What is Provider Behavior Change Communications?

SESSION 2

Session 2: Objectives

Where are we now?Where are we going?How will we get there?

Provider Behavior Change Communication (PBC)…

SLIDE 2

Positively influence individual provider behaviors

Provide solutions to provider needs to motivate behavior change

What is PBC?

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The goal of medical dethe

medical rep to …tailing is for

1

The goal of Provider Behavior Change Communication (PBC) is for the

medical rep to …

► Interacts with providers► Is credible in the eyes of

providers► Has rapport-building,

communications and persuasion skills

► Has received appropriate training on the products and/or therapies

► Has been advised of any regulatory or compliance guidelines regarding what can and cannot be discussed with providers

Who can conduct a medical detail?

SLIDE 4

The goal of medical dethe

medical rep to …tailing is for

1

Provider Behavior Change

Communication (PBC) can be performed by

anybody who…

The Adoption Stairway

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How will we get there?

SLIDE 6

The goal of medical dethe

medical rep to …tailing is for

3

Reinforcing the solution’s

value

Territory planning

Delivering a solution

Uncovering provider

needs

Coaching and support helps! (from your manager)

Step 1 Step 3 Step 4

The PBC Process – Used by the Best Detailers

A specific process is followed by the best medical detailers

3

SLIDE 7

Step 2

The PBC Process – Used by the Best Detailers

This workshop will focus on best practices and practical tips for each step in the PBC process

SLIDE 8

Reinforcing the solution’s value

Territory planning

Delivering a solution

Uncovering provider needs

Coaching and support

1 2 3 4

Provider ProfilingPrioritizing & Planning

Uncovering Provider Needs

Value Propositions

Features and Benefits

Overcoming Objections

Maintaining Behaviors

Monitoring & Management ToolsCoaching and Working with Your Manager

SLIDE 9

Medical detailing is a behavior change intervention that is one component to lead us to project deliverables

PBC will help you be more effective in accomplishing PSI’s overall objectives

Many individuals in your community could receive a medical detail Behavior change results from moving providers along the adoption

ladder and removing barriers from advancing from one step to another

OAM When providers receive medical details and change their beliefs and

their behavior… it is uncomfortable. Change is uncomfortable! You help make it comfortable by taking small ‘steps’ (adoption

stairway)

What is Provider Behavior Change Communication? Recap