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The Pharma Career Ladder · The medical rep · Step 6: Objections and influence · Lesson 9

Reciprocity without bribery

Giving value that is not a gift

By Ahmed El Menshawy · 20 years in pharma, from medical rep to country manager in the UAE. Founder of RepPharma. LinkedIn
Published

Reciprocity is powerful. That is why a gift to a doctor is never harmless.

Research on persuasion shows people feel obliged to return a favour. Industry codes know this, so personal gifts to healthcare professionals are banned. The good news: the principle still works when what you give is real value.

  • A gift is a personal present. Value is an approved patient education video.
  • A gift is a dinner with no education in it. Value is an approved meeting with real content.
  • A gift is "I will look after you, Doctor." Value is "I will get you the answer from medical affairs."
  • A gift is remembering his birthday. Value is remembering his question.

The doctor does not need anything from you personally. He needs help with his patients and his time.

“Give the doctor something he can use for his patients, never something for himself.”
Reciprocity without bribery: Giving value that is not a gift

Lesson 9 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.

More lessons in step 6: Objections and influence

Lesson 1Handling "I am busy"Three honest responses that keep the door openLesson 2The objection behind the objectionPrice is rarely the real objectionLesson 3When the doctor says noWhat to do in the next ninety secondsLesson 4When you do not know the answerThe four words that protect your credibilityLesson 5Competitor questionsAnswering without attackingLesson 6Handling price with bonus not discountThe commercial lever that protects the brandLesson 7Negotiating small commitmentsTrial, protocol, next appointmentLesson 8The six principles of influenceEach one has an honest use and a line you never crossLesson 10Social proof in a clinicWhat "other doctors are using it" should really sound likeLesson 11Loss aversion in the clinicWhy "what the patient loses" beats "what he gains"Lesson 12Anchoring, used ethicallyThe first number a doctor hearsLesson 13Selling to a scepticEvidence, not enthusiasmLesson 14Selling to an early adopterSpeed, novelty and follow-throughLesson 15The adoption ladderFrom awareness to advocacy, and where you really areLesson 16Teach, tailor, take controlThe Challenger model, inside a real clinicLesson 17Reading buying signalsFour things a doctor does before he switchesLesson 18The rule of one askOne request per call, every callLesson 19Closing without pressureAsk for a specific, small, checkable commitment

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