This presentation will help the pharma first-line leaders to know how rich their job is. They are not mere managers - they are the industry leaders of tomorrow. All FLLs should realize this and strive for corporate maturity.

1. Key Areas of Responsibilities of First-Line Leaders
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2. KRAs of First-line Leaders
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Introduction

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From now on, your success no longer depends on just your
ability to generate prescriptions for yourselves.
You will only prosper if other people do their job well!

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Medical Representative to First-line Leader -1
Medical Representative to Medical Representative is the hardest, yet exciting step in your career
This is because it means a total change of mindset
You need to adapt skills that were unknown earlier - like nurturing, controlling, setting examples, responsibility for others, a role model, a team leader

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Medical Representative to Medical Representative -2
Harder if promoted to manage the team you were in last week - you are your mate's boss
As a manager you need to have a different relationship
You will never gain respect of your team if you have the same relationship with the team as you did before

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Be a successful First-line Leader - not a Super Medical Representative -1
Many sales teams suffer because their Medical Representative is not doing their job at the right “level”
Transition to sales management is one which can often prove a struggle
The primary job now is to support and develop the Medical Representative

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Be a successful First-line Leader - not a Super Medical Representative -2
Observing your people during the doctors / retailers calls
Review how the call went
Then coach them to improve- The key part is now to provide useful feedback and support - Not just blaming or criticizing or saying how you, the manager, would have done it!

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“In the end,
all management can be reduced to three words:
People, Product and Profits.
People come first.”
- Lee Iacocca

10. “We have to undo a 100 year old concept and convince our managers that their job is not to control people and stay on top of things; but rather to guide, energize, and excite.” ~ Jack Welch
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Definitions
Role: It is the function of a position – e.g. the functions of the Medical Representative and Medical Representative
Responsibility: The person or position who is required to complete a task. Responsibility can be shared. However accountability must be assigned to each task
Accountability: It means being answerable for their decisions or actions and is expected to explain them when asked. Liable to rewards and punishments. Accountability cannot be shared

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Accountability of Medical Representative
1.To achieve value-wise targets on a month-to- month basis
2.To achieve brand-wise target, month after month
3.Establish new brands in his territory

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Summary
1.Medical Representative is a prescription generator
2.He can do his best by implementing strategies
3.Medical Representative is the implementer of marketing strategies and brand strategies

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Multifaceted tasks of First-line Leader

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Role of First-line Leader - Developers Role
1.Maintain task/relations balance
2.Ensuring top class in-clinic performance through all- round development of medical representatives
3.Control of strategies and results
•Collect and process information from market
•Ensure 100% implementation of strategies
•Give direction and feedback to your Medical Representative s

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Role of First-line Leader - Brand Management Role
1.To establish your brands in all your markets - through ethical and profitable methods
2.To ensure that the prescription share of your brands increase by getting the strategies implemented by the Medical Representative

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Role of First-line Leader - HRD Role
Interviewing and identifying the right people for the job
Maintaining a data bank of potential people – for the future
Imparting on-the-job training during joint field work

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Role of First-line Leader - Business Role
1.To create ‘core customers’ and to retain them to continue the business and growth in assigned Area
2.To sell profitable product mix
3.To achieve the top line

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Role of First-line Leader - Developers Role
1.Maintain task/relations balance
2.Ensuring top class in-clinic performance through all- round development of medical representatives
3.Control of strategies and results

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Role of First-line Leader - Decision Making Role
1.To look for ways of improving Rx share in the context of changing market and to take market based decisions
2.To solve problems creatively, without compromising objectives

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Role of First-line Leader - CRM Role
The Medical Representative should have direct contact with the key doctors and retailers in his Area
He needs to build trust and confidence amongst the key doctors
The Medical Representative can be made accountable for business from such key doctors

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Responsibility of First-line Leader

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Responsibilities of First-line Leader
To set goals for Medical Representative s
Develop and coach Medical Representative s
Help MR’s in Rx generation
Build and maintain their will to sell
Generate enthusiasm and keep the team motivated and energized

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Responsibilities of First-line Leader
Lead by example setting
Review performance of your Medical Representative s in periodically and dispassionately
Follow through for results
Appraise your Medical Representative ’s and yourself

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Accountability of First-line Leader
Ensuring correctness of the must-see-list of doctors being met by Medical Representative ’s
Ensuring that every Medical Representative achieves value-wise and product-wise sales targets month-after-month
Ensuring success of new product launch
Ensuring the correctness of the doctor-product match

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Summary
The Medical Representative is the strongest model for the Medical Representative
He should be a positive model as people are watching to see how we behave
Lead from the front by setting good examples

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Books by Vivek Hattangadi 1. Pharma First-line Leader to CEO – The Roadmap to Success 2. What the Pharma CEO Wants From the Brand Manager – Overcome the Tough Challenges in Pharma Branding
1.http://www.flipkart.com/pharma-first-line-leader-ceo-roadmap-success-english/p/itmdgsauhf3xvzhz?pid=9789382359456&otracker=from- search&srno=t_1&query=pharma+first-line+leader+to+ceo+-+the+roadmap+to+success&ref=156e47ea-1384-4a50-b39f-c875cb
2.http://www.flipkart.com/search?q=what+the+pharma+ceo+wants+from+the+brand+manager+- +overcome+the+tough+challenges+of+pharma+branding+&as=off&as-show=off&otracker=start

28. Vivek Hattangadi vivekhattangadi@theenablers.org Website – www.theenablers.org
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MDP - The Enablers