It’s putting it mildly to say that selling in the healthcare space has become increasingly difficult over the past 20 years. As the obstacles have piled up higher and higher each year, they’ve accumulated into major barriers to revenue growth, driven by both external and internal factors. In addition to the bottom-line concerns, organizations are finding that even their best people are becoming frustrated, demotivated and disengaged in this environment.

To succeed in today’s environment, pharma, biotech, med device and diagnostic businesses are going to have to reframe their approach to sales team development and coaching. Sales success requires more than just product knowledge, clinical expertise and well-crafted marketing messages. It requires the right mindset, a consultative model and skillset, a common language around sales and service, and, just as importantly, the leadership to support it.

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In the new sales world “87 percent of HCPs want either all virtual or a mix of virtual and in-person meetings even after the pandemic ends.”

– Accenture COVID-19 Healthcare Provider Survey

Read this paper to learn how the medical industry became its own worst enemy — and what can be done to right the ship.

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