Pharma Sales Professional Development Resource

1. A BroadSpektrum Healthcare Business Media’ s Corporate Social Responsibility Initiative
Vol. 2 lssue 5 www.medicinman.net May 2012
Editorial
MEDICAL REPS OR HEALTHCARE
ADVISORS?
MedicinMan has come a good distance managers responsible for FFE to attend pharma companies must pay more
from Vision to Action. We will be MedicinMan FFE 2012 and share their attention to FFE as well as enhancing the
celebrating our First Anniversary soon. insights. Only steps like this to upgrade role and remuneration of MRs and others
And what better way than to conduct the knowledge of Field Force will put in the field who meet doctors every day.
a first-of-its-kind event on Field Force them in position to be doctor’s therapy
Excellence – FFE 2012. partner. Pharma has the scope of No other channel has the power to
developing Field Force into knowledge impact pharma business as much as field
MedicinMan FFE 2012 will be a unique workers who are experts in their therapy force – improving their knowledge, skills
event with senior industry leaders areas. It could be from GP disease therapy and motivation can only mean better
including CEOs sharing their insights on areas like highly prevalent Malaria and talent and sales leadership pipeline for the
FFE. This is an ideal opportunity for SBU TB to super specialty areas like Oncology future.
heads, Heads and Senior Mangers in Sales, and Ophthalmology. Field Force must
Marketing, HR, Training, SFE and others create and deliver actionable knowledge to There are a lot of events happening
like Divisional/Zonal Sales Managers, physicians and paramedics. from June to August and MedicinMan
who are responsible and passionate about is partnering with UBM as a Media
FFE in India Pharma. Another excellent article by Prof. Vivek Partner. Our objective is to collaborate
on positioning will give Field Force the with others who are adding value to the
MedicinMan FFE 2012 will kick-off with marketing knowledge and insight to Pharma FFE ecosystem. Akshata Rao,
a CEO Round-table on how to transform position their products accurately and who was spearheading eyeforpharma
the present trend of Low Attraction- ensure brand loyalty. in the US is now in India, looking for
High Attrition into High Attraction-Low ways to make a positive impact on the
Attrition so that Indian Pharma has a Dr. Shalini has written on an extremely Indian Pharma market and so watch this
sales leadership pipeline that can meet the important but low awareness area – space for new developments. I also had
challenges of growing into a $ 50 billion Patient Care. In future Pharma will have a great meeting with Sujit Kumar, an
industry by 2020. to play an increasingly larger role in IIM (A) alumnus, who will be rolling out
this vital area. This is the gist of Ernst certification programs for MRs – a step
Ramanathan from Ranbaxy has written & Young’s Pharma 3.0 report, which advocated by MedicinMan from the first
an insightful article on this topic in can be downloaded from my LinkedIn issue.
this issue. We are also starting a special profile page - https://www.box.net/
Pharmacology for Field Force section s/57575410a691d63838a1. Insights from A lot is happening and it should lead to
spearheaded by Dr. Amit Dang of CEO articles and reports like these should an improvement in the overall ecosystem
of Geronimo Healthcare Solution. This stimulate new ways of doing business. In of Medical Reps and FLMs or should we
is one more step in ensuring FFE and all this we at MedicinMan see the Field now call them Healthcare Advisors?
we look forward to ideas from pharma Force as the facilitator and therefore
MedicinMan Vol. 2 lssue 5 Pg 1

2. ffe 2012
MedicinMan Field Force Excellence
About the Event at a Glance
MedicinMan presents the first of its kind Field Force Excellence Conference with a CEO Roundtable.
Theme - CEOs share their Vision for the Field Force of the Future
K. Hariram, formerly, Managing Director of Galderma is the Chief Mentor of MedicinMan Field Force Excellence India 2012
Anup Soans, Editor of MedicinMan is bringing together top talent as faculty to make MedicinMan Field Force Excellence 2012 a
great learning experience
Ad Space 1
Arvind Nair, Conference Director of Brand Drift will ensure that MedicinMan Field Force Excellence India 2012 will be one more
outstanding experience for participants and sponsors
Why Participate in MedicinMan FFE India 2012?
• First ever CEO Round-table on Field Force Excellence giving insights from highest level of expertise
• Around 100 decision-makers will attend MedicinMan Field Force Excellence India 2012. They will be looking out for strategic
solution providers to further their business goals
• A never before rare opportunity to listen, interact and learn from pioneers, influencers and trail blazers ensuring that you leave the
conference with all the information you need to drive success into your sales model
• A wide array of top talent as speakers from across Indian Pharma & MNC will share their insights on some of the key challenges
facing the Indian Pharma industry.
Speakers / Panel Members
Sudarshan Jain – Director, Abbott Healthcare
K Hariram – Managing Director, Galderma (Ex)
Deepak Naik - Managing Director, H ‘n’ U Therapeutics
Girdhar Balwani – Managing Director, Invida India
Aparna Sharma - Director HR, Deutsche Bank, India; (formerly, Head of HR at UCB Pharma and Novartis)
Rajkumar Arul – Director, HR for India Region, Ranbaxy
Keith Pinto – Senior GM Training and Management Development; GSK
Jolly Mathews – Senior Manager Training, Novartis (Ex)
Deep Bhandari – GM,Sales and Marketing Service Organization, Novartis
S. Vardarajan - GM, Strategy Management & Operational Excellence, Merck
Hari Krishna – GM, Sales and Marketing, Glenmark
Salil Kallianpur - Head, Commercial Excellence, GSK
Amlesh Ranjan - Associate Director, Sanofi Aventis
B Ramanathan – Senior Manager BU Training, Ranbaxy
Vikram Munshi - Senior Pharma Professional
Anup Soans - Editor, MedicinMan

3. Program Highlights
08:30 -09:20 Power Breakfast – Network with Faculty and Decision Maker Participants
09:30 -10:00 Introduction – The Future of Field Force - From Vision to Action (Faculty confirmation awaited)
10:00-11:15 Session 1 - CEO Roundtable
Theme - How to Move Pharma Front-lines from Low Attraction – High Attrition
to High Attraction – Low Attrition to Ensure Sales Leadership Pipeline.
Tea Break – 11:15 – 11:30
11:30-12:45 Session 2 - Field Force Excellence - What Should be the HR Approach to Foster FFE?
Followed by Panel Discussion
Lunch Break - 12:45 – 13:45
13:45-15:00 Session 3 – Can the Second Line Manager Become the Change Agent for FFE?
Followed by Panel Discussion
Tea Break – 15:00 – 15:15
15:15-16:15 Session 4 – Aligning SFE and other Field Force Activities with Commercial Excellence
followed by Panel Discussion
16:15 -17:00 Session 5 - The Half Time Coach by Anup Soans - Preview of L & D Program for FLMs
Enabling the Front-line Manager to Unleash the FORCE in the Field Force’
Registration Details
Delegate Fees for Service Provider Companies - Rs.7500/-
Early Bird Offer - Only 10 spots available - Rs.6500/-
Send DD/Cheque before 15th May 2012
Delegate Fees for Pharma Companies upto 3 delegates - Rs.6500/-
Early Bird Offer - Rs.5500/-
Send DD/Cheque before 15th May 2012
More than 3 Delegates - Special Rates on Early Bird Confirmation
Spot Registration only for Pharma Delegates - Rs.7500/- subject to availability only
Avoid last minute disappointment. Confirm Today!
Prices are inclusive of Power Breakfast with Decision Makers, Networking Lunch and 2 High Tea Slots
Bonanza Offer 1 for Early Bird Registration - One FREE copy of ‘SuperVision for the SuperWiser Front-line Manager’ by Anup
Soans worth Rs.799/-
Bonanza Offer 2 for Early Bird Registration - This initial offer delegate price includes taxes.
Contact Details
Arvind Nair, Conference Director at Mumbai on +91-9870201422 or arvindnair@medicinman.net and
Anup Soans, Editor MedicinMan at Bangalore on +91-9342232949 or anupsoans@medicinman.net
Conceptualized & Organized
Knowledge Partner
Branding & MarCom Partners

4. DOES PHARMA INDUSTRY
DO ENOUGH TO ATTRACT
FRONTLINE TALENT?
B. Ramanathan
When I talked to the B. Pharm graduates Most of the Pharma companies in India Now that brings me to the most
who joined my team and asked them what can boast about the fact that many in intriguing question… Why don’t
made them join pharma frontline, there the top management have risen from the pharma graduates look at a career in
was a spontaneous response – salary and field. There are numerous examples of pharma field sales as a compelling
growth opportunities. My next question Pharma companies headed by people who option? Why do professors who shape
to them was how many of your class- have joined and grown along with the up the minds of pharmacy graduates
mates have joined this profession along organization. Today, we can be proud of in colleges discourage students from
with you. I was perplexed to know that the fact that lots of global positions in top taking up this profession? Have pharma
very few had joined. I asked them if management of many pharma companies companies not done enough to make
this profession is so good, then why is are headed by Indians and many have field sales a compelling option for these
it that many of your classmates have joined the career as a front liner. graduates?
not opted to join this profession? Their Pharma industry in India is all set to
response was startling - their professors The fact that global MNCs as well as become a $ 50 billion industry by 2020.
had dissuaded them from joining this Indian Pharmaceutical companies have If we don’t attract good talent now,
profession. And if they had dissuaded a trained and motivated sales force in where will the sales leadership pipeline
them from joining field sales, what are India is seen from the fact that the field come from to meet the future growth?
the other options recommended by force in this industry has been a great And considering that there are close to
them? Obviously, one can do M. Pharm attraction even from outside the industry. 351 pharmacy colleges at the present
and Phd. Well, not all. Then, what other Banking and insurance industry, when it count, producing over 14,000 pharmacy
options do they have. was started, looked at professionals from graduates, without taking into account
pharma for meeting their requirements. the management and science graduates,
This is what I found in Wikipedia about This is a very positive statement about the should there be a dearth of talent in
Pharmacy Colleges and options for structured training and skill development the industry? Should there be really a
Pharmacy graduates http://en.wikipedia. seen in Pharma Sales which makes MRs gap between supply and demand? Are
org/wiki/Bachelor_of_Pharmacy and FLMs capable of meeting challenging pharma companies doing enough to
career requirements on other industries attract and nurture these resources?
As a matter of fact the career of B as well.
Pharmacy is still a toddler career in B. Ramanathan is Senior Manager
India as there is no good pay scale for The monetary structure for somebody BU Training, Ranbaxy. He began his
the graduates as students lack soft skills. coming to this profession is also very career as a Medical Rep with Pfizer
Employers like to import workers from encouraging, especially when you look and his success story is published in
china and Philippines to their Drug at the monetary rewards offered by the December issue of MedicinMan.
Firms. However if you take additional Ramanathan is also a faculty at the
the others for Pharmacy graduates. So,
crash courses in Pharma related sectors MedicinMan FFE 12. To listen to
whether you look at the stability, monetary
like Bioinformatics, Clinical Trials & insights from him and other senior
rewards, opportunity to learn and grow
Medical Transcription you’ll get good Job pharma managers including CEOs on
Priority in India. Information sharing or long term career options, a career in how to transform the Pharma Field
between B. Pharmacy students is the Pharma Field Sales is very attractive. Sales from a Low Attraction – High
main bottle-neck for the growth. Still, I hear that when companies expand Attrition to a High Attraction – Low
their field operations, they are not able to Attrition career option, register today at
WHAT DOES A CAREER IN PHARMA HAVE get the right talent for front liners. early bird delegate fees.
IN STORE FOR PHARMA GRADUATES?
MedicinMan Vol. 2 lssue 5 Pg 4

5. MedicinMan Vol. 2 lssue 5 Pg 5

6. CAN FIELD FORCE ADD VALUE TO
THE POSITIONING FOR STRONGER
BRAND IDENTITY?
Prof. Vivek Hattangadi
What is positioning? Although this Then what is segmentation? Segmentation domperidon. How will you position
concept has been used for many years, it is different from positioning. Both your brand Nogerd (an imaginary
was the book “Positioning: The Battle for market segmentation and positioning are brand containing pantoprazole +
Your Mind”, by Al Ries and Jack Trout integral to marketing strategy. Market domperidon) in the doctor’s mind? Clearly
that familiarized the marketing world on segmentation is the division of a market communicate the positioning message of
this concept in a scientific way. into different groups of customers with Nogerd again and again using emotions.
distinctly similar needs and product Your success lies in conquering the battle
The first company in the Indian requirements. Or in other words it is the zone in the doctor’s mind with your
pharma market to use this concept very division of a mass market into identifiable emotional messages.
successfully was Pfizer for Becosules. and distinct groups or segments, each of
“Along with every prescription of an which has common characteristics and Is positioning the prerogative of the
antibiotic, your patient needs Becosules” needs. For example an antibiotic can be corporate brand manager? One should
was their positioning statement. I heard segmented say for the super-specialist or not distort the positioning created by
this when I started my career in 1974. GPs, or for the rural customers or the the brand manager or else it may be
This was so effectively and beautifully urban elite and so on. deemed that the company has 500 brand
communicated by Pfizer Medical Reps managers. How can you as a medical
that Becosules continues to remain among Having segmented the market, the representative position Nogerd, without
the top brands even today. next step for the brand manager is to distorting the core positioning statement,
position the brand. Kotler brings these keeping in mind that you have to be
So what exactly is positioning? It two elements together when he says that different from the rest of the 800 brands?
is an amazing communication tool! ‘Positioning is the act of designing the This is a challenge for a Medical Reps and
Your brand is special to you and your company’s offering and image so that which makes his job interesting.
company. But what about doctors? Your they occupy a meaningful and distinct
competitive position in the target You can convey your value proposition
potential prescribers won’t know how
customers minds.’ by touching the hearts of the prescriber.
special your brand is to you unless you
Make the message emotional, but without
communicate. Positioning is basically Today your doctor is bombarded changing the core.
about differentiating your brand from continuously with the same kind of
competition and implanting that messages. For instance there are over 400 It is important to remember that doctors,
differentiation in the doctor’s mind brands of pantoprazole + domperidon like all human beings, are rarely rational
through effective communication. and another 400 of rabeprazole + while making a prescribing (buying)
MedicinMan Vol. 2 lssue 5 Pg 6

7. decision. Most decisions are based on For an Orthopedic: “Doctor, when patients will have a peaceful
emotions, although doctors may pretend your patient with osteoarthritis takes an night. (Give a big genuine
to be rational. Work on their emotions NASID and develops a new type of pain, smile with your eyes) In
and relate it to the benefits of your brand. gastric pain – we offer Nogerd. Nogerd fact, Nogerd is the essential
When you hit the emotions, doctors will will help your NSAID to relieve muscular co-prescription with every
feel genuinely happier and become more pain without causing gastric pain. In fact, Rx of NSAID.”
receptive to your brand. Most important, Nogerd is the essential co-prescription
a powerful positioning based on emotions with every Rx of NSAID. When your Friends, you are not
cannot be replicated by competitors patient comes for the follow-up, please here to make ordinary
– that’s how Nogerd can stand apart do observe the smile on his face and do communication. As a
from the 800 competitors and become a share that smile with me”. (Take great Medical Rep if you are
winner. care on how this message is said rather conveying something to
than what is said. Pay attention to your a doctor, make sure your
Emotions enter into prescription body-language) doctors notice it and act
decision-making whenever a doctor on it, i.e. get Rxs for your
makes a trade-off. When they are doing For a General Surgeon: “Doctor, after brand.
a trade-off, they are considering the surgery, when your patient takes an Let me emphasize once
NASID and develops a new type of again “When you are
values. Behind the values are emotions.
pain, gastric pain – please do consider dealing with people (or
The aroused emotions cause motivation
Nogerd. Nogerd will help your NSAID to doctors) you are not dealing
and act as guide to his wants. Emotional
relieve post-surgical pain swiftly, without with creatures of logic but
responses can also reinforce some values. causing gastric pain. In fact, Nogerd is creatures of emotion.”
Emotion is communicated through facial the essential co-prescription for a surgeon
expressions, body movements, body along with every Rx of NSAID. See the Resources for further
language, tone of one’s voice, pace of joy on the patients face when he tells his learning - Marketing for the
words, and intensity. Emotion can also be near and dear ones what a great doctor Field Force is dealt in detail
communicated by the actual words used. you are or when he says ‘Dr. Rao is like a in the book – HardKnocks
Use this very effectively. God to me’”. (Pay attention to your tone for the GreenHorn by Anup
of voice and facial expressions when you Soans. Along with Prof.
Let us take the example of Nogerd. say this) Vivek’s “What the Pharma
CEO Wants from the
The brand manager is trying to position
Consulting Physician / General Physician: Brand Manager” can greatly
Nogerd as a companion drug to NSAIDs.
“Doctor, in traumatic pain, when you enhance the marketing skills
The positioning statement says “Nogerd
prescribe Nogerd along with your of Field Force.
is the essential co-prescription with NSAID, rest assured that your patient
every Rx of NSAID”. How can you as a will not wake you up in the middle of
field-person convey this message without the night complaining of stomach pain.
diluting the core message? Thanks to Nogerd, both you and your
MedicinMan Vol. 2 lssue 5 Pg 7

8. MedicinMan Vol. 2 lssue 5 Pg 8

9. Repeat Rx
Cash or KA$H?
Workaholic or Work-oh-Frolic?
Performance or Perfo-Romance?
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That Enables Amateurs to Grow into Achievers by Creating Trust and Building
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Repeat Rx Includes a 3 Level Assessment Tool to Empower Medical Reps and
Front-Line Managers Reach a New of Engagement Peak called Perfo-Romance
by transforming Workaholics into Work-Oh-Frolics.
India Specific Methods and Metrics to Overcome Madness and Mess in
the Market. In an era of commoditization, the only real differentiator is the
Confidence with which your Field Force attacks the market everyday. Repeat
Rx – an Emotionally and Rationally Intelligent Way to Develop a Confident
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come with a free 3 level Competency Assessment Tool with 120 Competency
Assessment Questions for assessment by Self, by Immediate Supervisor and by
Coach/Mentor/HR.
A MedicinMan Field Force Excellence Resource
MedicinMan Vol. 2 lssue 5 Pg 9

10. GOING BEYOND DISEASE
MANAGEMENT – A NEW FOCUS ON
‘PATIENT CENTERED CARE’

11. Dr. Shalini Ratan
Physicians today face serious challenges only around 7% of the people discounted NIRVAN Life Sciences collaborated with
when trying to communicate effectively the importance of communication with Indian Medical Students Association
and have a meaningful conversation the doctor, whereas a total of 48% termed (IMSA) as a Healthcare Communication
with their patients. It has been reported it as an essential part of their treatment. & Education Facilitator to organize the
that 40 – 80% of information covered An analysis of the responses from the first of its kind 1 - Day workshop titled
in physician consultations is forgotten patients also revealed that most of the “Going Beyond Disease Management”
immediately. 78% of patients leave the doctors do not satisfy their parameters of at DY Patil Medical College, Pune on 5th
hospital without understanding critical effective communication. April, 2012.
elements of their treatment. This leads to
lack of compliance with adverse clinical The doctor sample surveyed validated The workshop was conducted to
and financial outcomes. this response by saying that though they sensitize the undergraduate medical
As reported by the Times of India, a understand the importance of proper students towards the increasing demands
recent World Medicines Situation 2011 communication but are seldom able to of the New Age Patients and how
report brought out by the WHO had said do so due to their hectic schedules and to adopt a Patient Centric Approach.
that doctors, on an average, in developing overburden of work. It also highlighted that medicine is a
countries spend less than 60 seconds in highly technical field and for the proper
prescribing medicines and explaining the At the same time medical advances application of this knowledge in today’s
regimen to their patients. Consequently, have allowed immediate, efficient, and competitive world one would need to go
only half of the patients receive any direct monitoring of patients but at “Beyond Disease Management”.
advice on how to take their medicines and the same time these same technologies
about one-third of them don’t know how have also interrupted DPR. The kind The workshop emphasized that today
to take drugs immediately on leaving the words, reassurance, and the offering of a a doctor to be highly effective need to
facility. comforting hand is somewhere lacking. learn art of communication with their
patients and build a compassionate
Communication is also critical when it So the compassionate approach of the DPR. It mainly focused on the role of
comes to improving patient loyalty and medical professional is another DPR Empathy, Counseling, Communication
referrals. Today patients perceive quality building tool. and Leadership skills amongst the future
through a satisfying conversation with medical professionals.
their physicians. Patients who are stressed Within these troubled relationships lies an
and unfamiliar with medical terminology opportunity for the healthcare companies The learning given to the participants was
want more information about their to help connect the dots between these experiential using a variety of methods
condition and care. Patients often arrive intertwined groups. This can be made including interactive lectures, case studies,
for their consultation with computer possible by providing solutions to the group discussions and videos. It gave a
print-outs and theories on self-diagnosis. medical professionals on communication fresh experience to the medicos to learn
Patients are becoming more sophisticated enhancement across the continuum of the basic aspects of patient behavior
about receiving their treatment from care. The solutions can be in the form of through role plays.
doctors. They want a clear rationale from innovative models which can help provide
the doctor for choosing a particular line true healthcare rather than just delivering Some of the key learning’s taken from the
of treatment. health. workshop were:
The research shows that communication Healthcare companies have a large • Every patient is unique and requires a
is the key driver of patient satisfaction. doctor base to create a learning platform different approach of management.
addressing the need of “Non-Clinical
Thus it is observed that there is an Education” for the medical professionals. • Today a doctor also requires humane
apparent shift in the psyche of the patient This could be to impart core values on skills to deal with a patient along with
and thus the doctor patient relation will “Patient-Centeredness”. domain medical knowledge.
also have to evolve.
The above model can be a new paradigm • Role of the patient in decision making.
In January 2012, Marque Club of IIM- to align the interests of healthcare
Rohtak solicited a market research for organizations and doctors. This new • Requirement of self analysis to
Nirvan Life Sciences to understand the educational initiative can re-define the understand patients in a better way.
Doctor-Patient Relationship (DPR) in the Customer Relationship Management.
modern context.
Positive step taken towards enhancement
The patient (n=83) survey revealed that of Doctor-Patient Relationship
MedicinMan Vol. 2 lssue 5 Pg 11

12. PHARMA
INDIA 2012
RURAL
MARKETING
Event Name: Pharma Rural Marketing India 2012 Media Partners
Dates: 20-22 June 2012
Venue: Mumbai, India
URL: www.pharmaruralmarketing.com
Contact Person: Ms Asan Bano
Contact Details: +91 (022) 4046 1466 / conferences-india@ubm.com
Pharma Rural Marketing India 2012 - India’s most comprehensive conference on pharmaceutical
marketing in the rural and semi-urban sector - 20-22 June 2012, Mumbai
Strategic pricing mechanisms to drive home increasing revenues
Tactical communication design, branding & planning to maximise reach in rural India
Innovative models of distribution and supply-chain management in rural and semi-urban areas
Leading domestic and international case studies of best practices
Developments in technology and their impact on maximising the reach of pharmaceutical offerings
in rural and semi-urban markets
PHARMA
SFE&SFA
SALES FORCE EFFECTIVENESS
SALES FORCE AUTOMATION
Event Name: Pharma Sales Force Effectiveness and Automation
Dates: 21-23 August 2012
Venue: Mumbai, India
URL: www.pharmasalesforce-india.com Media Partner
Contact Person: Ms Asan Bano
Contact Details: +91 (022) 4046 1466 / conferences-india@ubm.com
Attend Pharma Sales Force Effectiveness and Automation 2012 to Learn about key issues, discover opportunities
and gain solutions for challenges in the pharma sales and marketing domain including:
Multi-channel marketing models for enhancing commercial excellence
Modern innovative training modules for improving performance of the field force
Regulations on ethical practices and strategies to drive growth of pharma sales force
Innovative web-based and mobile based technologies for enhancing SFE
Robust CRM practices for optimum utilisation and synergy between departments
Innovative incentivisation and motivational techniques to sustain top performers

13. PHARMACOLOGY
dilemmas and apprehension
and convey the same to his
company in a meaningful way,
KNOWLEDGE OF FIELD leading to better customer care.
Comprehensive pharmacology
knowledge of the field force
FORCE CAN MAKE OR goes a long way to improve the
marketing strategy of any drug
BREAK A PHARMA and also helps to build a good
interpersonal relationship with the
physicians. The company which
COMPANY is able to the win the confidence
of the physicians and is able to
communicate positively with them
will always be way ahead of the
competitors.
To bring a drug molecule to
market, millions of dollars are
spent and a lot of efforts of
many medical disciplines are
involved. Any improper or
inadequate information given out
by the Medical Reps will have a
negative impact on the marketing.
Hence the importance of the
pharmacological knowledge
By Dr. Amit Dang MD • Pharmacological class of the drug of the field personnel is very
and the major competitor drug with important to culminate all the
The role and responsibility of a advantages and disadvantages. efforts of preclinical and clinical
Medical Rep is to disseminate first study into a fruitful endeavor for
hand information to the physicians • Indications of the drug with knowledge the company.
of a newly marketed product or of an of off label indications also.
established drug; in an accurate, balanced With immense pleasure, we
and currently relevant format. He has • Thorough knowledge of side effects and announce that MedicinMan will
adverse effects and the precautions to be be starting a dedicated section
to convey and impart information to
from the next issue to improve
the practicing physician, the advantages taken.
the pharmacological knowledge
of the suggested drug over the other of field force in collaboration
available treatment options. He should • Any contraindication or dose with their academic partners
also be aware of the recent clinical trials modification in liver, kidney failure or age “Geronimo Healthcare Solutions
done with summary of results for the specific indications. Pvt. Ltd.” It hopes to bring
new drugs and the market performance change in the knowledge factor
including any adverse events reported for • Relevant clinical trial data for the given of the pharma field force to
the marketed drugs. drug to confirm safety and efficacy of the enable them to regain their power
drug. and position as partners with
In achieving this goal, a sound knowledge physicians in delivering top quality
• Convincing data and information which patient care.
of pharmacology of drugs, physiology
of the health conditions and medical can swing the doctor’s preference to the
terminology is a prerequisite. If he is not given drug in comparison to the one that
Dr. Amit Dang is an MD in
able to answer the queries of the doctor he may be prescribing currently.
Pharmacology from the Goa
convincingly, the doctor will not prescribe
Medical College and is passionate
his products, leading to a negative effect Basic pharmacology knowledge will help
about pharmacology and how the
on his company’s sales. the Medical Rep to achieve the above
pharma field force can impact the
goals. In addition to convincing the
knowledge base of doctors every
A doctor needs to know the following doctor, good pharmacological knowledge
day.
facts about any drug before he can think will also help him to address the feedback
of prescribing it to his patients:- of the physicians and understand their
MedicinMan Vol. 2 lssue 5 Pg 13

14. There are young eyes upon you, and they are watching you, always.
There are young ears that quickly take in everything you say.
There are young hands all eager to do everything you do.
And a young man who’s dreaming of the day he’ll be like you.
You are young man’s idol; you’re the wisest of the wise.
In his young mind, about you no suspicion ever arises.
He believes in you devoutly, holds that all you say and do.
He will say and do in your way, when he is grown up, just like you.
There is a wide-eyed young fellow, who believes you are always right,
And his ears always open and he watches you all through.
You are setting an example everyday in all you do.
For the young man who is waiting to grow up and be like you.
By K. HARIRAM
Branding & MarCom by