Imparting medical knowledge to pharmaceutical sales force

Keycustomers of the pharmaceutical industry are qualified medical practitioners. To be able to stand their ground the sales representative needs training about medical terminology, the relevant disease, the molecule being marketed and some competitor information. A short induction could be followed by ongoing refresher training either face to face or online. The medical department has a major role to play here. Product launch training is planned by medical and marketing team based on the feature benefits of the product being launched. The training unit of the medical department of pharma companies are an inseparable part of the whole marketing effort.

OP220 What Factors Do Clinicians Value Most In Selecting Physician Preference Items? A Survey Among Italian Orthopaedists

IntroductionPhysician preference items (PPIs) are high-cost medical devices on which clinicians express firm preferences with respect to a particular manufacturer and a specific product. The aim of this research is to understand what are the most important factors, as well as their relative importance, in the choice of new PPIs (that is, hip or knee prosthesis) adoption on behalf of orthopaedic clinicians in Italy.MethodsBased on a literature review and clinical experts’ opinions, we identified a number of key factors (for example, health technology assessment (HTA) recommendation) and their corresponding levels (for example positive HTA recommendation). We administered an online survey to hospital orthopaedists using two experimental techniques for preference elicitation (that is, discrete choice experiment (DCE) and case 1 best-worst scaling (BWS)). BWS data were analysed through descriptive statistics (that is, best-minus-worst score) and conditional logit model. A mixed logit model was applied to DCE data, and a willingness-to-pay (WTP) was estimated. All analyses were conducted using Stata 16.ResultsA total of ninety orthopaedists (95% male; mean age: 52.8 years) were enrolled in the survey. In BWS, the most important factor was ‘clinical evidence’, followed by ‘quality of products’, ‘HTA recommendations’ and ‘previous experience’, while the least important was ‘cost’. DCE results suggested that orthopaedists prefer high-quality products with robust clinical evidence, positive HTA recommendation and affordable cost, and for which clinicians have a consolidated experience of use and a good relationship with the sales representative. The WTP for a high-quality product was estimated at EUR1,733, and for a good relationship at EUR2,843.ConclusionsThis is the first study aimed at analysing the multidimensionality of clinician's decision-making process in selecting new PPIs in orthopaedics in Italy. Despite the quality of products being declared as one of the most important dimensions in BWS, when other factors populate a hypothetical DCE scenario, physicians are not willing to accept quality at any cost (for example, high quality and very bad support from the producer or with uncertain clinical evidence).

Clustering K-Means Kinerja Assistant Sales Representative pada PT Pupuk Kujang Cikampek, Departemen Pemasaran dan Penjualan Ritel

Perseroan Terbatas (PT) Pupuk Kujang merupakan salah satu anak perusahaan dari BUMN di indonesia yaitu PT Pupuk Indonesia Holding Company PT Pupuk Kujang merupakan perusahaan besar yang bergerak di bidang produksi, perdagangan, mempersembahkan jasa, angkutan, dan ekpedisi.PT Pupuk Kujang memiliki struktur organisasi yaitu Departemen Pemasaran dan Penjualan Ritel. Asisten Perwakilan Penjualan(ASR) merupakan jabatan bagi seseorang yang bekerja di PT Pupuk Kujang Cikampek, Departemen Pemasaran dan Penjualan ritel. Seringkali beberapa ASR tidak mencapai target dalam melakukan kegiatan, hal ini dapat merugikan perusahaan karena tingkat kinerja dari ASR terdapat kekurangan sehingga tugas pokok Departemen Pemasaran dan Penjualan Ritel tidak dapat dicapai dengan baik. Penelitian ini akan dilakukan pengelompokan dengan 3 klaster yaitu produktif, menengah, dan kurang produktif dengan metode clustering teknik algoritma K-Means. Hasil dari penelitian ini didapatkan sebanyak 6 ASR masuk ke dalam kelompok kurang produktif,

Product Life Cycle and Time Varying Advertising Elasticity in Port Harcourt, Rivers State

The research study examines product life cycle and time-varying advertising elastics in Port Harcourt, Rivers State. The population of the study consisted of 10 Television dealers, 10 Food and Beverages Distributors, 5 Tobacco Distributors, 10 Detergent Distributors, 10 Foam Mattress and Bedding Dealers and Suppliers registered with the Rivers State Chamber of Commerce. The sample size of the study consisted of 40 firms and a total of 120 respondents made up of owners, senior managers, sales representative and marketing executives in the frame of three (3) respondents from each firm were surveyed through the administration of questionnaire. The instrument for data collection contains 4 questions for the independent variable and 20 questions for dependent variables. Product life cycle was measured with time varying advertising elasticities, total scales of a product brand; advertising by rival firms, cumulative effect of past advertisement of product brand and advertising elasticity affected by other factors affecting demand for a product brand. The Cronbach Alpha was calculated to confirm the reliability of the study construct. The reliability coefficient obtained was 0.82 and the data generated were analyzed using mean and standard deviation scores. The researcher used Person Product Moment Correlation to test the stated hypotheses. Findings reveals that product life cycle is significantly associated with time varying advertising elasticities of product brand. The study conclude that to fully adopt product life cycle and the varying advertising elasticities dimension as key strategies for business cycle growth and continued survival. The researcher thus recommended that marketing and sales managers should utilize the huge benefit to advertising elasticity to campaign effectively in generating new sales in line with the product life cycle of a product life/brand, reduce product cost to prevent potential competitors, ensure the product should be reformulated and remodeled to suit the consumers’ preferences.

Radio program hosts’ self-identity mobilization in Chinese radio-mediated medical consultations

While previous studies highlight the dynamic nature of identity co-construction, how and especially why speakers construct and shift their own multiple identities still remains understudied. The present study argues that identity is part of speaker communicative resources as evidenced by radio program hosts’ strategic employment and shift among their different identities to facilitate their interactional purposes. Based on data drawn from radio medical consultations, this article attempts to reveal the dynamic adaptability of hosts’ identity construction. It is found that (1) in general, hosts of medical consultation programs construct three identities for themselves, namely an authoritative expert identity, a caring friend identity and a sales representative identity; (2) the three identities constructed are respectively adaptable to power relationships, solidarity and role relationships between hosts and callers in conversation; (3) the three identities shift in conversations to facilitate callers’ purchasing acts.

Analysis of Implementation of SKKNI Sub Funding and Services for Graduate of Vocation in Banking Sector

The Indonesian National Work Competency Standards (SKKNI) are efforts to produce graduates ready for work according to industry needs. This includes the SKKNI for the sub-field of Funding and Services, covering four levels of qualifications for a prospective banker that include Teller, Customer Service, Funding Sales Representative, and Funding Product Development Manager. This study aims to determine the implementation of the SKKNI for Sub Financing and Services for Diploma III graduates at the current SMK level. This research is a qualitative descriptive study using observation and interview methods for data collection. The population in this study were all commercial banks and Islamic banks in Yogyakarta. From the questionnaires distributed to users, fourteen banks consisted of 9 (nine) conventional banks, and 5 (five) Islamic banks filled out the questionnaire. Constraints in the application of the SKKNI are caused by the qualifications of the positions regulated in the SKKNI. The gap between the provisions in the SKKNI and the regulations in force in banking is an obstacle for vocational schools in preparing graduates who meet industry demands.

E media and training of pharmaceutical sales representatives in Covid era

Medical sales representatives are a key link between medical and pharmaceutical companies and healthcare professionals. The Medical Sales representative is a high-risk sector with job stress. It requires more skills, wider knowledge and emotional stability than the other professions Due to extensive traveling, and waiting time, target issues, work-life balancing problems and lack of job security the medical representative life cycle is full of psychological stress. E-learning is use of technology for learning outside the boundaries of the physical classroom. New E training modules are more useful which facilitate distance learning, which are safer in new covid era. Product Training can be conferred at specific website created by Pharmaceutical companies.

Cold Calling as a Strategic Tool to Improve the Recruitment and Selection Processes

Cold calling has been an essential tool for decades in marketing of goods and services. On the other hand, with time, recruitment and selection has become a hectic and hefty task for organizations. This report tries to highlight the scope and importance of cold calling in recruitment and selection. It also highlights the effectiveness and efficiency of recruitment agencies and their proficiency in finding the best possible candidate. It also tries to find the importance of various factors like company image, remuneration, job position, etc. that shape the attitude of a potential candidate towards a job offer. The chapter also puts focus on the skills of the sales representative that have an important effect in shaping the attitude of a prospect towards the job opening.