principles of joint field work for pharma first-line leaders in india
TRANSCRIPT
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Principles of Joint Field Work for Pharma First-line Leaders
Vivek Hattangadi
FROM THE BOOK - PHARMA FIRST-LINE LEADER TO CEO: THE ROADMAP TO SUCCESS 1PRICIPLES OF JOINT FIELD WORK - VIVEK HATTANGADI
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Contents
Importance of Joint Field Work Steps for Effective Joint Field Work Setting SMART Goals
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Importance of Joint Field Work
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On-The-Job Training
Best way for first-line leader to train medical representatives is ‘On-the-Job’
He can assess their overall abilities Provide developmental opportunities Provide solutions relevant to market place
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Key components of effective joint work – 1
Catch them doing right
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Key components of effective joint work – 2
Gauge the strength of the medical representative Build on his strengths
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Key components of effective joint work – 3
Provide necessary tools for skill development Develop tactics for making successful joint calls
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Key components of effective joint work – 4
Provide necessary guidance and counseling Ensure effective utilization of field-force
automation tools
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Benefits to medical representative – 1
He gets support to develop his skills Gets a chance to ‘show-off’ his skills and earn
praise Gets an opportunity to learn from his first-line
leader
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Benefits to medical representative – 2
Medical representatives are basically lonely people – now he has the company of someone who can train him
This is an opportunity to show his original ideas creativity in generating prescriptions or gathering market intelligence
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Benefits to first-line leader – 1
Helps him develop empathy with the medical representative
Keeps him updated on the happenings in the market place
Shows customers that the medical representatives are being supported - and the company means business
Gets an opportunity to praise the medical representative and build relations
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Benefits to first-line leader – 2
Helps the first-line leader to develop relations with the KOLs
Helps him to build relations with key retailers An opportunity for the first-line leaders to hone
his own skills
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Benefits to first-line leader – 3
Enables him to assess levels of strategy execution
Gives the doctor / retailer someone to ‘shout at’
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Benefits to the organization
Displays its interest to develop its most valuable assets – its human resources
Supportive first-line leaders increase commitment of medical representatives towards organization
Field-staff development is enhanced – less attrition if field visits are carried out effectively
Better productivity for the organization
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Steps for effective joint field-work
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Before each key doctor call…
Analyze the doctor-visit history Help the medical representative to plan and
prepare the call Ensure that the medical representative
understands and agrees to the call plan Mutually agree what role the medical rep
will play in the call and what role the first-line leader will play
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During the call…
Watch and actively listen to the proceedings Avoid unplanned intervention Do not command the doctors view – let the
medical representative be the hero of the call
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After the call… [1]
Analyze the medical representatives performance in the call
Follow a sequence –1. Praise the specific things done well 2. Do not point out the mistakes – ask the medical
representative himself 3. If he identifies weaknesses, agree to them4. Show how to correct weakness by practice or
demonstration
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After the call… [2]
Set specific objectives for the next key call Make sure that these objectives are recorded
both by you and the medical representative Agree to specific time when improvements can
be checked
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Set SMART Goals
S- Specific
M- Measurable
A- Attainable
R- Relevant and Realistic
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3 Golden tips
Discuss three things without fail during fieldwork or business reviews
Where are we now?
Where do we want to go?
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Presentation is from the book…
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Also for brand managers…
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Vivek Hattangadi
www.theenablers.org