By: Kriss Barlow, RN, MBA | kbarlow@barlowmccarthy.com
It is just another Monday… or is it? The physician relations role is grounded in the routine of visits to practices. Routine is good for relationships but keeping each visit fresh for the practices and referring physicians can challenge even the most dedicated rep. What’s in your freshness routine these days?
Sometimes we hear: “I have nothing new to share…” or, “I struggle to go back as I have no solution for the complaint they gave me last time…” Both of those situations harken to looking for outside solutions to add interest to the visit and motivation for the field representative. Sometimes, there is internal sizzle. Far more often, the rep must create a memorable style and approach to ensure a long-term relationship with impact. Here are some ideas to consider.
- Be memorable in the right way. Consider your personal brand and style. It might be that you always start with something interesting, or you always end with a question. Some field staff are memorable for their ability to be brief, to offer good summaries… you get my drift here. Create a style the referring doctor values- one that gives you the right connection and impact.
- Amp up your listening. We all know this one, but it is easier said than done. The precursor to this is better, more customized questions about their needs. It’s a social blend of asking, listening and offering that should be easy and comfortable for them. It lets you learn, and it makes the referral discussion become part of the conversation compared to a pitch.
- Easy button. We all want to believe that we make it easy by saying, “Just call me…” Make sure to assess what really makes it easy for them. It will be different for the doctor than the staff and different specialties will have different thoughts. Making it easier for them might be different than actions that make it easier for their patients. Take the time to explore this rather than assumptions. When you meet in the future, be sure you call out one easy for them offer with each visit.
- Beefy follow-up. Include reminders as you stage your response to a previous issue or opportunity and let them know next steps and the process. Often you can’t bring a fix, but you can let them know they were heard and discuss the barriers and the options. This may include name-dropping about internal communication, or about the department’s ability to manage acute patients when we have access issues or a transparent reality that we’re stuck right now! Being impactful means that I heard you, I am your advocate, I am candid about what we can provide, and you can count on me to keep you informed. Creating a follow-up style that reminds them of the issue, when it occurred, what you have done and what the next steps will be is impactful. When done in a line or two, it requires preparation. Likewise, a thoughtful response on their areas of interest lets you to shift to a conversation beyond this one topic!
- Resist the urge to dump. Especially when you are feeling a little job boredom, it’s so tempting just to go in and let the doctor know about who’s new, what’s happening with some of your programs and services or perhaps, a bit of both. The expression, “Dumping the bucket” describes this visit type. Often, it starts innocently because so many people or services inside the organization ask you to get the word out. You may get by with it for a visit or two and then the practices are suddenly too busy to see you. Impact requires us to have a meaningful conversation with the doctor to create doubt about their current referrals and to position your offerings in a better light. This is a multi-visit dialogue-based obligation to make you and your offerings stand out.
Hopefully, this list got you thinking about your personal memorability and staying fresh, current and relevant with each visit. What techniques do you employ?
Perhaps it’s time for a day with the B/Mc team to explore plans and skills to ensure your field visits are making an impact. Reach out to kbarlow@barlowmccarthy.com for a conversation.