MedicinMan - India's 1st magazine for Field Force Excellence

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MedicinMan
~ FIELD FORCE E XCE L LE N CE ~
TM
PHARMA | MEDICAL DE VICES | DIAGNOSTICS | SURGICALS
Vol. 1 Issue 1 August 2011
Editorial
Featured Thought Leader
Fostering Thought-leadership in Healthcare
Every profession needs a MedicinMan is the first-of-its- MedicinMan invites contribu-
forum that will espouse the kind effort to foster a culture tions from healthcare sector
cause of its members and of excellence among the of professionals in the L & D,
contribute to their profession- field sales professionals in sales, marketing, HR and
al growth and person satis- Pharma, Medical Devices, other domains including
faction: a forum that recog- Diagnostics, Disposables and advertising, PR, social media
nizes, respects and rewards Surgicals. MedicinMan will for the forthcoming issues. ▌
the contribution of the mem- publish articles from achievers
(Click to
bers to foster a culture of that will inspire, direct and Inside MedicinMan Navigate)
achievement and excellence. empower customer-facing WOMEN IN HEALTHCARE FIELD 4
healthcare field sales profes- SALES BY SANDHYA PRAMANIK
The outstanding contribution sionals to strive for profes- FRONT-LINE LEADERSHIP IN 5 K. Hariram, MD, Galderma
of pharma field sales profes- sional excellence. TURBULENT TIMES
sionals to the phenomenal BY SALIL KALLIANPUR Read Mr. Hariram’s fascinating
growth of the Indian Pharma MedicinMan will also function
FIELD SALES WORK AS A COACH- 6 rise From Medical Rep to
industry is yet to be recog- as a forum where thought ING TOOL BY ANUP SOANS
leaders from the healthcare Managing Director on Page 8.
nized much less rewarded.
industry will seek to analyze MEDICAL REP TO MANAGING DIREC- 8
MedicinMan is a long TOR BY K. HARIRAM
cherished dream come true to and address issues concerning
customer-facing healthcare PHARMA SELLING: AN EXCITING 10
recognize and reward the CAREER OPTION BY PROF. VIVEK About MedicinMan
contribution of pharma field field sales professionals. HATTANGADI
MedicinMan may be freely
sales professionals. So, whether a customer-facing SELF-IMAGE: THE KEY TO CALL 11 shared and distributed in elec-
EFFECTIVENESS
MedicinMan envisages show- healthcare field sales profes- tronic and print form as long as
casing the achievements of sional or a thought leader Social Media in Pharma Mar- 12 the integrity of the entire issue
veterans in the industry whose seeking to contribute to the keting by Dinesh Chindarkar is strictly maintained.
life story should inspire the creation of a learning and
Career by Choice 13 MedicinMan seeks to foster
current and future generation development ecosystem, by Jitendra Singh
MedicinMan is your forum. Field Force Excellence among
of pharma field sales
Law of the Instrument 14 customer-facing executives in
professionals.
Pharma, Medical Devices, Di-
agnostics and Surgicals
through stimulating contribu-
Send in your contributions and queries tions from healthcare industry
leaders.
- Executive Editor
to: anupsoans@gmail.com

2. MedicinMan
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3. MedicinMan
Women in Healthcare Field Sales — Sandhya Pramanik
Being a line manager for five Making sick people disease
years gave me an enormous free is a very noble vision
chance to expand my learn- indeed. Being a small wave ―DO JUSTICE TO
ing and understand in-depth of this tremendous ocean,
the pharma business in vari- makes me feel that I have THE JOB IN
ous therapy areas like Antibi- been bestowed with huge
otics, Oncology, Respiratory responsibility. HAND AND THIS
care, Cardio Vascular and
A message for all the new
Maternal Health care. The
entrants to the industry: don‘t INDUSTRY WILL
journey enriched me im-
ever think that you are here
mensely.
by chance, because You and GIVE YOU ALL
I continued to give my best to me actually are the chosen
the task in hand, and kept ones. THAT YOU
I grew up with a dream to getting recognized and
Do justice to the job in hand WANT:
become a pilot. Little did I awarded for the efforts.
know then that it was the and this industry will give you
Then somebody suggested, all that you want: Purpose,
pharma industry which had a
―Why don‘t you join the Direction, Money, Promotion
PURPOSE,
place reserved for me.
Training Department?‖. and a very meaningful life.
I joined the industry way Seeing a vacancy, I applied DIRECTION,
This is the only industry where
back in 1992 as a Medical and accepted the responsibil-
Representative with FDC Ltd ity of Zonal Training Manag-
an individual can grow from MONEY,
after a short stint as a Sales the basic level of a Repre-
er in 2008. This is when I
Representative with Eureka realized that it was time to
sentative to the uppermost PROMOTION
Forbes Ltd, selling water pu- share my experience with the crust level of a CEO! ▌
rifiers door to door. new entrants, which can be AND A VERY
Sandhya Pramanik is Regional
achieved through training.
Soon after, I become one of
the first women to join Phar- What a wonderful chance it
Training Manager at Merck MEANINGFUL
ma giant Pfizer Ltd., where I was to give away what I had
enjoyed working and ex- got while receiving that what
LIFE.‖
celled in selling for a span of was in store at the same time.
3.5 years.
Seeking wider horizons, I
During this period I met my Joined Merck India Ltd as a
life partner and got married Regional Training Manager in
to Debarshi Pramanik, and in Cardio Metabolic Care divi-
Dec 1997 left the industry to sion in June 2010 and am
do justice to motherhood and working here till day.
played the role of as a full
time home maker till 2001. A fact that dawned on me,
which endowed me with the
I re-entered the industry as courage to venture out, is the
Territory Business Manager realization, that the entire
with AstraZeneca Pharma Pharma Industry is One Big
India Ltd in 2002, and soon Company, dedicated and
was promoted as a First Line committed towards giving
Sales Manager in 2003. relief to people in distress
and improving their QoL.
Page 3

4. MedicinMan
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5. MedicinMan
Front-line Leadership in Turbulent Times - Salil Kallianpur
Will management decide to These forecasts can include
lay off people as profits great strides in better custom-
erode? er service models, up-
gradation of personal skills
Changes like these create fear
and competencies and may
and distrust which often leads
even venture into areas such
to flight of talent and signifi-
as better personal care and
cantly erodes productivity and
healthy lifestyles.
growth in the industry.
Field managers can work on
While often fueled by a lack
strengthening the psyche of
of transparency by manage-
field colleagues in stressful
ment, fear and distrust are
times. This preparation can
also created either by igno-
Despite conventional wisdom help create tough teams that
exhorting that change is con-
rance or an inability to look
thrive in chaos. A clear com-
―STRONG
into the future. And lack of
petitive advantage in trou-
stant, industry veterans panic
transparency leads to conspir-
bled times.
LEADERS CAN
upon confronting it. That‘s be-
acy theories, rumors and per-
cause they are unprepared –
ceptions that are often way On a radical note, imagine INSPIRE THE
either entirely or shaken by
off target. This is where strong the corporate equity that can
the sheer velocity with which it
leadership makes a differ- be amassed if you have teams FIELD FORCE TO
arrives.
ence. that are trained to operate in
The pharmaceutical industry – a stressed system that is worse RECOGNIZE
When the conversation is
both globally and in India - is than we have now and vulner-
passing through its most turbu-
about change and uncertainty,
able to events such as earth-
THAT
strong leaders can inspire the
lent times in recent memory.
field force to recognize that
quakes, terrorist attacks etc. UNCERTAINTY
Global challenges such as the
uncertainty creates opportuni- Full consideration of the future
patent cliff, declining produc-
ty and that change can bring demands that we are pre- CREATES
tivity in R&D, regulatory and
the results they wanted and pared for both high as well as
pricing pressure and
yearned for. low points that business cycles OPPORTUNITY
healthcare reforms while ruf-
bring with them.
fling traditional MNC business Field managers interact daily AND THAT
models, have thrown open with the field force and this Keeping images of both suc-
productive markets to Indian familiarity works best in diffi- cess and failure in mind helps CHANGE CAN
branded generics players. cult and uncertain situations. In us to focus on the key deci-
the face of uncertainty, front sions and actions that will BRING THE
In India, developments such as
line managers must encourage make the difference between
MNC takeovers of leading
the field force to explore the what we want and what we RESULTS THEY
Indian businesses have caused
uncertainty to find opportunity fear. Helping the field force
the government and other
and capitalize. prepare for demanding times WANTED AND
stakeholders to be jolted out
is where the role of managers
of inaction and scramble to Managers can work with their
becomes most relevant. ▌
YEARNED FOR.‖
search for a method in the teams to create a range of
perceived madness. forecasts for: an expectable Salil Kallianpur is Marketing Manager
future, a future they most fear, at Medtronic. He blogs on all things
Will companies - hitherto con- healthcare at salilkallianpur.wordpress.com
and a future that would be
sidered stable - suddenly get
surprisingly successful.
taken over?
Page 5

6. MedicinMan
Field Sales Work as a Coaching Tool
Imagine the pleasant surprise The constant use of these emo- But communication is not mere-
of a Medical Rep (MR) when tionally toxic words creates an ly speaking skills – it is the
he receives the following note environment of pressure and ability to listen and relate to
from his Front-line Manager stress that can never produce people and address their
after a field visit – great MRs, who can deliver needs and aspirations. Wheth-
great results. er customers or team mem-
“…working with you was a
bers, everyone has an
wonderful experience as I
innate need to be recog-
learnt a lot about the chal-
nized and respected.
lenges and opportunities in
your territory. I believe In today‘s context, coach-
that in the months ahead, ing is the best approach
your knowledge of the to develop people as it
territory and my experi- seeks to understand, rec-
ence from working in other ognize and respect peo-
territories will give us the ple before attempting to
insight to address these transform them into
challenges and turn the performers.
―AN AMATEUR opportunities into outcomes
Performance is an out-
that will meet your person-
MUST BE al and professional goals.”
come of a series of steps
taken by the coach to
GROOMED INTO The Front-line Manager is transform an amateur into
AN ACHIEVER BY a key link in the chain of an achiever. An amateur
pharma business. Yet, he is raw talent; he must be
UNDERSTANDING rarely has clarity about groomed into an achiever
his role and functions. by understanding his
HIS STRENGTHS Only Front-line Managers who
strengths and addressing his
Repeated use of words like can foster a supportive envi-
AND ADDRESSING ‗targets‘, and ‗reporting‘ add ronment with emotionally
needs through a well planned
learning and development
HIS NEEDS to the strain of an already soothing vocabulary and sup-
plan.
tenuous Manager – MR rela- portive behavior can create,
THROUGH A WELL tionship. lead and retain high- Just as children are not ex-
performance teams. Given the pected to progress from
PLANNED The Front-line Manager simply
generic nature of pharma infancy to adulthood without
‗transfers‘ the ‗sales pressure‘
LEARNING AND from his ‗bosses‘ to his
markets, people power is the the care and support of
only differentiator that gives parents, Medical Reps need
DEVELOPMENT ‗subordinates‘. The use of ar-
competitive edge to compa- the active SUPPORT of their
chaic words like ‗reporting‘
PLAN.‖ reflects on the lack of learning
nies. Front-line Managers to
become achievers.
and development in important In most companies, training is
areas like emotional intelli- merely about product Learning and development
gence among the pharma knowledge and speaking should focus around the Front-
field sales managers. skills. line Managers and his devel-
opment from an individual
performer to a team leader
and business manager. (cont...)
Page 6

7. MedicinMan
Field Sales Work as a Coaching Tool (...Cont)
Too often this transition is not It is the role of the coach to If pharma companies want to
carefully planned and all that see that the team progresses attract talent, they must begin
the Front-line Manager is to the performing stage with with a clear focus on the
asked to do is to focus on minimum hiccups. learning and development
‗targets‘ and ‗reporting‘; this is needs of their Front-line Man-
Front-line Managers should be
what makes his bosses happy, agers. With emotionally intel-
empowered to play the role
never mind if it makes the MR ligent Front-line Managers,
of a performance coach with
miserable. companies will be able to
the support of HR and senior
translate the boardroom strat-
As a result MRs join a ‗good‘ sales managers. Field sales
egies into action on the field.
company and leave a ‗bad‘ work is the ideal coaching
manager. This eventually be- occasion for the Front-line The role of a Front-line Man-
come a circle of frustration for Manager to repeatedly ager can never be underesti-
both the manager and the MR demonstrate through his mated. Just like the parent, he
and they keep going through behavior and actions how the must juggle between the multi-
the grind because there are MR must perform his work. ple tasks that he has to per-
no better options. form and develop the
team‘s capabilities to pro- SuperVision for the
Careful career planning
duce breakthrough perfor-
and systematic learning SuperWiser Manager
mance. For this the Front-
and development of Front — empowers your frontline
line Manager must be em-
-line Managers is the key managers with tools that
powered to progress from
to great teamwork and
reporting to supporting sharpen managerial skills
outstanding results.
through coaching skills. ▌ and develop leadership
The HR along with senior qualities.
Anup Soans is a Learning and
sales managers must be- Development facilitator with
come the drivers of Front- two books – HardKnocks for
line Manager‘s develop- the GreenHorn and SuperVision Limited Period Offer:
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Discounts start at only 10
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Kirsten is instructive in learning easy task, considering that contacted at
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Page 7

8. MedicinMan
Featured Thought Leader
K. Hariram: Medical Rep to Managing Director
When I was 20 years old, Manager and was posted to cess, but a financial failure.
my father had to take Kochi, in-charge of Kerala.
premature retirement. At As a DM, I started learning
that time I was about to join a With all humility I should say
the nuances of man-
Master‘s degree. I was torn that it resulted in a setback in
management skills and human
between wanting to pursue my my career. Still, my experi-
relationships through intuition
Masters and having to shoul- ence in that company taught
and instinct and reading of
der family responsibility. It me a lot which came handy in
books on managerial skills
was a tough decision for me to my later years.
and interpersonal relation-
forego my studies. ships. Opportunity came knocking at
―IN THE After trying in three pharma Again after 4 years, I was
the right time and I went back
companies, I finally got a job to Croslands (Glat division) as
BEGINNING, IT promoted and transferred to
Sales Manager of South,
with Searle India (now part of Mumbai as Area Sales Man-
WAS AN UPHILL RPG group) in Vijayawada as proved my credentials again
ager. Here I managed to find
a Medical Representative. I by successfully restructuring
TASK FOR ME TO time to do a PG Diploma in
was sent onto the field after 3 the division. Within a year, I
Marketing from a night col-
got promoted as National
FOCUS ON MY weeks of good training. I was lege. As an Area Sales Man-
an introvert. In the beginning, Sales Manager for Glat divi-
ager, I was given the oppor-
JOB, BECAUSE IT it was an uphill task for me to tunity to train medical reps
sion of Croslands and shifted
focus on my job, because it back to Mumbai. After Cros-
WAS NOWHERE and DSMs and I was able to
lands was taken over by
was nowhere close to my line teach a lot from personal ex-
CLOSE TO MY of interest or to my personali- perience. Now my reading
Ranbaxy in 1997, I became
ty. But at the same time, I had General Manager – sales for
LINE OF INTEREST also included books on train-
it at the back of my mind that the entire Croslands division.
ing and marketing. I had
OR TO MY I had a family to support. good friends from the industry In March 1999, I joined Gal-
Finally I managed to accept who were equally industrious derma India, a French MNC,
PERSONALITY… reality. and there was mutual profes- as General Manager- sales.
ONCE I Once I overcame my conflict, I sional encouragement and Here I got the opportunity to
started focusing on learning learning. launch a company. Overnight,
OVERCAME MY
the necessary skills. I trained After completion of 15 years I moved from general pharma
CONFLICT, I myself to be regular, methodi- in Searle, in 1988, I changed selling, to niche marketing.
cal and systematic in doctors‘ to Croslands Research Labora-
STARTED calls and sending reports on tories (now part of Ranbaxy) New challenges gave oppor-
FOCUSING ON time. At this stage, regular as a Sales Manager. I learned tunities to learn new things. As
reading of books relating to lot of marketing techniques luck would have it, the expat
LEARNING THE selling and marketing sharp- and tools and got excellent country head left after a year
NECESSARY ened my abilities in analyzing exposure to new training and half and I was made the
situations from a correct per- methods.
SKILLS.‖ Country Manager in 2000
spective.
Between 1993 and 1997, I October and was designated
After 4 years as a medical shifted base to Chennai and as Managing Director in
rep, I was promoted as District joined a new pharma venture, 2005. ▌
which was a marketing suc-
Page 8

9. MedicinMan
“It has always been WALKING THE TALK”
People have often asked me At the same time, I never al- avoid falling prey to the rat
about what led to my career lowed myself to fall victim to race in this industry. Instead,
growth even though I was just this changing scenario, instead believe in your company‘s
took it up as a challenge by ideals and develop loyalty
a graduate.
steadfastly adhering to core towards it.
When I look back at my 39
values like ethics, honesty and
years of experience in the Lastly, remember to share
integrity; people and time your successes and challenges
pharma industry, I believe the
management. In this way, I with people closest to you in
answer to this lies in the fact
have been able to make the your family, while at the same
that no matter what, I was
most out of these changes and time being discreet about
always dedicated and com-
drive it to uphold the integrity confidential matters.
mitted. I had strong conviction
of the company as a whole as
in myself
Family ―I NEVER
and was “I had strong conviction in myself support is
ALLOWED
constantly
upgrading and was constantly upgrading my very espe- ful,
help-
my knowledge – professional as well as cially dur- MYSELF TO
knowledge –
professional technological.” ing tough
times. ▌
FALL VICTIM
as well as
technological. I respected oth-
well as inspire my colleagues
Mr. K Hariram is Managing
TO THE
and collaborators by exam-
er people‘s ideas and was
able to give correct opportu-
ple. So it has always been Director at Galderma CHANGING
WALKING THE TALK.
nities on recognizing the talent
Addressing the youngsters My personal mantras SCENARIO...
in them.
Being in the industry for so
aspiring to enter this industry, I
are: INSTEAD
believe that all of you come
long, I have seen it evolving
into a highly competitive, con-
here with a well-founded
1. Take charge ADHERING TO
background in the subject and
sumer driven environment.
can therefore relate to your
2. Change your
CORE VALUES
on job experiences a lot more
easily. Therefore, what will set limiting beliefs LIKE ETHICS,
you apart from your col-
leagues is belief in your 3. Challenge the HONESTY AND
strengths and core values of
ethics, honesty and integrity in status-quo INTEGRITY;
both personal as well as pro-
fessional life. 4. Improve your PEOPLE AND
Keep pace with the ever emotional maturity TIME
evolving industry by reading,
observing and sharing con- 5. Perform with no MANAGEMENT.
crete ideas with people
compromise. ‖
around you. It is healthy to
give your financials the first
priority, but at the same time,
Page 9

10. MedicinMan
Pharma Selling: An Exciting Career Option !
If you look at the profile of the fence is greener‖ – and I started my career as a
the Vice Presidents and Gen- somewhere in the middle of medical representative and
eral Managers of the top the last decade, there was a have held all designations –
pharmaceutical companies in mass exodus of talent from 1st line and 2nd line manager,
India, a great majority have the pharma industry into brand manager, head of
started their career at grass banking-insurance industry. brand management team, and
root levels – starting as medi- These very people are now finally as the head of sales
cal representatives. These are coming back to the pharma and marketing in two top
the prospects even today for industry. Need we say more? Indian MNC‘s.
Prof. Vivek Hattangadi
youngsters taking up this pro- The pharma industry is very In 2004, at the age of 54, I
fession. demanding in terms of perfor- left a cushy job to start my
The pharmaceutical industry in mance. The ambitious ones can own brand management con-
India, at least for the next grow in line function or mar- sultancy firm. I progressed
―THERE IS LOT OF 200 years may not see reces- keting function via the brand further into academics. I de-
sion – it‘s an evergreen indus- management route. signed the entire curriculum for
LOOSE TALK try. The career growth is un- the MBA Course for sales and
ABOUT limited and the prospects are brand management for
even brighter in the coming Vidyasagar University, West
‗INSTABILITY‘. years. Bengal. I wrote the entire
WELL, IN ANY course material for MBA on
The pharmaceutical industry in
the subjects of brand manage-
India, which is today at
INDUSTRY, ment and sales management
around Rs.65000 crores is
for the MBA course. I am a
‗INSTABILITY‘ IS expected to reach Rs. 140000
visiting faculty at many busi-
crores by the year 2015. The
THE NORM FOR field-force is expected to
ness schools for sales and
brand management in phar-
THOSE WHO DO touch around 10 lakhs by
maceuticals.
then, almost the same size of
NOT PERFORM the Indian army today! This small note is only to re-
veal to the youngsters how
AND REFUSE TO So you can see the anticipat-
There is lot of loose talk about exciting is a career in phar-
ed requirements for field
UPGRADE THEIR ‗instability‘. Well, in any indus- maceutical selling.
managers, brand managers
try, ‗instability‘ is the norm for
SKILLS. AS and of course top level man-
those who do not perform and
Do not see with your eyes.
agers in this industry! The When you see with your eyes,
DARWIN SAID ―IT pharmaceutical industry is the
refuse to upgrade their skills.
you see walls, boundaries and
As Darwin said ―It is the sur-
IS THE SURVIVAL only industry which grew at a limitations. On the other hand,
vival of the fittest in this big,
phenomenal rate even during when you see with your open
OF THE FITTEST IN bad world‖.
the recent period of recession. mind, you will see a boundary
When IT companies like In- I ask such people ―What have -less world which will help you
THIS BIG, BAD you done to keep yourself in your career growth.
fosys and Wipro were down-
WORLD.‖ sizing their staff, the top phar- abreast of the changing skills
A very important prerequisite
maceutical companies opened and demands of the job?
– honesty and integrity!
new divisions. Have you taken any steps to
continuously develop yourself I wish you all the best! ▌
It is human nature to think that
so that you become indispensi-
―the grass on the other side of
ble to your organization?‖
Page 10

11. MedicinMan
Self Image: The Key to Call Effectiveness
A HardKnocks Series Insight
There are many obstacles to Salesmen are considered as The example of high achievers
achieving call objectives by the drivers of economy but who have traveled the dis-
Medical Reps (MR) and other have traditionally never been tance from Medical Rep to
customer-facing healthcare accorded the status that others senior positions like Mr. Hari-
field sales professionals. Some like doctors have been. Very ram, Managing Director of
obstacles are due to genuine few people become doctors Galderma, will build their
lack of knowledge and skills by default; they go through confidence and self esteem. If
that add value to the doctor- the rigors of intensive study, one has role models and is
MR interaction. challenging entrance exams, clear about career goals; then
huge capitation fees that add self image and confidence is a
However, it is a fact that in
an intrinsic value to their pro- natural outcome leading to
most cases the obstacle be-
fession. overcoming call reluctance
gins in the mind of the MR
and facing the doctor with
even before he steps out to By contrast the profession of
confidence.
make calls. Indeed, pharma an MR is not a conscious
selling is 90% psychology and choice; except for a few in- That is the objective of
10% pharmacology. Compa- trepid and natural ‗sales‘ type MedicinMan – to publish suc- Medical Reps come from
nies and marketers who don‘t individuals who enjoy being cess stories that inspire and diverse backgrounds of
get this equation correct, on the field meeting people motivate youngsters to choose
Knowledge, Skills and Atti-
struggle with ROI of training and achieving targets. Even the career of customer-facing
their field force. MNCs are unable to attract field sales profession as a tude.HardKnocks for
talent at the MR level because Stepping Stone instead of the the GreenHorn — is an
The dignity of a profession is
the social value of field sales Grinding Stone it is portrayed effective tool to enable
determined by the value that
job has declined steadily. as.
society credits it with. On a Front-line Managers to build
scale of 1 to 10, the social Swimming against the social a cohesive team
value of doctors would easily current requires self confi-
rank above 8 and close to 10. dence in addition to
Whereas, the social value of knowledge and skills. Young- Limited Period Offer:
the career of MRs has sters today consider a dead-
declined steadily and would end ‗call center‘ job as a far Discounts start at only 10
rank closer to cipher (zero). ‗cooler‘ option than the career copies and range from 30%
This inequality in social status growth opportunities that a to 45% off retail price based
leads to a master – servant healthcare customer-facing on quantity.
relationship. career offers.
This stigma of lack of social
recognition breeds poor self Send your orders to:
HardKnocks for the Green-
image and zero confidence in
Horn is written with the ex- anupsoans@gmail.com
one‘s self and profession. Peo-
press purpose of building the
ple entering customer-facing or call
self image and confidence of
field sales should be initiated
customer-facing field sales +91 934 2232 949
into to the career with a high
professionals. ▌
dose of positive psychology. +91 855 3030 949
Page 11

12. MedicinMan
Social Media in Pharma Marketing
GLOBALHealthPR used a
program to assess the type
and volume of conversations
surrounding malaria. Through-
Featuring Top Healthcare Discussion Influencers out April, Social Media Listen- Featuring Top Healthcare Discussion Groups
ing was done to understand
the discussions on Malaria.
Dinesh Chindarkar
GLOBALHealthPR assessed the
The Internet is changing the impact and conversation
way business is done in India around malaria to offer in-
Amlesh Ranjan in a very big way. Nielsen sight into strategies for using Amit Shekar
Sanofi-Aventis. report estimated that 100 social media and digital tools Pharma Trainers Forum
million use Internet in India.to benefit pharma and
The growth rate is also mind- healthcare companies.
boggling: each day 45,000 One key takeaway was -
Health Care India
users will be added to the higher prevalence markets
Social Media community. view contraction of malaria
William Fernandes, Social Media is a platform similar to the contraction of
Bluecross Labs where users interact, discuss common cold, whereas in low
and share professional and prevalence markets, the con- Indian Pharma Connection
personal concerns. versation is focused on disease
epidemiology and science.
LinkedIn is an excellent plat-
form for professional matters. India was next only to Mexico
It is an excellent networking when it came to the number of
tool. blogs and 2nd in the number
Indian Healthcare Industry
Narayanadas Upadhyula, of tweets generated.
Chief Consultant, Brihas Twitter – a microblogging
platform is used by around 13 Anthony LaFauce, Director of
million users in India. People Digital Strategy for GLOB-
follow Bollywood and cricket ALHealthPR U.S. said, ―We
stars apart from professional believe there is the opportuni-
Sales Force Effectiveness
thinkers in their category. ty to elevate the global con-
versation across all markets in
The time spent by Indians on
order to improve health out-
Suresh Rajagopal, social media was more than
comes for malaria.‖
Zydus Cadila what they spent on checking
emails and other information. The outcomes which came af-
ter dissecting and analyzing
How are pharmaceutical com-
the social media listening con-
panies adapting to these de-
ducted in each country, out-
velopments?
lined key opportunities for
Internationally, many compa- digital communications to im-
Dr. Shalini Ratan, nies have a dedicated digital prove health outcomes. ▌ WHCC Health Innovations
Nirvan Life Sciences division working in this space.
Page 12

13. MedicinMan
Career By Choice
For me, beginning my career There was time, I wanted to with one of the India‘s finest
in a pharma was not by choice give up and told my Father, company, Biocon.
as I started before I was 20 ―this is not a field for me and I
I still have the urge to learn
years old while still pursuing can‘t work here‖. My Father
and do better day after day.
my graduate studies. said, ―Wherever you will work
There is an intense desire to
in future, you will still face
Initially the transition to phar- contribute to others‘ success, so
difficulties. So why not fight
maceutical sales was tough, that they also can cruise
and prove yourself and if you
from a comfortable routine to ahead and make their career
still want to change your pro-
toiling on the field in extreme in the pharmaceutical industry,
fession I won‘t mind (my father
weather, detailing to Doctors which is highly rewarding.
always wanted me to go for
for prescriptions in fierce com- I owe my success to the
civil services, he being one).‖
petition, making your product wisdom and strength given by
Hence I decided to fight,
available, travelling to un- my Father Shri R. K. Singh Jitendra Singh
learned the tricks of the trade
known places and meeting Sales Manager
and here I am after 18 years, (Retd, Asst Commissioner). ▌ Biocon Diabetology
unknown business associates.
working as a Sales Manager
"The single biggest way to impact an organization is to focus on Leadership
Development. There is almost no limit to the potential of an organization that
recruits good people, raises them up as Leaders and continually develops them."
~ MedicinMan Invites Contributions ~
MedicinMan seeks to foster Field Force Excellence. MedicinMan will chronicle the achievements
of people who began their career in pharma and allied field sales like medical devices and grew to
positions of eminence. This is to motivate the current crop of MRs and other field sales people as
well as to market the pharma industry to attract talent. Contributions, contacts, and success
stories are welcome.
This is also an opportunity for you to market yourself as a thought leader in the healthcare indus-
try and enhance your career prospects. MedicinMan has very wide circulation in industry
and academia. MedicinMan is targeted at Pharma and other healthcare related companies as well
as Pharmacy and science college.
Joshua Soans
Executive Editor
joshuasoans@gmail.com
+91 855 3030 949
http://indianmedicinman.blogspot.com

14. MedicinMan
Law of the Instrument
The concept known as the Most field sales managers do Eventually they become
law of the instrument, not realize the importance of de-motivated, ineffective and
Maslow's hammer, or a continuous learning. are responsible for attrition till
golden hammer is an over- As a result their people devel- they quit the organization.
reliance on a familiar tool. opment skills get worn out; Only senior managers who
Abraham Maslow said, "It is armed with yesterday‘s skill- realize the importance of self
tempting, if the only tool you set, they are like the carpen- and people development and
have is a hammer, to treat ter who has only one tool – take steps to enhance the ca-
everything as if it were a hammer; every problem looks pabilities of their team mem-
nail.” like a nail and they keep bers will be able to sustain
hammering away unmindful of high performance consistently.
For most Pharma sales man-
the ineffectiveness of their
agers operating the business For more… read:
If the only tool you have is tools and methods. When Pharma Front-line Manager -
and achieving targets takes
faced with increasing chal- Gift carrying Manager or
a hammer, every problem the priority since these are
lenges of operating the busi- Gifted Manager?
looks like a nail. activities that have stringent http://bit.ly/pPtqG1
ness and delivering higher
deadlines. In the process self
targets they rely on yester-
and people development
day‘s ineffective skills.
takes a back seat.
Cadaver Organ Donation - The Gift of Life
Thousands of people die in India for want of an organ which could give them a new lease of life. Our society is traditional
and slow to accept cadaver organ transplantation; we want the last rites of loved ones to be performed without any damage
to the bodies. What we need to appreciate is that we can help people with organ failure to lead a normal life again.
eMediWrite, in association with YouTurn Films, and Sir Ganga Ram Hospital is bringing a revolution through a unique and
sensitive approach by making Cadaver organ transplant a viable option through a ‗docu-drama‘ 75 minutes film based on
real life incidents. The film aims to highlight the need of cadaver organ donation and create awareness among the masses
through the effective media of films to propagate a proactive attitude towards cadaveric organ donation.
eMediWrite plans to premiere the film on world organ donation day following which, the film will be open for nationwide
social release and distribution. The film shall also be promoted globally through various channels and tie ups for entry into
Health Film Festivals. We are looking to partner with like minded people and organizations to lend us logistic support and
grant funds for the cause. If you are interested in exploring possible association, please contact us without delay; you can
partner with us to save lives.
Space Donated by MedicinMan
as a
Social Responsibility Initiative
26/18, 2nd floor, East Patel Nagar, New Delhi 110008
Tel: +91 011 47234471, +91 9811646864, +91 9811981244
Website: www.emediwritewebsite.com Email: admin@emediwritewebsite.com

15. MedicinMan
~
Page 15

16. Executive Editor FROM THE DESK OF THE EXECUTIVE EDITOR
What India’s Changing Demographics means for Healthcare
Much has been said the country for the first work, new infrastructure innovation and social
about India‘s time. Besides mental re- will have to be put in adeptness to reach the
‗demographic dividend‘ tardation, family mem- place along with higher unreached — such as
– the growing bulge in bers were asked ques- investments in R & D. All the Aravind Eye Hospi-
ranks of economically tions on anxiety and de- this when we are still tal‘s cross-subsidy
productive citizens. By pression. According to fighting old demons like model.
Joshua Soans
sheer virtue of human one estimate two out of malaria, TB and even
Public Private Partner-
MA Development capital, many pundits every five Indians suffer leprosy.
ships will give the gov-
Studies, IIT-Madras have declared the com- from depression – putting
What must be done? ernment much needed
ing decades to be In- the total count in excess
He can be reached Clearly we don‘t suffer resources while enhanc-
dia‘s best. But a closer of 200 million individuals.
at: from a lack of innova- ing the scope and reach
examination of the facts Another trend is the of the private sector.
joshuasoans@gmail.com reveals a dismal picture tion - from Biotech to
growing ranks of elderly
and if the trends are low cost health technolo- Finally we must adopt a
as India moves further
accurate, India will soon gy. more holistic and inclu-
MedicinMan along its demographic
be a very sick country. Increased spending by sive approach to health.
transition. The elderly,
invites Healthcare the government would Our traditional systems
The most worrisome currently at 6.9% of the
Leaders to be part definitely go a long must be revitalized and
trend is the growth of population is expected to
of its way. Current spending is secondary and tertiary
non-communicable dis- increase to 11.8% by
just under 2%. But even health personnel like
Editorial Board. eases such as diabetes 2025 leading to a rise in
more important are sus- nurses and pharmacists
and mental health dis- geriatric illnesses.
Write to: tainable business models should be given a big-
eases. A changing burden of ger role to play after
that adopt a combina-
joshuasoans@gmail.com The 2011 census, disease means that old
tion of technical upgrading their skills. ▌
mapped mental illness in strategies will no longer
Editor Breaking News for Healthcare Marketers !
Code of Marketing Practice for Indian Pharmaceutical Industry (CoMPIPI)
The Dept of Pharmaceu- Reps, Promotions, Gifts, Visit : Practice for Indian
ticals (DoP) has brought Samples, Hospitality, CME anupsoans.blogspot.com Pharmaceutical Indus-
out an exhaustive 14 etc; to access the complete try will be published in
page Code of Market- Code of Marketing the next issue of
These guidelines are ini-
ing Practice for Indian Practice for Indian MedicinMan. ▌
Anup Soans tially for voluntary adher-
Pharmaceutical Indus- Pharmaceutical Indus-
ence. After a review Email :
try document that lists try document.
Author & Former period of six months, DoP anupsoans@gmail.com
over 100 guidelines
will examine making Your comments on
Executive Director covering areas like code
CoMPIPI statutory. Code of Marketing
and COO of India’s of conduct for Medical
leading medico-
Breaking News on Pharmacy Education !
marketing and Is Pharma D the Next Big Milestone in Indian Pharmacy Education?
CME publisher
In the article, year integrated PG pro- Group is a must read for The July 2011 issue of
anupsoans@gmail.com “Opportunities in Phar- gram will include one all pharmacy students Careers 360 is a boon
ma Sector” Dr. Elan- year internship in hospi- and professionals. Ca- for students aspiring to
Have important go, Principal of JSS Col- tals, where students will reers 360 also ranks the make a career in the
news to share ? lege of Pharmacy, Ooty coordinate with doc- top 25 pharmacy colleg- healthcare sector. ▌
writes that Pharma D will tors in treating patients. es in the July 2011 issue.
Write to: take Indian pharmacy The July 2011 issue of It features excellent
joshuasoans@gmail.com
education to internation- Careers 360 published articles on careers in
al levels. The new six by the Outlook allied medical sciences.