Scientific Business Executive

Position Clarification

Dr. Reddys Laboratories Ltd.

Scientific Business Officer

Position: Scientific Business Officer

Incumbent: O1-1A

Supervisor and Position (L+1): Regional Sales Manager

Superior and Position (L+2): Sales Manager

PURPOSE

To generate prescription through science based communication within assigned territory by implementing defined strategies. Also ensure product availability at chemist stores to prevent Rx substitution.

OPERATING NETWORK

The role holder works in active collaboration with PMT ,Distribution and services the following customers Doctors, Stockists, Chemists ,Purchase Officers in hospitals .

MINIMUM REQUIREMENTS

Required Education:

Science Graduate/ B Pharm. MBA will be desirable.

Minimum Experience

Minimum 2.5 Years Experience in niche therapies

Knowledge:

What Knowledge is required?How will it be used?Basic AnatomyTo understand science related to our productsBasics of Marketing & SalesTo understand the marketing strategy and appreciate the brand communication prepared by MarketingComputer Knowledge (MS Office, Internet)To use various IT Applications (Palm, MS Office etc) in day to day operations of field sales.Product KnowledgeOf the assigned therapy to have a confident communication with the doctors.

Key Skills Required:

Particulars1Communication In chamber communication. Positive body language in front of the customers.2Influencing selling the perception created by the PMT to the doctors. Convincing the chemist/ stockist to keep the stocks.3High Energy Level to cover his/ her territory and achieve targets of coverage of all levels of customers. i.e. doctors, stockist, chemist etc4Learnability to inculcate the product knowledge and marketing strategy related to products every quarter and quickly convert it to Rx in the doctors chamber.5Decision Making CRM Investments decisions to be taken..6Comprehensions to comprehend articles/ journals related to molecules and engage the doctor in a dialogue.7Perseverance To face the high rate of rejections associated with this job and keeps the spirits high.8Analytical Skills to analyze the performance.

ROLE

Responsibilities:

ParticularsPersonally Do / EnsureWeightage (%)Frequency1Sales Target Achievement - In order to achieve growth and profitability in a given territory

- Monthly Planning and ensuring coverage of all the doctors to implement the designed strategies for the area assigned by meeting core as well as non core doctors in the assigned territory as per the list.

• Doctor Calls / chemist visits to determine right frequency of visits to core and non-core doctors.
• Sampling plan

- RCPA to analyze movement of products/ competitor products to understand the Rx trend of our products/ doctor potential

• Ensures Stock Availability in case of the requirement POB to be done
• Inform chemist post call about the doctor communication an influence to keep stocks to avoid substitution.
• Prepare Doctor Product Matrix out of the data received by RCPA

- In Chamber Communication

• Based on the doctor product matrix, call objective, RCPA Finding etc position the call to achieve the objectives.
• Carry out the communication in the chamber in a dialogue mode by discussing literatures as well as probing the doctor.
• Demand specific prescription support from the doctor.

- Implements all PMT Designed activities / strategies to improve brand recall and increase prescription

- Provide solutions to any doctor queries with help of Line Manager and PMTDO60 2Compliance to field processes - Follow all the field processes as defined in the SOPs with respect to

- Doctor Coverage Core / Non core

- RCPA

- Stockists & Chemist coverage

- Sync of daily call reports

- Expense Statements

- STP & SFC

- Updates customer list as and when required

- Visit stockist to collect secondary statements to track secondary progress DO20 3CRM and Business Development - In order to build customer and market base for achieving present and future business objectives

- Understand the psyche of the doctor and ensure communication accordingly; Keep track of specific customer needs and provide feedback regarding the same to Line Manager / HO

- Device innovative approaches and strategies to build strong relationships with doctors.

- Propose and discuss investment areas with RSM and take necessary approval to analyse and commit on return on Investment

- Conduct initiatives line CMEs/ Patient Awareness Camps/ Doc Association meetings/ etc

- Analyze doctor's behavior and combat unfavorable behaviors (like disinterest, favoring competitors etc) by adopting the right strategy

- Identify potential for new business in the territory by spotting opportunities like a new doctor, a new hospital etc.

- Study competition critically to understand opportunities and evaluate self performance critically by building local tactics

DO20 On going