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How to sell to a doctor: Tip 2 – The role of Unit of Satisfaction

How ‘Unit of Satisfaction’ Influences the Buying Decision of Doctors to Buy a Product or Service”:

As a healthcare industry sales coach, I have seen firsthand how doctors make buying decisions. One important factor that influences their decision-making process is the “unit of satisfaction.” In this blog post, I will explore what the unit of satisfaction is and how it can influence a doctor’s buying decision.

What is the Unit of Satisfaction? The unit of satisfaction is a concept that refers to the smallest possible unit of satisfaction that a customer or client can experience. In the case of doctors, this can refer to a single patient’s experience with a product or service.

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Doctors are acutely aware of the impact that their decisions have on their patient’s health and well-being. As a result, their buying decisions are often influenced by the unit of satisfaction – that is, how a product or service can improve the experience of a single patient.

How the Unit of Satisfaction Influences Buying Decisions:

When considering a new product or service, doctors will evaluate how it can improve the experience of their patients. They want to know how it can make a real difference in the lives of the people they care for. For example, a new medication may offer fewer side effects, leading to a better patient experience.

To appeal to this mindset, salespeople should be prepared to demonstrate how their product or service can improve the unit of satisfaction for patients. This can be done by presenting data and case studies that show how the product or service has improved the patient experience in real-world scenarios.

In addition to improving the patient experience, doctors will also consider how a product or service can improve their own experience. For example, a new medical device may be easier to use, leading to improved efficiency and a better overall experience for the doctor.

To appeal to this mindset, salespeople should also be prepared to demonstrate how their product or service can improve the doctor’s experience. This can be done by highlighting features such as ease of use, convenience, and efficiency.

Conclusion: When it comes to selling to doctors, it is important to understand their psychology. The unit of satisfaction is a critical factor in their buying decisions, as doctors are focused on improving the experience of their patients. By demonstrating how a product or service can improve the unit of satisfaction, salespeople can increase their chances of success in the healthcare industry.

About the Author:

Dr. Vijay Viraj is a seasoned healthcare sales and business strategist with expertise in expansion. He specializes in training and mentoring sales executives, managers, and heads in modern sales methodologies, particularly in the healthcare sector. His efforts have resulted in generating revenue of over INR 30 crore across various products for his clients. Dr. Viraj is also an accomplished corporate leadership speaker who provides guidance to CEOs, startup founders, entrepreneurs, budding coaches, and trainers, helping them to 10X their revenue.

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