Sales-management in pharmaceutical Industry

Sales Management Techniques

1. Pharma selling and sales marketing

3. ¢ Ethical selling

+ Generic selling

« PCD : Propaganda cum dispensing
¢ Surgical selling

« Tender Selling

+ Over the Counter (OTC)

4. * Ethical selling
— Promotion overload
— Too many companies
« Doctors issues
— Fixed day and time of meeting to MR
— Fixed No. of MR
— Visit regulated 1/3 months
— Time of giving cards & time of actual calls
— Fixed No. of company MR to meet
— Waiting to MR

5. « Medical representative
— Implementation of promotional strategy
— Contact doctors , N/h , Co — hospital
— To give info about product
— Convince doctors to give Rx
— Make a network with retailers & chemist
— Make a network with stockiest
— Reporting
— Generation of order ( Retailer — POB - Stockiest )

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6. « Primary sales

« Secondary sales

« Personal order booking ( POB )
» Call average

« Coverage

« Report calls

7. « Role of Area manager

« Role of state manager

« Role of Regional manager
« Role of zone manager

« Role of national manager
« Role of VP of Sales

8. « Submitted on 25" of month

« AM Approved MR — TP
+ AM - TP Submitted on 26' of month

+ RM approved AM -TP
+ RM - TP submitted on 27! of month

+ ZSM approved RM - TP
+ ZSM - TP submitted on 31°! of month

BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR al

9. MR

un ASM |

10. « DCR: Daily call report

« Expenses Detail report

¢ TP: Tool program

« Weekly reporting

¢ Monthly reporting

* Basic tool program ( BTP )
« DWP : Daily work plan

11. + Do compilation of all reports of sales
« Normally one person for each state
« Prepare summary report of
— All India — state wise — unit wise — value wise
sales report for product manager for his product
— All India last three months sales of same brand
— All average / coverage
— Utilization of inputs
« Use of gifts, samples, skims, Bonanza

12. « Marketing Department
— Give guideline to sales department
— Marketing Budget

Gifts

Samples

Sponsorship

Bonanza

CME (Continuing medical education)

Advertisement

Printing expenses

Meeting Expenses

Incentives

Transportation

Expiry and goods return

. . ........o.

13. Finance Department

— Finance budget

Factory department

— Production budget
Sales admin department
Purchase department
HR department

14. « Credit period

« Credit limit

« Mode of payment

¢ Stockiest profile

« PDC ( Post dated cheque)
« Cash Discount

« Special cases

* No PDC

15. * Different types of cost
-R&D(F&D)
— Production cost
— Inventory cost
— Transportation cost
— Marketing cost
— Regulatory cost
- T 8D cost
— PM cost
— Overhead Cost

16. « Competition pricing

« New marketing / Scientific gimmick
* Monopolistic MRP

« Kind of marketing company do

* % GC (Gross contribution)

17. « Billing cycle
— From the time bill is raise to the payment
received

« Normally billing cycle is of 21 day

« Payment cycle is 60 days for 1* deal for
stockiest

18. Billing for C & F Billing for C 8 A
transfer of stock + Billing u
« Transfer of stoc! aie
* Bill is Made
« Transfer challen
« C- Form
+ F- Form — Outside state 2% central
— taken from sales tax sales tax (CST) + add 5 %
department VAT
* 0.5% sales tax has to pay — Within state only 5% VAT
STEVENS BUSINESS SCHOOL 18

BATCH 2009 - 2011

20. « Pharma division
— Old / big brand
— Less promotion
— Less expenses (CASH COW)
* Speciality division
— Gastro division
— Cardio / diabeto division
— Psycho / neuro division
— Ortho division
— Opthal division
— Dermato division

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21. Thank You