Why You Need to Shut Up and Listen DOCTOR DETAILING ISN’T A MONOLOGUE — IT’S A CONVERSATION
You’ve already heard the heavy hitters when it comes to the top five mistakes owners make when marketing to doctors. We’ve talked about failing to connect with front office staff, bringing food and the wrong leave-behinds, and leading with generic sales pitches instead of real solutions. But this final mistake? It might be the most damaging and the most overlooked. MISTAKE NO. 5: YOU’RE TALKING TOO MUCH. Let’s call it what it is: word vomit . It usually happens when you’re nervous or eager to impress. You walk into a doctor’s office and start rattling off everything great about your pharmacy, like your delivery service, compounding options, and immunizations. You leave the office thinking, “Wow, I really nailed that visit.” But the truth? You never gave the other person a chance to speak. That’s not a conversation. That’s a monologue. And it’s doing more harm than good. TALKING DOESN’T SELL. LISTENING DOES. Think about it like this: If you were on a date and the other person talked the entire time, would you feel connected? Probably not. The same applies here. Doctor detailing is about building a relationship. And relationships are built on two-way communication. The next time you visit a clinic, ask yourself: How much of this conversation did I dominate? How much did they talk? If you take up more than half the time, it’s time to recalibrate. The most effective communicators ask smart questions. They listen actively. They observe. They uncover needs you can likely address in meaningful, specific ways. HERE’S AN EXAMPLE WORTH HIGHLIGHTING. Years ago, when I ran a pharmacy in New York, my mother helped with marketing. She wasn’t a polished salesperson, but she was the best marketer I’ve ever had because of one exceptional trait: She’s the nosiest person on the planet (aka an exceptional listener)! One day, she was waiting at the front desk of a doctor’s office and simply observed. She overheard the staff complaining they could never find a highlighter. The next day, she brought a mega-pack of highlighters, nothing flashy or expensive, but it was thoughtful, timely, and unforgettable. That small act floored the office staff and built real trust because it showed she paid attention. LISTENING IS A SKILL YOU CAN LEARN. If you’re serious about elevating your communication game, then here’s your next move: Attend our 2026 Pharmacy
Marketing Summit in Dallas. One of our featured speakers, Bradley James Davies, is a nationally renowned expert in the art of professional listening. You’re going to want to hear his talk, titled: “Next-Level Listening: How to Make More Money, Improve Relationships, Lead Teams to New Heights, and Save Democracy — All by the End of Business on Monday” Listening isn’t a passive activity. It’s a skill that can be trained, honed, and mastered. When you learn to listen at a deeper level, you don’t just hear what someone says. You understand what they need. And that’s where real influence begins.
Scan the QR code or head to your membership dashboard to get your 2026 Summit tickets today! In the meantime, challenge yourself. On your next doctor visit, say less. Listen more. Take note of what matters to the office staff and prescribers. Because the more you listen, the more doors you open.
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