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Role Clarification ABM

The document outlines the role and responsibilities of an Area Business Manager for Onco/Specialty Aesthetics in India for Dr. Reddy's. The role involves implementing marketing strategies, maintaining relationships with customers like doctors and pharmacists, collecting competitor information, conducting medical education initiatives, and meeting sales targets for assigned products. Key responsibilities include product promotion, customer relationship management, sales planning, conducting medical education programs, sales reviews, and territory data management.

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Pradeep Kumar
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513 views

Role Clarification ABM

The document outlines the role and responsibilities of an Area Business Manager for Onco/Specialty Aesthetics in India for Dr. Reddy's. The role involves implementing marketing strategies, maintaining relationships with customers like doctors and pharmacists, collecting competitor information, conducting medical education initiatives, and meeting sales targets for assigned products. Key responsibilities include product promotion, customer relationship management, sales planning, conducting medical education programs, sales reviews, and territory data management.

Uploaded by

Pradeep Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLS, PDF, TXT or read online on Scribd
You are on page 1/ 3

Mercer Role Clarification Document v1.

1
IDENTITY
Organization: Dr Reddy's Unit/Function : India Generics Date : 1-Jun-10

Area Business Approval :


Position Title: Manager - Onco/Sp. Person Name:
Aesthetix

Regional Business
Supervisor's
Manager - Onco/Sp. Supervisor Name: Approval :
position Title:
Aesthetix
PURPOSE
To:
Implement strategy prescribed by PMT team and provide them inputs for new products after gathering feedback from
customers and understanding market trends, meet key opinion leaders for own region and maintain cordial relationships
with them; collect competitor information and doctor's prescription trends through pharmacy managers; conduct and
manage CME and other such initiatives to maintain company's brand image; plan weekly targets for existing products

Within:
prescribed brand strategy and regulatory norms

With the objective of :


meeting monthly and yearly sales targets for each product in the assigned area

SIZE
Financial Non Financial
Sales Revenues of products handled: 40 Lakh Number of products Handled : 11 (Indicative)
INR per annum (Indicative)

OPERATING NETWORK
Internal External
External
Subordinates Roles WITHIN my function Roles OUTSIDE my Function Interface

Area Business Managers


Doctors
Key Account Managers PMT Team
Stockists
Regional Business Managers Business head
Nil Pharmacy
Task Force Heads
Managers
CFA

MINIMUM REQUIREMENTS

Education & A graduate in pharmacy with minimum two years of experience in concerned speciality segment
Experience preferably in that region

Business
Basic understanding of pharmaceutical marketing and basics of concerned speciality business
Understanding
Knowledge Behavioural Skills
Deep knowledge of Customer Behaviour Communication skills
Basic knowledge of Computers Inter-personal skills
Product Knowledge Influencing
Scientific Knowledge of therapy products Networking
Team Player
483368607.xls First page
Deep knowledge of Customer Behaviour Communication skills
Basic knowledge of Computers Inter-personal skills
Product Knowledge Influencing
Scientific Knowledge of therapy products Networking
Team Player

483368607.xls First page


Role Clarification Document- Page 2 Position: Area Business Manager
Date: 1-Jun-10

AREAS OF RESPONSIBILITY (AOR) LEVEL MEASUREMENT CRITERIA


Quantitative
Qualitative
1 Product Promotion
Implement strategy prescribed by Marketing team through visual aids and
1. Sales of new products
other inputs; Give feedback to PMT team after studying competitors'
products; Analyze prescription trends of doctors and pitch for products
Full 2. Comprehensiveness of
based on doctor's preferences for different molecules; Meet pharmacist to
RCPA
get data related to competitors' products in order to maintain and build
value for the brand

2 Customer Relationship Management


Meet key opinion leaders frequently and seek their opinion/feedback on
existing products and new products requirements; Maintain rapport with 1. Frequency of meetings in
doctors to get competitor information; Help doctors by resolving medical KOLs
Full
queries and doing CMEs; Organize programs like Sparsh and awareness for
life in collaboration with PMT team in order to maintain cordial relationships 2. Increase in market share
with key stakeholders

3 Sales Planning and Budgeting


Weekly goal setting for each product and each doctor, study market trend 1. Weekly targets
and competitors products to understand their influence on customers in achievement
Full
order to ensure that goals set for each week are achieved and overall
yearly sales targets are met

4 Existing Products - CME


Co-ordinate all field activities related to CME, Influence doctors to do CME
with the company; Fix speaker and venue for CME, co-ordinate with other
1. Number of CMEs in area
divisions to organized the CME together (ENT etc); Invite all doctors of area
Full
to CME, Manage logistics for other corporate social responsibility initiatives
2. Attendance in CMEs
such as Awareness for life program in order to establish brand image of the
company in medical fraternity

5 Existing Products Sales Review


Participate in weekly sales review meetings; Get weekly statements from 1.Number of stock outs in
stockists and compare against set targets, take corrective actions in case of area
any shortfalls; Check availability of the product with stockists and retailers Full
and get it replenished regularly in order to ensure that weekly sales targets 2.Frequency of visits to
are achieved stockists/pharmacies

6 Territory Data Management


Meet pharmacy managers and distributors regularly to gather data regarding
sales; Feed RCPA data to Unnati portal; Maintain doctor list in the particular 1.Comprehensiveness of data
area and keep updating it through handheld device; Meet retailers frequently captured for the area
to know the status of the products; Organize each month's schedule on palm Full
top device; Feed data of every visit to the palm top and analyse and 2. Timeliness of updating the
generate the report if required in order to ensure that latest data is data for every visit
maintained on portal

483368607.xls Responsibilities P1

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