Hospital Selling
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Hospital Selling Emran Malik
Knowing the Hospital (Type of Hospital & Specialty)
Government (Teaching / NonTeaching) Semi Government Private Corporate
In Private Hospitals
Is the chemist independent or belongs to the owner What is the policy of the hospital? Do they indent the medicines or patients purchase themselves? Do they use branded medicines or use cheaper alternatives? Do they substitute the products with cheaper ones Corporate, panel, NGO, charitable, leading Drs & specialties
HOSPITAL WORKING
Hospital Selling is the method
To profile customers To formulate strategies and tactics To build the influence
Hospital Selling in NOT a one day activity
Know them
Blockers Influencers Decision makers Lobbying
No body is useless in Hospital working
Needs careful plan & mapping Specific activity & action plan Best time & place to visit Evening clinic of all concerned
Administration of Hospital
Identify all key personnel in administration Understand how they operate Identify key decision makers Identify their current status in decision making process Understand process of purchase of products Define key customers potential Understand & communicate what should be done
Administration of Hospital
MS, Director, CEO, CMO, SMO RMO General, DCMO, DMS, M.O purchase Store in charge, pharmacist, pharmacy director, purchase director, procurement manager
Mode of Purchase
Tender / non-tender / centralize Quotation consideration Formulary committee Monthly / quarterly / annually / SOS L.P process Budget fix or flexible
Store follow-up
Bulk store / LP store / pharmacy Own product inventory Competitor product availability / inventory Formulary list & inclusion & extension Rates & consideration Demand from wards Order processing
Hospital Set-Up
No. of Wards per specialty and capacity No. of ICUs and capacity : Medical , Surgical ICU, CCUs, Nursery etc No. of OTs : and respective OT days No. of Minor OTs & Emergency OTs
Hospital Set-Up
OPD & Emergency days of every ward No. of patients per day in OPDs No. of Admission in hospital per day No. & Type of Surgeries performed in the hospital Number of nursing / paramedic staff
WARD WORKING
Select the ward for your product Collect all relevant info. of ward o No. of beds o OPD days o Emergency days, o Ave. No. of admission per OPD o OT days (If Surgical Wards) o Key persons of ward ( Prof. . Assoc. , Asst. , o SR , RMO, PGs)
WARD WORKING
Identify most influential person & built good relations with them Identify the admn. RMO/ RMO responsible for discharge card Identify the most trusted RMO (who can influence Prof.’s decision making) Any Local purchase at ward level / In-charge ?
WARD WORKING
RMO responsible for OPDs / Emergency Identify the most influential paramedic staff ,try to identify the possible help they can provide us. Give respect to the security staff and gate keepers Penetrate in the ward in such a way that every person is acquainted with you With good relationship at all levels reflecting in terms of increased business
OT WORKING
Select the Ward to run OT project Identify OT days Identify RMO who prepare OT list, visit him . Identify the surgeon and assistants Identify the permanent RMO of OT Identify the Anesthetist Develop relationship with OT Technicians
OT WORKING One day before Surgery : Visit concerned ward RMO : Analyze OT list and type of surgeries : Select cases for our product :Take strong commitment from RMO (Provide starter samples) Visit the RMO (who will be assisting the Surgeon) and brief him about the Product and cases where indicated and take strong commitment Visit the Surgeon and brief him about the Product and cases where indicated and take strong
OT WORKING On the Surgery day : Visit the doctor in the morning outside OT. Remind him !! After the surgeries, confirm the cases from the ward
Surgical / Medical ICU WORKING
Collect all the info. Related to ICU : o No. of beds o No. of Ventilators o ICU In charge o Key Admin RMO Medicines provided or bought by the patients Average duration of patient’s stay Develop good contacts with the paramedics Identify most frequently used products and why?
Lab Working
Identify most important person in Microbiology Lab Identify the Reporting system o
C/S reported with Generic or Trade Name ?
Does the Microbiologist has any influence on the consultant? Whether Statistical Data of Sensitivity Pattern maintained? The most Common Nosocomial Pathogen isolated? Do they have Sensitivity Disc for our product? Do they report our product on C/S? Is any pathogen showing resistance to
ER / Casualty Working
Good relations with casualty doctors Knowing the turn over in casualty department Segmenting our product for certain indications Assuring our product is being preferred in these cases Visiting the casualty in all shifts
OPD Working
Knowing the OPD days of every ward Key doctors in OPDs Good relations with these doctors and strong commitment for a certain number of prescriptions / OPD Spending time with the OPD doctors in OPD to ensure prescription of our product
Chemist Survey Around the Hospital
Knowing the OPD days of every ward Key doctors in OPDs Good relations with these doctors and strong commitment for a certain number of prescriptions / OPD Spending time with the OPD doctors in OPD to ensure prescription of our product
Chemist Survey Around the Hospital
Total number of chemists around the hospital Leading chemists around the hospital Total potential of hospital Our share in the potential of hospital Total monthly purchase from the company
Chemist Survey Around the Hospital
Is total consumption matching with the purchase? Which chemist is associated with local purchase? Is any chemist attached to a specific ward? Is any chemist substituting our product with cheaper copy product? Identification of prescription from wards
Expert Adviser
Excel in knowledge o o o
Product knowledge Competition / market knowledge Material knowledge
Selling skills PR building Man of commitment Tenacity Resilience Use your brain
SUMMARY
Knowing the hospital in depth Having good relations with key customers Knowing the true potential of every top customer Knowing all the activities competitors are doing in the hospital/wards Is there any pact of any key doctor/ward with any company Strong follow-up is the key to success (with sense of urgency) Will differentiate RPL people from
Knowing the Hospital (Type of Hospital & Specialty)
Government (Teaching / NonTeaching) Semi Government Private Corporate
In Private Hospitals
Is the chemist independent or belongs to the owner What is the policy of the hospital? Do they indent the medicines or patients purchase themselves? Do they use branded medicines or use cheaper alternatives? Do they substitute the products with cheaper ones Corporate, panel, NGO, charitable, leading Drs & specialties
HOSPITAL WORKING
Hospital Selling is the method
To profile customers To formulate strategies and tactics To build the influence
Hospital Selling in NOT a one day activity
Know them
Blockers Influencers Decision makers Lobbying
No body is useless in Hospital working
Needs careful plan & mapping Specific activity & action plan Best time & place to visit Evening clinic of all concerned
Administration of Hospital
Identify all key personnel in administration Understand how they operate Identify key decision makers Identify their current status in decision making process Understand process of purchase of products Define key customers potential Understand & communicate what should be done
Administration of Hospital
MS, Director, CEO, CMO, SMO RMO General, DCMO, DMS, M.O purchase Store in charge, pharmacist, pharmacy director, purchase director, procurement manager
Mode of Purchase
Tender / non-tender / centralize Quotation consideration Formulary committee Monthly / quarterly / annually / SOS L.P process Budget fix or flexible
Store follow-up
Bulk store / LP store / pharmacy Own product inventory Competitor product availability / inventory Formulary list & inclusion & extension Rates & consideration Demand from wards Order processing
Hospital Set-Up
No. of Wards per specialty and capacity No. of ICUs and capacity : Medical , Surgical ICU, CCUs, Nursery etc No. of OTs : and respective OT days No. of Minor OTs & Emergency OTs
Hospital Set-Up
OPD & Emergency days of every ward No. of patients per day in OPDs No. of Admission in hospital per day No. & Type of Surgeries performed in the hospital Number of nursing / paramedic staff
WARD WORKING
Select the ward for your product Collect all relevant info. of ward o No. of beds o OPD days o Emergency days, o Ave. No. of admission per OPD o OT days (If Surgical Wards) o Key persons of ward ( Prof. . Assoc. , Asst. , o SR , RMO, PGs)
WARD WORKING
Identify most influential person & built good relations with them Identify the admn. RMO/ RMO responsible for discharge card Identify the most trusted RMO (who can influence Prof.’s decision making) Any Local purchase at ward level / In-charge ?
WARD WORKING
RMO responsible for OPDs / Emergency Identify the most influential paramedic staff ,try to identify the possible help they can provide us. Give respect to the security staff and gate keepers Penetrate in the ward in such a way that every person is acquainted with you With good relationship at all levels reflecting in terms of increased business
OT WORKING
Select the Ward to run OT project Identify OT days Identify RMO who prepare OT list, visit him . Identify the surgeon and assistants Identify the permanent RMO of OT Identify the Anesthetist Develop relationship with OT Technicians
OT WORKING One day before Surgery : Visit concerned ward RMO : Analyze OT list and type of surgeries : Select cases for our product :Take strong commitment from RMO (Provide starter samples) Visit the RMO (who will be assisting the Surgeon) and brief him about the Product and cases where indicated and take strong commitment Visit the Surgeon and brief him about the Product and cases where indicated and take strong
OT WORKING On the Surgery day : Visit the doctor in the morning outside OT. Remind him !! After the surgeries, confirm the cases from the ward
Surgical / Medical ICU WORKING
Collect all the info. Related to ICU : o No. of beds o No. of Ventilators o ICU In charge o Key Admin RMO Medicines provided or bought by the patients Average duration of patient’s stay Develop good contacts with the paramedics Identify most frequently used products and why?
Lab Working
Identify most important person in Microbiology Lab Identify the Reporting system o
C/S reported with Generic or Trade Name ?
Does the Microbiologist has any influence on the consultant? Whether Statistical Data of Sensitivity Pattern maintained? The most Common Nosocomial Pathogen isolated? Do they have Sensitivity Disc for our product? Do they report our product on C/S? Is any pathogen showing resistance to
ER / Casualty Working
Good relations with casualty doctors Knowing the turn over in casualty department Segmenting our product for certain indications Assuring our product is being preferred in these cases Visiting the casualty in all shifts
OPD Working
Knowing the OPD days of every ward Key doctors in OPDs Good relations with these doctors and strong commitment for a certain number of prescriptions / OPD Spending time with the OPD doctors in OPD to ensure prescription of our product
Chemist Survey Around the Hospital
Knowing the OPD days of every ward Key doctors in OPDs Good relations with these doctors and strong commitment for a certain number of prescriptions / OPD Spending time with the OPD doctors in OPD to ensure prescription of our product
Chemist Survey Around the Hospital
Total number of chemists around the hospital Leading chemists around the hospital Total potential of hospital Our share in the potential of hospital Total monthly purchase from the company
Chemist Survey Around the Hospital
Is total consumption matching with the purchase? Which chemist is associated with local purchase? Is any chemist attached to a specific ward? Is any chemist substituting our product with cheaper copy product? Identification of prescription from wards
Expert Adviser
Excel in knowledge o o o
Product knowledge Competition / market knowledge Material knowledge
Selling skills PR building Man of commitment Tenacity Resilience Use your brain
SUMMARY
Knowing the hospital in depth Having good relations with key customers Knowing the true potential of every top customer Knowing all the activities competitors are doing in the hospital/wards Is there any pact of any key doctor/ward with any company Strong follow-up is the key to success (with sense of urgency) Will differentiate RPL people from
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