In the competitive world of selling to pharmaceutical companies, your professional network is one of your most valuable assets. Yet, many sales professionals and executives underutilize this powerful resource. Your LinkedIn connections, particularly those from past interactions with pharma companies, represent a goldmine of potential opportunities. By strategically re-engaging these connections, you can open new doors, reignite dormant relationships, and create valuable inroads into target pharmaceutical organizations.
The Untapped Potential of Your Network
Your LinkedIn network is more than just a collection of digital business cards. It's a dynamic ecosystem of professionals who can provide insights, introductions, and opportunities. However, many professionals make the mistake of building a network and then letting it lie dormant. This is a missed opportunity, especially in the pharmaceutical industry where relationships and trust are paramount.
Why Re-engage?
People Change Roles: In the dynamic pharma industry, professionals frequently move between companies or take on new roles within their organizations. A connection who wasn't in a decision-making position before might now be a key stakeholder.
Organizational Changes: Pharma companies undergo frequent restructuring, mergers, and acquisitions. Your past contact might now be in a position of influence in a company you're targeting.
Evolving Needs: The challenges and priorities of pharma companies are constantly shifting. A solution that wasn't relevant before might now be exactly what they need.
Rekindling Trust: Past positive interactions create a foundation of trust that can be quickly rekindled, giving you an advantage over cold outreach.
Strategic Timing for Re-engagement
While maintaining regular contact is ideal, there are specific times when reaching out can be particularly effective:
Planning and Budgeting Seasons: Typically in Q4 or Q1, pharma companies are planning initiatives and allocating budgets for the coming year. This is a crucial time to be on their radar.
After Major Industry Events: Following conferences or significant industry announcements, reach out to discuss insights and implications.
During Industry-Specific Challenges: When regulatory changes or market shifts occur, your expertise might be particularly valuable.
Company Milestones: After a merger, acquisition, or major product launch, companies often reassess their needs and partnerships.
Best Practices for Re-engaging on LinkedIn
Personalize Your Outreach: Reference past interactions or shared experiences. Avoid generic messages.
Provide Value First: Share an insightful article, congratulate them on a recent achievement, or offer a relevant industry update.
Be Genuine: Express a sincere interest in reconnecting and catching up on their professional journey.
Highlight Relevant Changes: If your offering or expertise has evolved since you last spoke, briefly mention how it might be relevant to their current challenges.
Suggest a Low-Pressure Next Step: Propose a quick call to catch up or offer to meet at an upcoming industry event.
Use LinkedIn's Features: Engage with their posts, endorse skills, or write a recommendation if appropriate.
Be Patient and Persistent: If you don't get a response, don't be discouraged. Try again after a reasonable interval with a different approach.
Example Re-engagement Message:
"Hi [Name],
I hope this message finds you well. It's been a while since we connected when you were at [Previous Company]. I noticed you've moved to [Current Pharma Company] - congratulations on the new role!
I recently came across an interesting article on [relevant industry trend] that made me think of our past conversations about [specific challenge]. I thought you might find it valuable given your new position. Would you be interested in catching up briefly to discuss how this trend might impact [Current Pharma Company]'s strategies?
Looking forward to reconnecting, [Your Name]"
Maximizing Your Network's Potential
To truly leverage your LinkedIn network for opening doors in pharma:
Regularly Audit Your Connections: Quarterly, review your network to identify high-value contacts in target pharma companies.
Set Re-engagement Goals: Aim to reconnect with a certain number of pharma contacts each month.
Create a Content Strategy: Share insights and content that your pharma connections will find valuable, increasing your visibility and credibility.
Utilize LinkedIn's Advanced Search: Use filters to find connections who have moved into roles at your target pharma companies.
Join and Participate in Relevant LinkedIn Groups: Engage in discussions where your pharma connections are active.
Leverage Second-Degree Connections: Ask for introductions to key decision-makers in pharma companies where you lack direct connections.
Conclusion
Your LinkedIn network is a powerful, often underutilized asset in opening doors within pharmaceutical companies. By strategically re-engaging past connections, especially during critical planning and budgeting periods, you can reignite valuable relationships and create new opportunities. Remember, successful networking is about giving value as much as seeking opportunities.
By consistently nurturing your professional relationships on LinkedIn, you position yourself as a trusted resource in the pharma industry. This approach not only opens doors but also builds a foundation for long-term partnerships and success in the challenging yet rewarding world of pharmaceutical sales.
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