234 Part II: Examples of Targeted PortfoliosE
Skill 1—Effective Rx Sell Core Message
You consistently delivered the full suggested presentation on every call. Nice job pushing HCPs for
quality time. An example of this was seen at XYZ Hospital OB grand rounds when Dr. Ace gave you
10 minutes (15 MD’s in attendance). You did a great job communicating that this is not a niche
product and should be offered to all patients regardless of age and lifestyles (let them decide). Be
sure to clearly explain (in a non-defensive way) the fact that 26% of patients had 7 or more days of
nausea by keeping it simple (new definition that the FDA used). You need to routinely incorporate
the Rx Sell name when bridging from one page in the visaid to another (especially during your
summary). An example of this is when you say “the pill has excellent efficacy and it is well
tolerated”. Name recognition is critical to establishing this as a mainstream option.Comments:1. Continue to utilize the demo scripts on every call 2. Deliver a full Rx Sell message to
all staff members, nurses & doctors - enlist them to prescribe it early and often! No Niche
Skill 2—”EST”
# of calls: 5
% Demonstrated:100%
Comments:Overall, you were able to utilize the EST close on all of your calls throughout the day.
Keep the order of the EST close simple and focused on a time commitment. Clarify and be very
DIRECT with what you are asking them to do. (Ex: regardless of age and lifestyles will you
offer...mainstream”) Make sure your customers commit to “offering Rx Sell to all patients for 2-3
months”before you show the sample kit. This will help you summarize what you want them to do
at the end of the call (dual close). Do not rush through the sample kit components—hand each
piece to the provider and let them get familiar with the contents. (Ex: Rxed in program, extra
script program). Stress the importance of sample management (1 per patient)—do not assume they
know what you mean—explain the rationale
Skill 3—Multiple Product Presentations
# of calls: 5
% Demonstrated:100%
Comments:Overall, you effectively delivered a solid ABC message on every call. It was amazing to
see how much time you were able to get by leading off with ABC. Utilize your call continuum with
ABC on your next call and target a competitive product by incorporating the CSS model. EX:“The
last time I was in we discussed the performance & tolerability of ABC, today I would like to show
you how that compares to .... (competitive product). This remains a critical part of our business.
Skill 4—Review Planning & Routing
Comments: We talked about the importance of REACH vs. Frequency for the launch of Rx Sell.
Continue to set up grand rounds (Ex: Tuesday & Wed at City Hospital) in an effort to reach all of
your customers.