GUT PRO Dialogue Selling Techniques
Situation -1
Name of the Clinic /Nursing
Home
Dr Name and qualifications
Place and area
Assistant Dr Name and
Qualifications
Background of the Doctors
Chemists
Suchitra Pediatric Nursing Home with 75 Beds
Swarna singh , M.D. DCH
New Delhi , Rohini west Delhi
Alok Mishra , M.D DCH
Swarna singh aged 50 having high reputation among pediatricians in Delhi . usually very calm as she is very busy with patients she gives time to MR evening 7 PM only three days in a week . (
Wednesday , Thursday and Friday. She wants important information of the product .
she worked earlier as Assistant professor in AIIMS and started her own Nursing home 10 years back . as she is getting more patients she took an assistant Alok Mishra who completed his postgraduation in pediatric specialization . very sober person and takes time to listen intently
No Pharmacy is available in the nursing . 500 meters distance 3 chemists are Deepak , Raju , and
Arora Medicals .
JIVA DIVISION Field force
Name of the ME
Name of the ABM
Name of the RBM
Name of the DSM
Mr. Vikas Gupta , aged 27 years after having 6 months local company experience joined with us two years back . a commerce graduate having capacity to detail in English but could not participate in conversation or probing, however he puts his effort detailing with the help of visual aid with clarity
Mr. Mohan Agarwal aged 37 years with back ground of science working with JB for the past 5 years and .internally promoted . good command of English and can converse with ease . he is having 6
MEs in his team .
Mr. Rajesh Khare aged 45 years and working in J.B with over a decade very sober and good at supply chain and geography of KOLs .
Mr. Rahul singh aged 50 years and with JB for the past 16 years . He directs his team to achieve the focus prodcuts objective and supports the team as and whenever team approaches him to solve the problems.
Mr. Vikas Gupta Promoting GUT Pro ever since launch of the product Dr Swarna singh and her assistant separately .he visits every month twice as per strategy . however the support for GUT Pro is being prescribed the day he visits and gets 3 -5 prescriptions and all the chemists are having minimum stocks . on enquiry with chemists during RCPA , the standard reply came the day of the visit prescription comes and rest of the days Enterogermina and other products will be there every day in prescriptions . Now Vikas Gupta seriously thinking what went wrong . His Manager visited for the past one year twice or thrice along with him. Vikas Gupta during weekly meeting was asked by RBM why your gut pro sales are not increasing and enquired ABM regarding the selection of Doctors based on the strategy or not , in turn Mr. Manoj Pandey told his RBM that the selection is Right . RBM suggested to accompany ME for next three months as Dr
Swarna singh is leading pediatrician and at the same time and others follow .
RBM suggested ABM prepare some questions and answers to probe related to Gut pro scientific as well commercial . ABM Manoj Pandey readily accepts the task given by RBM and requested the ME to plan the call of Dr Swarna singh as well other 5 pediatricians to meet them for next three months to achieve the set objectives .
Manoj pandey seriously thinking how to open and what kind of questions to probe to gain the conversation which will pave way for prescriptions for Gut pro . please prepare probing questions and possible answers thinking that your in place of Manoj Pandey .
Situation -2
Name of the Clinic
Dr Name and qualifications
Place and area
Qualifications
Background of the Doctors
Meenakshi pediatric Clinic
Ms. Gayatri Natarajan
Madurai
MD D.Ch
Aged 60 years Renowned Pediatrician. worked as Head of the Department in Madurai Medical college and took voluntary retirement and started Practice some 4 years back and visits corporate hospital 5 days in a week to see in patients . in her daily clinic sees on average 30- 40 patients
Two chemists are opposite to the clinic . Chemists
JIVA DIVISION Field force
Name of the ME
Name of the ABM
Name of the RBM
Name of the DSM
Mr. Ramanujan aged 28 years working with us for the past one and half years having B.Pharma graduate having good command on English as well on scientific information on Gut pro as he is having experience to promote Lactobacillus in his previous company and successful .
Mr. Ravindran aged 32 years has got in house promotion after working 6 years as ME and hard working Manager closely follow up on KOLs . His scientific knowledge is average , however he tires to face the challenges in the field during his joint work
Mr. Krishna Moorthy aged 40 years recruited one year back as RBM in JB Chemicals after working
15 years in large pharmaceutical company with a back ground of Pediatric division exposure , in
Madurai region know leading pediatricians as he conducted CME and DR meets
Ravi Verma aged 58 years and having more than 30 years’ experience in JB and having exposure to
Kerala, T.N states . Good strategist and directs the team for focus products in all review meetings he discusses the focus prodcuts ME wise performance to take corrective measures
Mr. Ramanujan promoting Gut pro ever since its introduction to Dr Gayatri Natrajan and promoted all scientific information as per strategy and tries to discuss the pro and cons of Gut pro versus other competitor brand Enterogermina . Dr smiles every time , whenever he demands prescription support , however there is no support so far. On RCPA enquiry the Enterogermina company conducts patient education program along with their vaccines education program and conducts CMEs once in a quarter for city pediatricians by Dr Gayatri
Natarajan as she is respected as well academic background.
During the weekly meeting Ramanujan presented the situation which he is facing with the Dr and she is the trend setter as well. He narrated all his efforts and requested RBM as well ABM to support him by Joining for joint call at least three to four visits to convert the
Doctor from Enterogermina to Gut Pro
RBM took the lead of the discussion and advised to fix appointment to meet the Doctors and suggested ABM also to join and suggested to go through all scientific information also.
RBM immediately drawn an action Plan how to deal with the situation .and prepared a set of questions on gut pro versus Enterogermina and had plans on some activities.
If you are the RBM in place of Krishna Moorthy what could be the questions and what are the probable answers to ensure that Dr accepts your product
Name of the Clinic
Dr Name and qualifications
Place and area
Background of the Doctors
Situation -3
Rain Bow Children Clinic
Mohit Vohra
Gandhi Nagar
Aged 60 . Leading pediatrician . Very sober having 40- 50 patient base on an average per day and having high reputation in and around villages . some MBBS Doctors in nearby villages follow his prescriptions and at times they meet him to get updates on various aspects of pediatric patients issues .
He conducts small meeting to at least 10 MBBS Doctors once in 3 months in his clinic
5 chemists all are having enterogermina Darolac and some other two brands and our gut pro is having three chemists 5 bottles each .
Chemists
JIVA DIVISION Field force
Name of the ME
Name of the ABM
Name of the RBM
Name of the DSM
Mr. Amit Shah aged 32 and working in the company for the past 4 years , very poor in communications
Mr. Rahul Patel aged 40 with science back ground and working in the company based at
Ahmedabad for the past two years , he is very aggressive and communication is average , however he will tries to put forward the company product scientific information but he is also struggling to get understand more on Gut Pro .
Mr. Avinash age 38 years , flair for scientific knowledge and he cut across the message . He is usually tries to make his ABMs and ME in his joint working as well in meetings on new products .
He conducted one small session on Gut Pro and suggested ABMs to do practice.
Mr. Raju Kapadia aged 55 based at Mumbai. good at administration and follow up on focus products performance and speaks to the team if they need he will arrange training from HO and he is ready to join for joint field work to convert the doctors
Mr.Amit Shah is promoting Gut Pro for the past one year , Dr support is very limited and at times he enquires regarding the Health of or
MD J.B. Mody . on one occasion he told to Amit when he was student in Mumbai he used to see JB Modi at KEM promoting his prodcuts to all Doctors and still he remembers that Metrogyly paper weight is being to all students and interacted with all of us .Amit shah requests every time for Gut pro and Rantac syrup .during one his visits Amit asked dr I need Gut pro prescription
Dr told he did not find much benefit over Enterogermina and more ever recently launched GSK product is also having good response and a the same told why you added sugar which is not good for children .as well your references are not stratifying to me since once you have shown once one refrence on veterinary .
Amit do not have any answer and finally told sir next month will visit you with my senior manager to clear all the queries .
In the next month Rahul patel joined for joint work with Amit for the same doctor . after Amit gave reminder on Gutpro , Dr said last month I told all my issues with your product . Rahul is looking at Amit and then Amit told regarding adding sugar . Rhaul taken back and tried to answer ( he is not prepared well for other questions ) . Finally Doctor said come with evidence and supporting documents to make my mind to take up the product .
Rahul asked why you did not told all these issues before going to make the call . he said simply forgotten sir . Rahul informed RBM regarding the situation . RBM said let meet the Doctors in next two to three days since he is very important customer to us .
Situation -4
Name of the Clinic/ Nursing
Home
Dr Name and qualifications
Place and area
Background of the Doctors
Assistant Doctor
Chemists
JIVA DIVISION Field force
Basu pediatric Nursing Home 50 Bed Hospital
Dr H .K. Basu MD Pediatrics
Chittrajan avenue Kolkata
Aged 65 . Retired professor SKM college , after Retirement started the Nursing home as his son also completed his Postgraduation and worked for a corporate hospital for two years
Dr A .K .Basu MD pediatrician completed his Postgraduation from AIIMs and worked for sir Ganga
Ram hospital for two years starting the nursing home
Opposite to the Nursing home there are 4 chemists and all are having our Gut pro minimum stocks
Name of the ME
Name of the ABM
Name of the RBM
Name of the DSM
S .Mitra aged 30 years working the past 5 years very enthusiastic . Good command on English and
Knows the product well .but at times looses hopes if sales are not happening as per his expectations and tells his ABM to come and join for field work
Debasish Roy aged 38 years working in JB for the past 13 years . based on his performance he was promoted as ABM one year back . he is having 6 ME s in his team , being three MEs are TPMEs allocates his time more towards new team members and suggests senior MEs work on their own and call me as and whenever my presence is needed . His product knowledge on new products is manageable
Chandan Mazumdar aged 45 years joined in the company two years back from large pharmaceutical house and good command on product knowledge as well takes initiative and asks his team come with problems am here to solve .
P. K. Ray aged 55 years and in charge of two divisions and insists all team in weekly or monthly meetings on focus product performance and customer coverage and take the help of RBM to solve any issue related to support to get prescriptions from non prescribing Doctors
S. Mitra is promoting Gut Pro for both the Doctors with complete detailing and demand prescriptions. Visits twice in a month regularly. whenever he does RCPA he gets demotivated and unable to get clue. as the information from chemists senior Doctor prescribes only
Rantac syrup that to 10-15 bottles in a month, where as his son prescribes Gut Pro once in a way but bot the doctors are good prescribers for enterogermina . two chemists told we will see for one more month for Gut pro. S. Mitra asked all the chemists not only Enterogermina they started Newly launched GSK Brand . Now S. Mitra is seriously thinking how to proceed further to get breakthrough with both the
Doctors .Usually the senior Doctor listens but never expresses however at the end of the call he makes a gentle smile .
After one week S.Mitra met the senior Doctor and enquired with a gentle probe Dr you have prescribed our Gutpro some times how is the response rate . Dr smiled and said that your product is having sugar and moreover I could not see much greatness to the current one he is prescribing.
S.Mitra clarified on sugar issue . Doctor said when a medicine is to be given and sugar is not necessary and moreover since quite longtime the product am prescribing with no sugar no mother complains that it is difficult to administer. now S. Mitra is in a fix . and told the Doctor that I will be back with In a weeks time with an appropriate statement which will certainly makes you to prescribe my product .Dr once again smiled .
Situation -5
Name of the Clinic /Nursing
Home
Dr Name and qualifications
Place and area
Background of the Doctors
Chemists
Chitale Pediatric clinic
Dr Swathi chitale M.D . Pediatrics
Andheri West . Mumbai
Aged 45 , having own clinic in high end locality of Andheri and she works for Kokilaben Hospital as a consultant pediatrician morning 8-9 and at Andheri clinic two times 11.30- 13.00 and 18.00 –
20.30 . having gained good confidence among mothers in this area . she worked under father who is renowned pediatrician for 5 years and had good in dealing with children who can not speak much
In and around 5 chemists and there in Kokilaben Hospital in house Pharmacy is there with a team of 4 pharmacists and chief pharmacist Mr. . Anil Kadam
JIVA DIVISION Field force
Name of the ME
Name of the ABM
Name of the RBM
Mr. Prakash Tiwari working in this area as ME for the past three years and used to meet the doctor for Rantac syrup . he is good detailer and able to deal with queries of Doctors to a great extent . in the event of a very difficult situations never hesitates to take support of his ABM or RBM .
Mr. Rakesh Dumala joined in the company as ABM one year back after having experience as MR for
5 years in considerably large pharmaceutical company . He is having good relation with pediatricians as he worked in the pediatric division but his product knowledge is very limited
Mr .Santhosh Rane is working for the past 15 years and home grown manager . Excellent follow up on focus prodcuts and Customer coverage with all his team members . he can present himself before KOLs and used to bring business with his relations rather than on scientific information .
Mr . Kiran kumar aged 50 years and working the past 25 years in the company covering entire Name of the DSM
Mumbai city and rest of Maharashtra . in all monthly meeting and through communication over phone and whats app gets updates on focus prodcuts . and inform every one focus on enterogermina prescribers whenever he meets team for Gut Pro
Prakash is Promoting ever since Gut Pro is launched to Dr . Swathi .and demanding for prescriptions . she never tells any thing and nods her head but there is no prescription so far . she is fairly prescribes Ranatac syrup fairly some 40 -50 bottles every month and at times more even . all chemists are having sufficient stocks with all chemists. but Gut Pro is not available even at one chemist . on looking to the back ground some retailers returned the stocks back as there is no movement. During RCPA she is a good prescriber for Eneterogermina and as well newly introduced GSK brand . Prakash wondering how to make the Doctor to prescribe. he decided to frame some questions before meeting her next time and planned to meet her late evening. he requested his RBM to join for the call and as well he is ready to face the situation and requested his support .RBM told Prakash over phone please keep the questions ready on a paper and possible answers and let us meet one day in advance to plan the call to make it effective .
If you are the ME what kind of questions could be framed and why did ME wants to take the support of RBM instead of ABM ?
Situation -6
Name of the Clinic /Nursing
Home
Dr Name and qualifications
Place and area
Background of the Doctors
Chemists
JIVA DIVISION Field force
R.R children clinic
Rajan Patnaik
Cuttack
Very senior Doctor old school thoughts . worked for some time in Medical college as associate professor and for the past 20 years he is having practice . having a patient base of 40-50 . most of the patients are from near by villages
Three chemists are near by and his prescription goes to all over the city
Name of the ME
Name of the ABM
Name of the RBM
Name of the DSM
Mr. Nilajan Das age 22 years joined six month he can only give brand reminder and he does RCPA with all chemists and meets the Drs as per strategy
Mr. R .K. Roy aged 36 with Science background having 6 members in his team and 3 of them are new to the industry
Mr. A. k. Biswas is senior in the company and in house promoted . very studios and follow up with focus prodcuts coverage as well performance .good command on all old prodcuts of the company
Mr. S.D. Patra is very aggressive .having excellent command over product knowledge . having good relations with most of the city Doctors . He is very passionate providing small training in monthly meeting to all his team and making them to Practice .
Mr.Nilajan Das visited the Doctor every month twice ever since he joined in the company . Dr. did not prescribe our Gut Pro and his chemist survey is poor as he is not having full knowledge of competitors except enquiring in routine way our prodcuts . During weekly meeting ABM and RBM reviewed the Gut Pro performance of Nilajan Das . he told the Doctor is very senior and does not listen detailing as well am having fear to talk more than the brand reminder since I did not much understood the product and his understanding on competitors is very poor . ABM told that he will join field work in next week .
ABM joined field work and shown demo of RCPA and they found Dr prescribes only Lactobacillus preparations and at times Enterogermina not so regularly .
During the interaction with Doctor ABM talked about our Gut Pro. Doctor told that he don’t want to prescribe as it sugar base which is not required for all preparations . ABM tried to explain , however Dr simply said Lactobacillus is good . ABM tried to explain on sugar base
, however Doctor did not buy his statement .
ABM spoke to DSM regarding the interaction . DSM said he will accompany the call and requested both of them to bring all inputs to have fruitful interaction with the Doctor for conversion to Gut Pro .
If you are the DSM How you will plan your talk to make the Doctor to prescribe ?
