Because we have great research, we have a great story to tell, but we wanted to make sure that we brought the right things that would speak specifi cally to that audience — to change those recommendations that were happening.
research to determine what type of messaging and de- livery would most resonate with physicians. Because we have great research on beef’s place in a heart-healthy diet, we have a great story to tell, but we wanted to make sure that we brought the right things that would speak specifi cally to that audience – to change those recommendations that were happening.”
Tried-and-true methodology A doctor’s goal is to help as many patients as pos-
sible in a day — time wasting is not an option. So what would be the best way to share information with them? After looking at similar successful programs in Canada, TBC determined that the pharmaceutical sales method would be the most effective. Poinsett explains that doctors learn about new drugs
when their pharmaceutical sales reps stop by with materials and discuss them one-on-one. “That’s how they are used to getting information,
so they already have the structure in place to be able to accept people coming in and speaking to them,” she says. With that in mind, TBC hired 2 award-winning
pharmaceutical sales reps (one in Dallas and one in Houston) with experience in cardiac and/or nutrition products. She says both had previously established relationships with physicians in those markets and know how to speak with them in an effective and ef- fi cient manner. “They know what they’re getting into,” Poinsett
says. “They know that their time is very limited. They know where to go and what to do, and what that whole process looks like.” What did they need to begin shifting physicians’
perception about beef? They needed training with a team of beef and nutrition experts and visual aids to take on their visits. Since the TBC realizes that doctors have limited
time with each patient, they developed a “How to Lower Your Cholesterol” patient brochure for the reps
140 The Cattleman October 2016
to leave behind. It is not just about beef, though — it focuses on the entire plate and the benefi ts of physi- cal activity. It also includes a guide to lean cuts and a lean beef recipe. “We’re providing a solution for them to take for
their high-cholesterol patients,” Poinsett says. “It’s something tangible the patient can then take with them to the grocery store to help them make good choices.” She says they are having a lot of success with physi-
cians being willing to leave them in the patient rooms and/or the waiting room. “Which is great,” Poinsett says, “because that mul-
tiplies our reach. It’s not just the patients, but it’s their family members and really anybody who’s waiting in the waiting room; they have that material available to read and they know it’s endorsed by their physician.”
The good news Poinsett says the research and messaging they are
sharing is threefold. The fi rst part is the story of the evolution of lean
beef. She says this is the best place to start because “you don’t want to just go into their offi ce and say, ‘Hey, you’ve been doing it wrong for 30 years.’ That doesn’t go over very well.’” The reps talk about how we have gone from only 6
lean cuts in the 1980s to 38 today. They tell the doctors that a lot has changed since they got the recommenda- tion they have been going with, and they aren’t alone in giving it out — but it just simply isn’t true anymore. “Our reps tell the doctors it isn’t by accident. The beef
industry has come together and changed everything from the type of cattle the ranchers raise to improving the trimming practices at the packing level to better refl ect what the consumer wants and what best fi ts the dietary guidelines,” Poinsett says. “Our reps tell the doctors we have a product that is still safe, whole- some and delicious, but signifi cantly lower in total and saturated fat — and it’s easy for their patients to fi nd in their local supermarket or on a menu.”
thecattlemanmagazine.com
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