Pharmaceutical Sales: Communicating with Physicians

Why Attend

A thorough understanding of your pharmaceutical company’s target audience is crucial when piecing together a marketable claim. The “one-size-fits-all” approach with physicians may have unfavorable effects on the pharma-physician relationship in an era where doctors are short on time, while being flooded with massive amounts of data. As many promotional activities and messaging by the pharmaceutical industry do not resonate with their potential customers, it is essential to plan effective methods for approaching physicians in a changing era of medical practice.

This course introduces participants to the basic communication skills required to efficiently and effectively address complex clinical or experimental data with physicians. The expectations of the target audience, good data understanding and analysis of the clinical trials, and factors influencing treatment choice by physicians will be thoroughly discussed.

Special emphasis will be placed on the most common physician profiles a pharmaceutical representative may interact with as well as potential challenges these profiles pose.

Course Methodology

This course uses a number of different training methods including presentations, group discussions, videos, question and answer sessions, case studies, and role plays.

Course Objectives

By the end of the course, participants will be able to:

• Implement impactful communication skills while adapting to the projections of their target audience
• Acquire an understanding of physician profiles based on educational and cultural backgrounds, medical approaches, and thinking patterns
• Analyze the strengths and weaknesses of statistical data from a clinical trial
• Define factors influencing physician’s treatment choices
• Create marketing material and promotional events for pharmaceutical products

Target Audience

This course is specifically designed for individuals responsible for medical/pharmaceutical affairs, marketing, and the field sales forces, as well as anyone involved in implementing effective communication techniques tailored to the different profiles of healthcare professionals.

Target Competencies

• Practical Statistical Reasoning
• Communication Skills
• Customer Psychology
• Creating Sales Strategies
• Creating Marketing Strategies