2010 NHIA Annual Conference & Exposition

Sales & Marketing Track

Monday, April 12

1:45 – 3:15 p.m.

4-A. Getting Started in Home Infusion Sales: The First Three Months

 

 

Faculty: Sheryl Raley DeTellis, RN, BSN, MBA, Corporate Director of Sales & Marketing, Florida Hospital Home Infusion, LLP, Altamonte Springs, FL

Continuing Education Contact Hours:
Pharmacy and Nursing—1.5
ACPE #
VNA#

• Assess your company’s clinical strengths in light of the needs of the local market to better inform sales training and orientation.
• Compare and contrast the expected results of novice versus experienced sales representatives—and equip new sales reps with a toolkit for success.
• Learn how to implement quick performance assessments to generate revenue in the first quarter, while enhancing retention of a quality sales force.

Objectives:

1. Describe the rationale for, and process of, performing quick assessments to generate early sales success.
2. List strategies for matching home infusion company clinical strengths with local market needs.
3. Identify strategies for building trust in new sales-customer relationships.
4. Compare and contrast results that can be expected from new vs. experienced sales representatives.

Tuesday, April 13

10:45 – 11:45 a.m.

8-B. Tailoring Your Sales Approach to the Hospital Setting

 

 

Faculty: Lauree Criss-Basalyga, Vice President, Sales & Marketing, CarePoint Partners, Pittsburgh, PA; and Matthew Kiraly, RN, BSN, Regional Manager, Clinical Relations, CarePoint Partners, Pittsburgh, PA

Continuing Education Contact Hours:
Pharmacy and Nursing — 1.0
ACPE #
VNA#

• Study the dynamic layers of a hospital setting and how they can impact the development of mutual affiliate relationships.
• Ascertain how to maximize referrals and revenue from a “friendly” facility by better comprehending and participating in their unique culture.
• Obtain non-traditional strategies for overcoming common road blocks and gaining access to referrals within an “unfriendly” hospital environment.

Objectives:

1. Devise strategies for developing opportunity assessments at the hospitals in the local market.
2. Discuss methods for maximizing contact within each facility.
3. Describe strategies for establishing business relationships in unfriendly environments.

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3:15 – 4:45 p.m.

12-C. Sales Leadership: How to Successfully Motivate and Guide Independent Thinkers

 

Faculty: Rocco Consiglio, Vice President, Strategic Corporate Business, Innovatix, New York, NY

Continuing Education Contact Hours:
Pharmacy and Nursing — 1.5
ACPE #
VNA#

• Explore individual leadership styles that positively impact the productivity of the sales team, achieve desired results and encourage a winning mindset.
• Differentiate between the vital concepts of management and leadership—while learning how to proactively use language and behaviors to motivate your sales force and increase performance.
• Delve into a variety of working styles—recognizing behaviors that either derail success or foster strengths that lead to consistent sales proficiency.

Objectives:

1. Describe key concepts that differentiate leadership from management.
2. Examine different types of leadership styles and how they can be applied to the home infusion setting.
3. List key vocabulary terms utilized by leaders, and the impact of this vocabularly on clinical teams.

Wednesday, April 14

10:45 a.m. – 12:15 p.m.

16-D. Creating Memorable Marketing Materials with Maximal Impact

 

 

Faculty: Kathleen Eddy, BA, BS, RN, Director of Sales & Marketing, HomeChoice Partners, Inc., A DaVita Company, Norfolk, VA

Continuing Education Contact Hours:
Pharmacy and Nursing — 1.5
ACPE #
VNA#

• Develop a marketing materials needs assessment for your alternate-site infusion organization.
• Learn how to leverage materials from manufacturing partners and other commonly available tools that reflect your company’s clinical and operational strengths—while appealing to diverse stakeholders.
• Critique sample marketing materials—identifying strengths and opportunities for improvement in each material reviewed.

Objectives:

1. Develop a marketing materials needs assessment for your organization.
2. Describe key elements of successful marketing materials.
3. Discuss strategies for managing the marketing materials budget.
4. Critique sample marketing materials in small groups, identifying strengths and opportunities for improvement in each material reviewed.

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2:45 – 3:45 p.m.

20-E. Top Five Sales Tips for Overcoming Objections and Growing Your Business

 

Faculty: David Adair, MBA, Regional Sales Manager, Chartwell Pennsylvania , Wexford, PA

Continuing Education Contact Hours:
Pharmacy and Nursing — 1.0
ACPE #
VNA#

• Reflect upon the top five reasons customers say “no”—and recognize what they are really saying.
• Consider the top five solutions for overcoming customers’ objections and changing their minds!
• Discover methods for achieving account saturation—including the “3x3 Approach,” “Cascade Selling” and other techniques via business reviews.

Objectives:

1. Identifying the Top 5 customer objections
2. Identifying the Top 5 solutions for overcoming objections
3. Achieving account saturation

Thursday, April 15

9:00 – 11:00 a.m.

24-F. Maximizing Sales Force Effectiveness Through Training and Personnel Development

 

Faculty: Kevin Glover, MEd, Vice President, Sales Training and Clinician Education, B. Braun Medical, Inc., Bethlehem, PA

Continuing Education Contact Hours:
Pharmacy and Nursing — 2.0
ACPE #
VNA#

• Receive a comprehensive overview of the science behind adult learning, as you apply these principles to the development of training programs that will enhance learner retention and recall.
• Learn how to create and use performance-based rubrics and measureable outcomes to expand and evaluate staff competency.
• Study relevant, customer-centric solutions that advance the sale of home infusion products and services.

Objectives:

1. Explain how deliberate practice can lead to elite sales performance.
2. Describe how a blended training curriculum enhances learner retention and recall.
3. Review the use of performance assessment rubrics to facilitate objective debriefing for correction of errors.
4. Investigate the neuroscience behind selective attention and explain why curiosity, relevance and effort need to be infused into all training programs.

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11:15 a.m. – 12:15 p.m.

28-G. The Clinical Wild Card: How to Sell to Clinicians Regardless of Your Background

 

Faculty: James C. Tanner, Regional Vice President of Sales, Byram Healthcare, St. Augustine, FL

Continuing Education Contact Hours:
Pharmacy and Nursing — 1.0
ACPE #
VNA#

• Explore methods for gaining the perspective of your sales target—what clinical information do they need to hear, and how do they want to receive it?
• Apply strategies to maximize sales growth through the use of existing clinical information and experience within your organization and the field sales arena.
• Consider alternative resources to support non-clinical sales professionals in sales call implementation.

Objectives:

1. Discuss strategies for assessing individual clinician need for information, and preference for how that information is delivered.
2. Learn how to utilize your clinical background and experience as a productive tool.
3. List strategies that non-clinician sales representatives can use to gain the respect of clinical customers.

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2:15 – 3:45 p.m.

32-H. Creating a Therapy-Focused Sales Initiative

 

 

Faculty: Heather Lally, RN, BSN, Regional Vice President of Sales, Amerita, Inc., Louisville, KY

Continuing Education Contact Hours:
Pharmacy and Nursing — 1.5
ACPE #
VNA#

• Review the comprehensive internal and external assessment processes required to strategically identify suitable home infusion therapies for a targeted sales approach.
• Analyze the key clinical, reimbursement and operational factors involved when creating a therapy-based sales initiative.
• Evaluate the application of a therapy-based sales initiative using a case study model.

Objectives:

1. Explain the assessment process needed to identify suitable therapies for a targeted sales approach.
2. Describe the process for creating a therapy-based sales initiative.
3. Demonstrate application of a therapy-based sales initiative using case studies.