MedicinMan

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A BroadSpektrum Healthcare Business Medias Corporate Social Responsibility Initiative

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FORCE
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PHARMA
Vol. 2 Issue 2

MEDICAL

SURGICALS
February 2012

www.medicinman.net

Editorial

CAREER SHOCK! The Uncertainty and Anxiety of Our Times

Alvin Toffler wrote Future Shock in 1970 to accurately foretell the dramatic changes that would impact careers, businesses, societies and nations in the 21st Century. Like George Orwells 1984, Future Shock went on to become a bestselling classic. Future Shock is a certain psychological state of anxiety, fear and inaction caused by too much change in too short a period of time. Career Shock is the rapid and drastic changes in market dynamics and its massive negative impact on job opportunity and security. And those who cannot cope with the challenges of Career Shock will lose their career, just as farmers lost out to industrialization in the early nineteenth century. According to Seth Godin, author of Purple Cow and other marketing classics, the current recession is a forever recession" because it's the end of the industrial age, which also means the end of the average worker. Seth Godin goes on to say If you're the average person doing average work, there's going to be someone else who can do the exact same thing as you, but cheaper. Now that the industrial

If you're different somehow and have made yourself unique, people will find you and pay you more.
economy is over, you should forget about doing things just because it's assigned to you, or never mind the race to the top, you'll be racing to the bottom. However, if you're different somehow and have made yourself unique, people will find you and pay you more. Seth Godin gave away 1/3 of his book, Permission Marketing free to anyone who sent an email. Well, taking cue

from Seth Godin, Im giving away the key concepts of my new book, Repeat Rx free to all the readers in this issue of MedicinMan. For those of you who do not want to race to the bottom, send me an email and Ill make you an offer you cannot refuse - Don Corleone in The Godfather. anupsoans@medicinman.net

There are 3 types of people in this world: 1. Those who make things happen. 2. Those who watch things happen and 3. Those who wonder what happened.
Mary Kay Ash

More on Page 11

MedicinMan Vol.2 Iss.2

WHY SHOULD PHARMA HIRE FRESH TALENT?

Youth Speak
People with the right skill set form one of the major drivers of sustainability for any business. Thus, hiring the right kind of talent forms a vital part of the human resource domain. When we look at the pharmaceutical sector, it is highly evolving and facing grave challenges. As the competition becomes intense, there is a need to differentiate through innovative platforms wherein the fresh talent could come handy. and relations since they realize that in the formative years of their careers they need to have an exposure of all kinds. Such willingness is not very commonly seen in the industry otherwise. This characteristic along with the appetite to learn and learn quickly can be harnessed by any firm to groom the graduate to meet the requirements of the organization. Several organizations have successfully learnt the art of grooming fresh graduates to create a pool of future leaders not only for themselves but for the industry as a whole. Another reason for a firm to hire fresh graduates from campus is to create a connect with the student community. Campus recruitments will inspire current and future students to aim for, or better still, dream of getting into firms with campus connect. This has been used by leading organizations for company branding amongst the future working professionals. The role of fresh graduates is even more important in the pharmaceutical sector. The pace of growth of this sector has been so fast that the current pool of professionals cannot fill the growing human resource requirements. Hiring at lateral levels just shifts human resource from one organization to another within the sector without increasing the overall size of the talent pool. Therefore for a sustained growth, hiring fresh graduates is the only solution. Fresh talent also challenges long-timers in the industry to move away from their robotic ways and look at new ideas especially in emerging media like the Internet and other digital solutions to connect with customers. Thus there exists a clear need to bring in fresh talent, which brings along new ideas, new approaches, a willingness to challenge the status quo and helps in setting up a culture of thinking differently and accepting changes in the organization. Neha Ansal is a PGDM Student at IIM-Raipur (Batch of 2012) Email: pgp10035.neha@iimraipur.ac.in

by Neha Ansal

Fresh graduates have the ability and more importantly a willingness to adapt to a new environment, a variety of situations, responsibilities and relations since they realize that in the formative years of their careers they need to have an exposure of all kinds. Such willingness is not very commonly seen in the industry otherwise.
Well, there are many reasons why pharmaceutical firms should hire fresh talent. Firstly, the fresh graduates have the ability and more importantly a willingness to adapt to a new environment, a variety of situations, responsibilities

MedicinMan Vol.2 Iss.2

Repeat Rx A New Chapter in Pharma Sales

I wrote HardKnocks for the GreenHorn to address the learning needs of new Medical Reps (MRs) who were taken as replacement for attrition. Companies did not have time to train the new MRs (Green Horns) before sending them on field sales work. They had to learn the HARD way by being KNOCKED around, hence the title - HardKnocks for the GreenHorn. HardKnocks for the GreenHorn was written in an easy to read format and focused on Knowledge, Skills and Attitude to be an effective pharma field sales professional. HardKnocks for the GreenHorn was also designed as an on-the-job training tool, which Front-line Managers could use to train their team of Medical Reps to have uniform and essential skill sets. My second book, SuperVision for SuperWiser Front -line Manager was written to comprehensively address the learning and development needs of the Front-line Managers. Often MRs are promoted as Front-line Managers without adequate understanding about their changed role. They do not have a manual they can refer to understand their role and responsibilities. SuperVision for SuperWiser Frontline Manager is written in 3 parts The first part discusses the Must Have managerial competencies; the second part focuses on the Good to Have emotionally intelligent leadership skills. The third part focuses on Great to Have breakthrough skills that help them to move to the next level of performance. My third book, Repeat Rx is targeted at Sales Training Managers, as well as Front-line and Second-line Managers and others who want a comprehensive manual to build High Performance Sales Teams. It is also very useful for MRs to want to move into Key Account Management. Repeat Rx along with HardKnocks for the GreenHorn and SuperVision for SuperWiser Front-line Manager are the first learning and development resources that address the lacunae in building high performance sales teams. Repeat prescription or repeat purchase (Repeat Rx) is an outcome of Knowledge, Skills, Attitude and the Hardwork (KA$H) of the field sales force combined with the opportunity in the market and the level of trust and relationship with customers (doctors and Chemist). Repeat Rx along with HardKnocks for the GreenHorn and SuperVision for SuperWiser Frontline Manager creates a learning and development ecosystem that will enable field sales professionals to progress through the 4 stages of Calling, Connecting, Consulting and Collaborating. Repeat Rx is not a one-time-read book; it is a skill certification and competency building program to progress from being a Beginner to Amateur, Apprentice and Achiever. The Repeat Rx Competency Framework is an assessment tool that can be fine-tuned to meet the specific learning objectives of companies.

MedicinMan Vol.2 Iss.2

A STEPPING STONE OR GRINDING STONE?

Repeat Rx is written to empower Medical Reps and Front-line Managers to use their current position as a Stepping Stone. Without Continuous Learning your job becomes a Grinding Stone.
For many Medical Reps and Front-line Managers, their job has become a Grinding Stone instead of a Stepping Stone. Companies no longer plan your career. You have to do it yourself. Continuous Learning is the only Stepping Stone, which will empower you to enjoy a satisfying work-life. We are all born with nearly similar hardware (brain); its the software (Learning Inputs) that transforms work into Work-oh-Frolic and performance into Perfo-Romance. The 8 Maxims of Repeat Rx are like killer software applications that will enable you to focus on the needs and wants of customers. These Maxims are like Windows that will give you clearer and sharper Rx insights. These 8 Maxims will be discussed throughout Repeat Rx. Repeat Rx is written to empower Medical Reps and Front-line Managers to use their current position as a Stepping Stone. Without Continuous Learning your job becomes a Grinding Stone. Make the right choice become a Work-oh-Frolic; produce great Perfo-Romance and move up the value chain in field sales management or product management, depending on your aptitude and inclination. Field sales management is all about people employees, customers and others in the value chain. Product management is all about ideas that influence the behavior of people employees, customers and others in the value chain. Repeat Rx offers insight into both People and Ideas, making it your Stepping Stone to great career options in the future. Repeat Rx revolves around customer knowledge. How well you know them; their motivations NEEDS and WANTS; LIKES and DISLIKES and Preferences. To know this, you must think like a customer; not like a salesperson. You must ask QUESTIONS that customers are likely to ask. When you have clearer insights into individual customer motivations, you will find it easier to progress from Calling to Connecting, Consulting and Collaborating with customers. Repeat Rx depends on excelling in 4 key areas: 1. Choosing the right customers through systematic and regular RCPA 2. Achieving the right call frequency through POEM - pre call planning and preparation 3. Delivering the right message that answers the WSI and WIIFM of doctors and Chemists through effective use of MMFI and KA$H 4. Understanding AIDA and executing the marketing programs effectively by doing WIN WSI Why Should I? This is probably the question in your mind as you flip through this book. The title Repeat Rx might have caught your Attention and created an Interest to know more. But after scanning the book and evaluating the effort needed to learn new skills, you might be wondering, Why Should I? This is a perfectly natural and spontaneous response. Unless you are convinced, of the benefits of reading Repeat Rx, the WSI Maxim will act as a road-block and prevent you from reading, learning and putting the learning into practice. WSI operates in all SELLING situations you should be able to answer the WSI of customers convincingly. Think like a customer who asks Why Should I? Plan for the answers based on the market intelligence about the customers likes and dislikes needs and wants. Read Repeat Rx repeatedly till you are confident of facing the WSI questions of doctors, Chemists and your distributor. AIDA Why do you think advertisers place an attractive model next to even the most technically high-end car? Because before

MedicinMan Vol.2 Iss.2

A STEPPING STONE OR GRINDING STONE?

the potential buyers Interest is evoked, the advertiser must attract his Attention with a stimulating visual. Then the story-line creates Desire leading to Action. The customers Attention is first drawn to the attractive model who is standing next to the car. Once his visual senses are stimulated it is easier to create Interest in what is inside the car. Attention and Interest combine to produce Desire and Action this is the basic premise of all selling efforts. Many new selling Maxims have been introduced but AIDA remains at the core of any selling effort. WIIFM Whats In It For Me? This is the next question that comes naturally to our minds. By nature we are programmed to do only those things that give us pleasure or relieve us from pain. WIIFM must answer how your product addresses this WANT (give pleasure) and NEED (relieve pain). A Skilled Persuader learns how to SELL the WIIFM to doctors to get Repeat Rx. WIN Whatever Is Necessary. Everybody wants to WIN, but not everybody is willing to do Whatever Is Necessary. Repeat Rx is the first-of-its-kind Toolbox that equips you with Knowledge, Attitude, Skills and Habits KA$H needed to WIN in your career and life. KA$H Everybody wants CASH; but they dont focus on gaining the Knowledge, Attitude, Skills and Habits KA$H, that are needed to produce CASH. Repeat Rx is a customized Knowledge, Attitude, Skills and Habits KA$H Toolbox for Medical Reps and Front-line Managers to earn more CASH. MMFI Make Me Feel Important. This is one of the greatest WANT of all human beings. Once a persons basic NEEDS are met, the focus shifts to Social Recognition, Self Esteem and Self Actualization. Social Skills is the ability to understand this fact and develop ways in which you can make all your customers FEEL important in some unique way according to their personality preferences. POEM Planning, Organizing, Executing, Monitoring. You may have all the Knowledge and Skills, but if you dont have the Habit of POEM, your performance will be inconsistent and you will be considered as unreliable despite your talent. POEM transforms work into Work-ohFrolic and performance into Perfo-Romance. POEM is the SECRET of all consistent performers. RCPA Market Intelligence is critical to promoting the right products to right doctors and this can be done only through systematic and regular Prospecting and Qualifying through Retail Chemist Prescription Audit - RCPA.

MedicinMan Vol.2 Iss.2

HOW TO GET REPEAT RX ?

Success in any profession is a result of excellence in character and competence. Character is who you are and Competence is what you can do. Character combines with Competence to produce Confidence within you and makes others to Trust in you. The 4 progressive stages of Calling, Connecting, Consulting and Collaborating focuses on developing character and building competence to produce Confident Pharma Sales professionals who can trigger Trust. Trust creates a positive perception, which persuades the doctor to Trial Rx. The value derived from Trial Rx reinforces Trust; leading to Relationship and Repeat Rx. Repeat Rx is not an outcome of a hit or miss unplanned and unorganized approach, but a result of becoming a Skilled Persuader who can influence doctors and Chemists. The Repeat Rx Matrix is at the crux of becoming a Skilled Persuader and illustrates how character and competence create Trust and builds Relationship and Repeat Rx. Relationship and Repeat Rx. In quadrant I, you are a Beginner and yet to demonstrate your character and competence, which are both low and hence No Rx. Any Rx would be due to the work of your predecessors work or due the uniqueness/monopoly of the product. In quadrant II, as an Amateur you have just begun to demonstrate your competence. Based on your knowledge and the doctors need, you will get Erratic Rx whenever you call on doctors. In quadrant III, as an Apprentice in addition to some competence, your character is demonstrated by your sincerity and caring attitude and builds Rapport with some doctors

Repeat Rx is not an outcome of a hit or miss unplanned and unorganized approach, but a result of becoming a Skilled Persuader who can influence doctors and Chemists.
and you get Some Rx, whenever they remember you. In quadrant IV, both your character and competence are high, making you an Achiever. This leads to Trust based Relationship and Repeat Rx. Repeat Rx is divided into two parts for easy learning and application. In the first part of Repeat Rx, the emphasis will be on effective Communication Skills and Selling Skills the two most important skills for Pharma Sales Professionals. The key learning in Part 1 is the three levels of trust Foundational, Emotional and Rational Trust triggered by your Ethos, Pathos and Logos. Part 2 of Repeat Rx focuses on developing character and competence to produce Confident Pharma Sales professionals who can trigger Trust. The key learning in Part 2 are the 4 progressive stages of Calling, Connecting, Consulting and Collaborating to build lasting Relationship for Repeat Rx. We will learn through models and matrix like the Repeat Rx to stimulate your analytical thinking (Left brain Logic/IQ) as well as through stories, examples and metaphors to stimulate your creative thinking (Right brain Emotion/EQ) as both IQ and EQ are needed for effective learning. This combination of Knowledge (IQ) and Persuasion (EQ) is at the crux of becoming a Skilled Persuader who can trigger Repeat Rx. anupsoans@medicinman.net

Lets look at the 4 quadrants to understand the process of getting Repeat Rx. Character is demonstrated by your Sincerity and Caring attitude and establishes your Ethos and Pathos in the Calling and Connecting stage. Competence is demonstrated by your Credibility and Expertise and establishes your Logos in the Consulting and Collaborating stage. When all the three elements, Ethos, Pathos and Logos are present as in quadrant IV leading to foundational, emotional and rational trust, the outcome is

MedicinMan Vol.2 Iss.2

POWERFUL ALGORITHMS. LASTING RELATIONSHIPS.

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MedicinMan Vol.2 Iss.2

Some people find life an empty dream because they put nothing into it
Pharma field selling is tough. You must study and learn from athletics and sports, which are far tougher and intensely competitive. The only difference is that athletes and sportspeople set very clear and exacting goals and they thoroughly enjoy their work. Thats why they are called players. It is worthwhile to remember that once they meet their goals, they earn far more for playing than most people do by working. We need to change from this working mindset to playing mindset in order to enjoy our professional life. Working is for those who are physically engaged, but emotionally disconnected from their profession. To enjoy your career, you must engage your heart first; then your head and hands will follow. If you fall in love with your work, youll never have to WORK. When you move from working to playing, instead of workaholic, you will become a Work-oh-Frolic and your performance will be transformed into Perfo-Romance. Athletes and sportspeople are highly motivated and goal centered and thats the only way to thrive in any hyper competitive profession. Since you have decided to make pharma sales your career, you must learn from athletes. Without continuous learning, motivation, goals, planning and time consciousness, your sales target will seem like an insurmountable mountain. If you want to move from performance to Perfo-Romance then start learning the new rules of the game. Become conscious of time as the only resource that can never be recycled. Learn from athletes and sportspeople. They spend every minute of their waking hours in reaching their goals and their sleeping hours dreaming about their enjoying the satisfaction of reaching their goals. You must become passionate about your profession; about your personal effectiveness. Like the athletes and sportspeople, you must develop every muscle that is needed for you to play your role effectively. Athletes and sportspeople are highly focused; they are clear about which event they will contest and go about training and practicing till they are sure that they measure up to compete successfully. You must also be clear about your goals and objectives and go about learning and developing skills that will enhance your Ethos, Pathos and Logos. Do you want to know what transforms mundane, routine performance into breakthrough Perfo-Romance? PRACTICE. Athletes and sportspeople PRACTICE for several hours every day, measuring their progress carefully before the contest. But most Medical Reps and Front-line Managers work for hours without ever practicing. The hallmark of all great Perfo-Romancers is Continuous Professional Development (CPD) through practice. You can succeed in any field; provided you believe in YOUR SELF and are committed to WIN; doing Whatever Is Necessary. Time Management is Life Management There are only 3 things you can do with Time and Money 1. Invest it. 2. Spend it. 3. Waste it. Planning helps you to invest your time and money for best returns. Personal effectiveness will give you the discipline to spend time only on essential activities like sleep and personal affairs and money on necessities. Procrastination will lead to inaction and waste of time. POEM is a process that helps you to develop the Habit of investing time for maximum returns. When combined with acquiring KA$H, it will make you an outstanding professional with bright career prospects. This should motivate you to remain focused on your goals. When I was working with Eureka Forbes, most afternoons were relatively free and I could go back home and take a nap. Instead I spent the afternoons in seeing some great movies, which I used to improve my English language skills. I rarely saw a movie, which did not teach me something about improving my Knowledge, Attitude, Skills or Habits. When working as a Medical Rep, I read all the product literature, journals and books that my company used for CME. The knowledge and skills gained led to joining a medical publishing firm where I worked for 12 years to become the youngest marketing director. If you want a great life invest time in activities that will make your dreams come true. Set SMART goals; Manage time by POEM; acquire KA$H. Study this and other professional development books Repeat Rx will lead to Repeat Success for you. To Realize the Value of One Year, Ask a Student who Failed the Final Exam To Realize the Value of One Month Ask a Mother who Lost a Premature Baby To Realize the Value of One Week Ask the Editor of a Weekly Magazine To Realize the Value of One Day Ask a Daily Wage Worker with Six Kids To Realize the Value of One Hour, Ask Lovers who are Waiting to Meet To Realize the Value of One Minute, Ask the Person who missed the Train To Realize the Value of One Second, Ask the Athlete who Missed the Gold and Won Silver in the Olympics. Time is the scarcest resource, and unless it is managed, nothing else can be managed.
P. Drucker

PERFO-ROMANCE AND WORK-OH-FROLIC

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Medi

LEAD KINDLY LIGHT

EXECUTIVE TEAM
EDITOR Anup Soans

A Tribute to a Pioneering and Outstanding Pharma Marketer

Death is not the extinguishing of light; it is only putting out the lamp because the dawn has come. - Rabindranath Tagore Prof. Chitta Mitra, a doyen of the Indian pharmaceutical industry passed away on the 3rd of January 2012. His death is a great loss to the industry and a personal loss to me. The present growth of the Indian pharma industry can be attributed to Prof. Mitra in a good measure. Since the 1980s, he took upon himself the responsibility of bringing a paradigm shift in the mindset of the Indian pharma industry from sales orientation to prescription generation. His oft quoted and famous pearls of wisdom to the pharma marketers still reverberate: The health of a pharma company is related to the prescriptions that the company is able to generate not just volume sales. His emphasis was on prescription generation and looked down on deals, bonus offers as an unhealthy practice and effort to steal prescriptions of another company. He and his dedicated team of analysts and researchers analyzed millions of live prescriptions of doctors. And from the analysis of these prescriptions his gems of wisdom emerged. Prof Mitra was a strong believer in developing and training people in the pharma industry. He initiated training and development of brand managers to make them understand and interpret the data provided by C MARC, collated from live prescriptions from the twenty different specialties of doctors. Prof. Mitra helped brand managers to take strategic decisions that strengthened marketing edge over competitors. He taught them how to evaluate and do SWOT analysis of an organization to provide appropriate strategic guidelines to the brand managers. He developed newer analytical methods to create a marketing edge over competition. He helped in distinguishing between qualitative data and quantitative data and to correlate with internal sales. The widely prevalent CRM activities were termed by him as customer gratification that had nothing to do with the health of a pharma company. He believed in honest brand building activities which were prevalent till the middle 90s. In his memory, I have evolved the Prof. Chitta Mitras Oath for Pharma Marketers which is inspired by the Hippocratic Oath taken by medical professionals when they graduate. Professionals in the pharma industry should take Prof. Chitta Mitras Oath and cleanse the pharma industry from unhealthy and corrupt practices. By Prof. Vivek Hattangadi Editors Note: Pharma professionals interested in taking the Prof. Chitta Mitras Oath for Pharma Marketers can visit www.theenablers.org. The Enablers is an excellent skill and value development resource for pharma professionals.

*
COO Arvind Nair ADVISORY BOARD Prof. Vivek Hattangadi * Jolly Mathews EDITORIAL BOARD Shashin Bodawala * Salil Kallianpur * Dr. Shalini Ratan * Prabhakar Shetty * Varadarajan S * Dr. Mandar Kubal CONSULTANTS Joshua Soans * Amit Shekhar

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