Focus Magazine - Spring 2013 - 44

ADINDEX
A.D.A.M. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Axiom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
BI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Custom Learning Design. . . . . . . . . . . . . . . . . . . . . 31
Clearpoint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
CMR Institute . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Cornerstone Management. . . . . . . . . . . . . . . . . . . 27
ETSI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
IC Axon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Informa Training Partners . . . . . . . . . . . . . . . . . . . . 4
Lionbridge Life Sciences . . . . . . . . . . . . . . . . . . . . 44
Lord Strategic Partners . . . . . . . . . . . . . . . . . . . . . 10
Metrix Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Proficient Learning . . . . . . . . . . . . . . . . . . . . . . . . . 25
Psychological Consultants. . . . . . . . . . . . . . . . . . . 25
Quantum Learning . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Red Nucleus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
S3 (Strategic Selling Solutions) . . . . . . . . . . . . . . 35
TGaS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Tricore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Yukon Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Start Spreading the News!
Build Your Business with REPRINTS
Reprints of Focus articles can be used to boost your
credibility with internal and external customers.

NPs/PA
verlook
Don’t O Training
in Sales

•

Share as an educational handout to your team

•

Include as part of a promotional package or in a presentation

•

l
rs of healthle Nolin Flewel
ant provide
I By Michel
are also import Like NPs, PAs also
U.S.
utic
oners (NPs)
care in the
multiple therape PAs to
ts (PAs)
re nurse practiti
practice across all 50 states allow
an assistan your
rs
and
in
and physici
categories,
Their numbe
addressed
medication.
specifically you might want
prescribe
than double an
? If not,
of fod to more
sales training strategy. The days
: the Americ
are expecte
only,
your
next decade
ts
to rethink on physicians as the
within the
an Assistan cerl
0
of Physici
cusing solely y, prescribers of medica
Academy
s 137,000-173,00
which
or even primar — no matter
(AAPA) project year 2020.
fall
are over
by the
products
products
tified PAs
category your
therapeutic
Your Sales
into.
Training
to Call

A

FEATUREST
ORY

Step
8 Com s to Effective

difhow to ask
professionals and provide
your sales
ns
als
of questio
that
Profession PAs
ferent kinds of answers: ones
Extenders:
with
PAs
and
Yes.
Physician
different kinds ng NPs and PAs
on NPs numbers of NPs and
hronism? ionals who
for
r of preAn Anac
With the
focus on providi they need to care paprofess
ation
and the numbe tic tests
specific I By Stacey Hanke
NPs are licensed and prescribe
the inform
diagnos
set to grow,
within their
askorder tests,
in all 50
written and set to grow
diagnose,
“whole” people This may mean and
scriptions
ts and devices
an
ions.
NPs and PAs your sales
medical produc some or no physici
tient populat regarding prevention
any pharma
ordered by
training
either
ns
prothem,
ceutical sales
mean askvaries by state).
states, with
ing questio
along with how to call on these
fessionals
proment. It may
required (this
become far
ed in recent
counseling
of your
What will
oversight
disease manage
too comprofessionals
fortable once
at the top
enhance your
in
rs have increas
ns about patient asking
should be
tionships
they’ve been
Their numbe to more than 180,000
client relaing questio
mean long-term relation
mistake in
fessionals
and
in a
on. It may
make the
to a
and
ship with
and profits increase your knowle
to tailor what’s
), with nearly
years, soaring
ng carepracticing in
and educati
list. But don’t you can just roll NPs is
dge
important
their industr a client or
Pearson Report ranks every
about providi
something when you begin to
and their
ion. The
to your client
lead to
2011 (The
questions
y.
thinking that
patients.
do
every day
joining the
training curricu
sured populat ask thean accepted laziness This can
NPs
current
that
your ability
million patient
9,000 new
on physirural, underin your people tofocus and develop
, lack of
PAs to your
to consiste will enhance
are now 600
K= Know
focus on calling ities in
ment. We
cate with
ntly commu
year. There annually.
the know
key is to teach questions. If they assump
impact and
lums that
go under
niare similar
ns,
—
What do your
ch
to NPs
kinds of
of questio tion, “I’ve been doing
Having influen influence.
fewer PAs
While there
visits
job for years,
right
care approa
cians.
may be
clients know
this
the right kinds answers they I know
you, your
ce over the
2 1:3
the patient
makcrucial in
While there the U.S. in 2011, acabout
my produc
product, service
thehave a great
how to ask
client is
1 4/10/1
their roles, and PAs is unique,
a pharma
in
ts and I
ayout
able to get
pany? Make
and relationship
ceutica
ionand comclients now
_V6_L
close to 80,000 Pearson Report—they
they will be useful informationtherefo
clients
_body
with my
taken by NPs h your sales profess
buy you rather l sales role as
spring
The
your client note of everything
as
re I’m a good
product or
cording to
that
need to offer
knows about
ing the approac with them unique
service because than your
communisolutions. Icator.” Just because
products and
you, your
take
is so fierce.
you believe
competition
appropriate
have strong
als need to
AAPA both
You
convey your company. You have
communication you
h
uct or service can have the best
AANP and
approac
to
knowledge
doesn’t guarant
well. The
prodskills
in
TORY
the holistic
mean cramm
which doesn’t
manthe most in-dept the world, along
COVERS
you this way. ee your clients perceiv
strongly stressPAs take to patient
with
ion,
h knowledge
small timefra ing everything into
informat
industry, but
e
For more
a
in your
that NPs and are creative, compas
ture the
points and me. Select the import
scan/cap
this it becomeif you can’t commu
“PAs
exclude inform
strive to treat
ant
with your
agement:
nicate
QR code
know.
oners who
ation they
doesn’t trust s irrelevant. If the
one.
client
sionate practiti ’”
smartph
you they have
person.
to call
options to
many other
the ‘whole
meet their
N= Need
representatives
Take five minute expectations.
Training sales requires that you teach
What do your
s before your
PAs
at
clients need
Michelle
on NPs and
conin order to
Email
to know
versations
Partners.
take
to conTraining
them to take the action you want
duct a
s, with Informa
m
have? How in the timeframe you
and solution
, strategy
Spectru er training mismany times
35
powerful
director
arranged
s Rep
e-cutt
is senior
ra conversation have you
The Sale than a cooki with an unde
analysis
Sosbe e Nolin Flewell, CPLP,
with a
Michell
I By Tim
That’s more an, it all starts and his/her
matp.com. the
last for five client to
is, to say like
try
mflewell@infor
Allerg
minutes,
sentative ssionals. Those
ces indus
And just
sion: At
yet when
of
profe
of the repre
eLEARN
you
he life scien and complex. they represent,
standing needs and sales ding on the type
es
have arrived
ING
et.org
least, varied and devic 2012 | www.spb
depen
cts SUMMER and servic
individual
e, vary
they have
ed.
FOCUS | who sell
athe produ
one
of cours
als
starting
and servic is the pharm
needs,
minute?
profession
that basic anies
exside
being sold
comp
to be an
so are the clients. From
product more traditional
It’s temptin
sciences
required and the
On the
healthcare a and life meets the varied
s
ssional
to try to cram g
varied
rep, a profe set of medication Simply put,
point, pharmtraining that even more
Part of
ceutical
your planned
e
sses.
ular
g the orthe
and the
a partic product addre
g
must devis
rstand
five minute
pert at
their reps s, all while servin
trainin
to unde
need
constates the
needs of
a
versation
rs.
disease n said, they have , but they don’t
their client
into
along
needs of and shareholde going to be easy.
ingto
prescripcation
one minute
ga
Babb
medi
.
um
is writin
this was healthcare comand the
ganization
doctor
You’ll feel
dedisease
ever said
continu
good
when a
No one l, multi-specialty lexity, and has
g a pill.
ssionals
about commu
to be there
means
t is takin
sales profe ledge,
As a globa is used to comp that helps
a patien
device
nicating all ding
an
know
tion or
ng plan advance.
Allergan’s
of
clinical
understan
pany, Allerg
state
ng traini
and
your knowle
However, to carry more
ng
disease
needs
an ongoi types excel
dge
ng traini and
ted
ing the
signed
that the
e sales
but your client
als of all
ct
t to ongoi
are expec to understand
ers
the devic y of setprofession a commitmen not just produ Marty
ion
of learn
will be confuse
in addit e addresses. Often nt in a variet
lly
rs, it’s
” said
“There’s
,
I By Jaim
and hesitan d
continua
and done, ng and
t their caree
. In short
to be prese
their devic
t to
e Dani
ard.
throughou their first year sales traini a proexpected operating room
FOCUS |
elson and take the action
SPRING
skills
reps are
slide upw
or for U.S. Medical. “It’s
2012 | www.spb
ing the
selling
Peter
you’rePisar
nged
n, direct
an
t.org
recomSo, how
tings, includ
ri
Babbingto tions at Allerg keep them challe
mending.
ing leade can sales and
to
rs.”
trainrs
communica continue
will
t their caree
forces withosupport their
graphic
sales
gram that ated throughou
locations.
bank? They ut breaking
the more
the
and motiv
As a gener
phasis on can put new
al rule,
cific the 23hypothetical
emand less
tion, the an old-school
the opposubject matter,
spesoluvideo/telec
the
onference.
bers to rtunity for audie greater
succu
Five Key
Video/telec mb to attent nce memion drift.
onference
signed
Strategi s to Effectiv
should
to
e,
be detherapeutisupport reps
Teleconf c Video/
in a
erences
example, c area confrontin single
The video
competitive
g, for
tailing
/teleconfer
what one
counter
that
ence is
migh
dechannel. is creating
edged sword t call the
noise in
their
of learn doubleery. Done
• Link
ing delivto Core
interactionright, these
Skills
In addit
ion
ate value s can engage
cused, videoto being applic
t the macr
for an audie and creation-fo/telec
wrong,
be built
nce. Done
cal comp o level, pharm
as they
on a skills onferences shoul
aceutianies
most
are,
signers
found
d
loss of paten , pressured
motivate they can disen frequently
and
pricing
by
nize these facilitators ation. Deconstraints t protection
must recog
today’s an audience. To gage and deslowing
opportunitengagements
video/telec
, are respo and
drive result
17 sales growt
built on
nding to
spending.
skills via y to reinforce represent an
h by reinin
a strate onference must s,
gic
discussion
core sellin
foundation
be
g in
unit and At the micro
real-world
g
. Pharm
level, busin
training
ceutical
challe and analysis
heads are
forcem
and
ess
and biotec aTo driv
ent is not nges. If this rein-of
watching development
nology
hshrink
hard-wired
e
comp
their budg
like
must desig anies
into
ets
video/ results, tod
those numbparty balloo
ns losing
ay’s learning the
telecon
gagements n these engrows for ers shrink,
ference of these design
to be both
the challe air. As
g
must be
application
pbt.or
to equip these leaders.
nge
video/telec
| www.s
They
representa
G 2012
strategic built on a
and skill exercises
tively in
ferences, onS | SPRIN
tives to still need
refres
foundatio
FOCU
a
sell
the
tives facing hers for sales
fined by marketplace frequ effecn
temptation
specific
repre
the
lenges.
ently decompetitive sentacompetitio fierceness of
facilitator for
And if
its
these
n. Reps
will be
chaldevelop
participantand
back to
to
regularly
video/telec firms want to
their
strategy develop and
report
relevant,
competitive managers
debate alike
without
sought-afteonferences that
about specifi
the
linkages
making
tive traini
attack
are
combat
r, and
to core
with their s they say they c
skills. specific
sure their ng solutions, theycost-effecreps need
• Use
can’t
selling
video/telec
an Expe
must
skills. These
rienc
but classr application-base
onferences en• Do RealStrategic
d traini
video ed Facili
:
budget oom delivery
ng,
quire exper /teleconfer tator
The cardi World Work
isn’t in
and an
the
eLearning
while often
have a deep ienced facilit ences reence learnnal sin of video
understand ators who
allow reps less expensive,solution,
dustry
solely on ing design is /teleconferand,
ing of the
to
the produ if not alread
the comp to address all will not
subject generic or theor focus
iny
etitive threa the variab
matter.
process ct, can rapidly versed in
Such concey-based
content
les of
t.
inform
absorb
lacks the
ptual
ation about
marketplac
and
sary to
immediacy
FOCU
captiv
S | SUMM
the value e. Their acum it and its
neces
participatin ate audie
ER 2012
nce mem | www.s
g from
gagement.and relevance en ensures
bers
pbt.or
different
of the eng
geomust have In addition,
facilitators
bust focus the dexterity
to offer
on applic
ation while a ro, at

M

Leverage for internal recognition

•

s

ILLS
SELLINGSK

Send to key customers

municat
ion Skill
s

ining
an: Tra
Allerg ontinuum
on a C

T

To learn more,
contact
Gregg Haunroth
(608) 562–6537
ghaunroth@spbt.org

Trainin
Break g that Doe
sn’t
the Ba
nk

A

29

44

FOCUS | SPRING 2013 | www.spbt.org


http://www.lionbridgelifesciences.com http://www.lionbridgelifesciences.com http://www.spbt.org

Focus Magazine - Spring 2013

Table of Contents for the Digital Edition of Focus Magazine - Spring 2013

Focus Magazine
From the President: Got Business Acumen Training?
Table of Contents
Table of Contents
Guest Editor: The Time for Patient-Centric Training
Mastering the Guest Speaker Experience
The Sunshine Act: Partners for Healthy Dialogues
Team-Based Training at Boehringer Ingelheim
The ABCs of ACOs
Healthcare Business Acumen: Remaining Relevant
Remembering Lessons Long after Class
Practical Approaches for Peak Launch Performance
EQ and Leadership
Patient-Centric Sales Models
Virtual How: Social Media Tools
Device Education: A Global Strategy
Member News
Ad Index
Focus Contacts
5 Questions with Maynard Webb
Focus Magazine - Spring 2013 - Focus Magazine
Focus Magazine - Spring 2013 - Cover2
Focus Magazine - Spring 2013 - 3
Focus Magazine - Spring 2013 - 4
Focus Magazine - Spring 2013 - From the President: Got Business Acumen Training?
Focus Magazine - Spring 2013 - 6
Focus Magazine - Spring 2013 - Table of Contents
Focus Magazine - Spring 2013 - 8
Focus Magazine - Spring 2013 - Table of Contents
Focus Magazine - Spring 2013 - 10
Focus Magazine - Spring 2013 - Guest Editor: The Time for Patient-Centric Training
Focus Magazine - Spring 2013 - 12
Focus Magazine - Spring 2013 - Mastering the Guest Speaker Experience
Focus Magazine - Spring 2013 - 14
Focus Magazine - Spring 2013 - The Sunshine Act: Partners for Healthy Dialogues
Focus Magazine - Spring 2013 - 16
Focus Magazine - Spring 2013 - Team-Based Training at Boehringer Ingelheim
Focus Magazine - Spring 2013 - 18
Focus Magazine - Spring 2013 - 19
Focus Magazine - Spring 2013 - 20
Focus Magazine - Spring 2013 - 21
Focus Magazine - Spring 2013 - The ABCs of ACOs
Focus Magazine - Spring 2013 - 23
Focus Magazine - Spring 2013 - 24
Focus Magazine - Spring 2013 - 25
Focus Magazine - Spring 2013 - Healthcare Business Acumen: Remaining Relevant
Focus Magazine - Spring 2013 - 27
Focus Magazine - Spring 2013 - 28
Focus Magazine - Spring 2013 - 29
Focus Magazine - Spring 2013 - Remembering Lessons Long after Class
Focus Magazine - Spring 2013 - 31
Focus Magazine - Spring 2013 - 32
Focus Magazine - Spring 2013 - 33
Focus Magazine - Spring 2013 - Practical Approaches for Peak Launch Performance
Focus Magazine - Spring 2013 - 35
Focus Magazine - Spring 2013 - EQ and Leadership
Focus Magazine - Spring 2013 - 37
Focus Magazine - Spring 2013 - Patient-Centric Sales Models
Focus Magazine - Spring 2013 - 39
Focus Magazine - Spring 2013 - Virtual How: Social Media Tools
Focus Magazine - Spring 2013 - 41
Focus Magazine - Spring 2013 - Device Education: A Global Strategy
Focus Magazine - Spring 2013 - Member News
Focus Magazine - Spring 2013 - Ad Index
Focus Magazine - Spring 2013 - Focus Contacts
Focus Magazine - Spring 2013 - 5 Questions with Maynard Webb
Focus Magazine - Spring 2013 - Cover3
Focus Magazine - Spring 2013 - Cover4
https://www.nxtbook.com/nxtbooks/LtenFocus/2017winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2017fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer_supp3
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2017spring_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2017spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2016winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2016fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer_supp2
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2016spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2015winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2015fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2015summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2015summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2015spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2014winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2014fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2014summer
https://www.nxtbook.com/nxtbooks/focus/2014spring
https://www.nxtbook.com/nxtbooks/focus/2014winter
https://www.nxtbook.com/nxtbooks/focus/2013fall
https://www.nxtbook.com/nxtbooks/focus/2013summer
https://www.nxtbook.com/nxtbooks/focus/2013spring
https://www.nxtbook.com/nxtbooks/focus/2013winter
https://www.nxtbook.com/nxtbooks/focus/2012fall
https://www.nxtbook.com/nxtbooks/focus/2012summer
https://www.nxtbook.com/nxtbooks/focus/2012spring
https://www.nxtbook.com/nxtbooks/focus/2012winter
https://www.nxtbook.com/nxtbooks/focus/2011fall
https://www.nxtbook.com/nxtbooks/focus/2011summer
https://www.nxtbookmedia.com