During fieldwork with TBM we get an average of 3-5 minutes inside Doctor’s clinic. However, we do spend some time waiting to meet the Doctor This time is best utilized to study & observe:
Observations of clinic in waiting area:
o Display of Degree / Diploma / Certificates / Awards
Tells you about Doctor’s interest area
o Display of posters inside clinic (are they specific to a therapy or general)
Tells you about what other Companies think about Doctor’s practice profile
o Display of Newspaper articles on Doctor / His publications etc.
Tells you about what other Doctor’s feels about his achievements
o Notice of free camps / activities for patients if any,
Helps you to understand Doctor’s practice profile
o Patient profile: No of patients waiting, / Type of patients by age / Visually guessing the
average paying capacity of patients / Display of Fees of Doctor
Helps you to know what type of practice Doctor has – premium practice of high paying
patients or general practice.
o Type of books / magazines / Patient education material lying
If specific to a therapy area, it indicates specific practice profile
Also indicates that Doctor is knowledge oriented
o Ambience of clinic: Organized & systematic or cluttered
Organized: Doctor is systematic & has his clear thinking of what he/she wants.
o Library of books in background
Indicates interest in knowledge
o Display of products if any
Indicates his/her interest either commercial or scientific
o Religious / Family orientation if any
Best not to comment on this subject – it’s personal
Observations inside Doctor’s chamber while detailing:
• Doctor’s interaction with his patients
Helps to know his nature
• Doctor’s interaction with other company TBMs if he has called together
Is he engaging in discussion – If yes, which type of questions / comments) / What is his
attention span / What is his nature in general?
• Amount & type of Samples / Gifts / LBLs lying on table / Cabinet / Box
How much importance Doctor gives to these type of inputs
• Drug dispensing area is there or not
Doctor has prescribing practice or dispensing practice
• Things lying on Doctors table (Own printed Rx pad or Rubberstamped pad)
Indicates status of Doctor
• Table is cluttered with case papers or organized
Helps to know Doctor’s nature
• Doctor’s interaction with you & Representative:
o Does he recognize the Representative or not?
o Eyes are warm with recognition / blank look of non-recognition?
o Does he know our products? (On entry he talks about our brands)
o Is he genuine or faking? (Fact check: Talk vs RCPA)
o During interaction, which brand name is he taking by reflex? Ours or Competitors?
o Understand what is Doctor’s real objection?
o Is the Doctor asking about price / availability of specific product?
Helps to know Doctor’s engagement with TBM & Brands
What is the motivation of this Doctor to prescribe a product?
Quality
Availability
Formulation
Pack & price
Patient compliance
Samples / Gifts / Campaigns / Activities etc.
You can decide best approach to convert the Doctor
Nonverbal communication of Doctor:
• Eye contact:
o A person who is in agreement or positive towards discussion will maintain eye contact
but a person averting gaze is either not interested or mentally shut down towards
discussion.
o The easiest way to maintain eye contact naturally is to look at the persons’ whole face
above the tip of their nose
o Have respectful look when meeting any Lady Doctor
Facial expressions of Doctor:
o Indicates mood towards discussion
o Interest / Disinterest
o Raised eyebrows: Question mark in mind / Amazement / Not in Doctors experience
Posture: Body language of Doctor:
o Crossed arms: Defensive or negative attitude
o Leaning forward: “Yes, I am interested”
o Wave of hand: Dismissive gesture / Don’t tell me
o Leaning back on chair: “I am not interested”
o Not looking: “I am not interested”
o Moving closer: “I am interested, tell me more”
o Removing specs: “I don’t want to read /I am not interested”
o Cleaning specs: “I don’t want to read /I am not interested”
o Looking at watch: “Finish the call, I have to go” / “Next”
o Putting hand to his cheek
or stroking his chin: Thinking / Interest / Consideration
o Tone of voice:
o Harsh: Dismissive / Angry
o Soft: “May be”
o Friendly: I am OK – You are OK
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