Fieldwork and rcpa

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Fieldwork and rcpa

  1. 1. Field Work And RCPAField Work And RCPA 11Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  2. 2. Presentation ContentPresentation Content 1.1. How to Recognize a Great SalespersonHow to Recognize a Great Salesperson 2.2. Prerequisite for successful sellingPrerequisite for successful selling 3.3. Daily Sale call PlanningDaily Sale call Planning 4.4. Vital 3 MinutesVital 3 Minutes 5.5. QuestionQuestion Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 22
  3. 3. Look up to your optionsLook up to your options Every morning in Africa a gazelle wakes up and knowsEvery morning in Africa a gazelle wakes up and knows that it must run faster than the fastest lion or it will bethat it must run faster than the fastest lion or it will be killed and eaten.killed and eaten. Also every morning in Africa a lion wakes up and knowsAlso every morning in Africa a lion wakes up and knows that it must outrun the slowest gazelle or it will starvethat it must outrun the slowest gazelle or it will starve to death.to death.
  4. 4. It does not matter whether you areIt does not matter whether you are a liona lion oror gazellegazelle…… When the sunWhen the sun comes up you’d better be running!comes up you’d better be running! Market is no different then the African jungle.Market is no different then the African jungle. Competitors are waiting to grab the opportunityCompetitors are waiting to grab the opportunity Dr. Kailas GhodkeDr. Kailas Ghodke 44Field Work and RCPAField Work and RCPA
  5. 5. Make a mark.Make a mark. For Customers & CompetitorsYou areFor Customers & CompetitorsYou are DifferentDifferent Dr. Kailas GhodkeDr. Kailas Ghodke 55Field Work and RCPAField Work and RCPA
  6. 6. 5 CHECK POINTS OF5 CHECK POINTS OF PHARMACEUTICAL SELLINGPHARMACEUTICAL SELLING
  7. 7. 5 Check points of Pharmaceutical selling5 Check points of Pharmaceutical selling 1.1. Identification and QuantificationIdentification and Quantification 2.2. Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals 3.3. Detailing and discussing right product mixDetailing and discussing right product mix 4.4. Demanding rightful prescription shareDemanding rightful prescription share 5.5. Ensuring free and regular availability of products at chemistEnsuring free and regular availability of products at chemist and stockiest counters.and stockiest counters. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 77
  8. 8. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 88 To achieve thisTo achieve this you need to do ayou need to do a FIELD WORKFIELD WORK
  9. 9. I) Field WorkI) Field Work Dr. Kailas GhodkeDr. Kailas Ghodke 99Field Work and RCPAField Work and RCPA
  10. 10. Field WorkField Work  Field work done ForField work done For 1.1. Meeting DoctorMeeting Doctor 2.2. Meeting ChemistMeeting Chemist 3.3. Meeting Supply Chain- CNF and StockiestMeeting Supply Chain- CNF and Stockiest Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1010
  11. 11. Field WorkField Work contdcontd..  Field work done ByField work done By A.A. Field StaffField Staff 1.1. Medical Representative (MR) / Medical sales Representative (MSR)Medical Representative (MR) / Medical sales Representative (MSR) Business Executive (BE)Business Executive (BE) 2.2. Area Sales Manager (ASM) / Area Business Manager (ABM)Area Sales Manager (ASM) / Area Business Manager (ABM) 3.3. Regional Manager (RM) / Regional Sales Manager (RSM) /Regional Manager (RM) / Regional Sales Manager (RSM) / Regional Business Manager (RBM)Regional Business Manager (RBM) 4.4. Zonal Sales Manger (ZSM)Zonal Sales Manger (ZSM) Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1111
  12. 12. Field WorkField Work contdcontd.. B.B. By HOBy HO 1.1. Sales Manager (SM) / National Sales Manager (NSM) ,Sales Manager (SM) / National Sales Manager (NSM) , 2.2. Marketing ManagerMarketing Manager 3.3. PMT (Product ManagementTeam – PE, PM, GPM)PMT (Product ManagementTeam – PE, PM, GPM) Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1212
  13. 13. CUSTOMERCUSTOMER
  14. 14. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1414 CustomerCustomer  Pharmaceutical selling is an indirect sellingPharmaceutical selling is an indirect selling  One promote a particular product to a doctor who identifies theOne promote a particular product to a doctor who identifies the need of that particular product to a particular patient andneed of that particular product to a particular patient and prescribes the same hence, a doctor becomes a customer andprescribes the same hence, a doctor becomes a customer and patient become a consumer.patient become a consumer.  Similarly the chemist honors the prescription raise by theSimilarly the chemist honors the prescription raise by the doctor’s and the stockiest supply the stocks to the chemist whiledoctor’s and the stockiest supply the stocks to the chemist while the C & F agent who hold the stock on behalf of the companies.the C & F agent who hold the stock on behalf of the companies.
  15. 15. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1515 Who is the customer?Who is the customer?  A customer is that person who makes a decision pertaining toA customer is that person who makes a decision pertaining to the usages of a particular product / services among the severalthe usages of a particular product / services among the several options availableoptions available  The customer may or may not be the consumer of the product /The customer may or may not be the consumer of the product / servicesservices
  16. 16. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1616 Who is the customer? – E.g.Who is the customer? – E.g.  Your wife ask you to purchase Cerelac for your baby.Your babyYour wife ask you to purchase Cerelac for your baby.Your baby become becomes an actual consumer of Cerelac and not yourbecome becomes an actual consumer of Cerelac and not your wife.wife.  When you visit a shop you become a customer for Cerelac butWhen you visit a shop you become a customer for Cerelac but your wife takes the decision to by the Cerelac, hence your wifeyour wife takes the decision to by the Cerelac, hence your wife becomes the customer and your baby becomes a consumer.becomes the customer and your baby becomes a consumer.
  17. 17. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1717 Who is the customer? – E.g.Who is the customer? – E.g. contdcontd..  Similarly in pharmaceutical selling you promote a particularSimilarly in pharmaceutical selling you promote a particular product to a doctor who identifies he need of that particularproduct to a doctor who identifies he need of that particular product to a particular patient and prescribes the same.product to a particular patient and prescribes the same.  Hence, a doctor becomes a customer and patient become aHence, a doctor becomes a customer and patient become a consumer.consumer.  That is the reason pharmaceuticals selling is considered asThat is the reason pharmaceuticals selling is considered as indirect selling.indirect selling.  In this profession you may not meet the actual consumer of yourIn this profession you may not meet the actual consumer of your product.product.
  18. 18. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1818 CustomerCustomer contdcontd..  The customers for pharmaceuticals Business areThe customers for pharmaceuticals Business are i.i. Doctors (Who raise the prescription)Doctors (Who raise the prescription) ii.ii. Chemist (Who honors the prescription)Chemist (Who honors the prescription) iii.iii. StockistStockist (Who supply the stocks to the chemist)(Who supply the stocks to the chemist) iv.iv. C & F agent (Who hold the stock)C & F agent (Who hold the stock) v.v. Patients and general Public for OTC products (Who purchasePatients and general Public for OTC products (Who purchase and consume the products)and consume the products)
  19. 19. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1919 Difference between pharmaceutical sellingDifference between pharmaceutical selling and other consumer productand other consumer product Sr. No. Pharma Selling Consumer Selling 1. The end user, patient is not the target customer The end user, the buyer is the target customer 2. The direct customer, Doctor, makes the purchase decision by prescribing Brand The end user, the buyer makes the purchase decision 3. Demand created by MR through prescription, creating “PULL” Demand created by advertisements and Point of Purchase “PUSH” 4. Distribution services is controlled by MR Distribution network, many times works independent of company sales representative. 5. Main source of feedback’s on market trend to company is MR Company depends on market profession syndicate agencies for research 6. The customer, doctor is well qualified and knows the product better than the sales man The customer, may or may not be well qualified and knows the product better than the sales man
  20. 20. JOB PROFILE OFJOB PROFILE OF MEDICALMEDICAL REPRESENTATIVEREPRESENTATIVE
  21. 21. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2121 Understanding the JobUnderstanding the Job  The following are the basic question that we must asked our selfThe following are the basic question that we must asked our self and answer them correctly.and answer them correctly. i.i. What is expected out of us?What is expected out of us? ii.ii. What are we supposed to do?What are we supposed to do? iii.iii. What are our prime responsibilities?What are our prime responsibilities?
  22. 22. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2222 The basic Job ResponsibilityThe basic Job Responsibility  To increase continuously sales of the company product withTo increase continuously sales of the company product with ethical promotion to the assigned territory.ethical promotion to the assigned territory.  Make confident efforts towards improving services to customerMake confident efforts towards improving services to customer  To provide regular feedback to the company and the superiors onTo provide regular feedback to the company and the superiors on all the happenings in the field, regardingall the happenings in the field, regarding  CompetitionCompetition  MarketingMarketing  Socio-economic conditionSocio-economic condition
  23. 23. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2323 Job ResponsibilityJob Responsibility contdcontd..  To fulfilled the above responsibilities you have to do theTo fulfilled the above responsibilities you have to do the following;following;  To meet targeted customers (Doctors and Chemist)To meet targeted customers (Doctors and Chemist)  Inform them about the products / services offered by theInform them about the products / services offered by the organisation.organisation.  To create awarenessTo create awareness  To inform customers about the features and benefits of ourTo inform customers about the features and benefits of our productsproducts
  24. 24. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2424 Need of Medical RepresentativeNeed of Medical Representative  Pharmaceuticals / Health care Ethical product cannot bePharmaceuticals / Health care Ethical product cannot be promoted directly to patients through mass media - Radio,TV,promoted directly to patients through mass media - Radio,TV, PrintPrint  Due to stiff competition the customer has to be met andDue to stiff competition the customer has to be met and persuaded frequently so that he begins, continues and increasespersuaded frequently so that he begins, continues and increases the use of our products.the use of our products.
  25. 25. TIPS FOR BECOMING ATIPS FOR BECOMING A SUCCESSFUL MR / BESUCCESSFUL MR / BE
  26. 26. Tips for becoming a successful MR /Tips for becoming a successful MR / BEBE A) How to increase the business by meeting the doctorA) How to increase the business by meeting the doctor B)The key factors to become a successful BEB)The key factors to become a successful BE C)What you should know before going to field?C)What you should know before going to field? D) Qualities of a successful BED) Qualities of a successful BE Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2626
  27. 27. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2727 A) How to increase the business byA) How to increase the business by meeting the doctormeeting the doctor  BE shall meet the customer repeatedly and periodically toBE shall meet the customer repeatedly and periodically to promote the company’s product, by keeping 3 “U”s of productspromote the company’s product, by keeping 3 “U”s of products in mind.in mind.  Usage of productUsage of product  Uses of productUses of product  Users of productUsers of product
  28. 28. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2828 1) Usage of product1) Usage of product  Customer should use the product more oftenCustomer should use the product more often  E.g. Gatiloc (Gatifloxacin) is being prescribed by one doctorE.g. Gatiloc (Gatifloxacin) is being prescribed by one doctor frequently may be in one indication e.g. UTIs.frequently may be in one indication e.g. UTIs.
  29. 29. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 2929 2) Uses of product2) Uses of product  Customer should use the product in variety of indications moreCustomer should use the product in variety of indications more frequentlyfrequently  E.g. Gatiloc is being prescribed by a doctor frequently in manyE.g. Gatiloc is being prescribed by a doctor frequently in many indications e.g. UTIs, RTIs, Skin and soft tissue infections etc. orindications e.g. UTIs, RTIs, Skin and soft tissue infections etc. or in Multi Drug ResistanceTuberculosisin Multi Drug ResistanceTuberculosis
  30. 30. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3030 3) Users of product3) Users of product  Total number of customers who can use the product shouldTotal number of customers who can use the product should continuously increase.continuously increase.  E.g. today only one doctor is prescribing Gatiloc in a territory,E.g. today only one doctor is prescribing Gatiloc in a territory, tomorrow it should be 10 doctors and so on and so forth.tomorrow it should be 10 doctors and so on and so forth.
  31. 31. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3131 B) The key factors to become a successfulB) The key factors to become a successful BEBE  Follow the following 5-check points of pharma selling;Follow the following 5-check points of pharma selling; 1.1. Right identification and quantification of customers andRight identification and quantification of customers and productsproducts 2.2. Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals 3.3. Detailing and discussing right product mix with the rightDetailing and discussing right product mix with the right customerscustomers 4.4. Demand a continuous increase in the prescription share of theDemand a continuous increase in the prescription share of the pre - selected productspre - selected products 5.5. Ensuring adequate & continuous availability of products atEnsuring adequate & continuous availability of products at chemists and stockist counters.chemists and stockist counters.
  32. 32. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3232 C) What you should know before goingC) What you should know before going to field?to field? 1)Your Product / services:1)Your Product / services:  Understanding the product wellUnderstanding the product well  Which product you are going to sell?Which product you are going to sell?  Why you want sale?Why you want sale?  To whom are you going to sell?To whom are you going to sell?  Selection of Right customer for right productSelection of Right customer for right product
  33. 33. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3333 C) What you should know before goingC) What you should know before going to field?to field? 2)Your customer:2)Your customer:  QualificationQualification  SpecialtySpecialty  Class of patients - middle class / upper classClass of patients - middle class / upper class  Type of patient’s e.g. male, female, adult, child, young, old, rich,Type of patient’s e.g. male, female, adult, child, young, old, rich, poor etc.poor etc.  Where he is practicing- Rural area / Urban are, Elite area.Where he is practicing- Rural area / Urban are, Elite area.  Type of practice - Private practice, Govt. Hospital, Big / smallType of practice - Private practice, Govt. Hospital, Big / small Hospital, AttachmentsHospital, Attachments  VisitingTime – for patients and for Sales Executives.VisitingTime – for patients and for Sales Executives.
  34. 34. D) Qualities of a successful BED) Qualities of a successful BE 1.1. Should be sincere and hard workingShould be sincere and hard working 2.2. Must have power to grasp the technical aspects of his productsMust have power to grasp the technical aspects of his products as well as that of competitorsas well as that of competitors 3.3. Must have knowledge about his customer’s habits, potentialMust have knowledge about his customer’s habits, potential desires and behavioural patternsdesires and behavioural patterns 4.4. Should take initiative to learn about the competitions,Should take initiative to learn about the competitions, activities etc., for efficient and logical handling of theactivities etc., for efficient and logical handling of the objectionsobjections 5.5. Must understand the selling features, benefits of his productsMust understand the selling features, benefits of his products Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3434
  35. 35. D) Qualities of a successful BED) Qualities of a successful BE contdcontd.. 6.6. Should have the ability to analyse and correct his mistakes.Should have the ability to analyse and correct his mistakes. 7.7. He must continuously secure guidance from the superiorsHe must continuously secure guidance from the superiors without any hesitationwithout any hesitation 8.8. Should be clear about company’s mission, objectives andShould be clear about company’s mission, objectives and clear perception about a particular product for selling to aclear perception about a particular product for selling to a particular customerparticular customer 9.9. Excellent human relationship with doctors, chemist, stockistExcellent human relationship with doctors, chemist, stockist and colleagues to ensure their full co-operation inand colleagues to ensure their full co-operation in establishing the productestablishing the product 10.10. Foresight to maintain adequate stocks of his product withForesight to maintain adequate stocks of his product with the stockists and chemiststhe stockists and chemists Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3535
  36. 36. D) Qualities of a successful BED) Qualities of a successful BE contdcontd.. 11.11. Promptness in handling all quality complaints diplomatically inPromptness in handling all quality complaints diplomatically in the field or in the territory.the field or in the territory. 12.12. Loyalty and integrity in continuously improving the image ofLoyalty and integrity in continuously improving the image of the companythe company 13.13. Enthusiasm to participate in all special assignments, salesEnthusiasm to participate in all special assignments, sales competitions and training programs.competitions and training programs. 14.14. The capability of increasing the sales of the company’sThe capability of increasing the sales of the company’s products to the level desired by the company.products to the level desired by the company. 15.15. Pleasing personality, neatly dressed, shine on shoes and smilePleasing personality, neatly dressed, shine on shoes and smile on face. Ownership feeling towards company’s property.on face. Ownership feeling towards company’s property. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3636
  37. 37. D) Qualities of a successful BED) Qualities of a successful BE contdcontd.. 16.16. Should have positive attitude, skills and knowledgeShould have positive attitude, skills and knowledge 17.17. Should be honest in his day-to-day activities.Should be honest in his day-to-day activities. 18.18. Must complete the sale by ensuring the inflow of payments onMust complete the sale by ensuring the inflow of payments on time.time. 19.19. Regularity of clock in submitting all reports, specialRegularity of clock in submitting all reports, special information and communication.information and communication. 20.20. An appropriate behaviour pattern during office hours as well asAn appropriate behaviour pattern during office hours as well as out of office in a manner, which is not detrimental to theout of office in a manner, which is not detrimental to the reputation and image of the company.reputation and image of the company. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3737
  38. 38. VITAL 3 MINUTESVITAL 3 MINUTES
  39. 39. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3939 Vital 3 MinutesVital 3 Minutes This is the duration a customer will give to you for your salesThis is the duration a customer will give to you for your sales presentationpresentation  Waste no time in taking a place, opening a bag and taking outWaste no time in taking a place, opening a bag and taking out VA, LBL, Brochure etc.VA, LBL, Brochure etc.  Avoid serious error by which he will get angry e.g.TouchingAvoid serious error by which he will get angry e.g.Touching articles on the table, disturbing his set up etc.articles on the table, disturbing his set up etc.  Discuss the right product ,with right customer ,with rightDiscuss the right product ,with right customer ,with right implication, benefits etc.implication, benefits etc.
  40. 40. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4040 Vital 3 MinutesVital 3 Minutes contd.contd.  Be confident with handling the Laptop,VABe confident with handling the Laptop,VA  Do not run the pointer use only to pointDo not run the pointer use only to point  Hold the Laptop /VA at appropriate distanceHold the Laptop /VA at appropriate distance  Handle objection effectivelyHandle objection effectively  Do not detail in monotonyDo not detail in monotony  Do not make noise of bag while leaving.Do not make noise of bag while leaving. Remember you mustRemember you must Radiate sunshine , cheerfulness, confidenceRadiate sunshine , cheerfulness, confidence and conviction in the clinicand conviction in the clinic
  41. 41. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4242 Product MixProduct Mix  Product mix means selling the right product in right quantity atProduct mix means selling the right product in right quantity at the right time to the right customer.the right time to the right customer.  A successful BE will sell all the products and achieve his targetsA successful BE will sell all the products and achieve his targets  BE who sells the product mix can achieve his rupee value targetBE who sells the product mix can achieve his rupee value target but , BE who achieves his rupee value target may not achievebut , BE who achieves his rupee value target may not achieve the product mix.the product mix.
  42. 42. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4343 Why product mix is necessary?Why product mix is necessary?  It ensures protection against changing market valuesIt ensures protection against changing market values  Maintains the right profit marginMaintains the right profit margin  Ensures optimum utilization of company’s distinctive technicalEnsures optimum utilization of company’s distinctive technical know-how and production facilitiesknow-how and production facilities  Ensure continuous supply of the key products in the market atEnsure continuous supply of the key products in the market at all timesall times  Strikes perfect balance between the quantities of goodsStrikes perfect balance between the quantities of goods produced and sold.produced and sold.  Helps company to strike an ideal balance between high marginHelps company to strike an ideal balance between high margin and low margin productsand low margin products  Provides a balance between old and new productsProvides a balance between old and new products  Provides right direction for growth.Provides right direction for growth.
  43. 43. 14) TYPE OF DOCTORS14) TYPE OF DOCTORS
  44. 44. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4545 DoctorsDoctors Sr. No. Degree Type Specialty (Job Profile) A Medical Graduates 1 MBBS Bachelor of Medicine and Bachelor of Surgery General Practice in Allopathic, Family physicians 2 Non MBBS a BHMS Bachelor of Homeopathy and Bachelor of Surgery General Practice in Homeopathy, Family physicians b BAMS Bachelor of Ayurveda and Bachelor of Surgery General Practice in Ayurvedic, natural medicines, Family physicians B BDS Bachelor of Dental Surgery Deals with diseases / disorders of teeth GP (General Practitioners /
  45. 45. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4646 DoctorsDoctors contdcontd.. Sr. No. Degree Type Specialty (Job Profile) C I Surgeons Gynaecologist Treating all disorders related to female reproductory organs and infertility except disorders and normal pregnancy and delivery of baby Obstetricians Deals with disorders or normal pregnancy and delivery of baby b Ophthalmology Eye Surgeon Deals with surgery related to Eye c Otorhinolaryngology Ear Nose and throat Surgeon Surgery related to Ear Nose and throat d Orthopaedicians Orthopaedic Surgeon Surgery related to bones and joints Post graduate Diploma Diploma Holder in Surgery a Obstetrics & Gynaecology
  46. 46. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4747 DoctorsDoctors contdcontd.. Sr. No. Degree Type Specialty (Job Profile) II Physicians a Anaesthesiology Anaesthesiologist Deals with anaesthesias b Dermatology Skin specialist Deals with skin disorders c Psych. Medicine Psychiatrists Deals with mental Health d DCH Diploma IN Child Health) Paediatricians Deals with diseases of New Born, Infant and Children e Radiology Radiologist Deals with X Ray , CT scan , MRI AND Radio therapy Diploma Holder in Medicine
  47. 47. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4848 DoctorsDoctors contdcontd.. Sr. No. Degree Type Specialty (Job Profile) D I Surgeons a General Surgery General Surgery Surgeons doing general surgery b Otorhinolaryngolo gy c Gynaecologist / Obstetrics d Orthopaedicians e Ophthalmology Same as above MS (Master of Surgery) or DNB (Diplomat In National Board) Post graduate Degree
  48. 48. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 4949 DoctorsDoctors contdcontd.. Sr. No. Degree Type Specialty (Job Profile) II Physicians a General Medicine Physicians Deals with all medical disorders / diseases of adults b Paediatric c Psychiatry d Anaesthesiology e Dermatology f Radiologist Same as above MD (Master of Medicine) or DNB (Diplomat In National Board)
  49. 49. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5050 DoctorsDoctors contdcontd.. Sr. No. Degree Type Specialty (Job Profile) E I Super specialty in surgery a Genito Urinary Surgery (Urology) Kidney, prostate, genital organ Surgeon Deals with urogenital surgery b Neurosurgery Brain and spinal cord Surgeon Deals with brain and spinal cord surgery c Paediatric Surgery Child, neonates and infant Surgeon Deals with Child, neonates and infant Surgery d Cardio-Thoracic Vascular Surgery Heart and Chest Surgeon Deals with Heart and Chest (lung) surgery e Surgical Oncology Oncology Surgeon Deals with cancer surgery f G I Surgery Gastroentrology Surgeon Deals with Gastro intestinal surgery g Plastic Surgery Cosmetic Surgeon Deals with cosmetic surgery Mch (Master of Cherub) or DNB (Diplomat In Higher (Super) Specialties
  50. 50. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5151 DoctorsDoctors contdcontd.. Sr. No. Degree Type Specialty (Job Profile) II Super specialty in Medicine 1 Cardiology Heart physicians Deals with all medical disorders / diseases of heart 2 Clinical Haematology Blood Deals with all medical disorders / diseases of blood and blood cancer 3 Gastroentrology GI physicians Deals with all medical disorders / diseases of blood and blood cancer 4 Nephrology Kidney physicians Deals with all medical disorders / diseases of Urinary system 5 Neurology Brain and spinal cord Physicians Deals with all medical disorders / diseases of Brain and spinal cord 6 Diabetology Diabetic Specialist Deals with all medical disorders / diseases insulin - Diabetics 7 Medical Oncology Cancer Physicians Deals with all medical aspect of cancer 8 Endocrinology Deals with all medical disorders / diseases of hormones 9 Psychiatry 10 Anaesthesiology 11 Dermatology 12 Radiology DM (Doctor of Medicine) or DNB (Diplomat In National Board) Same as above
  51. 51. 17) TERRITORY MANAGEMENT17) TERRITORY MANAGEMENT
  52. 52. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5353 Territory managementTerritory management What isTerritory?What isTerritory?  Territory of MR is a complete geographical area assigned to aTerritory of MR is a complete geographical area assigned to a particular MR which comprises of potential customers likeparticular MR which comprises of potential customers like doctors, chemists stockist institutes etc with specificdoctors, chemists stockist institutes etc with specific demographic requirementsdemographic requirements H.Q:H.Q:  In a given territory the basic town is known as H.Q. (HeadIn a given territory the basic town is known as H.Q. (Head Quarter) town.Quarter) town.
  53. 53. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5454 Territory managementTerritory management contdcontd.. Ex-station:Ex-station:  Ex-station is a place where he can go to a particular place andEx-station is a place where he can go to a particular place and return on the same day after meeting the customer.return on the same day after meeting the customer. Out-station:Out-station:  Out-station is a place where he can go to a particular place andOut-station is a place where he can go to a particular place and stay there and visit the neighbouring territories.stay there and visit the neighbouring territories.
  54. 54. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5555 Prerequisite for territoryPrerequisite for territory managementmanagement  To have complete territory knowledge MR must know theTo have complete territory knowledge MR must know the details pertaining to the territory lay out, important placesdetails pertaining to the territory lay out, important places important institutions, way of conveyance etc.important institutions, way of conveyance etc.  Total number of customers of different categories, theirTotal number of customers of different categories, their prescription habits, qualification, addresses and appropriateprescription habits, qualification, addresses and appropriate visiting time.visiting time.  Name of the competitors in the territory, their strengths andName of the competitors in the territory, their strengths and complete details about their activities.complete details about their activities.  Convenient routes of travel and minimum expenditure of timeConvenient routes of travel and minimum expenditure of time and expenses for optimum coverage of the territory.and expenses for optimum coverage of the territory.
  55. 55. 18) IS- INFORMATION SYSTEM18) IS- INFORMATION SYSTEM
  56. 56. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5757 IS - Information SystemIS - Information System  To keep manage territory keep a tract on daily activity, salesTo keep manage territory keep a tract on daily activity, sales market feedback the company has develop the informationmarket feedback the company has develop the information SystemSystem  IS contains various systematic and scientific formats which canIS contains various systematic and scientific formats which can give all the required information form the field to H.O.give all the required information form the field to H.O.  So that both the H. O and the field staff can work smoothly.So that both the H. O and the field staff can work smoothly.  Thus these formats are very important links between the fieldThus these formats are very important links between the field people and the H.Opeople and the H.O
  57. 57. The important Information SystemThe important Information System  Formats are as given below;Formats are as given below; i.i. Daily call report - DCRDaily call report - DCR ii.ii. Master Call List (MCL) orMaster Call List (MCL) or Important Call List (ICL)-Important Call List (ICL)- Doctors, institution,Doctors, institution, chemist, and stockistchemist, and stockist iii.iii. Expense StatementsExpense Statements iv.iv. Standard tour program,Standard tour program, Tour Report and fare chartTour Report and fare chart v.v. Monthly sales AnalysisMonthly sales Analysis reportreport vi.vi. Stock and sale statementStock and sale statement vii.vii. Standard Fare ChartStandard Fare Chart Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5858
  58. 58. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 5959 1) Daily Call Report (DCR)1) Daily Call Report (DCR)  Contains all the daily activities done by sales executiveContains all the daily activities done by sales executive  Gives entire details and picture of implementation of tour planGives entire details and picture of implementation of tour plan  Gives picture of number of doctors met, name, qualification,Gives picture of number of doctors met, name, qualification, specialty, area of practice etc. of each doctorspecialty, area of practice etc. of each doctor  DCR to be sent on daily basis to HODCR to be sent on daily basis to HO
  59. 59. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6060 DCRDCR FormatFormat Sr.No. Name of Doctor MCL No. Degree Speciality Last Visit 1 2 3 4 5 6 1 2 3 4 5 6 Work With Daily Call Report SE Name :____________________________ Name __________________________ Morning Evening (After 4 PM) Date:__________ HQ________ Signature________________________ Signature of SE _________________ Remark of Superior Any Special Observation
  60. 60. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6161 2) Monthly Report2) Monthly Report  Collection of data likeCollection of data like i.i. Total sales generated for that month (Primary and secondaryTotal sales generated for that month (Primary and secondary salessales ii.ii. Any discount offer to doctorAny discount offer to doctor iii.iii. Order bookedOrder booked iv.iv. Closing stock party wiseClosing stock party wise v.v. Details of doctor visit - No. of doctor met with specialtyDetails of doctor visit - No. of doctor met with specialty vi.vi. Call averageCall average
  61. 61. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6262 2) Monthly Report2) Monthly Report contdcontd.. vii.vii. Impact of promotion strategies and doctors responseImpact of promotion strategies and doctors response viii.viii. Record and frequency of promotional material like PhysicianRecord and frequency of promotional material like Physician samples, gifts LBL etc. given to doctors.samples, gifts LBL etc. given to doctors. ix.ix. Details of competitors (Change in price, pack, sampling gifts,Details of competitors (Change in price, pack, sampling gifts, brand, co. name, other special approach to doctors to increasebrand, co. name, other special approach to doctors to increase our prescription, strategy etc.our prescription, strategy etc. x.x. All this above data should be filled and posted to HO on orAll this above data should be filled and posted to HO on or before 10th of every month.before 10th of every month.
  62. 62. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6363 MonthlyMonthly ReportReport formatformat Month________________ 2004 SE Name :____________________________Date:_____________ HQ_____________ Discount Total Morning Evening PS LBL Gifts Offer Sales 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Total Average Any Special Observation Signature of SE _________________ Monthly Report Day No. Of Doctors Met Promotinal Material
  63. 63. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6464 3) Tour Report3) Tour Report  This is an important tool for planningThis is an important tool for planning  Plan your tour in such a way to cover maximum no. ofPlan your tour in such a way to cover maximum no. of doctors in the area having high market potential anddoctors in the area having high market potential and require less travellingrequire less travelling  From one doctor to anotherFrom one doctor to another  From one ex station to another ex stationFrom one ex station to another ex station  From one out station to another out stationsFrom one out station to another out stations
  64. 64. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6565 4) Master Call List (MCL) or Important Call4) Master Call List (MCL) or Important Call List (ICL) or Standard Visiting Call ListList (ICL) or Standard Visiting Call List (SVL)(SVL)  This is a very important formatThis is a very important format  Contains selected important core doctors list of a Sales ExecutiveContains selected important core doctors list of a Sales Executive territoryterritory  The doctor name has to be entered with the following detailsThe doctor name has to be entered with the following details i.i. MCL / ICL codeMCL / ICL code ii.ii. NameName iii.iii. HQHQ iv.iv. QualificationQualification v.v. SpecialtySpecialty vi.vi. Full AddressFull Address i.i. Telephone Nos. (Clinic andTelephone Nos. (Clinic and Residence along withResidence along with mobile no.)mobile no.) ii.ii. MCL has to be updated andMCL has to be updated and submitted to HO after everysubmitted to HO after every 6 months.6 months.
  65. 65. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6666 MCL or ICL formatMCL or ICL format Name SE:____________________________ HQ_____________ Clinic Res. 1 2 3 4 5 6 7 8 9 10 DOB Master Call List Date:_______ Tel MCL No. Doctor Name Degree Speciality Address and Email Mobile
  66. 66. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6767 5) Expense Statement5) Expense Statement  Give clear details of expenses day wise, HQWiseGive clear details of expenses day wise, HQWise  For each claim, supporting is a mustFor each claim, supporting is a must  E.g. Bill of photocopy, Railway, bus ticket for Ex. Station /OutE.g. Bill of photocopy, Railway, bus ticket for Ex. Station /Out station visits. STD call made to HO, postage charges etc.station visits. STD call made to HO, postage charges etc.  Expense statements to be posted to HO along with the monthlyExpense statements to be posted to HO along with the monthly report.report.
  67. 67. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6868 SE Name :____________________________ HQ_____________ Day Photo Postage STD Lodging Staitionary Other Bills Copy Bus Train 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Total Average Signature of SE _________________ Fare Date:_____________ Expense Report ExpenseExpense StatementStatement formatformat
  68. 68. 6) Stock and sale statement6) Stock and sale statement  Gives product wise details of secondary sales and closing stocksGives product wise details of secondary sales and closing stocks of each partyof each party  The report to be posted to the ASM immediately after salesThe report to be posted to the ASM immediately after sales closingclosing Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 6969
  69. 69. Stock and sale statementStock and sale statement Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7070 Format for fortnightly / monthly Stocks / Sale Statement.09-02-09 for Stockiest, C & F and Lucknow Office                   Month Sr .N o. D at e Product Pa ck Pa ck Opening Stock Goods Received Goods Returned Goods Sold Goods to C&F Expired/Br eakages/Sh ortage Closing Stock Stock Book Physical Stock Qt y B at ch N o. E xp d. D V al ue Qt y B at ch N o. Ex pd . D Va lu e Qt y S P B at ch N o. E xp d. D Va lu e Qt y FS B at ch N o. E xp d. D V al ue F S Qt y S P B at ch N o. E xp d. D V al ue S P Qt y F S B at ch N o. E xp d. D V al ue F S Qt y B at ch N o. E xp d. D Va lu e Qt y Ba tc h No . Ex pd . D Va lu e Qt y B at ch N o. Ex p d. D V al ue Qt y B at ch N o. E xp d. D V al ue Qt y B at ch N o. E xp d. D V al ue 1   BIOFOR M 500 mg Tab 10s 5.7 8                                                                                         2   CODOM OL Tab 10s 58. 84                                                                                         3   COSEX LIQUID 50 ml 23. 24                                                                                         4   COSEX LIQUID 10 0m l 42. 76                                                                                         5   DELIS EXP. 10 0m l 30. 87                                                                                         6   EREGRA- 100 mg Tab 4s 80. 75                                                                                        
  70. 70. Standard Fare ChartStandard Fare Chart  Contain details likeContain details like  Place of work whether HQ, ex. Station or outstationPlace of work whether HQ, ex. Station or outstation  Distance in kms, between interiorsDistance in kms, between interiors  HQr’s faresHQr’s fares  Mode of travelMode of travel  To be submitted to HO once in yearTo be submitted to HO once in year Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7171
  71. 71. Standard Fare ChartStandard Fare Chart Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7272 STANDARD FARE CHART 2009-2010STANDARD FARE CHART 2009-2010 NAME OF B.E. :NAME OF B.E. : NAME OF ABM :NAME OF ABM : H.Q. :H.Q. : NAME OF RBM :NAME OF RBM : REGION :REGION : S.NOS.NO FROMFROM TOTO DISTANCE INDISTANCE IN KM.KM. FAREFARE MODE OFMODE OF TRANSPORTTRANSPORT PRESENTPRESENT BUSINESSBUSINESS EXPECTEDEXPECTED BUSINESSBUSINESS
  72. 72. BUILDING RAPPORT WITHBUILDING RAPPORT WITH CUSTOMERCUSTOMER
  73. 73. Building rapport with customerBuilding rapport with customer Any pharmaceuticals company canAny pharmaceuticals company can exist, survive and growexist, survive and grow in a particular geographical area only on a piece ofin a particular geographical area only on a piece of paperpaper which doctors writewhich doctors write i.e. prescriptions of your product.i.e. prescriptions of your product. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7474
  74. 74. Building rapport with customerBuilding rapport with customer contdcontd.. In today’s competitive environmentIn today’s competitive environment doctors have many optionsdoctors have many options to satisfy the needs of their patientsto satisfy the needs of their patients hence generating of prescriptionshence generating of prescriptions has becomehas become tough.tough. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7575
  75. 75. Building rapport with customerBuilding rapport with customer contdcontd.. Besides knowledge and skills,Besides knowledge and skills, we have to developwe have to develop good rapportgood rapport with the doctors.with the doctors. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7676
  76. 76. Building rapport with customerBuilding rapport with customer contdcontd.. The relationship withThe relationship with doctordoctor means that themeans that the influence we exercise on the doctorinfluence we exercise on the doctor to generate prescriptionto generate prescription for our products.for our products. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7777
  77. 77. Building rapport with customerBuilding rapport with customer contdcontd.. This relationship does not refer to how close we areThis relationship does not refer to how close we are to the doctors; it refers to only one thingto the doctors; it refers to only one thing i.e. how effective we are in generating prescriptions.i.e. how effective we are in generating prescriptions. This is nothing but rapport building.This is nothing but rapport building. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7878
  78. 78. E.G.E.G. Scenario -1Scenario -1  Dr. Mishra in your territory, greets you very nicely, offers youDr. Mishra in your territory, greets you very nicely, offers you coffee, enquires about your family gives his best wishes forcoffee, enquires about your family gives his best wishes for future but doesn’t write any prescription whereasfuture but doesn’t write any prescription whereas Scenario - 2Scenario - 2  Dr. Tiwari does not do all these things but writes yourDr. Tiwari does not do all these things but writes your prescription in better quantityprescription in better quantity Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7979
  79. 79. Building rapport with customerBuilding rapport with customer contdcontd..  Therefore we can say that you have better rapport with Dr.Therefore we can say that you have better rapport with Dr. Tiwari as compared to Dr. MishraTiwari as compared to Dr. Mishra  Hence to develop the rapport building we mustHence to develop the rapport building we must  ExposeThe Right Product For Right DoctorExposeThe Right Product For Right Doctor  ByBy  RegularVisitsRegularVisits  Proper Objection HandlingProper Objection Handling  Converting the doctor’s prescriptions from theConverting the doctor’s prescriptions from the competitors.competitors. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8080
  80. 80. Ask the following question toAsk the following question to yourselfyourself Do I have right doctors in my list?Do I have right doctors in my list?  Have I selected right product for the right doctor at the rightHave I selected right product for the right doctor at the right time?time?  Am I providing them appropriate scientific information, whichAm I providing them appropriate scientific information, which will help them to satisfy their patient’s needs?will help them to satisfy their patient’s needs?  Do I call on these doctors at right time, right frequency?Do I call on these doctors at right time, right frequency?  Do I make my presentation effective?Do I make my presentation effective?  Do I make use of all the promotional inputs provided to me inDo I make use of all the promotional inputs provided to me in generating prescriptions?generating prescriptions?  Do I demand prescriptions from doctors?Do I demand prescriptions from doctors? Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8181
  81. 81. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8383 PlanningPlanning PlanningPlanning  Planning can be defined as the ability of looking ahead.Planning can be defined as the ability of looking ahead.  In other words, planning is the thinking process, which helps usIn other words, planning is the thinking process, which helps us to anticipate our objectives of tomorrow and the tactics we willto anticipate our objectives of tomorrow and the tactics we will adopt to ensure achievements of these objectives.adopt to ensure achievements of these objectives.
  82. 82. Why plan the call?Why plan the call?  Individualizes your presentationsIndividualizes your presentations  Time is precious?Time is precious?  ContinuityContinuity Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8484
  83. 83. What involves planning?What involves planning?  Examine notes /DairyExamine notes /Dairy  Long term objectiveLong term objective  Scientific objectiveScientific objective  Plan of actionPlan of action Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8585
  84. 84. Information to reviewInformation to review 1.1. SpecialtySpecialty 2.2. Are of expertiseAre of expertise 3.3. Types of productTypes of product 4.4. Dates last visitDates last visit 5.5. Product presentedProduct presented 6.6. Benefits presentedBenefits presented 7.7. Objection raisedObjection raised 8.8. Overall reactionsOverall reactions 9.9. Product preferencesProduct preferences 10.10. Retails sourceRetails source 11.11. Doctors personalityDoctors personality 12.12. Area medical staffArea medical staff Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8686
  85. 85. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8787 When to plan?When to plan?  Planning has to be done in advance.Planning has to be done in advance.  The right time to plan is the previous night for the next day’sThe right time to plan is the previous night for the next day’s workwork
  86. 86. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8888 PlanningPlanning contd.contd. How to plan?How to plan?  Foundation of every plan is knowledge and informationFoundation of every plan is knowledge and information We must know:- Preparing for the callWe must know:- Preparing for the call 1.1. What we are selling (Product / Service)What we are selling (Product / Service) 2.2. To whom we are selling (Type of Customer- Speciality,To whom we are selling (Type of Customer- Speciality, personality , prescription habit, Type of patient serve, area ofpersonality , prescription habit, Type of patient serve, area of practicing, ConvenientTiming for visit)practicing, ConvenientTiming for visit) 3.3. Against which we are selling (Competitors)Against which we are selling (Competitors)
  87. 87. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8989 PlanningPlanning contdcontd..  Hence we should know our product, customer and competitors.Hence we should know our product, customer and competitors.  Before planning we should have some preliminary data aboutBefore planning we should have some preliminary data about the customersthe customers  CompetitorsCompetitors  The Specific day they meetThe Specific day they meet  What was the discussion in earlier visits,What was the discussion in earlier visits,  What objections were raised?What objections were raised?  What were your response?What were your response?  What type of argument or evidence / clinical studyWhat type of argument or evidence / clinical study convinced him / her?convinced him / her?  Any specific requirement we have to satisfy.Any specific requirement we have to satisfy.  Always refer to your dairy when you plan.Always refer to your dairy when you plan.
  88. 88. Analyze Pre - Call DataAnalyze Pre - Call Data Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9090
  89. 89. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9191 What to plan?What to plan?  Always plan for whole day (morning / evening) instead ofAlways plan for whole day (morning / evening) instead of planning for only one session.planning for only one session.  Always plan little more calls so as to reach the objective youAlways plan little more calls so as to reach the objective you desire.desire.  Arrange the Laptop Visual aid and other promotional inputs in aArrange the Laptop Visual aid and other promotional inputs in a proper.proper.  Rehearses the talk in the mind, which, you are going to have withRehearses the talk in the mind, which, you are going to have with the customer.the customer.
  90. 90. Things to carry during call / field workThings to carry during call / field work 1.1. Visual Aid FoldersVisual Aid Folders 2.2. Day PlanerDay Planer 3.3. Sample / gift / LBLSample / gift / LBL according to doctors planaccording to doctors plan 4.4. DCR - Last month andDCR - Last month and current month till date,current month till date, either hard or soft copy.either hard or soft copy. 5.5. POB book along withPOB book along with carbon paper.carbon paper. 6.6. TP Print out - Last monthTP Print out - Last month and current month.and current month. 7.7. SVL.SVL. 8.8. Sample planning.Sample planning. 9.9. Sample, Gift and LBLSample, Gift and LBL Distribution Format.Distribution Format. 10.10. Price ListPrice List 11.11. Latest Scheme DocumentLatest Scheme Document 12.12. Sales and Stock statementSales and Stock statement - Last month and current- Last month and current monthmonth 13.13. Personal DiaryPersonal Diary 14.14. Visiting CardVisiting Card 15.15. Latest importantLatest important Correspondence fromCorrespondence from Regional or Head officeRegional or Head office 16.16. Strategy GuideStrategy Guide Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9292
  91. 91. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9393 Write down the following things in dailyWrite down the following things in daily sale call companion / personal dairysale call companion / personal dairy  Day and dateDay and date  Area to be worked.Area to be worked.  Customers name and address in a sequential order i.e. the orderCustomers name and address in a sequential order i.e. the order in which you are going to call on them.in which you are going to call on them.  Products / Services to be detailed in a sequence.Products / Services to be detailed in a sequence.  Any promotional gifts to be given.Any promotional gifts to be given.  Ant other thing which you have promised the customer earlier.Ant other thing which you have promised the customer earlier.
  92. 92. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9494 Post calls analysisPost calls analysis a)Things done well:a)Things done well:  Which statement arouses customers’ interest like promotionalWhich statement arouses customers’ interest like promotional message, implication etc?message, implication etc?  Detailing story.Detailing story.  Particular strategyParticular strategy
  93. 93. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9595 Post calls analysisPost calls analysis b)Things not done well:b)Things not done well:  The mistake made in your detailing.The mistake made in your detailing.  Any objection not handled properly.Any objection not handled properly.  Any wrong statement about the competitors, which he has notAny wrong statement about the competitors, which he has not liked.liked.  To make you more effective plan the work and work the plan.To make you more effective plan the work and work the plan.
  94. 94. SETTING CALL OBJECTIVES-SETTING CALL OBJECTIVES-
  95. 95. Key ElementsKey Elements SMARTSMART  SpecificSpecific:: Product, IndicationsProduct, Indications  MeasurableMeasurable:: No. of RxsNo. of Rxs  Action drivenAction driven:: What actions to be carried outWhat actions to be carried out  RealisticRealistic:: In line with doctor’s potential, Manageable forIn line with doctor’s potential, Manageable for doctor, High / Low involvement, Desired stretchdoctor, High / Low involvement, Desired stretch  Time boundTime bound:: Time frameTime frame Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9797
  96. 96. Essential ComponentsEssential Components  WhatWhat ProductProduct ??  Versus whichVersus which CompetitionCompetition ??  In How ManyIn How Many PatientsPatients ??  For whichFor which IndicationIndication ?? 9898Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  97. 97. 9999 If not….If not….  Unproductive routine callUnproductive routine call  Do defection (no support) in your callDo defection (no support) in your call  80% no idea about what is happening, what your80% no idea about what is happening, what your are doingare doing  MonologueMonologue  Loss of detailing timeLoss of detailing time  Waste of resources, time & effortsWaste of resources, time & efforts  Doctor’s negative responseDoctor’s negative response  Feeling of disrespectFeeling of disrespect  Importance lostImportance lost  May not welcome backMay not welcome back Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  98. 98. 100100 BenefitsBenefits  Focus on your business & Doctor’s (Professional) needsFocus on your business & Doctor’s (Professional) needs  Optimum use of timeOptimum use of time  Encourages dialogueEncourages dialogue  Creates professional imageCreates professional image  Doctors know the purpose of the callDoctors know the purpose of the call  Importance createdImportance created  Value out of the callValue out of the call  Respected as a professionalRespected as a professional Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  99. 99. FactorsFactors  Doctor :Doctor : Potential, Profile, currant Rx habit, PerceptionsPotential, Profile, currant Rx habit, Perceptions  Product :Product : Indications, Specific major advantages,Indications, Specific major advantages, Proofs availabilityProofs availability  Competition :Competition : InherentWeakness, Competitor activitiesInherentWeakness, Competitor activities  Situation:Situation: TimingTiming 101101Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  100. 100. Making Doctor Perception - ChartMaking Doctor Perception - Chart Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 102102 Sr. No. Parameter Competitor product Our Product Facts ( Based on Cl. Trails) 1 Efficacy:       a * Onset of Action       b * Duration of Action       c * Success Rates       d * Other Criteria       2 Safety:       a * Major concerns       b * Perceived concerns       3 Compliance:       a * Dosage regimen       b * Organoleptic       4 Economy:       a * Direct       b * Indirect      
  101. 101. 103103 SETTING CALL OBJECTIVESETTING CALL OBJECTIVE Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  102. 102. Setting Call ObjectiveSetting Call Objective Situation:Situation: Dr. SharmaDr. Sharma  Ortho with prolific practice (25-40 patients a day)Ortho with prolific practice (25-40 patients a day)  Gets 4-5 cases of Osteoarthritis & 10 cases of back pain,Gets 4-5 cases of Osteoarthritis & 10 cases of back pain, Sprains etc. per weekSprains etc. per week  Predominant prescriber of IBUPROFEN 400mg TDS. AlsoPredominant prescriber of IBUPROFEN 400mg TDS. Also prescribes PIROXICAM, DICLOFANECprescribes PIROXICAM, DICLOFANEC  He says “I am satisfied with IBUPROFEN. Relief from pain &He says “I am satisfied with IBUPROFEN. Relief from pain & inflammation is OK. Since patients complain of pain when theyinflammation is OK. Since patients complain of pain when they do not adhere toTDS schedule.”do not adhere toTDS schedule.” 104104Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  103. 103. Dr. Sharma’s PerceptionDr. Sharma’s Perception ChartChart Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 105105 Sr. No. Parameter IBUPROFEN ETOSHINE (Etoricoxib) Factors Based On majority data 1 Efficacy: a Degree of Pain Relief OK OK Ibuprofen = Etoshine b Inflammation & Stiffness OK OK Ibuprofen = Etoshine c Onset of Action OK OK Ibuprofen<Etoshine d Duration of Action OK OK Ibuprofen<Etoshine 2 Safety: Excellent Ibuprofen<Etoshine 3 Compliance: Some Problems Excellent
  104. 104. 106106 Dr. Sharma’s Call ObjectivesDr. Sharma’s Call Objectives ““Dr. Sharma will perceive that,Dr. Sharma will perceive that,  ETOSHINE provides excellent relief from pain, inflammation &ETOSHINE provides excellent relief from pain, inflammation & stiffness.stiffness.  ETOSHINE offers additional advantage of assured compliance,ETOSHINE offers additional advantage of assured compliance, helping in round the clock relief, excellent safety profile with nohelping in round the clock relief, excellent safety profile with no real reason to discontinue due to acidity.real reason to discontinue due to acidity.  Will prescribe only ETOSHINE in patients with OA, back pain &Will prescribe only ETOSHINE in patients with OA, back pain & sprains.sprains.  Try in 3 cases of OA & 5 cases of low back pain & sprains in thisTry in 3 cases of OA & 5 cases of low back pain & sprains in this week.week. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  105. 105. DEVELOP CALL OBJECTIVESDEVELOP CALL OBJECTIVES WORKSHOP : IWORKSHOP : I
  106. 106. Develop Call ObjectivesDevelop Call Objectives SituationSituation : Dr. Joshi: Dr. Joshi • Physician with good practice (15-20 patients/day)Physician with good practice (15-20 patients/day) • Gets 3-4cases of GERD & 6-8 cases of heartburn & epigastric pain perGets 3-4cases of GERD & 6-8 cases of heartburn & epigastric pain per week.week. • Predominant prescriber of OMEPRAZOLE 20mg O.D. Also prescribesPredominant prescriber of OMEPRAZOLE 20mg O.D. Also prescribes LANSOPRAZOLE and ESOMEPRAZOLELANSOPRAZOLE and ESOMEPRAZOLE • He says “ I am happy with OMEPRAZOLE. Relief from heartburn andHe says “ I am happy with OMEPRAZOLE. Relief from heartburn and epigastric pain is OK. Some patients complain night time pain”epigastric pain is OK. Some patients complain night time pain” • Your product is RabeprozoleYour product is Rabeprozole 108108 • Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  107. 107. Develop Call ObjectivesDevelop Call Objectives SituationSituation :: Dr. KhannaDr. Khanna  TOP GP with very good practiceTOP GP with very good practice  Predominant prescriber of DicyclominePredominant prescriber of Dicyclomine  He says “ I get good results and satisfied with but patientsHe says “ I get good results and satisfied with but patients complains of dryness of mouth.”complains of dryness of mouth.”  Your product is DrotaverineYour product is Drotaverine 109109Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  108. 108. ACHIEVING CALL OBJECTIVESACHIEVING CALL OBJECTIVES
  109. 109. 111111 Achieving Call ObjectivesAchieving Call Objectives  Identify Doctor’s true needs.Identify Doctor’s true needs.  Figure out product benefits that satisfy doctor’s identifiedFigure out product benefits that satisfy doctor’s identified needs.needs.  Sell benefits using third party support (VA, Reprints)Sell benefits using third party support (VA, Reprints)  Ask probing questions.Ask probing questions.  Practice “Active Listening”Practice “Active Listening”  Maintain & Enhance doctor’s self esteemMaintain & Enhance doctor’s self esteem  Reinforce desired doctor’s responseReinforce desired doctor’s response  Close by asking for call objectivesClose by asking for call objectives Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  110. 110. IDENTIFY DOCTOR’S TRUE NEEDSIDENTIFY DOCTOR’S TRUE NEEDS
  111. 111. Identify Doctor’s True NeedsIdentify Doctor’s True Needs a)a) What is a need ?….What is a need ?….  Need is a state of felt deprivationNeed is a state of felt deprivation When we say :When we say : I know Dr. Mani wellI know Dr. Mani well We should mean :We should mean : I know Dr. Mani’s needs wellI know Dr. Mani’s needs well • Satisfaction of doctor’s perceived need (patient’s or his own)Satisfaction of doctor’s perceived need (patient’s or his own) with your product will lead to his prescriptionwith your product will lead to his prescription b)b) Are doctor’s needs same in all situations ?….Are doctor’s needs same in all situations ?….  No, Doctor’s needs vary in different Doctor’s situations /No, Doctor’s needs vary in different Doctor’s situations / Sales situations.Sales situations. 113113Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  112. 112. 114114 Identify Doctor’s True NeedsIdentify Doctor’s True Needs contd.contd... c)c) We all have Assumptions of doctor needs….We all have Assumptions of doctor needs…. What are these ?What are these ?  I know what doctor wantsI know what doctor wants  Every doctor has common needs ; Efficacy, Safety ….Every doctor has common needs ; Efficacy, Safety ….  Doctor has no time to share his needsDoctor has no time to share his needs  Doctor will say, “Who are you to ask me the question ?”Doctor will say, “Who are you to ask me the question ?” Do not assume; find out his true needsDo not assume; find out his true needs Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  113. 113. Identify Doctor’s True NeedsIdentify Doctor’s True Needs contd.contd... d)d) If you do not focus on doctor’s needs, what does theIf you do not focus on doctor’s needs, what does the doctor feel ?doctor feel ?  ‘‘Hired’ company detailer has comeHired’ company detailer has come  Has come to report my name in his daily reportHas come to report my name in his daily report  He is interested in my call, but not in meHe is interested in my call, but not in me  Does not want to know anything about me, my concernsDoes not want to know anything about me, my concerns  How do I avoid his ‘Sales talk’…. His visitsHow do I avoid his ‘Sales talk’…. His visits  Avoid commitmentAvoid commitment Find out doctor’s true needsFind out doctor’s true needs 115115Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  114. 114. 116116 Identify Doctor’s True NeedsIdentify Doctor’s True Needs contd.contd. e)e) How to find out doctor’s / patient’s true needs ?How to find out doctor’s / patient’s true needs ?  By proper call research through ;By proper call research through ; * ObservationsObservations * Probing Questions with doctorProbing Questions with doctor * Probing questions with local chemistProbing questions with local chemist Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  115. 115. 117117 Identify Doctor’s True NeedsIdentify Doctor’s True Needs contd.contd. f)f) Pre call research through observations :Pre call research through observations :  Where does he practice ?Where does he practice ?  What is the type of practice ?What is the type of practice ?  What kind of medical procedures he most frequentlyWhat kind of medical procedures he most frequently undertakes ?undertakes ?  Who influences his / her decisions –Who influences his / her decisions –  Other doctors / Compounder / Assistant / Senior doctors / BossOther doctors / Compounder / Assistant / Senior doctors / Boss  Catch potential need signalsCatch potential need signals  This is what I wantThis is what I want  This is what I am not gettingThis is what I am not getting  This is what I do not wantThis is what I do not want  This is where your competitor scores over youThis is where your competitor scores over you Use all means to find out doctors needsUse all means to find out doctors needs Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  116. 116. Identify Doctor’s True NeedsIdentify Doctor’s True Needs contd.contd. g)g) What are the types of doctor needs?What are the types of doctor needs?  Two BasicTypes :Two BasicTypes : 1.1. Clinical Needs :Clinical Needs : How will the products benefit theHow will the products benefit the patients?patients? 2.2. Personal Needs :Personal Needs : How will Rx / use of product benefit theHow will Rx / use of product benefit the doctor?doctor? Important Points :Important Points :  Satisfaction of both the needs is important for doctorSatisfaction of both the needs is important for doctor prescriptionprescription  Clinical need satisfaction gives doctor an ‘obvious’ reason toClinical need satisfaction gives doctor an ‘obvious’ reason to prescribe your product -The reason which he shares with othersprescribe your product -The reason which he shares with others  Personal needs, satisfaction gives him his own motivation.Personal needs, satisfaction gives him his own motivation. 1.1. Personal needs remain hidden under clinical needs.Personal needs remain hidden under clinical needs. Uncovering personal needs is critical.Uncovering personal needs is critical. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 118118
  117. 117. 119119 Identify Doctor’s True NeedsIdentify Doctor’s True Needs h)h) What are doctor’s ‘Clinical Needs’ ?What are doctor’s ‘Clinical Needs’ ? i.i. Efficacy / Effectiveness :Efficacy / Effectiveness : Degree of success achieved to treat aDegree of success achieved to treat a condition (if other products are also effective, then whatcondition (if other products are also effective, then what additional benefits?)additional benefits?) ii.ii. Onset of Action :Onset of Action : Speed of relief from troublesome symptoms.Speed of relief from troublesome symptoms. E.g. ETOSHINEE.g. ETOSHINE iii.iii. Safety :Safety : Degree of undesired effectsDegree of undesired effects iv.iv. Patient Compliance :Patient Compliance : Extent to which patient follows doctor’sExtent to which patient follows doctor’s direction for taking medication. Depends upon convenience ofdirection for taking medication. Depends upon convenience of dosage schedule & unpleasantness of side effectsdosage schedule & unpleasantness of side effects Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  118. 118. Identify Doctor’s True NeedsIdentify Doctor’s True Needs i.i. What are doctor’s ‘Personal Needs’ ?What are doctor’s ‘Personal Needs’ ? Mainly 4 :Mainly 4 : a)a) SecuritySecurity b)b) SocialSocial c)c) Power and AchievementPower and Achievement d)d) RecognitionRecognition Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 120120
  119. 119. I) Security NeedsI) Security Needs Behavioral CluesBehavioral Clues ApproachApproach a)a) CautionCaution b)b) Prefers FamiliarPrefers Familiar c)c) Rarely initiatesRarely initiates d)d) Frequently asks forFrequently asks for reprint, litt. etc.reprint, litt. etc. e)e) Non - CommittalNon - Committal a)a) Use of Proofs,Use of Proofs, EndorsementEndorsement b)b) Use of ReprintsUse of Reprints c)c) Be safety oriented-Be safety oriented- Highlight Minimum riskHighlight Minimum risk with your productwith your product Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 121121
  120. 120. II)II) SocialSocial NeedsNeeds Behavioral CluesBehavioral Clues ApproachApproach a)a) Seeks approval fromSeeks approval from othersothers b)b) Does FavoursDoes Favours c)c) Can’t say “no”Can’t say “no” d)d) Avoids hurting othersAvoids hurting others e)e) Changes views readilyChanges views readily f)f) Friendly with no. of MRsFriendly with no. of MRs  Following productFollowing product benefits will motivatebenefits will motivate him to Rx.him to Rx. a)a) Get & GiveThird partyGet & GiveThird party referencereference b)b) Repeat visits-developRepeat visits-develop trust and confidencetrust and confidence c)c) Be patient oriented-Be patient oriented- Highlight patientHighlight patient benefitsbenefits Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 122122
  121. 121. III) Power and Achievement NeedsIII) Power and Achievement Needs Behavioral CluesBehavioral Clues ApproachApproach  Seeks RecognitionSeeks Recognition  Monopolises DiscussionMonopolises Discussion  Argues rather thanArgues rather than discussiondiscussion  BoastsBoasts  Frequently uses ‘I’Frequently uses ‘I’  Likes exclusive & specialsLikes exclusive & specials  All factors cover underAll factors cover under “maintain & Enhance self“maintain & Enhance self esteem”esteem”  Following will impress ;Following will impress ; - Go to the point quickly- Go to the point quickly - Rx will enhance professional- Rx will enhance professional imageimage - New/ Sophisticated technology- New/ Sophisticated technology - Be result oriented-Highlight- Be result oriented-Highlight efficacy of the productefficacy of the product Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 123123 Being Known as an expert & specialist is a sourceBeing Known as an expert & specialist is a source of prideof pride
  122. 122. IV) Recognition NeedIV) Recognition Need Behavioral CluesBehavioral Clues ApproachApproach  InitiatesInitiates  Probes, Analyses, ComparesProbes, Analyses, Compares  Seeks difficult task withSeeks difficult task with some risksome risk  Has courage, confrontHas courage, confront differences openlydifferences openly Following will motivate ;Following will motivate ;  New concept / innovativeNew concept / innovative approachapproach  Guidelines/ Praise him forGuidelines/ Praise him for his achievementshis achievements  Innovative deliveryInnovative delivery techniquestechniques  Be recognition oriented-Be recognition oriented- Highlight unique benefitsHighlight unique benefits Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 124124 Willing to try New & Innovative; Looking for waysWilling to try New & Innovative; Looking for ways to standout & be differentto standout & be different
  123. 123. What are the Advantages of focusing onWhat are the Advantages of focusing on needs?needs? 1) Identification of needs will lead to identifying right1) Identification of needs will lead to identifying right action.action. 2) Help BE to present “focused” story to doctor2) Help BE to present “focused” story to doctor 3) Keep customer engaged3) Keep customer engaged 4) Increases trust4) Increases trust 5) Offer professional image5) Offer professional image Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 125125
  124. 124. Identifying Doctor’s NeedsIdentifying Doctor’s Needs Doctor Need StatementDoctor Need Statement BE : Question / StatementBE : Question / Statement 1)1) I don’t get many OA casesI don’t get many OA cases 2)2) Why do you want me toWhy do you want me to use Pantociduse Pantocid (Pantoprozol)? I am(Pantoprozol)? I am already prescribing a lotalready prescribing a lot of your Pantocid IVof your Pantocid IV 3)3) There are manyThere are many Neurotropics for treatingNeurotropics for treating Neuropathies nowadaysNeuropathies nowadays 1.1. Doctor, how many patientsDoctor, how many patients with OA and Acutewith OA and Acute Musculoskeletal conditionsMusculoskeletal conditions like back pain do you get in alike back pain do you get in a week?week? 2.2. ThankYou for extending theThankYou for extending the benefit of PantocidTabs.benefit of PantocidTabs. Doctor, what aspects youDoctor, what aspects you consider while choosing IVconsider while choosing IV PPI ?PPI ? 3.3. Doctor, may I know whichDoctor, may I know which Neurotropics you frequently,Neurotropics you frequently, use in Diabetic Neuropathyuse in Diabetic Neuropathy like….like…. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 126126 Examples :
  125. 125. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 127127 IDENTIFYING DOCTOR’S NEEDSIDENTIFYING DOCTOR’S NEEDS WORKSHOP IIWORKSHOP II
  126. 126. Workshop II -Workshop II - Identifying Doctor’sIdentifying Doctor’s NeedsNeeds Doctor Need Statement :Doctor Need Statement :  My OA patients are stable onVoveranMy OA patients are stable onVoveran  I get many patients who suffer from APD as well as hypertensionI get many patients who suffer from APD as well as hypertension  Quick pain relief is my main concern in GERD patientsQuick pain relief is my main concern in GERD patients  There are many tranquilizers available for InsomniaThere are many tranquilizers available for Insomnia  I prefer Somatostatin inVariceal bleeding.I prefer Somatostatin inVariceal bleeding.  My patients do not adhere to Piroxicam treatment, when prescribedMy patients do not adhere to Piroxicam treatment, when prescribed for acute painfor acute pain  Selective COX II inhibitor raise the BPSelective COX II inhibitor raise the BP Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 128128
  127. 127. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 129129 FIGURE OUT PRODUCT BENEFITSFIGURE OUT PRODUCT BENEFITS THAT SATISFY DOCTOR’STHAT SATISFY DOCTOR’S IDENTIFIED NEEDSIDENTIFIED NEEDS
  128. 128. 130130 What is feature? What isWhat is feature? What is benefit?benefit?  Feature of a product is what the productFeature of a product is what the product isis,, hashas oror doesdoes.. E.g.E.g. 1)1) Its compositionIts composition 2)2) ItsTherapeutic effectItsTherapeutic effect 3)3) Method of AdministrationMethod of Administration 4)4) Onset of Action / Duration of actionOnset of Action / Duration of action 5)5) Packaging etc.Packaging etc. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  129. 129. 131131 What is feature? What isWhat is feature? What is benefit?benefit? E.g. : Rabeprazole has a long half lifeE.g. : Rabeprazole has a long half life  Benefit of a product is what the product will do, that theBenefit of a product is what the product will do, that the user (doctor / patient) wants to haveuser (doctor / patient) wants to have E.g. Rabeprazole / Levofloxacin offers patient convenience ofE.g. Rabeprazole / Levofloxacin offers patient convenience of once daily dosingonce daily dosing Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA
  130. 130. How to develop the Benefit chain?How to develop the Benefit chain?  Mention the possible benefit.Think doctor asking “So What”Mention the possible benefit.Think doctor asking “So What” about this benefit.about this benefit.  Continue asking & working towards clearer benefit words /Continue asking & working towards clearer benefit words / phrases that identify what the user gains?phrases that identify what the user gains?  E.g. Long half life (A feature)E.g. Long half life (A feature) Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 132132
  131. 131. How to develop the Benefit chain?How to develop the Benefit chain? ContdContd.. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 133133
  132. 132. When to use “Sell Benefits”?When to use “Sell Benefits”?  Important to note that, all the benefits are not important to allImportant to note that, all the benefits are not important to all doctors.doctors.  You have to select features and benefits to give appropriateYou have to select features and benefits to give appropriate benefit statement which get doctors needs.benefit statement which get doctors needs.  Hence be on the lookout for doctors needs statements which isHence be on the lookout for doctors needs statements which is generally in benefit terms.generally in benefit terms.  End the chain when benefit matches the identified need of theEnd the chain when benefit matches the identified need of the doctor.doctor. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 134134
  133. 133. 135135 Examples : Develop Benefit Chain StatementExamples : Develop Benefit Chain Statement 1) Quick & Complete absorption of ETOSHINE
  134. 134. 136136 Examples : Develop Benefit ChainExamples : Develop Benefit Chain StatementStatement 2) Sustained release of the drug from Tizan SR
  135. 135. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 137137 II) RCPAII) RCPA
  136. 136. 15) CHEMIST15) CHEMIST 15) Chemist15) Chemist
  137. 137. RCPARCPA  RCPA : Retail Chemist Prescription AnalysisRCPA : Retail Chemist Prescription Analysis  RCPA is information obtained from retailer aboutRCPA is information obtained from retailer about doctors prescriptions and movement of products.doctors prescriptions and movement of products.  It is also called retail AuditIt is also called retail Audit Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 139139
  138. 138. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 140140 ChemistChemist  Chemist or retailer is the last or the end part of the chain ofChemist or retailer is the last or the end part of the chain of distribution.distribution.  Chemist provides the medicines to the buyer, prescribedChemist provides the medicines to the buyer, prescribed by the doctors.by the doctors.  Chemist realises the prescription written for our product,Chemist realises the prescription written for our product, thereby he is an important aspect in getting the sales.thereby he is an important aspect in getting the sales.
  139. 139. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 141141 Current Distribution Chain in India
  140. 140. Margins at various levels of DistributionMargins at various levels of Distribution SystemSystem  The retailers margin is 20 % on the MRP inclusive of allThe retailers margin is 20 % on the MRP inclusive of all taxes but actually they get approx. 22.5%taxes but actually they get approx. 22.5%  The Stockiest margin is 10% on the retailer’s price.The Stockiest margin is 10% on the retailer’s price.  The CNF margin is any where between 1.5 % to 5% on totalThe CNF margin is any where between 1.5 % to 5% on total goods transfer to stockiest.goods transfer to stockiest. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 142142 142
  141. 141. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 143143 Relation of MR (Company) andRelation of MR (Company) and RetailersRetailers The only way to meet the target is to generate the prescriptionThe only way to meet the target is to generate the prescription demand and by maintaining Stock pressure at the retailer- todemand and by maintaining Stock pressure at the retailer- to meet this demandmeet this demand  Therefore to honour the generated prescription demand –Therefore to honour the generated prescription demand – Retailers Assistance isVitalRetailers Assistance isVital  To maintain stock pressure – Retailer’s Assistance is equallyTo maintain stock pressure – Retailer’s Assistance is equally necessary.necessary.  Retailer’s Assistance will be forthcoming only if he sees you asRetailer’s Assistance will be forthcoming only if he sees you as an “ASSISTANT” ready to help him.an “ASSISTANT” ready to help him.  Retailers may see you as one helps him earn extra profits andRetailers may see you as one helps him earn extra profits and information.information.
  142. 142. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 144144 Relation of MR (Company) andRelation of MR (Company) and RetailersRetailers The only purpose why a retailer entertains you is because heThe only purpose why a retailer entertains you is because he sees you as one helping him to earn profits and extrasees you as one helping him to earn profits and extra information on company’s product.information on company’s product.  Thus the objective of the retailer to see any Companies MR is asThus the objective of the retailer to see any Companies MR is as one who always helps him to earn more profits and giveone who always helps him to earn more profits and give information about the products.information about the products.  Talk to him about new products trade offers etc.Talk to him about new products trade offers etc.  Remember retailer doesn’t mean the Proprietor (owner) alone,Remember retailer doesn’t mean the Proprietor (owner) alone, it means his assistance too, the counter clerk, the pharmacistit means his assistance too, the counter clerk, the pharmacist and the cashier / accountant.and the cashier / accountant.  Do not ignore any one.Talk to each one politely.Do not ignore any one.Talk to each one politely.
  143. 143. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 145145 Function of the ChemistFunction of the Chemist  Chemist / Pharmacist fills up the prescription written by theChemist / Pharmacist fills up the prescription written by the doctorsdoctors  Makes the availability of products for patients for which heMakes the availability of products for patients for which he stores the medicines in the shopstores the medicines in the shop  Honours the prescription written by the doctorHonours the prescription written by the doctor  Is the link between the patient and doctor, sometimes he helpsIs the link between the patient and doctor, sometimes he helps the patients in understanding the dosage and administration ofthe patients in understanding the dosage and administration of the prescribed medicines.the prescribed medicines.
  144. 144. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 146146 Need to meet the chemist/retailerNeed to meet the chemist/retailer  To inform the retailer about the availability of company’sTo inform the retailer about the availability of company’s products and its salient features.products and its salient features.  To know which doctors is prescribing what?To know which doctors is prescribing what?  To know the secondary sales of our product s, to know how ourTo know the secondary sales of our product s, to know how our competitors are doingcompetitors are doing  To make it sure that chemist is not running short of any of ourTo make it sure that chemist is not running short of any of our products for which he receives prescription.products for which he receives prescription.  To book the orders for our productsTo book the orders for our products  To get the feedback regarding any near expiry goods.To get the feedback regarding any near expiry goods.  To know type of the doctor in terms of qualification and practiceTo know type of the doctor in terms of qualification and practice in your territoryin your territory  To know the potential of a doctor in the territoryTo know the potential of a doctor in the territory
  145. 145. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 147147 Prerequisite before visiting chemistPrerequisite before visiting chemist  A copy of recent price list along with latest information aboutA copy of recent price list along with latest information about bonus offers / schemes provided by the companybonus offers / schemes provided by the company  POB (Personal Order Book)POB (Personal Order Book)  2 – carbon papers2 – carbon papers  All product stickers or information literatureAll product stickers or information literature  Ready stock-provided, if you are visiting a new/ remote area andReady stock-provided, if you are visiting a new/ remote area and launching a product.launching a product.  A small diary / note book to note the observation (Daily callA small diary / note book to note the observation (Daily call Companion)Companion)
  146. 146. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 148148 Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist shopshop Do’s:Do’s:  First take out the order book and ask about if any order he hisFirst take out the order book and ask about if any order he his having for youhaving for you  You should inform the chemist about new / old products we areYou should inform the chemist about new / old products we are promoting and the product name should and must be written inpromoting and the product name should and must be written in the chemist book along with stockist’s name.the chemist book along with stockist’s name.  Get the feedback from the chemist regarding doctor’sGet the feedback from the chemist regarding doctor’s preference for writing specific molecule or products or brand.preference for writing specific molecule or products or brand.  Ask the chemist to quantify the sales of the product s ( so youAsk the chemist to quantify the sales of the product s ( so you can demand the prescription from the doctor by quantifying).can demand the prescription from the doctor by quantifying).
  147. 147. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 149149 Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist  Keep asking price of competitor’s brands their composition andKeep asking price of competitor’s brands their composition and strength.strength.  Try to do more personal order booking, which will keep you inTry to do more personal order booking, which will keep you in touch about the secondary sales and the stock position attouch about the secondary sales and the stock position at stockist also (which will reflect your concern for your products,stockist also (which will reflect your concern for your products, which in turn will enhance your image at stockist and retailerwhich in turn will enhance your image at stockist and retailer level).level).  Develop a rapport with the chemist at personal level by knowingDevelop a rapport with the chemist at personal level by knowing the name of the person and remembering it.the name of the person and remembering it.  Later you can call him by name once you develop a rapport withLater you can call him by name once you develop a rapport with him.him.
  148. 148. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 150150 Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist contdcontd..Don’ts:Don’ts:  Don’t touch any of the medicines, prescription at the counterDon’t touch any of the medicines, prescription at the counter without asking to the chemist or patient.without asking to the chemist or patient.  Don’t ask lengthy questions to the retailer, when he is busy,Don’t ask lengthy questions to the retailer, when he is busy, probably he may not answer or will not be able to give correctprobably he may not answer or will not be able to give correct information.information.  Don’t start talking about other retailer or doctor with chemistDon’t start talking about other retailer or doctor with chemist (gossiping)(gossiping)  Don’t enter in to the argument if you have any problemsDon’t enter in to the argument if you have any problems regarding availability, keep pressurising him with persuasion.regarding availability, keep pressurising him with persuasion.  Don’t open your visual aid at the chemist counter in presence ofDon’t open your visual aid at the chemist counter in presence of other companies MR’s.other companies MR’s.
  149. 149. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 151151 Important of retail audit /Important of retail audit / surveysurvey  You can determine the actual secondary sales trend for yourYou can determine the actual secondary sales trend for your product, by which you can know that which of your doctor isproduct, by which you can know that which of your doctor is prescribing which product and in what quantity?prescribing which product and in what quantity?  The preferences of the prescribers and his prescribing habit inThe preferences of the prescribers and his prescribing habit in terms of molecule, its quantity and frequency of prescription,terms of molecule, its quantity and frequency of prescription, which can be actually known and its utilisation for our benefitwhich can be actually known and its utilisation for our benefit can be done.can be done.  It will help you know the potential of the doctor / market. SoIt will help you know the potential of the doctor / market. So that you can plan your future course action plan.that you can plan your future course action plan.
  150. 150. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 152152 Utilisation of Retail Audit informationUtilisation of Retail Audit information  Determine who are your competitorsDetermine who are your competitors  By how much margin the competitor/ s is leading? Or who areBy how much margin the competitor/ s is leading? Or who are behind you and by what margin?behind you and by what margin?  Which doctor is prescribing which brand? In what quantity?Which doctor is prescribing which brand? In what quantity?  Once you know the preferences of the doctor decide theOnce you know the preferences of the doctor decide the product/s to be promoted to the doctor.product/s to be promoted to the doctor.  Plan for the promotional strategy and inputs, which you will bePlan for the promotional strategy and inputs, which you will be receiving, to present to the doctor.receiving, to present to the doctor.  Continuously keep talking on calling chemists to ascertainContinuously keep talking on calling chemists to ascertain prescription flow for our products or for any prescription shiftprescription flow for our products or for any prescription shift towards other brands.towards other brands.
  151. 151. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 153153 OrderOrder  Ask for an order – It is your BIRTH RIGHTAsk for an order – It is your BIRTH RIGHT  TheThe stockiststockist salesman is not our competitorsalesman is not our competitor  But we are reluctant to book an order, having forgotten the artBut we are reluctant to book an order, having forgotten the art of taking an order.of taking an order.
  152. 152. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 154154 Reasons for not getting orderReasons for not getting order  We don’t call at the right timeWe don’t call at the right time  We don’t have the time. We don’t spend enough time – we are inWe don’t have the time. We don’t spend enough time – we are in a frightful hurry.a frightful hurry.  The retailers says he has already place the order with theThe retailers says he has already place the order with the Stockiest salesmanStockiest salesman
  153. 153. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 155155 SummerySummery  Doctor’s coverage and retailer’s coverage both are equallyDoctor’s coverage and retailer’s coverage both are equally importantimportant  Qualitative and quantitative improvement in retailer coverageQualitative and quantitative improvement in retailer coverage ensures;ensures;  Adequate stocks / display at the retailer shelves.Adequate stocks / display at the retailer shelves.  Prescription generated is honored inToto.Prescription generated is honored inToto.  Through knowledge of what is happening in the market.Through knowledge of what is happening in the market.  Preempt competitionPreempt competition  Corrective action on timeCorrective action on time  Asses strategies - Ours / competitors and get realistic feedbackAsses strategies - Ours / competitors and get realistic feedback
  154. 154. 16) STOCKIST16) STOCKIST
  155. 155. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 157157 StockistStockist  All of you will agree that you have generated the prescription,All of you will agree that you have generated the prescription, which gets honored at the chemist counter.which gets honored at the chemist counter.  But who serves the chemist?But who serves the chemist?  Or who takes care of the demands generated by you?Or who takes care of the demands generated by you?  It is theIt is the stockiststockist hence proper functioning ofhence proper functioning of stockiststockist plays anplays an important roleimportant role

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