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Pharmacy Alumni Sharing Session 2016 –
Industry
YK Png
Vice President
LF Asia Pharmaceutical Division
Singapore
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From: NUSPS PASS [mailto:[email protected]]
Sent: Saturday, January 30, 2016 11:14 PM
To: Yong Koh Png
Subject: Re: Speaker Invitation to Pharmacy Alumni Sharing Session 2016 by NUS Pharmaceutical
Society
Hi Mr Png,
Thanks for the prompt reply! Here are some points that you can share during the session:
1) Some background about yourself (can be brief)
2) Personal experiences in this industry (what you enjoyed and some challenges faced)
3) How does your work impact the healthcare setting or others
4) Describe your typical day at work (may give 1 or 2 examples) - quite receptive by the audience
5) Career progression - one slide will do
6) What you would look out for in an intern or new hire in your company Hope this helps!
Also, we will include 5 more min in your sharing session for Mr Kaiye. Please keep your entire
presentation and your introduction of mr Kaiye within 25 min. We welcome him to join the panel discussion afterwards, for the audience to pose questions to him and all the speakers.
Thank you!
Best Regards, Shawn Loo
Pharmacist by profession, with in-depth knowledge & experience in
Sales & Marketing, General Management (in diverse culture and environment)
• Education background:
- B Sc (Pharmacy) (Honours) (NUS) / Master in International Business (Curtin) / Dip. Marketing
(CIM, UK) / Grad Dip Marketing Management (SIM) / Cert Dip Acct & Fin (ACCA, UK)
• Career experience:
- Pupilage – Hospitals (SGH/TTSH) / Pharm Dept, MOH (QC Lab / Manufacturing labs)
- Hospital Pharmacist
- Retail Pharmacist
- Industry: Pharmaceuticals / Consumer Healthcare / Medical Devices / Medical Equipment
- Sales / Training / Regulatory Affairs
- Product Management / Marketing / Business Development
- Expatriate job in China / HK / Macau
- Regional General Management
- Part time (past): Lecturer / Course Director & Corporate Trainer
• Professional memberships / Awards:
- Pharmaceutical Society of Singapore: member / Vice President (2002/3)
- Medical Alumni: member
- Singapore National Stroke Association: Life member
- Professor Lucy Wan “Pharmacist of the Year 2000” Award
- Committee member of Singapore Pharmacy Board Complaints Panel, Ministry of Health 2013/15
and 2015/2017
Sharing of experience & lessons learnt
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• Industry:
• Pharmaceutical
• Consumer Healthcare
• Biotechnology
• Medical devices
• Medical equipment
• Distributors / wholesalers
• R&D / Clinical trial, …
Definition
Principals
Hospitals /
Pharmacies
/ Retailers Distributors
(eg. LF Asia)
Supply Chain . . .
Principals (Manufacturers)
Patients /
Consumers
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Manufacturing
Industry
Academics
Government institutions eg. HSA
Retail
Hospital / Polyclinics
Entrepreneurs, non-pharmacy related careers. . .
Graduate study…
Career Options
R&D, Clinical Trial, . . .
Career Options in the Industry
Medical Science Liaison (MSL)
Why MSL for LF Asia (example)?
• Strategic therapeutic focus: Bioscience (biosimilars), specialist products, innovative products
• Changing market trend: High Trust High Value, CRM, Value Creation, …
• Training management
What is a Medical Science Liaison?
Medical Science Liaisons are vital in the success of a company. They work throughout a product's lifecycle, help to ensure
that products are utilized effectively, serve as scientific peers and resources within the medical community, and are scientific
experts to internal colleagues at companies. However, the primary purpose of the MSL role is to establish and maintain peer-
peer relationships with leading physicians, referred to as Key Opinion Leaders (KOL's), at major academic institutions and
clinics.
CRM
Key Functions?
1. Medical Information Services
1. Clinical training to pharma sales teams and targeted healthcare professionals
(HCPs)
2. Assist with medical or product enquiries
2. Medical Communication
1. Provide scientific information visits to HCPs and discuss key therapy
area/product attributes
3. Educational Initiatives and Program Support
1. Pre-launch support
2. Patient adherence programs, disease awareness campaigns
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•Sales
Attributes & Reasons:
• Meeting people
• Freedom
• Disciplined
• Sales pressures
• Customer service / good listener
• “Sky is the limit”…$$$
• Drive car…
• etc, etc . . .
• Industry:
• Pharmaceutical
• Consumer Healthcare
• Biotechnology
• Medical devices
• Medical equipment
• Distributors / wholesalers
• R&D / Clinical trial, …
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Typical remuneration (Sales job): Base salary: market benchmark Car allowance: S$1K to S$1.5K
(excl car park charges, claimable)
Commission: S$1.5K to S$2.5K Mobile, …
•How much does a Pharmaceutical Rep earn?
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•An example of job duties for a Pharm Sales Rep . . .
Meet sales target & non-sales KPIs
Achieve required number of calls: 8 to 10 calls a day
Attend company meetings
Possess good product knowledge and selling skills (trainings provided for new reps)
Effective utilization of selling and promotional tools (eg. detailing aids)
Organize sales &/or product presentation
Assist in marketing activities eg. product talks and workshops, trade exhibition, invite
doctors to oversea congress, …
Build strong customer relationship and loyalty
Maintain strong compliance requirement (pharmacovigilance & compliance): eg. product
sampling, ADR, …
Strong team player: eg. close working relationship with fellow colleagues from sales &
marketing
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•A typical day at work (Sales Rep)
“Ciong” again…
Enjoy the lonely lunch or with customers or “kakis”…
“Ciong” to the clinics, hospitals, pharmacies, …
Home sweet home or let’s go for a drink!
Say “good morning” to your “kakis” and bosses, “kay-poying”.…
Join the “Jam’
Emails, meetings, reports, clinical papers, role plays, …
Preparing “weapons”, brochures, samples, Forms, …
Remarks:
Reps may not need to be back to office everyday or at the end of the day
Lunch time talks, lohei, …
Morning journal club meetings Evening talks,
customers dinner, …
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Marketing (Product Mgt)
Attributes:
• Meeting people
• Strategic
• Management & sales pressures
• Customer oriented
• Sales experience
• Marketing knowledge
• etc, etc, . . .
Pharmacist’s advantages:
• Good understanding of product knowledge
• Clinical knowledge
• Network
Personal advice:
• Might be good to start off as a professional sales rep
first before embarking on marketing
• Do a post-graduate diploma in marketing
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•Example of “What does a Product Manager do?”
Field visits
Develop marketing materials, eg. detailing
aids, gimmicks, …
Product sample control
Travel with doctors to oversea congresses
Conduct talks & marketing activities
Participate in trade exhibition, congresses, …
New product launches
Business development
etc, etc …
Management & marketing meetings, …
Budgeting
Marketing / Product plan
A& P control
Pharmacovigilance / compliance
Inventory management
Value Creation – Omni-channel Marketing Strategy
Driver for Growth - Value Creation
CME Medical Congress
& Exhibition
Patient Education & Adherence
Program
Sponsorship & KOL
Development
Institution & Society
Collaboration
Promotional tools
Brand Building
Sales Promotion
Value Creation
Medical Science Liaison
MRT Ads
PR Activities
Print Ads
TV Ads
Blitz Online & Website
Consumer Engagement
Program
CPE
Events
Value Creation – OTC Marketing
Radio Ads
Value Creation
BTL
Value Creation Services
Career Progression (an example)
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• Sales Rep / Pdt Specialist
• Product Executive
• Key Acc Executive
• RA Pharmacist
• . . .
• Product Manager
• Sales Manager
• KA Manager
• RA Manager
• . . .
• General / Country Manager
• Regional Manager
• Managing Director
• CEO / President
• . . .
Grad / Pre-reg
• Senior Manager
• Marketing Manager
• Division / BU Manager
• . . .
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An example of career development in the Industry
Entry level Junior executive Middle
management
Management Senior
Management
Top
management
• Medical / Sales
Representative
• Product
Executive
• Pharmacist
• Medical Executive
• Key Account
Executive
• Product / Brand
Executive
• Sales Supervisor
• Pharmacist /
Regulatory Affairs
Executive
• Business Dev
Executive
• Sales Supervisor /
Sales Manager
• (Group) Product
Manager
• Key Account
Manager
• Sales & Marketing
Manager /
Marketing Manager
/ National Sales
Manager
• RA Manager
• Business Unit
Manager / Division
Manager / Sr
Manager
• Sales & Marketing
Manager /
Marketing Manager
/ National Sales
Manager
• RA Manager
• General Manager
• Marketing Director
/ Sales Director /
BD Director / …
• Regulatory Affairs
Director
• Regional Manager
/ Director
• Vice President
• Managing
Director
• CEO
• Chairman
• President
Job titles cld be deceiving!….important to know the job description, turnover, roles &
responsibilities, company size, …
Money is NOT everything!….other important factors to consider include work environment,
prospect and advancement, job enrichment, learning environment, …
Consideration:
(1) Job description (2) Management/Supervisor (3) Colleagues (4) Environment (culture) (5) Career
advancement (6) Remuneration
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What do employers look for during
interview . . .?
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Know “yourself” & your career goals, aspiration, …
Which is “Best” for me…?
• KNOW YOURSELF: 1. Like to meet people? 2. “Thick” skin? Shy? 3. Freedom or “9 to 5”? Working
weekends? On call…? 4. Physical pressure vs mental
pressure, sales pressure…? 5. Like to travel? “Homely”
type? 6. Status conscious: job,
company? 7. Monetary reward vs job
nature? 8. Etc, etc, …
• JOB & COMPANY: 1. Job (clinical) knowledge 2. Focus vs multi-tasks 3. Clinical environment vs retail
environment vs office environment vs “field” works?
4. Career development / opportunities
5. Travels (esply if regional role) 6. Local vs MNC? 7. “Big” vs “small” companies? 8. Etc, etc, …
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What are the attributes of a “Ideal” (good) employee?
• PERSONAL QUALITIES: 1. Communication skills 2. Decisiveness 3. Dependability 4. Independence 5. Creativity 6. Human relations skills 7. Teamwork 8. Initiative 9. Adherence to policy 10. . . .
• PERFORMANCE / EXPERIENCE: 1. Job knowledge 2. Job scope achievement 3. Productivity 4. Effectiveness & accuracy 5. Problems analysis and judgement 6. Availability 7. Organizing ability 8. Administrative skills 9. Maintenance and operation of
equipment 10. Responsibility
“PTCA” culture: Proactiveness/Positiveness Teamwork/Transparency
Communication/Commitment Action-oriented/Attitude
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Take home message . . .
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Aptitude vs Attitude
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IQ, SQ & EQ
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IQ vs EQ
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
~ Charles Darwin
