PROJECT REPORT

Submitted by:

Students full name : M Ramesh Kumar

Course : Post Graduate Executive Management Program

Registration Number: PGEMP 32 A/12

PROJECT TITLE

A Study to evaluate the impact of Physicians samples on prescription generation A Study to evaluate the impact of Physicians samples on prescription generation A Study to evaluate the impact of Physicians samples on prescription generation A Study to evaluate the impact of Physicians samples on prescription generation

among Neurologists and Psychiatrists to formulate new physician sample strategy by among Neurologists and Psychiatrists to formulate new physician sample strategy by among Neurologists and Psychiatrists to formulate new physician sample strategy by among Neurologists and Psychiatrists to formulate new physician sample strategy by

minimizing sample budgets to at least minimizing sample budgets to at least minimizing sample budgets to at least minimizing sample budgets to at least 30% over last year30% over last year30% over last year30% over last year

UNDER GUIDANCE OF

Professor : Dr A B Kulkarni, SPJIMR

Mentor : Dr Ravisankar Viswanathan, VP-Marketing & Sales, Sun Pharma

Period of Project : April 15, 2013 - June 15, 2013

SUBMITTED TO

Sun Sun Sun Sun Pharmaceutical Industries LTD, Andheri (E),Pharmaceutical Industries LTD, Andheri (E),Pharmaceutical Industries LTD, Andheri (E),Pharmaceutical Industries LTD, Andheri (E), MumbaiMumbaiMumbaiMumbai---- 400059400059400059400059

TABLE OF CONTENTS

Sr No Content Page No

1 Acknowledgements 1

2 Bonafied Declaration 2

3 Executive summary 3-6

4 Brief notes on organization 7-10

5 Genesis of Identified Issue 11

6 Project objectives 12

7 Research Plan 13-15

8 Data Analysis and findings 16-33

9 Recommendations 34-35

10 Conclusions 36

11 Limitations 37

12 Future Scope 38

13 Annexures and References 39-42

Acknowledgments

I am grateful to Sun Pharmaceutical Laboratories Ltd. And for giving me an opportunity to work

on the project within the organization.

For the successful completion of my work, I am thankful to my mentor Dr Ravisankar

Viswanathan, Vice President (Sales & Marketing), Sun Pharma, who helped me throughout this

project. Without his encouragement, guidance and interest, this project would not have been

possible.

I am thankful to my project guide Prof A B Kulkarni, SPJIMR, for his valuable time and timely

suggestions.

I would like to thank all the Sales Officers, First line managers and Regional Sales managers of

Sun Pharma (Sirius Life sciences) who helped me during field work and shared their valuable

time with me.

I am extremely thankful to all the Psychiatrists, Neurologists and Neuro-Surgeons who shared their

valuable opinion and time with me.

Once again, thanking all those who have helped me directly and indirectly in the completion my

project.

1

Bonafide Declaration

This is to certify that the project titled A Study to evaluate the impact of

Physicians samples on prescription generation among Neurologists and

Psychiatrists to formulate new physician sample strategy by minimizing

sample budgets to at least 30% over last year is a bonafide research work

carried out independently by M Ramesh Kumar, a student of PGEMP-32 of

SPJIMR Mumbai, during April 2014 to June 2014, in partial fulfilment of the

requirement for the award of the degree of Post Graduate Executive

Management Program and that the project has not been the basis for the

award of any degree, diploma, scholarship, fellowship or similar titles any

time before.

Signature of the Project Guide

2

EXECUTIVE SUMMARY

Impact of Physician samples as promotional tools while generating

prescriptions not been tested over decades by any pharmaceutical

company till now and this project aimed at understanding the

influence of Physician Samples as prescription generating tool

Data captured through questionnaires administered to field staff,

neurologists and psychiatrists

Appropriate sample size of 148 field staff (75% of total population),

130 psychiatrists (3.5% of total population) and 116 Neurologists (4%

of total population) for more realistic conclusions

All zones, North, East, West and south India covered for close to

reality findings

Data analysis done in two sections with question wise observations

Findings from responses of Field Staff (Section A)

61% Field staff rated Physician samples as least preferred choice of promotional tools and

59% field staff ranked scientific communication tools as most preferred promotional tools

55% of field staff felt that increase in physician samples leads to increase in sales. This

response clearly shows the psychological attachment of field staff towards physicians

samples as promotional tools with reference to neurologists

37% of field staff said that sales will not decrease with decrease in samples and 29% said

that sales will decrease if we decrease samples. This response also indicates that 29% field

staff have fear that sales gets affected negatively if we decrease samples with special

reference to psychiatrists.

3

32% of field staff felt that, samples gets expired with respect to psychiatrists and 28% of

field staff felt that, samples gets expired with respect to neurologists

Majority field force 62% for psychiatrists and 66% neurologists, under the impression

that doctors segregate samples and use in some patients

In contrast to earlier response, field staff (majority 70%) suggesting company to adopt

need based sample method for psychiatrists & Neurologists, which means, samples to be

given by identifying need of doctor

According to 71% field staff with ref to neurologists, reminder cards considered to be the

best reminder and also, 73% felt that reminder cards preferred over samples with ref to

psychiatrists

With respect to giving samples, 49% field staff feels that for psychiatrists and 52%

neurologists, customers usually were given with samples only when they ask. Close to

similar response with ref to giving samples as reminder to doctors

Just 10.6% of psychiatrists and just 7.8% of neurologists only asked for samples in the last

one month This is in contrast with earlier responses and indicate that field staff attached

psychologically with samples.

Majority 70% field staff with reference to psychiatrists and and 84% field staff with

reference to neurologists were in favour of TABLE TOP GIFT REMINDER item preferred

over physicians samples

Findings from responses of Neurologists and Psychiatrists (Section B)

The influencing factor for prescribing a brand for 40% of psychiatrists is familiarity of

representative visiting and for 37% of psychiatrists is familiarity of company

4

For 50% of neurologists, the influencing factor for prescribing is familiarity of company

followed by familiarity of brand and representative visiting @ 25% and 23% respectively

Physician samples are influencing factor for only 2% neuros and 9% psychiatrists

For 84% of neurologists and 49% of psychiatrists, the most preferred promotional tool is

SCIENTIFIC COMMUNICATION AND LITERATURE SUPPORT.

PHYSICIAN SAMPLES rated as No-1 promo tool only by 5% of neurologists and 14% of

psychiatrists

The influencing factor for prescribing a brand for 40% of psychiatrists is familiarity of

representative visiting and for 37% of psychiatrists is familiarity of company

The familiarity of brand as per 60% of neurologists is scientific communication and

literature support followed by continuous reminders by medical representative for 33% of

neurologists. But, in case of psychiatrists, the familiarity of brand is because of scientific

communication only by 36% of psychiatrists followed by representative reminders by 35%

psychiatrists

Majority of neurologists 92% said that, they will never change the brand even if they have

samples available with them. Even, Psychiatrists majority 74% said that they will not

change brand even if sample available with them.

For 50% of neurologists, the best reminder is scientific updates followed by patients

feedback on brand in 22% of cases In case of 48% psychiatrists, the most preferred brand

reminder is scientific communication followed by table top remiders

In case of both neurologists and psychiatrists, the least preferred brand reminder is

PHYSICIAN SAMPLES

75% OF NEUROLOGISTS & 72% OF PSYCHIATRISTS Said categorically that, Physician

samples cannot influence them while giving prescriptions

5

59% of neurologists and 55% psychiatrists said that they segregate samples item wise and

use in some patients.

27% of neurologists and 28% of psychiatrists said that the samples will expire followed by

14% neurologists and 18% psychiatrists do not know the status as administrative staff

takes them off

Recommendations to company

Company can cut the existing Physicians samples budget by 50%

Company can consider need based sample strategy instead of sending

samples to all territories. It means, physicians samples to be given

only for the doctors where there is a need expressed

Company is suggested to improve scientific communication content while

promoting products instead of banking on small gifts or other tools

Representative familiarity is considered to be the major influencing

factor while recommending brand in case of psychiatrists and company

familiarity is the major factor in case of neurologists. This observation

suggesting the company to have good employee retention strategies

Company is advised to periodically organize good medical training

programs through medical team for marketing planning staff as the

scientific communication is considered to be the most preferred

promotional tool

Organization has been suggested to show the responses of doctors to

entire field staff at an appropriate platform (preferably cycle meetings)

and make them aware on the fact that it is not physician sample but

the scientific communication which influence the doctor to prescribe a

brand.

6

COMPANY PROFILE

Sun Pharmaceutical Industries Limited (NSE: SUNPHARMA, BSE: 524715) is a

multinational pharmaceutical company headquartered in Mumbai, Maharashtra that

manufactures and sells pharmaceutical formulations and active pharmaceutical ingredients

(APIs) primarily in India and the United States. The company offers formulations in various

therapeutic areas, such as cardiology, psychiatry, neurology, gastroenterology and diabetology.

It also provides APIs such as warfarin, carbamazepine, etodolac, and clorazepate, as well

as anticancers, steroids, peptides, sex hormones, and controlled substances.

Sun Pharmaceuticals was established by Mr. Dilip Shanghvi in 1983 in Vapi with five products to

treat psychiatry ailments. Cardiology products were introduced in 1987 followed

by gastroenterology products in 1989. Today it is the largest chronic prescription company in

India and a market leader in psychiatry, neurology, cardiology, orthopedics,ophthalmology,

gastroenterology and nephrology.

The 2014 acquisition of Ranbaxy will make the company the largest pharma company in India,

the largest Indian pharma company in the US, and the 5th largest speciality generic company

globally.

Over 72% of Sun Pharma sales are from markets outside India, primarily in the US. The US is

the single largest market, accounting for about 54% turnover;in all, formulations or finished

dosage forms, account for 93% of the turnover. Manufacturing is across 26 locations, including

plants in the US, Canada, Brazil, Mexico and Israel. In the US, the company markets a large

basket of generics, with a strong pipeline awaiting approval from the U.S. Food and Drug

Administration (FDA).

Sun Pharma was listed on the stock exchange in 1994 in an issue oversubscribed 55 times.

The founding family continues to hold a majority stake in the company. Today Sun Pharma is

the second largest and the most profitable pharmaceutical company in India, as well as the

largest pharmaceutical company by market 1pprox.1zation on the Indian exchanges.

The Indian pharmaceutical industry has become the third largest producer in the world in terms

of volumes and is poised to grow into an industry of $20 billion in 2015 from the current

turnover of $12 billion.In terms of value India still stands at number 14 in the world.

Acquisitions and Joint Ventures

Sun Pharma has complemented growth with select acquisitions over the last two decades. In

1996, Sun purchased a bulk drug manufacturing plant at Ahmednagar from Knoll

Pharmaceuticals and MJ Pharmas dosage plant at Halol that are both U.S. FDA approved

today. In 1997, Sun acquired Tamil Nadu Dadha Pharmaceuticals Limited (TDPL) based

7

in Chennai, mainly for their extensive gynaecology and oncology brands. Also in 1997, Sun

Pharma initiated their first foray into the lucrative US market with the acquisition of Caraco

Pharmaceuticals, based in Detroit.

In 1998, Sun acquired a number of respiratory brands from Natco Pharma. Other notable

acquisitions include Milmet Labs and Gujarat Lyka Organics (1999), Pradeep Drug Company

(2000), Phlox Pharma (2004), a formulation plant at Bryan, Ohio and ICN, Hungary from Valeant

Pharma and Able Labs (2005), and Chattem Chemicals (2008). In 2010, the company acquired

a large stake in Taro Pharma, Inc., amongst the largest generic derma companies in the US,

with operations across Canada and Israel. The company currently owns ~ 69% stake in Taro,for

about $260 million.

In 2011, Sun Pharma entered into a joint venture with MSD to bring complex or differentiated

generics to emerging markets (other than India).

In 2012, Sun announced acquisitions of two US companies: DUSA Pharmaceuticals Inc., a

dermatology device company; and generic pharma company URL Pharma, Inc. In 2013,the

company announced an R&D joint venture for ophthalmology with the research company,

Intrexon.

In a landmark deal on 6 April 2014, Sun Pharma announced that it would acquire 100%

of Ranbaxy Laboratories Ltd, in an all-stock transaction, valued at $4 billion. Japans Daiichi

Sankyo held 63.4% stake in Ranbaxy. After this acquisition, which is expected to close by end

2014, Sun Pharma would be the largest pharmaceutical company in India, the largest Indian

Pharma company in the US,and the 5th largest generic company worldwide.

SUN PHARMA JOURNEY FROM 1983 onwards

8

There are 21 marketing divisions of SUN PHARMA delivering promotional message

to specialty customers. These marketing divisions offer a range of prescription

brands that cover all or most of the conditions seen in that chronic therapy areas

such as cardiovascular, psychiatry , neurology, gastroenterology, respiratory,

ophthalmology, orthopaedics, Oncology, Urology, Diabetology, Gynaecology etc. All

these divisions have independent sales and product management teams that work to

create a prescription pull.

9

CNS DIVISIONS

Sun Pharma covers the CNS segment of doctors with its 4 CNS divisions namely

Synery, Symbiosis, Sirius and Symenta. The product offering of CNS SBUs caters

to psychiatrists, neurologists, and consulting physicians.

The top 10 CNS brands of Sun Pharma are :

Anti epileptics

Anti psychotics

Acute Stroke

Anti parkinson's

Migraine Dementia

LEVIPIL (Levetiracetam)

NEXITO (Escitalopram)

ENCORATE (Sodium Valproate)

STROCIT (Citicoline)

OXETOL (Oxcarbazepine)

SYNDOPA (Levodopa + Carbidopa)

MAXGALIN (Pregabalin)

OLEANZ (Olanzapine)

BETACAP TR (Propranolol)

PRAMIPEX (Pramipexole)

10

GENESIS OF THE IDENTIFIED ISSUE

During the current financial year (2014-15), for all 4 CNS Divisions the budgeted expense

for the Physicians samples is close to INR 4 crores.

Giving physicians samples for influencing a doctor to write prescription is the traditionally

followed practice by the pharmaceutical industry since ages, which has not been evaluated

by any company or agency later on the impact of physicians samples on prescription

generation.

With the advent of improved technologies and other CRM practices, influencing doctors for

prescribing a product underwent dynamic changes in the recent past.

In the current scenario, it is important to look at the traditional physician sampling strategy

and adopt a rational approach so that, an organization can minimize the promotional

expenses especially with reference to sampling strategy.

Scope of the project:

To conduct primary and secondary research to identify and evaluate the influence of

physicians sample for prescribing decision of doctors which becomes the basis for

formulating sample related sales promotional strategy

Primary research includes

Meeting Psychiatrist and neurologists spreading across India in pre-decided

sample numbers

Collect opinion through a questionnaire covering the aspects related to the

scope of project

Analyze the findings to have fair understanding

Secondary research includes

Studying available data in the print media

Interactions with field force

External survey

This project is important to finalize Sun pharma CNS divisions physician

sample related promotional strategy for the coming years

11

PROJECT OBJECTIVES

Primary Objective

To capture & understand the impact and attachment of Physician samples as

promotional tools among field staff while promoting brands by administering a

planned set of questions

To capture & understand the importance of physician samples as brand reminders

for brand recall among Psychiatrists and Neurologists by administering a planned set

of questions

Secondary Objective

Perception mapping and analysis of various promotional tools, including Physicians

samples to arrive at an appropriate physician sample strategy for Sun CNS SBUs.

12

RESEARCH PLAN

1. Secondary research:

Secondary data was collected before designing the questionnaire relevant to the project

to get brief insights about the research work.

Information was collected through various sources which include textbooks, websites and

articles.

The following information was collected:

Current sample budgets of Synergy Symbiosis Sirius and Symenta Divisions of Sun

Pharma from actual budget meeting formats

A sample survey by involving internal colleagues working for various divisions has

been done to arrive at an understanding on the proposed project

After thorough understanding, two questionnaires were prepared to administer one on

field staff who is instrumental for bottom line sales and second one on important

selected psychiatrists and neurologists of the country

13

2. Primary Research

Sr

No.

PARAMETER DESCRIPTION

1. Research type Quantitative Research

2. Tool of data collection A market research questionnaire containing

multiple choice and dichotomous questions.

3. Type of questionnaire Structured

4. Mode of Data

collection

One to one interview involving field sales

officers and managers

5. Sample selection Sales Officers, front line managers and sample

of doctors from psychiatry and neurology

segments

6. Target Respondents Psychiatrist, Consulting physicians, Neurologist

7. Sample size 394

8. Sample unit

distribution

Psychiatrist: 130

Neurophysicians: 116

Field workers (Sales officers and FLMs):148

9. Sampling Technique Convenience sampling based on geography

10. Areas covered All states were covered in India

14

Areas Covered to carry out the research work

o West Zone: Maharastra, Gujarat,

o South Zone : Andhra Pradesh, Tamilnadu, Kerala and Karnataka

o Central Zone : Madhya Pradesh

o East Zone : Kolkata, West Bengal, Guwahati, Bihar

o North Zone: Delhi, Rajasthan, Chandigarh, Punjab/Haryana

15

DATA ANALYSIS

Analysed data in two sections to arrive at results

CHAPTER 3A helped to analyse on the perceptions vs reality of the

field workers especially sales officers and front line managers with

respect to issuing samples as promotional tools. To arrive at more

realistic conclusions, responses were segregated speciality wise ie.,

neurologists and psychiatrists.

CHAPTER 3B helped to analyse on the perceptions vs reality on the

utility of physician samples as well as on the customers preferences

with respect to promotional tools

To arrive at more realistic conclusions, responses were segregated

speciality wise ie., neurologists and psychiatrists with sample size

measuring close to 4% of total population.

16

CHAPTER 3A (Responses by field staff based on their

understanding about customer preferences)

Q 1 Please rank promotional tools in your order of preference?(Rank1as

as most preferred and 4 as least preferred)

OBSERVATIONS

Responses summary total item wise Responses summary % of item wise

Rank Scientific Literature

Table top

reminder

gift items

Scientific

and

academic

services

Physician

Samples

Scientific

Literature

Table top

reminder

gift items

Scientific

and

academic

services

Physician

Samples

1 36 22 87 3 24 15 59 2 2 57 38 27 24 39 26 18 16 3 39 60 21 30 26 41 14 20 4 16 28 13 91 11 19 9 61 total 148 148 148 148 100 100 100 100

0

10

20

30

40

50

60

70

Scientific

Literature

Table top

reminder gift

items

Scientific

and

academic

services

Physician

Samples

24

15

59

2

39

26

18 16

26

41

1420

11

19

9

61

Rank 1

Rank 2

Rank 3

Rank 4

61% Field staff rated Physician samples as least preferred choice of promotional

tools and 59% field staff ranked scientific communication tools as most preferred

promotional tools

PROMOTIONAL ITEMWISE % OF PREFERENCES AS RATED BY FIELD STAFF

17

2 In Neurology, Your current Maxgalin sale per month is 12pprox... lak per month and you are

getting average of 30 units as samples a month. If we increase samples by 50%, what % of sales may

get increased? (Tick one option)

a) Sales will not increase with increase in samples

b) Cannot say

c) Sales and samples are not directly proportional

d) Sales will definitely increase if we increase samples

OBSERVATIONS

% OF RESPONDERS FOR EACH OPTION

Sales will not increase

with increase in samples

Cannot

say

Sales and samples are

not directly

proportional

Sales will definitely

increase if we increase

samples

14 5 25 55

0

20

40

60

Sales will not

increase

with

increase in

samples

Cannot say Sales and

samples are

not directly

proportional

Sales will

definitely

increase if

we increase

samples

145

25

55Responders %

55% of field staff felt that increase in physician samples leads to increase in sales. This

response clearly shows the psychological attachment of field staff towards physicians samples

as promotional tools with reference to neurologists.

18

In Psychiatry, Your current Oleanz sale per month is 13pprox... lak per month and you are

getting average of 30 units as samples a month. If we decrease samples by 50%, what % of sales may

get decreased? (Tick one option)

a) Sales will not decrease with decrease in samples

b) Cannot say

c) Sales and samples are not directly proportional

d) Sales will definitely decrease if we decrease samples

% RESPONDERS PER EACH OPTION

Sales will not decrease

with decrease in samples Cannot say

Sales and samples are

not directly proportional

Sales will definitely decrease

if we decrease samples

37 11 24 29

OBSERVATIONS

05

10152025303540

Sales will not

decrease with

decrease in

samples

Cannot say Sales and

samples are

not directly

proportional

Sales will

definitely

decrease if we

decrease

samples

37

11

2429

% OF RESPONDERS

37% of field staff said that sales will not decrease with decrease in samples and 29% said

that sales will decrease if we decrease samples. This response also indicates that 29%

field staff have fear that sales gets affected negatively if we decrease samples with special

reference to psychiatrists.

19

What according to you is happening to samples receiving by Psychiatrists and

Neurologists from various pharma companies?

Neuro Psychia

a) Most of samples gets expired and gets un noticed by doctors

b) Cannot say and not observed

c) Doctors segregate molecule wise and use in some patients

OBSERVATIONS

Most of samples

gets expired and

gets un noticed by

doctors

Cannot say

and not

observed

Doctors segregate

molecule wise and

use in some

patients

Most of samples

gets expired and

gets un noticed by

doctors

Cannot say

and not

observed

Doctors segregate

molecule wise and

use in some

patients32 6 62 28 6 66

% OF RESPONSES FOR PSYCHIATRISTS % RESPONSES FOR NEUROLOGISTS

32% of field staff felt that, samples gets expired with respect to psychiatrists

and 28% of field staff felt that, samples gets expired with respect to

neurologists

Majority field force 62% for psychiatrists and 66% neurologists, under the

impression that doctors segregate samples and use in some patients

20

Do you prefer routine or regular samples to be given or give samples as per needs or

demands of doctors? (Give one option for psychia and one fpor neuro)

Psychia Neuro

a) Give samples routinely / regularly

b) Need based sample method is preferred

OBSERVATIONS

Give samples

routinely /

regularly

Need based

sample method is

preferred

Give samples

routinely /

regularly

Need based

sample method is

preferred30 70 30 70

PSYCHIATRISTS NEUROLOGISTS

In contrast to earlier response, field staff (majority 70%) suggesting

company to adopt need based sample method for psychiatrists &

Neurologists, which means, samples to be given by identifying need of

doctor

21

What according to you is a better reminder ?

Psychia Neuro

a) Reminder cards

b) Physician samples

Observations

Reminder

cards

Physician

samples

Reminder

cards

Physician

samples

71 29 73 27

PSYCHIATRISTS NEUROLOGISTS

According to 71% field staff with ref to neurologists, reminder cards considered

to be the best reminder and also, 73% felt that reminder cards preferred over

samples with ref to psychiatrists

22

Do you prefer to give samples to doctor only when he asks or routinely give to remind a

brand?

Psychia Neuro

a) I will usually give only when doctor asks

b) I will give samples to remind a product

OBSERVATION

.

I will usually give

only when doctor

asks

I will give samples

to remind a

product

I will usually give

only when doctor

asks

I will give samples

to remind a

product

49 51 52 48

PSYCHIATRISTS NEUROLOGISTS

With respect to giving samples, 49% field staff feels that for psychia and 52% neuro,

customers usually were given with samples only when they ask. Close to similar

response with ref to giving samples as reminder to doctors

.

23

In the last one month, how many doctors asked you samples ?

Psychia Neuro

a) How many doctors asked you samples

How many psychia and neuro you have in your list

Observations

Psychiatrists asked samples

Psychiatrists in List

Neurologists asked samples

Neurologists in list

% of Psychiatrists asked samples

% of Neurologists asked samples

443 4172 238 3034 10.6 7.8

This was very critical for evaluation.Just 10.6% of psychiatrists and just 7.8% of

neurologists only asked for samples in the last one month This is in contrast with earlier

responses and indicate that field staff attached psychologically with samples.

24

You are given with an opportunity to ask for one most preferred item as brand reminder.

Which one you prefer out of these two?

Psychia Neuro

a) Physician samples

b) Table top reminder gift items

Observations

Physician

samples

Table top

reminder gift

items

Physician

samples

Table top

reminder gift

items 30 70 19 84

PSYCHIATRISTS NEUROLOGISTS

Majority 70% field staff with reference to psychiatrists and and 84% field staff

with reference to neurologists were in favour of TABLE TOP GIFT REMINDER

item preferred over physicians samples

25

CHAPTER 3B (Responses by Psychiatrists and

Neurologists based on their real experiences)

When quality is constant, you usually recommend a product based on .(tick only one) a) Familiarity of company

b) Familiarity of brand

c) Familiarity of representative visiting

d) Physicians sample being given

Observations

Familiarity

of company

Familiarity of

Brand

Familiarity of

representative visiting

Physician's Sample

being given

50 25 23 2

Familiarity

of company

Familiarity of

Brand

Familiarity of

representative visiting

Physician's Sample

being given

37 14 40 9

% NEUROLOGISTS RESPONSE ON NEW Rx generation influencing factors

% PSYCHIATRISTS RESPONSE ON NEW Rx generation influencing factors

The influencing factor for prescribing a brand for 40% of psychiatrists is familiarity

of representative visiting and for 37% of psychiatrists is familiarity of company

For 50% of neurologists, the influencing factor for prescribing is familiarity of

company followed by familiarity of brand and representative visiting @ 25% and

23% respectively Physician samples are influencing factor for only 2% neuros and

9% psychiatrists

26

According to you, familiarity of the brand is because of (rank in order 1 to 4)

a) Scientific communication/ literature support

b) Continuous reminders by medical representative

c) Table top reminders

d) Physician samples on regular basis

Observations

Rank

Scientific

communication/

literature

support

Continuous

reminders by

medical

representative

Table top

reminders

Physician

samples

on regular

basis

Scientific

communicat

ion/literatur

e support

Continuous

reminders by

medical

representativ

e

Table top

reminders

Physician

samples on

regular

basis

1 70 38 2 6 60 33 2 5

2 35 59 16 5 30 51 14 4

3 9 14 63 31 8 12 54 27

4 2 5 35 74 2 4 30 64

total 116 116 116 116 100 100 100 100

Rank wise responses Responses summary % of item wise

Rank

Scientific

communication/

literature

support

Continuous

reminders by

medical

representative

Table top

reminders

Physician

samples

on regular

basis

Scientific

communicat

ion/literatur

e support

Continuous

reminders by

medical

representative

Table top

reminders

Physician

samples on

regular

basis

1 47 45 18 12 36 35 14 9

2 51 67 24 13 39 52 18 10

3 15 13 56 31 12 10 43 24

4 17 5 32 74 13 4 25 57

total % 130 130 130 130 100 100 100 100

Rank wise responses FROM PSYCHIATRISTS Responses summary % of item wise

The familiarity of brand as per 60% of neurologists is scientific

communication and literature support followed by continuous reminders by

medical representative for 33% of neurologists

But, in case of psychiatrists, the familiarity of brand is because of scientific

communication only by 36% of psychiatrists followed by representative

reminders by 35% psychiatrists

neurologist

27

Please rank the following from 1 to 4 based on your preferences

a) Scientific communication (articles/literature etc)

b) Physician samples

c) Table top reminders (pens/ Rx pads/reminder cards etc.,)

d) Patient education charts/material

Observations

RankScientific

communication/l

iterature support

Physician

samples

Table top

reminders

Patient

education

charts/material

Scientific

communication/l

iterature support

Physician

samples

Table top

reminders

Patient

education

charts/material

1 97 6 9 7 84 5 8 6

2 12 26 15 62 10 22 13 53

3 7 31 60 17 6 27 52 15

4 0 53 32 30 0 46 28 26

total 116 116 116 116 100 100 100 100

Responses summary total item wise FOR NEUROLOGISTS Responses summary % of item wise

RankScientific

communication/l

iterature support

Physician

samples

Table top

reminders

Patient

education

charts/material

Scientific

communication/l

iterature support

Physician

samples

Table top

reminders

Patient

education

charts/material

1 64 18 21 14 49 14 16 11

2 28 28 18 47 22 22 14 36

3 12 31 64 27 9 24 49 21

4 26 53 27 42 20 41 21 32

total 130 130 130 130 100 100 100 100

Responses summary total item wise FOR PSYCHIATRISTS Responses summary % of item wise

% RESPONSES BY NEUROLOGISTS

for 84% of neurologists and 49% of psychiatrists, the most preferred promo

tool is SCIENTIFIC COMMUNICATION AND LITERATURE SUPPORT.

PHYSICIAN SAMPLES rated as No-1 promo tool only by 5% of neurologists and

14% of psychiatrists

28

Do you change the brand to your patients because of availability of physician sample

with you?

a) Yes b) No

Observations

YES NO YES NO

9 107 8 92

NEUROLOGISTS RESPONSE & % OF CHANCES OF CHANGING BRAND

YES NO YES NO

34 96 26 74

PSYCHIATRISTS RESPONSE & % OF CHANCES OF CHANGING BRAND

Majority of neurologists 92% said that, they will never change the brand even if

they have samples available with them

Even, Psychiatrists majority 74% said that they will not change brand even if

sample available with them.

29

Which one do you advise for pharma companies among the following? (please tick only one) a) Give samples only for new products

b) Give samples only when doctor ask for a patient

c) Give samples regularly as reminders

Observations

Give samples

only for new

products

Give samples only

when doctor ask

for a patient

Give samples

regularly as

reminders

24 69 23

Give samples

only for new

products

Give samples only

when doctor ask

for a patient

Give samples

regularly as

reminders

21 59 20

NEUROLOGIST ADVISE No OF RESPONSES & % OF RESPONSES

Give samples

only for new

products

Give samples only

when doctor ask

for a patient

Give samples

regularly as

reminders

36 62 32

Give samples

only for new

products

Give samples only

when doctor ask

for a patient

Give samples

regularly as

reminders

28 48 25

PSYCHIATRIST ADVISE No OF RESPONSES & % OF RESPONSES

69% of neurologists suggested company to give samples only when doctor asks

for specific patients and 24% suggested to give samples only for new products

59% of psychiatrists suggested company to give samples only when doctor asks

and 21% suggested to give samples only for new products

30

Which one according to you is the best reminder of brand (tick only one)

a) Brand reminder items on table (paper weights/ pen stands/ Rx Pads/ pens etc.,)

b) Scientific updates with advertisement of brand

c) Physician samples

d) Patients feedback on a brand

Observations

Brand reminder

items on Table

Scientific updates

with advertisement

of brand

Physician

sample

Patients

feedback on

brand

26 58 7 25

Brand reminder

items on Table

Scientific updates

with advertisement

of brand

Physician

sample

Patients

feedback on

brand

22 50 6 22

Number of responses and % of responses NEURO

Brand reminder

items on Table

Scientific updates

with advertisement

of brand

Physician

sample

Patients

feedback on

brand

30 62 18 20

Brand reminder

items on Table

Scientific updates

with advertisement

of brand

Physician

sample

Patients

feedback on

brand

23 48 14 15

Number of responses and % of responses PSYCHIA

For 50% of neurologists, the best reminder is scientific updates followed by

patients feedback on brand in 22% of cases In case of 48% psychiatrists, the

most preferred brand reminder is scientific communication followed by table

top remiders

In case of both neurologists and psychiatrists, the least preferred brand

reminder is PHYSICIAN SAMPLES

31

Can a physician sample on your table influences you to prescribe a brand to your patient?

a) Yes b) No

Observations

YES NO YES NO

29 87 25 75

% RESPONSESNEUROLOGISTS SUMMARY

YES NO YES NO

36 94 28 72

% RESPONSESPSYCHIATRIST SUMMARY

75% OF NEUROLOGISTS & 72% OF PSYCHIATRISTS Said categorically that,

Physician samples cannot influence them while giving prescriptions

32

Daily you see many representatives and they leave bundles of samples on your table what happens

to all these physicians samples (tick only one)

a) Many of them will expire

b) I leave all those samples there only and later administrative staff clears it off

c) I have mechanism to segregate brand wise samples and give to patients

Observations

Many of

them will

expire

Administrativ

e staff clears

them off

Segregate

and use in

patients

31 16 69

Many of

them will

expire

Administrativ

e staff clears

them off

Segregate

and use in

patients

27 14 59

Neurologists response

Neurologists % of response

Many of

them will

expire

Administrativ

e staff clears

them off

Segregate

and use in

patients

36 23 71

Many of

them will

expire

Administrativ

e staff clears

them off

Segregate

and use in

patients

28 18 55

Psychiatrists Response

Psychiatrists % of Response

59% of neurologists and 55% psychiatrists said that they segregate samples item wise and use

in some patients.

27% of neurologists and 28% of psychiatrists said that the samples will expire followed by

14% neurologists and 18% psychiatrists do not know the status as administrative staff takes

them off

33

Recommendations

Based on question wise observations through question and answer

analysis pertaining to neurologists, psychiatrists and field staff, following

recommendations were made.

Company can cut the existing Physicians samples budget by 50%

for the reason being, both neurologists and psychiatrists said that

physician samples cannot influence their prescribing behaviour &

only 5% of neuro and 14% of psychiatrists rated physicians

samples as preferred promotional tools. Also to support this view

point, 92% neurologists and 74% of psychiatrists said that they

will never change a brand due to physician sample availability

and 75% neurologists & 72% psychiatrists said that samples

cannot influence their prescribing behaviour

Company can consider need based sample strategy instead of

sending samples to all territories. It means, physicians samples to

be given only for the doctors where there is a need expressed

Brand familiarity is mostly due to scientific communication as rated

by neurologists and psychiatrists. Hence, company is suggested to

improve scientific communication content while promoting products

instead of banking on small gifts or other tools

Representative familiarity is considered to be the major influencing

factor while recommending brand in case of psychiatrists and

company familiarity is the major factor in case of neurologists.

34

This observation suggesting the company to have good employee

retention strategies

Company is advised to adopt good medical training practices

through medical team for marketing planning staff as the scientific

communication is considered to be the most preferred

promotional tool

It was observed that majority of field staff psychologically attached

to physicians samples and has a feeling that the same influence

prescribing behaviour of doctors. This was proved to be wrong on

analysing the responses of neurologists and psychiatrists. This

observation compelled me to suggest the organization to show the

responses of doctors to entire field staff at an appropriate platform

(preferably cycle meetings) and make them aware on the fact that

it is not physician sample but the scientific communication which

influence the doctor to prescribe a brand.

35

Conclusions

The project findings and recommendations facilitates Sun Pharma

CNS divisions to arrive at appropriate Physician sampling strategy

As project findings indicate the need for substantial reduction in

current Physician sample budget from 4 Crores to 2 Crores for

the financial year 2015-16 and substantially reduce sample budget

of current year for balance period

Simultaneously, Organization need to undertake periodical training

programmes to marketing planning team mediated by medical

department as the findings in favour of scientific communication

and current practices mostly dominated by Gift articles and other

trade gimmicks

Educate and make the field staff aware on the fact that the

influencing factor for generating Rxs is scientific and academic

services and physicians samples has least role in the process.

Cycle meetings to be taken as platform for appraising field staff

on the same

36

Limitations

This project findings are applicable only for 4 neurology

and psychiatry divisions of sun pharma and may not be

appropriate for other 17 divisions of Sun Pharma

The doctor sample size taken for the project is just 3.5

to 4 % of total doctors available in India which may turn

differently when we take up senses study involving all

Some of the responses by doctors may be biased and

their real preferences may be different which influences

project findings

Any misinterpretation while answering the questionnaire by

field staff or doctors might have influenced project findings

37

Future Scope

The observations and findings made through this project

expand the scope of further research into various

promotional tools across all other specialities like

Optholmology, Gynaecology, Ortho, Cardio, Diabeto,

Nephro, Uro, Oncology, Gastro, Derma segments to arrive

at appropriate promotional tools for organization.

This project stands as basis for other organizations and

research groups while formulating strategies for building

brands

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References & Annexures

1. www.google.com

2. Wikipedia

Annexure 1: Questionnaire administered to field staff.

SURVEY ON PHYSICIAN SAMPLES AS PROMOTIONAL TOOLS

I, Ramesh Kumar, have undertaken a project as a part of my curriculum for a management

program. This questionnaire being administered to understand the customer preference with

respect to physician samples as promotional tools.

Please spare few minutes of your valuable time and answer this simple questionnaire as honestly as

possible.

Q 1 Please rank the promotional tools in your order of preference (Rank 1 being most preferred and

4 the least preferred)

a) Scientific Literature

b) Table top reminder gift items

c) Scientific and academic services

d) Physician Samples

Q 2 In Neurology, Your current Maxgalin sale per month is approx.. lak per month and you are

getting average of 30 units as samples a month. If we increase samples by 50%, what % of sales may

get increased? (Tick one option)

e) Sales will not increase with increase in samples

f) Cannot say

g) Sales and samples are not directly proportional

h) Sales will definitely increase if we increase samples

Q 3 In Psychiatry, Your current Oleanz sale per month is approx.. lak per month and you are

getting average of 30 units as samples a month. If we decrease samples by 50%, what % of sales may

get decreased? (Tick one option)

39

e) Sales will not decrease with decrease in samples

f) Cannot say

g) Sales and samples are not directly proportional

h) Sales will definitely decrease if we decrease samples

Q4 What according to you is happening to samples receiving by Psychiatrists and Neurologists from

various pharma companies?

Psychia Neuro

d) Most of samples gets expired and gets un noticed by doctors

e) Cannot say and not observed

f) Doctors segregate molecule wise and use in some patients

Q 5. Do you prefer routine or regular samples to be given or give samples as per needs or demands

of doctors? (Give one option for psychia and one fpor neuro)

Psychia Neuro

c) Give samples routinely / regularly

d) Need based sample method is preferred

Q6. What according to you is a better reminder ?

Psychia Neuro

c) Reminder cards

d) Physician samples

Q7. Do you prefer to give samples to doctor only when he asks or routinely give to remind a brand?

Psychia Neuro

c) I will usually give only when doctor asks

d) I will give samples to remind a product

Q8. In the last one month, how many doctors asked you samples ?

Psychia Neuro

b) How many doctors asked you samples

How many psychia and neuro you have in your list

40

Q9. You are given with an opportunity to ask for one most preferred item as brand reminder. Which

one you prefer out of these two?

Psychia Neuro

c) Physician samples

d) Table top reminder gift items

Annexure 2: Questionnaire administered to Neurologists and Psychiatrists

SURVEY ON PHYSICIAN SAMPLES AS PROMOTIONAL TOOLS

I, Ramesh Kumar, have undertaken a project as a part of my curriculum for a management program.

This questionnaire being administered to understand the doctors preference with respect to

physician samples as promotional tools. Please spare few minutes of your valuable time and answer

this simple questionnaire

Q1. When quality is constant, you usually recommend a product based on .(tick only one)

e) Familiarity of company

f) Familiarity of brand

g) Familiarity of representative visiting

h) Physicians sample being given

Q2. According to you, familiarity of the brand is because of (rank in order 1 to 4)

e) Scientific communication/ literature support

f) Continuous reminders by medical representative

g) Table top reminders

h) Physician samples on regular basis

Q3. Please rank the following from 1 to 4 based on your preferences

e) Scientific communication (articles/literature etc)

f) Physician samples

g) Table top reminders (pens/ Rx pads/reminder cards etc.,)

h) Patient education charts/material

Q4. Do you change the brand to your patients because of availability of physician sample with you?

b) Yes b) No

Q5. Which one do you advise for pharma companies among the following? (please tick only one)

d) Give samples only for new products

e) Give samples only when doctor ask for a patient

f) Give samples regularly as reminders

Q6. Which one according to you is the best reminder of brand (tick only one)

41

e) Brand reminder items on table (paper weights/ pen stands/ Rx Pads/ pens etc.,)

f) Scientific updates with advertisement of brand

g) Physician samples

h) Patients feedback on a brand

Q7. Can a physician sample on your table influences you to prescribe a brand to your patient?

b) Yes b) No

Q8. Daily you see many representatives and they leave bundles of samples on your table what

happens to all these physicians samples (tick only one)

d) Many of them will expire

e) I leave all those samples there only and later administrative staff clears it off

f) I have mechanism to segregate brand wise samples and give to patients

Doctors Name: Station:

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