Pharma Marketing

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 10. Daily Sale call planning
Structure 11. Tips for becoming a successful
2. Pharmaceutical product BDA / BDE
Marketing and Sales 12. Building rapport with customer
3. Pharma Distribution Channels 13. Vital 3 Minutes
4. Job profiled of Healthcare Sales 14. Type of Doctor
Executive – Medical
15. Chemist
Representative (MR)
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
9. Handling a Visual Aid and Art of
calculation
sampling
Dr. Kailas 2 Pharma Marketing

1) Pharma Company
Organizational Structure
Pharma Company Organizational Structure
Directors
CEO
VP Sales Marketing
Marketing National Sales

Manager Manager
PMT
Zonal
Team
Head
Regional
Head
Area Manager
Sr. Medical Medical

Representative / Representative /
Sales Executive Sales Executive
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

 The main department sales and marketing can be further
divided into two as ,
i. Marketing and PMT team
ii. Sales team (field staff)

 Marketing and PMT team functions.

 It’s 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

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

Pharmaceuticals Organizations department contd.
 The supporting departments are;
i. Finance
ii. Purchase
iii. Logistic
iv. Graphic designing

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.
Types of selling
 Selling can be classified as
i. Consumers Selling - Traditional Selling

 FMCG
 OTC
 Electronics
i. Healthcare Selling - Ethical Selling, no solicitations of the

customers / patient and no advertisements
 Pharma product
 Hospital and medical services

Types of selling
a) Consumer selling
Mdia Consumer
Product Advt.
(Customer)
b) Healthcare selling
Customer Consumer
Peroduct
(Customer)
(Doctor)
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
doctor’s and the stockiest supply the stocks to the chemist

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

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

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.

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.

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)

Difference between pharmaceutical selling and other
consumer product
Sr. No. Pharma Selling Consumer Selling
The end user, patient is not the The end user, the buyer is the
1.
target customer target customer
The direct customer, Doctor,
The end user, the buyer makes
2. makes the purchase decision by
the purchase decision
prescribing Brand
Demand created by
Demand created by MR through
3. advertisements and Point of
prescription, creating “PULL”
Purchase “PUSH”
Distribution network, many times
Distribution services is
4. works independent of company
controlled by MR
sales representative.
Company depends on market
Main source of feedback’s on
5. profession syndicate agencies
market trend to company is MR
for research
The customer, may or may not be
The customer, doctor is well
well qualified and knows the
6. qualified and knows the product
product better than the sales
better than the sales man
man
3) Pharma Distribution
Channels
Pharma Distribution Channels
Company CNF / 1.5 –

Manufacture
Depot Super Stockiest 4%
Stockiest 10 %
Retailer / 20 %
Chemist
Doctor Rx End User /

Patients

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 %.

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.

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.

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

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?

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

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

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.

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

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
Private) Business class patient

 Well read and aware of
 Physicians or Surgeon
Latest trend
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 x. Catch cover
ii. Literature xi. Journal advertisements
iii. Gift articles xii. References
iv. Prescription pad xiii.Participation in
v. LBL Symposium, Medical
conferences and CME
vi. Stickers
xiv.Involvement in Brand
vii. Clinical trials launch and various other
viii.Physicians Samples field activity
ix. Posters xv. Sponsorships

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

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

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

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

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.

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

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.

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.

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.

Why product mix is necessary
 It ensures protection against changing market values
 Keeps the right profit margin
 Ensures optimum utilization of company’s 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.

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
6. Flier 14.Participation in
7. Brochure Symposium., Medical
8. Stickers conferences and CME
9. Clinical trials 15.Bonus offers

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
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

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.

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.

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.

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

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.

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.

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
 Don’t 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.

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.

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

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.

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
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

Contents of Detailing contd.
Medical Detailing
Conversation
Name of the Indications

product
Benefits to
patient

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

Detailing should be
 Complete
 Clear
 Delivered with confidence
 Conviction
 Eliminate the competition
 Should follow the “AIDA” principle.

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

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

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 doctor’s
confidence and therefore Objection handling become easier,
this is the key to success

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”

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

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. Don’t hurry and turn pages

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

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.

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 doctor’s tables.
iii. Always remember that you should arrange the samples on
the doctor’s table in such a way that brand name and
important features face the doctor.
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.

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 day’s
work

Planning contd.
How to plan?
 Foundation of every plan is knowledge and information
We must know:
i. What we are selling (Products)
ii. To whom we are selling (Customer)
iii. 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.

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.

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.

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.

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 doctor’s interest like promotional

message, indication, dosage etc?
 Detailing story.
 Particular strategy

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.

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)

A) How to increase the business by meeting the doctor
 MR shall meet the customer repeatedly and periodically to
promotes the company’s product, by keeping 3 “U”s of
products in mind.
i. Usage of product
ii. Uses of product
iii. Users of product

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.

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.

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.

(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.

(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

customer’s list by converting 2nd line doctors to core
customers.

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

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
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

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 company’s 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

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 company’s
property.

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.

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 today’s 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.

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 doesn’t 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.

 To develop the rapport building we must
 Expose the right product for right doctor by regular visits,
 Proper objection handling
 Converting the doctor’s prescriptions from the competitors
so as develop effective business relationship with the
doctors.

 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 information’s,
which will help them to satisfy their patient’s 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?

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.

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

14) Type of Doctors
Doctors
Sr. No. Degree Type Specialty (Job Profile)

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

Doctors contd.

C Post graduate Diploma
I Diploma Holder in Surgery Surgeons
Treating all disorders related to
female reproductory organs
Gynaecologist and infertility except disorders
Obstetrics & and normal pregnancy and
a
Gynaecology delivery of baby
Deals with disorders or normal

Obstetricians
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

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

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

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

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, genital
a Deals with urogenital surgery
Surgery (Urology) organ Surgeon
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 Deals with Heart and Chest
d Heart and Chest Surgeon
Vascular Surgery (lung) surgery
e Surgical Oncology Oncology Surgeon Deals with cancer surgery
Deals with Gastro intestinal
f G I Surgery Gastroentrology Surgeon
surgery
g Plastic Surgery Cosmetic Surgeon Deals with cosmetic surgery

DM (Doctor of Medicine) or DNB

Doctors
II Super specialty in Medicine
(Diplomat In National Board) contd.
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
3 Gastroentrology GI physicians disorders / diseases of blood
and blood cancer
Kidney
4 Nephrology disorders / diseases of Urinary
physicians
system
Brain and Deals with all medical
5 Neurology spinal cord disorders / diseases of Brain
Physicians and spinal cord
Diabetic
6 Diabetology disorders / diseases insulin -
Specialist
Diabetics
Medical Cancer Deals with all medical aspect
7
Oncology Physicians of cancer
8 Endocrinology disorders / diseases of
hormones
9 Psychiatry
10 Anaesthesiology
Same as above
11 Dermatology
Dr. Kailas
12 Radiology 114 Pharma Marketing
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.

C&F
Company
Agent / Stockiest Chemist
Depot
Depot
Doctor Rx Patient

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 – Retailer’s Assistance is equally
necessary.
 Retailer’s 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.

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 company’s 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 doesn’t 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.

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.

Need to meet the chemist/retailer
 To inform the retailer about the availability of company’s
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

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)

Do’s and Don’ts at the chemist
Do’s:
 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 stockist’s name.
 Get the feedback from the chemist regarding doctor’s
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).

Do’s and Don’ts at the chemist
 Keep asking price of competitor’s 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.

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

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.

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.

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.

Reasons for not getting order
 We don’t call at the right time
 We don’t have the time. We don’t spend enough time – we are
in a frightful hurry.
 The retailers says he has already place the order with the
Stockiest salesman

Summery
 Doctor’s coverage and retailer’s 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

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

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.

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.

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.

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.

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)]

Managing the services
 You must ensure that stockist’s 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.

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.

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.

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.

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.

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.

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

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

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

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
DCR
3
4
Format
5
6
Work With
Name __________________________
Signature________________________
Remark of Superior
Any Special Observation
Signature of SE _________________
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

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
15
16
17
18
Monthly
Report format
19
20
21
22
23
24
25
26
27
28
29
30
31
Total
Average
Any Special Observation
Signature of SE _________________
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

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 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.

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

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.

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
Dr. Kailas
Signature of SE _________________ 156 Pharma Marketing
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
c.4 colour job
ii. Digital Printing
iii. Screen Printing
iv. Cyclostyles
v. Photo copy

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
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
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%

Mathematical formulae and calculation contd.
4) Growth:
 Increases in the sales size as compared to previous specific
period. Negative growth implies decrease in sales.
Current years Sales – Last Years sales x 100

Growth =
Last Year Sales
Or
Growth Current years Sales – 1 x 100

=
Last Year Sales

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
100,000 - 20,000 x 100
Growth =
20,000
= 400%
PCPM:
 Per Capita per month i.e. Average sale per Man per month

Thank You
Thank You

Pharma Marketing

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Pharma Marketing

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Pharma Marketing

Dr. Kailas 2 Pharma Marketing

Marketing National Sales

Sr. Medical Medical

 The Pharma functioning can be divided into five

i. Main Function - Sales and Marketing

ii. Medical Department

iv. Research and Product Development

Dr. Kailas 5 Pharma Marketing

 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 6 Pharma Marketing

 Marketing and PMT team functions.

Dr. Kailas 7 Pharma Marketing

 Sales team (field staff) function:

 They generates sale by meeting the customers

 Eyes and ears of the company in the field

 Sales Projection, Territory projection

Dr. Kailas 8 Pharma Marketing

 The supporting departments are;

iv. Graphic designing

Dr. Kailas 9 Pharma Marketing

 Pharmaceutical professional belong to an extraordinary

 Selling can be classified as

i. Consumers Selling - Traditional Selling

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

Dr. Kailas 12 Pharma Marketing

 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

 Similarly the chemist honors the prescription raise by the

doctor’s and the stockiest supply the stocks to the chemist

Dr. Kailas 14 Pharma Marketing

 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

Dr. Kailas 15 Pharma Marketing

baby become becomes an actual consumer of Cerelac and not

becomes the customer and your baby becomes a consumer.

Dr. Kailas 16 Pharma Marketing

 Similarly in pharmaceutical selling you promote a particular

 Hence, a doctor becomes a customer and patient become a

 That is the reason pharmaceuticals selling is considered as

 In this profession you may not meet the actual consumer of

Dr. Kailas 17 Pharma Marketing

 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)

Dr. Kailas 18 Pharma Marketing

Company CNF / 1.5 –

Doctor Rx End User /

Dr. Kailas 21 Pharma Marketing

 The Indian Drug and Medicine Retailers i.e. Chemist

operate on the following system.

 The retailers purchase drugs from the stockiest and sub

 The chemist gets the margin of approximately 20% on the