Pharma sales and Management

Pharma selling and sales marketing

2

Distribution Channel

Company

C & F or CA

Super Stockiest

Stockiest

Doctors, Nursing, Dispensary, Substokiest

STEVENS BUSINESS SCHOOL BATCH 2009 - 2011

3

Types of Pharma Selling

• Ethical selling• Generic selling• PCD : Propaganda cum dispensing• Surgical selling• Tender Selling• Over the Counter (OTC)


4

Issues of Pharma sales

• Ethical selling– Promotion overload– Too many companies

• Doctors issues– Fixed day and time of meeting to MR– Fixed No. of MR– Visit regulated 1/3 months– Time of giving cards & time of actual calls– Fixed No. of company MR to meet– Waiting to MR


5

Role of Various field Staff

• Medical representative– Implementation of promotional strategy– Contact doctors , N/h , Co – hospital– To give info about product– Convince doctors to give Rx– Make a network with retailers & chemist– Make a network with stockiest– Reporting– Generation of order ( Retailer – POB –

Stockiest )


6

Questions asked to MR

• Primary sales• Secondary sales• Personal order booking ( POB )• Call average• Coverage• Report calls


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Role of other field staff

• Role of Area manager• Role of state manager• Role of Regional manager• Role of zone manager• Role of national manager• Role of VP of Sales

8

Tool program

• Submitted on 25th of monthMR - TP

• AM Approved MR – TP• AM – TP Submitted on 26th of month

AM - TP

• RM approved AM -TP• RM – TP submitted on 27th of monthRM - TP

• ZSM approved RM – TP• ZSM – TP submitted on 31st of monthZSM – TP

BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR

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Reporting Channel

VP OF SALES

ZSM

RSM

ASM

MR


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Kind of Reports for sales force

• DCR : Daily call report• Expenses Detail report• TP : Tool program• Weekly reporting• Monthly reporting• Basic tool program ( BTP )• DWP : Daily work plan


11

Sale Administration Department

• Do compilation of all reports of sales• Normally one person for each state• Prepare summary report of

– All India – state wise – unit wise – value wise sales report for product manager for his product

– All India last three months sales of same brand– All average / coverage– Utilization of inputs

• Use of gifts, samples, skims, Bonanza


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Sales Budgeting

• Marketing Department– Give guideline to sales department – Marketing Budget

• Gifts• Samples• Sponsorship• Bonanza• CME (Continuing medical education)• Advertisement• Printing expenses• Meeting Expenses• Incentives• Transportation• Expiry and goods return


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• Finance Department– Finance budget

• Factory department– Production budget

• Sales admin department• Purchase department• HR department


14

Credit Control

• Credit period• Credit limit• Mode of payment• Stockiest profile• PDC ( Post dated cheque)• Cash Discount• Special cases• No PDC


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Costing & Finance

• Different types of cost– R & D ( F & D )– Production cost– Inventory cost– Transportation cost– Marketing cost– Regulatory cost– T & D cost– PM cost– Overhead Cost


16

MRP Decision

• Competition pricing• New marketing / Scientific gimmick• Monopolistic MRP • Kind of marketing company do• % G C (Gross contribution)


17

Billing

• Billing cycle– From the time bill is raise to the payment

received• Normally billing cycle is of 21 day• Payment cycle is 60 days for 1st deal for

stockiest


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Billing for C & F

• Transfer of stock• Transfer challen• F – Form

– taken from sales tax department

• 0.5% sales tax has to pay

Billing for C & A

• Billing• Bill is Made• C – Form

– Outside state 2% central sales tax (CST) + add 5 % VAT

– Within state only 5% VAT

Billing Difference


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Sales Team Division

• Pharma division– Old / big brand– Less promotion– Less expenses (CASH COW)

• Speciality division– Gastro division– Cardio / diabeto division– Psycho / neuro division– Ortho division– Opthal division– Dermato division


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Thank You

Documents

Pharma sales and Management