Sometimes, some doctors prescribe a particular product with
great zeal; without being aware of its indication or contraindication. This also
helps in augmenting the sales. Most of the medical representatives try not to
annoy such doctors and just try to enhance his self esteem by using suitable
communication tools and other motivational tools. This story is related to an
RMP who was practicing in a small village near Katihar. This story was narrated
to me by my predecessor in Katihar.
The doctor was having roaring practice considering the small
market where he was practicing. He must be seeing at least hundred patients per
day. The doctor was a fan of Pfizer products; especially of Becosules capsules.
For the last six months or so, he was prescribing Becosules to almost all of
his patients. It had resulted in growing sales for the product. The chemist
near that doctor was consuming at least five cases of Becosules per month. Thus,
the doctor contributed about 25% of the total sales of Becosules in that
territory. My predecessor was happy with the doctor and had been meeting that
doctor on a regular basis. He was careful enough to not annoy the doctor by
doing too much detailing in front of him. He used to keep the doctor in good
humor by tailoring his communication to suit the doctor’s personality. During each
call, he used to discuss sundry topics; like politics, sports and Bollywood. He
used to shower the doctor with all kinds of gifts; ordinary as well as premium.
Once, the District Manager went to Katihar for joint
working. He was also pleased at that doctor’s contribution. His curiosity
propelled him to take an attempt at meeting that doctor. The PSO advised him to
focus on the doctors of the town instead of going to a small village. But the
DM pressed for going to that village. He said, “I also want to say my thanks to
that doctor. He is such a big contributor in our sales.”
The PSO replied, “Ok, if you insist then we will go to meet
that doctor. But there is an advice. The doctor is quite old man. He has highly
inflated ego in spite of being an RMP. So, do not try to do the ‘detailing’ in
front of him. I fear it may end up in annoying him. I don’t want to lose my
important customer.”
The DM said, “I know the attitude of PSOs. They always avoid
‘detailing’ for fear of annoying their customers. But my firm belief says that
detailing properly always opens up the mind of a customer. You never know, the
customer may pick up one or two new indications to prescribe our product. This would
help in further augmenting our sales.”
Thus, both of them reached that village by about 10 AM. After
doing a thorough chemist survey and meeting other doctors, they reached to the
clinic of that doctor. The DM cleared his throat and began reciting his version
of ‘Becosules Purana’. While doing so, he went on and on. The doctor listened
with rapt attention; without showing any sign of distress.
After the detailing was over, the doctor said with a great
deal of enthusiasm, “Oh my God! You have opened my eyes. All these days, I was
thinking of Becosules as a highly potent antibiotic and hence was prescribing
to most of my patients. You have just revealed that it is not an antibiotic but
a multivitamin capsule. I was doing a big blunder all these days. Thanks for
pointing out my mistake. I will only prescribe Becosules whenever a patient
needs some multivitamin. Thanks a lot.”
It is needless to say that the sales of Becosules
drastically dropped from the nearby chemists. In place of the earlier sales of
about five cases a month, the retailer came down to selling just twenty boxes
of Becosules per month.
