PERSONAL SELLING AND FIELD

SALES GENERATION

AN INTERNSHIP REPORT

Submitted by
MUHAMMAD UMER FAROOQ
ROLL No: 126
In partial fulfillment of Internship for the award of the degree of
Master of Commerce (M.COM)

SCHOLAR’s COLLAGE

MULTAN, Punjab

FEBRUARY,2024
 Introduction to pharmaceuticals

The Pharmaceutical Industry develops, produces, and markets drugs licensed for use as
medications. For this they have a well-equipped R&D department. Pharmaceutical
companies are allowed to deal in generic and/or brand medications and medical devices.
They are subject to a variety of laws and regulations of the government regarding the
patenting, testing, pricing and ensuring safety and efficacy and marketing of drugs

Historical Background of SJG Pharmaceutical Industry

In the rich tapestry of SJ&G’s history, one resounding theme echoes through the decades: leaders always look toward
the future. From its inception in 1889, SJ&G embarked on a journey guided by visionary leadership, eager to embrace
evolving landscapes and industry advancements. The 1960s marked a significant shift in focus, propelling SJ&G into
the realm of pharmaceutical specialties. In 1967, the company took a bold step by venturing into local manufacturing,
a move that exemplified forward-thinking and self-sufficiency. Through the early 1970s and beyond, SJ&G
continued to intensify its commitment to innovation and growth, cementing its place as a stalwart in the
pharmaceutical domain. This ethos of forward-facing leadership remains ingrained in the company’s DNA,
propelling it into a future of endless possibilities.

The Stages of Growth

1889 - The Beginning of SJ&G:

SJ&G is established, initiating its journey in the business world. Initially focused on importing food products
and pharmaceutical raw materials.

1960s - Shifting Focus to Pharmaceutical Specialties:

SJ&G redirects its focus to establish a strong presence in pharmaceutical specialties during this decade.

1967 - Entry into Local Manufacturing :

SJ&G takes a significant strategic step by venturing into local manufacturing, inaugurating a well-equipped
manufacturing plant. This move enhances the company's capabilities and allows for local production of
pharmaceutical products.
Early 1970s - Intensified Local Manufacturing Efforts :
SJ&G intensifies its efforts in local manufacturing, showcasing a commitment to self-sufficiency and a robust
presence in the pharmaceutical industry.
Ongoing - Continued Growth and Evolution :
SJ&G continues to evolve and expand, solidifying its position as one of the oldest and most prominent
pharmaceutical companies in the sub-continent. Engaging in research and development, production,
marketing, and distribution of pharmaceutical products.

MSISSION OF SJG PHARMACEUTICAL:

At SJG Pharma, our mission is to design, establish, and produce high-quality, safe, and cost-effective medicines. We
are dedicated to improving health and enhancing the quality of life for all, under the strict supervision of competent
authorities.

VISION OF SJG PHARMACEUTICAL:

POur vision is to lead as the most competent and reliable pharmaceutical manufacturer in the region, setting new
standards of excellence in healthcare.

NETWORK OF SJG PHARMACEUTICAL:

SJG has more than 100 distributors who are located in the cities and smaller towns to ensure the availability of
products.

International Marketing:
Our commitment to ethical marketing extends across our organization, encompassing teams in our head office and
teams in other countries, including Sri Lanka, the Philippines, Myanmar, and Afghanistan. These teams uphold ethical
marketing principles and quality standards, tailoring their approaches to meet local needs while ensuring safety,
environmental responsibility, and strict compliance. This collective effort brings our Quality, Health Safety &
Environmental Policy to life, fostering a positive impact on a global scale.

Strategic Objective:
SJ&G. believes in progressing ahead & achieving the set goals through dedication and better services to its customers.

By virtue of having a successful track of serving the medical profession with its pharmaceutical products and the
initiative of providing food related products through its consumer division of Father & Sons, SJG has set a very clear
mission to be among the successful national companies.

Strategic intent is to pursue in introducing potential pharmaceutical and food products through its corporate efforts as
well as through business collaboration with foreign entities ultimately to serve the ailing people of Pakistan.
Manufacturing Facilities:

SJ&G. manufacturing facilities include a well-equipped plant to manufacture wide range of

formulations such as Tablets, Capsules, Syrups, Suspensions, Dry Suspensions, Dry Vials,
Ampoules, Ointments, Lyophilized products & Veterinary Oral/Parenteral preparations.

All products are manufactured strictly under supervision of qualified pharmacists. To ensure that
finished products are of the highest quality, the entire finished product range is stringently tested
and released for market only after complete adherence to good manufacturing practices.

Logistics & Execution:

Efficiently Orchestrating Supply Chains and Deliveries

At SJG, we understand that timely and efficient delivery of medications is crucial to our
customers. That’s why we have invested in a robust logistics and execution system that ensures
our products are delivered to their intended destination on time and in excellent condition. Our
logistics team works tirelessly to manage the entire supply chain, from production to delivery, to
ensure that our pro

Our Profile:
SJ&G is a Pharmaceutical manufacturing and marketing company registered in Pakistan by
competent Drug Regulatory Authority of Pakistan. SJ&G is holding a valid DML # 000083. Our
Drug Regulatory Authority inspects as per inspection schedules overall the factory Plant areas
including Production, QA, QC, and Warehouse as per routine inspection as well as GMP
inspection once in a year.

DIVERSE VENTURE:

1. CONTINENTAL PHARMACEUTICAL
2. KAIR PHARMACEUTICAL
3. SWISS PHARMACEUTICAL
4. SOLACE PHARMACEUTICAL
 SWOT ANALYSIS
SWOT ANALYSIS FOR SJG IS GIVEN BELOW

Strengths:

Innovative Solutions:
Innovation fuels our mission, propelling us to craft cutting-edge healthcare solutions. At SJG
Pharmaceuticals, creativity and adaptability are our driving forces through which we are enhancing lives
globally.

Uncompromising Quality:
At SJG Pharmaceuticals, quality isn't just a standard; it's a promise. We adhere to rigorous quality controls at
every step, ensuring safety and efficacy in all our products.

Sustainable Practices:
At SJG, we're dedicated to minimizing our ecological footprint. Through eco-friendly practices and
responsible sourcing, we aim to contribute to a healthier planet and a better tomorrow for all.

Fostering Collaboration
By fostering collaborative alliances within our organization and with external partners, we enhance our
ability to innovate, grow, and deliver exceptional healthcare solutions.

Weakness:
NOT ENOUGH BRAND RECOGNITION
CUTOMERS ARE NOT OBLIGING PRODUCTS
LOW PROFIT ON PRODUCTS
LOW SALARY PACKAGES

OPPORTUNITY:
NEW MARKET
EXAMPLES
MARKET SIZE
FLEXIBLE WORKING HOURS
THREATS:

ECNOMICAL THREATS
SOCIAL THREATS
POLITICAL BARRIES
GOVERNMENT POLICIES

Corporate Governance

Our Approach

Ever since our inception, we committed ourselves to the highest standards of corporate
governance. We believe that a robust corporate governance policy drives healthy business
growth and reinforces vibrant markets, besides serving an important instrument of related
people. Governance also provides an appropriate framework for the Board and the
Management to set corporate objectives to enhance company value.

Core Values

Our corporate governance is defined by clear, established values, standards of business

conduct and code of ethics.

Business Ethics

Our business code reaffirms our adherence to core values and serves as a practical guide
to everyday work life. Constantly accommodating new legal and regulatory
developments, this code is a valuable resource in assisting employees with decision
making to ensure that business is conducted with integrity. This business code also helps
in preventing, detecting, reporting and addressing any allegation of misconduct and
violations of law.

Transparency

Adhering to the principle of fair disclosure, we regularly provide information on the

company’s position and significant changes in business activities to all our Strategic
Partners.

Quality

We accord the highest emphasis to quality and it is given as much attention as innovation
and value creation. A fully computerized quality control system monitors operations
round-the-clock thereby ensuring highest standards of quality.

Corporate

At SJ&G FAZUL ELAHI PHARMACEUTICAL Pvt Ltd, maintaining highest levels of

quality helps us deliver excellence in everything we do reflecting not only in robust
growth but also in personal development and enhanced management abilities.

Product
Our world-class quality products and facilities, regulatory and compliance systems
conform to international standards. In fact, we have been the youngest pharmaceutical
company in India to receive the coveted GMP Certification.

Safety Excellence

Safety First

At SJ&G FAZUL ELAHI PHARMACEUTICAL Pvt. Ltd, safety is a part of the

corporate culture. This includes infrastructural, employee, environmental and community
safety. Starting with the employee induction program, training programs on various
aspects of operational safety are periodically conducted. In association with a global
expert on safety procedures, a number of initiatives have been designed to ensure that all
manufacturing processes and systems are executed in the safest manner. These include:

• Use of high-end technologies to recycle discharge and make it toxic free through
a seriesof processes thereby leading to zero discharge manufacturing.

• Three-tier safety committees to monitor safety initiatives, standard operating

procedures (SOPs), process and working standards for F&D and manufacturing units.

• Round-the-clock medical care and safety training for all employees.

• Use of sophisticated equipment to monitor air quality inside plants.

Safety vision

To become a world-class, safety-driven pharmaceutical organization by conducting our

business processes and operations with commitment to the highest standards of safety,
health and environment.

Safety goal

Our safety vision is inspired by a succinctly stated goal – 'Zero Incident'.

 believe the goal of a zero incident workplace is achievable by developing and
maintaining management systems that allow us to control risk by ensuring engineering
controls and administrative controls. Our ultimate goal is to have zero accidents, zero
injuries and zero fatalities – leading to zero incidents.

Values

Most organizations are mostly driven by strategies. We are also driven by values.

• Corporate Social Responsibility

• Respect for the Individual

• Excellence

• Innovation

• Value for

patients LIST of

Products

• Admira 250mg

• Admira 500MG

• Admira

200mg/5m

• Oflin syp

200mg/10ml

• Ofylin tablet

400mg

• Contour 20mg

• Contour 40mg

• Desora 5mg
Medical Representative

Pharmaceutical sales representatives are salespeople employed by pharmaceutical

companies to persuade doctors to prescribe their drugs to patients. Drug companies in the
United States spend ~$5 billion annually sending representatives to doctors to provide
product information, answer questions on product use, and deliver product samples.

Companies maintain this provides an educational service by keeping doctors updated on

the latest changes in medical science. Critics point to a systematic use of gifts and
personal information to befriend doctors to influence their drug prescriptions. In the
United Kingdom representatives are governed by a strict code of conduct from the
Association of British Pharmaceutical Industries (ABPI). No gifts are allowed.
Companies are fined and held in breach if they use the tactics described in this
description.
Methods

Doctors can receive small gifts, such as free dinners, event or travel tickets, clocks, free
drug samples and swag. Controversial inducements include jobs offers for the drug
company, consulting / speaking fees, and all-expense-paid travel to resorts and exotic
locations where attendance is limited or not mandatory.

Pharmaceutical Representative is a trade journal featuring common sales tactics such as

how to close a tough sale by flattering a stubborn doctor. Along with flattery, the
attractiveness of sales reps has been noted, with a trend of former cheerleaders entering
the field. Researchers note; "seduction appeared to be a deliberate industry strategy", and
in informal survey by a doctor found that 12 out of 13 women sales reps said they had
been sexually harassed by doctors.

Me-too drugs

Sales reps push new "follow on" or "me-too" drugs with free samples that are more
expensive than existing generic drugs, such as Nexium which costs three times as much
as its predecessor Prilosec, with no evidence of improved efficacy. With beta-blockers
and statins, me-too drugs have improved results, and increased competition while
lowering prices. As me-too drugs are similar but new, their side effects can be unknown
and not well understood. Pharmaceutical marketing / reps assert a me-too drug may work
better than another, but they "don’t test their me-too drugs in people who have not done
well with an earlier drug of the same class."

Laws

In 1990, the Food and Drug Administration (FDA) passed laws banning "gifts of
substantial value" of drug companies to doctors, however this has changed the gifts from
objects to meals and travel.
In 2006, New Hampshire forbid the sale of prescription data to commercial entities.

Encountering ill-informed reps at his practice Dr. Dan Foster, a West Virginia surgeon
and lawmaker, introduced a bill to require reps to have science degrees. While it did not
pass, it led to a disclosure of minimum hiring requirements.

Role

Role of medical representative is to create demand for an existing product or launch new
product ensuring availability at retailers and stockiest.

The role of Medical Representative is very challenging. They represent the total company
in a given territory. They have to work hard from morning to midnight at different
hospitals, clinics, doctor’s chambers, pharmacies etc. They have to meet with different
types of people doctors, nurses, pharmacy owners, clinic’s managers and even sometimes
with general people. They have to achieve their target by generating prescriptions. They
need to earn knowledge regarding the human body and microbiology. They need to be
master in product knowledge, selling skills, communication skills, problem-solving skills,
and time management to become a good Medical Representative.

Medical Representatives are the building blocks of a company. They form the platform of
the company in front of customers and share the vision, promote the products of the
company and achieves the given objectives, in turn, which get converted into revenue for
the company.

Medical representatives are the key point of contact between pharmaceutical and medical
companies and health care professionals, promoting product awareness, answering
queries, providing advice and introducing new products. Excellent sales skills are a key
requirement for medical representatives.
RESPONSIBILITIES AND ROLE OF MEDICAL REPRESENTATIVE

Launching new products in the market

Sales Achievement

Customer Support and Customer Service

Pharma Product Promotion

Market Feedback about the product

Company Representation

Record Keeping and Reporting

DAILY ACTIVITIES OF MEDICAL REPRESENTATIVE / MEDICAL
REPRESENTATIVE DAY

A typical day may involve one-on-one meetings with doctors, pharmacists or nurses in
their offices or places of business to monitor their supply of drugs and to inform them of
forthcoming changes. The representative will introduce them to new products from his
company. In the afternoon, he might visit hospitals to meet with doctors on staff to
persuade them to purchase his products.

HOW TO BECOME A MEDICAL REPRESENTATIVE

It costs millions to produce a drug and to sell them in this competitive pharmaceutical
business world. The pharma industries need people who can sell their products to the
doctors, pharmacists, and chemists. These companies recruit the medical representatives
(Sales Representative) for the purpose of introducing their new products to the doctors,
pharmacists, chemists or other healthcare professionals who regularly prescribe
medicines to the patients.

Medical representatives specialize in one area and make the health professionals
prescribe the particular product of their company. Their job is to promote the existing
medicine to the doctors, pharmacists, and chemists. They discuss the clinical usage,
dosages, etc. with the pharmacists and doctors.

Medical representatives (MR) are the people who perform key communication between
the medical professionals and the drug manufacturing companies. Their responsibilities
also include the promotion of the company’s products to the GPs and doctors in the
hospitals. For this purpose, they have to do a one-to-one communication or meetings with
those medical professionals.

Qualifying Exam

Those who wish to be a medical representative (MR) should acquire a bachelor’s degree
in a related field. The specialization in pharmacy, business or healthcare is preferred.
Those, who have qualified in another field can also be a medical representative.
However, they will have to take to some training session about the diseases and related
drugs in which they want to specialize. Some pharmaceutical companies prefer
candidates with a qualification in business or biosciences, while some other companies
prefer candidates with sales backgrounds.

Who is eligible to apply?

Candidates who have pursued the higher secondary education with biology and
mathematics from any reputed schools/institutions can join for the bachelor’s degree in
related field. Some top universities offer the related programs like pharmacy, biosciences,
healthcare, and business of four years duration. The admission to the schools/institutions
will be based on entrance tests organized by them.

Key points in the process:

Study Higher Secondary with biology and mathematics from any recognized institutions
and secure good marks in the examination.
Find the colleges or universities which offer pharmacy biosciences, or healthcare and
pursue the bachelors’ degree.

Acquire some experience in the medical industry to get an exposure. This will help them
to get more chances while looking for the medical representative jobs.

Improve skills by attending some seminars or classes in the related medicine subjects.
Some companies offer specific training according to the candidate’s level of experience
in the field.

Get the certifications that expose your potential and skills in the same field.

Search for the jobs in the companies that recruit medical representative (MR) and apply
for it.

MEDICAL REPRESENTATIVE SKILLS:

Interpersonal skills are required to develop trust and rapport that are a necessary part of
the sales process. You must be able to speak the language of the medical profession by
becoming familiar with complex medical terms and procedures. You will need to be able
to manage your time and project a highly professional image in the market.

Ability to take a challenge

Be willing to work hard

Should be well groomed

Should be polite and gentle

Should be dedicated and determined

Good knowledge regarding the human body and Microbiology

Should have sound product knowledge

Ability to generate prescriptions

Ability to achieve sales target

Should be self-confident

Should have patience

Should be expert in selling skills

Should have Problem-solving skills

Should know how to handle objections

Should have the good interpersonal skill

Should have good communications skill

Preferably Science background

Willingness to meet with different types of

people Ability to handle different types of

customers Should be able to handle the adverse

situation Ability to work under pressure

Ability to select the right product for the right customers

Ability to give the right information to the right doctors

Should be able to Pursue customers

Should be well accepted by customers

Should be Punctual

Should be able to read customer’s mind

Ability to extensive travel

Disciplined
Good listening skill

Ability to learn quickly

Should be good at English

Should have analytical skills

Should have good detailing ability

Ability to buildup Relationship with customers

Judicious utilization of promo materials

Ability to follow management instruction

Well mannered

Creative in problem-solving

Should possess a positive attitude

Should be loyal to management

Ability to explore Opportunities

Self-motivated

Ability to work independently

Knowledge regarding time management

Ability to organize a scientific seminar

Ability to make an effective sales presentation

Ability to make an effective tour plan

Ability to handle competitor’s propaganda

Ability to stick with the assignment until the job is completed

 Strategies to reach Doctors:

As the ones who write the scripts, physicians are the most important audience in
pharmaceutical sales. Government regulations that place a heavy emphasis on disclosure
and industry self-policing efforts, such as the PHARMA Code on Interactions with
Healthcare Professionals, have required changes in how pharmaceutical companies
market products to physicians. But those are not the only factors. Physician reliance on
Internet technology for information and communicating is also forcing pharmaceutical
companies to re-tool their marketing strategies.

Traditional Marketing

Physicians value free drug samples and are willing to meet with sales representatives to
get them unless their medical network bans free samples. The industry finds samples the
most effective marketing tool and spends billions annually distributing free drug samples.

Critics of the practice say drug samples steer physicians to prescribe new, higher cost
medications when generics or lower-priced brand drugs are available. "Once therapy has
been initiated, patients and their insurers are likely to continue to pay for the new, costly
drugs," according to research by the Pew Charitable Trust Prescription Project.

Gifting of things such as meals, travel expenses, books, and speaking fees is a traditional
marketing tool under heavy fire. Some governments have banned all gifts to physicians,
which can be confusing to marketers wanting to provide something as basic as an ice
cream cone at a national medical convention.
That image certainly illustrates how complicated it has become, and sales representatives
need to be familiar with the laws and regulations in each state. Pharmaceutical company
representative often develops working relationships with key opinion leaders or "thought
leaders" who influence other physicians through their professional status.

Emerging Tactics

Physicians have been among the earliest of the early adopters of mobile technology,
beginning with beepers and pagers, and then PDAs, smartphones, tablet PCs and other
handhelds that make patient records and reference materials portable.

With so many physicians already married to their electronic devices, apps for the iPad
and Smartphone seem a ripe niche for pharmaceutical companies. "Healthcare is a mobile
profession and lends itself to these devices," stated Bruce Carlson, publisher of Kalorama
Information, a market research company.

The global healthcare sector invested $8.2 billion in handheld devices and related
applications in 2009, according to Kalorama. Social networks like Facebook, LinkedIn
and Twitter, and hundreds of smaller niche sites allow physicians to organize
professional online communities for collaboration.
Physicians Interactive (PI), based in Marlborough, Mass., claims to have developed "the
largest network of online and mobile healthcare professional relationships in the United
States, reaching more than 875,000 physicians, nurses, and allied health professionals in
all major specialties." PI serves its pharma clients through the development of mobile and
online clinical resources for healthcare professionals.

Sermo, a free online MD-only community, claims 115,000 members, or 20 percent of all
U.S. physicians. Daniel Palestrant, MD, the site's founder and CEO, says 10 of the top 12
pharmaceutical companies are Sermo clients who "are engaging physicians through our
social media offerings built specifically to increase brand awareness." Sponsoring
companies can follow physician discussions such as their reactions to different
components of the health reform law, promote their brand and engage with physician
members, according to Sermo.

Marketing consultant Richard Meyer observes that the role of the traditional sales rep
who constantly seeks face time with doctors is "fading." Meyer and other industry
watchers say pharma need to re-tool their marketing efforts and bring more "medical
communication specialists" on staff to engage with physicians online. These medical
communicators could provide value-added services that help physicians sort through
information clutter while facilitating links with clinical trials, journals, and knowledge
opinion leaders.