Participants

Opinions

SafeValue must use [property]=binding: 84fb42f680f8e219ce3158bf9a91cee0 (see http://g.co/ng/security#xss)

Do Medical Reps Have a Place in the Future of Work?

Participants

Opinions

ce7db4e09f734492e7d65640723d47c1

Description

Keynote:

 

The traditional role of the Medical Rep as the “communicator” of scientific and marketing content is increasingly losing relevance. Digital tools offer a far more targeted and effective means to present scientific content to doctors.  The Covid19 crisis has accelerated the decline in the scale and scope of Medical Rep visits as Patients reduce/stop seeing HCPs and HCPs reduce/stop seeing Medical Reps.

 

The good news is: despite this, most stakeholders including doctors reaffirm that Medical Reps remain the most preferred mode of interaction with Pharma. It is their top choice and will remain so post Covid19 scenario as well. Therefore, Covid19 is highly unlikely to hasten the decline of the Medical Rep. 

 

The Medical Rep will always have a role. The question is: What they are doing now? The challenge is: What role will they be playing, going forward? 

 

Let’s put on our thinking caps and engage in a Live Discussion at 5 PM on Wednesday, July 15th, followed by a webinar on Friday, July 17th 2020.

avatar

Digital Excellence Pharma Academy

16 Jul 2020 15:28 Pinned

Have you missed yesterday's live discussion? Not to worry, you can still access it in the video below. You are welcome to post your questions and comments. And tomorrow's presentation airs as usual at 5 pm. https://youtu.be/AvkkbOhVl3Q

avatar

Shreenivas Shivaram

17 Jul 2020 18:16

Very Powerful talk. I hope industry leaders are listening. This pandemic will change the way of selling for sure in Pharma and Medical Devices. Loved the slide Covid 19 Accelerated new shifts in selling". Its an eye opener!

avatar

Deep Bhandari

17 Jul 2020 21:01

Thanks Shreenivas for your encouraging comment, I am glad you liked the selling shifts.

avatar

Kamini Sharma

17 Jul 2020 18:24

Thank you so much Sir , I can really relate to what you are saying because even before Covid I have demonstrated the power of being a Trusted advisor which not only helped us Building rapport with the customers but also helped us in establishing many brands in Srilanka , Ukraine , Moldova , Kazakhstan and now in Philippines .We are getting the advantage of that even now in Post Covid Era . The ... See more

avatar

Deep Bhandari

17 Jul 2020 21:04

Thanks Kamini wonderful to know you are already on the path and enjoying the success, I am sure with quick adoption of right technology you and your team will excel in building customer loyalty and advocates for your company.

avatar

Digital Excellence Pharma Academy

15 Jul 2020 16:01 Pinned

Here is a poll question for you:

What Are Medical Reps Necessary For?
60 Votes
Increase prescription for their brands
8%
Build Customer Relationships
17%
Deliver Samples/giveaways etc
0%
Source of practical information for the HCPs
0%
Organising patients support / diagnosis events
0%
Managing stockists / distribution / sales
0%
Manage Patient Assistance Programs
5%
All of the Above
70%
None of the Above
0%
See All...
avatar

Hanno Wolfram

15 Jul 2020 17:37

Thanks a thousand!!

avatar

Sandeep Varma

15 Jul 2020 18:12

I think the Rep has to get out of "Thank you for your prescription Doctor. Please continue your support." syndrome. His role has to be clearly spelt out first by the top management, and then by the line managers, with proper training and practice of understanding customer needs and providing solutions to them. He need to ask before every customer interaction- "What value am I going to add today... See more

avatar

Digital Excellence Pharma Academy

15 Jul 2020 18:20

Thank you Sandeep. I agree, the company will have to do a lot of reworking to make that happen.

avatar

Vivek Hattangadi

17 Jul 2020 18:48

Well said Sandeep Varma!😊

avatar

Deep Bhandari

17 Jul 2020 21:09

Well articulated Sandeep, this new shift needs organisational capabilities not only Reps, if we want our Reps to transform, the organisation needs to get ready to support and facilitate this change. Starting with getting the right people, or-boarding, training them well, their manager's need to under what they need to develop so they are able coach, marketing and technology equipping them with ... See more

avatar

Anonymous

17 Jul 2020 16:09

Yes Mr Sandeep barring top MNCs and few top Indian companies, rest all companies MRs are not that well versed or to be presise have a good soft skill or Kash. Another thing currently MRs who are been selected, majority of them are from non science background or from science background but like computer science passout. So it's very important how much company invests on people training and deve... See more

avatar

Deep Bhandari

31 Jul 2020 16:37

Thanks Prof Chakravorty kind of you to say such nice words,  loved analogy "Mirage to Rafale" 

avatar

Bhaskar Chakravorti

29 Jul 2020 16:03

Deep Bhandari has deep insight and powerful knowledge. I appreciate his analogy, along with Anup Soans, from the 'stethoscope to Butterfly IQ'. I want to add another topical one 'from Mirage to Rafale'.

avatar

Shiva Natarajan

19 Jul 2020 12:49

Thanks Deep for sharing your thoughts on this topic. Great take home messages. The grid on ‘personal rapport’ vs ‘clinical credibility’ is so relevant in these times and future. Time for Sales force to move from persuasive selling to adding value in HCP interactions.

avatar

Deep Bhandari

19 Jul 2020 15:20

Thanks Shiva truly appreciate your feedback and glad you liked the "Valued Partner" grid

avatar

Hariram Krishnan

19 Jul 2020 07:19

People in the field are typically very action-oriented and get much of their fulfillment from their interactions with customers and others. We need to find new work for them, not just because of a desire to be productive but because it will be key to supporting their emotional well-being and energy. Deep, You have given good amount of thought triggers to pharma leadership. Very well articula... See more

avatar

Deep Bhandari

19 Jul 2020 15:24

Thanks Hariram Sir, truly appreciate and kind of you say nice words. Repurposing Rep's will need organisational capability and support, it's certainly not about Rep's alone. Therefore, this topic always draws more attention from the leadership. Thanks again for your support and guidance.

avatar

Deelip Sambhajirao Ghuge

18 Jul 2020 18:23

Thanks Mr. Deep. It was really a nice insight about current scenario and future expectations from Medical Rep. As you mentioned Medical Resps role is going to be more important and dynamic in future and companies need to prepare their sales force accordingly to stay in competition

avatar

Deep Bhandari

19 Jul 2020 15:26

Thanks Deelip appreciate your comment and glad you liked and find insights useful.

avatar

Sandipan Bhattacharya

18 Jul 2020 17:58

Great delebaration & although i am a Pharma guy ( 17 years In Pharma / Medical device , however as I am into Lab Medicine now i want to replicate this model consiouly ( huge challenge for me as , in the deceision maker level- very poor conceptual understanding of this possible transition will take place & they refuse to learn they predominenetly from B2B as we... See more

avatar

Digital Excellence Pharma Academy

18 Jul 2020 18:43

Wow, great to hear that. Thank you.

avatar

Deep Bhandari

19 Jul 2020 15:29

Thanks Sandipan, I am glad you liked it and willing to give a try, please feel free to reach out, I will be happy to contribute whatever way I can. Thanks and truly appreciate.

avatar

Krishna Kumar Mallath

18 Jul 2020 14:01

Definitely MR role cannot be neglected as First Chemist Second Doctor approach still hold good for accurate rx analysis. More over digital platforms are good if the screen size is big.

avatar

Senthil raj S s

17 Jul 2020 18:58

Sir, very clear points and deliverables. thanks for a wonderful session. The way you presented the presentation starting from the introduction and in the end stating what next was good. I like the anecdote of Stethoscope and MR wow fabulous. The Importance of Rep and their role change in the future. I remember Hariram sir famous 3 words, which I will never forget in life that is Adapt, Adep... See more

avatar

Deep Bhandari

18 Jul 2020 17:34

Thanks Senthil for summarising your learning and very important feedback about emotional aspect. I will certainly consider providing more detail in my forthcoming webinar. Thanks again, truly appreciate please continue to provide valuable inputs.

avatar

Vivek Hattangadi

17 Jul 2020 18:47

An excellent presentation. The views of Anil Mathai and Kamini Sharma are insightful. And Butterfly iQ. I wasnt even aware of it. Shall certainly see that!😊 Thank a lot Deep Bhandari Sir.

avatar

Deep Bhandari

17 Jul 2020 22:12

Thanks Vivek Sir truly appreciate your continued encouragement and support

avatar

Jitendra Tyagi

17 Jul 2020 18:25

Thanks, the discussion was very interesting.The role of Rep has always been knowledge based. Confusion remains is the rep passing information or knowledge. Information is available in plenty through many sources but how can this information be converted to knowledge is the role of the organisation. Value creation is the challenging exercise as Value changes as per the context and time.

avatar

Deep Bhandari

17 Jul 2020 22:16

Thanks Jitendra for your well articulated thoughts, organisation need to develop capability to support and equip Rep to succeed in the role as a trusted advisor