TABLE OF CONTENTS:

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

SALES MEETING ACTIVITIES------------------------------------------- 2-4

SALES VERSUS ACHIEVEMENT TARGETS------------------------------- 5

WHAT ARE PRODUCT FOLDERS?------------------------------------- 7

PREPARATION OF MARKETING PLANS----------------------------- 8-9

WHAT IS AN ACTION PLAN? --------------------------------------- 10-11

PRESENTATIONS ON STUDIES---------------------------------------- 12-

13

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

UNDERERSTANDING THE BLACK BOOK----------------------------- 16

BLACK BOOK ACTIVITY--------------------------------------------- 17

WHAT ARE PHARMA GUIDES? ------------------------------------- 18

UNDERSTANDING BLUE BOOK ------------------------------------ 18

BLUE BOOK ACTIVITY---------------------------------------------- 19

MAKING OF NEWSLETTER------------------------------------------ 20-21

CONCLUSION-------------------------------------------------------- 22

APPENDIX---------------------------------------------------------- 23

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TAG LINE

At my first day of internship I was given a chance to formulate a tag line for the new lament folder

The lesson I learned while performing this task is that a tag line for the product remains the same for the whole quarter and it changes when the company introduces a new folder. The tag line has a great importance as it explains in a nice and concise manner that what exactly is the medicine’s core idea.

The lines that I wrote for this purpose are as fallows:

Bring happiness and redefines the quality of life

The revival of healthy life

Redefining the colors of your life

Releases pressure and redefines your life

Provides strength to uplift your life once again

Add a new soul to your life

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

colors of life”

The line got approved and now it is there on the front page of lament’s

new folder.

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SALES MEETING ACTIVITIES:

1.PREPARATION OF AGENDAS

One of the tasks that were assigned to me was the preparation of

agendas. My boss provided me with the format and all I had to do was

to prepare the agendas accordingly.

The lesson that I learned while making these agendas was the

importance of proper planning even for a single ordinary meeting, the

agendas that I prepared were also got approved and were sent to the

entire team along with the invitation letter. One of the examples of my

work is as fallows:

2

TULIP

GALA DINNER at PC Lahore 10th July

Assemble in the lobby by 7:15Dress code: formal

AGENDAHOLIDAY INN LAHORE

JULY 10TH 2010HALL: EBR

1:30 2:30 Lunch All participants

2:30 2:35 Tilawat2:35 3:00 Sales review TMQ3:00 3:30 Morcet GN3:30 4:00 Zenbar GN4:00 4:15 Tea break All

participant4:15 4:45 Fitem GN4:45 5:15 Lament RN5:15 5:45 Searl ά RN5:45 6:15 Relispa forte RN6:15 6:45 Closing TMQ

2. INVITATION LETTER

I was also assigned to prepare an invitation letter for the annual sales

meeting. While performing this task I learned that how actually we

communicate with the sales staff and motivate them to celebrate the

success of the company. The letter that I made got approved within

two days and it was actually sent to whole sales and marketing staff.

MEMORENDUM

To: PHARMA -II SALES MANAGEMENT Date: June 30, 2010

Ref: GN/09/72

Subject: Invitation to Annual Meeting 2009-2010 at Lahore

Dear Colleagues.

According to Vincent Van Gogh “Great things are not done by impulse but by a series of small

things brought and aligned together”.

No doubt it is only because of our team efforts that made us successful during the year 2009-2010. To

celebrate our achievement, Searle Pakistan is pleased to invite you at the annual sales meeting being held

on July 10-11, 2010 at Holiday Inn, Lahore.

The event will begin at 1:30 p.m sharp, so you are requested to reach the venue well before time. In

addition, the agenda for the meeting is also enclosed.

Your valuable presence in the event is mandatory. We are looking forward to see you at the ceremony.

Regards

HASAN TARIQ KHAN AHMED BIN QASIM

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3. PREPARATION OF SHIELDS

My boss also gave me the work of designing shields of medicine brands

like FITEM, ZENBAR. RELISPA FORTE, RELISPA, MORCET, SEARLE ALPA,

ZYGREL, LUMARK, RELISPA etc. these shields were prepared for the

annual sales meeting and they were to given to the best seller of his

region. The categories of these shields were MD trophy, product

awards and the best emerging region. The samples of those shields are

as follows

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Emerging RegionAchievement Award

Sukkur

The Best Sellers

SEARLE

BANNERS PREPARATION:

FIRST PICTURE:The best executive is the one who has sense enough to pick good men to do what he wants done and self constraints enough to keep from meddling with them while they do it. Theodore Roosevelt

SECOND PICTURE:A total commitment is paramount to reaching the ultimate in performance." Tim Flores - NFL coach

THIRD PICTURE:Many of us are more capable than some of us . . . but none of us is as capable as all of us!!" Tom Wilson

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FOLDERS PREPARATION:

I observed that how exactly a company formulate the medicine folder

to promote and position the product in the mind of the doctors. The

things that must be present in the medicine brand folder are as

follows:

The bulleted points from the studies

The graphs showing the trends mentioned in the studies

A tag line to explain the core idea

Its advantages and competitive points

Adverse or side effects

The references for the identification of the valid sources

The strength or the pack size in which it is available

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SALES ACHIEVEMENT VERSUS TARGET:

My supervisor gave me the job of entering the regional sales data

versus its forecasted targets. By performing this task I got to know

the fallowing things

Regional sales are important in order to determine which region

has the highest sales value.

Which medicine brand has the most sales throughout all the

regions.

Which brand sales is closer to its target value.

How important is to keep the past record of the sales in order

forecast the future sales

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MARKETING PLANS:

The heads that a marketing plan normally possesses are as fallows:

Situation analysis

Major players in the respective market

Prescription analysis

Drug description

Swot analysis

Vision statement

Quantitative and qualitative objectives

Target indications

Key selling messages

Pricing

Product forcing and campaigns

Basically marketing plans fallows marketing mix criteria of 4 p’s i.e.

product details, pricing strategy, promotional tools and its placement.

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Marketing plan is usually prepared for a long time period and contains

even the most basic detail about the medicine brand. It is basically for

the future planning and at the same time it also talks about the past

record of the brand. These are not prepared for the sales force but for

the entire marketing team. It also reveals the company’s upcoming

activities and new launches.

In marketing plan the situation analysis shows the leading medicine

brands along with the companies, their growth rate, their market

share, prices, their target indications as well as successful academic

activities. Prescription analysis shows the data collected from the blue

book about the frequency of the medicine brand prescription by the

specialist in different regions and it also shows the diagnosis profile of

the respective medicine. Drug description covers every detail about

the medicine such as what it is for, its chemical name and formulae,

color, presentation, indications i.e. dosage, side effects, precautions

etc. Swot analysis covers the strength, weakness, opportunities and

threats of the respective medicine. Tag line of the medicine represents

the vision statement of the medicine. The quantitative and the

qualitative objectives represent the forecasted activities. Target

indications are the problems or the diseases it’s going to overcome.

Pricing of the product is another important element that needs to be

discussed in the marketing plan. Promotional tools that are to be used

in order to promote the medicine among the targeted doctors are also

highlighted in the marketing plans and all the future planning related

to the medicine are discussed in the marketing plan.

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ACTION PLANS:

The action plan is comprised of the fallowing headings

Situation analysis

Regional analysis

Objectives

Target indications

Target audience

Target brands

Strategy

Promotional plan

Academic activity

Social activity

Model detailing

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The action plans are normally designed for the sales/field force. It

briefs them about the previous quarter so that they may continue or

enhance their efforts in the upcoming quarters. It is prepared after

every quarter and provides the details about the activities that were

successfully achieved and the activities that are to be performed in the

future.

The action plan covers the situation analysis for the comparison

between the company’s and the competitor’s product in terms of

position, sales, growth rate and the situation of the market

place .Regional data shows the regional growth strategies,

achievements and the key customers in the region. Qualitative

objective are to capture two to five customers per quarter etc and the

quantitative data includes the sales or growth figure. Target indications

are the diseases that will be more focused with the help of respective

drug. Target audiences are the doctors that will be more focused as a

part if promotional activity. Target brands are your current

competitor’s brands and your potential competitor’s brands. Strategy

includes how to capture target audience through meeting them and

providing them knowledge about company’s brands. Promotional tools

that are to be used are also discussed in the action plan such as new

folders, gifts, drop cards, samples etc. It also provides the details about

the social and the academic activities are to be performed by the sales

force. Model detailing is also attached with the action plans which

guide the sales force as to how they must discuss their brands with the

respective doctors.

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PRESENTATIONS:

I made a lot of presentation on the studies that were given to me. The

topics of my presentations are as fallows

1. he sanad study of effectiveness of

carbamazepine ,gabapentin, Lamotrigine, oxcarbazepine or

topiramate fore treatment of partial epilepsy

FINDINGS:

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Lamotrigine is clinically better than carbamazepine, the standard

treatment, for time to treatment failure and is therefore cost effective

alternative for patients diagnosed with partial onset seizures.

2. Lamotrigine adjunctive therapy among children and

adolescents with primary generalized tonic-clonic seizures

FINDINGS:

Adjunctive Lamotrigine seems effective in the treatment of PGTC in the

children and adolescents and was well tolerated in this double blinded

placebo controlled RCT

3. Eliminating blinding trachoma

FINDINGS:

The results achieved with the use of the safe strategy and

Azithromycin mass treatment suggest that elimination of blinding

trachoma by 2020 is extremely possible

4. The study of trachoma

FINDINGS:

It is by four serovars of CHLAMYDIA TRACHOMA. The organism is

transmitted from eye to eye by hand or towels used on face and the

moisture seeking flies. Repeated infection of he eyes with the

trachoma strains result in a sequence of tarsal conjunctivitis, scarring,

shortening of the upper lid, trichiasis and finally corneal opacity.

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In the developing countries trachoma remains the leading infectious

cause of blindness.

Despite long standing efforts to control it, trachoma remains the

leading cause of preventable blindness in the world. About 84 million

people have active trachoma in nearly 55 countries where the disease

is endemic and in the infectious stage.

5. The placebo controlled 18 months comparison between

Lamotrigine and lithium treatment in manic patients with

bipolar 1 disorder:

FINDINGS:

The results indicated that Lamotrigine is an effective, well tolerated

maintenance treatment for bipolar disorder, particularly for prophylaxis

depression.

6. To compare the effectiveness of antiepileptic drugs in older

adults:

FINDINGS:

Lamotrigine was found to be most effective newer AEDS s measured by

12 months seizure and freedom followed by lowered levetiracetam all

the other AEDS has lower but comparable retention and seizure rate

with the overall exception of oxcarbazepine.

DOCTOR’S VISIT:

At searle pharma I was also given a chance to attend a lecture given a

leading physiatrists professor Musarat Hussain. The topic of his

presentation was depression. Dr Musarat speech was so compelling

that I jot down certain important points, some of which are as fallows

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FACTS ABOUT DEPRESSION:

Depression is a common and highly treatable condition.

Depression is not a sign of weakness or laziness

You can feel depression as aches and pains, too.

SYMPTOMS OF DEPRESSION:

Irritable, empty or sad mood almost everyday

No interest in or pleasure from activities once enjoyed

Insomnia or sleeping too much

Feeling of restlessness

Fatigue, exhaustion or lack of energy

Feeling of worthlessness

Inability to make decisions

Thought of death or suicide

IF SOMEBODY EXPERIENCES DEPRESSION THEN HE

MUST VISIT

Neurologist

Psychiatrist

Physician

Family physician

BLACK BOOK/MIS:

The black books are issued by IMS conducting an audit on pharmacies

of Pakistan after every quarter. In these black books the companies get

to know about the fallowing information.

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Their competitors in the respective medical field

The competitors brand in that medical product category.

The companies’ sales in terms of units per quarter

The companies’ sale in terms of value per quarter

The company’s product market share

The company’s product growth rate

The cumulative data from previous quarter to the current quarter

The overall yearly data

They gave me the task to sort out the medicines containing calcium

along with vitamin D and K or simply calcium, their companies, units,

value, growth in the respective quarter. The reason behind giving me

this work was to look for the brand that has the highest growth rate

and captures the highest market share.

BLACK BOOK ACTIVITY:

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They gave me the task to sort out the medicines containing calcium

along with vitamin D and K or simply calcium, their companies, units,

value, growth in the respective quarter. The reason behind giving me

this work was to look for the brand that has the highest growth rate

and captures the highest market share.

The demonstration of one of such activity is as follows:

products company units value growthCac 1000 Novartis 10310600 501504000 -12%Cac 1000 plus Novartis 315200 234034000 28%Osnate AGP 1245900 211044000 15%Calcee 500 Wilson 2999800 127010000 -2%abocal Abbot 1155200 95479000 14%Chewcal GSK 1341200 80863000 7%Qalsan D Novartis 1363800 75352000 -6%Calcium C Novartis 109400 68528000 21%High C1000 Werrick .p 1269200 67879000 40%Ossobon D Syntec int pvt 532300 66999000 -10%Calcium syrup novartis 1029500 45132000 29%

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PHARMA GUIDE:

The pharma guide provides quick references on all the medicines

available in Pakistan.

In pharma guide the content are arranged in a sequence

Therapeutic category

User guide

The new products launched

THERAPEUTIC CATEGORY

To look for the currently available drug in any pharmacological group

USER GUIDE

Index of diseases symptoms versus drugs as an easy guide to know

the prescribing information of the drugs currently available for any

diseases

NEW PRODUCTS

Index of new products launched in Pakistan.

Pharma guide provide us help in finding the fallowing things:

Medicines/new medicines

Company name

Price

Drug category

Generic name

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PHARMA GUIDE ACTIVITY:

My boss gave me the task to look for the product having calcium,

vitamin D and K altogether. To complete this task I had gone through

the entire list of the product in that category and the end result was

that there were no products having all these three ingredients at a

same time. This concluded that if the company comes up with a

product having this combination then it will have a competitive edge

over the competitor’s products.

BLUE BOOK:

Blue book provides us with the prescription analysis. It updates the

company with what kind of specialist are prescribing the company’s

medicine the most, how frequently the competitor’s medicine brand

are prescribed as compared to the company’s own brand, its

prescription frequency in all the regions. It provides the companies

with both the semiannual as well as the yearly data.

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BLUE BOOK ACTIVITY:

I had been assigned to search for the prescription analysis data and

their diagnosis profile from the blue book for the brands: LAMENT,

SEARLE ∂, RELISPA FORTE, FITEM, MORCET, ZYGREL ETC.

The demonstration of my work is fallows

DIAGANOSIS PROFILE

6 MONTH

S  

12 MONTH

S  

oth ac low resp inf 11 43.6 1143.6

         influen &

pneumonia 4 18.1 418.1

         oth dis resp

system 4 16.7 416.7

         

dieases appendix 3 11.3 311.3

         acut upper resp

inf 3 10.3 310.3

         all other

diagonosis 0 0 0 0

            DRUG BY  

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SPECTIALITY IN 000

  GP PH PED SUR GYN EENT CAR6 moinths 17 0 5 3 0 0 0

% 68.1 0 20.6 11.3 0 0 012 months 17 0 5 3 0 0 0

% 68.1 0 20.6 11.3 0 0 0                              

6 months 1 0 2 1 0 0 012 months 1 0 2 1 0 0 0

NEWSLETTER:

Newsletter was prepared in the last week of my internship. I am very

thankful to my boss that he extended my internship and gave me a

chance to participate in making of the newsletter which was

exclusively designed for lament.

The steps through which I passed while preparing the newsletter are

as fallows

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

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

fallows

Bombs, drones and epilepsy

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

Faked seizures

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

How to regain confidence

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

Type of food

The food that would help them in regaining their strength

History or story of epilepsy

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

Daily activities

Routine activities of epileptic patients

Family reaction

How exactly their families should react

A column with a heading “do u know???”

This would contain the names of famous epileptic patients like Jonty

rodes, Isaac Newton, Leonardo Diwinci, Aristotle and Tony Grey. The

purpose of adding this heading was to motivate the epileptic patients

that they are not the only victim of this deadly disease.

2. Next step was to discuss all my findings with my boss. The topics

that I suggested and were approved are BOMBS, DRONES AND

EPILEPSY, STORY OF EPILEPSY and DID U KNOW???? THE FAMOUS

EPILEPTIC VICTIMS.

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3. My last task was to prepare a draft of the final newsletter.

4. Finally the newsletter was published under my supervision.

EXTRA TASKS:

1. CALLS TO REGIONAL MANAGERS

I was also given the job of making some important calls to the regional

managers of Lahore, Faisalabad, Karachi, Multan, Sukkar, Peshawar,

Islamabad and Bahawalpur and Rawalpindi. These calls were to ask

them if they have received the new lament folders and the detailing

stories.

I have also given the task of making some calls to the vendors to

inquire them about the lament stands, new folders completion, and

REMP drop card completion. This work was given to me to keep in

touch with the vendors so that they might not delay whatever jobs

were given to them.

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2. SEARCH WORK

I was also given the work to search and look for the studies and different articles on the internet .Such as follows:

Searches regarding Alfacalcidol for the new Searle alpha

folder. The important findings of those searches are as

follows:

Superiority of a combined treatment of alendronate and Alfacalcidol compared to the combination of alendronate and plain vitamin d or Alfacalcidol alone in established postmenopausal or male osteoporosis

D hormone Alfacalcidol and calcitriol for the prevention and treatment of glucocorticoid induced osteoporosis

Alendronate or Alfacalcidol in glucocorticoid induced osteoporosis.

Reduction of falls in elderly, the central role of Alfacalcidol in a multi dimensional paradigm

Searches related to Lamotrigine for lament folder are as

follows:

Low-dose topiramate versus Lamotrigine in migraine prophylaxis

Lamotrigine Effective in Migraine Prophylaxis

Lamotrigine in the prophylactic treatment of migraine aura--a pilot

study.

Lamotrigine reduces migraine aura and migraine attacks in patients

with migraine with aura.

Lamotrigine effect in surgery

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I also looked for searches related to Drotavarine, Bortox for

migraine and Selegiline hydrochloride.

I have been given some documents related to action plan that were

designed for Searle major and potential brands. My job was to go

through them in order to check if there is any kind of mistake. It

gave a lot of understanding about the way a single brand should be

presented to the target audience.

I have been assigned a task of gathering relevant data to formulate

a package insert. A page that briefs about the medicine to the

customer. I learned that a normal package insert should possess

description, clinical pharmacology, Pharmacokinetics, dosage and

administration, contra indications, usage in pregnancy, adverse

reactions, over dosage, treatment, precaution and information for

patients.

CONCLUSION :

The time I spent at Searle were the golden days of my life. I will always

remember those days when everyday seemed to have different

challenges. All the tasks either big or small gave me great experience

and knowledge Apart from work the confidence that was build in me is

25

remarkable; the corporate culture there was very friendly and

cooperative.

While spending time at office I learned how to be punctual and to be at

a place on time. It taught me the value of time and task .I spent 7

weeks there but I never felt as I was somewhere else but home.

People there were extremely caring and helpful and were just like my

family members. Office environment also taught me the lesson what

sort of attitude should people have towards each other. There was not

a day when I didn’t enjoyed my lunch time as we all used to have lunch

together which taught me another essential value i.e. unity amongst

all. All in all it was a great and the most rememberable experience.

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