Our last post suggested you “engage” rather than attempt to “please.” Confronted with a strong objection (or criticism) the ‘response’ is now up to us, especially when the KOL acts as if they are the authority. (You really are, right?!)
One strategy is to immediately work to find the “real” question or challenge, the deeper issue the KOL is considering? “Can you give me an example of that from perhaps a patient you are seeing” is a better response than attempting to reiterate and provide a review. The next step is to ask a few more respectful but probing questions which will get to the root of the question and clarify the KOL’s objection. Ask questions to facilitate deeper thinking about their comment:
· Why brought you to that conclusion?
· What do you think would happen if…?
· Why do you think that is the case?
· What impact do you think that will have?
· What type of data would address your concerns?
The art of being an impactful MSL is about asking the right questions and engaging the physician. Be careful not to challenge but to explore and allow the ‘teacher’ to have their say. Consider how you can apply these ideas this week and in our next post we will give you our ideas on how to apply these practices.