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RCPA Prescription Audit Identify Target Customers Assess Customer

The document outlines the Retail Chemist Prescription Audit (RCPA) method for pharmaceutical companies to gather prescription data from retail chemists in order to identify target doctors, assess customer potential, effectively promote products, and select the right doctors and products for detailing. The RCPA method involves collecting both qualitative and quantitative prescription information, analyzing the data to gain customer insights, and using the information to guide promotional activities and sales strategies.

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subhojitnayek
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5K views14 pages

RCPA Prescription Audit Identify Target Customers Assess Customer

The document outlines the Retail Chemist Prescription Audit (RCPA) method for pharmaceutical companies to gather prescription data from retail chemists in order to identify target doctors, assess customer potential, effectively promote products, and select the right doctors and products for detailing. The RCPA method involves collecting both qualitative and quantitative prescription information, analyzing the data to gain customer insights, and using the information to guide promotional activities and sales strategies.

Uploaded by

subhojitnayek
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT or read online on Scribd
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1

RCPA
Prescription Audit

 Identify Target Customers


 Assess Customer Potential
 Prepare & Update Prospect List
and Core Doctors List

2
RCPA provides
Customer Knowledge

 Prescription Preferences

 Prescription Share

 Prescription Potential

3
Doctors for Products
Select the right doctors for
each key product

Products for Doctors

Select the right products


for each Prospect List doctor

4
RCPA facilitates
Effective Product Promotion

 Detail the right product

 Sample the right product

 Give the right inputs

 Demand support for the right products

 Validate the support through RCPA

5
RCPA - The Right Method

 Choose right chemist for the doctor


 Visit chemist before meeting every doctor
 Choose the right time
 Identify the right sales person ( always
address by name )
 Build relations ( POB & New product
availability )

6
Products for RCPA

 Select your products for RCPA


Restrict to only 2 products at a time

 Select the competitive products


Restrict to 3 products

7
Always Ask open-ended questions
 Which Doctor’s prescriptions you are getting regularly?
 Which Cefixime brands are selling on the counter?
 How much each Cefixime is selling in Boxes / Strips per week?
 Who are the three major prescribers of Cefixime Brands?
 How much these major prescribers contribute to the sale?
 How much Aldactone is selling on that counter?
 Who are the major prescribers of Aldactone?
 How much these major prescribers contribute to sale?
 What is the stock level of Aldactone and Competitor’s brand?
 If information is not forthcoming, give positive alternatives

8
Always Ask open-ended questions
 Which Doctor’s prescriptions you are getting
regularly?
 Which Cefixime brands are selling on the counter?
 How much each Cefixime is selling in Boxes / Strips
per week?
 Who are the three major prescribers of Cefixime
Brands? How much these major prescribers
contribute to the sale?
 How much Nufex beta is selling on that counter?
 Who are the major prescribers of Nufex beta? How
much these major prescribers contribute to sale?
 What is the stock level of Nufex beta and Competitor’s
brand?
 If information is not forthcoming, give positive
alternatives
9
Always note down in writing

 The retail salesman - more responsible

 The information - more dependable

 Tabulate the data

 Have documented data for analysis

10
Data to Information

 Select doctors for products


 Select products for doctors
 Revalidate the data again and
again
 Change your selection where
necessary
11
Institutional RCPA

 Find the members of units of departments


 Find the days on which each unit handles
the OPD
 Conduct RCPA on the respective days,
for each unit
 Stand in the counter and watch the
prescriptions

12
Sharpen your RCPA skills

 The accuracy increases with

improved skill

 More the data,

better the information

13
RCPA without Detailing

is Sterile

Detailing without RCPA

is Blind
14

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