Key Areas of Responsibilities of First-Line Leaders

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KRAs of First-line Leaders

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Introduction

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From now on, your success no longer depends on just your ability to generate prescriptions for yourselves.

You will only prosper if other people do their job well!

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Medical Representative to First-line Leader -1

Medical Representative to Medical Representative is the hardest, yet exciting step in your career

This is because it means a total change of mindset

You need to adapt skills that were unknown earlier - like nurturing, controlling, setting examples, responsibility for others, a role model, a team leader

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Medical Representative to Medical Representative -2

Harder if promoted to manage the team you were in last week - you are your mate's boss

As a manager you need to have a different relationship

You will never gain respect of your team if you have the same relationship with the team as you did before

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Be a successful First-line Leader - not a Super Medical Representative -1

Many sales teams suffer because their Medical Representative is not doing their job at the right “level”

Transition to sales management is one which can often prove a struggle

The primary job now is to support and develop the Medical Representative

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Be a successful First-line Leader - not a Super Medical Representative -2

Observing your people during the doctors / retailers calls

Review how the call went

Then coach them to improve- The key part is now to provide useful feedback and support - Not just blaming or criticizing or saying how you, the manager, would have done it!

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“In the end, all management can be reduced to three words:

People, Product and Profits. People come first.”

- Lee Iacocca

“We have to undo a 100 year old concept and convince our managers that their job is not to control people and stay on top of things; but rather to guide, energize, and excite.” ~ Jack Welch

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Definitions

Role: It is the function of a position – e.g. the functions of the Medical Representative and Medical Representative

Responsibility: The person or position who is required to complete a task. Responsibility can be shared. However accountability must be assigned to each task

Accountability: It means being answerable for their decisions or actions and is expected to explain them when asked. Liable to rewards and punishments. Accountability cannot be shared

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Accountability of Medical Representative

1. To achieve value-wise targets on a month-to-month basis

2. To achieve brand-wise target, month after month

3. Establish new brands in his territory

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Summary

1. Medical Representative is a prescription generator

2. He can do his best by implementing strategies

3. Medical Representative is the implementer of marketing strategies and brand strategies

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Multifaceted tasks of First-line Leader

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Role of First-line Leader - Developers Role

1. Maintain task/relations balance

2. Ensuring top class in-clinic performance through all-round development of medical representatives

3. Control of strategies and results

• Collect and process information from market

• Ensure 100% implementation of strategies

• Give direction and feedback to your Medical Representative s

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Role of First-line Leader - Brand Management Role

1. To establish your brands in all your markets - through ethical and profitable methods

2. To ensure that the prescription share of your brands increase by getting the strategies implemented by the Medical Representative

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Role of First-line Leader - HRD Role

Interviewing and identifying the right people for the job

Maintaining a data bank of potential people – for the future

Imparting on-the-job training during joint field work

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Role of First-line Leader - Business Role

1. To create ‘core customers’ and to retain them to continue the business and growth in assigned Area

2. To sell profitable product mix

3. To achieve the top line

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Role of First-line Leader - Developers Role

1. Maintain task/relations balance

2. Ensuring top class in-clinic performance through all-round development of medical representatives

3. Control of strategies and results

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Role of First-line Leader - Decision Making Role

1. To look for ways of improving Rx share in the context of changing market and to take market based decisions

2. To solve problems creatively, without compromising objectives

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Role of First-line Leader - CRM Role

The Medical Representative should have direct contact with the key doctors and retailers in his Area

He needs to build trust and confidence amongst the key doctors

The Medical Representative can be made accountable for business from such key doctors

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Responsibility of First-line Leader

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Responsibilities of First-line Leader

To set goals for Medical Representative s

Develop and coach Medical Representative s

Help MR’s in Rx generation

Build and maintain their will to sell

Generate enthusiasm and keep the team motivated and energized

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Responsibilities of First-line Leader

Lead by example setting

Review performance of your Medical Representative s in periodically and dispassionately

Follow through for results

Appraise your Medical Representative ’s and yourself

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Accountability of First-line Leader

Ensuring correctness of the must-see-list of doctors being met by Medical Representative ’s

Ensuring that every Medical Representative achieves value-wise and product-wise sales targets month-after-month

Ensuring success of new product launch

Ensuring the correctness of the doctor-product match

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Summary

The Medical Representative is the strongest model for the Medical Representative

He should be a positive model as people are watching to see how we behave

Lead from the front by setting good examples

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Books by Vivek Hattangadi 1. Pharma First-line Leader to CEO – The Roadmap to Success 2. What the Pharma CEO Wants From the Brand Manager – Overcome the Tough Challenges in Pharma Branding

1. http://www.flipkart.com/pharma-first-line-leader-ceo-roadmap-success-english/p/itmdgsauhf3xvzhz?pid=9789382359456&otracker=from-search&srno=t_1&query=pharma+first-line+leader+to+ceo+-+the+roadmap+to+success&ref=156e47ea-1384-4a50-b39f-c875cb

2. http://www.flipkart.com/search?q=what+the+pharma+ceo+wants+from+the+brand+manager+-+overcome+the+tough+challenges+of+pharma+branding+&as=off&as-show=off&otracker=start

Vivek Hattangadi vivekhattangadi@theenablers.org Website – www.theenablers.org

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