Differentiate Healthcare Selling: Make it Sufficiently Human

No one can dispute that everyone is selling something of the other. Whether we’re employees working for an organization and pitching colleagues on a new idea, entrepreneurs attracting funders to invest in their project, or individuals simply promoting their ideas, we are constantly trying to move others. 

Healthcare industry is no exception. Selling exists here also, and sometimes very aggressive. Doctors, medical marketers, administrators, nurses, and general staff is continuously interacting with patients, working to considerately understand their needs, empathize, communicate, educate and in the process, provide a solution for their requirements.

Healthcare industry has become very competitive these days, and that’s the reason, you will find some of the best salespeople in this industry. Traditionally, it’s been considered a taboo to link sales with healthcare industry. This is so, because physicians and surgeons looked upon as helping others and providing a service to the society. Healthcare professionals themselves were averse to give sales the primary place in their profession. Selling has been secondary. On the surface, it seems like an unlikely combination. 

This dilemma is very prominent and rightly so, because, in healthcare you certainly need to differentiate selling. You need to make it sufficiently human. But, like it or not, it will be there. So you better differentiate it to suite your profession. Moreover, it’s largely a matter of mindset. If you consider and portray your selling as a service to the society, the job is half done. Make your selling a personal and a purposeful service for the society. Your selling should be based on educating the patients and in the process selling your products and services.

Healthcareselling and delivery is and should be humane and not pure commercial like advertisers in general. Clinical proficiency and experience is one thing and sales skills for doctors and their staff members is something else. These sales skills are major contributors to success in patient satisfaction, case acceptance, treatment compliance and winning patient and professional referrals.

Thus, differentiate your healthcare selling; make it more humane to suite your profession.

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