As if by magic

It always makes me smile when companies believe that just because they have launched a product that the job’s done. Many have rightly moved away, but still think that making a formulary application is all they need to do, although that is actually a much more complex process than many think. That is if you want to get formulary positioning that fits with your plans. Some also know that formulary listing is, in Churchill’s words, “just the end of the beginning”. No time to rest on your laurels – now the real hard work begins.

I also meet people that think that a positive NICE recommendation is the Holy Grail. Once you have that all sales flow. Referrers refer, prescribers prescribe, purchasers purchase, funders fund and everything falls in to place within 90 days. Why within 90 days – well CCGs do have a statutory obligation to fund NICE recommended treatments within 90 days. But actually that is their entire obligation.

From an NHS point of view NICE recommended treatment is within baseline – so your one is hidden within a contingency fund if we actually have one. And of course I have all the time in the world to sort out a business case, referral pathways, treatment guidelines, funding routes and everything else that is needed to implement this recommendation safely.

Oh that just reminds me –the words ‘clinically appropriate’ were removed from the best practice guide for formularies. We thought it was saying that you didn’t need to list a cancer treatment in a mental health formulary. But it would appear that the good old NHS thought that there was a secondary decision to make about whether they felt the recommendation was ‘clinically appropriate’ !

So just remember – it’s not over until the rather buxom lady with the horned helmet sings. Walk in my shoes before you even start your plan. The numbers won’t happen by magic.

I saw representatives once

As a head of medicines management you might be surprised to hear that I saw representatives from both the pharmaceutical and medical device industries. Why wouldn’t I? My organisation spent a lot of money with them and I thought that they could help me. But in general, it was a disappointing experience and usually once was enough. About six representatives, however, I would see several times and would even make space to see them – because they helped me.

It is important for companies to secure a series of meetings. Sometimes the concept and message are too difficult to get over in 10 minutes. Sometimes the company needs me to do something. Sometimes the company have a pipeline and continued access is required.

There were certain representatives and companies that wouldn’t be granted an appointment if they tried to make one.  It’s no different to double-glazing salesmen – I have heard your patter and I don’t need to hear it again.

There were three main characteristics of the first call that ensured success:

 

Initial approach and alignment with current agenda

It is not that I have a short span of attention, but I have lots to do. The opening has to be specific and interesting to me. Some will fall by the wayside as they are unable to pull together a reasonable telephone call or email request for an appointment. Some are unable to open with a single value statement. And some think that a stream of endless questions is the right way to start a call – well it isn’t. No-one ever worked up a model of needs based selling based on a gazillion opening questions to explore needs.  It happens, it’s boring and I am not employed to feed you information.

Don’t tell me about the features of the drug or device – talk value and position – my language and my agenda.

 I also shamelessly buy ‘belief’. Some representatives come with belief that what they are going to say is well prepared, bang on my agenda. Their confidence is intriguing and I will listen to their proposition. Shuffle about, focus on your papers and don’t make eye contact and you might as well close the door after leaving, which will be quickly!

 

A valid proposal that requires my action

How many times have I been left confused as to the action required post call? ‘What was that about’, is a common feeling. The call objective often isn’t clear and the result is no clear action for me to take. Come on guys – shape up! Do a little more preparation and think a little more forward – to the second call and even the third. All calls need a specific proposal at the core. Should I agree with that proposal, then the close should include some actions that I will take. Naturally, if you don’t ask, then you won’t get. I have been surprised by the cheekiness of the request and the representative has been surprised by the set of actions that I have agreed. Beware though – I might not always intend to do what you THINK I’ve agreed to do.

Please think about call sequencing – don’t try the same good call twice – develop and extend.

 

Don’t leave me!

Go on just walk away! You know that I will only remember 20% of the points that you have raised. You know that I have to discuss or present your proposal to others and then roll out – where is my help to do that when you’re not there?

The important thing here is to understand what you want me to DO and give me the means to do it simply. So many talk about walking a mile in your customer’s shoes – and then I question if you really know who I am and what I can do? I often don’t have time to research and write something from scratch. Make my life easy – please.

I like to be seen as a fast-follower, way ahead of the crowd, but not out there in no-man’s land. So put me in touch with the trailblazer or someone who can give me some advice.

In conclusion, it is quite simple – opening, contents, action based close and follow up. If you aren’t getting in or getting the response you require – then give us a call.