Skip to main content

How To More Effectively Leverage Clinical Data To Support Selling To Hospitals And Health Networks

Customer conversations

young female scientist using laptop and microscope in laboratory picture

richardsonsalestraining24 June 2020Blog

Share on LinkedInShare on TwitterShare on Facebook

We’ve worked with many of the world’s leading pharmaceutical, medical device, and medtech companies to drive accelerated growth by simplifying and solving the sales-growth equation. One of the challenges that we have found many life sciences companies face is the inability to leverage clinical data in a consultative conversation with healthcare providers.

The Importance of Evidence-Based Medicine

Many of today’s regulatory changes are focused on the use of Evidence-Based Medicine. The rationale for this is to provide consistent disease treatment, resulting in better patient outcomes and decreased cost of care. To embed EBM skills in newly trained physicians, regulators now require medical schools to teach five levels of competency in EBM. Physicians are taught how to critically appraise clinical data to look for validity, statistical significance, and clinical relevance.

This approach is influencing physicians’ expectations of sales representatives. In fact, research shows that evidence-based medicine holds the strongest customer buying influence. Over 90% of physicians want representatives to make more use of clinical studies and EBM in their conversations.

During that rare opportunity to access an influential key opinion-leader, how much value will a representative provide if they can establish the validity, statistical significance, and clinical relevance of the solution, using the language of a physician? How do you think that compares to a representative that shows up and begins spouting product features and benefits? The clinical selling skills needed to speak the language of the physician are based on an understanding of the principles of evidence-based medicine. They enable representatives to link key clinical findings to clinical solutions supported by their brand.

sales technology

Richardson Accelerate™ Sales Performance Platform

Richardson’s new Accelerate™ Sales Performance Platform is a digital learning platform that enables sales professionals to develop and apply the right selling skills at the right moment to win the sale and drive revenue.

Learn More

Don't Be Scared of Clinical Data

We can help ensure that sales representatives don’t shy away from using clinical data. We help them understand how physicians are taught to analyse clinical data for validity, statistical significance, and clinical relevance. We enable sellers to drive market share, by establishing their credibility and differentiating themselves from the competition by how they sell. Richardson Sales Performance is the market leader when it comes to helping healthcare sales organisations increase clinical selling skills to meet the needs of today’s market.

Download our brochure to learn more about how our virtual Evidence-Based Solution Selling training programme can help healthcare sales professionals get the situational fluency needed to improve their access, credibility, and market share with buyers.

Share on LinkedInShare on TwitterShare on Facebook

View recent thought leadership

agile selling skills

Brief: How Agile Sales Professionals Use Sprints to Target, Message, and Engage Prospects

Download this brief to learn how Sprint Prospecting™ enables agility that quickly gets to the core of the customer’s needs.


evidence-based solution selling training for healthcare

Brief: Engaging Healthcare Professionals with Agile Messaging

Discover three ways sellers can deliver meaningful messaging to HCPs to gain access while staying in compliance.


successful virtual selling

Brief: Gaining Virtual Access to Healthcare Professionals

Download the brief to learn how healthcare sales professionals can front-load their efforts so their first outreach sparks interest.


Solutions You Might Be Interested In