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Field Work and RCPA Dr.

Kailas Ghodke 1

Field Work And RCPA


Presentation Content

1. How to Recognize a Great Salesperson

2. Prerequisite for successful selling

3. Daily Sale call Planning

4. Vital 3 Minutes

5. Question

Field Work and RCPA Dr. Kailas Ghodke 2


Look up to your options

Every morning in Africa a gazelle wakes up and knows

that it must run faster than the fastest lion or it will be

killed and eaten.

Also every morning in Africa a lion wakes up and knows

that it must outrun the slowest gazelle or it will starve

to death.
It does not matter whether you are

a lion
or

gazelle

When the sun comes up youd better be running!

Market is no different then the African jungle.

Competitors are waiting to grab the opportunity

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Make a mark.

For Customers & Competitors You are

Different

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5 CHECK POINTS OF
PHARMACEUTICAL SELLING
5 Check points of Pharmaceutical selling

1. Identification and Quantification

2. Ensuring repeat visits at regular intervals

3. Detailing and discussing right product mix

4. Demanding rightful prescription share

5. Ensuring free and regular availability of products at chemist

and stockiest counters.

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To achieve this

you need to do a

FIELD WORK

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I) Field Work

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Field Work

Field work done For

1. Meeting Doctor

2. Meeting Chemist

3. Meeting Supply Chain- CNF and Stockiest

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Field Work contd.

Field work done By

A. Field Staff

1. Medical Representative (MR) / Medical sales Representative

(MSR) Business Executive (BE)

2. Area Sales Manager (ASM) / Area Business Manager (ABM)

3. Regional Manager (RM) / Regional Sales Manager (RSM) /

Regional Business Manager (RBM)

4. Zonal Sales Manger (ZSM)


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Field Work contd.

B. By HO

1. Sales Manager (SM) / National Sales Manager (NSM) ,

2. Marketing Manager

3. PMT (Product Management Team PE, PM, GPM)

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CUSTOMER
Customer
Pharmaceutical selling is an indirect selling

One promote a particular product to a doctor who identifies the

need of that particular product to a particular patient and


prescribes the same hence, a doctor becomes a customer and
patient become a consumer.

Similarly the chemist honors the prescription raise by the

doctors and the stockiest supply the stocks to the chemist


while the C & F agent who hold the stock on behalf of the
companies.

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Who is the customer?

A customer is that person who makes a decision pertaining to

the usages of a particular product / services among the several

options available

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

services

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Who is the customer? E.g.

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

become becomes an actual consumer of Cerelac and not your

wife.

When you visit a shop you become a customer for Cerelac but

your wife takes the decision to by the Cerelac, hence your wife

becomes the customer and your baby becomes a consumer.

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Who is the customer? E.g. contd.
Similarly in pharmaceutical selling you promote a particular
product to a doctor who identifies he need of that particular
product to a particular patient and prescribes the same.

Hence, a doctor becomes a customer and patient become a


consumer.

That is the reason pharmaceuticals selling is considered as


indirect selling.

In this profession you may not meet the actual consumer of


your product.

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Customer contd.

The customers for pharmaceuticals Business are

i. Doctors (Who raise the prescription)

ii. Chemist (Who honors the prescription)

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

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

v. Patients and general Public for OTC products (Who purchase

and consume the products)

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Difference between pharmaceutical selling and
other consumer product
Sr.
Pharma Selling Consumer Selling
No.
1. The end user, patient is not the The end user, the buyer is the target
target customer customer
The direct customer, Doctor,
2. The end user, the buyer makes the
makes the purchase decision by
purchase decision
prescribing Brand
3. Demand created by MR through Demand created by advertisements
prescription, creating PULL and Point of Purchase PUSH
Distribution network, many times
4. Distribution services is
works independent of company sales
controlled by MR
representative.
Company depends on market
5. Main source of feedbacks on
profession syndicate agencies for
market trend to company is MR
research
The customer, doctor is well The customer, may or may not be well
6.
qualified and knows the product qualified and knows the product better
better than the sales man than the sales man

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JOB PROFILE OF
MEDICAL
REPRESENTATIVE
Understanding the Job

The following are the basic question that we must asked our

self and answer them correctly.

i. What is expected out of us?

ii. What are we supposed to do?

iii. What are our prime responsibilities?

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The basic Job Responsibility
To increase continuously sales of the company product with
ethical promotion to the assigned territory.

Make confident efforts towards improving services to customer

To provide regular feedback to the company and the superiors on


all the happenings in the field, regarding

Competition

Marketing

Socio-economic condition

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Job Responsibility contd.

To fulfilled the above responsibilities you have to do the

following;

To meet targeted customers (Doctors and Chemist)

Inform them about the products / services offered by the

organisation.

To create awareness

To inform customers about the features and benefits of our

products

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Need of Medical Representative
Pharmaceuticals / Health care Ethical product cannot be

promoted directly to patients through mass media - Radio, TV,

Print

Due to stiff competition the customer has to be met and

persuaded frequently so that he begins, continues and increases

the use of our products.

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TIPS FOR BECOMING A
SUCCESSFUL MR / BE
Tips for becoming a successful MR / BE

A) How to increase the business by meeting the doctor

B) The key factors to become a successful BE

C) What you should know before going to field?

D) Qualities of a successful BE

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A) How to increase the business by
meeting the doctor
BE shall meet the customer repeatedly and periodically to

promote the companys product, by keeping 3 Us of products

in mind.

Usage of product

Uses of product

Users of product

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1) Usage of product

Customer should use the product more often

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

frequently may be in one indication e.g. UTIs.

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2) Uses of product

Customer should use the product in variety of indications more

frequently

E.g. Gatiloc is being prescribed by a doctor frequently in many

indications e.g. UTIs, RTIs, Skin and soft tissue infections etc. or

in Multi Drug Resistance Tuberculosis

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3) Users of product

Total number of customers who can use the product should

continuously increase.

E.g. today only one doctor is prescribing Gatiloc in a territory,

tomorrow it should be 10 doctors and so on and so forth.

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B) The key factors to become a successful BE
Follow the following 5-check points of pharma selling;
1. Right identification and quantification of customers and
products
2. Ensuring repeat visits at regular intervals
3. Detailing and discussing right product mix with the right
customers
4. Demand a continuous increase in the prescription share of the
pre - selected products
5. Ensuring adequate & continuous availability of products at
chemists and stockist counters.

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C) What you should know before going to
field?
1) Your Product / services:

Understanding the product well

Which product you are going to sell?

Why you want sale?

To whom are you going to sell?

Selection of Right customer for right product

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C) What you should know before going to
field?
2) Your customer:
Qualification
Specialty
Class of patients - middle class / upper class
Type of patients e.g. male, female, adult, child, young, old, rich,
poor etc.
Where he is practicing- Rural area / Urban are, Elite area.
Type of practice - Private practice, Govt. Hospital, Big / small
Hospital, Attachments
Visiting Time for patients and for Sales Executives.
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D) Qualities of a successful BE
1. Should be sincere and hard working

2. Must have power to grasp the technical aspects of his products


as well as that of competitors

3. Must have knowledge about his customers habits, potential


desires and behavioural patterns

4. Should take initiative to learn about the competitions,


activities etc., for efficient and logical handling of the
objections

5. Must understand the selling features, benefits of his products

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D) Qualities of a successful BE contd.

6. Should have the ability to analyse and correct his mistakes.


7. He must continuously secure guidance from the superiors
without any hesitation
8. Should be clear about companys mission, objectives and
clear perception about a particular product for selling to a
particular customer
9. Excellent human relationship with doctors, chemist, stockist
and colleagues to ensure their full co-operation in
establishing the product
10. Foresight to maintain adequate stocks of his product with
the stockists and chemists

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D) Qualities of a successful BE contd.

11. Promptness in handling all quality complaints diplomatically in


the field or in the territory.

12. Loyalty and integrity in continuously improving the image of


the company

13. Enthusiasm to participate in all special assignments, sales


competitions and training programs.
14. The capability of increasing the sales of the companys
products to the level desired by the company.

15. Pleasing personality, neatly dressed, shine on shoes and smile


on face. Ownership feeling towards companys property.

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D) Qualities of a successful BE contd.

16. Should have positive attitude, skills and knowledge

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

18. Must complete the sale by ensuring the inflow of payments on


time.

19. Regularity of clock in submitting all reports, special


information and communication.

20. An appropriate behaviour pattern during office hours as well as


out of office in a manner, which is not detrimental to the
reputation and image of the company.

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VITAL 3 MINUTES
Vital 3 Minutes
This is the duration a customer will give to you for your sales

presentation

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

VA, LBL, Brochure etc.

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

articles on the table, disturbing his set up etc.

Discuss the right product ,with right customer ,with right

implication, benefits etc.


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Vital 3 Minutes contd.

Be confident with handling the Laptop, VA

Do not run the pointer use only to point

Hold the Laptop / VA at appropriate distance

Handle objection effectively

Do not detail in monotony

Do not make noise of bag while leaving.

Remember you must Radiate sunshine , cheerfulness, confidence

and conviction in the clinic

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PRODUCT MIX
Product Mix

Product mix means selling the right product in right quantity at

the right time to the right customer.

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

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

but , BE who achieves his rupee value target may not achieve

the product mix.

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Why product mix is necessary?
It ensures protection against changing market values
Maintains the right profit margin
Ensures optimum utilization of companys distinctive technical
know-how and production facilities
Ensure continuous supply of the key products in the market at
all times
Strikes perfect balance between the quantities of goods
produced and sold.
Helps company to strike an ideal balance between high margin
and low margin products
Provides a balance between old and new products
Provides right direction for growth.

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14) TYPE OF DOCTORS
Doctors
Sr.
Degree Type Specialty (Job Profile)
No.
A GP (General Practitioners / Medical Graduates
Bachelor of Medicine General Practice in
1 MBBS and Bachelor of Allopathic, Family
Surgery physicians
2 Non MBBS
Bachelor of General Practice in
a BHMS Homeopathy and Homeopathy, Family
Bachelor of Surgery physicians
General Practice in
Bachelor of Ayurveda
Ayurvedic, natural
b BAMS and Bachelor of
medicines, Family
Surgery
physicians
Bachelor of Dental Deals with diseases /
B BDS
Surgery disorders of teeth
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Doctors contd.

Sr.
Degree Type Specialty (Job Profile)
No.
C Post graduate Diploma
I Diploma Holder in Surgery Surgeons
Treating all disorders related
to female reproductory
organs and infertility except
Gynaecologist
disorders and normal
Obstetrics &
a pregnancy and delivery of
Gynaecology
baby
Deals with disorders or
Obstetricians normal pregnancy and
delivery of baby
Deals with surgery related to
b Ophthalmology Eye Surgeon
Eye
Ear Nose and Surgery related to Ear Nose
c Otorhinolaryngology
throat Surgeon and throat
Orthopaedic Surgery related to bones and
d Orthopaedicians
Surgeon joints
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Doctors contd.

Sr.
Degree Type Specialty (Job Profile)
No.
II Diploma Holder in Medicine Physicians
a Anaesthesiology Anaesthesiologist Deals with anaesthesias

b Dermatology Skin specialist Deals with skin disorders


c Psych. Medicine Psychiatrists Deals with mental Health
DCH Diploma IN Deals with diseases of New
d Paediatricians
Child Health) Born, Infant and Children
Deals with X Ray , CT scan ,
e Radiology Radiologist
MRI AND Radio therapy

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Doctors contd.

Sr. Specialty (Job


Degree Type
No. Profile)
D Post graduate Degree
MS (Master of Surgery) or DNB
I Surgeons
(Diplomat In National Board)
Surgeons doing
a General Surgery General Surgery
general surgery
Otorhinolaryngolo
b
gy
Gynaecologist /
c Same as above
Obstetrics
d Orthopaedicians
e Ophthalmology

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Doctors contd.

Sr. Specialty (Job


Degree Type
No. Profile)
MD (Master of Medicine) or DNB
II Physicians
(Diplomat In National Board)
Deals with all
a General Medicine Physicians medical disorders /
diseases of adults
b Paediatric
c Psychiatry
d Anaesthesiology Same as above
e Dermatology
f Radiologist

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Doctors contd.

Sr.
Degree Type Specialty (Job Profile)
No.
E Higher (Super) Specialties
I Mch (Master of Cherub) or DNB (Diplomat In Super specialty in surgery
Genito Urinary Kidney, prostate, Deals with urogenital
a
Surgery (Urology) genital organ Surgeon surgery
Brain and spinal cord Deals with brain and spinal
b Neurosurgery
Surgeon cord surgery
Child, neonates and Deals with Child, neonates
c Paediatric Surgery
infant Surgeon and infant Surgery
Cardio-Thoracic Heart and Chest Deals with Heart and Chest
d
Vascular Surgery Surgeon (lung) surgery
e Surgical Oncology Oncology Surgeon Deals with cancer surgery
Gastroentrology Deals with Gastro intestinal
f G I Surgery
Surgeon surgery
Deals with cosmetic
g Plastic Surgery Cosmetic Surgeon
surgery

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Sr.
No.
Degree Type Specialty (Job Profile) Doctors
DM (Doctor of Medicine) or
II DNB (Diplomat In National Super specialty in Medicine contd.
Board)
Heart Deals with all medical
1 Cardiology
physicians disorders / diseases of heart
Deals with all medical
Clinical
2 Blood disorders / diseases of blood
Haematology
and blood cancer
Deals with all medical
3 Gastroentrology GI physicians disorders / diseases of blood
and blood cancer
Deals with all medical
Kidney
4 Nephrology disorders / diseases of
physicians
Urinary system
Brain and Deals with all medical
5 Neurology spinal cord disorders / diseases of Brain
Physicians and spinal cord
Deals with all medical
Diabetic
6 Diabetology disorders / diseases insulin -
Specialist
Diabetics
Medical Cancer Deals with all medical aspect
7
Oncology Physicians of cancer
Deals with all medical
8 Endocrinology disorders / diseases of
hormones
9 Psychiatry
10 Anaesthesiology
Same as above
11 Dermatology
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12 Radiology
17) TERRITORY MANAGEMENT
Territory management

What is Territory?

Territory of MR is a complete geographical area assigned to a

particular MR which comprises of potential customers like

doctors, chemists stockist institutes etc with specific

demographic requirements

H.Q:

In a given territory the basic town is known as H.Q. (Head

Quarter) town.

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Territory management contd.

Ex-station:

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

return on the same day after meeting the customer.

Out-station:

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

stay there and visit the neighbouring territories.

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Prerequisite for territory management
To have complete territory knowledge MR must know the
details pertaining to the territory lay out, important places
important institutions, way of conveyance etc.

Total number of customers of different categories, their


prescription habits, qualification, addresses and appropriate
visiting time.

Name of the competitors in the territory, their strengths and


complete details about their activities.

Convenient routes of travel and minimum expenditure of time


and expenses for optimum coverage of the territory.

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18) IS- INFORMATION SYSTEM
IS - Information System

To keep manage territory keep a tract on daily activity, sales


market feedback the company has develop the information
System

IS contains various systematic and scientific formats which can


give all the required information form the field to H.O.

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

Thus these formats are very important links between the field
people and the H.O

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The important Information System

Formats are as given below; iv. Standard tour program,

i. Daily call report - DCR Tour Report and fare chart

ii. Master Call List (MCL) or


v. Monthly sales Analysis
Important Call List (ICL)-
report
Doctors, institution,
vi. Stock and sale statement
chemist, and stockist

iii. Expense Statements vii. Standard Fare Chart

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1) Daily Call Report (DCR)

Contains all the daily activities done by sales executive

Gives entire details and picture of implementation of tour plan

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

specialty, area of practice etc. of each doctor

DCR to be sent on daily basis to HO

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Daily Call Report
SE Name :____________________________
Date:__________ HQ________

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


Morning
1
2
3
4
5
6
Evening (After 4 PM)
1
2
3
DCR
4
5 Format
6

Work With
Name __________________________
Signature________________________

Remark of Superior

Any Special Observation

Signature of SE _________________ Field Work and RCPA Dr. Kailas Ghodke 60


2) Monthly Report

Collection of data like

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


sales

ii. Any discount offer to doctor

iii. Order booked

iv. Closing stock party wise

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

vi. Call average

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2) Monthly Report contd.

vii. Impact of promotion strategies and doctors response

viii. Record and frequency of promotional material like Physician

samples, gifts LBL etc. given to doctors.

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

brand, co. name, other special approach to doctors to increase

our prescription, strategy etc.

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

before 10th of every month.

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Monthly Report
Month________________ 2004
SE Name :____________________________
Date:_____________ HQ_____________

No. Of Doctors Met Promotinal Material Discount Total


Day Morning Evening PS LBL Gifts Offer Sales
1
2
3
4
5
6
7
8
9
10
11
12
13
14

Monthly
15
16
17
18
19
20
21
22
Report
23
24
25
26
27
format
28
29
30
31
Total
Average

Any Special Observation

Signature of SE _________________ Field Work and RCPA Dr. Kailas Ghodke 63


3) Tour Report

This is an important tool for planning

Plan your tour in such a way to cover maximum no. of

doctors in the area having high market potential and

require less travelling

From one doctor to another

From one ex station to another ex station

From one out station to another out stations


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4) Master Call List (MCL) or Important Call
List (ICL) or Standard Visiting Call List (SVL)
This is a very important format
Contains selected important core doctors list of a Sales Executive
territory
The doctor name has to be entered with the following details

i. MCL / ICL code i. Telephone Nos. (Clinic and


ii. Name Residence along with
iii. HQ mobile no.)
iv. Qualification ii. MCL has to be updated and
v. Specialty submitted to HO after every
vi. Full Address 6 months.
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MCL or ICL format

Master Call List


Name SE:____________________________ Date:_______ HQ_____________

Tel
MCL No. Doctor Name Degree Speciality Address and Email Clinic Res. Mobile DOB
1
2
3
4
5
6
7
8
9
10

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5) Expense Statement

Give clear details of expenses day wise, HQ Wise

For each claim, supporting is a must

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

station visits. STD call made to HO, postage charges etc.

Expense statements to be posted to HO along with the monthly

report.

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Expense Report
SE Name :____________________________
Date:_____________ HQ_____________

Day Photo Fare Postage STD Lodging Staitionary Other Bills


Copy Bus Train
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Expense
15
16
17
Statement
18
19
20
format
21
22
23
24
25
26
27
28
29
30
31
Total
Average

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Signature of SE _________________
6) Stock and sale statement

Gives product wise details of secondary sales and closing stocks

of each party

The report to be posted to the ASM immediately after sales

closing

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

Expired/B
Opening Goods Goods to Closing Stock Physical
Goods Returned Goods Sold reakages/
Stock Received C&F Stock Book Stock
Shortage
Sr D B B B B V B V B V B B B B
Pa Pa E E E E E E B E E E
.N at Product at V at Q at Qt at al Q at al Q at al at V Ex V at V at V at V
ck ck x Ex Va x Va x x x x at x x x
o. e Q c al Q c ty c y c u ty c u ty c u Q c al Qt pd al Q c al Q c al Q c al
p pd lu p lu p p p p ch p p p
ty h u ty h S h F h e S h e F h e ty h u y . u ty h u ty h u ty h u
d. .D e d. e d. d. d. d. N d. d. d.
N e N P N S N F P N S S N F N e D e N e N e N e
D D D D D D o. D D D
o. o. o. o. S o. P o. S o. o. o. o.
BIOFORM
1 500 mg 5.7
Tab 10s 8
CODOM 58.
2
OL Tab 10s 84
COSEX 50 23.
3
LIQUID ml 24
10
4 COSEX 0m 42.
LIQUID l 76
10
5 DELIS 0m 30.
EXP. l 87
EREGRA-
6 100 mg 80.
Tab 4s 75

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Standard Fare Chart

Contain details like

Place of work whether HQ, ex. Station or outstation

Distance in kms, between interiors

HQrs fares

Mode of travel

To be submitted to HO once in year

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Standard Fare Chart
STANDARD FARE CHART 2009-2010

NAME OF B.E. : NAME OF ABM :


H.Q. : NAME OF RBM :
REGION :

DISTANCE IN MODE OF PRESENT EXPECTED


S.NO FROM TO KM. FARE TRANSPORT BUSINESS BUSINESS

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BUILDING RAPPORT WITH
CUSTOMER
Building rapport with customer

Any pharmaceuticals company can

exist, survive and grow

in a particular geographical area only on a piece of

paper

which doctors write

i.e. prescriptions of your product.

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Building rapport with customer contd.

In todays competitive environment

doctors have many options

to satisfy the needs of their patients

hence generating of prescriptions

has become

tough.
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Building rapport with customer contd.

Besides knowledge and skills,

we have to develop

good rapport

with the doctors.

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Building rapport with customer contd.

The relationship with

doctor

means that the

influence we exercise on the doctor

to generate prescription

for our products.

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Building rapport with customer contd.

This relationship does not refer to how close we are

to the doctors; it refers to only one thing

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

This is nothing but rapport building.

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E.G.

Scenario -1

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

coffee, enquires about your family gives his best wishes for

future but doesnt write any prescription whereas

Scenario - 2

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

prescription in better quantity

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Building rapport with customer contd.

Therefore we can say that you have better rapport with Dr.
Tiwari as compared to Dr. Mishra

Hence to develop the rapport building we must

Expose The Right Product For Right Doctor

By

Regular Visits

Proper Objection Handling

Converting the doctors prescriptions from the


competitors.

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

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

Am I providing them appropriate scientific information, which


will help them to satisfy their patients needs?

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

Do I make my presentation effective?

Do I make use of all the promotional inputs provided to me in


generating prescriptions?

Do I demand prescriptions from doctors?

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DAILY SALE CALL
PLANNING
Planning

Planning

Planning can be defined as the ability of looking ahead.

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

to anticipate our objectives of tomorrow and the tactics we will

adopt to ensure achievements of these objectives.

Field Work and RCPA Dr. Kailas Ghodke 83


Why plan the call?

Individualizes your presentations

Time is precious?

Continuity

Field Work and RCPA Dr. Kailas Ghodke 84


What involves planning?

Examine notes /Dairy

Long term objective

Scientific objective

Plan of action

Field Work and RCPA Dr. Kailas Ghodke 85


Information to review

1. Specialty 7. Objection raised

2. Are of expertise 8. Overall reactions

3. Types of product 9. Product preferences

4. Dates last visit 10. Retails source

5. Product presented 11. Doctors personality

6. Benefits presented 12. Area medical staff

Field Work and RCPA Dr. Kailas Ghodke 86


When to plan?

Planning has to be done in advance.

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

work

Field Work and RCPA Dr. Kailas Ghodke 87


Planning contd.

How to plan?

Foundation of every plan is knowledge and information

We must know:- Preparing for the call

1. What we are selling (Product / Service)

2. To whom we are selling (Type of Customer- Speciality,


personality , prescription habit, Type of patient serve, area of
practicing, Convenient Timing for visit)

3. Against which we are selling (Competitors)

Field Work and RCPA Dr. Kailas Ghodke 88


Planning contd.
Hence we should know our product, customer and competitors.
Before planning we should have some preliminary data about
the customers
Competitors
The Specific day they meet
What was the discussion in earlier visits,
What objections were raised?
What were your response?
What type of argument or evidence / clinical study
convinced him / her?
Any specific requirement we have to satisfy.
Always refer to your dairy when you plan.

Field Work and RCPA Dr. Kailas Ghodke 89


Analyze Pre - Call Data
DOCTORS
(As a Person)
Personal needs
Professional Needs

Health Care
System Environment
Clinic / Nursing Patient Class
Home /
Hospital

Competition
Product
Deployment
Promotion
Field Work and RCPA Dr. Kailas Ghodke 90
What to plan?
Always plan for whole day (morning / evening) instead of

planning for only one session.

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

desire.

Arrange the Laptop Visual aid and other promotional inputs in a

proper.

Rehearses the talk in the mind, which, you are going to have with

the customer.

Field Work and RCPA Dr. Kailas Ghodke 91


Things to carry during call / field work

1. Visual Aid Folders 9. Sample, Gift and LBL


2. Day Planer Distribution Format.
3. Sample / gift / LBL 10. Price List
according to doctors plan 11. Latest Scheme Document
4. DCR - Last month and 12. Sales and Stock statement
current month till date, - Last month and current
either hard or soft copy. month
5. POB book along with 13. Personal Diary
carbon paper. 14. Visiting Card
6. TP Print out - Last month 15. Latest important
and current month. Correspondence from
7. SVL. Regional or Head office
8. Sample planning. 16. Strategy Guide

Field Work and RCPA Dr. Kailas Ghodke 92


Write down the following things in daily
sale call companion / personal dairy

Day and date

Area to be worked.

Customers name and address in a sequential order i.e. the order


in which you are going to call on them.

Products / Services to be detailed in a sequence.

Any promotional gifts to be given.

Ant other thing which you have promised the customer earlier.

Field Work and RCPA Dr. Kailas Ghodke 93


Post calls analysis

a) Things done well:

Which statement arouses customers interest like promotional

message, implication etc?

Detailing story.

Particular strategy

Field Work and RCPA Dr. Kailas Ghodke 94


Post calls analysis

b) Things not done well:

The mistake made in your detailing.

Any objection not handled properly.

Any wrong statement about the competitors, which he has not

liked.

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

Field Work and RCPA Dr. Kailas Ghodke 95


SETTING CALL OBJECTIVES-
Key Elements

SMART

Specific: Product, Indications

Measurable: No. of Rxs

Action driven: What actions to be carried out

Realistic: In line with doctors potential, Manageable for

doctor, High / Low involvement, Desired stretch

Time bound: Time frame

Field Work and RCPA Dr. Kailas Ghodke 97


Essential Components

What Product ?

Versus which Competition ?

In How Many Patients ?

For which Indication ?

Field Work and RCPA Dr. Kailas Ghodke 98


If not.
Unproductive routine call
Do defection (no support) in your call
80% no idea about what is happening, what your
are doing
Monologue
Loss of detailing time
Waste of resources, time & efforts
Doctors negative response
Feeling of disrespect
Importance lost
May not welcome back

Field Work and RCPA Dr. Kailas Ghodke 99


Benefits

Focus on your business & Doctors (Professional) needs

Optimum use of time

Encourages dialogue

Creates professional image

Doctors know the purpose of the call

Importance created

Value out of the call

Respected as a professional

Field Work and RCPA Dr. Kailas Ghodke 100


Factors

Doctor : Potential, Profile, currant Rx habit, Perceptions

Product : Indications, Specific major advantages,

Proofs availability

Competition : Inherent Weakness, Competitor activities

Situation: Timing

Field Work and RCPA Dr. Kailas Ghodke 101


Making Doctor Perception - Chart
Facts ( Based on Cl.
Sr. No. Parameter Competitor product Our Product
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

Field Work and RCPA Dr. Kailas Ghodke 102


SETTING CALL OBJECTIVE

Field Work and RCPA Dr. Kailas Ghodke 103


Setting Call Objective

Situation: Dr. Sharma


Ortho with prolific practice (25-40 patients a day)

Gets 4-5 cases of Osteoarthritis & 10 cases of back pain,


Sprains etc. per week

Predominant prescriber of IBUPROFEN 400mg TDS. Also


prescribes PIROXICAM, DICLOFANEC
He says I am satisfied with IBUPROFEN. Relief from pain &
inflammation is OK. Since patients complain of pain when they
do not adhere to TDS schedule.

Field Work and RCPA Dr. Kailas Ghodke 104


Dr. Sharmas Perception Chart
ETOSHINE Factors Based On
Sr. No. Parameter IBUPROFEN
(Etoricoxib) majority data

1
Efficacy:
a OK OK Ibuprofen = Etoshine
Degree of Pain Relief
b OK OK Ibuprofen = Etoshine
Inflammation & Stiffness
c OK OK
Onset of Action Ibuprofen<Etoshine
d OK OK
Duration of Action Ibuprofen<Etoshine
2
Safety: Excellent Ibuprofen<Etoshine
3 Some
Compliance: Problems Excellent

Field Work and RCPA Dr. Kailas Ghodke 105


Dr. Sharmas Call Objectives

Dr. Sharma will perceive that,

ETOSHINE provides excellent relief from pain, inflammation &


stiffness.

ETOSHINE offers additional advantage of assured compliance,


helping in round the clock relief, excellent safety profile with no
real reason to discontinue due to acidity.

Will prescribe only ETOSHINE in patients with OA, back pain &
sprains.

Try in 3 cases of OA & 5 cases of low back pain & sprains in this
week.
Field Work and RCPA Dr. Kailas Ghodke 106
WORKSHOP : I

DEVELOP CALL OBJECTIVES


Develop Call Objectives
Situation : Dr. Joshi
Physician with good practice (15-20 patients/day)

Gets 3-4cases of GERD & 6-8 cases of heartburn & epigastric pain per

week.

Predominant prescriber of OMEPRAZOLE 20mg O.D. Also prescribes


LANSOPRAZOLE and ESOMEPRAZOLE

He says I am happy with OMEPRAZOLE. Relief from heartburn and


epigastric pain is OK. Some patients complain night time pain

Your product is Rabeprozole

Field Work and RCPA Dr. Kailas Ghodke 108


Develop Call Objectives

Situation : Dr. Khanna

TOP GP with very good practice

Predominant prescriber of Dicyclomine

He says I get good results and satisfied with but patients

complains of dryness of mouth.

Your product is Drotaverine

Field Work and RCPA Dr. Kailas Ghodke 109


ACHIEVING CALL OBJECTIVES
Achieving Call Objectives
Identify Doctors true needs.

Figure out product benefits that satisfy doctors identified


needs.

Sell benefits using third party support (VA, Reprints)

Ask probing questions.

Practice Active Listening

Maintain & Enhance doctors self esteem

Reinforce desired doctors response

Close by asking for call objectives

Field Work and RCPA Dr. Kailas Ghodke 111


IDENTIFY DOCTORS TRUE NEEDS
Identify Doctors True Needs
a) What is a need ?.
Need is a state of felt deprivation

When we say : I know Dr. Mani well


We should mean : I know Dr. Manis needs well
Satisfaction of doctors perceived need (patients or his own)
with your product will lead to his prescription

b) Are doctors needs same in all situations ?.


No, Doctors needs vary in different Doctors situations / Sales
situations.

Field Work and RCPA Dr. Kailas Ghodke 113


Identify Doctors True Needs contd..

c) We all have Assumptions of doctor needs.

What are these ?


I know what doctor wants

Every doctor has common needs ; Efficacy, Safety .

Doctor has no time to share his needs

Doctor will say, Who are you to ask me the question ?

Do not assume; find out his true needs

Field Work and RCPA Dr. Kailas Ghodke 114


Identify Doctors True Needs contd..

d) If you do not focus on doctors needs, what does the


doctor feel ?
Hired company detailer has come

Has come to report my name in his daily report

He is interested in my call, but not in me

Does not want to know anything about me, my concerns

How do I avoid his Sales talk. His visits

Avoid commitment

Find out doctors true needs


Field Work and RCPA Dr. Kailas Ghodke 115
Identify Doctors True Needs contd.

e) How to find out doctors / patients true needs ?

By proper call research through ;

* Observations

* Probing Questions with doctor

* Probing questions with local chemist

Field Work and RCPA Dr. Kailas Ghodke 116


Identify Doctors True Needs contd.

f) Pre call research through observations :


Where does he practice ?
What is the type of practice ?
What kind of medical procedures he most frequently undertakes ?
Who influences his / her decisions
Other doctors / Compounder / Assistant / Senior doctors / Boss
Catch potential need signals
This is what I want
This is what I am not getting
This is what I do not want
This is where your competitor scores over you

Use all means to find out doctors needs

Field Work and RCPA Dr. Kailas Ghodke 117


Identify Doctors True Needs contd.

g) What are the types of doctor needs?


Two Basic Types :
1. Clinical Needs : How will the products benefit the
patients?
2. Personal Needs : How will Rx / use of product benefit the
doctor?
Important Points :
Satisfaction of both the needs is important for doctor
prescription
Clinical need satisfaction gives doctor an obvious reason to
prescribe your product - The reason which he shares with others
Personal needs, satisfaction gives him his own motivation.
Personal needs remain hidden under clinical needs.
Uncovering personal needs is critical.
Field Work and RCPA Dr. Kailas Ghodke 118
Identify Doctors True Needs
h) What are doctors Clinical Needs ?
i. Efficacy / Effectiveness : Degree of success achieved to treat a
condition (if other products are also effective, then what
additional benefits?)

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


E.g. ETOSHINE

iii. Safety : Degree of undesired effects

iv. Patient Compliance : Extent to which patient follows doctors


direction for taking medication. Depends upon convenience of
dosage schedule & unpleasantness of side effects

Field Work and RCPA Dr. Kailas Ghodke 119


Identify Doctors True Needs

i. What are doctors Personal Needs ?

Mainly 4 :

a) Security

b) Social

c) Power and Achievement

d) Recognition

Field Work and RCPA Dr. Kailas Ghodke 120


I) Security Needs

Behavioral Clues Approach


a) Caution a) Use of Proofs,
b) Prefers Familiar Endorsement
c) Rarely initiates b) Use of Reprints
d) Frequently asks for c) Be safety oriented-
reprint, litt. etc. Highlight Minimum risk
with your product
e) Non - Committal

Field Work and RCPA Dr. Kailas Ghodke 121


II) Social Needs

Behavioral Clues Approach


a) Seeks approval from Following product
others benefits will motivate
him to Rx.
b) Does Favours
a) Get & Give Third party
c) Cant say no reference
d) Avoids hurting others b) Repeat visits-develop
e) Changes views readily trust and confidence
f) Friendly with no. of MRs c) Be patient oriented-
Highlight patient
benefits

Field Work and RCPA Dr. Kailas Ghodke 122


III) Power and Achievement Needs
Being Known as an expert & specialist is a source of
pride
Behavioral Clues Approach
Seeks Recognition All factors cover under
maintain & Enhance self
Monopolises Discussion
esteem
Argues rather than Following will impress ;
discussion
- Go to the point quickly
Boasts
- Rx will enhance professional
Frequently uses I image
Likes exclusive & specials - New/ Sophisticated technology
- Be result oriented-Highlight
efficacy of the product

Field Work and RCPA Dr. Kailas Ghodke 123


IV) Recognition Need
Willing to try New & Innovative; Looking for ways to
standout & be different
Behavioral Clues Approach

Initiates Following will motivate ;


New concept / innovative
Probes, Analyses, Compares approach
Seeks difficult task with Guidelines/ Praise him for
his achievements
some risk
Innovative delivery
Has courage, confront techniques
Be recognition oriented-
differences openly
Highlight unique benefits

Field Work and RCPA Dr. Kailas Ghodke 124


What are the Advantages of focusing on needs?

1) Identification of needs will lead to identifying right

action.

2) Help BE to present focused story to doctor

3) Keep customer engaged

4) Increases trust

5) Offer professional image

Field Work and RCPA Dr. Kailas Ghodke 125


Identifying Doctors Needs
Examples :

Doctor Need Statement BE : Question / Statement


1) I dont get many OA cases 1. Doctor, how many patients
with OA and Acute
2) Why do you want me to Musculoskeletal conditions
like back pain do you get in a
use Pantocid week?
(Pantoprozol)? I am 2. Thank You for extending the
already prescribing a lot benefit of Pantocid Tabs.
Doctor, what aspects you
of your Pantocid IV consider while choosing IV
PPI ?
3) There are many 3. Doctor, may I know which
Neurotropics for treating Neurotropics you frequently,
Neuropathies nowadays use in Diabetic Neuropathy
like.

Field Work and RCPA Dr. Kailas Ghodke 126


WORKSHOP II
IDENTIFYING DOCTORS NEEDS

Field Work and RCPA Dr. Kailas Ghodke 127


Workshop II - Identifying Doctors Needs
Doctor Need Statement :
My OA patients are stable on Voveran

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

Quick pain relief is my main concern in GERD patients

There are many tranquilizers available for Insomnia

I prefer Somatostatin in Variceal bleeding.

My patients do not adhere to Piroxicam treatment, when prescribed


for acute pain

Selective COX II inhibitor raise the BP

Field Work and RCPA Dr. Kailas Ghodke 128


FIGURE OUT PRODUCT BENEFITS
THAT SATISFY DOCTORS
IDENTIFIED NEEDS
Field Work and RCPA Dr. Kailas Ghodke 129
What is feature? What is benefit?
Feature of a product is what the product is, has or does.

E.g.

1) Its composition

2) Its Therapeutic effect

3) Method of Administration

4) Onset of Action / Duration of action

5) Packaging etc.

Field Work and RCPA Dr. Kailas Ghodke 130


What is feature? What is benefit?

E.g. : Rabeprazole has a long half life

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

user (doctor / patient) wants to have

E.g. Rabeprazole / Levofloxacin offers patient convenience of

once daily dosing

Field Work and RCPA Dr. Kailas Ghodke 131


How to develop the Benefit chain?

Mention the possible benefit. Think doctor asking So What

about this benefit.

Continue asking & working towards clearer benefit words /

phrases that identify what the user gains?

E.g. Long half life (A feature)

Field Work and RCPA Dr. Kailas Ghodke 132


How to develop the Benefit chain? Contd.

Long half life (A feature)

Single Daily Dose (A feature)

Greater convenience (A feature)

Higher probability of patient compliance (ultimate patient


benefit)

Confidence of predictable result (ultimate doctor benefit)

Field Work and RCPA Dr. Kailas Ghodke 133


When to use Sell Benefits?
Important to note that, all the benefits are not important to all

doctors.

You have to select features and benefits to give appropriate

benefit statement which get doctors needs.

Hence be on the lookout for doctors needs statements which is

generally in benefit terms.

End the chain when benefit matches the identified need of the

doctor.

Field Work and RCPA Dr. Kailas Ghodke 134


Examples : Develop Benefit Chain Statement

1) Quick & Complete absorption of ETOSHINE

BE : Doctor ETOSHINE has quick &


complete absorption

Thus providing Rapid Relief from OA pain


with the first dose

This further encourages patients


Compliance, since pain and other symptoms
are relieved quickly.

135
Examples : Develop Benefit Chain Statement
2) Sustained release of the drug from Tizan SR

Dr.: Tizan SR has sustained release technology

Thus it provides drug Concentration well above MIC


for longer duration

This ensures OD dosing schedule

This further ensures patient compliance since there is


Fewer chances of missing a dose & in turn will assure
you day long relief

136
II) RCPA

Field Work and RCPA Dr. Kailas Ghodke 137


15) CHEMIST

15) Chemist
RCPA

RCPA : Retail Chemist Prescription Analysis

RCPA is information obtained from retailer about

doctors prescriptions and movement of products.

It is also called retail Audit

Field Work and RCPA Dr. Kailas Ghodke 139


Chemist

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

distribution.

Chemist provides the medicines to the buyer, prescribed

by the doctors.

Chemist realises the prescription written for our product,

thereby he is an important aspect in getting the sales.


Field Work and RCPA Dr. Kailas Ghodke 140
Current Distribution Chain in India

Field Work and RCPA Dr. Kailas Ghodke 141


Margins at various levels of Distribution System

142 The retailers margin is 20 % on the MRP inclusive of all


taxes but actually they get approx. 22.5%
The Stockiest margin is 10% on the retailers price.
The CNF margin is any where between 1.5 % to 5% on total
goods transfer to stockiest.

Field Work and RCPA Dr. Kailas Ghodke 142


Relation of MR (Company) and Retailers
The only way to meet the target is to generate the prescription
demand and by maintaining Stock pressure at the retailer- to
meet this demand
Therefore to honour the generated prescription demand
Retailers Assistance is Vital
To maintain stock pressure Retailers Assistance is equally
necessary.
Retailers Assistance will be forthcoming only if he sees you as
an ASSISTANT ready to help him.
Retailers may see you as one helps him earn extra profits and
information.

Field Work and RCPA Dr. Kailas Ghodke 143


Relation of MR (Company) and Retailers
The only purpose why a retailer entertains you is because he
sees you as one helping him to earn profits and extra
information on companys product.
Thus the objective of the retailer to see any Companies MR is as
one who always helps him to earn more profits and give
information about the products.
Talk to him about new products trade offers etc.
Remember retailer doesnt mean the Proprietor (owner) alone,
it means his assistance too, the counter clerk, the pharmacist
and the cashier / accountant.
Do not ignore any one. Talk to each one politely.

Field Work and RCPA Dr. Kailas Ghodke 144


Function of the Chemist

Chemist / Pharmacist fills up the prescription written by the

doctors

Makes the availability of products for patients for which he

stores the medicines in the shop

Honours the prescription written by the doctor

Is the link between the patient and doctor, sometimes he helps

the patients in understanding the dosage and administration of

the prescribed medicines.

Field Work and RCPA Dr. Kailas Ghodke 145


Need to meet the chemist/retailer
To inform the retailer about the availability of companys
products and its salient features.
To know which doctors is prescribing what?
To know the secondary sales of our product s, to know how our
competitors are doing
To make it sure that chemist is not running short of any of our
products for which he receives prescription.
To book the orders for our products
To get the feedback regarding any near expiry goods.
To know type of the doctor in terms of qualification and practice
in your territory
To know the potential of a doctor in the territory

Field Work and RCPA Dr. Kailas Ghodke 146


Prerequisite before visiting chemist
A copy of recent price list along with latest information about
bonus offers / schemes provided by the company

POB (Personal Order Book)

2 carbon papers

All product stickers or information literature

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


launching a product.

A small diary / note book to note the observation (Daily call


Companion)

Field Work and RCPA Dr. Kailas Ghodke 147


Dos and Donts at the chemist shop
Dos:
First take out the order book and ask about if any order he his
having for you
You should inform the chemist about new / old products we are
promoting and the product name should and must be written in
the chemist book along with stockists name.
Get the feedback from the chemist regarding doctors
preference for writing specific molecule or products or brand.
Ask the chemist to quantify the sales of the product s ( so you
can demand the prescription from the doctor by quantifying).

Field Work and RCPA Dr. Kailas Ghodke 148


Dos and Donts at the chemist
Keep asking price of competitors brands their composition and
strength.
Try to do more personal order booking, which will keep you in
touch about the secondary sales and the stock position at
stockist also (which will reflect your concern for your products,
which in turn will enhance your image at stockist and retailer
level).
Develop a rapport with the chemist at personal level by
knowing the name of the person and remembering it.
Later you can call him by name once you develop a rapport with
him.

Field Work and RCPA Dr. Kailas Ghodke 149


Dos and Donts at the chemist contd.

Donts:
Dont touch any of the medicines, prescription at the counter
without asking to the chemist or patient.
Dont ask lengthy questions to the retailer, when he is busy,
probably he may not answer or will not be able to give correct
information.
Dont start talking about other retailer or doctor with chemist
(gossiping)
Dont enter in to the argument if you have any problems
regarding availability, keep pressurising him with persuasion.
Dont open your visual aid at the chemist counter in presence of
other companies MRs.

Field Work and RCPA Dr. Kailas Ghodke 150


Important of retail audit / survey
You can determine the actual secondary sales trend for your

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


prescribing which product and in what quantity?

The preferences of the prescribers and his prescribing habit in

terms of molecule, its quantity and frequency of prescription,


which can be actually known and its utilisation for our benefit
can be done.

It will help you know the potential of the doctor / market. So

that you can plan your future course action plan.

Field Work and RCPA Dr. Kailas Ghodke 151


Utilisation of Retail Audit information

Determine who are your competitors


By how much margin the competitor/ s is leading? Or who are
behind you and by what margin?
Which doctor is prescribing which brand? In what quantity?
Once you know the preferences of the doctor decide the
product/s to be promoted to the doctor.
Plan for the promotional strategy and inputs, which you will be
receiving, to present to the doctor.
Continuously keep talking on calling chemists to ascertain
prescription flow for our products or for any prescription shift
towards other brands.

Field Work and RCPA Dr. Kailas Ghodke 152


Order

Ask for an order It is your BIRTH RIGHT

The stockist salesman is not our competitor

But we are reluctant to book an order, having forgotten the art

of taking an order.

Field Work and RCPA Dr. Kailas Ghodke 153


Reasons for not getting order

We dont call at the right time

We dont have the time. We dont spend enough time we are in

a frightful hurry.

The retailers says he has already place the order with the

Stockiest salesman

Field Work and RCPA Dr. Kailas Ghodke 154


Summery
Doctors coverage and retailers coverage both are equally
important

Qualitative and quantitative improvement in retailer coverage


ensures;

Adequate stocks / display at the retailer shelves.

Prescription generated is honored in Toto.

Through knowledge of what is happening in the market.

Preempt competition
Corrective action on time

Asses strategies - Ours / competitors and get realistic feedback


Field Work and RCPA Dr. Kailas Ghodke 155
16) STOCKIST
Stockist

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

which gets honored at the chemist counter.

But who serves the chemist?

Or who takes care of the demands generated by you?

It is the stockist hence proper functioning of stockist plays an

important role

Field Work and RCPA Dr. Kailas Ghodke 157


Stockist

A stockist is a customer who stocks the products of various

companies and sells to the retail chemists.

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

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

rule.

Field Work and RCPA Dr. Kailas Ghodke 158


Need of stockist
Our country has a wide geographic borders and our success will
greatly depend on how powerful is our distribution system.
As majority of companies have started covering even micro
interiors, the pharma business in these place have started
flourishing.
Now days there are more than 4-5 chemists even in the micro
interiors and we have to serve them very effectively.
Earlier company used to operate with few stockist and mainly
retailers used to come and buy from them but today due to
fierce competition even stockist has to go to the retailer and
book the orders and supply them.

Field Work and RCPA Dr. Kailas Ghodke 159


Criteria to appoint a stockist
Appointment of stockist plays an important role in prosperity of
your sales therefore his appointments should take maximum
time and care so as to find promotion in future.
The first step to be taken before appointing a stockist is to
undertake a thorough chemist survey
MR must collect the information through chemist regarding
stockist who covers that area in terms of
Regularity and frequency of visits

Credit facilities extended

Time taken for executing the orders.

Field Work and RCPA Dr. Kailas Ghodke 160


Stockist operations

You have to coordinate very effectively and regularly with your

stockist, Area Manage, Regional Manager, your superiors and

H.O. for the smooth operation.

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

payments.

Field Work and RCPA Dr. Kailas Ghodke 161


Managing the purchase
It is observe that sometimes there is loss in sales because the
stockist does not have adequate stocks when there is demand.
This can be done by regularly monitoring the stocks position or
stock and sales statements.
At any given time ensure that market should not suffer when
you take an order.
Use the following formula

Product requirement = Secondary Sales x 2 (Stocks in hand) +


(stocks in Transit)

Field Work and RCPA Dr. Kailas Ghodke 162


Managing the services
You must ensure that stockists salesman regularly book the
orders from retailers, for our products, and is supplied by the
stockist on time.
You can improve the services by more opportunities of personal
order booking (POB) from various chemists and give it to the
stockist.
Stockists should ensure that he parts away with bonus offers to
the retailers.
You have to ensure that he gives you copies of the invoices or
some information regarding town wise sales, so that you can
evaluate the impact of your work and take corrective measures,
accordingly.
He should also take care of genuine complaints from the
retailers, regarding expiry, breakage or any damage of goods.

Field Work and RCPA Dr. Kailas Ghodke 163


Managing the payments

Every visit you should ask for payments which are overdue, it is

always better to inform the stockist regarding the due dates of

payments instead of spending your time when the bill overdue.

Remember the sales is not done or completed till the realisation

of payments.

Field Work and RCPA Dr. Kailas Ghodke 164


Stock and Sales Statement

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

goods sales, return of goods, inventory etc.

The sales statement must reach your Area Manager and since

you prepared the statement from your entire stockist, analyse

the factors like secondary sales, goods return, average etc.

The previous stock and sales statements record should be

maintained by each one of you to find out the trend or your

progress.

Field Work and RCPA Dr. Kailas Ghodke 165


Field work by Manager and HO

Field Work and RCPA Dr. Kailas Ghodke 166


FIELD WORK BY MANAGER

Field Work and RCPA Dr. Kailas Ghodke 167


Objective of ASM Field work
1. To assist MR in achieving the product wise sales objectives
2. To ensure proper implementations of the strategies
3. To resolve specific problems interfering with MRs performance
4. To help MR in improving customer coverage and the call
effectiveness.
5. To improve detailing skills of MR for more Rxs.
6. To improve call planning of MR with effective utilizations of
retailing information's
7. To built rapport with key customer.
8. To follow up various communications from HO.
9. To follow up on outstanding.

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Objective of ASM Field work contd.

10. To strengthen discipline areas of MR like reporting, adherence


to TP, punctuality in reporting at the contact point.
11. To validate observations made from MRs report and
correspondence
12. To help MR in earning incentives
13. To encourage MR for better performance through personal
demonstration
14. To validate the MCL, classification, and updation
15. To gather first hand knowledge of the territory lay out ,
routes, customer mix, market potential, new avenues / source
for business.

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FIELD WORK BY HO-PMT

Field Work and RCPA Dr. Kailas Ghodke 170


Objective of PMT Field work
1. To built rapport with key customer.

2. To build the rapport with field staff.

3. To help the field staff and support them.

4. To study various market

5. To see whether the strategy developed by HO is implemented

in Toto or not

6. If not find out the reason Lacking from ASM or MR,

Practicability of the strategy in question.

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Objective of PMT Field work contd.

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


from the doctor.

8. Discussed with doctors for key issues like indication,


preferences etc.

9. Gathered inputs for next Communication strategy,


Improvement in existing positioning and communication etc.
10. Look out for competitors communication , strategy etc.

11. Get hands on Competitors literature etc.

12. Look out for any new launches / molecules / formulations its
movement etc.

Field Work and RCPA Dr. Kailas Ghodke 172


Pharma Marketing Dr. Kailas Ghodke 173
Field Work and RCPA Dr. Kailas Ghodke 174
Thank You

Thank You