MedicinMan is the first-of-its-kind effort to foster a culture of excellence among the of field sales professionals in Pharma, Medical Devices, Diagnostics, Disposables and Surgicals.

1. A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility Initiative
MedicinMan
~ FIELD FORCE E XCE L LE N CE ~
TM
PHARMA | MEDICAL DE VICES | DIAGNOSTICS | SURGICALS
Vol. 1 Issue 2 www.medicinman.net September 2011
Editorial UCPMP* Special Issue
Outliers: Another Success Story – from MR to Business Head
Success Story
Outliers: The Story of Success The inaugural issue of Medicin- seeks to inspire and
written by Malcolm Gladwell Man carried the remarkable prepare profession-
was on the New York Times success story of Mr. K. Hariram als in healthcare
Bestseller list for eleven con- who rose from the position of a field sales to open
their minds to the
secutive weeks. In Outliers, Medical Rep to that of a Man-
vast opportunity
Gladwell examines the factors aging Director of an MNC
that exists in allied
that contribute to high levels of pharma company. On closer
fields of healthcare.
success. Gladwell examines study of Mr. Hariram‘s success The success stories
it becomes evident that the Read Chhaya Sankath‘s rise
how Microsoft co-founder Bill carried in this issue from Medical Representative
Gates achieved his extreme 10,000 hour rule holds good. highlight the im- to Head Medcom, Wolters
wealth, and how two people portance of being Kluwer on Page 3
In this issue, MedicinMan looks
with exceptional intelligence - at another remarkable individu- dedicated to profes- Career Growth
Christopher Langan and J. al, Ms. Chhaya SS who started sional excellence,
Robert Oppenheimer - end up her career as an MR and is which is crucial to
with vastly different fortunes. achieving success.
presently the Head of Medical
Gladwell repeatedly mentions Communications at of one of If you are serious about succeed-
the "10,000-Hour Rule", claim- the world‘s most reputed medi- ing, stop listening to negative
ing that the key to success in talk and focus on how you can
cal publishing company. Read
create your 10,000 hours that
any field is, to a large extent, a her story to be inspired to reach
will transform you from being an
matter of practicing a specific for the stars.
amateur to an achiever. ▌
task for a total of around “Chance favors the prepared Mala Raj tells Medical Reps
10,000 hours beginning at an mind,” said the brilliant scien- Introducing our new Editorial and Front-line Managers how
Board on Page 17 to make the transition to
early age. tist Louis Pasteur. MedicinMan Product Management
on Page 5
UCPMP: Does Healthcare Need a Anna Hazare? Against All Odds
The Uniform Code of Phar- UCPMP gains signifi- While doctors still retain
maceuticals Marketing Prac- cance, as the once their aura of invincibil-
tices (UCPMP), issued by the noble profession of ity and sit on the pedes-
DoP is a 14 page document medicine is now in- tal of know-it-all, in-
(see medicinman.net) that creasingly viewed creasingly patients are
covers important areas per- with mistrust by pa- eager for transparency,
taining to product promotion tients who suffer; and involvement and ac- A story of courage & pas-
by Pharma companies. In the with frustration by countability in health sion. Vishal Verma‘s rise
backdrop of Anna Hazare‘s sales people who pro- care. from grocery store sales-
movement against corruption, mote pharmaceuticals. man to RBM with MNC
(Cont. on Page 8) on Page 4
*Uniform Code of Pharmaceuticals Marketing Practices issued by Dept of Pharmaceuticals; Govt of India.

2. MedicinMan
Career Development Resources for
Medical Reps and Front-line Managers
“SuperVision for the SuperWiser Manager is a must for front-line managers of every
pharma company. It is tailor-made to transform Medical Reps to leadership positions.”
Akshya Mahapatra, Head–Sales and Marketing, Glenmark Pharmaceuticals
Rs. 599/- Discount on bulk purchase for
SuperVision for the SuperWiser
Front-line Manager and
HardKnocks for the GreenHorn
starting at 10 copies and range
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To place your orders or make an inquiry:
anupsoans@gmail.com
+91 934 2232 949
+91 855 3030 949
To find out more about the programs email:
anupsoans@gmail.com
“If you are willing to read HardKnocks for the GreenHorn, it means you are willing to do
whatever it takes to build your career.” - K. Hariram, Managing Director, Galderma
Logos used are the property of the respective companies

3. MedicinMan
Success Story: Medical Rep to Business Head
Life is full of beginnings, and After marriage, I migrated to and medical communications.
many beginnings are Indore, in Madhya Pradesh, So I joined McCann
difficult. and joined ‗Cabdrul Pharma‘ Healthcare and launched its
as Sales & Administration Medical Communications
I was born in a modest Guja-
Manager in 1994, handling Division. During my three-
rati family, as the first girl
twin states of Rajasthan and year stint, I donned multiple
child, my journey com-
Madhya Pradesh. While read- roles as a Mentor, Guide, and
menced as the eldest amongst
ing the pulse of the market, I Team Leader and conceived a
four siblings, three of which
constantly mapped stake- plethora of campaigns in-
belong to the fairer sex.
holders‘ response and expec- volving various media for
Early on, fate dealt a cruel tations to various promotion- Domestic and Multinational
blow in form of my father‘s al initiatives to analyze the Organizations and Institu- Chhaya Sankath
demise. Being the eldest in need gaps. tions in Healthcare across the Head, Medcom; Wolters Kluwer
the family, it was expected My interest in medical com- country.
from me to contribute to the munication grew stronger and
family‘s financial resources.
I have now moved into Medi- UNABLE TO
I returned to Mumbai, where cal Publishing, as Head -
Thus after graduating from
Bombay College of Pharma-
I joined IJCP Publications as Medical Communications PURSUE
a Business Manager, in 1996. with an MNC – Wolters
cy, plans for higher education The six years in medical Kluwer, the largest medical EDUCATION AFTER
had to be shelved. Neverthe- communications at IJCP ena- communications conglomer-
less, I had a firm belief with- bled me to acquire invaluable ate globally. B. PHARM, I
in me that ―Graduation is knowledge about how good
only a concept. In real life content given at the right
Finally I would like to share a NEVERTHELESS
famous quote of Anatole
one graduates everyday. It is time helped in creating
a process that will go on until awareness amongst doctors
France with upcoming BELIEVED THAT
youngsters, “To accomplish
the last day of our lives.‖ and patients, to promote
great things, we must not “GRADUATION IS
Drawing inspiration from two niche prescription brands.
only act, but also dream; not
famous quotes of Winston Brand Management was a only plan, but also believe”. ONLY A CONCEPT.
Churchill: “Never, never, field that always intrigued ▌
never, never give up” and me. Thus I spent the follow- IN REAL LIFE ONE
―Success is the ability to go ing five years with Indegene
Lifesystems Pvt. Ltd.— pio-
Chhaya‘s success story clear- GRADUATES
from one failure to another ly shows that the career of a
with no loss of enthusiasm”, I neers in medico-marketing Medical Rep is an ideal EVERYDAY. IT IS A
set-out for a career and my segment. This period was launching pad for a career in
quest for success. I landed instrumental in honing my
the healthcare sector. PROCESS THAT
my first job as Medical Rep- skills in formulating and exe-
resentative in 1992, with cuting, complex, comprehen- By publishing such success WILL GO ON
―Criticare Labs―. It was a sive strategies for Brand stories MedicinMan seeks to
routine sales job. However building across product life- make MRs and FMs aware UNTIL THE LAST
cycles. of the opportunities for ca-
the two years of employment
reer growth, for which they
DAY OF OUR
helped me create a strong It was now time for another
network with various stake- beginning, to add Healthcare need to plan their careers LIVES.
holders in the industry. Advertising to with my reper- carefully. ~ MM
toire of medico-marketing
Page 3

4. MedicinMan
—— Personal Growth Story ——
From Grocery Store Salesman to RBM with an MNC
I was always an obedient son Business started growing tre- ment and exposure transforms
at home and very good stu- mendously because of my young professionals into
dent at school. When I passed aggressive business tactics. achievers. In 2009, Boston
8th Standard, I was bitter and During this period my father Scientific decided to partner
surprised to be sent to a vil- got his job back and I com- with an Indian Medical De-
lage school almost 80 km pleted my Post Graduation. I vice Company; it came as a
away from Lucknow. I was and my father decided to shock to me. I was upset, but I
11 years old that time, but close business, so that I could remembered what my father
slowly I realized that some- focus on my studies and ca- always told me when I was
thing bad had happened to my reer. I tried with various com- working with him in our shop
Vishal Verma father‘s government job. petitive exams but I could not - “Never worry about things
RBM, Stryker India This incident made me under- crack any. that are not in your control,
stand how to live and adjust During my Post Graduation, I always focus on what you
with limited resources. I start- befriended someone who was can control.”
ed working in my uncle‘s working with an Indian phar- So though upset and angry, I
ALWAYS BE
shop and became financially maceutical company. He sug- decided to move to Stryker,
PASSIONATE independent at the age of 11. gested me to try my luck in medical device company with
After completing high school, this industry. market leadership in technolo-
ABOUT YOUR gy and products. I still work
I came back to Lucknow and My first interview was with
WORK, NEVER came face-to-face with a Glaxo Pharmaceuticals. I was at Stryker; here I have learnt
worsening financial situation selected and joined duty in finer things of handling a
TAKE DECISIONS at home. I was 13 years old Gorakhpur, a small city in team, people management,
when I started taking tuitions eastern U.P. It was a great product launches, marketing
IN HASTE, CARE strategies & ethics of busi-
along with my elder sister and learning experience for me as
FOR YOUR started supporting my family a fresher. But soon I was ness. My journey of learning
and the education of my bored as there wasn‘t any- is still on and when I look
EXTERNAL AND younger sister. It wasn‘t thing new to learn and after back, I feel that I have pro-
gressed a lot in my personal
INTERNAL enough, but it was better than two years, I moved to Eli
nothing. I could see the help- Lilly in 2001. It was great and professional life. But
CUSTOMERS, lessness of my parents and learning experience at Lilly when I look forward then I
their sacrifices for their chil- where I developed my soft can see that there is still so
COMPETE WITH much to learn from the world
dren. skills. I learnt how to convert
YOURSELF aggression into assertiveness. around me.
This was the time when I lost
focus on studies and did poor- After five successful years I have followed certain thumb
EVERY DAY, BE rules in my life and I want to
ly in my 12th standard exams. with Eli Lilly, I decided to
YOUR OWN My parents were shocked move to Medical Devices. I share them with you. Always
with this - they had a lot of was lucky to start working be passionate about your
CRITIC AND hope for me since I was their with Boston Scientific, a lead- work, never take decisions
only son. My father decided er in Interventional Cardiolo- in haste, care for your exter-
ALWAYS BE nal and internal customers,
to open a small grocery shop gy. Today whatever I have
ETHICAL IN as his dreams were shattered achieved, a lot of credit goes compete with yourself every
by my performance in 12th to my training and develop- day, be your own critic and
WHATEVER YOU standard. I started working in ment in Boston Scientific. always be ethical in whatev-
Under the guidance of my er you do.,▌
DO. that shop with my father and
completed my graduation. exceptionally talented super- Write to Vishal Verma at:
visors, I learnt how empower- vishalverma101@gmail.com
Page 4

5. MedicinMan
How to Move from Field Sales to Product Management — Career Growth Focus —
While the Hard Core Seller Product Managers who have
goes on to becoming one of risen from the field have the
the organisation‘s top achiev- distinct advantage of actually
ers, Team-oriented Seller interacting and selling to the
soon becomes a Front-line customers for many years.
Manager, Marketing Orient- They have studied ‗Consumer
ed Seller tries to explore ave- Behaviour‘ for a major part of
nues to enter product manage- their selling years and have
ment team (PMT). actually faced the competition
at ground level. This experi-
Quite often, during the course
ence is so vital, that, in most
of my field working with
Mala Raj companies, it is a practice to
MRs, I have come across the
send PMTs to the field for at
This article is aimed at Medi- Marketing Oriented Seller:
least 2-6 months before being
The ideal person
MRs who make best use of
cal Reps (MRs) and Front-
the waiting time between calls
given product management to move into PM
line Managers (FMs) who role.
want to become Product/
to ask and clarify many issues
on how to shift from Selling Q3. Is a B.Sc adequate to
is the “Market-
Brand Managers.
into Product Management. become a PM? Oriented Seller.”
Medical Reps generally fall Here are a few questions Well, Yes & No. Yes, be-
into one of 4 categories after a raised by them that will be cause, many winning brand
He understands
few years of field work: helpful to MRs and FMs who
aspire to become Product
strategies have been crafted the art and sci-
1. Hard Core Seller: Has by science graduates. The
experienced good results with
Managers: difference lies in how keen a ence behind each
learner you are. Science grad-
his efforts; is keen on continu- Q1. What does a Product
Manager do? What is his uates, with some effort, will brand that he
ing in selling more volumes in
his territory & enjoying the main role? comfortably be able to under-
stand the science behind sell-
sells; attempts
rewards.
A product manager is respon- ing medicines too. This has to consultative &
2. Team-oriented Seller: sible for the profitable pro- be coupled with what is called
Enjoys selling; has observed gress of his brand in the mar- as ‗MBWA‘: Management by participative sell-
ket place over both short and
and learnt a lot from his im-
mediate manager; desires to long-term through effective
Working Along. He learns the
management tactics by work-
ing; is a keen
head a team of MRs.. Planning, Execution, Control ing alongside others in the participant in cy-
& Training. For details PMT.
3. Marketing Oriented see:www.expresspharmaonline.co
No, because, times have
cle meetings;
Seller: Understands the art m/20090531/pharmalife01.shtml
and science behind each Q2. Can a Medical Repre-
changed now. Candidates tries to under-
with B.Pharm, M.B.A are
brand that he sells; attempts
consultative & participative
sentative enter PMT? available in plenty. They are stand competi-
already exposed not only to
selling; is a keen participant Yes, most certainly he can. In
Pharmacology and all other
tors‟ strategies &
in cycle meetings; tries to the 1980‘s, it was mostly
understand competitors‘ strat- medical reps who moved into pharmacy subjects, but also thinks far beyond
egies, thinks far beyond rou- PMT. There were not too important concepts of Man-
tine doctor and chemist calls. many MBA institutes then agement, viz., Planning, Exe- routine doctor
cution and Control. They
4. Confused Seller: Is in
and a Bachelor‘s in any bio-
know how to make presenta-
and chemist calls.
logical sciences was consid-
the job because he has no- ered adequate for entry into tion, how to train, etc. Hence
where else to go. PMT. they are preferred over plain
graduates. (Cont. on Page 6...)
Page 5

6. MedicinMan
How to Move from Field Sales to Product Management
(Cont. from Page 5...) Management qualification knowledge of multiple disci-
Q4. How can an MR with will definitely be an asset that plines, including Pharmacolo-
just B.Sc. get entry into you must try and acquire at gy, Microbiology, Basics of
PMT? the earliest. Medicine (Anatomy, Physiol-
ogy, Systems of the body,
First and foremost, if you Since, you are already em-
Diseases and their treatment),
really want something, you ployed, it will be a major de-
Principles of Marketing Man-
must do all that it takes to cision to quit and opt for a
agement, Marketing Research
Master‘s in Management /
To move into reach there through your hon-
est and sincere efforts. A B.Sc Business Administration.
(Data Analysis & Interpreta-
tion), Drug Policies and Pric-
PMT, firstly cannot be changed into a
B.Pharma. However nothing
That has to be carefully evalu-
ated by you, keeping all your
ing policies of the country,
Patent regulations governing
knowledge of stops you from reading all
about medicines, their actions,
priorities in mind. While ‗Full
-time‘ courses certainly do far
drugs and many such areas.
So be an ardent reader and
multiple disci- pharmacology, com- keep abreast of industry hap-
parative evaluation, penings. Secondly, you must
plines is a must etc. Nothing stops have exposure of how to
you from reading manage all resources allotted
– be an ardent books on Brand Man- to you to meet the objectives
agement, on Market- set for your role. Computer
reader and ing Strategies, etc. literacy with mastery in Mi-
Nothing prevents you crosoft Excel, Word, Power-
keep abreast from keeping yourself Point, etc; is a prerequisite.
abreast of the recent
of industry happenings in your
A good command of English
is an absolute must. Many
industry. It has never
happenings. been as easy as it is
among the field force fail on
this criterion. Make sure you
Secondly, you today, to have quick
and easy access to
improve your basic com-
mand on English prior to
must learn to ‗Reliable and Quality
Information‘ in any field; better justice to the Manage-
entry into PMT. Product
Managers must have excellent
ment curriculum, there are
manage re- thanks to the internet revolu-
tion. So, there is absolutely no many good ‗Executive Pro-
oral and written communica-
tion skills.
grams / Post-Graduate Diplo-
sources allotted need for anyone to remain
stuck with that ‗Only B.Sc‘ mas‘ available for the em- Q7. How do we go about
ployed candidates. making the switch from
to meet your tag, which is not enough to
get you into PMT unless you Likewise, an MBA in Phar-
field sales to PMT?
goals. Finally, are exceptionally creative and
talented.
ma/Healthcare Management Plan your moves in a system-
is better for a career in Phar- atic and time-bound manner.
computer liter- Q5. What course should one ma PMT than a general man- Put it on paper: ‗where you
agement course. stand now, where do you wish
acy and a pursue to improve the
chances of entering PMT? Q6. What important skills/
to be and by when‘ and pin it
up prominently in your room,
good command ‗Full-time‘ or ‗Part-time‘ qualities must I have for
being a PM?
so that your goal always re-
course? ‗Diploma‘ or a mains in sight. List the Quali-
over English is ‗Masters‘? ‗General Manage- Knowledge is an important ties that a ‗Product Executive‘
ment‘ or ‗Pharma / Healthcare area where prospective PEs/ must have. Tick the Qualities
a must. Management‘? If you are PMs are evaluated - that you already have & make
keen on entering PMT then a (Cont. on Page 7...)
Page 6

7. MedicinMan
How to Move from Field Sales to Product Management
(...Cont. from Page 6) However, keep your eyes and Q10. Does our „FIELD — Career Growth Focus —
ears alert to any openings in MAN‟ image come in the
a time bound plan for acquir-
PMT that meets your require- way of future promotions?
ing those you do not have but
ments of location, company
must have. Once again, let me assure you,
profile, emoluments, etc.
that your future promotions
In the meanwhile, continue to Q9. How do the other PMT will be based on your current
do your job as a MR well. members accept field mem- performance and your poten-
Simultaneously take a greater bers in their team? tial for the next position. Your
interest in studying your cus- Once you have been selected being a ‗field man‘ will have
tomers better (doctors & chem- for the post, rest assured that no bearing on the matter.
ists), monitor your direct and you will be good for the job,
indirect competitors very So in conclusion, if you want
irrespective of whether you are
to switch from being a MR or
closely, keep a watch on new
product launches in your terri-
from the field or from a prem-
Front-line Manager to Product To move from
ier B School.
tory, regularly share feedback
Management, do Plan, Man-
Make sure to use your key age, Think and Act according- selling to PM,
with your Marketing Manager,
collect and send competitors‘
strength of having actually ly. This is not an overnight
sold the product and having jump. It is a strategic career
plan your moves
literatures to your PMT, volun-
teer to undertake small market
interacted with the customers. move. If you are certain, this is in a systematic
Soon your colleagues will be where you want to be, go
research activities in your terri- seeking your opinion on issues ahead and plunge into doing and time-bound
tory, participate in all the cycle like, ‗Is their campaign practi- all that it takes to be there.
meets, have scientific discus- cal, will the field force accept Wishing you all the best. ▌ manner. List the
sions about your brand with
doctors and offer to train new
the idea, can it be implemented
properly, etc; Mala Raj is a Pharma Market- Qualities that a
MRs in your team during their
ing Consultant with expertise
in Brand Management and
„Product Execu-
induction. Training of Field force &
PMT. She has over 25 years
tive‟ must have.
In due course of time, you will
certainly stand apart a Medical experience in the Indian Phar-
ma Industry and runs her own
Tick the Quali-
representative having potential
to become a Product Manag-
consultancy at Product Man- ties that you al-
agement Support Services,
er. Thane. ready have &
Q8. Should we try to enter
the PMT in our own compa-
Mail Queries / Feedback at
malaraj.pmss@gmail.com)
make a plan for
ny or in another company? The going may not always be acquiring those
smooth. At times, you may
Working in your own compa-
ny‘s PMT gives you more fa-
still feel a little inadequate in you do not have
terms of making good presen-
miliarity with the brands, as tations to the top management, but must have.
you have sold all of them. You in terms of convincing your
know the customer‘s percep- team about why more funds
tions; you know the markets, must be allotted to your cam-
the competitors, etc. So cer- paign ideas, etc. But with con-
tainly, there is more comfort in certed efforts you can certainly
the initial months as opposed overcome these doubts and
to working in the PMT of a have a wonderful time working
new organisation. as part of the marketing team.
Page 7

8. MedicinMan UCPMP Special
UCPMP: Does Healthcare Need a Anna Hazare?
(Cont. from Page 1) saving drugs, devices and The pharma market began to assembly line – feet-on-street
The UPA govern- diagnostics are now obsessed deteriorate as more and more sans brains.
ment‘s insensitivity with market share rather than players entered the market MedicinMan contacted atleast
to people‘s frustra- patient care. with less and less useful 300 industry leaders for opin-
tion with corrup- The healthcare industry in its drugs. The promotion of these ion on UCPMP. The approach
tion, the rise of so- original avatar was not only me-too products needed nei- is wait and watch. UCPMP is
cial activism and idealistic and patient oriented, ther science nor art and the rat yet to percolate down the
the media‘s deft handling of but most MNCs and leading -race of numbers began to
ranks; most MRs and Field
popular imagination has done Indian companies were also corrode the professionalism of
Managers are blissfully una-
more for Anna Hazare‘s suc- people builders. pharma marketers. Commis-
ware of the DoP guidelines
cess than inherent merits of sion replaced Communication
A career as a Medical Rep and go on with business as
the Jan Lokpal bill itself. as the enabler of Rx. The
meant an opportunity to real- usual booking tickets and
growth was quick and heady
If there is one place other than ize one‘s personal aspirations delivering gifts.
like the extra strong Brandy
a government office where and professional goals. The UCPMP when implemented
that replaced Branding.
the common man experiences fact that a large number of has the power only to ensure
anguish, trauma and helpless- senior executives in Suddenly nobody was com-
rational use of drugs, devices
ness, it is the hospital, cloaked healthcare industry started plaining at the discovery of
and diagnostics but also at-
in secrecy and jargons, which
tract talent to the industry. In
intimidate the bravest. The
many companies, MRs and
industry – healthcare provider
field managers are travel
nexus puts profits before pa-
agents and product managers
tients when burdening pa-
have become vendor manag-
tients with unnecessary drugs,
ers. This hardly requires talent
devices and diagnostics.
or competence and healthcare
That the chief of the MCI was field sales profession has be-
corrupt enough to be arrested come the last resort of unem-
and locked up was shocking ployables.
enough for most people. If the
current CRM (Corrupt Rx Implementing UCPMP volun-
Methods) practices of phar- their careers as MRs is a testi- these new efficacious promo- tarily is definitely the way
ma, devices and other players mony to the sterling role tions that produced instant forward both in the interest of
are made public like the Radia played by both MNC and results as doctors flew from patients and people working
tapes, then healthcare industry ethical Indian companies like Bangkok to Dubai; all in the in the industry. However the
will be in a similar predica- Sarabhai and Alembic, to name of CME. Old-timers government must play an ac-
ment like that of the Congress name only a few; is proof of who resisted were replaced as tive role as many players in
led UPA. its commitment to people trade unions also gave way to the market have neither the
development. the new era of liberal eco- interest nor the inclination for
Like the degeneration of the
Pharma focused on inventing nomics. ethical promotions and people
Congress party from a free-
dom fighting movement to products that brought relief to The one-upmanship has development. Healthcare must
that of a corrupt regime of patients for myriads of ail- reached its nadir as industry reinvent itself and become
touts and middlemen, the ments, while at the same time employs people who neither committed to patient care and
healthcare industry too has empowering its people to know science nor have the people development - market
fallen into bad times. The grow as individuals and pro- heart to learn the art of rela- share will follow. ▌
once worthy inventors of Pen- fessionals. A rewarding life- tionship building. Attrition is Write to the Editor:
icillin, vaccines and other live long career was a norm. sky-high but the approach is anupsoans@gmail.com
Page 8

9. UCPMP Special MedicinMan
MedicinMan contacted industry leaders for their response to UCPMP.
Here‘s what they said.
The DoP The debate about product tising copy is created by peo-
guide- claims by the Pharma Compa- ple who know very little
lines are nies in India, are also irrele- about the molecule or its
a wel- vant. If a molecule is new and place in therapy.
come the medical profession is be- Coming to the underpaid hap-
move ing misled by a company, less Medical Representative
and the citing flawed trials, that who has to 'produce or per-
UCPMP would constitute a criminal ish'. This MR is paid less than
appears offence. Most of the mole- Industrial Casual Labourers
Prabhakar Shetty
fairly cules marketed in India have and is expected to be well
Vikas Dandekar
similar to the guidelines in the 30 to 50 or more brands and versed in Medicine !! Most
US. There is however a world all knowledge about the mol- Doctors are visited by about "Broadly, I feel we have the
of difference in the sce- 20-25 MRs in a day. If strongest provisions and stat-
nario here. It is very rele- “I do not think that Pharmaceutical this UCPMP forbids utes in place but though cli-
vant to countries where Companies are very keen to squan- samples and various chéd we have to go back to
patented molecules are der their hard earned money on promo materials, I feel the enforcement part. Unless
being introduced on a freebies. Let's face it, they are com- that the days of a few India strengthens its mecha-
regular basis and com- pelled by the very noble profession 1000 companies are nisms to check violations and
parisons with existing to shell out huge sums for all the numbered. ensure strictures, it will be
therapies and brands are freebies.” The code will be effec- very tough to bring any men-
an essential part of a tive when the Govt. tionable sanity to the idea of
launch strategy and tactics. ecules are in the public do- reins in Trade Cartels and ethical marketing of pharma-
The Govt. and Trade Associa- main. Hence, the question of also regulates the Medical ceutical brands.
tions have already strangled misleading does not arise, Profession. Otherwise
India is slated to be a $55
the Indian Pharma industry so unless the Doctor is an igno- UCPMP will turn out to be a
billion market by the end of
much that a large majority are ramus or a quack. 'ideal treatment' for the wrong
the decade and we are al-
gasping for breath. I do not The UCPMP will however disease. ▌ ready closing at $12 billion.
think that Pharmaceutical usher in a new trend in Prod- Prabhakar Shetty is an There is enough to do here by
Companies are very keen to uct Management where the industry veteran. He rose means of awareness and val-
squander their hard earned wording of a claim or benefit from MR to Assoc. Director ue driven growth." ▌
money on freebies. Let's face will adhere to the letter and at Parke Davis.
it, they are compelled by the spirit of a clinical trial or a He is currently a Director at Vikas Dandekar, India Bu-
very noble profession to shell publication. Most companies Acumen MMC. reau Chief, Elsevier Business
out huge sums for all the free- do not have a Medical Advi- Email: prshetty@gmail.com Intelligence
bies. sor or Department and adver-
Notable Comments on
―Appreciable and much needed initiative on the part ―Field representatives will be required to pull up their socks
of the DoP. This should be widely publicized in me- and equip themselves with both product knowledge and skills.
dia including TV. Norms regarding Medical Reps Since sampling will be controlled, this will have a positive
should be reviewed periodically. An annual audit of
impact on the bottom line of companies.‖ - Preeti Mohile,
complaints will make certain concerns disappear.‖
R D Joshi, Secretary General OPPI (1984-2004) Co-Founder and MD, MediaMedicCommunications Pvt. Ltd.
―Seems unlikely that all companies will follow the guidelines... I think it be a great effort if all just read it !!‖ - Deepak Paliwal,
Head-Marketing, AIOCD AWACS
Page 9

10. MedicinMan
Love at Many Sights - Insights from Across the Border
Seeing the title of this article, though you are the only per-
son who can take care of
you might be tempted to think
them.
of it as a matrimonial or a
marriage proposal. However I avoid formal or traditional
the title relates to my passion way of communication to
and love for my profession grab attention. Instead, I make
which is Pharma Marketing. them feel that I can help them
when they need me. This in
Abdul Basit Khan I was relocated by my compa-
turn helps me to connect with
ny PharmEvo to Sri Lanka Abdul is a Pakistani National
working in Sri Lanka external customers emotional-
from Pakistan in January
I MENTOR AND ly. I apply the same rule to
2011 as a Product Manager.
Thomas. J. Peter (American my internal customers, so
COACH MY I was selected to turn around
Author and consultant) said they share all their concerns
our operations in Sri Lanka
COLLEAGUES AND and was put in charge of ―The magic formula that with me.
HELP THEM TAKE THEIR development and expansion successful businesses have I mentor and coach my col-
of the market. discovered is to treat leagues and help them to for-
JOB AS CHALLENGE customers like guests and get their problems and take
It was my dream at the time
AND OPPORTUNITY. employees like people.‖ their job as challenge and
of completing my MBA to
Likewise, I say ―I love my opportunity. Sometimes, I
SOMETIMES, I MEET become a CEO in 12-15
customers‖. That starts when meet with their families, stay
years‘ time and this assign-
WITH THEIR FAMILIES, you remain with them like a at their homes and share my
ment is a blessing as it takes
family and treat them as prior- past so that they realize that I
STAY AT THEIR HOMES me one step closer to my des-
ity.
tination. am not an alien or a spooky
AND SHARE MY PAST. Whenever, I meet my custom- manager but their friend. I
When I was leaving my office
ers, I always wear a smile to always take their challenges
in Pakistan for this assign-
make them feel at ease. I de- on my shoulder and am ready
ment, I was instructed by my
MedicinMan has caught the liberately start my discussion to support them in achieving
seniors to: 1. “Create net-
imagination of Pharma pro- with any news topic or current their goals.
works‖ by my Sr. M.M 2. “Be
fessionals from all over the affairs and even with family I hate the word ―Boss‖ and
a silent observer‖ by my
world. This article from a touch points. This helps me to treat my people as family. I
Director Marketing and 3.
involve them in a way that I keep them motivated through
Pakistani professional work- “Follow up‖ by my M.D. I
want and receive insights infusion of internal healthy
ing in Sri Lanka and writing was fortunate to have these
about what they want and competition and giving con-
for an Indian Magazine is a three persons to guide me – it
need. tinuous encouraging enablers
proof of that. is like attending school for
being a future leader. I always try to Google their and rewards.
Pharma professionals in interests and find personal This is all I do to keep my
Now to lift the curtain on my
interest in those things. Some- topic alive - ―Love at several
South Africa are also inter- mysterious title, ―love at sev-
times, I meet them only to sights‖. ▌
ested in reproducing eral sights‖. Briefly it relates
provide an article / news
MedicinMan in South Afri- to the way in which we treat Abdul Basit Khan is a Prod-
item / magazine or discuss
ca. our customers – meeting them uct Manager at PharmaEvo
cultural / language and tradi-
regularly and caring for them Ltd. in Sri Lanka. He is origi-
tional differences and similar-
MedicinMan welcomes as a family. nally from Pakistan.
ities.
contributions from Pharma James Stewart, an American
The most important lesson
professionals from all over actor, once said, ―Never treat Contact him at:
which I give to my colleagues
the world. ~ MM your customers as audience, abdul.basit@pharmevo.biz
is to serve the doctors as
always as partners‖.
Page 10

11. MedicinMan
60 Seconds for Patients and 16 Seconds for MRs Comments
An article by Adi Narayan of India‘s 10 biggest pharmaceu- The pharmaceutical industry‘s
Bloomberg on the plight of tical companies, Dr. Reddy‘s, influence in driving sales is
Medical Reps waiting for Cipla, Pfizer and Glaxo -- facing resistance from the
cardiologist P.L. Tiwari in bolstered their combined sales Medical Council of India in
Bombay Hospital has become forces by more than 6,000. New Delhi. MCI -- the top
a trending story on the Net. India has 92,000 brand names government body responsible
The good doctor is inundated of registered pharmaceuticals. for setting ethical standards.
with Medical Reps (MRs) and MCI is restricting sponsorship
About 90 percent of prescrip-
limits their visits to Friday of medical events, including
tions are generics, which
nights. He disposes of 30 paying for doctors‘ flights and K. Chandrasekharan
companies seek to differenti-
MRs in 8 minutes flat; that‘s accommodations.
ate with unique names -- mak-
16 seconds of the good doc- The council is seeking a sys- To train MRs first of all the
ing them branded generics.
tor‘s valuable time per MR. tem requiring India‘s 800,000 trainer should have the fun-
Prices of the brands can differ
The good doctor however doctors to continue updating damental belief in communi-
by as much as 75 percent for cation as a medium of reach-
does not complain about be- 10 tablets, according to their knowledge and skills.
ing the customer.
ing inundated by 50 patients MIMS. For some doctors, sales pitch-
every day. One wonders about es from pharmaceutical com- 20 seconds sometimes is
When prescribing, Indian pretty long time to face a
the quality of patient care in panies are their only source of
doctors typically refer to customer when you have
such situations given the seri- new medical information.
brands rather than chemical nothing of substance to
ousness of cardiac ailments. Biased information from the
names. Chemists are prohibit- communicate. Usain Bolt
This gains significance in the industry is influencing doc-
ed from substituting one ge- covered 200 meters in
light of a Times of India re- tor‘s decisions, said Pankaj
neric for another, even if it‘s 19.19 seconds. When you
port about MCI‘s proposal to Chaturvedi, a cancer surgeon
cheaper, so MRs persuade train the MR ask him to sit
make it obligatory for doctors at Mumbai‘s Tata Memorial
doctors to think of their in front of you silent and
to spend quality time with Hospital.‖
brands first. check how long it takes to
patients. Both the Bloomberg cross just 10 seconds.
There are at least 43 brands of In the light of the above,
and TOI article can be read @
blood-pressure drug, olmesar- training and development of If you have information on
www.medicinman.net
tan, which is sold by Merck Pharma field sales profession- the customer and can classi-
The highlights of the Bloom- als gains even more signifi- fy him as (1) Believer and
berg article are: as Olmighty and by Glaxo as
Benitec. cance. For example they now User (2) Believer but non-
―Pharmaceutical sales in India have to communicate like a user and (3) Non-Believer -
According to McKinsey, there Non -User then your com-
have increased at 14 percent 30 second advertisement jin-
annually since 2005, stoked will be at least three Medical munication can be fine
gle on TV. Their attire and
Reps for every 10 doctors by tuned. Believe me when a
by rising incomes and surging appearance becomes the first
2020. ―MRs are getting good communicator meets
rates of CAD, diabetes and layer of communication and
cancer. crowded out of the doctors‘ the doctor, the first surprise
they need to develop resili-
chambers,‖ especially in In- begins - nowadays good
DTC is banned in India, ence in their attitude. In short,
dia‘s largest cities. communicators are a rarity.
so Pharma companies are a complete shift of mindset.
trying to tap the $12 billion Growth in salaries has out- Hopefully these adverse times K. Chandrasekharan is a
stripped productivity with will lead to pharma compa- Consultant—Pharmaceutical
market through a sales force
MRs at Ranbaxy, Cipla, Dr. nies taking genuine interest in and Life Sciences Operation
of 100,000 that is predicted to
Reddy‘s and Lupin generating at “Chase” Corporation.
at least triple by 2020. (This the development of their field
figure is suspect as a Business less revenue than they were force that will equip them This comment was made on
two years ago, according to with skills to deal with Indian Pharma Connection
World article in 2003 indicat-
Edelweiss Securities report. changed market conditions. ▌ on Linked-in
ed the number of MRs to be
300,000.) ~MM
Page 11

12. MedicinMan
Differentiation Through Pharmacovigilance
How Field Force can convert Problems into Rx Opportunities
- Viraj Suvarna
For the field force managing The company‘s clinical safety This experience improves
adverse events (AEs) is an officer then connects with the credibility of the company in
onerous task, fraught with the concerned doctor and thanks the eyes of the customer.
prospect of irritating an al- him for honoring their report- Continuing safety data on a
ready irate customer. This ing obligation and puts them product, if analyzed carefully,
article empowers every field in touch with the product phy- can reveal a whole lot of in-
sales person to use AEs into sician who then proceeds to formation which can help
Rx opportunities. engage the reporting doctor in further the science around the
a conversation that enables product. At times it can lead
By looking at Pharmacovigi-
the product physician to un- to a new indication and a
lance beyond drug safety and
derstand the circumstance of blockbuster product as hap-
compliance, Medical Reps
the case and gives an oppor- pened with Viagra and erec-
can turn it to a point of cus- tunity for the doctor to under- tile dysfunction. Medical
tomer engagement. Some-
ONE NEED NOT thing that can be the differen-
stand the reason behind the Reps could even conduct
adverse event. Pharmacovigilance work-
SHY AWAY FROM tiator and a core competence.
The product physician can shops using real life examples
REPORTING The spontaneous adverse provide data on similar events of the product which can lead
event reporting system is a that may have occurred in to more Rx opportunities.
ADVERSE EVENTS. mandatory requirement for India and across the globe. To conclude, one need not
LEVERAGE ON companies interested in dis- This way the doctor under- shy away from reporting ad-
charging their responsibility stands the event fully. It is verse events but instead lever-
THE FACT THAT age on the fact that the sci-
towards their patients as long possible that the adverse
THE SCIENCE OF as their product is marketed. event may not have been ence of safety can be a source
causally related to the drug. of continuing business. It is
SAFETY CAN BE A When a doctor reports an ad-
not that one drug is better
The event could have been
verse event, instead of getting
SOURCE OF caused by a drug-drug inter- than another. It is about find-
scared that the doctor may not ing out which patient re-
action or perhaps the doctor
CONTINUING prescribe the product ever sponds best to which drug.
may not have used the prod-
BUSINESS. IT IS again or worse still tell other
uct as per the label. And which patient may not.
doctors not to prescribe,
NOT THAT ONE Medical Reps should empa-
Thus the doctor learns to Continuing benefit to risk
match the right patient to the assessment (BRA) helps put
DRUG IS BETTER thize with doctors and inform
right drug and how to use the the product in perspective and
them about the company‘s gives the medical community
THAN ANOTHER. safety department which con-
product optimally, maximiz-
ing the benefit and minimiz- a clearer picture of how to use
IT IS ABOUT scientiously collects all such
ing the risk. He is reassured of a product in as safe a manner
information and feeds back as possible. After all, all of us
FINDING OUT the analysis of the safety pro-
the wealth of evidence on the
product's safety and tolerabil- can be patients. Even doc-
WHICH PATIENT file of the product in the real
ity, both in randomized con- tors..▌
world. The Medical Rep must
RESPONDS BEST trolled trials and in the real Viraj Suvarna is Medical Dir.
then inform his immediate at Boehringer Ingelheim.
world, and continues prescrib-
TO WHICH DRUG. supervisor and the company‘s
ing the product with greater Email:..viraj.suvarna@boehri
medical department. nger-ingelheim.com
confidence.
Page 12

13. MedicinMan
Are You a Mazatec Manager?
A SuperVision Series Insight
According to legend, Many front-line managers If the head is good, then the
Mazatec Indians who live in tend to operate like the whole fish is good.
Mexico do not share anything Mazatec Indians; they believe
Many sales teams are led by
as they believe that even that if they encourage, share
incompetent people at the top.
greeting someone with good and develop their colleagues,
They feel threatened by com-
wishes involves giving away they will lose their position.
petent people. So they always
something from their personal This insecurity is often at the
hire someone they can easily
fortune. root of underdeveloped/poor
manage; someone they be-
quality MRs in terms of
Mazatec Indians do not make lieve knows less than them.
knowledge, skills and attitude.
any efforts to help ease the As a result the company at-
burden of their fellowmen. How to overcome this insecu- tracts only poor quality peo-
They do not even like to have rity and develop team mem- ple who naturally perform
a second child because they bers to facilitate great perfor- less than their leader.
believe that they will have to mance? Leadership is like a Avail a Special Discount of
SuperVision for the SuperWiser
love the first child lesser. fish. The rot begins in the Front-line Manager is a first-of- up to 45 % on bulk purchase
Mazatec Indians are a dwin- head. Experienced fish eaters its-kind Learning and Develop- of SuperVision for the
dling tribe toady with only check the head of the fish for ment tool crafted to address the
SuperWiser Front-line
freshness before buying it. development needs of Pharma
around 18,000 surviving. Manager.
Front-line Sales Managers.
Mail: anupsoans@gmail.com
Anonymous Letter to the Editor Call: +91 934 2232 949
Dear Anup Soans, glad The scenario today is that systems followed earlier or
you still support the classical somebody who comes even implementing their diktats
approach of clean (ethical!) when the going is great dis- by working first hand. ―Run
demand generation. cards existing practices, even after a huge segment!‖ It is
Believe me, it is not just the junks great products as soon huge, because everybody is
quality of foot soldiers, the rot as possible, and attempts to into it! What you get out of it
comes down from the top! replace those with his/her is a fragment! There are too
When I entered the field, all historical baggage, with- many guys fighting for a
my superiors were hard core out even assessing wheth- share of a 'Copy!'
field people. They were not er the changes would blend In these circumstances, train-
perfect, but they did have an with operations, resulting in ing of course must morph to
excellent grasp of the subject, multiple obstacles, and the dance to the tune of this boss.
a good idea of what was ex- decline thereafter is attributed 'Get sales, get sales, get sales!
pected of them, and a clear to the non-cooperation of the Don't spend time even on
idea of how to go about field and inability to imple- prospecting for the
it. Most of them ascended ment best practices from right customer, or
from the ranks. Those who across the spectrum - spec- Avail a Special Discount of
waste time
came in at higher levels did trum meaning the earlier en- on learning about up to 45 % on bulk purchase
not overrule meth- vironment that the new guy what you of HardKnocks for the
ods arbitrarily, but familiar- comes from. Naturally attri- are promoting! Do GreenHorn.
ized themselves with opera- tion multiplies manifold. what you are told! Mail: anupsoans@gmail.com
tions, and only after discuss-
I would like to mention that Written by a veter-
ing with core managers, did Call: +91 934 2232 949
these new heads do not ever an pharma sales
attempt to change anything
experience the working of the professional.
they felt needed changes.
Page 13

14. MedicinMan
E-reporting or Sales Force Automation?
“Many a Choosing the SFA product Secondary sales data, HR
SFA needs to wrong then becomes a tactical initia- systems
step was tive mostly driven by fear. Has Built in Control indica-
dynamically taken by Enter e-reporting. A stripped tors
standing
link sales force still”.
down version of SFA provid-
ed as a cheap alternative. Low
Instantly propagates data
into reports for meaningfully
strategy and Indian
Pharma-
cost turns out to be the USP.
The typical e-reporting tool
decision making
Needs to align with Pharma
operational ac- Rajesh
Rangarajan
ceutical
Industry is
has a bunch of daily call entry
screens, sample management
sales process
tions. A typical one of the fastest growing and some reports. At best, the In essence SFA needs to dy-
namically link sales force
sectors at 14% growth rate. information from this system
output of an Despite such buoyant growth will help understand activity strategy and operational ac-
as well as increased penetra- efficiency of MRs. But the tions. A typical output of an
SFA should tion of Internet, Indian SFA should highlight
the cause and effect
highlight the Pharma has shown re-
sistance to embrace tech- variables i.e. which
cause and ef- nology to enhance sales &
marketing effectiveness.
action of yours has
yielded what kind of
fect variables On the other hand compe-
results. Using this
information, the abil-
tition is fierce given the
i.e. which ac- fact that there is minimal
ity to forecast sales
numbers is of para-
difference between brands.
tion of yours The company with better rela- one question that should loom mount importance.
in front of the Pharma compa- If your goal is to manage by
has yielded tionship with doctors and bet-
ter activity efficiency have a nies is that ―Do these features objectives, Pharma SFA
help us achieve business pri-
what kind of notional edge in the market
place. orities‖?
should be a perfect ally in
automating all processes and
results. Using With redefined business prior-
I believe that business leaders
look for comprehensive solu-
data collection and deliver
meaningful reports for deci-
ities, changing market scenar-
this infor- io and pressure from competi-
tions to address business pri- sion making.
orities. Given this, let‘s at- Do not fall for cheap me-too
mation, the tion, companies look for a
quick fix solution. There is a tempt to define what an SFA alternatives of e reporting
should be.
ability to fore- widespread talk of Pharma
SFA being the panacea for all Sales Force Automation: A
tools sold under the garb of an
SFA. The cost of undoing and
cast sales num- business problems. Some tool that: redoing this work could be of
monstrous proportions. Make
companies jump into the Records all events in the
bers is of par- bandwagon without proper sales process a smart buy.
understanding or research. Records Pertinent data driv- SFA should be Easy to buy,
amount im- The reasons to look at an SFA en by those events Easy to Use.
portance. product are evident. Pressure
from competition, no proper
Automate the process of
data collection
Rajesh Rangarajan is Partner
and Chief Marketing Officer
IT unit within the company at SwaaS Systems.
Integrates with other rele-
and no defined budgets. Email: rajesh@swaas.net
vant systems like Primary,
Page 14

15. MedicinMan
Proud to be a Sales Professional !
Though I work as a Training Customer differently & he  He meets a Conservative
Manager today, I still have learns the nuances of handling Customer… he gains a
the heart of a Sales Person. I different people. Never Give up Attitude
worked in the field for 15 Every day, he wakes up with  He persists long enough
years and I always felt proud a Challenge and subcon- to convince a Custom-
to be a Sales Professional. sciously, he has programmed er… he develops Com-
A Sales Job teaches one the his mind to perceive munication Skills
Art of Living. A Sales Profes- ―Challenge‖ as ―Opportunity
sional will always have an in Disguise‖. Experientially,  He travels and stays in
edge over Rest of the World, he learns how to convert a different markets… he RM Saravanan
as the Sales Job provides Ho- Problem into an Opportunity. becomes adaptable Training Manager
listic Development & Multi- A Sales Professional who has Chiron Panacea
A Sales Professional gains
ple Intelligence. a winning attitude and works
from every experience:
A Sales Professional deals on self-development will MedicinMan Invites
 He meets a Friendly Cus- achieve Success in all walks
with outside world on a con-
tomer… he learns Rela-
Contributions
of life. ▌
sistent basis. To be Success-
tionship Building ~
ful, he has to deal with every MedicinMan will chroni-
Sales : A Stepping Stone to Success in Life - Atish Mukherjee
cle the achievements of
people who began their
I have always considered to make the patient communi- they have never been a hurdle career in pharma and
Medical Representatives to be ty understand the benefits of to me.
allied field sales like
the knowledgeable front-line the product is a challenge in In conclusion, a Medical medical devices and
warriors of the medical fra- itself. Rep‟s job makes a person
grew to positions of emi-
ternity, delivering the best to Secondly, seeking coopera- confident enough to endure
the hardships of today‟s nence. This is to moti-
the patient. Because of this tion from the medical fraterni-
attitude, I have always been corporate world. It should vate the current crop of
ty to receive very personal
engrossed in my work. information on who can use be a part of professional MRs and other field
such a sophisticated lifesaving curriculum of those who see sales people as well as
As a Rep, one is constantly themselves as future lead-
drug is another challenge. But to market the pharma
facing challenges. ers. ▌ -
overcoming them gave me industry to attract tal-
Launching a product which self-confidence to face more Atish is Manager, eProbe ent.
involves lots of care and pains challenges in such a way that Research Contributions, contacts,
and success stories are
Sales: An Education for Success in all Aspects in Life welcome.
First of all, a sales person is a his monthly stress manage- I salute to every such profes-
Joshua Soans
fearless person. He learns ment class. His demanding sional. He (or she) is not only
how to overcome obstacles customers teach him to care playing a pivotal part in mov- Executive Editor
and come out as a winner. He for people and their needs. ing the economy but also joshuasoans@gmail.com
learns tenacity. He cultivates He learns so many life les- close to becoming an ideal
a never give up attitude and sons on the job and if he ap- human being. ▌
patience. He sees every cus- plies that in daily life he is
Amruta Bhavthankar
tomer as a teacher. The boss‘ approaching towards becom- Exec. HR, Chiron Panacea
pressurizing every month is ing a near perfect individual. bamruta@gmail.com
Page 15