Market Intelligence by MR

Medical representative is one of the resources for the market intelligence of the organization for the primary data. There are n-number of organizations which gather, analyze and present the most accurate data on the pharmaceutical formulations town wise and product wise and key brand leaders wise. Still for a new product launch and a sort of internal validation of the already published data, the medical representative as posted at an All India level should be used and are used for the collection of primary data. Primary data means the data as gathered directly and freshly without any prejudice from the doctors, retailers, distributors and other sources such as hospitals.
The growth of the medicines and its market depends inter alia on various factors such as the growth of the local population, industrialization, urban migration, disease profile and growth and opening of new dispensaries; opening of new hospitals- government, superspeciality and speciality and within those hospitals - existing and new hospitals the opening of new departments.
All this data is very important for territory planning and monthly planning and thus in accordance the logistics and production planning of pharmaceuticals formulations. A qustionnaire and one to one contact with the key source of information need to be designed and training provided to the medical representative. Following information and their sources need to be formalized and used for update of information :

1. number of government hospitals.
2. number of municipal hospitals.
3. number of any foreign hospitals/ corporate hospitals.
4. number of new dispensaries.
5. number of new professional doctors and their branches.
6. total population.
7. local budget of the government on health.
8. per capita expenditure on health of that town.
9. number of distributors.
10. number of medical shops/ stores.
11. within hospitals.
12. type of diseaseas : seasonal/ heart/ others.
13. number of government employees.
14. number of industrial employees.
15. child hospitals.
16. ortho hospitals.
17. data on number clustered population vs scattered population.
18. per day arrival of the patients.
19. etc.

Medical representatives should be provided training on collection of primary data and its significance and elimination of bias in the data collection. And a mock drill of the data collection need to be done under the supervision of seniors need to be done.

drbmsharma.