Pharma selling and sales marketing

Distribution Channel
Company

C & F or CA

Super Stockiest

Stockiest

Doctors, Nursing, Dispensary, Substokiest

Types of Pharma Selling

Ethical selling Generic selling PCD : Propaganda cum dispensing Surgical selling Tender Selling Over the Counter (OTC)

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
4

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 )
5

Questions asked to MR
Primary sales Secondary sales Personal order booking ( POB ) Call average Coverage Report calls

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

Tool program
MR - TP AM - TP RM - TP ZSM TP
Submitted on 25th of month

AM Approved MR TP AM TP Submitted on 26th of month

RM approved AM -TP RM TP submitted on 27th of month

ZSM approved RM TP ZSM TP submitted on 31st of month

BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR

Reporting Channel
MR
ASM RSM ZSM VP OF SALES
9

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
10

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
11

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
12

 Finance Department
Finance budget

Factory department
Production budget

Sales admin department Purchase department HR department

13

Credit Control
Credit period Credit limit Mode of payment Stockiest profile PDC ( Post dated cheque) Cash Discount Special cases No PDC
14

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
15

MRP Decision
Competition pricing New marketing / Scientific gimmick Monopolistic MRP Kind of marketing company do % G C (Gross contribution)

16

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

17

Billing Difference
Billing for C & F Transfer of stock Transfer challen F Form
taken from sales tax department

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

0.5% sales tax has to pay

STEVENS BUSINESS SCHOOL BATCH 2009 - 2011

18

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
20

Thank You

21