Process of RCPA

1. The Pharma Buzz
1

2. 2

3. It Does Not Matter Whether You Are A Lion Or A
Gazelle,
When The Sun Comes Up You Better Be Running!
3

4. The Pharma Market Is No Different
Than The African Jungle,
COMPETITORS ARE WAITING TO
GRAB THE OPPORTUNITY.
4

5. WHAT IS RCPA?
5

6. RCPA
Rx Rx
OTC
OTC
6

7. 7
Who does RCPA?
Sales
Representative
Agencies
Marketing
Team

8. OBJECTIVES OF DOING
RCPA
8

9. Objectives of a Sales Representative
To understand:
• Sales figure
• Prescription habit
• Competition
• Potential customer
9

10. Objectives of the Marketing Team
To assess the:
• Perception of the company and
brands
• Plan marketing strategies
• Sales growth
• CAGR
10

11. Objectives of an Agency
• Understand market scenario
• Maintain data
• To understand competition
between brands
11

12. RCPA PROCESS
12

13. 13

14. Types of Conversations
• Ordinary (Casual)
• Structured (Formal)
• Structured from point of view
of Analytics
14

15. Sample Questionnaire
1. Who are the major prescribers of these
brands ?
2. How many prescriptions do you get per
week?
3. How many strips do you sell in a week?
4. What other brands are prescribed by
doctors?
5. What is the current stock of our brands?
6. Has any new doctor started practice in this
area or has any doctor moved out of the
area?
15

16. Do’s and Don’ts
• Enquire with the pharmacist about their
schedule and the timing that would suit
them best.
• Try to have a good rapport with the
pharmacist.
• Inform the pharmacist about
new/expiring schemes for products.
• Try to do Personal Order Booking.
• Never pressurize the pharmacist to stock
your product.
• Never call on a pharmacy during the
early morning time or on Mondays.
• Do not enter into an argument. Keep
your cool.
• Do not disturb when the pharmacist is
serving a customer.
16

17. Brands Analyzed
• Calpol 650 mg - (GlaxoSmithKline)
• Dolo-650 mg - (Micro Labs Ltd)
• Crocin Advance – (GlaxoSmithKline)
17

18. 18

19. 19
0
5
10
15
20
25
30
35
40
45
50
Dolo-650 Calpol-650 Crocin
Sales(No.ofStrips)
Name of theBrand
Sales (Strips/Week)