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The Pharma Career Ladder · The medical rep · Step 4: Preparing the visit · Lesson 6

Talking to a GP

Breadth, patient types and practicality

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

A GP is not a specialist in a hurry. He needs a different conversation.

In one morning a GP may see diabetes, asthma, back pain and a child with a fever. Your product is one small part of a very long day. When reps bring him the specialist's detail at double speed, he nods politely and forgets it by the next patient.

What I teach reps to change with a GP:

  • Instead of trial endpoints, ask which of his patients this is for.
  • Instead of deep mechanism, explain how to start it and when to refer.
  • Instead of guideline debate, say what the patient needs to know on day one.
  • Instead of a long data discussion, leave one point he can use in his next clinic.

This is not simplifying the science. It is choosing the part of the science that matters in his room. A GP who can picture the patient will remember the product.

“A GP does not need more data. He needs to know which patient walks in next that this is for.”
Talking to a GP: Breadth, patient types and practicality

Lesson 6 of 7 in Step 4: Preparing the visit, with the full guide and a checklist for this week.

More lessons in step 4: Preparing the visit

Lesson 1The call before the callTwo minutes of preparation in the car parkLesson 2Preparing for the cycle meetingArriving with questions, not excusesLesson 3One message, not fiveWhy a single claim outperforms a full detailLesson 4The detail aid is not the callLet the doctor's need choose the screenLesson 5Talking to a specialistDepth, evidence and humility with an expertLesson 7The nurse is not a gatekeeperTreating the clinic team as customers

Preparing the visit, in RepPharma

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