Challenge & Selection

Being in the medical sales field, engaging with customers is a crucial step within the sales process. And  nothing was more powerful than the power of storytelling. Connecting with the mind and the soul of the  surgeon, the purchasing department and nurses, through telling the stories of patients that we saved  their lives while using a specific product, invited all the staff and medical team to contribute as well in  making positive difference in people’s life!

Medical staff is concerned about its patient, and are looking permanently to have the best outcome.  They struggle with each complication, they needs solutions that help them improve their patient Quality  of life! And here the storytelling will let them see the difference that our product is making, and then  they ask to be part of that purpose: Saving lives and improving patient outcome!

Once they used the product, it is their turn to share their stories, to show their pride, with other  customers!

Application:

Introducing one new product, that was more expensive to a new medical institution, was really  challenging! One purchasing agent insists that we must follow the process of introducing this new  product to the hospital, which will take almost 6 months to 1 year!

Regardless the fact, that the surgeon, nurses and technicians need the product urgently, since they saw  the difference it can make, they want to proceed immediately by shortcutting the procedure with valid  justification. However, the final decision was in the hand of the purchasing officer that insists to follow  the dictated rules.

Then I used the magic of storytelling! I shared with her the story of a grandmother who was extremely  happy with the born of her first nephew, and then all of a sudden she had a stroke and was luckily  moved immediately to the hospital; emergency room, diagnosed with stroke, with a 33% risk of survival,  33% risk of permanent disability and 33% risk of death. I transmitted the world of the patient and her  fear during those moments, since the patient was still in complete awareness while riding her to the  hospital. She was expressing her fear of death, of her disability that will prevent her from playing with  her nephew, to assist him walking his first steps, to hear him shouting mama I love you. She was lucky  enough that the hospital she was admitted to accepted introducing the life saving product, since it was a  need for the patients! And then I paused!

The purchasing officer started asking more about the disease, the product, the clinical outcome, and all  of the sudden she signed and approved to introduce the product URGENTLY!

One week after, I received a call! She was herself, telling me the story of a patient admitted in her  hospital. The patient survived his stroke with a complete recovery two days after the medical  intervention, the product used for the procedure, was the newly introduced product!

Insight & Approach

In this story, the purchasing officer, was as well, having a new nephew, and she told me that she puts  herself on the shoes of the grandmother that has a stroke. She said me too, I want a chance to assist my  nephew in his early stages in life, I want to be there! I want to have a second chance, and I want to give  the chance for every patient!

The engagement level in that discussion was very high, and the purchasing officer translated her  enthusiasm into actions!

I learned that the power of storytelling is immense and it can beat all the data that shows scientific  evidence presented in an appealing way! Storytelling creates a cause for us to act, to change, to reflect!

My best part in my sales calls and meetings is to share the pre-selected stories that are tailored to the  audience!

The take away from that course, was to put customers and their experiences front and center, and assist  them in their journey!


Challenge & Selection Being in the medical sales field , engaging with customers is a crucial step within the sales process . And nothing was more powerful than the power of storytelling . Connecting with the mind and the soul of the surgeon , the purchasing department and nurses , through telling the stories of patients that we saved their lives while using a specific product , invited all the staff and medical team to contribute as well in making positive difference in people ’s life ! Medical staff is concerned about its patient , and are looking permanently to have the best outcome . They struggle with each complication , they needs solutions that help them improve their patient Quality of life ! And here the storytelling will let them see the difference that our product is making , and then they ask to be part of that purpose : Saving lives and improving patient outcome ! Once they used the product , it is their turn to share their stories , to show their pride , with other customers ! Application : Introducing one new product , that was more expensive to a new medical institution , was really challenging ! One purchasing agent insists that we must follow the process of introducing this new product to the hospital , which will take almost 6 months to 1 year ! Regardless the fact , that the surgeon , nurses and technicians need the product urgently , since they saw the difference it can make , they want to proceed immediately by shortcutting the procedure with valid justification . However , the final decision was in the hand of the purchasing officer that insists to follow the dictated rules . Then I used the magic of storytelling ! I shared with her the story of a grandmother who was extremely happy with the born of her first nephew , and then all of a sudden she had a stroke and was luckily moved immediately to the hospital ; emergency room , diagnosed with stroke , with a 33 % risk of survival , 33 % risk of permanent disability and 33 % risk of death . I transmitted the world of the patient and her fear during those moments , since the patient was still in complete awareness while riding her to the hospital . She was expressing her fear of death , of her disability that will prevent her from playing with her nephew , to assist him walking his first steps , to hear him shouting mama I love you . She was lucky enough that the hospital she was admitted to accepted introducing the life saving product , since it was a need for the patients ! And then I paused ! The purchasing officer started asking more about the disease , the product , the clinical outcome , and all of the sudden she signed and approved to introduce the product URGENTLY ! One week after , I received a call ! She was herself , telling me the story of a patient admitted in her hospital . The patient survived his stroke with a complete recovery two days after the medical intervention , the product used for the procedure , was the newly introduced product ! Insight & Approach In this story , the purchasing officer , was as well , having a new nephew , and she told me that she puts herself on the shoes of the grandmother that has a stroke . She said me too , I want a chance to assist my nephew in his early stages in life , I want to be there ! I want to have a second chance , and I want to give the chance for every patient ! The engagement level in that discussion was very high , and the purchasing officer translated her enthusiasm into actions ! I learned that the power of storytelling is immense and it can beat all the data that shows scientific evidence presented in an appealing way ! Storytelling creates a cause for us to act , to change , to reflect ! My best part in my sales calls and meetings is to share the pre - selected stories that are tailored to the audience ! The take away from that course , was to put customers and their experiences front and center , and assist them in their journey !