There is always an organization, agency, or person who is trying to re-define the way we do business with health care providers. Have our customers been influenced in the past by “the perks” of the business? As we all know, some have been persuaded, while others (often to our disappointment) have not had their buying decisions influenced in the least.

When the AdvaMed (Advanced Medical Technology Association) Code of Ethics for Interaction with Health Care Professionals became effective in January 2004, it changed the way many medical device and pharmaceutical companies did business. Prior to that date, sending physicians to courses at posh resorts one or more times each year was standard operating procedure. In many segments of the industry, all of the competing companies were involved. It was a great way for manufacturers to showcase their wares and capture the physician’s attention without the distractions of his or her practice.

Investing in these trips was considered the cost of doing business for many medical device and pharmaceutical reps. While the companies would often pick up the tab for these jaunts, many representatives would have to cover the costs themselves. When one is “gambling” hundreds, or even thousands of dollars on a customer with no guarantee of a return on investment, many were glad to see the practice become restricted.

But what is the effect when you can’t even buy a customer lunch? There has been some buzz as of late regarding the practice of pharmaceutical reps bringing breakfast and lunches into their physician customers’ offices. Many believe that even a simple, relatively modest amenity such as this influences physicians to prescribe drugs based on an “air of obligation” as opposed to good decision making.

Regardless of the outcome of those who seek to keep health care sales representatives from influencing customers with trips, gifts, or food, many reps fear that it will have a negative impact on their businesses. My belief is that it will have an extremely positive impact – for those who can sell, build relationships, and provide excellent service to the customer.

The best selling environment has always been one where the business went to the sales person who had the best product, did the best job of presenting that product, and then took care of the customer. If you worked for a company that didn’t open its wallet for you to send your customers skiing in Aspen or wine tasting in Napa, then there were some levels of the business where you just could not compete. Much of that has ended for many of the member companies in AdvaMed and the playing field is more level.

But what can one do about losing the contact opportunity that comes with bringing lunch to a doctor’s office? This was always a sure way to obtain at least a few minutes of sell time with someone in the practice when no other time was provided. What can take its place?

Just as before, sales people still have to find or create selling opportunities. As long as problems exist for which you and your company have solutions, there will always be a way to reach the customer.

If you sell pharmaceuticals, the physician will always want and need samples to give his patients. Create the expectation of spending time with the doctor at least a few times each month or quarter if he expects to get his sample supply. Let him know that you value his time by presenting your product in an efficient manner that communicates benefits in a way that can help the doctor’s patients.

If you sell medical devices, your job, as before, is to identify problems and communicate to the physician that you have solutions. If you do this well, he will schedule time to see you.

We discuss some of the techniques for getting to the doctor in another article.

Rejoice in the fact that many of your competitors are going to have to find new ways in the door as well. Make sure that you are up to the task of effectively reaching the customer despite any barriers that may intervene.

And for all of your competitors who had it too good for too long because of deeper pockets than yours…it’s time to eat their lunch!