There are few constants in any industry, but the healthcare industry is one that is constantly changing. Research is ever-expanding and products specific to the healthcare industry are always being adapted for new purposes. If you’re involved in creating sales material for the healthcare industry, the tips below can help.
1. Keep Your Data Light
Pay attention to the buyers in the healthcare industry. Most of these folks are incredibly busy; reviewing information on new products may be something they struggle to find time for. Careful focus on detailed information that is delivered through many channel may be the best way to get your data in front of them when the time is right.
Provide your data in such a way that it can be reviewed at their convenience. A phone message might draw attention to the items you’re promoting, but your marketing materials may be most effectively presented in images on a text message or as the body of an email. Paper images in a simple folder or binder might suit some buyers. Simply keep your data presentation light enough that you can easily update it as products and offerings change.
2. Be Diligent About Documentation
As you put together marketing and sales material, make sure your medical information is thoroughly vetted and widely promoted. You need data that is backed up by the most reliable sources available. Depending on the recipient of your marketing, it may make sense to include the most current copies of articles from journals to support your sales material.
If your background is in sales and not in medicine, make sure that you have access to medical writing services to support your offerings. Those working in the medical field have a finite amount of time to review documentation related to new products and tools. You must be sure that your data is both direct and accurate to hold the attention of the buyer.
3. Build Relationships
As a medical sales professional, you need to build a healthy relationship both with the buyer and with their gatekeeper. Providing your potential client with detailed information that can enhance their practice without wasting their time will be easier if you have a healthy relationship with those leading the practice.
Similarly, getting the gatekeeper on your team can be helpful. Build yourself a chart to help you identify each member of the team. If a new person answers the phone, you have the chance to update your chart. You may find that someone in the organization has moved up or moved on. If they’ve joined another practice, your relationship may be helpful in building a new connection with that practice. A good gatekeeper can actually be an ally in getting your data in front of new decision-makers.
Quality sales material can be as detailed as a slide presentation, medical pamphlet, or as simple as a handwritten table of names. Keeping your presentation materials flexible will reduce your risk of sharing information that has been superseded by new results.