Effective communication – how do better detailing
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Effective communication is key to success as a Medical Promotion Officer. Through clear, well-delivered detailing to doctors, an officer should aim to convert at least 5 out of 10 doctors met in a day. Field managers must ensure all officers are thoroughly trained in detailing all products to help maximize conversions and orders. Regular practice is important to continuously improve communication skills, which can help officers achieve targets, earn incentives, and advance their careers.
Effective communication – how do better detailing
- 1. Effective Communication How do Better Detailing Presented By Masum Chowdhury Manager, SBMD Asiatic Laboratories Ltd.
- 2. In our profession, having an effective communication (Detailing) means, 50% of the job is done.
- 3. Rest 50% depends upon promoting right products to the right Doctors, and regular visits to the customers as per desired frequency.
- 4. Through effective communication if one (Medical Promotion Officer) is able to convert at least 5 Doctors out of 10 Doctors met in a day, it is a far better accomplished job.
- 5. Many Medical Promotion Officers who doesn’t strive to have an effective communication, thereby unable to convert even a single Doctor out of 10 Doctors met in a day.
- 6. Thus, communication is an important tool for Medical Promotion Officer to create prescription demand.
- 7. Medical Promotion Officers who can communicate effectively can excel in conversion of Doctors and Personal Order Bookings (from Retailers) also.
- 8. In pharmaceutical selling conversion of a Doctor is done through formal and informal communication.
- 9. Formal communication is done through detailing of products meant for the Doctors with clarity, pause, voice modulation, and punch.
- 10. During detailing, it is also imperative to effectively communicate the benefits of our brands to Doctors so as to convert them to our brands.
- 11. Therefore it is very important that every Medical Promotion Officer is thorough with the detailing for every product under promotion.
- 12. Field Managers have an important role to play in ensuring that all the Medical Promotion Officers in their team are thorough with detailing of all products during meetings and also during group visit.
- 13. Field Manager should not take any Medical Promotion Officer for group field work without ensuring that the Medical Promotion Officer is thorough with detailing of all products.
- 14. Field Managers also should encourage every Medical Promotion Officer to communicate informally in regional language at least one Unique Selling Point (Benefit) of the product at the time of sampling before seeking the prescription assurance.
- 15. Field Managers should not be guilty of not knowing the detailing.
- 16. Effective communication is developed through practice, practice and more practice.
- 17. If you are an effective communicator (Detailer), you can achieve target of every product and earn incentives.
- 18. Effective communication also helps you to become an effective manager one day.
- 19. Don’t you want to be successful in your career?
- 20. Thanks
- 21. Mr. V. Srinivasan is a well known author on Pharma management with over 200 published articles in India and abroad. He can be reached at shridhar1956@rediffmail.com
- 22. Prepared By Masum Chowdhury Manager, Strategic Brand Management Department Asiatic Laboratories Ltd. masum.pha@gmail.com, +880-0171-7642874, +880-0193 7990014