attachment.ppt for pharmacy students and medication

Rheumatoid fever
1. Corticosteroids should be avoided in patients with ARF and TB.
A. True
B. False

2. Patients with ARF and peptic ulcers should avoid taking salicylates altogether.
A. True
B. False

3. Corticosteroids must always be used in conjunction with anti-tuberculosis drugs if necessary.
A. True
B. False

4. There is no need to consider interactions between salicylates and other antidiabetic drugs.
A. True
B. False

5. H2 blockers or proton pump inhibitors can be used to protect the stomach in patients taking salicylates.
A. True
B. False

6. It is advisable to administer salicylates after meals with plenty of fluids.
A. True
B. False

7. Salicylates should be given only in their original form to avoid gastric irritation.
A. True
B. False

8. Insulin doses may need adjustment when corticosteroids are used in patients with ARF and diabetes.
A. True
B. False

9. Digoxin can be used freely without caution in patients with renal activity.
A. True
B. False

10. Fluid and salt restriction is recommended for patients with acute renal failure (ARF) and congestive heart failure (CHF).
A. True
B. False

11. Corticosteroids should be used without any other medications when necessary.
A. True
B. False

12. Moderate carditis requires prophylaxis until the patient is 21 years old.
A. True
B. False

13. Aspirin is the preferred treatment for carditis in rheumatic fever.
A. True
B. False

14. Severe carditis requires lifelong prophylaxis after the last episode.
A. True
B. False

15. The dose of benzathine penicillin for prophylaxis is 1,200,000 every 2 weeks.
A. True
B. False

16. Bed rest for patients without carditis is recommended for 4 weeks.
A. True
B. False

17. Prophylaxis for mild carditis lasts for 5 years from the last episode.
A. True
B. False

18. Long-acting penicillin is used for prophylaxis after an acute episode of rheumatic fever.
A. True
B. False

19. High doses of aspirin can decrease myocardial oxygen consumption.
A. True
B. False

20. Corticosteroids can help prevent complications associated with carditis.
A. True
B. False

21. Aspirin is effective in preventing pericardial rub and valve deformity.
A. True
B. False

22. The dosage of prednisolone for severe carditis starts at 2 mg/kg/d.
A. True
B. False

23. Fluid restriction is necessary only in the absence of carditis.
A. True
B. False

24. The maximum dose of aspirin for rheumatic fever treatment is 16 tablets per day.
A. True
B. False

25. Patients with heart failure should rest for 2 weeks.
A. True
B. False

26. Aspirin toxicity can be indicated by rapid breathing (tachypnea).
A. True
B. False

27. Corticosteroids are recommended for patients with severe carditis.
A. True
B. False

28. The first choice antibiotic for treating rheumatic fever is erythromycin.
A. True
B. False

29. Naproxen can be used as an alternative for patients allergic to aspirin.
A. True
B. False

30. Antibiotics are used to eradicate streptococcal infection in rheumatic fever treatment.
A. True
B. False

1. 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: [email protected] , [email protected]
Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85 Cell: 98208
315 94

2. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 22
Presentation ContentPresentation Content
1.1.Pharma Company Organizational Pharma Company Organizational
StructureStructure
2.2.Pharmaceutical product Pharmaceutical product
Marketing and SalesMarketing and Sales
3.3.Pharma Distribution ChannelsPharma Distribution Channels
4.4.Job profiled of Healthcare Sales Job profiled of Healthcare Sales
Executive – Medical Executive – Medical
Representative (MR) Representative (MR)
5.5.Pharma Products Marketing and Pharma Products Marketing and
PromotionsPromotions
6.6.Product MixProduct Mix
7.7.Promotional AidPromotional Aid
8.8.DetailingDetailing
9.9.Handling a Visual Aid and Art of Handling a Visual Aid and Art of
samplingsampling
10.10.Daily Sale call planningDaily Sale call planning
11.11.Tips for becoming a successful Tips for becoming a successful
BDA / BDEBDA / BDE
12.12.Building rapport with customerBuilding rapport with customer
13.13.Vital 3 Minutes Vital 3 Minutes
14.14.Type of DoctorType of Doctor
15.15.ChemistChemist
16.16.Stockist Stockist
17.17.Territory managementTerritory management
18.18.Information system Information system
19.19.Printing Technology and Types of Printing Technology and Types of
paperpaper
20.20.Mathematical formulae and Mathematical formulae and
calculationcalculation

3. 1) Pharma Company
Organizational Structure

4. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 44
Pharma Company Organizational StructurePharma Company Organizational Structure
Marketing
Manager
National Sales
Manager
PMT
Team
Zonal
Head
Regional
Head
Area Manager
Sr. Medical
Representative /
Sales Executive
Medical
Representative /
Sales Executive
Directors
CEO
VP Sales Marketing

5. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 55
Pharmaceuticals Organizations departmentPharmaceuticals Organizations department
The Pharma functioning can be divided into fiveThe Pharma functioning can be divided into five
i.i.Main Function - Sales and MarketingMain Function - Sales and Marketing
ii.ii.Medical DepartmentMedical Department
iii.iii.ManufacturingManufacturing
iv.iv.Research and Product DevelopmentResearch and Product Development
v.v.Support DepartmentSupport Department

6. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 66
Pharmaceuticals Organizations departmentPharmaceuticals Organizations department
The main department sales and marketing can be further The main department sales and marketing can be further
divided into two as ,divided into two as ,
i.i.Marketing and PMT teamMarketing and PMT team
ii.ii.Sales team (field staff)Sales team (field staff)

7. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 77
Pharmaceuticals Organizations departmentPharmaceuticals Organizations department
Marketing and PMT team functions.Marketing and PMT team functions.
It’s a thinking brain of any Pharma CompanyIt’s a thinking brain of any Pharma Company
Development of strategyDevelopment of strategy
Brand Development and BrandingBrand Development and Branding
Promotion and Marketing strategyPromotion and Marketing strategy
Decision makingDecision making
New brands Launch or withdrawal of any brandsNew brands Launch or withdrawal of any brands
Media PlanningMedia Planning
TrainingTraining
Brand ProjectionBrand Projection

8. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 88
Pharmaceuticals Organizations department Pharmaceuticals Organizations department contdcontd..
Sales team (field staff) function:Sales team (field staff) function:
They generates sale by meeting the customersThey generates sale by meeting the customers
Strategy ImplementersStrategy Implementers
Eyes and ears of the company in the fieldEyes and ears of the company in the field
Sales Projection, Territory projectionSales Projection, Territory projection

9. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 99
Pharmaceuticals Organizations department Pharmaceuticals Organizations department contdcontd..
The supporting departments are;The supporting departments are;
i.i.FinanceFinance
ii.ii.PurchasePurchase
iii.iii.LogisticLogistic
iv.iv.Graphic designingGraphic designing

10. 2) Pharmaceutical Product
Marketing and Sales

11. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1111
Pharmaceutical Product Marketing and SalesPharmaceutical Product Marketing and Sales
Pharmaceutical professional belong to an extraordinary Pharmaceutical professional belong to an extraordinary
class. class.
Healthcare professional job is unique, special and rewarding. Healthcare professional job is unique, special and rewarding.
One is engage in healthcare business for, One is engage in healthcare business for,
Improving the overall quality of life of people around, Improving the overall quality of life of people around,
service the customer / doctors by giving them latest service the customer / doctors by giving them latest
medical informationmedical information
Present before them logical prescribing alternativesPresent before them logical prescribing alternatives
Facilitate continues medical learning. Facilitate continues medical learning.
Doctors all over the world agree, they depend on Medical Doctors all over the world agree, they depend on Medical
Detail men for a big portion of latest medical information.Detail men for a big portion of latest medical information.

12. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1212
Types of sellingTypes of selling
Selling can be classified as Selling can be classified as
i.i.Consumers Selling - Traditional SellingConsumers Selling - Traditional Selling
FMCGFMCG
OTC OTC
ElectronicsElectronics
ii.ii.Healthcare Selling - Ethical Selling, no solicitations of the Healthcare Selling - Ethical Selling, no solicitations of the
customers / patient and no advertisements customers / patient and no advertisements
Pharma product Pharma product
Hospital and medical servicesHospital and medical services

13. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1313
Types of sellingTypes of selling
a) Consumer sellinga) Consumer selling
Product
Mdia
Advt.
Consumer

(Customer)

b) Healthcare sellingb) Healthcare selling
Peroduct
Customer


(Doctor)
Consumer

(Customer)

14. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1414
CustomerCustomer
Pharmaceutical selling is an indirect sellingPharmaceutical selling is an indirect selling
One promote a particular product to a doctor who identifies One promote a particular product to a doctor who identifies
the need of that particular product to a particular patient and the need of that particular product to a particular patient and
prescribes the same hence, a doctor becomes a customer and prescribes the same hence, a doctor becomes a customer and
patient become a consumer. patient become a consumer.
Similarly the chemist honors the prescription raise by the Similarly the chemist honors the prescription raise by the
doctor’s and the stockiest supply the stocks to the chemist doctor’s and the stockiest supply the stocks to the chemist
while the C & F agent who hold the stock on behalf of the while the C & F agent who hold the stock on behalf of the
companies.companies.

15. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1515
Who is the customer?Who is the customer?
A customer is that person who makes a decision pertaining to A customer is that person who makes a decision pertaining to
the usages of a particular product / services among the the usages of a particular product / services among the
several options availableseveral options available
The customer may or may not be the consumer of the The customer may or may not be the consumer of the
product / servicesproduct / services

16. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1616
Who is the customer? – E.g. Who is the customer? – E.g.
Your wife ask you to purchase Cerelac for your baby. Your Your wife ask you to purchase Cerelac for your baby. Your
baby become becomes an actual consumer of Cerelac and not baby become becomes an actual consumer of Cerelac and not
your wife.your wife.
When you visit a shop you become a customer for Cerelac but When you visit a shop you become a customer for Cerelac but
your wife takes the decision to by the Cerelac, hence your wife your wife takes the decision to by the Cerelac, hence your wife
becomes the customer and your baby becomes a consumer.becomes the customer and your baby becomes a consumer.

17. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1717
Who is the customer? – E.g. Who is the customer? – E.g. contdcontd..
Similarly in pharmaceutical selling you promote a particular Similarly in pharmaceutical selling you promote a particular
product to a doctor who identifies he need of that particular product to a doctor who identifies he need of that particular
product to a particular patient and prescribes the same product to a particular patient and prescribes the same
Hence, a doctor becomes a customer and patient become a Hence, a doctor becomes a customer and patient become a
consumer. consumer.
That is the reason pharmaceuticals selling is considered as That is the reason pharmaceuticals selling is considered as
indirect selling. indirect selling.
In this profession you may not meet the actual consumer of In this profession you may not meet the actual consumer of
your product.your product.

18. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1818
CustomerCustomer contdcontd..
The customers for pharmaceuticals Business areThe customers for pharmaceuticals Business are
i.i.Doctors (Who raise the prescription)Doctors (Who raise the prescription)
ii.ii.Chemist (Who honors the prescription)Chemist (Who honors the prescription)
iii.iii.StockistStockist (Who supply the stocks to the chemist) (Who supply the stocks to the chemist)
iv.iv.C & F agent (Who hold the stock)C & F agent (Who hold the stock)
v.v.Patients and general Public for OTC products (Who Patients and general Public for OTC products (Who
purchase and consume the products)purchase and consume the products)

19. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 1919
Difference between pharmaceutical selling and other Difference between pharmaceutical selling and other
consumer productconsumer product
Sr. No. Pharma Selling Consumer Selling
1.       
The end user, patient is not the
target customer
The end user, the buyer is the
target customer
2.       
The direct customer, Doctor,
makes the purchase decision by
prescribing Brand
The end user, the buyer makes
the purchase decision
3.       
Demand created by MR through
prescription, creating “PULL”
Demand created by
advertisements and Point of
Purchase “PUSH”
4.       
Distribution services is
controlled by MR
Distribution network, many times
works independent of company
sales representative.
5.       
Main source of feedback’s on
market trend to company is MR
Company depends on market
profession syndicate agencies
for research
6.       
The customer, doctor is well
qualified and knows the product
better than the sales man
The customer, may or may not be
well qualified and knows the
product better than the sales
man

20. 3) Pharma Distribution
Channels

21. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2121
Pharma Distribution ChannelsPharma Distribution Channels
ManufactureManufacture
Company Company
DepotDepot
CNF / CNF /
Super StockiestSuper Stockiest
StockiestStockiest
Retailer / Retailer /
ChemistChemist
End User / End User /
PatientsPatients
1.5 – 1.5 –
4 %4 %
10 %10 %
20 %20 %
DoctorDoctor RxRx

22. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2222
Pharma Distribution ChannelsPharma Distribution Channels contdcontd..
The Indian Drug and Medicine Retailers i.e. Chemist The Indian Drug and Medicine Retailers i.e. Chemist
operate on the following system.operate on the following system.
The retailers purchase drugs from the stockiest and sub The retailers purchase drugs from the stockiest and sub
Stockiest . Stockiest .
The chemist gets the margin of approximately 20% on the The chemist gets the margin of approximately 20% on the
MRP.MRP.
The net profit for the retailers is aprox. 12 -14 %.The net profit for the retailers is aprox. 12 -14 %.

23. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2323
Indian Pharmacy SOPIndian Pharmacy SOP contdcontd..
The stockiest in turn purchase the goods from the Super The stockiest in turn purchase the goods from the Super
Stockiest or CNF agent or the Distributors.Stockiest or CNF agent or the Distributors.
The stockiest are appointed by the Pharma co. and is The stockiest are appointed by the Pharma co. and is
approved by the approved by the MSCDA.MSCDA.
The stockist earn a margin of 10% on the retailers price.The stockist earn a margin of 10% on the retailers price.
The sub stockist are the stockiest which are not appointed by The sub stockist are the stockiest which are not appointed by
the Pharma co.the Pharma co.

24. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2424
Indian Pharmacy SOP Indian Pharmacy SOP contdcontd..
The sub stockiest takes the goods directly from the Legal The sub stockiest takes the goods directly from the Legal
stockist and the Stockist keep 2- 4 % for himself and pass on stockist and the Stockist keep 2- 4 % for himself and pass on
approx. 6% on retailers price to the sub stockiest . approx. 6% on retailers price to the sub stockiest .
The CNF agents in turns get the commission ranging from 1.5 The CNF agents in turns get the commission ranging from 1.5
% to 4% on the total turnover.% to 4% on the total turnover.
The CNF is appointed by the Co. or many times the Co. itself The CNF is appointed by the Co. or many times the Co. itself
acts as a CNF at least in the HQ. Territory.acts as a CNF at least in the HQ. Territory.

25. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2525
Indian Pharmacy SOP Indian Pharmacy SOP contdcontd..
All the stockiest, Sub stockiest and the retailers (Chemist are All the stockiest, Sub stockiest and the retailers (Chemist are
the members of called the members of called MSCDA (Maharashtra Stockiest and MSCDA (Maharashtra Stockiest and
Chemist druggist association) Chemist druggist association) in Maharashtra in Maharashtra while at all India while at all India
level AISCDAlevel AISCDA

26. 3) Job profiled of Healthcare
Sales Executive – Medical
Representative (MR)

27. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2727
Understanding the JobUnderstanding the Job
The following are the basic question that we must asked our The following are the basic question that we must asked our
self and answer them correctly.self and answer them correctly.
i.i.What is expected out of us?What is expected out of us?
ii.ii.What are we supposed to do?What are we supposed to do?
iii.iii.What are our prime responsibilities?What are our prime responsibilities?

28. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2828
Job ResponsibilityJob Responsibility
To increase continuously sales of the company product with To increase continuously sales of the company product with
ethical promotion to the assigned territory.ethical promotion to the assigned territory.
Make confident efforts towards improving services to Make confident efforts towards improving services to
customercustomer
To provide regular feedback to the company and the To provide regular feedback to the company and the
superiors on all the happenings in the field, regardingsuperiors on all the happenings in the field, regarding
CompetitionCompetition
Marketing Marketing
Socio-economic conditionSocio-economic condition

29. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 2929
Job Responsibility Job Responsibility contdcontd..
To fulfilled the above responsibilities you have to do the To fulfilled the above responsibilities you have to do the
following;following;
To meet targeted customers (Doctors and Chemist)To meet targeted customers (Doctors and Chemist)
Inform them about the products / services offered by the Inform them about the products / services offered by the
organisation. organisation.
To create awareness To create awareness
To inform customers about the features and benefits of our To inform customers about the features and benefits of our
productsproducts

30. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3030
Need of Medical Representative (MR) / Sales ExecutiveNeed of Medical Representative (MR) / Sales Executive
Pharmaceuticals / Health care Ethical product cannot be Pharmaceuticals / Health care Ethical product cannot be
promoted directly to patients through mass media - Radio, TV, promoted directly to patients through mass media - Radio, TV,
PrintPrint
Due to stiff competition the customer has to be met and Due to stiff competition the customer has to be met and
persuaded frequently so that he begins, continues and persuaded frequently so that he begins, continues and
increases the use of our products.increases the use of our products.

31. 5) Pharma Products
Marketing and Promotions

32. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3232
Pharma PromotionsPharma Promotions
The Pharma Promotions or the marketing strategy is
focused on the following level
a) External Customer
1.Doctor level
2.Chemist Level
3.Patient level
4.Masses level
5.Packaging Level
6.Price level
b) Internal Customers
1.Sale team level

33. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3333
1) Doctor level1) Doctor level
Type of Type of DoctorDoctor
GP ( MBBS or Non MBBS)GP ( MBBS or Non MBBS)..
Specialist or super specialistSpecialist or super specialist
Independent practitioner or Independent practitioner or
attached to hospitals (Gov or attached to hospitals (Gov or
Private)Private)
Physicians or SurgeonPhysicians or Surgeon
Type of the patients served by Type of the patients served by
the doctorsthe doctors
Urban or Rural PatientUrban or Rural Patient
Economical Status – Upper Economical Status – Upper
class or Middle classclass or Middle class
Urban working class or Urban working class or
Business class patientBusiness class patient
Well read and aware of Well read and aware of
Latest trendLatest trend
Type of Doctor- Target CustomerType of Doctor- Target Customer

34. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3434
Promotional AidPromotional Aid used for Doctors used for Doctors
The objective to promote Pharma brands to the Doctors is to The objective to promote Pharma brands to the Doctors is to
get their prescriptionget their prescription
Most commonly used promotional tools to promote Pharma Most commonly used promotional tools to promote Pharma
products to doctors is as follows,products to doctors is as follows,
i.i.Visual aidVisual aid
ii.ii.LiteratureLiterature
iii.iii.Gift articlesGift articles
iv.iv.Prescription padPrescription pad
v.v.LBLLBL
vi.vi.StickersStickers
vii.vii.Clinical trialsClinical trials
viii.viii.Physicians SamplesPhysicians Samples
ix.ix.PostersPosters
x.x.Catch coverCatch cover
xi.xi.Journal advertisementsJournal advertisements
xii.xii. ReferencesReferences
xiii.xiii.Participation in Participation in
Symposium, Medical Symposium, Medical
conferences and CME conferences and CME
xiv.xiv.Involvement in Brand Involvement in Brand
launch and various other launch and various other
field activityfield activity
xv.xv.SponsorshipsSponsorships

35. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3535
2) Chemist Level2) Chemist Level
Understand what type of the chemist isUnderstand what type of the chemist is
What type of customers he is serving (Doctors and Patient What type of customers he is serving (Doctors and Patient
Class)Class)
Most commonly used promotional tools to promote Pharma Most commonly used promotional tools to promote Pharma
products to doctors is as follows,products to doctors is as follows,
Bonus offerBonus offer
Chemist FolderChemist Folder
StickersStickers
Chemist LBL (Vernacular LanguageChemist LBL (Vernacular Language
PostersPosters
GiftsGifts

36. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3636
3) Patient level
Patients are targeted indirectly for brand promotionsPatients are targeted indirectly for brand promotions
The best time to divert the patients attentions is when they are The best time to divert the patients attentions is when they are
waiting in consultancy for their turn.waiting in consultancy for their turn.
Tools used for patients promotions;Tools used for patients promotions;
•Patient Educations literaturePatient Educations literature
•PostersPosters
•Medical CampsMedical Camps

37. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3737
4) Masses level
Pharma products which can be promoted at mass level Pharma products which can be promoted at mass level
includes;includes;
OTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar freeOTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar free
Food Supplements - Protein Powder- Horlics, Boost etcFood Supplements - Protein Powder- Horlics, Boost etc
Tonics / Chavanprashs - Baidanath , Zandu etc. Tonics / Chavanprashs - Baidanath , Zandu etc.
Neutraceuticals – Calcuim SandozeNeutraceuticals – Calcuim Sandoze
Herbal Medicines – Himalaya ProductsHerbal Medicines – Himalaya Products

38. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3838
4) Masses level4) Masses level contdcontd..
Tools used to promote OTC products through Mass Media Tools used to promote OTC products through Mass Media
advertisements are,advertisements are,
RadioRadio
TVTV
Print - News Paper, Magazines etc.Print - News Paper, Magazines etc.
MailersMailers
Internet Media - Emails , website, BlogsInternet Media - Emails , website, Blogs

39. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 3939
5) Packaging level5) Packaging level
Packaging is important not only to promote OTC products Packaging is important not only to promote OTC products
but also ethical promotions.but also ethical promotions.
Packaging serves four purposesPackaging serves four purposes
i.i.To protect the inside products from Physical, natural , To protect the inside products from Physical, natural ,
environmental and chemical damageenvironmental and chemical damage
ii.ii.To attract the customersTo attract the customers
iii.iii.To build the perceived value of the productsTo build the perceived value of the products
iv.iv.To build customers trust on the products.To build customers trust on the products.

40. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4040
6) Price level
Promotion at price level always carry a risk when the Promotion at price level always carry a risk when the
competitors reduces their prices.competitors reduces their prices.

41. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4141
7) Sale team level
Sales team is the most important link between the company Sales team is the most important link between the company
and the customers.and the customers.
 It is said the sales team is the eyes and the ears of the It is said the sales team is the eyes and the ears of the
company.company.
Sales team are burden with more then 20 – 30 products.Sales team are burden with more then 20 – 30 products.
 During the launch campaign one must convinced and During the launch campaign one must convinced and
motivate the sales team regarding the new brand.motivate the sales team regarding the new brand.

42. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4242
7) Sale team level Sale team level contdcontd..
Tools used to motivate the sales teamTools used to motivate the sales team
i.i.Various competition at Regional , Zonal and national level.Various competition at Regional , Zonal and national level.
ii.ii. First Prescriptions , First 5 prescriptions or maximum First Prescriptions , First 5 prescriptions or maximum
pr4escriptions in a stipulated periodpr4escriptions in a stipulated period
iii.iii.Launch gifts to the sales teamLaunch gifts to the sales team
iv.iv.Various field activity involving the doctors like Brand launch Various field activity involving the doctors like Brand launch
in a particular area , CME, Medical camps etc. in a particular area , CME, Medical camps etc.

43. 6) Product Mix

44. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4444
Product mixProduct mix
Product mix means selling the right product in right quantity Product mix means selling the right product in right quantity
at the right time to the right customer. at the right time to the right customer.
A successful Healthcare sales professional will sell all the A successful Healthcare sales professional will sell all the
products and achieve his targetsproducts and achieve his targets
Sales professional who sells the product mix can achieve his Sales professional who sells the product mix can achieve his
rupee value target but , sales professional who achieves his rupee value target but , sales professional who achieves his
rupee value target may not achieve the product mix.rupee value target may not achieve the product mix.

45. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4545
Why product mix is necessaryWhy product mix is necessary
It ensures protection against changing market valuesIt ensures protection against changing market values
Keeps the right profit marginKeeps the right profit margin
Ensures optimum utilization of company’s distinctive Ensures optimum utilization of company’s distinctive
technical know-how and production facilitiestechnical know-how and production facilities
Ensure continuous supply of the key products in the market Ensure continuous supply of the key products in the market
at all timesat all times
Strikes perfect balance between the quantities of goods Strikes perfect balance between the quantities of goods
produced and sold.produced and sold.
Helps company to strike an ideal balance between high Helps company to strike an ideal balance between high
margin and low margin productsmargin and low margin products
Provides a balance between old and new productsProvides a balance between old and new products
Provides right direction for growth.Provides right direction for growth.

46. 7) Promotional Aid

47. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4747
Promotional AidPromotional Aid
Most commonly used promotional tools in the Most commonly used promotional tools in the
pharmaceuticals industry arepharmaceuticals industry are
1.1.Visual aidVisual aid
2.2.LiteratureLiterature
3.3.Gift articlesGift articles
4.4.Prescription padPrescription pad
5.5.LBLLBL
6.6.FlierFlier
7.7.BrochureBrochure
8.8.StickersStickers
9.9.Clinical trialsClinical trials
10.10.Physicians SamplesPhysicians Samples
11.11.Catch coverCatch cover
12.12.Journal advertisementsJournal advertisements
13.13.ReferencesReferences
14.14.Participation in Participation in
Symposium., Medical Symposium., Medical
conferences and CMEconferences and CME
15.15.Bonus offersBonus offers

48. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4848
Visual AidVisual Aid
Visual Aid or VA as it is commonly known, is a spiral bound Visual Aid or VA as it is commonly known, is a spiral bound
material with photo- mount stand there are several laminated material with photo- mount stand there are several laminated
page s with product messagespage s with product messages
Advantages of VA:Advantages of VA:
Ensure attention of the customer, the picture and messages Ensure attention of the customer, the picture and messages
printed on it are to attract the customers attention you can point printed on it are to attract the customers attention you can point
out relevant portions on the pages and deliver the detailing out relevant portions on the pages and deliver the detailing
story. This ensures Audio- visual presentation. The doctors story. This ensures Audio- visual presentation. The doctors
“sees” and “hear” at the same time.“sees” and “hear” at the same time.
Helps to create audiovisual impact, communicate message to Helps to create audiovisual impact, communicate message to
doctor in a logical sequence doctor in a logical sequence
Helps to discuss many product at a timeHelps to discuss many product at a time
Helps to skip the detailing of products not meant for a particular Helps to skip the detailing of products not meant for a particular
specialtyspecialty
Very effective communicating toolVery effective communicating tool

49. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 4949
Literatures and Competitors Literature Literatures and Competitors Literature
Literatures:Literatures:
A good input for detailing particular product in terms of A good input for detailing particular product in terms of
prescribing information, dosages, adverse reaction features, prescribing information, dosages, adverse reaction features,
benefits, contraindication etc.benefits, contraindication etc.
Competitors Literature:Competitors Literature:
It helps to convey the promotional message of competitors to It helps to convey the promotional message of competitors to
the doctors. Through indication and variations references we the doctors. Through indication and variations references we
can pass information to H.O. so as to develop counter attackscan pass information to H.O. so as to develop counter attacks

50. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5050
Leave Behind card / Literature (LBL)Leave Behind card / Literature (LBL)
Helps doctors as a reminder for our product, in our absence. Helps doctors as a reminder for our product, in our absence.
But it must be detail at the time of presentationBut it must be detail at the time of presentation
LBL is not meant for mass distribution, it is targeted towards LBL is not meant for mass distribution, it is targeted towards
the potential target audience. the potential target audience.
LBL give specific information on the service or product. LBL give specific information on the service or product.
Any literature which is given in person to the potential client Any literature which is given in person to the potential client
e.g. MR gives the literature to the doctor after his/her sales e.g. MR gives the literature to the doctor after his/her sales
presentation. presentation.
These literatures are not taken back by the MR but it is leaved 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. behind so that the doctor in his leisure time can go through it.
Practically, the paper used for LBL printings is above 175 Practically, the paper used for LBL printings is above 175
GSM and mostly it is a 4 colour job.GSM and mostly it is a 4 colour job.

51. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5151
FlierFlier
Any literature which is distributed to masses i.e. for mass Any literature which is distributed to masses i.e. for mass
distribution. distribution.
The flier is usually used to pass on the information's for the The flier is usually used to pass on the information's for the
masses, sp. Info on some event venue, tel. no. etc. masses, sp. Info on some event venue, tel. no. etc.
The fliers are usually distributed at the railway station, some The fliers are usually distributed at the railway station, some
local fair or some event or distributed by putting it in the news local fair or some event or distributed by putting it in the news
paper. paper.
Practically the paper used for flier printings is less than 100 Practically the paper used for flier printings is less than 100
GSM, mostly 80 GSM maplito paper, may be one colour 2 GSM, mostly 80 GSM maplito paper, may be one colour 2
colour or 4 colour job. colour or 4 colour job.

52. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5252
BrochureBrochure
This literature gives the in-depth knowledge of the service / This literature gives the in-depth knowledge of the service /
product targeted to the potential client. product targeted to the potential client.
Practically it is more the 4 - 6 pagesPractically it is more the 4 - 6 pages
Mostly all pages are bound together either simple binding or Mostly all pages are bound together either simple binding or
back to back pastingback to back pasting
Each pages are about 175- 200 GSM if it is a simple binding or Each pages are about 175- 200 GSM if it is a simple binding or
for back to back pasting 150-175 GSM.for back to back pasting 150-175 GSM.

53. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5353
Catch CoverCatch Cover and and Physician SamplesPhysician Samples
Catch Cover:Catch Cover:
This tells you about the product details, composition, This tells you about the product details, composition, colourcolour, ,
manufactured date, expiry date etc.manufactured date, expiry date etc.
Physician Samples:Physician Samples:
Samples enable doctor to asses the physical characteristics Samples enable doctor to asses the physical characteristics
of our productof our product
To assess the efficacy of our products in various s indicationsTo assess the efficacy of our products in various s indications
As a reminderAs a reminder
To fulfill the doctors need for his patients, family members or To fulfill the doctors need for his patients, family members or
himself and friends himself and friends

54. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5454
GiftsGifts
Gifts helps to express our gratitude for the support of Gifts helps to express our gratitude for the support of
doctors, which he is extending to our productsdoctors, which he is extending to our products
To enhance the recall value of our productTo enhance the recall value of our product
To convert doctors prescriptions of competitors brands to To convert doctors prescriptions of competitors brands to
our brandour brand
Always give value to the gift by presenting it nicely and Always give value to the gift by presenting it nicely and
never convey the real value of the gift to the doctor.never convey the real value of the gift to the doctor.

55. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5555
Bonus offerBonus offer
It ensure better stocking of our product at the retail countersIt ensure better stocking of our product at the retail counters
It generates enthusiasm amongst the retailersIt generates enthusiasm amongst the retailers
It takes care of increased prescription demand you have It takes care of increased prescription demand you have
generated for a particular product.generated for a particular product.
Sometimes helps you to boost sales. With bonus offer you Sometimes helps you to boost sales. With bonus offer you
must sale at least 21/2 times more compared to your normal must sale at least 21/2 times more compared to your normal
sales.sales.

56. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5656
StickersStickers
It is used mainly as a medium for remembranceIt is used mainly as a medium for remembrance
The sticker ensure that products name is visible from the The sticker ensure that products name is visible from the
walls or from the place where the doctors can read the walls or from the place where the doctors can read the
namename
Don’t put stickers where there is already hundreds of Don’t put stickers where there is already hundreds of
stickers are stuckstickers are stuck
Select a proper place where your sticker can be easily Select a proper place where your sticker can be easily
visible, eye level to the customervisible, eye level to the customer
Remember, before you put stickers, get the permission Remember, before you put stickers, get the permission
from the doctors to do so.from the doctors to do so.

57. 8) Detailing

58. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5858
DefinitionDefinition of Detailingof Detailing
 Detailing is a presentation of selling points in the most logical Detailing is a presentation of selling points in the most logical
sequence to the customersequence to the customer
Sales promotion, sales presentation, sales interview are the Sales promotion, sales presentation, sales interview are the
other names of detailingother names of detailing
Basically detailing means the communication of your Basically detailing means the communication of your
message to the customer to increase the sales.message to the customer to increase the sales.

59. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 5959
Objective of DetailingObjective of Detailing
To make the product known to the doctor, but its purpose is to To make the product known to the doctor, but its purpose is to
crate a NEED and WANT in the mind of the doctorcrate a NEED and WANT in the mind of the doctor
This step is technically known as “comprehension” of the This step is technically known as “comprehension” of the
product to the doctor with a view to generate an urge in his product to the doctor with a view to generate an urge in his
mind to prescribe the product mind to prescribe the product

60. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6060
Principles of DetailingPrinciples of Detailing
Logical and sequential presentationLogical and sequential presentation
Logical build up of selling pointsLogical build up of selling points
Fastening the minds of the customerFastening the minds of the customer
Hammering the key pointsHammering the key points
Giving proof for all statements whenever needed.Giving proof for all statements whenever needed.

61. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6161
Contents of DetailingContents of Detailing
Medical detaining is the conversation between the doctor and Medical detaining is the conversation between the doctor and
the MR. the MR.
It is a dialogue and not a monologue. It is a dialogue and not a monologue.
The MR builds the discussion with doctor on;The MR builds the discussion with doctor on;
Name of the product “BRAND”, Name of the product “BRAND”,
Indication in which the product is advocatedIndication in which the product is advocated
Benefits that the product can offer to the patientsBenefits that the product can offer to the patients
Detailing should be clear, concise and logical and it must be Detailing should be clear, concise and logical and it must be
enlightenenlighten

62. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6262
Contents of DetailingContents of Detailing contdcontd..
Detailing should contain the following:Detailing should contain the following:
What the product is? (Basic Product)What the product is? (Basic Product)
What it is used for? (Indication)What it is used for? (Indication)
What it will do? (Action)What it will do? (Action)
How it is better? (Comparison)How it is better? (Comparison)
What are the benefits? What are the benefits?
Thus medical detailing consist of Product Presentation and Thus medical detailing consist of Product Presentation and
Motivation or PersuasionMotivation or Persuasion

63. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6363
Contents of Detailing Contents of Detailing contdcontd..
Name of the
product
Indications
Benefits to
patient
Medical Detailing
Conversation

64. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6464
Reason to adhere to the detailing stories or Reason to adhere to the detailing stories or
memories detailingmemories detailing
Helps to transfer the ideas from your mind to the minds of Helps to transfer the ideas from your mind to the minds of
customer clearlycustomer clearly
Covers all the pointCovers all the point
It is completeIt is complete
It is in logical order, drives doctor from one point to anotherIt is in logical order, drives doctor from one point to another
Sales executive can spend time on voice modulation and Sales executive can spend time on voice modulation and
delivery of detailingdelivery of detailing
Saves timeSaves time
Gives confidenceGives confidence

65. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6565
Detailing should beDetailing should be
CompleteComplete
ClearClear
Delivered with confidenceDelivered with confidence
ConvictionConviction
Eliminate the competitionEliminate the competition
Should follow the “AIDA” principle.Should follow the “AIDA” principle.

66. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6666
Detailing sequenceDetailing sequence
i.i.The pre approachThe pre approach
ii.ii.The approachThe approach
iii.iii.The name of the productThe name of the product
iv.iv.The “you” benefitThe “you” benefit
v.v.The building of confidenceThe building of confidence
vi.vi.The proper closeThe proper close

67. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6767
Detailing sequence Detailing sequence contdcontd..
The pre approach:The pre approach:
The stage of collecting specific information of customer The stage of collecting specific information of customer
before actually calling on himbefore actually calling on him
The approach:The approach:
Going near to your customer using AIDA principles and make Going near to your customer using AIDA principles and make
your call effectiveyour call effective
The name of the product:The name of the product:
Mention your product name time and again to the doctor as it Mention your product name time and again to the doctor as it
help in registering the brand name in customers mindhelp in registering the brand name in customers mind

68. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6868
Detailing sequence Detailing sequence contdcontd..
The “you” benefit:The “you” benefit:
Highlighting the benefits of the product for doctors and his Highlighting the benefits of the product for doctors and his
patients. patients.
Doctor always appreciates if we talk from patients angle and Doctor always appreciates if we talk from patients angle and
not from the angle of the companynot from the angle of the company
The building of confidence:The building of confidence:
How confidant you are about yourself, your product and How confidant you are about yourself, your product and
company. company.
This confidant will get transform into building up doctor’s This confidant will get transform into building up doctor’s
confidence and therefore Objection handling become easier, confidence and therefore Objection handling become easier,
this is the key to successthis is the key to success

69. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 6969
Detailing sequence Detailing sequence contdcontd..
The proper close:The proper close:
The close is nothing but whether you have made any impact The close is nothing but whether you have made any impact
on doctor or not.on doctor or not.
The impact can be measure in terms of sales The impact can be measure in terms of sales
Close the call with the prescription demand is a mustClose the call with the prescription demand is a must
Always close with a statement such as - “Doctor May I get at Always close with a statement such as - “Doctor May I get at
least 5 prescription in this week from you so your patient will least 5 prescription in this week from you so your patient will
benefit from our product”benefit from our product”

70. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7070
Basic structure of a sales presentationBasic structure of a sales presentation
i.i.OpeningOpening
ii.ii.Get attentionGet attention
iii.iii.Create interest and sustain itCreate interest and sustain it
iv.iv.Present benefits Present benefits
v.v.DemonstrateDemonstrate
vi.vi.FeedbackFeedback
vii.vii.Handle objectionHandle objection
viii.viii.CloseClose

71. 9) Handling a Visual Aid and
Art of sampling

72. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7272
Handling a Visual AidHandling a Visual Aid
In handling VA the first thing remember is that detailing is In handling VA the first thing remember is that detailing is
an art, and has to be done with lot of care and conviction. an art, and has to be done with lot of care and conviction.
Care means lot of practice and Conviction means with Care means lot of practice and Conviction means with
emotion. emotion.
Important points on how to handle VA:Important points on how to handle VA:
i.i.Let the doctor sees the visual and text matterLet the doctor sees the visual and text matter
ii.ii.Don’t hurry and turn pagesDon’t hurry and turn pages

73. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7373
Handling a Visual Aid Handling a Visual Aid contdcontd..
iii.iii.Ask for doctors comments on some special pointsAsk for doctors comments on some special points
iv.iv.Give brief pause between one product and anotherGive brief pause between one product and another
v.v.Handle VA gently and with careHandle VA gently and with care
vi.vi.Sound confident while making claims. Modulate voice, Sound confident while making claims. Modulate voice,
articulate clearly.articulate clearly.
vii.vii.Control speed of your speech.Control speed of your speech.
viii.viii.Give emphasis to points printed boldlyGive emphasis to points printed boldly

74. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7474
Handling a Visual Aid Handling a Visual Aid contdcontd..
viii.viii.Always use a pointer (pen is the best pointer and easily Always use a pointer (pen is the best pointer and easily
available) available)
ix.ix.Do not run the pointer, use it only to pointDo not run the pointer, use it only to point
x.x.Hold the VA at appropriate distance so that doctor can read Hold the VA at appropriate distance so that doctor can read
it properlyit properly
xi.xi.If doctor takes the literature from you and starts reading, do If doctor takes the literature from you and starts reading, do
not disturb him let him complete it. Do not interrupt him.not disturb him let him complete it. Do not interrupt him.

75. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7575
Art of samplingArt of sampling
Every companies give adequate samples to their sale steams Every companies give adequate samples to their sale steams
but it is an individual who makes the difference with these but it is an individual who makes the difference with these
samples in generating prescriptionsamples in generating prescription
i.i.It is advisable to use these samples in a judicious way to It is advisable to use these samples in a judicious way to
create an impact in every visit.create an impact in every visit.
ii.ii.Distribution of samples with demonstration is a very Distribution of samples with demonstration is a very
important aspect of our job instead of just keeping samples important aspect of our job instead of just keeping samples
on doctor’s tables.on doctor’s tables.
iii.iii.Always remember that you should arrange the samples on Always remember that you should arrange the samples on
the doctor’s table in such a way that brand name and the doctor’s table in such a way that brand name and
important features face the doctor.important features face the doctor.

76. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7676
Art of sampling Art of sampling contdcontd..
iv.iv.Never keep the samples by telling that “here are few Never keep the samples by telling that “here are few
samples” instead, always tell that “ this product you can try samples” instead, always tell that “ this product you can try
on your next patient suffering from ___________ on your next patient suffering from ___________
(condition)”(condition)”
v.v.Always demand prescriptions when you keep the samplesAlways demand prescriptions when you keep the samples
vi.vi.Use demonstrating technique to make your product stand in Use demonstrating technique to make your product stand in
doctors mind. doctors mind.
vii.vii.Always demonstrate Always demonstrate colourcolour, scoring taste, smell etc., scoring taste, smell etc.

77. 10) Daily Sale call planning

78. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7878
PlanningPlanning
Planning:Planning:
Planning can be defined as the ability of looking ahead. Planning can be defined as the ability of looking ahead.
In other words, planning is the thinking process, which helps In other words, planning is the thinking process, which helps
us to anticipate our objectives of tomorrow and the tactics we us to anticipate our objectives of tomorrow and the tactics we
will adopt to ensure achievements of these objectives. will adopt to ensure achievements of these objectives.
When to plan:When to plan:
Planning has to be done in advance. Planning has to be done in advance.
The right time to plan is the previous night for the next day’s The right time to plan is the previous night for the next day’s
workwork

79. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 7979
Planning Planning contdcontd..
How to plan?How to plan?
Foundation of every plan is knowledge and informationFoundation of every plan is knowledge and information
We must know:We must know:
i.i.What we are selling (Products)What we are selling (Products)
ii.ii.To whom we are selling (Customer)To whom we are selling (Customer)
iii.iii.Against which we are selling (Competitors)Against which we are selling (Competitors)
Hence we should know our product, customer and Hence we should know our product, customer and
competitors.competitors.
Before planning we should have prescription habits of Before planning we should have prescription habits of
customers (our / competitors) the specific day they meet, customers (our / competitors) the specific day they meet,
what was the discussion in earlier visits, any specific what was the discussion in earlier visits, any specific
requirement we have to satisfy. requirement we have to satisfy.
Always refer to your dairy when you plan.Always refer to your dairy when you plan.

80. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8080
What to planWhat to plan
While planning you have to effectively utilise the knowledge While planning you have to effectively utilise the knowledge
and information we have. and information we have.
Set the objectives for the day and each call. Set the objectives for the day and each call.
You can take the steps given below (under the heading You can take the steps given below (under the heading
“Write down the following things in daily call companion”) “Write down the following things in daily call companion”)
when you write down your plan. when you write down your plan.
This will help you to minimise your mistake you may make at This will help you to minimise your mistake you may make at
the same time reduces the deviation in your work.the same time reduces the deviation in your work.

81. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8181
What to planWhat to plan contdcontd..
Always plan for whole day (morning / evening) instead of Always plan for whole day (morning / evening) instead of
planning for only one session.planning for only one session.
Always plan little more calls so as to reach the objective you Always plan little more calls so as to reach the objective you
desire.desire.
Arrange the samples and inputs in a proper way i.e. last call 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 samples will go to the bottom and first call sample will be at
the top.the top.
Carry a small napkin in a bag to cover the samples.Carry a small napkin in a bag to cover the samples.
Before you enter doctors clinic / chamber, keep the samples Before you enter doctors clinic / chamber, keep the samples
above the napkin so that you are not confused inside the above the napkin so that you are not confused inside the
chamber. chamber.
Rehearses the talk in the mind, which, you are going to have Rehearses the talk in the mind, which, you are going to have
with doctors.with doctors.

82. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8282
Write down the following things in daily sale call Write down the following things in daily sale call
companioncompanion
Day and dateDay and date
Area to be worked.Area to be worked.
Doctors name and speciality in a sequential order i.e. the Doctors name and speciality in a sequential order i.e. the
order in which you are going to call on them.order in which you are going to call on them.
Products to be detailed in a sequence.Products to be detailed in a sequence.
Samples to be given.Samples to be given.
Any other promotional inputs to be givenAny other promotional inputs to be given
Any other thing which you have promised the doctor earlier.Any other thing which you have promised the doctor earlier.
Names of the chemist and POB objectiveNames of the chemist and POB objective
Name of the stockist booking / collection objective.Name of the stockist booking / collection objective.
Names of the institutions.Names of the institutions.

83. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8383
Post calls analysisPost calls analysis
Analyse every call immediately before you call on the next Analyse every call immediately before you call on the next
doctors. doctors.
You have to analyse the things done well and things not done You have to analyse the things done well and things not done
well so that you can take immediate corrective measures.well so that you can take immediate corrective measures.
a) Things done well:a) Things done well:
Which statement arouses doctor’s interest like promotional Which statement arouses doctor’s interest like promotional
message, indication, dosage etc?message, indication, dosage etc?
Detailing story.Detailing story.
Particular strategyParticular strategy

84. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8484
Post calls analysisPost calls analysis
b) Things not done well:b) Things not done well:
The mistake made in your detailing.The mistake made in your detailing.
Any objection not handled properly.Any objection not handled properly.
Any wrong statement about the competitors, which he has not Any wrong statement about the competitors, which he has not
liked.liked.
To make you more effective plan the work and work the plan.To make you more effective plan the work and work the plan.

85. 11) Tips for becoming a
successful Sales Executive

86. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8686
Tips for becoming a successful Sales Executive (MR)Tips for becoming a successful Sales Executive (MR)
To become a successful Healthcare Executive one must To become a successful Healthcare Executive one must
follow and understand the following four keys; follow and understand the following four keys;
A.A.How to increase the business by meeting the doctorHow to increase the business by meeting the doctor
B.B.The key factors to become a successful Sales Executive The key factors to become a successful Sales Executive
(MR)(MR)
C.C.What you should know before going to field? What you should know before going to field?
D.D.Qualities of a successful Qualities of a successful Sales Executive (MR)Sales Executive (MR)

87. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8787
A) How to increase the business by meeting the doctorA) How to increase the business by meeting the doctor
MRMR shall meet the customer repeatedly and periodically to shall meet the customer repeatedly and periodically to
promotes the company’s product, by keeping 3 “U”s of promotes the company’s product, by keeping 3 “U”s of
products in mind.products in mind.
i.i.Usage of productUsage of product
ii.ii.Uses of productUses of product
iii.iii.Users of productUsers of product

88. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8888
A) How to increase the business by meeting the doctor A) How to increase the business by meeting the doctor contdcontd..
i) Usage of product:i) Usage of product:
Customer should use the product more often Customer should use the product more often
E.g. Zoxicillin is being prescribe by one doctor frequently E.g. Zoxicillin is being prescribe by one doctor frequently
may be in one indication e.g. UTIs.may be in one indication e.g. UTIs.
ii) Uses of product: ii) Uses of product:
Customer should use the product in variety of indications Customer should use the product in variety of indications
more frequentlymore frequently
E.g. Zoxicillin is being prescribe by a doctor frequently in E.g. Zoxicillin is being prescribe by a doctor frequently in
many indication e.g. UTIs, RTIs, Skin and soft tissue infections many indication e.g. UTIs, RTIs, Skin and soft tissue infections
etc.etc.

89. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 8989
A) How to increase the business by meeting the doctor A) How to increase the business by meeting the doctor contdcontd..
iii) Users of product: iii) Users of product:
Total number of customer who can use the product should Total number of customer who can use the product should
continuously increases.continuously increases.
E.g. today only one doctor is prescribing Zoxicillin in a E.g. today only one doctor is prescribing Zoxicillin in a
territory, tomorrow it should be 10 doctors and so on and so territory, tomorrow it should be 10 doctors and so on and so
forth.forth.

90. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9090
B) The key factors to become a successful Sales Executive B) The key factors to become a successful Sales Executive
(MR)(MR)
Follow the following 5-check point of pharma selling;Follow the following 5-check point of pharma selling;
i.i.Right identification and quantification of customer and Right identification and quantification of customer and
productproduct
ii.ii.Ensuring repeat visits at regular intervalsEnsuring repeat visits at regular intervals
iii.iii.Detailing and discussing right product mix with the right Detailing and discussing right product mix with the right
customerscustomers
iv.iv.Demand a continuous increase in the prescription share of Demand a continuous increase in the prescription share of
the pre - selected productsthe pre - selected products
v.v.Ensuring free and regular availability of products at chemist Ensuring free and regular availability of products at chemist
and stockist counters.and stockist counters.

91. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9191
B) The key factors to become a successful Sales Executive B) The key factors to become a successful Sales Executive
(MR)- Core Customers(MR)- Core Customers
Core Customers:Core Customers:
Identification and quantification can be made and Identification and quantification can be made and
continuously update with help of continuously update with help of
 Retail surveysRetail surveys
Find out who are the potential prescriberFind out who are the potential prescriber
What is their capacity to prescribe a particular product or What is their capacity to prescribe a particular product or
brand.brand.

92. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9292
B) The key factors to become a successful Sales Executive B) The key factors to become a successful Sales Executive
(MR)- Core Customers(MR)- Core Customers
Always remember that 20% of the total customers in the Always remember that 20% of the total customers in the
territory give an 80% of the businessterritory give an 80% of the business
 Hence these 20 % customer become the core customers not Hence these 20 % customer become the core customers not
only to our company but also for many other companies.only to our company but also for many other companies.
Ensure the core customer for a particular product or brand Ensure the core customer for a particular product or brand
must write at least that product or brand in more quantity. must write at least that product or brand in more quantity.
Objective is to continuously increases and upgrade core Objective is to continuously increases and upgrade core
customer’s list by converting 2nd line doctors to core customer’s list by converting 2nd line doctors to core
customers.customers.

93. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9393
C) What you should know before going to field?C) What you should know before going to field?
1) Your Product / services:1) Your Product / services:
Understanding the product wellUnderstanding the product well
Which product you are going to sell?Which product you are going to sell?
Why you want sale?Why you want sale?
To whom are going to sell? To whom are going to sell?
Selection of Right customer for right productSelection of Right customer for right product

94. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9494
C) What you should know before going to field?C) What you should know before going to field? contdcontd..
2) Your customer:2) Your customer:
Qualification Qualification
SpecialtySpecialty
Class of patient - middle class / upper classClass of patient - middle class / upper class
Type of patient e.g. male, female, adult, child, young, old, rich, Type of patient e.g. male, female, adult, child, young, old, rich,
poor etc.poor etc.
Where he is practicing- Rural area / Urban are, Elite area.Where he is practicing- Rural area / Urban are, Elite area.
Type of practice - Private practice, Govt. Hospital, Big / small Type of practice - Private practice, Govt. Hospital, Big / small
Hospital, AttachmentsHospital, Attachments
Visiting Time – for patients and for Sales ExecutiveVisiting Time – for patients and for Sales Executive

95. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9595
D) Qualities of a successful D) Qualities of a successful Sales Executive (MR)Sales Executive (MR)
Given below are few qualities which every MR must posses;Given below are few qualities which every MR must posses;
i.i.Should be sincere and hard workingShould be sincere and hard working
ii.ii.Must have power to grasp the technical aspects of his Must have power to grasp the technical aspects of his
products as well as that of competitorsproducts as well as that of competitors
iii.iii.Must have knowledge about his customers habit, potential Must have knowledge about his customers habit, potential
desires and behavioral patternsdesires and behavioral patterns
iv.iv.Should take initiative to learn about the competitions Should take initiative to learn about the competitions
activities for efficient and logical handling of the objectionsactivities for efficient and logical handling of the objections
v.v.Must understands the selling features, benefits of his Must understands the selling features, benefits of his
productsproducts

96. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9696
D) Qualities of a successful D) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd.
vi.vi.Should have the ability to analyses and correct his mistakes.Should have the ability to analyses and correct his mistakes.
vii.vii.He must continuously secure guidance from the superiors He must continuously secure guidance from the superiors
without any hesitationwithout any hesitation
viii.viii.Should be clear about company’s mission, objective and Should be clear about company’s mission, objective and
clear perception about a particular products for selling to a clear perception about a particular products for selling to a
particular customerparticular customer
ix.ix.Excellent human relation ship with doctors, chemist, Excellent human relation ship with doctors, chemist,
stockiststockist and colleagues to ensure their full co-operation in and colleagues to ensure their full co-operation in
establishing the productestablishing the product
x.x.Foresight to maintain adequate stocks of his product with Foresight to maintain adequate stocks of his product with
the the stockiststockist and chemist and chemist

97. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9797
D) Qualities of a successful D) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd.
xi.xi.Promptness in handling all quality complaints diplomatically Promptness in handling all quality complaints diplomatically
in the field or in the territory.in the field or in the territory.
xii.xii.Loyalty and integrity in continuously improving the image of Loyalty and integrity in continuously improving the image of
the companythe company
xiii.xiii.Enthusiasm to participates in all special assignments, sales Enthusiasm to participates in all special assignments, sales
competitions and training programs.competitions and training programs.
xiv.xiv.The capability to of increasing the sales of the company s The capability to of increasing the sales of the company s
products to the level desire by the company.products to the level desire by the company.
xv.xv.Pleasing personalities with neatly dressed, shine on shoes Pleasing personalities with neatly dressed, shine on shoes
and smile on face. Ownership feeling towards company’s and smile on face. Ownership feeling towards company’s
property.property.

98. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 9898
D) Qualities of a successful D) Qualities of a successful Sales Executive (MR) contd.Sales Executive (MR) contd.
xvi.xvi.Should have positive attitude, skills and knowledgeShould have positive attitude, skills and knowledge
xvii.xvii.Should be honest in his day-to-day activities.Should be honest in his day-to-day activities.
xviii.xviii.Must complete the sale by ensuring the inflow of payments Must complete the sale by ensuring the inflow of payments
on time.on time.
xix.xix.Regularity of clock in submitting all reports, special Regularity of clock in submitting all reports, special
information and communication.information and communication.
xx.xx.An appropriate behavior pattern during office hours as well An appropriate behavior pattern during office hours as well
as out of office in a manner, which is not indetrimental to as out of office in a manner, which is not indetrimental to
the reputation and image of the company.the reputation and image of the company.

99. 12) Building rapport with
customer

100. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 100100
Building rapport with customerBuilding rapport with customer
Any pharmaceuticals company can exist survive and grow in a Any pharmaceuticals company can exist survive and grow in a
particular geographical area only on a piece of paper which particular geographical area only on a piece of paper which
doctors write i.e. prescriptions of your product. doctors write i.e. prescriptions of your product.
In today’s competitive environment doctors have many In today’s competitive environment doctors have many
options to satisfy the needs of their patients hence generating options to satisfy the needs of their patients hence generating
prescriptions become tough. prescriptions become tough.
Besides knowledge and skills, we have to develop good Besides knowledge and skills, we have to develop good
rapport with the doctors. rapport with the doctors.
The relationship with doctor means that the influence we The relationship with doctor means that the influence we
exercise on the doctor to generate prescription for our exercise on the doctor to generate prescription for our
products.products.

101. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 101101
Building rapport with customer Building rapport with customer contd.contd.
This relationship does not refer to how close we are to the 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 doctors; it refers to only one thing i.e. how effective we are in
generating prescriptions. generating prescriptions.
This is nothing but rapport building.This is nothing but rapport building.
E.g. E.g.
Dr. Kulkarni in your territory, greets you very nicely, offers Dr. Kulkarni in your territory, greets you very nicely, offers
you coffee, enquires about your family gives his best wishes you coffee, enquires about your family gives his best wishes
for future but doesn’t write any prescription for future but doesn’t write any prescription
Dr. Pawar does not do all these things but writes your Dr. Pawar does not do all these things but writes your
prescription in better quantityprescription in better quantity
Therefore we can say that you have better rapport with Dr. Therefore we can say that you have better rapport with Dr.
Pawar as compare to Dr. Kulkarni.Pawar as compare to Dr. Kulkarni.

102. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 102102
Building rapport with customer Building rapport with customer contd.contd.
To develop the rapport building we must To develop the rapport building we must
Expose the right product for right doctor by regular visits, Expose the right product for right doctor by regular visits,
Proper objection handlingProper objection handling
Converting the doctor’s prescriptions from the competitors Converting the doctor’s prescriptions from the competitors
so as develop effective business relationship with the so as develop effective business relationship with the
doctors.doctors.

103. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 103103
Building rapport with customer Building rapport with customer contd.contd.
While analyzing you must ask the following question to While analyzing you must ask the following question to
yourself:yourself:
i.i.Do I have right doctors in my list?Do I have right doctors in my list?
ii.ii.Have I selected right product for the right doctor at the right Have I selected right product for the right doctor at the right
time? time?
iii.iii.Am I providing them appropriate scientific information’s, Am I providing them appropriate scientific information’s,
which will help them to satisfy their patient’s needs?which will help them to satisfy their patient’s needs?
iv.iv.Do I call on these doctors at right time, right frequency?Do I call on these doctors at right time, right frequency?
v.v.Do I make my presentation effective?Do I make my presentation effective?
vi.vi.Do I make use of all the promotional inputs provided to me Do I make use of all the promotional inputs provided to me
in generating prescription?in generating prescription?
vii.vii.Do I demand prescriptions from doctors?Do I demand prescriptions from doctors?

104. 13) Vital 3 Minutes

105. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 105105
Vital 3 MinutesVital 3 Minutes
This is the duration a customer will give to you for your sales This is the duration a customer will give to you for your sales
presentationpresentation
Waste no time in taking a place, opening a bag and taking Waste no time in taking a place, opening a bag and taking
out Laptop, CD, Brochure VA (visual aid ) etc.out Laptop, CD, Brochure VA (visual aid ) etc.
Avoid serious error by which he will get angry e.g. Touching Avoid serious error by which he will get angry e.g. Touching
articles on the table, disturbing his set up etc.articles on the table, disturbing his set up etc.
Discuss the right product ,with right customer ,with right Discuss the right product ,with right customer ,with right
implication, benefits etc.implication, benefits etc.

106. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 106106
Vital 3 Minutes Vital 3 Minutes contd.contd.
Be confident with handling the Laptop, VABe confident with handling the Laptop, VA
Do not run the pointer use only to pointDo not run the pointer use only to point
Hold the Laptop / VA at appropriate distanceHold the Laptop / VA at appropriate distance
Handle objection effectivelyHandle objection effectively
Do not detail in monotonyDo not detail in monotony
Do not make noise of bag while leaving.Do not make noise of bag while leaving.
Remember you must Remember you must Radiate sunshine , cheerfulness, Radiate sunshine , cheerfulness,
confidence and conviction in the clinicconfidence and conviction in the clinic

107. 14) Type of Doctors

108. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 108108
DoctorsDoctors
Sr. No.Degree Type Specialty (Job Profile)
A Medical Graduates
1MBBS
Bachelor of Medicine
and Bachelor of
Surgery
General Practice in
Allopathic, Family
physicians
2Non MBBS
aBHMS
Bachelor of
Homeopathy and
Bachelor of Surgery
General Practice in
Homeopathy, Family
physicians
bBAMS
Bachelor of Ayurveda
and Bachelor of
Surgery
General Practice in
Ayurvedic, natural
medicines, Family
physicians
BBDS
Bachelor of Dental
Surgery
Deals with diseases /
disorders of teeth
GP (General Practitioners /

109. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 109109
Doctors Doctors contdcontd..
Sr. No. Degree Type Specialty (Job Profile)
C
I Surgeons
Gynaecologist
Treating all disorders related to
female reproductory organs
and infertility except disorders
and normal pregnancy and
delivery of baby
Obstetricians
Deals with disorders or normal
pregnancy and delivery of baby
bOphthalmology Eye Surgeon
Deals with surgery related to
Eye
cOtorhinolaryngology
Ear Nose and
throat Surgeon
Surgery related to Ear Nose
and throat
dOrthopaedicians
Orthopaedic
Surgeon
Surgery related to bones and
joints
Post graduate Diploma
Diploma Holder in Surgery
a
Obstetrics &
Gynaecology

110. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 110110
Doctors Doctors contdcontd..
Sr.
No.
Degree Type Specialty (Job Profile)
II Physicians
aAnaesthesiologyAnaesthesiologistDeals with anaesthesias
bDermatology Skin specialist Deals with skin disorders
cPsych. MedicinePsychiatrists Deals with mental Health
d
DCH Diploma IN
Child Health)
Paediatricians
Deals with diseases of New
Born, Infant and Children
eRadiology Radiologist
Deals with X Ray , CT scan ,
MRI AND Radio therapy
Diploma Holder in Medicine

111. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 111111
Doctors Doctors contdcontd..
Sr.
No.
Degree Type
Specialty (Job
Profile)
D
I Surgeons
aGeneral SurgeryGeneral Surgery
Surgeons doing
general surgery
b
Otorhinolaryngolo
gy
c
Gynaecologist /
Obstetrics
dOrthopaedicians
eOphthalmology
Post graduate Degree
Same as above
MS (Master of Surgery) or DNB
(Diplomat In National Board)

112. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 112112
Doctors Doctors contdcontd..
Sr.
No.
Degree Type
Specialty (Job
Profile)
II Physicians
aGeneral MedicinePhysicians
Deals with all
medical disorders /
diseases of adults
bPaediatric
cPsychiatry
dAnaesthesiology
eDermatology
fRadiologist
Same as above
MD (Master of Medicine) or DNB
(Diplomat In National Board)

113. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 113113
Doctors Doctors contdcontd..
Sr.
No.
Degree Type Specialty (Job Profile)
E
I Super specialty in surgery
a
Genito Urinary
Surgery (Urology)
Kidney, prostate, genital
organ Surgeon
Deals with urogenital surgery
bNeurosurgery
Brain and spinal cord
Surgeon
Deals with brain and spinal
cord surgery
cPaediatric Surgery
Child, neonates and
infant Surgeon
Deals with Child, neonates
and infant Surgery
d
Cardio-Thoracic
Vascular Surgery
Heart and Chest Surgeon
Deals with Heart and Chest
(lung) surgery
eSurgical OncologyOncology Surgeon Deals with cancer surgery
fG I Surgery Gastroentrology Surgeon
Deals with Gastro intestinal
surgery
gPlastic Surgery Cosmetic Surgeon Deals with cosmetic surgery
Mch (Master of Cherub) or DNB (Diplomat In
Higher (Super) Specialties

114. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 114114
Doctors Doctors
contdcontd..
Sr. No. Degree Type Specialty (Job Profile)
II Super specialty in Medicine
1Cardiology
Heart
physicians
Deals with all medical
disorders / diseases of heart
2
Clinical
Haematology
Blood
Deals with all medical
disorders / diseases of blood
and blood cancer
3GastroentrologyGI physicians
Deals with all medical
disorders / diseases of blood
and blood cancer
4Nephrology
Kidney
physicians
Deals with all medical
disorders / diseases of Urinary
system
5Neurology
Brain and
spinal cord
Physicians
Deals with all medical
disorders / diseases of Brain
and spinal cord
6Diabetology
Diabetic
Specialist
Deals with all medical
disorders / diseases insulin -
Diabetics
7
Medical
Oncology 
Cancer
Physicians
Deals with all medical aspect
of cancer
8Endocrinology
Deals with all medical
disorders / diseases of
hormones
9Psychiatry
10Anaesthesiology
11Dermatology
12Radiology
DM (Doctor of Medicine) or DNB
(Diplomat In National Board)
Same as above

115. 15) Chemist

116. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 116116
ChemistChemist
Chemist or retailer is the last or the end part of the chain of Chemist or retailer is the last or the end part of the chain of
distribution. distribution.
Chemist provides the medicines to the buyer, prescribed by Chemist provides the medicines to the buyer, prescribed by
the doctors.the doctors.
Chemist realises the prescription written for our product, Chemist realises the prescription written for our product,
thereby he is an important aspect in getting the sales.thereby he is an important aspect in getting the sales.

117. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 117117
Company Company
DepotDepot
C & F C & F
Agent / Agent /
DepotDepot
StockiestStockiest ChemistChemist
DoctorDoctor RxRx PatientPatient

118. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 118118
Relation of MR (Company) and RetailersRelation of MR (Company) and Retailers
The only way to meet the target is to generate the prescription The only way to meet the target is to generate the prescription
demand and by maintaining Stock pressure at the retailer- to demand and by maintaining Stock pressure at the retailer- to
meet this demandmeet this demand
Therefore to honour the generated prescription demand – Therefore to honour the generated prescription demand –
Retailers Assistance is VitalRetailers Assistance is Vital
To maintain stock pressure – Retailer’s Assistance is equally To maintain stock pressure – Retailer’s Assistance is equally
necessary.necessary.
Retailer’s Assistance will be forthcoming only if he sees you Retailer’s Assistance will be forthcoming only if he sees you
as an “ASSISTANT” ready to help him.as an “ASSISTANT” ready to help him.
Retailers may see you as one helps him earn extra profits and Retailers may see you as one helps him earn extra profits and
information.information.

119. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 119119
Relation of MR (Company) and RetailersRelation of MR (Company) and Retailers
The only purpose why a retailer entertains you is because he The only purpose why a retailer entertains you is because he
sees you as one helping him to earn profits and extra sees you as one helping him to earn profits and extra
information on company’s product.information on company’s product.
Thus the objective of the retailer to see any Companies MR is Thus the objective of the retailer to see any Companies MR is
as one who always helps him to earn more profits and give as one who always helps him to earn more profits and give
information about the products. information about the products.
Talk to him about new products trade offers etc. Talk to him about new products trade offers etc.
Remember retailer doesn’t mean the Proprietor (owner) alone, Remember retailer doesn’t mean the Proprietor (owner) alone,
it means his assistance too, the counter clerk, the pharmacist it means his assistance too, the counter clerk, the pharmacist
and the cashier / accountant. and the cashier / accountant.
Do not ignore any one. Talk to each one politely.Do not ignore any one. Talk to each one politely.

120. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 120120
Function of the ChemistFunction of the Chemist
Chemist / Pharmacist fills up the prescription written by the Chemist / Pharmacist fills up the prescription written by the
doctorsdoctors
Makes the availability of products for patients for which he Makes the availability of products for patients for which he
stores the medicines in the shopstores the medicines in the shop
Honours the prescription written by the doctorHonours the prescription written by the doctor
Is the link between the patient and doctor, sometimes he helps Is the link between the patient and doctor, sometimes he helps
the patients in understanding the dosage and administration the patients in understanding the dosage and administration
of the prescribed medicines.of the prescribed medicines.

121. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 121121
Need to meet the chemist/retailerNeed to meet the chemist/retailer
To inform the retailer about the availability of company’s To inform the retailer about the availability of company’s
products and its salient features.products and its salient features.
To know which doctors is prescribing what?To know which doctors is prescribing what?
To know the secondary sales of our product s, to know how To know the secondary sales of our product s, to know how
our competitors are doingour competitors are doing
To make it sure that chemist is not running short of any of our To make it sure that chemist is not running short of any of our
products for which he receives prescription.products for which he receives prescription.
To book the orders for our productsTo book the orders for our products
To get the feedback regarding any near expiry goods.To get the feedback regarding any near expiry goods.
To know type of the doctor in terms of qualification and To know type of the doctor in terms of qualification and
practice in your territorypractice in your territory
To know the potential of a doctor in the territoryTo know the potential of a doctor in the territory

122. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 122122
Prerequisite before visiting chemistPrerequisite before visiting chemist
A copy of recent price list along with latest information about A copy of recent price list along with latest information about
bonus offers / schemes provided by the companybonus offers / schemes provided by the company
POB (Personal Order Book)POB (Personal Order Book)
2 – carbon papers2 – carbon papers
All product stickers or information literatureAll product stickers or information literature
Ready stock-provided, if you are visiting a new/ remote area Ready stock-provided, if you are visiting a new/ remote area
and launching a product.and launching a product.
A small diary / note book to note the observation (Daily call A small diary / note book to note the observation (Daily call
Companion)Companion)

123. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 123123
Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist
Do’s:Do’s:
First take out the order book and ask about if any order he First take out the order book and ask about if any order he
his having for youhis having for you
You should inform the chemist about new / old products we You should inform the chemist about new / old products we
are promoting and the product name should and must be are promoting and the product name should and must be
written in the chemist book along with stockist’s name.written in the chemist book along with stockist’s name.
Get the feedback from the chemist regarding doctor’s Get the feedback from the chemist regarding doctor’s
preference for writing specific molecule or products. preference for writing specific molecule or products.
Ask the chemist to quantify the sales of the product s ( so Ask the chemist to quantify the sales of the product s ( so
you can demand the prescription from the doctor by you can demand the prescription from the doctor by
quantifying).quantifying).

124. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 124124
Do’s and Don’ts at the chemistDo’s and Don’ts at the chemist
Keep asking price of competitor’s brands their composition Keep asking price of competitor’s brands their composition
and strength.and strength.
Try to do more personal order booking, which will keep you Try to do more personal order booking, which will keep you
in touch about the secondary sales and the stock position at in touch about the secondary sales and the stock position at
stockist also (which will reflect your concern for your stockist also (which will reflect your concern for your
products, which in turn will enhance your image at stockist products, which in turn will enhance your image at stockist
and retailer level).and retailer level).
Develop a rapport with the chemist at personal level by Develop a rapport with the chemist at personal level by
knowing the name of the person and remembering it. knowing the name of the person and remembering it.
Later you can call him by name once you develop a rapport Later you can call him by name once you develop a rapport
with him.with him.

125. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 125125
Do’s and Don’ts at the chemist Do’s and Don’ts at the chemist contdcontd..
Don’ts:Don’ts:
Don’t touch any of the medicines, prescription at the Don’t touch any of the medicines, prescription at the
counter without asking to the chemist or patient.counter without asking to the chemist or patient.
Don’t ask lengthy questions to the retailer, when he is busy, Don’t ask lengthy questions to the retailer, when he is busy,
probably he may not answer or will not be able to give probably he may not answer or will not be able to give
correct information.correct information.
Don’t start talking about other retailer or doctor with chemist Don’t start talking about other retailer or doctor with chemist
(gossiping) (gossiping)
Don’t enter in to the argument if you have any problems Don’t enter in to the argument if you have any problems
regarding availability, keep pressurising him with regarding availability, keep pressurising him with
persuasion.persuasion.
Don’t open your visual aid at the chemist counter in Don’t open your visual aid at the chemist counter in
presence of other companies MR’s.presence of other companies MR’s.

126. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 126126
Important of retail audit / surveyImportant of retail audit / survey
You can determine the actual secondary sales trend for your You can determine the actual secondary sales trend for your
product, by which you can know that which of your doctor is product, by which you can know that which of your doctor is
prescribing which product and in what quantity?prescribing which product and in what quantity?
The preferences of the prescribers and his prescribing habit in The preferences of the prescribers and his prescribing habit in
terms of molecule, its quantity and frequency of prescription, terms of molecule, its quantity and frequency of prescription,
which can be actually known and its utilisation for our benefit which can be actually known and its utilisation for our benefit
can be done.can be done.
It will help you know the potential of the doctor / market. So It will help you know the potential of the doctor / market. So
that you can plan your future course action plan.that you can plan your future course action plan.

127. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 127127
Utilisation of Retail Audit informationUtilisation of Retail Audit information
Determine who are your competitorsDetermine who are your competitors
By how much margin the competitor/ s is leading? Or who are By how much margin the competitor/ s is leading? Or who are
behind you and by what margin?behind you and by what margin?
Which doctor is prescribing which brand? In what quantity?Which doctor is prescribing which brand? In what quantity?
Once you know the preferences of the doctor decide the Once you know the preferences of the doctor decide the
product/s to be promoted to the doctor.product/s to be promoted to the doctor.
Plan for the promotional strategy and inputs, which you will Plan for the promotional strategy and inputs, which you will
be receiving, to present to the doctor.be receiving, to present to the doctor.
Continuously keep talking on calling chemists to ascertain Continuously keep talking on calling chemists to ascertain
prescription flow for our products or for any prescription shift prescription flow for our products or for any prescription shift
towards other brands.towards other brands.

128. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 128128
Order Order
Ask for an order – It is your BIRTHRIGHTAsk for an order – It is your BIRTHRIGHT
The The stockiststockist salesman is not our competitor salesman is not our competitor
But we are reluctant to book an order, having forgotten the art But we are reluctant to book an order, having forgotten the art
of taking an order.of taking an order.

129. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 129129
Reasons for not getting order Reasons for not getting order
We don’t call at the right time We don’t call at the right time
We don’t have the time. We don’t spend enough time – we are We don’t have the time. We don’t spend enough time – we are
in a frightful hurry.in a frightful hurry.
The retailers says he has already place the order with the The retailers says he has already place the order with the
Stockiest salesmanStockiest salesman

130. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 130130
Summery Summery
Doctor’s coverage and retailer’s coverage both are equally Doctor’s coverage and retailer’s coverage both are equally
importantimportant
Qualitative and quantitative improvement in retailer Qualitative and quantitative improvement in retailer
coverage ensures;coverage ensures;
Adequate stocks / display at the retailer shelves.Adequate stocks / display at the retailer shelves.
Prescription generated is honored in Toto.Prescription generated is honored in Toto.
Through knowledge of what is happening in the market.Through knowledge of what is happening in the market.
Preempt competitionPreempt competition
Corrective action on timeCorrective action on time
Asses strategies - Ours / competitors and get realistic Asses strategies - Ours / competitors and get realistic
feedbackfeedback

131. 16) Stockist

132. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 132132
StockistStockist
All of you will agree that you have generated the prescription, All of you will agree that you have generated the prescription,
which gets honored at the chemist counter. which gets honored at the chemist counter.
But who serves the chemist? But who serves the chemist?
Or who takes care of the demands generated by you? Or who takes care of the demands generated by you?
It is the It is the stockiststockist hence proper functioning of hence proper functioning of stockiststockist plays an plays an
important roleimportant role

133. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 133133
StockistStockist
A A stockiststockist is a customer who stocks the products of various is a customer who stocks the products of various
companies and sells to the retail chemists. companies and sells to the retail chemists.
His basic job function would be to satisfy the need of the His basic job function would be to satisfy the need of the
retailers and he has to deal with company as per the company retailers and he has to deal with company as per the company
rule.rule.

134. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 134134
Need of stockistNeed of stockist
Our country has a wide geographic borders and our success Our country has a wide geographic borders and our success
will greatly depend on how powerful is our distribution will greatly depend on how powerful is our distribution
system. system.
As majority of companies have started covering even micro As majority of companies have started covering even micro
interiors, the pharma business in these place have started interiors, the pharma business in these place have started
flourishing. flourishing.
Now days there are more than 4-5 chemists even in the micro Now days there are more than 4-5 chemists even in the micro
interiors and we have to serve them very effectively. interiors and we have to serve them very effectively.
Earlier company used to operate with few Earlier company used to operate with few stockiststockist and mainly and mainly
retailers used to come and buy from them but today due to retailers used to come and buy from them but today due to
fierce competition even fierce competition even stockiststockist has to go to the retailer and has to go to the retailer and
book the orders and supply them.book the orders and supply them.

135. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 135135
Criteria to appoint a stockistCriteria to appoint a stockist
Appointment of stockist plays an important role in prosperity Appointment of stockist plays an important role in prosperity
of your sales therefore his appointments should take of your sales therefore his appointments should take
maximum time and care so as to find promotion in future. maximum time and care so as to find promotion in future.
The first step to be taken before appointing a stockist is to The first step to be taken before appointing a stockist is to
undertake a thorough chemist surveyundertake a thorough chemist survey
MR must collect the information through chemist regarding MR must collect the information through chemist regarding
stockist who covers that area in terms ofstockist who covers that area in terms of
Regularity and frequency of visitsRegularity and frequency of visits
Credit facilities extendedCredit facilities extended
Time taken for executing the orders.Time taken for executing the orders.

136. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 136136
StockistStockist operations operations
You have to coordinate very effectively and regularly with You have to coordinate very effectively and regularly with
your your stockiststockist, Area Manage, Regional Manager, your superiors , Area Manage, Regional Manager, your superiors
and H.O. for the smooth operation. and H.O. for the smooth operation.
You must be able to manage his purchases, his services and You must be able to manage his purchases, his services and
his payments.his payments.

137. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 137137
Managing the purchaseManaging the purchase
 It is observe that sometimes there is loss in sales because It is observe that sometimes there is loss in sales because
the stockist does not have adequate stocks when there is the stockist does not have adequate stocks when there is
demand. demand.
This can be done by regularly monitoring the stocks position This can be done by regularly monitoring the stocks position
or stock and sales statements. or stock and sales statements.
At any given time ensure that market should not suffer when At any given time ensure that market should not suffer when
you take an order.you take an order.
Use the following formulaUse the following formula
Product requirement = Secondary Sales x 2 – Product requirement = Secondary Sales x 2 – (Stocks in hand) (Stocks in hand)
+ (stocks in Transit)+ (stocks in Transit)

138. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 138138
Managing the servicesManaging the services
You must ensure that stockist’s salesman regularly book the You must ensure that stockist’s salesman regularly book the
orders from retailers, for our products, and is supplied by the orders from retailers, for our products, and is supplied by the
stockist on time. stockist on time.
You can improve the services by more opportunities of You can improve the services by more opportunities of
personal order booking (POB) from various chemists and give personal order booking (POB) from various chemists and give
it to the stockist. it to the stockist.
Stockists should ensure that he parts away with bonus offers Stockists should ensure that he parts away with bonus offers
to the retailers.to the retailers.
You have to ensure that he gives you copies of the invoices or You have to ensure that he gives you copies of the invoices or
some information regarding town wise sales, so that you can some information regarding town wise sales, so that you can
evaluate the impact of your work and take corrective evaluate the impact of your work and take corrective
measures, accordingly.measures, accordingly.
He should also take care of genuine complaints from the He should also take care of genuine complaints from the
retailers, regarding expiry, breakage or any damage of goods.retailers, regarding expiry, breakage or any damage of goods.

139. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 139139
Managing the paymentsManaging the payments
Every visit you should ask for payments which are overdue, it Every visit you should ask for payments which are overdue, it
is always better to inform the stockist regarding the due dates is always better to inform the stockist regarding the due dates
of payments instead of spending your time when the bill of payments instead of spending your time when the bill
overdue.overdue.
Remember the sales is not done or completed till the Remember the sales is not done or completed till the
realisation of payments.realisation of payments.

140. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 140140
Stock and Sales StatementStock and Sales Statement
It gives you a clear picture of personal satisfaction, receipts of It gives you a clear picture of personal satisfaction, receipts of
goods sales, return of goods, inventory etc.goods sales, return of goods, inventory etc.
The sales statement must reach your Area Manager and since The sales statement must reach your Area Manager and since
you prepared the statement from your entire stockist, analyse you prepared the statement from your entire stockist, analyse
the factors like secondary sales, goods return, average etc.the factors like secondary sales, goods return, average etc.
The previous stock and sales statements record should be The previous stock and sales statements record should be
maintained by each one of you to find out the trend or your maintained by each one of you to find out the trend or your
progress.progress.

141. 17) Territory management

142. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 142142
Territory managementTerritory management
What is Territory?What is Territory?
Territory of MR is a complete geographical area assigned to a Territory of MR is a complete geographical area assigned to a
particular MR which comprises of potential customers like particular MR which comprises of potential customers like
doctors, chemists stockist institutes etc with specific doctors, chemists stockist institutes etc with specific
demographic requirementsdemographic requirements
H.Q:H.Q:
In a given territory the basic town is known as H.Q. (Head In a given territory the basic town is known as H.Q. (Head
Quarter) town.Quarter) town.

143. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 143143
Territory management Territory management contdcontd..
Ex-station:Ex-station:
Ex-station is a place where he can go to a particular place and Ex-station is a place where he can go to a particular place and
return on the same day after meeting the customer.return on the same day after meeting the customer.
Out-station:Out-station:
Out-station is a place where he can go to a particular place Out-station is a place where he can go to a particular place
and stay there and visit the neighbouring territories.and stay there and visit the neighbouring territories.

144. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 144144
Prerequisite for territory managementPrerequisite for territory management
To have complete territory knowledge MR must know the To have complete territory knowledge MR must know the
details pertaining to the territory lay out, important places details pertaining to the territory lay out, important places
important institutions, way of conveyance etc.important institutions, way of conveyance etc.
Total number of customers of different categories, their Total number of customers of different categories, their
prescription habits, qualification, addresses and appropriate prescription habits, qualification, addresses and appropriate
visiting time.visiting time.
Name of the competitors in the territory, their strengths and Name of the competitors in the territory, their strengths and
complete details about their activities.complete details about their activities.
Convenient routes of travel and minimum expenditure of time Convenient routes of travel and minimum expenditure of time
and expenses for optimum coverage of the territory.and expenses for optimum coverage of the territory.

145. 18) IS- Information System

146. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 146146
IS - Information SystemIS - Information System
To keep a tract on daily activity, sales market feedback the To keep a tract on daily activity, sales market feedback the
company has develop the information Systemcompany has develop the information System
IS contains various systematic and scientific formats which IS contains various systematic and scientific formats which
can give all the required information form the field to H.O. 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. So that both the H. O and the field staff can work smoothly.
Thus these formats are very important links between the field Thus these formats are very important links between the field
people and the H.O people and the H.O

147. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 147147
The important Information SystemThe important Information System
Formats are as given below;Formats are as given below;
i.i.Daily call report - DCRDaily call report - DCR
ii.ii.Master Call List (MCL) or Important Call List (ICL)- Doctors, Master Call List (MCL) or Important Call List (ICL)- Doctors,
institution, chemist, and stockistinstitution, chemist, and stockist
iii.iii.Expense StatementsExpense Statements
iv.iv.Standard tour program, Tour Report and fare chartStandard tour program, Tour Report and fare chart
v.v.Monthly sales Analysis reportMonthly sales Analysis report

148. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 148148
1) Daily Call Report (DCR)1) Daily Call Report (DCR)
Contains all the daily activities done by sales executiveContains all the daily activities done by sales executive
Gives entire details and picture of implementation of tour planGives entire details and picture of implementation of tour plan
Gives picture of number of doctors met, name, qualification, Gives picture of number of doctors met, name, qualification,
specialty, area of practice etc. of each doctorspecialty, area of practice etc. of each doctor
DCR to be sent on daily basis to HODCR to be sent on daily basis to HO

149. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 149149
DCR DCR
FormatFormat
Sr.No. Name of DoctorMCL No.DegreeSpecialityLast Visit
1
2
3
4
5
6
1
2
3
4
5
6
Work With
Daily Call Report
SE Name :____________________________
Name __________________________
Morning
Evening (After 4 PM)
Date:__________ HQ________
Signature________________________
Signature of SE _________________
Remark of Superior
Any Special Observation

150. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 150150
2) Monthly Report2) Monthly Report
Collection of data likeCollection of data like
i.i.Total sales generated for that monthTotal sales generated for that month
ii.ii.Any discount offer to doctorAny discount offer to doctor
iii.iii.No. of doctor met with specialtyNo. of doctor met with specialty
iv.iv.Call averageCall average
v.v.Impact of promotion strategies and doctors responseImpact of promotion strategies and doctors response
vi.vi.Record and frequency of promotional material like Record and frequency of promotional material like
Physician samples, gifts LBL etc. given to doctors.Physician samples, gifts LBL etc. given to doctors.
vii.vii.Details of competitorsDetails of competitors
viii.viii.All this above data should be filled and posted to HO on or All this above data should be filled and posted to HO on or
before 10th of every monthbefore 10th of every month

151. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 151151
Monthly Monthly
Report formatReport format
Month________________ 2004
SE Name :____________________________Date:_____________ HQ_____________
DiscountTotal
MorningEvening PS LBL Gifts Offer Sales
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
Any Special Observation
Signature of SE _________________
Monthly Report
Day
No. Of Doctors Met Promotinal Material

152. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 152152
3) Tour Report3) Tour Report
This is an important tool for planningThis is an important tool for planning
Plan your tour in such a way to cover maximum no. of doctors Plan your tour in such a way to cover maximum no. of doctors
in the area having high market potential and require less in the area having high market potential and require less
travelling travelling
From one doctor to another From one doctor to another
From one ex station to another ex stationFrom one ex station to another ex station
From one out station to another out stations From one out station to another out stations

153. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 153153
4) Master Call List (MCL) or Important Call List (ICL) 4) Master Call List (MCL) or Important Call List (ICL)
This is a very important format This is a very important format
Contains selected important core doctors list of a Sales Contains selected important core doctors list of a Sales
Executive territory Executive territory
The doctor name has to be entered with the following detailsThe doctor name has to be entered with the following details
i.i.MCL / ICL code MCL / ICL code
ii.ii.NameName
iii.iii.HQHQ
iv.iv.QualificationQualification
v.v.Specialty Specialty
vi.vi.Full Address Full Address
i.i.Telephone Nos. (Clinic and Telephone Nos. (Clinic and
Residence along with Residence along with
mobile no.)mobile no.)
ii.ii.MCL has to be updated and MCL has to be updated and
submitted to HO after every submitted to HO after every
6 months.6 months.

154. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 154154
MCL or ICL formatMCL or ICL format
Name SE:____________________________ HQ_____________
ClinicRes.
1
2
3
4
5
6
7
8
9
10
DOB
Master Call List
Date:_______
Tel
MCL No.Doctor Name DegreeSpeciality Address and Email Mobile

155. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 155155
5) Expense Statement5) Expense Statement
Give clear details of expenses day wise, HQ WiseGive clear details of expenses day wise, HQ Wise
For each claim, supporting is a mustFor each claim, supporting is a must
E.g. Bill of photocopy, Railway, bus ticket for Ex. Station /Out E.g. Bill of photocopy, Railway, bus ticket for Ex. Station /Out
station visits. STD call made to HO, postage charges etc.station visits. STD call made to HO, postage charges etc.
Expense statements to be posted to HO along with the Expense statements to be posted to HO along with the
monthly report.monthly report.

156. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 156156
SE Name :____________________________ HQ_____________
Day Photo PostageSTDLodgingStaitionaryOtherBills
Copy BusTrain
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
Signature of SE _________________
Fare
Date:_____________
Expense Report
Expense Expense
Statement Statement
formatformat

157. 19) Printing Technology and
Types of paper

158. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 158158
Type of PrintingsType of Printings
Pharma Industries and Printing Industries are very closely Pharma Industries and Printing Industries are very closely
related .related .
 In fact Pharma Industries must be leading customers for In fact Pharma Industries must be leading customers for
the printing companies.the printing companies.
From Pharma point of view printing can be classified as From Pharma point of view printing can be classified as
i.i.Offset printingOffset printing
a.a.One colour jobOne colour job
b.b.Two colour jobTwo colour job
c.c. 4 colour job4 colour job
ii.ii.Digital PrintingDigital Printing
iii.iii.Screen PrintingScreen Printing
iv.iv.CyclostylesCyclostyles
v.v.Photo copyPhoto copy

159. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 159159
Type of Printing PaperType of Printing Paper
Types of Printing paper is as followsTypes of Printing paper is as follows
a)a)60 GSM60 GSM
b)b)70 GSM70 GSM
c)c)80 GSM80 GSM
d)d)100 GSM100 GSM
e)e)110 GSM110 GSM
f)f)150 GSM150 GSM
g)g)170 GSM170 GSM
h)h)210 GSM210 GSM
i)i)300 GSM300 GSM
j)j)400 GSM400 GSM
i.i.Mirror coatMirror coat
ii.ii.Art PaperArt Paper
iii.iii.Map litho PaperMap litho Paper
iv.iv.Card PaperCard Paper
i.i.Matt PaperMatt Paper
ii.ii.Glossy PaperGlossy Paper
iii.iii.GSMGSM
Types of GSM paperTypes of GSM paper

160. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 160160
Type of BindingType of Binding
 There are various types of binding available.There are various types of binding available.
One has to pick up the binding style according to the One has to pick up the binding style according to the
product durability needed and cost constraintproduct durability needed and cost constraint
i.i.Back to Back Pasting - BrochuresBack to Back Pasting - Brochures
ii.ii.Gully Binding- Special Visual AidGully Binding- Special Visual Aid
iii.iii.Comb Binding – Training and Product ManualComb Binding – Training and Product Manual
iv.iv.Spiral Binding – Training Manual and Product Manual, Spiral Binding – Training Manual and Product Manual,
v.v.Wiro Binding- Calendar Wiro Binding- Calendar
vi.vi.Spiral and Wiro Binding with hard bound card paper or PVC Spiral and Wiro Binding with hard bound card paper or PVC
– Visual Aid– Visual Aid

161. 20) Mathematical formulae
and calculation

162. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 162162
Mathematical formulae and calculationMathematical formulae and calculation
Since our ambition is to progress in this profession, we must Since our ambition is to progress in this profession, we must
remember the following terminology through out our life.remember the following terminology through out our life.
1) Target:1) Target:
It is an object or mark to hit. In other words to achieve a It is an object or mark to hit. In other words to achieve a
specific objective in a fixed time spanspecific objective in a fixed time span
E.g. T = Rs. 100/- E.g. T = Rs. 100/-
2) Achievement:2) Achievement:
Result obtain by us against a specific – targetResult obtain by us against a specific – target
E.g. A = Rs. 85 /-E.g. A = Rs. 85 /-
3) % Achievement:3) % Achievement:
Achievement / Target x 100Achievement / Target x 100
= 85/ 100 x 100= 85/ 100 x 100
= 85%= 85%

163. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 163163
Mathematical formulae and calculation Mathematical formulae and calculation contdcontd..
4) Growth:4) Growth:
Increases in the sales size as compared to previous specific Increases in the sales size as compared to previous specific
period. Negative growth implies decrease in sales.period. Negative growth implies decrease in sales.
GrowthGrowth
==
Current years Sales – 1 x 100Current years Sales – 1 x 100
Last Year SalesLast Year Sales
OrOr
GrowthGrowth ==
Current years Sales – Last Years sales x 100Current years Sales – Last Years sales x 100
Last Year SalesLast Year Sales

164. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 164164
Mathematical formulae and calculation Mathematical formulae and calculation contdcontd..
The period remains the sameThe period remains the same
LYS (Last Year Sales- April 2004- March 2005) = Rs. 20,000 LYS (Last Year Sales- April 2004- March 2005) = Rs. 20,000
CYS (Current Year Sales- April 2005- March 2006) = Rs. CYS (Current Year Sales- April 2005- March 2006) = Rs.
100,000 100,000
Then Then
GrowthGrowth ==
100,000 - 20,000 x 100100,000 - 20,000 x 100

20,00020,000
400%400%
==
PCPM: PCPM:
Per Capita per month i.e. Average sale per Man per monthPer Capita per month i.e. Average sale per Man per month

165. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 165165

166. Dr. Kailas GhodkeDr. Kailas Ghodke Pharma Marketing Pharma Marketing 166166

167. Thank YouThank You
Thank YouThank You