1. o The Excellence goals are to find out Next Practices to Fuel the Future
o Pharma is not changing………………….it has already changed
o Medicine has changed from Palliative to Curative to Preventive to Corrective
o Chemistry has evolved while Biology is evolving and giving us solutions

2. o From Industrial age Medicine to Information age Healthcare
o Digital eco-system is the new reality in the world
o Multiple stakeholders and Integrated networks in Healthcare
o Healthcare booming - Infrastructure growth, Higher spend and Insurance penetration
o Moving from being ‘Out of pocket’ to becoming majorly reimbursed market
o Opportunities in all Tiers and Income groups across the country
o Number of MRs will go up resulting in a higher Representative / Doctor ratio
o Indian Pharma Market is very crowded but growing appreciably and consistently
o Differentiation is the biggest challenge for Pharma in India
o Answer lies in all-round effectiveness – Organizational & Individual
o Sales Force Optimization has six key elements
o Resource Optimization, Segmentation & Targeting, Incentives & Rewards
o Training & Capabilities, Sales Force Planning, Measurement
o SFE bridges the gap between Strategy and Tactical translation
o SFE wears multiple hats to collaborate with Sales Management and Marketing
o SF Structure, Sizing, Deployment, S&T, Call optimization, Tactical Translation roadmap
o Campaign rollout, Performance Management, KPI, Metrics, Incentives, Messaging
o Volume (Quantity) > Focus (Prioritization) > Value (Quality)
Disclaimer: The views expressed are that of Amlesh Ranjan as an individual and do not necessarily reflect those of his company.

3. o Moving from Product selling to Value based selling
o Adopting Relationship based selling in place of Transactional selling
o SF Capabilities progression – Share of Voice to Partnership
o Sales Management – FLM : Coach Captain ; SLM : Developer Colonel
o Path to SF Excellence – Efficiency > Effectiveness > Excellence
o Sales Model Excellence – Hybrid model to address Customer size and complexity
o Incentive & Rewards Excellence – Target setting, Simple, Communicate, Execute
o S&T Excellence – Value Segmentation to Message and Style segmentation
o People focused Excellence – Will, Knowledge, Means
o Process Excellence – Right Target, Right Frequency, Right Message
o Technology enabled Excellence – Reporting to Research to Actionable Intelligence
o Data / Analysis driven Excellence - Standard report to Alerts to Optimization
o Partnership Excellence – Collaboration and Co-creation of value
o Sales Force Excellence
o Hybrid Sales Model
o Customized Value Proposition
o Integrated Implementation
Disclaimer: The views expressed are that of Amlesh Ranjan as an individual and do not necessarily reflect those of his company.