A professional summarized guide Prepared by: Dr. Hani Malkawi Kena Roots for topical therapeutics One of Kena Roots experience digest Marketing and sales management workbook

Table of Contents 3. Preface 4. Chapter 1: Pharmaceutical country profile 5-11. Chapter 2: Annual business plan 12-17. Chapter 3: Marketing and sales planning 18-20. Chapter 4: Work implementation & monitoring reports and forms 21-27. Chapter 5: Work and employee evaluation sheets 2 Marketing and sales management workbook

Preface Kena Roots accumulated experience over 12 years in all its markets has had the greatest impact in believing in the importance of planning, effective implementation and the ability to evaluate. Kena Roots believes in the importance of sharing its expertise with all companies and institutions under the umbrella of the pharmaceutical sector, and because of this importance in exchanging experiences and enriching the work place. That is, its honored to share this short and summarize work with you, which we hope will be of assistance to some companies in managing the marketing and sales of their brands, especially those small and medium size companies. In this workbook, we present to you the forms and templates that help facilitate the management of the marketing and sales process in a professional and perfect manner, and in a summarized and practical way. 3 Marketing and sales management workbook

Chapter 1 Pharmaceutical Date: Country: country profile Parameter Description Demographic data: - Total population: - Population annual growth rate (%): - GDP growth (Annual %): Public expenditure on pharmaceuticals (Annual, $): Private expenditure on pharmaceuticals (Annual, $): No. of public hospitals / Area / No. of beds: No. of private hospitals / Area / No. of beds: No. of private clinics / Area: Total No. of physicians (Drs): - Per sector (Gov. or Private): - Per area: - Per specialty: Total No. of Pharmacists: - Per sector (Gov. or Private): - Per area: Total No. of pharmacies - Per area: - No. of chain pharmacies: Total No. of drug stores / Companies Notes: We can get the essential information from this well-prepared pharmaceutical country profile, which we have to use it in our business plan an all of our planning process. 4 Marketing and sales management workbook

Chapter 2 Annual Annual Forecast: business plan Product Expected Sales (Unit) Expected Average Bonus (Unit) Expected Free Samples 5 Marketing and sales management workbook

Chapter 2 Annual Marketing parameters : business plan Product Product Category (Prescription / Otc Mix) No. Of Med. Reps. Target Audience (Drs Speciality) No. Of Drs Will Be Covered/Month/ No. Of Visits Product categorization and No. of Med. Reps who will work on products/ each product: 6 Marketing and sales management workbook

Chapter 2 Annual Marketing activities and tools: business plan Product Expected No. Of Prescription /Month Promotional Materials Will Be Used Drs Appreciation Tools Digital Marketing Tools Social Activities Sponsorning Tools Med. Reps Incentive Program 7 Marketing and sales management workbook

Chapter 2 Annual Sales parameters : business plan Product sales activities and tools: Product PRODUCT CATEGORY (PRESCRIPTION / OTC MIX) NO. OF SALES. REPS NO. OF PHARMACIES WILL BE COVERED/ MONTH/NO. OF VISITS NO. OF CHAIN PHARMACIES / LOYAL CUSTOMER WILL SIGN CONTRACT WITH THEM PROMOTINAL MATERIALS WILL BE USED PHARMACIST APPRECIATION TOOLS SALES REPS. INCENTIVE PROGRAM 8 Marketing and sales management workbook

Chapter 2 Annual Marketing and sales budgeting / Annual : business plan MARKETING AND SALES ACTIVITY / TOOL AMOUNT VALUE ($) Med Reps. Payroll (Include all other expenses and incentives) Sales Reps. Payroll (Include all other expenses and incentives) Printable promotional materials Physicians and pharmacists appreciation Loyal customers (Chain pharmacies and OTC pharmacies) contracts, gifts and discounts Social activities sponsoring E-Marketing program expenses Others Total ($) Notes: The main purpose of business plan building is to detect the annual target for each product, then how can we can achieve these sales, the what are the expenses we have to pay for this product. To get the accuret ideas and figures of competitors situation , sales and marketing and sales activities, you have to use all data about the competitor from IMS or field market survey through competitor analysis sheet. 9 Marketing and sales management workbook

Chapter 2 Annual Competitor analysis sheet business plan Product Name: Date: / / Med. / Sales Rep. Name: NO. Competitor Origin Size Price Bonus (%) Annual Sales Promotional profile 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 10 Marketing and sales management workbook

Chapter 2 Annual SWOT Analysis Sheet business plan Product Name: Date: / / Strengths Weakness Opportunities Threats Notes: SWOT analysis can be make for both, the company and the product. 11 Marketing and sales management workbook

Chapter 3 Marketing & (Product Name) Marketing & Sales Road Map Plan Sales planning Marketing and sales aspects table: Product Name: Dosage form: Size: Aspect Target Description and tools Prescription / OTC Mix ….% / ……% (……. unit sales come from the prescription) Med. Reps visits All of marketing mix activities. No. of Med. Reps. Each Med. Rep. covers …… Dr. with …… visits each month. Each Dr. supposed to write …….. prescription each month. Each prescription must be responsible for (…….. units sales). Target audience Each Med. Rep. will cover ……. Drs (…… their specialties). Reps. training To build an effective product specialist Products knowledge training . Marketing and sales skills . Marketing & Sales activities No. of prescriptions Average of (…….) prescription per month and about …… unit sales per year (……% of annual target) Med. Rep. effective visits to ……. Dr. (…… visit per month). Dr. appreciation. Science behind the product Building a product differentiation Submitting scientific studies to Drs. Revealing the product superiority over the other competitors. Differentiate the product through all channels of digital marketing. 12 Marketing and sales management workbook

Chapter 3 Marketing & (Product Name) Marketing & Sales Road Map Plan Sales planning Marketing and sales aspects table: Product Name: Dosage form: Size: Aspect Target Description and tools Drs appreciation Building a loyal Drs list Use of all of ethical appreciation tools (like conference sponsoring, Seminars, Text books gifting … etc) Pharmacists appreciation Building a loyal pharmacists list Special bonus or discounts. Gifts and services. Loyal customers (big demand) building To get ……..% of total product annual sales (………unit) from ………. pharmacies (Chain pharmacies and OTC oriented ones). Special contracts with pharmacies (extra bonus or special discounts). Appreciation and gifts. Special events. Promotional materials Printable promotional materials for Drs and pharmacies Dr. brochures. See-through Display stands and flyers Social activities sponsoring Support for social events for patients, marathons … etc. Lecturing. Samples distribution. Gifting. Digital marketing Effective reach for professional customers (Drs & Pharmacists) and patients (End consumers) Social media – Facebook, Twitter, Instigram and LinkedIn- (Posts, videos, …etc). Google Ads. Emailing. Reps. attractive incentive scheme Valuable incentive scheme for both Med. & Sales Reps. Calculated in relation to the annual sales target 13 Marketing and sales management workbook

Marketing and sales Budgeting / ANNUAL: No. Description Value (JD) Notes 1 Med. Reps Payroll (include all other expanses) For all company`s products 2 Sales Reps incentives (……% of total (the product) sales) Specific for (the product) 3 Printable promotional materials Specific for (the product) 4 Drs & Pharmacists appreciation and gifts Specific for (the product) 5 Loyal customers (chain pharmacies & OTC pharmacies) discounts (…..% of total the product sales) Specific for (the product) 6 Social activities sponsoring Specific for (the product) 7 Digital marketing Specific for (the product) Total (JD) Total (JD)-Direct to the product Chapter 3 Marketing & Sales planning 14 Marketing and sales management workbook

Product Name: Product picture Product slogan: Why (Product name) is an ideal brand? (Product name) ….. Invent solutions Technical and manufacturing differentiation aspects Product name Chapter 3 Product Differentiation Card 15 Marketing and sales management workbook

Chapter 3 Med. Rep – Product – Drs calling list action plan Product Name: Date: / / Med. Rep. Name: No. Dr. Name Dr. Specialty and Classification Area No. of visits / month No. of prescription Dr. prescribed 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16 Marketing and sales management workbook

Chapter 3 Sales Rep – Product – Pharmacy calling list action plan Product Name: Date: / / Sales Rep. Name: No. Pharmacy Name Pharmacy classification category Area No. of visits / month Product quantity units sold 1 2 3 4 5 6 7 8 9 10 11 12 13 14 17 Marketing and sales management workbook

Med. Rep. Daily Report Chapter 4 Work implementation and monitoring reports and forms Product Name: Med. Rep. Name: Region: No. Dr. Name Specialty Dr. Classification Pharmacy Feedback Notes 1 2 3 4 5 6 7 8 9 10 11 12 13 14 18 Marketing and sales management workbook

Chapter 4 Key account follow up report (monthly report) Key account manager name: Date: / / Follow up visit aspect Description Key account name Key account profile (ID) Key account (1): Key account (2): Key account (3): Key account name Visit summary Key account (1): Key account (2): Key account (3): 19 Marketing and sales management workbook

Chapter 4 Loyal customer (Pharmacy) follow up report (monthly report) Supervisor Name: Date: / / Loyal customer (Pharmacy) details Pharmacy Name: Pharmacy Class: Area: Decision making name, Pharmacy tel., Mobile No., Email: OTC competitors, bonus, services, estimated monthly sales unit and stock Target product (1) competitor Target product (1) competitor Target product (1) competitor Supervisor call summary Pharmacy feedback Notes and suggestions 20 Marketing and sales management workbook

Med. Rep. Achievement Report ( Month/Quarter) Chapter 5 Work and employee evaluation sheets Date: / / Parameter Med. Rep. Name No. of Dr. calls with achievement (%) No. of Loyal customers (Pharmacies) calls with achievement (%) No. of chain pharmacies calls with achievement (%) Total No. of street pharmacies calls Total products samples submitted (Qty.) Total No. of vacations and leave Total products sales value (JD) Sales (%) achieved from target (%) of Loyal customers (Pharmacies) sales from total sales value 21 Marketing and sales management workbook

Company Logo Slogan Representative Job Identity (Professional ID) Rep. (Med./Sales) Name: Qr./Year: Professional job parameter Description and method of evaluation Job behavior within the organization See below for each parameter Commitment to working hours Work start and end time. Presence in the workplace (Field) according to work plans Compliance with administrative instructions Flexibility and commitment to work instructions in the company. Mastery of the scientific materials for the products Representative must take a professional product knowledge training. To be evaluated through roll plays. To be evaluated through double visits with product manager or supervisor. Key skills for work See below for each parameter Skills in handling basic marketing and sales management documents Representative must take this kind of training Representative must be professional with handling these management documents and to be evaluated from his direct manager. Marketing and sales skills Representative must take this kind of training Can be evaluated through double visits with supervisor or marketing manager Team work skills Representative must take this kind of training Can be evaluated through supervisor, managers and his colleagues 22 Marketing and sales management workbook

Presentation skills Representative must take this kind of training Can be evaluated through double visits with supervisor or marketing manager Influency and persuasion skills Representative must take this kind of training Can be evaluated through double visits with supervisor or marketing manager and in his daily work routine Problem solving skills Representative must take this kind of training Can be evaluated through double visits with supervisor or marketing manager and in his daily work routine Decision making skills Representative must take this kind of training Can be evaluated through double visits with supervisor or marketing manager and in his daily work routine Communication skills Representative must take this kind of training Can be evaluated through double visits with supervisor or marketing manager and in his daily work routine Main work duty achievements See below for each parameter No. of effective visits to doctors Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager. No. of effective visits to pharmacist Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager. No. of effective visits to other medical centers Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager. No. of prescriptions written by doctors Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and from Sales Reps reports. Quantities of items sold for each product Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and sales manager. No. of pharmacies and customers who bought the items Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and sales manager. Percentage of bonus granted to customers for each product Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and sales manager. Percentage of achieving sales target for each product per regions Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and sales manager. Percentage of collection of the products sold in the region Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and sales manager. Percentage of returned goods for products in the region Can be evaluated through daily and monthly work reports To be evaluated from marketing manager or the in charge manager and sales manager. 23 Marketing and sales management workbook

Professional tasks See below for each parameter Follow up and collect information about customers activities Should be through special regular report Follow up and collect information about competitors activities Should be through special regular report Contribute to creating ideas and ways to improve company`s image and increase its sales and revenue See below for each parameter Idea 1: To be evaluated from company`s managers and other employees. Idea 2 To be evaluated from company`s managers and other employees. Idea 3 To be evaluated from company`s managers and other employees. Idea 4 To be evaluated from company`s managers and other employees. 24 Marketing and sales management workbook

Representative Job Identity (Professional ID) – Evaluation scores Sheet Rep. (Med./Sales) Name: Qr./Year: Professional job parameter Score Job behavior within the organization * * * * * * * * * * * * * * * * Commitment to working hours * * * * * * * * * * * * * * * * Compliance with administrative instructions * * * * * * * * * * * * * * * * Mastery of the scientific materials for the products * * * * * * * * * * * * * * * * Key skills for work * * * * * * * * * * * * * * * * Skills in handling basic marketing and sales management documents * * * * * * * * * * * * * * * * Marketing and sales skills * * * * * * * * * * * * * * * * Team work skills * * * * * * * * * * * * * * * * Presentation skills * * * * * * * * * * * * * * * * Influency and persuasion skills * * * * * * * * * * * * * * * * Company Logo Slogan 25 Marketing and sales management workbook

Problem solving skills * * * * * * * * * * * * * * * * Decision making skills * * * * * * * * * * * * * * * * Communication skills * * * * * * * * * * * * * * * * Main work duty achievements * * * * * * * * * * * * * * * * No. of effective visits to doctors * * * * * * * * * * * * * * * * No. of effective visits to pharmacist * * * * * * * * * * * * * * * * No. of effective visits to other medical centers * * * * * * * * * * * * * * * * No. of prescriptions written by doctors * * * * * * * * * * * * * * * * Quantities of items sold for each product * * * * * * * * * * * * * * * * No. of pharmacies and customers who bought the items * * * * * * * * * * * * * * * * Percentage of bonus granted to customers for each product * * * * * * * * * * * * * * * * Percentage of free medical samples disbursed for each product * * * * * * * * * * * * * * * * Percentage of achieving sales target for each product per regions * * * * * * * * * * * * * * * * Percentage of collection of the products sold in the region * * * * * * * * * * * * * * * * Percentage of returned goods for products in the region * * * * * * * * * * * * * * * * Professional tasks * * * * * * * * * * * * * * * * Follow up and collect information about customers activities * * * * * * * * * * * * * * * * 26 Marketing and sales management workbook

Follow up and collect information about competitors activities * * * * * * * * * * * * * * * * Contribute to creating ideas and ways to improve company`s image and increase its sales and revenue * * * * * * * * * * * * * * * * Idea 1: * * * * * * * * * * * * * * * * Idea 2 * * * * * * * * * * * * * * * * Idea 3 * * * * * * * * * * * * * * * * Notes: The manager who will be responsible for the Reps evaluation, must be master all these skills along with high level marketing and sales management courses. The score scales is from (1 – 10). 27 Marketing and sales management workbook

Prepared by: Dr. Hani Malkawi Kena Roots for topical therapeutics