Dariusz Goźliński

"First, do no harm!"- This should be, the first rule for the communication activities in the field of pharmaceutical and legal.

Who am I?
Passionate about marketing and advertising. Strongly associated with the pharmaceutical industry and related. I create and I manage advertising campaigns including the use of social media in activities dedicated to doctors and patients. Professionally, I am the founder and managing director of the agency GreyTree. From 2002 r. I am associated with a limited marketing and advertising law. Among other things, worked with companies such as: Unilever, Jelfa, Sanitas Group, Adamed Healthcare, Blue Farma, Chance, Genexo, GAL, Heel Poland, Symphar, Sun Farm, Admiral, Ipsen, HiPP, Alpen Pharma or Krewel Meuselbach.

Dariusz Goźliński
such. +48 22 628 53 61
e-mail: d.gozlinski(at)greytree.co

Objections patients at the first table

4 January 2016
Objections patients at the first table

Visitors patient pharmacy also often plays the role of client. This is due to the special conditions issued pharmaceuticals, which in addition to the social aspect, also they have their set price and becoming a part of the pharmaceutical market also involve a financial dimension. For this reason,, despite the apparent reluctance of many pharmacists - working in the pharmacy requires them to combine features of both good specialist and efficient seller.

It has been known, that education at medical universities do not prepare in a proper manner for effective communication with the patient. Still as important as pharmacoeconomics items remain in the shadow of pharmacology, medicinal chemistry and drug form technology. As a result, pharmacy graduates are not able to translate the expertise of the, a simple and understandable for the average patient language. Faced with the reality pharmacy, which is the result of expanding the market, Young pharmacists are completely unable to deal with a new situation. Contact with a difficult patient / client appears in their frustration, and eventually the lack of job satisfaction. This phenomenon is not entered only in the work of pharmacists. On the professional burn-out due to lack of preparation to work with other people also complain about other medical professionals - doctors, nurses, physiotherapists.

Rozczeniowość many patients due to their disappointment the functioning of the Polish health care. The reform introduced by the government of Jerzy Buzek 1999. announced the introduction of health insurance funds, so that patients would become their most important link. Unfortunately, the reality turned out to be quite different. The system of universal health insurance, as regards the position of the patient, is no different today like the budget system. The patient is still in the majority of cases is a suppliant. And it starts from the position petitioner also contacted the pharmacy, during which the reports set out the objections and reservations. The scale of the problem objections patients at the pharmacy by the fact, they become the subject of stories passed from mouth to mouth by pharmacy personnel. Patients most often complain of too high prices or the need to carry out their prescriptions in several pharmacies - says the pharmacist from Czestochowa. But the claims are much more - inability to realize mistakenly written out a prescription, the inability to purchase the drug without a prescription Rx, or even too long waiting in the queue to the first table. Many pharmacists have a negative receives most of the objections seeing patients in their malice or lack of understanding.

Meanwhile, objections are a natural step in the decision-making, during which the patient / client considering the benefits and potential risks deriving from it. The pharmacist should look at concerns from a different perspective - treat them as a valuable source of information and the patient's needs, which is designed to meet the. Behind the facade of critical objections may be hidden because the desire to obtain more information. Ability clever disclosure, understanding and avoiding objections allows you to establish a long lasting relationship with another man, which can bring profit to the pharmacy as a business. Also it allows you to properly shape the health behaviors of patients. Reservations can be classified into several groups - they can cover changes, prices, improper deals, Saturation, emotions and bad experiences. Below are some of the most frequent objections to the first table and ways of avoiding them.

"How much does it cost, and why so dearly?"

Dissatisfaction with the high price is a very common first table kind of objections. Often, that the patient handing pharmacist prescription, calls for an immediate answer to the question about the price. The most common mistake is its immediate application and waiting for a reaction on the other hand. In this case, to postpone the application of the cost and benefits of using language (feature - an advantage - an advantage) tame its value. It should be noted time, that prescription drugs are the drugs of the new generation, after which the patient feels much better. Thanks to reformat the price parameter for profitability, which after much better sound, and patients like cost effective deals! With pharmacy experience I can recall the very poor standards of lowering prices after the administration by the patient of its value in competition. Instead of cutting the price to the customer's request - we hoist the importance of the benefits of buying!

"No substitutes!”

The resistance of the patient to be proposed by a pharmacist cheaper respective objections is a classic example caused by a change. We have to be aware, that in most cases a reluctance to generic substitution is not due to bad experiences, but the lack of knowledge and fear of health consequences. Resistance to change is the natural instinct of every human being. Suddenly, he must get out of your comfort zone and betray developed by years of habits and tested solutions. In the case of the pharmacist and generic substitution should be the task of taming the patient with the change and its consequences show favorable. Avoid phrases marked by a negative - “replacement, equivalent”, which may be associated with poorer quality. The change does not necessarily involve the use of counterpart - might also relate to the reluctance to use a new medicinal product or supplement. In such a case one should use social proof - citing positive examples of other patients. Responding should be based on the ability of paraphrasing, use argumentation techniques, persuasion and appropriate to ask questions.

"No, I not already have been using. It did not help. "

Sometimes, the pharmacist can not reach the patient with their arguments, and the patient still stands by its position. In marketers such a situation is called a resistance due to improper deals. In the case of unwillingness to recommendations pharmacist should paraphrase a statement patient, confirming his conviction, that we listen to him and treat him individually. The next step should be the question of, what is expected of this supplement and presenting another offer to let him make an independent choice. The final step should be to reduce dissonance and affirmation in the rightness of your choice - “the LORD also place I would choose this preparation”.

"I used everything, It does not help me…"

The pharmaceutical market is constantly growing, and pharmacy shelves are filled with new medicines and dietary supplements. Although it is often difficult to keep up with the latest news, pharmacy also visit patients have good understanding of the range, who…They have used almost everything. Most often they are not interested “promotions” whether “good prices”. In proposing specific product should use the technique of limited distribution channel (available only in pharmacies), short periodicity offer (while stocks last) and rely on the authorities.

“In the pharmacy X is not done me such problems!”

Very often it happens, that patients visiting a pharmacy compare us to the competition. Most of us perceives this as a plea and reacts with aggression. Under no circumstances should we criticize the pharmacy across the street. It is a very professional behavior, which will provide for our little credibility. Criticizing the competition - also we stigmatize patients visiting it. If the competition will be put in a bad light, the patient will feel undervalued. Meanwhile, the service customer, the competition should be for us a treasure trove of knowledge. In this case, it is worth to play “vabanque” and ask the pharmacy X deserved to be so positive opinion. Patient response'll just point out to us ready-made solutions, that we can also instill in your backyard. We have to be aware, that no company is perfect, and even a pharmacy with the best reputation mishaps happen. If you want to pay attention to the patient on this aspect - it is worth asking about it, which prompted him to visit our pharmacy. This will tell us, we have a good location, that the implementation of a prescription in the competition must sometimes wait a couple of days, etc.. As you can see the process of repealing such objections, We can serve us as an attempt to customer acquisition competition. To do this, You can offer the patient an activity, on the one hand will not violate his loyalty with a second pharmacy, but it will allow us to establish with him a common understanding. We propose any pressure measurement, wręczmy educational materials or Let's give a small gift. Building a positive aura make, that in a situation of our competitors stumble, disappointed patient will not look away, only goes just to our pharmacy.

Objections (seemingly) you can not refuse

Sometimes we hear from our patients, that “the doctor gives them a half years old” and do not see the reason, to undertake treatment or, that “buying drugs, not enough to them to tenth”. Pharmacist proceedings in such cases must be relevant to the case. Sometimes such objections are better left unsaid, other times it is a good idea empathy There is no universal key, and the repeal of this type of claim requires considerable experience and practice.

/Frame - Gold standards of conduct of objections patient /

  • Avoid assurances – "I guarantee Mr., believe me "
  • Demonstrate empathy!
  • Listen to the end, do not interrupt, do not criticize!
  • Instead of citing unpleasant consequences, summon simple examples of life!
  • Paraphrase statements patient - feel heard!
  • Follow the principle feature - an advantage - an advantage, instead therapeutic group - mechanism of action - effect!
  • The wording reformat negative to positive!
  • Do not show impatience, discouragement or apathy!
  • Do not react to verbal taunts!

If you do not want to be only “receptomatami“, but also a partner in solving health problems of our patients – let's go meet their expectations. Use of the possibilities offered us work with people as pharmacists we have an invisible product which is health, so the time for contact with the patient have to use one hundred percent, to communicate with both sides of the first table proceeded in a satisfactory manner. At the objections reagujmy always positive response and a smile on his face.

mgr farm. Arthur Rakowski



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