Medical Representatives: The Modern-Day Warriors of Pharma Marketing
In the contemporary pharma business landscape, the role of a medical representative bears striking resemblance to that of an officer in the Armed Forces. Gone are the days when pharma prescription generation resulting into sales was perceived merely as transactions; today, it’s a battlefield where strategies are meticulously planned in the War Office (the offices of the pharma brand managers) , and every move is crucial for victory.
Surprisingly, the parallels between these two seemingly distinct roles are uncanny, shedding light on the dynamic nature of modern pharma sales and marketing.
Just as soldiers engage in battles, medical representatives navigate through the competitive market terrain. However, instead of guns and grenades, they wield the detailing bag, science and evidence backed medico-marketing material. Add to that the persuasion and negotiation skills. The battleground may have shifted from physical arenas to doctors clinics and strategy cycle meetings, but the essence of combat remains intact. In both scenarios, success demands strategic thinking, resilience, and a relentless pursuit of objectives.
Marketing is synonymous with warfare. The competition is fierce, and close to five hundred organized companies (and another twenty thousand in the unorganized sector) vie for supremacy in the marketplace. Like generals strategizing their next move, medical representatives analyze market trends, identify target audiences, and formulate sales tactics to outmanoeuvre competitors. However, the battleground of marketing emphasizes ethical combat, where victory is not achieved through brute force but through intellect and innovation.
In essence, medical representatives are the modern-day warriors of marketing, fighting battles not with brawn, but with brains. Their mission is not merely to sell products or services but to build relationships, solve problems, and create value for customers. Just as officers from the armed forces lead their troops with integrity and honor, medical representatives uphold ethical standards in their interactions with clients and colleagues.
The parallels between a job as a medical representative and that of an officer in the Armed Forces are undeniable. Both roles require strategic thinking, resilience, and ethical conduct. As the dynamics of the pharma business world continue to evolve, medical representatives will remain at the forefront, battling competition with intellect and integrity.
Excellent thought, meticulously explained, surely now with more digitalization job of Med rep has become more technical and smart.
Thank you so much MPS Saggu
Thank you Saggu
Nice.
I agree, marketing is synonymous with warfare. The terminologies used in marketing are probably derived from war eg target , strategy, positioning, campaign etc.
MR plays a critical and crucial role. However as the methods used in warfare are changing the importance of ground force is decreasing. Use of drones in recent times is just one example.
Will the same get reflected in marketing? This is a question many are pondering upon.
Use of digital media is just a beginning. However it is not that easy to replace role of field force- their relationship through physical meeting so easily. Only time will tell the true story.
Thank you Satish. Its true, only timw will tell you the true story
You are absolutely right.MR Medical representative is the front runner rather man behind the show bring fortunes for the company. I served for Pharma as well in surgicals for the last four decades . I feel MR image should not get decided merely on sales nos . Companies should train up their first line manager to mentor MR s and regular skill enhancement training will give more confidence for MR s. As I observed this as a lacunae privailing in many companies I think there is a need to focus on developing MR.
Thank you so much Krishnan for taking out time to comment on this bog.
Warm regards,
Vivek
Hi…The analogies drawn have many similarities and with every passing day the job of MR is getting really tough!
With the advent of Digital landscape, which is a whole new evolving ecosystem in Pharma sector it remains to be seen what will the future hold for the on-ground field force.
With the advent of AI driven voice cloning tools and Video AI tools like Tavus to name a few, the role of MR in person becomes all the more challenging.
Forget the MR, even the likes of Medical aiding AI tools like ContaCT, BriefCase, Viz ICH , Enlitic Curie and much more on the horizon is revolutionising the entire Medical profession at all levels!
I can see the Tsunami wave coming soon.
Its a war which will occur… like never before!
Infact I am envisaging a whole new ecosystem developing , which will require newer skill sets and competencies to fight this war for survival by the MR!
As Charles Darwin once said and I quote “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”
The only difference though, is that in real war there is no second chance!
Thank you so much Salil. You have taken so much pains to read and comment on this blog
Warm regards,
Vivek