RCPA
RCPA
- RCPA Learnings
- The intention is to find out the prescription behavior of a specific customer at a chemist's counter. The data required is a number of strips for particular brands that this customer prescribed per month. This would give the medical representative an idea about the share of his brands with the customer.
- Two types of chemists (in terms of ability to give information) could be encountered.
- Chemist with clear information about a single customer.
- Chemist with information across multiple customers.
- The following iterations are required for chemists with information across multiple customers to get specific customer-wise information.
- First, ask the chemist which brands are moving in a particular category.
- Second, ask for each brand's approximate quantity sold per week and calculate for the month.
- Now, ask the chemist which brand is prescribed more for a specific customer. This can have two Variations.
- The chemist can tell quantities against the relevant brand for that customer.
- If not, we will have to ask the chemist to rank the various brands in order of prescription for that customer. Suppose the chemist tends to move away from medical representatives during RCPA. In that case, the medical representative should avoid filling up the information in front of the chemist and ask the chemist without a break.
- Relationship building:
- Get to know the chemist's / authorized person's name. (Preferably who gives information).
- Get to know who set up the shop, is it inherited, or is it his initiative?
- Discuss the shop's location, business, and business potential/ patient profile.
- Get the shop phone no. And the owner's mobile no.
- Understand the current trend of business.
- For your company:
- Ask the name of his preferred stockist.
- Ask names of all stockists who supply your company products.
- Any pending issues on expiry/ breakages.
- Ask about the current trend of your company products (how he rates the company as a whole).
- If the shop's owner expresses happiness, thank him/her for their cooperation.
- If not, appreciate him/her for sharing the feedback. It will, in turn, will help us to rectify.
- RCPA in a Nutshell
- Plan exclusive time for RCPA:
- It can be daily/ weekly/ half a day/ full day.
- Depending upon the characteristics of the territory.
- This needs to be approved by the managers.
- During RCPA, drill down from category - molecule - brand – to understand the total potential of the customer.
- Get information on self and competition brands for all relevant molecules.