Change your thinking from product focused to patient focused

In summary, doctors are focused on the science and concerned about how treatment impacts or alters the patient’s disease state.  Every day doctors attempt to positively impact a patient’s disease state and well being.  At the heart of your presentation are the customers and the patients they treat with your products.  As you are trying to challenge doctors thinking remember to concentrate on how your product can impact or alter the disease state, health, and well being of the patient.  Changing your thinking from product focused to patient focused will allow you to gain credibility with your doctors and help you change their behavior more quickly.