Please login to the form below

No one is listening to you!

We know it is harsh but you know how frustrating it is. You want them to embrace change but they’ve got cloth ears. That’s why we have produced a guide, useful for any target audience with cutting edge insights about how to communicate more effectively.

Even when talking money, people respond to people – not spreadsheets and pie charts
It is a huge task to get a ‘payer’ to seriously consider a new idea or solution, however, with the right approach, almost anyone can be persuaded to re-think a situation or re-appraise their opinion. The secret is in breaking down barriers and overcoming their anxieties.

We all put up barriers based on deep-seated hopes and fears as a result of past experiences. When confronted with new ideas, it is much easier to say “no” than to dive headfirst into the unknown.

To overcome this natural resistance to change and make our audiences receptive to new ideas, we need to understand their hopes, fears and experiences.

In short, people respond to anyone that they believe genuinely understands their needs and wants to help them.

There’s no such thing as a payer
As convenient is the title may be, in reality there is no such thing as a ‘payer’. Commissioners, decision makers and those that sit on formulary committees, generally retain their root job titles: GP, Pharmacist, Manager, Clinical Lead etc.   

They started in healthcare to make a difference. It was a calling as much as a career choice, that’s why, even when they move into high-level managerial roles, they retain their healthcare identity.

‘Payers’ are people who care about other people, and as such, we need to adapt the way we approach them.

A great product or innovative idea is not enough. We need to understand our audience and help them to overcome their fears so that they feel comfortable enough to embrace change.  

Talking the right kind of talk
Decision makers are naturally averse to anything new. They fear failure and need buy-in from their team before even considering stepping outside of their comfort zones. As the saying goes, “if it ain’t broke, don’t fix it”. So, we must take a more creative and agile approach when trying to connect with those that hold the purse strings – or their advisors. If we really want them to shift their perceptions, to change their beliefs; we need to identify new information and deliver it in a way that resonates with them. We need to talk on their terms to dispel their fears and deliver insights and solutions that appeal to their hopes and dreams.



Follow this link to download 
https://pageandpage.uk.com/how-to-talk-to-healthcare-professionals which sheds light on how to talk to customers – and more importantly,  get them to listen, so you know you’re speaking the right language.

11th April 2018

Share

Tags

Company Details

Page & Page and Partners

+44 (0)20 8617 8250

Contact Website

Address:
76 Calverley Road
Tubridge Wells
Kent
TN1 2UJ
United Kingdom

Latest content on this profile

Improving patient concordance – where does industry fit in?
What’s in a name? explores the idea that those healthcare organisations that develop tools and support structures to improve concordance will be at an advantage when it comes to product procurement from HCPs in the future.
Page & Page and Partners
The concordance conundrum: the value of improving patient experience
This is the first in a series of articles where we explore how the current climate presents companies with a multitude of opportunities to improve communication between healthcare organisations and HCPs, and between HCPs and their patients - ultimately leading to improved patient outcomes
Page & Page and Partners
The Pivot
In times of uncertainty it is critical for businesses to take action to protect their brand image and longevity.
Page & Page and Partners
Communicating through video
It's likely that video is about to replace a lot of your face-to-face appointments.
Page & Page and Partners
Could coronavirus turn us all into online gamers?
As businesses gauge the potential impact of coronavirus (COVID-19), with a sense of fear and pessimism causing a dampening of economic activity and suspension of the stock market, the healthcare industry is one of the most vulnerable.
Page & Page and Partners
Love - it really does make the world go around
No two people are the same nor as individuals are we particularly predictable – we might like to think we are because at some point in time someone decided that being predictable equated to being balanced.
Page & Page and Partners