Pharma selling and sales marketing

Distribution Channel

2
 Types of Pharma Selling

• Ethical selling
• Generic selling
• PCD : Propaganda cum dispensing
• Surgical selling
• Tender Selling
• Over the Counter (OTC)

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 Issues of Pharma sales

• Ethical selling
– Promotion overload
– Too many companies
• Doctors issues
– Fixed day and time of meeting to MR
– Fixed No. of MR
– Visit regulated 1/3 months
– Time of giving cards & time of actual calls
– Fixed No. of company MR to meet
– Waiting to MR
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 Role of Various field Staff

• Medical representative
– Implementation of promotional strategy
– Contact doctors , N/h , Co – hospital
– To give info about product
– Convince doctors to give Rx
– Make a network with retailers & chemist
– Make a network with stockiest
– Reporting
– Generation of order ( Retailer – POB –
Stockiest )
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 Questions asked to MR

• Primary sales
• Secondary sales
• Personal order booking ( POB )
• Call average
• Coverage
• Report calls


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 Role of other field staff

• Role of Area manager

• Role of state manager
• Role of Regional manager
• Role of zone manager
• Role of national manager
• Role of VP of Sales
•

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 Tool program

BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR 8

Reporting Channel

9
 Kind of Reports for sales force
• DCR : Daily call report
• Expenses Detail report
• TP : Tool program
• Weekly reporting
• Monthly reporting
• Basic tool program ( BTP )
• DWP : Daily work plan

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 Sale Administration Department

• Do compilation of all reports of sales

• Normally one person for each state
• Prepare summary report of
– All India – state wise – unit wise – value wise
sales report for product manager for his
product
– All India last three months sales of same
brand
– All average / coverage
– Utilization of inputs
• Use of gifts, BUSINESS
STEVENS samples, skims,
SCHOOL Bonanza
BATCH 2009 - 2011 11
 Sales Budgeting

• Marketing Department
– Give guideline to sales department
– Marketing Budget
• Gifts
• Samples
• Sponsorship
• Bonanza
• CME (Continuing medical education)
• Advertisement
• Printing expenses
• Meeting Expenses
• Incentives
• Transportation
• Expiry and goods return
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• Finance Department
– Finance budget
• Factory department
– Production budget
• Sales admin department
• Purchase department
• HR department

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 Credit Control

• Credit period
• Credit limit
• Mode of payment
• Stockiest profile
• PDC ( Post dated cheque)
• Cash Discount
• Special cases
• No PDC

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 Costing & Finance

• Different types of cost

– R&D(F&D)
– Production cost
– Inventory cost
– Transportation cost
– Marketing cost
– Regulatory cost
– T & D cost
– PM cost
– Overhead Cost

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 MRP Decision

• Competition pricing
• New marketing / Scientific gimmick
• Monopolistic MRP
• Kind of marketing company do
• % G C (Gross contribution)
•
•
•
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 Billing

• Billing cycle
– From the time bill is raise to the payment
received
• Normally billing cycle is of 21 day
• Payment cycle is 60 days for 1st deal for
stockiest


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 Billing Difference

Billing for C & F

 Billing for C & A


• Billing
• Transfer of stock
• Bill is Made
• Transfer challen
• C – Form
• F – Form – Outside state 2%
– taken from sales tax central sales tax
department (CST) + add 5 %
• 0.5% sales tax has to pay VAT
– Within state only 5%
VAT

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 Sales Team Division

• Pharma division
– Old / big brand
– Less promotion
– Less expenses (CASH COW)
• Speciality division
– Gastro division
– Cardio / diabeto division
– Psycho / neuro division
– Ortho division
– Opthal division
– Dermato division
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Thank You

STEVENS BUSINESS SCHOOL BATCH 2009 - 2011 21