Friday, September 05, 2003 08:00 IST Suresh Sukheja
It is no wonder that several companies have launched superspeciality products, under their respective superspeciality products division, such as oncology, gynecology, cardiology etc. It is only natural for companies to do so, in this age of superspecialisation. Unichem has its 'Foreva' division, for gynaec products while Alkem has its' Bergen' division. Some companies function as 'Superspeciality companies' and cater only to the superspecialised markets, e.g. Mano Pharma of Chennai specialises in neuropsychiatry products and Mumbai-based Serdia specialises in cardiology products.
On the other hand, one finds that several medium and small companies have burnt their fingers in marketing of superspeciality products. Many large companies too, have been unsuccessful in the marketing of superspeciality products.
The reason underlying these failures lies in the propensity of Indian companies to resort to shortcuts to success. Superspeciality products are prescribed by a practicing physician or a surgeon, therefore, these need highly specialised setting skills. Yet, many companies refuse to seriously invest in the training of their field staff. Yet another reason for their failure is that they generally appoint graduates in chemistry, i.e. BScs as their PSRs, who have no idea of the new advanced concepts in medical and allied sciences.
However, companies desirous of successfully marketing superspeciality products should go for postgraduates in disciplines such as microbiology or biochemistry rather than chemistry graduates. The rational being these candidates are expected to explain concepts such as alpha and beta receptors of cardiac muscle, mitral regurgitation, extra-pyramidal symptoms, NDDS, screening tests, etc. so they must have a basic theoretical knowledge to grasp these concepts.
Finally, the most important ingredient for success is planning and organising a suitable training programme in (1) Foundation in basic concepts (2) Products Information skills (3) Communication skills. Also, at the end of the training programme, the candidates may be subjected to rigorous written tests.
Thus, only by investing in PSR recruitment and training process, even small and medium companies can achieve a success in marketing of superspeciality products.
-- The author is a marketing consultant and based in Pune
