Consultative Selling A Tool to Improve Medical Representative’s Image and his Productivity

Dr. R. K. Srivastava

Medical Representative is an important link in pharmaceutical industry. During the last 5 years, the image of the MR is going down. MRs are no longer considered to be knowledgeable and effective communicator. Many times the MRs undergoes a very rough treatment from doctors. There is an very common practice to see a MR standing in a queue and detailing to one or two doctors in hospitals or MRs carrying bag containing gifts and distributing the same or escorting doctors for a holiday trip. The role of MR basically is to give medical information to the doctors so that the they can keep themselves abreast with the latest happenings and help them to improve their practice.

Due to de-emphasizing on training, untrained MR are lowering the image of company and today the situation is such that doctors do not like to see MR and sees them only when they are free. The image, which MR had earlier, has gone down. They are treated like just another salesman!

Pharma company should think on this relevant point so that it not only helps MR to get better business but also improves company’s image.

Consultative detailing can be an ideal communication process in improving the image of the MR as well as company. It positions MR as a Consultant to the diseased management.

MR Detailing

Consultant to On Disease Through Doctor Management Consultative Detailing

MR can become consultant only when he is fully trained. It is possible if he develops more detailed knowledge about his product and also prevailing disease pattern during the season. The consultative detailing can be implemented in following manners:

Step 1 : The MR should be trained on the product knowledge, mode of action and how it gives value to doctor and patient.

Step 2 : MR should be informed about the prevailing disease pattern during the season, e.g. March- September which are months for diarrhoea, March month also observes more asthmatic attack.

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Therefore the detailing sequence should be such that this incidence of disease is reflected in the detailing sequence depending upon the doctors practice and his patient profile the during the field work.

Step 3 : The detailing should not be monologue and should be dialogued. Involvement of the doctor is must and that can happen only when the MR is fully aware of the patient’s profile waiting in doctors’ clinic based on the seasonality factors.

Step 4 : He converse with the doctor and gives suggestion on different medication available and how this medicine can be useful in treating the disease.

Step 5 : During the conversation he try to project himself as a Consultant on disease management which can be useful to doctors.

The detailing sequence, when based on this consultative selling, is prepared in such a manner which does not give any intention of being a consultant to the doctors but projects MR as an aid to the doctor in treating the patients. This will not create a problem for egoistic doctor and also create a harmonious relationship.

Consultative detailing is already in practice in some of the MNC who have adopted recently. This approach will not only improve the sales call productivity but also improves the better brand recall, increases image of the company and MRs. This requires thorough study of marketing scenario on diseased management and implementing the same through the effective communication process.

Post 2005 will be crucial for many companies. This can be good approach in not only improving the productivity but also sustaining the competition. Higher growth and higher productivity can only help the company to sustain after 2005. This could be only possible if they can also make their man different than just relying on productivity.

DR. R. K. SRIVASTAVA IS A MARKETING CONSULTANT

Has published article in Economic Times, Pharma Pulse, Journal of Marketing, BMA Review, Medical Marketing Media, USA etc.