Product Knowledge

 Should be known by 100% as well as competitors' knowledge

To adjust your message against them.
 -Why does the doctor use your product?
-What's the benefit do you sell?
-You must be able to point out to the doctor:

1-Your product's benefits.

2-Your Competitive Advantage.

1-Your product's benefits.

Product Benefits Represented in "SPACE " word as follows:
S  Safety: in some condition safety dominates e.g., medication during the gestation period
P  Performance
A  Appearance
C  Comfort
E  Economy

2-Your Competitive Advantage.

Know your competition.
Know in which areas your competitor superior and in which areas you competitively inferior.
Then creatively imitate your competitor.
-If there is no reason why the doctor should prescribe your product, then he will prescribe your competitor. 

-Remember that doctors have a strong tendency to prescribe for attractive and pleasant sales people.