MEDICAL REPS OR HEALTHCARE ADVISORS?

MedicinMan has come a good distance from Vision to Action. We will be celebrating our First Anniversary soon. And what better way than to conduct a first-of-its-kind event on Field Force Excellence – FFE 2012.

MedicinMan FFE 2012 will be a unique event with senior industry leaders including CEOs sharing their insights on FFE. This is an ideal opportunity for SBU heads, Heads and Senior Mangers in Sales, Marketing, HR, Training, SFE and others like Divisional/Zonal Sales Managers, who are responsible and passionate about FFE in India Pharma.

MedicinMan FFE 2012 will kick-off with a CEO Round-table on how to transform the present trend of Low Attraction-High Attrition into High Attraction-Low Attrition so that Indian Pharma has a sales leadership pipeline that can meet the challenges of growing into a $ 50 billion industry by 2020.

Ramanathan from Ranbaxy has written an insightful article on this topic in this issue. We are also starting a special Pharmacology for Field Force section spearheaded by Dr. Amit Dang of CEO of Geronimo Healthcare Solution. This is one more step in ensuring FFE and we look forward to ideas from pharma

managers responsible for FFE to attend MedicinMan FFE 2012 and share their insights. Only steps like this to upgrade the knowledge of Field Force will put them in position to be doctor’s therapy partner. Pharma has the scope of developing Field Force into knowledge workers who are experts in their therapy areas. It could be from GP disease therapy areas like highly prevalent Malaria and TB to super specialty areas like Oncology and Ophthalmology. Field Force must create and deliver actionable knowledge to physicians and paramedics.

Another excellent article by Prof. Vivek on positioning will give Field Force the marketing knowledge and insight to position their products accurately and ensure brand loyalty.

Dr. Shalini has written on an extremely important but low awareness area – Patient Care. In future Pharma will have to play an increasingly larger role in this vital area. This is the gist of Ernst & Young’s Pharma 3.0 report, which can be downloaded from my LinkedIn profile page - https://www.box.net/s/57575410a691d63838a1. Insights from articles and reports like these should stimulate new ways of doing business. In all this we at MedicinMan see the Field Force as the facilitator and therefore

pharma companies must pay more attention to FFE as well as enhancing the role and remuneration of MRs and others in the field who meet doctors every day.

No other channel has the power to impact pharma business as much as field force – improving their knowledge, skills and motivation can only mean better talent and sales leadership pipeline for the future.

There are a lot of events happening from June to August and MedicinMan is partnering with UBM as a Media Partner. Our objective is to collaborate with others who are adding value to the Pharma FFE ecosystem. Akshata Rao, who was spearheading eyeforpharma in the US is now in India, looking for ways to make a positive impact on the Indian Pharma market and so watch this space for new developments. I also had a great meeting with Sujit Kumar, an IIM (A) alumnus, who will be rolling out certification programs for MRs – a step advocated by MedicinMan from the first issue.

A lot is happening and it should lead to an improvement in the overall ecosystem of Medical Reps and FLMs or should we now call them Healthcare Advisors?

MedicinMan Vol. 2 lssue 5 Pg 1

Editorial

A BroadSpektrum Healthcare Business Media’ s Corporate Social Responsibility Initiative

Vol. 2 lssue 5 www.medicinman.net May 2012

Ad Space 1

MedicinMan presents the first of its kind Field Force Excellence Conference with a CEO Roundtable. Theme - CEOs share their Vision for the Field Force of the FutureK. Hariram, formerly, Managing Director of Galderma is the Chief Mentor of MedicinMan Field Force Excellence India 2012 Anup Soans, Editor of MedicinMan is bringing together top talent as faculty to make MedicinMan Field Force Excellence 2012 a great learning experienceArvind Nair, Conference Director of Brand Drift will ensure that MedicinMan Field Force Excellence India 2012 will be one more outstanding experience for participants and sponsors

Why Participate in MedicinMan FFE India 2012?

• First ever CEO Round-table on Field Force Excellence giving insights from highest level of expertise • Around 100 decision-makers will attend MedicinMan Field Force Excellence India 2012. They will be looking out for strategic solution providers to further their business goals• A never before rare opportunity to listen, interact and learn from pioneers, influencers and trail blazers ensuring that you leave the conference with all the information you need to drive success into your sales model• A wide array of top talent as speakers from across Indian Pharma & MNC will share their insights on some of the key challenges facing the Indian Pharma industry.

Speakers / Panel Members

Sudarshan Jain – Director, Abbott HealthcareK Hariram – Managing Director, Galderma (Ex)Deepak Naik - Managing Director, H ‘n’ U Therapeutics Girdhar Balwani – Managing Director, Invida IndiaAparna Sharma - Director HR, Deutsche Bank, India; (formerly, Head of HR at UCB Pharma and Novartis)Rajkumar Arul – Director, HR for India Region, Ranbaxy Keith Pinto – Senior GM Training and Management Development; GSK Jolly Mathews – Senior Manager Training, Novartis (Ex)Deep Bhandari – GM,Sales and Marketing Service Organization, NovartisS. Vardarajan - GM, Strategy Management & Operational Excellence, Merck Hari Krishna – GM, Sales and Marketing, Glenmark Salil Kallianpur - Head, Commercial Excellence, GSKAmlesh Ranjan - Associate Director, Sanofi AventisB Ramanathan – Senior Manager BU Training, RanbaxyVikram Munshi - Senior Pharma ProfessionalAnup Soans - Editor, MedicinMan

ffe 2012

MedicinMan Field Force Excellence

About the Event at a Glance

Program Highlights

08:30 -09:20 Power Breakfast – Network with Faculty and Decision Maker Participants09:30 -10:00 Introduction – The Future of Field Force - From Vision to Action (Faculty confirmation awaited)10:00-11:15 Session 1 - CEO Roundtable Theme - How to Move Pharma Front-lines from Low Attraction – High Attrition to High Attraction – Low Attrition to Ensure Sales Leadership Pipeline.Tea Break – 11:15 – 11:3011:30-12:45 Session 2 - Field Force Excellence - What Should be the HR Approach to Foster FFE? Followed by Panel Discussion Lunch Break - 12:45 – 13:4513:45-15:00 Session 3 – Can the Second Line Manager Become the Change Agent for FFE? Followed by Panel Discussion Tea Break – 15:00 – 15:15 15:15-16:15 Session 4 – Aligning SFE and other Field Force Activities with Commercial Excellence followed by Panel Discussion 16:15 -17:00 Session 5 - The Half Time Coach by Anup Soans - Preview of L & D Program for FLMs Enabling the Front-line Manager to Unleash the FORCE in the Field Force’

Registration Details

Delegate Fees for Service Provider Companies - Rs.7500/- Early Bird Offer - Only 10 spots available - Rs.6500/- Send DD/Cheque before 15th May 2012Delegate Fees for Pharma Companies upto 3 delegates - Rs.6500/- Early Bird Offer - Rs.5500/- Send DD/Cheque before 15th May 2012

More than 3 Delegates - Special Rates on Early Bird ConfirmationSpot Registration only for Pharma Delegates - Rs.7500/- subject to availability onlyAvoid last minute disappointment. Confirm Today!Prices are inclusive of Power Breakfast with Decision Makers, Networking Lunch and 2 High Tea Slots

Bonanza Offer 1 for Early Bird Registration - One FREE copy of ‘SuperVision for the SuperWiser Front-line Manager’ by Anup Soans worth Rs.799/-Bonanza Offer 2 for Early Bird Registration - This initial offer delegate price includes taxes.

Knowledge Partner

Branding & MarCom Partners

Conceptualized & Organized

Contact Details

Arvind Nair, Conference Director at Mumbai on +91-9870201422 or arvindnair@medicinman.net and Anup Soans, Editor MedicinMan at Bangalore on +91-9342232949 or anupsoans@medicinman.net

MedicinMan Vol. 2 lssue 5 Pg 4

When I talked to the B. Pharm graduates who joined my team and asked them what made them join pharma frontline, there was a spontaneous response – salary and growth opportunities. My next question to them was how many of your class-mates have joined this profession along with you. I was perplexed to know that very few had joined. I asked them if this profession is so good, then why is it that many of your classmates have not opted to join this profession? Their response was startling - their professors had dissuaded them from joining this profession. And if they had dissuaded them from joining field sales, what are the other options recommended by them? Obviously, one can do M. Pharm and Phd. Well, not all. Then, what other options do they have.

This is what I found in Wikipedia about Pharmacy Colleges and options for Pharmacy graduates http://en.wikipedia.org/wiki/Bachelor_of_Pharmacy

As a matter of fact the career of B Pharmacy is still a toddler career in India as there is no good pay scale for the graduates as students lack soft skills. Employers like to import workers from china and Philippines to their Drug Firms. However if you take additional crash courses in Pharma related sectors like Bioinformatics, Clinical Trials & Medical Transcription you’ll get good Job Priority in India. Information sharing between B. Pharmacy students is the main bottle-neck for the growth.

WHAT DOES A CAREER IN PHARMA HAVE

IN STORE FOR PHARMA GRADUATES?

DOES PHARMA INDUSTRY DO ENOUGH TO ATTRACT FRONTLINE TALENT?

Most of the Pharma companies in India can boast about the fact that many in the top management have risen from the field. There are numerous examples of Pharma companies headed by people who have joined and grown along with the organization. Today, we can be proud of the fact that lots of global positions in top management of many pharma companies are headed by Indians and many have joined the career as a front liner.

The fact that global MNCs as well as Indian Pharmaceutical companies have a trained and motivated sales force in India is seen from the fact that the field force in this industry has been a great attraction even from outside the industry. Banking and insurance industry, when it was started, looked at professionals from pharma for meeting their requirements. This is a very positive statement about the structured training and skill development seen in Pharma Sales which makes MRs and FLMs capable of meeting challenging career requirements on other industries as well.

The monetary structure for somebody coming to this profession is also very encouraging, especially when you look at the monetary rewards offered by the others for Pharmacy graduates. So, whether you look at the stability, monetary rewards, opportunity to learn and grow or long term career options, a career in Pharma Field Sales is very attractive. Still, I hear that when companies expand their field operations, they are not able to get the right talent for front liners.

Now that brings me to the most intriguing question… Why don’t pharma graduates look at a career in pharma field sales as a compelling option? Why do professors who shape up the minds of pharmacy graduates in colleges discourage students from taking up this profession? Have pharma companies not done enough to make field sales a compelling option for these graduates? Pharma industry in India is all set to become a $ 50 billion industry by 2020. If we don’t attract good talent now, where will the sales leadership pipeline come from to meet the future growth? And considering that there are close to 351 pharmacy colleges at the present count, producing over 14,000 pharmacy graduates, without taking into account the management and science graduates, should there be a dearth of talent in the industry? Should there be really a gap between supply and demand? Are pharma companies doing enough to attract and nurture these resources?

B. Ramanathan is Senior Manager BU Training, Ranbaxy. He began his career as a Medical Rep with Pfizer and his success story is published in the December issue of MedicinMan. Ramanathan is also a faculty at the MedicinMan FFE 12. To listen to insights from him and other senior pharma managers including CEOs on how to transform the Pharma Field Sales from a Low Attraction – High Attrition to a High Attraction – Low Attrition career option, register today at early bird delegate fees.

B. Ramanathan

MedicinMan Vol. 2 lssue 5 Pg 5

MedicinMan Vol. 2 lssue 5 Pg 6

What is positioning? Although this concept has been used for many years, it was the book “Positioning: The Battle for Your Mind”, by Al Ries and Jack Trout that familiarized the marketing world on this concept in a scientific way.

The first company in the Indian pharma market to use this concept very successfully was Pfizer for Becosules. “Along with every prescription of an antibiotic, your patient needs Becosules” was their positioning statement. I heard this when I started my career in 1974. This was so effectively and beautifully communicated by Pfizer Medical Reps that Becosules continues to remain among the top brands even today.

So what exactly is positioning? It is an amazing communication tool! Your brand is special to you and your company. But what about doctors? Your potential prescribers won’t know how special your brand is to you unless you communicate. Positioning is basically about differentiating your brand from competition and implanting that differentiation in the doctor’s mind through effective communication.

domperidon. How will you position your brand Nogerd (an imaginary brand containing pantoprazole + domperidon) in the doctor’s mind? Clearly communicate the positioning message of Nogerd again and again using emotions. Your success lies in conquering the battle zone in the doctor’s mind with your emotional messages.

Is positioning the prerogative of the corporate brand manager? One should not distort the positioning created by the brand manager or else it may be deemed that the company has 500 brand managers. How can you as a medical representative position Nogerd, without distorting the core positioning statement, keeping in mind that you have to be different from the rest of the 800 brands? This is a challenge for a Medical Reps and which makes his job interesting.

You can convey your value proposition by touching the hearts of the prescriber. Make the message emotional, but without changing the core.

It is important to remember that doctors, like all human beings, are rarely rational while making a prescribing (buying)

CAN FIELD FORCE ADD VALUE TO THE POSITIONING FOR STRONGER BRAND IDENTITY?

Then what is segmentation? Segmentation is different from positioning. Both market segmentation and positioning are integral to marketing strategy. Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product requirements. Or in other words it is the division of a mass market into identifiable and distinct groups or segments, each of which has common characteristics and needs. For example an antibiotic can be segmented say for the super-specialist or GPs, or for the rural customers or the urban elite and so on.

Having segmented the market, the next step for the brand manager is to position the brand. Kotler brings these two elements together when he says that ‘Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds.’

Today your doctor is bombarded continuously with the same kind of messages. For instance there are over 400 brands of pantoprazole + domperidon and another 400 of rabeprazole +

Prof. Vivek Hattangadi

MedicinMan Vol. 2 lssue 5 Pg 7

decision. Most decisions are based on emotions, although doctors may pretend to be rational. Work on their emotions and relate it to the benefits of your brand. When you hit the emotions, doctors will feel genuinely happier and become more receptive to your brand. Most important, a powerful positioning based on emotions cannot be replicated by competitors – that’s how Nogerd can stand apart from the 800 competitors and become a winner.

Emotions enter into prescription decision-making whenever a doctor makes a trade-off. When they are doing a trade-off, they are considering the values. Behind the values are emotions. The aroused emotions cause motivation and act as guide to his wants. Emotional responses can also reinforce some values. Emotion is communicated through facial expressions, body movements, body language, tone of one’s voice, pace of words, and intensity. Emotion can also be communicated by the actual words used. Use this very effectively.

Let us take the example of Nogerd. The brand manager is trying to position Nogerd as a companion drug to NSAIDs. The positioning statement says “Nogerd is the essential co-prescription with every Rx of NSAID”. How can you as a field-person convey this message without diluting the core message?

For an Orthopedic: “Doctor, when your patient with osteoarthritis takes an NASID and develops a new type of pain, gastric pain – we offer Nogerd. Nogerd will help your NSAID to relieve muscular pain without causing gastric pain. In fact, Nogerd is the essential co-prescription with every Rx of NSAID. When your patient comes for the follow-up, please do observe the smile on his face and do share that smile with me”. (Take great care on how this message is said rather than what is said. Pay attention to your body-language)

For a General Surgeon: “Doctor, after surgery, when your patient takes an NASID and develops a new type of pain, gastric pain – please do consider Nogerd. Nogerd will help your NSAID to relieve post-surgical pain swiftly, without causing gastric pain. In fact, Nogerd is the essential co-prescription for a surgeon along with every Rx of NSAID. See the joy on the patients face when he tells his near and dear ones what a great doctor you are or when he says ‘Dr. Rao is like a God to me’”. (Pay attention to your tone of voice and facial expressions when you say this)

Consulting Physician / General Physician: “Doctor, in traumatic pain, when you prescribe Nogerd along with your NSAID, rest assured that your patient will not wake you up in the middle of the night complaining of stomach pain. Thanks to Nogerd, both you and your

patients will have a peaceful night. (Give a big genuine smile with your eyes) In fact, Nogerd is the essential co-prescription with every Rx of NSAID.”

Friends, you are not here to make ordinary communication. As a Medical Rep if you are conveying something to a doctor, make sure your doctors notice it and act on it, i.e. get Rxs for your brand. Let me emphasize once again “When you are dealing with people (or doctors) you are not dealing with creatures of logic but creatures of emotion.”

Resources for further learning - Marketing for the Field Force is dealt in detail in the book – HardKnocks for the GreenHorn by Anup Soans. Along with Prof. Vivek’s “What the Pharma CEO Wants from the Brand Manager” can greatly enhance the marketing skills of Field Force.

MedicinMan Vol. 2 lssue 5 Pg 8

Repeat Rx Cash or KA$H?

Workaholic or Work-oh-Frolic?Performance or Perfo-Romance?

Discover a Whole New Way of Pharma Field Sales

A Unique 4 Stage Calling > Connecting > Consulting > Collaborating Process That Enables Amateurs to Grow into Achievers by Creating Trust and Building Relationship with Doctors.

Repeat Rx Includes a 3 Level Assessment Tool to Empower Medical Reps and Front-Line Managers Reach a New of Engagement Peak called Perfo-Romance by transforming Workaholics into Work-Oh-Frolics.

India Specific Methods and Metrics to Overcome Madness and Mess in the Market. In an era of commoditization, the only real differentiator is the Confidence with which your Field Force attacks the market everyday. Repeat Rx – an Emotionally and Rationally Intelligent Way to Develop a Confident Field Force.

Order Direct from Author and Take Advantage of the FREE OFFERWhat Cannot Be Measured Cannot Be Managed. First 1000 copies of Repeat Rx come with a free 3 level Competency Assessment Tool with 120 Competency Assessment Questions for assessment by Self, by Immediate Supervisor and by Coach/Mentor/HR.

A MedicinMan Field Force Excellence Resource

MedicinMan Vol. 2 lssue 5 Pg 9

GOING BEYOND DISEASE MANAGEMENT – A NEW FOCUS ON ‘PATIENT CENTERED CARE’

Physicians today face serious challenges when trying to communicate effectively and have a meaningful conversation with their patients. It has been reported that 40 – 80% of information covered in physician consultations is forgotten immediately. 78% of patients leave the hospital without understanding critical elements of their treatment. This leads to lack of compliance with adverse clinical and financial outcomes. As reported by the Times of India, a recent World Medicines Situation 2011 report brought out by the WHO had said that doctors, on an average, in developing countries spend less than 60 seconds in prescribing medicines and explaining the regimen to their patients. Consequently, only half of the patients receive any advice on how to take their medicines and about one-third of them don’t know how to take drugs immediately on leaving the facility.

Communication is also critical when it comes to improving patient loyalty and referrals. Today patients perceive quality through a satisfying conversation with their physicians. Patients who are stressed and unfamiliar with medical terminology want more information about their condition and care. Patients often arrive for their consultation with computer print-outs and theories on self-diagnosis. Patients are becoming more sophisticated about receiving their treatment from doctors. They want a clear rationale from the doctor for choosing a particular line of treatment.

The research shows that communication is the key driver of patient satisfaction.

Thus it is observed that there is an apparent shift in the psyche of the patient and thus the doctor patient relation will also have to evolve.

In January 2012, Marque Club of IIM-Rohtak solicited a market research for Nirvan Life Sciences to understand the Doctor-Patient Relationship (DPR) in the modern context.

The patient (n=83) survey revealed that

only around 7% of the people discounted the importance of communication with the doctor, whereas a total of 48% termed it as an essential part of their treatment. An analysis of the responses from the patients also revealed that most of the doctors do not satisfy their parameters of effective communication.

The doctor sample surveyed validated this response by saying that though they understand the importance of proper communication but are seldom able to do so due to their hectic schedules and overburden of work.

At the same time medical advances have allowed immediate, efficient, and direct monitoring of patients but at the same time these same technologies have also interrupted DPR. The kind words, reassurance, and the offering of a comforting hand is somewhere lacking.

So the compassionate approach of the medical professional is another DPR building tool.

Within these troubled relationships lies an opportunity for the healthcare companies to help connect the dots between these intertwined groups. This can be made possible by providing solutions to the medical professionals on communication enhancement across the continuum of care. The solutions can be in the form of innovative models which can help provide true healthcare rather than just delivering health.

Healthcare companies have a large doctor base to create a learning platform addressing the need of “Non-Clinical Education” for the medical professionals. This could be to impart core values on “Patient-Centeredness”.

The above model can be a new paradigm to align the interests of healthcare organizations and doctors. This new educational initiative can re-define the Customer Relationship Management.

Positive step taken towards enhancement of Doctor-Patient Relationship

NIRVAN Life Sciences collaborated with Indian Medical Students Association (IMSA) as a Healthcare Communication & Education Facilitator to organize the first of its kind 1 - Day workshop titled “Going Beyond Disease Management” at DY Patil Medical College, Pune on 5th April, 2012.

The workshop was conducted to sensitize the undergraduate medical students towards the increasing demands of the New Age Patients and how to adopt a Patient Centric Approach. It also highlighted that medicine is a highly technical field and for the proper application of this knowledge in today’s competitive world one would need to go “Beyond Disease Management”.

The workshop emphasized that today a doctor to be highly effective need to learn art of communication with their patients and build a compassionate DPR. It mainly focused on the role of Empathy, Counseling, Communication and Leadership skills amongst the future medical professionals.

The learning given to the participants was experiential using a variety of methods including interactive lectures, case studies, group discussions and videos. It gave a fresh experience to the medicos to learn the basic aspects of patient behavior through role plays.

Some of the key learning’s taken from the workshop were:

• Every patient is unique and requires a different approach of management.

• Today a doctor also requires humane skills to deal with a patient along with domain medical knowledge.

• Role of the patient in decision making.

• Requirement of self analysis to understand patients in a better way.

MedicinMan Vol. 2 lssue 5 Pg 11

Dr. Shalini Ratan

Media Partners

Media Partner

PHARMA RURAL MARKETING IN

DIA

20

12

&SFE SFAPHARMASALES FORCE EFFECTIVENESSSALES FORCE AUTOMATION

Event Name: Pharma Rural Marketing India 2012Dates: 20-22 June 2012Venue: Mumbai, IndiaURL: www.pharmaruralmarketing.comContact Person: Ms Asan BanoContact Details: +91 (022) 4046 1466 / conferences-india@ubm.com

Event Name: Pharma Sales Force E�ectiveness and AutomationDates: 21-23 August 2012Venue: Mumbai, IndiaURL: www.pharmasalesforce-india.com Contact Person: Ms Asan BanoContact Details: +91 (022) 4046 1466 / conferences-india@ubm.com

Pharma Rural Marketing India 2012 - India’s most comprehensive conference on pharmaceutical marketing in the rural and semi-urban sector - 20-22 June 2012, Mumbai

Strategic pricing mechanisms to drive home increasing revenuesTactical communication design, branding & planning to maximise reach in rural IndiaInnovative models of distribution and supply-chain management in rural and semi-urban areasLeading domestic and international case studies of best practices Developments in technology and their impact on maximising the reach of pharmaceutical o�erings in rural and semi-urban markets

Attend Pharma Sales Force E�ectiveness and Automation 2012 to Learn about key issues, discover opportunities and gain solutions for challenges in the pharma sales and marketing domain including:

Multi-channel marketing models for enhancing commercial excellence Modern innovative training modules for improving performance of the �eld force Regulations on ethical practices and strategies to drive growth of pharma sales force Innovative web-based and mobile based technologies for enhancing SFE Robust CRM practices for optimum utilisation and synergy between departmentsInnovative incentivisation and motivational techniques to sustain top performers

By Dr. Amit Dang MD

The role and responsibility of a Medical Rep is to disseminate first hand information to the physicians of a newly marketed product or of an established drug; in an accurate, balanced and currently relevant format. He has to convey and impart information to the practicing physician, the advantages of the suggested drug over the other available treatment options. He should also be aware of the recent clinical trials done with summary of results for the new drugs and the market performance including any adverse events reported for the marketed drugs.

In achieving this goal, a sound knowledge of pharmacology of drugs, physiology of the health conditions and medical terminology is a prerequisite. If he is not able to answer the queries of the doctor convincingly, the doctor will not prescribe his products, leading to a negative effect on his company’s sales.

A doctor needs to know the following facts about any drug before he can think of prescribing it to his patients:-

• Pharmacological class of the drug and the major competitor drug with advantages and disadvantages.

• Indications of the drug with knowledge of off label indications also.

• Thorough knowledge of side effects and adverse effects and the precautions to be taken.

• Any contraindication or dose modification in liver, kidney failure or age specific indications.

• Relevant clinical trial data for the given drug to confirm safety and efficacy of the drug.

• Convincing data and information which can swing the doctor’s preference to the given drug in comparison to the one that he may be prescribing currently.

Basic pharmacology knowledge will help the Medical Rep to achieve the above goals. In addition to convincing the doctor, good pharmacological knowledge will also help him to address the feedback of the physicians and understand their

dilemmas and apprehension and convey the same to his company in a meaningful way, leading to better customer care. Comprehensive pharmacology knowledge of the field force goes a long way to improve the marketing strategy of any drug and also helps to build a good interpersonal relationship with the physicians. The company which is able to the win the confidence of the physicians and is able to communicate positively with them will always be way ahead of the competitors.

To bring a drug molecule to market, millions of dollars are spent and a lot of efforts of many medical disciplines are involved. Any improper or inadequate information given out by the Medical Reps will have a negative impact on the marketing. Hence the importance of the pharmacological knowledge of the field personnel is very important to culminate all the efforts of preclinical and clinical study into a fruitful endeavor for the company.

With immense pleasure, we announce that MedicinMan will be starting a dedicated section from the next issue to improve the pharmacological knowledge of field force in collaboration with their academic partners “Geronimo Healthcare Solutions Pvt. Ltd.” It hopes to bring change in the knowledge factor of the pharma field force to enable them to regain their power and position as partners with physicians in delivering top quality patient care.

Dr. Amit Dang is an MD in Pharmacology from the Goa Medical College and is passionate about pharmacology and how the pharma field force can impact the knowledge base of doctors every day.

PHARMACOLOGY KNOWLEDGE OF FIELD

FORCE CAN MAKE OR BREAK A PHARMA COMPANY

MedicinMan Vol. 2 lssue 5 Pg 13

Media Partners

Media Partner

PHARMA RURAL MARKETING IN

DIA

20

12

&SFE SFAPHARMASALES FORCE EFFECTIVENESSSALES FORCE AUTOMATION

Event Name: Pharma Rural Marketing India 2012Dates: 20-22 June 2012Venue: Mumbai, IndiaURL: www.pharmaruralmarketing.comContact Person: Ms Asan BanoContact Details: +91 (022) 4046 1466 / conferences-india@ubm.com

Event Name: Pharma Sales Force E�ectiveness and AutomationDates: 21-23 August 2012Venue: Mumbai, IndiaURL: www.pharmasalesforce-india.com Contact Person: Ms Asan BanoContact Details: +91 (022) 4046 1466 / conferences-india@ubm.com

Pharma Rural Marketing India 2012 - India’s most comprehensive conference on pharmaceutical marketing in the rural and semi-urban sector - 20-22 June 2012, Mumbai

Strategic pricing mechanisms to drive home increasing revenuesTactical communication design, branding & planning to maximise reach in rural IndiaInnovative models of distribution and supply-chain management in rural and semi-urban areasLeading domestic and international case studies of best practices Developments in technology and their impact on maximising the reach of pharmaceutical o�erings in rural and semi-urban markets

Attend Pharma Sales Force E�ectiveness and Automation 2012 to Learn about key issues, discover opportunities and gain solutions for challenges in the pharma sales and marketing domain including:

Multi-channel marketing models for enhancing commercial excellence Modern innovative training modules for improving performance of the �eld force Regulations on ethical practices and strategies to drive growth of pharma sales force Innovative web-based and mobile based technologies for enhancing SFE Robust CRM practices for optimum utilisation and synergy between departmentsInnovative incentivisation and motivational techniques to sustain top performers

There are young eyes upon you, and they are watching you, always.There are young ears that quickly take in everything you say.

There are young hands all eager to do everything you do.And a young man who’s dreaming of the day he’ll be like you.

You are young man’s idol; you’re the wisest of the wise.In his young mind, about you no suspicion ever arises.

He believes in you devoutly, holds that all you say and do.He will say and do in your way, when he is grown up, just like you.

There is a wide-eyed young fellow, who believes you are always right, And his ears always open and he watches you all through.

You are setting an example everyday in all you do.For the young man who is waiting to grow up and be like you.

By K. HARIRAM

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