?
The demands of today’s healthcare delivery system, with the added pressure of outcomes-based reimbursement models, make it even more critical that the pharmaceutical industry provide the support needed to doctors and their patients to best manage disease. Enter the patient service model. Patient service teams don’t replace sales representatives, but rather complement to help achieve better patient outcome.
Patient service reps call on office managers, nurses and physicians every day, their conversations are short and focused – typically only lasting one to two minutes and the topic of the conversation is different. Service reps are there with the focus on the patients, not to promote brand messages or product benefits. Depending on the needs of the brand, each call is slightly different, but typically includes patient access to medicines, vouchers, co-pay cards, patient samples, disease information for patients and support materials to help patients manage their disease.
In providing this much needed level of support, quickly and conveniently, traditional field sales reps can devote their time to scientific exchanges during their calls. The combination results in greater brand exposure, increased access to healthcare professionals and stronger, more trusted relationships.
The following is an excerpt from the May issue of PM360, read the full article “Engaging with HCPs on their terms” here.
Considering patients are at the heart of everything physicians do, sending patient service reps to HCPs can offer another resource.
“Patient service reps focus on the patients, not promoting brand messages or product benefits,” explains John Gerow, Service Team Strategy Partner, Ashfield. “Depending on the needs of the brand, each call is slightly different, but typically includes patient access to medicines, vouchers, copay cards, patient samples, disease information for patients, and support materials to help patients manage their disease.”
For more information on patient service reps at Ashfield contact firstname.lastname@example.org or download our infographic here: