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pre call planning pharmaceutical selling

Pre-Call Planning Pharmaceutical
Selling
Nazir Ahmad

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Nazir Ahmad

Pre-Call Planning Pharmaceutical Selling

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Pre-Call Planning Pharmaceutical Selling
© 2012 Nazir Ahmad & bookboon.com
ISBN 978-87-403-0144-1

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Pre-Call Planning Pharmaceutical Selling

Contents

Contents
Introduction

6

1

Market Analysis

7

1.1

What is Market analysis?

7

1.2

Required Competencies for the Market analysis

7

1.3

Market analysis as a Pre-call planning prospective

8

2

Review the customer profile



14

2.1

Knowledge of customer

14

2.2

Knowledge of the Patients (Customer’s customer)

25

2.3

Knowledge of Call History

27

3

Set SMART sales call Objective

3.1

Information Objective

3.2

Action Objective

4

Plan for execution of sales call

35

4.1

Detailing Bag organization/content

35

360°
thinking

.

360°
thinking

.

29
30
30

360°
thinking

.

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Pre-Call Planning Pharmaceutical Selling

Contents

4.2

Organizing selling skills

37

5

Pre -call planning for coach;

43

5.1

Definition of Pre- call planning

43

5.2

Level of Pre calls planning

43

6

Example of Pre-call Planning

47

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Pre-Call Planning Pharmaceutical Selling

Introduction

Introduction
Each success starts with Planning. If you master the skill of an effective and efficient planer, no obstacle will stop you from
achieving your goals. Single sales call is the basic unit of giant pharmaceutical companies. A more effective and efficient
call means, greater revenue to the company which leads to its success.
Research revealed that effective Pre-call planning is the most critical component of the sales call. The successful Medical
Representatives know that their success depends on Pre-call planning and preparation that enables them to make better
sales call one after another and time after time. Effective Pre-call planning will open the door to productive and successful
sales call.
Pre-call planning step is the foundation of the sales call. The stronger foundation you lay, the stronger building will you
conquer. A significant time investment in this step increases the probability of success in the sales call. This book is all
there is to know about Pre-call planning.
In this book Pre-call planning is divided into four steps which are: market analysis, reviewing the customer profile, Setting
SMART objectives and organizing your sales call.
Chapter 1 is about the market analysis. You will study briefly of the two competencies: information gathering and analytical
thinking. Then you will study the territory and sub-territory analysis with a few examples.
Chapter 2 is about the call objective setting. You will study the information and action objective in detail with some examples.
Chapter 3 is all about the customer, patients and previous call knowledge. The more you know your customer; the better
is your objective. If you can set a good objective, there are greater chances of success in the call.
Chapter 4 is about the execution of the call. In this chapter you will learn how to organize your detailing bag. What
contents are important for the detailing bag? Then there is a detailed discussion of preparation of each skill. You will study
the opening, exploring, features and benefits and closing of call. You will also study the concerns and their solutions in
this chapter.
Chapter 5 is for the coach. How the coach rates each medical Representative (MR) on the pre-call planning. It is also
important for the MR for their self development in pre-call planning skill.
Chapter 6 is a live example of Pre-call planning. It is also a conclusion of all discussed earlier.
This book is useful for all Medical Representative either new or old who want to improve their Pre call planning skills. It
is also beneficial for those who are planning to join pharmaceutical companies. Managers can also benefit from this book
to rate their MRs on the Pre call planning.
I wish success for all those who study this book and benefit at their work place, implementing these skills and making
their call more effective and efficient.

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Pre-Call Planning Pharmaceutical Selling

Market Analysis

1 Market Analysis
1.1

What is Market analysis?

Market analysis is the Medical Representative’s ability to link the large amount of data or information (Customers,
competition and one’s own product sale, market growth, customer’s ladder position, etc.), distil key points and draw
practical conclusions. This analysis will give a fresh insight that forms powerful new ideas and solutions that add great
value to the business.

1.2

Required Competencies for the Market analysis

Medical representative (MR) requires two important high performance behaviors for Market Analysis.
Firstly Relevant Information Gathering and second comes the Analytical Thinking.
1

Relevant information gathering

The gathering of relevant and up-to-date information is a key business process for MR. It is a process of identification
and the obtaining of relevant information from a variety of sources for example, team members, books, journals, the
Internet, industry conferences, etc; to analyze issues and make decisions. The more up-to-date, accurate and complete
the information is, the more importance it receives.
Relevant information in terms of the Pre-call prospective means that the MR should have sales trends of sub-territory,
competition sales and brand ladder position of the customer. If you have a continually updated sales and customer profile,
it will prove more useful for the analysis and solution of the issues.
Tips to improve relevant information gathering:
Always be sure to gather current, reliable and relevant information.
Be open-minded and clear on the goals to gather information. Accept the information even if it goes against your beliefs.
Do not limit yourself to one source of information.
Survey the pharmacies and also study the ‘customer need’s survey’ of your territory.
Also look to other competitor MRs and colleagues and even other pharmaceutical Sales Representative for their ideas.
Share the excellence with your team and also encourage others to do it and learn to benefit from it.
Do not confine yourself to who is saying but ponder upon what is being said.

2

Analytical Thinking

Analytical Thinking is merely all about our ability to link different pieces of information and find out solution to the
underlying causes of issues.

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Pre-Call Planning Pharmaceutical Selling

Market Analysis

Tips to improve the analytical thinking:
Accurately identify sales trend and customers’ needs.
Analyze the opportunities and threats by competitors and one’s own sales trends.
Identify the cause and effect of issues before seeking an appropriate solution. Use practical tools and techniques to find
the root cause of a problem.
Do not jump to conclusions. Consider the facts.
Analyze data using techniques such as SWOTs (Strengths Weaknesses Opportunities Threats) and mind-maps.
Challenge the current processes by proposing new and different solutions to how we work.
Avoid a rigid and narrow approach. Keep your focus wide and be prepared to constantly adapt, change and re-focus your
vision, strategy and ideas.
Create new ideas and innovative plans. Do not let barriers stifle new ways of thinking.
Participate in forums, focus groups, brainstorming sessions to form new ideas and solutions.
Move to other teams/units/countries to develop new strategies, products, services or methods of working.
Identify the reasons why goals are being met, not being met, or are being exceeded
Bring forward suggestions to adjust team plans that will make your team more successful and help you exceed your goals

1.3

Market analysis as a Pre-call planning prospective

Medical Representative (MR) is responsible to achieve his sales target from clearly defined sales territory. Territory is a
geographical area consisting of a certain number of customers. It is further divided into sub-territory/Bricks. Number of
sub-territory ranges from 8-12 or more in a territory depending upon the geographical area and company standard on
average call per day of MR. Each Sub-territory contains 6 to 12 customers. The MR must plan to visit these customers in
a day. If there are more than 13 customers and sometimes even ranging up to 30 then the MR might need to complete
customers reach in more than one day. Number of customers included in the sub territory may vary from country to country.

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Pre-Call Planning Pharmaceutical Selling

Market Analysis

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Market analysis is carried out by the MR on the territory and sub territory level. There are many things to analyze in the
territory but for the pre-call planning purpose we only limit ourselves to the Prescriptions and Customer Brand ladder
position. For any analysis you should have a relevant data; for market analysis you should have a prescription data on
the basis of territory, sub territory and customers. If you lack that, you should depend on the value data or your own
information from the pharmacies. In today’s world we see most multi-national companies having all this data on their
PCs, making analysis easier.

1.3.1

Territory Analysis

Table # 1

Product A ( Product A is an Antibiotic)

Sub-territory
1

Sub-territory
2

Pre-call

Total antibiotic Prescriptions

 

 

 

 

Analysis

Share of Product A in a given Sub-territory

 

 

 

 

MAT Analysis

Growth Index(GI)

 

Drug of choice prescriber

 

 

 

 

Customer’s

2nd Line Prescriber (Regular User)

 

 

 

 

Position at the

Reserve therapy (Trial User)

Ladder

Non-Prescriber

 

 

 

 

 

Total

 

 

 

 

Growth index: Comparison of market growth with the own product growth in any given area.

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Sub-territory
3

Total


Pre-Call Planning Pharmaceutical Selling

Market Analysis

Refer to the table # 1 if you have more number of customers in the drug of choice in any sub territory ultimately your GI
will be more than 100%.
Understanding Brand Ladder:
Non-user: When the customer does not prescribe your product at all.
Reserve therapy: When the customer prescribes your product in only a few cases.
2nd line prescriber: When the customer prescribes your brand in more than 20% of cases.
Drug of choice prescriber: When the customer prescribes your product in more than 50% of their patients.
Example # 1: Territory Analysis
Sub-territory
1

Sub-territory
2

Sub-territory
3

Total

MR: Rihan

Product A ( Product A is an Antibiotic)

Pre-call

Total antibiotic Prescriptions

1000

 900

1100 

3000

Analysis

Share of Product A in a given Sub-territory

13

10

15

13

MAT Analysis

Growth Index

90

80

110

93

 

Drug of choice prescriber

1

0

3

2

Customer’s

2nd Line Prescriber

3

2

3

11

position at the

Reserve therapy

2

2

2

6

Ladder

Non-Prescriber

5

8

5

13

 

Total

11

12

13

32

Look at the example of Rihan’s territory. His sub territory #3 indicates well performance. He has three customers as Drug
of choice prescriber of Product A which is an antibiotic. He has a greater growing rate than the market growth because GI
of sub territory # 3 is 110%. However he has 5 non-prescriber customers. His sub territory objective will be to maintain
3 drugs of choice customers and move other customers to an upward position of Brand Ladder.
Look at the sub territory # 2. His performance is very poor; he has negative growth in that sub territory because he has
no drug of choice prescriber in this sub territory and has eight non prescribers. What will be your sub territory objective
if you were the owner of this territory?
That will be discussed further in detail in our 3rd chapter, Setting SMART call objective.

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Pre-Call Planning Pharmaceutical Selling

1.3.2

Market Analysis

Sub Territory Analysis and Plan

Table # 2 Daily Plans for sub-territory.
Name of sub-territory ------

Product ------

MR: -------

 

Customer Name

Category

Ladder Position

Product A

Competitors e

 

 

 

Prescription share

Antobiotic Share

Customer 1

 

 

 

 

Customer 2

 

 

 

 

Customer 3

 

 

 

 

Customer 4

 

 

 

 

Customer 5

 

 

 

 

Customer 6

 

 

 

 

Customer 7

 

 

 

 

Customer 8

 

 

 

 

Customer 9

 

 

 

 

Customer 10

 

 

 

 

Customer 11

 

 

 

 

Customer 12

 

 

 

 

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Pre-Call Planning Pharmaceutical Selling

Market Analysis

Table #1 give you overall look of your territory. Let us move to the sub territory table # 2. It will further help you make
an accurate pre-call objective. If you do not have market analysis your pre- call objective may not be in alignment with
your sub territory objective.
This format helps the MR to make his sub-territory objective better and even customer pre-call objective. The last column
also shows the potential of your product
Example # 2 Sub-territory Analysis
Take the example of Rihan’s sub-territory # 2.
If you analyzed the Sub territory 2 of Mr. Rihan, it very clearly indicates that competitions are increasing in share and
that causes his GI in this sub territory to remain only at 80.This will help him to make pre-call objectives and also give
a deep look of the customer profile.
Example # 2.
Name of sub-territory ---2---

Product A------

MR: ---Rihan----

 

Customer Name

Category

Ladder Position

Product A

Competitors

 

 

 

Prescription share

Antibiotic Share

Customer 1

A

2nd Line Prescriber

25%

75%

Customer 2

C

2nd Line Prescriber

25 %

75%

Customer 3

A

Reserve therapy

5%

95%

Customer 4

B

Reserve therapy

5%

95%

Customer 5

B

Non-Prescriber

0%

100%

Customer 6

B

Non-Prescriber

0%

100%

Customer 7

A

Non-Prescriber

0%

100%

Customer 8

A

Non-Prescriber

0%

100%

Customer 9

B

Non-Prescriber

0%

100%

Customer 10

B

Non-Prescriber

0%

100%

Customer 11

C

Non-Prescriber

0%

100%

Customer 12

B

Non-Prescriber

0%

100%

Share the Key Learning:
Complete the following questions and improve your learning.

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Pre-Call Planning Pharmaceutical Selling

Market Analysis

Q1. What are the two competencies required for the Market analysis?
1. ---------------------------------------2. ---------------------------------------Q2. How you analyze your territory and sub-territory?
Ans.
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
Q3. What is the impact of market analysis on you pre-call planning?
Ans.
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

2 Review the customer profile
This is the most important part of the pre-call planning; it involves the knowledge of the customer, the knowledge of
customer’s customer (The patients) and the knowledge of the call history.

2.1

Knowledge of customer

Do you know your customer? This is all about the customer.

2.1.1

Customer qualifications

Qualification is a knowledge which every MR must have. Either your customer only has MBBS/MD or FCPS or FRCS.
What specialization your customer has: without the knowledge of the complete qualification of customer you cannot plan
your call. I remember an MR when I had a joint visit to a customer. The customer was a surgeon and MR was promoting
medicated drops to him while he was a surgeon concerning adult patients, where drops proved useless to him. Qualification
also helps you target your specific customers.

2.1.2

Customer Morning/Evening addresses

MR must have the address of the customers. Why refer to morning and evening address and what it specifies?
There are certain customers abiding to their jobs in the hospitals: governmental, public or private and during the evening
sessions, they conclude their jobs at their residential clinics. You should have a claim to their residential addresses. Another
customer might work at a governmental hospital at morning and at a private one in evening. If your customer prefers visits
during morning, follow their schedule. At times of emergency requirements from the customer, having his/her residential
address helps you contact him/her. It will also enhance your relationship with the customers. At times you face the lacking
of giveaways (gifts) for targeted customers. In the doctor’s chamber MR may be reluctant to present gifts due to demands
from total practice or due to fear of competition. In such cases you can present that gift at their residential address.

2.1.3

Number of total & targeted disease patients

The MR should have a record of total the patients of the customer. MR can obtain this information from the receptionist,
administration of hospital or clinics. This is an important factor to where the MR obtains such information. A close
question aimed directly at the customer can result in his annoyance thus damaging the business itself. PR with the total
practice helps him reach such information.
Attaining information about the number of targeted disease patients seen by the doctor is difficult since its accurate
information lacks with the pharmacist and the doctor is either reluctant or finds it irrelevant to present such information.
So with the addition of relevant information gathering, MR should be competent in probing skills. Once you receive this
information you can update it from time to time or as per business needs.

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Pre-Call Planning Pharmaceutical Selling

2.1.4

Review the customer profile

Best time of visit

Knowing the best time of visit is very important since in today’s world keeping in mind the busy schedules of customers,
MR might be neglected. According to a access survey of 680000 physician, half said they preferred an appointment to see
a MR ,while 23% did not want to see

reps at all(1).

The MR must be certain of the time the doctor would want to see him/her. I am familiar of MRs who makes their daily
work plan without getting appointment from their customers. Such MRs cannot achieve their reach and frequency targets.
MR can receive this information from the total practice and also the appointment. In cases when you visit doctors out of
their preferred time, they may reject meeting the MR. His call becomes merely a postman call and he does not achieve
his call objective.

2.1.5

Potential/Category of customers

What is the potential of customer to prescribe your Brand? If he has more potential, it will categorize in highest level (A
category or 3*), if he has a moderate potential it will be categorize as moderate level (B category or 2*) and if he has a
low level, he will categorize into the lowest level (C category or 1 *) but if he has no potential at all it will be graded as
the 0 level or D category.
Potential Assessment:
Potential assessment is required to evaluate or assess a customer for his/her potential. There are many ways for potential
assessment of the customer. Potential assessment is always assessed as per the product. It is possible that a customer may
be in category A for one product and might remain C or B for the other products. For example a Gastroenterologist may be
in the A category for Anti ulcer drug but same customer might remain in C category for an analgesic. When you make the
potential assessment of a customer for any given product you also have to provide answers for certain questions. Following
are the few questions which are usually asked by the potential assessment department: the weight of each question and
the total marks of all questions will determine whether the customer is A, B, or C category.
• What is the qualification of Dr?
• What is the title of Dr?
• Is he the head of his/her department?
• Is he is a member of a purchasing committee?
• Do other Drs Follows his/her prescription?
• What is the practice size of the customer?
• How many patients he receives in ____ disease?
• What is the value of his/her prescription?
• What type of a customer is he: innovator, old brand or mix?
(1)SK&A’s 2010 physician Access Survey.

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Pre-Call Planning Pharmaceutical Selling

2.1.6

Review the customer profile

Customer preference/need

Customer’s preference refers to the liking or disliking of the customer’s choices .Some doctors are academic in nature
and they prefer study materials, journals, books, other customers may like give-away ,gifts, some may want participation
in conferences. So every customer has his/her own preference. MR has limited resources though he can efficiently and
effectively utilize the resources if he knows the preference of the Customers.
Before discussing the details of the customer’s need, let’s first discuss about the need.
What is a need?
Need is the Desire of customer which can be satisfied with your product or services.
Or
A problem that customer intends to solve with the purchase of goods or services.
Or
Needs are the result of a gap between customers’ desired states and their actual state.

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

What is a need Gap?
It is a gap from the desire state of a customer to its current state. For example a doctor is prescribing an NSAIDS X brand
for the treatment of Osteoarthritis putting forth the fact that he is satisfied from the X brand, as per concerning efficacy.
Though the X brand also has Gastrointestinal side effects and their patients cannot take X medicine for a longer duration
but Osteoarthritis cannot be controlled by the short term therapy, so the Doctor needs a product which has a similar efficacy
as X brand but should be safe and should not be causing any Gastrointestinal side effect: that is his desire state. Fig 2.1.
What information should you have?
You should know the strength of your product.
You should know the side effects of a competitor brand.
You should know the actual state of your customer.
You should know the desire state of the customer.
The situation is not so simple most of time. Doctor is not aware of his desire state and has a lesser degree of information
about latest studies and drugs. Then he simply would not feel any requirement for a change in the medicine.
Fig. 2.1

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

Types of need:
Customer has many needs. Mostly Doctors express their needs away from the Drugs or patients benefits. They have their
own personal needs. It is also your duty to inform them that they work under a strict code of conduct. It is the duty of
both pharmaceutical company and the doctor to respect that code for the benefits of patients. You should consider the
needs that remain under the code of conducts. As shown in Fig 2.2 Satisfying unethical needs of the customer may win
you short-term benefits, maybe the prescribing of your brand for merely a month or two but the accomplishing of ethical
needs will bring to you the trust of the customer and long-term gains. This creates your image as a trusted advisor.
Fig 2.2

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Core needs:
Efficacy, safety and economy:
These needs bring the usage of the customer to the product. Let us take the example of an antibiotic product X. The customer
wants the antibiotic X to effectively eradicate all causative pathogens of that infection and it must also be safe. It means
that he is expecting an efficacy rate exceeding 90% and the product must also be safe from side effects. Some customers
who usually meet with low income group patients also consider economies with the addition of efficacy and safety.
Remember if your product does not meet the core needs, while you are trying to satisfy other needs: it will not work; the
Doctor will never prescribe your brand.
Knowledge needs:
Knowledge needs refer to the knowledge of your own product, the knowledge of the competitor products and the knowledge
of disease in reference to the product you are promoting.
The changing scenario of pharmaceutical selling today is merely due to the many restrictions placed on the marketing
of pharmaceutical brands from different institutions and code of conducts. Where failing to satisfy such needs of the
customer (due to internal and external restrictions) knowledge is a need highly satisfying, today and in the coming future.

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

In present century other than the core needs, knowledge need is the only edge which differentiates the competitors. As
time passes, pharmaceutical companies may not remain in the position to satisfy other needs but knowledge needs are
forever a satisfaction. The Customer behavior is also evolving and so demands in knowledgeable MRs are growing. They
also prefer MRs having more knowledge in ways where they can help them in the management of their patients and also
provide knowledge out of the limits of their brands thus providing solutions to their problems of the best ways to treat
their patients.
Reference Need:
Usually Doctors have reference needs. It means they require reference from the international organization to use your
brands. It should include the protocol of WHO (world health organization) or some other well establish organization.
Some other customers mostly GPs (General Physician) want reference from the local key opinion leader (KOL) and want
to know whether the KOL is prescribing your brand.
Urgent/Situational needs:
At times the customers may also have some urgent needs. He/she may have no proper dosage schedule of your product and
during your call he/she may ask or demand you of the dosage card for his/her memory. It becomes your duty to write it in your
post call notes and provide them with the dosage card as per the promised date and time. Some customer may need a sample
of your product; if your code allows you to, do provide him/her as per the requirement. Always remember to write the urgent
needs of your customer in your post call notes, but remember you may only fulfill ethical needs of your customer.

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

Gifts/Sample needs:
Some customers prefer gifts and samples. MRs must have the information that such customers demand from you.
Continuing to be an ethical MR, he himself cannot purchase gifts for the customers and only the company deliverances
may be given. Certain companies have policies allowing MRs to fulfill demands of market purchased gifts but then again,
it simplifies itself as unethical promotion. You must be very careful to the draw line between the ethical and unethical
promotion. Encapsulating the facts, eventually you should have proper information about the needs of customer with
regard to gifts and sample.
Frequencies Needs:
Although many customers do not wish to see Medical Representatives quite frequently yet there are customers who may
wish to have the MRs presence with continual frequency. In combination to such meetings, the experts MRs understand
the correct needs of their customer in order to maintain the business.
You should have the information of,
How frequently the customer wants to see MR.
Do you need an appointment or you can visit after a fix interval?
Will you get an appointment on the phone/email or at the time of post call?
All above mention information will help the MR to make better visit plan and coverage of customers.
Ethical and Unethical need:
As earlier discussed of the many needs of the customer, it seems quite impossible for the MR to fulfill his/her entire needs.
Your indication to the customer about what you can and what you cannot do should be clearly communicated to. Every
pharmaceutical company has its own promotional strategies. It is better that all the pharmaceutical companies follow a
common code of ethics. It is simply important for their survival.
Fig2.3: Ethical and un-ethical needs.

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

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Few activities were considered ethical a few year ago but today’s changing environment labels them as unethical. Sponsorship
for the medical conferences is still ethical but it is quite under pressure. It is better to focus on the knowledge of the
MR and in all the changing environments it will be the need of the customer and will remain ethical. Many surveys of
customer behaviors show that knowledge is most important need of the customers.

2.1.7

Brand Ladder position of customer

Which position your customer enjoys on the Brand ladder is important when organizing your call. Once during a joint
visit with an MR, the MR, remaining unaware that the doctor was already prescribing the drug of choice, went on without
a ‘thank you’ for the prescribing, describing the features of the brand and also considering its usage. The doctor could
merely be in a state of astonishment at the lack of competency in the MR.
MR can get this information from the pharmacy, total practice and also from the doctors, during probing.
Fig 2.4: Brand Ladder

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

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Pre-Call Planning Pharmaceutical Selling

2.1.8

Review the customer profile

Which competition Brand he prescribes?

Where the knowledge of the brand position of your product is necessary, knowledge of the brand ladder position of the
competitor brand is equally important. Such information is once again, available at the pharmacies, total practice and
directly from the customer using probing skills.
At times the Doctor may prescribe more than one brand, depending on case to case but there still may be one brand in
favor, gaining more than 50% prescriptions. Unaware of this information, you may not be able to handle your call in a
better manner. Through this knowledge you can consider and then present the disadvantages of the competition and cover
your product. If prescribes your brand as a drug of choice then it is easy to maintain him/her on your brand.

2.1.9

Why he prescribes that brand?

Prescribing any brand is dependent on the behavior of the customer and why he prescribes the brand is merely a concluded
belief about it out of his knowledge. For example he prescribes anti-histamine to allergic patients in reference to his
belief that the relevant product X has a greater efficacy rate. Or rather his belief may be that all anti-allergies provide
same results. If the MR of product X remains regular, supplying regular knowledge, the customer will be less reluctant
in prescribing your brand.

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Pre-Call Planning Pharmaceutical Selling

Review the customer profile

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In Fig #2.5, there may be one or many believe of customer. Similarly, he may also compare different MRs and conclude
his beliefs according to actions and behaviors of the MR. MR can improve himself by identifying which belief is most
preferable by the customer.

2.1.10

Knowledge of total practice

What is the total practice? Why do we need the knowledge of total practice?
Receptionist, helper or the nursing staffs of the doctor, all are included in the total practice. They are the influencers of
the customer. They can provide you with the information of the customer. What are your customers’s most preferable and
disliking. What competitor brings what type of activities to your customer; is the information you can get from the total
practice. If you build a good relation with the total practice you can easily visit your customers.
Example of total practice:
Once, while observing our potential with the customer, I was visiting with an MR, the receptionist informed us that
the doctor was busy and unwilling to accept our appointment. At the same time, a competitor brand MR appeared and
because of his cordial relations with the receptionist or the doctor’s staff, he could fulfill his visit. On the other hand our
visit was disrupted because of low relations with the staff.

Building Relationship ------ Tips and techniques

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