effective communication – how do better detailing

Effective Communication

How do Better Detailing

Presented By

Masum ChowdhuryManager, SBMD

Asiatic Laboratories Ltd.

In our profession, having an effective

communication (Detailing) means, 50% of the

job is done.

Rest 50% depends upon promoting right

products to the right Doctors, and regular

visits to the customers as per desired

frequency.

Through effective communication if one (Medical

Promotion Officer) is able to convert at least 5

Doctors out of 10 Doctors met in a day, it is a far

better accomplished job.

Many Medical Promotion Officers who doesn’t

strive to have an effective communication,

thereby unable to convert even a single Doctor

out of 10 Doctors met in a day.

Thus, communication is an important tool for

Medical Promotion Officer to create

prescription demand.

Medical Promotion Officers who can

communicate effectively can excel in

conversion of Doctors and Personal Order

Bookings (from Retailers) also.

In pharmaceutical selling conversion of a

Doctor is done through formal and informal

communication.

Formal communication is done through

detailing of products meant for the Doctors

with clarity, pause, voice modulation, and

punch.

During detailing, it is also imperative to

effectively communicate the benefits of our

brands to Doctors so as to convert them to

our brands.

Therefore it is very important that every

Medical Promotion Officer is thorough with

the detailing for every product under

promotion.

Field Managers have an important role to play

in ensuring that all the Medical Promotion

Officers in their team are thorough with

detailing of all products during meetings and

also during group visit.

Field Manager should not take any Medical

Promotion Officer for group field work

without ensuring that the Medical

Promotion Officer is thorough with detailing

of all products.

Field Managers also should encourage every

Medical Promotion Officer to communicate

informally in regional language at least one

Unique Selling Point (Benefit) of the product

at the time of sampling before seeking the

prescription assurance.

Field Managers should not be guilty of not

knowing the detailing.

Effective communication is developed through

practice, practice and more practice.

If you are an effective communicator

(Detailer), you can achieve target of every

product and earn incentives.

Effective communication also helps you to

become an effective manager one day.

Don’t you want to be successful in your career?

Thanks

Mr. V. Srinivasan is a well known author on

Pharma management with over 200 published

articles in India and abroad. He can be reached

at shridhar1956@rediffmail.com

Prepared ByMasum Chowdhury

Manager, Strategic Brand Management Department

Asiatic Laboratories Ltd.masum.pha@gmail.com,

+880-0171-7642874, +880-0193 7990014