PHARMA FIRST-LINE LEADERS - KRAs

This presentation will help the pharma first-line leaders to know how rich their job is.

They are not mere managers - they are the industry leaders of tomorrow.

All FLLs should realize this and strive for corporate maturity.

1. Key Areas of Responsibilities of
First-Line Leaders
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2. KRAs of First-line Leaders
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3. Vivek Hattangadi - The
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Introduction

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From now on, your success no longer depends on just your
ability to generate prescriptions for yourselves.
You will only prosper if other people do their job well!

5. Vivek Hattangadi -
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Medical Representative to First-line Leader -1
Medical Representative to Medical
Representative is the hardest, yet exciting
step in your career
This is because it means a total change of
mindset
You need to adapt skills that were unknown
earlier - like nurturing, controlling, setting
examples, responsibility for others, a role
model, a team leader

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Medical Representative to Medical
Representative -2
Harder if promoted to manage the team you
were in last week - you are your mate's boss
As a manager you need to have a different
relationship
You will never gain respect of your team if you
have the same relationship with the team as
you did before

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Be a successful First-line Leader - not a Super
Medical Representative -1
Many sales teams suffer because their
Medical Representative is not doing their job
at the right “level”
Transition to sales management is one which
can often prove a struggle
The primary job now is to support and
develop the Medical Representative

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Be a successful First-line Leader - not a Super
Medical Representative -2
Observing your people during the doctors /
retailers calls
Review how the call went
Then coach them to improve- The key part is
now to provide useful feedback and support -
Not just blaming or criticizing or saying how
you, the manager, would have done it!

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“In the end,
all management can be reduced to three words:
People, Product and Profits.
People come first.”
- Lee Iacocca

10. “We have to undo a 100 year old
concept and convince our managers
that their job is not to control people
and stay on top of things; but rather to
guide, energize, and excite.” ~ Jack Welch
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11. Vivek Hattangadi -
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Definitions
Role: It is the function of a position – e.g. the functions of
the Medical Representative and Medical Representative
Responsibility: The person or position who is required to
complete a task. Responsibility can be shared. However
accountability must be assigned to each task
Accountability: It means being answerable for their
decisions or actions and is expected to explain them
when asked. Liable to rewards and punishments.
Accountability cannot be shared

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Accountability of Medical Representative
1.To achieve value-wise targets on a month-to-
month basis
2.To achieve brand-wise target, month after
month
3.Establish new brands in his territory

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Summary
1.Medical Representative is a prescription
generator
2.He can do his best by implementing
strategies
3.Medical Representative is the implementer
of marketing strategies and brand strategies

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Multifaceted tasks of First-line Leader

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Role of First-line Leader - Developers Role
1.Maintain task/relations balance
2.Ensuring top class in-clinic performance through all-
round development of medical representatives
3.Control of strategies and results
•Collect and process information from market
•Ensure 100% implementation of strategies
•Give direction and feedback to your Medical
Representative s

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Role of First-line Leader
- Brand Management Role
1.To establish your brands in all your markets -
through ethical and profitable methods
2.To ensure that the prescription share of your
brands increase by getting the strategies
implemented by the Medical Representative

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Role of First-line Leader - HRD Role
Interviewing and identifying the right people
for the job
Maintaining a data bank of potential people –
for the future
Imparting on-the-job training during joint field
work

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Role of First-line Leader - Business Role
1.To create ‘core customers’ and to retain
them to continue the business and growth in
assigned Area
2.To sell profitable product mix
3.To achieve the top line

19. Vivek Hattangadi -
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Role of First-line Leader - Developers Role
1.Maintain task/relations balance
2.Ensuring top class in-clinic performance through all-
round development of medical representatives
3.Control of strategies and results

20. Vivek Hattangadi -
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Role of First-line Leader - Decision Making
Role
1.To look for ways of improving Rx share in the
context of changing market and to take
market based decisions
2.To solve problems creatively, without
compromising objectives

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Role of First-line Leader - CRM Role
The Medical Representative should have
direct contact with the key doctors and
retailers in his Area
He needs to build trust and confidence
amongst the key doctors
The Medical Representative can be made
accountable for business from such key
doctors

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Responsibility of First-line Leader

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Responsibilities of First-line Leader
To set goals for Medical Representative s
Develop and coach Medical Representative s
Help MR’s in Rx generation
Build and maintain their will to sell
Generate enthusiasm and keep the team
motivated and energized

24. Vivek Hattangadi -
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Responsibilities of First-line Leader
Lead by example setting
Review performance of your Medical
Representative s in periodically and
dispassionately
Follow through for results
Appraise your Medical Representative ’s and
yourself

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Accountability of First-line Leader
Ensuring correctness of the must-see-list of
doctors being met by Medical Representative ’s
Ensuring that every Medical Representative
achieves value-wise and product-wise sales
targets month-after-month
Ensuring success of new product launch
Ensuring the correctness of the doctor-product
match

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Summary
The Medical Representative is the strongest
model for the Medical Representative
He should be a positive model as people are
watching to see how we behave
Lead from the front by setting good examples

27. Vivek Hattangadi -
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Books by Vivek Hattangadi
1. Pharma First-line Leader to CEO – The Roadmap to Success
2. What the Pharma CEO Wants From the Brand Manager – Overcome the Tough Challenges
in Pharma Branding

1.http://www.flipkart.com/pharma-first-line-leader-ceo-roadmap-success-english/p/itmdgsauhf3xvzhz?pid=9789382359456&otracker=from-
search&srno=t_1&query=pharma+first-line+leader+to+ceo+-+the+roadmap+to+success&ref=156e47ea-1384-4a50-b39f-c875cb
2.http://www.flipkart.com/search?q=what+the+pharma+ceo+wants+from+the+brand+manager+-
+overcome+the+tough+challenges+of+pharma+branding+&as=off&as-show=off&otracker=start

28. Vivek Hattangadi
[email protected]
Website – www.theenablers.org
Vivek Hattangadi - The
Enablers
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