I got emails from some of our pharmaceutical sales rep friends asking me, "But Bro, what if I still have to sell the original products even though the generics already available?"
My answer to your friend... depending on your BUDGET, protect those product(s) with the budget that could tear you apart.
I mean it.
No joke. No pun.
You hear this straight from me.
Look at your budget and if the product's budget could hurt you, protect it with your life.
And the Government is busy cutting spending on medicines.
They don't need your permission.
They just go ahead and do it.
Believe me... company cares little or none at all when it comes to your survival.
Believe me... company cares little or none at all when it comes to your survival.
That's the fact.
I recommend you learn how to handle it.
Let me illustrate with examples...
I used to promote a few products to the GPs namely Zoloft, Lipitor, Norvasc, Accupril, Sulperazon, and Viagra.
I used to promote a few products to the GPs namely Zoloft, Lipitor, Norvasc, Accupril, Sulperazon, and Viagra.
At that time, Zoloft was facing patent expiry.
There's already a generic in the market - Serlift - from Ranbaxy.
Not only I had a small customer base at that time...
GPs view treating depression was not their top priority because it consumes lots of their time, but it also takes years of follow up, and all their effort might go down the drain, and the patient just goes beserk!
They push it to the Government Hospitals...
They push it to the Government Hospitals...
...and that area was not under my care.
So what did I do?
So what did I do?
I know how much my budget was for Zoloft.
I make a 'guesstimation' and came up with the figure of the number of sales I realistically can close by the end of the year - plus-minus some unforeseen circumstances like lost patients, Dr's switch to other drugs, etc.
From there, I estimate how much I need to do extra on my 'other' products.
I divide the 'load' equally for the remaining months before year-end and...
wallah!
I got my magic figure.
Day in, day out, I make sure I reach my quota with the extra load attached to it.
Day in, day out, I make sure I reach my quota with the extra load attached to it.
I stop thinking about what, where, how my competitor's doing in the market and I have peace of mind, less stress, and focused effort.
Isn't that more helpful?
Would you opt otherwise?
The only time I think about my competitor's activities was:
The only time I think about my competitor's activities was:
- when my Boss asked me or...
- writing my monthly report, or...
- to show-off to other reps during coffee, or...
- during sales meeting - half-yearly and yearly, or...
- when asked
By year-end, I always deliver.
I smiled when I see my bank account balance the following month (that's when my incentive is bank-in) and laugh all the way to my favorite shopping spot.
Are you with me so far?
Are you with me so far?
Do you see the rationale of this simple plan?
So this is our 'Spread the Load' plan.
You can use them any way you like. But of course.
There are other emails with another question.
Ohh... you're the lovely guys, and gals aren't you?
A question like, "But what do I say to my customers?"
Ok.
If you have to say something to your beloved customers, these lines work well so far.
Try them on.
"Doctor, I'm aware of the fact that generics and ethical products were put on the same level through bio-equivalent studies but Doctor, can any of the bio-equivalent proves CONSISTENCY? It proves potency but consistency is a totally different issue. You don't want any of your patients to come back and criticize your decision and competency by pointing to a fail treatment regime just because you prescribe them with generics drugs, do you?"
Or...
"Doctor, I know how much difference one tablet of our original drugs cost compared to the generics. If we keep comparing costs, with all due respect Sir/Madam, we'll always play catch-up. And in the long run, the prescribers and the patients will suffer. How so, you may ask, well allow me to explain Doctor. Generics have their place. Our products, I believe, also have their place in your practice. Am I right to say, for certain high-risk patients, you would prefer the original? What about your patients who can afford and don't mind paying... will you prescribe them with ours? With your kind of practice Doctor where patients always look up to, doesn't it make sense to choose ours?"
Or...
Well, that's all.
"Doctor, I'm aware of the fact that generics and ethical products were put on the same level through bio-equivalent studies but Doctor, can any of the bio-equivalent proves CONSISTENCY? It proves potency but consistency is a totally different issue. You don't want any of your patients to come back and criticize your decision and competency by pointing to a fail treatment regime just because you prescribe them with generics drugs, do you?"
Or...
"Doctor, I know how much difference one tablet of our original drugs cost compared to the generics. If we keep comparing costs, with all due respect Sir/Madam, we'll always play catch-up. And in the long run, the prescribers and the patients will suffer. How so, you may ask, well allow me to explain Doctor. Generics have their place. Our products, I believe, also have their place in your practice. Am I right to say, for certain high-risk patients, you would prefer the original? What about your patients who can afford and don't mind paying... will you prescribe them with ours? With your kind of practice Doctor where patients always look up to, doesn't it make sense to choose ours?"
Or...
Well, that's all.
These two are enough to disarm any 'hostile' resistance from your customers (or you can go here if you need more ideas).
They might not switch them over entirely, but they're enough, and they work.
I recommend you to try it on and see how it helps in your 'unique' situation.
And lastly, some of you ask, "What if I'm not selling face to face? What if I'm selling online?"
And lastly, some of you ask, "What if I'm not selling face to face? What if I'm selling online?"
Hold your gun there Buckaroo.
I know that this is the latest trend... sell everything online.
And get almost everything online too.
Do excuse me because I'm new to this concept.
The only thing I can say is, "Does it makes a world of difference if you sell generics products online or original products?"
Let me answer that for you..."Of course, there's no difference."
"So, why bother asking?"
Let me answer that for you..."Of course, there's no difference."
"So, why bother asking?"
"Just curious to know."
"Well, if you're curious, and you think that it doesn't make any difference... why not take advantage of this?"
"How?"
"I happen to know a place where you can start... and take advantage of the excellent value of safety and reliability that were offered."
"I'm curious. Where's this place?"
"Right here my friend... right at this Drug Store. See if it fit ya."
"I'll do that... now!"
That's all the questions from you, my reader, which I can address today.
Keep the mail coming, and I'll keep you posted.
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ReplyDeleteThanks for stopping by...
DeleteThis is a raw and practical perspective on the reality of pharmaceutical sales when generics enter the market. The “Spread the Load” strategy stands out as a smart, disciplined approach—focusing on what you can control, managing your targets, and staying consistent instead of getting distracted by competitors. That mindset alone can reduce stress and improve performance.
ReplyDeleteThe communication angle is equally powerful. Positioning original products around trust, consistency, and patient outcomes—rather than just price—can help shift the conversation with doctors in a more meaningful way. It’s not about dismissing generics, but about reinforcing where original brands still add value.
Even in today’s digital landscape, the core principle remains the same: clarity, confidence, and positioning matter more than the channel you sell through.
On a broader note, as more people research treatments online, terms like iverheal 6 mg ivermectin often come up in discussions around medication options. This highlights how important it is for both professionals and consumers to stay informed and rely on credible guidance when making decisions.
Overall, this is a strong reminder that strategy, focus, and messaging can make all the difference—even in a highly competitive market.
Hey Menshealth,
DeleteNow this is the kind of comment that makes me sit up a little straighter. You didn’t just read the post—you worked it, broke it down, and added your own layer of insight. Respect.
You nailed the heart of it: when generics enter the scene, it’s easy to get reactive. But the real edge comes from staying disciplined—spreading the load, controlling what you can, and showing up consistently. That’s the boring stuff… that quietly wins.
And I love how you picked up on the communication angle. Too many reps fall into the price trap, when in reality, trust, consistency, and patient outcomes are where the real conversations happen. That’s where positioning becomes less “salesy” and more… convincing without trying too hard.
Your point on digital is spot on too. Channels evolve, tools change, but the fundamentals? Still the same game. Clear thinking. Confident delivery. Strong positioning. Always.
Appreciate you taking the time to share such a thoughtful breakdown. Comments like this don’t just add value—they elevate the whole conversation.
Cheers ;-)
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Hey Menshealth,
DeleteHaha… I had to double-check if I accidentally published a pharmacology lecture somewhere. Feels like we took a sharp turn from sales strategy straight into biochemistry class—but hey, I’m not complaining..
Appreciate the deep dive though. You went full-on “scientist mode” there—PDE5, cGMP and all… I half expected a quiz at the end. That said, you’re right—understanding the science behind things always adds a different level of appreciation, whether it’s medication or even how we position products in sales.
But I’ll gently steer us back before we end up discussing molecular structures next—still, thanks for the enthusiasm and for keeping things… unexpectedly educational!
Cheers ;-)