Transcript Provider Behavior Change Communication (PBC)…

What is Provider Behavior
Change Communications?
SESSION 2
Provider Behavior Change Communication
(PBC)…
Session 2: Objectives
 Where are we now?
 Where are we going?
 How will we get there?
SLIDE 2
1
What is PBC?
The goal of
medical dethe
medical rep to
The goal
of Provider
…tailing
is for
Behavior Change
Communication
(PBC) is for the
medical rep to …
SLIDE 3
 Positively influence
individual provider
behaviors
 Provide solutions to
provider needs to
motivate behavior
change
1
Who can conduct a medical detail?
The goal of
medical dethe
medical
rep to
Provider
Behavior
…tailing
Change is for
Communication
(PBC) can be
performed by
anybody who…
SLIDE 4
► Interacts with providers
► Is credible in the eyes of
providers
► Has rapport-building,
communications and persuasion
skills
► Has received appropriate training
on the products and/or therapies
► Has been advised of any
regulatory or compliance
guidelines regarding what can
and cannot be discussed with
providers
The Adoption Stairway
SLIDE 5
3
How will we get there?
The goal of
medical dethe
medical rep to
…tailing is for
SLIDE 6
3
A specific process is followed by
the best medical detailers
The PBC Process – Used by the Best Detailers
Step 1
Territory
planning
Step 2
Uncovering
provider
needs
Step 3
Delivering a
solution
Coaching and support helps!
(from your manager)
SLIDE 7
Step 4
Reinforcing
the
solution’s
value
This workshop will focus on best practices
and practical tips for each step in the PBC
process
The PBC Process – Used by the Best Detailers
1
Territory
planning
Provider Profiling
Prioritizing & Planning
2
Uncovering
provider needs
Uncovering
Provider Needs
3
Delivering a
solution
solution’s value
Value Propositions
Features and Benefits
Overcoming Objections
Coaching and support
Monitoring & Management Tools
Coaching and Working with Your Manager
SLIDE 8
4 Reinforcing the
Maintaining Behaviors
What is Provider Behavior Change
Communication? Recap
 Medical detailing is a behavior change intervention that is one
component to lead us to project deliverables
 PBC will help you be more effective in accomplishing PSI’s overall
objectives
 Many individuals in your community could receive a medical detail
 Behavior change results from moving providers along the adoption
ladder and removing barriers from advancing from one step to
another
 OAM
 When providers receive medical details and change their beliefs and
their behavior… it is uncomfortable. Change is uncomfortable!
 You help make it comfortable by taking small ‘steps’ (adoption
stairway)
SLIDE 9