Engage the interviewer in conversation.
“Hello doctor, I’m [your name here], I’m a BRAND NEW rep for XYZ Pharmaceuticals, and I’d
like to introduce myself and find out how I can be a true resource for you and your office.” Insert
some fact finding chit chat here, then say something like “I know your time is valuable, and I
want to be a resource for you and your practice.”
Here are a few examples of engaging, probing questions:
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“When treating a patient with these symptoms [insert symptoms here], how do you
determine what therapies to use?”
“How would you describe the perfect patient for XYZ drug [insert drug name here]?”
Be sure to change your probing questions to tailor you style or disease state. At this point you
have enough information to go ahead and introduce your drug.
For the purpose of this discussion, let’s say you’re promoting a drug called SliplessGrip for
hyperhidrosis (sweaty palms) in Silicon Valley, CA. In your discussions with the physician, she
shares with you that she feels the disease is devastating because it keeps her patients, who are
mostly computer programmers, from being productive at work. Because of this decreased
productivity, many of these highly motivated, intelligent people develop a decreased sense of
self and often times suffer from comorbid depression.
Now you have the info you need to sell SliplessGrip. Pull out your detail piece, and introduce
SliplessGrip. “Doctor, SliplessGrip is indicated for the treatment of moderate to severe
hyperhidrosis in adults.” At this point explain the features and benefits of the product based on
the needs you uncovered in the first step.
One of the most exciting features of SliplessGrip is its quick onset of action. Because the starting
dose is also the maintenance dose, your patients don’t have to wait for relief from their
symptoms. In fact, 86% of all patients wh