Pharma/Medical Devices and Related Field Force Excellence Enablers. Differentiate Your Field Force through these specially crafted field force development resources.

1. MedicinMan
TM
1
~ FIELD FORCE E XCE L LE N CE ~
st
Anniversary
Special Offer
Buy FREE
And get
Details on Page 3

2. MEDICINMAN CELEBRATES 1ST ANNIVERSARY WITH FFE ‘12
MedicinMan
TM
~ FIELD FORCE E XCE L LE N CE ~
The 1st Anniversary of Chhaya Sankath presenting FFE „12 memento
MedicinMan was cele- to Narayan B. Gad, CEO of Panacea Biotec
brated by creating a new
annual platform of phar-
ma thought leaders to foster Field Force
Excellence - FFE 2012 on June 16 at
the JW Marriott in Juhu, Mumbai. Over
80 senior pharma executives from 24
top pharma companies attended FFE
2012 signifying the importance of Field
Force Excellence. The registrations had
to be closed, as it was practically a full
house.
Arvind Nair, Conference Director of
Brand Drift once again delivered a
spectacular event, this time ably assist-
ed by MedicinMan‘s new CEO, Chhaya gress of Medicine and Pharma
Sankath and MedicinMan‘s US Repre- industry from palliative to correc- FFE 2012 FACULTY
sentative, Sejal Kikani. tive. (FFE 2012 presentations will
AMLESH RANJAN
The outstanding faculty of FFE 2012 be hosted on MedicinMan website
from 15 leading MNC and Indian Phar- for the benefit of pharma profes- SUJAY SHETTY
ma ensured that the delegates had a sionals, subject to copyright of pre- N. B. GAD
feast of learning on various areas that senters). Amlesh Ranjan touched
GIRDHAR BALWANI
impact FFE. The list of FFE 2012 facul- upon several areas that lead to field
ty was representative of the uniqueness force excellence and concluded with SHRIHARI SHIDHAYE
of Indian Pharma. the statement – ―The value that you
add, comes from the values that you JOSHUA MENSCH
Social media maven, Salil Kallianpur, hold‖ signifying the importance of APARNA SHARMA
Centre of Excellence at GSK live tweet- personal responsibility and integrity
ed the event highlights ensuring that in fostering excellence. Amlesh KEITH PINTO
pharma professionals all over the world Ranjan‘s success story can be read JOLLY MATHEWS
kept abreast of FFE 2012 proceedings. in the November 2011 issue of
DEEP BHANDARI
FFE 2012 kicked-off with a welcome MedicinMan.
address by Anup Soans, Editor of B. RAMANATHAN
The CEO Roundtable was the cen-
MedicinMan followed by a Keynote terpiece of FFE 2012. This was for HARI KRISHNA
address by Amlesh Ranjan, Associate the first time directors of pharma
Director at Sanofi. This was only appro- VIKRAM MUNSHI
companies who were brought on an
priate as both Anup and Amlesh began open platform to discuss FFE. DANDABANY D
their career as Medical Reps and prod- Brilliantly moderated by Sujay
ucts of Field Force Excellence in India. SALIL KALLIANPUR
Shetty, Partner and Lead of Pharma
Amlesh Ranjan began with a quote by and Life Sciences at PwC. ▌ S VARADARAJAN
Gautama Buddha – ―Excellence can be
achieved, if you dream more than others If you wish to participate in FFE ANUP SOANS
think is practical; care more than others 2013 in Feb 2013 or Brand Drift also
think is wise; expect more than others in Feb 2013, get in touch with us
This is a promotional copy.
think is possible; risk more than others now.
To read the complete issue visit
think is safe.‖ Amlesh traced the pro- Contact: anupsoans@medicinman.net www.medicinman.net

3. MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net
Every winning team has aligned the aspirations and abilities of its
members with the goals of the organization. Great performance
coaches combine Business Acumen with Emotional Intelligence
to create wins.
SuperVision for the SuperWiser Front-line Manager
and HardKnocks for the GreenHorn are Get these
FFE Enablers
to Develop your
Field Force
Front-line Managers
Mini MBA Tailor-made to Transform FLMs into
Emotionally Intelligent Performance Coaches.
MRP ` 799
Anniversary Offer
HardKnocks for the GreenHorn FREE
with the purchase of SuperVision for the
SuperWiser Front-line Manager*
Medical Reps
A Starter Kit to Transition Beginners into Achievers.
MRP ` 599
* Offer inclusive of Speed Post charges
Send your orders to anupsoans@medicinman.net and make a payment of Rs 800/- to HDFC
S.B a/c no. *07141000006761* of “Anup Soans” HDFC Bank, Mosque Road, Frazer Town
Branch, Bangalore – 560005. RTGS/NEFT IFSC: HDFC0000714
Call: +91 93422 32949
3

4. MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net
CEO Roundtable at FFE 2012
Moderator: Sujay Shetty, Partner and Lead, Pharma and Life Sciences, PwC (center)
(left to right) Joshua Mensch, Director Marketing, Data3s, Czech Republic
Girdhar Balwani, Managing Director, Invida India
Shrihari Shidhaye, Director Sales and Marketing, Abbott Healthcare
Narayan B. Gad, CEO Panacea Biotec
Opening Remarks by Sujay Shetty – Moderator
Sujay Shetty: Whenever I travel abroad, people want to understand and decode the Indian mindset
and pharma market. The promise of the Indian pharma market – slated to be in the world‘s Top 10
pharma markets—is too alluring to ignore.
FFE 2012 is a wonderful opportunity for us to enrich ourselves from the vast experience and exper-
tise of veteran CEOs as well as the senior executives in the audience of Indian and MNC pharma
companies.
FFE 2012 is an opportunity to discus issues like the impact of Gen Y entering the workforce, whose
models and methods are Google and digital. To discuss how selling is moving from heavy promo-
tions to Key Account Management; and other issues that impact field force.
(Question to panelists): What are the Top Two Trends Impacting Pharma Field Force?
Joshua Mensch: 1. Harmonization and unifying of various functions within a company to
ensure seamless communication between various functions like Sales, Marketing, HR, Train-
ing, SFE, even functions like Finance and Supply Chain. Using technology to integrate
functions that ultimately impact sales directly or indirectly will facilitate this breaking of
silos. Building relationships within and outside the company.
2. Refined thinking about KPIs – moving from quantitative to qualitative measures.
4

5. MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net
Narayan B. Gad: A little bit of context is needed when discussing FFE in India because
India is a unique market with the largest number of brands and companies jostling in the
marketplace. The challenges are: 1. A high attrition rate of 35% 2. Reduced competence of
a Medical Rep compared to 10 years ago and 3. The job of a Medical Rep is no longer as-
pirational.
Having said that, I would want companies to focus on three areas to address the problems:
1. Once a person has been hired as a Medical Rep, what can we do to create a ‗will-
fullness‘ and pride in the job? How can he love the wife he has, even if she was not his
first choice? (Ed. – Not an easy task given that Gen Y prefers to choose their own partners
even in opposition to parental wishes.)
2. Technology enablement – how can we use technology to compensate for the lower competence of the below average
Medical Rep, so that he delivers value to the in-clinic interaction?
3. Creating a culture of competence among the managers. Today‘s SBU Heads in many cases are yesterday‘s Medical
Reps – many who joined the profession not out of choice and hence the lack of competence continues. A lot can be
achieved if the managers are more competent.
Girdhar Balwani: Pharma industry still has a lot of attraction and those who do choose the career
and work hard have the opportunity to rise in the organization as is evident from the success
achieved by many in the audience.
Apart from technology, the increasing number of brands has changed the way in which a Medical
Rep interacts with the doctor. The expectations of doctors have also changed dramatically. The
recent growth of many companies – how have they grown? They have grown through relationship
building, where the Medical Rep becomes just a Rep instead of scientific information provider.
Will the MCI guidelines change the way doctors behave? Will we as an industry evolve code of
conduct to follow ethical practices? I‘m a bit skeptical as there are too many companies, too many
brands and too many Medical Reps.
Shrihari Shidhaye: Technology will certainly be a big impact on Field Force. But how are we
using technology? If we use fancy gizmos with the same visual aid on the iPad, the novelty will
soon wear off. We have to ensure that we build back-end capability that creates and delivers val-
ue through technology. Even while using technology for Field Force merely for reporting and
compliance instead of gaining customer insight, we may be using technology but we may not be
optimizing its utility.
Pride in the Field Force is a big ‗Missing Link‘.
Productivity of Field Force is falling sharply. While implementing SFE, are we doing everything
to ensure that productivity increases?
Sujay Shetty: We can summarize the key issues as:
1. Technology will have the biggest impact on every aspect of Field Force working.
2. Appropriate use of technology to integrate various functions and deliver value to sales people.
3. Selling practices and code of conduct will need to be looked at.
4. How to attract and retain talent? And, how to increase the competence of managers?
5. Moving from efficiency to effectiveness and onward to excellence.
The entire proceedings of the CEO Roundtable and other sessions will be available for Rs. 1,500/-
in an FFE 2012 Special Print and DVD issue. Write to anupsoans@medicinman.net
5

6. What do you expect
your FLMs and SLMs
to be good at?
What are you doing to ensure that
they gain proficiency in the desired
skills?
The Half-Time Coach
A Psychometric Assessment-based Feedback and
Feed-forward Program for FLMs and SLMs
1. Management Games
 Relearning by Reflection,
 Feedback by Observation
2. Case Studies
3. Movie Clippings
4. Mapping Exercises
The Half-Time Coach is delivered by Anup Soans, Editor MedicinMan &
Author of SuperVision for the SuperWiser Front-line Manager, HardKnocks for the
GreenHorn and RepeatRx
Contact: anupsoans@medicinman.net
Ph. +91 93422 32949