Customers engagement happens at many levels in the pharma industry.
One easy way to define it is:
To use 'internal customer' that refer to people inside the organization
To use 'external customers' for people outside it.
It's essential to have a system in place to make sure constant, and meaningful contact with both categories of customers.
We'll talk about external customers some other time because right now, let us begin with engaging with customers who are close to home - the sales reps.
Why?
Because:
They meet customers day in and out, and they need to pass on correct and useful information to end users.
That summarizes the whole idea behind the importance of keeping medical sales reps engaged.
It's true that, at an individual level, this vital aspect is often overlooked and taken for granted.
I got 2 questions here regarding doctor - medical sales rep relationship, and here is my answer to the best of my knowledge.
Do check with your local HR Dept or Person-In-Charge in case your situations and laws are different.
Q1: Can Medical Rep has 'improper' relationship with doctors?
Answer: The inquirer specifically mentioned "doctors" and no other category of healthcare providers.
The short answer is, YES, things do happen.
When I was with a Multinational Pharma Company, I got a colleague who had a special rapport with a key customer. A key opinion leader of a specific therapeutic area.
They used to go out for lunch together, play tennis, and other non-pharma related kinds of stuff.
No doubt that my colleague sales for that particular portfolio were outstanding.
She was one of the top performers for the whole team.
Does the "special" rapport had anything to do with it?
It was everybody's guess, but one day something snapped, and the good doctor did not have close contact with my colleague anymore.
And, somehow, the sales figure plummet!
Does the rapport is the culprit here?
I can't say for sure, but there's a trend showing that it had a direct effect.
When the rapport went, so makes the sales.
And to answer the question further:
Depending on the definition of "improper," anything that seen as influencing prescribers' decision making on medications, procedures, or devices, should be deemed improper.
It should not be justified whatsoever.
And bear in mind also:
An improper relationship can go both ways.
Some doctors prescribe certain medicines or purchase specific medical devices to qualify for fully-paid incentive trips disguised as medical conferences and some other special arrangements.
Like I said, things happen.
They're just a matter of well-covered or ill-covered.
Q2: How to report the inappropriate relationship between doctors and medical reps?
Answer: First of all, do you have enough evidence to come forward?
Will your evidence hold water under investigation?
There's very little room for gossips or rumors when it comes to reporting inappropriate relationship.
And many just choose to walk away and close their eyes.
The only time they'll open their mouths is when something big had happened involving the public, and they're called up for statements.
And that only happen if they remain anonymous.
In certain countries like the US, there are laws to protect "whistleblowers" or people like that.
Not every country has this, but if you are aware of such laws, at least you know you can cover your backside if you choose to report.
Where appropriate, HRD is the place where you should head to when faced issues like inappropriate relationship for advice or actual reporting.
So:
Double, triple check with them and these days, use the power of the internet to facilitate with the whole process.
In fact:
You can remain anonymous where it allows you to.
I hope I have been of help with these answers.
Do contact me if there's anything more I could help you with.
One easy way to define it is:
To use 'internal customer' that refer to people inside the organization
To use 'external customers' for people outside it.
It's essential to have a system in place to make sure constant, and meaningful contact with both categories of customers.
We'll talk about external customers some other time because right now, let us begin with engaging with customers who are close to home - the sales reps.
Why?
Because:
They meet customers day in and out, and they need to pass on correct and useful information to end users.
"Effective sales enablement takes planning and commitment, but if done right, it can reduce turnover, increase productivity, improve recruiting, and drive revenue. In fact, according to a study by the Hay Group, companies with engaged employees had 2.5 times higher revenue than competitors with low engagement levels. If you take care of your reps, they will take care of your bottom line." [Article Source]
That summarizes the whole idea behind the importance of keeping medical sales reps engaged.
It's true that, at an individual level, this vital aspect is often overlooked and taken for granted.
Doctor - Medical Sales Rep Relationship
I got 2 questions here regarding doctor - medical sales rep relationship, and here is my answer to the best of my knowledge.
Do check with your local HR Dept or Person-In-Charge in case your situations and laws are different.
Q1: Can Medical Rep has 'improper' relationship with doctors?
Answer: The inquirer specifically mentioned "doctors" and no other category of healthcare providers.
The short answer is, YES, things do happen.
When I was with a Multinational Pharma Company, I got a colleague who had a special rapport with a key customer. A key opinion leader of a specific therapeutic area.
They used to go out for lunch together, play tennis, and other non-pharma related kinds of stuff.
No doubt that my colleague sales for that particular portfolio were outstanding.
She was one of the top performers for the whole team.
Does the "special" rapport had anything to do with it?
It was everybody's guess, but one day something snapped, and the good doctor did not have close contact with my colleague anymore.
And, somehow, the sales figure plummet!
Does the rapport is the culprit here?
I can't say for sure, but there's a trend showing that it had a direct effect.
When the rapport went, so makes the sales.
And to answer the question further:
Depending on the definition of "improper," anything that seen as influencing prescribers' decision making on medications, procedures, or devices, should be deemed improper.
It should not be justified whatsoever.
And bear in mind also:
An improper relationship can go both ways.
Some doctors prescribe certain medicines or purchase specific medical devices to qualify for fully-paid incentive trips disguised as medical conferences and some other special arrangements.
Like I said, things happen.
They're just a matter of well-covered or ill-covered.
Q2: How to report the inappropriate relationship between doctors and medical reps?
Answer: First of all, do you have enough evidence to come forward?
Will your evidence hold water under investigation?
There's very little room for gossips or rumors when it comes to reporting inappropriate relationship.
And many just choose to walk away and close their eyes.
The only time they'll open their mouths is when something big had happened involving the public, and they're called up for statements.
And that only happen if they remain anonymous.
In certain countries like the US, there are laws to protect "whistleblowers" or people like that.
Not every country has this, but if you are aware of such laws, at least you know you can cover your backside if you choose to report.
Where appropriate, HRD is the place where you should head to when faced issues like inappropriate relationship for advice or actual reporting.
So:
Double, triple check with them and these days, use the power of the internet to facilitate with the whole process.
In fact:
You can remain anonymous where it allows you to.
I hope I have been of help with these answers.
Do contact me if there's anything more I could help you with.
Nice to read your article! I am looking forward to sharing your adventures and experiences. kamagra online shop
ReplyDeleteNice of you to leave your comment too :)
Delete[can't take my eyes of the 'slipped' link right there. It must be something important, right?]
We'll talk about external customers some other time because right now, lets begin with engaging with customers who are close to home -- the sales reps.here
ReplyDeleteNice call!
DeleteWould you like to go first? What should we be discussing about?
Thanks for the kind words guys. All the best to whatever you're doing.
ReplyDeleteSince I'm writing this today, November 19th, 2020, I'm happy to report that most, if not all, engagements between pharma sales reps and healthcare professionals have taken place online, on popular platform like Zoom, Microsoft Team Meeting, Google Meet, etc.
ReplyDeleteAnd from the looks of it, this practice is here to stay.