2. In our profession, having an effective
communication (Detailing) means, 50% of the
job is done.
3. Rest 50% depends upon promoting right
products to the right Doctors, and regular
visits to the customers as per desired
frequency.
4. Through effective communication if one (Medical
Promotion Officer) is able to convert at least 5
Doctors out of 10 Doctors met in a day, it is a far
better accomplished job.
5. Many Medical Promotion Officers who doesn’t
strive to have an effective communication,
thereby unable to convert even a single Doctor
out of 10 Doctors met in a day.
6. Thus, communication is an important tool for
Medical Promotion Officer to create
prescription demand.
7. Medical Promotion Officers who can
communicate effectively can excel in
conversion of Doctors and Personal Order
Bookings (from Retailers) also.
9. Formal communication is done through
detailing of products meant for the Doctors
with clarity, pause, voice modulation, and
punch.
10. During detailing, it is also imperative to
effectively communicate the benefits of our
brands to Doctors so as to convert them to
our brands.
11. Therefore it is very important that every
Medical Promotion Officer is thorough with
the detailing for every product under
promotion.
12. Field Managers have an important role to play
in ensuring that all the Medical Promotion
Officers in their team are thorough with
detailing of all products during meetings and
also during group visit.
13. Field Manager should not take any Medical
Promotion Officer for group field work
without ensuring that the Medical
Promotion Officer is thorough with detailing
of all products.
14. Field Managers also should encourage every
Medical Promotion Officer to communicate
informally in regional language at least one
Unique Selling Point (Benefit) of the product
at the time of sampling before seeking the
prescription assurance.
21. Mr. V. Srinivasan is a well known author on
Pharma management with over 200 published
articles in India and abroad. He can be reached
at shridhar1956@rediffmail.com
22. Prepared By
Masum Chowdhury
Manager,
Strategic Brand Management Department
Asiatic Laboratories Ltd.
masum.pha@gmail.com,
+880-0171-7642874, +880-0193 7990014