A full detail feels thorough. To the doctor it often feels like noise.
Memory research, starting with George Miller's work in the 1950s, showed how few items a person can hold in mind at once. Now picture a doctor with a full waiting room and a rep walking him through efficacy, safety, dosing, pack changes and a study, all in three minutes.
He keeps none of it. Or he keeps the wrong piece.
What I ask reps to do instead:
- Choose the one message in the car, before you park.
- Match it to the patient he sees most.
- Say it at the start and again at the close.
- Save the other four for the next cycles.
One clear message, repeated over several visits, does more than five messages delivered once. It also gives you a reason to come back.
“The doctor will not remember five messages. Make sure he remembers one.”
Lesson 3 of 7 in Step 4: Preparing the visit, with the full guide and a checklist for this week.