Therapy Manager (respiratory)
- Cipla
- 0 - 3 yrs
- Vijayawada, Guntur
- 5 years ago
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Desired Candidate Profile
Job Title: Therapy Manager
Reports to: Area Business Manager
Job Purpose
Achieve the tertiary and secondary business of the division in the respective territory and therapy by managing relationships with the key stake holders viz. doctors & chemists and by creating prescriptions by marketing the companys brands and providing superior customer service thereby achieving the companys overall Business targets for the division in India
Key Accountabilities
I. Achieve the Sales targets by brand marketing against the plan for the year
Identify the customer-brand matrix by doing appropriate market studies, placing the right product for right customer.
Understand the potential of customer and modifying the selling techniques
Promote the product with the help of scientific tools / publications, demonstrations, PDA, reminder cards etc
Ensure the monthly Doctor Conversion & increasing prescriber base
Drive the business of PPP and NI Products for establishing the brands thereby improving business stability II. Monitor business details thereby planning the sales achievement
Being aware of Primary business orders and stock position at Stockists and create plans for liquidation of the stock and Monitoring Secondary billing
Increase the YPM of the assigned territory
Monitor the Product return, stock and Expiry at the different stockists in the territory
Ensure the Product Availability at all places within the territory
Collect the Competitor Information by conducting RCPA (chemist retailing)
Take PoB (Pen on Book) for the respective products and ensuring billing from stockists
III. Maintain the Basic Working standards for daily operations
Maintain the standard Call Average and Chemist Average of concern division as stipulated
Categorise the doctors based on the potential and maintain the Visit Frequency of A++, A+, A and B and provide differentiated services
Update the Must See List (MSL) regularly by identifying the uncovered doctors and dot doctors
Update the Daily Call Report (DCR) on regular basis for recording the days field work
Create and follow Call Planner & monthly Travel Plan
IV. Develop and continuously enhance In-clinic Effectiveness for driving better results and increasing prescriptions
Build skills to detail all the products which are promoted along with the knowledge of advancements in therapeutic research
Build Ability to discuss the Therapy, indications, applications and Demand the Product prescriptions
Attend the Therapy/ Divisional/ behavioural Training Programs for developing the ICE
V. Manage customer relationship for continued engagement of Key support customers
Answer all the queries raised by the customers related to the therapy/ products & respond quickly to meet customer needs
Conduct and provide academic Services and Activities as approved by the organisation to the respective doctors and monitor the ROI from the investments
Promote Cipla Differentials for creating brand recall amongst the doctors
Maintain operating relationships with chemists and stockists and hospital purchase personnel & Pharmacy-in-charges
Ensure compliances as prescribed by the authorities and the organisation like MCI guidelines, UCPMP etc.
Major Challenges
Difficulty in answering and engaging the customer (Doctors) who are more knowledgeable and experienced in the field than the Therapy Manager
Extremely high and active competition with very limited time to create impact
The actual productive time in a day is limited as majority of the time is used up during the waiting time in front of Doctors cabin
Downward price revisions by the Government may cause loss of business volumes
Key Interactions
Internal
Area Business Manager regular reporting
HO / Therapy managers
HR meetings, Learning & development sessions (as per need basis)
External
Doctors Day to day working (daily)
Chemists Daily basis for market information and business (POB / Secondary sales)
Stockists Limited / less frequent (Business orders, product availability, )
Purchase in-charge in Hospitals and nursing homes
Pharmacy-in-charges
Dimensions
Handling business in a territory assigned which has an average business ranging from 2 Lakhs to 7 Lakhs in certain less contributing therapies and from 7 lakhs to 14 Lakhs in major therapies like Respiratory
The business is derived from about 100 180 no. of doctors in the territory and from 3-5 stockists. The incumbent has to handle about 8-14 different brands with a few SKUs in each brand.
Key Decisions:
Daily Call planning & Monthly tour planning
Shall recommend differential services and initiatives for certain set of doctors for business improvement to the Area Business Manager
Brand matrix for doctors
Camps and activities for any particular doctor recommended to the Area Business Manager
Use of different types of material / samples and / or gifts for promotion
Education:
UG: Any Graduate - Any Specialization, B.Sc - Any Specialization
PG: Any Postgraduate - Any Specialization
Contact Details:
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Keyskills: brand marketing behavioural training sales achievement customer relationship customer service relationship management daily operations secondary sales business improvement
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Cipla
Cipla Ltd Cipla known for its innovative pharmaceutical products backed by latest in technology and creative marketing practices, is enjoying a commanding position among the top pharma companies in the country. Several specialised therapeutic divisions and promising new products have been launch...
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