Cath Lab Digest

A s healthcare becomes more business-oriented, traditional roles change.¹ Clinicians are challenged with assuming greater fiscal responsibility and meeting the expectations of cost containment. This requires more direct involvement in product evaluations and decisions, which necessitates developing a working relationship with sales representatives. A number of articles have been written about the relationships between physicians and pharmaceutical sales people. However, information about the relationship between other clinicians and product representatives has not been published in the literature. Basic educational programs in healthcare fields can be as short as a 1-year training program, as in the case of an operating room technician, or longer in programs such as nursing that offer a college degree. One common goal of all programs is that client-centered care is planned and delivered to help maximize wellness. As a rule, methods for coordinating product evaluations, performing cost-benefit analysis, or obtaining sales negotiations skills are not formally taught. Clinicians in specialty areas such as wound care or the operating room often acquire the necessary skills to navigate sales relationships through experience and trial and error. Expensive mistakes can occur when a clinician is not prepared for common sales tactics - mistakes that can have a negative effect on the practitioner's credibility or potentially lead to a negative outcome for patients.

Creyer² notes that the most important traits influencing the physician's perceptions of sales representative are trustworthiness, ethical behavior, and the ability to provide accurate information. Crosby³ asserts that sales opportunities are affected by the ability of the representative to build trust and satisfaction into a sales relationship. The sales representative is often the primary source of contact with a company, making it critical for the representative to establish a reputation for accuracy of information.

The Sales Force

The sales representative's main agenda is to demonstrate that the products will be beneficial and solve a current problem. The mission is to provide education about the product(s) and to generate enough interest to persuade the listener to make a purchase.⁴ To this end, medical sales companies commonly hire product representatives with previous experience in either sales or healthcare. Any skills lacking are added to the basic training curriculum on an individualized basis. Topics in a typical sales training program may include effective listening, accurate assessment of customer needs, product demonstration, research-based product validation, customer service skills, and creating and projecting the right image.⁴ Companies use a variety of methods to teach skills that are considered essential by their organization. These methods involve didactic instruction, demonstration, and role-playing. After training, a more experienced representative or territory manager commonly shadows the novice for a period of time until the necessary skills for success are sufficiently demonstrated.

Most sales representatives exude enthusiasm and are knowledgeable about the product(s) available through their company. Some are knowledgeable regarding the competitor's products as well. Exceptional representatives will be familiar with the purchasing history of an institution as it relates to their products. This type of expertise is important in projecting credibility. Credibility and trust are essential to the sales relationship.³