Specially designed for the pharmaceutical companies employees for upgradtion of their knowledge as and when needed so that they interact with their customers with confidence.

1. ICE EDGE INITIATIVES
(Pharma training institute and consultant)
PRESENT

2. Medical Representative
Medical hand book
Ice edge initiatives………………………..

4.  Happy to share with you all the launch of my book(Medical
representative-Basics of medical science) by one of the
most eminent personality of pharmacy field Prof Dr.
Chandrkant Kokate-Dean KLE University Karnataka
(http://www.kleuniversity.edu.in/administrat…/vice-
chancellor) at the 2nd National conference on emerging
trends in pharmaceutical and biotechnological research…
Ice edge initiatives………………………..

5. Launch………………………………………….

6. Launch………………………………………….

7. Target customers…………………………..
This book is specially designed for the graduates
who want to join pharma industry or for those who
have just joined and want to learn the basics as
soon as possible so that they will interact with
their customers with confidence.
This book is also helpful for the employees of
existing pharma companies to have a refresher
course as and when they need.

8. Need……………………………….???????
 Pharmaceutical sales representatives spend most of
their time on the road, talking with their
customers(Doctor’s, pharmacist’s, stockist’s, semi-
whole salers,hospital personnel and physicians) to
promote their company’s products and the volume of
their sales.
 Pharmaceutical sale is not for everyone. Apart from
basic selling skills, like how to ask questions and how
to do presentations – Reps must learn every aspect of
the product they will be selling, from the underlying
anatomy and physiology to competitor products!

9. Typical MR……………………..????????
 What is a Typical-rep?
Aside from giving away a few free samples, some shiny
tie-pins and embossed names on calendars, or maybe a
magnetic frame to put on Doctor’s door –
 Do the present day pharmaceutical sales reps have enough
sales and marketing knowledge to engage & enthrall
physicians?
 Do they have the knowledge of basic medical science and
confidence to deliver the messages with full confidence and
clarity…………
 If the answer is no – then you probably have an army of
Typical-reps! Who visits the doctors, deliver the messages,
give the samples or inputs and comes out.

10. Difference…………………………………….
 Old Environment New Environment
Very less no. of companies and field
force
Countless no. of companies and field
force
Less pressure on customers Extreme pressure on customers
Very less expenses to be spent on
field force
Huge expenses to be spent on field
force
Product detailing was the key
Product detailing with the
understanding of customers is the key
Much more time to spent in doctors
chambers
Only 2-3 minutes are available
Focus was on ethical marketing with
emphasis on product knowledge
Focus is on marketing to get revenue
with emphasis on sales

11. Advantages……………………………………
 Sales force training is one of the most critical aspects of success
and most pharma companies have realized this fact and have
gone to great lengths to ensure high quality of their training
procedures and materials. Some have even set up corporate “sales
training departments”, and some are calling external experts to
train incoming and experienced sales representatives. The main
reasons for relying on a thorough training process are:
 Right message to the right customer at right time
 Improved customer relations because of relevant messages
 Increased productivity in sales and confidence of employee
 Increased sales with consistency
 Improved morale and confidence of the employees
 Reduction in attrition

12. USP of the book…………………………..
 Subjects has been designed in a very simple and descriptive
language with the help of pictures and theory both.
 Alignment of the subjects are in such a way that the reader will
always find a connection between the previous and next pages while
going through the book.
 Each of the subjects covered is very much relative to the day to day
work of a medical representative and their interactions with the
customers in market place.
 Subjects of the book are so much relevant to the job profile of a
medical representative that he will love to go through the subjects
and put all his effort to grab it forever.
 Initiative behind the designing of this book, is to involve the field
staff in learning the basics and lead from the front by answering the
queries of their customers with confidence.

13. USP of the book……….………………..
 Each topic is followed by a progress check question and answer
sheet, which will provide a opportunity to know about the
learning's immediately after completing the topic.
 After giving this book to your field staff, there is very little need for
them to call for the basic training of medical science at head office
or any other place, hence saves the time of both on basic learning.
 Printing and designing quality is so meticulous that words and
pictures are very clear and easy to understand.
 The book is very handy and easy to carry, hence a medical
representative can keep this in his bag and use as and when
needed, in a hospital or clinic or during tour.

14. How its useful…………….??????????
 Every month companies spent lot of money on providing
samples and promotional inputs to their field staff.
 These may be in the form of small gifts or any useful items
tobe used by a doctor……Pens,Paper-weight,Umbrellas,Pen-
stand,Pads,Mobilestands,Tie-pins,Ties etc…..

15. How its useful…………….??????????
 Cost of these items per piece must be around Rs. 100-150
and in total around 2000-2500/- per field staff.
 However the question is …….are you the only one providing
that input or gift to the doctors…????……certainly not….
 Hence doctors can use those inputs only once or twice and
then after that whatever comes is either for distribution
purpose or to be collected at one place and disposed off
later on……………all your effort and money……????

16. Usefulness…………………………………..
 Now coming to this book …………its not for distribution
purpose to the customers……..this is for knowledge
upgradtion of your field staff
 Hence no wastage and act as a ready reckoner knowledge
bank for your field staff.
 This may be kept in the bags of your field staff and they can
go through the subjects at free time in doctors clinics.
 Cost effective/One time investment--------As this will be
always available with your field staff.
 You have not to spent much more time on basics while
conducting a meeting or product launch.
 Confidence of your field staff will always remain high while
interacting with customers

17. Have a look at some of the pages of
this book

18. Classes of antibiotics as per Gram staining

19. Staphylococci difference…………………

20. MIC/MBC…………………………………….

21. Gram+ve aerobic bacteria……

22. Streptococci………………………………………….……

23. Anaerobic bacteria……………………………….…….

24. Cephalosporins…………………………………………..

25. B-Lactamase inhibitors……………………………….

26. Antibiotic resistance……………………………….….

27. The Tissues…………………………………………………

28. Autonomic nervous system………………………..

29. Bioavailability……………………………………………..

30. pH Value………………………………………...............

31. Index…………………………………………….

32. Index…………………………………………….

33. Summary………………………………………

34. Thank you