A high-performance sales force is a strategic asset in a competitive market such as the Philippine pharmaceutical industry. The right people, promoting the right product, and armed with the right message, is a crucial component of the marketing mix. They identify the customer’s needs and act on it. They also provide information about the competition in order for the management to plan ahead.
Medical Representatives play an important role in the successful execution of marketing programs and strategies, new product launches. Rigorous training programs in various competencies are used by companies to enhance their people’s competitive level, and these same competencies are the basis for performance appraisals.
Different companies have different approaches, but typically, competency parameters in the pharmaceutical industry can be made up of five key attributes, each divided into several job competencies. Key attributes may include working effectively, the pursuit of customer satisfaction, establishing partnerships, building talent and taking ownership.
While competencies vary from jobs, levels or industries, they can be broken into two: professional competencies and behavioral competencies. Individual competencies include skills and behaviors that are expected of all sales representatives. It may include decision making, communication skills, customer focus, sales ability, teamwork, people development, and leadership.
Behavioral competencies, on the other hand, are the specifics behind the individual competencies. Examples may include: building relationships with key opinion leaders (KOLs) to help facilitate productive interactions; Understanding the sales and buying process as well as the product; territory management; planning and forecasting; teamwork and collaboration; influencing others as well as exhibiting leadership; and implementing solutions to overcome obstacles and accomplishing key objectives that have been set.
