Book contents
- Frontmatter
- Contents
- Acknowledgements
- Introduction
- 1 Role
- 2 Performance Management
- 3 Territory and Market Knowledge
- 4 Joint Fieldwork
- 5 On-the-job Training
- 6 Managing Key Customers
- 7 Development of Weak or Underdeveloped Territories
- 8 Performance Counselling
- 9 Management of Vacant Territories
- 10 Induction of a New Medical Representative
- 11 Organising and Conducting Successful Meetings
- 12 Monitoring
- 13 Performance Appraisal
- 14 Managing People Productively
- 15 Interface with Marketing
- Postscript
- Appendices
15 - Interface with Marketing
Published online by Cambridge University Press: 26 October 2011
- Frontmatter
- Contents
- Acknowledgements
- Introduction
- 1 Role
- 2 Performance Management
- 3 Territory and Market Knowledge
- 4 Joint Fieldwork
- 5 On-the-job Training
- 6 Managing Key Customers
- 7 Development of Weak or Underdeveloped Territories
- 8 Performance Counselling
- 9 Management of Vacant Territories
- 10 Induction of a New Medical Representative
- 11 Organising and Conducting Successful Meetings
- 12 Monitoring
- 13 Performance Appraisal
- 14 Managing People Productively
- 15 Interface with Marketing
- Postscript
- Appendices
Summary
The objective of this topic is to introduce you to the nuances of marketing. An understanding of its various aspects will help you appreciate the hard work that your marketing team carries out in order to support your activities. The marketing and the field teams are interdependent and both will be immensely benefited once they have proper coordination.
Advantages for the Field Team
Strategies that are designed keeping in view the field requirements and suggestions help improve in-clinic performance and therefore improve the results in terms of sales output.
The field team feels motivated once it starts getting inputs such as samples, gifts and sponsorships according to their requirements/suggestions.
A reduced response time as a result of better coordination between the two teams leads to better customer service. For example, prompt answers to medical queries and timely dissemination of appropriate and latest information to doctors would be beneficial.
Advantages for the Marketing Team
The latest information in terms of the competitors' activities would help review and modify promotional strategies including pricing decisions.
The feedback on the organisation's own strategies helps in improving the quality of inputs such as samples, gifts and sponsorships which result in enhanced customer satisfaction (internal).
The timely response to the medical fraternity by way of answers to their medical queries and by providing appropriate/latest information leads to enhanced customer satisfaction (external).
Better coordination between both the teams helps the marketing team identify core customers for each brand and also to take corrective steps wherever necessary.
Marketing is an umbrella term. The whole gamut of marketing activities starts with planning the marketing strategy.
- Type
- Chapter
- Information
- Essentials of Pharmaceutical Sales Management , pp. 191 - 214Publisher: Foundation BooksPrint publication year: 2007