A products adoption is a physician’s internal process, involving awareness, interest, evaluation, trial, and adoption, there process called Buyer readiness states take place as the following:
1.Unawareness (Brand Ignorance)
Brand ignorance may be exist at the beginning of the product’s life cycle. A company’s size, market share, or marketing and sales force effectiveness limit the time of the physicians’ ignorance of the product.
2. Awareness
Physicians come in contact with the promotional activities, Ex.: medical journal, medical reps visits, or scientific announcements at medical congresses. Awareness process is an internal or external information
3. Knowledge
Physician intensifies his information search for maximum awareness.
4. Liking
Physician has been deeply informed of the products characteristics and benefits, and begins to be convinced of the product’s superiority. He compares previously existing products with new products and conclusions start to favor the new one.
5. Preference
Physician realizes the new products superiority over previously existing alternatives, and seriously considers using the product in the future.
6. Conviction
Physician is convinced of the product superiority and ready to prescribe. The rate at which a physician moves from the preference phase to the conviction phase also can be significantly influenced by persuasive marketing communications
7. Purchase
During the purchase phase, the emphasis is placed on stimulating the action. In personal selling this is equivalent to closing the sale. Companies can induce actual prescribed volume with additional services (e.g., diagnostic test)
8. Post-purchase
After a prescription has been given to a patient based on physician’s recommendation, medical rep can closely monitor and facilitate the sales with post purchase customer service.
Some of essential activities include:
- Check availability or delivery.
- Thank the prescriber for the decision to use their product.
- Provide training to health personnel
- Check satisfaction
- Handle complaints.
- Provide continuous customer service.
