The Art of the Give and Take: Forging Sustainable Pharmacy Services Partnerships

In the competitive world of B2B sales, particularly when selling complex services like pharmacy revenue cycle management services to physician practices, there's a pervasive pressure to constantly "give." Give a lower price, give more services for free, give concessions to close the deal. This approach, however, often leads to a one-sided relationship and a dangerous "race to the bottom" that ultimately serves no one—not our business, and not even the accounts we serve.

The most successful, sustainable pharmacy services partnerships are not built on a foundation of one-way giving. They are built on a healthy, professional "give and take," where value is mutually exchanged and respected.

The Pitfall of the "Always Give" Mentality

When a sales team operates from a position where they feel they must constantly give things away to win or retain business, several negative consequences arise:

• Erosion of Value: Constant discounting teaches our partner accounts and prospective partners that our service's true value is negotiable and, therefore, lower than what we initially present. It shifts the conversation from the results we deliver to the price we offer.

• Unsustainable Profitability: A business cannot remain profitable if its primary sales strategy is to undercut its own pricing structure. This impacts our ability to invest in innovation, service, and the very tools that make our offering valuable in the first place.

• Unhealthy Partnership Dynamics: A one-sided relationship creates an unhealthy dynamic where the accounts we work with expect concessions, and the sales team feels perpetually on the defensive. This is not a partnership; it's a transactional arrangement on a path to failure.

Redefining the "Give" in a Business Pharmacy Services Partnership

Shifting to a healthy "give and take" model doesn't mean we stop providing value. It means we redefine what we "give." Instead of giving away our margin, focus on giving what truly matters:

• Give Unmatched Service: We provide a level of support and expertise that our competitors cannot. This includes dedicated account management, billing/revenue cycle specialists, customer sales & support specialists, proactive problem-solving, and being a genuine resource for our partner accounts and physicians we serve. We stand up and protect our physician partner rights through legislative lobbying efforts and invest in legal opinion letters to ensure compliance.

• Give Superior Results: In revenue cycle management, the ultimate "give" is a higher net collection rate. Demonstrate with data how our process, denial management, and expertise result in more actual revenue for the clinic, even if our management fee isn't the lowest.

• Give Innovative Solutions: Provide access to new systems and technologies, programs, and medications (like new non-opioid pain options) that help the practice improve patient care and stay ahead of the curve.

Defining the "Take" - What We Expect in Return

The "take" is not about being demanding; it's about establishing the terms of a mutually beneficial partnership. In return for the immense value we provide, it is reasonable to expect:

• Take Fair Compensation: This means holding firm on a pricing structure that reflects the value we deliver and allows our business to remain healthy and innovative. It’s about being compensated for superior results, not just for performing a task.

• Take Commitment to a Shared Process: A successful partnership requires commitment from both sides. This could mean the clinic's commitment to providing EMR access for more efficient billing or adopting a new workflow that enables better outcomes. This collaboration is part of the exchange.

• Take a Long-Term View: Ask for a partnership that is viewed as a long-term strategic relationship, not a short-term, transactional one. This allows both parties to invest in the relationship and work towards shared goals.

Conclusion: Don't Join the Race to the Bottom

The next time any of our team members feel the pressure to "give" away our price to win a deal, we need to pause and reframe the conversation. Shift the focus from our fee to the account's net result. A lower management fee from a competitor is irrelevant if their collection rate is 20% lower than ours.

Building a successful business is not about winning a race to the bottom. It's about confidently communicating our value, establishing a partnership based on mutual respect, and understanding that a healthy "give and take" is the only sustainable path to long-term success for both ourselves and our valued accounts and partner physicians.