Getting Ghosted by Doctors?

Whether you're a fresh face in the field or a seasoned professional, we all know that this job can sometimes feel like we're juggling chainsaws while riding a unicycle. With nobody watching.

Table of Contents

• Getting Ghosted

• Why Do Surgeons Ghost?

• So, What do we do?

• The Silver Lining

Getting Ghosted

Let's talk about everyone's favourite pastime: being ghosted by surgeons and doctors. You know the drill - you've had great meetings, you're sure they're interested in your product, and then... poof! They vanish faster than free samples at a conference.

One minute, you're having a great conversation about your ground breaking product, and the next... radio silence. Nothing.

First things first: it's not you, it's them. Surgeons and doctors are busy people, often spinning many plates. Your follow-up email is probably somewhere between "please could you look at this x-ray?" and "buy more golf balls" on their to-do list.

Why Do Surgeons Ghost?

Before we jump into coping strategies, it's crucial to understand why surgeons might suddenly go quiet. Here are a some common reasons:

1. Time Crunch: Surgeons often juggle packed schedules, bouncing between surgeries, patient consultations and admin tasks

2. Information Overload: Surgeons are constantly bombarded with new products, techniques, and research. Your pitch, no matter how brilliant, might have gotten lost in the noise.

3. Decision by Committee: In many hospitals, purchasing decisions aren't made by individual surgeons but by committees. Your contact might be waiting on feedback from colleagues or administrators

4. Not a Priority: As much as we'd like to think our product is revolutionary, it might not be a top priority for the surgeon at this very moment

5. The "Nice No": Some surgeons prefer avoiding confrontation. Instead of outright rejecting a product, they might choose to simply not respond. Check out tomorrow’s newsletter to see how to deal with this type of customer

6. Genuine Forgetfulness: Sometimes, it's as simple as this. They meant to get back to you but genuinely forgot

So, What do we do?

1. Set realistic expectations: Understand that ghosting is part of the game. It doesn't mean you've failed; it just means you need to be persistent (without being a pest)

2. Diversify your portfolio: Don't put all your eggs in one surgeon's basket. Keep multiple prospects warm so that when one goes cold, you're not left out in the... cold

3. Get creative with your follow-ups: Instead of the usual "Just checking in" email, try sending relevant industry news or a case study/paper that might pique their interest. Be the value-adder, not the annoying-nagger

4. Vary your communication methods: Not everyone likes email, especially if they are receiving hundreds (or more!) per day like a lot of your customers will be. I have had great success with text/WhatsApp and it’s great because you can see if they’ve seen it to! Don’t be afraid to pick up the phone or show up in person too (but read the room on this one)

5. Build relationships with the gatekeepers: Befriend the nurses, scrub staff, receptionist, and office staff. They can be your eyes and ears (and sometimes your secret weapon in getting that elusive surgeon's attention)

The Silver Lining

Getting ghosted by surgeons is an inevitability in medical sales. However, with the right mindset, strategies, and perseverance, you can be successful.

Believe it or not, there can be positive outcomes from getting ghosted:

1. It forces you to refine your follow-up strategies.

2. It helps you develop resilience, a crucial trait in sales.

3. It encourages you to continuously improve your pitch and value proposition.

4. It can lead to creative problem solving as you find new ways to engage with your customers.

Stay persistent, stay professional, and most importantly, stay human. After all, behind every surgical mask is a person, just like you.

If you’ve found this post useful, I’d really appreciate it if you’d share it with your colleagues and friends. I spend my free time writing these articles to help people looking to improve themselves in a tough industry. I’d like as many people to read these articles as possible. Thank you! 🙏