Your world is constantly changing in medical sales. Evolving products and impending legislation have a tendency to become overwhelming. It’s even more challenging when you combine these factors with a new generation of healthcare employees.
According to Robert Peal, M.D. in a recent Forbes article, these next-gen employees are people who have “…worked in community-based programs.” He went on to explain, “[they’ve had] experiences that opened their eyes to the failed policies and practices of today’s healthcare system. In so doing, they’ve acquired practical knowledge of the programs and approaches that lead to better health outcomes. They’ve also learned, first-hand, what needs to change.”
These new insights are changing how providers view and approach healthcare, in general. And if you have a medical sales job, it means you must alter the way you connect and sell to these individuals.
Of course, we can’t know exactly what the future holds, but these predictions will help you strategize your new selling approach:
1.They’re focused on more than the diagnosis
Many of today’s healthcare providers focus on illnesses and diseases as problems. So, they look to your products for both long-term and short-term solutions.
However, a recent report by the Health Resources and Services Administration (HRSA) found there’s a heightened need for healthcare employees to focus on social determinants in the industry. The next gen of providers understands this need and believes there’s more behind treating a patient than focusing on a physical diagnosis.
For sales reps, this means showing customers how their product will improve a patient’s overall well-being, not just treating the symptoms at hand. To do this, ask your team to provide case studies that dive into how your product has changed patients’ lives.
For example, if a patient’s symptoms have been resolved by your product and their mental state has improved or they feel confident to go out in public again, let your customers see that overall state of wellness.
2. They’re increasing prevention measures
Along with focusing on their patients’ holistic health, future healthcare employees will take stronger preventative measures. This is, likely, due to the fact that chronic diseases account for 75 percent of the nation’s aggregate healthcare spending, according to a recent report by the International Journal of Environmental Research and Public Health.
Researchers are finding the best way to care for and treat these chronic illnesses is through prevention. A higher focus on prevention means medical sales reps will need to step into a consultant role.
Rather than placing a heavy focus on selling, your job will be to educate customers and the general public. Prepare for this preventative turn by advocating for more internal research and case studies. The more hard facts and data you have in your hands, the more valuable your educational materials will be.
3. They’re ready to fight healthcare inflation
Inflation is decreasing the chances for many to easily access necessary healthcare. The new generation of healthcare employees are well aware of how this will negatively impact the general public.
Unfortunately, that threat isn’t going anywhere. In fact, a recent examination of healthcare data over the last 60 years shows by 2040, the cost of healthcare will absorb 30 percent of the GDP, compared to 18 percent today.
According to Dr. Peal, this number has made future healthcare employees realize they need to increase the performance of physicians and health systems or else premiums and out-of-pocket costs will rise faster than people’s ability to pay.
Unfortunately, major controversies, like the opioid crisis and EpiPen’s price scandal, are only hurting the image of those in medical sales. In the future, more than ever, you’ll need to focus on building a trusting and honest relationship with customers. They’ll need to be ensured your prices are reasonable and your company isn’t taking advantage of the public.
Do you have predictions for how future healthcare employees will be different? Let us know!