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The circumstances of today have intensified the demands placed on healthcare professionals (HCPs), leading to a “rapidly growing imbalance between supply and demand for medical resources in many countries,” according to The New England Journal of Medicine. This problem will likely persist as “diagnostic, therapeutic, and preventive interventions will also be scarce,” continues the research.
Therefore, sales professionals need to rethink their approach in selling to over-worked HCPs or HCPs returning to work who need solutions that address immediate challenges.
Adapting to this environment means becoming more strategic about the design of a value proposition. Sales professionals need to isolate only the most relevant aspects of their solution and articulate value in a way that acknowledges current needs. Identifying the most pertinent benefits of a product or service means first understanding the specific challenges healthcare professionals face today.
However, understanding those challenges has become increasingly difficult. Whether virtually or in person, the frequency of communication between sales professionals and HCPs has become inconsistent and characterized by long periods of silence. The high-pressure environment of today allows almost no time to explore customer needs. Sales professionals are in the dark. Paradoxically, the dialogue between sales professionals and HCPs is diminishing at a time when HCPs are in the greatest need of new and effective healthcare solutions.
Three of the most pressing challenges we are seeing HCPs battling in today’s environment are:
Selling healthcare solutions means addressing HCPs that are increasingly inaccessible and have high expectations for interactions with sales professionals. Embracing this setting means developing an evidence-based approach to selling that works within the emerging regulatory framework of the industry while delivering focused messaging over virtual channels. While these changes appear restrictive, they also clarify the path forward. Sales professionals willing to adapt will be well-positioned to outperform competitors because they will offer a truly value-added experience.
Contact us today to learn how we can help your team drive growth with an evidence-based approach to selling in the healthcare industry.