Re-inventing Role of Medical Representatives

Re-inventing Role of Medical Representatives Pharma front-line sales professionals numbering over 4,00,000 form the backbone of pharmaceutical business in India as in other countries. Once known for their ability to convey complex scientific information to doctors, the profession of Medical Representatives (MRs) has seen a steady decline over the years. With the increase in competition and the proliferation of me too products, they are increasingly seen as merely feet-on-street necessity in the absence of other viable ways of generating prescriptions. While there are a good number of companies that have managed to keep their field force professional, these are exceptions as it is becoming increasingly difficult to attract talented people who are willing to stay on and build a career. Competition from other growing sectors like IT, CRO/KPO/BPO, Retail has further reduced the pipeline of talent pool. However, the Pharma industry is yet to take any concrete step to stem the tide of non availability and attrition. The Pharma industrys case is similar to that of the Indian economy, which is growing at a world beating rate but is unable to ensure trickle down of gains to the bottom of the pyramid. Hence, while the Indian Pharma industry has emerged as a formidable force nationally and globally, the economic and social status of a Medical Representative has declined in direct proportion. It is now the last resort of unemployables from educational streams as diverse as pharmacy, science, arts, commerce and now MBAs from institutions that can barely produce clerks. Yet this 4,00,000 resource pool is a powerful field force if some systems are put in place that ensures that the MRs get trained and certified in skill areas that can make them effective in bridging the yawning gaps in the dissemination of information that can lead to better patient care and prevent lifestyle disorders. MRs with good understanding of Internet technology and social media can be very effective in disseminating information to doctors as well as to patients who are looking for credible information to manage their ailments. They can build small social media communities around doctors and their patients. These communities can be easily managed to ensure timely dissemination of focused information. The reinvention of MRs as Information Editors and Technology Partners has the potential to enhance the social and economic status of MRs and attract talent and make their role professionally satisfying and socially respected once again.

S.Varadarajan Head - Business Effectiveness