F&P helps with sales

Sunday, January 23, 2011

IRVINE, Calif. ­– Fisher & Paykel Healthcare has launched a suite of sales and marketing tools to help its HME customers enhance their clinical reputation and boost business.

With its new Wrap-around series, the sleep products manufacturer teaches providers how to make educational presentations on sleep disorder topics. Providers then take the presentations into the field and use them to help set up meetings with referral sources.

“Education is valued by physicians and nurses,” said Robin Randolph, marketing manager, North America. “We give providers the whole packet, the Power Points and everything. We teach them to hold meaningful conversations with healthcare providers—how to sell, market and gain the referral.”

Fisher & Paykel designed the Wrap-arounds to address the specific education needs of different referral sources. For example, the “AutoCPAP Wrap-around” explains how AutoCPAP works and is designed for physicians, physician assistants, nurse practitioners, sleep technologists, case managers and payers. Other Wrap-arounds cover how to keep patients compliant, how physicians can get into the sleep market and how sleep disorders affect the workplace. Target audiences also include sleep centers and case managers, among others.

“If you think about it, our HME partners who are calling on referral sources need new information to share, and giving them this many things that they can talk about definitely helps,” Randolph said. “It makes it easer to get in the door and keep going back. Our job now will be to add more and more talking points.”