How to do short and effective detailing in doctor chamber #MRshortdetailingguide

Summary

The video, hosted by Amit, guides medical representatives on effective detailing strategies to enhance their performance and company growth. Amit emphasizes the importance of precise detailing to secure prescriptions and boost sales, offering both short (50 seconds) and long (up to 3 minutes) detailing techniques. He highlights the differences between these methods based on doctors' time constraints. The video also covers key components of product detailing, such as brand names, mechanisms, and unique selling points. Amit promotes a 9-day crash course for aspiring medical representatives, offering skills training, resume preparation, and placement assistance to boost their careers.

Takeaways

• 😀 Amit, a medical representative, is helping grow a company by detailing prescription medicines effectively.
• 💼 Effective detailing can lead to increased prescriptions, boosting sales from primary to secondary products, and career growth.
• 💰 Incentives like intensive or extra earnings are available in the form of product incentives, which vary by company.
• ⏰ Doctors often have limited time, requiring representatives to detail products concisely, ideally within a minute or two.
• 📈 Amit teaches how to detail effectively in about 40-50 seconds, which is crucial for making an impact in a short interaction with doctors.
• 📝 There are two types of detailing: long and short, depending on the doctor's time availability and the setting.
• 🗣️ Long detailing includes an opening line, brand name, communication points, mechanism of action, indications, and effectiveness.
• 🏷️ Short detailing focuses on the brand name, communication, and unique selling points (USP), emphasizing benefits to quickly convince the doctor.
• 📈 The number of products detailed can vary; in long detailing, one can cover four to five products, while in short detailing, focus on three.
• 🎯 Amit demonstrates both long and short detailing formats, emphasizing the importance of focusing on USPs in short detailing due to time constraints.
• 📢 The script promotes an online crash course on medical representation, offering guidance on responsibilities, planning, detailing techniques, and growth in the field.

Q & A

What is the primary role of Amit, as described in the script?

Amit is a medical representative who helps grow a company by detailing products to doctors, which in turn increases prescription rates and overall sales.

What is the relationship between detailing and the growth of a medical representative's career as mentioned in the script?

Effective detailing to doctors can lead to increased prescription rates for the products, which can boost the representative's career growth through higher sales and potentially additional benefits like incentives.

What is the importance of understanding the target incentive structure in medical sales as highlighted in the script?

Understanding the target incentive structure is crucial because it helps representatives focus their detailing efforts effectively, knowing that higher targets often correlate with higher incentives.

What are the challenges faced by medical representatives when detailing to doctors, as described in the script?

Medical representatives face challenges such as limited time with doctors, the need to stand out among many other representatives, and the pressure to provide comprehensive information quickly.

How does Amit suggest medical representatives should approach detailing in a short amount of time?

Amit suggests that representatives should focus on delivering a concise and effective message within 40 to 50 seconds, highlighting the unique selling points and benefits of the product to the doctor.

What are the key components of a long detailing format according to the script?

The key components of a long detailing format include an opening line, product brand name, communication of the product's mechanism of action, indications, and effectiveness, followed by asking for the business.

What are the main differences between long detailing and short detailing as discussed in the script?

Long detailing involves providing a comprehensive overview of the product, including its mechanism of action, indications, and benefits, while short detailing focuses on the product's brand name, communication, and unique selling points within a very limited time frame.

Why is it important for medical representatives to know the difference between long and short detailing?

Knowing the difference allows representatives to adapt their approach based on the time available with the doctor, ensuring they can effectively communicate the product's value in any situation.

What is the significance of the product 'Lari 500' in the context of the script?

Lari 500 is an important product that Amit uses as an example to demonstrate both long and short detailing techniques, highlighting its benefits and unique selling points to doctors.

How does Amit suggest medical representatives should handle multiple products during detailing?

Amit suggests that in long detailing, representatives can cover four to five products, but in short detailing, they should focus on three products to ensure the message is concise and impactful.

What is the role of the 'unique selling proposition' (USP) in the detailing process as mentioned in the script?

The USP is crucial in the detailing process as it differentiates the product from competitors and provides a compelling reason for doctors to prescribe it, especially in short detailing where time is limited.