Pharma marketing kailas

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Pharma marketing kailas

  1. 1. Pharma Marketing By Dr. Kailas Ghodke MBBS, MMS PhD (Perusing in Marketing) Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing and Training 702 / 703, 11 - A, Happy Valley, Godbandher Road, Manpada, Thane (W) Mumbai 400610, India. Email: kailasdr@yahoo.com , kailasdr@rediffmail.com Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85 Cell: 98208 315 94
  2. 2. Dr. Kailas Pharma Marketing2 Presentation ContentPresentation Content 1.1. Pharma Company OrganizationalPharma Company Organizational StructureStructure 2.2. Pharmaceutical productPharmaceutical product Marketing and SalesMarketing and Sales 3.3. Pharma Distribution ChannelsPharma Distribution Channels 4.4. Job profiled of Healthcare SalesJob profiled of Healthcare Sales Executive – MedicalExecutive – Medical Representative (MR)Representative (MR) 5.5. Pharma Products Marketing andPharma Products Marketing and PromotionsPromotions 6.6. Product MixProduct Mix 7.7. Promotional AidPromotional Aid 8.8. DetailingDetailing 9.9. Handling a Visual Aid and Art ofHandling a Visual Aid and Art of samplingsampling 10.10. Daily Sale call planningDaily Sale call planning 11.11. Tips for becoming a successfulTips for becoming a successful BDA / BDEBDA / BDE 12.12. Building rapport with customerBuilding rapport with customer 13.13. Vital 3 MinutesVital 3 Minutes 14.14. Type of DoctorType of Doctor 15.15. ChemistChemist 16.16. StockistStockist 17.17. Territory managementTerritory management 18.18. Information systemInformation system 19.19. Printing Technology and Types ofPrinting Technology and Types of paperpaper 20.20. Mathematical formulae andMathematical formulae and calculationcalculation
  3. 3. 1) Pharma Company Organizational Structure
  4. 4. Dr. Kailas Pharma Marketing4 Pharma Company Organizational StructurePharma Company Organizational Structure Marketing Manager National Sales Manager PMT Team Zonal Head Regional Head Area Manager Sr. Medical Representative / Sales Executive Medical Representative / Sales Executive Directors CEO VP Sales Marketing
  5. 5. Dr. Kailas Pharma Marketing5 Pharmaceuticals Organizations departmentPharmaceuticals Organizations department  The Pharma functioning can be divided into fiveThe Pharma functioning can be divided into five i.i. Main Function - Sales and MarketingMain Function - Sales and Marketing ii.ii. Medical DepartmentMedical Department iii.iii. ManufacturingManufacturing iv.iv. Research and Product DevelopmentResearch and Product Development v.v. Support DepartmentSupport Department
  6. 6. Dr. Kailas Pharma Marketing6 Pharmaceuticals Organizations departmentPharmaceuticals Organizations department  The main department sales and marketing can be furtherThe main department sales and marketing can be further divided into two as ,divided into two as , i.i. Marketing and PMT teamMarketing and PMT team ii.ii. Sales team (field staff)Sales team (field staff)
  7. 7. Dr. Kailas Pharma Marketing7 Pharmaceuticals Organizations departmentPharmaceuticals Organizations department  Marketing and PMT team functions.Marketing and PMT team functions.  It’s a thinking brain of any Pharma CompanyIt’s a thinking brain of any Pharma Company  Development of strategyDevelopment of strategy  Brand Development and BrandingBrand Development and Branding  Promotion and Marketing strategyPromotion and Marketing strategy  Decision makingDecision making  New brands Launch or withdrawal of any brandsNew brands Launch or withdrawal of any brands  Media PlanningMedia Planning  TrainingTraining  Brand ProjectionBrand Projection
  8. 8. Dr. Kailas Pharma Marketing8 Pharmaceuticals Organizations departmentPharmaceuticals Organizations department contdcontd..  Sales team (field staff) function:Sales team (field staff) function:  They generates sale by meeting the customersThey generates sale by meeting the customers  Strategy ImplementersStrategy Implementers  Eyes and ears of the company in the fieldEyes and ears of the company in the field  Sales Projection, Territory projectionSales Projection, Territory projection
  9. 9. Dr. Kailas Pharma Marketing9 Pharmaceuticals Organizations departmentPharmaceuticals Organizations department contdcontd..  The supporting departments are;The supporting departments are; i.i. FinanceFinance ii.ii. PurchasePurchase iii.iii. LogisticLogistic iv.iv. Graphic designingGraphic designing
  10. 10. 2) Pharmaceutical Product Marketing and Sales
  11. 11. Dr. Kailas Pharma Marketing11 Pharmaceutical Product Marketing and SalesPharmaceutical Product Marketing and Sales  Pharmaceutical professional belong to an extraordinaryPharmaceutical professional belong to an extraordinary class.class.  Healthcare professional job is unique, special andHealthcare professional job is unique, special and rewarding.rewarding.  One is engage in healthcare business for,One is engage in healthcare business for,  Improving the overall quality of life of people around,Improving the overall quality of life of people around, service the customer / doctors by giving them latestservice the customer / doctors by giving them latest medical informationmedical information  Present before them logical prescribing alternativesPresent before them logical prescribing alternatives  Facilitate continues medical learning.Facilitate continues medical learning.  Doctors all over the world agree, they depend on MedicalDoctors all over the world agree, they depend on Medical Detail men for a big portion of latest medical information.Detail men for a big portion of latest medical information.
  12. 12. Dr. Kailas Pharma Marketing12 Types of sellingTypes of selling  Selling can be classified asSelling can be classified as i.i. Consumers Selling - Traditional SellingConsumers Selling - Traditional Selling  FMCGFMCG  OTCOTC  ElectronicsElectronics i.i. Healthcare Selling - Ethical Selling, no solicitations of theHealthcare Selling - Ethical Selling, no solicitations of the customers / patient and no advertisementscustomers / patient and no advertisements  Pharma productPharma product  Hospital and medical servicesHospital and medical services
  13. 13. Dr. Kailas Pharma Marketing13 Types of sellingTypes of selling a) Consumer sellinga) Consumer selling Product Mdia Advt. Consumer (Customer) b) Healthcare sellingb) Healthcare selling Peroduct Customer (Doctor) Consumer (Customer)
  14. 14. Dr. Kailas Pharma Marketing14 CustomerCustomer  Pharmaceutical selling is an indirect sellingPharmaceutical selling is an indirect selling  One promote a particular product to a doctor who identifiesOne promote a particular product to a doctor who identifies the need of that particular product to a particular patient andthe need 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 chemistdoctor’s and the stockiest supply the stocks to the chemist while the C & F agent who hold the stock on behalf of thewhile the C & F agent who hold the stock on behalf of the companies.companies.
  15. 15. Dr. Kailas Pharma Marketing15 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 thethe usages of a particular product / services among the several options availableseveral options available  The customer may or may not be the consumer of theThe customer may or may not be the consumer of the product / servicesproduct / services
  16. 16. Dr. Kailas Pharma Marketing16 Who is the customer? – E.g.Who is the customer? – E.g.  Your wife ask you to purchase Cerelac for your baby. YourYour wife ask you to purchase Cerelac for your baby. Your baby become becomes an actual consumer of Cerelac and notbaby become becomes an actual consumer of Cerelac and not your wife.your 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 Pharma Marketing17 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 sameproduct 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 ofIn this profession you may not meet the actual consumer of your product.your product.
  18. 18. Dr. Kailas Pharma Marketing18 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 (WhoPatients and general Public for OTC products (Who purchase and consume the products)purchase and consume the products)
  19. 19. Dr. Kailas Pharma Marketing19 Difference between pharmaceutical selling and otherDifference between pharmaceutical selling and other consumer productconsumer 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. 3) Pharma Distribution Channels
  21. 21. Dr. Kailas Pharma Marketing21 Pharma Distribution ChannelsPharma Distribution Channels ManufactureManufacture CompanyCompany DepotDepot CNF /CNF / Super StockiestSuper Stockiest StockiestStockiest Retailer /Retailer / ChemistChemist End User /End User / PatientsPatients 1.5 –1.5 – 4 %4 % 10 %10 % 20 %20 % DoctorDoctor RxRx
  22. 22. Dr. Kailas Pharma Marketing22 Pharma Distribution ChannelsPharma Distribution Channels contdcontd..  The Indian Drug and Medicine Retailers i.e. ChemistThe Indian Drug and Medicine Retailers i.e. Chemist operate on the following system.operate on the following system.  The retailers purchase drugs from the stockiest and subThe retailers purchase drugs from the stockiest and sub Stockiest .Stockiest .  The chemist gets the margin of approximately 20% on theThe chemist gets the margin of approximately 20% on the MRP.MRP.  The net profit for the retailers is aprox. 12 -14 %.The net profit for the retailers is aprox. 12 -14 %.
  23. 23. Dr. Kailas Pharma Marketing23 Indian Pharmacy SOPIndian Pharmacy SOP contdcontd..  The stockiest in turn purchase the goods from the SuperThe stockiest in turn purchase the goods from the Super Stockiest or CNF agent or the Distributors.Stockiest or CNF agent or the Distributors.  The stockiest are appointed by the Pharma co. and isThe stockiest are appointed by the Pharma co. and is approved by theapproved by the MSCDA.MSCDA.  The stockist earn a margin of 10% on the retailers price.The stockist earn a margin of 10% on the retailers price.  The sub stockist are the stockiest which are not appointed byThe sub stockist are the stockiest which are not appointed by the Pharma co.the Pharma co.
  24. 24. Dr. Kailas Pharma Marketing24 Indian Pharmacy SOPIndian Pharmacy SOP contdcontd..  The sub stockiest takes the goods directly from the LegalThe sub stockiest takes the goods directly from the Legal stockist and the Stockist keep 2- 4 % for himself and pass onstockist and the Stockist keep 2- 4 % for himself and pass on approx. 6% on retailers price to the sub stockiest .approx. 6% on retailers price to the sub stockiest .  The CNF agents in turns get the commission ranging from 1.5The CNF agents in turns get the commission ranging from 1.5 % to 4% on the total turnover.% to 4% on the total turnover.  The CNF is appointed by the Co. or many times the Co. itselfThe CNF is appointed by the Co. or many times the Co. itself acts as a CNF at least in the HQ. Territory.acts as a CNF at least in the HQ. Territory.
  25. 25. Dr. Kailas Pharma Marketing25 Indian Pharmacy SOPIndian Pharmacy SOP contdcontd..  All the stockiest, Sub stockiest and the retailers (Chemist areAll the stockiest, Sub stockiest and the retailers (Chemist are the members of calledthe members of called MSCDA (Maharashtra Stockiest andMSCDA (Maharashtra Stockiest and Chemist druggist association)Chemist druggist association) in Maharashtrain Maharashtra while at all Indiawhile at all India level AISCDAlevel AISCDA
  26. 26. 3) Job profiled of Healthcare Sales Executive – Medical Representative (MR)
  27. 27. Dr. Kailas Pharma Marketing27 Understanding the JobUnderstanding the Job  The following are the basic question that we must asked ourThe following are the basic question that we must asked our self and answer them correctly.self 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?
  28. 28. Dr. Kailas Pharma Marketing28 Job ResponsibilityJob 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 toMake confident efforts towards improving services to customercustomer  To provide regular feedback to the company and theTo provide regular feedback to the company and the superiors on all the happenings in the field, regardingsuperiors on all the happenings in the field, regarding  CompetitionCompetition  MarketingMarketing  Socio-economic conditionSocio-economic condition
  29. 29. Dr. Kailas Pharma Marketing29 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
  30. 30. Dr. Kailas Pharma Marketing30 Need of Medical Representative (MR) / Sales ExecutiveNeed of Medical Representative (MR) / Sales Executive  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 andpersuaded frequently so that he begins, continues and increases the use of our products.increases the use of our products.
  31. 31. 5) Pharma Products Marketing and Promotions
  32. 32. Dr. Kailas Pharma Marketing32 Pharma PromotionsPharma Promotions  The Pharma Promotions or the marketing strategy is focused on the following level a) External Customer 1. Doctor level 2. Chemist Level 3. Patient level 4. Masses level 5. Packaging Level 6. Price level b) Internal Customers 1. Sale team level
  33. 33. Dr. Kailas Pharma Marketing33 1) Doctor level1) Doctor level Type ofType of DoctorDoctor  GP ( MBBS or Non MBBS)GP ( MBBS or Non MBBS)..  Specialist or super specialistSpecialist or super specialist  Independent practitioner orIndependent practitioner or attached to hospitals (Gov orattached to hospitals (Gov or Private)Private)  Physicians or SurgeonPhysicians or Surgeon Type of the patients served byType of the patients served by the doctorsthe doctors  Urban or Rural PatientUrban or Rural Patient  Economical Status – UpperEconomical Status – Upper class or Middle classclass or Middle class  Urban working class orUrban working class or Business class patientBusiness class patient  Well read and aware ofWell read and aware of Latest trendLatest trend Type of Doctor- Target CustomerType of Doctor- Target Customer
  34. 34. Dr. Kailas Pharma Marketing34 Promotional AidPromotional Aid used for Doctorsused for Doctors  The objective to promote Pharma brands to the Doctors is toThe objective to promote Pharma brands to the Doctors is to get their prescriptionget their prescription  Most commonly used promotional tools to promote PharmaMost commonly used promotional tools to promote Pharma products to doctors is as follows,products to doctors is as follows, i.i. Visual aidVisual aid ii.ii. LiteratureLiterature iii.iii. Gift articlesGift articles iv.iv. Prescription padPrescription pad v.v. LBLLBL vi.vi. StickersStickers vii.vii.Clinical trialsClinical trials viii.viii.Physicians SamplesPhysicians Samples ix.ix. PostersPosters x.x. Catch coverCatch cover xi.xi. Journal advertisementsJournal advertisements xii.xii. ReferencesReferences xiii.xiii.Participation inParticipation in Symposium, MedicalSymposium, Medical conferences and CMEconferences and CME xiv.xiv.Involvement in BrandInvolvement in Brand launch and various otherlaunch and various other field activityfield activity xv.xv.SponsorshipsSponsorships
  35. 35. Dr. Kailas Pharma Marketing35 2) Chemist Level2) Chemist Level  Understand what type of the chemist isUnderstand what type of the chemist is  What type of customers he is serving (Doctors and PatientWhat type of customers he is serving (Doctors and Patient Class)Class)  Most commonly used promotional tools to promote PharmaMost commonly used promotional tools to promote Pharma products to doctors is as follows,products to doctors is as follows,  Bonus offerBonus offer  Chemist FolderChemist Folder  StickersStickers  Chemist LBL (Vernacular LanguageChemist LBL (Vernacular Language  PostersPosters  GiftsGifts
  36. 36. Dr. Kailas Pharma Marketing36 3) Patient level  Patients are targeted indirectly for brand promotionsPatients are targeted indirectly for brand promotions  The best time to divert the patients attentions is when they areThe best time to divert the patients attentions is when they are waiting in consultancy for their turn.waiting in consultancy for their turn.  Tools used for patients promotions;Tools used for patients promotions; • Patient Educations literaturePatient Educations literature • PostersPosters • Medical CampsMedical Camps
  37. 37. Dr. Kailas Pharma Marketing37 4) Masses level  Pharma products which can be promoted at mass levelPharma products which can be promoted at mass level includes;includes; OTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar freeOTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar free Food Supplements - Protein Powder- Horlics, Boost etcFood Supplements - Protein Powder- Horlics, Boost etc Tonics / Chavanprashs - Baidanath , Zandu etc.Tonics / Chavanprashs - Baidanath , Zandu etc. Neutraceuticals – Calcuim SandozeNeutraceuticals – Calcuim Sandoze Herbal Medicines – Himalaya ProductsHerbal Medicines – Himalaya Products
  38. 38. Dr. Kailas Pharma Marketing38 4) Masses level4) Masses level contdcontd..  Tools used to promote OTC products through Mass MediaTools used to promote OTC products through Mass Media advertisements are,advertisements are, RadioRadio TVTV Print - News Paper, Magazines etc.Print - News Paper, Magazines etc. MailersMailers Internet Media - Emails , website, BlogsInternet Media - Emails , website, Blogs
  39. 39. Dr. Kailas Pharma Marketing39 5) Packaging level5) Packaging level  Packaging is important not only to promote OTC productsPackaging is important not only to promote OTC products but also ethical promotions.but also ethical promotions.  Packaging serves four purposesPackaging serves four purposes i.i. To protect the inside products from Physical, natural ,To protect the inside products from Physical, natural , environmental and chemical damageenvironmental and chemical damage ii.ii. To attract the customersTo attract the customers iii.iii. To build the perceived value of the productsTo build the perceived value of the products iv.iv. To build customers trust on the products.To build customers trust on the products.
  40. 40. Dr. Kailas Pharma Marketing40 6) Price level  Promotion at price level always carry a risk when thePromotion at price level always carry a risk when the competitors reduces their prices.competitors reduces their prices.
  41. 41. Dr. Kailas Pharma Marketing41 7) Sale team level  Sales team is the most important link between the companySales team is the most important link between the company and the customers.and the customers.  It is said the sales team is the eyes and the ears of theIt is said the sales team is the eyes and the ears of the company.company.  Sales team are burden with more then 20 – 30 products.Sales team are burden with more then 20 – 30 products.  During the launch campaign one must convinced andDuring the launch campaign one must convinced and motivate the sales team regarding the new brand.motivate the sales team regarding the new brand.
  42. 42. Dr. Kailas Pharma Marketing42 7) Sale team levelSale team level contdcontd..  Tools used to motivate the sales teamTools used to motivate the sales team i.i. Various competition at Regional , Zonal and national level.Various competition at Regional , Zonal and national level. ii.ii. First Prescriptions , First 5 prescriptions or maximumFirst Prescriptions , First 5 prescriptions or maximum pr4escriptions in a stipulated periodpr4escriptions in a stipulated period iii.iii. Launch gifts to the sales teamLaunch gifts to the sales team iv.iv. Various field activity involving the doctors like Brand launchVarious field activity involving the doctors like Brand launch in a particular area , CME, Medical camps etc.in a particular area , CME, Medical camps etc.
  43. 43. 6) Product Mix
  44. 44. Dr. Kailas Pharma Marketing44 Product mixProduct mix  Product mix means selling the right product in right quantityProduct mix means selling the right product in right quantity at the right time to the right customer.at the right time to the right customer.  A successful Healthcare sales professional will sell all theA successful Healthcare sales professional will sell all the products and achieve his targetsproducts and achieve his targets  Sales professional who sells the product mix can achieve hisSales professional who sells the product mix can achieve his rupee value target but , sales professional who achieves hisrupee value target but , sales professional who achieves his rupee value target may not achieve the product mix.rupee value target may not achieve the product mix.
  45. 45. Dr. Kailas Pharma Marketing45 Why product mix is necessaryWhy product mix is necessary  It ensures protection against changing market valuesIt ensures protection against changing market values  Keeps the right profit marginKeeps the right profit margin  Ensures optimum utilization of company’s distinctiveEnsures optimum utilization of company’s distinctive technical know-how and production facilitiestechnical know-how and production facilities  Ensure continuous supply of the key products in the marketEnsure continuous supply of the key products in the market at all timesat all 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 highHelps company to strike an ideal balance between high margin and low margin productsmargin and 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.
  46. 46. 7) Promotional Aid
  47. 47. Dr. Kailas Pharma Marketing47 Promotional AidPromotional Aid  Most commonly used promotional tools in theMost commonly used promotional tools in the pharmaceuticals industry arepharmaceuticals industry are 1.1. Visual aidVisual aid 2.2. LiteratureLiterature 3.3. Gift articlesGift articles 4.4. Prescription padPrescription pad 5.5. LBLLBL 6.6. FlierFlier 7.7. BrochureBrochure 8.8. StickersStickers 9.9. Clinical trialsClinical trials 10.10.Physicians SamplesPhysicians Samples 11.11.Catch coverCatch cover 12.12.Journal advertisementsJournal advertisements 13.13.ReferencesReferences 14.14.Participation inParticipation in Symposium., MedicalSymposium., Medical conferences and CMEconferences and CME 15.15.Bonus offersBonus offers
  48. 48. Dr. Kailas Pharma Marketing48 Visual AidVisual Aid  Visual Aid or VA as it is commonly known, is a spiral boundVisual Aid or VA as it is commonly known, is a spiral bound material with photo- mount stand there are several laminatedmaterial with photo- mount stand there are several laminated page s with product messagespage s with product messages Advantages of VA:Advantages of VA:  Ensure attention of the customer, the picture and messagesEnsure attention of the customer, the picture and messages printed on it are to attract the customers attention you canprinted on it are to attract the customers attention you can point out relevant portions on the pages and deliver thepoint out relevant portions on the pages and deliver the detailing story. This ensures Audio- visual presentation. Thedetailing story. This ensures Audio- visual presentation. The doctors “sees” and “hear” at the same time.doctors “sees” and “hear” at the same time.  Helps to create audiovisual impact, communicate message toHelps to create audiovisual impact, communicate message to doctor in a logical sequencedoctor in a logical sequence  Helps to discuss many product at a timeHelps to discuss many product at a time  Helps to skip the detailing of products not meant for aHelps to skip the detailing of products not meant for a particular specialtyparticular specialty  Very effective communicating toolVery effective communicating tool
  49. 49. Dr. Kailas Pharma Marketing49 Literatures and Competitors LiteratureLiteratures and Competitors Literature Literatures:Literatures:  A good input for detailing particular product in terms ofA good input for detailing particular product in terms of prescribing information, dosages, adverse reaction features,prescribing information, dosages, adverse reaction features, benefits, contraindication etc.benefits, contraindication etc. Competitors Literature:Competitors Literature:  It helps to convey the promotional message of competitors toIt helps to convey the promotional message of competitors to the doctors. Through indication and variations references wethe doctors. Through indication and variations references we can pass information to H.O. so as to develop counter attackscan pass information to H.O. so as to develop counter attacks
  50. 50. Dr. Kailas Pharma Marketing50 Leave Behind card / Literature (LBL)Leave Behind card / Literature (LBL)  Helps doctors as a reminder for our product, in our absence.Helps doctors as a reminder for our product, in our absence. But it must be detail at the time of presentationBut it must be detail at the time of presentation  LBL is not meant for mass distribution, it is targeted towardsLBL is not meant for mass distribution, it is targeted towards the potential target audience.the potential target audience.  LBL give specific information on the service or product.LBL give specific information on the service or product.  Any literature which is given in person to the potential clientAny literature which is given in person to the potential client e.g. MR gives the literature to the doctor after his/her salese.g. MR gives the literature to the doctor after his/her sales presentation.presentation.  These literatures are not taken back by the MR but it is leavedThese literatures are not taken back by the MR but it is leaved behind so that the doctor in his leisure time can go through it.behind so that the doctor in his leisure time can go through it.  Practically, the paper used for LBL printings is above 175 GSMPractically, the paper used for LBL printings is above 175 GSM and mostly it is a 4 colour job.and mostly it is a 4 colour job.
  51. 51. Dr. Kailas Pharma Marketing51 FlierFlier  Any literature which is distributed to masses i.e. for massAny literature which is distributed to masses i.e. for mass distribution.distribution.  The flier is usually used to pass on the information's for theThe flier is usually used to pass on the information's for the masses, sp. Info on some event venue, tel. no. etc.masses, sp. Info on some event venue, tel. no. etc.  The fliers are usually distributed at the railway station, someThe fliers are usually distributed at the railway station, some local fair or some event or distributed by putting it in the newslocal fair or some event or distributed by putting it in the news paper.paper.  Practically the paper used for flier printings is less than 100Practically the paper used for flier printings is less than 100 GSM, mostly 80 GSM maplito paper, may be one colour 2GSM, mostly 80 GSM maplito paper, may be one colour 2 colour or 4 colour job.colour or 4 colour job.
  52. 52. Dr. Kailas Pharma Marketing52 BrochureBrochure  This literature gives the in-depth knowledge of the service /This literature gives the in-depth knowledge of the service / product targeted to the potential client.product targeted to the potential client.  Practically it is more the 4 - 6 pagesPractically it is more the 4 - 6 pages  Mostly all pages are bound together either simple binding orMostly all pages are bound together either simple binding or back to back pastingback to back pasting  Each pages are about 175- 200 GSM if it is a simple binding orEach pages are about 175- 200 GSM if it is a simple binding or for back to back pasting 150-175 GSM.for back to back pasting 150-175 GSM.
  53. 53. Dr. Kailas Pharma Marketing53 Catch CoverCatch Cover andand Physician SamplesPhysician Samples Catch Cover:Catch Cover:  This tells you about the product details, composition,This tells you about the product details, composition, colourcolour,, manufactured date, expiry date etc.manufactured date, expiry date etc. Physician Samples:Physician Samples:  Samples enable doctor to asses the physical characteristicsSamples enable doctor to asses the physical characteristics of our productof our product  To assess the efficacy of our products in various s indicationsTo assess the efficacy of our products in various s indications  As a reminderAs a reminder  To fulfill the doctors need for his patients, family members orTo fulfill the doctors need for his patients, family members or himself and friendshimself and friends
  54. 54. Dr. Kailas Pharma Marketing54 GiftsGifts  Gifts helps to express our gratitude for the support ofGifts helps to express our gratitude for the support of doctors, which he is extending to our productsdoctors, which he is extending to our products  To enhance the recall value of our productTo enhance the recall value of our product  To convert doctors prescriptions of competitors brands toTo convert doctors prescriptions of competitors brands to our brandour brand  Always give value to the gift by presenting it nicely andAlways give value to the gift by presenting it nicely and never convey the real value of the gift to the doctor.never convey the real value of the gift to the doctor.
  55. 55. Dr. Kailas Pharma Marketing55 Bonus offerBonus offer  It ensure better stocking of our product at the retail countersIt ensure better stocking of our product at the retail counters  It generates enthusiasm amongst the retailersIt generates enthusiasm amongst the retailers  It takes care of increased prescription demand you haveIt takes care of increased prescription demand you have generated for a particular product.generated for a particular product.  Sometimes helps you to boost sales. With bonus offer youSometimes helps you to boost sales. With bonus offer you must sale at least 21/2 times more compared to your normalmust sale at least 21/2 times more compared to your normal sales.sales.
  56. 56. Dr. Kailas Pharma Marketing56 StickersStickers  It is used mainly as a medium for remembranceIt is used mainly as a medium for remembrance  The sticker ensure that products name is visible from theThe sticker ensure that products name is visible from the walls or from the place where the doctors can read thewalls or from the place where the doctors can read the namename  Don’t put stickers where there is already hundreds ofDon’t put stickers where there is already hundreds of stickers are stuckstickers are stuck  Select a proper place where your sticker can be easilySelect a proper place where your sticker can be easily visible, eye level to the customervisible, eye level to the customer  Remember, before you put stickers, get the permissionRemember, before you put stickers, get the permission from the doctors to do so.from the doctors to do so.
  57. 57. 8) Detailing
  58. 58. Dr. Kailas Pharma Marketing58 DefinitionDefinition of Detailingof Detailing  Detailing is a presentation of selling points in the most logicalDetailing is a presentation of selling points in the most logical sequence to the customersequence to the customer  Sales promotion, sales presentation, sales interview are theSales promotion, sales presentation, sales interview are the other names of detailingother names of detailing  Basically detailing means the communication of your messageBasically detailing means the communication of your message to the customer to increase the sales.to the customer to increase the sales.
  59. 59. Dr. Kailas Pharma Marketing59 Objective of DetailingObjective of Detailing  To make the product known to the doctor, but its purpose is toTo make the product known to the doctor, but its purpose is to crate a NEED and WANT in the mind of the doctorcrate a NEED and WANT in the mind of the doctor  This step is technically known as “comprehension” of theThis step is technically known as “comprehension” of the product to the doctor with a view to generate an urge in hisproduct to the doctor with a view to generate an urge in his mind to prescribe the productmind to prescribe the product
  60. 60. Dr. Kailas Pharma Marketing60 Principles of DetailingPrinciples of Detailing  Logical and sequential presentationLogical and sequential presentation  Logical build up of selling pointsLogical build up of selling points  Fastening the minds of the customerFastening the minds of the customer  Hammering the key pointsHammering the key points  Giving proof for all statements whenever needed.Giving proof for all statements whenever needed.
  61. 61. Dr. Kailas Pharma Marketing61 Contents of DetailingContents of Detailing  Medical detaining is the conversation between the doctor andMedical detaining is the conversation between the doctor and the MR.the MR.  It is a dialogue and not a monologue.It is a dialogue and not a monologue.  The MR builds the discussion with doctor on;The MR builds the discussion with doctor on; Name of the product “BRAND”,Name of the product “BRAND”, Indication in which the product is advocatedIndication in which the product is advocated Benefits that the product can offer to the patientsBenefits that the product can offer to the patients  Detailing should be clear, concise and logical and it must beDetailing should be clear, concise and logical and it must be enlightenenlighten
  62. 62. Dr. Kailas Pharma Marketing62 Contents of DetailingContents of Detailing contdcontd..  Detailing should contain the following:Detailing should contain the following: What the product is? (Basic Product)What the product is? (Basic Product) What it is used for? (Indication)What it is used for? (Indication) What it will do? (Action)What it will do? (Action) How it is better? (Comparison)How it is better? (Comparison) What are the benefits?What are the benefits?  Thus medical detailing consist of Product Presentation andThus medical detailing consist of Product Presentation and Motivation or PersuasionMotivation or Persuasion
  63. 63. Dr. Kailas Pharma Marketing63 Contents of DetailingContents of Detailing contdcontd.. Name of the product Indications Benefits to patient Medical Detailing Conversation
  64. 64. Dr. Kailas Pharma Marketing64 Reason to adhere to the detailing stories orReason to adhere to the detailing stories or memories detailingmemories detailing  Helps to transfer the ideas from your mind to the minds ofHelps to transfer the ideas from your mind to the minds of customer clearlycustomer clearly  Covers all the pointCovers all the point  It is completeIt is complete  It is in logical order, drives doctor from one point to anotherIt is in logical order, drives doctor from one point to another  Sales executive can spend time on voice modulation andSales executive can spend time on voice modulation and delivery of detailingdelivery of detailing  Saves timeSaves time  Gives confidenceGives confidence
  65. 65. Dr. Kailas Pharma Marketing65 Detailing should beDetailing should be  CompleteComplete  ClearClear  Delivered with confidenceDelivered with confidence  ConvictionConviction  Eliminate the competitionEliminate the competition  Should follow the “AIDA” principle.Should follow the “AIDA” principle.
  66. 66. Dr. Kailas Pharma Marketing66 Detailing sequenceDetailing sequence i.i. The pre approachThe pre approach ii.ii. The approachThe approach iii.iii. The name of the productThe name of the product iv.iv. The “you” benefitThe “you” benefit v.v. The building of confidenceThe building of confidence vi.vi. The proper closeThe proper close
  67. 67. Dr. Kailas Pharma Marketing67 Detailing sequenceDetailing sequence contdcontd.. The pre approach:The pre approach:  The stage of collecting specific information of customerThe stage of collecting specific information of customer before actually calling on himbefore actually calling on him The approach:The approach:  Going near to your customer using AIDA principles and makeGoing near to your customer using AIDA principles and make your call effectiveyour call effective The name of the product:The name of the product:  Mention your product name time and again to the doctor as itMention your product name time and again to the doctor as it help in registering the brand name in customers mindhelp in registering the brand name in customers mind
  68. 68. Dr. Kailas Pharma Marketing68 Detailing sequenceDetailing sequence contdcontd.. The “you” benefit:The “you” benefit:  Highlighting the benefits of the product for doctors and hisHighlighting the benefits of the product for doctors and his patients.patients.  Doctor always appreciates if we talk from patients angle andDoctor always appreciates if we talk from patients angle and not from the angle of the companynot from the angle of the company The building of confidence:The building of confidence:  How confidant you are about yourself, your product andHow confidant you are about yourself, your product and company.company.  This confidant will get transform into building up doctor’sThis confidant will get transform into building up doctor’s confidence and therefore Objection handling become easier,confidence and therefore Objection handling become easier, this is the key to successthis is the key to success
  69. 69. Dr. Kailas Pharma Marketing69 Detailing sequenceDetailing sequence contdcontd.. The proper close:The proper close:  The close is nothing but whether you have made any impactThe close is nothing but whether you have made any impact on doctor or not.on doctor or not.  The impact can be measure in terms of salesThe impact can be measure in terms of sales  Close the call with the prescription demand is a mustClose the call with the prescription demand is a must  Always close with a statement such as - “Doctor May I get atAlways close with a statement such as - “Doctor May I get at least 5 prescription in this week from you so your patient willleast 5 prescription in this week from you so your patient will benefit from our product”benefit from our product”
  70. 70. Dr. Kailas Pharma Marketing70 Basic structure of a sales presentationBasic structure of a sales presentation i.i. OpeningOpening ii.ii. Get attentionGet attention iii.iii. Create interest and sustain itCreate interest and sustain it iv.iv. Present benefitsPresent benefits v.v. DemonstrateDemonstrate vi.vi. FeedbackFeedback vii.vii. Handle objectionHandle objection viii.viii.CloseClose
  71. 71. 9) Handling a Visual Aid and Art of sampling
  72. 72. Dr. Kailas Pharma Marketing72 Handling a Visual AidHandling a Visual Aid  In handling VA the first thing remember is that detailing isIn handling VA the first thing remember is that detailing is an art, and has to be done with lot of care and conviction.an art, and has to be done with lot of care and conviction.  Care means lot of practice and Conviction means withCare means lot of practice and Conviction means with emotion.emotion.  Important points on how to handle VA:Important points on how to handle VA: i.i. Let the doctor sees the visual and text matterLet the doctor sees the visual and text matter ii.ii. Don’t hurry and turn pagesDon’t hurry and turn pages
  73. 73. Dr. Kailas Pharma Marketing73 Handling a Visual AidHandling a Visual Aid contdcontd.. iii.iii. Ask for doctors comments on some special pointsAsk for doctors comments on some special points iv.iv. Give brief pause between one product and anotherGive brief pause between one product and another v.v. Handle VA gently and with careHandle VA gently and with care vi.vi. Sound confident while making claims. Modulate voice,Sound confident while making claims. Modulate voice, articulate clearly.articulate clearly. vii.vii. Control speed of your speech.Control speed of your speech. viii.viii.Give emphasis to points printed boldlyGive emphasis to points printed boldly
  74. 74. Dr. Kailas Pharma Marketing74 Handling a Visual AidHandling a Visual Aid contdcontd.. viii.viii.Always use a pointer (pen is the best pointer and easilyAlways use a pointer (pen is the best pointer and easily available)available) ix.ix. Do not run the pointer, use it only to pointDo not run the pointer, use it only to point x.x. Hold the VA at appropriate distance so that doctor can readHold the VA at appropriate distance so that doctor can read it properlyit properly xi.xi. If doctor takes the literature from you and starts reading, doIf doctor takes the literature from you and starts reading, do not disturb him let him complete it. Do not interrupt him.not disturb him let him complete it. Do not interrupt him.
  75. 75. Dr. Kailas Pharma Marketing75 Art of samplingArt of sampling  Every companies give adequate samples to their saleEvery companies give adequate samples to their sale steams but it is an individual who makes the difference withsteams but it is an individual who makes the difference with these samples in generating prescriptionthese samples in generating prescription i.i. It is advisable to use these samples in a judicious way toIt is advisable to use these samples in a judicious way to create an impact in every visit.create an impact in every visit. ii.ii. Distribution of samples with demonstration is a veryDistribution of samples with demonstration is a very important aspect of our job instead of just keeping samplesimportant aspect of our job instead of just keeping samples on doctor’s tables.on doctor’s tables. iii.iii. Always remember that you should arrange the samples onAlways remember that you should arrange the samples on the doctor’s table in such a way that brand name andthe doctor’s table in such a way that brand name and important features face the doctor.important features face the doctor.
  76. 76. Dr. Kailas Pharma Marketing76 Art of samplingArt of sampling contdcontd.. iv.iv. Never keep the samples by telling that “here are fewNever keep the samples by telling that “here are few samples” instead, always tell that “ this product you can trysamples” instead, always tell that “ this product you can try on your next patient suffering from ___________on your next patient suffering from ___________ (condition)”(condition)” v.v. Always demand prescriptions when you keep the samplesAlways demand prescriptions when you keep the samples vi.vi. Use demonstrating technique to make your product stand inUse demonstrating technique to make your product stand in doctors mind.doctors mind. vii.vii. Always demonstrateAlways demonstrate colourcolour, scoring taste, smell etc., scoring taste, smell etc.
  77. 77. 10) Daily Sale call planning
  78. 78. Dr. Kailas Pharma Marketing78 PlanningPlanning Planning:Planning:  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 helpsIn other words, planning is the thinking process, which helps us to anticipate our objectives of tomorrow and the tactics weus to anticipate our objectives of tomorrow and the tactics we will adopt to ensure achievements of these objectives.will adopt to ensure achievements of these objectives. 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
  79. 79. Dr. Kailas Pharma Marketing79 PlanningPlanning contdcontd.. How to plan?How to plan?  Foundation of every plan is knowledge and informationFoundation of every plan is knowledge and information We must know:We must know: i.i. What we are selling (Products)What we are selling (Products) ii.ii. To whom we are selling (Customer)To whom we are selling (Customer) iii.iii. Against which we are selling (Competitors)Against which we are selling (Competitors)  Hence we should know our product, customer andHence we should know our product, customer and competitors.competitors.  Before planning we should have prescription habits ofBefore planning we should have prescription habits of customers (our / competitors) the specific day they meet,customers (our / competitors) the specific day they meet, what was the discussion in earlier visits, any specificwhat was the discussion in earlier visits, any specific requirement we have to satisfy.requirement we have to satisfy.  Always refer to your dairy when you plan.Always refer to your dairy when you plan.
  80. 80. Dr. Kailas Pharma Marketing80 What to planWhat to plan  While planning you have to effectively utilise the knowledgeWhile planning you have to effectively utilise the knowledge and information we have.and information we have.  Set the objectives for the day and each call.Set the objectives for the day and each call.  You can take the steps given below (under the headingYou can take the steps given below (under the heading “Write down the following things in daily call companion”)“Write down the following things in daily call companion”) when you write down your plan.when you write down your plan.  This will help you to minimise your mistake you may make atThis will help you to minimise your mistake you may make at the same time reduces the deviation in your work.the same time reduces the deviation in your work.
  81. 81. Dr. Kailas Pharma Marketing81 What to planWhat to plan contdcontd..  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 samples and inputs in a proper way i.e. last callArrange the samples and inputs in a proper way i.e. last call samples will go to the bottom and first call sample will be atsamples will go to the bottom and first call sample will be at the top.the top.  Carry a small napkin in a bag to cover the samples.Carry a small napkin in a bag to cover the samples.  Before you enter doctors clinic / chamber, keep the samplesBefore you enter doctors clinic / chamber, keep the samples above the napkin so that you are not confused inside theabove the napkin so that you are not confused inside the chamber.chamber.  Rehearses the talk in the mind, which, you are going to haveRehearses the talk in the mind, which, you are going to have with doctors.with doctors.
  82. 82. Dr. Kailas Pharma Marketing82 Write down the following things in daily sale callWrite down the following things in daily sale call companioncompanion  Day and dateDay and date  Area to be worked.Area to be worked.  Doctors name and speciality in a sequential order i.e. theDoctors name and speciality in a sequential order i.e. the order in which you are going to call on them.order in which you are going to call on them.  Products to be detailed in a sequence.Products to be detailed in a sequence.  Samples to be given.Samples to be given.  Any other promotional inputs to be givenAny other promotional inputs to be given  Any other thing which you have promised the doctor earlier.Any other thing which you have promised the doctor earlier.  Names of the chemist and POB objectiveNames of the chemist and POB objective  Name of the stockist booking / collection objective.Name of the stockist booking / collection objective.  Names of the institutions.Names of the institutions.
  83. 83. Dr. Kailas Pharma Marketing83 Post calls analysisPost calls analysis  Analyse every call immediately before you call on the nextAnalyse every call immediately before you call on the next doctors.doctors.  You have to analyse the things done well and things not doneYou have to analyse the things done well and things not done well so that you can take immediate corrective measures.well so that you can take immediate corrective measures. a) Things done well:a) Things done well:  Which statement arouses doctor’s interest like promotionalWhich statement arouses doctor’s interest like promotional message, indication, dosage etc?message, indication, dosage etc?  Detailing story.Detailing story.  Particular strategyParticular strategy
  84. 84. Dr. Kailas Pharma Marketing84 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.
  85. 85. 11) Tips for becoming a successful Sales Executive
  86. 86. Dr. Kailas Pharma Marketing86 Tips for becoming a successful Sales Executive (MR)Tips for becoming a successful Sales Executive (MR)  To become a successful Healthcare Executive one mustTo become a successful Healthcare Executive one must follow and understand the following four keys;follow and understand the following four keys; A.A. How to increase the business by meeting the doctorHow to increase the business by meeting the doctor B.B. The key factors to become a successful Sales ExecutiveThe key factors to become a successful Sales Executive (MR)(MR) C.C. What you should know before going to field?What you should know before going to field? D.D. Qualities of a successfulQualities of a successful Sales Executive (MR)Sales Executive (MR)
  87. 87. Dr. Kailas Pharma Marketing87 A) How to increase the business by meeting the doctorA) How to increase the business by meeting the doctor  MRMR shall meet the customer repeatedly and periodically toshall meet the customer repeatedly and periodically to promotes the company’s product, by keeping 3 “U”s ofpromotes the company’s product, by keeping 3 “U”s of products in mind.products in mind. i.i. Usage of productUsage of product ii.ii. Uses of productUses of product iii.iii. Users of productUsers of product
  88. 88. Dr. Kailas Pharma Marketing88 A) How to increase the business by meeting the doctorA) How to increase the business by meeting the doctor contdcontd.. i) Usage of product:i) Usage of product: Customer should use the product more oftenCustomer should use the product more often E.g. Zoxicillin is being prescribe by one doctor frequentlyE.g. Zoxicillin is being prescribe by one doctor frequently may be in one indication e.g. UTIs.may be in one indication e.g. UTIs. ii) Uses of product:ii) Uses of product:  Customer should use the product in variety of indicationsCustomer should use the product in variety of indications more frequentlymore frequently  E.g. Zoxicillin is being prescribe by a doctor frequently inE.g. Zoxicillin is being prescribe by a doctor frequently in many indication e.g. UTIs, RTIs, Skin and soft tissue infectionsmany indication e.g. UTIs, RTIs, Skin and soft tissue infections etc.etc.
  89. 89. Dr. Kailas Pharma Marketing89 A) How to increase the business by meeting the doctorA) How to increase the business by meeting the doctor contdcontd.. iii) Users of product:iii) Users of product:  Total number of customer who can use the product shouldTotal number of customer who can use the product should continuously increases.continuously increases.  E.g. today only one doctor is prescribing Zoxicillin in aE.g. today only one doctor is prescribing Zoxicillin in a territory, tomorrow it should be 10 doctors and so on and soterritory, tomorrow it should be 10 doctors and so on and so forth.forth.
  90. 90. Dr. Kailas Pharma Marketing90 B) The key factors to become a successful Sales ExecutiveB) The key factors to become a successful Sales Executive (MR)(MR)  Follow the following 5-check point of pharma selling;Follow the following 5-check point of pharma selling; i.i. Right identification and quantification of customer andRight identification and quantification of customer and productproduct ii.ii. Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals iii.iii. Detailing and discussing right product mix with the rightDetailing and discussing right product mix with the right customerscustomers iv.iv. Demand a continuous increase in the prescription share ofDemand a continuous increase in the prescription share of the pre - selected productsthe pre - selected products v.v. Ensuring free and regular availability of products at chemistEnsuring free and regular availability of products at chemist and stockist counters.and stockist counters.
  91. 91. Dr. Kailas Pharma Marketing91 B) The key factors to become a successful Sales ExecutiveB) The key factors to become a successful Sales Executive (MR)- Core Customers(MR)- Core Customers Core Customers:Core Customers:  Identification and quantification can be made andIdentification and quantification can be made and continuously update with help ofcontinuously update with help of  Retail surveysRetail surveys Find out who are the potential prescriberFind out who are the potential prescriber What is their capacity to prescribe a particular product orWhat is their capacity to prescribe a particular product or brand.brand.
  92. 92. Dr. Kailas Pharma Marketing92 B) The key factors to become a successful Sales ExecutiveB) The key factors to become a successful Sales Executive (MR)- Core Customers(MR)- Core Customers  Always remember that 20% of the total customers in theAlways remember that 20% of the total customers in the territory give an 80% of the businessterritory give an 80% of the business  Hence these 20 % customer become the core customers notHence these 20 % customer become the core customers not only to our company but also for many other companies.only to our company but also for many other companies.  Ensure the core customer for a particular product or brandEnsure the core customer for a particular product or brand must write at least that product or brand in more quantity.must write at least that product or brand in more quantity.  Objective is to continuously increases and upgrade coreObjective is to continuously increases and upgrade core customer’s list by converting 2nd line doctors to corecustomer’s list by converting 2nd line doctors to core customers.customers.
  93. 93. Dr. Kailas Pharma Marketing93 C) What you should know before going to field?C) What you should know before going 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 going to sell?To whom are going to sell?  Selection of Right customer for right productSelection of Right customer for right product
  94. 94. Dr. Kailas Pharma Marketing94 C) What you should know before going to field?C) What you should know before going to field? contdcontd.. 2) Your customer:2) Your customer:  QualificationQualification  SpecialtySpecialty  Class of patient - middle class / upper classClass of patient - middle class / upper class  Type of patient e.g. male, female, adult, child, young, old, rich,Type of patient 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  Visiting Time – for patients and for Sales ExecutiveVisiting Time – for patients and for Sales Executive
  95. 95. Dr. Kailas Pharma Marketing95 D) Qualities of a successfulD) Qualities of a successful Sales Executive (MR)Sales Executive (MR)  Given below are few qualities which every MR must posses;Given below are few qualities which every MR must posses; i.i. Should be sincere and hard workingShould be sincere and hard working ii.ii. Must have power to grasp the technical aspects of hisMust have power to grasp the technical aspects of his products as well as that of competitorsproducts as well as that of competitors iii.iii. Must have knowledge about his customers habit, potentialMust have knowledge about his customers habit, potential desires and behavioral patternsdesires and behavioral patterns iv.iv. Should take initiative to learn about the competitionsShould take initiative to learn about the competitions activities for efficient and logical handling of the objectionsactivities for efficient and logical handling of the objections v.v. Must understands the selling features, benefits of hisMust understands the selling features, benefits of his productsproducts
  96. 96. Dr. Kailas Pharma Marketing96 D) Qualities of a successfulD) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd. vi.vi. Should have the ability to analyses and correct his mistakes.Should have the ability to analyses and correct his mistakes. vii.vii.He must continuously secure guidance from the superiorsHe must continuously secure guidance from the superiors without any hesitationwithout any hesitation viii.viii.Should be clear about company’s mission, objective andShould be clear about company’s mission, objective and clear perception about a particular products for selling to aclear perception about a particular products for selling to a particular customerparticular customer ix.ix. Excellent human relation ship with doctors, chemist,Excellent human relation ship with doctors, chemist, stockiststockist and colleagues to ensure their full co-operation inand colleagues to ensure their full co-operation in establishing the productestablishing the product x.x. Foresight to maintain adequate stocks of his product withForesight to maintain adequate stocks of his product with thethe stockiststockist and chemistand chemist
  97. 97. Dr. Kailas Pharma Marketing97 D) Qualities of a successfulD) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd. xi.xi. Promptness in handling all quality complaints diplomaticallyPromptness in handling all quality complaints diplomatically in the field or in the territory.in the field or in the territory. xii.xii.Loyalty and integrity in continuously improving the image ofLoyalty and integrity in continuously improving the image of the companythe company xiii.xiii.Enthusiasm to participates in all special assignments, salesEnthusiasm to participates in all special assignments, sales competitions and training programs.competitions and training programs. xiv.xiv.The capability to of increasing the sales of the company sThe capability to of increasing the sales of the company s products to the level desire by the company.products to the level desire by the company. xv.xv.Pleasing personalities with neatly dressed, shine on shoesPleasing personalities with neatly dressed, shine on shoes and smile on face. Ownership feeling towards company’sand smile on face. Ownership feeling towards company’s property.property.
  98. 98. Dr. Kailas Pharma Marketing98 D) Qualities of a successfulD) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd. xvi.xvi.Should have positive attitude, skills and knowledgeShould have positive attitude, skills and knowledge xvii.xvii.Should be honest in his day-to-day activities.Should be honest in his day-to-day activities. xviii.xviii.Must complete the sale by ensuring the inflow of paymentsMust complete the sale by ensuring the inflow of payments on time.on time. xix.xix.Regularity of clock in submitting all reports, specialRegularity of clock in submitting all reports, special information and communication.information and communication. xx.xx. An appropriate behavior pattern during office hours as wellAn appropriate behavior pattern during office hours as well as out of office in a manner, which is not indetrimental toas out of office in a manner, which is not indetrimental to the reputation and image of the company.the reputation and image of the company.
  99. 99. 12) Building rapport with customer
  100. 100. Dr. Kailas Pharma Marketing100 Building rapport with customerBuilding rapport with customer  Any pharmaceuticals company can exist survive and grow in aAny pharmaceuticals company can exist survive and grow in a particular geographical area only on a piece of paper whichparticular geographical area only on a piece of paper which doctors write i.e. prescriptions of your product.doctors write i.e. prescriptions of your product.  In today’s competitive environment doctors have manyIn today’s competitive environment doctors have many options to satisfy the needs of their patients hence generatingoptions to satisfy the needs of their patients hence generating prescriptions become tough.prescriptions become tough.  Besides knowledge and skills, we have to develop goodBesides knowledge and skills, we have to develop good rapport with the doctors.rapport with the doctors.  The relationship with doctor means that the influence weThe relationship with doctor means that the influence we exercise on the doctor to generate prescription for ourexercise on the doctor to generate prescription for our products.products.
  101. 101. Dr. Kailas Pharma Marketing101 Building rapport with customerBuilding rapport with customer contd.contd.  This relationship does not refer to how close we are to theThis relationship does not refer to how close we are to the doctors; it refers to only one thing i.e. how effective we are indoctors; it refers to only one thing i.e. how effective we are in generating prescriptions.generating prescriptions.  This is nothing but rapport building.This is nothing but rapport building.  E.g.E.g. Dr. Kulkarni in your territory, greets you very nicely, offersDr. Kulkarni in your territory, greets you very nicely, offers you coffee, enquires about your family gives his best wishesyou coffee, enquires about your family gives his best wishes for future but doesn’t write any prescriptionfor future but doesn’t write any prescription Dr. Pawar does not do all these things but writes yourDr. Pawar does not do all these things but writes your prescription in better quantityprescription in better quantity Therefore we can say that you have better rapport with Dr.Therefore we can say that you have better rapport with Dr. Pawar as compare to Dr. Kulkarni.Pawar as compare to Dr. Kulkarni.
  102. 102. Dr. Kailas Pharma Marketing102 Building rapport with customerBuilding rapport with customer contd.contd.  To develop the rapport building we mustTo develop the rapport building we must Expose the right product for right doctor by regular visits,Expose the right product for right doctor by regular visits, Proper objection handlingProper objection handling Converting the doctor’s prescriptions from the competitorsConverting the doctor’s prescriptions from the competitors so as develop effective business relationship with theso as develop effective business relationship with the doctors.doctors.
  103. 103. Dr. Kailas Pharma Marketing103 Building rapport with customerBuilding rapport with customer contd.contd.  While analyzing you must ask the following question toWhile analyzing you must ask the following question to yourself:yourself: i.i. Do I have right doctors in my list?Do I have right doctors in my list? ii.ii. 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? iii.iii. Am I providing them appropriate scientific information’s,Am I providing them appropriate scientific information’s, which will help them to satisfy their patient’s needs?which will help them to satisfy their patient’s needs? iv.iv. Do I call on these doctors at right time, right frequency?Do I call on these doctors at right time, right frequency? v.v. Do I make my presentation effective?Do I make my presentation effective? vi.vi. Do I make use of all the promotional inputs provided to meDo I make use of all the promotional inputs provided to me in generating prescription?in generating prescription? vii.vii. Do I demand prescriptions from doctors?Do I demand prescriptions from doctors?
  104. 104. 13) Vital 3 Minutes
  105. 105. Dr. Kailas Pharma Marketing105 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 takingWaste no time in taking a place, opening a bag and taking out Laptop, CD, Brochure VA (visual aid ) etc.out Laptop, CD, Brochure VA (visual aid ) 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.
  106. 106. Dr. Kailas Pharma Marketing106 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,Radiate sunshine , cheerfulness, confidence and conviction in the clinicconfidence and conviction in the clinic
  107. 107. 14) Type of Doctors
  108. 108. Dr. Kailas Pharma Marketing108 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 /
  109. 109. Dr. Kailas Pharma Marketing109 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
  110. 110. Dr. Kailas Pharma Marketing110 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
  111. 111. Dr. Kailas Pharma Marketing111 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 Post graduate Degree Same as above MS (Master of Surgery) or DNB (Diplomat In National Board)
  112. 112. Dr. Kailas Pharma Marketing112 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)
  113. 113. Dr. Kailas Pharma Marketing113 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
  114. 114. Dr. Kailas Pharma Marketing114 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
  115. 115. 15) Chemist
  116. 116. Dr. Kailas Pharma Marketing116 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, prescribed byChemist provides the medicines to the buyer, prescribed by the doctors.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.
  117. 117. Dr. Kailas Pharma Marketing117 CompanyCompany DepotDepot C & FC & F Agent /Agent / DepotDepot StockiestStockiest ChemistChemist DoctorDoctor RxRx PatientPatient
  118. 118. Dr. Kailas Pharma Marketing118 Relation of MR (Company) and RetailersRelation of MR (Company) and Retailers  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 is VitalRetailers Assistance is Vital  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 youRetailer’s Assistance will be forthcoming only if he sees you as an “ASSISTANT” ready to help him.as 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.
  119. 119. Dr. Kailas Pharma Marketing119 Relation of MR (Company) and RetailersRelation of MR (Company) and Retailers  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 isThus the objective of the retailer to see any Companies MR is as one who always helps him to earn more profits and giveas one 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.
  120. 120. Dr. Kailas Pharma Marketing120 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 administrationthe patients in understanding the dosage and administration of the prescribed medicines.of the prescribed medicines.
  121. 121. Dr. Kailas Pharma Marketing121 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 howTo know the secondary sales of our product s, to know how our competitors are doingour competitors 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 andTo know type of the doctor in terms of qualification and practice in your territorypractice in your territory  To know the potential of a doctor in the territoryTo know the potential of a doctor in the territory
  122. 122. Dr. Kailas Pharma Marketing122 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 areaReady stock-provided, if you are visiting a new/ remote area and launching a product.and 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)
  123. 123. Dr. Kailas Pharma Marketing123 Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist Do’s:Do’s:  First take out the order book and ask about if any order heFirst take out the order book and ask about if any order he his having for youhis having for you  You should inform the chemist about new / old products weYou should inform the chemist about new / old products we are promoting and the product name should and must beare promoting and the product name should and must be written in the chemist book along with stockist’s name.written in 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.preference for writing specific molecule or products.  Ask the chemist to quantify the sales of the product s ( soAsk the chemist to quantify the sales of the product s ( so you can demand the prescription from the doctor byyou can demand the prescription from the doctor by quantifying).quantifying).
  124. 124. Dr. Kailas Pharma Marketing124 Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist  Keep asking price of competitor’s brands their compositionKeep asking price of competitor’s brands their composition and strength.and strength.  Try to do more personal order booking, which will keep youTry to do more personal order booking, which will keep you in touch about the secondary sales and the stock position atin touch about the secondary sales and the stock position at stockist also (which will reflect your concern for yourstockist also (which will reflect your concern for your products, which in turn will enhance your image at stockistproducts, which in turn will enhance your image at stockist and retailer level).and retailer level).  Develop a rapport with the chemist at personal level byDevelop a rapport with the chemist at personal level by knowing the name of the person and remembering it.knowing the name of the person and remembering it.  Later you can call him by name once you develop a rapportLater you can call him by name once you develop a rapport with him.with him.
  125. 125. Dr. Kailas Pharma Marketing125 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 giveprobably he may not answer or will not be able to give correct information.correct 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 withregarding availability, keep pressurising him with persuasion.persuasion.  Don’t open your visual aid at the chemist counter inDon’t open your visual aid at the chemist counter in presence of other companies MR’s.presence of other companies MR’s.
  126. 126. Dr. Kailas Pharma Marketing126 Important of retail audit / surveyImportant of retail audit / survey  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.
  127. 127. Dr. Kailas Pharma Marketing127 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.
  128. 128. Dr. Kailas Pharma Marketing128 OrderOrder  Ask for an order – It is your BIRTHRIGHTAsk for an order – It is your BIRTHRIGHT  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.
  129. 129. Dr. Kailas Pharma Marketing129 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 areWe don’t have the time. We don’t spend enough time – we are in a frightful hurry.in 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
  130. 130. Dr. Kailas Pharma Marketing130 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 retailerQualitative and quantitative improvement in retailer coverage ensures;coverage ensures;  Adequate stocks / display at the retailer shelves.Adequate stocks / display at the retailer shelves.  Prescription generated is honored in Toto.Prescription generated is honored in Toto.  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 realisticAsses strategies - Ours / competitors and get realistic feedbackfeedback
  131. 131. 16) Stockist
  132. 132. Dr. Kailas Pharma Marketing132 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
  133. 133. Dr. Kailas Pharma Marketing133 StockistStockist  AA stockiststockist is a customer who stocks the products of variousis a customer who stocks the products of various companies and sells to the retail chemists.companies and sells to the retail chemists.  His basic job function would be to satisfy the need of theHis basic job function would be to satisfy the need of the retailers and he has to deal with company as per the companyretailers and he has to deal with company as per the company rule.rule.
  134. 134. Dr. Kailas Pharma Marketing134 Need of stockistNeed of stockist  Our country has a wide geographic borders and our successOur country has a wide geographic borders and our success will greatly depend on how powerful is our distributionwill greatly depend on how powerful is our distribution system.system.  As majority of companies have started covering even microAs majority of companies have started covering even micro interiors, the pharma business in these place have startedinteriors, the pharma business in these place have started flourishing.flourishing.  Now days there are more than 4-5 chemists even in the microNow days there are more than 4-5 chemists even in the micro interiors and we have to serve them very effectively.interiors and we have to serve them very effectively.  Earlier company used to operate with fewEarlier company used to operate with few stockiststockist and mainlyand mainly retailers used to come and buy from them but today due toretailers used to come and buy from them but today due to fierce competition evenfierce competition even stockiststockist has to go to the retailer andhas to go to the retailer and book the orders and supply them.book the orders and supply them.
  135. 135. Dr. Kailas Pharma Marketing135 Criteria to appoint a stockistCriteria to appoint a stockist  Appointment of stockist plays an important role in prosperityAppointment of stockist plays an important role in prosperity of your sales therefore his appointments should takeof your sales therefore his appointments should take maximum time and care so as to find promotion in future.maximum time and care so as to find promotion in future.  The first step to be taken before appointing a stockist is toThe first step to be taken before appointing a stockist is to undertake a thorough chemist surveyundertake a thorough chemist survey  MR must collect the information through chemist regardingMR must collect the information through chemist regarding stockist who covers that area in terms ofstockist who covers that area in terms of Regularity and frequency of visitsRegularity and frequency of visits Credit facilities extendedCredit facilities extended Time taken for executing the orders.Time taken for executing the orders.
  136. 136. Dr. Kailas Pharma Marketing136 StockistStockist operationsoperations  You have to coordinate very effectively and regularly with yourYou have to coordinate very effectively and regularly with your stockiststockist, Area Manage, Regional Manager, your superiors and, Area Manage, Regional Manager, your superiors and H.O. for the smooth operation.H.O. for the smooth operation.  You must be able to manage his purchases, his services andYou must be able to manage his purchases, his services and his payments.his payments.
  137. 137. Dr. Kailas Pharma Marketing137 Managing the purchaseManaging the purchase  It is observe that sometimes there is loss in sales becauseIt is observe that sometimes there is loss in sales because the stockist does not have adequate stocks when there isthe stockist does not have adequate stocks when there is demand.demand.  This can be done by regularly monitoring the stocks positionThis can be done by regularly monitoring the stocks position or stock and sales statements.or stock and sales statements.  At any given time ensure that market should not suffer whenAt any given time ensure that market should not suffer when you take an order.you take an order.  Use the following formulaUse the following formula Product requirement = Secondary Sales x 2 –Product requirement = Secondary Sales x 2 – [[(Stocks in hand)(Stocks in hand) + (stocks in Transit)+ (stocks in Transit)]]
  138. 138. Dr. Kailas Pharma Marketing138 Managing the servicesManaging the services  You must ensure that stockist’s salesman regularly book theYou must ensure that stockist’s salesman regularly book the orders from retailers, for our products, and is supplied by theorders from retailers, for our products, and is supplied by the stockist on time.stockist on time.  You can improve the services by more opportunities ofYou can improve the services by more opportunities of personal order booking (POB) from various chemists and givepersonal order booking (POB) from various chemists and give it to the stockist.it to the stockist.  Stockists should ensure that he parts away with bonus offersStockists should ensure that he parts away with bonus offers to the retailers.to the retailers.  You have to ensure that he gives you copies of the invoices orYou have to ensure that he gives you copies of the invoices or some information regarding town wise sales, so that you cansome information regarding town wise sales, so that you can evaluate the impact of your work and take correctiveevaluate the impact of your work and take corrective measures, accordingly.measures, accordingly.  He should also take care of genuine complaints from theHe should also take care of genuine complaints from the retailers, regarding expiry, breakage or any damage of goods.retailers, regarding expiry, breakage or any damage of goods.
  139. 139. Dr. Kailas Pharma Marketing139 Managing the paymentsManaging the payments  Every visit you should ask for payments which are overdue, itEvery visit you should ask for payments which are overdue, it is always better to inform the stockist regarding the due datesis always better to inform the stockist regarding the due dates of payments instead of spending your time when the billof payments instead of spending your time when the bill overdue.overdue.  Remember the sales is not done or completed till theRemember the sales is not done or completed till the realisation of payments.realisation of payments.
  140. 140. Dr. Kailas Pharma Marketing140 Stock and Sales StatementStock and Sales Statement  It gives you a clear picture of personal satisfaction, receipts ofIt gives you a clear picture of personal satisfaction, receipts of goods sales, return of goods, inventory etc.goods sales, return of goods, inventory etc.  The sales statement must reach your Area Manager and sinceThe sales statement must reach your Area Manager and since you prepared the statement from your entire stockist, analyseyou prepared the statement from your entire stockist, analyse the factors like secondary sales, goods return, average etc.the factors like secondary sales, goods return, average etc.  The previous stock and sales statements record should beThe previous stock and sales statements record should be maintained by each one of you to find out the trend or yourmaintained by each one of you to find out the trend or your progress.progress.
  141. 141. 17) Territory management
  142. 142. Dr. Kailas Pharma Marketing142 Territory managementTerritory management What is Territory?What is Territory?  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.
  143. 143. Dr. Kailas Pharma Marketing143 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 placeOut-station is a place where he can go to a particular place and stay there and visit the neighbouring territories.and stay there and visit the neighbouring territories.

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