Pharma
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This document discusses pharmaceutical sales and marketing in India. It covers distribution channels, types of pharmaceutical selling, issues in pharmaceutical sales, the roles of various field staff like medical representatives, and types of reports for the sales force. It also discusses topics like sale administration, budgeting, credit control, costing and finance, MRP decision making, billing processes, and sales team divisions.
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The document discusses various methods for pharmaceutical sales, including:
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Pharma
- 1. Pharma selling and sales marketing
- 2. Distribution Channel Company C & F or CA Super Stockiest Stockiest Doctors, Nursing, Dispensary, Substokiest 2
- 3. Types of Pharma Selling • Ethical selling • Generic selling • PCD : Propaganda cum dispensing • Surgical selling • Tender Selling • Over the Counter (OTC) 3STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 4. Issues of Pharma sales • Ethical selling – Promotion overload – Too many companies • Doctors issues – Fixed day and time of meeting to MR – Fixed No. of MR – Visit regulated 1/3 months – Time of giving cards & time of actual calls – Fixed No. of company MR to meet – Waiting to MR 4STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 5. Role of Various field Staff • Medical representative – Implementation of promotional strategy – Contact doctors , N/h , Co – hospital – To give info about product – Convince doctors to give Rx – Make a network with retailers & chemist – Make a network with stockiest – Reporting – Generation of order ( Retailer – POB – Stockiest ) 5STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 6. Questions asked to MR • Primary sales • Secondary sales • Personal order booking ( POB ) • Call average • Coverage • Report calls 6STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 7. Role of other field staff • Role of Area manager • Role of state manager • Role of Regional manager • Role of zone manager • Role of national manager • Role of VP of Sales 7STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 8. Tour program • Submitted on 25th of monthMR - TP • AM Approved MR – TP • AM – TP Submitted on 26th of monthAM - TP • RM approved AM -TP • RM – TP submitted on 27th of monthRM - TP • ZSM approved RM – TP • ZSM – TP submitted on 31st of monthZSM – TP BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR 8
- 9. Reporting Channel VP OF SALES ZSM RSM ASM MR 9
- 10. Kind of Reports for sales force • DCR : Daily call report • Expenses Detail report • TP : Tour program • Weekly reporting • Monthly reporting • Basic tool program ( BTP ) • DWP : Daily work plan 10STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 11. Sale Administration Department • Do compilation of all reports of sales • Normally one person for each state • Prepare summary report of – All India – state wise – unit wise – value wise sales report for product manager for his product – All India last three months sales of same brand – All average / coverage – Utilization of inputs • Use of gifts, samples, skims, Bonanza 11STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 12. Budgeting • Marketing Department – Give guideline to sales department – Marketing Budget • Gifts • Samples • Sponsorship • Bonanza • CME (Continuing medical education) • Advertisement • Printing expenses • Meeting Expenses • Incentives • Transportation • Expiry and goods return 12STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 13. • Finance Department – Finance budget • Factory department – Production budget • Sales admin department • Purchase department • HR department 13STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 14. Credit Control • Credit period • Credit limit • Mode of payment • Stockiest profile • PDC ( Post dated cheque) • Cash Discount • Special cases • No PDC 14STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 15. Costing & Finance • Different types of cost – R & D ( F & D ) – Production cost – Inventory cost – Transportation cost – Marketing cost – Regulatory cost – T & D cost – PM cost – Overhead Cost 15STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 16. MRP Decision • Competition pricing • New marketing / Scientific gimmick • Monopolistic MRP • Kind of marketing company do • % G C (Gross contribution) 16STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 17. Billing • Billing cycle – From the time bill is raise to the payment received • Normally billing cycle is of 21 day • Payment cycle is 60 days for 1st deal for stockiest 17STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 18. Billing for C & F • Transfer of stock • Transfer challen • F – Form – taken from sales tax department • 0.5% sales tax has to pay Billing for CA • Billing • Bill is Made • C – Form – Outside state 2% central sales tax (CST) + add 5 % VAT – Within state only 5% VAT 18STEVENS BUSINESS SCHOOL BATCH 2009 - 2011 Billing Difference
- 19. Sales Team Division • Pharma division – Old / big brand – Less promotion – Less expenses (CASH COW) • Speciality division – Gastro division – Cardio / diabeto division – Psycho / neuro division – Ortho division – Opthal division – Dermato division 19STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
- 20. Thank You 20STEVENS BUSINESS SCHOOL BATCH 2009 - 2011