How Pharmaceutical and Medical Device Sellers Can Better Differentiate to Win More Business

In the book, The Solution-Centric Organization, Keith Eades and Robert Kear describe how product marketing teams can help sales representatives articulate value by conducting a customer-focused solution messaging exercise, in order to develop solution messaging tools.

One example of a tool is the Solution Messaging Card. The card consists of nine components. They are:

  1. Customer Problem
  2. Trend Relevance
  3. Cause of Problem
  4. Problem Impact
  5. Required Capabilities
  6. Metrics/Proof of Value
  7. Solution Linkage
  8. Differentiators
  9. Case Studies


The first three components provide a brief description of the clinical problem, need, or opportunity being experienced by a specific physician or organization. It also contains the key trends that relate the problem to the customer’s situation, and the specific causal factors in the customer’s environment that are creating the problem.


The next three components put the problem into context. This includes the specific clinical, operational, and/or financial impact of the problem on the patients or the practice. It also includes the required capabilities needed to help address the specific causes of the problem. Additionally, it includes the clinical evidence and metrics that provide the proof of value, and key operational or financial metrics that can be used to determine if the problem is being successfully addressed.


The last three components focus on how to differentiate a specific solution. In other words, it focuses on how the proposed solution fulfills the capabilities required to address the problem. It also contains the unique aspects of the product that provide an advantage for the patients and/or practice, and relevant case studies that demonstrate prior success in solving the problem.

Once developed, the Solution Messaging Card, along with other tools, can be placed in the representative’s sales playbook as a reference to ensure that their discussions are customer-centric. It can focus on the value that their solution can deliver. Additionally, the exercise provides marketing with clear, aligned, differentiated, value-driven messages to use in the creation of sales collateral through product launch and beyond.

SPI owns the official Solution Selling methodology, and we have over a quarter of a century of experience in helping organizations differentiate their solutions by making the transition from selling products to true high value solution selling.

Over the years, we’ve seen a lot and perfected our approach for making this transformation successful. Nobody understands how to do this better than SPI.

Contact us if you would like to hear how we’ve helped other companies make this transition.

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