Job Description Summary

To build BD Diabetes Care business within his/her assigned territory by driving primary and secondary sales activities

 

 

Job Description

JOB DESCRIPTION: Area Manager –

Position Title:

Diabetes Care – Medical

Reports to:

Branch Manager –

Qualification:

Science Graduate/ B-Pharma or MBA

Experience:

5-7 years in Sales and market development

Position Summary

To build BD Diabetes Care business within his/her assigned territory by driving primary and secondary sales activities

Primary Sales Activities:

• Help in Setting up the distributor network in area under coverage
• Appointing, supervising and managing distributor related activities.
• Generation of Primary sales and supervising, aiding and tracking secondary sales.
• Execution of primary sales target and sales collection.

Secondary Sales Activities:

• Creating BD equity with the key influencers (Dr/ Nurses/ Para-medics) – via relationship building (using education of nurses/patients, and other marketing promotions as tools), leading to a prescription of the BD products.
• Ensuring trial of BD products by patients initiated on insulin in the territory – through prescription/recommendation by the Dr/ Nurses, promotion at retail stores, working with other insulin company representatives calling on the patients directly, or by interacting with patients directly.
• Ensuring availability of the BD product portfolio in retail stores, in hospital pharmacies, hospital stores by working in close collaboration with the 3rd party field force,
• Development of alternative distribution channels to reach retail pharmacies , Nursing home,
  • Wholesale channel.
  • Direct delivery to retail:  DSR / delivery
  • 3rd party entrepreneurs like Suppliers

• Managing third party sales force for focused patients education and  retail merchandising (PE)

Account conversions:

• With direct working in the accounts (Hospitals/ NH/ / Institutes) and generate demand through end user work. (driving In-Service programs)

Principal Accountabilities

Creating BD equity with the key influencers (Dr/ Nurses/ Para-medics)

• Profiling: Collection of information on who is the key doctor to call. (Based on new insulin prescription generated by the doctor per week),
• Working on the BD value-add to these relationships: by a) Sharing Product related information, b) Clinical Updates on Diabetes Care and c) Organizing the education programs with the HCP and d) Co- hosted patient contact programs. (Program types – 1. Nurses Workshop, 2. Nurses Short Program, 3. Patient Education program, 4. Insulin Dependent Patient Program).
• Getting BD products mentioned on prescriptions:  To verify if the MCL doctor 1. Explicitly writes BD products on the prescription (Active Prescription), 2. Does enough with the patient so that the patient leaves convinced of using a BD product, e.g. doctor uses a BD product on him, gives him a sample of BD, tells him to use BD brand, etc. (Passive Recommendation), 3. Does not recommend (Dr. does not do either 1 or 2),

Maintaining relationship with the Nurses and other HCP leading to explicit recommendations to the patients for the BD products.

• Meeting hospital/ nursing home officials (apart from the consulting doctor) to create a healthy working relationship with all stakeholders and seeking agreement to work with the nurses/ HCPs, for ward working and patient contacts. Also to determine the BD sales potential in the account.
• Planning and conducting interactive sessions (one on one) and workshops/ short education programs with the Nurses/ HCPs.
• Collecting feedback formally to continuously improve content and execution of the education programs.
• Ensuring the purchase department in the institution is buying from BD, by constantly keeping in touch .

Interact and build relationship with the insulin dependant patients

• Contacts generated through nursing homes, hospitals, clinics working and other opportunities – fairs, exhibitions, seminars, and/or referrals from insulin/Blood Glucose monitors company representatives.
• Seeking opportunities with the Doctors to meet and work with the patients (1X1, camps arranged by doctors/ institutions, etc.).
• Listening to the issues/ problems faced by the patients and seeking to solve those issues, or get the right information to them (if not available with self).
• Sharing diabetes related knowledge via high quality/ compassionate one on one interaction.
• Influencing the patient to try, use and buy BD products.
• Create a database of patients to enable a long-term association and relationship between BD and the patients.

Work with the 3rd party sales field force on product availability/ retail chemist coverage.

• Find out about, verify and maintain a list of the top 40% retailers of diabetes related products in the coverage towns.
• Meet with the chemists/ counter salesmen and find out their key motivations and also build a rapport with them.
• Work with the 3rd party sales field force to run marketing initiatives in the outlet. Train him on the execution of the initiative by on the job demonstration/ coaching. Track the execution of the marketing initiative in all the covered outlets.
• Build ongoing relationship and rapport via regular meetings and ongoing conversations/ discussions to earn his respect and co-operation in influencing consumers at retail.
• Tracking sales of total insulin syringes/ Pen needles in the covered retail stores.

Distributor Mgmt

• Managing distributor inventory / sales orders
• Achieve mutually agreed primary sales target, product wise, on weekly basis.
• Implement the price list at each level of the customer segment and ensure price stability.
• Ensure that orders generated from customers are supplied on time and in full (quantity & range).
• Maintaining optimum level of RDS inventory.
• Timely submission of Claims, check and verify the claims and ensure the proper utilization of promotional materials
• Ensure the timely submission of Stocks and Sales statement along with sales summary on monthly basis

Process adherence

• Maintaining and updating MIS in the agreed formats for the following :
• Customer profiling, Must Call List, conversion status evaluation, Stock & Sale statement, Town wise sales data, Product wise / town wise sales achievement & trends, activity details.
• Manage trade schemes in the most cost effective manner and claim settlement within the specified time frame.
• Adhere to the company norms of field work and reporting.

Market understanding

• Provide feedback on the effectiveness of the existing trade scheme and give recommendation for the most appropriate scheme.
• Develop understanding of how trade operates and acquire skills to deal with them.
• Gather market information on competitor activities, trends & practices and communicate them in a timely manner to  Marketing Manager.
• Identify market opportunities and communicate it to Branch Manager and the concerned Marketing Manager.

Unique Knowledge & Skills

• Distributor / Distribution Management
• Ability to handle stress
• Negotiation skills
• One to many communication ( resulting in good ISP’s)
• Objection handling techniques
• Key account mapping
• Presentation and negotiation skills
• Clinical understanding
• Analytical problem solving
• Product knowledge
• Relationship skills
• Interpersonal skills

BD SUCCESS FACTORS

• Stretch / Result orientation
• Analytical Problem solving
• Decisiveness
• Customer focus
• Action orientation
• Ethical fitness
• Building team spirit

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