Learning Book

Name: HQ: Division:

Touch
Touch is the first training program conducted for FSOs/BEs. This tender introduction brings the first confidence towards the organization, its values and ethics. Touch gives you a full clarity about your Roles and responsibilities in the organization. Touch offers you with the basic knowledge like critical scientific information of the brands. Touch also enables you with basic skills that you require for a confident customer interface like..Self introduction to the Dr, Detailing, RCPA,POB and reporting through G-Force. At the end of Touch you will be able to face your customer with confidence and perform in your Headquarter in a smooth way. Happy Learning Your Trainers

Training Norms
Dear Colleagues,

Congratulations and welcome to Touch training program. The training norms for Touch are as follows..
Training will start at 9:00am everyday You are not allowed to go out of the venue without permission of concerned Training Manager. No food shall be served in the room, or else it will be charged. Alcohol consumption is strictly prohibited in the training venue and during the training program. Smoking is not permitted in non smoking zone. You should come to restaurant for the dinner in decent outfits. You must prepare the detailing of first two Brands of visual aid before attending first days session. Your Trainers
Touch 3

Pharma Industry- An overview

One of the Oldest Industries. Stable and steady. More than thirty thousand companies in India and half million employees. Shall exist as long as human race exists! Leading Companies are Cipla Ranbaxy GSK Abbott Sun Glenmark Mankind

Touch

Business Process
Factory

C&F Agent
Primary Sales

Stockist
Secondary Sales

Sub-stockist or Semi whole-seller

Chemist

Chemist
Touch

Chemist
5

Our Customers Doctor

Very important customer and key to a FSOs Success More than 1000 Doctors in every territory with different SPECIALITY Only POTENTIAL doctors selected to our Doctor list. Physicians: Treats patients primarily with the help of medicines. Doctors prescribe medicines and patients purchase these medicines from the medical shop Doctor Call: FSO visits set of potential doctors (Listed Drs) in right frequency and promotes our brands to be prescribed regularly . RPL/TPL/KOL/KBL

Chemist
Also known as Retailer or Medical Shop or Pharmacy Buys stocks from Stockists or Semi whole-seller Very important customer Gives information to the FSO Information Doctors prescription Competitor brands Personal info of docs Most retailers honor prescription of specific doctor/s Retailers also give POB Retail call: FSO visits a specific retailer and: Do RCPA (Retail Chemist prescription audit). Take POB (Personal Touch order booking)

Stockist
Important customer as, he makes our brands available in market at the chemist level. Buys stocks from the C&F. Responsible for maintaining inventory. Stockist for multiple companies. Takes Orders from retailers, Semi wholesellers, hospitals and dispensing doctors . Owner or the key person is decision maker and gives the order. Stockist Boys- Very important person as he gives lots of vital information about the market.
6

Roles of FSO at different levels of customers C&F Agent

Gets primary booking details about stockists Coordination regarding stock out or expiry breakage etc.

Stockist
Increasing stockist sales (secondary sales) is the prime responsibility Regularly gives POB Ensures sales on nonmoving stocks Takes and analyze stock and sales statement

Doctor
Regular Visit Proper Service Rx Generation Dr Conversion Customer involvement activities(CME/Camps/ Patient education initiatives/Corporate social initiatives).

FSO

Chemist
Stock availability Gathers Information (RCPA) Takes POB Ensures movement of non-moving stocks
7

Vital Link Touch

GPL

GGL Discovery

Glenmark has 3 core business with a >>turnover of over 5000 cr. Glenmark has presence in over 80 countries of the world

Overview

Late Gracious Saldanha

Glenmark is a well known brand in the Indian industry

Founded by Late Gracious Saldanha in 1977

It is a leading player in the Dermatology Segment 6 brands on the top 300 list of Indian Pharma Market (IPM).

Vision
To emerge as Leading integrated research based global pharmaceutical company

Tag line
A new way for a new world

Mission
To be in top 15 companies of the world by 2020

Values
Achievement Respect Knowledge

Top 5 Brands
5 brands on the top 300 list Telma, Telma-H, Candid, Candid B, Ascoril , Alex

Glenn Saldanha Chairman & MD

Drugs Discovery

Glenmark Generic Ltd

Formulation Business

GPL International Business

Sujesh Vasudevan Sr. Vice President Head India formulations & MENA region

B Suresh Kumar Rajesh Kapur Akshay Mahapatra Prashant Menon Vice PresidentVice PresidentGeneral Manager General Manager Chronic Care Glenmark, Milieus Majesta Gracewell, CosmoCare, Zoltan, Zoltan Care, Glenmark Access Vivek Verma Gracewell Speciality Healtheon, Vikas Gupta K K Chandrashekhar General Manager Glenmark CV Vice PresidentSwapneel Naidu Head Sales & Marketing Critica, Onkos, Integrace ,Respicare Vice President Respiratory Instar , Nepal & GnG GCC

Dermatology Anti-infective Orthopedics Cardiology Diabetology Respiratory

Glenmark Gracewell Gracewell-Sp Cosmocare Majesta Integrace Milieus Respiratory Respicare Healtheon Zoltan Zoltan Care

India Formulation

Gynecology Critical Care ENT Pediatrics

Glenmark CV
Critica Onkos Instar

20 Divisions

Gastro Oncology Institution

G&g
Glenmark Consumer Care

Nepal
Glenmark Access

Drug Discovery is our PRIDE

R & D Centre(GPL) Mahape, Navi Mumbai R & D Centre (GPL-Specialty & Formulations) Sinnar, Nasik R & D Centre (GGL) Taloja, Navi Mumbai Biopharmaceutical R & D Centre - Switzerland Clinical Research Unit - Turbhe, Navi Mumbai Clinical R & D Centre - Oxford, U.K.

Glenmark will be
introducing

Crofelemer in
HIV associated and other acute infectious diarrhea in nearly 140 countries including India and is the sole API supplier globally.

Glenmark
recently out licensed new molecule

GBR-500 to
Sanofi-Aventis ,used for Crohns disease & Multiple Sclerosis
2/3/2011 Glenmark Sales Training 14

Drug Discovery - Overview

CFTR- Cystic Fribrosis transmembrane conductance regulator PDE-4 -Phosphodiesterase-4is an enzyme responsible for various actions in body. TRP : Transient receptor potential A-1 () VLA2- Alpha2-beta1 integrin 2/3/2011 Glenmark Sales Training TrkA - Tyrosine kinase receptor type 1

13 New Molecules under Development 7 in Clinical trials

16

Business Overview
Focus on Specialty and Pure generics drugs Leading player in drug discovery and strong presence in branded generics across many emerging markets including India Fast-growing US Generic business and API exports to over 60 countries Sixteen manufacturing facilities in four countries

GPL Plants-Nalagarh , Baddi, Nasik, Sikkim,

GGL: Kurkumbh ,Mohol, Ankleshwar, Goa, Indore Offshore Plants: Brazil, Argentina, Czech Republic The other API plants at Kurkumbh and Mohol have local FDA GMP approval. The facilities are approved by FDA(US), TPD (Canada), MCC (South Africa), WHO-GMP, ANVISA(Brazil), MHRA(UK) etc

Front ends in US, EU, India, Brazil, and other markets worldwide

In the category: Best Value Creator

Leaders who grew with the organization

Mr. B.Suresh Kumar Cluster Head &VP Healtheon, Zoltan & ZoltanCare Mr. Prashant Deshpande Business Head, Critica

Mr. A. Venkatramana GM - Sales & Mktg. Gracewell

Ms. Swarnalata Kotian DGM-Sales & Marketing Cosmo Care

Mr. Krishna Kumar DGM - Sales & Mktg G&G

Mr. T N Suresh Head - Sales Training

Mr. K Narayan Kutty DGM - Sales & Mktg Critica

Mr. Clayton D. Gomez DGM - Sales Training

Mr. Gerald Kurshingal Sr. Manager - Sales Training 2/3/2011

2/3/2011 Glenmark Sales Training

23

You

You just joined in Glenmark.... Set your goal.. TODAY!!

Have a Great Career ahead with

Glenmark
All the Very Best.
2/3/2011 Glenmark Sales Training 25

Roles & Responsibilities of FSO or BE

What is Role??
Role is a set of expected behavior by an individual towards achievement of a goal assigned to that individual in an organization. Different positions have different roles. Roles varies from organization to organizations. People who play their roles properly becomes successful. Understanding the role is very important to achieve success.

Touch

26

Customer Service Manager Sales & Market developer

Achieving and surpassing Monthly/Quaterly /yearly sales budget.(Primary/Secondary) Proper customer selection. Ensuring Product prospect matching. Dr conversion & Rx generation All Dr in the list should Rx our brand. Rx er should Rx more number of brand. Finding new potential market and new Dr conversion Booking orders from retailers consuming Drs & institutions Launching and establishing new brands. Dr: Meeting all Dr in right frequency as per strategy. Understanding customers need. Good product knowledge and resolving query in time. Chemist: Ensuring new product availability Informing about the schemes. Breakage expiry settlement. Stockist: Ensuring product availability and inventory and timely payment Breakage expiry settlement. Upholding the image of Glenmark

Strategy Implementer
Knowledge about the strategy. Detailing as per the detailing guideline Distribution of input as per the allocation and within the timeline. Implementing all strategies like campaign, inputs, conducting CME & Dr meet. Ensuring the coverage and compliance as per the companys strategy( Dr call/Call average/Coverage/missed call)

Roles of FSO

Data Manager
Entering the daily/monthly reports in time through G-Force. Right RCPA SSS submission in time. Keeping all sales records in record book. Market Reports. Travel expenses Sending Market feedbacks to line manager and PMT from time to time.

Grooming - Men
Hair: Timely & Proper Haircut,
Shirt: Formal ,Light shades, Pin /Pencil stripe, small checks. No large stripe/Checks/Prin ted shirt/No black shirt. Should be washed and ironed. Belt: Color should match with shoes. No flashy buckle. Socks: Black or color should match with trousers. Should be washed every day. Use antifungal powder to avoid bad odor. No rat holes. No white socks.

Other accessories
Face: Daily shaving or trimming.
Tie: Printed or Striped. Should match with the dress. Knot should be perfect triangle. Should touch the buckle of the belt. Avoid cartoon prints. Trousers : Preferably Dark shades(black/blue /brown). Light shades like beige. Shoes: Good quality formal shoes. Black or brown colors. Prefer slip-ons. Should be polished every day. Avoid casual/sports shoes. Use perfume or deodorant. Mild smell. Choose Mens product Brush twice. Beware of bad breath. No smoking before Dr call. Cut and clean your nails from time to time. Should fit will if metal strap. Watch should not be flashy. Use clean and light colored handkerchief. Clean and take care of your working bag.

Grooming Women
Dress: Salwaar kameez or formal Shirt/Trousers. Preferably choose small prints or self colors. Avoid plunging necklines, sleeveless and tight fitting clothes.

Hair Style : Should be neat, conservative & preferably off the face. Hair coloring should not be shocking or unusual. Hair sprays with strong scent or odor should be avoided

Other accessories
Keep it simple and appropriate for the days work. Wearing no makeup at all is almost as bad as wearing too much makeup. Nails should be clean, trimmed or sculpted. Avoid using unusual or shocking nail colors . Oral care. Brush twice. Beware of bad breath A subtle fragrance is pleasing to the senses more than an overwhelming one.

Shoes: You may wear a pair with smaller heels or a flat pair. Stick with a black/brown pair. Be sure your shoes are polished and that your heels are intact. Do not wear colorful sandals. Do not wear colorful/WHITE sandals.

If you are carrying an additional bag, preferably, carry a black or a brown one.
Should wear a nice, conservative wrist watch You may wear either a bracelet or a bangle. Avoid both together. No chunky bracelets or too many bangles. You may wear thin chains with small lockets. Wear stubs or small rings . Do not wear hoops 29 or dangling earrings.

Touch

Professional Etiquettes
In Dr Chamber Be on time In Meeting
Seek permission before you enter. Make sure that, there is no patients inside. Introduce yourself and your seniors during joint field work..FSO: Dr we are from Integrace a division of Glenmarkhe is Mr Dattaraj my Training Manager. Dont speak loud inside waiting room. Dont gossip. Make sure that, you are always 5 mins early. In Meeting, Training, Joint field work Dont talk abruptly.raise your hand and wait for your turn..if you have a point. Listen to others. Dont interrupt while others are talking. Maintain professional body language. Dont slouch on chairs.

Cell phone
Shake hand Table manners Say Sorry

Cell phone should always be in the silent/vibrate mode..be it Meeting/Dr call/Chemist call. Dont attend any phone call during meeting/ Dr/chemist call.
Should be gentle and should last for only few seconds. Should not be bone crusher. Shake hand with Dr only when She/He extends hand. Take small quantity of food each time. Give chance to others. Dont waste food. Ensure your table is neat and clean.

Say SORRY if you sneeze, cough, and burp. Try to avoid making noise.

Introduction

Good Morning DrI am..from Healtheon a division of Glenmark..A new way for a new world

Opening

Sir I have just joined Glenmark and started working in this area. SirI need your best wishes and support to grow in my career. Permission for detailing: Please allow me to speak about company and my brands.

Detailing & Discussion

Detail your brand with VA and LBLs Rx Demand: Considering the benefits of ..( Brand name) in ( indication) I need your ( Quantity) prescriptions per .. (Frequency)

Closing

Art of Detailing
Detailing is the most effective and chief mode of communication in pharma business. Creates an Audio Visual effect. Two types of detailing: Verbatim & Situational and short detailing

Text
Verbatim Understanding of text Pronunciation

3 Vital Steps of Effective Detailing

Understand Memorize

Voice Modulation
Punch Tone Pause

Practice Practice Practice

Pointer & VA handling

Must Simple pen(No Company gift) Move gently on VA in L way. Positioning of the VA is important

Short Detailing

Body language
Start with a smile Eye contact Upright sitting position Open posture

Effective in busy hours Brand Name Punch-line 1/2 USPs

Retailing
Chemist is very important customer who can make and break your business. Source of all information Chemist first ..then Dr call. Relationship with chemist the key to success. Activities that we do in the chemist counter like POB

Service Providing

RCPA

Relationship Building

Relationship Building

Chemist is a businessman. He will give time only when he realizes that, we are there to help him grow. Start the call with a positive note. Greet him/her Call him by his name..Vinod bhai Meet him when he is free.

Service Providing

Ask if he has any issue..breakage, expiry, non-moving stock. Inform him about the schemes and offers. Inform about your new brand..use VAF. Write new brands in retailers Short Book.

Retail Chemist Prescription Audit. Chemist first then Dr call. RCPA Relationship with chemist plays an important role here. Survey: Keeps us updated on what is happening in the market. oWhether the Dr, we meet has started contributing? oWhether the Dr is still prescribing our brand? oWhat are the molecules and brands the Dr is currently prescribing?
Step-1 Step-2 Step-3 Step-4 Step-5 Step-6 Step-7 FSO: Which Drs Rx are you getting regularly? Retailer: Dr Rammohan Shroff Retailer: Amaryl, Glimy, Zoryl.etc Retailer: Daily Retailer: 4-5 Rx daily Retailer: Yes Retailer: Rarely Retailer: 1-2 Rxs

FSO: What are the brands of Glimepride Dr Rammohan is prescribing

FSO: Is Amaryl coming daily or weekly? FSO: How many Rx ,are you getting daily? FSO: Is Dr Ramohan prescribing Glimulin also? FSO: Are you getting daily or weekly? FSO: How many Rx of Glimulin are you getting in a week?

POB
Personal Order Booking. Can add volume to secondary sales. Attempt every time Check the inventory &Cover all the products Use VAF & order book Try to increase the quantity however, accept the smallest order. Use the Two positive option

Follow the steps

The steps of taking POB

Step-1

FSO: Vinod bhai can I send 2 boxes of Glevo or 1 box will be alright for this week? ***(Two positive options)

If yes
Chemist: NoNosend only one box FSO: Vinod bhai.if you buy 2 boxes you can avail a gift..(name of the gift) Use schemes here.

If No
Chemist: I dont need any stock at this moment..as I have enough stock FSO: Ok Vinod Bhailet me take an advance order then. I will supply by next Monday.

Step-2

Chemist: Ok..send 2 boxes

Chemist: Ok..Go ahead

Step-3

FSO: Which stockist do you want to get it supplied from? (Use Order PAD)

Dos

Stand in a corner. Use your VAF. Respect his time. Ask only relevant questions.

Do not ask more than 2 brands in busy hours. Do not play around with the articles on his table. Let him deal with his customers first. Never communicate the schemes in front of patients. Do not place you bag on table. Dont criticize Dr in front of chemist. Dont make false commitments No personal call on mobile

Donts