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How do you think you would get a Physician to switch to your drug?
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THOUGHT PROCESS: The Hiring Manger is looking for sales skills and your strategic process in dealing with physicians.

SAMPLE ANSWER: First, I would NOT expect the physician to make a sudden change to my drug if he is happy with the drug he is currently prescribing. I am going to have to start small and expand his usage (nibble away market share). I would determine what influences his behavior: reprints, speaker programs, peers, and formularies. I would use a combination of the appropriate tools to gain physician agreement on my drug's effectiveness. After this, I would gain commitment from him to use the drug on a specific patient type. After the physician has tried my drug on this patient type, I would get him to notice the success on this patient when the patient comes back in for a follow up visit. When the physician admitted efficacy, I would then gain commitment for use in other patient types. This is comparable with my current business.

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