SURVEY REPORT
SAMPLE SIZE
[N=540]
“LISTENING TO STAKEHOLDERS”
1
N = 540
ACKNOWLEDGEMENTS:
The survey was carried out by all students of the First year
MBA-Pharmaceuticals Management, Section-B, NMIMS,
Mumbai.
2
N = 540
INDEX
A. EXECUTIVE SUMMARY 4
B. RESEARCH OBJECTIVE 6
1. Area Wise 7
2. Gender Wise 8
3. Zone Wise 8
4. Years of Experience 9
D. QUESTIONS: 10-29
Q.1 When was the last time AM & MR made a joint call 10
Q.2 In the last visit what did the area manager do? 13
F. Annexure: Questionnaire 43
3
N = 540
EXECUTIVE SUMMARY
1.
When asked to the doctor,
➢ 28% of responses say that the Area Manager and MR made a joint
call Last Week.
➢ 24% of responses say that the Area Manager and MR made a joint
call yesterday.
➢ 23% of responses say that the Area Manager and MR made a joint
call Today itself.
2.
➢ 32% of responses say that the Area Managers gave knowledge about
the product during the call.
➢ 17% of responses say that the Area Managers supervised the MR
during the call.
➢ 14% of responses say that the Area Managers elaborated MR’s
detailing during the call.
3.
➢ 19% of the responses say that the real role of an Area Manager is only
to supervise the MR and observe his mannerism and way of
communicating with the doctor.
➢ 11% of responses say that the real role of an Area Manager is to guide
and induct the MR to work efficiently in a desirable way.
➢ 8% of the responses say that an Area Manager should ideally give
detailed information regarding the product, its side effects and
contraindications, various research projects and clinical trials done by
his respective company.
➢ 8% of responses say that Area Managers are not important at all.
4
N = 540
4.
➢ 24% of the responses say that the value of joint call is not enhanced
by the presence of the Area manager.
➢ 24% of responses say that the joint call is enhanced because the Area
Managers have better knowledge than the Medical Representatives.
➢ 10% of responses say that the value of joint call is enhanced as the
Area Managers would guide & correct the Medical Representatives
regarding the detailing of the product.
➢ 9% of responses say that the Area Managers explained better than
Medical Representatives.
5.
➢ 22% of responses say that there was nothing in particular that they
would not want the Area Manager to do in the clinic.
➢ 11% of responses say that the Area Manager should not take too long
inside the clinic.
➢ 11% of responses say that the Area Manager should not interrupt the
MR
➢ 7% of responses say that the Area Manager should not force the
Doctor to prescribe.
➢ 5% of responses say that the Area Manager should not misbehave
and irritate.
5
N = 540
Research Objective
The objective of the survey is to listen to the Doctors and to understand their
perception and knowledge about Area Managers.
Research Methodology
Mumbai was divided into 6 zones. Within each zones, Doctors were
interviewed from different areas. A structured questionnaire for the study
subjects (Doctors) was designed within the scope of given objectives.
ZONE SUBURBS
6
N = 540
AREAS DOCTORS
COVERED INTERVIEWED
ANDHERI 45
GHATKOPAR 23
DADAR 23
THANE 13
GOREGAON 29
VASHI 22
MALAD 23
CHEMBUR 18
MULUND 21
BYCULLA 18
VILLE PARLE 37
DAHISAR 17
FOUR ROADS 13
SANTACRUZ 17
KURLA 11
LOWER PAREL 17
JOGESHWARI 16
BANDRA 18
BHAYANDER 12
BORIVALI 30
SION 22
WADALA 06
BHANDUP 15
NERUL 14
7
N = 540
KANDIVLI 20
MAHIM 17
MUMBAI CENTRAL 13
DOMBIVALI 10
TOTAL 540
8
N = 540
SAMPLE BREAK - UP
Q.1
9
N = 540
[N = 540]
10
N = 540
Interpretations:
➢ 23% of responses said that the Area Manager and MR made a joint
call Today itself.
➢ 24% of responses said that the Area Manager and MR made a joint
call yesterday.
➢ 28% of responses said that the Area Manager and MR made a joint
call Last Week.
➢ 5% of responses said that the Area Manager and MR made a joint call
two weeks back.
➢ 6% of Doctors said that they do not remember.
11
N = 540
Q.2
[N = 540]
12
N = 540
13
N = 540
14
N = 540
Interpretations:
➢ 32% of total responses given by doctors indicate that Area Managers
gave knowledge about the product.
➢ 17% of total responses given by doctors indicate that Area Managers
supervised MR during his call.
➢ 14 % of total responses given by doctors indicate that Area Managers
elaborated MR’s detailing.
15
N = 540
2)In the last visit what did the Area Manager do?
16
N = 540
Q.3
[N = 540]
Total
Responses
Sr. Responses Percent Responses
no.
17
N = 540
(835)
1. Supervise the MR 163 19.36%
2. Guides and trains MR 92 10.93%
3. Detailed information 71 8.43%
4. Other comments 59 9.74%
5. Not important 64 7.60%
6. Advertising his brand 57 6.77%
7. DNA 49 5.82%
8. Enhancing sales and 49 5.82%
prescription
9. Extra information apart 39 4.63%
from MR
10. Build relations with doctors 27 3.21%
11. Check product availability 27 3.21%
12. Answer queries 26 3.09%
13. Inspect regularity of MR 24 2.85%
14. Visit regularly 23 2.73%
15. Senior person 12 1.43%
16. Impress doctors 8 0.95%
17. Control false calls 7 0.83%
18. Conference organising 7 0.83%
19. To take feedback from doctors 6 0.71%
20. Introduce a new MR 6 0.71%
21. Be short and precise 6 0.71%
22. Emphasize on feedback 5 0.59%
from market
23. See that gifts are given 4 0.48%
18
N = 540
19
N = 540
Other Percentage
Other Comments
responses response
20
N = 540
Interpretations:
➢ 19% of the responses say that the real role of an Area Manager is only
to supervise the MR and observe their mannerism and way of
communicating with the doctor.
➢ 11% of responses indicate that the real role of an Area Manager is to
guide and induct the MR to work efficiently in a desirable way.
➢ 8% of the responses say that ideally an Area Manager should give
detailed information regarding the product, its side effects and
contraindications, various research projects and clinical trials done by
their respective company.
➢ 8% of responses indicate that Area Managers are not important at all.
➢ 7% of the responses indicate that their actual role is to advertise their
brand and project it to be better than the rest by highlighting their
unique features.
21
N = 540
22
N = 540
Q.4
[N = 540]
23
N = 540
1) In what way the Area Manager enhances the value of joint call?
P
ercentage
Sr. Total responses
Responses
No. (750)
181
1. Does not enhance 24%
24
N = 540
0.26%
• Thanks the doctor 2
0.13%
• Is a better listener 1
4)In what way the Area Manager enhances the value of a joint
call?
25
N = 540
Interpretations:
➢ 24% of the responses express that the value of joint call is not
enhanced by the presence of the Area managers.
➢ 24% of responses convey that the joint call is enhanced because the
Area Managers have better knowledge than the Medical
Representatives.
➢ 10% of responses say that the value of joint call is enhanced as the
Area Managers would guide & correct the Medical Representatives
regarding the detailing of the product.
➢ 9% of responses say that the Area Managers explained better than
Medical Representatives.
➢ 8% of responses say that the presence of the Area Managers made
them feel more important.
4)In what way the Area Manager enhances the value of a joint
call?
26
N = 540
Q.5
[N = 540]
27
N = 540
28
N = 540
Interpretations:
➢ 22% of responses say that there was nothing in particular that they
would not want the Area Manager to do in the clinic.
➢ 11% of responses say that the Area Manager should not take too long
inside the clinic.
➢ 11% of responses responded that the Area Manager should not
interrupt the MR
➢ 7% of responses say that the Area Manager should not force the
Doctor to prescribe.
➢ 5% of responses say that the Area Manager should not misbehave
and irritate.
➢ 5% of responses say that the Area Manager should not insult the MR
in front of the Doctor.
➢ 5% of responses say that the Area Manager should not talk on the
phone in the clinic.
29
N = 540
➢ 4% of responses say that the Area Manager should not suppress the
MR.
30
N = 540
31
N = 540
3. We don’t brand name but are concerned with salt, quality and price.
32
N = 540
33
N = 540
ANT
Anaesthetist MD Doctor of Medicine
CAR
Cardiologist MS Master in Surgery
CHP
Chest Physician NEU Neurologist
DBT
Diabetologist OPT Ophthalmologist
DEN
Dentist ORT Orthopaedic surgeon
DRM
Dermatologist PDT Paediatrician
GNP
General Physician SXT Sexologist
GYN
Gynecologist URO Urologist
34
N = 540
LIST OF DOCTORS
Doctor’s Name Specialisation Doctor’s Name Specialisation
35
N = 540
36
N = 540
37
N = 540
38
N = 540
39
N = 540
40
N = 540
41
N = 540
42
N = 540
43
N = 540
44
N = 540
45
N = 540
Q.1 When was the last time, you saw an Area Manager and MR make a joint call?
Q.2 In the last visit, what did the Area Manager do?
Q.4 In what way an Area Manager enhances the value of a joint call?
Q.5 According to you, doctor, what should an Area Manager not do inside the clinic?
CLASSIFICATION DATA:
46