MedicinMan September 2011


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MedicinMan is the first-of-its-kind effort to foster a culture of excellence among the of field sales professionals in Pharma, Medical Devices, Diagnostics, Disposables and Surgicals.

Published in: Health & Medicine, Business

MedicinMan September 2011

  1. 1. A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility InitiativeMedicinMan ~ FIELD FORCE E XCE L LE N CE ~ TM PHARMA | MEDICAL DE VICES | DIAGNOSTICS | SURGICALSVol. 1 Issue 2 September 2011Editorial UCPMP* Special IssueOutliers: Another Success Story – from MR to Business Head Success StoryOutliers: The Story of Success The inaugural issue of Medicin- seeks to inspire andwritten by Malcolm Gladwell Man carried the remarkable prepare profession-was on the New York Times success story of Mr. K. Hariram als in healthcareBestseller list for eleven con- who rose from the position of a field sales to open their minds to thesecutive weeks. In Outliers, Medical Rep to that of a Man- vast opportunityGladwell examines the factors aging Director of an MNC that exists in alliedthat contribute to high levels of pharma company. On closer fields of healthcare.success. Gladwell examines study of Mr. Hariram‘s success The success stories it becomes evident that the Read Chhaya Sankath‘s risehow Microsoft co-founder Bill carried in this issue from Medical RepresentativeGates achieved his extreme 10,000 hour rule holds good. highlight the im- to Head Medcom, Wolterswealth, and how two people portance of being Kluwer on Page 3 In this issue, MedicinMan lookswith exceptional intelligence - at another remarkable individu- dedicated to profes- Career GrowthChristopher Langan and J. al, Ms. Chhaya SS who started sional excellence,Robert Oppenheimer - end up her career as an MR and is which is crucial towith vastly different fortunes. achieving success. presently the Head of MedicalGladwell repeatedly mentions Communications at of one of If you are serious about succeed-the "10,000-Hour Rule", claim- the world‘s most reputed medi- ing, stop listening to negativeing that the key to success in talk and focus on how you can cal publishing company. Read create your 10,000 hours thatany field is, to a large extent, a her story to be inspired to reach will transform you from being anmatter of practicing a specific for the stars. amateur to an achiever. ▌task for a total of around “Chance favors the prepared Mala Raj tells Medical Reps10,000 hours beginning at an mind,” said the brilliant scien- Introducing our new Editorial and Front-line Managers how Board on Page 17 to make the transition toearly age. tist Louis Pasteur. MedicinMan Product Management on Page 5UCPMP: Does Healthcare Need a Anna Hazare? Against All OddsThe Uniform Code of Phar- UCPMP gains signifi- While doctors still retainmaceuticals Marketing Prac- cance, as the once their aura of invincibil-tices (UCPMP), issued by the noble profession of ity and sit on the pedes-DoP is a 14 page document medicine is now in- tal of know-it-all, in-(see that creasingly viewed creasingly patients arecovers important areas per- with mistrust by pa- eager for transparency,taining to product promotion tients who suffer; and involvement and ac- A story of courage & pas-by Pharma companies. In the with frustration by countability in health sion. Vishal Verma‘s risebackdrop of Anna Hazare‘s sales people who pro- care. from grocery store sales-movement against corruption, mote pharmaceuticals. man to RBM with MNC (Cont. on Page 8) on Page 4*Uniform Code of Pharmaceuticals Marketing Practices issued by Dept of Pharmaceuticals; Govt of India.
  2. 2. MedicinMan Career Development Resources for Medical Reps and Front-line Managers“SuperVision for the SuperWiser Manager is a must for front-line managers of everypharma company. It is tailor-made to transform Medical Reps to leadership positions.”Akshya Mahapatra, Head–Sales and Marketing, Glenmark Pharmaceuticals Rs. 599/- Discount on bulk purchase for SuperVision for the SuperWiser Front-line Manager and HardKnocks for the GreenHorn starting at 10 copies and range from 30% to 45% off retail price Rs. 799/- based on quantity. To place your orders or make an inquiry: +91 934 2232 949 +91 855 3030 949 To find out more about the programs email:“If you are willing to read HardKnocks for the GreenHorn, it means you are willing to dowhatever it takes to build your career.” - K. Hariram, Managing Director, Galderma Logos used are the property of the respective companies
  3. 3. MedicinManSuccess Story: Medical Rep to Business HeadLife is full of beginnings, and After marriage, I migrated to and medical communications.many beginnings are Indore, in Madhya Pradesh, So I joined McCanndifficult. and joined ‗Cabdrul Pharma‘ Healthcare and launched its as Sales & Administration Medical CommunicationsI was born in a modest Guja- Manager in 1994, handling Division. During my three-rati family, as the first girl twin states of Rajasthan and year stint, I donned multiplechild, my journey com- Madhya Pradesh. While read- roles as a Mentor, Guide, andmenced as the eldest amongst ing the pulse of the market, I Team Leader and conceived afour siblings, three of which constantly mapped stake- plethora of campaigns in-belong to the fairer sex. holders‘ response and expec- volving various media forEarly on, fate dealt a cruel tations to various promotion- Domestic and Multinationalblow in form of my father‘s al initiatives to analyze the Organizations and Institu- Chhaya Sankathdemise. Being the eldest in need gaps. tions in Healthcare across the Head, Medcom; Wolters Kluwerthe family, it was expected My interest in medical com- country.from me to contribute to the munication grew stronger andfamily‘s financial resources. I have now moved into Medi- UNABLE TO I returned to Mumbai, where cal Publishing, as Head -Thus after graduating fromBombay College of Pharma- I joined IJCP Publications as Medical Communications PURSUE a Business Manager, in 1996. with an MNC – Wolterscy, plans for higher education The six years in medical Kluwer, the largest medical EDUCATION AFTERhad to be shelved. Neverthe- communications at IJCP ena- communications conglomer-less, I had a firm belief with- bled me to acquire invaluable ate globally. B. PHARM, Iin me that ―Graduation is knowledge about how goodonly a concept. In real life content given at the right Finally I would like to share a NEVERTHELESS famous quote of Anatoleone graduates everyday. It is time helped in creatinga process that will go on until awareness amongst doctors France with upcoming BELIEVED THAT youngsters, “To accomplishthe last day of our lives.‖ and patients, to promote great things, we must not “GRADUATION ISDrawing inspiration from two niche prescription brands. only act, but also dream; notfamous quotes of Winston Brand Management was a only plan, but also believe”. ONLY A CONCEPT.Churchill: “Never, never, field that always intrigued ▌never, never give up” and me. Thus I spent the follow- IN REAL LIFE ONE―Success is the ability to go ing five years with Indegene Lifesystems Pvt. Ltd.— pio- Chhaya‘s success story clear- GRADUATESfrom one failure to another ly shows that the career of awith no loss of enthusiasm”, I neers in medico-marketing Medical Rep is an ideal EVERYDAY. IT IS Aset-out for a career and my segment. This period was launching pad for a career inquest for success. I landed instrumental in honing my the healthcare sector. PROCESS THATmy first job as Medical Rep- skills in formulating and exe-resentative in 1992, with cuting, complex, comprehen- By publishing such success WILL GO ON―Criticare Labs―. It was a sive strategies for Brand stories MedicinMan seeks toroutine sales job. However building across product life- make MRs and FMs aware UNTIL THE LAST cycles. of the opportunities for ca-the two years of employment reer growth, for which they DAY OF OURhelped me create a strong It was now time for anothernetwork with various stake- beginning, to add Healthcare need to plan their careers LIVES.holders in the industry. Advertising to with my reper- carefully. ~ MM toire of medico-marketing Page 3
  4. 4. MedicinMan —— Personal Growth Story —— From Grocery Store Salesman to RBM with an MNC I was always an obedient son Business started growing tre- ment and exposure transforms at home and very good stu- mendously because of my young professionals into dent at school. When I passed aggressive business tactics. achievers. In 2009, Boston 8th Standard, I was bitter and During this period my father Scientific decided to partner surprised to be sent to a vil- got his job back and I com- with an Indian Medical De- lage school almost 80 km pleted my Post Graduation. I vice Company; it came as a away from Lucknow. I was and my father decided to shock to me. I was upset, but I 11 years old that time, but close business, so that I could remembered what my father slowly I realized that some- focus on my studies and ca- always told me when I was thing bad had happened to my reer. I tried with various com- working with him in our shop Vishal Verma father‘s government job. petitive exams but I could not - “Never worry about thingsRBM, Stryker India This incident made me under- crack any. that are not in your control, stand how to live and adjust During my Post Graduation, I always focus on what you with limited resources. I start- befriended someone who was can control.” ed working in my uncle‘s working with an Indian phar- So though upset and angry, IALWAYS BE shop and became financially maceutical company. He sug- decided to move to Stryker,PASSIONATE independent at the age of 11. gested me to try my luck in medical device company with After completing high school, this industry. market leadership in technolo-ABOUT YOUR gy and products. I still work I came back to Lucknow and My first interview was withWORK, NEVER came face-to-face with a Glaxo Pharmaceuticals. I was at Stryker; here I have learnt worsening financial situation selected and joined duty in finer things of handling aTAKE DECISIONS at home. I was 13 years old Gorakhpur, a small city in team, people management, when I started taking tuitions eastern U.P. It was a great product launches, marketingIN HASTE, CARE strategies & ethics of busi- along with my elder sister and learning experience for me asFOR YOUR started supporting my family a fresher. But soon I was ness. My journey of learning and the education of my bored as there wasn‘t any- is still on and when I lookEXTERNAL AND younger sister. It wasn‘t thing new to learn and after back, I feel that I have pro- gressed a lot in my personalINTERNAL enough, but it was better than two years, I moved to Eli nothing. I could see the help- Lilly in 2001. It was great and professional life. ButCUSTOMERS, lessness of my parents and learning experience at Lilly when I look forward then I their sacrifices for their chil- where I developed my soft can see that there is still soCOMPETE WITH much to learn from the world dren. skills. I learnt how to convertYOURSELF aggression into assertiveness. around me. This was the time when I lost focus on studies and did poor- After five successful years I have followed certain thumbEVERY DAY, BE rules in my life and I want to ly in my 12th standard exams. with Eli Lilly, I decided toYOUR OWN My parents were shocked move to Medical Devices. I share them with you. Always with this - they had a lot of was lucky to start working be passionate about yourCRITIC AND hope for me since I was their with Boston Scientific, a lead- work, never take decisions only son. My father decided er in Interventional Cardiolo- in haste, care for your exter-ALWAYS BE nal and internal customers, to open a small grocery shop gy. Today whatever I haveETHICAL IN as his dreams were shattered achieved, a lot of credit goes compete with yourself every by my performance in 12th to my training and develop- day, be your own critic andWHATEVER YOU standard. I started working in ment in Boston Scientific. always be ethical in whatev- Under the guidance of my er you do.,▌DO. that shop with my father and completed my graduation. exceptionally talented super- Write to Vishal Verma at: visors, I learnt how empower- Page 4
  5. 5. MedicinManHow to Move from Field Sales to Product Management — Career Growth Focus — While the Hard Core Seller Product Managers who have goes on to becoming one of risen from the field have the the organisation‘s top achiev- distinct advantage of actually ers, Team-oriented Seller interacting and selling to the soon becomes a Front-line customers for many years. Manager, Marketing Orient- They have studied ‗Consumer ed Seller tries to explore ave- Behaviour‘ for a major part of nues to enter product manage- their selling years and have ment team (PMT). actually faced the competition at ground level. This experi- Quite often, during the course ence is so vital, that, in most of my field working with Mala Raj companies, it is a practice to MRs, I have come across the send PMTs to the field for atThis article is aimed at Medi- Marketing Oriented Seller: least 2-6 months before being The ideal person MRs who make best use ofcal Reps (MRs) and Front- the waiting time between calls given product management to move into PMline Managers (FMs) who role.want to become Product/ to ask and clarify many issues on how to shift from Selling Q3. Is a B.Sc adequate to is the “Market-Brand Managers. into Product Management. become a PM? Oriented Seller.”Medical Reps generally fall Here are a few questions Well, Yes & No. Yes, be-into one of 4 categories after a raised by them that will be cause, many winning brand He understandsfew years of field work: helpful to MRs and FMs who aspire to become Product strategies have been crafted the art and sci-1. Hard Core Seller: Has by science graduates. Theexperienced good results with Managers: difference lies in how keen a ence behind each learner you are. Science grad-his efforts; is keen on continu- Q1. What does a Product Manager do? What is his uates, with some effort, will brand that heing in selling more volumes inhis territory & enjoying the main role? comfortably be able to under- stand the science behind sell- sells; attemptsrewards. A product manager is respon- ing medicines too. This has to consultative &2. Team-oriented Seller: sible for the profitable pro- be coupled with what is calledEnjoys selling; has observed gress of his brand in the mar- as ‗MBWA‘: Management by participative sell- ket place over both short andand learnt a lot from his im-mediate manager; desires to long-term through effective Working Along. He learns the management tactics by work- ing; is a keenhead a team of MRs.. Planning, Execution, Control ing alongside others in the participant in cy- & Training. For details PMT.3. Marketing Oriented No, because, times have cle meetings;Seller: Understands the art m/20090531/pharmalife01.shtmland science behind each Q2. Can a Medical Repre- changed now. Candidates tries to under- with B.Pharm, M.B.A arebrand that he sells; attemptsconsultative & participative sentative enter PMT? available in plenty. They are stand competi- already exposed not only toselling; is a keen participant Yes, most certainly he can. In Pharmacology and all other tors‟ strategies &in cycle meetings; tries to the 1980‘s, it was mostlyunderstand competitors‘ strat- medical reps who moved into pharmacy subjects, but also thinks far beyondegies, thinks far beyond rou- PMT. There were not too important concepts of Man-tine doctor and chemist calls. many MBA institutes then agement, viz., Planning, Exe- routine doctor cution and Control. They4. Confused Seller: Is in and a Bachelor‘s in any bio- know how to make presenta- and chemist calls. logical sciences was consid-the job because he has no- ered adequate for entry into tion, how to train, etc. Hencewhere else to go. PMT. they are preferred over plain graduates. (Cont. on Page 6...) Page 5
  6. 6. MedicinMan How to Move from Field Sales to Product Management (Cont. from Page 5...) Management qualification knowledge of multiple disci- Q4. How can an MR with will definitely be an asset that plines, including Pharmacolo- just B.Sc. get entry into you must try and acquire at gy, Microbiology, Basics of PMT? the earliest. Medicine (Anatomy, Physiol- ogy, Systems of the body, First and foremost, if you Since, you are already em- Diseases and their treatment), really want something, you ployed, it will be a major de- Principles of Marketing Man- must do all that it takes to cision to quit and opt for a agement, Marketing Research Master‘s in Management /To move into reach there through your hon- est and sincere efforts. A B.Sc Business Administration. (Data Analysis & Interpreta- tion), Drug Policies and Pric-PMT, firstly cannot be changed into a B.Pharma. However nothing That has to be carefully evalu- ated by you, keeping all your ing policies of the country, Patent regulations governingknowledge of stops you from reading all about medicines, their actions, priorities in mind. While ‗Full -time‘ courses certainly do far drugs and many such areas. So be an ardent reader andmultiple disci- pharmacology, com- keep abreast of industry hap- parative evaluation, penings. Secondly, you mustplines is a must etc. Nothing stops have exposure of how to you from reading manage all resources allotted– be an ardent books on Brand Man- to you to meet the objectives agement, on Market- set for your role. Computerreader and ing Strategies, etc. literacy with mastery in Mi- Nothing prevents you crosoft Excel, Word, Power-keep abreast from keeping yourself Point, etc; is a prerequisite. abreast of the recentof industry happenings in your A good command of English is an absolute must. Many industry. It has neverhappenings. been as easy as it is among the field force fail on this criterion. Make sure youSecondly, you today, to have quick and easy access to improve your basic com- mand on English prior tomust learn to ‗Reliable and Quality Information‘ in any field; better justice to the Manage- entry into PMT. Product Managers must have excellent ment curriculum, there aremanage re- thanks to the internet revolu- tion. So, there is absolutely no many good ‗Executive Pro- oral and written communica- tion skills. grams / Post-Graduate Diplo-sources allotted need for anyone to remain stuck with that ‗Only B.Sc‘ mas‘ available for the em- Q7. How do we go about ployed candidates. making the switch fromto meet your tag, which is not enough to get you into PMT unless you Likewise, an MBA in Phar- field sales to PMT?goals. Finally, are exceptionally creative and talented. ma/Healthcare Management Plan your moves in a system- is better for a career in Phar- atic and time-bound liter- Q5. What course should one ma PMT than a general man- Put it on paper: ‗where you agement course. stand now, where do you wishacy and a pursue to improve the chances of entering PMT? Q6. What important skills/ to be and by when‘ and pin it up prominently in your room,good command ‗Full-time‘ or ‗Part-time‘ qualities must I have for being a PM? so that your goal always re- course? ‗Diploma‘ or a mains in sight. List the Quali-over English is ‗Masters‘? ‗General Manage- Knowledge is an important ties that a ‗Product Executive‘ ment‘ or ‗Pharma / Healthcare area where prospective PEs/ must have. Tick the Qualitiesa must. Management‘? If you are PMs are evaluated - that you already have & make keen on entering PMT then a (Cont. on Page 7...) Page 6
  7. 7. MedicinManHow to Move from Field Sales to Product Management(...Cont. from Page 6) However, keep your eyes and Q10. Does our „FIELD — Career Growth Focus — ears alert to any openings in MAN‟ image come in thea time bound plan for acquir- PMT that meets your require- way of future promotions?ing those you do not have but ments of location, companymust have. Once again, let me assure you, profile, emoluments, etc. that your future promotionsIn the meanwhile, continue to Q9. How do the other PMT will be based on your currentdo your job as a MR well. members accept field mem- performance and your poten-Simultaneously take a greater bers in their team? tial for the next position. Yourinterest in studying your cus- Once you have been selected being a ‗field man‘ will havetomers better (doctors & chem- for the post, rest assured that no bearing on the matter.ists), monitor your direct and you will be good for the job,indirect competitors very So in conclusion, if you want irrespective of whether you are to switch from being a MR orclosely, keep a watch on newproduct launches in your terri- from the field or from a prem- Front-line Manager to Product To move from ier B School.tory, regularly share feedback Management, do Plan, Man- Make sure to use your key age, Think and Act according- selling to PM,with your Marketing Manager,collect and send competitors‘ strength of having actually ly. This is not an overnight sold the product and having jump. It is a strategic career plan your movesliteratures to your PMT, volun-teer to undertake small market interacted with the customers. move. If you are certain, this is in a systematic Soon your colleagues will be where you want to be, goresearch activities in your terri- seeking your opinion on issues ahead and plunge into doing and time-boundtory, participate in all the cycle like, ‗Is their campaign practi- all that it takes to be there.meets, have scientific discus- cal, will the field force accept Wishing you all the best. ▌ manner. List thesions about your brand withdoctors and offer to train new the idea, can it be implemented properly, etc; Mala Raj is a Pharma Market- Qualities that aMRs in your team during their ing Consultant with expertise in Brand Management and „Product Execu-induction. Training of Field force & PMT. She has over 25 years tive‟ must have.In due course of time, you willcertainly stand apart a Medical experience in the Indian Phar- ma Industry and runs her own Tick the Quali-representative having potentialto become a Product Manag- consultancy at Product Man- ties that you al- agement Support Services,er. Thane. ready have &Q8. Should we try to enterthe PMT in our own compa- Mail Queries / Feedback at make a plan forny or in another company? The going may not always be acquiring those smooth. At times, you mayWorking in your own compa-ny‘s PMT gives you more fa- still feel a little inadequate in you do not have terms of making good presen-miliarity with the brands, as tations to the top management, but must have sold all of them. You in terms of convincing yourknow the customer‘s percep- team about why more fundstions; you know the markets, must be allotted to your cam-the competitors, etc. So cer- paign ideas, etc. But with con-tainly, there is more comfort in certed efforts you can certainlythe initial months as opposed overcome these doubts andto working in the PMT of a have a wonderful time workingnew organisation. as part of the marketing team. Page 7
  8. 8. MedicinMan UCPMP Special UCPMP: Does Healthcare Need a Anna Hazare? (Cont. from Page 1) saving drugs, devices and The pharma market began to assembly line – feet-on-street The UPA govern- diagnostics are now obsessed deteriorate as more and more sans brains. ment‘s insensitivity with market share rather than players entered the market MedicinMan contacted atleast to people‘s frustra- patient care. with less and less useful 300 industry leaders for opin- tion with corrup- The healthcare industry in its drugs. The promotion of these ion on UCPMP. The approach tion, the rise of so- original avatar was not only me-too products needed nei- is wait and watch. UCPMP is cial activism and idealistic and patient oriented, ther science nor art and the rat yet to percolate down thethe media‘s deft handling of but most MNCs and leading -race of numbers began to ranks; most MRs and Fieldpopular imagination has done Indian companies were also corrode the professionalism of Managers are blissfully una-more for Anna Hazare‘s suc- people builders. pharma marketers. Commis- ware of the DoP guidelinescess than inherent merits of sion replaced Communication A career as a Medical Rep and go on with business asthe Jan Lokpal bill itself. as the enabler of Rx. The meant an opportunity to real- usual booking tickets and growth was quick and headyIf there is one place other than ize one‘s personal aspirations delivering gifts. like the extra strong Brandya government office where and professional goals. The UCPMP when implemented that replaced Branding.the common man experiences fact that a large number of has the power only to ensureanguish, trauma and helpless- senior executives in Suddenly nobody was com- rational use of drugs, devicesness, it is the hospital, cloaked healthcare industry started plaining at the discovery of and diagnostics but also at-in secrecy and jargons, which tract talent to the industry. Inintimidate the bravest. The many companies, MRs andindustry – healthcare provider field managers are travelnexus puts profits before pa- agents and product managerstients when burdening pa- have become vendor manag-tients with unnecessary drugs, ers. This hardly requires talentdevices and diagnostics. or competence and healthcareThat the chief of the MCI was field sales profession has be-corrupt enough to be arrested come the last resort of unem-and locked up was shocking ployables.enough for most people. If thecurrent CRM (Corrupt Rx Implementing UCPMP volun-Methods) practices of phar- their careers as MRs is a testi- these new efficacious promo- tarily is definitely the wayma, devices and other players mony to the sterling role tions that produced instant forward both in the interest ofare made public like the Radia played by both MNC and results as doctors flew from patients and people workingtapes, then healthcare industry ethical Indian companies like Bangkok to Dubai; all in the in the industry. However thewill be in a similar predica- Sarabhai and Alembic, to name of CME. Old-timers government must play an ac-ment like that of the Congress name only a few; is proof of who resisted were replaced as tive role as many players inled UPA. its commitment to people trade unions also gave way to the market have neither the development. the new era of liberal eco- interest nor the inclination forLike the degeneration of the Pharma focused on inventing nomics. ethical promotions and peopleCongress party from a free-dom fighting movement to products that brought relief to The one-upmanship has development. Healthcare mustthat of a corrupt regime of patients for myriads of ail- reached its nadir as industry reinvent itself and becometouts and middlemen, the ments, while at the same time employs people who neither committed to patient care andhealthcare industry too has empowering its people to know science nor have the people development - marketfallen into bad times. The grow as individuals and pro- heart to learn the art of rela- share will follow. ▌once worthy inventors of Pen- fessionals. A rewarding life- tionship building. Attrition is Write to the Editor:icillin, vaccines and other live long career was a norm. sky-high but the approach is Page 8
  9. 9. UCPMP Special MedicinMan MedicinMan contacted industry leaders for their response to UCPMP. Here‘s what they said. The DoP The debate about product tising copy is created by peo- guide- claims by the Pharma Compa- ple who know very little lines are nies in India, are also irrele- about the molecule or its a wel- vant. If a molecule is new and place in therapy. come the medical profession is be- Coming to the underpaid hap- move ing misled by a company, less Medical Representative and the citing flawed trials, that who has to produce or per- UCPMP would constitute a criminal ish. This MR is paid less than appears offence. Most of the mole- Industrial Casual Labourers Prabhakar Shetty fairly cules marketed in India have and is expected to be well Vikas Dandekarsimilar to the guidelines in the 30 to 50 or more brands and versed in Medicine !! MostUS. There is however a world all knowledge about the mol- Doctors are visited by about "Broadly, I feel we have theof difference in the sce- 20-25 MRs in a day. If strongest provisions and stat-nario here. It is very rele- “I do not think that Pharmaceutical this UCPMP forbids utes in place but though cli-vant to countries where Companies are very keen to squan- samples and various chéd we have to go back topatented molecules are der their hard earned money on promo materials, I feel the enforcement part. Unlessbeing introduced on a freebies. Lets face it, they are com- that the days of a few India strengthens its mecha-regular basis and com- pelled by the very noble profession 1000 companies are nisms to check violations andparisons with existing to shell out huge sums for all the numbered. ensure strictures, it will betherapies and brands are freebies.” The code will be effec- very tough to bring any men-an essential part of a tive when the Govt. tionable sanity to the idea oflaunch strategy and tactics. ecules are in the public do- reins in Trade Cartels and ethical marketing of pharma-The Govt. and Trade Associa- main. Hence, the question of also regulates the Medical ceutical brands.tions have already strangled misleading does not arise, Profession. Otherwise India is slated to be a $55the Indian Pharma industry so unless the Doctor is an igno- UCPMP will turn out to be a billion market by the end ofmuch that a large majority are ramus or a quack. ideal treatment for the wrong the decade and we are al-gasping for breath. I do not The UCPMP will however disease. ▌ ready closing at $12 billion.think that Pharmaceutical usher in a new trend in Prod- Prabhakar Shetty is an There is enough to do here byCompanies are very keen to uct Management where the industry veteran. He rose means of awareness and val-squander their hard earned wording of a claim or benefit from MR to Assoc. Director ue driven growth." ▌money on freebies. Lets face will adhere to the letter and at Parke, they are compelled by the spirit of a clinical trial or a He is currently a Director at Vikas Dandekar, India Bu-very noble profession to shell publication. Most companies Acumen MMC. reau Chief, Elsevier Businessout huge sums for all the free- do not have a Medical Advi- Email: Intelligencebies. sor or Department and adver-Notable Comments on ―Appreciable and much needed initiative on the part ―Field representatives will be required to pull up their socks of the DoP. This should be widely publicized in me- and equip themselves with both product knowledge and skills. dia including TV. Norms regarding Medical Reps Since sampling will be controlled, this will have a positive should be reviewed periodically. An annual audit of impact on the bottom line of companies.‖ - Preeti Mohile, complaints will make certain concerns disappear.‖ R D Joshi, Secretary General OPPI (1984-2004) Co-Founder and MD, MediaMedicCommunications Pvt. Ltd.―Seems unlikely that all companies will follow the guidelines... I think it be a great effort if all just read it !!‖ - Deepak Paliwal,Head-Marketing, AIOCD AWACS Page 9
  10. 10. MedicinMan Love at Many Sights - Insights from Across the Border Seeing the title of this article, though you are the only per- son who can take care of you might be tempted to think them. of it as a matrimonial or a marriage proposal. However I avoid formal or traditional the title relates to my passion way of communication to and love for my profession grab attention. Instead, I make which is Pharma Marketing. them feel that I can help them when they need me. This in Abdul Basit Khan I was relocated by my compa- turn helps me to connect with ny PharmEvo to Sri Lanka Abdul is a Pakistani National working in Sri Lanka external customers emotional- from Pakistan in JanuaryI MENTOR AND ly. I apply the same rule to 2011 as a Product Manager. Thomas. J. Peter (American my internal customers, soCOACH MY I was selected to turn around Author and consultant) said they share all their concerns our operations in Sri LankaCOLLEAGUES AND and was put in charge of ―The magic formula that with me.HELP THEM TAKE THEIR development and expansion successful businesses have I mentor and coach my col- of the market. discovered is to treat leagues and help them to for-JOB AS CHALLENGE customers like guests and get their problems and take It was my dream at the timeAND OPPORTUNITY. employees like people.‖ their job as challenge and of completing my MBA to Likewise, I say ―I love my opportunity. Sometimes, ISOMETIMES, I MEET become a CEO in 12-15 customers‖. That starts when meet with their families, stay years‘ time and this assign-WITH THEIR FAMILIES, you remain with them like a at their homes and share my ment is a blessing as it takes family and treat them as prior- past so that they realize that ISTAY AT THEIR HOMES me one step closer to my des- ity. tination. am not an alien or a spookyAND SHARE MY PAST. Whenever, I meet my custom- manager but their friend. I When I was leaving my office ers, I always wear a smile to always take their challenges in Pakistan for this assign- make them feel at ease. I de- on my shoulder and am ready ment, I was instructed by myMedicinMan has caught the liberately start my discussion to support them in achieving seniors to: 1. “Create net-imagination of Pharma pro- with any news topic or current their goals. works‖ by my Sr. M.M 2. “Befessionals from all over the affairs and even with family I hate the word ―Boss‖ and a silent observer‖ by myworld. This article from a touch points. This helps me to treat my people as family. I Director Marketing and 3. involve them in a way that I keep them motivated throughPakistani professional work- “Follow up‖ by my M.D. I want and receive insights infusion of internal healthying in Sri Lanka and writing was fortunate to have these about what they want and competition and giving con-for an Indian Magazine is a three persons to guide me – it need. tinuous encouraging enablersproof of that. is like attending school for being a future leader. I always try to Google their and rewards.Pharma professionals in interests and find personal This is all I do to keep my Now to lift the curtain on my interest in those things. Some- topic alive - ―Love at severalSouth Africa are also inter- mysterious title, ―love at sev- times, I meet them only to sights‖. ▌ested in reproducing eral sights‖. Briefly it relates provide an article / newsMedicinMan in South Afri- to the way in which we treat Abdul Basit Khan is a Prod- item / magazine or discussca. our customers – meeting them uct Manager at PharmaEvo cultural / language and tradi- regularly and caring for them Ltd. in Sri Lanka. He is origi- tional differences and similar-MedicinMan welcomes as a family. nally from Pakistan. ities.contributions from Pharma James Stewart, an American The most important lessonprofessionals from all over actor, once said, ―Never treat Contact him at: which I give to my colleaguesthe world. ~ MM your customers as audience, is to serve the doctors as always as partners‖. Page 10
  11. 11. MedicinMan60 Seconds for Patients and 16 Seconds for MRs CommentsAn article by Adi Narayan of India‘s 10 biggest pharmaceu- The pharmaceutical industry‘sBloomberg on the plight of tical companies, Dr. Reddy‘s, influence in driving sales isMedical Reps waiting for Cipla, Pfizer and Glaxo -- facing resistance from thecardiologist P.L. Tiwari in bolstered their combined sales Medical Council of India inBombay Hospital has become forces by more than 6,000. New Delhi. MCI -- the topa trending story on the Net. India has 92,000 brand names government body responsibleThe good doctor is inundated of registered pharmaceuticals. for setting ethical standards.with Medical Reps (MRs) and MCI is restricting sponsorship About 90 percent of prescrip-limits their visits to Friday of medical events, including tions are generics, whichnights. He disposes of 30 paying for doctors‘ flights and K. Chandrasekharan companies seek to differenti-MRs in 8 minutes flat; that‘s accommodations. ate with unique names -- mak-16 seconds of the good doc- The council is seeking a sys- To train MRs first of all the ing them branded generics.tor‘s valuable time per MR. tem requiring India‘s 800,000 trainer should have the fun- Prices of the brands can differThe good doctor however doctors to continue updating damental belief in communi- by as much as 75 percent for cation as a medium of reach-does not complain about be- 10 tablets, according to their knowledge and skills. ing the inundated by 50 patients MIMS. For some doctors, sales pitch-every day. One wonders about es from pharmaceutical com- 20 seconds sometimes is When prescribing, Indian pretty long time to face athe quality of patient care in panies are their only source of doctors typically refer to customer when you havesuch situations given the seri- new medical information. brands rather than chemical nothing of substance toousness of cardiac ailments. Biased information from the names. Chemists are prohibit- communicate. Usain BoltThis gains significance in the industry is influencing doc- ed from substituting one ge- covered 200 meters inlight of a Times of India re- tor‘s decisions, said Pankaj neric for another, even if it‘s 19.19 seconds. When youport about MCI‘s proposal to Chaturvedi, a cancer surgeon cheaper, so MRs persuade train the MR ask him to sitmake it obligatory for doctors at Mumbai‘s Tata Memorial doctors to think of their in front of you silent andto spend quality time with Hospital.‖ brands first. check how long it takes topatients. Both the Bloomberg cross just 10 seconds. There are at least 43 brands of In the light of the above,and TOI article can be read @ blood-pressure drug, olmesar- training and development of If you have information tan, which is sold by Merck Pharma field sales profession- the customer and can classi-The highlights of the Bloom- als gains even more signifi- fy him as (1) Believer andberg article are: as Olmighty and by Glaxo as Benitec. cance. For example they now User (2) Believer but non-―Pharmaceutical sales in India have to communicate like a user and (3) Non-Believer - According to McKinsey, there Non -User then your com-have increased at 14 percent 30 second advertisement jin-annually since 2005, stoked will be at least three Medical munication can be fine gle on TV. Their attire and Reps for every 10 doctors by tuned. Believe me when aby rising incomes and surging appearance becomes the first 2020. ―MRs are getting good communicator meetsrates of CAD, diabetes and layer of communication andcancer. crowded out of the doctors‘ the doctor, the first surprise they need to develop resili- chambers,‖ especially in In- begins - nowadays goodDTC is banned in India, ence in their attitude. In short, dia‘s largest cities. communicators are a Pharma companies are a complete shift of mindset.trying to tap the $12 billion Growth in salaries has out- Hopefully these adverse times K. Chandrasekharan is a stripped productivity with will lead to pharma compa- Consultant—Pharmaceuticalmarket through a sales force MRs at Ranbaxy, Cipla, Dr. nies taking genuine interest in and Life Sciences Operationof 100,000 that is predicted to Reddy‘s and Lupin generating at “Chase” least triple by 2020. (This the development of their fieldfigure is suspect as a Business less revenue than they were force that will equip them This comment was made on two years ago, according to with skills to deal with Indian Pharma ConnectionWorld article in 2003 indicat- Edelweiss Securities report. changed market conditions. ▌ on Linked-ined the number of MRs to be300,000.) ~MM Page 11
  12. 12. MedicinMan Differentiation Through Pharmacovigilance How Field Force can convert Problems into Rx Opportunities - Viraj Suvarna For the field force managing The company‘s clinical safety This experience improves adverse events (AEs) is an officer then connects with the credibility of the company in onerous task, fraught with the concerned doctor and thanks the eyes of the customer. prospect of irritating an al- him for honoring their report- Continuing safety data on a ready irate customer. This ing obligation and puts them product, if analyzed carefully, article empowers every field in touch with the product phy- can reveal a whole lot of in- sales person to use AEs into sician who then proceeds to formation which can help Rx opportunities. engage the reporting doctor in further the science around the a conversation that enables product. At times it can lead By looking at Pharmacovigi- the product physician to un- to a new indication and a lance beyond drug safety and derstand the circumstance of blockbuster product as hap- compliance, Medical Reps the case and gives an oppor- pened with Viagra and erec- can turn it to a point of cus- tunity for the doctor to under- tile dysfunction. Medical tomer engagement. Some-ONE NEED NOT thing that can be the differen- stand the reason behind the Reps could even conduct adverse event. Pharmacovigilance work-SHY AWAY FROM tiator and a core competence. The product physician can shops using real life examplesREPORTING The spontaneous adverse provide data on similar events of the product which can lead event reporting system is a that may have occurred in to more Rx opportunities.ADVERSE EVENTS. mandatory requirement for India and across the globe. To conclude, one need notLEVERAGE ON companies interested in dis- This way the doctor under- shy away from reporting ad- charging their responsibility stands the event fully. It is verse events but instead lever-THE FACT THAT age on the fact that the sci- towards their patients as long possible that the adverseTHE SCIENCE OF as their product is marketed. event may not have been ence of safety can be a source causally related to the drug. of continuing business. It isSAFETY CAN BE A When a doctor reports an ad- not that one drug is better The event could have been verse event, instead of gettingSOURCE OF caused by a drug-drug inter- than another. It is about find- scared that the doctor may not ing out which patient re- action or perhaps the doctorCONTINUING prescribe the product ever sponds best to which drug. may not have used the prod-BUSINESS. IT IS again or worse still tell other uct as per the label. And which patient may not. doctors not to prescribe,NOT THAT ONE Medical Reps should empa- Thus the doctor learns to Continuing benefit to risk match the right patient to the assessment (BRA) helps putDRUG IS BETTER thize with doctors and inform right drug and how to use the the product in perspective and them about the company‘s gives the medical communityTHAN ANOTHER. safety department which con- product optimally, maximiz- ing the benefit and minimiz- a clearer picture of how to useIT IS ABOUT scientiously collects all such ing the risk. He is reassured of a product in as safe a manner information and feeds back as possible. After all, all of usFINDING OUT the analysis of the safety pro- the wealth of evidence on the products safety and tolerabil- can be patients. Even doc-WHICH PATIENT file of the product in the real ity, both in randomized con- tors..▌ world. The Medical Rep mustRESPONDS BEST trolled trials and in the real Viraj Suvarna is Medical Dir. then inform his immediate at Boehringer Ingelheim. world, and continues prescrib-TO WHICH DRUG. supervisor and the company‘s ing the product with greater Email:..viraj.suvarna@boehri medical department. confidence. Page 12
  13. 13. MedicinMan Are You a Mazatec Manager? A SuperVision Series InsightAccording to legend, Many front-line managers If the head is good, then theMazatec Indians who live in tend to operate like the whole fish is good.Mexico do not share anything Mazatec Indians; they believe Many sales teams are led byas they believe that even that if they encourage, share incompetent people at the top.greeting someone with good and develop their colleagues, They feel threatened by com-wishes involves giving away they will lose their position. petent people. So they alwayssomething from their personal This insecurity is often at the hire someone they can easilyfortune. root of underdeveloped/poor manage; someone they be- quality MRs in terms ofMazatec Indians do not make lieve knows less than them. knowledge, skills and attitude.any efforts to help ease the As a result the company at-burden of their fellowmen. How to overcome this insecu- tracts only poor quality peo-They do not even like to have rity and develop team mem- ple who naturally performa second child because they bers to facilitate great perfor- less than their leader.believe that they will have to mance? Leadership is like a Avail a Special Discount of SuperVision for the SuperWiserlove the first child lesser. fish. The rot begins in the Front-line Manager is a first-of- up to 45 % on bulk purchaseMazatec Indians are a dwin- head. Experienced fish eaters its-kind Learning and Develop- of SuperVision for thedling tribe toady with only check the head of the fish for ment tool crafted to address the SuperWiser Front-line freshness before buying it. development needs of Pharmaaround 18,000 surviving. Manager. Front-line Sales Managers. Mail: anupsoans@gmail.comAnonymous Letter to the Editor Call: +91 934 2232 949Dear Anup Soans, glad The scenario today is that systems followed earlier oryou still support the classical somebody who comes even implementing their diktatsapproach of clean (ethical!) when the going is great dis- by working first hand. ―Rundemand generation. cards existing practices, even after a huge segment!‖ It isBelieve me, it is not just the junks great products as soon huge, because everybody isquality of foot soldiers, the rot as possible, and attempts to into it! What you get out of itcomes down from the top! replace those with his/her is a fragment! There are tooWhen I entered the field, all historical baggage, with- many guys fighting for amy superiors were hard core out even assessing wheth- share of a Copy!field people. They were not er the changes would blend In these circumstances, train-perfect, but they did have an with operations, resulting in ing of course must morph toexcellent grasp of the subject, multiple obstacles, and the dance to the tune of this boss.a good idea of what was ex- decline thereafter is attributed Get sales, get sales, get sales!pected of them, and a clear to the non-cooperation of the Dont spend time even onidea of how to go about field and inability to imple- prospecting for theit. Most of them ascended ment best practices from right customer, orfrom the ranks. Those who across the spectrum - spec- Avail a Special Discount of waste timecame in at higher levels did trum meaning the earlier en- on learning about up to 45 % on bulk purchasenot overrule meth- vironment that the new guy what you of HardKnocks for theods arbitrarily, but familiar- comes from. Naturally attri- are promoting! Do GreenHorn.ized themselves with opera- tion multiplies manifold. what you are told! Mail: anupsoans@gmail.comtions, and only after discuss- I would like to mention that Written by a veter-ing with core managers, did Call: +91 934 2232 949 these new heads do not ever an pharma salesattempt to change anything experience the working of the professional.they felt needed changes. Page 13
  14. 14. MedicinMan E-reporting or Sales Force Automation? “Many a Choosing the SFA product Secondary sales data, HRSFA needs to wrong then becomes a tactical initia- systems step was tive mostly driven by fear. Has Built in Control indica-dynamically taken by Enter e-reporting. A stripped tors standinglink sales force still”. down version of SFA provid- ed as a cheap alternative. Low Instantly propagates data into reports for meaningfullystrategy and Indian Pharma- cost turns out to be the USP. The typical e-reporting tool decision making Needs to align with Pharmaoperational ac- Rajesh Rangarajan ceutical Industry is has a bunch of daily call entry screens, sample management sales processtions. A typical one of the fastest growing and some reports. At best, the In essence SFA needs to dy- namically link sales force sectors at 14% growth rate. information from this systemoutput of an Despite such buoyant growth will help understand activity strategy and operational ac- as well as increased penetra- efficiency of MRs. But the tions. A typical output of anSFA should tion of Internet, Indian SFA should highlight the cause and effecthighlight the Pharma has shown re- sistance to embrace tech- variables i.e. whichcause and ef- nology to enhance sales & marketing effectiveness. action of yours has yielded what kind offect variables On the other hand compe- results. Using this information, the abil- tition is fierce given thei.e. which ac- fact that there is minimal ity to forecast sales numbers is of para- difference between brands.tion of yours The company with better rela- one question that should loom mount importance. in front of the Pharma compa- If your goal is to manage byhas yielded tionship with doctors and bet- ter activity efficiency have a nies is that ―Do these features objectives, Pharma SFA help us achieve business pri-what kind of notional edge in the market place. orities‖? should be a perfect ally in automating all processes andresults. Using With redefined business prior- I believe that business leaders look for comprehensive solu- data collection and deliver meaningful reports for deci- ities, changing market scenar-this infor- io and pressure from competi- tions to address business pri- sion making. orities. Given this, let‘s at- Do not fall for cheap me-toomation, the tion, companies look for a quick fix solution. There is a tempt to define what an SFA alternatives of e reporting should be.ability to fore- widespread talk of Pharma SFA being the panacea for all Sales Force Automation: A tools sold under the garb of an SFA. The cost of undoing andcast sales num- business problems. Some tool that: redoing this work could be of monstrous proportions. Make companies jump into the Records all events in thebers is of par- bandwagon without proper sales process a smart buy. understanding or research. Records Pertinent data driv- SFA should be Easy to buy,amount im- The reasons to look at an SFA en by those events Easy to Use.portance. product are evident. Pressure from competition, no proper Automate the process of data collection Rajesh Rangarajan is Partner and Chief Marketing Officer IT unit within the company at SwaaS Systems. Integrates with other rele- and no defined budgets. Email: vant systems like Primary, Page 14