I’ve been really thinking about how pharma and physicians, NPs and PAs interact. We use phrases like “hold ‘em and hit ‘em” when talking about detailing. Notice we use the word “detailing,” defined as:
“To relate or report with complete particulars; tell fully and distinctly.”
Notice that to detail is to TELL. Not ask. Not have a conversation. So, historically, we have TOLD doctors the brand message and thrown samples at them. And I am guilty too. I did it as a rep, and my company has been pimping out samples on behalf of pharma for 9 years. I don’t want to be a sample chucker any more. So what am I proposing?
I am proposing that we start listening. Really listening. And understanding. Really understanding what healthcare professionals need from us. The need us to HEAR them and help them. Samples are a part of this, yes. But we are going to be focusing on combining listening…a conversation, with sampling.
Stay tuned…this is a topic worthy of your attention.