What are the Objectives of RCPA?
- Evaluating own Performance.
- Quantification of Efforts Via Results/Rx Generation, Value of Sales Generated
- Planning the Dr. Call/Discussion.
- Competitors Knowledge.
- Understanding Prescription Habits and Trends.
- Product Positioning.
- Understanding the Prescription Habits of Dr’s.
- Regular Updation of New Launches & Promotions.
- Fast-Changing Trends of Market.
- Identifying New Opportunities.
Source: Key Person – Who Handles/Receives the Rx when it reaches Outlet
Day of Pharma Sales Person starts with Gathering information (RCPA) and then Effectively utilizing it for improving Productivity. RCPA Remains the Most Important Tool to prepare the Blue Print of Success.
An Effective RCPA with targeted Information, Helps Validate and Scrutinizing Customer Lists, Product Positioning & Preparing Presentation to Beat the Competition.
An Effective RCPA is one that is Done with the following Objectives
- Understanding Own Efforts Results through Rx Outcome and Trend, Gain or Loss, V/S Competitor.
- Developing Market Knowledge – Competition/Strategies/New Launches/Trends
- Developing Business from Each Customer, Each Product, Each Market.
- Focus on Market Share/Share in Prescriptions
Benefits of RCPA
1. Develops Competence – Understand the Market.
- Identify Brands/Products Performing Well
- MRP and Any Bonus or Retail Promotional Strategy
- Which Other Molecules/Products Performing well in Chosen Segment
- Which are the Preferred Indication
- What are other Alternatives Available or are Used for the given Indication/Segment
- Which Dosage form is Preferred and what Dose and Dosage Schedule are Preferred by the Practitioner?
- Quantitative Evaluation of Competition – Direct/Indirect
2. Developing Business
- Promoting the Right Product to the Right Customer in the Right Indication, and Right Dosage Form
- Robust Doctor Brand Matrix for Better Product Mix.
- Improving Product Availability.
- P.O.B to Generate New Business and Improve trade Leverage
- Taking Control of Non-moving Near-Expiry Products.
- Liquidation of Near-Expiry or Non Moving with the Help of Retailer or Shifting to prevent losses of Retailer and Company.
- Always Ready for New Launches & Challenges.
What is the Necessary Information that needs to be collected in RCPA?
- Know your product’s Position v/s Competition. – Quantify Rx’s
- No. of Prescriptions are generated Per Day and validated with weekly and Monthly Units Sold/Dispensed.
- No. of units/Tablets sold per Prescription.
- Information of Direct Competitor (Same Molecule) and Indirect Competitor (Same Indication Different Molecule).
- Must Quantify the Data/Information regarding Sales/Rx (Rx/Day/Week/Month validate with quantIty sold)
- Check the Inventory of Your Product V/s competitors.
- Any near Expiry stock or Non-Moving Stocks (Showing concern for his Investments and Stocks).
- POB of shortages or new availability.
“Build Good Professional Relations with Retailer, He/She is Very Important Part of Our Business”
Building good relations with retailers can medical representatives reach his/Her Goal smoothly.
Record This Information in Proper Format so as to be able to retrieve and use it effectively
Care is the Key to Build Strong Relations with Customers…
- Greet with a smile.
- Whatever stock is made Available at it, Make sure they are Liquidated, and Generates Revenue for his/Her Business.
- Share complete and Fair information about the Promotional Plan (For Retailers) Bonus or any other Policy that may be relevant to him.
- Remain concerned about his non-moving, near-expiry, or Non/Slow Moving stocks.
- Sharing the latest information on trade and business of his interest.
- Know your customer (By his first name) and his important dates and events.
- Any other Likes or Dislikes which need to be taken care of while handling them.
- Adding them to Social Media Profiles.
- Avoid any Kind of Political Discussion.
Storing and Utilizing Collected Information:
How Information Collected can be Stored:
Information can be stored Either by Creating A Dr. Page Format – wherein All Information related to Dr from different Chemist be stored
or
Chemist Page – Information of Various Doctors whose Rx he caters to is Stored
Updation:
- Use Predefined Template/Format to validate and Update the Information whenever you visit the Retailer.
- Seek New Information about New Dr., Product, Brand, or Molecule in the Therapeutic Segment
- Check if the trend appears to Move from your Molecules to Newer Molecules or Shift in Brands (Quantity/Company- Share)
Usage:
- Identifying Gap or Loss of Rx
- Timely Recognition of Shifts in Rx Habits and Prepare Action Plan
- Feedback to Organization/Company
- Remaining Updated on what is happening around
- Finding New Opportunities (Brand use Expansion or Customer Base Expansion(New Customer) etc)
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