brandstorm and field force excellence 2015 special issue

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April 2015 | www.medicinman.net

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BrandStorm & FFE 2015

BrandStorm & FFE 2015 was held on the 13th and 14th of March 2015 at the Westin Hotel in Mumbai

Special Video Feature, See Inside

Highlights

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2 | MedicinMan April 2015

Was there a thunderstorm & lightning accompanied by heavy downpour in Mumbai, recently? Yes, there was, albeit

a different one.

Arguably, there has never been a more important time for the Indian pharmaceutical industry to revisit and review sales and pharma marketing practices, as the sector faces the implementation of the UCPMP code, soon.

It was at BrandStorm and FFE 2015, held at The Westin Hotel, Mumbai on 13th and 14th April 2015 where CEOs, marketing and sales force heads shared their pearls of wisdom and exhorted the delegates to challenge the status quo with revolutionary thinking.

“There Are Some Things You Can Only Learn In A Storm.” And this applies to the Indian pharma industry, as well. With the latest storm that is brewing in terms of implementation of UCPMP, pharma players have to sit up and re-think their existing approach to marketing and selling. Fortunately, there are quite a few pioneers in the industry who are ahead of the curve and this was quite evident when Shiva Natarajan from GSK spoke on ‘moving away from brand management to therapy shaping’. He showcased the adoption of a therapy shaping strategy for their established brands.

Bhagwat Deora and Sanjay Dhawan from PwC gave an overview of UCPMP, modalities and its implications in a very lucid manner. The take home messages were clear: CHANGE or GET CHANGED.

Mankind Pharma is an enigma in the industry. Having broken all the conventions and the myths of pharma selling, the company is growing leaps and bounds. Dr. V. K. Sharma captured the nuts and bolts of Mankind’s success giving enough food for thought to the participants. Folks…it is time to ‘change our limiting beliefs.’

Guest Editorial: K. Hariram

K. Hariram is the former MD (retd.) at Galderma India.

He is Chief Mentor at MedicinMan and a regular contributor. [email protected]


Shashank Shanbhag, MSD, spoke on the “Challenges of Marketing to Hospitals.” There were excellent take home messages from Nandish Kumar of FDC followed by sharing of some unconventional promotional strategies designed by Medulla Healthcare Communications.

On the second day at FFE 2015, Sanjiv Navangul, MD, Janssen (J&J) India gave a thought provoking and actionable points in his keynote address. He emphasized the need for transformation and not incremental improvement, as it has been, so far. He strongly recommended a change in the approach of selling models recognising today’s access to information through technology and also the need for ‘patient advocacy’ with lifestyle diseases such as diabetes affecting all sections of the population.

Post-UCPMP era, the need to ramp up the sales force in terms of efficiency & effectiveness along with enhancing the image of pharma sales people was well brought out by some of the veterans like Satya Mahesh of Merck Serono and Amlesh Ranjan of Sanofi.

The CEO round table of Shivakumar, MD of Eisai Pharma, Sanjiv Navangul of Janssen India (J&J), Anjan Ghosh, Director - Commercial Excellence, Janssen India (J&J), K. Hariram, Retired MD, Galderma, ably moderated by Sujay Shetty of PwC, re-emphasized the needs of adapting to environmental challenges.

The internet and the social media is yet another big story in the industry at the moment. We in Indian pharma have been slow to embrace these changes.

Eager to demonstrate that this is not the case was Sunder Ramachandran, Head of Sales Training, Pfizer as he shared the revolutionary approach to L&D and how Pfizer has successfully introduced social learning into these models. This has helped in better engagement with the sales force helping them to be up-to-date. Probably this has been the key differentiating factor of the Pfizer’s sales force in a crowded market.

Himalaya Drugs has been very contemporary in their approach to L & D and they are worth emulating. Sai Kumari who is heading the ‘Centre of Excellence’ in Bangalore was very passionate in sharing the way they have gone about and what they really do to build sales force excellence. Pankaj Gursahani of Astra Zeneca went a step ahead to build the FLMs accreditation model, thus improving overall retention.

Guest Editorial | K. Hariram

”

Post-UCPMP era, the need to ramp up the sales force in terms of efficiency & effectiveness along with enhancing the image of pharma sales people was well brought out by some of the veterans like Satya Mahesh of Merck Sereno and Amlesh Ranjan of Sanofi.


With all these impending environmental changes and challenges, there is a dire need to re-focus on the ‘role clarity’ of the sales management team starting from FLMs to SMs. The need of the hour is not just ‘managing sales’ but ‘sales management’ with major focus on ‘on-the-job-coaching’. This was lucidly brought out by Deep Bhandari of UCB and K. Hariram, retired MD, Galderma.

The hallmark of the day was “218 Not Out” by Limca Book of Records holder for “Most Consistent Target Achiever”, Shankar of Zydus Cadila. He was felicitated for his record breaking continuous performance ‘month on month’. Who says we need a title to lead? Shankar is a living example of ‘leading irrespective of the title’. The industry needs to learn from Shankar and find ways to replicate people with such mindset.

The events on both the days concluded on a very positive and high note generating lots of enthusiasm and energy. I came back with a feeling that Indian pharma has hidden gems and such forums provide the platform for sharing the wisdom, knowledge and best practices.

The key take-home messages that emerged are:

1. Focus on revolutionary changes rather than incremental evolution

2. Embrace digital marketing

3. Focus on therapy shaping

4. Equip field force with L&D tools – encourage learning on the move

5. Bring role clarity in sales management cadre – develop people through work. -KH

Guest Editorial | K. Hariram

Shankar M. of Zydus Cadila (center) with his wife Vidya and Sanjiv Navangul, MD, Janssen (J&J) India

Go to page 11 for a photo montage of BrandStorm & FFE 2015

“MOST CONSISTENT TARGET ACHIEVER”

MedicinMan Volume 5 Issue 4 | April 2015

Editor and Publisher

Anup Soans

CEO

Chhaya Sankath

Chief Mentor

K. Hariram

Editorial Board

Salil Kallianpur; Prof. Vivek Hattangadi; Shashin Bodawala; Hanno Wolfram; Renie McClay

Executive Editor

Joshua Soans

Letters to the Editor: [email protected]

CONTENTS

The Organizing Team at Knowledge Media Venturz with K. Hariram, MD (retd.), Galderma (centre)

Role clarity for Field Force Excellence

K. Hariram

Page 6

A synopsis of the session by K. Hariram, MD (retd.), Galderma at FFE 2015

BrandStorm & FFE 2015 - A Photo Montage

Page 9


India continues to be among the five pharmaceutical emerging markets. There will be new drug launches, new drug filings, and Phase II clinical trials which

are expected during this year (2015). The domestic pharmaceutical market is expected to register a strong double-digit growth in the coming times.

Keeping in view the growth of pharmaceutical sector and with the intention to provide a uniform code with respect to pharmaceutical marketing practices, UCPMP (“Code”) has been introduced by the Department of Pharmaceuticals, Government of India on December 12, 2014 which became effective from 1 January 2015. It is expected to encourage good marketing practices by pharmaceutical companies.

E

Role clarity for Field Force Excellence

A synopsis of the session by K. Hariram, MD (retd.), Galderma at FFE 2015


Field Force continues to be the vital link between the customer and the organization. Hence, the performance of the field force, more so, in the context of UCPMP will determine to a high degree the sustained success of any organization.

Although sales force automation and measurement have become increasingly common business practices, the true success of the Field Force is based on the correct alignment of the sales force management with the company strategy to accomplish its mission and thus drive value.

To unlock the sales force abilities, a manager at any level must spend a significant amount of time on two activities:

1. Helping the team understand the company’s direction and its implications for team members and

2. Coaching for performance.

Little of either occurs on the front-lines today. Across organisations, front-line managers spend more than 60 percent of their time on administrative work and meetings and the so called ‘sales management’ which is nothing but ‘managing sales’. They spend only 10 to 40 percent actually managing front-line employees by, for example, coaching them directly

Peter Drucker defines EFFICIENCY as “doing things right” and EFFECTIVENESS as “doing the right things”.

Achieving Field Force Excellence requires intelligent combination of both. If this excellence has to be achieved and sustained, the role clarity and the associated responsibilities have to be clear with regard to sales management including the line functions.

Today, there is still a tremendous amount of confusion and there are many situations where there is duplication or substitution of the effort areas.

For example, calling on physicians including KOLs, joint working with sales people, stockists management are day to day functions in which there is overlapping and duplication with no clear cut responsibility. This is also due to poorly defined sales processes leading to firefighting during month end sales closing.

So the process is forgotten or compromised and the month end becomes an end by itself till the next month end. This leads to erosion of ‘efficiency’ and ‘effectiveness’. And ‘excellence’ remains an unreachable dream.

K. Hariram | Role Clarity for Field Force Excellence

”

Achieving Field Force Excellence requires the intelligent combination of both efficiency and effectiveness. If this excellence has to be achieved and sustained, the role clarity and the associated responsibilities have to be clear with regard to sales management including the line functions.


The starting point is clarity in defining the role and the responsibility at each level of sales management. Stephen Covey, the author of ‘The Seven Habits of Highly Effective People’ defines “role” (both in personal and professional life) which relates to three areas:

1. Responsibility,

2. Area of Relationship, and

3. Area of Contribution.

The responsibility to achieve Planned Revenue Generation rests at all levels of hierarchy in a commercial organization, whether direct or indirect. But the differentiation between roles is to be found in the relationship areas and the area of contribution.

While each level may help or support the other level of function, the real concern is duplication of efforts, lack of clear direction and more importantly, the absence of coaching, guiding and directing as part of the area of contribution.

So communications at all levels remain more often on a transactional level and seldom lead to transformation. Hence, the chaos, firefighting and blame-fixing, resulting in gaps at all levels.

This is also one of the major factors contributing to sales force attrition.

In the context of UCPMP, it is time to re-think and re-focus on the need to complement the internal sales force effectiveness measures through role clarity with well-defined responsibility, area of relationship and area of contribution leading to Field Force Excellence.

“Excellence endures and sustains. It goes beyond motivation into realms of inspiration. I have found that excellence is not so much of a battle you fight with others, but a battle you fight with yourself, by constantly raising the bar and stretching yourself and your team. This is the best and the most satisfying and challenging part about excellence.” -KH

K. Hariram | Role Clarity for Field Force Excellence

Responsibility Area of ContributionRelationships

ROLE

9 | MedicinMan April, 2015

BrandStorm & FFE 2015

A Photo Montage

Click the button to view the video

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FFE 2015 Breakfast for the Brain

(L to R) Sujay Shetty, Executive Director & India

Leader, Pharma, Life Sciences & Medical Devices at PwC

India; Deep Bhandari, Director- Marketing & Sales Excellence at UCB; Amlesh Ranjan, Sanofi; Jagmohan

Singh Rishi, Asso. Vice President - Digital Marketing, L&D & Commercial Excellence at Wokhardt; Sanjay Dhawan,

Pharma GRC Leader and Partner, Risk Advisory Services at PwC; Shankar, Zydus Cadila;

Satya Mahesh, Associate Director and Head of SFE at Merck; Sai Kumari, Head-Center for Excellence The Himalaya Drug Company

(L to R) Sanjiv Navangul, Managing Director at

Janssen India; K. Shivkumar, Managing Director at Eisai

Pharmaceuticals

(L to R) Anup Soans, Editor, MedicinMan; K. Hariram,

former MD (retd.) at Galderma India. He is Chief Mentor at

MedicinMan; K. Shivkumar, is Managing Director at Eisai

Pharmaceuticals

K. Shivkumar, Managing Director at Eisai Pharmaceuticals makes a point


FFE 2015 KEYNOTE ADDRESS, DECODING UCPMP & CEO ROUNDTABLE

Sanjiv Navangul, Managing Director at Janssen India, delivering the Keynote addressSanjay Dhawan, PwC on “Decoding the UCPMP”

Sujay Shetty, PwC, moderated the CEO roundtable

Sanjiv Navangul, Managing Director at Janssen India answers audience Q&A Anjan Ghosh, Director - Commercial Excellence at Janssen India (J&J)

http://youtu.be/1KBtB-uerUg


FFE 2015 Value Framework for Indian Pharma & SFE basics

Amlesh Ranjan, Sanofi, on “The Value Framework for Indian Pharma in the

21st Century”

Satya Mahesh, Associate Director and Head of SFE at Merck on “SFE:

What Every Pharma Sales Professional Should Know”

With Anup Soans, Editor, MedicinMan (Extreme Left) and Sai Kumari, Head-Center for Excellence The Himalaya

Drug Company

FFE 2015 Field Force Learning & Development - Best Practices


Sai Kumari, Head-Center for Excellence The Himalaya Drug Company

Sunder Ramachandran Head - Sales Training at Pfizer Jagmohan Rishi, Asso. Vice President - Digital Marketing, L&D & Commercial Excellence at Wockhardt

Pankaj Gursahani, Director - Sales Training at AstraZeneca Pharma

(L to R) Sunder Ramachandran, Pfizer; Ashish Ghai, Sanofi; Sai Kumari, The Himalaya Drug Company; Jagmohan Rishi, Wokhardt; Pankaj Gursahani, AstraZeneca & Anup Soans, Editor, MedicinMan

Q & A with active participation of the delegates




FFE 2015 Roles, Responsibilities & Contributions of FLMs

Deep Bhandari, Director- Marketing & Sales Excellence at UCB K. Hariram, MD (retd.), Galderma

Anup Soans, Editor, MedicinMan VK Sharma, Assoc. Vice President (Marketing & Sales), Unichem on “Mankind’s Winning Ways”

Photo-op with faculty


BrandStorm 2015 Welcome, Keynote Address & Panel Discussion

Welcome address by Chhaya Sankath, CEO, Knowledge Media Venturz

Decoding the UCPMP by Bhagwat Deora, Sr. Manager, PwC

Panel Discussion on UCPMP

Keynote Address by Salil Kallianpur, Brand Director, Classic Brands Europe at GlaxoSmithKline

Active participation by young brand managers

https://youtu.be/YOLYq8Y_JGw


BrandStorm 2015 Therapy Shaping, Marketing to Hospitals & Case Study

Shiva Natarajan, General Manager, GSK: “From Brand Management to Therapy Shaping” Shashank Shanbhag, Senior Director (BUD), MSD, on “Marketing to Hospitals”

Panel discussion moderated by Praful Akali (extreme left) and joined by Nandish Kumar, Marketing Head, FDC Ltd (extreme right)

Nandish Kumar, Marketing Head, FDC Ltd with a case study of Zifi-AZ

Houseful at BrandStorm 2015 Q & A with active participation of the delegates



BrandStorm 2015 Reinvention of Pharma & Optimization of Healthcare Coms

(L to R) Amit Akali and Praful Akali on “How to Optimize Healthcare Communication Creative Agency Services”

Anup Soans, Editor, MedicinMan leads an interactive session on “Reinventing the Field

Force: Doctor Interaction through the use of Digital

and Social Media”

An overview of the proceedings Q & A with active participation of the delegates


The MedicinMan & KMV team

brandstorm and field force excellence 2015 special issue

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