You’re never going to catch a doctor at a “good time” if you have a product that isn’t useful to them.
And their default assumption is what you have isn’t useful unless proven otherwise.
Imagine being in their shoes: every day they hear big promises that aren’t backed up.
I’d get jaded too.
Here’re some ideas to break through and grab a busy physicians attention in a way that’s not going to tick them off.
Story-Starter #1 – Riveting Research
This may seem like a no-brainer, but it’s surprising how few medical companies use the great research their product is based on to get physician’s attention.
The logic usually goes something like this “doctors want better patient outcomes, so I need to tell them how revolutionary, cutting-edge and game-changing this is!”
But doctors have heard those big, hypey promises so many times that they shut down.
Instead, try leading with research. Most of the time data is restricted to posters or brochures.
It’s not thought of as “attention-grabbing” but for physicians it can be.
Take the Chloragard catheter research for instance. They cite a great poster from Montana State University which could be brought straight to the front of their promo video.
Story-Starter #2 – How It Works
Face it: A big promise of improved patient outcomes isn’t going to convince a physician.
But if they can understand how your product works and make the connection in their own mind that patient outcomes will be improved, that’s a different story.
The goal of this story-starter is to get a “light bulb moment” where they understand the key difference your product offers and how it’s going to help their patients.
The hard part about this tactic is it requires you have a good understanding of how your product works. A few surface-level talking points from a brochure doesn’t cut it.
You can get some juicy stuff by talking to your R&D team and asking what they’re most excited about, interviewing the product manager and getting them to spell out how it works.
Critical point: The secret of the “how it works” hook is to explain how your product works in relation to something else. That could be as simple as “Normal catheters work by _________ the problem was ____________ so new Arrow catheters do __________.”
One word of caution: a “how it works” lead is going to be very different for a patient-facing than physician-facing video. You’ve got to ratchet up the research for physicians and change your language to laymen’s terms for patients.
Story-Starter #3 – Showing The Warts
This story-starter takes guts, but can pay off big time in gained trust.
When you make a big promise physicians are looking for the ‘warts’. Those places where your product doesn’t work.
The fact is there’s always a drawback to anything we’re marketing. Since they’re going to ask, put it out there on your own terms.
Think of it like buying a used car. When you walk into a used car dealership you’re on the prowl for what’s wrong with the car more than what benefits it can give you.
And I’m not talking about presenting a weakness and then trying to spin it as a benefit. I’m talking the real Achille’s heel of your product. (Don’t try to say your product doesn’t have one – it might just be the price).
WARNING: Read This Before Trying On Your Own
One mistake I have to stop myself from making all the time is putting too much into one story-starter.
What I mean is, you can’t bundle all these ideas together right at the beginning of your video or presentation. Pick one and go with it.
Do you have a way that you’ve found gets conversations with doctors going? Put it in the comments!