Ever wondered why your visit to a doctor feels completely different from walking into a pharmacy? 👀
Doctors & pharmacists do not operate the same way, therefore, the approach should be different! 🚨
Doctors operate in a quiet, focused 1-on-1 environment.
Pharmacists are interrupted, multi-tasking, often seen in groups during shift changes.
THE PATIENT JOURNEY VARIES
A doctor starts the treatment journey, the pharmacist hands it to the patient
DETAILING OBJECTIVE
- Doctors: Generate a prescription based on a specific patient need
- Pharmacists: Influence product reco. & modality of usage
LANGUAGE
- Doctors: Clinical & scientific: MOA, clinical studies, peer revied articles, KOL reference
- Pharmacists: Practical & operational: how to use, price, insurance reimbursement, ingredient-led
TYPE OF RELATIONSHIP WITH THE DETAILER
- Doctors: Long-term relationship Build trust with the right support and credibility
- Pharmacists: Counseling support Be efficient & target all teams during shifts swap
OBJECTIONS HANDLING
- Doctors: Efficacy, clinical & POD
- Pharmacists: MOA, price, reimbursement possibilities
FROM PRODUCT DETAILING TO PRODUCT TRAINING
In a pharmacy you might encounter several pharmacists at once, a shift in product delivery is needed
STRATEGY
- Doctors: Precision detailing: delivery is based on specific doctor’s profile & patients’ base
- Pharmacists: Precision Training: delivery is based on patient need and product usage adapted to the whole trained group
TARGET GROUP
- Mostly one doctor in clinics. For hospitals groups⟶ precision training
- Usually 2 or more people as trainings happen at shifts swap
STEPS TO IDENTIFY NEEDS
- The need is found during the call Probing is a live conversation: listen, adapt & tailor in real-time
- The need is brought into the call prior to the training: Understand what is prescribed most in the area — use data or ask nearby doctors Check inventory and brand visibility on the shelf. Use in-call probing to confirm your pre-identified need, not discover it