Trust me, I’m a physician using sales skills: Enhancing physician–patient communication through the personal selling process

Abstract

Given the challenges in patient non-adherence and the lack of training in healthcare providers’ communication and in application of bedside manners, this manuscript suggests an innovative approach for physicians working with patients by applying the marketing literature’s seven-step sales process. This article explores ways to apply the sales process to healthcare providers’ interactions with patients. This approach views the healthcare interaction with patients as a sales scenario and is shared by connecting existing marketing literature that delineates specific selling tactics to examples of those tactics in the healthcare environment. Practical examples are provided through the framework for easy implementation.

Keywords:

• Personal selling process
• physician selling tactics
• patient adherence
• physician communication
• physician–patient interaction