Changing Landscape of Pharmaceutical Marketing in India
Ask any member of pharmaceutical sales force in India and he or she is most likely to say that their landscape has changed a lot and the old sales model does not work any longer. It has become a world of give and take and therefore the ‘requirements’ of doing business (prescription generation) have changed. It is true that many things have changed.
Let’s take a quick look at what has changed and what skills and competencies were relevant yesterday and what are relevant today.
|Key Elements of Prescription Generation||Yesterday||Today|
|1. Product Knowledge||Essential||Essential|
|2. Communication Skills||Essential||Essential|
|3. Presentation Skills||Essential||Essential|
|7. Physician Access||Very few restrictions in terms of physician timings and specific days only for Pharma Reps||More difficult, increasing restrictions|
|8. Detail / Call Duration/ Time||Up to 5 minutes on an average for an effective detailer||Shrinking / one to two minutes on an average|
|9. Transaction Type||Mainly Persuasion skills leading to the question of ‘why should I prescribe?’ Focus was on how can my patient be benefited?||Increasingly commercialized focusing on ‘what is there in it for me, not necessarily for ‘my patient’ alone/Increasingly contractual in nature|
|10. Gifts and other Gratification Inputs||Relatively inexpensive, more for brand promotion||Expensive to very expensive with virtually no limit when ROI criteria are met|
|11. Personal Selling Effort||Necessary||Necessary|
Life is 10 per cent of what happens to you and 90 per cent of how you respond to it. Think how much has changed and what skills and competencies are relevant and crucial for success today.
In a constantly changing marketing environment, your only insurance is building up your capabilities and constantly growing your competencies. Remember, when the going gets tough, the tough get going!