1

2

Identify Target Customers

Assess Customer Potential

Prepare & Update Prospect List

and Core Doctors List

RCPA

Prescription Audit

3

RCPA provides Customer Knowledge

Prescription Preferences

Prescription Share

Prescription Potential

4

Doctors for Products

Select the right doctors for each key product

Products for Doctors

Select the right products

for each Prospect List doctor

5

RCPA facilitates Effective Product Promotion

Detail the right product

Sample the right product

Give the right inputs

Demand support for the right products

Validate the support through RCPA

6

RCPA - The Right Method

Choose right chemist for the doctor Visit chemist before meeting every doctor Choose the right time

Identify the right sales person ( always address by name )

Build relations ( POB & New product availability )

7

Products for RCPA

Select your products for RCPA

Restrict to only 2 products at a time

Select the competitive products

Restrict to 3 products

8

Always Ask open-ended questions

Which Doctor’s prescriptions you are getting regularly? Which Cefixime brands are selling on the counter? How much each Cefixime is selling in Boxes / Strips per

week? Who are the three major prescribers of Cefixime Brands? How much these major prescribers contribute to the sale? How much Aldactone is selling on that counter? Who are the major prescribers of Aldactone? How much these major prescribers contribute to sale? What is the stock level of Aldactone and Competitor’s

brand? If information is not forthcoming, give positive alternatives

9

Always Ask open-ended questions

Which Doctor’s prescriptions you are getting regularly?

Which Cefixime brands are selling on the counter? How much each Cefixime is selling in Boxes / Strips

per week? Who are the three major prescribers of Cefixime

Brands? How much these major prescribers contribute to the sale?

How much Nufex beta is selling on that counter? Who are the major prescribers of Nufex beta? How

much these major prescribers contribute to sale? What is the stock level of Nufex beta and

Competitor’s brand? If information is not forthcoming, give positive

alternatives

10

Always note down in writing

The retail salesman - more responsible

The information - more dependable

Tabulate the data

Have documented data for analysis

11

Data to Information

Select doctors for products

Select products for doctors

Revalidate the data again and

again

Change your selection where

necessary

12

Institutional RCPA

Find the members of units of departments Find the days on which each unit handles

the OPD Conduct RCPA on the respective days,

for each unit Stand in the counter and watch the

prescriptions

13

Sharpen your RCPA skills

The accuracy increases with

improved skill

More the data,

better the information

14

RCPA without Detailing

is Sterile

Detailing without RCPA

is Blind