Generating a prescription is an art, but ensuring its honouring is pure science. In pharma
selling across India, an unwritten rule dictates success: “Prescription generated and
encashment is divine; prescription generated but not serviced is a crime”
You work very hard to convince a Doctor & get his prescription. But, when the patient visits
a chemist with a Doctor’s prescription and hears "Yeh dawa available nahi hai, doosri
company ki chalegi kya?", you do not just lose sales. You lose the doctor’s trust, the
patient’s confidence, and Doctor will never prescribe any product from your Company ever.
Availability is not merely an operational task; it is the ultimate driver for brand
building.
The Deadly Retail Myth
A common misconception among field representatives is:
“Sir, chemist bolta hai pehle prescription aane do, fir stock mangwaunga.”
“Sir, the chemist says that he wait for Doctor’s prescription first, and only then will he place
order for our brand.”
This approach is wrong. If a chemist has no stock when the first patient arrives, the chemist
will substitute the product immediately. Non-availability frustrates doctors and drives
patients elsewhere. Unless physical stock is available, prescription of Dr will either bounce
or substituted.
Managing the Three Levels of the Supply Chain
Availability must be monitored across three critical touchpoints:
- C&F to Stockist: Ensure the CFA holds adequate inventory and that stockist order
reflects actual territory needs in line with Secondary Sales. - Stockist to Retailer: Make sure that stockist invoices and physically dispatch
products to all the counters. - Physical Shelf Placement: Verify that the product sits physically on the retail shelf,
so that your prescription does not bounce
Execution Strategies for Field Sales Officers (FSOs)
Closing availability gaps requires disciplined daily habits:
Use the Retail Availability Card: Write down stockist names, batch details, and chemist
availability, then show it to the doctor.
What you say is heard, (“Sir, it is freely available”)
but
what you write is believed.
(Sir, My Product X is available a Natraj Medical Store & Royal Chemist.
My contact number is written here. In case there is any availability issue, I will remain
available to assist your patient”)
- Target the Key Decision-Maker @ Retailer: Identify who actually places daily
orders—whether the counter owner, purchasing pharmacist, or senior salesman. - Drive Personal Order Booking (POB): Collect firm POB from retailers and mention
directly to the preferred stockist. Communicate active Bonus Offers transparently. - Physical Checking Non-Moving and Near-Expiry Stock if possible: Check
shelves for Non-Moving and Near-Expiry Stock of your products. Help the retailer
by resolving older expiry concerns before pitching fresh orders.
Securing Availability for New Launches
New products face steep resistance at the counter. Establishing a availability
requires deliberate tactical steps:
- Retail Benchmarking: For me-too brand launches, ensure immediate placement
across a minimum of 40 to 50 key chemist counters through your efforts & stockist
salesmen. - OPD Drives: Identify a high-volume hospital OPD. Alert nearby attached pharmacies,
run an intensive 10- to 15-day promotion campaign with institutional doctors, and
follow up with aggressive POB collection to get many prescriptions of your brand
which ensures that all chemists in the area are aware of Brand Name - Leverage Doctor Influence: Request core friendly prescribers to notify attached or
nursing home chemists directly via telephone / WhatsApp message etc. regarding
product selection. - Dedicated Chemist Days: Reserve designated days (such as Saturdays) exclusively
for retail trade visits and institutional pharmacy purchase managers.
Product Categorization Framework
Prioritize stock and sales reviews weekly, based on market movement:
Availability vs. Dumping
Availability should never be confused with dumping excess goods.
Overstocking creates artificial shortages elsewhere, ties up chemist money, and leads to
credit note issues.
Know the territory’s genuine Secondary Sales in Unit terms. If a retailer / stockist ends up
with excess inventory, arrange to shift the surplus stock to an active counter nearby before
it expires. Rigorous, weekly tracking of secondary sales data transforms brand potential
into sustainable business growth.
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