Marketing & Selling

In

Indian Pharmaceuticals

Marketing Sales

Approach:

Customer orientation - Listens to and eventual accommodation of the target market and determine future needs

Customer orientation - makes customer demand match the products the company currently offers

Process: One to many Usually one to one

Focus:

Generate leads - fulfill customer's wants and needs thru products and/or services the company can offer

Generate purchases/orders - fulfill sales volume objectives

Horizon: Longer term Short term

Scope:

Identifying customer needs (research), creating products to meet those needs, promotions to advertise said products.

Once a product has been created for a customer need, persuade the customer to purchase the product to fulfill her needs

Strategy: Pull Push

Concept: Marketing is a wider concept Sales is a narrower concept

Priority:Marketing shows how to reach to the Customers

Sales is the ultimate result of marketing

What is a Medical Representative?

• A medical representative is above all a provider of information to make doctors and other medical professionals more knowledgeable. • Medical reps bring new products, devices, and drugs designed to cure and aid a multitude of illnesses and ailments. • Without medical reps, doctors would not become aware of new advancements in treatments, more effective drugs, and devices that provide enhanced treatment opportunities.

Medical Representative Job Description• Medical reps are usual assigned a geographical territory in which they operate. This can be as small as a few city blocks and as large as a country. Most territories are sized so that you can drive to most of your sales locations in less than a day.• A medical representatives job description may include the following:• Develop and manage an assigned territory with the goal of maximizing sales• Achieve quarterly and annual sales goals• Meet target call goals with a focus on top customers• Host product presentations to designated customers• Understand and address both business and scientific needs of healthcare professionals• Engage in meaningful dialogue with customers

WHAT SHOULD BE THE OBJECTIVE OF THE MEDICAL REPRESENTATIVE: If you do not know where you want to go, how

will you get there?• Objectives are the basis of efficient, effective, &

result oriented working.• What types of objectives should be followed?

An objective should be specific An objectives should be Result Oriented An objectives should be Time Bound An objectives should be Realistic – ambitious and

attainable An objectives should be measurable An objectives should, if necessary be broken down

into sub-objectives.

HOW CAN YOU ACHIEVE YOUR TARGETS OR OBJECTIVES?

1. Identify your customers – “CUSTOMERS IS THE KING”2. Our target doctors should be one who confirm to the

following parameters:a) Potentiality – He/ She should have sufficient number of

patients. b) Trendsetter – He/ She should have the respect in the

medical sphere that often other doctors follow. c) Broad minded – He/ She should have openness in opinion

to go for the variety of products, innovation, different pathies for the interest of his/ her patients. In our case the doctor should not have adamancy to restrict himself/ herself to synthetic molecules.

d) Socialized – He/ She should have humanitarian factors for better familiarity with yourself, company and products

e) Ethical Value – He/ She should have ethical value for long bonding.

HOW CAN YOU ACHIEVE YOUR TARGETS OR OBJECTIVES?

3 Keeping Customer for life time – The aim should be not to just create but owning them for life. The share of the customer’s business should be constantly increased.

4 Planning – Planning is as pre-requisite in any sphere of life. With proper planning one can achieve the desired results. In fact planning makes a man true professional. In our case the only thing that we can do is to plan our work. Most successful Medical Representatives are those who plan and organize the details of each call that they make. Benefits of planned calls are as follows;

a) Planning saves timeb) Planning improve persuasivenessc) Planning improves self confidenced) Planning increases sales.

“ POOR PLANNING PROMOTES POOR PERFORMANCE”Performance = Product Knowledge X Doctor Knowledge +

Organized Call

Product Knowledge – includes the following things:a) Pharmacological Knowledgeb) Benefits of the products to the pwtientsc) Indication & Dosaged) Adverse Effectse) Competitive Products

Doctor Knowledge – includes the following things: f) Competitive products being prescribed.g) Scope for a particular medicines to be prescribed.h) Preference of the doctor for any particular combination of any

brand.i) Nature of practice of the doctorj) Specific liking or disliking of a doctor.k) Is the doctor ready to experiment with new molecules/

therapies or is of conservative nature.

ORGANIZED CALLS INCLUDE THE FOLLOWING THINGS.

a) Identify the doctors and chemists to be met on a particular day. Make a list in your product diaries along with the products to be detailed and samples to be given.

b) Arrange your working bag according to your planning. Samples should be arranged before antering a doctor’s chamber so that a continuity of your call is maintained.

c) Do not forget to keep a order book, price list, a pen and calculator in your bag.

d) Before entering a doctor’s chamber make proper enquiries from a nearby chemist, then ask yourself the three basic questions

WHY, WHAT & HOW?

Why I am going to make this call? What is the objective of my call? Is it to ask for a

continuous support for a product being already prescribed or to get prescriptions of a new product?

What are the necessary changes you have to make in your presentation?

What commitment do I have to take from the doctor?

How exactly do I start my talk?This type of planning will make your each and

every call a productive one as well as for the organization.

ORGANIZED CALLS INCLUDE THE FOLLOWING THINGS.

6 COMMUNICATION –

Effective communication is the core of all human activities. Our ability to communicate effectively enables us to influence the attitude and action of other people

Communication is an act of exchanging information between two or more persons by: Sound – a sound emanating from a source is a means

to communicate such as bell ringing in a temple or a siren in factory.

Speech – Spoken words are symbols that help to create pictures in the mind.

Visual – The mind thinks in a picture. Ninety percent of what we learn is through visual impact and the other ten percent is by hearing

7 SELF MOTIVATION –

Motivation in the context of an organization is a state of mind, where as employee would want to contribute his best to the organization.

“ALWAYS ASK FOR PRESCRIPTIONS

& ALWAYS ASSURE AVAILABILITY”

SOME GOLDEN RULES TO HELP A MEDICAL REPRESENTATIVE IN THEIR JOB

1. Target – Focus on the individual need of your doctor and present yourself accordingly.

2. Be Different – Stand out in an overcrowded marketplace due to your work or your deeds.

3. Say Thank You a Lot – Tell your customers and colleagues how much you appreciate them.

4. Smile – A good smile can break a lot of barriers and it is the most pleaseing part of your personality.

5. Optimism – Be a diehard optimist because it is your attitude rather than your altitude that decides your fate.

6. Sell Soft – Don’t push too hard. Solve problem, satisfy your customers and always do what is truly best for your customer.

COMPANY’S EXPECTATION FROM MEDICAL REPRESENTATIVES

Daily Doctor Call Average of twelve result oriented. Daily Chemist Call Average of six Proper territory coverage. Complete doctor list with 150 doctors according to our medicines. Tour Program should be sent to the manager by the 25th of every

month and copy to H. O. Reporting should be done properly and on time. Stock and Sales Statement and Order of every stockist with

signature & stamp to be sent to H.O. and C&F every month. Copy to concerned manager by first week of every month.

POB should be at least 60% of the average productivity. Stockist visit at least thrice a week. Proper input utilization is very important. Gifts with managers and

samples to be utilized with caution. Choose right product for right doctor.

Overall image should be neat and clean appearance, well dressed and well managed. Regular field working with sincere approach.

WHAT DOES A REPRESENTATIVE EXPECTS FROM THE ORGANIZATION?

A representative needs 3 S’s from the organization – 1st S is for Salary on time. 2nd S is for Stocks on time. 3rd S is for Samples on time

WHAT DOES AN ORGANIZATION EXPECTS FROM ITS EMPLOYEES?

An organization needs 3 R’s from the employees – 1st R is for Remuneration on time from the market.

2nd R is for Reporting on time. 3rd R is for Results on time

BE PROUD TO BE A MEDICAL REPRESENTATIVE