At the outset, I would like to congratulate you for all the effort in writing these two books. It is a necessity for the Pharma Industry. There are number of books and publications available on top management functions but hardly, we come across books on basics for the basic functions – like Strategic Pharma Selling for MR and FM. These should be the text book for all aspiring and practising MR and FM. I am sure it will help them to understand the art and science of Pharma Selling and help in developing leadership skills. Finally, what our country needs today and more for tomorrow is ‘Sells PULL’ than ‘Sells PUSH’. Hope your book will contribute towards this object. I would like to share few copies of your books with my Industry friends and MDP participants. I am not sure whether the book is available in any of the Kolkata book stores. If not, it would be nice if you could request the publisher to help me buy five copies of each book at the earliest so I may share these with the participants during June and July MDPs. Sanjoy Mitra , Managing Director, SMSRC Private Limited

1. Book Review
HardKnocks For the Greenhorn
Author: Anup Soans
Price: ` 599
The Indian pharma industry has seen a phenomenal growth in recent years. This
has created employment opportunities in the field with respect to sales, marketing,
research and management. This book brings forth the necessary skills required by
Pharmaceutical Sales Representatives (PSRs) in performing their daily duties.
The author has in a clear and lucid language tried to elucidate the application of
basic principles of marketing to the job of these PSRs. The book tries to focus
on bringing out the finer skills hidden within an individual with the help of
illustrations and examples and their importance in sales.
The first part of the book is an introduction to the Indian healthcare delivery
system and the pharma industry in detail. The second part outlines the roles and
functions of PSRs and their importance in the marketing chain. The next parts try
to inform the PSRs on the knowledge that they should possess anytime during
the performance of their duties. The concepts of industry, customers, territory and
competitor’s knowledge have been put forth in a brilliant yet simple way. The PSR
being the next frontline manager in future, there is a section product position,
differentiation, branding, pricing, new product launch and public relations. The
book ends with a section on personal skills like presentation, dressing, attitude,
communication skills, personality, ethics, etc, which assist in holistic development
of a PSR. Overall an excellent read for aspiring pharma sales professionals,
existing PSRs, pharma trainers, and pharma management students.
Supervision for the Superwiser Front-Line Manager
Author: Anup Soans
Price: ` 799
The second book in the series for pharmaceutical sales professionals, ‘Supervision
for the Superwiser Front-Line Manager’ is dedicated to the roles, responsibilities
and skills of a front-line manager in the pharmaceutical sector. This makes a unique
reading as unlike management books the principles of management are illustrated
via anecdotes, stories, case studies and cartoons, etc. The book begins by illustrating
the importance of the front-line manager in the growing pharmaceutical industry
and the important link that they are in between the sales force and the management.
It then expands into the ideal qualities of a good front-line manager and ways to
achieve them.
The stress of the book is on the leadership role, managerial role, motivational
role and teaching role played by a front-line manager towards his team of sales
representatives. The section on how to manage customers and how to achieve
breakthrough performance uses simple life skills and management principles
applied to the job of the front-line manager. The concept of emotional intelligence
and its application in team management and customer management is of practical
use to existing and potential front-line managers. The concluding section on
progression in the chain of management beyond front-line managers and grooming
of successors serves as an inspiration to front-line managers. Overall, a unique book
dedicated specifically to the needs of a front-line manager and utilising all the
principles of management towards personal and professional growth.
Reviewer: Dr Mandar Kubal
Consultant - Infectious Diseases and HIV AIDS, Infectious Diseases and Pulmonary Care (IDPC)
March 2012 I Modern Pharmaceuticals 75