Donuts have their place in a successful physician marketing program, as do referral pads, brochures, pizza, and the array of other tchotchkes that sales teams are known to use. But if you’re “dropping stuff off” without an overarching strategy beyond brand awareness, you’re simply a donut dropper. This passive, repetitive approach misses opportunities to grow your patient base and add value to referring relationships.
On the other hand, Revenue Risers are sales associates who:
- Work with leadership to formulate strategies and tactics for execution in the field.
- Prepare and plan for every visit and document daily activities thoroughly through a Customer Relationship Management (CRM) platform to demonstrate value with hard facts.
- Believe the market can be shaped by growing and adding value to relationships.
Use Data to Guide Activities
Revenue Risers are data-driven. But more than 7 out of 10 executives don’t believe their team are focused enough on data to help drive their decision making. Arming sales teams with data through a CRM can help them:
- Understand your growth potential and overall upside in the market.
- See where you can win market share by referral source.
- Prioritize where they can grow the most and spend their time accordingly.
Not all businesses are equal. Using data to take a rank-based approach will help your physician liaison team make the best use of their time. The following is an example of how to rank sales associates based on volume that you track in your CRM:
- A Group = Advocates/loyalists, excellent prospect source.
- B Group = Prospects consistently.
- C Group = Prospects sporadically.
- D Group = Provides little to no business.