Optimum Sales – Compliance must lead the effort for laboratory salespeople to be on LinkedIn
In Spain, more than 40% of doctors, and a similar number in the nursing community, in practice, are identified and perfectly segmented on LinkedIn. This number is growing exponentially as healthcare professionals perceive that LinkedIn provides them with a qualitative leap in their professional position, their professional brand, and global recognition.
This reality allows the commercial teams of laboratories to connect, deliver value, and generate more business systematically to current and future prescribers and users of their products, in a NON-intrusive and very economical way due to being NON-face-to-face.
So? Why don’t laboratories allow their sales teams to work proactively and in a structured and homogeneous manner on LinkedIn to increase the prescription of their products?
Because the Compliance departments of laboratories see social media as an uncontrolled threat that can constantly create breaches in their corporate integrity.
But what is the current reality?But what is the current reality? ….
Healthcare professionals are on LinkedIn, and so are salespeople, so they are already interacting with each other without Compliance departments being able to do anything, since everything remains in a personal and not corporate environment, therefore they have no capacity for incidence or control.
On what will health sector professionals base this interaction with salespeople, product managers, technicians, etc., from the laboratories? If they are all on LinkedIn, which is the most important PROFESSIONAL social network in the world. We believe they will be interacting on how to develop the common business.
If we agree on this last statement, we believe that the Compliance Directors of the laboratories should lead and promote that the salespeople are on LinkedIn in a homogeneous manner, knowing how to use the social network effectively and with the appropriate content (reviewed and approved) in order to preserve the integrity of the laboratory and increase commercial productivity.
Corporate Social Selling in the healthcare sector is www.social-health.eu
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
