Still underutilized: The Role of Social Media in Selling Direct to Physicians
Not unlike the rapidly evolving field of medical innovation, medical salespeople must continuously adapt to remain successful and keep pace with the latest trends. One effective strategy for staying ahead of the competition is to harness the power of social media to better understand and engage with physicians.
What can you learn about your prospects from social media?
By leveraging social media platforms such as LinkedIn, Twitter and Instagram, you gain access to a wealth of qualitative information that can provide a more comprehensive picture of your prospects. This information can shed light on the interests, causes, and opinions of physicians, enabling you to tailor your approach accordingly.
As one Chicago-based sales representative recently shared with us, social media can be particularly useful in gaining a deeper understanding of a prospects’ network. For instance, by analyzing who his prospects are following and resharing on Twitter, he can gain insight into their existing professional and personal affiliations. This information is invaluable in tailoring his sales, for example by dropping a reference or mutual connection.
Deliver information directly to your prospects
Of course, social media is not a one-way street. It’s your opportunity as a salesperson to also put your product (and all its benefits!) out into the world. By proactively sharing facts, case studies and success stories you can announce your product to your target audience even before the first direct approach.
Thinking beyond just promoting and selling your product, social media engagement with physicians is a powerful tool for building trust and authority with your target audience. By regularly demonstrating expertise, knowledge and partaking in key conversations, salespeople establish themselves as credible thought leaders independently of their product. This trust and credibility will definitely be beneficial when it does come time to make a sale and create deeper relationships with would-be customers. Building your network and personal brand will always be a competitive advantage.
Multi-channel engagement is the way forward
As the demands on physicians continue to increase, medical salespeople are faced with the challenge of making the most of their limited interactions with prospective customers. In this context, a multi-channel approach is essential for building relationships and effectively promoting products.
By leveraging social media platforms to create an additional touchpoint, you can create additional opportunities to educate your prospects about your product, multiplying your chances to make an impression. These new touchpoints can reduce the pressure on in-person interactions, enabling you to make the most of the limited time you do have with physicians. A multi-channel approach is no longer an option, but a necessity.
Ready to try using social media in your sales approach?
Alpha Sophia is a cutting-edge commercial intelligence platform designed specifically for MedTech sales professionals. Using Alpha Sophia, you’ll have access to a wealth of information about your target audience, including their social media profiles. Easily filter and dig deep into your prospects, so you’re fully equipped with the best information to make your sale.