𝐔𝐬𝐢𝐧𝐠 𝐭𝐡𝐞 𝐒𝐜𝐢𝐞𝐧𝐭𝐢𝐟𝐢𝐜 𝐌𝐞𝐭𝐡𝐨𝐝 𝐢𝐧 𝐌𝐞𝐝𝐢𝐜𝐚𝐥 𝐒𝐚𝐥𝐞𝐬
In college, I learned the scientific method as a structured way to solve problems.
I never expected to use it in sales, but it turns out the same principles apply when maneuvering through difficult hospital accounts with a product.
Here’s how to apply the scientific method to winning the business:
𝟏. 𝐎𝐛𝐬𝐞𝐫𝐯𝐚𝐭𝐢𝐨𝐧 – 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲𝐢𝐧𝐠 𝐭𝐡𝐞 𝐁𝐚𝐫𝐫𝐢𝐞𝐫𝐬
Before making a move, gather intel:
▪️Who makes the decisions?
↳ Physicians, P&T committee, administrators, pharmacists
▪️ What are the their objections?
↳ Cost concerns, formulary restrictions, clinical skepticism
▪️ What challenges does the hospital face?
↳ Readmission rates, patient outcomes, reimbursement issues
𝟐. 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧 – 𝐂𝐚𝐧 𝐓𝐡𝐢𝐬 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐒𝐨𝐥𝐯𝐞 𝐓𝐡𝐞𝐢𝐫 𝐏𝐫𝐨𝐛𝐥𝐞𝐦?
Once you understand the hospital’s needs, ask: “How can this product improve patient outcomes while addressing the hospital’s concerns?”
𝟑. 𝐇𝐲𝐩𝐨𝐭𝐡𝐞𝐬𝐢𝐬 – 𝐏𝐚𝐭𝐢𝐞𝐧𝐭𝐬 𝐖𝐢𝐥𝐥 𝐁𝐞𝐧𝐞𝐟𝐢𝐭 𝐟𝐫𝐨𝐦 𝐓𝐡𝐢𝐬 𝐏𝐫𝐨𝐝𝐮𝐜𝐭
A strong hypothesis: Patients at this hospital will benefit from product [A], leading to better outcomes and potential cost savings.
𝟒. 𝐄𝐱𝐩𝐞𝐫𝐢𝐦𝐞𝐧𝐭 – 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐒𝐚𝐥𝐞𝐬 𝐀𝐩𝐩𝐫𝐨𝐚𝐜𝐡𝐞𝐬
To validate the hypothesis, test different engagement strategies:
▪️ Educational Events
↳ Facilitate a physician-centered workshop to review clinical evidence.
▪️ Pilot Program
↳ Suggest a small-scale trial to demonstrate patient benefits.
▪️ Budget
↳ Work with finance to analyze cost-benefit projections.
𝟓. 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 – 𝐌𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐖𝐡𝐚𝐭 𝐖𝐨𝐫𝐤𝐬 & 𝐀𝐝𝐣𝐮𝐬𝐭
Every interaction provides data:
↳ Did physicians engage in clinical discussions?
↳ Did a key champion emerge within the hospital?
↳ Did administrators show interest in the financial impact?
𝟔. 𝐂𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧 – 𝐑𝐞𝐟𝐢𝐧𝐢𝐧𝐠 𝐭𝐡𝐞 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐖𝐢𝐧
Selling into a hospital isn’t just about persistence—it’s about strategy.
Every conversation is a chance to gather new insights, refine the approach, and move closer to a partnership.
This could take a month or two years.
Happy Selling!
<><><><><><><><><>
👋🏼 Hi, I’m Jebb. I help individuals (with and without) sales experience break into medical device and pharmaceutical sales.
➝ Click on my profile to book an appointment and take your career to the next level.
Comments