Therapy Manager ( Cardiac)
- Cipla
- 0 - 3 yrs
- Chennai
- 5 years ago
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Desired Candidate Profile
Reports to: Area Business Manager
2. 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 4. Key Accountabilities
Accountability Cluster - Major Activities / Tasks
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 stockist
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
5. 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
6. Key Interactions
Who (internal/external) does this position interact with on a regular basis to perform this role? How often and for what purpose?
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
7. 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.
8. Key Decisions:
Decisions
- Daily Call planning & Monthly tour planning
- Brand matrix for doctors
- Use of different types of material / samples and / or gifts for promotion
Recommendations
- Shall recommend differential services and initiatives for certain set of doctors for business improvement to the Area Business Manager
- Camps and activities for any particular doctor recommended to the Area Business Manager
Education:
UG: B.Sc - Any Specialization, Any Graduate - Any Specialization
PG: Any Postgraduate - Any Specialization
Contact Details:
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Keyskills: therapy manager sales brand marketing marketing billing customer relationship customer service Cardiac
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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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