By: Jeff Cowart, MAH | jcowart@barlowmccarthy.com

Some days we field operatives just don’t want to get out of bed to work our calls on those docs who always seem just a little on edge and a little bit too ready to bite.

You know who they are. You’ve got your list of “maybe I’ll just put them off until tomorrow…” and tomorrow… and tomorrow. We’ll just bump up that affable doc – again – who always seems to have the time and the disposition to chat with us and share stories of the ski trip to Colorado.

What is important to always remember is that the doc’s world is no utopia.

The most recent survey of 17,000 physicians by The Physicians Foundation showed 80% report they are overextended or at capacity. More than half, 54%, rate their morale as somewhat or very negative and 49% say they often or always experience feelings of burnout. Only 37% describe their feelings about the future of the medical profession as positive. Is it any wonder that they may be a little cranky?

So here we come, typically loaded with things we need them to know about us, when our message should always be tailored to how we can help them. Field teams need to be perceived as solutions for physicians rather than just another problem on their over-filled plates.

Here are three ideas that may help you in the process:

See Yourself as a Physician Advocate – Liaison is a perfectly fine word and intention. But, if you recast yourself and your approach as an advocate for the physician, and you will usually need to reframe how you talk to the doc and what you want to talk with them about. You become known to the physician as someone who can help sort things out with referrals and relationships, broker issues they may have, and help solve problems. Given the Physicians Foundation statistics, you may become someone the physician wants to see on a regular basis.

Sales or Solutions – Much of what field operatives typically do can be categorized as sales, pitching something our organizations want sold, perhaps wrapped in some happy talk that we hope will make the physician receptive. If you’ve done a good job in pre-call preparation and gathering field intelligence, you should have learned some things about the doc’s real needs and frustrations. Does what your selling do anything to address those? Maybe not presented as the marketing department painted the picture, but maybe so in the way that you as a physician advocate can see the opportunity. Different physicians respond differently based on individual needs so script your approach in advance in the context of what you know about each doc as an individual. Advocates bring solutions and one size does not fit all.

Empathy and Realism – I sat recently with a middle-aged physician who is trying to build a new practice, is on the second marriage, has two young children under age five, and who truly cares about the noble commitment to serve the patient. The need to do business development work outside the office was clearly understood by the doc, but the reality is, “I’m just trying to hold it all together.” This doc is the classic cranky doc. The only relationship the doc really wants with an advocate is one that takes something off the plate. Can you tailor an individualized plan to do that? You’ll need to if you want to earn this doc’s trust and respect.

Most of us can have some really bad days that make us cranky but physicians have the added stress of perhaps losing someone on the table or breaking the bad news of terminal disease. All of us might be a little more cranky with that added burden.

The best physician advocate never forgets this as they roll out bed every morning and prepares to engage the day. They forgive crankiness and craft strategies to bring solutions to those most in need.

Need some more advanced help on communicating with physicians? We would love to help! Learn more on our Physician Relations page.