Apr 06 2009
No, believe it or not,
the doctor is not God!
Having served many years counseling and consulting with doctors, and writing books for and about doctors, I was able to collect a wealth of insight about their personal lives and professional careers.
Whether you’re a lawyer, insurance or investment broker, hospital executive, real estate agent, luxury car or boat representative, accountant, website development guru, upscale clothing marketer, hi-tech product marketer, quality restauranteur, travel agent, executive resort manager, pharmaceutical or medical product detail rep, If you market or sell to doctors, you can do a better job of it when you understand some of what I’m about to share with you.
Now I’m not talking about whatever you might think you know about doctors by watching ER or House or Gray’s Anatomy or old re-run episodes of Chicago Hope or Dr. Kildare for that matter. Those shows may look and feel authentic and realistic, but they’re not. They’re no more realistic than if you took your job and compressed all the highlights of the year into one maniacally-paced day!
There’s nothing wrong with jam-packed storylines on TV as long as you don’t start believing that the other half actually lives as they’re portrayed. I mean I was a huge fan of “24” and Jack Bauer was the best, but in case you hadn’t noticed, he never slept or used the bathroom.
No, I’m talking about down and dirty here. I’ve amassed tons of in-the-trenches input that I alone have had the unique opportunity to observe, listen, question and assimilate. Here’s some of what I learned:
- Most of the twelve hundred or so doctors I’ve known well and have worked closely with would rather be, or rather have been something other than a doctor. With stress driving average physician life expectancy closer to 60 than to 80, many doctors struggle with keeping their personal lives in check and their family lives in balance.
- As definite and commited as most of us tend to think a physician’s career path might be, the truth is that many are not happy with shouldering the stressful burdens of professional medical practice.
- This conclusion is not to imply any lack of dedication. It is simply an indication that even those physicians who lack exceptional skills or bedside manners do not deserve to be begrudged for the money they make (and they’re making a whole lot less these days, besides).
- So, what does this all have to do with selling to doctors? STOP thinking about selling your products and services to doctors. START thinking about how you can help doctors to save time. Time, to a physician, is money because she or he has no warehouse full of products.
- His or her time is all there is that can be packaged with the skill, experience and training. And, right, a doctor can only sell one package at a time!
- Having more time gives doctors more freedom to see more patients who need attention. Having more time lays the groundwork for doctors to strike a better balance with their families and gain increased control of their personal lives.
- In the process, they become happier. Happier doctors practice better more effective healthcare. Your doctor sales assignment: Figure out how to save your doctor prospects and customers more time!
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