RCPA Retail Chemist Prescription Audit

Description

Pharmaceutical sales professionals understand the prescription behaviour of doctors by asking the pharmacists appropriate questions. The answers enable the sales professionals identify key insights about the doctor’s prescription behaviour basis their practice priority (The key clinical outcomes doctors give the highest preference etc.), practice protocol (guidelines, recommendations etc.), practice needs (patient’s access to medicine, adherence, fulfilment, efficacy, safety etc.). This process of gathering prescribing information in pharmaceutical marketing is popularly known as Retail Chemist Prescription Audit (RCPA) Most of the time pharmaceutical sales professionals rush from one doctor to the other to promote products. During the course of their duties they forget one of the most important task, meeting the retailer and enquire about their own and competitors’ products. Although there is a huge emphasis given to RCPA in pharmaceutical selling, genuine implementation level is very low. In this book, applied aspects of RCPA have been incorporated; because books meant for practical use, should contain plenty of applied discussion. Moreover, there is no book written on RCPA for pharmaceutical sales professionals. This has motivated me to write a book on RCPA. In this book, a brief understanding about RCPA, types of pharmacy, doctor-pharmacy matrix, buying motives of retailers, objectives, importance, types, methods and outcomes of RCPA, POB, various formats of RCPA, do’s and don’ts of RCPA, role play situations and pre call planning have been discussed.

About The Author

Suman Deb has almost 15 years of experience in pharmaceutical industry as a medical, sales and behavioural trainer. He has worked with USV, Blue Cross, Dr. Reddy’s and Emcure in different capacities. He did his M. Pharm from MAHE and MBE (Marketing) from Indian Institute of Management-Calcutta.