Pharmaceutical Front Line Manager

1. Overcoming Double Blind visit
of Field Managers and MPO
in the Pharma Market
Presented By
Masum Chowdhury
Manager, SBMD
Asiatic Laboratories Ltd.

2. Double Blind Visit
• An analytical field activity, in
which neither the Field
Manager nor the MPO
knows the critical aspects in
the market.
• Before visiting the
market, they don’t have any
objective or plan.

3. Max. no of Field Managers are going
blindly during their Co-Visit in the
Market with MPO which is
completely unproductive visit.

4. • In today’s era, it is observed that Field Managers
are going for co-visit with the field staff blindly.

5. • Blindly means Field Managers just show
to the top management that they have done
their job.

6. Conventional Job of FM in the Field
• Doctor Visit with MPO
• Chemist Visit with MPO

7. • They visit the areas & Doctors, from whom MPO
is already getting the Prescription of Products
and Chemists who are selling the same.

8. • They visit the Chemist to get the Order to achieve
the target through their visit influence.

9. • Field Managers visit cannot be called
Productive till the time they follow these
guidelines i.e. conventional visit with MPO.

10. For a Productive Field Visit,
Field Manager must Know few Answers with proper
evidences.

11. • Do a Pre survey from Chemists.
• Who is the growing Doctor who can prescribe
Products of the Company ?

12. • Which Doctor’s are prescribing Competitor
brand?

13. • Field Manager’s visit can be called
Productive if he has been able to convert
the Doctors to own brand with his visit.

14. • Field Manager’s visit can be called
Productive, if he asks MPO to follow up
with the Doctor for Rx in the subsequent
call by MPO.

15. • During field visit, Field Manager should check with Chemist
and Stockiest regarding any Distribution problem.
• Field Manager should solve the problems where MPO is
lacking.

16. • During next Group Visit, Field Manager should
find out from MPO regarding the outcome of his
last co-visited areas.
• After a Successful Group Visit, MPO should visit
and give some time to the last visited area.

17. • Field Manager should cover total territory
(Every Market) of MPO within a Quarter.

18. Sales 25,000/=
• Field Manager should give preference to visit the
market of that territory where the sale is low.

19. • Field Manager have to check what are the
reasons for low sale.

20. • Field Manager gives the guideline to MPO, how
to increase the sales.

21. • Field Manager should use his STRENGTH to
STRENGTHEN MPO about his weak areas.

22. • Simple concept need to be pushed.
• Why Sales is Low ?
• What are the initiatives we have to take ?

23. • Before every call one
(MPO/FM/RSM/ZM/ASM) need to ask?

24. Why am I here and what I am supposed to do?

25. • If Field Manager prepares his visit pre-plan,
the productivity of visit will be changed.

26. • Study Recommends that –
No one has changed the Daily call report nor the
Detailing Aid.

27. • How can we expect productivity from Field
Manager ?

28. • Every Visit must have an objective whether it
is to the Doctor or Chemist or other things.

29. • So before every visit, the Objective must
be outlined and after visit the analysis
must be done, how much of the objective
is achieved.

30. • Field Manager is the Mentor of MPO. He is
more experienced and has more clarity about
various products and suggested promotional
style.

31. • Before doing joint work with any
MPO, successful Field Manager should
spend some time to analyse history
(skills) of MPO's working in his territory.

32. • Various products should be studied by Field
Manager and such products should be
identified where the detailing is not so
effective.

33. • Field Manager should try to study the detailing of
such product by MPO to relevant doctor and the
way he addresses the concerns of Doctor.
• This should be followed by Manager training MPO
for improvement.

34. That's how real experience can be passed from
Field Manager to MPO.

35. • Only one line is sufficient and that is,"
Before start with co-worker, Field
manager has to do home work.

36. 1. Time Management - whether appointment
is fixed-up or not? If we value our
time, doctor/customer will honor us.

37. • 2. Agenda - Briefing of products is
ready, if not please keep ready. In
minimum time focus at your products.

38. 3. Try to leave your impression in such a way,
that in a short meeting doctor must ask
about you whenever your co-worker visits
him.

39. Friends, if you are in the heart of your
customer, I promise you that, your product will
remain in his/her memory forever and you will
be recognized by the name of product.

40. • The Medical Reps are the eyes and the ears of any company
within the market.
• If they do not know what they are really doing than not only
the Field Manager is blind for what happens with the client
but also the complete company drives without a steering
guideline.

41. • A real Field Manager is a coach and doesn't
tell his people how to do it but guides them
through the right questions on the right place
in the right circumstances.

42. • A good and an efficient Field Manager raises
the right questions, but never gives the
answer.

43. Thanks

44. Prepared By
Masum Chowdhury
Manager,
Strategic Brand Management Department
Asiatic Laboratories Ltd.
masum.pha@gmail.com, +880-0171-7642874