Focus Magazine - Spring 2014 - 44

SELLINGSKILLS

Training for
Co-Pay Programs
I By Scott Moldenhauer

C

Proper
training can
overcome three
common co-pay
problems.

o-pay cards have become a big part of the
selling process. When used properly,
these cards offer a significant selling
advantage, especially in a marketplace flooded
with generics. However, when used improperly,
co-pay cards can become a distraction and often
replace the discussion of clinical product
benefits.
In this article, we look at the role of sales
training. How can sales trainers help optimize
the use of co-pay cards and patient-assistance
programs? How can we help representatives
avoid the pitfalls of these programs? Ideally, how
should co-pay programs be presented to
physicians?

the University of California, co-pay cardsĀ canĀ get
physicians to favor branded medications, but
only if they are presented in the proper order.
From a sales perspective, the importance of
Consumer psychologist Dr. Jerry Burger has
patient assistance programs cannot be overshown that incentive programs (like co-pay
emphasized. Co-pay card redemption levels
cards) work quite
correlate strongly with sales
well, if presented
When used improperly,
growth. When co-pay
programs are used as
co-pay cards can become a after a compelling
discussion
intended, there is enormous
distraction and often replace the regarding product
potential.
discussion of clinical product benefits. benefits.
Problems arise for
Burger's research
two reasons. The first is
shows that bonus programs should be used to
when representatives spend more time
"tilt" physicians over the edge. However, this
focusing on the co-pay card itself than the
implies that physicians are already leaning in the
benefits of his or her product. This positions
representative's direction. Unfortunately, many
the product as a
reps, excited about their co-pay offer, either
commodity: "Doctor, our
never get around to product benefits or tuck
co-pay program makes our
them toward the end of the presentation. This is
branded product almost as
a mistake.
affordable as the generic." When
representatives set price as the
Getting It Right
criterion for selection, they set up a
Sales training can play a critical role in the
game that is hard to win.
proper execution of co-pay assistance programs.
The second problem is one of
If you are interested in creating your own
finding the proper sequence.
program on selling with co-pay cards, (and
According to research from
many will agree it's a worthwhile endeavor), here

Diagnosing the Problem

44

FOCUS | SPRING 2014 | www.spbt.org


http://www.spbt.org

Focus Magazine - Spring 2014

Table of Contents for the Digital Edition of Focus Magazine - Spring 2014

Focus Magazine
From the President: Coaching for Success
Table of Contents
Table of Contents
Guest Editor: Enhancing the Classroom
Front of the Room: Flexing to a Smaller Class Size
Neuroscience: The Neuroscience of Learning
Ethicon's K2: The Summit of Customized Learning
The Secret to Reaching Your Full Potential
Transforming Organizations: Change Agents & Team Coaching
Member Solutions: Developing Leaders: Building a Bench
Deliberate Practice and the Power of eLearning
EQ & You: Building Leaders
Training for Co-Pay Programs
Constructs not Curriculums
Virtual How: Moving from Reactive to Proactive
Member News
Ad Index
Focus Contacts
5 Questions with Jim Trunick
Focus Magazine - Spring 2014 - Intro
Focus Magazine - Spring 2014 - Focus Magazine
Focus Magazine - Spring 2014 - Cover2
Focus Magazine - Spring 2014 - 3
Focus Magazine - Spring 2014 - 4
Focus Magazine - Spring 2014 - From the President: Coaching for Success
Focus Magazine - Spring 2014 - 6
Focus Magazine - Spring 2014 - Table of Contents
Focus Magazine - Spring 2014 - 8
Focus Magazine - Spring 2014 - Table of Contents
Focus Magazine - Spring 2014 - 10
Focus Magazine - Spring 2014 - Guest Editor: Enhancing the Classroom
Focus Magazine - Spring 2014 - 12
Focus Magazine - Spring 2014 - Front of the Room: Flexing to a Smaller Class Size
Focus Magazine - Spring 2014 - 14
Focus Magazine - Spring 2014 - Neuroscience: The Neuroscience of Learning
Focus Magazine - Spring 2014 - 16
Focus Magazine - Spring 2014 - Ethicon's K2: The Summit of Customized Learning
Focus Magazine - Spring 2014 - 18
Focus Magazine - Spring 2014 - 19
Focus Magazine - Spring 2014 - 20
Focus Magazine - Spring 2014 - 21
Focus Magazine - Spring 2014 - 22
Focus Magazine - Spring 2014 - The Secret to Reaching Your Full Potential
Focus Magazine - Spring 2014 - 24
Focus Magazine - Spring 2014 - 25
Focus Magazine - Spring 2014 - 26
Focus Magazine - Spring 2014 - Transforming Organizations: Change Agents & Team Coaching
Focus Magazine - Spring 2014 - 28
Focus Magazine - Spring 2014 - 29
Focus Magazine - Spring 2014 - 30
Focus Magazine - Spring 2014 - 31
Focus Magazine - Spring 2014 - Member Solutions: Developing Leaders: Building a Bench
Focus Magazine - Spring 2014 - 33
Focus Magazine - Spring 2014 - 34
Focus Magazine - Spring 2014 - 35
Focus Magazine - Spring 2014 - 36
Focus Magazine - Spring 2014 - 37
Focus Magazine - Spring 2014 - Deliberate Practice and the Power of eLearning
Focus Magazine - Spring 2014 - 39
Focus Magazine - Spring 2014 - 40
Focus Magazine - Spring 2014 - 41
Focus Magazine - Spring 2014 - EQ & You: Building Leaders
Focus Magazine - Spring 2014 - 43
Focus Magazine - Spring 2014 - Training for Co-Pay Programs
Focus Magazine - Spring 2014 - 45
Focus Magazine - Spring 2014 - Constructs not Curriculums
Focus Magazine - Spring 2014 - 47
Focus Magazine - Spring 2014 - Virtual How: Moving from Reactive to Proactive
Focus Magazine - Spring 2014 - 49
Focus Magazine - Spring 2014 - 50
Focus Magazine - Spring 2014 - Member News
Focus Magazine - Spring 2014 - Ad Index
Focus Magazine - Spring 2014 - Focus Contacts
Focus Magazine - Spring 2014 - 5 Questions with Jim Trunick
Focus Magazine - Spring 2014 - Cover3
Focus Magazine - Spring 2014 - 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