Detailing

1. Pharmaceutical industry Very big industry Big competetion In marketing Variety of products Ethical product OTC Needs detailing Promoted by Direct advertisement Detailing Promoted by MR

2. Detailing MR do conservation with the individual Physician at a regular Intervals for promotion Of pharmaeutical Process of information Of pharmaceutical pdt Manufactured by a Particular firm to physician General art of convensing The doctor through Lively conservation To prescribe the product To his patient

3. Company executives Details to MR Doctors Advantage of detailing • Covers all needed points • Prepared by experts at head office • Represents sale policy of the company

4. Disadvantage • Artificial as it lacks the normal vocabulary of a medical representative. (bagger) bhagvan tamaru bhalu kare tamara ghar ma paisa no varsad thay tamne sari chokri male • The canned (pre recorded)presentation always like no iterruption from the doctor side • The canned medical representative always at as a monologue

5. Different stages of detailing • Approach • Development of interest • Product name • Benefits of product • Prestigious objection • Subjective objection • Unspoken objection • Last effort objection • Closing • Demanding manner • Requesting manner

6. Approach Doctor’s cabin Visiting card May I coming sir Busy Probing

7. Development of interest Very imp for success of detailing Why doctor should pay attention Malamaal weekly Guru Characteristic of MR---------very imp Tone of voice • Angry tone (kutte me tera khun pi jaunga) • Depressed tone (raj babbar) • Enthusiastic tone (GURU) Physical behaviour (devanand vs amitabh) selfconfidance

8. Product name Aim of visiting to doctor-----introduce the product by brand name Ha to tamari product nu nam shu hatu Do not use “our product” or “it” Repeat product name frequently

9. Benefits of product Aa product sari che, tame layi j lo Donot start explaining benefits initially Start after doctor is attentive and interactive Talk patient’s benefits and doctor’s benefits. Doctor can raise objection during the discussion.

10. Types of objection Prestigious objection: no scientific back ground. Vitamie B12 essential for absorption of iron in the body? Subjective objections: depends upon the like and dislike of patient. Example: colour, flavour etc. MR: should have proper evidences against subjective objection. Unspoken objection: means he disagree with the discussion. Difficult to understand the reason of his silence.

11. Last effort objection: dr. raise objection which are not objections. Just for avoiding MR Example: he has sufficient stock at this time or visit after few days.

12. Closing Demanding manner: When MR meet the Dr. second or third time. Please expand the order of existing product Requesting manner: when MR meet the Dr. first time Profession with emotion for completion of target promotion is on next month

13. Model detailing Group presentation Individual presentation advantage price

14. Points of advise to MR: • Donot use sample and literature as the starting point of your detailing • Don’t use superlative (greater than whet is original) while detailing the product • Don’t come back to the same sales point every time. Bring novelty in detailing • Plan detailing in advance and deliver it without so confusing • Don’t under estimate the doctor or chemist. Always keep an up to date knowledge of the product. • Don’t use other name of your produt. • Don’t hasitate to meet the doctor at several time.