2023 Ethicon Foundation Phase Role-play Assessments

Sp
ecialty: HPB
Role Play liver: Prof.A. Jolie, a liver surgeon at a large oncology clinic

You are meeting Prof.A.Jolie, a well-respected surgeon at the oncology clinic who is the most well-known liver
surgeon in the country. The doctor is always very busy saving the world and does not have much time for reps,
but has agreed to meet with you for 10 min to discuss what’s new. You know this surgeon uses a lot of FLOSEAL
and TISSEEL, but nurses always complain that the products are needed right away and it is very stressful in the
OR. The surgeon is not using any of your SURGICEL products, and claims to have tried SURGIFLO when it just
came out but didn’t like it.

Key objection: why should I switch if I am happy with what I have?

Delegate Brief: Customer Profile

Surgeon Prof Jolie – HPB Liver surgeon
Behavior Style Talker/doer - well-known liver surgeon
Specialty HPB
Procedure Liver oncology surgeon – does not specify procedures
Current Approach Floseal/Tisseel user, no Surgicel
Account/Product History Floseal/Tisseel, no Surgicel, old formation of Surgiflo
Current Challenge No current challenge – sales rep to uncover challenge
Rep Goals Introduce advanced Surgicel family (Fibrillar/SNoW or
Powder) or convert to Surgiflo/Veraseal
Objection Why should I switch if I’m happy with what I have?
Scenario (story) 10 minutes to discuss what’s new

During the sales call, focus on highlighted below:

Analyze the scenario and decide on your overall objective for the sales call.

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Plan your call using the AIDINC call planner.
https://jnj.sharepoint.com/:b:/r/teams/RolePlayAssessment/Shared%20Documents/General/
Templates/Pre-Call%20Planning%20Form.PDF?csf=1&web=1&e=Ji5uoN

Consider how you would adapt your conversation and questions to the customer’s behavior style.

Approach
Consider how to approach this surgeon, regarding behavioral style and what you know of this
personality type and the way he/she works. Understand the scenario for an appropriate opening
statement.

 Introduce yourself:
 Statement of intent:
 Define timeframe or thank the surgeon for their time and opportunity.
 Invite them to participate in the call: I would really value your opinion/thoughts/transparency in our
conversation this will help me understand your needs and provide you with the best solutions we have

Interview
Consider the types of Interview questions to use based on the Gap Model Interview Guide; (Current,
Desired, Risks/Consequences, Benefits/Rewards. Your questions should be relevant to insert data
based on the scenario/story mentioned above e.g. cost, reducing ??? improving???. What information
do you need to hear from the surgeon to successfully demonstrate the value of insert the name of the
product?

Benefits/Rewards Questions - Examples

 Surgiflo:
o How would you/your OR team benefit if you have a flowable heamostatic product that is quicker
to mix within seconds and will stop bleeding even before your current product is mixed?
o How does having 8ml of flowable haemostatic product help reduce costs within the
OR/procedure?
 Veraseal:
o How would having an advanced fibrin sealant that prepares in only 5 minutes reduce the stress
and time for the OR staff?
o What would the impact be of having no C02 cannister and how will that support you to save
time/make the assembly/application simpler?
 Surgicel Powder:
o What will be the benefits of having a powder haemostatic product that addresses bleeding from
a large/wide surface area during your procedure?
o What would be the benefit of having a haemostatic powder that is ready to use out of the
packet with a consistent delivery method?

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Risk /Rewards Questions – Examples

 What are the biggest challenges when operating on patients following chemo/radiotherapy?

Demonstrate
You will need to demonstrate how your product/service meets the needs of this customer as described
in the scenario above (features, benefits, value) Think about questions this surgeon may ask you to be
prepared for possible objections.

Product Feature Benefit Value

Surgiflo Optimal volume Open less products through Cost effective
procedure
Time to prepare Quicker to mix Saves time
? ? ?
Veraseal Quicker to prepare It doesn’t take as long and Saves time during
saves time procedure
No C02 cannister – Easier/quicker to assemble Can spray consistently
gasless spray during each product use
? ? ?
? ? ?
Advance 3g of product Control bleeding from a large Cost effective and
d TAH surface area quicker to haemostasis
(Powder)
Consistent delivery Precise placement for the Less product waste, only
of product bleeding area apply to bleeding site

Validate
Validate by referring to the hypothesis and protocol of the clinical paper/s.
 Evidence should include:
o hypothesis (explanation of the situation and cause in question) and
o protocol (a document that describes the objective(s), design, methodology, statistical
considerations, and organization of a clinical trial)
 Danker paper / Martyn
o When and where:
o Patients:
o Study type:
o Objective:
o Results:

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Negotiate / Objection Handling
Carefully consider the objection as outlined in the scenario.
Key objection 1: I used Surgiflo and I didn’t like it? I’ve used Floseal for years, why should I change
now?

Key objection 2: I’ve heard that Surgicel Powder is expensive?

A: Acknowledge example ( This might be a stressful situation for you) , (I understand your concern)

C: Clarify example ( When did you use it last time? ) ( What you didn’t like about it? ) ( Would love to
understand how time is important for you and how having a powerful, fast preparation flowable hemostatic
product could save time for you and your nurses during the operation? )

R: Respond example ( Use Danker. Use the claim Surgiflo stop the bleeding before Floseal is ready to use )

Close
How will you end the sales call to make sure that you have met your original objective or obtained
commitment for continuation to address next steps.

 Trial
 Prof Ed event
 In-service
 Follow up meeting

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