Inability to Leverage Clinical Data
Many of today’s regulatory changes are focused on the use of Evidence-Based Medicine (EBM). This rationale is to provide consistent disease treatment resulting in better patient outcomes and decreased cost of care. To embed EBM skills in newly trained physicians, regulators now require medical schools to teach five levels of competency in EBM. Physicians are now taught how to critically appraise clinical data to look for bias, statistical significance, and clinical relevance.
This approach is influencing physicians’ expectations of sales representatives. Research shows that EBM holds the strongest customer buying influence, and over 90% of physicians want reps to make more use of clinical studies and EBM in their conversations with sales representatives. So, during that rare opportunity to access an influential key opinion leader (KOL) as a result of a new product launch, how much value will a representative provide if they can establish the validity, statistical significance, and clinical relevance of the solution using the language of a physician? And, how do you think that compares to a representative that shows up and begins spouting results of a clinical study?
The clinical selling skills needed to speak the language of the physician are based on an understanding of the principles of EBM and enable representatives to link key clinical findings to critical clinical solutions supported by your brand.
We can help to ensure that sales representatives understand how physicians are taught to analyze clinical data for validity, statistical significance, and clinical relevance, and enable them to establish their credibility in order to differentiate themselves from the competition.