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~ FIELD FORCE

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E XCE L LE N CE ~

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MEDICINMAN CELEBRATES 1ST ANNIVERSARY WITH FFE 12

MedicinMan
~ FIELD FORCE E XCE L LE N CE ~
The 1st Anniversary of MedicinMan was celebrated by creating a new annual platform of pharma thought leaders to foster Field Force Excellence - FFE 2012 on June 16 at the JW Marriott in Juhu, Mumbai. Over 80 senior pharma executives from 24 top pharma companies attended FFE 2012 signifying the importance of Field Force Excellence. The registrations had to be closed, as it was practically a full house. Arvind Nair, Conference Director of Brand Drift once again delivered a spectacular event, this time ably assisted by MedicinMans new CEO, Chhaya Sankath and MedicinMans US Representative, Sejal Kikani. The outstanding faculty of FFE 2012 from 15 leading MNC and Indian Pharma ensured that the delegates had a feast of learning on various areas that impact FFE. The list of FFE 2012 faculty was representative of the uniqueness of Indian Pharma. Social media maven, Salil Kallianpur, Centre of Excellence at GSK live tweeted the event highlights ensuring that pharma professionals all over the world kept abreast of FFE 2012 proceedings. FFE 2012 kicked-off with a welcome address by Anup Soans, Editor of MedicinMan followed by a Keynote address by Amlesh Ranjan, Associate Director at Sanofi. This was only appropriate as both Anup and Amlesh began their career as Medical Reps and products of Field Force Excellence in India. Amlesh Ranjan began with a quote by Gautama Buddha Excellence can be achieved, if you dream more than others think is practical; care more than others think is wise; expect more than others think is possible; risk more than others think is safe. Amlesh traced the proChhaya Sankath presenting FFE 12 memento to Narayan B. Gad, CEO of Panacea Biotec

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gress of Medicine and Pharma industry from palliative to corrective. (FFE 2012 presentations will be hosted on MedicinMan website for the benefit of pharma professionals, subject to copyright of presenters). Amlesh Ranjan touched upon several areas that lead to field force excellence and concluded with the statement The value that you add, comes from the values that you hold signifying the importance of personal responsibility and integrity in fostering excellence. Amlesh Ranjans success story can be read in the November 2011 issue of MedicinMan. The CEO Roundtable was the centerpiece of FFE 2012. This was for the first time directors of pharma companies who were brought on an open platform to discuss FFE. Brilliantly moderated by Sujay Shetty, Partner and Lead of Pharma and Life Sciences at PwC. If you wish to participate in FFE 2013 in Feb 2013 or Brand Drift also in Feb 2013, get in touch with us now. Contact: anupsoans@medicinman.net

FFE 2012 FACULTY

AMLESH RANJAN SUJAY SHETTY N. B. GAD GIRDHAR BALWANI SHRIHARI SHIDHAYE JOSHUA MENSCH APARNA SHARMA KEITH PINTO JOLLY MATHEWS DEEP BHANDARI B. RAMANATHAN HARI KRISHNA VIKRAM MUNSHI DANDABANY D SALIL KALLIANPUR S VARADARAJAN ANUP SOANS This is a promotional copy. To read the complete issue visit www.medicinman.net

MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net

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* Offer inclusive of Speed Post charges Send your orders to anupsoans@medicinman.net and make a payment of Rs 800/- to HDFC S.B a/c no. *07141000006761* of Anup Soans HDFC Bank, Mosque Road, Frazer Town Branch, Bangalore 560005. RTGS/NEFT IFSC: HDFC0000714 Call: +91 93422 32949

Medical Reps

MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net

CEO Roundtable at FFE 2012 Moderator: Sujay Shetty, Partner and Lead, Pharma and Life Sciences, PwC (center) (left to right) Joshua Mensch, Director Marketing, Data3s, Czech Republic Girdhar Balwani, Managing Director, Invida India Shrihari Shidhaye, Director Sales and Marketing, Abbott Healthcare Narayan B. Gad, CEO Panacea Biotec

Opening Remarks by Sujay Shetty Moderator Sujay Shetty: Whenever I travel abroad, people want to understand and decode the Indian mindset and pharma market. The promise of the Indian pharma market slated to be in the worlds Top 10 pharma marketsis too alluring to ignore. FFE 2012 is a wonderful opportunity for us to enrich ourselves from the vast experience and expertise of veteran CEOs as well as the senior executives in the audience of Indian and MNC pharma companies. FFE 2012 is an opportunity to discus issues like the impact of Gen Y entering the workforce, whose models and methods are Google and digital. To discuss how selling is moving from heavy promotions to Key Account Management; and other issues that impact field force. (Question to panelists): What are the Top Two Trends Impacting Pharma Field Force? Joshua Mensch: 1. Harmonization and unifying of various functions within a company to ensure seamless communication between various functions like Sales, Marketing, HR, Training, SFE, even functions like Finance and Supply Chain. Using technology to integrate functions that ultimately impact sales directly or indirectly will facilitate this breaking of silos. Building relationships within and outside the company. 2. Refined thinking about KPIs moving from quantitative to qualitative measures.

MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net

Narayan B. Gad: A little bit of context is needed when discussing FFE in India because India is a unique market with the largest number of brands and companies jostling in the marketplace. The challenges are: 1. A high attrition rate of 35% 2. Reduced competence of a Medical Rep compared to 10 years ago and 3. The job of a Medical Rep is no longer aspirational. Having said that, I would want companies to focus on three areas to address the problems: 1. Once a person has been hired as a Medical Rep, what can we do to create a willfullness and pride in the job? How can he love the wife he has, even if she was not his first choice? (Ed. Not an easy task given that Gen Y prefers to choose their own partners even in opposition to parental wishes.) 2. Technology enablement how can we use technology to compensate for the lower competence of the below average Medical Rep, so that he delivers value to the in-clinic interaction? 3. Creating a culture of competence among the managers. Todays SBU Heads in many cases are yesterdays Medical Reps many who joined the profession not out of choice and hence the lack of competence continues. A lot can be achieved if the managers are more competent. Girdhar Balwani: Pharma industry still has a lot of attraction and those who do choose the career and work hard have the opportunity to rise in the organization as is evident from the success achieved by many in the audience. Apart from technology, the increasing number of brands has changed the way in which a Medical Rep interacts with the doctor. The expectations of doctors have also changed dramatically. The recent growth of many companies how have they grown? They have grown through relationship building, where the Medical Rep becomes just a Rep instead of scientific information provider. Will the MCI guidelines change the way doctors behave? Will we as an industry evolve code of conduct to follow ethical practices? Im a bit skeptical as there are too many companies, too many brands and too many Medical Reps. Shrihari Shidhaye: Technology will certainly be a big impact on Field Force. But how are we using technology? If we use fancy gizmos with the same visual aid on the iPad, the novelty will soon wear off. We have to ensure that we build back-end capability that creates and delivers value through technology. Even while using technology for Field Force merely for reporting and compliance instead of gaining customer insight, we may be using technology but we may not be optimizing its utility. Pride in the Field Force is a big Missing Link. Productivity of Field Force is falling sharply. While implementing SFE, are we doing everything to ensure that productivity increases?

Sujay Shetty: We can summarize the key issues as: 1. Technology will have the biggest impact on every aspect of Field Force working. 2. Appropriate use of technology to integrate various functions and deliver value to sales people. 3. Selling practices and code of conduct will need to be looked at. 4. How to attract and retain talent? And, how to increase the competence of managers? 5. Moving from efficiency to effectiveness and onward to excellence. The entire proceedings of the CEO Roundtable and other sessions will be available for Rs. 1,500/in an FFE 2012 Special Print and DVD issue. Write to anupsoans@medicinman.net

What do you expect your FLMs and SLMs to be good at? What are you doing to ensure that they gain proficiency in the desired skills?

The Half-Time Coach

A Psychometric Assessment-based Feedback and Feed-forward Program for FLMs and SLMs

1. Management Games Relearning by Reflection, Feedback by Observation 2. Case Studies 3. Movie Clippings 4. Mapping Exercises The Half-Time Coach is delivered by Anup Soans, Editor MedicinMan & Author of SuperVision for the SuperWiser Front-line Manager, HardKnocks for the GreenHorn and RepeatRx
Contact: anupsoans@medicinman.net Ph. +91 93422 32949