Pharma Marketing

By

Dr. Kailas Ghodke

MBBS, MMS PhD (Perusing in Marketing)

Pharma Consultant For

Marketing, Branding, Promotions,
Medico Marketing and Training
702 / 703, 11 - A, Happy Valley, Godbandher Road,
Manpada,
Thane (W) Mumbai 400610, India.
Email: kailasdr@yahoo.com , kailasdr@rediffmail.com
Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85 Cell: 98208
315 94

Presentation Content
1. Pharma Company Organizational
Structure

10. Daily Sale call planning

11. Tips for becoming a successful
BDA / BDE

2. Pharmaceutical product
Marketing and Sales

12. Building rapport with customer

3. Pharma Distribution Channels

13. Vital 3 Minutes

4. Job profiled of Healthcare Sales

Executive Medical
Representative (MR)

14. Type of Doctor

15. Chemist
16. Stockist

5. Pharma Products Marketing and

Promotions

17. Territory management

6. Product Mix

18. Information system

7. Promotional Aid

19. Printing Technology and Types of

paper

8. Detailing

20. Mathematical formulae and

calculation

9. Handling a Visual Aid and Art of

sampling
Dr. Kailas Ghodke

Pharma Marketing

1) Pharma Company
Organizational Structure

Pharma Company Organizational Structure

Directors
CEO
VP Sales Marketing

Marketing
Manager

National Sales
Manager

PMT
Team

Zonal
Head
Regional
Head
Area Manager

Sr. Medical
Representative /
Sales Executive
Dr. Kailas Ghodke

Medical
Representative /
Sales Executive
Pharma Marketing

Pharmaceuticals Organizations department

The Pharma functioning can be divided into five

i.

Main Function - Sales and Marketing

ii. Medical Department

iii. Manufacturing
iv. Research and Product Development
v. Support Department

Dr. Kailas Ghodke

Pharma Marketing

Pharmaceuticals Organizations department

The main department sales and marketing can be further

divided into two as ,

i.

Marketing and PMT team

ii. Sales team (field staff)

Dr. Kailas Ghodke

Pharma Marketing

Pharmaceuticals Organizations department

Marketing and PMT team functions.

Its a thinking brain of any Pharma Company

Development of strategy

Brand Development and Branding

Promotion and Marketing strategy

Decision making

New brands Launch or withdrawal of any brands

Media Planning

Training

Brand Projection

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Pharma Marketing

Pharmaceuticals Organizations department contd.

Sales team (field staff) function:

They generates sale by meeting the customers

Strategy Implementers

Eyes and ears of the company in the field

Sales Projection, Territory projection

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Pharma Marketing

Pharmaceuticals Organizations department contd.

The supporting departments are;

i.

Finance

ii. Purchase
iii. Logistic
iv. Graphic designing

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Pharma Marketing

2) Pharmaceutical Product
Marketing and Sales

Pharmaceutical Product Marketing and Sales

Pharmaceutical professional belong to an extraordinary

class.

Healthcare professional job is unique, special and

rewarding.

One is engage in healthcare business for,

Improving the overall quality of life of people around,

service the customer / doctors by giving them latest
medical information

Present before them logical prescribing alternatives

Facilitate continues medical learning.

Doctors all over the world agree, they depend on Medical
Detail men for a big portion of latest medical information.

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Pharma Marketing

Types of selling

Selling can be classified as

i.

Consumers Selling - Traditional Selling

FMCG

OTC

Electronics

ii. Healthcare Selling - Ethical Selling, no solicitations of the

customers / patient and no advertisements

Pharma product

Hospital and medical services

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Pharma Marketing

Types of selling
a) Consumer selling

Product

Mdia
Advt.

Consumer
(Customer)

b) Healthcare selling

Peroduct

Customer

Consumer
(Customer)

(Doctor)
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Pharma Marketing

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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Pharma Marketing

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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Pharma Marketing

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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Pharma Marketing

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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Pharma Marketing

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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Pharma Marketing

Difference between pharmaceutical selling and other

consumer product

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Pharma Marketing

3) Pharma Distribution
Channels

Pharma Distribution Channels

Manufacture

Doctor
Dr. Kailas Ghodke

Company
Depot

CNF /
Super Stockiest

1.5
4%

Stockiest

10 %

Retailer /
Chemist

20 %

End User /
Patients

Rx
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Pharma Marketing

Pharma Distribution Channels contd.

The Indian Drug and Medicine Retailers i.e. Chemist
operate on the following system.
The retailers purchase drugs from the stockiest and sub
Stockiest .
The chemist gets the margin of approximately 20% on the
MRP.
The net profit for the retailers is aprox. 12 -14 %.

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Pharma Marketing

Indian Pharmacy SOP

contd

The stockiest in turn purchase the goods from the Super

Stockiest or CNF agent or the Distributors.
The stockiest are appointed by the Pharma co. and is
approved by the MSCDA.
The stockist earn a margin of 10% on the retailers price.
The sub stockist are the stockiest which are not appointed by
the Pharma co.

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Pharma Marketing

Indian Pharmacy SOP contd.

The sub stockiest takes the goods directly from the Legal
stockist and the Stockist keep 2- 4 % for himself and pass on
approx. 6% on retailers price to the sub stockiest .
The CNF agents in turns get the commission ranging from 1.5
% to 4% on the total turnover.
The CNF is appointed by the Co. or many times the Co. itself
acts as a CNF at least in the HQ. Territory.

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Pharma Marketing

Indian Pharmacy SOP contd.

All the stockiest, Sub stockiest and the retailers (Chemist are
the members of called MSCDA (Maharashtra Stockiest and
Chemist druggist association) in Maharashtra while at all India
level AISCDA

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Pharma Marketing

3) Job profiled of Healthcare

Sales Executive Medical
Representative (MR)

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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Pharma Marketing

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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Pharma Marketing

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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Pharma Marketing

Need of Medical Representative (MR) / Sales Executive

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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Pharma Marketing

5) Pharma Products
Marketing and Promotions

Pharma Promotions

The Pharma Promotions or the marketing strategy is

focused on the following level

a) External Customer

b) Internal Customers

1. Doctor level

1. Sale team level

2. Chemist Level
3. Patient level
4. Masses level
5. Packaging Level
6. Price level

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1) Doctor level
Type of Doctor- Target Customer
Type of Doctor

Type of the patients served by

the doctors

GP ( MBBS or Non MBBS).

Urban or Rural Patient

Specialist or super specialist

Economical Status Upper

Independent practitioner or

class or Middle class

attached to hospitals (Gov or

Urban working class or

Business class patient

Private)

Well read and aware of

Physicians or Surgeon

Latest trend
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Pharma Marketing

Promotional Aid used for Doctors

The objective to promote Pharma brands to the Doctors is to
get their prescription
Most commonly used promotional tools to promote Pharma
products to doctors is as follows,
i. Visual aid
ii. Literature
iii. Gift articles

x. Catch cover
xi. Journal advertisements
xii. References

iv. Prescription pad

v. LBL
vi. Stickers

xiii.Participation in
Symposium, Medical
conferences and CME
xiv.Involvement in Brand
launch and various other
field activity
xv. Sponsorships

vii. Clinical trials

viii.Physicians Samples
ix. Posters
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Pharma Marketing

2) Chemist Level

Understand what type of the chemist is

What type of customers he is serving (Doctors and Patient

Class)

Most commonly used promotional tools to promote Pharma

products to doctors is as follows,

Bonus offer

Chemist Folder

Stickers

Chemist LBL (Vernacular Language

Posters

Gifts

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Pharma Marketing

3) Patient level
Patients are targeted indirectly for brand promotions
The best time to divert the patients attentions is when they are
waiting in consultancy for their turn.
Tools used for patients promotions;

Patient Educations literature

Posters

Medical Camps

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Pharma Marketing

4) Masses level
Pharma products which can be promoted at mass level
includes;
OTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar free
Food Supplements - Protein Powder- Horlics, Boost etc
Tonics / Chavanprashs - Baidanath , Zandu etc.
Neutraceuticals Calcuim Sandoze
Herbal Medicines Himalaya Products

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Pharma Marketing

4) Masses level contd.

Tools used to promote OTC products through Mass Media
advertisements are,
Radio
TV
Print - News Paper, Magazines etc.
Mailers
Internet Media - Emails , website, Blogs

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Pharma Marketing

5) Packaging level

Packaging is important not only to promote OTC products

but also ethical promotions.

Packaging serves four purposes

i.

To protect the inside products from Physical, natural ,

environmental and chemical damage

ii. To attract the customers

iii. To build the perceived value of the products
iv. To build customers trust on the products.
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Pharma Marketing

6) Price level
Promotion at price level always carry a risk when the
competitors reduces their prices.

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Pharma Marketing

7) Sale team level

Sales team is the most important link between the company

and the customers.

It is said the sales team is the eyes and the ears of the
company.

Sales team are burden with more then 20 30 products.

During the launch campaign one must convinced and

motivate the sales team regarding the new brand.

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Pharma Marketing

7) Sale team level contd.

Tools used to motivate the sales team

i.

Various competition at Regional , Zonal and national level.

ii.

First Prescriptions , First 5 prescriptions or maximum

pr4escriptions in a stipulated period

iii. Launch gifts to the sales team

iv. Various field activity involving the doctors like Brand launch
in a particular area , CME, Medical camps etc.

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Pharma Marketing

6) Product Mix

Product mix
Product mix means selling the right product in right quantity
at the right time to the right customer.
A successful Healthcare sales professional will sell all the
products and achieve his targets
Sales professional who sells the product mix can achieve his
rupee value target but , sales professional who achieves his
rupee value target may not achieve the product mix.

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Pharma Marketing

Why product mix is necessary

It ensures protection against changing market values

Keeps 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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Pharma Marketing

7) Promotional Aid

Promotional Aid
Most commonly used promotional tools in the
pharmaceuticals industry are
1. Visual aid

10.Physicians Samples

2. Literature

11. Catch cover

3. Gift articles

12.Journal advertisements

4. Prescription pad

13.References

5. LBL

14.Participation in

6. Flier

Symposium., Medical

7. Brochure

conferences and CME

8. Stickers

15.Bonus offers

9. Clinical trials
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Pharma Marketing

Visual Aid
Visual Aid or VA as it is commonly known, is a spiral bound
material with photo- mount stand there are several laminated
page s with product messages
Advantages of VA:
Ensure attention of the customer, the picture and messages
printed on it are to attract the customers attention you can point
out relevant portions on the pages and deliver the detailing
story. This ensures Audio- visual presentation. The doctors
sees and hear at the same time.
Helps to create audiovisual impact, communicate message to
doctor in a logical sequence
Helps to discuss many product at a time
Helps to skip the detailing of products not meant for a particular
specialty
Very effective communicating tool
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Literatures and Competitors Literature

Literatures:
A good input for detailing particular product in terms of
prescribing information, dosages, adverse reaction features,
benefits, contraindication etc.
Competitors Literature:
It helps to convey the promotional message of competitors to
the doctors. Through indication and variations references we
can pass information to H.O. so as to develop counter attacks

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Pharma Marketing

Leave Behind card / Literature (LBL)

Helps doctors as a reminder for our product, in our absence.
But it must be detail at the time of presentation
LBL is not meant for mass distribution, it is targeted towards
the potential target audience.
LBL give specific information on the service or product.
Any literature which is given in person to the potential client
e.g. MR gives the literature to the doctor after his/her sales
presentation.
These literatures are not taken back by the MR but it is leaved
behind so that the doctor in his leisure time can go through it.
Practically, the paper used for LBL printings is above 175 GSM
and mostly it is a 4 colour job.
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Pharma Marketing

Flier
Any literature which is distributed to masses i.e. for mass
distribution.
The flier is usually used to pass on the information's for the
masses, sp. Info on some event venue, tel. no. etc.
The fliers are usually distributed at the railway station, some
local fair or some event or distributed by putting it in the news
paper.
Practically the paper used for flier printings is less than 100
GSM, mostly 80 GSM maplito paper, may be one colour 2
colour or 4 colour job.
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Brochure
This literature gives the in-depth knowledge of the service /
product targeted to the potential client.
Practically it is more the 4 - 6 pages
Mostly all pages are bound together either simple binding or
back to back pasting
Each pages are about 175- 200 GSM if it is a simple binding or
for back to back pasting 150-175 GSM.

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Catch Cover and Physician Samples

Catch Cover:
This tells you about the product details, composition, colour,
manufactured date, expiry date etc.
Physician Samples:
Samples enable doctor to asses the physical characteristics
of our product
To assess the efficacy of our products in various s indications
As a reminder
To fulfill the doctors need for his patients, family members or
himself and friends

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Pharma Marketing

Gifts

Gifts helps to express our gratitude for the support of

doctors, which he is extending to our products

To enhance the recall value of our product

To convert doctors prescriptions of competitors brands to

our brand

Always give value to the gift by presenting it nicely and

never convey the real value of the gift to the doctor.

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Pharma Marketing

Bonus offer

It ensure better stocking of our product at the retail counters

It generates enthusiasm amongst the retailers

It takes care of increased prescription demand you have

generated for a particular product.

Sometimes helps you to boost sales. With bonus offer you

must sale at least 21/2 times more compared to your normal
sales.

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Pharma Marketing

Stickers

It is used mainly as a medium for remembrance

The sticker ensure that products name is visible from the

walls or from the place where the doctors can read the
name

Dont put stickers where there is already hundreds of

stickers are stuck

Select a proper place where your sticker can be easily

visible, eye level to the customer

Remember, before you put stickers, get the permission

from the doctors to do so.

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8) Detailing

Definition of Detailing
Detailing is a presentation of selling points in the most logical
sequence to the customer
Sales promotion, sales presentation, sales interview are the
other names of detailing
Basically detailing means the communication of your
message to the customer to increase the sales.

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Objective of Detailing
To make the product known to the doctor, but its purpose is to
crate a NEED and WANT in the mind of the doctor
This step is technically known as comprehension of the
product to the doctor with a view to generate an urge in his
mind to prescribe the product

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Principles of Detailing
Logical and sequential presentation
Logical build up of selling points
Fastening the minds of the customer
Hammering the key points
Giving proof for all statements whenever needed.

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Contents of Detailing
Medical detaining is the conversation between the doctor and
the MR.
It is a dialogue and not a monologue.
The MR builds the discussion with doctor on;
Name of the product BRAND,
Indication in which the product is advocated
Benefits that the product can offer to the patients

Detailing should be clear, concise and logical and it must be

enlighten
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Contents of Detailing contd.

Detailing should contain the following:
What the product is? (Basic Product)
What it is used for? (Indication)
What it will do? (Action)
How it is better? (Comparison)
What are the benefits?

Thus medical detailing consist of Product Presentation and

Motivation or Persuasion
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Contents of Detailing contd.

Medical Detailing

Conversation

Name of the
product

Indications

Benefits to
patient
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Pharma Marketing

Reason to adhere to the detailing stories or

memories detailing
Helps to transfer the ideas from your mind to the minds of
customer clearly
Covers all the point
It is complete
It is in logical order, drives doctor from one point to another
Sales executive can spend time on voice modulation and
delivery of detailing
Saves time
Gives confidence
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Detailing should be
Complete
Clear
Delivered with confidence
Conviction
Eliminate the competition
Should follow the AIDA principle.

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Detailing sequence
i.

The pre approach

ii. The approach

iii. The name of the product
iv. The you benefit
v. The building of confidence
vi. The proper close

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Detailing sequence contd.

The pre approach:
The stage of collecting specific information of customer
before actually calling on him
The approach:
Going near to your customer using AIDA principles and make
your call effective
The name of the product:
Mention your product name time and again to the doctor as it
help in registering the brand name in customers mind
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Detailing sequence contd.

The you benefit:
Highlighting the benefits of the product for doctors and his
patients.
Doctor always appreciates if we talk from patients angle and
not from the angle of the company
The building of confidence:
How confidant you are about yourself, your product and
company.
This confidant will get transform into building up doctors
confidence and therefore Objection handling become easier,
this is the key to success
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Detailing sequence contd.

The proper close:
The close is nothing but whether you have made any impact
on doctor or not.
The impact can be measure in terms of sales
Close the call with the prescription demand is a must
Always close with a statement such as - Doctor May I get at
least 5 prescription in this week from you so your patient will
benefit from our product
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Basic structure of a sales presentation

i.

Opening

ii. Get attention

iii. Create interest and sustain it
iv. Present benefits
v. Demonstrate
vi. Feedback
vii. Handle objection
viii.Close
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9) Handling a Visual Aid and

Art of sampling

Handling a Visual Aid

In handling VA the first thing remember is that detailing is

an art, and has to be done with lot of care and conviction.

Care means lot of practice and Conviction means with

emotion.

Important points on how to handle VA:

i.

Let the doctor sees the visual and text matter

ii. Dont hurry and turn pages

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Handling a Visual Aid contd.

iii. Ask for doctors comments on some special points
iv. Give brief pause between one product and another
v. Handle VA gently and with care
vi. Sound confident while making claims. Modulate voice,
articulate clearly.
vii. Control speed of your speech.
viii.Give emphasis to points printed boldly
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Handling a Visual Aid contd.

viii.Always use a pointer (pen is the best pointer and easily
available)
ix. Do not run the pointer, use it only to point
x. Hold the VA at appropriate distance so that doctor can read
it properly
xi. If doctor takes the literature from you and starts reading, do
not disturb him let him complete it. Do not interrupt him.

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Art of sampling

Every companies give adequate samples to their sale

steams but it is an individual who makes the difference with
these samples in generating prescription

i.

It is advisable to use these samples in a judicious way to

create an impact in every visit.

ii. Distribution of samples with demonstration is a very

important aspect of our job instead of just keeping samples
on doctors tables.
iii. Always remember that you should arrange the samples on
the doctors table in such a way that brand name and
important features face the doctor.
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Art of sampling contd.

iv. Never keep the samples by telling that here are few
samples instead, always tell that this product you can try
on your next patient suffering from ___________
(condition)
v. Always demand prescriptions when you keep the samples
vi. Use demonstrating technique to make your product stand in
doctors mind.
vii. Always demonstrate colour, scoring taste, smell etc.

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10) 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.
When to plan:
Planning has to be done in advance.
The right time to plan is the previous night for the next days
work
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Planning contd.
How to plan?
Foundation of every plan is knowledge and information
We must know:
i. What we are selling (Products)
ii.
iii.

To whom we are selling (Customer)

Against which we are selling (Competitors)
Hence we should know our product, customer and
competitors.
Before planning we should have prescription habits of
customers (our / competitors) the specific day they meet,
what was the discussion in earlier visits, any specific
requirement we have to satisfy.
Always refer to your dairy when you plan.

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What to plan

While planning you have to effectively utilise the knowledge

and information we have.

Set the objectives for the day and each call.

You can take the steps given below (under the heading
Write down the following things in daily call companion)
when you write down your plan.

This will help you to minimise your mistake you may make at
the same time reduces the deviation in your work.

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What to plan contd.

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 samples and inputs in a proper way i.e. last call
samples will go to the bottom and first call sample will be at
the top.

Carry a small napkin in a bag to cover the samples.

Before you enter doctors clinic / chamber, keep the samples

above the napkin so that you are not confused inside the
chamber.

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

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Write down the following things in daily sale call

companion
Day and date
Area to be worked.
Doctors name and speciality in a sequential order i.e. the
order in which you are going to call on them.
Products to be detailed in a sequence.
Samples to be given.
Any other promotional inputs to be given
Any other thing which you have promised the doctor earlier.
Names of the chemist and POB objective
Name of the stockist booking / collection objective.
Names of the institutions.
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Post calls analysis

Analyse every call immediately before you call on the next
doctors.
You have to analyse the things done well and things not done
well so that you can take immediate corrective measures.
a) Things done well:
Which statement arouses doctors interest like promotional
message, indication, dosage etc?
Detailing story.
Particular strategy
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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.

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11) Tips for becoming a

successful Sales Executive

Tips for becoming a successful Sales Executive (MR)

To become a successful Healthcare Executive one must

follow and understand the following four keys;

A. How to increase the business by meeting the doctor

B. The key factors to become a successful Sales Executive
(MR)
C. What you should know before going to field?
D. Qualities of a successful Sales Executive (MR)

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A) How to increase the business by meeting the doctor

MR shall meet the customer repeatedly and periodically to

promotes the companys product, by keeping 3 Us of

products in mind.
i.

Usage of product

ii. Uses of product

iii. Users of product

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A) How to increase the business by meeting the doctor contd.

i) Usage of product:
Customer should use the product more often
E.g. Zoxicillin is being prescribe by one doctor frequently

may be in one indication e.g. UTIs.

ii) Uses of product:
Customer should use the product in variety of indications
more frequently
E.g. Zoxicillin is being prescribe by a doctor frequently in
many indication e.g. UTIs, RTIs, Skin and soft tissue infections
etc.
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A) How to increase the business by meeting the doctor contd.

iii) Users of product:
Total number of customer who can use the product should
continuously increases.
E.g. today only one doctor is prescribing Zoxicillin 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 Sales Executive

(MR)

Follow the following 5-check point of pharma selling;

i.

Right identification and quantification of customer and

product

ii. Ensuring repeat visits at regular intervals

iii. Detailing and discussing right product mix with the right
customers
iv. Demand a continuous increase in the prescription share of
the pre - selected products
v. Ensuring free and regular availability of products at chemist
and stockist counters.
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B) The key factors to become a successful Sales Executive

(MR)- Core Customers
Core Customers:
Identification and quantification can be made and
continuously update with help of
Retail surveys
Find out who are the potential prescriber
What is their capacity to prescribe a particular product or

brand.

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B) The key factors to become a successful Sales Executive

(MR)- Core Customers
Always remember that 20% of the total customers in the
territory give an 80% of the business
Hence these 20 % customer become the core customers not

only to our company but also for many other companies.

Ensure the core customer for a particular product or brand
must write at least that product or brand in more quantity.
Objective is to continuously increases and upgrade core
customers list by converting 2nd line doctors to core
customers.
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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 going to sell?
Selection of Right customer for right product

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

2) Your customer:
Qualification
Specialty
Class of patient - middle class / upper class
Type of patient 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 Executive
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D) Qualities of a successful Sales Executive (MR)

Given below are few qualities which every MR must posses;

i.

Should be sincere and hard working

ii. Must have power to grasp the technical aspects of his

products as well as that of competitors
iii. Must have knowledge about his customers habit, potential
desires and behavioral patterns
iv. Should take initiative to learn about the competitions
activities for efficient and logical handling of the objections
v. Must understands the selling features, benefits of his
products
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D) Qualities of a successful Sales Executive (MR) contd.

vi. Should have the ability to analyses and correct his mistakes.
vii. He must continuously secure guidance from the superiors
without any hesitation
viii.Should be clear about companys mission, objective and
clear perception about a particular products for selling to a
particular customer
ix. Excellent human relation ship with doctors, chemist,
stockist and colleagues to ensure their full co-operation in
establishing the product
x. Foresight to maintain adequate stocks of his product with
the stockist and chemist

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D) Qualities of a successful Sales Executive (MR) contd.

xi. Promptness in handling all quality complaints diplomatically
in the field or in the territory.
xii. Loyalty and integrity in continuously improving the image of
the company
xiii.Enthusiasm to participates in all special assignments, sales
competitions and training programs.
xiv.The capability to of increasing the sales of the company s
products to the level desire by the company.
xv. Pleasing personalities with neatly dressed, shine on shoes
and smile on face. Ownership feeling towards companys
property.
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D) Qualities of a successful Sales Executive (MR) contd.

xvi.Should have positive attitude, skills and knowledge
xvii.Should be honest in his day-to-day activities.
xviii.Must complete the sale by ensuring the inflow of payments
on time.
xix.Regularity of clock in submitting all reports, special
information and communication.
xx. An appropriate behavior pattern during office hours as well
as out of office in a manner, which is not indetrimental to
the reputation and image of the company.
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12) 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.
In todays competitive environment doctors have many
options to satisfy the needs of their patients hence generating
prescriptions become tough.
Besides knowledge and skills, we have to develop good
rapport with the doctors.
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.
E.g.
Dr. Kulkarni 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
Dr. Pawar does not do all these things but writes your

prescription in better quantity

Therefore we can say that you have better rapport with Dr.

Pawar as compare to Dr. Kulkarni.

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Building rapport with customer contd.

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

so as develop effective business relationship with the

doctors.

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Building rapport with customer contd.

While analyzing you must ask the following question to

yourself:

i.

Do I have right doctors in my list?

ii. Have I selected right product for the right doctor at the right
time?
iii. Am I providing them appropriate scientific informations,
which will help them to satisfy their patients needs?
iv. Do I call on these doctors at right time, right frequency?
v. Do I make my presentation effective?
vi. Do I make use of all the promotional inputs provided to me
in generating prescription?
vii. Do I demand prescriptions from doctors?
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13) 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 Laptop, CD, Brochure VA (visual aid ) 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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14) Type of Doctors

Doctors

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Doctors contd.

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Doctors contd.

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Doctors contd.

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Doctors contd.

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Doctors contd.

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Doctors
contd.

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15) Chemist

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.

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Company
Depot

C&F
Agent /
Depot

Doctor

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Stockiest

Chemist

Rx

Patient

Pharma Marketing

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.
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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.
Dr. Kailas Ghodke

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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.

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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
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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)
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Dos and Donts at the chemist

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.

Ask the chemist to quantify the sales of the product s ( so

you can demand the prescription from the doctor by
quantifying).

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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.

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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.
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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.
Dr. Kailas Ghodke

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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.
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Order

Ask for an order It is your BIRTHRIGHT

The stockist salesman is not our competitor

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

of taking an order.

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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

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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

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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

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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.

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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.
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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.
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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.

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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)
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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.
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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.

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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.
Dr. Kailas Ghodke

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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.
Dr. Kailas Ghodke

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18) IS- Information System

IS - Information System
To 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;

i.

Daily call report - DCR

ii. Master Call List (MCL) or Important Call List (ICL)- Doctors,
institution, chemist, and stockist
iii. Expense Statements
iv. Standard tour program, Tour Report and fare chart
v. Monthly sales Analysis report
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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
4
5
6

DCR
Format

Work With
Name __________________________
Signature________________________
Remark of Superior
Any Special Observation
Signature of SE _________________

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2) Monthly Report

Collection of data like

i.

Total sales generated for that month

ii. Any discount offer to doctor

iii. No. of doctor met with specialty
iv. Call average
v. Impact of promotion strategies and doctors response
vi. Record and frequency of promotional material like
Physician samples, gifts LBL etc. given to doctors.
vii. Details of competitors
viii.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:_____________

Day

No. Of Doctors Met

Morning
Evening

HQ_____________

Promotinal Material
PS
LBL
Gifts

Discount
Offer

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

Total
Sales

Monthly
Report format

Any Special Observation

Signature of SE _________________

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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)

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

ii. Name
iii. HQ
iv. Qualification
v. Specialty
vi. Full Address
Dr. Kailas Ghodke

i. Telephone Nos. (Clinic and

Residence along with
mobile no.)
ii. MCL has to be updated and
submitted to HO after every
6 months.
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MCL or ICL format

Master Call List

Name SE:____________________________

Date:_______

HQ_____________

Tel
MCL No.
1
2
3
4
5
6
7
8
9
10

Doctor Name

Dr. Kailas Ghodke

Degree Speciality

Address and Email

154

Clinic

Res.

Mobile

DOB

Pharma Marketing

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:_____________
Day

Photo
Copy

HQ_____________

Fare
Postage STD Lodging Staitionary Other Bills
Bus Train

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

Dr. Kailas
Ghodke
Signature
of SE _________________

Expense
Statement
format

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19) Printing Technology and

Types of paper

Type of Printings
Pharma Industries and Printing Industries are very closely
related .
In fact Pharma Industries must be leading customers for
the printing companies.
From Pharma point of view printing can be classified as

i.

Offset printing
a. One colour job
b. Two colour job

4 colour job
ii. Digital Printing
iii. Screen Printing
c.

iv. Cyclostyles
v. Photo copy
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Type of Printing Paper

Types of Printing paper is as follows

i. Mirror coat

i. Matt Paper

ii. Art Paper

ii. Glossy Paper

iii. Map litho Paper

iii. GSM

iv. Card Paper

Types of GSM paper

a) 60 GSM

f) 150 GSM

b) 70 GSM

g) 170 GSM

c) 80 GSM

h) 210 GSM

d) 100 GSM

i) 300 GSM

e) 110 GSM

j) 400 GSM

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Type of Binding

There are various types of binding available.

One has to pick up the binding style according to the

product durability needed and cost constraint

i.

Back to Back Pasting - Brochures

ii. Gully Binding- Special Visual Aid

iii. Comb Binding Training and Product Manual
iv. Spiral Binding Training Manual and Product Manual,
v. Wiro Binding- Calendar
vi. Spiral and Wiro Binding with hard bound card paper or
PVC Visual Aid
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20) Mathematical formulae

and calculation

Mathematical formulae and calculation

Since our ambition is to progress in this profession, we must
remember the following terminology through out our life.
1) Target:
It is an object or mark to hit. In other words to achieve a
specific objective in a fixed time span
E.g. T = Rs. 100/2) Achievement:
Result obtain by us against a specific target
E.g. A = Rs. 85 /3) % Achievement:
Achievement / Target x 100
= 85/ 100 x 100
= 85%
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Mathematical formulae and calculation contd.

4) Growth:
Increases in the sales size as compared to previous specific
period. Negative growth implies decrease in sales.

Growth

Current years Sales Last Years sales x 100

Last Year Sales
Or
Current years Sales 1 x 100

Growth

Dr. Kailas Ghodke

Last Year Sales

163

Pharma Marketing

Mathematical formulae and calculation contd.

The period remains the same
LYS (Last Year Sales- April 2004- March 2005) = Rs. 20,000
CYS (Current Year Sales- April 2005- March 2006) = Rs.
100,000
Then
Growth

100,000 - 20,000 x 100

20,000

400%

PCPM:
Per Capita per month i.e. Average sale per Man per month
Dr. Kailas Ghodke

164

Pharma Marketing

Dr. Kailas Ghodke

165

Pharma Marketing

Dr. Kailas Ghodke

166

Pharma Marketing

Thank You

Thank You