In years past, we all tended to work in clearly defined channels, similar to swimming lanes in a pool. But as our industry has consolidated, those lanes are now harder to maintain. This makes the dialogue between manufacturers, distributors, IDNs, RPCs, and physicians critical.
Who were your customers five years ago? They are most likely the same people you call no now, but their offices, systems, and buying patterns look very different.
A few short years ago, we thought having a GPO agreement was all it took to play in the contracting market. Once that agreement was in place, you could sign up group practices, nursing homes, individual physicians and surgery centers. With more than 60 percent of physician offices being managed, owned, or leased by a local system or IDN, it’s not that simple today.
With all the change and consolidation happening one could say the role of distribution is diminishing. The reality is that couldn’t be further from the truth according to consumers. In a recent consumer survey, 29,000 individuals were asked: “What is the number one reason you would buy a product or service?” The top answer: “If the product or service was recommended by a friend or family member”.
Ask yourself — if the ultimate customer is the end-user, who is the closest connection to a friend or family member? More times than not, it’s you, the distribution rep that has called on them for five, 10, or 20 years.
While it’s good news that the customers put their trust in you to guide them, it is also a responsibility you must embrace. Educating yourself and reading articles like this month’s cover story on the “Choosing Wisely” campaign is a great way to stay relevant and bring value to your customers.
In addition to the cover story, Randy Chittum’s Leadership column on the benefits of being mindful is a lesson we can all learn.
The swim lanes are indeed blurring, but what is still the same in every organization is the need to grow their business and build their brand. We believe those manufacturers that build their brand with your help as well as the other 6,500 professional distribution reps have a heck of a lot better chance of success! But don’t take our word for it take the word of those 29,000 consumers.
Dedicated to Distribution
R. Scott Adams
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