TABLE OF CONTENTS:

PREPARATION OF A TAG LINE ----------------------------------------1

SALES MEETING ACTIVITIES-------------------------------------------

2-4 5

SALES VERSUS ACHIEVEMENT TARGETS-------------------------------

WHAT ARE PRODUCT FOLDERS?-------------------------------------

7 8-9

PREPARATION OF MARKETING PLANS-----------------------------

WHAT IS AN ACTION PLAN? ---------------------------------------

10-11 12-

PRESENTATIONS ON STUDIES----------------------------------------

13
FIELD TRIP TO A DOCTOR ------------------------------------------ 15

UNDERERSTANDING THE BLACK BOOK-----------------------------

16

BLACK BOOK ACTIVITY---------------------------------------------

17 18 18

WHAT ARE PHARMA GUIDES? -------------------------------------

UNDERSTANDING BLUE BOOK ------------------------------------

BLUE BOOK ACTIVITY----------------------------------------------

19 20-21

MAKING OF NEWSLETTER------------------------------------------

CONCLUSION--------------------------------------------------------

22

APPENDIX----------------------------------------------------------

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TAG LINE
At my first day of internship I was given a chance to formulate a tag line for the new lament folder The lesson I learned while performing this task is that a tag line for the product remains the same for the whole quarter and it changes when the company introduces a new folder. The tag line has a great importance as it explains in a nice and concise manner that what exactly is the medicines core idea. The lines that I wrote for this purpose are as fallows: Bring happiness and redefines the quality of life The revival of healthy life Redefining the colors of your life Releases pressure and redefines your life Provides strength to uplift your life once again Add a new soul to your life

The tag line that my boss liked the most was Redefining the

colors of life
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The line got approved and now it is there on the front page of laments new folder.

SALES MEETING ACTIVITIES:

1.PREPARATION OF AGENDAS
One of the tasks that were assigned to me was the preparation of agendas. My boss provided me with the format and all I had to do was to prepare the agendas accordingly. The lesson that I learned while making these agendas was the importance of proper planning even for a single ordinary meeting, the agendas that I prepared were also got approved and were sent to the entire team along with the invitation letter. One of the examples of my work is as fallows:

TULIP
AGENDA HOLIDAY INN LAHORE JULY 10TH 2010 HALL: EBR 2:30 Lunch All participants 2:35 Tilawat 3:00 Sales review TMQ 3:30 Morcet GN 4:00 Zenbar GN 4:15 Tea break All participant 4:45 Fitem GN 5:15 Lament RN 5:45 Searl RN 6:15 Relispa forte RN 6:45 Closing TMQ

1:30 2:30 2:35 3:00 3:30 4:00 4:15 4:45 5:15 5:45 6:15

GALA DINNER at PC Lahore 10th July Assemble in the lobby by 7:15 Dress code: formal

2.

INVITATION LETTER
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I was also assigned to prepare an invitation letter for the annual sales meeting. While performing this task I learned that how actually we communicate with the sales staff and motivate them to celebrate the success of the company. The letter that I made got approved within two days and it was actually sent to whole sales and marketing staff.

MEMORENDUM To: PHARMA -II SALES MANAGEMENT Date: June 30, 2010 Ref: GN/09/72 Subject: Invitation to Annual Meeting 2009-2010 at Lahore Dear Colleagues. According to Vincent Van Gogh Great things are not done by impulse but by a series of small things brought and aligned together. No doubt it is only because of our team efforts that made us successful during the year 2009-2010. To celebrate our achievement, Searle Pakistan is pleased to invite you at the annual sales meeting being held on July 10-11, 2010 at Holiday Inn, Lahore. The event will begin at 1:30 p.m sharp, so you are requested to reach the venue well before time. In addition, the agenda for the meeting is also enclosed. Your valuable presence in the event is mandatory. We are looking forward to see you at the ceremony. Regards

HASAN TARIQ KHAN

AHMED BIN QASIM

3. PREPARATION OF SHIELDS
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My boss also gave me the work of designing shields of medicine brands like FITEM, ZENBAR. RELISPA FORTE, RELISPA, MORCET, SEARLE ALPA, ZYGREL, LUMARK, RELISPA etc. these shields were prepared for the annual sales meeting and they were to given to the best seller of his region. The categories of these shields were MD trophy, product awards and the best emerging region. The samples of those shields are as follows

Emerging Region
Achievement Award

Sukkur
The Best Sellers

SEARLE

BANNERS PREPARATION:
FIRST PICTURE:
The best executive is the one who has sense enough to pick good men to do what he wants done and self constraints enough to keep from meddling with them while they do it. Theodore Roosevelt SECOND PICTURE: A total commitment is paramount to reaching the ultimate in performance." Tim Flores - NFL coach THIRD PICTURE: Many of us are more capable than some of us . . . but none of us is as capable as all of us!!" Tom Wilson

FOLDERS PREPARATION:
I observed that how exactly a company formulate the medicine folder to promote and position the product in the mind of the doctors. The things that must be present in the medicine brand folder are as follows: The bulleted points from the studies The graphs showing the trends mentioned in the studies A tag line to explain the core idea Its advantages and competitive points Adverse or side effects The references for the identification of the valid sources The strength or the pack size in which it is available

SALES ACHIEVEMENT VERSUS TARGET:

My supervisor gave me the job of entering the regional sales data versus its forecasted targets. By performing this task I got to know the fallowing things Regional sales are important in order to determine which region has the highest sales value. Which medicine brand has the most sales throughout all the regions. Which brand sales is closer to its target value. How important is to keep the past record of the sales in order forecast the future sales

MARKETING PLANS:
The heads that a marketing plan normally possesses are as fallows: Situation analysis Major players in the respective market Prescription analysis Drug description Swot analysis Vision statement Quantitative and qualitative objectives Target indications Key selling messages Pricing Product forcing and campaigns

Basically marketing plans fallows marketing mix criteria of 4 ps i.e. product details, pricing strategy, promotional tools and its placement. Marketing plan is usually prepared for a long time period and contains even the most basic detail about the medicine brand. It is basically for the future planning and at the same time it also talks about the past record of the brand. These are not prepared for the sales force but for

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the entire marketing team. It also reveals the companys upcoming activities and new launches.

In marketing plan the situation analysis shows the leading medicine brands along with the companies, their growth rate, their market share, prices, their target indications as well as successful academic activities. Prescription analysis shows the data collected from the blue book about the frequency of the medicine brand prescription by the specialist in different regions and it also shows the diagnosis profile of the respective medicine. Drug description covers every detail about the medicine such as what it is for, its chemical name and formulae, color, presentation, indications i.e. dosage, side effects, precautions etc. Swot analysis covers the strength, weakness, opportunities and threats of the respective medicine. Tag line of the medicine represents the vision statement of the medicine. The quantitative and the qualitative objectives represent the forecasted activities. Target indications are the problems or the diseases its going to overcome. Pricing of the product is another important element that needs to be discussed in the marketing plan. Promotional tools that are to be used in order to promote the medicine among the targeted doctors are also highlighted in the marketing plans and all the future planning related to the medicine are discussed in the marketing plan.

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ACTION PLANS:
The action plan is comprised of the fallowing headings Situation analysis Regional analysis Objectives Target indications Target audience Target brands Strategy Promotional plan Academic activity Social activity Model detailing

The action plans are normally designed for the sales/field force. It briefs them about the previous quarter so that they may continue or enhance their efforts in the upcoming quarters. It is prepared after every quarter and provides the details about the activities that were

12

successfully achieved and the activities that are to be performed in the future. The action plan covers the situation analysis for the comparison between the companys and the competitors product in terms of position, sales, growth rate and the situation of the market place .Regional data shows the regional growth strategies, achievements and the key customers in the region. Qualitative objective are to capture two to five customers per quarter etc and the quantitative data includes the sales or growth figure. Target indications are the diseases that will be more focused with the help of respective drug. Target audiences are the doctors that will be more focused as a part if promotional activity. Target brands are your current competitors brands and your potential competitors brands. Strategy includes how to capture target audience through meeting them and providing them knowledge about companys brands. Promotional tools that are to be used are also discussed in the action plan such as new folders, gifts, drop cards, samples etc. It also provides the details about the social and the academic activities are to be performed by the sales force. Model detailing is also attached with the action plans which guide the sales force as to how they must discuss their brands with the respective doctors.

13

PRESENTATIONS:
I made a lot of presentation on the studies that were given to me. The topics of my presentations are as fallows

1. he sanad study of effectiveness of carbamazepine

,gabapentin, Lamotrigine, oxcarbazepine or topiramate fore treatment of partial epilepsy FINDINGS: Lamotrigine is clinically better than carbamazepine, the standard treatment, for time to treatment failure and is therefore cost effective alternative for patients diagnosed with partial onset seizures.

14

2. Lamotrigine adjunctive therapy among children and

adolescents with primary generalized tonic-clonic seizures FINDINGS: Adjunctive Lamotrigine seems effective in the treatment of PGTC in the children and adolescents and was well tolerated in this double blinded placebo controlled RCT

3. Eliminating blinding trachoma

FINDINGS: The results achieved with the use of the safe strategy and

Azithromycin mass treatment suggest that elimination of blinding trachoma by 2020 is extremely possible

4. The study of trachoma FINDINGS: It is by four serovars of CHLAMYDIA TRACHOMA. The organism is transmitted from eye to eye by hand or towels used on face and the moisture seeking flies. Repeated infection of he eyes with the trachoma strains result in a sequence of tarsal conjunctivitis, scarring, shortening of the upper lid, trichiasis and finally corneal opacity. In the developing countries trachoma remains the leading infectious cause of blindness. Despite long standing efforts to control it, trachoma remains the leading cause of preventable blindness in the world. About 84 million

15

people have active trachoma in nearly 55 countries where the disease is endemic and in the infectious stage.

5. The placebo controlled 18 months comparison between

Lamotrigine and lithium treatment in manic patients with bipolar 1 disorder: FINDINGS: The results indicated that Lamotrigine is an effective, well tolerated maintenance treatment for bipolar disorder, particularly for prophylaxis depression.

6. To compare the effectiveness of antiepileptic drugs in older

adults: FINDINGS: Lamotrigine was found to be most effective newer AEDS s measured by 12 months seizure and freedom followed by lowered levetiracetam all the other AEDS has lower but comparable retention and seizure rate with the overall exception of oxcarbazepine.

DOCTORS VISIT:
At searle pharma I was also given a chance to attend a lecture given a leading physiatrists professor Musarat Hussain. The topic of his presentation was depression. Dr Musarat speech was so compelling that I jot down certain important points, some of which are as fallows

FACTS ABOUT DEPRESSION:

Depression is a common and highly treatable condition. Depression is not a sign of weakness or laziness 16

You can feel depression as aches and pains, too.

SYMPTOMS OF DEPRESSION:
Irritable, empty or sad mood almost everyday No interest in or pleasure from activities once enjoyed Insomnia or sleeping too much Feeling of restlessness Fatigue, exhaustion or lack of energy Feeling of worthlessness Inability to make decisions Thought of death or suicide

IF SOMEBODY EXPERIENCES DEPRESSION THEN HE MUST VISIT

Neurologist Psychiatrist Physician Family physician

BLACK BOOK/MIS:
The black books are issued by IMS conducting an audit on pharmacies of Pakistan after every quarter. In these black books the companies get to know about the fallowing information. Their competitors in the respective medical field The competitors brand in that medical product category. The companies sales in terms of units per quarter The companies sale in terms of value per quarter 17

The companys product market share The companys product growth rate The cumulative data from previous quarter to the current quarter The overall yearly data

They gave me the task to sort out the medicines containing calcium along with vitamin D and K or simply calcium, their companies, units, value, growth in the respective quarter. The reason behind giving me this work was to look for the brand that has the highest growth rate and captures the highest market share.

BLACK BOOK ACTIVITY:

They gave me the task to sort out the medicines containing calcium along with vitamin D and K or simply calcium, their companies, units, value, growth in the respective quarter. The reason behind giving me this work was to look for the brand that has the highest growth rate and captures the highest market share. 18

The demonstration of one of such activity is as follows:

products Cac 1000 Cac 1000 plus Osnate Calcee 500 abocal Chewcal Qalsan D Calcium C High C1000 Ossobon D Calcium syrup

company Novartis Novartis AGP Wilson Abbot GSK Novartis Novartis Werrick .p Syntec int pvt novartis

units 10310600 315200 1245900 2999800 1155200 1341200 1363800 109400 1269200 532300 1029500

value 501504000 234034000 211044000 127010000 95479000 80863000 75352000 68528000 67879000 66999000 45132000

growth -12% 28% 15% -2% 14% 7% -6% 21% 40% -10% 29%

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PHARMA GUIDE:
The pharma guide provides quick references on all the medicines available in Pakistan. In pharma guide the content are arranged in a sequence Therapeutic category User guide The new products launched

THERAPEUTIC CATEGORY To look for the currently available drug in any pharmacological group USER GUIDE Index of diseases symptoms versus drugs as an easy guide to know the prescribing information of the drugs currently available for any diseases NEW PRODUCTS Index of new products launched in Pakistan. Pharma guide provide us help in finding the fallowing things: Medicines/new medicines Company name Price Drug category Generic name

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PHARMA GUIDE ACTIVITY:

My boss gave me the task to look for the product having calcium, vitamin D and K altogether. To complete this task I had gone through the entire list of the product in that category and the end result was that there were no products having all these three ingredients at a same time. This concluded that if the company comes up with a product having this combination then it will have a competitive edge over the competitors products.

BLUE BOOK:
Blue book provides us with the prescription analysis. It updates the company with what kind of specialist are prescribing the companys medicine the most, how frequently the competitors medicine brand are prescribed as compared to the companys own brand, its prescription frequency in all the regions. It provides the companies with both the semiannual as well as the yearly data.

21

BLUE BOOK ACTIVITY:

I had been assigned to search for the prescription analysis data and their diagnosis profile from the blue book for the brands: LAMENT, SEARLE , RELISPA FORTE, FITEM, MORCET, ZYGREL ETC. The demonstration of my work is fallows

DIAGANOSIS PROFILE oth ac low resp inf influen & pneumonia oth dis resp system

6 MONTH S 11 43.6

12 MONTH S 11 43. 6 18. 1 16. 7 11. 3 10. 3

18.1

16.7

dieases appendix acut upper resp inf all other diagonosis

11.3

10.3

6 moinths % 12 months % 6 months 12 months

GP 17 68.1 17 68.1 1 1

PH 0 0 0 0 0 0

PED 5 20.6 5 20.6 2 2

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SUR 3 11.3 3 11.3 1 1

GYN 0 0 0 0 0 0

DRUG BY SPECTIALITY IN 000 EENT 0 0 0 0 0 0

CAR 0 0 0 0 0 0

NEWSLETTER:
Newsletter was prepared in the last week of my internship. I am very thankful to my boss that he extended my internship and gave me a chance to participate in making of the newsletter which was exclusively designed for lament. The steps through which I passed while preparing the newsletter are as fallows

1. My supervisor assigned me the task to think of the topics that we

can include in our newsletter. So the topics that I suggested are as fallows

Bombs, drones and epilepsy

Under this heading I suggested to put the incidence and prevalence of epilepsy in Pakistan

Faked seizures
In which we would include stories of the people who misperceived their illness as epilepsy.

How to regain confidence

That would describe the way to attract or motivate them after epilepsy towards life.

Type of food
The food that would help them in regaining their strength 23

 History or story of epilepsy

Ancient concepts about epilepsy and what do they think of epilepsy before they were aware of it.

Daily activities
Routine activities of epileptic patients

Family reaction
How exactly their families should react

A column with a heading do u know???

This would contain the names of famous epileptic patients like Jonty rodes, Isaac Newton, Leonardo Diwinci, Aristotle and Tony Grey. The purpose of adding this heading was to motivate the epileptic patients that they are not the only victim of this deadly disease.

2. Next step was to discuss all my findings with my boss. The topics
that I suggested and were approved are BOMBS, DRONES AND EPILEPSY, STORY OF EPILEPSY and DID U KNOW???? THE FAMOUS EPILEPTIC VICTIMS.

3. My last task was to prepare a draft of the final newsletter. 4. Finally the newsletter was published under my supervision.

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EXTRA TASKS:
1. CALLS TO REGIONAL MANAGERS
I was also given the job of making some important calls to the regional managers of Lahore, Faisalabad, Karachi, Multan, Sukkar, Peshawar, Islamabad and Bahawalpur and Rawalpindi. These calls were to ask them if they have received the new lament folders and the detailing stories. I have also given the task of making some calls to the vendors to inquire them about the lament stands, new folders completion, and REMP drop card completion. This work was given to me to keep in touch with the vendors so that they might not delay whatever jobs were given to them.

2. SEARCH WORK
I was also given the work to search and look for the studies and different articles on the internet .Such as follows: Searches regarding Alfacalcidol for the new Searle alpha folder. The important findings of those searches are as follows: Superiority of a combined treatment of alendronate and Alfacalcidol compared to the combination of alendronate and 25

plain vitamin d or Alfacalcidol postmenopausal or male osteoporosis

alone

in

established

D hormone Alfacalcidol and calcitriol for the prevention and treatment of glucocorticoid induced osteoporosis Alendronate or Alfacalcidol in glucocorticoid induced osteoporosis. Reduction of falls in elderly, the central role of Alfacalcidol in a multi dimensional paradigm

Searches related to Lamotrigine for lament folder are as follows: Low-dose topiramate versus Lamotrigine in migraine prophylaxis Lamotrigine Effective in Migraine Prophylaxis Lamotrigine in the prophylactic treatment of migraine aura--a pilot study. Lamotrigine reduces migraine aura and migraine attacks in patients with migraine with aura. Lamotrigine effect in surgery

I also looked for searches related to Drotavarine, Bortox for migraine and Selegiline hydrochloride. I have been given some documents related to action plan that were designed for Searle major and potential brands. My job was to go through them in order to check if there is any kind of mistake. It gave a lot of understanding about the way a single brand should be presented to the target audience. I have been assigned a task of gathering relevant data to formulate a package insert. A page that briefs about the medicine to the 26

customer. I learned that a normal package insert should possess description, clinical pharmacology, Pharmacokinetics, dosage and administration, contra indications, usage in pregnancy, adverse reactions, over dosage, treatment, precaution and information for patients.

CONCLUSION:
The time I spent at Searle were the golden days of my life. I will always remember those days when everyday seemed to have different challenges. All the tasks either big or small gave me great experience and knowledge Apart from work the confidence that was build in me is remarkable; the corporate culture there was very friendly and cooperative. While spending time at office I learned how to be punctual and to be at a place on time. It taught me the value of time and task .I spent 7 weeks there but I never felt as I was somewhere else but home. People there were extremely caring and helpful and were just like my family members. Office environment also taught me the lesson what sort of attitude should people have towards each other. There was not a day when I didnt enjoyed my lunch time as we all used to have lunch

27

together which taught me another essential value i.e. unity amongst all. All in all it was a great and the most rememberable experience.

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