Self Evaluation of Marketing : Tips for MR.

This may happen to any one of the medical representative. One ponders to know and evaluate the self. Whether the marketing job has been done correctly, effectively and adequately. And this is more true for the self development and also to the organization that medical representative as a marketing force add to the competitive strengths, build and promote doctors loyalty and brand and medicine loyalty and company image. Most of the organizations determine for the purpose of customer feedback form or customer satisfaction form or the product campaign feedback form and such forms are either filled by the doctors and they are requested to send to the company. Or medical representative themselves fill it and then send it to their marketing bosses. Or someone senior from the marketing department visits to the doctors and seek their evluations and views on the company, its products and services and feedback on the information and services provided by the medical representatives. In such situations, any positive and negative feedbacks of the medical representative may work as a negative or positive influence and thus may change the directions of his / her motivations.
Informations if unbiased and gathered by the seniors in the marketing must handle and analyze very carefully and it should always be taken positively. Lessons learnt from the negative feedbacks must be an eye openers to the marketing seniors and they should redesign their marketing interactions processes with the key elements that is doctors.

There are normally three elements in the product information campaign. Introduction of the medical representative and the company. If the company is old and its products are well established, then this aspect would not matter much with one or two medical representative not doing justice with one or two doctors. Nevertheless, introduction of the self and the organization is the key communication base. Since it focusses the attention of the doctors on the recently achieved image and regulatory achievements of the organization. Medical representatives must be apprised in their training the following aspects:

• New technologies added.
• New machineries added.
• New certifications achieved like ISO 9001/ISO 14001/ OHSAS 18001/ WHO GMP/ GENEVA WHO GMP/ MHRA/ USFDA/ TGA and others.
• customer complaint management procedures and their effectiveness.
• online systems of the organizations.
• website related details.
• product details.
• new acquisitions.
• new modifications in the plant and machinery and how does it add in the quality of the products; reduction of quality risks and control and reduction of the impurities and stability profiles of the product shelf life and stability and error terms of the impurities.
• other informations.

Customer feedback forms must be simple and to the point and it should provide a comparative scale evluations. And this form should be filled without putting at inconvenience to the doctors. And never and never through manipulations or proxies.

Tips for the medical representatives for self evaluation marketing are as under :

1. Cordial welcome by the doctor.
2. cordial welcome by the hospital staff.
3. smile at the face of the doctor throughout the interaction process.
4. doctors doing eye to eye movements and eyelids movements. No boring attitutes.
5. Doctor attempting to listen and not avoiding kind.
6. if the doctor is already prescribing such medicine; then only the additional and incremental aspects of the medicines must be communicated.
7. doctors asking question. And if the answer to the question is not avilable, instant phone /mobile to the seniors if the information is handy. And ensuring that the queries of the doctors are resolved by the medical department through letter/ email and phones.
8. doctors giving his own mobile number and visiting card in smiling and cordial manner.

drbmsharma.