Pharmaceutical Sales in Pakistan

Pharmaceutical Sales in Pakistan
Muhammad Ali
email: phr_ali91@hotmail.com

Phr_ali91@hotmail.com Muhammad Ali 2
Presentation Content
1. Pharmaceutical Company Departments
2. Pharmaceutical Product Marketing and Sales
3. Pharma Distribution Channels
4. Job Profiled of Healthcare Sales Executive /Medical Representative (MR)
5. Detailing
6. Pharma Products Marketing and Promotions
7. Product Mix
8. Promotional Aid
10. Type of Doctor
11. Chemist
12. Territory Management
13. Information System
14. Mathematical Formulae and Calculation

Phr_ali91@hotmail.com
Pharmaceutical Company Departments
3Muhammad Ali

Pharmaceutical Company Departments
Muhammad Ali 4
Production Quality Control Quality Assurance
Regulatory Affairs
Medical Affairs
Technical Services/Validation
Dept
Research and Development/
New Product Development
Administration Human Resources
1-Marketing & Sales
2-International
Marketing/Export
Business Development
Supply Chain
1-Raw Material/import
2- Ware House
3-Distribution/Commercial
Dept
4-Production planning
Engineering

Muhammad Ali 5
Pharma Marketing & Sales Organizational Structure
Head of Marketing/Director marketing
National Sales Manager
(NSM)
Business
Manager/Business Unit Manger
Zonal Head (ZSM)
Regional Head (RSM)
Area Manager (ASM)
Sr. Medical Representative / Sales
Executive (Specialty wise)
Medical Representative /
Sales Executive (General)
CEO
MD
Product Manager/Senior Product
Manager
Assistant Product Manger
Marketing Manager
Group Product Manager

Pharmaceuticals Organizations Department
The Pharma functioning can be divided into five
i. Main Function - Sales and Marketing
ii. Regulatory Affairs
iii. Manufacturing (Production, QC ,QA)
iv. Research and Product Development
v. Support Department

The main department sales and marketing can be further divided into two as ,
i. Marketing team (Product Management Team)
ii. Sales team (Field Staff)

Marketing (Product Management)team functions.
– It’s a thinking brain of any Pharma Company
– Development of strategy
– Brand Development and Branding
– Promotion and Marketing strategy
– Decision making
– New brands Launch or withdrawal of any brands
– Media Planning
– Training
– Brand Projection

Sales team (Field Staff) function:
– They generates sale by meeting the customers
– Strategy Implementers
– Eyes and ears of the company in the field
– Sales Projection, Territory projection

The supporting departments are:
i. Finance
ii. Purchase
iii. Logistic
iv. Graphic designing

Pharmaceutical Product Marketing and Sales
11Muhammad Ali

Pharmaceutical Product Marketing and Sales
• Pharmaceutical professional belong to an extraordinary class.
• Healthcare professional job is unique, special and rewarding.
• One is engage in healthcare business for,
• Improving the overall quality of life of people around, service the customer / doctors by giving them
latest medical information
• Present before them logical prescribing alternatives
• Facilitate continues medical learning.
• Doctors all over the world agree, they depend on Medical Detail men for a big portion of latest
medical information.

Types of selling
Selling can be classified as
i. Consumers Selling - Traditional Selling
• FMCG
• OTC
• Electronics
ii. Healthcare Selling - Ethical Selling, no solicitations of the customers / patient and no
advertisements
• Pharma product
• Hospital and medical services

Types of Selling
a) Consumer selling
Product Media Advt.
Consumer
(Customer)
b) Healthcare selling
Product
Customer
(Doctor)
Consumer (Patient)

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 doctor’s and the Stockist supply the
stocks to the chemist.

Who is the Customer?
• A customer is that person who makes a decision pertaining to the usages of a particular product
/ services among the several options available
• The customer may or may not be the consumer of the product / services

Who is the Customer? – E.g.
• Your wife ask you to purchase Cerelac for your baby. Your baby become becomes an actual
consumer of Cerelac and not your wife.
• When you visit a shop you become a customer for Cerelac but your wife takes the decision to by
the Cerelac, hence your wife becomes the customer and your baby becomes a consumer.

Who is the Customer? – E.g. contd.
• Similarly in pharmaceutical selling you promote a particular product to a doctor who identifies
he need of that particular product to a particular patient and prescribes the same
• Hence, a doctor becomes a customer and patient become a consumer.
• That is the reason pharmaceuticals selling is considered as indirect selling.
• In this profession you may not meet the actual consumer of your product.

Customer contd.
The customers for pharmaceuticals Business are
i. Doctors (Who raise the prescription)
ii. Chemist (Who honors the prescription)
iii. Stockist (Who supply the stocks to the chemist and hospital pharmacies)
iv. Patients and general Public for OTC products (Who purchase and consume the products)

Difference between Pharmaceutical Selling and other
Consumer Product
S. No. Pharma Selling Consumer Selling
1. The end user, patient is not the target customer The end user, the buyer is the target customer
2.
The direct customer, Doctor, makes the purchase decision by
prescribing Brand
The end user, the buyer makes the purchase decision
3.
Demand created by Medical Representative through
prescription, creating “PULL”
Demand created by advertisements and Point of
Purchase “PUSH”
4. Distribution services is controlled by Medical Representative
Distribution network, many times works independent
of company sales representative.
5.
Main source of feedback’s on market trend to company is by
Medical Representative
Company depends on market profession syndicate
agencies for research
6.
The customer, doctor is well qualified and knows the
product better than the sales man
The customer, may or may not be well qualified and
knows the product better than the sales man

Pharma Distribution Channels
21Muhammad Ali

Regional Distribution Method
Manufacture
Company
Depot(Warehouse)
Regional Distributor
Retailer /
Chemist
End User /
Patients
8%
15 %
Doctor Rx

Super Stockist Distribution Method
Manufacture
Company
Depot(Warehouse)
Distributor/
Super Stockist
Sub Branch of
Super Stockist
Retailer /
Chemist
End User /
Patients
5-6%
15 %
Doctor Rx
2-3% Sub Stockist or

• The Pakistan Drug and Medicine Retailers i.e. Chemist operate on the following system.
• The retailers purchase drugs from the Regional Distributor or Sub Stockist or Super Stockist
branch .
• The chemist gets the margin of approximately 15% on the MRP.
• The net profit for the retailers is aproximately10 %.

• The Super Stockist or Regional Distributor are appointed by the Pharma company and is
approved by the Drug Regulatory Authority of Pakistan.
• The Super Stockist or Regional Distributor(Distributor) earn a margin of 8% on the Maximum
retailers price.
• The sub stockist are the stockist which are not appointed by the Pharma company and some
time its does not exist because mostly pharmaceutical working on regional distribution level.
• The sub Stockist takes the goods directly from the Super stockist and the Stockist keep 5 - 6 %
for himself and pass on approx. 2 – 3 % on retailers price to the sub Stockist .

• All invoices and bills of purchase of drugs shall be reserved for a period of at least three years. All
registers and records maintained under these rules shall be preserved for a period of not less
than five years from the date of last entry (both sellers & manufacturers)
• Warranties can pass through only two steps that is from manufacturer to its authorized
distributors and from authorized distributors to retailers
Muhammad Ali 27

License
 Company: Means pharmaceutical company, importer, Medical Devices and Health & OTC product License
Holder
 DSL: Drug Sale License
 Form-11: License to sell drugs as distributor in Punjab Region
 Form-6: License to sell drugs by way of retail sale in Sindh Region
 Form-7: License to sell drugs by way of wholesale in Sindh Region
 Form-10: License to sell drugs in “Medical Store” in Punjab Region
 Form-9: License to sell drugs in a Pharmacy in Punjab region
 Form-9: License to sell drugs Narcotics drugs in Sindh Region
 Form-10: License to sell drugs as distributor in Baluchistan/KPK & in AJK Region
 Form-11: License to sell drugs Narcotics drugs in Baluchistan/KPK & in AJK Region
 Form-7A: Drug License by way of Wholesale as authorized agent of manufacturer/importer or indenter in
Sindh region
Muhammad Ali 28

Job profiled of Healthcare Sales Executive
Medical Representative (MR)
29Muhammad Ali

Need of Medical Representative (MR) / Sales Executive
• Pharmaceuticals / Health care Ethical product cannot be promoted directly to patients through
mass media - Radio, TV, Print
• Due to stiff competition the customer has to be met and persuaded frequently so that he begins,
continues and increases the use of our products.

Understanding the Job
The following are the basic question that we must asked our self and answer them correctly.
i. What is expected out of us?
ii. What are we supposed to do?
iii. What are our prime responsibilities?

Job Responsibility
• To increase continuously sales of the company product with ethical promotion to the assigned
territory.
• Make confident efforts towards improving services to customer
• To provide regular feedback to the company and the superiors on all the happenings in the field,
regarding
• Competition
• Marketing
• Socio-economic condition

Job Responsibility contd.
• To fulfilled the above responsibilities you have to do the following;
– To meet targeted customers (Doctors and Chemist)
– Inform them about the products / services offered by the organisation.
– To create awareness
– To inform customers about the features and benefits of our products

Sales Roles
Detailing
• Face-to-face visits to physicians or purchasing managers (e.g., hospitals, HMOs) to present new
prescription drugs
• Influence prescribing habit
• Increase current prescription usage
• Deliver samples
• Build relationships with doctors
• Get drug into a formulary; “pull through”
Sample Management
• Track delivery of prescription drug samples to physicians or other purchasers
Muhammad Ali 34

Effective Detailing
Muhammad Ali 35

Detailing Challenges - Physician Concerns
Muhammad Ali 36

Detailing
38Muhammad Ali

Definition of Detailing
• Detailing is forms one of the most important tools in pharmaceutical marketing and advertising.
• 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.

Objective of Detailing
• To make the product known to the doctor, but its purpose is to create 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

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.

Contents of Detailing
• Medical detailing 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
• Detailing should be clear, concise and logical and it must be enlighten

Basic Structure of a Sales Presentation
i. Opening
ii. Get attention
iii. Create interest and sustain it
iv. Present benefits
v. Demonstrate
vi. Feedback
vii. Handle objection
viii. Close

Contents of Detailing contd.
• Detailing should contain the following:
– What the product is? (Basic Product)
– What it is used for? (Indication)
– What it will do? (Action)
– How it is better? (Comparison)
– What are the benefits?
– USP of the product? (they offer)
• Thus medical detailing consist of Product Presentation and Motivation or Persuasion

Muhammad Ali 45
Contents of Detailing contd.
Name of the product Indications
Benefits to patient
Medical Detailing
Conversation

Detailing Sequence
i. The pre approach
ii. The approach
iii. The name of the product
iv. The “you” benefit
v. The building of confidence
vi. The proper close

Detailing sequence contd.
The pre approach:
• The stage of collecting specific information of customer before actually calling on him
The approach:
• Going near to your customer using AIDA principles and make your call effective
The name of the product:
• Mention your product name time and again to the doctor as it help in registering the brand
name in customers mind

The “you” benefit:
• Highlighting the benefits of the product for doctors and his patients.
• Doctor always appreciates if we talk from patients angle and not from the angle of the company
The building of confidence:
• How confidant you are about yourself, your product and company.
• This confidant will get transform into building up doctor’s confidence and therefore Objection
handling become easier, this is the key to success

The proper close:
• The close is nothing but whether you have made any impact on doctor or not.
• The impact can be measure in terms of sales
• Close the call with the prescription demand is a must
• Always close with a statement such as - “Doctor May I get at least 5 prescription in this week
from you so your patient will benefit from our product”

Phr_ali91@hotmail.com 50Muhammad Ali
Pharma Products Marketing and Promotions

Pharma Promotions
The Pharma Promotions or the marketing strategy is focused on the following level
a) External
1. Doctor level
2. Chemist Level
3. Patient level
4. Masses level
5. Packaging Level
6. Price level
b) Internal
1. Sale team level
2. Product Management team level

1) Doctor level
Type of Doctor
• GP ( MBBS).
• Specialist or super specialist
• Independent practitioner or attached to
hospitals (Gov or Private)
• Physicians or Surgeon
Type of the patients served by the doctors
• Urban or Rural Patient
• Economical Status – Upper class or Middle class
• Urban working class or Business class patient
• Well read and aware of Latest trend
Type of Doctor- Target Customer

Promotional Aid used for Doctors
• The objective to promote Pharma brands to the Doctors is to get their prescription
• Most commonly used promotional tools to promote Pharma products to doctors is as follows,
i. Visual aid
ii. Literature
iii. Gift articles
iv. Prescription pad
v. LBL
vi. Stickers
vii. Clinical trials
viii.Physicians Samples
ix. Posters
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

2) Chemist Level
• Understand what type of the chemist is
• What type of customers he is serving (Doctors and Patient Class)
• Most commonly used promotional tools to promote Pharma products to doctors is as follows,
• Bonus offer
• Chemist Folder
• Stickers
• Chemist LBL (Vernacular Language)
• Posters
• Gifts

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;
• Patient Educations literature
• Posters
• Medical Camps

4) Masses level
Pharma products which can be promoted at mass level includes;
– OTC drugs- Asprine, Voltral gel, Panadol
– Food Supplements - Protein Powder- Horlics, etc
– Tonics –Tayebi, Hamdard products etc.
– Neutraceuticals – CaC (Novartis)
– Herbal Medicines – Herbion Products

4) Masses level contd.
Tools used to promote OTC products through Mass Media advertisements are,
– Radio
– TV
– Print - News Paper, Magazines, Drug guides (Pharma guides) etc.
– Mailers
– Internet Media - Emails , Website, Blogs

5) Packaging level
Packaging is important not only to promote OTC products but also ethical promotions.
Packaging serves four purposes
i. To protect the inside products from Physical, natural , environmental and chemical damage
ii. To attract the customers
iii. To build the perceived value of the products
iv. To build customers trust on the products.

6) Price level
• Promotion at price level always carry a risk when the competitors reduces their prices.

7) Sale team level
• Sales team is the most important link between the company and the customers.
• It is said the sales team is the eyes and the ears of the company.
• Sales team are burden with more then 20 – 30 products.
• During the launch campaign one must convinced and motivate the sales team regarding the new
brand.

7) Sale team level contd.
Tools used to motivate the sales team
i. Various competition at Regional , Zonal and national level.
ii. First Prescriptions , First 5 prescriptions or maximum prescriptions in a stipulated period
iii. Launch gifts to the sales team
iv. Target Achieving celebration and incentives policy to motivate them
v. Various field activity involving the doctors like Brand launch in a particular area , CME, Medical camps etc.

8) Product Management Team Level
Tools used to motivate the Product Management team
i. Launch gifts to the team
ii. Target Achieving celebration and incentives policy to motivate them
iii. International tours
iv. Souvenir something keep to help you remember a special achievement

Product Mix
63Muhammad Ali

Pharmaceutical Marketing Mix
Muhammad Ali 64
Product
Therapeutic Class
Generic or Branded
Dosage Form
Price
Competition
Margins
Treatment Cost
Promotion
Detail Aid
Clinical Papers
CME Programs
Symposia's
Personal Selling
International events
Place
Hospital
Pharmacies
Distribution strategy
Supply chain and Storage
Regulatory requirements
Controlled versus non
controlled

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.
• Product mix is necessary for long term goal it convert your product into brand

Why Product Mix Is Necessary
• It ensures protection against changing market values
• Keeps the right profit margin
• Ensures optimum utilization of company’s distinctive technical know-how and production
facilities
• Ensure continuous supply of the key products in the market at all times
• Strikes perfect balance between the quantities of goods produced and sold.
• Helps company to strike an ideal balance between high margin and low margin products
• Provides a balance between old and new products
• Provides right direction for growth.

Promotional Aid
67Muhammad Ali

Promotional Aid
Most commonly used promotional tools in the pharmaceuticals industry are
1. Visual aid
2. Literature
3. Gift articles
4. Prescription pad
5. LBL
6. Flier
7. Brochure
8. Stickers
9. Clinical trials
10. Physicians Samples
11. Catch cover
12. Journal advertisements
13. References
14. Participation in Symposium., Medical conferences
and CME
15. Bonus offers

Visual Aid
Visual Aid or PDA (Product Detailing Aid) as it is commonly known, is a spiral bound material with
photo- mount stand there are several laminated pages 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

Literatures or Folder
Literatures:
• A good input for detailing particular product in terms of prescribing information, dosages,
adverse reaction features, benefits, contraindication etc.
Competitors Literature:
• It helps to convey the promotional message of competitors to the doctors. Through indication
and variations references we can pass information to H.O. so as to develop counter attacks

Leave Behind card / Literature (LBL) or Drop Card
• Helps doctors as a reminder for our product, in our absence. But it must be detail at the time of
presentation
• LBL is not meant for mass distribution, it is targeted towards the potential target audience.
• LBL give specific information on the service or product.
• Any literature which is given in person to the potential client e.g. MR gives the literature to the
doctor after his/her sales presentation.
• These literatures are not taken back by the MR but it is leaved behind so that the doctor in his
leisure time can go through it.

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 some local fair or some event or distributed by putting it
in the news paper.

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

Catch Cover & Physician Samples
Catch Cover:
• This tells you about the product details, composition, colour, manufactured date, expiry date etc.
Physician Samples:
• Samples enable doctor to asses the physical characteristics of our product
• To assess the efficacy of our products in various indications
• As a reminder
• To fulfill the doctors need for his patients.

Giveaways
• Gifts helps to express our gratitude for the support of doctors, which he is extending to our
products
• To enhance the recall value of our product
• To convert doctors prescriptions of competitors brands to our brand
• Always give value to the gift by presenting it nicely and never convey the real value of the gift to
the doctor.

Bonus offer or Discount offer
• It ensure better stocking of our product at the retail counters
• It generates enthusiasm amongst the retailers
• It takes care of increased prescription demand you have generated for a particular product.
• Sometimes helps you to boost sales. With bonus offer you must sale at least 2 1/2 times more
compared to your normal sales.

Stickers or Poster or Rollup Banner
• It is used mainly as a medium for remembrance
• The sticker ensure that products name is visible from the walls or from the place where the
doctors can read the name
• Don’t put stickers where there is already hundreds of stickers are stuck
• Select a proper place where your sticker can be easily visible, eye level to the customer
• Remember, before you put stickers, get the permission from the doctors to do so.

Type of Doctors
Muhammad Ali 78

Doctors
S. No. Degree Type Specialty (Job Profile)
GP (General Practitioners / physicians) Medical Graduates
1 MBBS
Bachelor of Medicine and
Bachelor of Surgery
General Practice in Allopathic, Family
physicians
2 Non MBBS
a BEMS
Bachelors in Eastern
Medicine & Surgery
General Practice in Homeopathy, Family
physicians
b BDS Bachelor of Dental Surgery Deals with diseases / disorders of teeth

Doctors contd.
Sr. No. Degree Type Specialty (Job Profile)
Post graduate in Medicine Medicine
1 Anaesthesiology Anaesthesiologist Deals with anesthesia's
2 Dermatology Skin specialist Deals with skin disorders
3 Psych. Medicine Psychiatrists Deals with mental Health
4 Child Health Paediatricians
Deals with diseases of New Born, Infant
and Children
5 Radiology Radiologist
Deals with X Ray , CT scan , MRI AND
Radio therapy

Doctors contd.
Post graduate in Medicine Super specialty in Medicine
1 Cardiology Heart physicians
Deals with all medical disorders /
diseases of heart
2 Clinical Haematology Blood
diseases of blood and blood cancer
3 Gastroentrology GI physicians
diseases of blood and blood cancer
4 Nephrology Kidney physicians
diseases of Urinary system
5 Neurology
Brain and spinal cord
Physicians
diseases of Brain and spinal cord
6 Diabetology Diabetic Specialist
diseases insulin - Diabetics
7 Medical Oncology Cancer Physicians Deals with all medical aspect of cancer
8 Endocrinology
diseases of hormones
Muhammad Ali 81

Doctors contd.
Post graduate in Surgery Surgeon
1 Obstetrics & Gynecology
Gynaecologist
Treating all disorders related to
female reproductory organs
and infertility except disorders
and normal pregnancy and
delivery of baby
Obstetricians
Deals with disorders or normal
pregnancy and delivery of baby
2 Ophthalmology Eye Surgeon
Deals with surgery related to
Eye
3 Otorhinolaryngology Ear Nose and throat Surgeon
Surgery related to Ear Nose
and throat
4 Orthopaedicians Orthopedic Surgeon
Surgery related to bones and
joints

Doctors contd.
Higher (Super) Specialties
1
Genito Urinary Surgery
(Urology)
Kidney, prostate, genital
organ Surgeon
Deals with urogenital surgery
2 Neurosurgery
Brain and spinal cord
Surgeon
Deals with brain and spinal cord surgery
3 Paediatric Surgery
Child, neonates and infant
Surgeon
Deals with Child, neonates and infant
Surgery
4
Cardio-Thoracic Vascular
Surgery
Heart and Chest Surgeon
Deals with Heart and Chest (lung)
surgery
5 Surgical Oncology Oncology Surgeon Deals with cancer surgery
6 G I Surgery Gastroentrology Surgeon Deals with Gastro intestinal surgery
7 Plastic Surgery Cosmetic Surgeon Deals with cosmetic surgery

Chemist
84Muhammad Ali

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.

Muhammad Ali 86
Prescription Route
Company
Warehouse
Regional Distributor
Or
Super Stockist
Chemist
Doctor Rx Patient

Relation of MR (Company) and Retailers
• The only way to meet the target is to generate the prescription demand and by maintaining
Stock pressure at the retailer- to meet this demand
• Therefore to honour the generated prescription demand – Retailers Assistance is Vital
• To maintain stock pressure – Retailer’s Assistance is equally necessary.
• Retailer’s Assistance will be forthcoming only if he sees you as an “ASSISTANT” ready to help him.
• Retailers may see you as one helps him earn extra profits and information.
• Talk to him about new products trade offers etc.
• Remember retailer doesn’t mean the Proprietor (owner) alone, it means his assistance too, the
counter clerk, the pharmacist and the cashier / accountant.
Muhammad Ali 87

Need to meet the chemist/retailer
• To inform the retailer about the availability of company’s products and its salient features.
• To know which doctors is prescribing what?
• To know the secondary sales of our product s, to know how our competitors are doing
• To make it sure that chemist is not running short of any of our products for which he receives
prescription.
• To book the orders for our products
• To get the feedback regarding any near expiry goods.
• To know type of the doctor in terms of qualification and practice in your territory
• To know the potential of a doctor in the territory

Utilisation of Retail Audit information
• Determine who are your competitors
• By how much margin the competitor/ s is leading? Or who are behind you and by what margin?
• Which doctor is prescribing which brand? In what quantity?
• Once you know the preferences of the doctor decide the product/s to be promoted to the
doctor.
• Plan for the promotional strategy and inputs, which you will be receiving, to present to the
doctor.
• Continuously keep talking on calling chemists to ascertain prescription flow for our products or
for any prescription shift towards other brands.

Territory management
Muhammad Ali 90

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.

Territory management contd.
Ex-station:
Ex-station is a place where he can go to a particular place and return on the same day after meeting
the customer.
Out-station:
Out-station is a place where he can go to a particular place and stay there and visit the neighbouring
territories.

Prerequisite for territory management
• To have complete territory knowledge MR must know the details pertaining to the territory lay
out, important places important institutions, way of conveyance etc.
• Total number of customers of different categories, their prescription habits, qualification,
addresses and appropriate visiting time.
• Name of the competitors in the territory, their strengths and complete details about their
activities.
• Convenient routes of travel and minimum expenditure of time and expenses for optimum
coverage of the territory.

IS- Information System
Muhammad Ali 94

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

The Important Information System
Formats are as given below;
i. Daily call report - DCR
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

1) Daily Call Report (DCR)
• Contains all the daily activities done by sales executive
• Gives entire details and picture of implementation of tour plan
• Gives picture of number of doctors met, name, qualification, specialty, area of practice etc. of
each doctor
• DCR to be sent on daily basis to HO

Muhammad Ali 98
DCR
Format
Sr.No. Name of Doctor MCL No. Degree Speciality Last Visit
1
2
3
4
5
6
1
2
3
4
5
6
Work With
Daily Call Report
SE Name :____________________________
Name __________________________
Morning
Evening (After 4 PM)
Date:__________ HQ________
Signature________________________
Signature of SE _________________
Remark of Superior
Any Special Observation

2) Monthly Report
Collection of data like
i. Total sales generated for that month
ii. Any discount offer to doctor
iii. No. of doctor met with specialty
iv. Call average
v. Impact of promotion strategies and doctors response
vi. Record and frequency of promotional material like Physician samples, gifts LBL etc. given to
doctors.
vii. Details of competitors
viii. All this above data should be filled and posted to HO on or before 10th of every month

Muhammad Ali 100
Monthly
Report
format
Month________________ 2004
SE Name :____________________________Date:_____________ HQ_____________
Discount Total
Morning Evening PS LBL Gifts Offer Sales
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
Any Special Observation
Signature of SE _________________
Monthly Report
Day
No. Of Doctors Met Promotinal Material

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

4) Master Call List (MCL) or Doctor List
• This is a very important format
• Contains selected important core doctors list of a Sales Executive territory
• The doctor name has to be entered with the following details
Muhammad Ali 102
i. MCL / ICL code
ii. Name
iii. HQ
iv. Qualification
v. Specialty
vi. Full Address
i. Telephone Nos. (Clinic and Residence along
with mobile no.)
ii. MCL has to be updated and submitted to HO
after every 6 months.

Muhammad Ali 103
MCL or ICL format
Name SE:____________________________ HQ_____________
Clinic Res.
1
2
3
4
5
6
7
8
9
10
DOB
Master Call List
Date:_______
Tel
MCL No. Doctor Name Degree Speciality Address and Email Mobile

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.

Muhammad Ali 105
SE Name :____________________________ HQ_____________
Day Photo Postage STD Lodging Staitionary Other Bills
Copy 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
Signature of SE _________________
Fare
Date:_____________
Expense Report
Expense
Statement
format

19) Mathematical formula and calculation
Muhammad Ali 106

Mathematical Formula and Calculation
Since our ambition is to progress in this profession, we must remember the following
terminology through out our life.
1) Target:
• It is an object or mark to hit. In other words to achieve a specific objective in a fixed time span
• E.g. T = Rs. 100/-
2) Achievement:
• Result obtain by us against a specific – target
• E.g. A = Rs. 85 /-
3) % Achievement:
• Achievement / Target x 100
• = 85/ 100 x 100
• = 85%

Mathematical Formula and Calculation contd.
4) Growth:
Increases in the sales size as compared to previous specific period. Negative growth implies
decrease in sales.
Muhammad Ali 108
Growth =
Current years Sales – 1 x 100
Last Year Sales
Or
Growth =
Current years Sales – Last Years sales x 100
Last Year Sales

Mathematical Formula and Calculation contd.
• The period remains the same
• LYS (Last Year Sales- April 2004- March 2005) = Rs. 20,000
• CYS (Current Year Sales- April 2005- March 2006) = Rs. 100,000
• Then
Growth =
100,000 - 20,000 x 100
20,000
400%=
PCPM:
 Per Capita per month i.e. Average sale per Man per month

“NEVER STOP LEARNING, BECAUSE LIFE NEVER STOP TEACHING”
110Muhammad Ali

Pharmaceutical Sales in Pakistan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Pharmaceutical Sales in Pakistan

Similar to Pharmaceutical Sales in Pakistan (20)

More from Muhammad Ali Jehangir

More from Muhammad Ali Jehangir (19)

Recently uploaded

Recently uploaded (20)

Pharmaceutical Sales in Pakistan