objection handling: a critical tool for medico marketing professional
DESCRIPTION
Objection handling is a part of the job performed by a Medico Marketing Professional in a day to day practice as this field is a field of rejection. I just pointed a few techniques how Professionals can handle an Objection raised by their customers.TRANSCRIPT
A Critical tool for Medico Marketing Professionals
Objection HandlingPresenter: Mrinmoy Roy
Head: Medico Marketing & TrainingAIC, Philippines
What is an Objection?• According to a Med Rep:1. A statement that inhibits a Dr. To Prescribe my
brand2. Buying Signals from a Dr.3. An Opportunity in disguise• According to a Doctor:1. A compelling reason to clear doubts2. Wants to prescribe but need more info3. Hard for a Dr. To change his/her prescription habit
INHIBITION
Doubts
Willing to Prescribe
Success depends on your Ability
How to handle Objections?• Be Positive
• Use Positive Body
Language- Smile
• Do not Take
Objections Personally
• Be an aggressive
Listener
Few Methods of Objection Handling
• Direct Denial• Indirect Denial• Questioning• Compensation Benefit• Forestalling Objections• Boomerang
Direct DenialST-Pase was not Available in Pharmacy
No its not Possible!!!ST-Pase is FreelyAvailable
Stop it• Your Doctor
May Get Irritated• You may sour
the Relationship with your Doctor
Indirect Denial Method
My Rx of ST-Pase bounced yesterday
I’m sorry,Makati Med ran out of Stock for 2 days but now its available
Most Preferred Method• First agree in the issue
raised by your
perspective Prescriber
• Show your interest in
that & importance
• Later on deny the
validity of Objection by
softening the Response
Questioning• Unique method of
handling objections• By asking questions
1 by 1• You can get an
insight of the problem easily
• You can develop an appropriate answer
Questioning: ExamplesDoctor: Your ST-Pase is not available.Med Rep: I am very sorry to hear about this &
the inconvenience it has caused to your patients, may I know how many of this incidents happened?
Doctor: 3 Patients came with Heart attack, I wanted to infuse ST-Pase but I have given the costly 1.
Med Rep: 1 Last Qstn can you please tell me which Med you referred your Prescriptions?
Doctor: I think it was Makati Med.
Questioning ExampleMed Rep: I assure you that by today afternoon
ST-Pase will be available at Makati Med. Thank you for the information you have given.
Through a series of Questions, you are able to trace the source of the objections & was able to satisfy the Doctor’s needs.
Generously use the words: How, Where, Why, When & so on.
Compensation BenefitHere you have to
weigh the advantages & benefit of the brand against the disadvantages of the Competitors.
COMPLAINTS
BENEFITS
Forestalling Objections• Here objections to be
handled even before it is raised.
• Tell Doctor about a possible objection before Dr. Objects
• Then handle the Objection so it can not be brought up again.
• Answer the Objection before Dr brings it out.
• Then Dr. Is unable to voice the Objection.
I am happy to inform you that ST-Pase is available in small retaillers like.....
Boomerang• Use Dr’s own arguement
like Boomerang.• This Goes around in a circle
& comes back to persued the Dr.
• Then the Dr will prescribe your Brand
• You can ask your Dr. A question like which brand do you prefer when your near 1 or dear 1 is unwell?
• Doctor: Your Brand only. Then you win.
A Win-Win Situation