pharma marketing kailas

Pharma Marketing

By

Dr. Kailas GhodkeMBBS, MMS PhD (Perusing in Marketing)

Pharma Consultant For Marketing, Branding, Promotions,

Medico Marketing and Training702 / 703, 11 - A, Happy Valley, Godbandher Road,

Manpada, Thane (W) Mumbai 400610, India.

Email: [email protected] , [email protected]. Res.: + 91 022 - 2589 57 06, 2589 04 85 Cell: 98208

315 94

Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 22

Presentation ContentPresentation Content

1.1. Pharma Company Organizational Pharma Company Organizational StructureStructure

2.2. Pharmaceutical product Pharmaceutical product Marketing and SalesMarketing and Sales

3.3. Pharma Distribution ChannelsPharma Distribution Channels

4.4. Job profiled of Healthcare Sales Job profiled of Healthcare Sales Executive – Medical Executive – Medical Representative (MR) Representative (MR)

5.5. Pharma Products Marketing and Pharma Products Marketing and PromotionsPromotions

6.6. Product MixProduct Mix

7.7. Promotional AidPromotional Aid

8.8. DetailingDetailing

9.9. Handling a Visual Aid and Art of Handling a Visual Aid and Art of samplingsampling

10.10. Daily Sale call planningDaily Sale call planning

11.11. Tips for becoming a successful Tips for becoming a successful BDA / BDEBDA / BDE

12.12. Building rapport with customerBuilding rapport with customer

13.13. Vital 3 Minutes Vital 3 Minutes

14.14. Type of DoctorType of Doctor

15.15. ChemistChemist

16.16. Stockist Stockist

17.17. Territory managementTerritory management

18.18. Information system Information system

19.19. Printing Technology and Types of Printing Technology and Types of paperpaper

20.20. Mathematical formulae and Mathematical formulae and calculationcalculation

1) Pharma Company Organizational Structure


Pharma Company Organizational StructurePharma Company Organizational Structure

Marketing Manager

National Sales Manager

PMTTeam Zonal

Head

Regional Head

Area Manager

Sr. Medical Representative / Sales Executive

Medical Representative / Sales Executive

Directors

CEO

VP Sales Marketing


Pharmaceuticals Organizations departmentPharmaceuticals Organizations department

The Pharma functioning can be divided into fiveThe Pharma functioning can be divided into five

i.i. Main Function - Sales and MarketingMain Function - Sales and Marketing

ii.ii. Medical DepartmentMedical Department

iii.iii. ManufacturingManufacturing

iv.iv. Research and Product DevelopmentResearch and Product Development

v.v. Support DepartmentSupport Department



The main department sales and marketing can be further The main department sales and marketing can be further

divided into two as ,divided into two as ,

i.i. Marketing and PMT teamMarketing and PMT team

ii.ii. Sales team (field staff)Sales team (field staff)



Marketing and PMT team functions.Marketing and PMT team functions.

It’s a thinking brain of any Pharma CompanyIt’s a thinking brain of any Pharma Company

Development of strategyDevelopment of strategy

Brand Development and BrandingBrand Development and Branding

Promotion and Marketing strategyPromotion and Marketing strategy

Decision makingDecision making

New brands Launch or withdrawal of any brandsNew brands Launch or withdrawal of any brands

Media PlanningMedia Planning

TrainingTraining

Brand ProjectionBrand Projection


Pharmaceuticals Organizations department Pharmaceuticals Organizations department contdcontd..

Sales team (field staff) function:Sales team (field staff) function:

They generates sale by meeting the customersThey generates sale by meeting the customers

Strategy ImplementersStrategy Implementers

Eyes and ears of the company in the fieldEyes and ears of the company in the field

Sales Projection, Territory projectionSales Projection, Territory projection


Pharmaceuticals Organizations department Pharmaceuticals Organizations department contdcontd..

The supporting departments are;The supporting departments are;

i.i. FinanceFinance

ii.ii. PurchasePurchase

iii.iii. LogisticLogistic

iv.iv. Graphic designingGraphic designing

2) Pharmaceutical Product Marketing and Sales


Pharmaceutical Product Marketing and SalesPharmaceutical Product Marketing and Sales

Pharmaceutical professional belong to an extraordinary Pharmaceutical professional belong to an extraordinary

class. class.

Healthcare professional job is unique, special and Healthcare professional job is unique, special and

rewarding. rewarding.

One is engage in healthcare business for, One is engage in healthcare business for,

Improving the overall quality of life of people around, Improving the overall quality of life of people around,

service the customer / doctors by giving them latest service the customer / doctors by giving them latest

medical informationmedical information

Present before them logical prescribing alternativesPresent before them logical prescribing alternatives

Facilitate continues medical learning. Facilitate continues medical learning.

Doctors all over the world agree, they depend on Medical Doctors all over the world agree, they depend on Medical

Detail men for a big portion of latest medical information.Detail men for a big portion of latest medical information.


Types of sellingTypes of selling

Selling can be classified as Selling can be classified as

i.i. Consumers Selling - Traditional SellingConsumers Selling - Traditional Selling

FMCGFMCG

OTC OTC

ElectronicsElectronics

ii.ii. Healthcare Selling - Ethical Selling, no solicitations of the Healthcare Selling - Ethical Selling, no solicitations of the

customers / patient and no advertisements customers / patient and no advertisements

Pharma product Pharma product

Hospital and medical servicesHospital and medical services


Types of sellingTypes of selling

a) Consumer sellinga) Consumer selling

ProductMdia Advt.

Consumer

(Customer)

b) Healthcare sellingb) Healthcare selling

PeroductCustomer

(Doctor)

Consumer

(Customer)


CustomerCustomer

Pharmaceutical selling is an indirect sellingPharmaceutical selling is an indirect selling

One promote a particular product to a doctor who identifies One promote a particular product to a doctor who identifies

the need of that particular product to a particular patient and the need of that particular product to a particular patient and

prescribes the same hence, a doctor becomes a customer and prescribes the same hence, a doctor becomes a customer and

patient become a consumer. patient become a consumer.

Similarly the chemist honors the prescription raise by the Similarly the chemist honors the prescription raise by the

doctor’s and the stockiest supply the stocks to the chemist doctor’s and the stockiest supply the stocks to the chemist

while the C & F agent who hold the stock on behalf of the while the C & F agent who hold the stock on behalf of the

companies.companies.


Who is the customer?Who is the customer?

A customer is that person who makes a decision pertaining to A customer is that person who makes a decision pertaining to

the usages of a particular product / services among the the usages of a particular product / services among the

several options availableseveral options available

The customer may or may not be the consumer of the The customer may or may not be the consumer of the

product / servicesproduct / services


Who is the customer? – E.g. Who is the customer? – E.g.

Your wife ask you to purchase Cerelac for your baby. Your Your wife ask you to purchase Cerelac for your baby. Your

baby become becomes an actual consumer of Cerelac and not baby become becomes an actual consumer of Cerelac and not

your wife.your wife.

When you visit a shop you become a customer for Cerelac but When you visit a shop you become a customer for Cerelac but

your wife takes the decision to by the Cerelac, hence your wife your wife takes the decision to by the Cerelac, hence your wife

becomes the customer and your baby becomes a consumer.becomes the customer and your baby becomes a consumer.


Who is the customer? – E.g. Who is the customer? – E.g. contdcontd..

Similarly in pharmaceutical selling you promote a particular Similarly in pharmaceutical selling you promote a particular

product to a doctor who identifies he need of that particular product to a doctor who identifies he need of that particular

product to a particular patient and prescribes the same product to a particular patient and prescribes the same

Hence, a doctor becomes a customer and patient become a Hence, a doctor becomes a customer and patient become a

consumer. consumer.

That is the reason pharmaceuticals selling is considered as That is the reason pharmaceuticals selling is considered as

indirect selling. indirect selling.

In this profession you may not meet the actual consumer of In this profession you may not meet the actual consumer of

your product.your product.


CustomerCustomer contdcontd..

The customers for pharmaceuticals Business areThe customers for pharmaceuticals Business are

i.i. Doctors (Who raise the prescription)Doctors (Who raise the prescription)

ii.ii. Chemist (Who honors the prescription)Chemist (Who honors the prescription)

iii.iii. StockistStockist (Who supply the stocks to the chemist) (Who supply the stocks to the chemist)

iv.iv. C & F agent (Who hold the stock)C & F agent (Who hold the stock)

v.v. Patients and general Public for OTC products (Who Patients and general Public for OTC products (Who

purchase and consume the products)purchase and consume the products)


Difference between pharmaceutical selling and other Difference between pharmaceutical selling and other consumer productconsumer product

Sr. No. Pharma Selling Consumer Selling

1. The end user, patient is not the target customer

The end user, the buyer is the target customer

2. The direct customer, Doctor, makes the purchase decision by prescribing Brand

The end user, the buyer makes the purchase decision

3. Demand created by MR through prescription, creating “PULL”

Demand created by advertisements and Point of Purchase “PUSH”

4. Distribution services is controlled by MR

Distribution network, many times works independent of company sales representative.

5. Main source of feedback’s on market trend to company is MR

Company depends on market profession syndicate agencies for research

6. The customer, doctor is well qualified and knows the product better than the sales man

The customer, may or may not be well qualified and knows the product better than the sales man

3) Pharma Distribution Channels


Pharma Distribution ChannelsPharma Distribution Channels

ManufactureManufacture Company Company DepotDepot

CNF / CNF / Super StockiestSuper Stockiest

StockiestStockiest

Retailer / Retailer / ChemistChemist

End User / End User / PatientsPatients

1.5 – 1.5 – 4 %4 %

10 %10 %

20 %20 %

DoctorDoctor RxRx


Pharma Distribution ChannelsPharma Distribution Channels contdcontd..

The Indian Drug and Medicine Retailers i.e. Chemist The Indian Drug and Medicine Retailers i.e. Chemist

operate on the following system.operate on the following system.

The retailers purchase drugs from the stockiest and sub The retailers purchase drugs from the stockiest and sub

Stockiest . Stockiest .

The chemist gets the margin of approximately 20% on the The chemist gets the margin of approximately 20% on the

MRP.MRP.

The net profit for the retailers is aprox. 12 -14 %.The net profit for the retailers is aprox. 12 -14 %.


Indian Pharmacy SOPIndian Pharmacy SOP contdcontd..

The stockiest in turn purchase the goods from the Super The stockiest in turn purchase the goods from the Super

Stockiest or CNF agent or the Distributors.Stockiest or CNF agent or the Distributors.

The stockiest are appointed by the Pharma co. and is The stockiest are appointed by the Pharma co. and is

approved by the approved by the MSCDA.MSCDA.

The stockist earn a margin of 10% on the retailers price.The stockist earn a margin of 10% on the retailers price.

The sub stockist are the stockiest which are not appointed by The sub stockist are the stockiest which are not appointed by

the Pharma co.the Pharma co.


Indian Pharmacy SOP Indian Pharmacy SOP contdcontd..

The sub stockiest takes the goods directly from the Legal The sub stockiest takes the goods directly from the Legal

stockist and the Stockist keep 2- 4 % for himself and pass on stockist and the Stockist keep 2- 4 % for himself and pass on

approx. 6% on retailers price to the sub stockiest . approx. 6% on retailers price to the sub stockiest .

The CNF agents in turns get the commission ranging from 1.5 The CNF agents in turns get the commission ranging from 1.5

% to 4% on the total turnover.% to 4% on the total turnover.

The CNF is appointed by the Co. or many times the Co. itself The CNF is appointed by the Co. or many times the Co. itself

acts as a CNF at least in the HQ. Territory.acts as a CNF at least in the HQ. Territory.


Indian Pharmacy SOP Indian Pharmacy SOP contdcontd..

All the stockiest, Sub stockiest and the retailers (Chemist are All the stockiest, Sub stockiest and the retailers (Chemist are

the members of called the members of called MSCDA (Maharashtra Stockiest and MSCDA (Maharashtra Stockiest and

Chemist druggist association) Chemist druggist association) in Maharashtra in Maharashtra while at all India while at all India

level AISCDAlevel AISCDA

3) Job profiled of Healthcare Sales Executive – Medical Representative (MR)


Understanding the JobUnderstanding the Job

The following are the basic question that we must asked our The following are the basic question that we must asked our

self and answer them correctly.self and answer them correctly.

i.i. What is expected out of us?What is expected out of us?

ii.ii. What are we supposed to do?What are we supposed to do?

iii.iii. What are our prime responsibilities?What are our prime responsibilities?


Job ResponsibilityJob Responsibility

To increase continuously sales of the company product with To increase continuously sales of the company product with

ethical promotion to the assigned territory.ethical promotion to the assigned territory.

Make confident efforts towards improving services to Make confident efforts towards improving services to

customercustomer

To provide regular feedback to the company and the To provide regular feedback to the company and the

superiors on all the happenings in the field, regardingsuperiors on all the happenings in the field, regarding

CompetitionCompetition

Marketing Marketing

Socio-economic conditionSocio-economic condition


Job Responsibility Job Responsibility contdcontd..

To fulfilled the above responsibilities you have to do the To fulfilled the above responsibilities you have to do the

following;following;

To meet targeted customers (Doctors and Chemist)To meet targeted customers (Doctors and Chemist)

Inform them about the products / services offered by the Inform them about the products / services offered by the

organisation. organisation.

To create awareness To create awareness

To inform customers about the features and benefits of our To inform customers about the features and benefits of our

productsproducts


Need of Medical Representative (MR) / Sales ExecutiveNeed of Medical Representative (MR) / Sales Executive

Pharmaceuticals / Health care Ethical product cannot be Pharmaceuticals / Health care Ethical product cannot be

promoted directly to patients through mass media - Radio, TV, promoted directly to patients through mass media - Radio, TV,

PrintPrint

Due to stiff competition the customer has to be met and Due to stiff competition the customer has to be met and

persuaded frequently so that he begins, continues and persuaded frequently so that he begins, continues and

increases the use of our products.increases the use of our products.

5) Pharma Products Marketing and Promotions


Pharma PromotionsPharma Promotions

The Pharma Promotions or the marketing strategy is

focused on the following level

a) External Customer

1. Doctor level

2. Chemist Level

3. Patient level

4. Masses level

5. Packaging Level

6. Price level

b) Internal Customers

1. Sale team level


1) Doctor level1) Doctor level

Type of Type of DoctorDoctor

GP ( MBBS or Non MBBS)GP ( MBBS or Non MBBS)..

Specialist or super specialistSpecialist or super specialist

Independent practitioner or Independent practitioner or

attached to hospitals (Gov or attached to hospitals (Gov or

Private)Private)

Physicians or SurgeonPhysicians or Surgeon

Type of the patients served by Type of the patients served by

the doctorsthe doctors

Urban or Rural PatientUrban or Rural Patient

Economical Status – Upper Economical Status – Upper

class or Middle classclass or Middle class

Urban working class or Urban working class or

Business class patientBusiness class patient

Well read and aware of Well read and aware of

Latest trendLatest trend

Type of Doctor- Target CustomerType of Doctor- Target Customer


Promotional AidPromotional Aid used for Doctors used for Doctors The objective to promote Pharma brands to the Doctors is to The objective to promote Pharma brands to the Doctors is to

get their prescriptionget their prescription

Most commonly used promotional tools to promote Pharma Most commonly used promotional tools to promote Pharma products to doctors is as follows,products to doctors is as follows,

i.i. Visual aidVisual aid

ii.ii. LiteratureLiterature

iii.iii. Gift articlesGift articles

iv.iv. Prescription padPrescription pad

v.v. LBLLBL

vi.vi. StickersStickers

vii.vii.Clinical trialsClinical trials

viii.viii.Physicians SamplesPhysicians Samples

ix.ix. PostersPosters

x.x. Catch coverCatch cover

xi.xi. Journal advertisementsJournal advertisements

xii.xii. ReferencesReferences

xiii.xiii.Participation in Participation in Symposium, Medical Symposium, Medical conferences and CME conferences and CME

xiv.xiv.Involvement in Brand Involvement in Brand launch and various other launch and various other field activityfield activity

xv.xv.SponsorshipsSponsorships


2) Chemist Level2) Chemist Level

Understand what type of the chemist isUnderstand what type of the chemist is

What type of customers he is serving (Doctors and Patient What type of customers he is serving (Doctors and Patient

Class)Class)

Most commonly used promotional tools to promote Pharma Most commonly used promotional tools to promote Pharma

products to doctors is as follows,products to doctors is as follows,

Bonus offerBonus offer

Chemist FolderChemist Folder

StickersStickers

Chemist LBL (Vernacular LanguageChemist LBL (Vernacular Language

PostersPosters

GiftsGifts


3) Patient level

Patients are targeted indirectly for brand promotionsPatients are targeted indirectly for brand promotions

The best time to divert the patients attentions is when they are The best time to divert the patients attentions is when they are

waiting in consultancy for their turn.waiting in consultancy for their turn.

Tools used for patients promotions;Tools used for patients promotions;

• Patient Educations literaturePatient Educations literature

• PostersPosters

• Medical CampsMedical Camps


4) Masses level

Pharma products which can be promoted at mass level Pharma products which can be promoted at mass level

includes;includes;

OTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar freeOTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar free

Food Supplements - Protein Powder- Horlics, Boost etcFood Supplements - Protein Powder- Horlics, Boost etc

Tonics / Chavanprashs - Baidanath , Zandu etc. Tonics / Chavanprashs - Baidanath , Zandu etc.

Neutraceuticals – Calcuim SandozeNeutraceuticals – Calcuim Sandoze

Herbal Medicines – Himalaya ProductsHerbal Medicines – Himalaya Products


4) Masses level4) Masses level contdcontd..

Tools used to promote OTC products through Mass Media Tools used to promote OTC products through Mass Media

advertisements are,advertisements are,

RadioRadio

TVTV

Print - News Paper, Magazines etc.Print - News Paper, Magazines etc.

MailersMailers

Internet Media - Emails , website, BlogsInternet Media - Emails , website, Blogs


5) Packaging level5) Packaging level

Packaging is important not only to promote OTC products Packaging is important not only to promote OTC products

but also ethical promotions.but also ethical promotions.

Packaging serves four purposesPackaging serves four purposes

i.i. To protect the inside products from Physical, natural , To protect the inside products from Physical, natural ,

environmental and chemical damageenvironmental and chemical damage

ii.ii. To attract the customersTo attract the customers

iii.iii. To build the perceived value of the productsTo build the perceived value of the products

iv.iv. To build customers trust on the products.To build customers trust on the products.


6) Price level

Promotion at price level always carry a risk when the Promotion at price level always carry a risk when the

competitors reduces their prices.competitors reduces their prices.


7) Sale team level

Sales team is the most important link between the company Sales team is the most important link between the company

and the customers.and the customers.

It is said the sales team is the eyes and the ears of the It is said the sales team is the eyes and the ears of the

company.company.

Sales team are burden with more then 20 – 30 products.Sales team are burden with more then 20 – 30 products.

During the launch campaign one must convinced and During the launch campaign one must convinced and

motivate the sales team regarding the new brand.motivate the sales team regarding the new brand.


7) Sale team level Sale team level contdcontd..

Tools used to motivate the sales teamTools used to motivate the sales team

i.i. Various competition at Regional , Zonal and national level.Various competition at Regional , Zonal and national level.

ii.ii. First Prescriptions , First 5 prescriptions or maximum First Prescriptions , First 5 prescriptions or maximum

pr4escriptions in a stipulated periodpr4escriptions in a stipulated period

iii.iii. Launch gifts to the sales teamLaunch gifts to the sales team

iv.iv. Various field activity involving the doctors like Brand launch Various field activity involving the doctors like Brand launch

in a particular area , CME, Medical camps etc. in a particular area , CME, Medical camps etc.

6) Product Mix


Product mixProduct mix

Product mix means selling the right product in right quantity Product mix means selling the right product in right quantity

at the right time to the right customer. at the right time to the right customer.

A successful Healthcare sales professional will sell all the A successful Healthcare sales professional will sell all the

products and achieve his targetsproducts and achieve his targets

Sales professional who sells the product mix can achieve his Sales professional who sells the product mix can achieve his

rupee value target but , sales professional who achieves his rupee value target but , sales professional who achieves his

rupee value target may not achieve the product mix.rupee value target may not achieve the product mix.


Why product mix is necessaryWhy product mix is necessary

It ensures protection against changing market valuesIt ensures protection against changing market values

Keeps the right profit marginKeeps the right profit margin

Ensures optimum utilization of company’s distinctive Ensures optimum utilization of company’s distinctive technical know-how and production facilitiestechnical know-how and production facilities

Ensure continuous supply of the key products in the market Ensure continuous supply of the key products in the market at all timesat all times

Strikes perfect balance between the quantities of goods Strikes perfect balance between the quantities of goods produced and sold.produced and sold.

Helps company to strike an ideal balance between high Helps company to strike an ideal balance between high margin and low margin productsmargin and low margin products

Provides a balance between old and new productsProvides a balance between old and new products

Provides right direction for growth.Provides right direction for growth.

7) Promotional Aid


Promotional AidPromotional Aid

Most commonly used promotional tools in the Most commonly used promotional tools in the

pharmaceuticals industry arepharmaceuticals industry are

1.1. Visual aidVisual aid

2.2. LiteratureLiterature

3.3. Gift articlesGift articles

4.4. Prescription padPrescription pad

5.5. LBLLBL

6.6. FlierFlier

7.7. BrochureBrochure

8.8. StickersStickers

9.9. Clinical trialsClinical trials

10.10.Physicians SamplesPhysicians Samples

11.11.Catch coverCatch cover

12.12.Journal advertisementsJournal advertisements

13.13.ReferencesReferences

14.14.Participation in Participation in

Symposium., Medical Symposium., Medical

conferences and CMEconferences and CME

15.15.Bonus offersBonus offers


Visual AidVisual Aid

Visual Aid or VA as it is commonly known, is a spiral bound Visual Aid or VA as it is commonly known, is a spiral bound material with photo- mount stand there are several laminated material with photo- mount stand there are several laminated page s with product messagespage s with product messages

Advantages of VA:Advantages of VA: Ensure attention of the customer, the picture and messages Ensure attention of the customer, the picture and messages

printed on it are to attract the customers attention you can printed on it are to attract the customers attention you can point out relevant portions on the pages and deliver the point out relevant portions on the pages and deliver the detailing story. This ensures Audio- visual presentation. The detailing story. This ensures Audio- visual presentation. The doctors “sees” and “hear” at the same time.doctors “sees” and “hear” at the same time.

Helps to create audiovisual impact, communicate message to Helps to create audiovisual impact, communicate message to doctor in a logical sequence doctor in a logical sequence

Helps to discuss many product at a timeHelps to discuss many product at a time Helps to skip the detailing of products not meant for a Helps to skip the detailing of products not meant for a

particular specialtyparticular specialty Very effective communicating toolVery effective communicating tool


Literatures and Competitors Literature Literatures and Competitors Literature

Literatures:Literatures:

A good input for detailing particular product in terms of A good input for detailing particular product in terms of

prescribing information, dosages, adverse reaction features, prescribing information, dosages, adverse reaction features,

benefits, contraindication etc.benefits, contraindication etc.

Competitors Literature:Competitors Literature:

It helps to convey the promotional message of competitors to It helps to convey the promotional message of competitors to

the doctors. Through indication and variations references we the doctors. Through indication and variations references we

can pass information to H.O. so as to develop counter attackscan pass information to H.O. so as to develop counter attacks


Leave Behind card / Literature (LBL)Leave Behind card / Literature (LBL)

Helps doctors as a reminder for our product, in our absence. Helps doctors as a reminder for our product, in our absence.

But it must be detail at the time of presentationBut it must be detail at the time of presentation

LBL is not meant for mass distribution, it is targeted towards LBL is not meant for mass distribution, it is targeted towards

the potential target audience. the potential target audience.

LBL give specific information on the service or product. LBL give specific information on the service or product.

Any literature which is given in person to the potential client Any literature which is given in person to the potential client

e.g. MR gives the literature to the doctor after his/her sales e.g. MR gives the literature to the doctor after his/her sales

presentation. presentation.

These literatures are not taken back by the MR but it is leaved These literatures are not taken back by the MR but it is leaved

behind so that the doctor in his leisure time can go through it. behind so that the doctor in his leisure time can go through it.

Practically, the paper used for LBL printings is above 175 Practically, the paper used for LBL printings is above 175

GSM and mostly it is a 4 colour job.GSM and mostly it is a 4 colour job.


FlierFlier

Any literature which is distributed to masses i.e. for mass Any literature which is distributed to masses i.e. for mass

distribution. distribution.

The flier is usually used to pass on the information's for the The flier is usually used to pass on the information's for the

masses, sp. Info on some event venue, tel. no. etc. masses, sp. Info on some event venue, tel. no. etc.

The fliers are usually distributed at the railway station, some The fliers are usually distributed at the railway station, some

local fair or some event or distributed by putting it in the news local fair or some event or distributed by putting it in the news

paper. paper.

Practically the paper used for flier printings is less than 100 Practically the paper used for flier printings is less than 100

GSM, mostly 80 GSM maplito paper, may be one colour 2 GSM, mostly 80 GSM maplito paper, may be one colour 2

colour or 4 colour job. colour or 4 colour job.


BrochureBrochure

This literature gives the in-depth knowledge of the service / This literature gives the in-depth knowledge of the service /

product targeted to the potential client. product targeted to the potential client.

Practically it is more the 4 - 6 pagesPractically it is more the 4 - 6 pages

Mostly all pages are bound together either simple binding or Mostly all pages are bound together either simple binding or

back to back pastingback to back pasting

Each pages are about 175- 200 GSM if it is a simple binding or Each pages are about 175- 200 GSM if it is a simple binding or

for back to back pasting 150-175 GSM.for back to back pasting 150-175 GSM.


Catch CoverCatch Cover and and Physician SamplesPhysician Samples

Catch Cover:Catch Cover:

This tells you about the product details, composition, This tells you about the product details, composition, colourcolour, ,

manufactured date, expiry date etc.manufactured date, expiry date etc.

Physician Samples:Physician Samples:

Samples enable doctor to asses the physical characteristics Samples enable doctor to asses the physical characteristics

of our productof our product

To assess the efficacy of our products in various s indicationsTo assess the efficacy of our products in various s indications

As a reminderAs a reminder

To fulfill the doctors need for his patients, family members or To fulfill the doctors need for his patients, family members or

himself and friends himself and friends


GiftsGifts

Gifts helps to express our gratitude for the support of Gifts helps to express our gratitude for the support of

doctors, which he is extending to our productsdoctors, which he is extending to our products

To enhance the recall value of our productTo enhance the recall value of our product

To convert doctors prescriptions of competitors brands to To convert doctors prescriptions of competitors brands to

our brandour brand

Always give value to the gift by presenting it nicely and Always give value to the gift by presenting it nicely and

never convey the real value of the gift to the doctor.never convey the real value of the gift to the doctor.


Bonus offerBonus offer

It ensure better stocking of our product at the retail countersIt ensure better stocking of our product at the retail counters

It generates enthusiasm amongst the retailersIt generates enthusiasm amongst the retailers

It takes care of increased prescription demand you have It takes care of increased prescription demand you have

generated for a particular product.generated for a particular product.

Sometimes helps you to boost sales. With bonus offer you Sometimes helps you to boost sales. With bonus offer you

must sale at least 21/2 times more compared to your normal must sale at least 21/2 times more compared to your normal

sales.sales.


StickersStickers

It is used mainly as a medium for remembranceIt is used mainly as a medium for remembrance

The sticker ensure that products name is visible from the The sticker ensure that products name is visible from the

walls or from the place where the doctors can read the walls or from the place where the doctors can read the

namename

Don’t put stickers where there is already hundreds of Don’t put stickers where there is already hundreds of

stickers are stuckstickers are stuck

Select a proper place where your sticker can be easily Select a proper place where your sticker can be easily

visible, eye level to the customervisible, eye level to the customer

Remember, before you put stickers, get the permission Remember, before you put stickers, get the permission

from the doctors to do so.from the doctors to do so.

8) Detailing


DefinitionDefinition of Detailingof Detailing

Detailing is a presentation of selling points in the most logical Detailing is a presentation of selling points in the most logical

sequence to the customersequence to the customer

Sales promotion, sales presentation, sales interview are the Sales promotion, sales presentation, sales interview are the

other names of detailingother names of detailing

Basically detailing means the communication of your Basically detailing means the communication of your

message to the customer to increase the sales.message to the customer to increase the sales.


Objective of DetailingObjective of Detailing

To make the product known to the doctor, but its purpose is to To make the product known to the doctor, but its purpose is to

crate a NEED and WANT in the mind of the doctorcrate a NEED and WANT in the mind of the doctor

This step is technically known as “comprehension” of the This step is technically known as “comprehension” of the

product to the doctor with a view to generate an urge in his product to the doctor with a view to generate an urge in his

mind to prescribe the product mind to prescribe the product


Principles of DetailingPrinciples of Detailing

Logical and sequential presentationLogical and sequential presentation

Logical build up of selling pointsLogical build up of selling points

Fastening the minds of the customerFastening the minds of the customer

Hammering the key pointsHammering the key points

Giving proof for all statements whenever needed.Giving proof for all statements whenever needed.


Contents of DetailingContents of Detailing

Medical detaining is the conversation between the doctor and Medical detaining is the conversation between the doctor and

the MR. the MR.

It is a dialogue and not a monologue. It is a dialogue and not a monologue.

The MR builds the discussion with doctor on;The MR builds the discussion with doctor on;

Name of the product “BRAND”, Name of the product “BRAND”,

Indication in which the product is advocatedIndication in which the product is advocated

Benefits that the product can offer to the patientsBenefits that the product can offer to the patients

Detailing should be clear, concise and logical and it must be Detailing should be clear, concise and logical and it must be

enlightenenlighten


Contents of DetailingContents of Detailing contdcontd..

Detailing should contain the following:Detailing should contain the following:

What the product is? (Basic Product)What the product is? (Basic Product)

What it is used for? (Indication)What it is used for? (Indication)

What it will do? (Action)What it will do? (Action)

How it is better? (Comparison)How it is better? (Comparison)

What are the benefits? What are the benefits?

Thus medical detailing consist of Product Presentation and Thus medical detailing consist of Product Presentation and

Motivation or PersuasionMotivation or Persuasion


Contents of Detailing Contents of Detailing contdcontd..

Name of the product

Indications

Benefits to patient

Medical Detailing

Conversation


Reason to adhere to the detailing stories or Reason to adhere to the detailing stories or memories detailingmemories detailing

Helps to transfer the ideas from your mind to the minds of Helps to transfer the ideas from your mind to the minds of

customer clearlycustomer clearly

Covers all the pointCovers all the point

It is completeIt is complete

It is in logical order, drives doctor from one point to anotherIt is in logical order, drives doctor from one point to another

Sales executive can spend time on voice modulation and Sales executive can spend time on voice modulation and

delivery of detailingdelivery of detailing

Saves timeSaves time

Gives confidenceGives confidence


Detailing should beDetailing should be

CompleteComplete

ClearClear

Delivered with confidenceDelivered with confidence

ConvictionConviction

Eliminate the competitionEliminate the competition

Should follow the “AIDA” principle.Should follow the “AIDA” principle.


Detailing sequenceDetailing sequence

i.i. The pre approachThe pre approach

ii.ii. The approachThe approach

iii.iii. The name of the productThe name of the product

iv.iv. The “you” benefitThe “you” benefit

v.v. The building of confidenceThe building of confidence

vi.vi. The proper closeThe proper close


Detailing sequence Detailing sequence contdcontd..

The pre approach:The pre approach:

The stage of collecting specific information of customer The stage of collecting specific information of customer

before actually calling on himbefore actually calling on him

The approach:The approach:

Going near to your customer using AIDA principles and make Going near to your customer using AIDA principles and make

your call effectiveyour call effective

The name of the product:The name of the product:

Mention your product name time and again to the doctor as it Mention your product name time and again to the doctor as it

help in registering the brand name in customers mindhelp in registering the brand name in customers mind



The “you” benefit:The “you” benefit:

Highlighting the benefits of the product for doctors and his Highlighting the benefits of the product for doctors and his

patients. patients.

Doctor always appreciates if we talk from patients angle and Doctor always appreciates if we talk from patients angle and

not from the angle of the companynot from the angle of the company

The building of confidence:The building of confidence:

How confidant you are about yourself, your product and How confidant you are about yourself, your product and

company. company.

This confidant will get transform into building up doctor’s This confidant will get transform into building up doctor’s

confidence and therefore Objection handling become easier, confidence and therefore Objection handling become easier,

this is the key to successthis is the key to success



The proper close:The proper close:

The close is nothing but whether you have made any impact The close is nothing but whether you have made any impact

on doctor or not.on doctor or not.

The impact can be measure in terms of sales The impact can be measure in terms of sales

Close the call with the prescription demand is a mustClose the call with the prescription demand is a must

Always close with a statement such as - “Doctor May I get at Always close with a statement such as - “Doctor May I get at

least 5 prescription in this week from you so your patient will least 5 prescription in this week from you so your patient will

benefit from our product”benefit from our product”


Basic structure of a sales presentationBasic structure of a sales presentation

i.i. OpeningOpening

ii.ii. Get attentionGet attention

iii.iii. Create interest and sustain itCreate interest and sustain it

iv.iv. Present benefits Present benefits

v.v. DemonstrateDemonstrate

vi.vi. FeedbackFeedback

vii.vii. Handle objectionHandle objection

viii.viii.CloseClose

9) Handling a Visual Aid and Art of sampling


Handling a Visual AidHandling a Visual Aid

In handling VA the first thing remember is that detailing is In handling VA the first thing remember is that detailing is

an art, and has to be done with lot of care and conviction. an art, and has to be done with lot of care and conviction.

Care means lot of practice and Conviction means with Care means lot of practice and Conviction means with

emotion. emotion.

Important points on how to handle VA:Important points on how to handle VA:

i.i. Let the doctor sees the visual and text matterLet the doctor sees the visual and text matter

ii.ii. Don’t hurry and turn pagesDon’t hurry and turn pages


Handling a Visual Aid Handling a Visual Aid contdcontd..

iii.iii. Ask for doctors comments on some special pointsAsk for doctors comments on some special points

iv.iv. Give brief pause between one product and anotherGive brief pause between one product and another

v.v. Handle VA gently and with careHandle VA gently and with care

vi.vi. Sound confident while making claims. Modulate voice, Sound confident while making claims. Modulate voice,

articulate clearly.articulate clearly.

vii.vii. Control speed of your speech.Control speed of your speech.

viii.viii.Give emphasis to points printed boldlyGive emphasis to points printed boldly


Handling a Visual Aid Handling a Visual Aid contdcontd..

viii.viii.Always use a pointer (pen is the best pointer and easily Always use a pointer (pen is the best pointer and easily

available) available)

ix.ix. Do not run the pointer, use it only to pointDo not run the pointer, use it only to point

x.x. Hold the VA at appropriate distance so that doctor can read Hold the VA at appropriate distance so that doctor can read

it properlyit properly

xi.xi. If doctor takes the literature from you and starts reading, do If doctor takes the literature from you and starts reading, do

not disturb him let him complete it. Do not interrupt him.not disturb him let him complete it. Do not interrupt him.


Art of samplingArt of sampling

Every companies give adequate samples to their sale Every companies give adequate samples to their sale

steams but it is an individual who makes the difference with steams but it is an individual who makes the difference with

these samples in generating prescriptionthese samples in generating prescription

i.i. It is advisable to use these samples in a judicious way to It is advisable to use these samples in a judicious way to

create an impact in every visit.create an impact in every visit.

ii.ii. Distribution of samples with demonstration is a very Distribution of samples with demonstration is a very

important aspect of our job instead of just keeping samples important aspect of our job instead of just keeping samples

on doctor’s tables.on doctor’s tables.

iii.iii. Always remember that you should arrange the samples on Always remember that you should arrange the samples on

the doctor’s table in such a way that brand name and the doctor’s table in such a way that brand name and

important features face the doctor.important features face the doctor.


Art of sampling Art of sampling contdcontd..

iv.iv. Never keep the samples by telling that “here are few Never keep the samples by telling that “here are few

samples” instead, always tell that “ this product you can try samples” instead, always tell that “ this product you can try

on your next patient suffering from ___________ on your next patient suffering from ___________

(condition)”(condition)”

v.v. Always demand prescriptions when you keep the samplesAlways demand prescriptions when you keep the samples

vi.vi. Use demonstrating technique to make your product stand in Use demonstrating technique to make your product stand in

doctors mind. doctors mind.

vii.vii. Always demonstrate Always demonstrate colourcolour, scoring taste, smell etc., scoring taste, smell etc.

10) Daily Sale call planning


PlanningPlanning

Planning:Planning:

Planning can be defined as the ability of looking ahead. Planning can be defined as the ability of looking ahead.

In other words, planning is the thinking process, which helps In other words, planning is the thinking process, which helps

us to anticipate our objectives of tomorrow and the tactics we us to anticipate our objectives of tomorrow and the tactics we

will adopt to ensure achievements of these objectives. will adopt to ensure achievements of these objectives.

When to plan:When to plan:

Planning has to be done in advance. Planning has to be done in advance.

The right time to plan is the previous night for the next day’s The right time to plan is the previous night for the next day’s

workwork


Planning Planning contdcontd..

How to plan?How to plan? Foundation of every plan is knowledge and informationFoundation of every plan is knowledge and information

We must know:We must know:

i.i. What we are selling (Products)What we are selling (Products)

ii.ii. To whom we are selling (Customer)To whom we are selling (Customer)

iii.iii. Against which we are selling (Competitors)Against which we are selling (Competitors) Hence we should know our product, customer and Hence we should know our product, customer and

competitors.competitors. Before planning we should have prescription habits of Before planning we should have prescription habits of

customers (our / competitors) the specific day they meet, customers (our / competitors) the specific day they meet, what was the discussion in earlier visits, any specific what was the discussion in earlier visits, any specific requirement we have to satisfy. requirement we have to satisfy.

Always refer to your dairy when you plan.Always refer to your dairy when you plan.


What to planWhat to plan

While planning you have to effectively utilise the knowledge While planning you have to effectively utilise the knowledge

and information we have. and information we have.

Set the objectives for the day and each call. Set the objectives for the day and each call.

You can take the steps given below (under the heading You can take the steps given below (under the heading

“Write down the following things in daily call companion”) “Write down the following things in daily call companion”)

when you write down your plan. when you write down your plan.

This will help you to minimise your mistake you may make at This will help you to minimise your mistake you may make at

the same time reduces the deviation in your work.the same time reduces the deviation in your work.


What to planWhat to plan contdcontd..

Always plan for whole day (morning / evening) instead of Always plan for whole day (morning / evening) instead of planning for only one session.planning for only one session.

Always plan little more calls so as to reach the objective you Always plan little more calls so as to reach the objective you desire.desire.

Arrange the samples and inputs in a proper way i.e. last call Arrange the samples and inputs in a proper way i.e. last call samples will go to the bottom and first call sample will be at samples will go to the bottom and first call sample will be at the top.the top.

Carry a small napkin in a bag to cover the samples.Carry a small napkin in a bag to cover the samples.

Before you enter doctors clinic / chamber, keep the samples Before you enter doctors clinic / chamber, keep the samples above the napkin so that you are not confused inside the above the napkin so that you are not confused inside the chamber. chamber.

Rehearses the talk in the mind, which, you are going to have Rehearses the talk in the mind, which, you are going to have with doctors.with doctors.


Write down the following things in daily sale call Write down the following things in daily sale call companioncompanion

Day and dateDay and date

Area to be worked.Area to be worked.

Doctors name and speciality in a sequential order i.e. the Doctors name and speciality in a sequential order i.e. the order in which you are going to call on them.order in which you are going to call on them.

Products to be detailed in a sequence.Products to be detailed in a sequence.

Samples to be given.Samples to be given.

Any other promotional inputs to be givenAny other promotional inputs to be given

Any other thing which you have promised the doctor earlier.Any other thing which you have promised the doctor earlier.

Names of the chemist and POB objectiveNames of the chemist and POB objective

Name of the stockist booking / collection objective.Name of the stockist booking / collection objective.

Names of the institutions.Names of the institutions.


Post calls analysisPost calls analysis

Analyse every call immediately before you call on the next Analyse every call immediately before you call on the next

doctors. doctors.

You have to analyse the things done well and things not done You have to analyse the things done well and things not done

well so that you can take immediate corrective measures.well so that you can take immediate corrective measures.

a) Things done well:a) Things done well:

Which statement arouses doctor’s interest like promotional Which statement arouses doctor’s interest like promotional

message, indication, dosage etc?message, indication, dosage etc?

Detailing story.Detailing story.

Particular strategyParticular strategy


Post calls analysisPost calls analysis

b) Things not done well:b) Things not done well:

The mistake made in your detailing.The mistake made in your detailing.

Any objection not handled properly.Any objection not handled properly.

Any wrong statement about the competitors, which he has not Any wrong statement about the competitors, which he has not

liked.liked.

To make you more effective plan the work and work the plan.To make you more effective plan the work and work the plan.

11) Tips for becoming a successful Sales Executive


Tips for becoming a successful Sales Executive (MR)Tips for becoming a successful Sales Executive (MR)

To become a successful Healthcare Executive one must To become a successful Healthcare Executive one must

follow and understand the following four keys; follow and understand the following four keys;

A.A. How to increase the business by meeting the doctorHow to increase the business by meeting the doctor

B.B. The key factors to become a successful Sales Executive The key factors to become a successful Sales Executive

(MR)(MR)

C.C. What you should know before going to field? What you should know before going to field?

D.D. Qualities of a successful Qualities of a successful Sales Executive (MR)Sales Executive (MR)


A) How to increase the business by meeting the doctorA) How to increase the business by meeting the doctor

MRMR shall meet the customer repeatedly and periodically to shall meet the customer repeatedly and periodically to

promotes the company’s product, by keeping 3 “U”s of promotes the company’s product, by keeping 3 “U”s of

products in mind.products in mind.

i.i. Usage of productUsage of product

ii.ii. Uses of productUses of product

iii.iii. Users of productUsers of product


A) How to increase the business by meeting the doctor A) How to increase the business by meeting the doctor contdcontd..

i) Usage of product:i) Usage of product:

Customer should use the product more often Customer should use the product more often

E.g. Zoxicillin is being prescribe by one doctor frequently E.g. Zoxicillin is being prescribe by one doctor frequently

may be in one indication e.g. UTIs.may be in one indication e.g. UTIs.

ii) Uses of product: ii) Uses of product:

Customer should use the product in variety of indications Customer should use the product in variety of indications

more frequentlymore frequently

E.g. Zoxicillin is being prescribe by a doctor frequently in E.g. Zoxicillin is being prescribe by a doctor frequently in

many indication e.g. UTIs, RTIs, Skin and soft tissue infections many indication e.g. UTIs, RTIs, Skin and soft tissue infections

etc.etc.


A) How to increase the business by meeting the doctor A) How to increase the business by meeting the doctor contdcontd..

iii) Users of product: iii) Users of product:

Total number of customer who can use the product should Total number of customer who can use the product should

continuously increases.continuously increases.

E.g. today only one doctor is prescribing Zoxicillin in a E.g. today only one doctor is prescribing Zoxicillin in a

territory, tomorrow it should be 10 doctors and so on and so territory, tomorrow it should be 10 doctors and so on and so

forth.forth.


B) The key factors to become a successful Sales Executive B) The key factors to become a successful Sales Executive (MR)(MR)

Follow the following 5-check point of pharma selling;Follow the following 5-check point of pharma selling;

i.i. Right identification and quantification of customer and Right identification and quantification of customer and

productproduct

ii.ii. Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals

iii.iii. Detailing and discussing right product mix with the right Detailing and discussing right product mix with the right

customerscustomers

iv.iv. Demand a continuous increase in the prescription share of Demand a continuous increase in the prescription share of

the pre - selected productsthe pre - selected products

v.v. Ensuring free and regular availability of products at chemist Ensuring free and regular availability of products at chemist

and stockist counters.and stockist counters.


B) The key factors to become a successful Sales Executive B) The key factors to become a successful Sales Executive (MR)- Core Customers(MR)- Core Customers

Core Customers:Core Customers:

Identification and quantification can be made and Identification and quantification can be made and

continuously update with help of continuously update with help of

Retail surveysRetail surveys

Find out who are the potential prescriberFind out who are the potential prescriber

What is their capacity to prescribe a particular product or What is their capacity to prescribe a particular product or

brand.brand.


B) The key factors to become a successful Sales Executive B) The key factors to become a successful Sales Executive (MR)- Core Customers(MR)- Core Customers

Always remember that 20% of the total customers in the Always remember that 20% of the total customers in the

territory give an 80% of the businessterritory give an 80% of the business

Hence these 20 % customer become the core customers not Hence these 20 % customer become the core customers not

only to our company but also for many other companies.only to our company but also for many other companies.

Ensure the core customer for a particular product or brand Ensure the core customer for a particular product or brand

must write at least that product or brand in more quantity. must write at least that product or brand in more quantity.

Objective is to continuously increases and upgrade core Objective is to continuously increases and upgrade core

customer’s list by converting 2nd line doctors to core customer’s list by converting 2nd line doctors to core

customers.customers.


C) What you should know before going to field?C) What you should know before going to field?

1) Your Product / services:1) Your Product / services:

Understanding the product wellUnderstanding the product well

Which product you are going to sell?Which product you are going to sell?

Why you want sale?Why you want sale?

To whom are going to sell? To whom are going to sell?

Selection of Right customer for right productSelection of Right customer for right product


C) What you should know before going to field?C) What you should know before going to field? contdcontd..

2) Your customer:2) Your customer:

Qualification Qualification

SpecialtySpecialty

Class of patient - middle class / upper classClass of patient - middle class / upper class

Type of patient e.g. male, female, adult, child, young, old, rich, Type of patient e.g. male, female, adult, child, young, old, rich,

poor etc.poor etc.

Where he is practicing- Rural area / Urban are, Elite area.Where he is practicing- Rural area / Urban are, Elite area.

Type of practice - Private practice, Govt. Hospital, Big / small Type of practice - Private practice, Govt. Hospital, Big / small

Hospital, AttachmentsHospital, Attachments

Visiting Time – for patients and for Sales ExecutiveVisiting Time – for patients and for Sales Executive


D) Qualities of a successful D) Qualities of a successful Sales Executive (MR)Sales Executive (MR)

Given below are few qualities which every MR must posses;Given below are few qualities which every MR must posses;

i.i. Should be sincere and hard workingShould be sincere and hard working

ii.ii. Must have power to grasp the technical aspects of his Must have power to grasp the technical aspects of his

products as well as that of competitorsproducts as well as that of competitors

iii.iii. Must have knowledge about his customers habit, potential Must have knowledge about his customers habit, potential

desires and behavioral patternsdesires and behavioral patterns

iv.iv. Should take initiative to learn about the competitions Should take initiative to learn about the competitions

activities for efficient and logical handling of the objectionsactivities for efficient and logical handling of the objections

v.v. Must understands the selling features, benefits of his Must understands the selling features, benefits of his

productsproducts


D) Qualities of a successful D) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd.

vi.vi. Should have the ability to analyses and correct his mistakes.Should have the ability to analyses and correct his mistakes.

vii.vii.He must continuously secure guidance from the superiors He must continuously secure guidance from the superiors

without any hesitationwithout any hesitation

viii.viii.Should be clear about company’s mission, objective and Should be clear about company’s mission, objective and

clear perception about a particular products for selling to a clear perception about a particular products for selling to a

particular customerparticular customer

ix.ix. Excellent human relation ship with doctors, chemist, Excellent human relation ship with doctors, chemist,

stockiststockist and colleagues to ensure their full co-operation in and colleagues to ensure their full co-operation in

establishing the productestablishing the product

x.x. Foresight to maintain adequate stocks of his product with Foresight to maintain adequate stocks of his product with

the the stockiststockist and chemist and chemist



xi.xi. Promptness in handling all quality complaints diplomatically Promptness in handling all quality complaints diplomatically

in the field or in the territory.in the field or in the territory.

xii.xii. Loyalty and integrity in continuously improving the image of Loyalty and integrity in continuously improving the image of

the companythe company

xiii.xiii.Enthusiasm to participates in all special assignments, sales Enthusiasm to participates in all special assignments, sales

competitions and training programs.competitions and training programs.

xiv.xiv.The capability to of increasing the sales of the company s The capability to of increasing the sales of the company s

products to the level desire by the company.products to the level desire by the company.

xv.xv.Pleasing personalities with neatly dressed, shine on shoes Pleasing personalities with neatly dressed, shine on shoes

and smile on face. Ownership feeling towards company’s and smile on face. Ownership feeling towards company’s

property.property.



xvi.xvi.Should have positive attitude, skills and knowledgeShould have positive attitude, skills and knowledge

xvii.xvii.Should be honest in his day-to-day activities.Should be honest in his day-to-day activities.

xviii.xviii.Must complete the sale by ensuring the inflow of payments Must complete the sale by ensuring the inflow of payments

on time.on time.

xix.xix.Regularity of clock in submitting all reports, special Regularity of clock in submitting all reports, special

information and communication.information and communication.

xx.xx. An appropriate behavior pattern during office hours as well An appropriate behavior pattern during office hours as well

as out of office in a manner, which is not indetrimental to as out of office in a manner, which is not indetrimental to

the reputation and image of the company.the reputation and image of the company.

12) Building rapport with customer


Building rapport with customerBuilding rapport with customer

Any pharmaceuticals company can exist survive and grow in a Any pharmaceuticals company can exist survive and grow in a

particular geographical area only on a piece of paper which particular geographical area only on a piece of paper which

doctors write i.e. prescriptions of your product. doctors write i.e. prescriptions of your product.

In today’s competitive environment doctors have many In today’s competitive environment doctors have many

options to satisfy the needs of their patients hence generating options to satisfy the needs of their patients hence generating

prescriptions become tough. prescriptions become tough.

Besides knowledge and skills, we have to develop good Besides knowledge and skills, we have to develop good

rapport with the doctors. rapport with the doctors.

The relationship with doctor means that the influence we The relationship with doctor means that the influence we

exercise on the doctor to generate prescription for our exercise on the doctor to generate prescription for our

products.products.


Building rapport with customer Building rapport with customer contd.contd.

This relationship does not refer to how close we are to the This relationship does not refer to how close we are to the

doctors; it refers to only one thing i.e. how effective we are in doctors; it refers to only one thing i.e. how effective we are in

generating prescriptions. generating prescriptions.

This is nothing but rapport building.This is nothing but rapport building.

E.g. E.g.

Dr. Kulkarni in your territory, greets you very nicely, offers Dr. Kulkarni in your territory, greets you very nicely, offers

you coffee, enquires about your family gives his best wishes you coffee, enquires about your family gives his best wishes

for future but doesn’t write any prescription for future but doesn’t write any prescription

Dr. Pawar does not do all these things but writes your Dr. Pawar does not do all these things but writes your

prescription in better quantityprescription in better quantity

Therefore we can say that you have better rapport with Dr. Therefore we can say that you have better rapport with Dr.

Pawar as compare to Dr. Kulkarni.Pawar as compare to Dr. Kulkarni.



To develop the rapport building we must To develop the rapport building we must

Expose the right product for right doctor by regular visits, Expose the right product for right doctor by regular visits,

Proper objection handlingProper objection handling

Converting the doctor’s prescriptions from the competitors Converting the doctor’s prescriptions from the competitors

so as develop effective business relationship with the so as develop effective business relationship with the

doctors.doctors.



While analyzing you must ask the following question to While analyzing you must ask the following question to yourself:yourself:

i.i. Do I have right doctors in my list?Do I have right doctors in my list?

ii.ii. Have I selected right product for the right doctor at the right Have I selected right product for the right doctor at the right time? time?

iii.iii. Am I providing them appropriate scientific information’s, Am I providing them appropriate scientific information’s, which will help them to satisfy their patient’s needs?which will help them to satisfy their patient’s needs?

iv.iv. Do I call on these doctors at right time, right frequency?Do I call on these doctors at right time, right frequency?

v.v. Do I make my presentation effective?Do I make my presentation effective?

vi.vi. Do I make use of all the promotional inputs provided to me Do I make use of all the promotional inputs provided to me in generating prescription?in generating prescription?

vii.vii. Do I demand prescriptions from doctors?Do I demand prescriptions from doctors?

13) Vital 3 Minutes


Vital 3 MinutesVital 3 Minutes

This is the duration a customer will give to you for your sales This is the duration a customer will give to you for your sales

presentationpresentation

Waste no time in taking a place, opening a bag and taking Waste no time in taking a place, opening a bag and taking

out Laptop, CD, Brochure VA (visual aid ) etc.out Laptop, CD, Brochure VA (visual aid ) etc.

Avoid serious error by which he will get angry e.g. Touching Avoid serious error by which he will get angry e.g. Touching

articles on the table, disturbing his set up etc.articles on the table, disturbing his set up etc.

Discuss the right product ,with right customer ,with right Discuss the right product ,with right customer ,with right

implication, benefits etc.implication, benefits etc.


Vital 3 Minutes Vital 3 Minutes contd.contd.

Be confident with handling the Laptop, VABe confident with handling the Laptop, VA

Do not run the pointer use only to pointDo not run the pointer use only to point

Hold the Laptop / VA at appropriate distanceHold the Laptop / VA at appropriate distance

Handle objection effectivelyHandle objection effectively

Do not detail in monotonyDo not detail in monotony

Do not make noise of bag while leaving.Do not make noise of bag while leaving.

Remember you must Remember you must Radiate sunshine , cheerfulness, Radiate sunshine , cheerfulness,

confidence and conviction in the clinicconfidence and conviction in the clinic

14) Type of Doctors


DoctorsDoctors

Sr. No. Degree Type Specialty (Job Profile)

A Medical Graduates

1 MBBSBachelor of Medicine and Bachelor of Surgery

General Practice in Allopathic, Family physicians

2 Non MBBS

a BHMSBachelor of Homeopathy and Bachelor of Surgery

General Practice in Homeopathy, Family physicians

b BAMSBachelor of Ayurveda and Bachelor of Surgery

General Practice in Ayurvedic, natural medicines, Family physicians

B BDSBachelor of Dental Surgery

Deals with diseases / disorders of teeth

GP (General Practitioners /


Doctors Doctors contdcontd..


CI Surgeons

Gynaecologist

Treating all disorders related to female reproductory organs and infertility except disorders and normal pregnancy and delivery of baby

ObstetriciansDeals with disorders or normal pregnancy and delivery of baby

b Ophthalmology Eye SurgeonDeals with surgery related to Eye

c OtorhinolaryngologyEar Nose and throat Surgeon

Surgery related to Ear Nose and throat

d OrthopaediciansOrthopaedic Surgeon

Surgery related to bones and joints

Post graduate DiplomaDiploma Holder in Surgery

aObstetrics & Gynaecology



Sr. No.

Degree Type Specialty (Job Profile)

II Physiciansa Anaesthesiology Anaesthesiologist Deals with anaesthesiasb Dermatology Skin specialist Deals with skin disordersc Psych. Medicine Psychiatrists Deals with mental Health

dDCH Diploma IN Child Health)

PaediatriciansDeals with diseases of New Born, Infant and Children

e Radiology RadiologistDeals with X Ray , CT scan , MRI AND Radio therapy

Diploma Holder in Medicine



Sr. No.

Degree TypeSpecialty (Job

Profile)D

I Surgeons

a General Surgery General SurgerySurgeons doing general surgery

bOtorhinolaryngology

cGynaecologist / Obstetrics

d Orthopaedicianse Ophthalmology

Post graduate Degree

Same as above

MS (Master of Surgery) or DNB (Diplomat In National Board)



Sr. No.

Degree TypeSpecialty (Job

Profile)

II Physicians

a General Medicine PhysiciansDeals with all medical disorders / diseases of adults

b Paediatricc Psychiatryd Anaesthesiologye Dermatologyf Radiologist

Same as above

MD (Master of Medicine) or DNB (Diplomat In National Board)


Doctors Doctors contdcontd..Sr. No.

Degree Type Specialty (Job Profile)

EI Super specialty in surgery

aGenito Urinary Surgery (Urology)

Kidney, prostate, genital organ Surgeon

Deals with urogenital surgery

b NeurosurgeryBrain and spinal cord Surgeon

Deals with brain and spinal cord surgery

c Paediatric SurgeryChild, neonates and infant Surgeon

Deals with Child, neonates and infant Surgery

dCardio-Thoracic Vascular Surgery

Heart and Chest SurgeonDeals with Heart and Chest (lung) surgery

e Surgical Oncology Oncology Surgeon Deals with cancer surgery

f G I Surgery Gastroentrology SurgeonDeals with Gastro intestinal surgery

g Plastic Surgery Cosmetic Surgeon Deals with cosmetic surgery

Mch (Master of Cherub) or DNB (Diplomat In Higher (Super) Specialties




II Super specialty in Medicine

1 CardiologyHeart physicians

Deals with all medical disorders / diseases of heart

2Clinical Haematology

BloodDeals with all medical disorders / diseases of blood and blood cancer

3 Gastroentrology GI physiciansDeals with all medical disorders / diseases of blood and blood cancer

4 NephrologyKidney physicians

Deals with all medical disorders / diseases of Urinary system

5 NeurologyBrain and spinal cord Physicians

Deals with all medical disorders / diseases of Brain and spinal cord

6 DiabetologyDiabetic Specialist

Deals with all medical disorders / diseases insulin - Diabetics

7Medical Oncology

Cancer Physicians

Deals with all medical aspect of cancer

8 EndocrinologyDeals with all medical disorders / diseases of hormones

9 Psychiatry10 Anaesthesiology11 Dermatology12 Radiology

DM (Doctor of Medicine) or DNB (Diplomat In National Board)

Same as above

15) Chemist


ChemistChemist

Chemist or retailer is the last or the end part of the chain of Chemist or retailer is the last or the end part of the chain of

distribution. distribution.

Chemist provides the medicines to the buyer, prescribed by Chemist provides the medicines to the buyer, prescribed by

the doctors.the doctors.

Chemist realises the prescription written for our product, Chemist realises the prescription written for our product,

thereby he is an important aspect in getting the sales.thereby he is an important aspect in getting the sales.


Company Company DepotDepot

C & F C & F Agent / Agent / DepotDepot

StockiestStockiest ChemistChemist

DoctorDoctor RxRx PatientPatient


Relation of MR (Company) and RetailersRelation of MR (Company) and Retailers

The only way to meet the target is to generate the prescription The only way to meet the target is to generate the prescription

demand and by maintaining Stock pressure at the retailer- to demand and by maintaining Stock pressure at the retailer- to

meet this demandmeet this demand

Therefore to honour the generated prescription demand – Therefore to honour the generated prescription demand –

Retailers Assistance is VitalRetailers Assistance is Vital

To maintain stock pressure – Retailer’s Assistance is equally To maintain stock pressure – Retailer’s Assistance is equally

necessary.necessary.

Retailer’s Assistance will be forthcoming only if he sees you Retailer’s Assistance will be forthcoming only if he sees you

as an “ASSISTANT” ready to help him.as an “ASSISTANT” ready to help him.

Retailers may see you as one helps him earn extra profits and Retailers may see you as one helps him earn extra profits and

information.information.


Relation of MR (Company) and RetailersRelation of MR (Company) and Retailers

The only purpose why a retailer entertains you is because he The only purpose why a retailer entertains you is because he

sees you as one helping him to earn profits and extra sees you as one helping him to earn profits and extra

information on company’s product.information on company’s product.

Thus the objective of the retailer to see any Companies MR is Thus the objective of the retailer to see any Companies MR is

as one who always helps him to earn more profits and give as one who always helps him to earn more profits and give

information about the products. information about the products.

Talk to him about new products trade offers etc. Talk to him about new products trade offers etc.

Remember retailer doesn’t mean the Proprietor (owner) alone, Remember retailer doesn’t mean the Proprietor (owner) alone,

it means his assistance too, the counter clerk, the pharmacist it means his assistance too, the counter clerk, the pharmacist

and the cashier / accountant. and the cashier / accountant.

Do not ignore any one. Talk to each one politely.Do not ignore any one. Talk to each one politely.


Function of the ChemistFunction of the Chemist

Chemist / Pharmacist fills up the prescription written by the Chemist / Pharmacist fills up the prescription written by the

doctorsdoctors

Makes the availability of products for patients for which he Makes the availability of products for patients for which he

stores the medicines in the shopstores the medicines in the shop

Honours the prescription written by the doctorHonours the prescription written by the doctor

Is the link between the patient and doctor, sometimes he helps Is the link between the patient and doctor, sometimes he helps

the patients in understanding the dosage and administration the patients in understanding the dosage and administration

of the prescribed medicines.of the prescribed medicines.


Need to meet the chemist/retailerNeed to meet the chemist/retailer

To inform the retailer about the availability of company’s To inform the retailer about the availability of company’s products and its salient features.products and its salient features.

To know which doctors is prescribing what?To know which doctors is prescribing what?

To know the secondary sales of our product s, to know how To know the secondary sales of our product s, to know how our competitors are doingour competitors are doing

To make it sure that chemist is not running short of any of our To make it sure that chemist is not running short of any of our products for which he receives prescription.products for which he receives prescription.

To book the orders for our productsTo book the orders for our products

To get the feedback regarding any near expiry goods.To get the feedback regarding any near expiry goods.

To know type of the doctor in terms of qualification and To know type of the doctor in terms of qualification and practice in your territorypractice in your territory

To know the potential of a doctor in the territoryTo know the potential of a doctor in the territory


Prerequisite before visiting chemistPrerequisite before visiting chemist

A copy of recent price list along with latest information about A copy of recent price list along with latest information about

bonus offers / schemes provided by the companybonus offers / schemes provided by the company

POB (Personal Order Book)POB (Personal Order Book)

2 – carbon papers2 – carbon papers

All product stickers or information literatureAll product stickers or information literature

Ready stock-provided, if you are visiting a new/ remote area Ready stock-provided, if you are visiting a new/ remote area

and launching a product.and launching a product.

A small diary / note book to note the observation (Daily call A small diary / note book to note the observation (Daily call

Companion)Companion)


Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist

Do’s:Do’s:

First take out the order book and ask about if any order he First take out the order book and ask about if any order he

his having for youhis having for you

You should inform the chemist about new / old products we You should inform the chemist about new / old products we

are promoting and the product name should and must be are promoting and the product name should and must be

written in the chemist book along with stockist’s name.written in the chemist book along with stockist’s name.

Get the feedback from the chemist regarding doctor’s Get the feedback from the chemist regarding doctor’s

preference for writing specific molecule or products. preference for writing specific molecule or products.

Ask the chemist to quantify the sales of the product s ( so Ask the chemist to quantify the sales of the product s ( so

you can demand the prescription from the doctor by you can demand the prescription from the doctor by

quantifying).quantifying).


Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist

Keep asking price of competitor’s brands their composition Keep asking price of competitor’s brands their composition

and strength.and strength.

Try to do more personal order booking, which will keep you Try to do more personal order booking, which will keep you

in touch about the secondary sales and the stock position at in touch about the secondary sales and the stock position at

stockist also (which will reflect your concern for your stockist also (which will reflect your concern for your

products, which in turn will enhance your image at stockist products, which in turn will enhance your image at stockist

and retailer level).and retailer level).

Develop a rapport with the chemist at personal level by Develop a rapport with the chemist at personal level by

knowing the name of the person and remembering it. knowing the name of the person and remembering it.

Later you can call him by name once you develop a rapport Later you can call him by name once you develop a rapport

with him.with him.


Do’s and Don’ts at the chemist Do’s and Don’ts at the chemist contdcontd..

Don’ts:Don’ts:

Don’t touch any of the medicines, prescription at the Don’t touch any of the medicines, prescription at the counter without asking to the chemist or patient.counter without asking to the chemist or patient.

Don’t ask lengthy questions to the retailer, when he is busy, Don’t ask lengthy questions to the retailer, when he is busy, probably he may not answer or will not be able to give probably he may not answer or will not be able to give correct information.correct information.

Don’t start talking about other retailer or doctor with chemist Don’t start talking about other retailer or doctor with chemist (gossiping) (gossiping)

Don’t enter in to the argument if you have any problems Don’t enter in to the argument if you have any problems regarding availability, keep pressurising him with regarding availability, keep pressurising him with persuasion.persuasion.

Don’t open your visual aid at the chemist counter in Don’t open your visual aid at the chemist counter in presence of other companies MR’s.presence of other companies MR’s.


Important of retail audit / surveyImportant of retail audit / survey

You can determine the actual secondary sales trend for your You can determine the actual secondary sales trend for your

product, by which you can know that which of your doctor is product, by which you can know that which of your doctor is

prescribing which product and in what quantity?prescribing which product and in what quantity?

The preferences of the prescribers and his prescribing habit in The preferences of the prescribers and his prescribing habit in

terms of molecule, its quantity and frequency of prescription, terms of molecule, its quantity and frequency of prescription,

which can be actually known and its utilisation for our benefit which can be actually known and its utilisation for our benefit

can be done.can be done.

It will help you know the potential of the doctor / market. So It will help you know the potential of the doctor / market. So

that you can plan your future course action plan.that you can plan your future course action plan.


Utilisation of Retail Audit informationUtilisation of Retail Audit information

Determine who are your competitorsDetermine who are your competitors

By how much margin the competitor/ s is leading? Or who are By how much margin the competitor/ s is leading? Or who are

behind you and by what margin?behind you and by what margin?

Which doctor is prescribing which brand? In what quantity?Which doctor is prescribing which brand? In what quantity?

Once you know the preferences of the doctor decide the Once you know the preferences of the doctor decide the

product/s to be promoted to the doctor.product/s to be promoted to the doctor.

Plan for the promotional strategy and inputs, which you will Plan for the promotional strategy and inputs, which you will

be receiving, to present to the doctor.be receiving, to present to the doctor.

Continuously keep talking on calling chemists to ascertain Continuously keep talking on calling chemists to ascertain

prescription flow for our products or for any prescription shift prescription flow for our products or for any prescription shift

towards other brands.towards other brands.


Order Order

Ask for an order – It is your BIRTHRIGHTAsk for an order – It is your BIRTHRIGHT

The The stockiststockist salesman is not our competitor salesman is not our competitor

But we are reluctant to book an order, having forgotten the art But we are reluctant to book an order, having forgotten the art

of taking an order.of taking an order.


Reasons for not getting order Reasons for not getting order

We don’t call at the right time We don’t call at the right time

We don’t have the time. We don’t spend enough time – we are We don’t have the time. We don’t spend enough time – we are

in a frightful hurry.in a frightful hurry.

The retailers says he has already place the order with the The retailers says he has already place the order with the

Stockiest salesmanStockiest salesman


Summery Summery

Doctor’s coverage and retailer’s coverage both are equally Doctor’s coverage and retailer’s coverage both are equally

importantimportant

Qualitative and quantitative improvement in retailer Qualitative and quantitative improvement in retailer

coverage ensures;coverage ensures;

Adequate stocks / display at the retailer shelves.Adequate stocks / display at the retailer shelves.

Prescription generated is honored in Toto.Prescription generated is honored in Toto.

Through knowledge of what is happening in the market.Through knowledge of what is happening in the market.

Preempt competitionPreempt competition

Corrective action on timeCorrective action on time

Asses strategies - Ours / competitors and get realistic Asses strategies - Ours / competitors and get realistic

feedbackfeedback

16) Stockist


StockistStockist

All of you will agree that you have generated the prescription, All of you will agree that you have generated the prescription,

which gets honored at the chemist counter. which gets honored at the chemist counter.

But who serves the chemist? But who serves the chemist?

Or who takes care of the demands generated by you? Or who takes care of the demands generated by you?

It is the It is the stockiststockist hence proper functioning of hence proper functioning of stockiststockist plays an plays an

important roleimportant role


StockistStockist

A A stockiststockist is a customer who stocks the products of various is a customer who stocks the products of various

companies and sells to the retail chemists. companies and sells to the retail chemists.

His basic job function would be to satisfy the need of the His basic job function would be to satisfy the need of the

retailers and he has to deal with company as per the company retailers and he has to deal with company as per the company

rule.rule.


Need of stockistNeed of stockist

Our country has a wide geographic borders and our success Our country has a wide geographic borders and our success

will greatly depend on how powerful is our distribution will greatly depend on how powerful is our distribution

system. system.

As majority of companies have started covering even micro As majority of companies have started covering even micro

interiors, the pharma business in these place have started interiors, the pharma business in these place have started

flourishing. flourishing.

Now days there are more than 4-5 chemists even in the micro Now days there are more than 4-5 chemists even in the micro

interiors and we have to serve them very effectively. interiors and we have to serve them very effectively.

Earlier company used to operate with few Earlier company used to operate with few stockiststockist and mainly and mainly

retailers used to come and buy from them but today due to retailers used to come and buy from them but today due to

fierce competition even fierce competition even stockiststockist has to go to the retailer and has to go to the retailer and

book the orders and supply them.book the orders and supply them.


Criteria to appoint a stockistCriteria to appoint a stockist

Appointment of stockist plays an important role in prosperity Appointment of stockist plays an important role in prosperity

of your sales therefore his appointments should take of your sales therefore his appointments should take

maximum time and care so as to find promotion in future. maximum time and care so as to find promotion in future.

The first step to be taken before appointing a stockist is to The first step to be taken before appointing a stockist is to

undertake a thorough chemist surveyundertake a thorough chemist survey

MR must collect the information through chemist regarding MR must collect the information through chemist regarding

stockist who covers that area in terms ofstockist who covers that area in terms of

Regularity and frequency of visitsRegularity and frequency of visits

Credit facilities extendedCredit facilities extended

Time taken for executing the orders.Time taken for executing the orders.


StockistStockist operations operations

You have to coordinate very effectively and regularly with You have to coordinate very effectively and regularly with

your your stockiststockist, Area Manage, Regional Manager, your superiors , Area Manage, Regional Manager, your superiors

and H.O. for the smooth operation. and H.O. for the smooth operation.

You must be able to manage his purchases, his services and You must be able to manage his purchases, his services and

his payments.his payments.


Managing the purchaseManaging the purchase

It is observe that sometimes there is loss in sales because It is observe that sometimes there is loss in sales because

the stockist does not have adequate stocks when there is the stockist does not have adequate stocks when there is

demand. demand.

This can be done by regularly monitoring the stocks position This can be done by regularly monitoring the stocks position

or stock and sales statements. or stock and sales statements.

At any given time ensure that market should not suffer when At any given time ensure that market should not suffer when

you take an order.you take an order.

Use the following formulaUse the following formula

Product requirement = Secondary Sales x 2 – Product requirement = Secondary Sales x 2 – (Stocks in hand) (Stocks in hand)

+ (stocks in Transit)+ (stocks in Transit)


Managing the servicesManaging the services

You must ensure that stockist’s salesman regularly book the You must ensure that stockist’s salesman regularly book the orders from retailers, for our products, and is supplied by the orders from retailers, for our products, and is supplied by the stockist on time. stockist on time.

You can improve the services by more opportunities of You can improve the services by more opportunities of personal order booking (POB) from various chemists and give personal order booking (POB) from various chemists and give it to the stockist. it to the stockist.

Stockists should ensure that he parts away with bonus offers Stockists should ensure that he parts away with bonus offers to the retailers.to the retailers.

You have to ensure that he gives you copies of the invoices or You have to ensure that he gives you copies of the invoices or some information regarding town wise sales, so that you can some information regarding town wise sales, so that you can evaluate the impact of your work and take corrective evaluate the impact of your work and take corrective measures, accordingly.measures, accordingly.

He should also take care of genuine complaints from the He should also take care of genuine complaints from the retailers, regarding expiry, breakage or any damage of goods.retailers, regarding expiry, breakage or any damage of goods.


Managing the paymentsManaging the payments

Every visit you should ask for payments which are overdue, it Every visit you should ask for payments which are overdue, it

is always better to inform the stockist regarding the due dates is always better to inform the stockist regarding the due dates

of payments instead of spending your time when the bill of payments instead of spending your time when the bill

overdue.overdue.

Remember the sales is not done or completed till the Remember the sales is not done or completed till the

realisation of payments.realisation of payments.


Stock and Sales StatementStock and Sales Statement

It gives you a clear picture of personal satisfaction, receipts of It gives you a clear picture of personal satisfaction, receipts of

goods sales, return of goods, inventory etc.goods sales, return of goods, inventory etc.

The sales statement must reach your Area Manager and since The sales statement must reach your Area Manager and since

you prepared the statement from your entire stockist, analyse you prepared the statement from your entire stockist, analyse

the factors like secondary sales, goods return, average etc.the factors like secondary sales, goods return, average etc.

The previous stock and sales statements record should be The previous stock and sales statements record should be

maintained by each one of you to find out the trend or your maintained by each one of you to find out the trend or your

progress.progress.

17) Territory management


Territory managementTerritory management

What is Territory?What is Territory?

Territory of MR is a complete geographical area assigned to a Territory of MR is a complete geographical area assigned to a

particular MR which comprises of potential customers like particular MR which comprises of potential customers like

doctors, chemists stockist institutes etc with specific doctors, chemists stockist institutes etc with specific

demographic requirementsdemographic requirements

H.Q:H.Q:

In a given territory the basic town is known as H.Q. (Head In a given territory the basic town is known as H.Q. (Head

Quarter) town.Quarter) town.


Territory management Territory management contdcontd..

Ex-station:Ex-station:

Ex-station is a place where he can go to a particular place and Ex-station is a place where he can go to a particular place and

return on the same day after meeting the customer.return on the same day after meeting the customer.

Out-station:Out-station:

Out-station is a place where he can go to a particular place Out-station is a place where he can go to a particular place

and stay there and visit the neighbouring territories.and stay there and visit the neighbouring territories.


Prerequisite for territory managementPrerequisite for territory management

To have complete territory knowledge MR must know the To have complete territory knowledge MR must know the

details pertaining to the territory lay out, important places details pertaining to the territory lay out, important places

important institutions, way of conveyance etc.important institutions, way of conveyance etc.

Total number of customers of different categories, their Total number of customers of different categories, their

prescription habits, qualification, addresses and appropriate prescription habits, qualification, addresses and appropriate

visiting time.visiting time.

Name of the competitors in the territory, their strengths and Name of the competitors in the territory, their strengths and

complete details about their activities.complete details about their activities.

Convenient routes of travel and minimum expenditure of time Convenient routes of travel and minimum expenditure of time

and expenses for optimum coverage of the territory.and expenses for optimum coverage of the territory.

18) IS- Information System


IS - Information SystemIS - Information System

To keep a tract on daily activity, sales market feedback the To keep a tract on daily activity, sales market feedback the

company has develop the information Systemcompany has develop the information System

IS contains various systematic and scientific formats which IS contains various systematic and scientific formats which

can give all the required information form the field to H.O. can give all the required information form the field to H.O.

So that both the H. O and the field staff can work smoothly. So that both the H. O and the field staff can work smoothly.

Thus these formats are very important links between the field Thus these formats are very important links between the field

people and the H.O people and the H.O


The important Information SystemThe important Information System

Formats are as given below;Formats are as given below;

i.i. Daily call report - DCRDaily call report - DCR

ii.ii. Master Call List (MCL) or Important Call List (ICL)- Doctors, Master Call List (MCL) or Important Call List (ICL)- Doctors,

institution, chemist, and stockistinstitution, chemist, and stockist

iii.iii. Expense StatementsExpense Statements

iv.iv. Standard tour program, Tour Report and fare chartStandard tour program, Tour Report and fare chart

v.v. Monthly sales Analysis reportMonthly sales Analysis report


1) Daily Call Report (DCR)1) Daily Call Report (DCR)

Contains all the daily activities done by sales executiveContains all the daily activities done by sales executive

Gives entire details and picture of implementation of tour planGives entire details and picture of implementation of tour plan

Gives picture of number of doctors met, name, qualification, Gives picture of number of doctors met, name, qualification,

specialty, area of practice etc. of each doctorspecialty, area of practice etc. of each doctor

DCR to be sent on daily basis to HODCR to be sent on daily basis to HO


DCR DCR FormatFormat

Sr.No. Name of Doctor MCL No. Degree Speciality Last Visit

123456

123456

Work With

Daily Call Report

SE Name :____________________________

Name __________________________

Morning

Evening (After 4 PM)

Date:__________ HQ________

Signature________________________

Signature of SE _________________

Remark of Superior

Any Special Observation


2) Monthly Report2) Monthly Report

Collection of data likeCollection of data like

i.i. Total sales generated for that monthTotal sales generated for that month

ii.ii. Any discount offer to doctorAny discount offer to doctor

iii.iii. No. of doctor met with specialtyNo. of doctor met with specialty

iv.iv. Call averageCall average

v.v. Impact of promotion strategies and doctors responseImpact of promotion strategies and doctors response

vi.vi. Record and frequency of promotional material like Record and frequency of promotional material like

Physician samples, gifts LBL etc. given to doctors.Physician samples, gifts LBL etc. given to doctors.

vii.vii. Details of competitorsDetails of competitors

viii.viii.All this above data should be filled and posted to HO on or All this above data should be filled and posted to HO on or

before 10th of every monthbefore 10th of every month


Monthly Monthly Report formatReport format

Month________________ 2004SE Name :____________________________Date:_____________ HQ_____________

Discount TotalMorning Evening PS LBL Gifts Offer Sales

12345678910111213141516171819202122232425262728293031TotalAverage

Any Special Observation

Signature of SE _________________

Monthly Report

DayNo. Of Doctors Met Promotinal Material


3) Tour Report3) Tour Report

This is an important tool for planningThis is an important tool for planning

Plan your tour in such a way to cover maximum no. of doctors Plan your tour in such a way to cover maximum no. of doctors

in the area having high market potential and require less in the area having high market potential and require less

travelling travelling

From one doctor to another From one doctor to another

From one ex station to another ex stationFrom one ex station to another ex station

From one out station to another out stations From one out station to another out stations


4) Master Call List (MCL) or Important Call List (ICL) 4) Master Call List (MCL) or Important Call List (ICL)

This is a very important format This is a very important format

Contains selected important core doctors list of a Sales Contains selected important core doctors list of a Sales Executive territory Executive territory

The doctor name has to be entered with the following detailsThe doctor name has to be entered with the following details

i.i. MCL / ICL code MCL / ICL code

ii.ii. NameName

iii.iii. HQHQ

iv.iv. QualificationQualification

v.v. Specialty Specialty

vi.vi. Full Address Full Address

i.i. Telephone Nos. (Clinic and Telephone Nos. (Clinic and

Residence along with Residence along with

mobile no.)mobile no.)

ii.ii. MCL has to be updated and MCL has to be updated and

submitted to HO after every submitted to HO after every

6 months.6 months.


MCL or ICL formatMCL or ICL format

Name SE:____________________________ HQ_____________

Clinic Res.123456789

10

DOB

Master Call List

Date:_______

TelMCL No. Doctor Name Degree Speciality Address and Email Mobile


5) Expense Statement5) Expense Statement

Give clear details of expenses day wise, HQ WiseGive clear details of expenses day wise, HQ Wise

For each claim, supporting is a mustFor each claim, supporting is a must

E.g. Bill of photocopy, Railway, bus ticket for Ex. Station /Out E.g. Bill of photocopy, Railway, bus ticket for Ex. Station /Out

station visits. STD call made to HO, postage charges etc.station visits. STD call made to HO, postage charges etc.

Expense statements to be posted to HO along with the Expense statements to be posted to HO along with the

monthly report.monthly report.


SE Name :____________________________ HQ_____________

Day Photo Postage STD Lodging Staitionary Other BillsCopy Bus Train

123456789

10111213141516171819202122232425262728293031

TotalAverage

Signature of SE _________________

Fare

Date:_____________

Expense Report

Expense Expense Statement Statement

formatformat

19) Printing Technology and Types of paper


Type of PrintingsType of Printings

Pharma Industries and Printing Industries are very closely Pharma Industries and Printing Industries are very closely related .related .

In fact Pharma Industries must be leading customers for In fact Pharma Industries must be leading customers for the printing companies.the printing companies.

From Pharma point of view printing can be classified as From Pharma point of view printing can be classified as

i.i. Offset printingOffset printing

a.a. One colour jobOne colour job

b.b. Two colour jobTwo colour job

c.c. 4 colour job4 colour job

ii.ii. Digital PrintingDigital Printing

iii.iii. Screen PrintingScreen Printing

iv.iv. CyclostylesCyclostyles

v.v. Photo copyPhoto copy


Type of Printing PaperType of Printing Paper

Types of Printing paper is as followsTypes of Printing paper is as follows

a)a) 60 GSM60 GSM

b)b) 70 GSM70 GSM

c)c) 80 GSM80 GSM

d)d) 100 GSM100 GSM

e)e) 110 GSM110 GSM

f)f) 150 GSM150 GSM

g)g) 170 GSM170 GSM

h)h) 210 GSM210 GSM

i)i) 300 GSM300 GSM

j)j) 400 GSM400 GSM

i.i. Mirror coatMirror coat

ii.ii. Art PaperArt Paper

iii.iii. Map litho PaperMap litho Paper

iv.iv. Card PaperCard Paper

i.i. Matt PaperMatt Paper

ii.ii. Glossy PaperGlossy Paper

iii.iii. GSMGSM

Types of GSM paperTypes of GSM paper


Type of BindingType of Binding

There are various types of binding available.There are various types of binding available.

One has to pick up the binding style according to the One has to pick up the binding style according to the

product durability needed and cost constraintproduct durability needed and cost constraint

i.i. Back to Back Pasting - BrochuresBack to Back Pasting - Brochures

ii.ii. Gully Binding- Special Visual AidGully Binding- Special Visual Aid

iii.iii. Comb Binding – Training and Product ManualComb Binding – Training and Product Manual

iv.iv. Spiral Binding – Training Manual and Product Manual, Spiral Binding – Training Manual and Product Manual,

v.v. Wiro Binding- Calendar Wiro Binding- Calendar

vi.vi. Spiral and Wiro Binding with hard bound card paper or Spiral and Wiro Binding with hard bound card paper or

PVC – Visual AidPVC – Visual Aid

20) Mathematical formulae and calculation


Mathematical formulae and calculationMathematical formulae and calculation

Since our ambition is to progress in this profession, we must Since our ambition is to progress in this profession, we must remember the following terminology through out our life.remember the following terminology through out our life.

1) Target:1) Target: It is an object or mark to hit. In other words to achieve a It is an object or mark to hit. In other words to achieve a

specific objective in a fixed time spanspecific objective in a fixed time span E.g. T = Rs. 100/- E.g. T = Rs. 100/-

2) Achievement:2) Achievement: Result obtain by us against a specific – targetResult obtain by us against a specific – target E.g. A = Rs. 85 /-E.g. A = Rs. 85 /-

3) % Achievement:3) % Achievement: Achievement / Target x 100Achievement / Target x 100 = 85/ 100 x 100= 85/ 100 x 100 = 85%= 85%


Mathematical formulae and calculation Mathematical formulae and calculation contdcontd..

4) Growth:4) Growth:

Increases in the sales size as compared to previous specific Increases in the sales size as compared to previous specific

period. Negative growth implies decrease in sales.period. Negative growth implies decrease in sales.

GrowthGrowth ==Current years Sales – 1 x 100Current years Sales – 1 x 100

Last Year SalesLast Year Sales

OrOr

GrowthGrowth ==Current years Sales – Last Years sales x 100Current years Sales – Last Years sales x 100

Last Year SalesLast Year Sales


Mathematical formulae and calculation Mathematical formulae and calculation contdcontd..

The period remains the sameThe period remains the same

LYS (Last Year Sales- April 2004- March 2005) = Rs. 20,000 LYS (Last Year Sales- April 2004- March 2005) = Rs. 20,000

CYS (Current Year Sales- April 2005- March 2006) = Rs. CYS (Current Year Sales- April 2005- March 2006) = Rs.

100,000 100,000

Then Then

GrowthGrowth ==100,000 - 20,000 x 100100,000 - 20,000 x 100 20,00020,000

400%400%==

PCPM: PCPM:

Per Capita per month i.e. Average sale per Man per monthPer Capita per month i.e. Average sale per Man per month

Thank YouThank You

Thank YouThank You

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