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How medical representative convince the doctor?
June 06, 2012 9:27AM
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
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.
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
Step 4 : He converse with the doctor and gives suggestion on different
medication available and how this medicine can be useful in treating the
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
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
Post 2005 will be crucial for
be good approach in not only
improving the productivity but also
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.