Course Objectives

• Study of pharmaceutical sales is different from study of general sales, various factors like physicians behaviour, promotional strategy, marketing reputations of organizations etc.

Learning Outcomes

• This course enables students to understand about selling of medicines and pharmaceutical market dynamic.

Course Syllabus

Module: I  

Fundamentals of Sales Management

Difference between Sales and Marketing; relationship between Sales and Marketing departments

Roles and responsibilities of Medical Representatives (MR) and Managers

Doctor – MR relationship; Principles of Salesmanship, PCP & PCA, Prospecting, In-chamber process; Objection Handling; RCPA

Module: II

Sales Force Decisions

Organization Structure - Field-strength, Managerial hierarchy, Field-force deployment Recruitment & selection of MRs and Managers, Field-force training, Induction Programme Performance Appraisal of Field-force

Module: III

Territory Management

Role of Planning, Analysis and Control

Doctors’ Master List, Doctor’s Profile Cards, Major Retailers’ List, Daily/Monthly Call Planner, RCPA, Online & Offline reporting, Stock & Sales Statement, Tour Programme, Daily/Monthly Reports, Expense Statement, Other Performance Metrics & Data Analytics

Field-force compensation & motivation – fixed pay and variable pay, working allowances, incentives and rewards, competition and awards, sales conferences

Managing Unionized Field-staff – Sales Promotion Employees (Conditions of Service) Act, Handling grievances, Charter of Demands, Collective Bargaining, Tripartite Negotiation

Module IV:

Distribution Management

Types of distribution systems – Central Warehousing, State Depots/C&F/CAs Appointment and function of Distributors / Transporters / Logistic Companies Wholesale & Retail Margins in Price-structure, Trade-schemes and Net-rates Credit Policy, Management of Returned Goods, Expiry & Breakages

Sales Inventory Management, Lead-time Analysis, ABC Analysis, AIOCD & State Associations, Cold-chain Logistics

Sales Tax, Form ‘C’, Form ‘F’, Road Permit/Way Bill, Online facilities

Recent Developments in the Pharmaceuticals Business World (Project-based Learning)

Text Books Recommended

• Purchasing & Supply Management – Pearson Publications
• Sales Management – Decisions, Strategies and Cases- Cundiff, Still and Govoni (PHI)
• Sales Management-Concepts, Practices and Cases-WJ Stanton and RH Buskiak
• The Strategy of Distribution Management by Mr. Martin Christopher
• Modern Logistics Management : By Mr. John F. Magee, Mr. William C. Capacino, Mr. Donald B. Rosenfield
• Physical Distribution – Log Approach By Dr. K. K. Khanna
• Competition and Evolution in the Distribution trade by Mr. Bucklin L.P.
• Trade Marketing Strategies – By Mr. Randell G.
• Market Driven Management By Mr. Wester F. E. (Jr.), Mr. Webster F. W.
• Market Smarter not Harder – By Mr. Truax P. L. and Mr. Myron M.
• Stores and Distribution Management: Carter, Ray; Price, Philip M.; Emmett, Stuart
• Managing Channels of Distribution: The Marketing Executive‘s Complete Guide Kenneth Rolnicki.

Session Plan

Session 1

Difference between Sales and Marketing;

Relationship between sales and marketing

Session 2

Relationship between Sales and Marketing departments

Session 3

Roles and responsibilities of Medical Representatives (MR)

Role of medical representative ppt

Session 4

Roles and responsibilities of Managers

Session 5

Doctor – MR relationship

Session 6

Principles of Salesmanship

Session 7

PCP & PCA

Session 8

Prospecting

Session 9

In-chamber process

Session 10

Objection Handling; RCPA

Session 11

Organization Structure

Types of sales organisation structure

Session 12

Field-strength

Session 13

Managerial hierarchy

Session 14

Field-force deployment

Session 15

Recruitment & selection of MRs

Recruitment and Selection in Pharmaceutical sector companies

Session 16

Recruitment & selection of Managers

Recruitment and Selection in Pharmaceutical sector companies

Session 17

Field-force training

Sales force automation

Session 18

Induction Programme

Session 19

Performance Appraisal of Field-force

Performance apriesal

Session 20

Territory Management

Training

Session 21

Role of Planning

Session 22

Analysis and Control

Session 23

Doctors’ Master List, Doctor’s Profile Cards

Doctor list

Session 24

Major Retailers’ List, Daily/Monthly Call Planner

List of Drug store

Session 25

RCPA, Online & Offline reporting

Reporting

Session 26

Stock & Sales Statement, Tour Programme, Daily/Monthly Reports, Expense Statement, Other Performance Metrics & Data Analytics

Daily sale report

Session 27

Field-force compensation & motivation – fixed pay and variable pay, working allowances, incentives and rewards,

Session 28

Competition and awards, sales conferences

Session 29

Managing Unionized Field-staff – Sales Promotion Employees (Conditions of Service) Act

Session 30

Handling grievances, Charter of Demands, Collective Bargaining, Tripartite Negotiation

Session 31

Distribution Management

sale distribution struture

Session 32

Types of distribution systems – Central Warehousing, State Depots/C&F/CAs Appointment and function of Distributors / Transporters / Logistic Companies

Pharmaceutical_distribution_and_wholesaling

Session 33

Wholesale & Retail Margins in Price-structurenies

Session 34

Trade-schemes and Net-rates Credit Policy

Session 35

Management of Returned Goods, Expiry & Breakages

Pharmaceutical return goods

Session 36

Sales Inventory Management

inventory management

Session 37

ABC Analysis

ABC, lead time analysis

Session 38

AIOCD & State Associations

Session 39

Cold-chain Logistics

Cold Chain Logistic

Session 40

Sales Tax, Form ‘C’, Form ‘F’

Session 41

Road Permit/Way Bill, Online facilities

Way bill

Case Studies

Recent Developments in the Pharmaceuticals Business World (Project-based Learning)

Case Studies