creating and delivering solutions: the value proposition
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Creating and Delivering Solutions: The Value Proposition. Session 6. 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 - PowerPoint PPT PresentationTRANSCRIPT
Creating and Delivering Solutions: The Value Proposition
SESSION 6
Session 6: Objectives Understand what a "value proposition" is and why you need to have one that resonates when you visit a providerLearn how to craft a value proposition for a providerPractice delivering a value proposition using detail aids
Creating and Delivering Solutions
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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
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
A value proposition… A value proposition…
A value proposition is a statement of a benefit that provides motivation for a change…
Designing and delivering a value proposition requires three steps
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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
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Which Needs?
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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?
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Creating Solutions
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What is a Values Proposition?
A value proposition has four parts:
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► 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?
► 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?
Exercise 1Exercise 1
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How to Communicate?3
30 seconds (or less!). Be brief!Focus on the provider’s concerns
Use visuals wherever possible
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► 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
► 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
Exercise 2Exercise 2
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Using Detailing Aids3
►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 for
this conversation with
this provider?
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► 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 providerDo 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?
► 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 providerDo 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?
Exercise 3: Creating Value PropositionsExercise 3: Creating Value Propositions
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► 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 Detailers should 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
► 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 Detailers should 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
Exercise 4: Delivering Value PropositionsExercise 4: Delivering Value Propositions
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…
1. Offering
2. Impact
3. Proof
4. Cost
Detail aids can help deliver a value proposition that is meaningful and memorable
Creating and Delivering Solutions Recap
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