Focus Magazine - Summer 2015 - (Page 30)
What's the BIG idea?
3 Tips to Open Doors
I By Jill Donahue
h ... the beaches of Portugal!
e sun was shining, the water
beckoning, but there was
Benita prepping for work. Benita took
some time on her family trip to spend
a day in the life of a rep in Portugal.
What she discovered was one big idea
that opens doors the world over and
had a doctor sneaking a visit with her.
Benita wasn't allowed into the
doctor's oﬃce as she had reached the
number of visits. Imagine Benita's
surprise when the doctor and nurse
emerged from the building to meet
her outside! ey found a quiet place
around the corner where they
huddled, discussing which patients
could benefit from the treatment the
rep knew so much about.
Are you as surprised as I was? Why
is that? I guess it has a lot to do with
the loss of trustworthiness that has
permeated our industry over the last
two decades. We're not used to being
trusted enough to have such valued
Once upon a time, we were
admired and respected. In fact,
Fortune magazine named Merck "the
most admired company" for seven
years in a row back in the late '80s.
Now most public opinion polls rank
pharma near tobacco companies in
terms of trust. e result? We are
being pushed away from the
healthcare table; doors are closing.
An aphorism describes our
predicament well: "If we don't have a
seat at the table, we are likely on the
menu." Moreover, the disengagement
between medicine makers and
medicine prescribers is dangerous
both for patient health and our
My own experience of this danger
is extremely personal as my father
died of a prescribing error. As I stood
outside his room in the ICU, I
overheard a nurse discovering the
error. e image that jumped into my
mind was the closed door between the
expert on the medication (the rep)
and the prescriber of the medication
(the doctor). ings could have been
Pharma professionals have an
important role in both preventing
medical errors (which kill enough
people each week to fill four jumbo
jets) and contributing to optimal
treatment. e big question is how we
gain back our seat at the healthcare
table, so that experiences like Benita's
are the norm rather than the
FOCUS | SUMMER 2015 | www.L-TEN.org
Table of Contents for the Digital Edition of Focus Magazine - Summer 2015
From the President: Learning Delivery: What's Your Blend?
Table of Contents
Table of Contents
Guest Editor: Surviving and Thriving in a Volatile Industry
Directions: Let the Networking Commence!
Front of the Room: Dig Deeper
Neuroscience: Memory Garden
Sales Trainer Onboarding: A Fresh Approach at Bristol-Myers Squibb
Leading Cross-Functional Teams
Change Your Paradigm, Transform Your Network
What's the BIG Idea? 3 Tips to Open Doors
Is There a Kink in Your Leadership IV?
Identity Hubs: Secure, Productive Collaboration
How Much Will the Next 5 Minutes Matter?
Virtual How: How Companies are Centralizing Training Functions
5 Questions with Peter Bregman
Focus Magazine - Summer 2015