March 24, 2020

Although these times of social distancing during the COVID-19 pandemic mean pharma, biotech and medical device sales representatives can no longer engage in face-to-face interactions with their clients, that doesn’t mean they cannot stay connected. Let’s explore the current state of doctor’s offices and what COVID-19 sales representative communication strategies can be implemented.

State of Doctor’s Offices During the Coronavirus Pandemic

Over the last week, I have reached out to numerous friends who are physicians to find out how they and their staff have been faring during these difficult times. I was rather surprised by the results.

Both general practitioner and specialist offices were seeing very few patients. This may change in the coming weeks, but for now these offices have been seeing few patients. If a patient called with a temperature, he/she was being directed to hospitals or offices set up specifically for COVID-19 infections. Many patients were rescheduling and canceling their non-essential appointments. If a patient did come to the office, the patient was being asked to come alone. In the event that a companion brought the patient to the office, the companion was being asked to wait in the car. The combination of few appointments and allowing only patients inside meant that, in single practice offices, only one person was typically in the waiting room at a time.

However, perhaps more importantly than learning what state the office itself was in, I was able to learn what state the doctors and staff were in. I had long chats with the staff and shorter ones with the doctors, and found that the staff was eager to talk and share their personal thoughts, fears and concerns. I was a familiar voice—in some cases, not even that familiar—who listened and provided a venue with which they could share their thoughts and feelings.

How Life Sciences Sales Representatives Can Help

During this time of social distancing, most pharma, biotech and medical device sales representatives have been told to stay home. Many are now taking online courses on teledetailing for COVID-19 sales force engagement in anticipation that this pandemic may last longer than expected.

However, social distancing does not mean to stop communicating. Now, more than ever, we need to reach out and connect with one another. Rather than focus on teledetailing coursework, life sciences sales representatives should pick up the phone and call their clients. Reach out and ask your clients if there is anything you can do for them—and mean it! It may be a request for a limited supply, which you could see if you could obtain for them. For many, it just might be a familiar voice with whom they can share their fears and concerns. For some, those phone conversations may even be seen as a little lifeline. A chance to be heard. Remember, doctors and their staff are likely fielding numerous calls from concerned patients. Let them take a break from being on the receiving end of these fears and concerns, and let them express their own.

Your initiative and kindness will not be forgotten.

Conclusion

As the life sciences industry navigates the COVID-19 pandemic, pharma, biotech and medical device companies are asking their sales representatives to stay home. However, although the face-to-face interaction with doctors and their staff is no longer possible, life sciences sales representatives have the opportunity to be a familiar friend during this time of uncertainty. Staying connected is more important now than ever, and a sales representative reaching out and listening to his/her client’s fears and concerns might be just what the doctor ordered.