SELLING SKILLS FOR TODAY’S HEALTHCARE

ENVIRONMENT

Why is Today Different from Yesterday?

Previous medical access

• Physicians had private practices• ‘Relationship Sell’ was prominent– Paid Trips/Activities- educational or leisure– Provided financial support to physician- supplies,

speaking, training– Buddy system

Previous medical access (con’t)

• Physicians determined what hospitals would contract to use

• Only product or feature in the marketplace• Emphasis in clinical expertise and product

knowledge

How healthcare environment is changing

• Now more M&A and fewer hospital systems• Growing # hospital SUPERsystems, fewer

independent hospitals• 3 out of 4 docs with be hospital employees by

2014 • Initial sales from corporate offices• Moved to GPO IDN Integrated Delivery

Networks contracting

How healthcare environment is changing (con’t)

• Valued physician relationships controlled device utilization

• More bureaucratic• Hospitals are now production enterprises- producing

patient care/outcomes– Differentiate themselves with improved outcomes– Profits

• With increased hospital employed physicians, Sales are shifting to hospital enterprise to engage more competent clinical or technical colleagues while providing a baseline level of clinical credibility

Today’s Market Drivers

More Patients

Physician shortages

Hospital EvaluationsACA

New Medical Sales Rep Evolves

More challenging than ever

Today’s challenges

• Limited Interactions Permitted• Physician Access• Hospital Access• Dilution of many product segments– Sales reps– Devices

• Hospital finance departments– No product knowledge– Bottom-line searching

• Every Hospital System is organized differently

New Medical Sales Rep Evolves

• More challenging than ever

• “One Size Fits All” Clinical Model is no more

One Size Does Not Fit All

• Identify who your customer is• Segment Customers• Redesign and tailor your sales model

New Medical Sales Rep Evolves

• More challenging than ever• One Size Fits All Clinical Model is no more

• Identify your customer – hospital finance, hospital reimbursement,

payor contracting, supply chain operations, C-suite operations, current management best practices, physician integration and practice management, market development.

Four main hospital segments emerging

Price Sensitive

willing to force the use of certain devices to save costs

Traditional

physician preferences still rule

using a preferred vendor to reduce cost and/or improve offers in unique ways

Partners Centers of Excellence

building “best-in-class” capabilities with the latest and greatest devices

New Medical Sales Rep Evolves

• More challenging than ever• One Size Fits All Clinical Model is no more• Identify who your customer is– hospital finance, hospital reimbursement, payor

contracting, supply chain operations, C-suite operations, current management best practices, physician integration and practice management, market development.

• Distinguish Role– Sales Rep vs Acct Mgr vs Clinical Specialist

Sales Rep or Acct Mgr

• Is expert at selling to the multitude of non-clinical buyers

• Delivers an analytical economic message• Understands the account’s reimbursement strategy• Achieves quality payer access and payer coverage• Provides the right level of financial and clinical support

services• Ensures product is readily available• Reduces logistical and financial barriers for the

hospital

Relative Sales Process

Physicians– Consultative- problem solve

what his challenges are. • Procedure driven• Patient driven

– Differentiate your features– Relieve him of any necessary

burdens• Staff issues• Patient issues• OR staff

– Develop the relationship of reliability, credibility and confidence

Hospitals– Value for hospital– Ratings – Readmissions– Reliability– Insurance reimbursements

New Medical Sales Rep Evolves

Selling Skills

• Persistence• Persuasiveness• Practiced

– Clinically– Analytically– Financially

• Listening• Questioning • Objection Handling

• Gain Commitment• Varied presentation skills

– Small group– Committee based– Executive-level– Staff-level

• Analytical• Org Skills• Focused- Hone brevity of

interactions

Selling Skills

• Persistence• Persuasiveness• Practiced– Clinically– Analytically– Financially

Selling Skills

• Listening• Questioning • Objection Handling • Gain Commitment

Selling Skills

• Varied presentation skills– Small group– Committee based– Executive-level– Staff-level

• Analytical• Org Skills• Focused- Hone brevity

of interactions

Selling Skills

• Persistence• Persuasiveness• Practiced

– Clinically– Analytically– Financially

• Listening• Questioning • Objection Handling

• Gain Commitment• Varied presentation skills

– Small group– Committee based– Executive-level– Staff-level

• Analytical• Org Skills• Focused- Hone brevity of

interactions

The Future

• Fewer non-surgical interactions• IT will be prevalent• Use of internet education tools will be

important• Phasing out of Operating Room sales

personnel and contracting, ie - NuReps

Questions