SCBMA2_ Week 2 2025

Eduvos Overview

  • Eduvos: Your Education. Your Future.

  • Program: Biopharmaceutical Sales & Marketing (SCBMA2)

Disclaimer

  • The content on myLMS may slightly deviate from lecturer-led sessions.

  • Students must consult and prepare using material on myLMS, prescribed textbooks, and designated learning resources for assessments.

Flipped Classroom Approach

  • Pre-Session Preparation:

    • Lecturers may recommend concepts to revise for upcoming learning opportunities.

    • Engage with myLMS content at home for self-study preparation for lecturer-led sessions.

  • During the Session:

    • Active learning environment - engage with peers and lecturers, ask questions, debate topics, and practice content learned at home.

    • Exposure to higher-order thinking activities.

Sales Representatives Discussion

  • ReCap: Discuss the type of sales representative presented.

  • Example Scenario:

    • Salesperson's challenge to switch prescribing from a competitor's antiretroviral drug to their own product based on research:

      • Evidence from studies by The Lancet indicating less bone damage from their drug.

Lecture Overview

  • Topics Covered:

    • Rewarding aspects in selling

    • Importance of personal skills in successful selling

    • Developing a marketing plan

    • Product positioning

    • Conducting market analysis

Personal Selling Philosophy

  • Three Key Prescriptions:

    1. Adopt the marketing concept.

    2. Value personal selling.

    3. Become a problem solver/partner.

  • Benefits:

    • Tailored communication to meet specific customer needs.

    • Clarification of customer problems and adapting sales strategies accordingly.

    • Development of emotional connections to increase conversion rates.

    • Building long-term customer relationships to enhance future sales.

Types of Healthcare Representatives

  • Medical Representatives: Engage with healthcare professionals (medical fraternity).

  • Pharmaceutical Representatives: Sell pharmaceutical products (e.g., capsules, tablets, injectables).

Inside vs. Outside Sales Positions

  • Inside Sales: Conduct sales activities from employer's location using telephones/emails. Includes customer service reps and telemarketing.

  • Outside Sales: Travel for meetings with customers and prospects.

    • Categories:

      • Inbound Inside Sales: Respond to customer-initiated calls.

      • Outbound Inside Sales: Actively reach out to potential clients.

    • Role of sales assistants for support tasks.

Recap Discussion

  • Reflect on sales representative's characteristics based on provided cartoons.

  • Common theme: Increasing aggressiveness in sales tactics over the years.

Discussion Board Activity

  • Activity 1: Find a vacancy advert for a medical or pharmaceutical sales representative. Analyze requirements and share the link in the discussion forum.

Personal Selling Importance

  • Significant contribution from personal selling skills to various roles:

    1. Managerial personnel (executives, managers).

    2. Professionals (e.g. consultants, scientists).

    3. Entrepreneurs.

    4. Marketing and customer service representatives.

Qualities of Successful Sales Representatives

  • Identify essential skills and qualities for effective personal selling.

Discussion Board Activity 2

  • Activity 2: Research disadvantages of personal selling in healthcare, propose solutions, and post in the discussion forum.

Marketing Plan Elements

  • Components include:

    • Projected sales, budgets, management profit,

    • Assumption and contingency plans.

Marketing Plan Structure

  • Components:

    • Objectives and issues related to profit and market share.

    • Threat and opportunity identification affecting product.

    • Executive summary providing an overview for management review.

Product Positioning and Repositioning

  • Positioning: Creating a distinctive product image in consumers' minds.

  • Repositioning: Movements of product perception among customers for attractiveness.

Activity: Positioning Examples

  • Provide an example of a product that has undergone effective positioning and repositioning.

Micro vs. Macro Environment

  • Macro Environment:

    • Economic conditions (inflation, GDP).

    • Overall business cycle.

  • Micro Environment:

    • Sales company culture, profit margins, marketing procedures.

Group Activity on Macro Environment

  • Discuss a given macro-environment factor in groups and share insights.

Market Characteristics

  • Key attributes:

    • Market must be sizable and growing.

    • Should not be oversaturated with competitors.

    • Products must stand out and be accessible.

    • Must align with the firm’s mission and objectives.

Identifying Role Players

  • Recognize role players in the target market focused on attractive characteristics.

Classroom Structure Recap

  • Flipped Classroom: Prepare thoroughly for week 3 sessions using all resources and activities from week 2, focusing on effective learning.