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Pharmaceutical Detailing Skill 
By 
Masum Chowdhury 
BPharm, MBA (Marketing), PGDSCM, 
ACMC (IBA,DU), PGDHRM 
Key Activiti...
Session objective
Detailing Style 
Assertive vs Aggressive
Detailing Style 
Assertive vs Aggressive
Assertive Style 
It consists of three elements 
A.Self confidence 
B.Professional appearance 
C.Professional speech
What is Detailing ? 
Detailing is a preplanned effective 
communication activitydone by pharmaceutical 
companies. To educ...
Detailing Story 
DetailingStoryhighlightstherelevantpoints, thekeysellingpointsofthebrandraisingthedoctor’sinteresttoanext...
Plain Communicationvs Effective Detailing 
Plaincommunicationcannotcreatecustomer(Doctor)interest.
Plain Communicationvs Effective Detailing 
But,Effectivedetailingcreatescustomer(Doctor)desireandinterest.
Plain Communicationvs Effective Detailing 
EffectiveDetailingmeans,weadvertisetheproducttoparticulardoctortoinducethemtopr...
Purpose of Effective Detailing 
To generate more prescriptions 
To advertisecompany’s productTo create and produce interes...
Effective Detailing Features 
Creates Brand Images and Company Images
Effective Detailing Mixture 
Thiswillprovidemaximummileageinthe 
shortestpossibletime. 
Scientific Information’s 
Effectiv...
But always remember 
EffectiveDetailingisanessentialpartofeffectivecommunicationaswellaspersonalselling.
Elements of Effective Detailing 
Effective Detailing is the spirit of marketing. 
It possess different elements 
Detailing...
Steps of Effective Detailing 
Text 
Voice 
Handling of Visual Aid 
Eye to Eye Contact 
Use of Pen 
Body Language 
Listenin...
TextLiterature/Show Card 
Entire message depends on text
Text Literature/Show Card 
•Slight deviation could lead to 
-Wrong 
-Misleading 
-Unclear information 
Smalladditionordele...
Text Literature/Show Card 
Perfectiongivesconfidenceand 
generatesinterest.
Voice 
Has various aspects such as – 
-Clarity of Speech 
-Audibility/Loudness 
-Tone 
-Modulation 
-Timing and Pause
Clarity of Speech 
Claritygivesastrongforcetothetextandmakesthedetailinginteresting.Ithelpsothertopayattention.
Audibility/Loudness 
Thevolumeshouldbesufficientenough. Audibilityshouldreallymatchthenaturaltone.
Tone 
Tone expresses the feeling or sentiments through voice. e.g. a friendly tone. 
Words have little meaning but tone ha...
Modulation 
Modulationistheupsanddownsofthevoice.Itgivesadditionalpunchatareaswhichneedspecialpushlikebrandname,brandsloga...
Emphasis 
Emphasis(givesrightassociationtomessage). EmphasisandModulationbothreflectsconfidencelevel.
Timing and Pause 
HighspeedDetailingmakesitdifficulttounderstand 
andtooslowDetailingmakesthedetailingdullagain. 
Correctt...
Handling of Visual Aid 
CorrectHandlingofvisualaidfacilitatesthedoctortoreadandseeclearly.
Handling of Visual Aid 
Effectingviewingbeminimum3feetbetweenprospectseyeandvisualaid.Itgives100%clarity.
Handling of Visual Aid 
Visual aid should be held at a 
90 degree angle to the eye.
Handling of Visual Aid 
Use of Pen
Eye to Eye Contact 
Visualcontactwiththeprospecthelpstodeterminewhetherthedoctorsarereallyinterestedandbringthembacktothem...
Body Language 
Aconfidentprofessional 
bodylanguageincreases 
thepowerofDetailing.
Body Language 
Body language of the customer is 
equally important.
Uses of Sense 
Allah has provided us the 5 sense 
Sight 
Smell 
Hearing 
Touch 
and taste to communicate effectively
Time Management 
DoctorsgivethekindoftimeaMedicalPromotionOfficerdeservesandnotthekindoftimeherequires.
Greetings 
Shakehandsafterthedoctoroffers 
hishand(remembertosmile). 
Maintain direct eye contact throughout greeting 
Add...
Personal Space 
Sit in a place where doctor can easily see the Lit. 
Verify the doctor can read the information easily 
Di...
Posture 
Sit in a straight position with your head held high 
Lean slightly forward to show interest or to emphasize. 
Avo...
SER Rule in Detailing 
Simplify : use short phrases with specific ,clear words 
Emphasize:useadjectivesandadverbstoemphasi...
SER Rule in Detailing 
Use focused introduction ( what is the most important is, I draw your attention to) 
Use numbered w...
SER Rule in Detailing 
Repeatthe key messages at least 3 times during the discussion. 
Repeatproduct name 8 times during t...
So, Lets Not be aSales ManButA Brand ManA Professional & A Regional Leader
Lets Do It Together as a TEAM ………..
Advanced Detailing Skill 
Thanks
Advanced detailing skill for pharmaceutical sales and marketing professionals
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Advanced detailing skill for pharmaceutical sales and marketing professionals

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Advanced detailing skill for pharmaceutical sales and marketing professionals

  1. 1. Pharmaceutical Detailing Skill By Masum Chowdhury BPharm, MBA (Marketing), PGDSCM, ACMC (IBA,DU), PGDHRM Key Activities: Marketing, Branding, Promotions, Medico Marketing and Training E-mail : masum.pha@gmail.com Tel : +880-01937990014, +880-01717642874Specialized Training
  2. 2. Session objective
  3. 3. Detailing Style Assertive vs Aggressive
  4. 4. Detailing Style Assertive vs Aggressive
  5. 5. Assertive Style It consists of three elements A.Self confidence B.Professional appearance C.Professional speech
  6. 6. What is Detailing ? Detailing is a preplanned effective communication activitydone by pharmaceutical companies. To educate physicians about products To influence physicians to prescribe products
  7. 7. Detailing Story DetailingStoryhighlightstherelevantpoints, thekeysellingpointsofthebrandraisingthedoctor’sinteresttoanextentthathecanprescribeproduct.
  8. 8. Plain Communicationvs Effective Detailing Plaincommunicationcannotcreatecustomer(Doctor)interest.
  9. 9. Plain Communicationvs Effective Detailing But,Effectivedetailingcreatescustomer(Doctor)desireandinterest.
  10. 10. Plain Communicationvs Effective Detailing EffectiveDetailingmeans,weadvertisetheproducttoparticulardoctortoinducethemtoprescribe.
  11. 11. Purpose of Effective Detailing To generate more prescriptions To advertisecompany’s productTo create and produce interest in doctors mind regarding products To influence prescribing habits To emphasize features, advantages and benefits of products
  12. 12. Effective Detailing Features Creates Brand Images and Company Images
  13. 13. Effective Detailing Mixture Thiswillprovidemaximummileageinthe shortestpossibletime. Scientific Information’s EffectiveDetailingmustbeperfectwith mixtureof- Quality of Product Manufacturing technique
  14. 14. But always remember EffectiveDetailingisanessentialpartofeffectivecommunicationaswellaspersonalselling.
  15. 15. Elements of Effective Detailing Effective Detailing is the spirit of marketing. It possess different elements Detailing must produce an audio visual impact. MPO The Medium Detailing Aid The tool(Literature/Show Card) Voice of MPO The Audio The matter on aid The visual(Images and write up) Detailing story The script (Information to speak)
  16. 16. Steps of Effective Detailing Text Voice Handling of Visual Aid Eye to Eye Contact Use of Pen Body Language Listening Use of senses Time Management Persuasion Skill
  17. 17. TextLiterature/Show Card Entire message depends on text
  18. 18. Text Literature/Show Card •Slight deviation could lead to -Wrong -Misleading -Unclear information Smalladditionordeletioncouldleadtomisinformation.
  19. 19. Text Literature/Show Card Perfectiongivesconfidenceand generatesinterest.
  20. 20. Voice Has various aspects such as – -Clarity of Speech -Audibility/Loudness -Tone -Modulation -Timing and Pause
  21. 21. Clarity of Speech Claritygivesastrongforcetothetextandmakesthedetailinginteresting.Ithelpsothertopayattention.
  22. 22. Audibility/Loudness Thevolumeshouldbesufficientenough. Audibilityshouldreallymatchthenaturaltone.
  23. 23. Tone Tone expresses the feeling or sentiments through voice. e.g. a friendly tone. Words have little meaning but tone have.
  24. 24. Modulation Modulationistheupsanddownsofthevoice.Itgivesadditionalpunchatareaswhichneedspecialpushlikebrandname,brandsloganandopeningsentenceetc.
  25. 25. Emphasis Emphasis(givesrightassociationtomessage). EmphasisandModulationbothreflectsconfidencelevel.
  26. 26. Timing and Pause HighspeedDetailingmakesitdifficulttounderstand andtooslowDetailingmakesthedetailingdullagain. Correcttimeandspeedgivesustimetothink. Suitablepausehelpsthedoctortodigestthe messages.
  27. 27. Handling of Visual Aid CorrectHandlingofvisualaidfacilitatesthedoctortoreadandseeclearly.
  28. 28. Handling of Visual Aid Effectingviewingbeminimum3feetbetweenprospectseyeandvisualaid.Itgives100%clarity.
  29. 29. Handling of Visual Aid Visual aid should be held at a 90 degree angle to the eye.
  30. 30. Handling of Visual Aid Use of Pen
  31. 31. Eye to Eye Contact Visualcontactwiththeprospecthelpstodeterminewhetherthedoctorsarereallyinterestedandbringthembacktothemainframe.
  32. 32. Body Language Aconfidentprofessional bodylanguageincreases thepowerofDetailing.
  33. 33. Body Language Body language of the customer is equally important.
  34. 34. Uses of Sense Allah has provided us the 5 sense Sight Smell Hearing Touch and taste to communicate effectively
  35. 35. Time Management DoctorsgivethekindoftimeaMedicalPromotionOfficerdeservesandnotthekindoftimeherequires.
  36. 36. Greetings Shakehandsafterthedoctoroffers hishand(remembertosmile). Maintain direct eye contact throughout greeting Address the Doctor with his title and name Remain standing until doctor offers you a seat
  37. 37. Personal Space Sit in a place where doctor can easily see the Lit. Verify the doctor can read the information easily Direct doctor’s attention to relevant information by using a pen. Invade the dr. space only to draw attention to important points.
  38. 38. Posture Sit in a straight position with your head held high Lean slightly forward to show interest or to emphasize. Avoid crossed arms or legs
  39. 39. SER Rule in Detailing Simplify : use short phrases with specific ,clear words Emphasize:useadjectivesandadverbstoemphasizekeywordse.g.(veryimpressive,statisticallysignificant, veryexciting,landmarktrial,extremelypowerful,provenprotection).
  40. 40. SER Rule in Detailing Use focused introduction ( what is the most important is, I draw your attention to) Use numbered words to emphasize on important words
  41. 41. SER Rule in Detailing Repeatthe key messages at least 3 times during the discussion. Repeatproduct name 8 times during the presentation.
  42. 42. So, Lets Not be aSales ManButA Brand ManA Professional & A Regional Leader
  43. 43. Lets Do It Together as a TEAM ………..
  44. 44. Advanced Detailing Skill Thanks

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