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Useful Advices - Sales Management and the Dealer Base
Wholesale distributors involved with a dealer channel that serves the end user have unique challenges in sales management. Ideally, this dealer channel should be strongly aligned with their wholesale distrib
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
utors. That means a sharing of common goals and objectives with accountability on both sides of the equation. Dealers are not customers. They should be treated as channel partners. That means the wholesale di
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
tributor must focus on what the dealer is selling and not what they are buying.
Effective sales management in this channel includes planning sales growth, executing account strategies and using objective fee
Effective sales management in this channel includes planning sales growth, executing account strategies and using objective fee
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
dback to continuously improve performance and drive accountability. Maximizing success and profitability creates the necessity to manage this channel as a single integrated being. This means an effective sale
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
process and structure must be in place which includes metrics, training and resources to support and improve sales performance for both the distributor and the dealer.
Effective sales management is not rock
Effective sales management is not rock
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
et science: “You measure results but you manage the activities that create those results.” Although the transition from activities to results can be almost immediate in demand fulfillment activities, it can
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ecome an extended period for demand creation and account development. Consequently, managing results is like closing the barn door after the horses are out of the barn. It’s just too late. The results you mea
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
sure today are often created by activities that took place weeks and even months previously. To effectively manage sales in the dealer channel, it is imperative to define the specific activities necessary to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rive results. By then managing those activities, success becomes much easier to achieve.
The key components of this sales management process are as follows:
Targeting
TOAD
Scorecard
Tool kit
Targeting s
The key components of this sales management process are as follows:
Targeting
TOAD
Scorecard
Tool kit
Targeting s
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
hould become a critically important sales practice for dealers and distributors - the difference between demand fulfillment and strategic demand creation, proactive selling. This is the process of selecting h
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
gh potential accounts, developing penetration plans for each, and turning potential into achievable results. Targeting becomes a driving force for call planning and time management, as dealer sales people sh
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ift their focus to increasing market share by improving share of customer spend and new account generation. Today’s customer is much smarter and better educated than they were in the 90’s. Sales representativ
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
s must understand their customers’ needs, find their pain and practice solution selling.
The Territory Opportunity Action-planning Discussion (TOAD) is the most important element in the process. It is the pl
The Territory Opportunity Action-planning Discussion (TOAD) is the most important element in the process. It is the pl
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
atform that creates timely feedback and a focus on meeting objectives. Sales managers should center these monthly discussions around performance improvement, coaching on best practices and providing support t
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
the sales team.
A scorecard supports accountability and alignment throughout the network. It is a diagnostic tool and a motivator. It should include both results measurements (e.g. revenue, gross profit a
A scorecard supports accountability and alignment throughout the network. It is a diagnostic tool and a motivator. It should include both results measurements (e.g. revenue, gross profit a
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
nd market share growth) and supporting activity measurements (e.g. targeting activities, program compliance, training participation).
The tool kit is a library of best practice guidelines, reference material
The tool kit is a library of best practice guidelines, reference material
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
and other resources that anyone in the enterprise can peruse at his own convenience. The contents could include manuals, safety sheets, call budgeting, planning tools and account penetration strategy guideli
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
nes, etc.
As today's sales environment leans toward a more multifaceted atmosphere, salespeople must become strategists with a plan. This plan requires more knowledge about the business, better relationships
As today's sales environment leans toward a more multifaceted atmosphere, salespeople must become strategists with a plan. This plan requires more knowledge about the business, better relationships
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
and better solutions. Once you accumulated this knowledge, utilize it. Develop your penetration strategy around the customer’s pains. What challenges do they face on a day to day basis? How do they make money
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
? Where can you provide value, increase their ability to make profit. (This does not include price reductions). Employ all the resources in your company that are necessary to accomplish your growth objectives
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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