Creating and Delivering Solutions: The Value Proposition

1. Creating and Delivering Solutions: The Value Proposition Session 6

2. Creating and Delivering Solutions Session 6: Objectives • Understand what a "value proposition" is and why you need to have one that resonates when you visit a provider • Learn how to craft a value proposition for a provider • Practice delivering a value proposition using detail aids

3. A value proposition is a statement of a benefit that provides motivation for a change… A value proposition… • Is the statement of a benefit that results from the behavior change • Should be backed by credible proof • Should meet a specific (uncovered or implied) provider need • Provider motivation for the change in behavior the medical detailer seeks to facilitate

4. Designing and delivering a value proposition requires three steps Which Needs are Highest Priority? Decide which needs are most important to the individual What Value Proposition can Meet the Needs? Craft an offering that directly addresses those needs How to Communicate? Refine into a concise, 30-second statement 1 2 3

5. Which Needs? 1 Provider needs should be prioritized based on: • Importance – How critical is this need to the provider moving forward on the adoption stairway? • Relevance – How well do PSI’s offerings address the need?

6. Creating Solutions

7. 2 What is a Values Proposition? A value proposition has four parts:

8. Exercise 1 • Read the Value Proposition Examples being handed out • Form groups of 3-5 people • Discuss and decide as a group which value propositions are good, and which ones could use improvement • Which value propositions do you think will work well? Why? • How can they be improved?

9. 3 How to Communicate? • 30 seconds (or less!). Be brief! • Focus on the provider’s concerns • Use visuals wherever possible

10. Exercise 2 • Ask participants to identify most common needs of providers (list is usually about 8 common needs) • Record needs on flipchart • Assign one need to each participant • Each participant creates a value propositions for the need • Each participant tells the group the need and then reads their value propostion • Time keeper reports how long it took to deliver the value proposition (should be about 30 seconds) • Group must identify what the offer, impact, proof and cost/risk is in order to demonstrate whether or not the value proposition was understood. • Group helps to improve value proposition • Facilitator collects value propositions and types them up later for distribution to participants as a reference guide

11. 3 Using Detailing Aids • Detailing aids can be used to support any part of the value proposition: • Explain the offering • Demonstrate the impact • Provide the proof • Clarify the cost • Try to use for only 1-2 of these in a single conversation! • What is most important forthis conversation with this provider?

12. Exercise 3: Creating Value Propositions • Refer to your Provider Strategy Planner • Complete the Value Proposition section of the Provider Strategy Planner based on what you think would be the best value proposition for this provider • Do not go further right now! • Each participant will read his/her value proposition to the group • Time will be kept – 30 seconds or less! • After participant has read his/her value proposition, rest of the group will identify the offer, the impact, the proof and the cost. • Are the value propositions compelling?

13. Exercise 4: Delivering Value Propositions • Take a few minutes to review the detail aids which have been distributed • Form groups of 3-4 people • In each group, • One person should be the Medical Detailer • One person should be the Provider described in the Provider Strategy Planner • All others should be Observers • Medical Detailersshould deliver the Value Proposition to Providers using detail aids • Are the value propositions compelling? How can they be improved? • After a few minutes, switch roles

14. Creating and Delivering Solutions Recap • Solutions can be grouped according to OAMs • Knowing provider needs helps you create a powerful value proposition • A value proposition has all of these elements… • Offering • Impact • Proof • Cost • Detail aids can help deliver a value proposition that is meaningful and memorable