Just what marketing materials should a physician sales rep take on calls? That old question remains regardless of changes in formats and the advent of technology. Effective materials support and further the relationship building long after the face to face interaction has ended.

Like a quality suit and polished shoes, what you leave behind makes a statement of who you are and the organization’s ability to communicate. Think of your materials as an extension of your organization’s image. If a core value is stewardship, don’t send out glossy, four colored pieces with little useful content. Or if your organization values the use of technology, upgrade from paper to jump drives, pod casts, or micro web sites.

The best materials are those that are picked up and used again, shared with colleagues, or placed in an honored spot amidst desk clutter. My favorite example is the doctor who so valued a section of a brochure, he cut it out and pinned it to the wall in his dictation space. Materials can be useful in content and function. Good design can incorporate both to make a truly memorable and time honored piece.

But what will physicians value and hang onto? Materials that help them effectively and efficiently refer patients are popular. Patient referral cards coupled with the hospital’s program quality and service messages provides the doctor with the information and the cards are for future referrals. Another tool that has been successful for sales is a small, three ring binders with the referral contact info, program staff names and numbers, and ancillary services contact info. It is a flexible piece, allowing for updates as they are needed. Updates to the manual provides the sales rep opportunity to personally deliver and update the manual and further the relationship building process.

With so much paper and mailbox clutter, electronic communication can be effective in garnering attention. A leave behind piece can be a simple web address of where more information and data can be found. If the physician is comfortable providing an email address, the sales rep can follow up the call with an email inviting the physician to click through a link to an on-line sales piece. This is extremely low cost and customizable way to communicate. Another possibility is to create an e-contact card for Outlook. They can be sent and stored in the physician’s or office manager’s computers or hand held devices.

Professionally designed pieces are the standard rather than the exception. Photocopied case studies can lack luster and get lost if they are not bound with or covered by an attractive element. However, don’t go too far with the packaging as it needs to be balanced with the tone of the physician’s practice. Clever is good, but not when it overshadows the content. Good creative pieces will not only catch their eye, but imprint your organization favorably in their mind. First impressions are important. Lasting impressions form relationships.