Key Roles of a Product Manager in Indian Pharma MNC
- To Drive Mega brand Growth and Performance
- Optimize Promo spend for Desired ROI
- Prepare Brand Wise Quarterly Visual Aid in Line with the Promotional Themes of the Visual Aid:
- Brief ad agency on the product and Graphics needed as per the Promotional Theme
- Evaluation and selection of draft concept out of 3-4 designs submitted by the agency
- Evaluate a detailed Visual Aid with the agency before finalization.
- Send the visual for printing.
- Coordinate with printer and logistics vendor to dispatch Visual aid before 1 week of the planned quarter.
- Quarterly communication of Visual Aids to the field force
- Preparing the Brand Presentation Plan for the field force, which includes the explanation and detailing talk of the visual aid and inputs.
- Preparing Communication Theme.
- Usage of References and Literature.
- Any Activity Planned to strengthen the brand Recall
- Periodical circulars about the Brand’s achievements, market trends, etc to keep the field sales team abreast of the current information and motivate them to go for the call.
- Conduct Quarterly briefing sessions of .5 – 1 day in each zone to ASMs on brand communication/ inputs.
- Monthly planned visits to select areas for review meetings to reinforce brand communication further.
- Promotional Material; i.e. LBL, Inputs, etc on a timely basis for effective marketing
- Allocate promotional budget brand-wise and promotional mode wise
- Plan for quarterly inputs and mode of inputs
- Vendor selection
- Negotiate with multiple vendors for cost-effective input selection.
- Coordinate with selected vendors on the agreed time, quality, and quantity supply of inputs.
- Allocate inputs geography-wise.
- Coordinate with vendor and logistics vendor to ensure timely dispatch to the field as per allocation
- Continuous monitoring of the planned activities and reorganization of promoting initiatives to improve cost without affecting the top line.
- New Product Launch ( As and when required )
- Identify potential areas of New Product Launch in the assigned therapy through:
- ORG CMARC trends
- Doctor feedback in joint work/ CME/ conferences
- Field manager s feedback
- Analyze the market potential for the identified new product through historical ORG-CMARC
- Conduct primary research with the help of market research to achieve clarity in the right patient segment, the right launch volume, and the right price.
- Work with finance to validate the profitability/ viability of the product.
- Present the idea post clearance from finance to NPD and get a project manager assigned by the NPD Head
- Coordinate with packaging, and FR&D for product features finalization.
- Prepare sales projection, and sampling plan for at least 6 months – 1 year from launch.
- Prepare stock allocation and ensure proper distribution in all geographies through SCM.
- Parallel, finalize promotional activities, input plan, Visual Aid, etc. and work towards a launch as per the agreed timelines with the NPD Project manager.
- Ensure regional launch meetings for the new product through RSMs.
- Analyze SMSRC Rx trend and drives leadership position (jump in ranking, growth more than market) for the brand thru field force
- Identify potential areas of New Product Launch in the assigned therapy through:
- Key Personal Attributes:
- Strong negotiation and influencing skills
- Networking skills
- Ability to plan multiple product communication and deliver results according to plan.
- Developing Feedback Process, Performance Analysis parameters, and Execution tracking (Strategy and Input Distribution)
- Ability to Develop and Keep Ready Plan B for Product/Brand Positioning and Exploring Therapeutic Segments.
- Working on New Indications, Usage, and Therapeutic Segments to Expand User and Rx Base.
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