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|Bonus Focus - April 2014 Issue|
By Charles D. Brennan Jr.
In the Paramount Pictures film Wolf of Wall Street, a sales leader challenges others to "Sell me this pen." What would your representatives, territory managers say to that request if asked about your drug or device? Would they explain what the product or device does, consists of, its uniqueness? Do they understand how that response needs to separate them from the incumbent and what it takes to dislodge and break an existing prescribing habit?