The HI Edge

VIDEO & POST REPOSITORY FOR MARKETING, SALES, OPERATIONS
- VIDEO FOCUS & CONTENT

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Revenue Acceleration & Expansion... 

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Vendor Performance, Restructuring... 

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Communications Architecture... 

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Behavior & Emotional Communications as a Major Strategy



AVAILABLE VIDEO TITLES

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"When vendors are costing you money… There Is a solution"
(4 minutes)


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"The business side of emotions - How they can drive sales"
(5 minutes)


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"The patient journey to a whole NEW approach to engage patients and consumers"

(3 minutes)


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"The 6 point solution to better, lower cost relationship with vendors"

(4 minutes)


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"Behavioral Communications – We’ve only touched the Surface" 

(5 minutes)


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"Communications Architecture – How it benefits your bottom line… How it grows business"

(4 minutes)


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"Behavior & emotions our communications are only touching the surface"

(4 1/2 minutes)


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"Scientific behavioral & emotional communications... Leads to enduring patient engagement"
(1 minute)

 


AVAILABLE ARTICLES


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"The incredible pharmaceutical sales representative – the next stages of excellence"

(3-4 minutes reading time)



SCROLL DOWN TO CHOOSE VIDEO OR READ ARTICLE



HEALTH INITIATIVES

Robert.Britting@theHIedge.com 

www.theHIedge.com

PO Box 575 Furlong, PA 18925

CONTACT: Robert Britting (609) 306-1078

RJ Dynamics, LLC does business as Health Initiatives



NEW VIDEO


When Vendors Are Costing You Money

4 Minutes...

There Is A Solution








...A NEW Look At The Relationship

    Click on the Video Below

NEW VIDEO


The "Business" of Emotions...

How They can Drive Business

5 Minutes

4 Steps...

NEW VIDEO


The Patient Journey

3 Minutes...

To A Whole NEW Approach To Engage Patients and Consumers

Click on the Video Below

NEW VIDEO

The 6 Point Solution... 

to a Better, Lower Cost Relationship with Vendors

4 Minutes... 

Click on the Video Below

?rel=0


NEW VIDEO

Behavioral Communications - We've Only Touched The Surface 

5 minutes to How it Works

Click on the Video Below

Introduction

For many years, behavioral and emotional engagement was not on the pharmaceutical radar screen. However, many companies have evolved to use emotions as a key component of their advertising.  

But, has it gone as far as it could? 

This video will introduce you to a new way of looking at emotions and behavior... maybe new to you, but not to our clients. 
Check out the video below.  You may want to rethink how you approach medical professionals and consumers.

Recent successes have prompted a number of pharmaceutical professionals to request a description of Communications Architecture instituted with a number of companies, brands and their vendors to insure the companies they hire are working at peak levels.  
This video is designed to provide an overview.

This process is highly beneficial for the pharmaceutical company AND their vendors, leading to a more efficient, effective long-term relationship between the two entities. 
Recent successes have prompted a number of pharmaceutical professionals to request a description of Communications Architecture instituted with a number of companies, brands and their vendors to insure the companies they hire are working at peak levels.  This video is designed to provide an overview.

This process is highly beneficial for the pharmaceutical company AND their vendors, leading to a more efficient, effective long-term relationship between the two entities. 
Recent successes have prompted a number of pharmaceutical professionals to request a description of Communications Architecture instituted with a number of companies, brands and their vendors to insure the companies they hire are working at peak levels.  This video is designed to provide an overview.

This process is highly beneficial for the pharmaceutical company AND their vendors, leading to a more efficient, effective long-term relationship between the two entities. 
NEW VIDEO

Communications Architecture

4 Minutes

How it Benefits Your Bottom Line... How it Grows Business

Click on the Video Below

Video Introduction

Recent successes have prompted a number of pharmaceutical professionals to request a description of Communications Architecture instituted with a number of companies, brands and their vendors.

Are your vendors and communications partner working at peak levels?  

Our clients didn't think so and asked us to assist them.

This video is designed to provide an overview of how adjusting or restructuring companies that serve you can be highly beneficial to both entities.
NEW VIDEO

Scientific Behavioral & Emotional Communications... 

Leads to Enduring Patient Engagement

1 Minute Commercial

Click on the Video Below






NEW POST


The Incredible Pharmaceutical Sales Representative – 


The Next Stages Of Excellence Development



WHO ARE THESE EXTRAORDINARY PROFESSIONALS?

 

They are men and women who are committed, highly trained, trusted, and dedicated to provide the best consultation to medical professionals they can obtain, helping their patients live longer, with fewer healthcare issues, and a better quality-of-life… the pharmaceutical sales consultant.

 

Much has been said about the minimizing of the pharmaceutical representative over the last decade.  NOT HERE.

 

They’re still here doing the job providing consultation to the medical profession that has the lives of millions of patients in their hands.  They are the lifeblood of the healthcare pharmaceutical industry.  These reps are an absolutely critical part of the patient journey.  Without them, vital information may never be effectively translated, imparted or even seen by the key medical professional decision-makers.

 

These professionals, too, provide a service and products that not only substantially help reduce hospital stays, expensive and dangerous surgeries, but play a significant role in reducing healthcare costs to consumers.  They play a significant part in reducing hospital visits, disease and deaths.  Increased consumer longevity can be directly associated with the work they do.

 

Is it a perfect world?  No.  But, it’s pretty darn close.  And, it’s quite an achievement when an entire industry can have more than 70,000 individuals act at the most professional level.

 

 

HOW THESE CONSULTANTS NEED TO CONTINUE TO EVOLVE GOING FORWARD

 

Before I go forward, I want to make it clear that we are NOT suggesting eliminating other media such as digital-based and other similar vehicles.  No, we see these tactics as excellent, but critical requirements that lend synergy to face-to-face engagement. 

 

It’s a delicate recipe.

 

It’s common knowledge in the pharmaceutical industry that sales consultants have gone through very extensive, rigorous training before they enter the marketplace.  They continue to go through additional equally rigorous training throughout their careers.  These programs are developed and implemented by highly qualified corporate sales trainers and medical professionals and legal experts.  Their managers are constantly reinforcing and engaging them, weekly and monthly, to insure their engagement with medical professionals are as close to perfection as possible.

 

There’s nothing like pharmaceutical training, and the commitment to training, anywhere in the world.

 

But where to go next?

 

 

EMOTIONSRx – THE SALES REP AND THE PATIENT JOURNEY

 

We’ve been in the field and observed, literally, hundreds of sales consultants interfacing with medical professionals.  They know their subject. 

 

But where we found room for growth is the ability for some of them to profoundly understand the emotional journey the patient and caregiver go through when dealing with their condition or disease.

 

Some do. 

 

But most have not walked a mile in the patients’ and caregivers’ shoes and cannot see, or importantly feel, the anguish, doubt, anger, joy, love, anxiety, along with so many other emotional experiences they go through. 

 

The BIG QUESTION: How can the patient be the focus of ANY consultant call on a doctor if the consultant doesn’t really know what the patient or caregiver is going through?

 

Difficult.

 

And, by extension, how can marketing expect the consultant to communicate our strategic emotional messaging to consumers if they don’t have that knowledge?

 

Difficult, too.  And maybe impossible for some.

 

 

THE EMOTIONAL DISCONNECT AFFECTS SALES-DOCTOR RELATIONSHIPS… AND BUSINESS

 

There’s an unbroken “chain” of clinical information that starts with the company.  It moves to the district manager and the sales consultant, and to the medical professional and the patient/consumer. 

 

But, this chain must include powerful links that include the EMOTIONAL journey the patient goes through.

 

Break or weaken that link and there’s an excellent chance of losing or weakening the relationship with doctors.  They EXPECT the consultant to understand the emotional patient journey… not just to make the case for their drugs. 

 

Isn’t that what we strive for?  To help patients in any way we can?

 

 

MARKET RESEARCH – HIGHLY EFFECTIVE, BUT CAN GO EVEN FURTHER

 

Patient and consumer emotional profiling goes well beyond standard market research.  There is a DISTINCT, SCIENTIFIC PROCESS that works to help marketing obtain a more precise definition of the emotional state-of-mind for patients and caregivers.

 

In effect, this process can provide sales consultants with one of the most vital, and missing, tools they need to serve their customers and drive your business… information.

 

 

6 BASIC STEPS NECESSARY TO PROVIDE SALES WITH THE EMOTIONALrx TOOLS THEY NEED

 

The following steps are the “prescription” and basis for a pharmaceutical company’s emotions program development that focuses on emotional understanding by the sales consultant. 

 

These steps can also reconstruct target markets into categories that fit the inner core emotional state-of-mind of patients and consumers… why they do what they do. 

 

We call it qPAC.

 

FIRST, a QUALitative profile capturing information from around the country interfacing directly with patients and physicians.

 

SECOND, a QUANTification confirming qualitative findings leading to sales consultant emotional training guideines.  This information can be obtained through a number of resources currently available.

 

THIRD, EVALUATION of sales force understanding of consumer – and medical professional – emotional process.  We need to know what they do – and don’t – know.

 

FOURTH, TARGET SEGMENTATION defining patient distribution into 4 or more parts.  The results will be a clear understanding of the patient populations and all for individual strategies that focus on individual groups.  All patients are not the same.

 

FIFTH, PROGRAM RECOMMENDATIONS that define the most effective tactics that can result in maximizing engagement and revenues.  These recommendations will provide marketing and sales and operations with increased performance resulting in increased ROI.

 

SIXTH, ACCOUNTABILITY algorithms or modeling recommendations.  Health Initiatives can provide the analytics necessary to measure and revamp programs to insure maximum effectiveness and efficiencies.

 

 

CLOSE

 

There needs to be a NEW look at a NEW process necessary to emotionally profile consumers and patients.  The more we can do, the more sales consultants can be just that… consultants.

 

There is a distinct need to continue to elevate their emotional knowledge base. 

 

It’s good for business.  It’s good for medical professionals.  And, most importantly, it’s good for patients.

 


Announcement

Robert Britting Sr, MBA, Nominated for Humanitarian of the Year by Healthcare Marketer's Exchange
Bob, Co-Founder of an altruistic endeavor called The African Institute for Medical Education (AIM) with Michael Kiyaga, CPA, has been nominated for Humanitarian of the Year.  

Bob along with Michael Kiyaga, and AIM advisors including Ugandan Ambassador Perezi Kamunanwire and the Health Minister, Dr. Bernard Kiwanuka, a number of Doctors and professionals from Uganda and pharmaceutical executives from the United States created one of the most advanced medical education systems on the African continent.

To see the full article CLICK HERE
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