Every territory has one doctor who wants to try the new thing first. Most reps waste her.
Research on how new ideas spread found that early adopters try things first, and their peers then come to them for advice. In a launch, that doctor matters more than her own prescriptions.
- Find her: she asks about launches and guideline changes before anyone else.
- Bring it first: approved evidence, early and in full.
- Support the first patients: check in and answer every question.
- Let her share: invite her to an approved peer meeting, under the code.
The step most reps skip is the third one. They get the first prescription, then move on to the next doctor. If her first patients go badly, or she has unanswered questions, the doctor who could have led the market quietly stops.
“The early adopter's first patient is your real launch.”
Lesson 14 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.