How to make the most of a short appointment with a Thought leader
In times gone by, previous sales representatives and MSLs probably remember how a doctor could call them or they could visit the practice without an appointment; however, in the fast pace of the modern dynamic, this has changed. The western world is suffering greatly from an ageing population, and the demands on Healthcare professionals (HCPs) time are ever strained; you may need more and more constrained time.
Today, it's normal for primary care providers to be pressed to see as many patients as possible in a day and for patients to bounce between practitioners in a group practice. Therefore, your role is to demonstrate what you're offering to discuss and that your thoughts are of real value to them.
Set an Agenda
You may only have 15-20 minutes of an HCP's time; short, in an ideal world, you would want an hour or more to detail the doctor and the latest data and information in your therapy area. Therefore, it is essential to prioritise the detail you would like to communicate and where you believe their insights will be valuable. We advise sending the agenda ahead of time with a contingency to introduce your topics at the start of your visit.
Be Honest & Ask Questions
Face-to-face visits for a new medical sales representative or medical science liaison can be overwhelming. Sometimes, even the most well-meaning doctor can respond to your data but ask about a lot of information in significant depth very quickly and in complex terms. It is your role to present information in a balanced, fair and unbiased manner, so it is OK to ask questions and ask as many of them as you like to make sure you feel comfortable before responding to queries.
The aim of any face-to-face meeting is to bring back valuable medical insights. In my experience, sometimes colleagues are reluctant to ask questions and ask the healthcare professional to reply in plain language if they use jargon or unfamiliar terms. It is perfectly fine to say, "Sorry, I'm just not following you. Can you explain it another way?" This prevents your meeting from becoming an ineffective use of your valuable time and resources.
If that doesn't work, repeat the information back to the HCP. This will help you absorb it and allow the HCP to know whether you understood everything they've said.
Work Collaboratively
Finally, it's important to work together with the HCP for the best outcome. If your doctor provides insights or disagrees with the data you presented, it is an opportune time to listen and work collaboratively to see if there is anything they would like to see done.
This is a way to actively partner with your healthcare professional to provide insights into how to move the conversation forward on the disease area. This helps you to control your anxiety if the healthcare professional is not receptive to the data you've presented.
Thanks for reading; until next time.