Selling Strategies for Urban Markets: New Skills for a
New U.S. Demographic Reality”
The last two decades of the twentieth century have seen an explosion in the number of racial, ethnic and linguistic groups in America. The special needs of racially, ethnically and linguistically diverse groups have been unappreciated, undervalued or ignored by the pharmaceutical industry.
Physicians treating large multicultural patient segments have unique challenges in diagnosis, selection of treatment regimens, and adherence for patients from racially, ethnically and linguistically diverse populations.
Pharmacogenetic research in recent years has uncovered significant differences among population groups in metabolism, clinical effectiveness, and side effect profiles of many clinically important drugs. (National Pharmaceutical Council)
While you must be familiar with data, statistics and issues in the disease state and therapeutic category to communicate successfully with your customer, an appreciation for the cultural landscape in the communities of your territory enhances the success of the engagement process between the representative and the customer. The more you get to know about your customers and their challenges in treating diverse populations, the better questions you will be able to ask; therefore, the longer and more memorable your detail sessions will become and the more likely you are to get a commitment for the next conversation.
For optimal success, the sales representative must take into account three cultures in an effort to get quality face time with physicians in urban markets: the culture of the physician, the culture of the patient and the culture of Western medicine.
This innovative, interactive training will equip the pharmaceutical sales representative with new skills for a new U.S. demographic reality.