Medical Rep Roles And Responsibilities

As someone who has been working as a medical sales representative for over 10 years, I can tell you that becoming a successful rep in the medical field requires some polishing and honing of skills.

Although there are different types of sales, including medical sales, I believe that the fundamental principles remain the same.

Let me explain what being a medical representative means to me.

As a medical sales rep, my job is to promote and sell medical products, services, devices, or a combination of those, to healthcare providers (HCPs) such as doctors, pharmacies, and other healthcare professionals.

Now that we have defined the role and the target market, let's take a look at the responsibilities of a medical sales representative:

 

1. Product Knowledge: It is crucial for reps to learn everything they can about the products they are promoting. They need to be well-versed in the information provided on package inserts and other relevant materials.

 

2. Supporting HCPs: Reps are expected to assist healthcare providers by providing them with medical information and any other support they may need.

 

3. Maintaining Company Image: It is essential for reps to conduct their business ethically and within the boundaries of the law to uphold the reputation of the pharmaceutical company they represent.

 

4. Marketing and Promotion: Reps engage in marketing and promotional activities to raise awareness about their company's products. However, they must ensure that they comply with all relevant regulations.

 

Having been in this profession for quite some time now, I can say that being a medical sales representative has been more than just a job for me. It has provided me with a livelihood and shaped me into the person I am today.

Over the years, I have learned valuable lessons and realized that this job is about more than just generating sales for the company. It is about making a positive impact on society and contributing to the well-being of others.

In my opinion, society should always be the top priority, with the company serving the community rather than the other way around.

As a medical representative, my ultimate goal is to become a change agent, constantly striving for improvement and making a difference in people's lives.

 

Now let's delve into the specifics of the job and duties of a medical sales representative in the pharmaceutical industry.

Simply put, medical reps are responsible for promoting their company's products to healthcare professionals, primarily doctors and pharmacists. These professionals can be found in government or private healthcare sectors, as well as educational institutions such as universities.

 

The duties of medical sales representatives include:

 

1. Product Knowledge: Reps must have a thorough understanding of the pharmacokinetics and features of the products they are assigned.

 2. Implementing Marketing Strategies: They are required to execute marketing strategies provided by the company's marketing department.

 3. Product Presentations: Reps meet with potential customers to showcase their products.

 4. Monitoring and Feedback: They keep track of promotional activities and provide feedback to the marketing team.

 5. Maintaining the Company's Image: It is essential for reps to represent the company in a professional and ethical manner.

 6. Adhering to Sales and Business Ethics: Reps must follow the principles of good salesmanship and conduct their business in an ethical manner.

 

In addition to their primary responsibilities, medical sales representatives may also engage in corporate social responsibility initiatives. These can range from simple awareness campaigns, such as recycling, to more involved activities like participating in charity runs.

These efforts aim to give back to the community in which the company operates.

 

To me, the most important duty of a medical sales representative is product presentation. Pharmaceutical companies rely on their salespeople to effectively showcase their products.

In fact, more than 90% of a rep's time is spent presenting products to potential customers, such as doctors and pharmacists. On an average day, a rep may have eight appointments with doctors and two with pharmacists, amounting to 10 interactions in total.

Considering the limited time reps have with healthcare providers these days, their ability to deliver a concise yet impactful presentation is crucial. By mastering the art of a brief yet effective presentation, reps can ensure that their message resonates with HCPs.

In conclusion, being a medical sales representative requires a combination of skills, including product knowledge, marketing expertise, and the ability to build relationships with healthcare professionals.

It is a job that goes beyond simply selling products; it is about making a positive impact on society and striving for continuous improvement.

And ultimately, the key responsibility of a medical sales representative is to effectively present the company's products to healthcare providers.

The Key to Success as a Medical Sales Representative

Now, let's talk about the one duty that, if handled correctly, can make your career as a medical sales representative flourish. Whether you're already working as a pharma sales rep or simply reading this out of curiosity, I'd like to hear your thoughts on this.

 Why is it so important?

Let me share a story to illustrate my point.

I work as a medical sales rep for a pharmaceutical company, specifically in the diabetes mellitus portfolio. Recently, our company collaborated with another pharma company to promote a drug targeting the oral hypoglycemia agent market segment.

 

During the collaboration, just before we were deployed to the field, we were given a list of customers. The list was compiled from a trusted source and cost a significant amount of money. It was a valuable resource that could potentially lead to substantial profits.

When we got our hands on the list, I was ecstatic!

Imagine having access to all that valuable customer data, gathered over days, weeks, months, or even years. It seemed like a goldmine.

Or so I thought.

As my colleague and I delved into the details, we discovered something quite frustrating. We felt the urge to request a refund or redirect the funds spent on acquiring the data.

Why?

Let me explain:

 

1) The list contained inactive customers who no longer existed. Most of them could be found six feet under, in a place we call the graveyard. I couldn't understand why their names were still included.

 

2) The figures regarding the customers' purchasing power were distorted or inflated. The data showed the purchases customers made for our competitors' products.

But what the computer couldn't see were the actual customers themselves. These were what we, as Medical Representatives, called "runner accounts."

 

These accounts are used to boost sales. Representatives would run around trying to get rid of excess stock, hence the term "runner." It's quite ironic because it's not the customers who are running around.

3) The list included undesirable geographic areas. I believe this was due to how the data was collected. It happens, but it can be a significant issue.

Working with such flawed data was far from sweet. It felt like starting from scratch.

And this was all due to one specific reason: the failure to get one thing right.

 

That one thing is gathering accurate, up-to-date information. If implemented correctly from the beginning, it can make your medical sales career flourish.

Imagine having reliable information at your fingertips.

Success would be practically guaranteed, right?

 

On the other hand, relying on inaccurate data will make you struggle.

You'll need to clean up the data, as I had to do in my case, and validate it. This process takes time, and unfortunately, we were in the midst of a race to gain market share.

So, how can you avoid working with inaccurate data and ensure you approach things correctly from the start?

Handling Rejection: The Toughest Job for Medical Sales Reps

Have you ever wondered what the most challenging task is for medical sales representatives?

Is it product training? Is it product presentation? Is it building relationships?

What's your answer?

 

In my experience, the toughest job for medical sales reps is handling rejection. It's what often determines whether someone can handle the sales profession or not.

Can you relate?

 

I'm sure some of you are already nodding in agreement.

So, why is handling rejection so difficult?

 

The main reason is that many people take rejection personally. On a personal level, we've all experienced rejection in some form or another.

As children, our pleas for shiny toys were rejected by our parents. As we grew up, some of us experienced rejection in matters of love.

And as adults, we face rejection when negotiating for lower insurance premiums.

Rejection is a normal part of life, but it's usually accepted at certain levels. On a professional level, however, it should be acknowledged but not internalized.

The feeling of rejection can be intense, and dealing with it is not easy.

Imagine trying to calm down a child having a tantrum in the middle of a shopping mall.

It's challenging, right?

So why am I bringing up this issue?

It's because emotional matters cannot be dealt with solely using logic. If logic were effective against emotions, many of the complex problems in this world would cease to exist.

 Dealing with emotions, especially rejection, is tough. It requires empathy, understanding, and the ability to connect with people on an emotional level.

And that's why handling complaints is the most challenging task for medical sales representatives.

 

But here's the thing: emotional skills and relationship building go hand in hand.

Building a strong, meaningful relationship is essential, and that's why excellent interpersonal skills are always included in the job description for medical representatives.

 

You can develop your relationship-building skills even before joining a pharma sales company. These skills can be utilized in your everyday interactions. They're incredibly valuable, not just for your career but also in your personal life.

So, how do you build such skills?

It takes practice and training.

And once you realize the value of building relationships, both in business and life, you'll understand why it's crucial to include excellent interpersonal skills in a medical representative's job description. 

Writing a Job Description for a Medical Representative

 

When it comes to writing a job description for a medical representative, what do you think should be included?

This is essential when you want to attract qualified and capable candidates to represent your pharma company.

Here's a simple outline you can follow:

 

a) Job title: Clearly state what you expect them to do.

b) Location: Specify where the job is located and the number of positions available.

c) Responsibilities: Outline what they will be expected to accomplish if hired.

d) Requirements: List the qualifications you're looking for in a candidate, both academic and non-academic.

e) Additional notes: Include any additional details relevant to the position.

f) Contact information: Provide the means for candidates to reach out to you for further details or inquiries.

 

Let's take a look at an example:

 

a) Title: Medical Representative

b) Location: Post Knoxx (2 positions)

c) Responsibilities:

•    Generate sales in the assigned area as directed by the company.

•    Promote company products to medical specialists, consultants, and pharmacists in hospitals,  clinics, retail pharmacies, and other relevant segments.

•    Support healthcare professionals or customers with product information.

•    Manage and develop existing and new customers.

d) Requirements:

•    Strong interpersonal skills and ability to work independently towards set targets.

•    Self-motivated, result-driven, and possess a high level of integrity.

•    Must have own transport and be willing to travel as required.

•    Experience in sales will be an additional advantage with opportunities for career advancement within the company.

e) Notes:

•    Fresh graduates are also encouraged to apply.

•    Salary will be commensurate with qualifications, experience, attitude, and enthusiasm.

•    Interested candidates can apply online, via mail, or by fax, enclosing a detailed CV along with current and expected salary, and a recent passport-size photo (not returnable), to:

f) Contact:

   Human Resource Office,

   ABC Company,

   123-456, Highway Center,

   Street 256, 43210 Fort Knoxx

   Phone: +320 889 7760

   Fax: +320 889 7761

   Email: hr@abccompany.com

 

All applications will be treated with the strictest confidentiality. Only shortlisted candidates will be notified.

 

I hope this helps you in writing an effective job description for a medical representative position.

The Importance of Interpersonal Skills in a Job Description

Have you noticed that strong interpersonal skills are always included in job descriptions for medical representatives?

Have you ever wondered why?

 

The reason is relationship building.

 

People prefer to buy from people they know and trust.

In the past, during the consultative pharma sales model, doctors would listen to representatives they knew.

To take it a step further, people prefer to do business and continue working with individuals they trust.

 So, how do you build trust?

 You start by building a relationship.

 Building a strong relationship takes time. It takes time to gain trust and establish a bond.

 Another important element is having the right strategies or techniques.

While some people seem to naturally click with others, closer observation reveals that they often employ simple yet effective strategies to establish rapport and gradually gain trust.

 Including excellent interpersonal skills in a medical representative job description is like casting a wide net. Building strong and meaningful relationships fall under that umbrella. That's why new medical representative candidates are described as possessing exceptional interpersonal skills.

This skill set is incredibly useful. It can be applied in various aspects of life. Whether you're a spouse, a parent, or a child, developing strong interpersonal skills can benefit you.

 So, how can you develop these skills?

 

It takes practice and training. And once you recognize the value of relationships in both your professional and personal life, you'll understand why including excellent interpersonal skills in a medical representative's job description is crucial.

 

By honing your interpersonal skills, you can build relationships, establish trust, and excel in your career as a medical sales representative.