20 Unwritten Rules About Pharmaceutical Sales

Pharmaceutical sales is a dynamic and competitive field that requires not only technical knowledge and sales skills but also an understanding of the industry’s unwritten norms and expectations. These unwritten rules can significantly influence success in the field and shape professional relationships. Here are 20 important, albeit unofficial, rules for navigating pharmaceutical sales:

1. Know Your Product Inside and Out Your credibility as a pharmaceutical sales representative hinges on your ability to understand the products you’re selling. You need to be an expert on the drug’s indications, side effects, contraindications, and clinical data. Don’t just rely on brochures—study the science behind it.
2. Build Relationships, Not Just Sales Successful pharmaceutical sales go beyond closing deals; they’re about forming long-term relationships with healthcare professionals. A strong, trust-based relationship will ensure you’re remembered and trusted when the doctor is making prescribing decisions.
3. Be Ethical at All Times Ethical behavior is crucial in the pharmaceutical industry. Avoid offering incentives or gifts that could be considered inappropriate or illegal. Always prioritize patient safety and adhere to compliance regulations.
4. Listen More Than You Speak Listening is just as important as pitching. Understand the healthcare professional’s needs and concerns before presenting your product. Asking insightful questions will make your approach more personalized and effective.
5. Respect the Doctor’s Time Doctors have extremely busy schedules. Be punctual, concise, and organized when you meet them. Make the most of your time with them and avoid unnecessary chit-chat. Your respect for their time is appreciated.
6. Understand the Competitive Landscape Know the competitors’ products as well as your own. Being able to discuss comparative advantages and disadvantages without badmouthing competitors will help you stand out as knowledgeable and professional.
7. Don’t Over-promise Always stick to the facts. Pharmaceutical sales reps are often tempted to overstate the benefits of a drug to clinch a sale, but honesty is key. Over-promising can lead to disappointment, legal problems, and a loss of credibility.
8. Don’t Push Too Hard If a healthcare professional isn’t interested in your product, don’t force the issue. Know when to gracefully exit the conversation and leave the door open for future discussions. Persistence is important, but pushing too hard can damage relationships.
9. Never Engage in “Gift-giving” that Crosses the Line While it’s common to provide samples, pens, or educational materials, avoid giving gifts or offering incentives that could be perceived as bribery. Be cautious about the ethical guidelines governing gifts in your region.
10. Stay Updated on Industry News The pharmaceutical industry evolves rapidly. Stay updated on new drug approvals, market trends, regulatory changes, and breakthroughs. This will keep you relevant and help you maintain a competitive edge.
11. Understand Regulatory Restrictions Be aware of the laws governing pharmaceutical sales in your region, including restrictions on the way you can interact with healthcare providers. Following compliance rules isn’t just about avoiding penalties; it’s also about maintaining a professional reputation.
12. Be Transparent About Side Effects Don’t downplay or avoid discussing potential side effects. Full disclosure builds trust with healthcare providers, and being transparent helps prevent any future legal issues.
13. Be Ready to Handle Objections Expect to hear objections, whether about pricing, drug efficacy, or the availability of alternatives. Know how to handle these objections professionally and provide evidence-based responses.
14. Don’t Undermine Your Competitors While it’s important to highlight the strengths of your product, never put down a competitor’s product. Focus on presenting the unique selling points of your drug rather than discrediting others.
15. Know the Decision-Makers Often, the prescribing doctor isn’t the only decision-maker. Hospital pharmacists, purchasing managers, or formulary committees may also be involved in drug selection. Be prepared to interact with these stakeholders as well.
16. Follow Up, but Don’t Stalk After a meeting or presentation, a polite follow-up is essential. However, don’t bombard healthcare professionals with constant calls or emails. A thoughtful follow-up shows professionalism without being pushy.
17. Be a Consultant, Not Just a Salesperson Position yourself as an expert resource for healthcare providers. Offer valuable information that helps doctors make informed decisions for their patients, rather than just pushing for a sale.
18. Keep Records of Your Interactions Detailed record-keeping helps you track the progress of your relationships, follow up on important points, and stay organized. It’s not just for compliance—it helps you manage your sales pipeline more effectively.
19. Stay Positive in the Face of Rejection Rejection is a part of pharmaceutical sales. Not every doctor will be interested in your product. Keep your spirits high, learn from the experience, and move forward without taking it personally.
20. Be Patient and Persistent Pharmaceutical sales cycles can be long, especially for new drugs or those that are part of complex treatment regimens. Be prepared for long-term commitment and continue nurturing relationships with potential clients, even if they’re not immediately ready to buy.

In pharmaceutical sales, success is often determined by a combination of knowledge, ethical conduct, relationship-building, and persistence. Understanding these unwritten rules will help you navigate the challenges of the industry and build a sustainable career.