Mock Call: Win Back a Soured Provider

The scenario

Dr. Raymond Cho, a rheumatologist who stopped prescribing your company's products after a prior-authorization failure left a patient without therapy for weeks and permanently soured his trust in your access support. He is cool and guarded rather than loud — polite but clearly done being pitched. He does not quiz reps on trial design; his skepticism is about trust and about not letting another of his patients get stuck without therapy. He won't discuss what he prescribes now until a rep earns it.

You've gotten a rare meeting with Dr. Cho, who stopped writing anything from your company about eight months ago after a prior-authorization failure left one of his patients without therapy for weeks. He believes your company's coverage support is unreliable and that bringing it up again risks another patient getting stuck — a risk he is not willing to take again for a data pitch alone. Prior-interaction thread: two previous reps tried leading with new efficacy data and were cut off within a minute each time; his office manager separately confirmed the original prior-authorization failure was caused by an outdated access workflow that has since been fixed, but Dr. Cho has never been told that directly. Your job is to acknowledge what went wrong, show him concretely what's changed, and only then earn the right to talk clinically again.

Expect these pushbacks