M.

PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

Que.-The alarming rates of attrition of Sales Force in the Indian Pharma Industry.
The underlying reasons and how this can be addressed.
Ans.-As the Indian pharmaceutical industry grows exponentially, companies are taking the big
leap from survival strategy to competitive strategy. Hence, there is a constant thirst for the best
and the brightest of employees. And the resultheavy attrition.
In addition, there are several other reasons as to why employees quit. The reasons are too
varied to be clubbed together, but the bottom line remains the sameit is all about money!
Pharmaceutical companies in India boast the second-highest average salary per employee
compared with other industries surveyed, trailing only consumer goods. And drugmakers spend
more on training per employee than other industries.
Therefore, it is no wonder that the compensation levels in the industry are heading north.
Companies are literally bidding for talent and luring away employees with attractive salaries
and designations. While HR experts define it the function of demand and supply, it is a serious
concern for employee retention.
That's the highest attrition rate among cross-industry rookies. Perhaps pharma's laggard status
in HR team size--finishing last among those surveyed--is a contributing factor.
There are several reasons for attrition like
in the field ranging from lack of job satisfaction,
inability to foresee attractive career growth,
monotony,
lack of motivation,
stress,
periodic sales pressure
lack of social recognition which could impact marriage prospects and others.
Most of Medical Representatives of late, are from the pharmacy or life science background.

The aim of pharmaceutical or life science students is to settle down in their respective field of
work or to continue with higher education, but not take up the job of a Medical Representative.
Medical Representative jobs are usually accepted by these students on stopgap basis till they

SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT

ROLL NO: Q003

M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

achieve their aim. Even experienced sales officials require recognition, support, training and
guidance to learn diverse modern skills. Devoid of these skills, sales staff become demotivated,
finds their job monotonous, and looks to switch jobs. These are some of the key reasons for the
high level of attrition that the industry faces.
How to reduce attrition?
Motivation, rewarding and position
To make the job more interesting and rewarding, Managers should be trained to handle
Medical Representatives. Appreciation from various levels of management at regular intervals
helps them stay motivated. Skill building programs designed to groom Medical Representatives
to the positions of Product Management and Line Management can also help organizations
retain Medical Representatives on the job. Unfortunately, there is a limited growth prospect for
Medical Representatives in the areas of Product (Brand) Management and Marketing
Management. This is because organizations prefer to pick up management trainees and groom
them for such positions. Suitable Medical Representatives should also be identified and trained
in areas like Brand Management and Marketing Management.
Language or communication
Many MBA degree holders and Medical Representatives who join the sales staff in different
companies find spoken English to be a major hurdle. This is especially true for people coming
from rural areas or for those who have studied in the vernacular medium. Providing them
adequate training in spoken English can help boost their confidence and also benefit the
organization. Sponsoring higher education in the field of sales/brand management and
professional development programs can help employees stay motivated and thereby reduce
attrition.
Non-healthcare graduates
Nowadays, several pharmaceutical organizations are recruiting nonhealthcare graduates (BA,
B.Com, BBA, B.Sc. math, diploma etc.) and providing training. Recruiting nonhealthcare
graduates and training them is one of the ways to address attrition. They also offer professional
development programs for the experienced sales force. Training plays a major role in keeping
pharmaceutical sales force at the top of their game.
Training needs
Medical Representatives freshers
Medical Representatives generally work towards pharmaceutical or medical equipment sales.
The foremost goal is the same, which is to sell medical products to clientsPeople (doctors,

SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT

ROLL NO: Q003

M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

pharmacists and scientists) and organizations (hospitals and clinics). During this process,
Medical Representatives discusses clinical significances, dosage and other product-related
aspects with the clients. Hence, the training program for freshers should include domain
knowledge, product knowledge, business communication skills and field training. Pedagogy
followed is usually a combination of online (E-learning) and offline (face to face) programs.
e-learning
Online or Elearning refers to use of the electronic media and Information and Communication
Technologies (ICT) in education. In Elearning, All concepts and skills required by Medical
Representatives are presented in an animated or simulated format. Animations or simulations
provide freshers an opportunity to understand or face real life scenarios and helps them to
perform effectively. Blended learning model will be ideal pedagogy for freshers. One of the
ways to address attrition is to offer a proper induction or training program which motivates
them to take up a career in pharmaceutical sales. TrainHireDeploy or HireTrain models are the
most accepted staffing models in finding and retaining the right talent.
Medical Representatives experience
Training for Medical Representatives is an intensive process and one that continues throughout
the career of a Medical Representative. Pharmaceutical sales are a specialized area in
comparison with FMCG or consumer durable sales. In pharmaceutical sales, a Medical
Representative tries to sell products to his/her customer who is often more knowledgeable
than the seller. Moreover, they do not directly sell to the end user.
Sales staff from different pharmaceutical companies approaches healthcare professionals to
promote drugs of same therapeutic class. Hence, communication skills, interpersonal skills and
knowledge of a seller play an important role in prescribing his/her brand. The advent of novel
diseases and frenetic pace of medical research to counter them has ensued in an increasing
range of drugs. There is a specific need for technical training for those MRs who work in
specialty divisions like cardiology, psychiatry, neurology, gastroenterology, new generation
antibiotics and others.
The pharmaceutical industry is a knowledge-based industry which keeps changing very
frequently. There is a great need for Medical Representatives to understand how corporate
hospitals work.To meet these requirements, experienced pharmaceutical sales force needs to
enhance their domain knowledge, product knowledge, and communication skills. Continuing
education or professional development programs are key to enhance required knowledge and
skills. Keeping in view the constraint on time, the blended learning model can be the ideal
choice of pharmaceutical companies.
Nowadays, several pharmaceutical companies are providing training on Healthcare counseling
to the pharmaceutical sales force. The aim of this program is to educate or counsel patients or
their family members with regard to their medical conditions and about the various
medications.

SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT

ROLL NO: Q003

M.PHARM (QUALITY ASSURANCE) +MBA SEMISTER-I (2015-2016)

Currently, the concept of Emotional Intelligence (EI) has become significant in the
pharmaceutical sales domain. Sales staff with higher EI, apart from achieving sales target and
will also have the ability to retain customers. EI helps sales staff to manage emotions and
pharmaceutical companies to address the issue of attrition by selecting the right candidates. A
pharmaceutical salesperson has to achieve a great level of maturity to move ahead in his
career. Here, training in Emotional Intelligence comes in handy.
Career development and advancement are concerns of Medical Representatives and these can
be addressed through training. Training can help employees to know how their work fits into
their company's mission and outcome of this can be employees becoming more motivated in
their work. Several pharmaceutical organizations are recruiting nonhealthcare graduates and
equip them with required knowledge and skills which play a major role in performing their job
efficiently. They also offer professional development programs for experienced sales staff to
enhance their knowledge and skills. Training designed should be interesting, innovative and
fun.

SPP SCHOOL OF PHARMACY AND TECHNOLOGY MANAGEMENT

ROLL NO: Q003