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Writer's pictureDario Priolo

Gaining Access to Decision Makers in Pharma: The Power of Relationships and Insights



In the complex world of pharmaceutical sales, gaining access to key decision makers can be a significant challenge. The traditional approach of reacting to RFPs and hoping for the best is no longer sufficient in today's competitive landscape. Instead, successful vendors are focusing on building relationships, establishing credibility, and creating needs through valuable insights. Here's how to master this approach:

  1. Build Relationships Early and Often

The importance of relationship building in pharma sales cannot be overstated. Decision makers are more likely to engage with individuals they know and trust. Start cultivating relationships long before you have a specific product or service to sell:

  • Attend industry conferences and networking events

  • Participate in professional associations relevant to your target market

  • Engage on social media platforms like LinkedIn, sharing valuable content

  • Offer to speak at industry events or contribute to trade publications

Remember, the goal is to become a known entity within the pharmaceutical community. This takes time and consistent effort, but the payoff in terms of access and trust is immeasurable.

  1. Establish Credibility Through Expertise

Pharma decision makers are more likely to grant access to vendors who demonstrate deep industry knowledge and expertise. Focus on:

  • Developing and sharing thought leadership content

  • Staying up-to-date on industry trends, challenges, and regulations

  • Offering valuable insights in your interactions, not just sales pitches

  • Showcasing relevant case studies and success stories

By positioning yourself as a knowledgeable industry insider rather than just another vendor, you increase your chances of gaining access to key decision makers.

  1. Create Needs Through Insights

Instead of waiting for RFPs and reacting to stated needs, proactively create needs by sharing valuable insights:

  • Conduct original research on industry challenges and share the findings

  • Offer complimentary consultations or assessments to identify potential areas for improvement

  • Share case studies of how similar companies have solved problems or improved processes

  • Provide market intelligence that helps pharma companies stay ahead of trends

By bringing new ideas and perspectives to the table, you position yourself as a valuable partner rather than just another supplier.

  1. Leverage Multiple Touchpoints

Decision makers in pharma are often shielded by gatekeepers. To overcome this, use a multi-pronged approach:

  • Engage with different levels of the organization, not just C-suite executives

  • Utilize both online and offline channels for outreach

  • Seek introductions through mutual connections or industry partners

  • Participate in industry events where decision makers are likely to be present

The more touchpoints you have within an organization, the higher your chances of gaining access to key decision makers.

  1. Tailor Your Approach

One size does not fit all when it comes to pharma decision makers. Research your targets and customize your approach:

  • Understand their specific role and responsibilities within the organization

  • Identify their key challenges and pain points

  • Tailor your messaging to address their specific needs and interests

  • Use their preferred communication channels and styles

By demonstrating that you understand their unique situation, you increase the likelihood of gaining their attention and trust.

  1. Offer Value Before Asking for Anything

Before requesting a meeting or pitching your product, focus on providing value:

  • Share relevant industry reports or whitepapers

  • Offer free webinars or training sessions on topics of interest

  • Provide introductions to other valuable contacts in your network

  • Share success stories or best practices that could benefit their organization

By leading with value, you establish yourself as a trusted resource rather than just another vendor seeking their time and budget.

  1. Be Patient and Persistent

Gaining access to pharma decision makers is often a long-term game. Be prepared to:

  • Nurture relationships over months or even years

  • Follow up consistently without being pushy

  • Stay on their radar by providing ongoing value and insights

  • Be ready to act quickly when opportunities arise

Remember, timing is crucial. Your goal is to be top-of-mind when the need for your product or service arises.

Conclusion

In the pharmaceutical industry, gaining access to decision makers requires a strategic, long-term approach focused on relationship building, credibility, and value creation. By moving beyond reactive RFP responses and instead proactively sharing insights and creating needs, vendors can position themselves as trusted partners rather than mere suppliers. This approach not only increases the likelihood of gaining access to key decision makers but also sets the stage for more meaningful, mutually beneficial partnerships in the long run.



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