Retailing for Medical Representatives in India

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Retailers coverage and Prescription
Audit
ABC PHARMA

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Why call on a retailer
 To make ABC PHARMA products available with retailers
in good quantities
 To help identify the right doctors for our master call list
 To learn about competition and their activities
 To utilize the information for effective in-clinic
performance

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Rx Generation
 The health of a pharma company is directly proportional
to the number of Rxions it is able to generate – more the
Rxions, better the health!
 The only way to make our organization healthy is
through Rx generation
 Maintain stock pressure of ABC PHARMA products at
retailers to meet Rx demand
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Stock the retailers heavily

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Availability with retailers
 Ensure high visibility of ABC PHARMA products on the
shelf
 Have better shopper and retail understanding using new
concepts
 Create superior value and innovation
 Help ABC PHARMA win in the marketplace at the first
moment of truth

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Advantages of high visibility
 Counter top displays are highly visible and eye-catching
 They present a spill of promotional imagery and product
reminders to mothers
 ABC PHARMA products on display at retail also serve to
reinforce their attraction to mothers
 Display of ABC PHARMA products at retail will
contribute greatly to the purchasing decision

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Empathy with retailer
 Empathize with the retailer
 Let him see you as an ‘associate’ or a ‘friend’ to help him
 Let him perceive you as one who helps him earn extra
profits
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Condition the Retailer
 Create a favorable attitude for you and ABC PHARMA
 Obtain useful information about users and prescribers of
competing brands which will help you in better in-clinic
performance
 Achieve desired results
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Retailer as your close friend
 Know the retailer by his first name
 He should also know you by first name
 Visit him regularly at a time convenient to him
 Give him the same importance as a doctor
 After all, you need his help in identifying the right doctors
for your list, isn’t it?
 Aim to make ABC PHARMA his ‘top-of-mind’ company

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Retailer – your close friend

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Retailer should see you as one who helps him
earn profits. How?
 Analyze his product mix – see whether he has the right
quantity of products which are on our active promotion
 Check his stocks for slow moving and near expiry
products
 Rotate his stocks
 Eliminate wastages
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Medical Representative as profit earner for retailer

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Who is the customer?
The proprietor
His assistants
Counter clerk
Pharmacist
Cashier
Do not ignore any one. All should know
ABC PHARMA brands ‘by heart’
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Do not ignore anyone
in the retail shop
Everyone is important

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Monitoring - 1
 Retailer should be conditioned to willingly give
information about our products and of competition
 Phone him up regularly to know the movement of our
product
 He should ‘by reflex action’ convey competitor activities
to you
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Monitoring – 2
 He should be keen to have an higher inventory
 He should keep notes for you
 He should voluntarily give names of Rxers of other
competitors
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Orders
 Ask for an order- it is your birthright!
 Stockist salesman is not your competitor
 Adequate stocking is important to meet Rx demand you
havDo not forget the art of booking orders
 e generated
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Order booking is not a forgotten art

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Summary
 He should voluntarily give names of Rxers of competitors
 Doctor/Retailer coverage equally important
 Stock display of ABC PHARMA products will help
 Rx generated are honored in totality
 Pre-empt competition
 Let him see you as a profit generator for him
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Please Visit www.theenablers.org

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