Fieldwork and rcpa

Field Work And RCPAField Work And RCPA11Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

Presentation ContentPresentation Content

1.1. How to Recognize a Great SalespersonHow to Recognize a Great Salesperson

2.2. Prerequisite for successful sellingPrerequisite for successful selling

3.3. Daily Sale call PlanningDaily Sale call Planning

4.4. Vital 3 MinutesVital 3 Minutes

5.5. QuestionQuestion

Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 22

Look up to your Look up to your optionsoptionsEvery morning in Africa a gazelle wakes up Every morning in Africa a gazelle wakes up

and knows that it must run faster than the and knows that it must run faster than the

fastest lion or it will be killed and eaten.fastest lion or it will be killed and eaten.

Also every morning in Africa a lion wakes Also every morning in Africa a lion wakes

up and knows that it must outrun the up and knows that it must outrun the

slowest gazelle or it will starve to death.slowest gazelle or it will starve to death.

It does not matter whether you are It does not matter whether you are

a lion a lion

or or

gazellegazelle……

When the sunWhen the sun comes up you’d better be comes up you’d better be

running!running!

Market is no different then the African jungle.Market is no different then the African jungle.

Competitors are waiting to grab the opportunityCompetitors are waiting to grab the opportunity

Dr. Kailas GhodkeDr. Kailas Ghodke 44Field Work and RCPAField Work and RCPA

Make a mark.Make a mark.

For Customers & Competitors You are For Customers & Competitors You are

Different Different Dr. Kailas GhodkeDr. Kailas Ghodke 55Field Work and RCPAField Work and RCPA

5 CHECK POINTS OF 5 CHECK POINTS OF PHARMACEUTICAL SELLINGPHARMACEUTICAL SELLING

5 Check points of Pharmaceutical 5 Check points of Pharmaceutical sellingselling

1.1. Identification and QuantificationIdentification and Quantification

2.2. Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals

3.3. Detailing and discussing right product mixDetailing and discussing right product mix

4.4. Demanding rightful prescription shareDemanding rightful prescription share

5.5. Ensuring free and regular availability of Ensuring free and regular availability of

products at chemist and stockiest counters.products at chemist and stockiest counters.



To achieve this To achieve this

you need to do a you need to do a

FIELD WORKFIELD WORK

I) Field Work I) Field Work

Dr. Kailas GhodkeDr. Kailas Ghodke 99Field Work and RCPAField Work and RCPA

Field Work Field Work

Field work done ForField work done For

1.1. Meeting DoctorMeeting Doctor

2.2. Meeting ChemistMeeting Chemist

3.3. Meeting Supply Chain- CNF and StockiestMeeting Supply Chain- CNF and Stockiest


Field Work Field Work contdcontd..

Field work done ByField work done By

A.A. Field StaffField Staff

1.1. Medical Representative (MR) / Medical sales Medical Representative (MR) / Medical sales

Representative (MSR) Business Executive (BE)Representative (MSR) Business Executive (BE)

2.2. Area Sales Manager (ASM) / Area Business Manager Area Sales Manager (ASM) / Area Business Manager

(ABM) (ABM)

3.3. Regional Manager (RM) / Regional Sales Manager Regional Manager (RM) / Regional Sales Manager

(RSM) / Regional Business Manager (RBM)(RSM) / Regional Business Manager (RBM)

4.4. Zonal Sales Manger (ZSM)Zonal Sales Manger (ZSM)Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 1111

Field Work Field Work contdcontd..

B.B. By HOBy HO

1.1. Sales Manager (SM) / National Sales Manager Sales Manager (SM) / National Sales Manager

(NSM) , (NSM) ,

2.2. Marketing ManagerMarketing Manager

3.3. PMT (Product Management Team – PE, PM, GPM)PMT (Product Management Team – PE, PM, GPM)


CUSTOMERCUSTOMER


CustomerCustomer

Pharmaceutical selling is an indirect sellingPharmaceutical selling is an indirect selling

One promote a particular product to a doctor who One promote a particular product to a doctor who

identifies the need of that particular product to a identifies the need of that particular product to a

particular patient and prescribes the same hence, a particular patient and prescribes the same hence, a

doctor becomes a customer and patient become a doctor becomes a customer and patient become a

consumer. consumer.

Similarly the chemist honors the prescription raise Similarly the chemist honors the prescription raise

by the doctor’s and the stockiest supply the stocks by the doctor’s and the stockiest supply the stocks

to the chemist while the C & F agent who hold the to the chemist while the C & F agent who hold the

stock on behalf of the companies.stock on behalf of the companies.


Who is the customer?Who is the customer?

A customer is that person who makes a decision A customer is that person who makes a decision

pertaining to the usages of a particular product / pertaining to the usages of a particular product /

services among the several options availableservices among the several options available

The customer may or may not be the consumer of The customer may or may not be the consumer of

the product / servicesthe product / services


Who is the customer? – E.g. Who is the customer? – E.g.

Your wife ask you to purchase Cerelac for your Your wife ask you to purchase Cerelac for your

baby. Your baby become becomes an actual baby. Your baby become becomes an actual

consumer of Cerelac and not your wife.consumer of Cerelac and not your wife.

When you visit a shop you become a customer When you visit a shop you become a customer

for Cerelac but your wife takes the decision to for Cerelac but your wife takes the decision to

by the Cerelac, hence your wife becomes the by the Cerelac, hence your wife becomes the

customer and your baby becomes a consumer.customer and your baby becomes a consumer.


Who is the customer? – E.g. Who is the customer? – E.g. contdcontd..

Similarly in pharmaceutical selling you promote a Similarly in pharmaceutical selling you promote a

particular product to a doctor who identifies he particular product to a doctor who identifies he

need of that particular product to a particular need of that particular product to a particular

patient and prescribes the same.patient and prescribes the same.

Hence, a doctor becomes a customer and patient Hence, a doctor becomes a customer and patient

become a consumer. become a consumer.

That is the reason pharmaceuticals selling is That is the reason pharmaceuticals selling is

considered as indirect selling. considered as indirect selling.

In this profession you may not meet the actual In this profession you may not meet the actual

consumer of your product.consumer of your product.


CustomerCustomer contdcontd..

The customers for pharmaceuticals Business areThe customers for pharmaceuticals Business are

i.i. Doctors (Who raise the prescription)Doctors (Who raise the prescription)

ii.ii. Chemist (Who honors the prescription)Chemist (Who honors the prescription)

iii.iii. StockistStockist (Who supply the stocks to the chemist) (Who supply the stocks to the chemist)

iv.iv. C & F agent (Who hold the stock)C & F agent (Who hold the stock)

v.v. Patients and general Public for OTC products Patients and general Public for OTC products

(Who purchase and consume the products)(Who purchase and consume the products)


Difference between pharmaceutical Difference between pharmaceutical selling and other consumer productselling and other consumer product

Sr. No.

Pharma Selling Consumer Selling

1.

The end user, patient is not the target customer

The end user, the buyer is the target customer

2.

The direct customer, Doctor, makes the purchase decision by prescribing Brand

The end user, the buyer makes the purchase decision

3.

Demand created by MR through prescription, creating “PULL”

Demand created by advertisements and Point of Purchase “PUSH”

4.

Distribution services is controlled by MR

Distribution network, many times works independent of company sales representative.

5.

Main source of feedback’s on market trend to company is MR

Company depends on market profession syndicate agencies for research

6.

The customer, doctor is well qualified and knows the product better than the sales man

The customer, may or may not be well qualified and knows the product better than the sales man

JOB PROFILE OF JOB PROFILE OF MEDICAL MEDICAL REPRESENTATIVEREPRESENTATIVE


Understanding the JobUnderstanding the Job

The following are the basic question that we The following are the basic question that we

must asked our self and answer them correctly.must asked our self and answer them correctly.

i.i. What is expected out of us?What is expected out of us?

ii.ii. What are we supposed to do?What are we supposed to do?

iii.iii. What are our prime responsibilities?What are our prime responsibilities?


The basic Job ResponsibilityThe basic Job Responsibility To increase continuously sales of the company To increase continuously sales of the company

product with ethical promotion to the assigned product with ethical promotion to the assigned

territory.territory.

Make confident efforts towards improving services Make confident efforts towards improving services

to customerto customer

To provide regular feedback to the company and the To provide regular feedback to the company and the

superiors on all the happenings in the field, superiors on all the happenings in the field,

regardingregarding

CompetitionCompetition

Marketing Marketing

Socio-economic conditionSocio-economic condition


Job Responsibility Job Responsibility contdcontd..

To fulfilled the above responsibilities you have to To fulfilled the above responsibilities you have to

do the following;do the following;

To meet targeted customers (Doctors and To meet targeted customers (Doctors and

Chemist)Chemist)

Inform them about the products / services Inform them about the products / services

offered by the organisation. offered by the organisation.

To create awareness To create awareness

To inform customers about the features and To inform customers about the features and

benefits of our productsbenefits of our products


Need of Medical Need of Medical RepresentativeRepresentative Pharmaceuticals / Health care Ethical product Pharmaceuticals / Health care Ethical product

cannot be promoted directly to patients through cannot be promoted directly to patients through

mass media - Radio, TV, Printmass media - Radio, TV, Print

Due to stiff competition the customer has to be Due to stiff competition the customer has to be

met and persuaded frequently so that he begins, met and persuaded frequently so that he begins,

continues and increases the use of our products.continues and increases the use of our products.

TIPS FOR BECOMING A TIPS FOR BECOMING A SUCCESSFUL MR / BESUCCESSFUL MR / BE

Tips for becoming a successful Tips for becoming a successful MR / BEMR / BE

A) How to increase the business by meeting the A) How to increase the business by meeting the

doctordoctor

B) The key factors to become a successful BEB) The key factors to become a successful BE

C) What you should know before going to field? C) What you should know before going to field?

D) Qualities of a successful BED) Qualities of a successful BE



A) How to increase the business A) How to increase the business by meeting the doctorby meeting the doctor

BE shall meet the customer repeatedly and BE shall meet the customer repeatedly and

periodically to promote the company’s product, periodically to promote the company’s product,

by keeping 3 “U”s of products in mind.by keeping 3 “U”s of products in mind.

Usage of productUsage of product

Uses of productUses of product

Users of productUsers of product


1) Usage of product1) Usage of product

Customer should use the product more oftenCustomer should use the product more often

E.g. Gatiloc (Gatifloxacin) is being prescribed by E.g. Gatiloc (Gatifloxacin) is being prescribed by

one doctor frequently may be in one indication one doctor frequently may be in one indication

e.g. UTIs.e.g. UTIs.


2) Uses of product2) Uses of product

Customer should use the product in variety of Customer should use the product in variety of

indications more frequentlyindications more frequently

E.g. Gatiloc is being prescribed by a doctor E.g. Gatiloc is being prescribed by a doctor

frequently in many indications e.g. UTIs, RTIs, Skin frequently in many indications e.g. UTIs, RTIs, Skin

and soft tissue infections etc. or in Multi Drug and soft tissue infections etc. or in Multi Drug

Resistance Tuberculosis Resistance Tuberculosis


3) Users of product3) Users of product

Total number of customers who can use the Total number of customers who can use the

product should continuously increase.product should continuously increase.

E.g. today only one doctor is prescribing Gatiloc E.g. today only one doctor is prescribing Gatiloc

in a territory, tomorrow it should be 10 doctors in a territory, tomorrow it should be 10 doctors

and so on and so forth.and so on and so forth.


B) The key factors to become a B) The key factors to become a successful BEsuccessful BE Follow the following 5-check points of pharma Follow the following 5-check points of pharma

selling;selling;

1.1. Right identification and quantification of Right identification and quantification of

customers and productscustomers and products

2.2. Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals

3.3. Detailing and discussing right product mix with Detailing and discussing right product mix with

the right customersthe right customers

4.4. Demand a continuous increase in the Demand a continuous increase in the

prescription share of the pre - selected productsprescription share of the pre - selected products

5.5. Ensuring adequate & continuous availability of Ensuring adequate & continuous availability of

products at chemists and stockist counters.products at chemists and stockist counters.


C) What you should know before C) What you should know before going to field? going to field?

1) Your Product / services:1) Your Product / services:

Understanding the product wellUnderstanding the product well

Which product you are going to sell?Which product you are going to sell?

Why you want sale?Why you want sale?

To whom are you going to sell? To whom are you going to sell?

Selection of Right customer for right productSelection of Right customer for right product


C) What you should know before C) What you should know before going to field?going to field?2) Your customer:2) Your customer:

Qualification Qualification

SpecialtySpecialty

Class of patients - middle class / upper classClass of patients - middle class / upper class

Type of patient’s e.g. male, female, adult, child, Type of patient’s e.g. male, female, adult, child,

young, old, rich, poor etc.young, old, rich, poor etc.

Where he is practicing- Rural area / Urban are, Elite Where he is practicing- Rural area / Urban are, Elite

area.area.

Type of practice - Private practice, Govt. Hospital, Type of practice - Private practice, Govt. Hospital,

Big / small Hospital, AttachmentsBig / small Hospital, Attachments

Visiting Time – for patients and for Sales Executives.Visiting Time – for patients and for Sales Executives.

D) Qualities of a successful D) Qualities of a successful BEBE

1.1. Should be sincere and hard workingShould be sincere and hard working

2.2. Must have power to grasp the technical aspects Must have power to grasp the technical aspects

of his products as well as that of competitorsof his products as well as that of competitors

3.3. Must have knowledge about his customer’s Must have knowledge about his customer’s

habits, potential desires and behavioural patternshabits, potential desires and behavioural patterns

4.4. Should take initiative to learn about the Should take initiative to learn about the

competitions, activities etc., for efficient and competitions, activities etc., for efficient and

logical handling of the objectionslogical handling of the objections

5.5. Must understand the selling features, benefits of Must understand the selling features, benefits of

his productshis products


D) Qualities of a successful BE D) Qualities of a successful BE contdcontd..6.6. Should have the ability to analyse and correct Should have the ability to analyse and correct

his mistakes.his mistakes.

7.7. He must continuously secure guidance from He must continuously secure guidance from the superiors without any hesitationthe superiors without any hesitation

8.8. Should be clear about company’s mission, Should be clear about company’s mission, objectives and clear perception about a objectives and clear perception about a particular product for selling to a particular particular product for selling to a particular customercustomer

9.9. Excellent human relationship with doctors, Excellent human relationship with doctors, chemist, stockist and colleagues to ensure chemist, stockist and colleagues to ensure their full co-operation in establishing the their full co-operation in establishing the productproduct

10.10.Foresight to maintain adequate stocks of his Foresight to maintain adequate stocks of his product with the stockists and chemistsproduct with the stockists and chemists


D) Qualities of a successful BE D) Qualities of a successful BE contdcontd..11.11. Promptness in handling all quality complaints Promptness in handling all quality complaints

diplomatically in the field or in the territory.diplomatically in the field or in the territory.

12.12. Loyalty and integrity in continuously improving the Loyalty and integrity in continuously improving the

image of the companyimage of the company

13.13. Enthusiasm to participate in all special assignments, Enthusiasm to participate in all special assignments,

sales competitions and training programs.sales competitions and training programs.

14.14. The capability of increasing the sales of the The capability of increasing the sales of the

company’s products to the level desired by the company’s products to the level desired by the

company.company.

15.15. Pleasing personality, neatly dressed, shine on shoes Pleasing personality, neatly dressed, shine on shoes

and smile on face. Ownership feeling towards and smile on face. Ownership feeling towards

company’s property.company’s property.Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 3636

D) Qualities of a successful BE D) Qualities of a successful BE contdcontd..16.16. Should have positive attitude, skills and knowledgeShould have positive attitude, skills and knowledge

17.17. Should be honest in his day-to-day activities.Should be honest in his day-to-day activities.

18.18. Must complete the sale by ensuring the inflow of Must complete the sale by ensuring the inflow of

payments on time.payments on time.

19.19. Regularity of clock in submitting all reports, special Regularity of clock in submitting all reports, special

information and communication.information and communication.

20.20. An appropriate behaviour pattern during office An appropriate behaviour pattern during office

hours as well as out of office in a manner, which is hours as well as out of office in a manner, which is

not detrimental to the reputation and image of the not detrimental to the reputation and image of the

company.company.


VITAL 3 MINUTESVITAL 3 MINUTES


Vital 3 MinutesVital 3 Minutes

This is the duration a customer will give to you for This is the duration a customer will give to you for

your sales presentationyour sales presentation

Waste no time in taking a place, opening a bag and Waste no time in taking a place, opening a bag and

taking out VA, LBL, Brochure etc.taking out VA, LBL, Brochure etc.

Avoid serious error by which he will get angry e.g. Avoid serious error by which he will get angry e.g.

Touching articles on the table, disturbing his set up Touching articles on the table, disturbing his set up

etc.etc.

Discuss the right product ,with right customer ,with Discuss the right product ,with right customer ,with

right implication, benefits etc.right implication, benefits etc.


Vital 3 Minutes Vital 3 Minutes contd.contd.

Be confident with handling the Laptop, VABe confident with handling the Laptop, VA

Do not run the pointer use only to pointDo not run the pointer use only to point

Hold the Laptop / VA at appropriate distanceHold the Laptop / VA at appropriate distance

Handle objection effectivelyHandle objection effectively

Do not detail in monotonyDo not detail in monotony

Do not make noise of bag while leaving.Do not make noise of bag while leaving.

Remember you must Remember you must Radiate sunshine , Radiate sunshine ,

cheerfulness, confidence and conviction in the cheerfulness, confidence and conviction in the

clinicclinic


Product MixProduct Mix

Product mix means selling the right product in right Product mix means selling the right product in right

quantity at the right time to the right customer. quantity at the right time to the right customer.

A successful BE will sell all the products and achieve his A successful BE will sell all the products and achieve his

targetstargets

BE who sells the product mix can achieve his rupee BE who sells the product mix can achieve his rupee

value target but , BE who achieves his rupee value value target but , BE who achieves his rupee value

target may not achieve the product mix.target may not achieve the product mix.


Why product mix is necessary?Why product mix is necessary?

It ensures protection against changing market It ensures protection against changing market valuesvalues

Maintains the right profit marginMaintains the right profit margin

Ensures optimum utilization of company’s distinctive Ensures optimum utilization of company’s distinctive technical know-how and production facilitiestechnical know-how and production facilities

Ensure continuous supply of the key products in the Ensure continuous supply of the key products in the market at all timesmarket at all times

Strikes perfect balance between the quantities of Strikes perfect balance between the quantities of goods produced and sold.goods produced and sold.

Helps company to strike an ideal balance between Helps company to strike an ideal balance between high margin and low margin productshigh margin and low margin products

Provides a balance between old and new productsProvides a balance between old and new products

Provides right direction for growth.Provides right direction for growth.

14) TYPE OF DOCTORS14) TYPE OF DOCTORS


DoctorsDoctorsSr. No.

Degree Type Specialty (Job Profile)

A Medical Graduates

1 MBBSBachelor of Medicine and Bachelor of Surgery

General Practice in Allopathic, Family physicians

2 Non MBBS

a BHMSBachelor of Homeopathy and Bachelor of Surgery

General Practice in Homeopathy, Family physicians

b BAMSBachelor of Ayurveda and Bachelor of Surgery

General Practice in Ayurvedic, natural medicines, Family physicians

B BDSBachelor of Dental Surgery

Deals with diseases / disorders of teeth

GP (General Practitioners /


Doctors Doctors contdcontd..

Sr. No.


CI Surgeons

Gynaecologist

Treating all disorders related to female reproductory organs and infertility except disorders and normal pregnancy and delivery of baby

ObstetriciansDeals with disorders or normal pregnancy and delivery of baby

b Ophthalmology Eye SurgeonDeals with surgery related to Eye

c OtorhinolaryngologyEar Nose and throat Surgeon

Surgery related to Ear Nose and throat

d OrthopaediciansOrthopaedic Surgeon

Surgery related to bones and joints

Post graduate DiplomaDiploma Holder in Surgery

aObstetrics & Gynaecology



Sr. No.


II Physicians

a Anaesthesiology Anaesthesiologist Deals with anaesthesias

b Dermatology Skin specialist Deals with skin disordersc Psych. Medicine Psychiatrists Deals with mental Health

dDCH Diploma IN Child Health)

PaediatriciansDeals with diseases of New Born, Infant and Children

e Radiology RadiologistDeals with X Ray , CT scan , MRI AND Radio therapy

Diploma Holder in Medicine



Sr. No.

Degree TypeSpecialty (Job

Profile)D

I Surgeons

a General Surgery General SurgerySurgeons doing general surgery

bOtorhinolaryngology

cGynaecologist / Obstetrics

d Orthopaedicianse Ophthalmology

Same as above

MS (Master of Surgery) or DNB (Diplomat In National Board)

Post graduate Degree



Sr. No.

Degree TypeSpecialty (Job

Profile)

II Physicians

a General Medicine PhysiciansDeals with all medical disorders / diseases of adults

b Paediatricc Psychiatryd Anaesthesiologye Dermatologyf Radiologist

Same as above

MD (Master of Medicine) or DNB (Diplomat In National Board)



Sr. No.


EI Super specialty in surgery

aGenito Urinary Surgery (Urology)

Kidney, prostate, genital organ Surgeon

Deals with urogenital surgery

b NeurosurgeryBrain and spinal cord Surgeon

Deals with brain and spinal cord surgery

c Paediatric SurgeryChild, neonates and infant Surgeon

Deals with Child, neonates and infant Surgery

dCardio-Thoracic Vascular Surgery

Heart and Chest Surgeon

Deals with Heart and Chest (lung) surgery

e Surgical Oncology Oncology Surgeon Deals with cancer surgery

f G I SurgeryGastroentrology Surgeon

Deals with Gastro intestinal surgery

g Plastic Surgery Cosmetic SurgeonDeals with cosmetic surgery

Mch (Master of Cherub) or DNB (Diplomat In Higher (Super) Specialties



Sr. No.


II Super specialty in Medicine

1 CardiologyHeart physicians

Deals with all medical disorders / diseases of heart

2Clinical Haematology

BloodDeals with all medical disorders / diseases of blood and blood cancer

3 Gastroentrology GI physiciansDeals with all medical disorders / diseases of blood and blood cancer

4 NephrologyKidney physicians

Deals with all medical disorders / diseases of Urinary system

5 NeurologyBrain and spinal cord Physicians

Deals with all medical disorders / diseases of Brain and spinal cord

6 DiabetologyDiabetic Specialist

Deals with all medical disorders / diseases insulin - Diabetics

7Medical Oncology

Cancer Physicians

Deals with all medical aspect of cancer

8 EndocrinologyDeals with all medical disorders / diseases of hormones

9 Psychiatry10 Anaesthesiology11 Dermatology12 Radiology

DM (Doctor of Medicine) or DNB (Diplomat In National

Board)

Same as above

17) TERRITORY MANAGEMENT17) TERRITORY MANAGEMENT


Territory managementTerritory management

What is Territory?What is Territory?

Territory of MR is a complete geographical area Territory of MR is a complete geographical area

assigned to a particular MR which comprises of assigned to a particular MR which comprises of

potential customers like doctors, chemists potential customers like doctors, chemists

stockist institutes etc with specific demographic stockist institutes etc with specific demographic

requirementsrequirements

H.Q:H.Q:

In a given territory the basic town is known as In a given territory the basic town is known as

H.Q. (Head Quarter) town.H.Q. (Head Quarter) town.


Territory management Territory management contdcontd..

Ex-station:Ex-station:

Ex-station is a place where he can go to a particular Ex-station is a place where he can go to a particular

place and return on the same day after meeting the place and return on the same day after meeting the

customer.customer.

Out-station:Out-station:

Out-station is a place where he can go to a particular Out-station is a place where he can go to a particular

place and stay there and visit the neighbouring place and stay there and visit the neighbouring

territories.territories.


Prerequisite for territory Prerequisite for territory managementmanagement To have complete territory knowledge MR must know To have complete territory knowledge MR must know

the details pertaining to the territory lay out, the details pertaining to the territory lay out,

important places important institutions, way of important places important institutions, way of

conveyance etc.conveyance etc.

Total number of customers of different categories, their Total number of customers of different categories, their

prescription habits, qualification, addresses and prescription habits, qualification, addresses and

appropriate visiting time.appropriate visiting time.

Name of the competitors in the territory, their Name of the competitors in the territory, their

strengths and complete details about their activities.strengths and complete details about their activities.

Convenient routes of travel and minimum expenditure Convenient routes of travel and minimum expenditure

of time and expenses for optimum coverage of the of time and expenses for optimum coverage of the

territory.territory.

18) IS- INFORMATION SYSTEM18) IS- INFORMATION SYSTEM


IS - Information SystemIS - Information System

To keep manage territory keep a tract on daily To keep manage territory keep a tract on daily

activity, sales market feedback the company has activity, sales market feedback the company has

develop the information Systemdevelop the information System

IS contains various systematic and scientific IS contains various systematic and scientific

formats which can give all the required formats which can give all the required

information form the field to H.O. information form the field to H.O.

So that both the H. O and the field staff can work So that both the H. O and the field staff can work

smoothly. smoothly.

Thus these formats are very important links Thus these formats are very important links

between the field people and the H.O between the field people and the H.O

The important Information SystemThe important Information System

Formats are as given Formats are as given

below;below;

i.i. Daily call report - DCRDaily call report - DCR

ii.ii. Master Call List (MCL) Master Call List (MCL)

or Important Call List or Important Call List

(ICL)- Doctors, (ICL)- Doctors,

institution, chemist, institution, chemist,

and stockistand stockist

iii.iii. Expense StatementsExpense Statements

iv.iv. Standard tour program, Standard tour program,

Tour Report and fare Tour Report and fare

chartchart

v.v. Monthly sales Analysis Monthly sales Analysis

reportreport

vi.vi. Stock and sale Stock and sale

statementstatement

vii.vii. Standard Fare ChartStandard Fare Chart



1) Daily Call Report (DCR)1) Daily Call Report (DCR)

Contains all the daily activities done by sales executiveContains all the daily activities done by sales executive

Gives entire details and picture of implementation of tour Gives entire details and picture of implementation of tour

planplan

Gives picture of number of doctors met, name, Gives picture of number of doctors met, name,

qualification, specialty, area of practice etc. of each doctorqualification, specialty, area of practice etc. of each doctor

DCR to be sent on daily basis to HODCR to be sent on daily basis to HO


DCR DCR FormatFormat

Sr.No. Name of Doctor MCL No. Degree Speciality Last Visit

123456

123456

Work With

Daily Call Report

SE Name :____________________________

Name __________________________

Morning

Evening (After 4 PM)

Date:__________ HQ________

Signature________________________

Signature of SE _________________

Remark of Superior

Any Special Observation


2) Monthly Report2) Monthly Report

Collection of data likeCollection of data like

i.i. Total sales generated for that month (Primary Total sales generated for that month (Primary

and secondary salesand secondary sales

ii.ii. Any discount offer to doctorAny discount offer to doctor

iii.iii. Order bookedOrder booked

iv.iv. Closing stock party wiseClosing stock party wise

v.v. Details of doctor visit - No. of doctor met with Details of doctor visit - No. of doctor met with

specialtyspecialty

vi.vi. Call averageCall average


2) Monthly Report 2) Monthly Report contdcontd..

vii.vii. Impact of promotion strategies and doctors responseImpact of promotion strategies and doctors response

viii.viii.Record and frequency of promotional material like Record and frequency of promotional material like

Physician samples, gifts LBL etc. given to doctors.Physician samples, gifts LBL etc. given to doctors.

ix.ix. Details of competitors (Change in price, pack, Details of competitors (Change in price, pack,

sampling gifts, brand, co. name, other special sampling gifts, brand, co. name, other special

approach to doctors to increase our prescription, approach to doctors to increase our prescription,

strategy etc.strategy etc.

x.x. All this above data should be filled and posted to HO All this above data should be filled and posted to HO

on or before 10th of every month.on or before 10th of every month.


Monthly Monthly Report Report formatformat

Month________________ 2004SE Name :____________________________Date:_____________ HQ_____________

Discount TotalMorning Evening PS LBL Gifts Offer Sales

12345678910111213141516171819202122232425262728293031TotalAverage

Any Special Observation

Signature of SE _________________

Monthly Report

DayNo. Of Doctors Met Promotinal Material


3) Tour Report3) Tour Report

This is an important tool for planningThis is an important tool for planning

Plan your tour in such a way to cover maximum Plan your tour in such a way to cover maximum

no. of doctors in the area having high market no. of doctors in the area having high market

potential and require less travelling potential and require less travelling

From one doctor to another From one doctor to another

From one ex station to another ex stationFrom one ex station to another ex station

From one out station to another out stations From one out station to another out stations


4) Master Call List (MCL) or Important 4) Master Call List (MCL) or Important Call List (ICL) or Standard Visiting Call List (ICL) or Standard Visiting Call List (SVL) Call List (SVL) This is a very important format This is a very important format Contains selected important core doctors list of a Contains selected important core doctors list of a

Sales Executive territory Sales Executive territory The doctor name has to be entered with the The doctor name has to be entered with the

following detailsfollowing details

i.i. MCL / ICL code MCL / ICL code

ii.ii. NameName

iii.iii. HQHQ

iv.iv. QualificationQualification

v.v. Specialty Specialty

vi.vi. Full AddressFull Address

i.i. Telephone Nos. (Clinic and Telephone Nos. (Clinic and

Residence along with Residence along with

mobile no.)mobile no.)

ii.ii. MCL has to be updated and MCL has to be updated and

submitted to HO after every submitted to HO after every

6 months.6 months.


MCL or ICL formatMCL or ICL format

Name SE:____________________________ HQ_____________

Clinic Res.123456789

10

DOB

Master Call List

Date:_______

TelMCL No. Doctor Name Degree Speciality Address and Email Mobile


5) Expense Statement5) Expense Statement

Give clear details of expenses day wise, HQ WiseGive clear details of expenses day wise, HQ Wise

For each claim, supporting is a mustFor each claim, supporting is a must

E.g. Bill of photocopy, Railway, bus ticket for Ex. E.g. Bill of photocopy, Railway, bus ticket for Ex.

Station /Out station visits. STD call made to HO, Station /Out station visits. STD call made to HO,

postage charges etc.postage charges etc.

Expense statements to be posted to HO along Expense statements to be posted to HO along

with the monthly report.with the monthly report.


SE Name :____________________________ HQ_____________

Day Photo Postage STD Lodging Staitionary Other BillsCopy Bus Train

123456789

10111213141516171819202122232425262728293031

TotalAverage

Signature of SE _________________

Fare

Date:_____________

Expense Report

Expense Expense Statement Statement

formatformat

6) Stock and sale statement6) Stock and sale statement

Gives product wise details of secondary sales Gives product wise details of secondary sales

and closing stocks of each party and closing stocks of each party

The report to be posted to the ASM immediately The report to be posted to the ASM immediately

after sales closingafter sales closing


Stock and sale statementStock and sale statement


Format for fortnightly / monthly Stocks / Sale Statement.09-02-09 for Stockiest, C & F and Lucknow Office

Month

Sr.No.

Date

ProductPack

Pack

Opening Stock

Goods Received

Goods Returned Goods SoldGoods to

C&F

Expired/Breakages/Shortage

Closing Stock

Stock Book

Physical Stock

Qty

Batch No.

Expd. D

Value

Qty

Batch No.

Expd. D

Value

Qty SP

Batch No.

Expd. D

Value

Qty

FS

Batch No.

Expd. D

Value FS

Qty SP

Batch No.

Expd. D

Value SP

Qty FS

Batch No.

Expd. D

Value FS

Qty

Batch No.

Expd. D

Value

Qty

Batch

No.

Expd. D

Value

Qty

Batch No.

Expd. D

Value

Qty

Batch No.

Expd. D

Value

Qty

Batch No.

Expd. D

Value

1 BIOFORM 500 mg Tab 10s

5.78

2 CODOMOL Tab 10s

58.84

3 COSEX LIQUID

50ml

23.24

4 COSEX LIQUID

100ml

42.76

5 DELIS EXP.

100ml

30.87

6 EREGRA- 100 mg Tab 4s

80.75

Standard Fare ChartStandard Fare Chart

Contain details like Contain details like

Place of work whether HQ, ex. Station or outstation Place of work whether HQ, ex. Station or outstation

Distance in kms, between interiorsDistance in kms, between interiors

HQr’s faresHQr’s fares

Mode of travelMode of travel

To be submitted to HO once in year To be submitted to HO once in year


Standard Fare ChartStandard Fare Chart


STANDARD FARE CHART 2009-2010STANDARD FARE CHART 2009-2010

NAME OF B.E. :NAME OF B.E. : NAME OF ABM :NAME OF ABM :

H.Q. :H.Q. : NAME OF RBM :NAME OF RBM :

REGION :REGION :

S.NOS.NO FROM FROM TOTODISTANCE IN DISTANCE IN

KM.KM. FAREFARE MODE OF MODE OF

TRANSPORTTRANSPORTPRESENT PRESENT BUSINESSBUSINESS

EXPECTED EXPECTED BUSINESSBUSINESS

BUILDING RAPPORT WITH BUILDING RAPPORT WITH CUSTOMERCUSTOMER

Building rapport with customerBuilding rapport with customer

Any pharmaceuticals company can Any pharmaceuticals company can

exist, survive and grow exist, survive and grow

in a particular geographical area only in a particular geographical area only

on a piece of paper on a piece of paper

which doctors write which doctors write

i.e. prescriptions of your product. i.e. prescriptions of your product.


Building rapport with customer Building rapport with customer contdcontd..

In today’s competitive environment In today’s competitive environment

doctors have many options doctors have many options

to satisfy the needs of their patients to satisfy the needs of their patients

hence generating of prescriptions hence generating of prescriptions

has become has become

tough. tough.



Besides knowledge and skills, Besides knowledge and skills,

we have to develop we have to develop

good rapport good rapport

with the doctors. with the doctors.



The relationship with The relationship with

doctor doctor

means that the means that the

influence we exercise on the doctor influence we exercise on the doctor

to generate prescription to generate prescription

for our products.for our products.



This relationship does not refer to how close we This relationship does not refer to how close we

are to the doctors; it refers to only one thing are to the doctors; it refers to only one thing

i.e. how effective we are in generating i.e. how effective we are in generating

prescriptions. prescriptions.

This is nothing but rapport building.This is nothing but rapport building.


E.G. E.G.

Scenario -1Scenario -1

Dr. Mishra in your territory, greets you very nicely, Dr. Mishra in your territory, greets you very nicely,

offers you coffee, enquires about your family gives offers you coffee, enquires about your family gives

his best wishes for future but doesn’t write any his best wishes for future but doesn’t write any

prescription whereas prescription whereas

Scenario - 2Scenario - 2

Dr. Tiwari does not do all these things but writes Dr. Tiwari does not do all these things but writes

your prescription in better quantity your prescription in better quantity Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 7979


Therefore we can say that you have better Therefore we can say that you have better

rapport with Dr. Tiwari as compared to Dr. Mishrarapport with Dr. Tiwari as compared to Dr. Mishra

Hence to develop the rapport building we must Hence to develop the rapport building we must

Expose The Right Product For Right Doctor Expose The Right Product For Right Doctor

By By

Regular VisitsRegular Visits

Proper Objection Handling Proper Objection Handling

Converting the doctor’s prescriptions from Converting the doctor’s prescriptions from

the competitors.the competitors.


Ask the following question to Ask the following question to yourselfyourself Do I have right doctors in my list?Do I have right doctors in my list?

Have I selected right product for the right doctor at Have I selected right product for the right doctor at

the right time? the right time?

Am I providing them appropriate scientific Am I providing them appropriate scientific

information, which will help them to satisfy their information, which will help them to satisfy their

patient’s needs?patient’s needs?

Do I call on these doctors at right time, right Do I call on these doctors at right time, right

frequency?frequency?

Do I make my presentation effective?Do I make my presentation effective?

Do I make use of all the promotional inputs provided Do I make use of all the promotional inputs provided

to me in generating prescriptions?to me in generating prescriptions?

Do I demand prescriptions from doctors?Do I demand prescriptions from doctors?Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 8181


Planning Planning

Planning Planning

Planning can be defined as the ability of looking ahead. Planning can be defined as the ability of looking ahead.

In other words, planning is the thinking process, which In other words, planning is the thinking process, which

helps us to anticipate our objectives of tomorrow and helps us to anticipate our objectives of tomorrow and

the tactics we will adopt to ensure achievements of the tactics we will adopt to ensure achievements of

these objectives. these objectives.

Why plan the call?Why plan the call?

Individualizes your presentationsIndividualizes your presentations

Time is precious?Time is precious?

ContinuityContinuity


What involves planning? What involves planning?

Examine notes /DairyExamine notes /Dairy

Long term objectiveLong term objective

Scientific objectiveScientific objective

Plan of actionPlan of action


Information to reviewInformation to review

1.1. SpecialtySpecialty

2.2. Are of expertiseAre of expertise

3.3. Types of productTypes of product

4.4. Dates last visitDates last visit

5.5. Product presentedProduct presented

6.6. Benefits presentedBenefits presented

7.7. Objection raisedObjection raised

8.8. Overall reactionsOverall reactions

9.9. Product preferencesProduct preferences

10.10. Retails sourceRetails source

11.11. Doctors personalityDoctors personality

12.12. Area medical staffArea medical staff



When to plan?When to plan?

Planning has to be done in advance. Planning has to be done in advance.

The right time to plan is the previous night for The right time to plan is the previous night for

the next day’s workthe next day’s work


Planning Planning contd.contd.

How to plan? How to plan?

Foundation of every plan is knowledge and Foundation of every plan is knowledge and

informationinformation

We must know:- Preparing for the callWe must know:- Preparing for the call

1.1. What we are selling (Product / Service)What we are selling (Product / Service)

2.2. To whom we are selling (Type of Customer- To whom we are selling (Type of Customer-

Speciality, personality , prescription habit, Type of Speciality, personality , prescription habit, Type of

patient serve, area of practicing, Convenient patient serve, area of practicing, Convenient

Timing for visit)Timing for visit)

3.3. Against which we are selling (Competitors)Against which we are selling (Competitors)


Planning Planning contdcontd.. Hence we should know our product, customer Hence we should know our product, customer

and competitors.and competitors.

Before planning we should have some Before planning we should have some preliminary data about the customerspreliminary data about the customers

CompetitorsCompetitors The Specific day they meetThe Specific day they meet

What was the discussion in earlier visits, What was the discussion in earlier visits, What objections were raised? What objections were raised? What were your response?What were your response? What type of argument or evidence / clinical What type of argument or evidence / clinical

study convinced him / her? study convinced him / her? Any specific requirement we have to satisfy. Any specific requirement we have to satisfy.

Always refer to your dairy when you plan.Always refer to your dairy when you plan.

Analyze Pre - Call DataAnalyze Pre - Call Data



What to plan?What to plan?

Always plan for whole day (morning / evening) Always plan for whole day (morning / evening)

instead of planning for only one session.instead of planning for only one session.

Always plan little more calls so as to reach the Always plan little more calls so as to reach the

objective you desire.objective you desire.

Arrange the Laptop Visual aid and other Arrange the Laptop Visual aid and other

promotional inputs in a proper.promotional inputs in a proper.

Rehearses the talk in the mind, which, you are Rehearses the talk in the mind, which, you are

going to have with the customer.going to have with the customer.

Things to carry during call / field Things to carry during call / field workwork

1.1. Visual Aid Folders Visual Aid Folders

2.2. Day PlanerDay Planer

3.3. Sample / gift / LBL Sample / gift / LBL according to doctors according to doctors planplan

4.4. DCR - Last month and DCR - Last month and current month till date, current month till date, either hard or soft either hard or soft copy. copy.

5.5. POB book along with POB book along with carbon paper.carbon paper.

6.6. TP Print out - Last TP Print out - Last month and current month and current month.month.

7.7. SVL.SVL.

8.8. Sample planning.Sample planning.

9.9. Sample, Gift and LBL Sample, Gift and LBL Distribution Format. Distribution Format.

10.10. Price ListPrice List

11.11. Latest Scheme Latest Scheme DocumentDocument

12.12. Sales and Stock Sales and Stock statement - Last month statement - Last month and current monthand current month

13.13. Personal Diary Personal Diary

14.14. Visiting CardVisiting Card

15.15. Latest important Latest important Correspondence from Correspondence from Regional or Head officeRegional or Head office

16.16. Strategy GuideStrategy Guide



Write down the following things in Write down the following things in daily sale call companion / personal daily sale call companion / personal dairydairy Day and dateDay and date

Area to be worked.Area to be worked.

Customers name and address in a sequential Customers name and address in a sequential

order i.e. the order in which you are going to order i.e. the order in which you are going to

call on them.call on them.

Products / Services to be detailed in a sequence.Products / Services to be detailed in a sequence.

Any promotional gifts to be given.Any promotional gifts to be given.

Ant other thing which you have promised the Ant other thing which you have promised the

customer earlier.customer earlier.


Post calls analysisPost calls analysis

a) Things done well:a) Things done well:

Which statement arouses customers’ interest like Which statement arouses customers’ interest like

promotional message, implication etc?promotional message, implication etc?

Detailing story.Detailing story.

Particular strategyParticular strategy


Post calls analysisPost calls analysis

b) Things not done well:b) Things not done well:

The mistake made in your detailing.The mistake made in your detailing.

Any objection not handled properly.Any objection not handled properly.

Any wrong statement about the competitors, Any wrong statement about the competitors,

which he has not liked.which he has not liked.

To make you more effective plan the work and To make you more effective plan the work and

work the plan.work the plan.

SETTING CALL OBJECTIVES-SETTING CALL OBJECTIVES-

Key ElementsKey Elements

SMARTSMART

SpecificSpecific: : Product, IndicationsProduct, Indications

MeasurableMeasurable: : No. of RxsNo. of Rxs

Action drivenAction driven: : What actions to be carried outWhat actions to be carried out

RealisticRealistic: : In line with doctor’s potential, In line with doctor’s potential,

Manageable for doctor, High / Low involvement, Manageable for doctor, High / Low involvement,

Desired stretchDesired stretch

Time boundTime bound: : Time frameTime frameDr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 9797

Essential ComponentsEssential Components

What What Product Product ??

Versus which Versus which CompetitionCompetition ? ?

In How Many In How Many PatientsPatients ? ?

For which For which IndicationIndication ? ?

9898Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

9999

If not….If not…. Unproductive routine callUnproductive routine call Do defection (no support) in your call Do defection (no support) in your call 80% no idea about what is 80% no idea about what is

happening, what your are doing happening, what your are doing MonologueMonologue Loss of detailing timeLoss of detailing time Waste of resources, time & effortsWaste of resources, time & efforts Doctor’s negative response Doctor’s negative response Feeling of disrespectFeeling of disrespect Importance lostImportance lost May not welcome back May not welcome back

Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

100100

BenefitsBenefits

Focus on your business & Doctor’s Focus on your business & Doctor’s

(Professional) needs(Professional) needs

Optimum use of timeOptimum use of time

Encourages dialogueEncourages dialogue

Creates professional image Creates professional image

Doctors know the purpose of the callDoctors know the purpose of the call

Importance createdImportance created

Value out of the callValue out of the call

Respected as a professionalRespected as a professionalDr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

Factors Factors

Doctor : Doctor : Potential, Profile, currant Rx habit, Potential, Profile, currant Rx habit,

PerceptionsPerceptions

Product : Product : Indications, Specific major advantages, Indications, Specific major advantages,

Proofs availabilityProofs availability

Competition : Competition : Inherent Weakness, Competitor Inherent Weakness, Competitor

activitiesactivities

Situation: Situation: TimingTiming101101Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

Making Doctor Perception - Making Doctor Perception - ChartChart


Sr. No. Parameter Competitor product Our ProductFacts ( Based on Cl.

Trails)

1 Efficacy: a * Onset of Action b * Duration of Action c * Success Rates d * Other Criteria 2 Safety: a * Major concerns b * Perceived concerns 3 Compliance: a * Dosage regimen b * Organoleptic 4 Economy: a * Direct b * Indirect

103103

SETTING CALL OBJECTIVESETTING CALL OBJECTIVE


Setting Call ObjectiveSetting Call Objective

Situation:Situation: Dr. Sharma Dr. Sharma Ortho with prolific practice (25-40 patients a day)Ortho with prolific practice (25-40 patients a day)

Gets 4-5 cases of Osteoarthritis & 10 cases of Gets 4-5 cases of Osteoarthritis & 10 cases of

back pain, back pain, Sprains etc. per weekSprains etc. per week

Predominant prescriber of IBUPROFEN 400mg Predominant prescriber of IBUPROFEN 400mg

TDS. Also TDS. Also prescribes PIROXICAM, DICLOFANECprescribes PIROXICAM, DICLOFANEC

He says “I am satisfied with IBUPROFEN. Relief He says “I am satisfied with IBUPROFEN. Relief

from pain & inflammation is OK. Since patients from pain & inflammation is OK. Since patients

complain of pain when they do not adhere to TDS complain of pain when they do not adhere to TDS

schedule.” schedule.”


Dr. Sharma’s Perception Dr. Sharma’s Perception ChartChart


Sr. No. Parameter IBUPROFENETOSHINE (Etoricoxib)

Factors Based On majority data

1 Efficacy:

aDegree of Pain Relief

OK OK Ibuprofen = Etoshine

bInflammation & Stiffness

OK OK Ibuprofen = Etoshine

c Onset of Action OK OK Ibuprofen<Etoshine

d Duration of Action OK OK Ibuprofen<Etoshine

2 Safety: Excellent Ibuprofen<Etoshine

3Compliance:

Some Problems Excellent

106106

Dr. Sharma’s Call ObjectivesDr. Sharma’s Call Objectives

““Dr. Sharma will perceive that,Dr. Sharma will perceive that,

ETOSHINE provides excellent relief from pain, ETOSHINE provides excellent relief from pain,

inflammation & stiffness.inflammation & stiffness.

ETOSHINE offers additional advantage of assured ETOSHINE offers additional advantage of assured

compliance, helping in round the clock relief, excellent compliance, helping in round the clock relief, excellent

safety profile with no real reason to discontinue due to safety profile with no real reason to discontinue due to

acidity.acidity.

Will prescribe only ETOSHINE in patients with OA, back Will prescribe only ETOSHINE in patients with OA, back

pain & sprains.pain & sprains.

Try in 3 cases of OA & 5 cases of low back pain & sprains in Try in 3 cases of OA & 5 cases of low back pain & sprains in

this week.this week.


DEVELOP CALL OBJECTIVES DEVELOP CALL OBJECTIVES

WORKSHOP : IWORKSHOP : I

Develop Call ObjectivesDevelop Call Objectives

SituationSituation : Dr. Joshi : Dr. Joshi• Physician with good practice (15-20 patients/day)Physician with good practice (15-20 patients/day)

• Gets 3-4cases of GERD & 6-8 cases of heartburn & Gets 3-4cases of GERD & 6-8 cases of heartburn &

epigastric pain per week.epigastric pain per week.

• Predominant prescriber of OMEPRAZOLE 20mg O.D. Predominant prescriber of OMEPRAZOLE 20mg O.D.

Also prescribes LANSOPRAZOLE and ESOMEPRAZOLEAlso prescribes LANSOPRAZOLE and ESOMEPRAZOLE

• He says “ I am happy with OMEPRAZOLE. Relief from He says “ I am happy with OMEPRAZOLE. Relief from

heartburn and epigastric pain is OK. Some patients heartburn and epigastric pain is OK. Some patients

complain night time pain”complain night time pain”

• Your product is RabeprozoleYour product is Rabeprozole

108108

•


Develop Call ObjectivesDevelop Call Objectives

SituationSituation : : Dr. KhannaDr. Khanna

TOP GP with very good practiceTOP GP with very good practice

Predominant prescriber of DicyclominePredominant prescriber of Dicyclomine

He says “ I get good results and satisfied with He says “ I get good results and satisfied with

but patients complains of dryness of mouth.”but patients complains of dryness of mouth.”

Your product is DrotaverineYour product is Drotaverine


ACHIEVING CALL ACHIEVING CALL OBJECTIVESOBJECTIVES

111111

Achieving Call ObjectivesAchieving Call Objectives

Identify Doctor’s true needs.Identify Doctor’s true needs.

Figure out product benefits that satisfy doctor’s Figure out product benefits that satisfy doctor’s

identified needs.identified needs.

Sell benefits using third party support (VA, Sell benefits using third party support (VA,

Reprints)Reprints)

Ask probing questions.Ask probing questions.

Practice “Active Listening”Practice “Active Listening”

Maintain & Enhance doctor’s self esteemMaintain & Enhance doctor’s self esteem

Reinforce desired doctor’s responseReinforce desired doctor’s response

Close by asking for call objectives Close by asking for call objectives Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

IDENTIFY DOCTOR’S TRUE IDENTIFY DOCTOR’S TRUE NEEDSNEEDS

Identify Doctor’s True NeedsIdentify Doctor’s True Needs

a)a) What is a need ?….What is a need ?….

Need is a state of felt deprivationNeed is a state of felt deprivation

When we say : When we say : I know Dr. Mani wellI know Dr. Mani well

We should mean : We should mean : I know Dr. Mani’s needs wellI know Dr. Mani’s needs well

• Satisfaction of doctor’s perceived need (patient’s or Satisfaction of doctor’s perceived need (patient’s or

his own) with your product will lead to his his own) with your product will lead to his

prescriptionprescription

b)b) Are doctor’s needs same in all Are doctor’s needs same in all

situations ?….situations ?….

No, Doctor’s needs vary in different Doctor’s No, Doctor’s needs vary in different Doctor’s

situations / Sales situations.situations / Sales situations.113113Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

114114

Identify Doctor’s True Needs Identify Doctor’s True Needs contd.contd...c)c) We all have Assumptions of doctor needs…. We all have Assumptions of doctor needs….

What are these ?What are these ?

I know what doctor wantsI know what doctor wants

Every doctor has common needs ; Efficacy, Safety ….Every doctor has common needs ; Efficacy, Safety ….

Doctor has no time to share his needsDoctor has no time to share his needs

Doctor will say, “Who are you to ask me the Doctor will say, “Who are you to ask me the

question ?”question ?”

Do not assume; find out his true Do not assume; find out his true

needsneeds


Identify Doctor’s True Needs Identify Doctor’s True Needs contd.contd...d)d) If you do not focus on doctor’s needs, If you do not focus on doctor’s needs,

what does the doctor feel ?what does the doctor feel ?

‘‘Hired’ company detailer has comeHired’ company detailer has come

Has come to report my name in his daily reportHas come to report my name in his daily report

He is interested in my call, but not in meHe is interested in my call, but not in me

Does not want to know anything about me, my Does not want to know anything about me, my

concernsconcerns

How do I avoid his ‘Sales talk’…. His visitsHow do I avoid his ‘Sales talk’…. His visits

Avoid commitmentAvoid commitment

Find out doctor’s true needsFind out doctor’s true needs115115Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

116116

Identify Doctor’s True Needs Identify Doctor’s True Needs contd.contd.

e)e) How to find out doctor’s / patient’s true How to find out doctor’s / patient’s true

needs ?needs ?

By proper call research through ;By proper call research through ;

* ObservationsObservations

* Probing Questions with doctorProbing Questions with doctor

* Probing questions with local chemist Probing questions with local chemist Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

117117

Identify Doctor’s True Needs Identify Doctor’s True Needs contd.contd.f)f) Pre call research through observations :Pre call research through observations : Where does he practice ?Where does he practice ? What is the type of practice ?What is the type of practice ? What kind of medical procedures he most frequently What kind of medical procedures he most frequently

undertakes ?undertakes ? Who influences his / her decisions –Who influences his / her decisions –

Other doctors / Compounder / Assistant / Senior Other doctors / Compounder / Assistant / Senior doctors / Bossdoctors / Boss

Catch potential need signalsCatch potential need signals This is what I wantThis is what I want This is what I am not gettingThis is what I am not getting This is what I do not wantThis is what I do not want This is where your competitor scores over you This is where your competitor scores over you

Use all means to find out doctors needsUse all means to find out doctors needs


Identify Doctor’s True Needs Identify Doctor’s True Needs contd.contd. g)g) What are the types of doctor needs? What are the types of doctor needs? Two Basic Types : Two Basic Types : 1.1. Clinical Needs : Clinical Needs : How will the products benefit How will the products benefit

the patients?the patients?2.2. Personal Needs : Personal Needs : How will Rx / use of product How will Rx / use of product

benefit the doctor?benefit the doctor? Important Points :Important Points : Satisfaction of both the needs is important for Satisfaction of both the needs is important for

doctor prescriptiondoctor prescription Clinical need satisfaction gives doctor an ‘obvious’ Clinical need satisfaction gives doctor an ‘obvious’

reason to prescribe your product - The reason which he reason to prescribe your product - The reason which he shares with othersshares with others

Personal needs, satisfaction gives him his own Personal needs, satisfaction gives him his own motivation.motivation.

1.1. Personal needs remain hidden under clinical Personal needs remain hidden under clinical needs. Uncovering personal needs is critical.needs. Uncovering personal needs is critical.


119119


h)h) What are doctor’s ‘Clinical Needs’ ?What are doctor’s ‘Clinical Needs’ ?

i.i. Efficacy / Effectiveness : Efficacy / Effectiveness : Degree of success achieved Degree of success achieved

to treat a condition (if other products are also to treat a condition (if other products are also

effective, then what additional benefits?)effective, then what additional benefits?)

ii.ii. Onset of Action : Onset of Action : Speed of relief from troublesome Speed of relief from troublesome

symptoms. E.g. ETOSHINE symptoms. E.g. ETOSHINE

iii.iii. Safety : Safety : Degree of undesired effectsDegree of undesired effects

iv.iv. Patient Compliance : Patient Compliance : Extent to which patient follows Extent to which patient follows

doctor’s direction for taking medication. Depends doctor’s direction for taking medication. Depends

upon convenience of dosage schedule & upon convenience of dosage schedule &

unpleasantness of side effects unpleasantness of side effects



i.i. What are doctor’s ‘Personal Needs’ ? What are doctor’s ‘Personal Needs’ ?

Mainly 4 :Mainly 4 :

a)a) SecuritySecurity

b)b) SocialSocial

c)c) Power and AchievementPower and Achievement

d)d) RecognitionRecognition


I) Security NeedsI) Security Needs

Behavioral CluesBehavioral Clues ApproachApproach

a)a) CautionCaution

b)b) Prefers FamiliarPrefers Familiar

c)c) Rarely initiatesRarely initiates

d)d) Frequently asks Frequently asks for reprint, litt. for reprint, litt. etc.etc.

e)e) Non - Committal Non - Committal

a)a) Use of Proofs, Use of Proofs, EndorsementEndorsement

b)b) Use of ReprintsUse of Reprints

c)c) Be safety Be safety oriented-Highlight oriented-Highlight Minimum risk with Minimum risk with your productyour product


II) II) Social Social NeedsNeeds


a)a) Seeks approval Seeks approval from othersfrom others

b)b) Does FavoursDoes Favours

c)c) Can’t say “no”Can’t say “no”

d)d) Avoids hurting Avoids hurting othersothers

e)e) Changes views Changes views readilyreadily

f)f) Friendly with no. of Friendly with no. of MRs MRs

Following product Following product benefits will benefits will motivate him to Rx. motivate him to Rx.

a)a) Get & Give Third Get & Give Third party referenceparty reference

b)b) Repeat visits-Repeat visits-develop trust and develop trust and confidenceconfidence

c)c) Be patient Be patient oriented- Highlight oriented- Highlight patient benefitspatient benefits


III) Power and Achievement III) Power and Achievement Needs Needs


Seeks RecognitionSeeks Recognition Monopolises Monopolises

DiscussionDiscussion Argues rather than Argues rather than

discussiondiscussion BoastsBoasts Frequently uses ‘I’Frequently uses ‘I’ Likes exclusive & Likes exclusive &

specialsspecials

All factors cover under All factors cover under “maintain & Enhance self “maintain & Enhance self esteem”esteem”

Following will impress ;Following will impress ;

- Go to the point quickly- Go to the point quickly

- Rx will enhance - Rx will enhance professional imageprofessional image

- New/ Sophisticated - New/ Sophisticated technologytechnology

- Be result oriented-- Be result oriented-Highlight efficacy of the Highlight efficacy of the productproduct


Being Known as an expert & specialist is a Being Known as an expert & specialist is a source of pridesource of pride

IV) Recognition NeedIV) Recognition Need


Initiates Initiates

Probes, Analyses, Probes, Analyses,

ComparesCompares

Seeks difficult task Seeks difficult task

with some riskwith some risk

Has courage, confront Has courage, confront

differences openlydifferences openly

Following will motivate ;Following will motivate ; New concept / New concept /

innovative approach innovative approach Guidelines/ Praise him Guidelines/ Praise him

for his achievementsfor his achievements Innovative delivery Innovative delivery

techniquestechniques Be recognition Be recognition

oriented-Highlight oriented-Highlight unique benefitsunique benefits


Willing to try New & Innovative; Looking for Willing to try New & Innovative; Looking for ways to standout & be different ways to standout & be different

What are the Advantages of focusing on What are the Advantages of focusing on needs?needs?

1) Identification of needs will lead to 1) Identification of needs will lead to

identifying right action.identifying right action.

2) Help BE to present “focused” story to 2) Help BE to present “focused” story to

doctordoctor

3) Keep customer engaged 3) Keep customer engaged

4) Increases trust4) Increases trust

5) Offer professional image5) Offer professional imageDr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 125125

Identifying Doctor’s NeedsIdentifying Doctor’s Needs

Doctor Need Statement Doctor Need Statement BE : Question / StatementBE : Question / Statement

1)1) I don’t get many OA I don’t get many OA casescases

2)2) Why do you want me Why do you want me to use Pantocid to use Pantocid (Pantoprozol)? I am (Pantoprozol)? I am already prescribing a already prescribing a lot of your Pantocid IVlot of your Pantocid IV

3)3) There are many There are many Neurotropics for Neurotropics for treating Neuropathies treating Neuropathies nowadaysnowadays

1.1. Doctor, how many Doctor, how many patients with OA and patients with OA and Acute Musculoskeletal Acute Musculoskeletal conditions like back pain conditions like back pain do you get in a week?do you get in a week?

2.2. Thank You for extending Thank You for extending the benefit of Pantocid the benefit of Pantocid Tabs. Doctor, what Tabs. Doctor, what aspects you consider aspects you consider while choosing IV while choosing IV PPI ?PPI ?

3.3. Doctor, may I know Doctor, may I know which Neurotropics which Neurotropics you frequently, use in you frequently, use in Diabetic Neuropathy Diabetic Neuropathy like…. like….


Examples :


IDENTIFYING DOCTOR’S NEEDSIDENTIFYING DOCTOR’S NEEDSWORKSHOP IIWORKSHOP II

Workshop II - Workshop II - Identifying Doctor’s Identifying Doctor’s NeedsNeeds

Doctor Need Statement :Doctor Need Statement :

My OA patients are stable on VoveranMy OA patients are stable on Voveran

I get many patients who suffer from APD as well as I get many patients who suffer from APD as well as

hypertensionhypertension

Quick pain relief is my main concern in GERD patientsQuick pain relief is my main concern in GERD patients

There are many tranquilizers available for InsomniaThere are many tranquilizers available for Insomnia

I prefer Somatostatin in Variceal bleeding.I prefer Somatostatin in Variceal bleeding.

My patients do not adhere to Piroxicam treatment, My patients do not adhere to Piroxicam treatment,

when prescribed for acute pain when prescribed for acute pain

Selective COX II inhibitor raise the BPSelective COX II inhibitor raise the BP



FIGURE OUT PRODUCT BENEFITS FIGURE OUT PRODUCT BENEFITS THAT SATISFY DOCTOR’S THAT SATISFY DOCTOR’S IDENTIFIED NEEDSIDENTIFIED NEEDS

130130

What is feature? What is What is feature? What is benefit?benefit?

Feature of a product is what the product Feature of a product is what the product isis, , hashas or or

doesdoes..

E.g. E.g.

1)1) Its compositionIts composition

2)2) Its Therapeutic effectIts Therapeutic effect

3)3) Method of AdministrationMethod of Administration

4)4) Onset of Action / Duration of actionOnset of Action / Duration of action

5)5) Packaging etc. Packaging etc. Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA

131131

What is feature? What is What is feature? What is benefit?benefit?E.g. : Rabeprazole has a long half lifeE.g. : Rabeprazole has a long half life

Benefit of a product is what the product will do, Benefit of a product is what the product will do,

that the user (doctor / patient) wants to havethat the user (doctor / patient) wants to have

E.g. Rabeprazole / Levofloxacin offers patient E.g. Rabeprazole / Levofloxacin offers patient

convenience of once daily dosingconvenience of once daily dosing


How to develop the Benefit How to develop the Benefit chain?chain? Mention the possible benefit. Think doctor asking Mention the possible benefit. Think doctor asking

“So What” about this benefit. “So What” about this benefit.

Continue asking & working towards clearer benefit Continue asking & working towards clearer benefit

words / phrases that identify what the user gains? words / phrases that identify what the user gains?

E.g. Long half life (A feature)E.g. Long half life (A feature)


How to develop the Benefit chain? How to develop the Benefit chain? ContdContd..


When to use “Sell Benefits”?When to use “Sell Benefits”?

Important to note that, all the benefits are not Important to note that, all the benefits are not

important to all doctors. important to all doctors.

You have to select features and benefits to give You have to select features and benefits to give

appropriate benefit statement which get appropriate benefit statement which get

doctors needs.doctors needs.

Hence be on the lookout for doctors needs Hence be on the lookout for doctors needs

statements which is generally in benefit terms. statements which is generally in benefit terms.

End the chain when benefit matches the End the chain when benefit matches the

identified need of the doctor.identified need of the doctor.Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 134134

135135

Examples : Develop Benefit Chain Examples : Develop Benefit Chain StatementStatement1) Quick & Complete absorption of ETOSHINE

136136

Examples : Develop Benefit Chain Examples : Develop Benefit Chain StatementStatement

2) Sustained release of the drug from Tizan SR


II) RCPAII) RCPA

15) CHEMIST15) CHEMIST

15) Chemist15) Chemist

RCPARCPA

RCPA : Retail Chemist Prescription Analysis RCPA : Retail Chemist Prescription Analysis

RCPA is information obtained from retailer RCPA is information obtained from retailer

about doctors prescriptions and movement about doctors prescriptions and movement

of products.of products.

It is also called retail AuditIt is also called retail Audit



ChemistChemist

Chemist or retailer is the last or the end part of the Chemist or retailer is the last or the end part of the

chain of distribution. chain of distribution.

Chemist provides the medicines to the buyer, Chemist provides the medicines to the buyer,

prescribed by the doctors.prescribed by the doctors.

Chemist realises the prescription written for our Chemist realises the prescription written for our

product, thereby he is an important aspect in product, thereby he is an important aspect in

getting the sales.getting the sales.


Current Distribution Chain in India

Margins at various levels of Distribution Margins at various levels of Distribution SystemSystem

The retailers margin is 20 % on the MRP inclusive The retailers margin is 20 % on the MRP inclusive

of all taxes but actually they get approx. 22.5%of all taxes but actually they get approx. 22.5%

The Stockiest margin is 10% on the retailer’s The Stockiest margin is 10% on the retailer’s

price.price.

The CNF margin is any where between 1.5 % to The CNF margin is any where between 1.5 % to

5% on total goods transfer to stockiest.5% on total goods transfer to stockiest.


142


Relation of MR (Company) and Relation of MR (Company) and RetailersRetailers The only way to meet the target is to generate the The only way to meet the target is to generate the

prescription demand and by maintaining Stock prescription demand and by maintaining Stock

pressure at the retailer- to meet this demandpressure at the retailer- to meet this demand

Therefore to honour the generated prescription Therefore to honour the generated prescription

demand – Retailers Assistance is Vitaldemand – Retailers Assistance is Vital

To maintain stock pressure – Retailer’s Assistance To maintain stock pressure – Retailer’s Assistance

is equally necessary.is equally necessary.

Retailer’s Assistance will be forthcoming only if he Retailer’s Assistance will be forthcoming only if he

sees you as an “ASSISTANT” ready to help him.sees you as an “ASSISTANT” ready to help him.

Retailers may see you as one helps him earn extra Retailers may see you as one helps him earn extra

profits and information.profits and information.


Relation of MR (Company) and Relation of MR (Company) and RetailersRetailers The only purpose why a retailer entertains you is The only purpose why a retailer entertains you is

because he sees you as one helping him to earn because he sees you as one helping him to earn

profits and extra information on company’s product.profits and extra information on company’s product.

Thus the objective of the retailer to see any Thus the objective of the retailer to see any

Companies MR is as one who always helps him to Companies MR is as one who always helps him to

earn more profits and give information about the earn more profits and give information about the

products. products.

Talk to him about new products trade offers etc. Talk to him about new products trade offers etc.

Remember retailer doesn’t mean the Proprietor Remember retailer doesn’t mean the Proprietor

(owner) alone, it means his assistance too, the (owner) alone, it means his assistance too, the

counter clerk, the pharmacist and the cashier / counter clerk, the pharmacist and the cashier /

accountant. accountant.

Do not ignore any one. Talk to each one politely.Do not ignore any one. Talk to each one politely.


Function of the ChemistFunction of the Chemist

Chemist / Pharmacist fills up the prescription Chemist / Pharmacist fills up the prescription

written by the doctorswritten by the doctors

Makes the availability of products for patients for Makes the availability of products for patients for

which he stores the medicines in the shopwhich he stores the medicines in the shop

Honours the prescription written by the doctorHonours the prescription written by the doctor

Is the link between the patient and doctor, Is the link between the patient and doctor,

sometimes he helps the patients in understanding sometimes he helps the patients in understanding

the dosage and administration of the prescribed the dosage and administration of the prescribed

medicines.medicines.


Need to meet the Need to meet the chemist/retailerchemist/retailer To inform the retailer about the availability of To inform the retailer about the availability of company’s products and its salient features.company’s products and its salient features.

To know which doctors is prescribing what?To know which doctors is prescribing what? To know the secondary sales of our product s, to To know the secondary sales of our product s, to

know how our competitors are doingknow how our competitors are doing To make it sure that chemist is not running short To make it sure that chemist is not running short

of any of our products for which he receives of any of our products for which he receives prescription.prescription.

To book the orders for our productsTo book the orders for our products To get the feedback regarding any near expiry To get the feedback regarding any near expiry

goods.goods. To know type of the doctor in terms of To know type of the doctor in terms of

qualification and practice in your territoryqualification and practice in your territory To know the potential of a doctor in the territoryTo know the potential of a doctor in the territory


Prerequisite before visiting Prerequisite before visiting chemistchemist

A copy of recent price list along with latest A copy of recent price list along with latest

information about bonus offers / schemes information about bonus offers / schemes

provided by the companyprovided by the company

POB (Personal Order Book)POB (Personal Order Book)

2 – carbon papers2 – carbon papers

All product stickers or information literatureAll product stickers or information literature

Ready stock-provided, if you are visiting a new/ Ready stock-provided, if you are visiting a new/

remote area and launching a product.remote area and launching a product.

A small diary / note book to note the observation A small diary / note book to note the observation

(Daily call Companion)(Daily call Companion)


Do’s and Don’ts at the chemist Do’s and Don’ts at the chemist shopshop

Do’s:Do’s:

First take out the order book and ask about if any First take out the order book and ask about if any

order he his having for youorder he his having for you

You should inform the chemist about new / old You should inform the chemist about new / old

products we are promoting and the product name products we are promoting and the product name

should and must be written in the chemist book should and must be written in the chemist book

along with stockist’s name.along with stockist’s name.

Get the feedback from the chemist regarding Get the feedback from the chemist regarding

doctor’s preference for writing specific molecule or doctor’s preference for writing specific molecule or

products or brand. products or brand.

Ask the chemist to quantify the sales of the product Ask the chemist to quantify the sales of the product

s ( so you can demand the prescription from the s ( so you can demand the prescription from the

doctor by quantifying).doctor by quantifying).


Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist

Keep asking price of competitor’s brands their Keep asking price of competitor’s brands their

composition and strength.composition and strength.

Try to do more personal order booking, which will Try to do more personal order booking, which will

keep you in touch about the secondary sales and keep you in touch about the secondary sales and

the stock position at stockist also (which will reflect the stock position at stockist also (which will reflect

your concern for your products, which in turn will your concern for your products, which in turn will

enhance your image at stockist and retailer level).enhance your image at stockist and retailer level).

Develop a rapport with the chemist at personal Develop a rapport with the chemist at personal

level by knowing the name of the person and level by knowing the name of the person and

remembering it. remembering it.

Later you can call him by name once you develop a Later you can call him by name once you develop a

rapport with him.rapport with him.


Do’s and Don’ts at the chemist Do’s and Don’ts at the chemist contdcontd..Don’ts:Don’ts:

Don’t touch any of the medicines, prescription Don’t touch any of the medicines, prescription at the counter without asking to the chemist or at the counter without asking to the chemist or patient.patient.

Don’t ask lengthy questions to the retailer, Don’t ask lengthy questions to the retailer, when he is busy, probably he may not answer or when he is busy, probably he may not answer or will not be able to give correct information.will not be able to give correct information.

Don’t start talking about other retailer or doctor Don’t start talking about other retailer or doctor with chemist (gossiping) with chemist (gossiping)

Don’t enter in to the argument if you have any Don’t enter in to the argument if you have any problems regarding availability, keep problems regarding availability, keep pressurising him with persuasion.pressurising him with persuasion.

Don’t open your visual aid at the chemist Don’t open your visual aid at the chemist counter in presence of other companies MR’s.counter in presence of other companies MR’s.


Important of retail audit / Important of retail audit / surveysurvey

You can determine the actual secondary sales trend for You can determine the actual secondary sales trend for

your product, by which you can know that which of your your product, by which you can know that which of your

doctor is prescribing which product and in what doctor is prescribing which product and in what

quantity?quantity?

The preferences of the prescribers and his prescribing The preferences of the prescribers and his prescribing

habit in terms of molecule, its quantity and frequency of habit in terms of molecule, its quantity and frequency of

prescription, which can be actually known and its prescription, which can be actually known and its

utilisation for our benefit can be done.utilisation for our benefit can be done.

It will help you know the potential of the doctor / It will help you know the potential of the doctor /

market. So that you can plan your future course action market. So that you can plan your future course action

plan.plan.


Utilisation of Retail Audit Utilisation of Retail Audit informationinformation Determine who are your competitorsDetermine who are your competitors

By how much margin the competitor/ s is leading? By how much margin the competitor/ s is leading?

Or who are behind you and by what margin?Or who are behind you and by what margin?

Which doctor is prescribing which brand? In what Which doctor is prescribing which brand? In what

quantity?quantity?

Once you know the preferences of the doctor Once you know the preferences of the doctor

decide the product/s to be promoted to the doctor.decide the product/s to be promoted to the doctor.

Plan for the promotional strategy and inputs, which Plan for the promotional strategy and inputs, which

you will be receiving, to present to the doctor.you will be receiving, to present to the doctor.

Continuously keep talking on calling chemists to Continuously keep talking on calling chemists to

ascertain prescription flow for our products or for ascertain prescription flow for our products or for

any prescription shift towards other brands.any prescription shift towards other brands.


Order Order

Ask for an order – It is your BIRTH RIGHTAsk for an order – It is your BIRTH RIGHT

The The stockiststockist salesman is not our competitor salesman is not our competitor

But we are reluctant to book an order, having But we are reluctant to book an order, having

forgotten the art of taking an order.forgotten the art of taking an order.


Reasons for not getting order Reasons for not getting order

We don’t call at the right time We don’t call at the right time

We don’t have the time. We don’t spend enough We don’t have the time. We don’t spend enough

time – we are in a frightful hurry.time – we are in a frightful hurry.

The retailers says he has already place the order The retailers says he has already place the order

with the Stockiest salesmanwith the Stockiest salesman


Summery Summery

Doctor’s coverage and retailer’s coverage both are Doctor’s coverage and retailer’s coverage both are

equally importantequally important

Qualitative and quantitative improvement in retailer Qualitative and quantitative improvement in retailer

coverage ensures;coverage ensures;

Adequate stocks / display at the retailer shelves.Adequate stocks / display at the retailer shelves.

Prescription generated is honored in Toto.Prescription generated is honored in Toto.

Through knowledge of what is happening in the market.Through knowledge of what is happening in the market.

Preempt competitionPreempt competition

Corrective action on timeCorrective action on time

Asses strategies - Ours / competitors and get realistic Asses strategies - Ours / competitors and get realistic

feedbackfeedback

16) STOCKIST16) STOCKIST


StockistStockist

All of you will agree that you have generated the All of you will agree that you have generated the

prescription, which gets honored at the chemist prescription, which gets honored at the chemist

counter. counter.

But who serves the chemist? But who serves the chemist?

Or who takes care of the demands generated by you? Or who takes care of the demands generated by you?

It is the It is the stockiststockist hence proper functioning of hence proper functioning of stockiststockist

plays an important roleplays an important role


StockistStockist

A A stockiststockist is a customer who stocks the products of is a customer who stocks the products of

various companies and sells to the retail chemists. various companies and sells to the retail chemists.

His basic job function would be to satisfy the need His basic job function would be to satisfy the need

of the retailers and he has to deal with company as of the retailers and he has to deal with company as

per the company rule.per the company rule.


Need of stockistNeed of stockist

Our country has a wide geographic borders and our Our country has a wide geographic borders and our success will greatly depend on how powerful is our success will greatly depend on how powerful is our distribution system. distribution system.

As majority of companies have started covering As majority of companies have started covering even micro interiors, the pharma business in these even micro interiors, the pharma business in these place have started flourishing. place have started flourishing.

Now days there are more than 4-5 chemists even in Now days there are more than 4-5 chemists even in the micro interiors and we have to serve them very the micro interiors and we have to serve them very effectively. effectively.

Earlier company used to operate with few Earlier company used to operate with few stockiststockist and mainly retailers used to come and buy from and mainly retailers used to come and buy from them but today due to fierce competition even them but today due to fierce competition even stockiststockist has to go to the retailer and book the has to go to the retailer and book the orders and supply them.orders and supply them.


Criteria to appoint a stockistCriteria to appoint a stockist

Appointment of stockist plays an important role in Appointment of stockist plays an important role in

prosperity of your sales therefore his prosperity of your sales therefore his

appointments should take maximum time and care appointments should take maximum time and care

so as to find promotion in future. so as to find promotion in future.

The first step to be taken before appointing a The first step to be taken before appointing a

stockist is to undertake a thorough chemist surveystockist is to undertake a thorough chemist survey

MR must collect the information through chemist MR must collect the information through chemist

regarding stockist who covers that area in terms ofregarding stockist who covers that area in terms of

Regularity and frequency of visitsRegularity and frequency of visits

Credit facilities extendedCredit facilities extended

Time taken for executing the orders.Time taken for executing the orders.


StockistStockist operations operations

You have to coordinate very effectively and You have to coordinate very effectively and

regularly with your regularly with your stockiststockist, Area Manage, , Area Manage,

Regional Manager, your superiors and H.O. for the Regional Manager, your superiors and H.O. for the

smooth operation. smooth operation.

You must be able to manage his purchases, his You must be able to manage his purchases, his

services and his payments.services and his payments.


Managing the purchaseManaging the purchase

It is observe that sometimes there is loss in It is observe that sometimes there is loss in

sales because the stockist does not have sales because the stockist does not have

adequate stocks when there is demand. adequate stocks when there is demand.

This can be done by regularly monitoring the This can be done by regularly monitoring the

stocks position or stock and sales statements. stocks position or stock and sales statements.

At any given time ensure that market should not At any given time ensure that market should not

suffer when you take an order.suffer when you take an order.

Use the following formulaUse the following formula

Product requirement = Secondary Sales x 2 – Product requirement = Secondary Sales x 2 –

(Stocks in hand) + (stocks in Transit)(Stocks in hand) + (stocks in Transit)


Managing the servicesManaging the services You must ensure that stockist’s salesman You must ensure that stockist’s salesman

regularly book the orders from retailers, for our regularly book the orders from retailers, for our products, and is supplied by the stockist on time. products, and is supplied by the stockist on time.

You can improve the services by more You can improve the services by more opportunities of personal order booking (POB) opportunities of personal order booking (POB) from various chemists and give it to the stockist. from various chemists and give it to the stockist.

Stockists should ensure that he parts away with Stockists should ensure that he parts away with bonus offers to the retailers.bonus offers to the retailers.

You have to ensure that he gives you copies of You have to ensure that he gives you copies of the invoices or some information regarding town the invoices or some information regarding town wise sales, so that you can evaluate the impact of wise sales, so that you can evaluate the impact of your work and take corrective measures, your work and take corrective measures, accordingly.accordingly.

He should also take care of genuine complaints He should also take care of genuine complaints from the retailers, regarding expiry, breakage or from the retailers, regarding expiry, breakage or any damage of goods.any damage of goods.


Managing the paymentsManaging the payments

Every visit you should ask for payments which Every visit you should ask for payments which

are overdue, it is always better to inform the are overdue, it is always better to inform the

stockist regarding the due dates of payments stockist regarding the due dates of payments

instead of spending your time when the bill instead of spending your time when the bill

overdue.overdue.

Remember the sales is not done or completed Remember the sales is not done or completed

till the realisation of payments.till the realisation of payments.


Stock and Sales StatementStock and Sales Statement

It gives you a clear picture of personal satisfaction, It gives you a clear picture of personal satisfaction,

receipts of goods sales, return of goods, inventory etc.receipts of goods sales, return of goods, inventory etc.

The sales statement must reach your Area Manager The sales statement must reach your Area Manager

and since you prepared the statement from your and since you prepared the statement from your

entire stockist, analyse the factors like secondary entire stockist, analyse the factors like secondary

sales, goods return, average etc.sales, goods return, average etc.

The previous stock and sales statements record The previous stock and sales statements record

should be maintained by each one of you to find out should be maintained by each one of you to find out

the trend or your progress.the trend or your progress.


Field work by Manager and Field work by Manager and HOHO


FIELD WORK BY MANAGERFIELD WORK BY MANAGER

Objective of ASM Field workObjective of ASM Field work

1.1. To assist MR in achieving the product wise sales To assist MR in achieving the product wise sales objectivesobjectives

2.2. To ensure proper implementations of the To ensure proper implementations of the strategiesstrategies

3.3. To resolve specific problems interfering with To resolve specific problems interfering with MRs performanceMRs performance

4.4. To help MR in improving customer coverage and To help MR in improving customer coverage and the call effectiveness.the call effectiveness.

5.5. To improve detailing skills of MR for more Rxs.To improve detailing skills of MR for more Rxs.

6.6. To improve call planning of MR with effective To improve call planning of MR with effective utilizations of retailing information'sutilizations of retailing information's

7.7. To built rapport with key customer.To built rapport with key customer.

8.8. To follow up various communications from HO.To follow up various communications from HO.

9.9. To follow up on outstanding.To follow up on outstanding.Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 168168

Objective of ASM Field work Objective of ASM Field work contdcontd..10.10.To strengthen discipline areas of MR like To strengthen discipline areas of MR like reporting, adherence to TP, punctuality in reporting, adherence to TP, punctuality in reporting at the contact point.reporting at the contact point.

11.11.To validate observations made from MRs report To validate observations made from MRs report and correspondenceand correspondence

12.12.To help MR in earning incentivesTo help MR in earning incentives

13.13.To encourage MR for better performance To encourage MR for better performance through personal demonstrationthrough personal demonstration

14.14.To validate the MCL, classification, and To validate the MCL, classification, and updationupdation

15.15.To gather first hand knowledge of the territory To gather first hand knowledge of the territory – lay out , routes, customer mix, market – lay out , routes, customer mix, market potential, new avenues / source for business.potential, new avenues / source for business.



FIELD WORK BY HO-PMTFIELD WORK BY HO-PMT

Objective of PMT Field workObjective of PMT Field work

1.1. To built rapport with key customer.To built rapport with key customer.

2.2. To build the rapport with field staff.To build the rapport with field staff.

3.3. To help the field staff and support them.To help the field staff and support them.

4.4. To study various marketTo study various market

5.5. To see whether the strategy developed by HO is To see whether the strategy developed by HO is

implemented in Toto or notimplemented in Toto or not

6.6. If not find out the reason – Lacking from ASM or If not find out the reason – Lacking from ASM or

MR, Practicability of the strategy in question.MR, Practicability of the strategy in question.


Objective of PMT Field work Objective of PMT Field work contdcontd..

7.7. To get the first hand information's from marketing / To get the first hand information's from marketing /

feedback from the doctor.feedback from the doctor.

8.8. Discussed with doctors for key issues like indication, Discussed with doctors for key issues like indication,

preferences etc.preferences etc.

9.9. Gathered inputs for next Communication strategy, Gathered inputs for next Communication strategy,

Improvement in existing positioning and Improvement in existing positioning and

communication etc.communication etc.

10.10. Look out for competitors communication , strategy Look out for competitors communication , strategy

etc.etc.

11.11. Get hands on Competitors literature etc.Get hands on Competitors literature etc.

12.12. Look out for any new launches / molecules / Look out for any new launches / molecules /

formulations its movement etc.formulations its movement etc.Dr. Kailas GhodkeDr. Kailas GhodkeField Work and RCPAField Work and RCPA 172172

Dr. Kailas GhodkeDr. Kailas GhodkePharma Marketing Pharma Marketing 173173


Thank YouThank You

Thank YouThank You

Education

Fieldwork and rcpa