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TABLE OF CONTENTS:
PREPARATION OF A TAG LINE ----------------------------------------1
SALES MEETING ACTIVITIES------------------------------------------- 2-4
SALES VERSUS ACHIEVEMENT TARGETS------------------------------- 5
WHAT ARE PRODUCT FOLDERS?------------------------------------- 7
PREPARATION OF MARKETING PLANS----------------------------- 8-9
WHAT IS AN ACTION PLAN? --------------------------------------- 10-11
PRESENTATIONS ON STUDIES---------------------------------------- 12-
13
FIELD TRIP TO A DOCTOR ------------------------------------------ 15
UNDERERSTANDING THE BLACK BOOK----------------------------- 16
BLACK BOOK ACTIVITY--------------------------------------------- 17
WHAT ARE PHARMA GUIDES? ------------------------------------- 18
UNDERSTANDING BLUE BOOK ------------------------------------ 18
BLUE BOOK ACTIVITY---------------------------------------------- 19
MAKING OF NEWSLETTER------------------------------------------ 20-21
CONCLUSION-------------------------------------------------------- 22
APPENDIX---------------------------------------------------------- 23
0
TAG LINE
At my first day of internship I was given a chance to formulate a tag line for the new lament folder
The lesson I learned while performing this task is that a tag line for the product remains the same for the whole quarter and it changes when the company introduces a new folder. The tag line has a great importance as it explains in a nice and concise manner that what exactly is the medicine’s core idea.
The lines that I wrote for this purpose are as fallows:
Bring happiness and redefines the quality of life
The revival of healthy life
Redefining the colors of your life
Releases pressure and redefines your life
Provides strength to uplift your life once again
Add a new soul to your life
The tag line that my boss liked the most was “Redefining the
colors of life”
The line got approved and now it is there on the front page of lament’s
new folder.
1
SALES MEETING ACTIVITIES:
1.PREPARATION OF AGENDAS
One of the tasks that were assigned to me was the preparation of
agendas. My boss provided me with the format and all I had to do was
to prepare the agendas accordingly.
The lesson that I learned while making these agendas was the
importance of proper planning even for a single ordinary meeting, the
agendas that I prepared were also got approved and were sent to the
entire team along with the invitation letter. One of the examples of my
work is as fallows:
2
TULIP
GALA DINNER at PC Lahore 10th July
Assemble in the lobby by 7:15Dress code: formal
AGENDAHOLIDAY INN LAHORE
JULY 10TH 2010HALL: EBR
1:30 2:30 Lunch All participants
2:30 2:35 Tilawat2:35 3:00 Sales review TMQ3:00 3:30 Morcet GN3:30 4:00 Zenbar GN4:00 4:15 Tea break All
participant4:15 4:45 Fitem GN4:45 5:15 Lament RN5:15 5:45 Searl ά RN5:45 6:15 Relispa forte RN6:15 6:45 Closing TMQ
2. INVITATION LETTER
I was also assigned to prepare an invitation letter for the annual sales
meeting. While performing this task I learned that how actually we
communicate with the sales staff and motivate them to celebrate the
success of the company. The letter that I made got approved within
two days and it was actually sent to whole sales and marketing staff.
MEMORENDUM
To: PHARMA -II SALES MANAGEMENT Date: June 30, 2010
Ref: GN/09/72
Subject: Invitation to Annual Meeting 2009-2010 at Lahore
Dear Colleagues.
According to Vincent Van Gogh “Great things are not done by impulse but by a series of small
things brought and aligned together”.
No doubt it is only because of our team efforts that made us successful during the year 2009-2010. To
celebrate our achievement, Searle Pakistan is pleased to invite you at the annual sales meeting being held
on July 10-11, 2010 at Holiday Inn, Lahore.
The event will begin at 1:30 p.m sharp, so you are requested to reach the venue well before time. In
addition, the agenda for the meeting is also enclosed.
Your valuable presence in the event is mandatory. We are looking forward to see you at the ceremony.
Regards
HASAN TARIQ KHAN AHMED BIN QASIM
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3. PREPARATION OF SHIELDS
My boss also gave me the work of designing shields of medicine brands
like FITEM, ZENBAR. RELISPA FORTE, RELISPA, MORCET, SEARLE ALPA,
ZYGREL, LUMARK, RELISPA etc. these shields were prepared for the
annual sales meeting and they were to given to the best seller of his
region. The categories of these shields were MD trophy, product
awards and the best emerging region. The samples of those shields are
as follows
4
Emerging RegionAchievement Award
Sukkur
The Best Sellers
SEARLE
BANNERS PREPARATION:
FIRST PICTURE:The best executive is the one who has sense enough to pick good men to do what he wants done and self constraints enough to keep from meddling with them while they do it. Theodore Roosevelt
SECOND PICTURE:A total commitment is paramount to reaching the ultimate in performance." Tim Flores - NFL coach
THIRD PICTURE:Many of us are more capable than some of us . . . but none of us is as capable as all of us!!" Tom Wilson
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FOLDERS PREPARATION:
I observed that how exactly a company formulate the medicine folder
to promote and position the product in the mind of the doctors. The
things that must be present in the medicine brand folder are as
follows:
The bulleted points from the studies
The graphs showing the trends mentioned in the studies
A tag line to explain the core idea
Its advantages and competitive points
Adverse or side effects
The references for the identification of the valid sources
The strength or the pack size in which it is available
6
SALES ACHIEVEMENT VERSUS TARGET:
My supervisor gave me the job of entering the regional sales data
versus its forecasted targets. By performing this task I got to know
the fallowing things
Regional sales are important in order to determine which region
has the highest sales value.
Which medicine brand has the most sales throughout all the
regions.
Which brand sales is closer to its target value.
How important is to keep the past record of the sales in order
forecast the future sales
7
MARKETING PLANS:
The heads that a marketing plan normally possesses are as fallows:
Situation analysis
Major players in the respective market
Prescription analysis
Drug description
Swot analysis
Vision statement
Quantitative and qualitative objectives
Target indications
Key selling messages
Pricing
Product forcing and campaigns
Basically marketing plans fallows marketing mix criteria of 4 p’s i.e.
product details, pricing strategy, promotional tools and its placement.
8
Marketing plan is usually prepared for a long time period and contains
even the most basic detail about the medicine brand. It is basically for
the future planning and at the same time it also talks about the past
record of the brand. These are not prepared for the sales force but for
the entire marketing team. It also reveals the company’s upcoming
activities and new launches.
In marketing plan the situation analysis shows the leading medicine
brands along with the companies, their growth rate, their market
share, prices, their target indications as well as successful academic
activities. Prescription analysis shows the data collected from the blue
book about the frequency of the medicine brand prescription by the
specialist in different regions and it also shows the diagnosis profile of
the respective medicine. Drug description covers every detail about
the medicine such as what it is for, its chemical name and formulae,
color, presentation, indications i.e. dosage, side effects, precautions
etc. Swot analysis covers the strength, weakness, opportunities and
threats of the respective medicine. Tag line of the medicine represents
the vision statement of the medicine. The quantitative and the
qualitative objectives represent the forecasted activities. Target
indications are the problems or the diseases it’s going to overcome.
Pricing of the product is another important element that needs to be
discussed in the marketing plan. Promotional tools that are to be used
in order to promote the medicine among the targeted doctors are also
highlighted in the marketing plans and all the future planning related
to the medicine are discussed in the marketing plan.
9
ACTION PLANS:
The action plan is comprised of the fallowing headings
Situation analysis
Regional analysis
Objectives
Target indications
Target audience
Target brands
Strategy
Promotional plan
Academic activity
Social activity
Model detailing
10
The action plans are normally designed for the sales/field force. It
briefs them about the previous quarter so that they may continue or
enhance their efforts in the upcoming quarters. It is prepared after
every quarter and provides the details about the activities that were
successfully achieved and the activities that are to be performed in the
future.
The action plan covers the situation analysis for the comparison
between the company’s and the competitor’s product in terms of
position, sales, growth rate and the situation of the market
place .Regional data shows the regional growth strategies,
achievements and the key customers in the region. Qualitative
objective are to capture two to five customers per quarter etc and the
quantitative data includes the sales or growth figure. Target indications
are the diseases that will be more focused with the help of respective
drug. Target audiences are the doctors that will be more focused as a
part if promotional activity. Target brands are your current
competitor’s brands and your potential competitor’s brands. Strategy
includes how to capture target audience through meeting them and
providing them knowledge about company’s brands. Promotional tools
that are to be used are also discussed in the action plan such as new
folders, gifts, drop cards, samples etc. It also provides the details about
the social and the academic activities are to be performed by the sales
force. Model detailing is also attached with the action plans which
guide the sales force as to how they must discuss their brands with the
respective doctors.
11
PRESENTATIONS:
I made a lot of presentation on the studies that were given to me. The
topics of my presentations are as fallows
1. he sanad study of effectiveness of
carbamazepine ,gabapentin, Lamotrigine, oxcarbazepine or
topiramate fore treatment of partial epilepsy
FINDINGS:
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Lamotrigine is clinically better than carbamazepine, the standard
treatment, for time to treatment failure and is therefore cost effective
alternative for patients diagnosed with partial onset seizures.
2. Lamotrigine adjunctive therapy among children and
adolescents with primary generalized tonic-clonic seizures
FINDINGS:
Adjunctive Lamotrigine seems effective in the treatment of PGTC in the
children and adolescents and was well tolerated in this double blinded
placebo controlled RCT
3. Eliminating blinding trachoma
FINDINGS:
The results achieved with the use of the safe strategy and
Azithromycin mass treatment suggest that elimination of blinding
trachoma by 2020 is extremely possible
4. The study of trachoma
FINDINGS:
It is by four serovars of CHLAMYDIA TRACHOMA. The organism is
transmitted from eye to eye by hand or towels used on face and the
moisture seeking flies. Repeated infection of he eyes with the
trachoma strains result in a sequence of tarsal conjunctivitis, scarring,
shortening of the upper lid, trichiasis and finally corneal opacity.
13
In the developing countries trachoma remains the leading infectious
cause of blindness.
Despite long standing efforts to control it, trachoma remains the
leading cause of preventable blindness in the world. About 84 million
people have active trachoma in nearly 55 countries where the disease
is endemic and in the infectious stage.
5. The placebo controlled 18 months comparison between
Lamotrigine and lithium treatment in manic patients with
bipolar 1 disorder:
FINDINGS:
The results indicated that Lamotrigine is an effective, well tolerated
maintenance treatment for bipolar disorder, particularly for prophylaxis
depression.
6. To compare the effectiveness of antiepileptic drugs in older
adults:
FINDINGS:
Lamotrigine was found to be most effective newer AEDS s measured by
12 months seizure and freedom followed by lowered levetiracetam all
the other AEDS has lower but comparable retention and seizure rate
with the overall exception of oxcarbazepine.
DOCTOR’S VISIT:
At searle pharma I was also given a chance to attend a lecture given a
leading physiatrists professor Musarat Hussain. The topic of his
presentation was depression. Dr Musarat speech was so compelling
that I jot down certain important points, some of which are as fallows
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FACTS ABOUT DEPRESSION:
Depression is a common and highly treatable condition.
Depression is not a sign of weakness or laziness
You can feel depression as aches and pains, too.
SYMPTOMS OF DEPRESSION:
Irritable, empty or sad mood almost everyday
No interest in or pleasure from activities once enjoyed
Insomnia or sleeping too much
Feeling of restlessness
Fatigue, exhaustion or lack of energy
Feeling of worthlessness
Inability to make decisions
Thought of death or suicide
IF SOMEBODY EXPERIENCES DEPRESSION THEN HE
MUST VISIT
Neurologist
Psychiatrist
Physician
Family physician
BLACK BOOK/MIS:
The black books are issued by IMS conducting an audit on pharmacies
of Pakistan after every quarter. In these black books the companies get
to know about the fallowing information.
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Their competitors in the respective medical field
The competitors brand in that medical product category.
The companies’ sales in terms of units per quarter
The companies’ sale in terms of value per quarter
The company’s product market share
The company’s product growth rate
The cumulative data from previous quarter to the current quarter
The overall yearly data
They gave me the task to sort out the medicines containing calcium
along with vitamin D and K or simply calcium, their companies, units,
value, growth in the respective quarter. The reason behind giving me
this work was to look for the brand that has the highest growth rate
and captures the highest market share.
BLACK BOOK ACTIVITY:
16
They gave me the task to sort out the medicines containing calcium
along with vitamin D and K or simply calcium, their companies, units,
value, growth in the respective quarter. The reason behind giving me
this work was to look for the brand that has the highest growth rate
and captures the highest market share.
The demonstration of one of such activity is as follows:
products company units value growthCac 1000 Novartis 10310600 501504000 -12%Cac 1000 plus Novartis 315200 234034000 28%Osnate AGP 1245900 211044000 15%Calcee 500 Wilson 2999800 127010000 -2%abocal Abbot 1155200 95479000 14%Chewcal GSK 1341200 80863000 7%Qalsan D Novartis 1363800 75352000 -6%Calcium C Novartis 109400 68528000 21%High C1000 Werrick .p 1269200 67879000 40%Ossobon D Syntec int pvt 532300 66999000 -10%Calcium syrup novartis 1029500 45132000 29%
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PHARMA GUIDE:
The pharma guide provides quick references on all the medicines
available in Pakistan.
In pharma guide the content are arranged in a sequence
Therapeutic category
User guide
The new products launched
THERAPEUTIC CATEGORY
To look for the currently available drug in any pharmacological group
USER GUIDE
Index of diseases symptoms versus drugs as an easy guide to know
the prescribing information of the drugs currently available for any
diseases
NEW PRODUCTS
Index of new products launched in Pakistan.
Pharma guide provide us help in finding the fallowing things:
Medicines/new medicines
Company name
Price
Drug category
Generic name
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PHARMA GUIDE ACTIVITY:
My boss gave me the task to look for the product having calcium,
vitamin D and K altogether. To complete this task I had gone through
the entire list of the product in that category and the end result was
that there were no products having all these three ingredients at a
same time. This concluded that if the company comes up with a
product having this combination then it will have a competitive edge
over the competitor’s products.
BLUE BOOK:
Blue book provides us with the prescription analysis. It updates the
company with what kind of specialist are prescribing the company’s
medicine the most, how frequently the competitor’s medicine brand
are prescribed as compared to the company’s own brand, its
prescription frequency in all the regions. It provides the companies
with both the semiannual as well as the yearly data.
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BLUE BOOK ACTIVITY:
I had been assigned to search for the prescription analysis data and
their diagnosis profile from the blue book for the brands: LAMENT,
SEARLE ∂, RELISPA FORTE, FITEM, MORCET, ZYGREL ETC.
The demonstration of my work is fallows
DIAGANOSIS PROFILE
6 MONTH
S
12 MONTH
S
oth ac low resp inf 11 43.6 1143.6
influen &
pneumonia 4 18.1 418.1
oth dis resp
system 4 16.7 416.7
dieases appendix 3 11.3 311.3
acut upper resp
inf 3 10.3 310.3
all other
diagonosis 0 0 0 0
DRUG BY
20
SPECTIALITY IN 000
GP PH PED SUR GYN EENT CAR6 moinths 17 0 5 3 0 0 0
% 68.1 0 20.6 11.3 0 0 012 months 17 0 5 3 0 0 0
% 68.1 0 20.6 11.3 0 0 0
6 months 1 0 2 1 0 0 012 months 1 0 2 1 0 0 0
NEWSLETTER:
Newsletter was prepared in the last week of my internship. I am very
thankful to my boss that he extended my internship and gave me a
chance to participate in making of the newsletter which was
exclusively designed for lament.
The steps through which I passed while preparing the newsletter are
as fallows
1. My supervisor assigned me the task to think of the topics that we
can include in our newsletter. So the topics that I suggested are as
fallows
Bombs, drones and epilepsy
Under this heading I suggested to put the incidence and prevalence of epilepsy in Pakistan
Faked seizures
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In which we would include stories of the people who misperceived their illness as epilepsy.
How to regain confidence
That would describe the way to attract or motivate them after epilepsy towards life.
Type of food
The food that would help them in regaining their strength
History or story of epilepsy
Ancient concepts about epilepsy and what do they think of epilepsy before they were aware of it.
Daily activities
Routine activities of epileptic patients
Family reaction
How exactly their families should react
A column with a heading “do u know???”
This would contain the names of famous epileptic patients like Jonty
rodes, Isaac Newton, Leonardo Diwinci, Aristotle and Tony Grey. The
purpose of adding this heading was to motivate the epileptic patients
that they are not the only victim of this deadly disease.
2. Next step was to discuss all my findings with my boss. The topics
that I suggested and were approved are BOMBS, DRONES AND
EPILEPSY, STORY OF EPILEPSY and DID U KNOW???? THE FAMOUS
EPILEPTIC VICTIMS.
22
3. My last task was to prepare a draft of the final newsletter.
4. Finally the newsletter was published under my supervision.
EXTRA TASKS:
1. CALLS TO REGIONAL MANAGERS
I was also given the job of making some important calls to the regional
managers of Lahore, Faisalabad, Karachi, Multan, Sukkar, Peshawar,
Islamabad and Bahawalpur and Rawalpindi. These calls were to ask
them if they have received the new lament folders and the detailing
stories.
I have also given the task of making some calls to the vendors to
inquire them about the lament stands, new folders completion, and
REMP drop card completion. This work was given to me to keep in
touch with the vendors so that they might not delay whatever jobs
were given to them.
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2. SEARCH WORK
I was also given the work to search and look for the studies and different articles on the internet .Such as follows:
Searches regarding Alfacalcidol for the new Searle alpha
folder. The important findings of those searches are as
follows:
Superiority of a combined treatment of alendronate and Alfacalcidol compared to the combination of alendronate and plain vitamin d or Alfacalcidol alone in established postmenopausal or male osteoporosis
D hormone Alfacalcidol and calcitriol for the prevention and treatment of glucocorticoid induced osteoporosis
Alendronate or Alfacalcidol in glucocorticoid induced osteoporosis.
Reduction of falls in elderly, the central role of Alfacalcidol in a multi dimensional paradigm
Searches related to Lamotrigine for lament folder are as
follows:
Low-dose topiramate versus Lamotrigine in migraine prophylaxis
Lamotrigine Effective in Migraine Prophylaxis
Lamotrigine in the prophylactic treatment of migraine aura--a pilot
study.
Lamotrigine reduces migraine aura and migraine attacks in patients
with migraine with aura.
Lamotrigine effect in surgery
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I also looked for searches related to Drotavarine, Bortox for
migraine and Selegiline hydrochloride.
I have been given some documents related to action plan that were
designed for Searle major and potential brands. My job was to go
through them in order to check if there is any kind of mistake. It
gave a lot of understanding about the way a single brand should be
presented to the target audience.
I have been assigned a task of gathering relevant data to formulate
a package insert. A page that briefs about the medicine to the
customer. I learned that a normal package insert should possess
description, clinical pharmacology, Pharmacokinetics, dosage and
administration, contra indications, usage in pregnancy, adverse
reactions, over dosage, treatment, precaution and information for
patients.
CONCLUSION :
The time I spent at Searle were the golden days of my life. I will always
remember those days when everyday seemed to have different
challenges. All the tasks either big or small gave me great experience
and knowledge Apart from work the confidence that was build in me is
25
remarkable; the corporate culture there was very friendly and
cooperative.
While spending time at office I learned how to be punctual and to be at
a place on time. It taught me the value of time and task .I spent 7
weeks there but I never felt as I was somewhere else but home.
People there were extremely caring and helpful and were just like my
family members. Office environment also taught me the lesson what
sort of attitude should people have towards each other. There was not
a day when I didn’t enjoyed my lunch time as we all used to have lunch
together which taught me another essential value i.e. unity amongst
all. All in all it was a great and the most rememberable experience.
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