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Gatekeepers, the NHS and the UK Pharmaceutical Industry

Gate Keepers' are one of the most common obstacles that you will face as a Medical Representative, namely the Receptionist. She feels that it is her duty to protect her Doctor from the likes of you. Whilst from the outside she may seem to be an insignificant member of the practice, very often she holds the key that you need.

Gatekeepers, the NHS and the UK Pharmaceutical Industry

Jeremy Tromans
AllAboutMedicalSales.com
First published March 2004

Gate Keepers' are one of the most common obstacles that you will face as a Medical Representative, namely the Receptionist. She feels that it is her duty to protect her Doctor from the likes of you. Whilst from the outside she may seem to be an insignificant member of the practice, very often she holds the key that you need. These are a few phrases that you will become accustomed to:

• "The diary is full"
• "The Dr does not see reps"
• "He/She is too busy"
• "The Dr isn't in"

Or you may find that, she simply won't ask him if he'll see you. She won't repeat what you've said. She uses negativity when relaying the message to the Dr.

It is an all too common problem that receptionists are treated disrespectfully and it's no wonder that they become defensive when they see 'one of you' walking into the surgery. Always remember that if you can't get by reception - you don't stand much of a chance. So how do we overcome this?

Here are a few suggestions:

• Always remember that the receptionist is human
• Show her respect and spare her some time
• You need her to be your friend - so treat her like one
• Make a mental effort to remember her name and personal details
• Assess the situation - approach accordingly
• Be different - be you
• Find an alternative - something that will trigger an interest in what you have to offer
• Always thank her on your way out

Receptionists are not the only people who are invaluable to you within your role as a Medical Rep. No matter who you come across - be it a Nurse, a Junior (who is the Consultant of tomorrow), a Professor, or even the Janitor - anyone can be a source of information or provide assistance when you need it most. People sell people and you need to sell you to everyone you encounter.

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