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SHARP guides – cutting through the science
What is a SHARP guide?
A sales training aid that gives your sales teams the confidence to talk compellingly about the scientific evidence. Using the SHARP guide approach, your published articles come alive for the sales team, and (at last!) they have a tool that enables them to overcome objections and use your data fully.
Why produce a SHARP guide?
- To get the most from your scientific evidence.
- To support your message using specific literature.
- To help your sales force apply complex and hard-to-interpret data.
What do SHARP guides look like?
In ‘booklet’ format, a typical guide starts by introducing itself and the published paper. The publication’s abstract or summary is accompanied by a list of abbreviations used in the manuscript, with a glossary of terms for rapid reference.
How does a SHARP guide work?
The reprint appears on the left, with important sections highlighted. Explanations are on the facing pages. Any possible objections are highlighted, and quotes to be used to counter them are identified and explained. Our mini SMART guide is a little different, treating the article in ‘newspaper cutting’ style.
What’s in a typical guide?
- How to use the guide
- Background, key concepts
- The study abstract
- Abbreviations, glossary
- Pages of the manuscript with important sections highlighted
- Background, objectives, methods, results, conclusions, discussion
- Objections, rebuttals
Additional sections can be included, such as:
- Clarification of treatment groups
- Analysis of study limitations
- Additional background material
- Bibliography
– in fact, anything you want.
How adaptable is a SHARP guide?
Your guide can be:
- Tailored to any specific product, condition or therapeutic area.
- Based on any published material – such as journal articles, posters, or competitor publications.
- Shaped, sized, styled, branded and formatted in any way you like, including incorporating your company fonts, colours and logo if required.
- Produced in any format, such as printed booklets, folded leaflets or posters, or digitally as slides,
PDF, or an interactive mini website for distribution on CD-ROM, memory stick or intranet.
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Scan
Scan the paper quickly and pick out the key points
Highlight
Highlighted sections make important information stand out
Analyse
Analyse the paper quickly and gain the confidence you need with physicians
Rebut
Recognise objections that physicians could raise, and know how to rebut them
Persuade
Persuade physicians with this knowledge, and win sales!
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