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FFE 2012 FACULTY

AMLESH RANJAN

SUJAY SHETTY

N. B. GAD

GIRDHAR BALWANI

SHRIHARI SHIDHAYE

JOSHUA MENSCH

APARNA SHARMA

KEITH PINTO

JOLLY MATHEWS

DEEP BHANDARI

B. RAMANATHAN

HARI KRISHNA

VIKRAM MUNSHI

DANDABANY D

SALIL KALLIANPUR

S VARADARAJAN

ANUP SOANS

The 1st Anniversary of

MedicinMan was cele-

brated by creating a new

annual platform of phar-

ma thought leaders to foster Field Force

Excellence - FFE 2012 on June 16 at

the JW Marriott in Juhu, Mumbai. Over

80 senior pharma executives from 24

top pharma companies attended FFE

2012 signifying the importance of Field

Force Excellence. The registrations had

to be closed, as it was practically a full

house.

Arvind Nair, Conference Director of

Brand Drift once again delivered a

spectacular event, this time ably assist-

ed by MedicinMan‘s new CEO, Chhaya

Sankath and MedicinMan‘s US Repre-

sentative, Sejal Kikani.

The outstanding faculty of FFE 2012

from 15 leading MNC and Indian Phar-

ma ensured that the delegates had a

feast of learning on various areas that

impact FFE. The list of FFE 2012 facul-

ty was representative of the uniqueness

of Indian Pharma.

Social media maven, Salil Kallianpur,

Centre of Excellence at GSK live tweet-

ed the event highlights ensuring that

pharma professionals all over the world

kept abreast of FFE 2012 proceedings.

FFE 2012 kicked-off with a welcome

address by Anup Soans, Editor of

MedicinMan followed by a Keynote

address by Amlesh Ranjan, Associate

Director at Sanofi. This was only appro-

priate as both Anup and Amlesh began

their career as Medical Reps and prod-

ucts of Field Force Excellence in India.

Amlesh Ranjan began with a quote by

Gautama Buddha – ―Excellence can be

achieved, if you dream more than others

think is practical; care more than others

think is wise; expect more than others

think is possible; risk more than others

think is safe.‖ Amlesh traced the pro-

gress of Medicine and Pharma

industry from palliative to correc-

tive. (FFE 2012 presentations will

be hosted on MedicinMan website

for the benefit of pharma profes-

sionals, subject to copyright of pre-

senters). Amlesh Ranjan touched

upon several areas that lead to field

force excellence and concluded with

the statement – ―The value that you

add, comes from the values that you

hold‖ signifying the importance of

personal responsibility and integrity

in fostering excellence. Amlesh

Ranjan‘s success story can be read

in the November 2011 issue of

MedicinMan.

The CEO Roundtable was the cen-

terpiece of FFE 2012. This was for

the first time directors of pharma

companies who were brought on an

open platform to discuss FFE.

Brilliantly moderated by Sujay

Shetty, Partner and Lead of Pharma

and Life Sciences at PwC. ▌

~ F I E L D F O R C E E XC E L L E N C E ~

TM

MedicinMan

MEDICINMAN CELEBRATES 1ST ANNIVERSARY WITH FFE ‘12

Chhaya Sankath presenting FFE „12 memento

to Narayan B. Gad, CEO of Panacea Biotec

If you wish to participate in FFE

2013 in Feb 2013 or Brand Drift also

in Feb 2013, get in touch with us

now.

Contact: anupsoans@medicinman.net

This is a promotional copy.

To read the complete issue visit

www.medicinman.net

3

MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net

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Send your orders to anupsoans@medicinman.net and make a payment of Rs 800/- to HDFC

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Moderator: Sujay Shetty, Partner and Lead, Pharma and Life Sciences, PwC (center)

(left to right) Joshua Mensch, Director Marketing, Data3s, Czech Republic

Girdhar Balwani, Managing Director, Invida India

Shrihari Shidhaye, Director Sales and Marketing, Abbott Healthcare

Narayan B. Gad, CEO Panacea Biotec

Opening Remarks by Sujay Shetty – Moderator

Sujay Shetty: Whenever I travel abroad, people want to understand and decode the Indian mindset

and pharma market. The promise of the Indian pharma market – slated to be in the world‘s Top 10

pharma markets—is too alluring to ignore.

FFE 2012 is a wonderful opportunity for us to enrich ourselves from the vast experience and exper-

tise of veteran CEOs as well as the senior executives in the audience of Indian and MNC pharma

companies.

FFE 2012 is an opportunity to discus issues like the impact of Gen Y entering the workforce, whose

models and methods are Google and digital. To discuss how selling is moving from heavy promo-

tions to Key Account Management; and other issues that impact field force.

(Question to panelists): What are the Top Two Trends Impacting Pharma Field Force?

Joshua Mensch: 1. Harmonization and unifying of various functions within a company to

ensure seamless communication between various functions like Sales, Marketing, HR, Train-

ing, SFE, even functions like Finance and Supply Chain. Using technology to integrate

functions that ultimately impact sales directly or indirectly will facilitate this breaking of

silos. Building relationships within and outside the company.

2. Refined thinking about KPIs – moving from quantitative to qualitative measures.

MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net

CEO Roundtable at FFE 2012

5

Narayan B. Gad: A little bit of context is needed when discussing FFE in India because

India is a unique market with the largest number of brands and companies jostling in the

marketplace. The challenges are: 1. A high attrition rate of 35% 2. Reduced competence of

a Medical Rep compared to 10 years ago and 3. The job of a Medical Rep is no longer as-

pirational.

Having said that, I would want companies to focus on three areas to address the problems:

1. Once a person has been hired as a Medical Rep, what can we do to create a ‗will-

fullness‘ and pride in the job? How can he love the wife he has, even if she was not his

first choice? (Ed. – Not an easy task given that Gen Y prefers to choose their own partners

even in opposition to parental wishes.)

2. Technology enablement – how can we use technology to compensate for the lower competence of the below average

Medical Rep, so that he delivers value to the in-clinic interaction?

3. Creating a culture of competence among the managers. Today‘s SBU Heads in many cases are yesterday‘s Medical

Reps – many who joined the profession not out of choice and hence the lack of competence continues. A lot can be

achieved if the managers are more competent.

Girdhar Balwani: Pharma industry still has a lot of attraction and those who do choose the career

and work hard have the opportunity to rise in the organization as is evident from the success

achieved by many in the audience.

Apart from technology, the increasing number of brands has changed the way in which a Medical

Rep interacts with the doctor. The expectations of doctors have also changed dramatically. The

recent growth of many companies – how have they grown? They have grown through relationship

building, where the Medical Rep becomes just a Rep instead of scientific information provider.

Will the MCI guidelines change the way doctors behave? Will we as an industry evolve code of

conduct to follow ethical practices? I‘m a bit skeptical as there are too many companies, too many

brands and too many Medical Reps.

Shrihari Shidhaye: Technology will certainly be a big impact on Field Force. But how are we

using technology? If we use fancy gizmos with the same visual aid on the iPad, the novelty will

soon wear off. We have to ensure that we build back-end capability that creates and delivers val-

ue through technology. Even while using technology for Field Force merely for reporting and

compliance instead of gaining customer insight, we may be using technology but we may not be

optimizing its utility.

Pride in the Field Force is a big ‗Missing Link‘.

Productivity of Field Force is falling sharply. While implementing SFE, are we doing everything

to ensure that productivity increases?

Sujay Shetty: We can summarize the key issues as:

1. Technology will have the biggest impact on every aspect of Field Force working.

2. Appropriate use of technology to integrate various functions and deliver value to sales people.

3. Selling practices and code of conduct will need to be looked at.

4. How to attract and retain talent? And, how to increase the competence of managers?

5. Moving from efficiency to effectiveness and onward to excellence.

The entire proceedings of the CEO Roundtable and other sessions will be available for Rs. 1,500/- in an FFE 2012 Special Print and DVD issue. Write to anupsoans@medicinman.net

MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net MedicinMan 1st Anniversary Promotional Copy. Read the complete issue at www.medicinman.net

The Half-Time Coach

A Psychometric Assessment-based Feedback and

Feed-forward Program for FLMs and SLMs

What do you expect

your FLMs and SLMs

to be good at?

1. Management Games

Relearning by Reflection,

Feedback by Observation

2. Case Studies

3. Movie Clippings

4. Mapping Exercises

What are you doing to ensure that

they gain proficiency in the desired

skills?

Contact: anupsoans@medicinman.net

Ph. +91 93422 32949

The Half-Time Coach is delivered by Anup Soans, Editor MedicinMan &

Author of SuperVision for the SuperWiser Front-line Manager, HardKnocks for the

GreenHorn and RepeatRx