Pharma Sales - Promotion, Conversion & Retention
Sharad Kadam
Inside Sales Specialist at Pinetics | Providing cutting-edge Engineering Services in the field of Medical Electronics, Product Development, IoT, IoMT etc. India | US | UK
If you are into Pharma sales, please go through some of the points below that will help you to achieve it better:
- Presales - It’s often a misconception that there is no presales involved in Pharma sales, but this is not right. In my opinion, RCPA can be considered as presales here
- Data Collection - Finding out potential of doctors in terms of Rx for a particular molecule or combination
- Rx habit - Finding out Rx habit needs time. For how many times doctor prescribes a particular molecule should be considered. Rx varies from patient to patient, doctors mostly prescribes by symptoms or by past patient history. So rather than highlighting any brand, priority should be first given to considering symptoms
- Actual Promotion - Training around promotional activities is already considered during the pharma sales training program for most of the sales person and thus a traditional way is being followed. Now here comes challenge of going beyond it and acquiring more projects with faster conversion. Following are simple ways of doing it: a) Listen more talk less - Always listen to what doctor has to say, let’s say if doctor is sharing opinion around some product or molecule, note the feedback for sharing it with your higher authority. b) Use References - Always share references of promotional point c) Probing - Understanding more or asking questions in right way and receiving information from doctors which will help in designing the strategies for doctor conversion.
5. Retention - While acquiring new promotions, we often start loosing old brands Rx. So retention is very important for existing brands Rx. While promoting new brands, one should throw light or conduct small talk around the old one as well.
6. Gentle closing - Closing call or final call should be the most productive one in terms of doctor’s interest level and gaining assurance of conversion. Always communicate to them that you are available for them whenever they have any queries.
These are some of the points based on my past experience in Pharma sales. As per speciality, company culture the above process may keep on changing.
Feel free to add your opinion or points around this.
Happy Selling!
Competitive Intelligence | Scientific communication | Management consulting
4 年Wonderfully simplified?? Pharma sales is often considered as an act of pushing the medical practitioners. However, the effective way would be acting as a true liason between the practitioner and the organisation. Also, the relationship with the community pharmacists should be considered equally important. Thankyou for sharing this.
Therapy Business Manager at Abbott
4 年????????
India's Senior Most Pharma Corporate Trainer for MRs, ASMs, RSMs, Products, Sales, In Clinic, PCPM, MDP, LDP & Soft Skills. Ex Training Head Lupin & Macleods. Trained 12000 Managers & MRs. Call 9833403528
4 年Good one.
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