mind-set in business skills and human .ppt

business

1. Doctor Mind Set

2. Can You Read My Thoughts….?

3. Are You Always Asking
"How can I get my doctors to change what
they're doing?“
"What do I have to do to make these
doctors understand that my product is the
best choice?“
"I'd love to present more clinical
information, but when is there time to do
it?"

4. How they take the decision ?
Dynamic combination of scientific and
promotional data gathered every day from
publications, patients and colleagues.
Clinical behaviors, and prescribing habits.
Specific algorithm they use each time they
confront a patient problem.

5. What doctors want from reps ?
Unbiased scientific information and clinical
comparisons.
Learning creates and changes both clinical
behavior and prescribing habits.
They also view these experiences as a way
to increase the number of data points that
form their diagnostic and prescribing
knowledge base.

6. Doctor’s IDEA
Identification.
Discovery.
Evaluation/decision.
Action.

7. How to solve their problems ?
If the information a representative has to
offer is presented to the physician as an
opportunity for learning and improving the
problem-solving process, everyone benefits
-- the doctor, the patients and the
representative.
view time with a doctor as a part of a larger
educational process, you make it possible
for them to contribute to that learning
process and meet their goals more quickly

8. Paint The Profile
Disease area.
Patients.
Problem.
Goal achievement.

9. Use pacing to get past the
subconscious gatekeeper
Pacing is a way to quickly build rapport and get
into a physician's operating reality.
7% of communication is the spoken word, 38% is
vocal expression and 55% is physiology (posture,
gestures and facial expression).
The technique of pacing is to match the
physician's vocal expression (verbal behavior),
physiology (nonverbal behavior), perceptual mode,
decision strategy, values and beliefs .

10. 1-Building Rapport
Building rapport is building trust and a common
bond where communication is more readily
accepted.
Done at a subconscious level.
We like people to be like ourselves.
Pacing the physician’s voice by matching the rate
of speech, volume level, tempo and tone, coupled
with pacing nonverbal behavior by matching hand
gestures and breathing, will help get you into
physician's operating reality.

11. 2-Start with Speech!
Using your voice is the quickest way to build
rapport.
Begin with rate of speech and volume (easiest to
pace).
Increase or decrease your rate and volume to
match physician.
Tone modulation.

12. 3-Using Internal Representational
Systems
Use pictures (like show, see, appears,
demonstrates, visualize).
Use sounds (like sounds good, hear, say, listen,
tune in).
Use feelings (like touch, feel, concrete, grasp,
firm, hold).
Make logical sense (like "seems to be," "know,"
"logical," "makes sense," "experience," etc.).

13. 4-Eye Movement
Look up and to their right (your left), they are
picturing something never seen before.
Look up and to their left (your right) they are
picturing something seen before.
Look to their right side (your left), they are
forming something they will say.
Look to their left side (your right) they are
remembering something said before.

14. Eye Movement,cont.
Look down and to the right (your left), they are
internally experiencing something.
Look down and to the left (your right), they are
having an internal conversation.

15. 5-Next, Pace Physician’s
Decision Strategy.
Three key elements of decision
strategy are
–decision criteria
–decision evidence
–decision motivation.

16. Example
You ask a physician to describe a recent decision she made
about the use of a new product. She responds by saying, "The
med. rep showed me what the drug could do [eyes looking up
and to the left, signaling that she is visually remembering].
Then we reviewed the key attributes I was interested in
[eyes looking down and to the left, suggesting that she is
having an internal conversation]. And finally it felt like a
product I wanted to use with my patients [eyes looking down
and to the right, signaling an internal feeling or experience]."
This physician's trigger is visual -- she needs to see it; her
evidence strategy is self-talk -- she evaluates how the option
meets her criteria; and her exit strategy is kinesthetic -- it
has to feel like the right thing to do.

17. A-Decision Criteria
The parameters a physician has set up to evaluate a drug
(e.g., efficacy, safety, compliance, cost, etc.) and their
order of importance.
How do you go about making a decision to prescribe a
particular medication?
What is important to you when evaluating medication?
How do you differentiate medications within the same
class or decide between therapies that appear similar?
What are the most essential aspects you consider?
What is their order of importance?

18. B-Decision Evidence
 How do you evaluate efficacy, safety, etc.?
What proof do you need when determining
if a drug is efficacious, safe, etc.?
How do you go about evaluating each
criterion?
Before you start prescribing a drug, how do
you know the therapy is going to be
efficacious, safe, etc.?
What is the most important piece of data
should I present to you as a proof source?

19. C-Decision Motivation
What motivates a physician to take the next step and
prescribe a drug (or not).
What is your hesitation about prescribing
________ ?
What is the one thing you want to avoid when
prescribing ________________ ?
Under what circumstances would you prescribe
_____________ right now?
What would cause you to change your present
prescribing habits?
You are about to prescribe for (patient’s
condition). What causes you to choose one
therapy over another?

20. Why Discover the Physician’s
Decision Process!
When you discover the physician’s decision
process, you will be able to tailor your product
information to match that process.
Couple that with the doctor’s internal
representational system and you will create a more
compelling case for prescribing your drug.

21. Selling By Design

22. “Sell by design, not by chance.”
Active speech, action words
Condition the physician

23. 1-Active speech, action words
 “As you prescribe ………, you will see ”
 “By using ……….., you can …”
“You can see results like this when you
prescribe ……….”
 “You need to use …….. to get control of …”
“By prescribing ………, you can be assured
of…”

24. In one clinical study … this is where I
think I have a drug that might help
you .
Vs
In one clinical study … this is where
[my drug] will help you ; By prescribing
[my drug] you can get control of …”

25. The Twelve most persuasive words
You, Money, Save, New
Results, Easy, Health, Safety
Love, Discovery, Proven and Guarantee.
David Peoples’ book, “Presentations Plus,” quotes a study from Yale
University

26. Examples
1. Dr. Aly, it is very easy to prescribe
[the drug].
2. It is very easy to, Dr. ALY, prescribe [the
drug].
“You will get the results you are looking for
with the safety you have come to expect
with this class of drug, when you, Dr. Aly,
prescribe it.”

27. 2- Condition the physician
Have you ever been out in public and heard
someone call your name, then turned around
to discover they weren’t calling you?
We are all conditioned to respond to our
name.
physician’s name is the most powerful word
you can use during your presentation.
When you use a physician’s name, you will
actually wake up his or her unconscious mind

28. Examples
 “I am wondering if Dr.Aly is comfortable
prescribing [the drug] right now.”
 “Dr. Aly, remember, it has the highest
tolerability in its class.”
 “You will be getting a therapy with the
highest tolerability when you, Dr. Aly, use
[the drug].”
 “I am curious if Dr.Aly consider tolerability
as a critical decision factor.”

29. Cont.
“In one clinical study … this is where [the
drug] will help you to achieve results when
you, Dr. Aly, start to use it. Further, the
study shows that when you prescribe [the
drug] you get a proven therapy, so you can
get control of …”

30. Try ????????
Don’t ask, “Will you give [the drug] a try ?”
You want your doctors to use your product,
so just ask them to use it.

Sell by design,
not by chance.

31. Challenge Your PowersChallenge Your Powers
Goals are dreams with deadlines
Great things in business are never done by
one person they’re done by a team of people

32. Yasser sewilam