How to Write a Pharma Sales Call Objective That Earns the Next Visit

Welcome to the Performance Minute from the Performance Development Group. Ask a rep how much their last visit was worth to a doctor. Then ask the doctor. Research shows the rep's numbers come back two to three times higher. And it's not the doctor who's wrong. Reps are measured on how many doctors they see and how often, not on whether the visit was worth the doctor's time. And the doctor decides right there if there's a next one.

So look at the call objective. A weak one is a check the box: Doctor, any questions on the data I left you on our last visit? A real one is about their patients and might look like this. You mentioned a patient failing on their current therapy. Can I show you how to spot that candidate sooner? And if that's not what they need, good.

Now you know what is. So before your next call, write one objective from the doctor's side of the desk. That's the visit worth the doctor's time and it's the one that earns the next. This is the Performance Minute. See you next time.