Professional Documents
Culture Documents
Pharma Marketing Kailas
Pharma Marketing Kailas
Pharma Marketing Kailas
By
Presentation Content
1. Pharma Company Organizational
Structure
2. Pharmaceutical product
Marketing and Sales
6. Product Mix
7. Promotional Aid
8. Detailing
Pharma Marketing
1) Pharma Company
Organizational Structure
Marketing
Manager
National Sales
Manager
PMT
Team
Zonal
Head
Regional
Head
Area Manager
Sr. Medical
Representative /
Sales Executive
Dr. Kailas Ghodke
Medical
Representative /
Sales Executive
Pharma Marketing
i.
Pharma Marketing
i.
Pharma Marketing
Development of strategy
Decision making
Media Planning
Training
Brand Projection
Pharma Marketing
Strategy Implementers
Pharma Marketing
i.
Finance
ii. Purchase
iii. Logistic
iv. Graphic designing
Pharma Marketing
2) Pharmaceutical Product
Marketing and Sales
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Pharma Marketing
Types of selling
i.
FMCG
OTC
Electronics
Pharma product
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Types of selling
a) Consumer selling
Product
Mdia
Advt.
Consumer
(Customer)
b) Healthcare selling
Peroduct
Customer
Consumer
(Customer)
(Doctor)
Dr. Kailas Ghodke
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Customer
Pharmaceutical selling is an indirect selling
One promote a particular product to a doctor who identifies
the need of that particular product to a particular patient and
prescribes the same hence, a doctor becomes a customer and
patient become a consumer.
Similarly the chemist honors the prescription raise by the
doctors and the stockiest supply the stocks to the chemist
while the C & F agent who hold the stock on behalf of the
companies.
Dr. Kailas Ghodke
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Customer contd.
i.
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3) Pharma Distribution
Channels
Manufacture
Doctor
Dr. Kailas Ghodke
Company
Depot
CNF /
Super Stockiest
1.5
4%
Stockiest
10 %
Retailer /
Chemist
20 %
End User /
Patients
Rx
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contd
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All the stockiest, Sub stockiest and the retailers (Chemist are
the members of called MSCDA (Maharashtra Stockiest and
Chemist druggist association) in Maharashtra while at all India
level AISCDA
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The following are the basic question that we must asked our
self and answer them correctly.
i.
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Job Responsibility
To increase continuously sales of the company product with
customer
To provide regular feedback to the company and the
Competition
Marketing
Socio-economic condition
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organisation.
To create awareness
To inform customers about the features and benefits of our
products
Dr. Kailas Ghodke
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5) Pharma Products
Marketing and Promotions
Pharma Promotions
a) External Customer
b) Internal Customers
1. Doctor level
2. Chemist Level
3. Patient level
4. Masses level
5. Packaging Level
6. Price level
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1) Doctor level
Type of Doctor- Target Customer
Type of Doctor
Independent practitioner or
Private)
Physicians or Surgeon
Latest trend
Dr. Kailas Ghodke
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x. Catch cover
xi. Journal advertisements
xii. References
xiii.Participation in
Symposium, Medical
conferences and CME
xiv.Involvement in Brand
launch and various other
field activity
xv. Sponsorships
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2) Chemist Level
Bonus offer
Chemist Folder
Stickers
Posters
Gifts
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3) Patient level
Patients are targeted indirectly for brand promotions
The best time to divert the patients attentions is when they are
waiting in consultancy for their turn.
Tools used for patients promotions;
Posters
Medical Camps
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4) Masses level
Pharma products which can be promoted at mass level
includes;
OTC drugs- Asprine, Idex, Move Crocine, Corex, Sugar free
Food Supplements - Protein Powder- Horlics, Boost etc
Tonics / Chavanprashs - Baidanath , Zandu etc.
Neutraceuticals Calcuim Sandoze
Herbal Medicines Himalaya Products
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5) Packaging level
i.
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6) Price level
Promotion at price level always carry a risk when the
competitors reduces their prices.
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It is said the sales team is the eyes and the ears of the
company.
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i.
ii.
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6) Product Mix
Product mix
Product mix means selling the right product in right quantity
at the right time to the right customer.
A successful Healthcare sales professional will sell all the
products and achieve his targets
Sales professional who sells the product mix can achieve his
rupee value target but , sales professional who achieves his
rupee value target may not achieve the product mix.
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7) Promotional Aid
Promotional Aid
Most commonly used promotional tools in the
pharmaceuticals industry are
1. Visual aid
10.Physicians Samples
2. Literature
3. Gift articles
12.Journal advertisements
4. Prescription pad
13.References
5. LBL
14.Participation in
6. Flier
Symposium., Medical
7. Brochure
8. Stickers
15.Bonus offers
9. Clinical trials
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Visual Aid
Visual Aid or VA as it is commonly known, is a spiral bound
material with photo- mount stand there are several laminated
page s with product messages
Advantages of VA:
Ensure attention of the customer, the picture and messages
printed on it are to attract the customers attention you can point
out relevant portions on the pages and deliver the detailing
story. This ensures Audio- visual presentation. The doctors
sees and hear at the same time.
Helps to create audiovisual impact, communicate message to
doctor in a logical sequence
Helps to discuss many product at a time
Helps to skip the detailing of products not meant for a particular
specialty
Very effective communicating tool
Dr. Kailas Ghodke
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Flier
Any literature which is distributed to masses i.e. for mass
distribution.
The flier is usually used to pass on the information's for the
masses, sp. Info on some event venue, tel. no. etc.
The fliers are usually distributed at the railway station, some
local fair or some event or distributed by putting it in the news
paper.
Practically the paper used for flier printings is less than 100
GSM, mostly 80 GSM maplito paper, may be one colour 2
colour or 4 colour job.
Dr. Kailas Ghodke
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Brochure
This literature gives the in-depth knowledge of the service /
product targeted to the potential client.
Practically it is more the 4 - 6 pages
Mostly all pages are bound together either simple binding or
back to back pasting
Each pages are about 175- 200 GSM if it is a simple binding or
for back to back pasting 150-175 GSM.
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Gifts
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Bonus offer
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Stickers
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8) Detailing
Definition of Detailing
Detailing is a presentation of selling points in the most logical
sequence to the customer
Sales promotion, sales presentation, sales interview are the
other names of detailing
Basically detailing means the communication of your
message to the customer to increase the sales.
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Objective of Detailing
To make the product known to the doctor, but its purpose is to
crate a NEED and WANT in the mind of the doctor
This step is technically known as comprehension of the
product to the doctor with a view to generate an urge in his
mind to prescribe the product
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Principles of Detailing
Logical and sequential presentation
Logical build up of selling points
Fastening the minds of the customer
Hammering the key points
Giving proof for all statements whenever needed.
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Contents of Detailing
Medical detaining is the conversation between the doctor and
the MR.
It is a dialogue and not a monologue.
The MR builds the discussion with doctor on;
Name of the product BRAND,
Indication in which the product is advocated
Benefits that the product can offer to the patients
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Conversation
Name of the
product
Indications
Benefits to
patient
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Detailing should be
Complete
Clear
Delivered with confidence
Conviction
Eliminate the competition
Should follow the AIDA principle.
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Detailing sequence
i.
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Opening
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i.
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Art of sampling
i.
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Planning
Planning:
Planning can be defined as the ability of looking ahead.
In other words, planning is the thinking process, which helps
us to anticipate our objectives of tomorrow and the tactics we
will adopt to ensure achievements of these objectives.
When to plan:
Planning has to be done in advance.
The right time to plan is the previous night for the next days
work
Dr. Kailas Ghodke
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Planning contd.
How to plan?
Foundation of every plan is knowledge and information
We must know:
i. What we are selling (Products)
ii.
iii.
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What to plan
You can take the steps given below (under the heading
Write down the following things in daily call companion)
when you write down your plan.
This will help you to minimise your mistake you may make at
the same time reduces the deviation in your work.
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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
the top.
Rehearses the talk in the mind, which, you are going to have
with doctors.
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Usage of product
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i.
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brand.
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i.
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you coffee, enquires about your family gives his best wishes
for future but doesnt write any prescription
Dr. Pawar does not do all these things but writes your
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i.
ii. Have I selected right product for the right doctor at the right
time?
iii. Am I providing them appropriate scientific informations,
which will help them to satisfy their patients needs?
iv. Do I call on these doctors at right time, right frequency?
v. Do I make my presentation effective?
vi. Do I make use of all the promotional inputs provided to me
in generating prescription?
vii. Do I demand prescriptions from doctors?
Dr. Kailas Ghodke
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Vital 3 Minutes
This is the duration a customer will give to you for your sales
presentation
Waste no time in taking a place, opening a bag and taking
out Laptop, CD, Brochure VA (visual aid ) etc.
Avoid serious error by which he will get angry e.g. Touching
articles on the table, disturbing his set up etc.
Discuss the right product ,with right customer ,with right
implication, benefits etc.
Dr. Kailas Ghodke
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Doctors
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Doctors contd.
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Doctors contd.
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Doctors contd.
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Doctors contd.
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Doctors contd.
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Doctors
contd.
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15) Chemist
Chemist
Chemist or retailer is the last or the end part of the chain of
distribution.
Chemist provides the medicines to the buyer, prescribed by
the doctors.
Chemist realises the prescription written for our product,
thereby he is an important aspect in getting the sales.
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Company
Depot
C&F
Agent /
Depot
Doctor
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Stockiest
Chemist
Rx
Patient
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First take out the order book and ask about if any order he
his having for you
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Later you can call him by name once you develop a rapport
with him.
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Order
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Summery
Preempt competition
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16) Stockist
Stockist
All of you will agree that you have generated the prescription,
which gets honored at the chemist counter.
But who serves the chemist?
Or who takes care of the demands generated by you?
It is the stockist hence proper functioning of stockist plays an
important role
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Stockist
A stockist is a customer who stocks the products of various
companies and sells to the retail chemists.
His basic job function would be to satisfy the need of the
retailers and he has to deal with company as per the company
rule.
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Need of stockist
Our country has a wide geographic borders and our success
will greatly depend on how powerful is our distribution
system.
As majority of companies have started covering even micro
interiors, the pharma business in these place have started
flourishing.
Now days there are more than 4-5 chemists even in the micro
interiors and we have to serve them very effectively.
Earlier company used to operate with few stockist and mainly
retailers used to come and buy from them but today due to
fierce competition even stockist has to go to the retailer and
book the orders and supply them.
Dr. Kailas Ghodke
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Stockist operations
You have to coordinate very effectively and regularly with your
stockist, Area Manage, Regional Manager, your superiors and
H.O. for the smooth operation.
You must be able to manage his purchases, his services and
his payments.
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Territory management
What is Territory?
Territory of MR is a complete geographical area assigned to a
particular MR which comprises of potential customers like
doctors, chemists stockist institutes etc with specific
demographic requirements
H.Q:
In a given territory the basic town is known as H.Q. (Head
Quarter) town.
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IS - Information System
To keep a tract on daily activity, sales market feedback the
company has develop the information System
IS contains various systematic and scientific formats which
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.
Thus these formats are very important links between the field
people and the H.O
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i.
ii. Master Call List (MCL) or Important Call List (ICL)- Doctors,
institution, chemist, and stockist
iii. Expense Statements
iv. Standard tour program, Tour Report and fare chart
v. Monthly sales Analysis report
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Name of Doctor
1
2
3
4
5
6
Evening (After 4 PM)
1
2
3
4
5
6
DCR
Format
Work With
Name __________________________
Signature________________________
Remark of Superior
Any Special Observation
Signature of SE _________________
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2) Monthly Report
i.
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Monthly Report
Month________________ 2004
SE Name :____________________________
Date:_____________
Day
HQ_____________
Promotinal Material
PS
LBL
Gifts
Discount
Offer
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
Total
Sales
Monthly
Report format
Signature of SE _________________
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3) Tour Report
This is an important tool for planning
Plan your tour in such a way to cover maximum no. of doctors
in the area having high market potential and require less
travelling
From one doctor to another
From one ex station to another ex station
From one out station to another out stations
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Date:_______
HQ_____________
Tel
MCL No.
1
2
3
4
5
6
7
8
9
10
Doctor Name
Degree Speciality
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Clinic
Res.
Mobile
DOB
Pharma Marketing
5) Expense Statement
Give clear details of expenses day wise, HQ Wise
For each claim, supporting is a must
E.g. Bill of photocopy, Railway, bus ticket for Ex. Station /Out
station visits. STD call made to HO, postage charges etc.
Expense statements to be posted to HO along with the
monthly report.
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Expense Report
SE Name :____________________________
Date:_____________
Day
Photo
Copy
HQ_____________
Fare
Postage STD Lodging Staitionary Other Bills
Bus Train
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
Dr. Kailas
Ghodke
Signature
of SE _________________
Expense
Statement
format
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Type of Printings
Pharma Industries and Printing Industries are very closely
related .
In fact Pharma Industries must be leading customers for
the printing companies.
From Pharma point of view printing can be classified as
i.
Offset printing
a. One colour job
b. Two colour job
4 colour job
ii. Digital Printing
iii. Screen Printing
c.
iv. Cyclostyles
v. Photo copy
Dr. Kailas Ghodke
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i. Mirror coat
i. Matt Paper
iii. GSM
a) 60 GSM
f) 150 GSM
b) 70 GSM
g) 170 GSM
c) 80 GSM
h) 210 GSM
d) 100 GSM
i) 300 GSM
e) 110 GSM
j) 400 GSM
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Type of Binding
i.
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Growth
Growth
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400%
PCPM:
Per Capita per month i.e. Average sale per Man per month
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Thank You
Thank You