Selling Skills

4 Secrets of Effective Pharmaceutical Marketing Perri Cebedo and Associates © Sales and Marketing Training International

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4 Principles of Effective Pharmaceutical Marketing ♦ Right Products ♦ Right Doctors ♦ Right Message

♦ Right Field Force

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Right Products ♦ Marketing gets involved in the early

stages of product development ♦ Product Life Cycle Planning ♦ Development Product Forms and Dosage Strengths ♦ Prioritization of Indications ♦ Organization of Clinical Studies ♦ Development of Line Extensions 3

The Right Doctors ♦ Specialty ♦ Patient and Prescriptions per Day ♦ Economic Status of Patients ♦ MD’s Sphere of Influence ♦ MD’s Use of Branded vs. Generics ♦ The Heavy Competition User

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Classification Factors Factors Points Specialty Rheumatology Neurology Cardiology Intrnal Medicine Genral Medicine

Volume of Prescriptions per Day 41-49 30-40 =3 19 =1

5 5 5 4 2 50 + =4 20-29 01-09

=5 =3 =1 =-2

Socio-economic Types of Patients Rich Middle Class Poor

=5 =3 =0

=5 =2 =0

Sphere of Influence Local =1 Regional =2 National =3 International =5 Member Formulary Comitee

Prescription Habits Branded vs Generics 90% vs. 10% 80% vs. 20% 50% vs. 50% 20% vs. 80%

=5

10-

Scoring

22-25 18-21 12-17 08 -11 04- 07

=AA =A =B =C =D

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MD Selection and Classification ♦ A Constant Process ♦ Reps don’t like to eliminate MD’s from

List ♦ How to Ensure You Have the Right Doctors ♦ One Tool: The Gantt Chart!

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DOCTOR SELECTION AND CLASSIFICATION GANTT CHART Objetive: To update my doctor list renewing 10- 20% of my doctors every 6 months ACTIVITIES AND SUB-ELEMENTS

1. Design a Classification Form 2. Review Telephone Directories 3. Conduct MD Survey in Pharmacies 4. Review List of Medical Societies 5. MD Survey vs. Competition 6. Visit Doctors not in List 7. Elim. 20 unimportant Doctors 8. Add 20 new MDs w/ highest potential 9. New Updated List



Spv/VM VM VM VM VM VM VM VM VM

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Right Message ♦ Strategy ♦ Tactics ♦ Decisions Affecting the Marketing Mix – – – –

Product Price Place Distribution Promotion

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SITUATION ANALYSIS: Diagnosis and Prognosis ♦Customers ♦Competition ♦Product ♦Own company

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Doctors Patients Needs

Competition •Opportunities

Product •Awareness •Strengths

Company

SWOT Objectives •Sales •Market Share •Profits

Strategy •Target audience •Segments •Positioning

Promotional Plan 10

Perceptual Map Efficacy 60%

Dose

Safety 20%

Convenience 10%

Price 10% 11

How to Test for Right Strategy ♦ Identify product strengths and

competitive advantages ♦ Find out your clients’ needs ♦ Test your Marketing Message ♦ Validate prescription results

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How do you ensure you have the right message? Do you know how your product is perceived against the competition Perceptual mapping? Focus Groups? Is your message based on real needs? Have you tested your message

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Message not Implemented ♦ Lack of Field Force support and Cooperation ♦ Failure to Obtain Commitment ♦ Training wrongly focused on Knowledge, not

Skills ♦ Lack of monitoring and follow-up ♦ Failure to modify plan ♦ Failure to correct errors and reward successes

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BEHAVIOR SEGMENTATION •Unaware •Uninterested •Indifferent •Wants to try •Trying 1 •Using 1 •Using 2 •User 3

Attention Interest Desire Action Trying: No opinion Partial User Preferential User Champion User 15

BUYING DECISION Unawareness Awareness Interest Evaluation Trial Partial Usage Preferential Usage Product Champion

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PROMOTION ELEMENT EFFECTIVENESS

Awareness

Interest

Evaluation Trial

Usage

Repeat Usage

Advertising Mailings Press PR Clinical PR Symposia Seeding Trials Clinical Trials Name Reminders Doctor Meetings Sales Force 17

MD Professional Profile Doctor _______________________ Secretary_________________________ Phone _______________________ Car Make (Lic. No.)________________ Address ______________________ Medical School____________________ _____________________________ _____________________________ Specialty_________________________ Office Days ___________________ Patient Volume ____________________ Office Hours __________________ Prescription Volume ________________ Best Time to See _______________ Patient Class ______________________ Appointment No __Needed Sphere of Influence _________________ __Recommended Classification Rating ________________ Waiting Protocol: __Will see you in-between patients __Patient first/ Representative last Hospital Affiliation ________________________________________________________ Factors Influencing Prescription ______________________________________________ Adoption Style:  Early Regular Late Attitude Toward Clinical Papers:  Likes Indifferent Dislikes Attitude Toward Company;  Likes Indifferent Dislikes Attitude Toward Representatives:  Good Indifferent Bad

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MD Professional Profile (Page 2 of 2) Amiable

Analytical

of the Company´s Products: duct A: AIDATPPCIndication: duct B: AIDATPPC Indication:: duct C: AIDATPPC Indication:: duct D: AIDATPPCIndication:

eptual Mapping versus duct A: Competition: duct B: Competition: duct C: Competition: duct D: Competition:

Oportunity: Oportunity Oportunity: Oportunity:

Expressive

Driver

Competition_______ Competition_______ Competition_______ Competition_______

the Leading Competition: EficacySafety Dose Convenience EficacySafety Dose Convenience EficacySafety Dose Convenience EficacySafety Dose Convenience

Price Price Price Price

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The Right Sales Force ♦ Hired and Recruited from the Best

Pools of Candidates ♦ Trained in Skills ♦ Motivated with good incentives ♦ Provided with the best tools ♦ Led by true Leaders

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Rep Attitudes ♦ Friendly, Smiles Easily,

♦ ♦

♦

♦

♦

Charming, Neat and Well Dressed Neat and Well ♦ Dressed Communicative, ♦ Persuasive Enthusiastic, Has a positive outlook, Lively, ♦ Dynamic, Engaging Self-Motivated, Proactive, With High initiative and ♦ “finishciative” Organized, Has smart ♦ Goals, Good Planner, Manages time well, ♦ Money, and other resources. Persevering, patient, tenacious, focused in attaining Objectives

Honest and responsible, Fulfills Promises and Commitments Flexible, good Listener, adapts to all types of Clients, situations, and adapts well to Change. Ambitious, Likes to be Challenged, High Self-Esteem, Emotionally Stable and Mature. Fast Learner, Likes to Improve Self, Analyzes Work, and likes to try new things Likes to Sell, to Influence Others, To Sell Ideas High Energy Level, Hard-Worker

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New Habit: Sales!!

Converting Knowledge into Skill

Reinforce & Correct Field Follow-Up Action Plan Video Recording

RolePlay: Write own Model Video Model Apply in Steps 100% Mastery 22

Important Selling Skills ♦ How to Establish Rapport ♦ How to Adapt to 4 Social ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦

Styles How to Select and Classify MDs PreCall Planning Post Call Analysis Body Language Doctor Profiling Probing for MD Needs Questioning Techniques Features and Benefits

♦ Effective Use of Clinical ♦ ♦ ♦ ♦ ♦ ♦ ♦

Papers Effective Use of the Monograph Competition Rebuttal Handling Resistance Ensuring Trials are Successful Including Your Product in the Formulary Group Sales Presentations Organizing Doctor Meetings

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4 Principles of Effective Pharmaceutical Marketing

♦ Right Products ♦ Right Doctors ♦ Right Message ♦ Right Field Force

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Areas for Training Product Manager Training (see Topic List) – – – – –

How to Create Innovative Programs How to Ensure Succesful Implementation Tactical Issues Qualitative Market Research eg. Focus Groups

♦ Role of the Field Manager in the

Implementation of the Promotional Plan ♦ Selling Skills and Techniques

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