pharma sales and management
DESCRIPTION
Pharma sales and Management - Types of Marketing, Distribution Chennel and BillingTRANSCRIPT
Pharma selling and sales marketing
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Distribution Channel
Company
C & F or CA
Super Stockiest
Stockiest
Doctors, Nursing, Dispensary, Substokiest
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Types of Pharma Selling
• Ethical selling• Generic selling• PCD : Propaganda cum dispensing• Surgical selling• Tender Selling• Over the Counter (OTC)
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Issues of Pharma sales
• Ethical selling– Promotion overload– Too many companies
• Doctors issues– Fixed day and time of meeting to MR– Fixed No. of MR– Visit regulated 1/3 months– Time of giving cards & time of actual calls– Fixed No. of company MR to meet– Waiting to MR
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Role of Various field Staff
• Medical representative– Implementation of promotional strategy– Contact doctors , N/h , Co – hospital– To give info about product– Convince doctors to give Rx– Make a network with retailers & chemist– Make a network with stockiest– Reporting– Generation of order ( Retailer – POB –
Stockiest )
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Questions asked to MR
• Primary sales• Secondary sales• Personal order booking ( POB )• Call average• Coverage• Report calls
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Role of other field staff
• Role of Area manager• Role of state manager• Role of Regional manager• Role of zone manager• Role of national manager• Role of VP of Sales
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Tool program
• Submitted on 25th of monthMR - TP
• AM Approved MR – TP• AM – TP Submitted on 26th of month
AM - TP
• RM approved AM -TP• RM – TP submitted on 27th of monthRM - TP
• ZSM approved RM – TP• ZSM – TP submitted on 31st of monthZSM – TP
BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR
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Reporting Channel
VP OF SALES
ZSM
RSM
ASM
MR
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Kind of Reports for sales force
• DCR : Daily call report• Expenses Detail report• TP : Tool program• Weekly reporting• Monthly reporting• Basic tool program ( BTP )• DWP : Daily work plan
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Sale Administration Department
• Do compilation of all reports of sales• Normally one person for each state• Prepare summary report of
– All India – state wise – unit wise – value wise sales report for product manager for his product
– All India last three months sales of same brand– All average / coverage– Utilization of inputs
• Use of gifts, samples, skims, Bonanza
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Sales Budgeting
• Marketing Department– Give guideline to sales department – Marketing Budget
• Gifts• Samples• Sponsorship• Bonanza• CME (Continuing medical education)• Advertisement• Printing expenses• Meeting Expenses• Incentives• Transportation• Expiry and goods return
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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• Finance Department– Finance budget
• Factory department– Production budget
• Sales admin department• Purchase department• HR department
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Credit Control
• Credit period• Credit limit• Mode of payment• Stockiest profile• PDC ( Post dated cheque)• Cash Discount• Special cases• No PDC
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Costing & Finance
• Different types of cost– R & D ( F & D )– Production cost– Inventory cost– Transportation cost– Marketing cost– Regulatory cost– T & D cost– PM cost– Overhead Cost
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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MRP Decision
• Competition pricing• New marketing / Scientific gimmick• Monopolistic MRP • Kind of marketing company do• % G C (Gross contribution)
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Billing
• Billing cycle– From the time bill is raise to the payment
received• Normally billing cycle is of 21 day• Payment cycle is 60 days for 1st deal for
stockiest
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Billing for C & F
• Transfer of stock• Transfer challen• F – Form
– taken from sales tax department
• 0.5% sales tax has to pay
Billing for C & A
• Billing• Bill is Made• C – Form
– Outside state 2% central sales tax (CST) + add 5 % VAT
– Within state only 5% VAT
Billing Difference
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Sales Team Division
• Pharma division– Old / big brand– Less promotion– Less expenses (CASH COW)
• Speciality division– Gastro division– Cardio / diabeto division– Psycho / neuro division– Ortho division– Opthal division– Dermato division
STEVENS BUSINESS SCHOOL BATCH 2009 - 2011
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Thank You