Marketing and sales management work book

1. A professional summarized guide
Prepared by:
Dr. Hani Malkawi
Kena Roots for topical
therapeutics
One of Kena Roots experience digest
Marketing and sales
management workbook

2. Table of Contents
3. Preface
4. Chapter 1:
Pharmaceutical country profile
5-11. Chapter 2:
Annual business plan
12-17. Chapter 3:
Marketing and sales planning
18-20. Chapter 4:
Work implementation & monitoring
reports and forms
21-27. Chapter 5:
Work and employee evaluation sheets
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Marketing and sales management workbook

3. Preface
Kena Roots accumulated experience over 12 years in all
its markets has had the greatest impact in believing in the
importance of planning, effective implementation and the
ability to evaluate.
Kena Roots believes in the importance of sharing its expertise
with all companies and institutions under the umbrella of
the pharmaceutical sector, and because of this importance in
exchanging experiences and enriching the work place.
Thatis,itshonoredtosharethisshortandsummarizeworkwith
you, which we hope will be of assistance to some companies in
managing the marketing and sales of their brands, especially
those small and medium size companies.
In this workbook, we present to you the forms and templates
that help facilitate the management of the marketing and
sales process in a professional and perfect manner, and in a
summarized and practical way.
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Marketing and sales management workbook

4. Chapter 1 Pharmaceutical
country profile
Date:
Country:
Parameter Description
Demographic data:
- Total population:
- Population annual growth rate (%):
- GDP growth (Annual %):
Public expenditure on pharmaceuticals
(Annual, $):
Private expenditure on pharmaceuticals
(Annual, $):
No. of public hospitals / Area
/ No. of beds:
No. of private hospitals / Area / No. of beds:
No. of private clinics / Area:
Total No. of physicians (Drs):
- Per sector (Gov. or Private):
- Per area:
- Per specialty:
Total No. of Pharmacists:
- Per sector (Gov. or Private):
- Per area:
Total No. of pharmacies
- Per area:
- No. of chain pharmacies:
Total No. of drug stores / Companies
Notes:
We can get the essential information from this well-prepared pharmaceutical country profile, which we have to
use it in our business plan an all of our planning process.
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Marketing and sales management workbook

5. Chapter 2 Annual
business plan
Annual Forecast:
Product Expected Sales (Unit) Expected Average
Bonus (Unit)
Expected Free
Samples
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Marketing and sales management workbook

6. Chapter 2 Annual
business plan
Marketing parameters :
Product Product Category
(Prescription / Otc
Mix)
No. Of
Med.
Reps.
Target Audience
(Drs Speciality)
No. Of Drs Will Be
Covered/Month/
No. Of Visits
Product categorization and No. of Med. Reps who will work on products/ each product:
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Marketing and sales management workbook

7. Chapter 2 Annual
business plan
Marketing activities and tools:
Product Expected
No. Of
Prescription
/Month
Promotional
Materials
Will Be Used
Drs
Appreciation
Tools
Digital
Marketing
Tools
Social Activities
Sponsorning
Tools
Med. Reps
Incentive
Program
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Marketing and sales management workbook

8. Chapter 2 Annual
business plan
Sales parameters :
Product sales activities and tools:
Product PRODUCT
CATEGORY
(PRESCRIPTION
/ OTC MIX)
NO. OF
SALES.
REPS
NO. OF
PHARMACIES
WILL BE
COVERED/
MONTH/NO.
OF VISITS
NO. OF CHAIN
PHARMACIES
/ LOYAL
CUSTOMER
WILL SIGN
CONTRACT
WITH THEM
PROMOTINAL
MATERIALS
WILL BE USED
PHARMACIST
APPRECIATION
TOOLS
SALES REPS.
INCENTIVE
PROGRAM
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Marketing and sales management workbook

9. Chapter 2 Annual
business plan
Marketing and sales budgeting / Annual :
MARKETING AND SALES ACTIVITY / TOOL AMOUNT VALUE ($)
Med Reps. Payroll (Include all other expenses and incentives)
Sales Reps. Payroll (Include all other expenses and incentives)
Printable promotional materials
Physicians and pharmacists appreciation
Loyal customers (Chain pharmacies and OTC pharmacies) contracts,
gifts and discounts
Social activities sponsoring
E-Marketing program expenses
Others
Total ($)
Notes:
The main purpose of business plan building is to detect the annual target for each product, then how can we can
achieve these sales, the what are the expenses we have to pay for this product.
To get the accuret ideas and figures of competitors situation , sales and marketing and sales activities, you have
to use all data about the competitor from IMS or field market survey through competitor analysis sheet.
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Marketing and sales management workbook

10. Chapter 2 Annual
business plan
Competitor analysis sheet
Date: / /
Product Name:
Med. / Sales Rep. Name:
NO. Competitor Origin Size Price Bonus (%) Annual Sales Promotional
profile
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
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Marketing and sales management workbook

11. Chapter 2 Annual
business plan
SWOT Analysis Sheet
Date: / /
Product Name:
Strengths Weakness
Opportunities Threats
Notes:
SWOT analysis can be make for both, the company and the product.
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Marketing and sales management workbook

12. Chapter 3 Marketing &
Sales planning
(Product Name) Marketing & Sales Road Map Plan
Marketing and sales aspects table:
Product Name: Dosage form: Size:
Aspect Target Description and tools
Prescription / OTC Mix ….% / ……% (……. unit sales come
from the prescription)
Med. Reps visits
All of marketing mix activities.
No. of Med. Reps.
Each Med. Rep. covers …… Dr. with ……
visits each month.
Each Dr. supposed to write ……..
prescription each month.
Each prescription must be responsible
for (…….. units sales).
Target audience Each Med. Rep. will cover ……. Drs (……
their specialties).
Reps. training To build an effective product
specialist
Products knowledge training .
Marketing and sales skills .
Marketing & Sales activities
No. of prescriptions Average of (…….) prescription per
month and about …… unit sales per
year (……% of annual target)
Med. Rep. effective visits to ……. Dr.
(…… visit per month).
Dr. appreciation.
Science behind the product Building a product differentiation Submitting scientific studies to Drs.
Revealing the product superiority
over the other competitors.
Differentiate the product through all
channels of digital marketing.
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Marketing and sales management workbook

13. Chapter 3 Marketing &
Sales planning
(Product Name) Marketing & Sales Road Map Plan
Marketing and sales aspects table:
Product Name: Dosage form: Size:
Aspect Target Description and tools
Drs appreciation Building a loyal Drs list Use of all of ethical appreciation tools
(like conference sponsoring, Seminars,
Text books gifting … etc)
Pharmacists appreciation Building a loyal pharmacists list Special bonus or discounts.
Gifts and services.
Loyal customers (big demand)
building
To get ……..% of total product
annual sales (………unit) from ……….
pharmacies (Chain pharmacies and
OTC oriented ones).
Special contracts with pharmacies
(extra bonus or special discounts).
Appreciation and gifts.
Special events.
Promotional materials Printable promotional materials for
Drs and pharmacies
Dr. brochures.
See-through
Display stands and flyers
Social activities sponsoring Support for social events for
patients, marathons … etc.
Lecturing.
Samples distribution.
Gifting.
Digital marketing Effective reach for professional
customers (Drs & Pharmacists) and
patients (End consumers)
Social media – Facebook, Twitter,
Instigram and LinkedIn- (Posts, videos,
…etc).
Google Ads.
Emailing.
Reps. attractive incentive scheme Valuable incentive scheme for both
Med. & Sales Reps.
Calculated in relation to the annual
sales target
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Marketing and sales management workbook

14. Marketing and sales Budgeting / ANNUAL:
No. Description Value (JD) Notes
1
Med. Reps Payroll (include all other
expanses)
For all company`s
products
2
Sales Reps incentives (……% of total (the
product) sales)
Specific for (the product)
3 Printable promotional materials
Specific for (the product)
4
Drs & Pharmacists appreciation and gifts Specific for (the product)
5
Loyal customers (chain pharmacies &
OTC pharmacies) discounts (…..% of total
the product sales)
Specific for (the product)
6 Social activities sponsoring
Specific for (the product)
7 Digital marketing
Specific for (the product)
Total (JD)
Total (JD)-Direct to the product
Chapter 3 Marketing &
Sales planning
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Marketing and sales management workbook

15. Product Name:
Product picture
Product slogan:
Why (Product name) is an ideal brand? (Product name) ….. Invent solutions
Technical and manufacturing differentiation
aspects
Product name
Chapter 3 Product
Differentiation Card
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Marketing and sales management workbook

16. Chapter 3 Med. Rep – Product – Drs calling
list action plan
Date: / /
Product Name:
Med. Rep. Name:
No. Dr. Name Dr. Specialty
and
Classification
Area No. of visits
/ month
No. of prescription
Dr. prescribed
1
2
3
4
5
6
7
8
9
10
11
12
13
14
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Marketing and sales management workbook

17. Chapter 3 Sales Rep – Product – Pharmacy
calling list action plan
Date: / /
Product Name:
Sales Rep. Name:
No. Pharmacy Name Pharmacy
classification
category
Area No. of visits
/ month
Product quantity
units sold
1
2
3
4
5
6
7
8
9
10
11
12
13
14
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Marketing and sales management workbook

18. Med. Rep. Daily Report
Chapter 4 Work implementation and
monitoring reports and forms
Product Name:
Med. Rep. Name:
Region:
No. Dr. Name Specialty Dr.
Classification
Pharmacy
Feedback
Notes
1
2
3
4
5
6
7
8
9
10
11
12
13
14
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Marketing and sales management workbook

19. Chapter 4 Key account follow up report
(monthly report)
Key account manager name:
Date: / /
Follow up visit aspect Description
Key account name Key account profile (ID)
Key account (1):
Key account (2):
Key account (3):
Key account name Visit summary
Key account (1):
Key account (2):
Key account (3):
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Marketing and sales management workbook

20. Chapter 4 Loyal customer (Pharmacy)
follow up report (monthly report)
Supervisor Name:
Date: / /
Loyal customer (Pharmacy) details
Pharmacy Name: Pharmacy Class:
Area: Decision making name, Pharmacy tel.,
Mobile No., Email:
OTC competitors, bonus, services, estimated monthly sales unit and stock
Target product (1) competitor
Target product (1) competitor
Target product (1) competitor
Supervisor call summary
Pharmacy feedback
Notes and suggestions
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Marketing and sales management workbook

21. Med. Rep. Achievement Report ( Month/Quarter)
Chapter 5 Work and employee evaluation
sheets
Date: / /
Parameter
Med. Rep. Name
No. of Dr. calls with
achievement (%)
No. of Loyal
customers
(Pharmacies) calls
with achievement
(%)
No. of chain
pharmacies calls
with achievement
(%)
Total No. of street
pharmacies calls
Total products
samples submitted
(Qty.)
Total No. of
vacations and
leave
Total products
sales value (JD)
Sales (%) achieved
from target
(%) of Loyal
customers
(Pharmacies) sales
from total sales
value
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Marketing and sales management workbook

22. Company Logo Slogan
Representative Job Identity (Professional ID)
Rep. (Med./Sales) Name:
Qr./Year:
Professional job parameter Description and method of evaluation
Job behavior within the organization See below for each parameter
Commitment to working hours Work start and end time.
Presence in the workplace (Field) according to work plans
Compliance with administrative instructions Flexibility and commitment to work instructions in the company.
Mastery of the scientific materials for the
products
Representative must take a professional product knowledge training.
To be evaluated through roll plays.
To be evaluated through double visits with product manager or
supervisor.
Key skills for work See below for each parameter
Skills in handling basic marketing and sales
management documents
Representative must take this kind of training
Representative must be professional with handling these management
documents and to be evaluated from his direct manager.
Marketing and sales skills Representative must take this kind of training
Can be evaluated through double visits with supervisor or marketing
manager
Team work skills Representative must take this kind of training
Can be evaluated through supervisor, managers and his colleagues
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Marketing and sales management workbook

23. Presentation skills Representative must take this kind of training
Can be evaluated through double visits with supervisor or marketing
manager
Influency and persuasion skills Representative must take this kind of training
Can be evaluated through double visits with supervisor or marketing
manager and in his daily work routine
Problem solving skills Representative must take this kind of training
Can be evaluated through double visits with supervisor or marketing
manager and in his daily work routine
Decision making skills Representative must take this kind of training
Can be evaluated through double visits with supervisor or marketing
manager and in his daily work routine
Communication skills Representative must take this kind of training
Can be evaluated through double visits with supervisor or marketing
manager and in his daily work routine
Main work duty achievements See below for each parameter
No. of effective visits to doctors Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager.
No. of effective visits to pharmacist Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager.
No. of effective visits to other medical centers Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager.
No. of prescriptions written by doctors Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
from Sales Reps reports.
Quantities of items sold for each product Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
sales manager.
No. of pharmacies and customers who bought
the items
Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
sales manager.
Percentage of bonus granted to customers for
each product
Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
sales manager.
Percentage of achieving sales target for each
product per regions
Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
sales manager.
Percentage of collection of the products sold
in the region
Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
sales manager.
Percentage of returned goods for products in
the region
Can be evaluated through daily and monthly work reports
To be evaluated from marketing manager or the in charge manager and
sales manager.
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Marketing and sales management workbook

24. Professional tasks See below for each parameter
Follow up and collect information about
customers activities
Should be through special regular report
Follow up and collect information about
competitors activities
Should be through special regular report
Contribute to creating ideas and ways to
improve company`s image and increase its
sales and revenue
See below for each parameter
Idea 1: To be evaluated from company`s managers and other employees.
Idea 2 To be evaluated from company`s managers and other employees.
Idea 3 To be evaluated from company`s managers and other employees.
Idea 4 To be evaluated from company`s managers and other employees.
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Marketing and sales management workbook

25. Representative Job Identity (Professional ID) – Evaluation scores Sheet
Rep. (Med./Sales) Name:
Qr./Year:
Professional job parameter Score
Job behavior within the organization
* * * * * * * * * * * * * * * *
Commitment to working hours
* * * * * * * * * * * * * * * *
Compliance with administrative instructions
* * * * * * * * * * * * * * * *
Mastery of the scientific materials for the
products
* * * * * * * * * * * * * * * *
Key skills for work
* * * * * * * * * * * * * * * *
Skills in handling basic marketing and sales
management documents
* * * * * * * * * * * * * * * *
Marketing and sales skills
* * * * * * * * * * * * * * * *
Team work skills
* * * * * * * * * * * * * * * *
Presentation skills
* * * * * * * * * * * * * * * *
Influency and persuasion skills
* * * * * * * * * * * * * * * *
Company Logo Slogan
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Marketing and sales management workbook

26. Problem solving skills
* * * * * * * * * * * * * * * *
Decision making skills
* * * * * * * * * * * * * * * *
Communication skills
* * * * * * * * * * * * * * * *
Main work duty achievements
* * * * * * * * * * * * * * * *
No. of effective visits to doctors
* * * * * * * * * * * * * * * *
No. of effective visits to
pharmacist * * * * * * * * * * * * * * * *
No. of effective visits to other
medical centers * * * * * * * * * * * * * * * *
No. of prescriptions written by
doctors * * * * * * * * * * * * * * * *
Quantities of items sold for each
product * * * * * * * * * * * * * * * *
No. of pharmacies and customers
who bought the items * * * * * * * * * * * * * * * *
Percentage of bonus granted to
customers for each product * * * * * * * * * * * * * * * *
Percentage of free medical
samples disbursed for each
product
* * * * * * * * * * * * * * * *
Percentage of achieving sales
target for each product per regions * * * * * * * * * * * * * * * *
Percentage of collection of the
products sold in the region * * * * * * * * * * * * * * * *
Percentage of returned goods for
products in the region * * * * * * * * * * * * * * * *
Professional tasks
* * * * * * * * * * * * * * * *
Follow up and collect information
about customers activities * * * * * * * * * * * * * * * *
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Marketing and sales management workbook

27. Follow up and collect information
about competitors activities * * * * * * * * * * * * * * * *
Contribute to creating ideas and
ways to improve company`s image
and increase its sales and revenue
* * * * * * * * * * * * * * * *
Idea 1:
* * * * * * * * * * * * * * * *
Idea 2
* * * * * * * * * * * * * * * *
Idea 3
* * * * * * * * * * * * * * * *
Notes:
The manager who will be responsible for the Reps evaluation, must be master all these skills along with high level
marketing and sales management courses.
The score scales is from (1 – 10).
27
Marketing and sales management workbook

28. Prepared by:
Dr. Hani Malkawi
Kena Roots for topical
therapeutics