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February 2012
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P H A R M A | M E D I C A L D E V I C E S | D I A G N O S T I C S | S U R G I C A L S
A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility Initiative
Vol. 2 Issue 2
MedicinMan
Editorial
www.medicinman.net
Alvin Toffler wrote Future Shock in
1970 to accurately foretell the dra-
matic changes that would impact ca-
reers, businesses, societies and na-
tions in the 21st Century. Like George
Orwell‟s 1984, Future Shock went on
to become a bestselling classic. Future
Shock is a certain psychological state
of anxiety, fear and inaction caused
by too much change in too short a
period of time. Career Shock is the
rapid and drastic changes in market
dynamics and its massive negative
impact on job opportunity and securi-
ty. And those who cannot cope with
the challenges of Career Shock will
lose their career, just as farmers lost
out to industrialization in the early
nineteenth century.
According to Seth Godin, author of
Purple Cow and other marketing clas-
sics, “the current recession is a forev-
er recession" because it's the end of
the industrial age, which also means
the end of the average worker. Seth
Godin goes on to say – “If you're the
average person doing average work,
there's going to be someone else who
can do the exact same thing as you,
but cheaper. Now that the industrial
economy is over, you should forget
about doing things just because it's
assigned to you, or never mind the
race to the top, you'll be racing to the
bottom. However, if you're different
somehow and have made yourself
unique, people will find you and pay
you more.
Seth Godin gave away 1/3 of his book,
Permission Marketing free to anyone
who sent an email. Well, taking cue
from Seth Godin, I‟m giving away the
key concepts of my new book, Repeat
Rx free to all the readers in this issue
of MedicinMan.
For those of you who do not want to
race to the bottom, send me an email
and “I‟ll make you an offer you cannot
refuse” - Don Corleone in The Godfa-
ther.▌ [email protected]
CAREER SHOCK! The Uncertainty and Anxiety of Our Times
There are 3 types of
people in this world:
1. Those who make things
happen.
2. Those who watch
things happen and
3. Those who wonder
what happened.
Mary Kay Ash
“If you're different
somehow and have
made yourself
unique, people will
find you and pay
you more.”
More on Page 11
MedicinMan Vol.2 Iss.2
3
People with the right skill set form one of the major driv-
ers of sustainability for any business. Thus, hiring the right
kind of talent forms a vital part of the human resource do-
main. When we look at the pharmaceutical sector, it is
highly evolving and facing grave challenges. As the compe-
tition becomes intense, there is a need to differentiate
through innovative platforms wherein the fresh talent
could come handy.
Well, there are many reasons why pharmaceutical firms
should hire fresh talent. Firstly, the fresh graduates have
the ability and more importantly a willingness to adapt to
a new environment, a variety of situations, responsibilities
and relations since they realize that in the formative years
of their careers they need to have an exposure of all kinds.
Such willingness is not very commonly seen in the industry
otherwise. This characteristic along with the appetite to
learn and learn quickly can be harnessed by any firm to
groom the graduate to meet the requirements of the organ-
ization. Several organizations have successfully learnt the
art of grooming fresh graduates to create a pool of future
leaders not only for themselves but for the industry as a
whole.
Another reason for a firm to hire fresh graduates from
campus is to create a connect with the student community.
Campus recruitments will inspire current and future stu-
dents to aim for, or better still, dream of getting into firms
with campus connect. This has been used by leading or-
ganizations for company branding amongst the future
working professionals.
The role of fresh graduates is even more important in the
pharmaceutical sector. The pace of growth of this sector
has been so fast that the current pool of professionals can-
not fill the growing human resource requirements. Hiring
at lateral levels just shifts human resource from one organ-
ization to another within the sector without increasing the
overall size of the talent pool. Therefore for a sustained
growth, hiring fresh graduates is the only solution. Fresh
talent also challenges long-timers in the industry to move
away from their robotic ways and look at new ideas espe-
cially in emerging media like the Internet and other digital
solutions to connect with customers. Thus there exists a
clear need to bring in fresh talent, which brings along new
ideas, new approaches, a willingness to challenge the sta-
tus quo and helps in setting up a culture of “thinking dif-
ferently” and “accepting changes” in the organization. ▌
by Neha Ansal
WHY SHOULD PHARMA HIRE FRESH TALENT?
Youth
Speak
“Fresh graduates have the ability and
more importantly a willingness to adapt
to a new environment, a variety of situa-
tions, responsibilities and relations since
they realize that in the formative years of
their careers they need to have an expo-
sure of all kinds. Such willingness is not
very commonly seen in the industry
otherwise.”
Neha Ansal is a PGDM Student at IIM-Raipur (Batch of 2012) Email: [email protected]
4
MedicinMan Vol.2 Iss.2
Repeat Rx – A New Chapter in Pharma Sales line Manager creates a learning and development
ecosystem that will enable field sales professionals
to progress through the 4 stages of Calling, Connect-
ing, Consulting and Collaborating. Repeat Rx is not
a one-time-read book; it is a skill certification and
competency building program to progress from be-
ing a Beginner to Amateur, Apprentice and Achiev-
er. The Repeat Rx Competency Framework is an
assessment tool that can be fine-tuned to meet the
specific learning objectives of companies. ▌
I wrote HardKnocks for the GreenHorn to address
the learning needs of new Medical Reps (MRs) who
were taken as replacement for attrition. Companies
did not have time to train the new MRs (Green
Horns) before sending them on field sales work.
They had to learn the HARD way by being
KNOCKED around, hence the title - HardKnocks for
the GreenHorn.
HardKnocks for the GreenHorn was written in an
easy to read format and focused on Knowledge,
Skills and Attitude to be an effective pharma field
sales professional. HardKnocks for the GreenHorn
was also designed as an on-the-job training tool,
which Front-line Managers could use to train their
team of Medical Reps to have uniform and essential
skill sets.
My second book, SuperVision for SuperWiser Front
-line Manager was written to comprehensively ad-
dress the learning and development needs of the
Front-line Managers. Often MRs are promoted as
Front-line Managers without adequate understand-
ing about their changed role. They do not have a
manual they can refer to understand their role and
responsibilities. SuperVision for SuperWiser Front-
line Manager is written in 3 parts – The first part
discusses the „Must Have‟ managerial competencies;
the second part focuses on the „Good to Have‟ emo-
tionally intelligent leadership skills. The third part
focuses on „Great to Have‟ breakthrough skills that
help them to move to the next level of performance.
My third book, Repeat Rx is targeted at Sales Train-
ing Managers, as well as Front-line and Second-line
Managers and others who want a comprehensive
manual to build High Performance Sales Teams. It is
also very useful for MRs to want to move into Key
Account Management. Repeat Rx along with Hard-
Knocks for the GreenHorn and SuperVision for Su-
perWiser Front-line Manager are the first learning
and development resources that address the lacunae
in building high performance sales teams. Repeat
prescription or repeat purchase (Repeat Rx) is an
outcome of Knowledge, Skills, Attitude and the
Hardwork (KA$H) of the field sales force combined
with the opportunity in the market and the level of
trust and relationship with customers (doctors and
Chemist). Repeat Rx along with HardKnocks for the
GreenHorn and SuperVision for SuperWiser Front-
MedicinMan Vol.2 Iss.2
For many Medical Reps and Front-line
Managers, their job has become a Grinding
Stone instead of a Stepping Stone. Compa-
nies no longer plan your career. You have to
do it yourself. Continuous Learning is the
only Stepping Stone, which will empower
you to enjoy a satisfying work-life. We are
all born with nearly similar hardware
(brain); it‟s the software (Learning Inputs)
that transforms work into Work-oh-Frolic
and performance into Perfo-Romance. The
8 Maxims of Repeat Rx are like killer soft-
ware applications that will enable you to
focus on the needs and wants of customers.
These Maxims are like Windows that will
give you clearer and sharper Rx insights.
These 8 Maxims will be discussed through-
out Repeat Rx.
Repeat Rx is written to empower Medical
Reps and Front-line Managers to use their
current position as a Stepping Stone. With-
out Continuous Learning your job becomes
a Grinding Stone. Make the right choice –
become a Work-oh-Frolic; produce great
Perfo-Romance and move up the value
chain in field sales management or product
management, depending on your aptitude
and inclination. Field sales management is
all about people – employees, customers
and others in the value chain. Product man-
agement is all about ideas that influence the
behavior of people – employees, customers
and others in the value chain. Repeat Rx
offers insight into both People and Ideas,
making it your Stepping Stone to great ca-
reer options in the future.
Repeat Rx revolves around customer
knowledge. How well you know them; their
motivations – NEEDS and WANTS; LIKES
and DISLIKES and Preferences. To know
this, you must think like a customer; not
like a salesperson. You must ask QUES-
TIONS that customers are likely to ask.
When you have clearer insights into indi-
vidual customer motivations, you will find
it easier to progress from Calling to Con-
necting, Consulting and Collaborating with
customers.
Repeat Rx depends on excelling in 4 key
areas:
1. Choosing the right customers through
systematic and regular RCPA
2. Achieving the right call frequency
through POEM - pre call planning and
preparation
3. Delivering the right message that an-
swers the WSI and WIIFM of doctors and
Chemists through effective use of MMFI
and KA$H
4. Understanding AIDA and executing the
marketing programs effectively by doing
WIN
WSI – Why Should I? This is probably the
question in your mind as you flip through
this book. The title “Repeat Rx” might have
caught your Attention and created an Inter-
est to know more. But after scanning the
book and evaluating the effort needed to
learn new skills, you might be wondering,
“Why Should I?” This is a perfectly natural
and spontaneous response. Unless you are
convinced, of the benefits of reading Repeat
Rx, the WSI Maxim will act as a road-block
and prevent you from reading, learning and
putting the learning into practice. WSI op-
erates in all SELLING situations – you
should be able to answer the WSI of cus-
tomers convincingly. Think like a customer
who asks Why Should I? Plan for the an-
swers based on the market intelligence
about the customer‟s likes and dislikes
needs and wants. Read Repeat Rx repeat-
edly till you are confident of facing the WSI
questions of doctors, Chemists and your
distributor.
AIDA – Why do you think advertisers place
an attractive model next to even the most
technically high-end car? Because before
MedicinMan Vol.2 Iss.2
6
“Repeat Rx
is written to
empower
Medical Reps
and Front-line
Managers to
use their
current
position as a
Stepping
Stone. With-
out Continu-
ous Learning
your job
becomes a
Grinding
Stone.”
A STEPPING STONE OR GRINDING STONE?
7
MedicinMan Vol.2 Iss.2 MedicinMan Vol.2 Iss.2
the potential buyer‟s Interest is evoked, the advertiser
must attract his Attention with a stimulating visual. Then
the story-line creates Desire leading to Action. The cus-
tomer‟s Attention is first drawn to the attractive model
who is standing next to the car. Once his visual senses
are stimulated it is easier to create Interest in what is
„inside‟ the car. Attention and Interest combine to pro-
duce Desire and Action – this is the basic premise of all
selling efforts. Many new selling Maxims have been in-
troduced but AIDA remains at the core of any selling ef-
fort.
WIIFM – What‟s In It For Me? This is the next question
that comes naturally to our minds. By nature we are pro-
grammed to do only those things that give us pleasure or
relieve us from pain. WIIFM must answer how your
product addresses this WANT (give pleasure) and NEED
(relieve pain). A Skilled Persuader learns how to SELL
the WIIFM to doctors to get Repeat Rx.
WIN – Whatever Is Necessary. Everybody wants to WIN,
but not everybody is willing to do Whatever Is Necessary.
Repeat Rx is the first-of-its-kind Toolbox that equips you
with Knowledge, Attitude, Skills and Habits – KA$H
needed to WIN in your career and life.
KA$H – Everybody wants CASH; but they don‟t focus on
gaining the Knowledge, Attitude, Skills and Habits –
KA$H, that are needed to produce CASH. Repeat Rx is a
customized Knowledge, Attitude, Skills and Habits –
KA$H Toolbox for Medical Reps and Front-line Manag-
ers to earn more CASH.
MMFI – Make Me Feel Important. This is one of the
greatest WANT of all human beings. Once a person‟s
basic NEEDS are met, the focus shifts to Social Recogni-
tion, Self Esteem and Self Actualization. Social Skills is
the ability to understand this fact and develop ways in
which you can make all your customers FEEL important
in some unique way according to their personality prefer-
ences.
POEM – Planning, Organizing, Executing, Monitoring.
You may have all the Knowledge and Skills, but if you
don‟t have the Habit of POEM, your performance will be
inconsistent and you will be considered as unreliable de-
spite your talent. POEM transforms work into Work-oh-
Frolic and performance into Perfo-Romance. POEM is
the SECRET of all consistent performers.
RCPA – Market Intelligence is critical to promoting the
right products to right doctors and this can be done only
through systematic and regular Prospecting and Qualify-
ing through Retail Chemist Prescription Audit - RCPA.▌
A STEPPING STONE OR GRINDING STONE?
8
MedicinMan Vol.2 Iss.2
Success in any profession is a result of excellence in charac-
ter and competence. Character is who you are and Compe-
tence is what you can do. Character combines with Compe-
tence to produce Confidence within you and makes others
to Trust in you.
The 4 progressive stages of Calling, Connecting, Consulting
and Collaborating focuses on developing character and
building competence to produce Confident Pharma Sales
professionals who can trigger Trust.
Trust creates a positive perception, which persuades the
doctor to Trial Rx. The value derived from Trial Rx reinforc-
es Trust; leading to Relationship and Repeat Rx.
Repeat Rx is not an outcome of a hit or miss unplanned and
unorganized approach, but a result of becoming a Skilled
Persuader who can influence doctors and Chemists.
The Repeat Rx Matrix is at the crux of becoming a Skilled
Persuader and illustrates how character and competence
create Trust and builds Relationship and Repeat Rx.
Let‟s look at the 4 quadrants to understand the process of
getting Repeat Rx.
Character is demonstrated by your Sincerity and Caring
attitude and establishes your Ethos and Pathos in the Call-
ing and Connecting stage.
Competence is demonstrated by your Credibility and Exper-
tise and establishes your Logos in the Consulting and Col-
laborating stage. When all the three elements, Ethos, Pa-
thos and Logos are present as in quadrant IV leading to
foundational, emotional and rational trust, the outcome is
Relationship and Repeat Rx.
In quadrant I, you are a Beginner and yet to demonstrate
your character and competence, which are both low and
hence No Rx. Any Rx would be due to the work of your pre-
decessor‟s work or due the uniqueness/monopoly of the
product.
In quadrant II, as an Amateur you have just begun to
demonstrate your competence. Based on your knowledge
and the doctor‟s need, you will get Erratic Rx whenever you
call on doctors.
In quadrant III, as an Apprentice in addition to some com-
petence, your character is demonstrated by your sincerity
and caring attitude and builds Rapport with some doctors
and you get Some Rx, whenever they remember you.
In quadrant IV, both your character and competence are
high, making you an Achiever. This leads to Trust based
Relationship and Repeat Rx.
Repeat Rx is divided into two parts for easy learning and
application. In the first part of Repeat Rx, the emphasis
will be on effective Communication Skills and Selling Skills
– the two most important skills for Pharma Sales Profes-
sionals. The key learning in Part 1 is the three levels of
trust – Foundational, Emotional and Rational Trust trig-
gered by your Ethos, Pathos and Logos.
Part 2 of Repeat Rx focuses on developing character and
competence to produce Confident Pharma Sales profes-
sionals who can trigger Trust. The key learning in Part 2
are the 4 progressive stages of Calling, Connecting, Con-
sulting and Collaborating to build lasting Relationship for
Repeat Rx. We will learn through models and matrix like
the Repeat Rx to stimulate your analytical thinking (Left
brain – Logic/IQ) as well as through stories, examples and
metaphors to stimulate your creative thinking (Right brain
– Emotion/EQ) as both IQ and EQ are needed for effective
learning. This combination of Knowledge (IQ) and Persua-
sion (EQ) is at the crux of becoming a Skilled Persuader
who can trigger Repeat Rx.▌
HOW TO GET REPEAT RX ?
“Repeat Rx is not an outcome of a hit or
miss unplanned and unorganized
approach, but a result of becoming a
Skilled Persuader who can influence
doctors and Chemists.”
MedicinMan Vol.2 Iss.2 MedicinMan Vol.2 Iss.2 M
edicin
Man
Creati
ves
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To find out more call:
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Rahul Mishra : +91 96118 76767
MedicinMan Vol.2 Iss.2
10
Pharma field selling is tough. You must study and learn
from athletics and sports, which are far tougher and in-
tensely competitive. The only difference is that athletes and
sportspeople set very clear and exacting goals and they
thoroughly enjoy their work. That‟s why they are called
players. It is worthwhile to remember that once they meet
their goals, they earn far more for „playing‟ than most peo-
ple do by „working‟. We need to change from this „working
mindset‟ to „playing mindset‟ in order to enjoy our profes-
sional life. Working is for those who are physically engaged,
but emotionally disconnected from their profession. To en-
joy your career, you must engage your heart first; then your
head and hands will follow. If you fall in love with your
work, you‟ll never have to WORK. When you move from
working to playing, instead of workaholic, you will become
a Work-oh-Frolic and your performance will be trans-
formed into Perfo-Romance. Athletes and sportspeople are
highly motivated and goal centered and that‟s the only way
to thrive in any hyper competitive profession. Since you
have decided to make pharma sales your career, you must
learn from athletes. Without continuous learning, motiva-
tion, goals, planning and time consciousness, your sales
target will seem like an insurmountable mountain.
If you want to move from performance to Perfo-Romance
then start learning the new rules of the game. Become con-
scious of time as the only resource that can never be recy-
cled. Learn from athletes and sportspeople. They spend
every minute of their waking hours in reaching their goals
and their sleeping hours dreaming about their enjoying the
satisfaction of reaching their goals. You must become pas-
sionate about your profession; about your personal effec-
tiveness. Like the athletes and sportspeople, you must de-
velop every muscle that is needed for you to play your role
effectively. Athletes and sportspeople are highly focused;
they are clear about which event they will contest and go
about training and practicing till they are sure that they
measure up to compete successfully. You must also be clear
about your goals and objectives and go about learning and
developing skills that will enhance your Ethos, Pathos and
Logos.
Do you want to know what transforms mundane, routine
performance into breakthrough Perfo-Romance? PRAC-
TICE. Athletes and sportspeople PRACTICE for several
hours every day, measuring their progress carefully before
the contest. But most Medical Reps and Front-line Manag-
ers work for hours without ever practicing. The hallmark of
all great Perfo-Romancers is Continuous Professional De-
velopment (CPD) through practice. You can succeed in any
field; provided you believe in YOUR SELF and are commit-
ted to WIN; doing Whatever Is Necessary.
Time Management is Life Management – There are only 3
things you can do with Time and Money – 1. Invest it. 2.
Spend it. 3. Waste it. Planning helps you to invest your
time and money for best returns. Personal effectiveness
will give you the discipline to spend time only on essential
activities like sleep and personal affairs and money on ne-
cessities. Procrastination will lead to inaction and waste of
time. POEM is a process that helps you to develop the
Habit of investing time for maximum returns. When com-
bined with acquiring KA$H, it will make you an outstand-
ing professional with bright career prospects. This should
motivate you to remain focused on your goals. When I was
working with Eureka Forbes, most afternoons were rela-
tively free and I could go back home and take a nap. In-
stead I spent the afternoons in seeing some great movies,
which I used to improve my English language skills. I rare-
ly saw a movie, which did not teach me something about
improving my Knowledge, Attitude, Skills or Habits. When
working as a Medical Rep, I read all the product literature,
journals and books that my company used for CME. The
knowledge and skills gained led to joining a medical pub-
lishing firm where I worked for 12 years to become the
youngest marketing director. If you want a great life invest
time in activities that will make your dreams come true.
Set SMART goals; Manage time by POEM; acquire KA$H.
Study this and other professional development books –
Repeat Rx will lead to Repeat Success for you.
To Realize the Value of One Year,
Ask a Student who Failed the Final Exam
To Realize the Value of One Month
Ask a Mother who Lost a Premature Baby
To Realize the Value of One Week
Ask the Editor of a Weekly Magazine
To Realize the Value of One Day
Ask a Daily Wage Worker with Six Kids
To Realize the Value of One Hour,
Ask Lovers who are Waiting to Meet
To Realize the Value of One Minute,
Ask the Person who missed the Train
To Realize the Value of One Second,
Ask the Athlete who Missed the Gold and Won Silver in the
Olympics.
PERFO-ROMANCE AND WORK-OH-FROLIC Some people find life an empty dream because they put nothing into it
Time is the scarcest resource, and unless it is managed, nothing else can be managed.
– P. Drucker
MedicinMan Vol.2 Iss.2
Medi
12
LEAD KINDLY LIGHT
Prof. Chitta Mitra, a doyen of the Indian phar-
maceutical industry passed away on the 3rd of
January 2012. His death is a great loss to the
industry and a personal loss to me.
The present growth of the Indian pharma in-
dustry can be attributed to Prof. Mitra in a
good measure. Since the 1980s, he took upon
himself the responsibility of bringing a para-
digm shift in the mindset of the Indian pharma
industry – from sales orientation to prescrip-
tion generation. His oft quoted and famous
pearls of wisdom to the pharma marketers still
reverberate: “The health of a pharma company
is related to the prescriptions that the company
is able to generate – not just volume sales.” His
emphasis was on prescription generation and
looked down on deals, bonus offers as an un-
healthy practice and effort to „steal prescrip-
tions of another company.
He and his dedicated team of analysts and re-
searchers analyzed millions of live prescrip-
tions of doctors. And from the analysis of these
prescriptions his gems of wisdom emerged.
Prof Mitra was a strong believer in developing
and training people in the pharma industry. He
initiated training and development of brand
managers to make them understand and inter-
pret the data provided by C MARC, collated
from live prescriptions from the twenty differ-
ent specialties of doctors.
Prof. Mitra helped brand managers to take
strategic decisions that strengthened marketing
edge over competitors. He taught them how to
evaluate and do SWOT analysis of an organiza-
tion to provide appropriate strategic guidelines
to the brand managers. He developed newer
analytical methods to create a marketing edge
over competition. He helped in distinguishing
between qualitative data and quantitative data
and to correlate with internal sales.
The widely prevalent CRM activities were
termed by him as “customer gratification” that
had nothing to do with the health of a
pharma company. He believed in honest
brand building activities which were
prevalent till the middle 90s.
In his memory, I have evolved the “Prof.
Chitta Mitra‟s Oath for Pharma Market-
ers which is inspired by the Hippocratic
Oath taken by medical professionals
when they graduate. Professionals in the
pharma industry should take “Prof.
Chitta Mitra‟s Oath” and cleanse the
pharma industry from unhealthy and
corrupt practices.▌
EXECUTIVE TEAM
EDITOR
Anup Soans
* COO
Arvind Nair
ADVISORY BOARD
Prof. Vivek
Hattangadi
*
Jolly Mathews
EDITORIAL BOARD
Shashin
Bodawala
*
Salil Kallianpur
*
Dr. Shalini Ratan
* Prabhakar Shetty
* Varadarajan S
* Dr. Mandar Kubal
CONSULTANTS
Joshua Soans
*
Amit Shekhar
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A Tribute to a Pioneering and Outstanding Pharma Marketer
Death is not the extinguishing of light; it is only putting out the lamp because the dawn has come. - Rabindranath Tagore
By Prof. Vivek Hattangadi
Editor’s Note: Pharma professionals inter-ested in taking the “Prof. Chitta Mitra’s Oath for Pharma Marketers” can visit www.theenablers.org. The Enablers is an excellent skill and value development re-source for pharma professionals.