MANAGEMENT

NATURE OF MANAGEMENT
The term management is used in 3 alternative ways:

1. MANAGEMENT AS A PROCESS: Managerial activities i.e. planning, organizing

staffing, directing and controlling
2. MANAGEMENT AS A DISCIPLINE: Study of management discipline i.e.
functions, principles and techniques of management.
3. MANAGEMENT AS A GROUP/TEAM: Individual or group of individuals who
perform managerial activities.

PRINCIPLES OF MANAGEMENT
There are 14 principles of management

1. DIVISION OF LABOR: Work of all kinds must be divided and sub-divided and
allotted to various persons according to their expertise in a particular area.
2. AUTHORITY AND RESPONSIBILITY: Authority refers to the right of superiors
to get exactness from their sub-ordinates. Responsibility means obligation
for the performance of the job assigned. Responsibility arises wherever
authority is exercised
3. UNITY OF COMMAND: A sub-ordinate should receive orders and be
accountable to one and only one boss a time. He should not receive
instructions from more than one person a time
4. UNITY OF DIRECTION: People engaged in the same kind of business or same
kind of activities must have the same objectives in a single plan. Without
unity of direction, unity of action cannot be achieved.
5. EQUITY: Equity means combination of fairness, kindness and justice. The
employees should be treated with kindness and equity if devotion is expected
of them.
6. ORDER: This principle is concerned with proper and systematic arrangement
of things and people; Arrangement of things is called material order and
placement of people is called social order.
7. DISCIPLINE: Discipline means sincerity, obedience and respect of authority
and observance of rules and regulations of organization
8. INITIATIVE: Initiative means eagerness to initiate actions without being asked
to do so. Management should provide opportunity to its employees to
suggest ideas experiences and new method of work
9. REMUNERATION: Remuneration to be paid to the workers should be fair,
reasonable, satisfactory and rewarding of the efforts. It should accord
satisfaction to both employer and employee.
 10. STABILITY OF TENURE: Employees should not be moved frequently from one
job position to another i.e. the period of service in a job position should be
fixed.
11. SCALAR CHAIN: Scalar chain is the chain of superiors ranging from the
ultimate authority to the lowest. Communications should follow this chain.
12. SUB-ORDINATION OF INDIVIDUAL INTEREST TO A COMMON GOAL: The
interests of any one employee or group of employees should not take
precedence over the interests of the organization.
13. ESPIRIT DE' CORPS: It refers to 'team spirit' i.e. harmony in the work groups
and mutual understanding among the members
14. CENTRALIZATION: It refers to the degree to which sub-ordinates are involved
in decision making. Whether decision making is centralized (to management)
or decentralized (to sub- ordinates) is a question of proper proportion.

KEY DIFFERENCES BETWEEN MANAGEMENT AND ADMINISTRATION

FEATURE MANAGEMENT ADMINISTRATION

Nature Executing and operational Policy-making and strategic
Focus Managing day-to-day activities Setting overall goals and policies
Decision Operational and routine Major, high-level decisions
making decisions
Skills Technical, human, and Conceptual, strategic thinking
leadership
Authority Levels Middle to lower level Top-level (executives, board)
Orientation Task and result-oriented Policy and objective-oriented
sector Business and private Public, government, education
organizations

MANAGERS
DEFINITION: An individual carrying out the managerial functions of planning,
organizing, staffing, leading and controlling is called manager. Thus, the managers are
needed to. plan, organize, hire staff, supervise, direct and guide the group of workers in
an organization in pursuit of organizational objectives. The success of a firm largely
relies on the efficiency of its managers.

PURPOSE: They ensure smooth operations, maintain productivity, and align team
efforts with organizational objectives.
FUNCTIONS OF MANAGERS

• PLANNING: Setting goals and determining the best course of action to

achieve them.
• ORGANIZING: Arranging resources and tasks in a structured way to
implement the plans.
• STAFFING: Recruiting and selecting the right individuals for the organization.
• LEADING: Motivating, guiding, and directing employees to meet
organizational goals.
• CONTROLLING: Monitoring progress and adjusting to stay on track.
• COORDINATING: Ensuring all departments and employees work
harmoniously towards the goals.

ROLES OF MANAGERS

• INTERPERSONAL ROLE: Involves leading, building relationships, and acting

as a liaison between team members.
• INFORMATIONAL ROLE: Collecting, sharing, and interpreting information for
effective decision-making.
• DECISIONAL ROLE: Making choices, solving problems, and allocating
resources to achieve objectives.

TYPES OF MANAGERS
1. TOP-LEVEL MANAGERS: ‘The managers at very top level of hierarchy are
ultimately responsible for managing of entire organization. They are few and
report to the board of directors of a firm. Other typical titles may be given to the
top-level managers include chief executive, chief executive officer, executive
director, president, etc. The top-level managers are responsible to see the overall
planning for organization and maintenance of the overall control over progress of
organization.
The top-level managers spend more time on planning and organizing than do the
lower-level managers. At the top management level, conceptual, design abilities
and human skills are especially valuable but there is relatively little need for
technical abilities. In large companies, chief executive, a top-level manager can
utilize technical abilities of his subordinates. However, in smaller firms technical
experience of manager is quite important.
2. MID-LEVEL MANAGERS: Middle-level managers are beneath the top-level
managers who are responsible for the work of managers at lower level. These
managers, sometimes supervise the operating personnel. Other titles of middle
level managers are chief, departmental head, senior manager, etc. The middle
level managers spend less time on planning and organizing, At this level, there is
a less need of conceptual skills. However, human skills are still essential while
the technical skills gain importance.
 3. LOWER-LEVEL MANAGERS: Lower-level managers are directly responsible for
the work of operating employees. These managers function at the interface
between management and that of the workforce of the organization.
These are responsible for taking charge of day-to-day operations, execute plan of
middle management and guide staff in their own sub-section. This includes team
leaders, office managers or supervisors.

ABILITIES REQUIRED FOR MANAGERS

• KNOWLEDGE BASE: Understanding the industry, company policies, and

technical knowledge relevant to their role.
• KEY SKILLS: Effective communication, problem-solving, leadership, decision-
making, time management, and adaptability

DIFFERENCE BETWEEN BOSS AND MANAGER

BOSS MANAGER

• A person in charge who gives • A person responsible for planning,

orders and expects them to be organizing, and leading a team to
followed. achieve specific goals.
• Tends to focus on results and • Balances tasks and team input,
getting things done, sometimes ensuring both the work and the
without considering the team’s team’s development are
input. prioritized.
• Makes decisions independently, • Involves the team in decision-
often without consulting others. making and seeks feedback for
better outcomes.
• Short-term goals and immediate • Long-term planning, strategy, and
results. sustainable growth.

SCOPE OF MANAGEMENT
Management is applicable and essential in all the organized operations as well as at all
the levels of organization in an enterprise. In pharmacy, management is required in
pharmaceutical activities such as:

• Production/manufacturing of pharmaceuticals
• Marketing of pharmaceuticals
• Research in pharmaceuticals
• Clinical trials of drugs
• Hospital pharmacy department in a hospital
• Retail/community pharmacy
• Drug distribution
 • Depot/chain pharmacies
• Drug information centres/poison control centres.
In short, in all activities requiring human beings need management.

ROLE OF MANAGEMENT
The essence of management is decision-making. Its unique role is selection between
alternative means of moving towards an objective. The decision-making process
involves the following steps:

• IDENTIFYING AND DEFINING PROBLEM: Any task under consideration is

referred to as a problem. However, it may be a real obstacle or trouble in
organizational activity or operation. Recognition of the obstacle, in this case is
the first step in its solution.
• ANALYSING PROBLEM: The next step in decision-making is the investigation of
problem or task under question with respects to all possible dimensions.
• DEVELOPING ALTERNATIVE SOLUTIONS: After analysing, more than one
solution of the problem or courses of action for achieving specific task are
proposed. The developed alternatives must be workable and any one of them
can be adopted.
• DECIDING UPON BEST SOLUTION: All the alternative solutions or courses of
actions are evaluated carefully. The feasible and one that is expected to work
well is selected.
 MARKETING
Marketing means sharing your product or service with people in a way that makes them
interested in buying it. It’s about figuring out what customers need, creating something valuable
for them, and communicating effectively to make them want it.

Features Marketing Selling

Scope It covers everything from Focuses only on selling and distributing
creating a product to satisfying products that are already made.
customers' needs.
Objectives Earning profit by keeping Focuses on selling as many products as
customers happy and meeting possible to make a profit
their needs
Main Concern Customer's satisfaction Physical transfer of goods
Orientation Consumer oriented Production oriented

BASIC FUNCTIONS OF MARKETING

1. EXCHANGE FUNCTION:
Among the exchange functions included are buying and selling.
A) Buying:

• Buying is an essential part of marketing. Manufacturers buy raw materials and

equipment, while wholesalers and retailers buy finished products.
• Effective buying is key to business success.
B) Selling:

• Selling is the main goal of any business. It connects buyers and sellers and generates
income for businesses.
• The process involves finding customers, creating demand through promotions, and
delivering goods to customers.
2. PHYSICAL SUPPLY FUNCTION:
The physical supply function in marketing consists of storage and transportation.
A) Storage:

• Storage involves keeping goods safe until needed. Large-scale storage is called
warehousing.
• It ensures a steady supply of raw materials for production and finished goods for
consumers.
B) Transportation:

• Transportation moves goods from production sites to consumers.

• Timely delivery is especially crucial for drugs with short shelf lives.
3. ANCILLARY FUNCTIONS:
The ancillary marketing functions consist of standardizing and branding, financing, risk bearing
and feedback information.
A) Standardization:

• Ensures products meet uniform quality standards in terms of size, shape, ingredients,
etc.
• For example, pharmaceutical products are standardized for properties like weight,
hardness, and dissolution rate before being sold.
B) Grading:

• Products are classified into categories based on characteristics like size, color, or shape.
• Drugs are graded according to standards like British Pharmacopoeia or U.S.
Pharmacopoeia.
C) Branding:

• Branding gives a product a unique name or design to differentiate it from competitors.

• Branding is essential for promotion and large-scale selling.
D) Financing:

• Finance is crucial for buying equipment, raw materials, production, storage, and
transportation.
• A clear financial strategy is essential for business operations.
E) Risk bearing:

• Risks exist at every stage, from raw materials to finished products, including damage or
losses due to unforeseen circumstances.
• Marketing helps businesses manage and bear these risks.
F) Feedback information:

• Collecting information about customer needs, market trends, and competition is vital.
• This information is shared with management regularly (daily, weekly, monthly, etc.) to
guide decision-making and planning.
 MARKETING MANAGEMENT
Marketing management is the process of analyzing, planning, implementing, and monitoring
marketing strategies to reach target customers, meet their needs, and achieve organizational
objectives.

MARKET STRATEGIES
1) Market Segmentation and Targeting
Market Segmentation: This means breaking the large market into smaller parts, called target
markets. Each part has different needs and preferences.
Pharmaceutical Market: This market is large and can be divided in different ways:
• By Location: Dividing the market into regions.
• By Doctor Specialties: The market can be seen as smaller groups, each with specific
needs. These groups include general doctors, gynaecologists, orthopaedics,
paediatricians, surgeons, cardiologists, eye specialists, ENT (ear, nose, throat) specialists,
dermatologists, dentists, etc
Each group represents customers with unique needs. To market successfully, products must be
targeted and positioned effectively. Some products may cater to one or more groups
Examples:

• A new antidepressant might target general doctors and specialists.

• For a drug treating high blood pressure, cardiologists would be the main focus, followed
by general doctors.
• Antibiotics can target all groups.
2) MARKET MIX:
The Market Mix consists of four main elements:
• Product
• Price
• Place (Distribution)
• Promotion
To achieve marketing goals, a company must manage the 4 Ps effectively. By designing a strong
market mix, the company can adapt to external factors and stay competitive in the overall
business environment.
PHARMACEUTICAL MARKETING OPENINGS:
Medical Representative:
• This is an entry-level job and a great way to start in pharmaceutical marketing. Other
titles for this role include Territory Sales Representative, Detail-Man, or Sales Promotion
Officer. This job involves promoting, distributing, and explaining drugs to professionals.
Product Specialist:
• After gaining experience as a Medical Representative, you can become a Product
Specialist.
• This role focuses on promoting a single drug or a specific group of drugs (e.g., anti-ulcer
medications) to medical professionals.
Field/Regional Manager:
• A Field Manager supervises a team of Medical Representatives.
• They are responsible for overseeing the promotion and distribution of drugs.
Product Manager:
• Product Managers assist and guide Medical Representatives and plan marketing
strategies.
• They handle the development of existing and new products, assess market needs,
prepare promotional materials, and optimize marketing resources.
• An MBA is preferred for this role, but experienced Representatives may also qualify.
Country / National Sales Manager:
• This is a senior role overseeing Product Managers.
• Responsibilities include planning, market research, advertising, promotions, and
forecasting products at the national level.
Depot Manager:
• This role was introduced after the Provincial Drug Rules of 1988.
• A graduate pharmacist supervises drug distribution in this position.
Retail Manager:
• This is a newer role with limited opportunities but growing potential, especially with the
rise of chain pharmacies in Pakistan.
• A Retail Manager can manage their own pharmacy or chain of pharmacies.
• Responsibilities include store layout, product display, promotions, sales, and inventory
management.
 THE PRODUCT

Product is anything created to meet the needs of consumers. It includes both physical items (like
goods) and non-physical offerings (like services or ideas). A product is made up of features like
its design, quality, packaging, price, and brand, along with any related services or the seller's
reputation.

PRODUCT CLASSIFICATION:
A Pharmaceutical product may be prescription or non-prescription product as mentioned below.
1. Prescription product:
Lifesaving drug products that are sold only under the prescription of a registered medical
practitioner are called prescription products. This product cannot be advertised directly to the
ultimate consumer (the patient). However, it can be advertised to the medical professional
through specialized media. The other features of prescription drugs have been mentioned as
below:

• Used for the difficult conditions to diagnose

• Require professional treatment decisions and monitoring
• Requiring a more in-depth level of information regarding proper use
• May have limited amount of usage experience
• With still under developing safety and/or efficacy profile
• May have potential to be abused
2. Non-Prescription product:
A non-prescription drug can be sold to patients without prescription of a registered medical
practitioner. The non-prescription drug products are also known as over the counter (OTC)
drugs. The OTC ethical drug can be advertised directly to the ultimate consumer. The other
features of OTC drugs are as follows:
 • Used for the easily self-diagnosed condition
• Used for the reasonably self-treatable conditions
• Usually, time tested and there is a substantial usage experience
• Requiring modest or reasonable level of information for proper use
• With general recognition of safety and effectiveness

PACKAGING DESIGN AND PRODUCT NAMING:

Product packaging design and product naming are two vital aspects for product development
and marketing. Both areas require strategic decision and management.
1. Product Packaging design:
Package is the container in which a pharmaceutical product is placed, basically to protect it
during transportation and storage. It also guards the product against contamination, spillage,
pilferage, and environmental! conditions. Rather than just a protective device, the firms are
interested in using packages as a marketing tool too. Product packages are an important part of
consumer acceptance, a device for establishing consumer preferences and is vital to marketing
success. The image of the product, which comes to the consumer’s mind, is of its package. In a
real sense, the package for the product is the same as the “good clothes build the personality of
man”. Apparently, the products are judged by their packages. That is why many advertisers
boldly feature the products in their packages.
2. Naming a product – branding:

As mentioned earlier, a pharmaceutical product may be identified by its generic name or by

brand name. The generic name may be a chemical name or scientific name. A chemical name is
given according to defined rules according to chemical nomenclature. However, the scientific
name of a product is an abbreviated or simple identification not in possession of any
commercial party. The brand name is an exclusive title given to a product by its manufacturer.
Usually, brand name and trade name are used interchangeably. However, sometimes ‘the trade
names refer to the proprietary names of business firms.

Once a good product is developed, and appropriately packaged, its appropriate name is
needed. An analogy can be drawn to the birth and naming of a child for identification and
communication purposes, the manufacturers want prescribers to be able to pick their products
over that made by competitors, hoping to build brand loyalty for their output over a period.
The manufacturers use names to expedite communication about their product. Advertising
would be pointless unless attention to the product could be called by a name, which is capable
of being remembered. Thus, a brand name acts as handy purchasing aid for the consumer and
as a promotional vehicle for the manufacturers, On the other hand, a brand name makes the
manufacturer accountable for the product quality as well. How words affect people is essential
knowledge needed when struggling with successful brand names of the products. Many
technical rules surround the choice of a brand name. The brand names must be:
 • Unique and distinctive
• Legally available for use
• Short and simple
• Easy to spell and read
• Easy to remember
• Easily pronounceable
• Pronounceable only in one way
• Without complex foreign words
• Not adverse backward reading
• Compatible with packaging or labeling needs

SELECTION OF BRAND NAME:

The important consideration in choosing brand names of drug product is their ‘appropriateness’,
The manufacturer must first determine what kind of image it desires to create for its brand in
the customer’s mind. Along with the above-cited features, a brand name should also have
graphic possibilities, The graphic possibilities mean how the brand name will look on the
package and how it can give something about to build the promotional campaign. Selection of a
suitable brand name for an infant product is one of the initial jobs in the marketing process. This
simple task can be most important to its success. There are several ways in which a brand name
can be selected and assigned. Some of these ways have been mentioned as below:

• Related to generic name: A generic name, as mentioned earlier, is one used to describe
a drug category and cannot be used exclusively by a manufacturer. However, this is a
usual practice that the products names are related to the generic names, e.g., Amoxil for
amoxacillin or Amikin for amikacin.
• Related to therapeutic activity: The brand names of the product may provide an
indication of their therapeutic activity of the product. For example, Diuril and Coregard
indicate diuretic and guarding the heart, respectively.
• Related to company name: Some brand names of products are related to the company
producing them. These may combine generic names or some other combination with
company names. For example, Eplazyme, a product aiding in digestion from Epla
pharmaceuticals and Shazoovit, a vitamin product from Shazoo Laboratories, etc.
• Related to active ingredients: Several brands reflect the active ingredients they have,
e.g., Capozide, a combination of captopril and thiazide diuretic. Triaminic contains three
amines such as mepyramine meleate, pheniramine meleate, and phenylpropanolamine.
• Related to sale message and promotion: In some brand names it 1s attempted to
incorporate a hint for a sales message in the brand names themselves. For example,
Ultraproct for ultraprotection, or Ultran the ultimate tranquilizer.
• Building a running theme: A few brand names have attempted to build a running theme
through the names of product in line by repeated use of some prefixes or suffixes, e.g.,
Theragran M, Theragran H, Theragran HV; Surbex, Surbex T and Surbex Z.
 • Reflecting site of action: Some brand names combine notations to reflect the site of
action. Optadex reflects a dexamethosone for optical site.
• Reflecting on the route of administration: Some brand names can be recognized as
giving some indications about the route of administration. The brand name Cymoral can
be cited here as an example that reflects that this brand is to be taken orally.
• Reflecting the dosage regimen: A brand name incorporates frequency of dose
administranon with other combinations mentioned above. Dolobid and Enoxabid
(enoxacin + BID) both, bearing suffix, BID.
• Related to literary sense: A brand name may have literary meaning, e.g., Modecate
which contains fluphenazine, a decanoate ester used for mode elevation. This brand
combines the mode and Decanoate. Augmentin, the name of a combination of two
antibiotics has been derived from word ‘augment’ meaning ‘to enhance’.

LIFE CYCLE OF A PRODUCT:

Every pharmaceutical product goes through different stages in its life. These stages are
Introduction, Growth, Maturity, and Decline. Each stage needs different marketing strategies.

1. Introduction
• The product is new in the market.
• Companies spend a lot on promotions to create demand, often making little or no profit.
• If the product is unique (e.g., biopharmaceuticals), it may have little or no competition
2. Growth:
• Sales grow quickly as more customers buy the product.
• Profits may rise initially but can drop later due to competition and promotion costs.
3. Maturity:
• Sales slow down as most customers who want the product already to have it.
• Companies reduce marketing costs and focus on keeping existing customers.
• They may refresh the product with updates or discounts to extend its life.
• Some well-established products (e.g., Cotrimoxazole) continue making steady profits
with minimal effort—these are called "cash cows."
4. Decline:
• Companies may stop promoting the product and phase it out or try to update and
relaunch it.
• Relaunch efforts only work if the product has strong emotional appeal or loyal
customers.

DEVELOPING AND MANAGING A NEW PRODUCT:

It involves creating a product that customer want and then making sure it's successful in the
market.
1. Idea Generation
The first step is to come up with new ideas. This can come from customer feedback, market
research, or even creativity within the company.
2. Idea Screening
Once you have many ideas, you need to decide which ones are the best. This step involves
looking at each idea and figuring out if it’s worth developing based on things like cost, demand,
and feasibility.
3. Product Development
After choosing a good idea, the next step is to design and create the product. This includes
making prototypes, testing them, and refining the design until it’s ready for production.
4. Testing the Market
Before launching the product fully, you might test it with a small group of customers to see how
they react. This helps you figure out what people like or don’t like and make improvements.
5. Product Launch
Once the product is ready, you officially launch it onto the market. This is when you start
promoting it to your target customers, using ads, social media, and other marketing strategies.
6. Managing the Product
After the launch, you need to keep an eye on how the product is doing. This includes monitoring
sales, customer feedback, and adjusting if necessary (like improving the product or changing the
marketing approach).
7. Product Life Cycle
Every product goes through stages: introduction, growth, maturity, and decline. Managing the
product means making decisions at each stage to keep it successful or deciding when it’s time to
end the product.
 PRICE
Price is the amount of money charged for a product or service, reflecting its value and features.

IMPORTANCE OF PRICE:
• Economic system: Price influences the allocation of production factors such as labor,
land, capital, etc., and thus it is a basic regulator of economic system. Product prices
affect the wages of the workers and profits of the firm. It also determines what will be
produced and who will get the product.
• Individual firm: Price is among the major factors that dictate product demand, market
share and profit for a firm. The net profit earned by a firm is only by the price of the
products it produces, Usually the price is used as a competitive tool to gain an advantage
over the competitors.
• Product image: The price is also used to help establish a product’s image, because
consumers associate the product’s price with its quality and image. In daily life,
consumers perceive a better quality for a high-priced product.

PRICE FORMULATION:
The price of a product is calculated using a formula:
Price = Basic Production Cost + Direct Costs + Indirect Costs + Research Costs + Markup
Factors like raw material costs, production methods, and competitive pricing all play a role.

FACTORS AFFECTING PRICING:

• Policies for individual products: Pharmaceutical products are launched at high or low
prices. The pricing strategy for a particular product depends on the policy of the firm for
a particular drug product. Pricing policies vary from firm to firm and from product to
product within the same firm. The policies other than pricing policies also affect the
price determination for a specific product and include product distribution policies and
product return policies, etc.
• Cost of production: The cost of production incorporates direct and indirect costs
mentioned above. Production complexities for a product make its price higher. Some
products need sophisticated technologies and special manufacturing specialties making
the cost of the product higher. The expenditure spent on materials for a product varies
from product to product because of varied prices of raw materials. The price of a
product is also dependent on the dosage and quantity size of the drug provided to the
consumers. Pharmaceutical firms spending the cost on their products also calculate
research costs for individual units. The local pharmaceutical industry is not involved in
drug research so usually this cost is not included in their products.
• Product attributes: The features present in a product influence its price. These attributes
include product quality, dependability, service, and acceptability contribute in product
price.
• Value to the consumer: A product may have low or high prices, but the pharmaceutical
firms never set it lower than what the consumer expects. The expected price of a
product is the price at which customers consciously or unconsciously value it.
Consumers relate quality with the price of the product particularly if prepared by
sophisticated technology. Thus, the expected price value is considered for product price
determination.
• Demand for the product: Nature of the product demand influences the price of a
product. For price determination, a firm must estimate the effect of unit price change on
the number of units sold. This estimation is easier for the established products than that
of the new products. Price modification may affect elastic, inelastic or inverse demands.
Elastic demand means more demand for a product at a reduced price, so the total
revenue of the product is increased. Thus, reducing the unit price causes an increase in
units sold and profit maximization. When the product price cut causes the total revenue
to decline, even though the demand is increasing, there is inelastic demand. As
mentioned before, the price of a product must not be lower than what the consumer
expects consciously or unconsciously. Thus, setting price lower than expected price of a
drug particularly prepared by sophisticated technology, causes decline in the product
sales and profit. This situation is called inverse demand wherein price cuts leads to less
demand. Stated in other way, higher the price within a given range, greater the product
sales. Transdermal products, aerosols, inhalers and products of biotechnological origin
are the example of such products, which may have inverse demand.
• Competitive reactions: Base price is sensitive to the types of current and potential
competitions for a product. There are two competition sources: firstly the generic
substitutes and secondly the unrelated products but having same clinical endpoint.
Generic substitutes are directly similar products such as two antihypertensive brands
based on the angiotensin convertase enzyme (ACE) inhibition. An example of unrelated
products having similar clinical endpoint the brands of beta- and calcium channel-
blockers as antihypertensive. Though for price setting, both competitions mentioned
above are considered yet the generic substitution is considered more critical.
• Co-ingredients in market mix: The other ingredients in market mix including product,
place and promotion influence the base price of pharmaceutical remarkably. Types of
products (over the counter or prescription only) and new or established products all
have varying prices. The importance of the product in its end use is also considered as an
important factor for its price. The price of a product depends on the channel of
distribution and type of middlemen. The price, for example, of a product delivered
through a cold chain will be higher. Promotional methods used and the extent to which a
product is promoted also dictates the price of the product.
PRICING STRATEGIES:
1. Market Skimming Pricing:
Set high prices at the start to target customers willing to pay more for new or unique products
and later, lower the price to attract more buyers.

• Rapid Skimming: High price + high promotion to quickly gain attention and market
share (used for lifesaving drugs).
• Slow Skimming: High price + low promotion, used for niche markets with less
competition (e.g., skin products for specialists).
2.Market Penetration Pricing:
Start with low prices to attract many customers quickly and than prices may increase as the
product becomes popular.

• Rapid Penetration: Low price + high promotion for fast market entry and large
market share (good for common products or competitive markets).
• Slow Penetration: Low price + low promotion to minimize costs while gaining
acceptance in large markets.
3.One-price strategy

• Charge the same price to all customers for the same product.
• This is common in pharmaceuticals and ensures consistent profits from all customers.
4. Flexible- price strategy:

• Charge different prices to different customers based on agreements (e.g., discounts for
hospitals or chain stores).
• End-users usually pay the same price.
• Disadvantages: Can reduce profits and harm reputation if customers find out others paid
less.

PRICE REGULATION:
Price Control by Ministry of Health (MoH):

• Pharmaceutical companies cannot set their own prices. The Ministry of Health
(MoH) decides the prices and profits under the Drugs Act of 1976.
• Drug prices are fixed during registration, and any increase requires formal approval
from MoH.
Price Regulation History:

• Price control was removed in 1993 to let market competition control prices.
However, this didn’t lower prices, so MoH froze drug prices. This freeze is still in
place, though prices continue to rise.
Controlled and Decontrolled Drug Lists:

• Controlled List: Includes drugs with fewer brands and less competition. Price
increases need MoH approval.
• Decontrolled List: Includes drugs with more competition. Prices were expected to
regulate themselves but didn’t decline as planned.
Competition in the Market:

• Price Competition: Companies adjust product prices (lower, maintain, or increase) to

compete. Sometimes, price cuts are used to attract customers, especially for new
products. However, intense price wars can hurt product quality.
• Non-Price Competition: Companies keep prices stable and focus on other strategies
like improving product quality, launching new products, expanding product lines, or
enhancing promotional activities
 PLACES (CHANNELS OF DRUG DISTRIBUTION)
Place refers to the channels of drug distribution, which involve transferring a drug from the
producer to the end consumer. A distribution channel is the route or medium through which the
product moves from site of production to consumer. Middlemen or intermediaries play a key role
in this process by purchasing the product, taking physical ownership, and reselling it to
consumers.

MEMBERS OF THE DISTRIBUTION CHANNELS:

A distribution channels consists of the set of intermediaries involved in the flow of drug from
producer to the final consumer. A distribution channel typically includes.

• Producer
• Wholesaler
• Retailers
• Consumer
PRODUCER/MANUFACTURER:
A producer makes products and decides how to distribute them. There are three main ways:

• Exclusive distribution: The product is sold through just one wholesaler or retailer in
the market.
• Selective distribution: The product is sold through several, but not all, stores in the
market.
• Intensive distribution: The product is sold through as many outlets as possible.
WHOLESALER/DISTRIBUTOR:
A wholesaler is a middleman who buys goods to resell. They distribute drugs for producers or
their own business. Wholesalers can be:

• Independent full-service wholesaler: Works as a middleman for many

pharmaceutical companies.
• Limited function wholesaler: Works only for a few producers.
• Manufacturer-owned wholesaler: Owned by one producer and sells only that
producer’s products.
RETAILER:
A retailer connects the producer to the customer. Unlike wholesalers, retailers sell drugs directly
to consumers in small amounts for personal use, not for resale.
CONSUMER:
The consumer is the final buyer in the chain, purchasing products for personal use. In the
pharmaceutical market, the consumer is the patient. Patients don’t usually choose their
prescription drugs; a doctor or pharmacist makes that decision for them.

VARIOUS CHANNELS OF DISTRIBUTION:

Producer → Consumer

• Direct delivery from the producer to the consumer.

• Simple but rarely used.
• Examples: Hospitals provide perishable drugs like TPN directly to patients and
pharmacies also prepare and give medicines directly to patients.
Producer → Retailer → Consumer

• Large retailers buy from manufacturers and sell to consumers.

• Not common in the pharmaceutical market.
• Example: Chain drug stores follow this model.
Producer → Clinical Setting → Consumer

• Bypasses wholesalers and retailers due to safety and handling concerns.

• Used for sensitive or perishable drugs.
• Example: Radiopharmaceuticals like Technetium-99 sent directly to hospitals.
Producer → Wholesaler → Retailer → Consumer

• The traditional and most common system for distributing drugs.

• Many pharmaceutical producers use this route.

SELECTION OF A CHANNEL:
The selection of a distribution channel depends on the type of product, sales area, and the
company's financial resources. Key factors to consider include:

• Product nature: The placing of prescription drugs is pre-decided since, these are
‘directed goods’ and their sales result from the derived demand. A traditional
distribution channel such as ‘producer wholesaler retailer consumer’ is appropriate for
such drugs.
• Product unit value: A channel with the least intermediaries is sought for products with
higher unit value. Sometimes it is through a direct channel (i.e., without a single channel
intermediaries). This is because of the availability of more funds for the products.
• Products perishability: The highly perishable drug products sought a more direct
channel such as ‘producer—> consumer’, This is not usually practicable and thus an
intermediary is needed for delivery of product to the patient. For thus, e-g., the route
adopted is ‘producer—> clinical setting—> consumer’. The total parenteral nutrition
requires a more direct channel, e., from ‘producer (hospital pharmacy department)—>
consumer’. Similarly, a medicament prepared by a dispensing pharmacy is delivered
directly to the consumer.
• Product technicality: When special instructions for any reason after sale or
administration of a product are required, the tendency of a firm is towards the direct
 selling Use of a distribution channel for the supply of radiopharmaceuticals can be cited
as an example. The administration of radiopharmaceutical needs instructions to the
patients for the purpose of radiation protection and for this, ‘producer-> clinical
setting—> consumer’ route is adopted.
• Degree of market acceptance: If there is less degree of market demand for some
products when the company or its products are not well known, the use of middleman is
indicated. Channel of ‘producer-> wholesaler—> retailer consumer’ is a suitable choice
for such products.

IMPORTANCE OF MARKETING CHANNELS:

• Ensure drugs are available to patients on time.
• Allow patients to access drugs from multiple sources in one place.
• Provide financial support for producers and customers.
• Create job opportunities.
• Offer helpful feedback to improve products and services.

`
 PROMOTION
The promotion is every form of communication used to inform, persuade and remind the target
customers about the products or the organization. It is a group of activities consisting of
advertising, detailing, sales promotion, publicity and public relations.

OBJECTIVES OF PROMOTION
The objective of promotion is to motivate the customer to build the firm image to increase the sale of its
products.

FUNCTIONS OF PROMOTION
Market fundamental functions of promotion are informing, persuasion and reminding the
customers about an organization, its products or services.

• Information: The information is communication with prospect customers or to let the

customers know about a product or a firm.
• Persuasion: It is convincing the customers to select a particular brand from available
choices. The demand for a product will depend upon the ability of a producer to
convince the customers.
• Reminding: Reminding is repeating communication to the prospect customers to retain
a place in their minds.

TYPES OF PROMOTION
Promotion involves using different methods to achieve a company’s marketing goals. Some
products may use all promotional tools, while others rely on just one or two, depending on
factors like budget, product life cycle, and product type.
Advertising

• Paid, mass communication through channels like TV, radio, newspapers, and magazines.
• The advertiser’s name is clearly shown.
Detailing

• Detailing, also known as personal selling, is the presentation of a product to prospective

customers by a representative of a firm.
• This is a more expensive form of promotion but widely used in the pharmaceutical
industry due to its high efficiency.
Sales promotion

• Involves activities other than advertising and personal selling, such as displays, medical
exhibits, product samples, and giveaways.
• Often used to promote pharmaceutical products.
Direct mail

• Direct mail is a method of promotion whereby a printed advertisement, message or

information is delivered to the prospective customers by mailing.
• This media is quite expensive and can effectively be used for the advertisement of
ethical products.
Publicity and Public Relations

• Publicity may involve advertising, sponsorships, product placements, or other paid

media tactics to gain exposure and media coverage.
• Public relations focus on building credibility, trust, and positive relationships through
authentic and strategic communication.

STRATIGIES FOR PROMOTION

Effective promotion requires determination of an appropriate promotional mix strategy.
Designing a promotional mix is based on market nature, product nature, stage of the product
life cycle and funds available.

• Market nature: The promotion related to the market nature that affects the design of
geographical distribution of market, type of customer, and the concentration of market.
• Product nature: Various features of a product influence promotional mix. The more
important include unit price, degree of customization, demand nature, and
differentiated products.
• Stages in product life cycle: A product in an introductory stage demands more
information and thus, advertising is dominated in an advertisement-detailing blend.

PROMOTION AT RETAIL LEVEL

A retailer can motivate the consumers to purchase a specific over the counter (OTC) drug and
may unethically substitute the prescribed product with other generics.
Incentive schemes

• Offer benefits to the retailers on purchase of predefined quantity of drug.

• This way of promotion facilitates the flow of stocks from the company’s warehouse
to retailers and is supposed to reach the consumers rapidly.
Bonus scheme

• Bonus means giving some additional units of product on the purchase of a specific
number of product units.
• For example, a free product unit on the purchase of 12 units is called 12+1 bonus
scheme.
Cash discounts

• The provision of cash discounts in some percentages after an investment of amount

for any product is another incentive.
• For example, the provision of a 2% discount on the purchase of any product of cost
Rs. 5,000 is an example of this scheme.
Combined Bonus-cash discount scheme

• This combines a bonus and a cash discount for a specific product.

• Example is providing of a 3% discount and one unit free on the purchase at 12 units
of a product.
Mystery buyer scheme

• This is an interesting scheme in which a company informs a group of retailers that

within a specified period, an individual will come to them as patient. He will discuss
his medical problem and will ask for a drug product for this medical problem.
• Pharmaceutical firms usually promote vitamin products.
• If the retailer advises the company’s intended product to the buyer, a gift is
presented to the retailer on the same instance or declared as entitled for a lucky
draw and/or for a gift on latter occasion.
 ADVERTISEMENT
Advertisement is a method of communication used to promote products, brands, or services to
potential customers. It can take different forms like written text, videos, or interactive content
and is a key part of marketing today.

Advertisement Marketing
A specific activity to inform, persuade, and A broader strategy that includes all activities
remind customers about a specific product or to create, communicate, deliver, and
service. exchange offerings of value.
Usually short-term, campaign based. Long-term and strategic.

GOALS OF ADVERTISEMENT
• Support Sales Efforts: Advertisement can be used to let the potential customers know
the seller’s firm and the product. If the customers already know the producer and the
product, personal selling would be easy. Thus, advertisement is also employed to
support the personnel selling.
• Reach Inaccessible Customers: It is not always possible for sales force to reach every
target customer due to their busy practice, schedules or geographical distances. In such
cases, the advertisement message can reach such very busy and geographically scattered
physicians.
• Increase Sales through Retailers: Advertising enhances the sales from wholesalers and
retailers. Consequently, the relationship of a producer with its channel members is
improved by advertising.
• Hold previous customers: The reminding advertisements are used to retain a place in
the mind of customer and to hold the previous product prescribers or users. To achieve
this, the product attributes are continuously highlighted in the advertisement messages.
• Attract New Customers: The advertisement messages are designed with the hope of
attracting new consumers and establishing markets for the new products. Advertisement
is also used to target and attract the new market segments and customers.
• Launch New Products: With advertisement, customer’s masses can be reached for
provision of information. As mentioned before, awareness of a product is the first step
for planning for the selection of a brand.
• Expand Product Usage: Advertisements are used to inform the customer for expansion
of the product usage. Expansion in product usage lengthens the life cycle span of a
product and thus also extends the product profitability as well.
• Build goodwill for company: Advertisement builds credibility and goodwill of the
advertising firm in the minds of customers.
TYPES OF ADVERTISEMENTS
A pharmaceutical firm may use a variety of advertisements depending upon its objectives.
Based on the action desired by the recipients, advertisements may be categorized as product
and institutional advertisements.
1.PRODUCT ADVERTISEMENT
It is the most common type of advertisement. Product advertisements inform customers about
products and encourage them to try them. It can be informative, persuasive, or reminding.
Informative

• Focuses on introducing new products, explaining how they work, and generating
interest.
• Used mainly during the launch of a new product.
• Examples: Sharing product details, new uses, price changes, or how it works.
Persuasive

• Aims to convince customers to prefer one product over others by providing evidence or
data.
• Focuses on creating brand loyalty and changing customer opinions.
• Examples: Highlighting product quality or promoting brand preferences.
Reminding

• Keeps the product in customers' minds, especially for products already established in the
market.
• Ensures continued sales of well-known products.
2.INSTITUTIONAL ADVERTISEMENT
Institutional advertisement focuses on sharing information about a business or creating a
positive image of the company. It’s not meant to sell a specific product but helps build goodwill,
which can make customers more likely to accept the company’s products in the future. There
are two types of institutional advertisement.

• Customer service advertisement: This type of advertisement shares information about

the company’s operations, especially unique or special activities. It helps create a
positive impression and goodwill in customers' minds by showcasing the company’s
efforts or services.
• Public service advertisement: Public service advertisements aim to improve the
community’s well-being. They show that the company cares about social issues and is a
responsible member of society. These ads promote good values and share advice, such
as "Avoid drugs," "Keep your country clean," or "Say no to narcotics."
3.Primary Demand Advertisement
This type of advertisement aims to create demand for an entire category of products, not a
specific brand. It is usually used when a product is new in the market and continues throughout
its lifecycle. These ads often don’t mention any brand names and are typically created by
industry associations.

• For example, the Diabetics Association of Pakistan, along with companies that make
diabetes medicine, runs awareness campaigns to help diabetic patients. Similarly, the
Dairy Association of Pakistan advertises to encourage people to use tetra pack milk.

4.Secondary Demand Advertisement

This type of advertisement focuses on promoting specific brands. It is a competitive form of
advertising where one brand highlights its features compared to others but without directly
naming rival brands. These ads are common when a product has successfully entered the
market. Their goal is to increase demand for a specific brand.

5.Cooperative Advertisement
In cooperative advertising, two or more companies share the cost of promoting their products
together. While this is not commonly used in the pharmaceutical industry, it can be done to
create demand for a category of products, as explained in primary demand advertising.

ADVERTISEMENT MEDIA
An advertising media is the instrument or vehicle by which advertisers reach their prospective
customers with their messages. This media, therefore, aids in closing the gap between
manufacturers, prescribers and consumers.
PRINT OR SPACE MEDIA:
Includes newspapers, magazines, and professional journals. Often called "space media" because it uses
physical space in publications

• Newspapers: Widely used due to their ability to reach a large audience in a specific area.
• Magazines and Periodicals: Magazines have nationwide coverage and cater to general
entertainment or specialized topics like politics, economics, or fashion.
• Professional Journals: These are scientific or technical publications that share research
and reviews, published at regular intervals (weekly, monthly, etc.).
BROADCASTING MEDIA:
Includes radio and television, which are part of “mass media" due to their large audience reach.
• Radio: Effective for non-prescription products and widely used in Pakistan due to the popularity
of FM channels.
• Television: Combines audio and visuals, making advertisements impactful and memorable.
Although expensive, it effectively showcases product demonstrations.
SOCIAL MEDIA:
Social media platforms offer diverse ways to engage customers. However, pharmaceutical ads
must follow platform-specific rules.

• Facebook: Offers various formats like videos, polls, and images to increase engagement.
• Instagram: Builds trust through user-generated content, such as photos and
infographics.
• Twitter: Useful for customer service by answering queries and responding to feedback,
helping build industry credibility
Criteria Offline Media Online Media
Examples TV, radio, newspapers, magazines, Social media (Facebook, Instagram,
billboards. Twitter), websites, email campaigns,
Google ads.
Reach Local, regional, or national, depending Global, if there’s internet access.
on the medium.
Cost Expensive, especially for TV and radio Flexible; ranges from free to low-cost
for targeted ads.

SELECTION OF ADVERTISING MEDIA

Selection of advertising media depends on following factors:

• Target Audience: Choose based on who you want to reach. For example, use Instagram
for younger audiences or professional journals for medical professionals.
• Budget: Consider costs, as TV and print media are more expensive, while social media
offers cheaper alternatives.
• Message Type: For detailed demonstrations, use TV or videos. For brief updates, use
Twitter or radio.
• Reach: Use online media for global campaigns and offline media for local or regional
promotions.

DIRECT-TO-CONSUMER (DTC) ADVERTISING

Definition
Direct-to-Consumer (DTC) advertising refers to marketing strategies that target the end
consumers of products, such as patients, to raise awareness and motivate them to use the
advertised product. Initially used for over the counter (OTC) products, DTC advertising for
prescription drugs was introduced in the 1980s by Boots Pharmaceuticals in the United States.
Despite early resistance from physicians, the U.S. Food and Drug Administration (FDA) approved
DTC advertising under specific conditions, transforming the consumer's role in the healthcare
marketing system.
Merits of DTC Advertising

• Improved Patient Compliance: Providing detailed product information encourages

patients to follow treatment plans.
• Better Awareness of Ailments: DTC campaigns help individuals recognize when
professional medical guidance is necessary.
• Empowered Consumers: Patients can make better-informed decisions about their
health.
• Healthier Outcomes: Educated patients become more proactive in managing their
health.
• Knowledge of Treatment Options: DTC advertising informs consumers about available
alternatives, enabling more personalized healthcare choices.
Demerits of DTC Advertising

• Limited Effectiveness in Low-Literacy Regions: In countries like Pakistan, where literacy

rates are low, DTC ads may not achieve their intended impact.
• Socio-Economic Barriers: Financial constraints and lack of access to healthcare facilities
can reduce the utility of such campaigns.
• Potential Misuse: Without proper guidance, consumers might misuse information from
advertisements, leading to self-diagnosis or inappropriate treatment.
Effective Use of DTC Advertising
To maximize its impact, DTC advertising should:

• Provide Clear and Accurate Information: Ensure that ads are simple, transparent, and
easily understandable.
• Promote Physician-Patient Collaboration: Encourage consumers to consult healthcare
professionals for guidance.
• Adapt to Local Contexts: Tailor campaigns to address cultural, economic, and literacy
challenges in target markets.
• Educate Rather Than Oversell: Focus on raising awareness and empowering consumers,
rather than aggressive product promotion.
 DETAILING
Detailing or personal selling is the most expensive form of drug promotion. It is accomplished
by means of personal contact with physician, dentist, pharmacist or veterinarian to influence
favorably the sale of drug products.

DETAILING PROCESS:
The process of detailing follows a sequence of four steps to deal with and persuade customers
for selection of particular brand. These include.

• Identifying prospective customers: Find and rank potential customers based on their
likelihood to use or prescribe the product. Focus more on high-potential customers for
cost-effectiveness.
• Qualifying customer: Determine whether the customer is willing and able to influence
drug sales by gathering information from nearby retailers, competitors, or suppliers and
matching their needs with the product's features.
• Presenting sales message: Use the collected customer profile to create a tailored and
engaging message. Keep the discussion interactive to gauge the customer's interest and
willingness to choose the product.
• Follow up: After securing the customer’s commitment, make follow-up visits to ensure
they prescribed the product, gather feedback, and assess their satisfaction.

DETAILMAN
A detailman is also called detailer, is an integral part of the pharmaceutical marketing process.
The detailer goes to see physicians, dentists, hospital pharmacists or any other medical
professional with the purpose of influencing them to prescribe, recommend, or buy his
company's products.
Qualification of detailman: A pharmacist is well placed for the job of detailman as having the
relevant knowledge of the drug and drug products. However, persons with qualifications like
Bachelor or Master of Science (B.Sc. or MSc.) Having certain marketing experience, we are also
working in this field. Recently medical graduates having M.B.B.S. degrees are also employed as
detailmen.
Training: The technical training to a detailman is critical for the success a pharmaceutical firm,
since newly hired detail men have the variety of backgrounds. Formal training provided to new
detailers comprised of the understandings of firm's policies, products, and about selling
techniques and competitors' products.
DUTIES OF DETAILMAN:
Most of pharmacy graduates are inducted in pharmaceutical firms as detailman and thus it is
worth to mention the duties of a detailman. These duties can be categorized into the following
categories.
1.Basic Duties:
A detailman’s main responsibilities involve working with medical professionals and include:

• Acting as a formal link between doctors and the company during office visits, medical
meetings, conferences, and conventions.
• Providing doctors and medical professionals with information about new and existing
products.
• Sparking doctors' interest in products already advertised through other channels.
• Reminding doctors about older products.
• Distributing free drug samples to doctors and other medical professionals.
• Sharing feedback from other doctors about the use of the product and handling specific
issues.
• Managing mailing lists for direct communication and promotional activities.
2.Allied Duties:
A detailman’s additional responsibilities involve working with retailers and wholesalers, such as:

• Informing them about the advantages of the company’s products.

• Visiting them to monitor the company’s sales performance.
• Assisting retailers in planning and managing product inventory.
• Explaining new offers and return policies if they are unclear.
• Taking orders directly from retailers to support sales.
3.Special Duties:
A detailman may also have specific responsibilities, including:

• Conducting market research, whether general or focused on a specific issue.

• Speaking about health-related topics to professional and general audiences.
• Building relationships with professional institutions, associations, or faculty members.
• Handling any additional tasks assigned to them.

INSTITUTIONAL DETAILMAN:
An Institutional Detailman works in hospitals to promote and detail drugs, navigating the
complex process of convincing various decision-makers involved in drug purchases. Key
individuals include:
 • Hospital Pharmacist: They may handle or influence drug purchases and formulary
decisions. The detailman presents the drug to them with solid facts and knowledge.
• Pharmacy and Therapeutics Committee: This committee has significant power over drug
formulary and purchase decisions. Convincing them can secure favourable outcomes.
• House Officers: These medical interns may influence drug use, depending on their
autonomy and supervisors' opinions. The detailman may approach them to promote
new products.
• Nursing Supervisor: As a member of the Pharmacy and Therapeutics Committee, they
can suggest changes to the formulary. Detailmen may focus on nursing-related aspects,
like drug preparation, administration, and patient reactions, during discussions.

MERITS AND DEMERITS OF DETAILING:

The major drawback of personal selling is its high cost because of the excessive expenses
required for operating a sales force. However, it is extensively used in pharmaceutical
marketing due to its cost effectiveness. Detailing is a customer-focused, flexible, and interactive
way of communication, often used in pharmaceutical marketing.

• Customer-Focused: It targets the right customers, avoiding wasted effort on non-

potential buyers. It can also be personalized to convince specific customers.
• Flexible: Detailers can adapt their messages and presentations to suit individual
customer needs and behaviours while responding to their reactions.
• Two-Way Communication: Detailing allows face-to-face interaction, enabling an
exchange of ideas, instant responses to customer questions, and immediate observation
of their reactions.

QUALITIES OF A GOOD DETAILMAN:

• Knowledge: A good detailman should understand pharmaceutical fields like
pharmacology, drug manufacturing, quality control, and marketing. They must also know
their company’s goals, policies, products, and competitor’s products.
• Technical Skills: These include specialized skills like selling and communication, which
are essential for success in this role.
• Convincing Ability: The detailman must be able to convince doctors, retailers, and
wholesalers to try or recommend their products. This requires strong communication
and product knowledge.
• Decision-Making Ability: Quick and effective decision-making is crucial for resolving
conflicts, planning tasks, and choosing the best course of action.
• Management Skills: A detailman should be organized, plan their visits effectively, and
manage their routes and schedules efficiently.
• Communication Skills: Strong verbal and written communication help the detailman
explain their products clearly and persuade customers.
• Business Insight: They should be result-oriented and focus on achieving sales goals by
securing commitments from customers.
• Appetite for Success: A drive to succeed and grow is vital for achieving long-term goals
in this role.
• Self-Confidence: Confidence allows the detailman to take initiative, face challenges, and
communicate effectively with customers and teams.
• Sense of Responsibility: A good detailman works with self-control, takes responsibility
for their tasks, and collaborates effectively with colleagues.
• Interpersonal Skills: The ability to work well with colleagues, juniors, and supervisors is
essential for team success.
• Presentation Skills: A detailman should deliver well-organized and clear messages to
potential customers during face-to-face interactions.
• Energetic Personality: Selling requires extensive travel, so a detailman must be energetic
and able to handle the physical demands of the job.

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