The Brandstorm & FFE 2015 event emphasized the need for revolutionary changes in the Indian pharmaceutical industry amidst the implementation of the UCPMP code. Key speakers shared insights on therapy shaping, digital marketing, and the importance of role clarity in sales management to enhance the effectiveness of the sales force. The discussions highlighted the urgency for the industry to adapt to environmental challenges and improve sales practices for sustained success.

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MEDICINMANField Force Excellence
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April 2015 | www.medicinman.net
Since 2011
BrandStorm&FFE2015
BrandStorm & FFE 2015 was held on the 13th and 14th of March 2015 at the Westin Hotel in Mumbai
SpecialVideoFeature,SeeInside
Highlights

2. 2 | MedicinMan April 2015
W
as there a thunderstorm & lightning
accompanied by heavy downpour in
Mumbai, recently? Yes, there was, albeit
a different one.
Arguably, there has never been a more important
time for the Indian pharmaceutical industry to
revisit and review sales and pharma marketing
practices, as the sector faces the implementation of
the UCPMP code, soon.
It was at BrandStorm and FFE 2015, held at The
Westin Hotel, Mumbai on 13th and 14th April
2015 where CEOs, marketing and sales force
heads shared their pearls of wisdom and exhorted
the delegates to challenge the status quo with
revolutionary thinking.
“There Are Some Things You Can Only Learn In
A Storm.”And this applies to the Indian pharma
industry, as well. With the latest storm that is
brewing in terms of implementation of UCPMP,
pharma players have to sit up and re-think their
existing approach to marketing and selling.
Fortunately, there are quite a few pioneers in the
industry who are ahead of the curve and this was
quite evident when Shiva Natarajan from GSK
spoke on‘moving away from brand management
to therapy shaping’. He showcased the adoption
of a therapy shaping strategy for their established
brands.
Bhagwat Deora and Sanjay Dhawan from PwC
gave an overview of UCPMP, modalities and its
implications in a very lucid manner. The take home
messages were clear: CHANGE or GET CHANGED.
Mankind Pharma is an enigma in the industry.
Having broken all the conventions and the myths
of pharma selling, the company is growing leaps
and bounds. Dr. V. K. Sharma captured the nuts
and bolts of Mankind’s success giving enough food
for thought to the participants. Folks…it is time to
‘change our limiting beliefs.’
GuestEditorial:K.Hariram
K. Hariram is the former MD (retd.) at
Galderma India.
He is Chief Mentor at MedicinMan and a
regular contributor. khariram25@yahoo.com

3. 3 | MedicinMan April 2015
Shashank Shanbhag, MSD, spoke on the“Challenges
of Marketing to Hospitals.” There were excellent take
home messages from Nandish Kumar of FDC followed
by sharing of some unconventional promotional
strategies designed by Medulla Healthcare
Communications.
On the second day at FFE 2015, Sanjiv Navangul,
MD, Janssen (J&J) India gave a thought provoking
and actionable points in his keynote address. He
emphasized the need for transformation and not
incremental improvement, as it has been, so far. He
strongly recommended a change in the approach
of selling models recognising today’s access to
information through technology and also the need
for ‘patient advocacy’with lifestyle diseases such as
diabetes affecting all sections of the population.
Post-UCPMP era, the need to ramp up the sales force
in terms of efficiency & effectiveness along with
enhancing the image of pharma sales people was
well brought out by some of the veterans like Satya
Mahesh of Merck Serono and Amlesh Ranjan of
Sanofi.
The CEO round table of Shivakumar, MD of Eisai
Pharma, Sanjiv Navangul of Janssen India (J&J), Anjan
Ghosh, Director - Commercial Excellence, Janssen
India (J&J), K. Hariram, Retired MD, Galderma, ably
moderated by Sujay Shetty of PwC, re-emphasized
the needs of adapting to environmental challenges.
The internet and the social media is yet another big
story in the industry at the moment. We in Indian
pharma have been slow to embrace these changes.
Eager to demonstrate that this is not the case was
Sunder Ramachandran, Head of Sales Training,
Pfizer as he shared the revolutionary approach to
L&D and how Pfizer has successfully introduced
social learning into these models. This has helped
in better engagement with the sales force helping
them to be up-to-date. Probably this has been the
key differentiating factor of the Pfizer’s sales force in a
crowded market.
Himalaya Drugs has been very contemporary in their
approach to L & D and they are worth emulating. Sai
Kumari who is heading the‘Centre of Excellence’in
Bangalore was very passionate in sharing the way they
have gone about and what they really do to build sales
force excellence. Pankaj Gursahani of Astra Zeneca
went a step ahead to build the FLMs accreditation
model, thus improving overall retention.
Guest Editorial | K. Hariram
”
Post-UCPMP era, the need
to ramp up the sales force
in terms of efficiency &
effectiveness along with
enhancing the image of
pharma sales people was well
brought out by some of the
veterans like Satya Mahesh
of Merck Sereno and Amlesh
Ranjan of Sanofi.

4. 4 | MedicinMan April 2015
With all these impending environmental changes
and challenges, there is a dire need to re-focus on
the‘role clarity’of the sales management team
starting from FLMs to SMs. The need of the hour is
not just‘managing sales’but‘sales management’
with major focus on ‘on-the-job-coaching’. This was
lucidly brought out by Deep Bhandari of UCB and K.
Hariram, retired MD, Galderma.
The hallmark of the day was“218 Not Out”by Limca
Book of Records holder for“Most Consistent Target
Achiever”, Shankar of Zydus Cadila. He was felicitated
for his record breaking continuous performance
‘month on month’. Who says we need a title to lead?
Shankar is a living example of‘leading irrespective of
the title’. The industry needs to learn from Shankar and
find ways to replicate people with such mindset.
The events on both the days concluded on a very
positive and high note generating lots of enthusiasm
and energy. I came back with a feeling that Indian
pharma has hidden gems and such forums provide
the platform for sharing the wisdom, knowledge and
best practices.
The key take-home messages that emerged are:
1. Focus on revolutionary changes rather than
incremental evolution
2. Embrace digital marketing
3. Focus on therapy shaping
4. Equip field force with L&D tools – encourage
learning on the move
5. Bring role clarity in sales management cadre –
develop people through work. -KH
Guest Editorial | K. Hariram
Shankar M. of Zydus Cadila (center) with his wife Vidya and Sanjiv
Navangul, MD, Janssen (J&J) India
Go to page 11 for a photo montage of BrandStorm & FFE 2015
“MOST CONSISTENT TARGET ACHIEVER”

5. MedicinMan Volume 5 Issue 4 | April 2015
Editor and Publisher
Anup Soans
CEO
Chhaya Sankath
Chief Mentor
K. Hariram
Editorial Board
Salil Kallianpur; Prof. Vivek Hattangadi; Shashin
Bodawala; Hanno Wolfram; Renie McClay
Executive Editor
Joshua Soans
Letters to the Editor: anupsoans@medicinman.net
CONTENTS
The Organizing Team at Knowledge Media Venturz with K. Hariram, MD (retd.), Galderma (centre)
Roleclarity
forFieldForce
Excellence
K. Hariram
Page 6
A synopsis of the session by K. Hariram, MD (retd.),
Galderma at FFE 2015
BrandStorm&FFE2015-APhotoMontage
Page 9

6. 6 | MedicinMan April 2015
I
ndia continues to be among the five pharmaceutical
emerging markets. There will be new drug launches,
new drug filings, and Phase II clinical trials which
are expected during this year (2015). The domestic
pharmaceutical market is expected to register a strong
double-digit growth in the coming times.
Keeping in view the growth of pharmaceutical sector
and with the intention to provide a uniform code with
respect to pharmaceutical marketing practices, UCPMP
(“Code”) has been introduced by the Department of
Pharmaceuticals, Government of India on December 12,
2014 which became effective from 1 January 2015. It
is expected to encourage good marketing practices by
pharmaceutical companies.
E
Roleclarity
forFieldForce
ExcellenceA synopsis of the session by K. Hariram, MD (retd.),
Galderma at FFE 2015

7. 7 | MedicinMan April 2015
Field Force continues to be the vital link between
the customer and the organization. Hence, the
performance of the field force, more so, in the
context of UCPMP will determine to a high degree
the sustained success of any organization.
Although sales force automation and measurement
have become increasingly common business
practices, the true success of the Field Force is
based on the correct alignment of the sales force
management with the company strategy to
accomplish its mission and thus drive value.
To unlock the sales force abilities, a manager at any
level must spend a significant amount of time on two
activities:
1. Helping the team understand the company’s
direction and its implications for team members and
2. Coaching for performance.
Little of either occurs on the front-lines today. Across
organisations, front-line managers spend more than
60 percent of their time on administrative work
and meetings and the so called‘sales management’
which is nothing but‘managing sales’. They spend
only 10 to 40 percent actually managing front-line
employees by, for example, coaching them directly
Peter Drucker defines EFFICIENCY as“doing things
right”and EFFECTIVENESS as“doing the right things”.
Achieving Field Force Excellence requires intelligent
combination of both. If this excellence has to be
achieved and sustained, the role clarity and the
associated responsibilities have to be clear with
regard to sales management including the line
functions.
Today, there is still a tremendous amount of
confusion and there are many situations where there
is duplication or substitution of the effort areas.
For example, calling on physicians including
KOLs, joint working with sales people, stockists
management are day to day functions in which there
is overlapping and duplication with no clear cut
responsibility. This is also due to poorly defined sales
processes leading to firefighting during month end
sales closing.
So the process is forgotten or compromised and
the month end becomes an end by itself till the
next month end. This leads to erosion of‘efficiency’
and‘effectiveness’. And‘excellence’remains an
unreachable dream.
K. Hariram | Role Clarity for Field Force Excellence
”
Achieving Field Force
Excellence requires the
intelligent combination
of both efficiency and
effectiveness. If this
excellence has to be
achieved and sustained,
the role clarity and the
associated responsibilities
have to be clear
with regard to sales
management including the
line functions.

8. 8 | MedicinMan April 2015
The starting point is clarity in defining the role and
the responsibility at each level of sales management.
Stephen Covey, the author of‘The Seven Habits
of Highly Effective People’defines“role”(both in
personal and professional life) which relates to three
areas:
1. Responsibility,
2. Area of Relationship, and
3. Area of Contribution.
The responsibility to achieve Planned Revenue
Generation rests at all levels of hierarchy in a
commercial organization, whether direct or indirect.
But the differentiation between roles is to be found in
the relationship areas and the area of contribution.
While each level may help or support the other level
of function, the real concern is duplication of efforts,
lack of clear direction and more importantly, the
absence of coaching, guiding and directing as part of
the area of contribution.
So communications at all levels remain more
often on a transactional level and seldom lead to
transformation. Hence, the chaos, firefighting and
blame-fixing, resulting in gaps at all levels.
This is also one of the major factors contributing to
sales force attrition.
In the context of UCPMP, it is time to re-think and re-
focus on the need to complement the internal sales
force effectiveness measures through role clarity with
well-defined responsibility, area of relationship and
area of contribution leading to Field Force Excellence.
“Excellence endures and sustains. It goes beyond
motivation into realms of inspiration. I have found
that excellence is not so much of a battle you fight
with others, but a battle you fight with yourself, by
constantly raising the bar and stretching yourself and
your team. This is the best and the most satisfying
and challenging part about excellence.”-KH
K. Hariram | Role Clarity for Field Force Excellence
Responsibility Area of ContributionRelationships
ROLE

9. 9 | MedicinMan April, 2015
BrandStorm&FFE2015
APhotoMontage
Clickthe buttontoviewthevideo
E

10. 10 | MedicinMan April, 2015
FFE 2015 Breakfast for the Brain
(L to R) Sujay Shetty,
Executive Director & India
Leader, Pharma, Life Sciences
& Medical Devices at PwC
India; Deep Bhandari,
Director- Marketing & Sales
Excellence at UCB; Amlesh
Ranjan, Sanofi; Jagmohan
Singh Rishi, Asso. Vice
President - Digital Marketing,
L&D & Commercial Excellence
at Wokhardt; Sanjay Dhawan,
Pharma GRC Leader and
Partner, Risk Advisory Services
at PwC; Shankar, Zydus Cadila;
Satya Mahesh, Associate
Director and Head of SFE at
Merck; Sai Kumari, Head-
Center for Excellence The
Himalaya Drug Company
(L to R) Sanjiv Navangul,
Managing Director at
Janssen India; K. Shivkumar,
Managing Director at Eisai
Pharmaceuticals
(L to R) Anup Soans, Editor,
MedicinMan; K. Hariram,
former MD (retd.) at Galderma
India. He is Chief Mentor at
MedicinMan; K. Shivkumar,
is Managing Director at Eisai
Pharmaceuticals

11. K. Shivkumar, Managing Director at Eisai Pharmaceuticals makes a point
11 | MedicinMan April, 2015
FFE 2015 KEYNOTE ADDRESS, DECODING UCPMP & CEO ROUNDTABLE
Sanjiv Navangul, Managing Director at Janssen India, delivering the Keynote address
Sanjay Dhawan, PwC on“Decoding the
UCPMP”
Sujay Shetty, PwC, moderated the CEO
roundtable
Sanjiv Navangul, Managing Director at Janssen India answers audience Q&A Anjan Ghosh, Director - Commercial
Excellence at Janssen India (J&J)

12. 12 | MedicinMan April, 2015
FFE 2015 Value Framework for Indian Pharma & SFE basics
Amlesh Ranjan, Sanofi, on“The Value
Framework for Indian Pharma in the
21st Century”
Satya Mahesh, Associate Director
and Head of SFE at Merck on“SFE:
What Every Pharma Sales Professional
Should Know”
With Anup Soans, Editor, MedicinMan
(Extreme Left) and Sai Kumari, Head-
Center for Excellence The Himalaya
Drug Company

13. FFE 2015 Field Force Learning & Development - Best Practices
13 | MedicinMan April, 2015
Sai Kumari, Head-Center for Excellence
The Himalaya Drug Company
Sunder Ramachandran Head - Sales Training at Pfizer Jagmohan Rishi, Asso. Vice President -
Digital Marketing, L&D & Commercial
Excellence at Wockhardt
Pankaj Gursahani, Director - Sales Training at AstraZeneca Pharma
(L to R) Sunder Ramachandran, Pfizer; Ashish Ghai, Sanofi; Sai Kumari, The Himalaya Drug Company;
Jagmohan Rishi, Wokhardt; Pankaj Gursahani, AstraZeneca & Anup Soans, Editor, MedicinMan
Q & A with active participation of the delegates
Q & A with active participation of
the delegates

14. Q & A with active participation of the delegates
14 | MedicinMan April, 2015
FFE 2015 Roles, Responsibilities & Contributions of FLMs
Deep Bhandari, Director- Marketing & Sales
Excellence at UCB K. Hariram, MD (retd.), Galderma
Anup Soans, Editor, MedicinMan VK Sharma, Assoc. Vice President (Marketing & Sales), Unichem on“Mankind’s Winning Ways”
Photo-op with faculty

15. 15 | MedicinMan April, 2015
BrandStorm 2015 Welcome, Keynote Address & Panel Discussion
Welcome address by Chhaya Sankath, CEO, Knowledge
Media Venturz
Decoding the UCPMP by Bhagwat Deora, Sr.
Manager, PwC
Panel Discussion on UCPMP
Keynote Address by Salil Kallianpur, Brand Director, Classic Brands Europe at
GlaxoSmithKline
Active participation by young brand managers

16. 16 | MedicinMan April, 2015
BrandStorm 2015 Therapy Shaping, Marketing to Hospitals & Case Study
Shiva Natarajan, General Manager, GSK:“From Brand
Management to Therapy Shaping”
Shashank Shanbhag, Senior Director (BUD), MSD, on“Marketing to Hospitals”
Panel discussion moderated by Praful Akali (extreme left) and joined by Nandish Kumar,
Marketing Head, FDC Ltd (extreme right)
Nandish Kumar, Marketing Head, FDC Ltd with
a case study of Zifi-AZ
Houseful at BrandStorm 2015Q & A with active participation of the delegates

17. Q & A with active participation of the delegates
17 | MedicinMan April, 2015
BrandStorm 2015 Reinvention of Pharma & Optimization of Healthcare Coms
(L to R) Amit Akali and Praful Akali on“How to Optimize Healthcare Communication Creative Agency Services”
Anup Soans, Editor,
MedicinMan leads an
interactive session on
“Reinventing the Field
Force: Doctor Interaction
through the use of Digital
and Social Media”
An overview of the proceedings Q & A with active participation of the delegates

18. 18 | MedicinMan April, 2015
The MedicinMan & KMV team