MedicinMan September 2012

A BroadSpektrum Healthcare Business Media’s Corporate Social Responsibility Initiative

MedicinMan
~ FIELD FORCE E XCE L LE N CE ~
TM

PHARMA | MEDICAL DE VICES | DIAGNOSTICS | SURGICALS
Vol. 2 Issue 9 www.medicinman.net September 2012

Editorial

INDIAN PHARMA – CAN THE PEOPLE PIPELINE
SUPPORT THE PROJECTED GROWTH?
By all indications Indian Pharma will continue to Social Media enables bottom-up communication -
grow at a rapid pace in the next 50 years. The mar- presenting both opportunities and challenges. How
kets in India will continue to grow with increasing can Pharma leverage this important platform to en-
penetration of health insurance at all income levels gage customers, develop field force and do much
according to McKinsey. more? Salil Kallianpur, Varadharajan Krishnamoor-
Indian govt. is also emerging as a major player in thy, Dr. Neelesh Bhandari and Sandhya Pramanik
the generics drug market. The markets are growing, throw light on Social Media and Devices like iPad.
but it is also changing dramatically. The skills re- Poor salary levels, according to a report in The
quired to access the emerging pharma market are Hindu based on an online survey by Harneedi.com,
very different from the skillsets of existing field show that most pharma employees are dissatisfied.
force. Hanno Wolfram throws light on the topic in Politics, poor pay and low job satisfaction – these
his article Sales or Key Account Management? are drivers of low attraction and high attrition. Phar-
The pressure of pricing and generics will make ma leadership and especially the HR leadership in
branding a difficult task for most companies; can it Pharma have to take a hard look at these reports,
be remedied by repositioning Pharma Field Force as which paint a contrasting and bleak picture for the
Key Account Managers who understand healthcare future of Indian pharma field force. >>
and offer solutions that add value to healthcare
MedicinMan invites senior industry professionals
practice and patient outcomes? If the products be- for the 1st BREAKFAST FOR THE BRAIN (CLICK
come increasingly generic, can the people and pro- TO SEE) – A unique platform for pharma business
motion create new and novel value adds? leaders to brainstorm. (page 7)

Remuneration Proportionate to Ability Job Satisfaction
26 26
38
30 50 42
24 40
20 40 24
20 26 20
30
18
20
20 10 8
10 4 8
6
10
0 0 0
Strongly Agree Neutral Disagree Strongly Strongly Agree Neutral Disagree Strongly
Agree Disagree Agree Disagree Strongly Agree Neutral Disagree Strongly
46% of pharma employees believe politics still 60% NO to the question indicates worsening conditions. Sales Agree Disagree
impacts performance and growth is last option on career graph.
Overall 62% are not happy where they are

Source: The Hindu, August 27, 2012, “Pharma Staff Unhappy with Pay Packages”

1
← Home MedicinMan September 2012 >>> Editorial | Page 2

>> Article by veterans, Dr. Ulhas Ganu and
Iyer Gopalkrishna throws light on a burning
issue in pharma field sales – Sales Closing.
Prof. Vivek Hattangadi begins a new series
on Objection Handling for better in-clinic
interaction.
The physical and mental health of field sales
professionals tend to get neglected given the
challenging nature of their 24x7 work. Ms.
Geetha Ghaliyavar writes on the importance
of balanced diet in remaining healthy.
At MedicinMan, we are taking one more
step to bring about Field Force Excellence –
the 1st Breakfast for the Brain will be held
on Sep 7th at the Courtyard Marriott, Mum-
bai for senior pharma professionals. The INSIDE (CLICK TO NAVIGATE)
theme is: “Skill Certification for Field Force 1. Handling Objections with Confidence by
4
Leading to Assessment, Training and Place- Prof. Vivek Hattangadi
ment.” (see page 7) 2. Pharma Sales Closing by
8
Dr. Ulhas Ganu and Iyer Gopalkrishna
If doctors and other professionals who are
interested in upgrading their skills regularly 3. Coaching to Boost Performance by
10
K. Hariram
undergo various skill certification programs,
should not pharma professionals follow? 4. The Power of Everyday Visioning
11
MedicinMan Academy will be rolling out by Mayank Saigal
certification programs for professionals in DIGITAL DOSE: HEALTHCARE SOCIAL MEDIA 12
Sales, Marketing, HR, Training and other
6. Sealed Doors and Bomb Shelters
areas related to FFE. 13
by Salil Kallianpur
Your inputs and participation to make these
7. Social Media Scare by Varadharajan
efforts effective are welcome.▌ 16
Krishnamoorthy

8. Opportunities and Challenges of Healthcare
18
Social Media by Neelesh Bhandari
MedicinMan Featured Internationally
9. Sell, Sell, Sell or Deliver Value?
20
by Hanno Wolfram
http://bit.ly/ffemedicinman
10. Hot on Linkedin 22

http://bit.ly/adviceforreps 11. Nutrition for the Executive on the Move
24
by Geetha G H

1
st

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Anniversary
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← Home MedicinMan September 2012 >>> Objection Handling | Page 4

Handling Objections with Confidence (Part 1)

Prof. Vivek Hattangadi 1. Direct denial
It is a common belief 2. Indirect denial
that an objection is a 3. Questioning
statement which inhib-
4. Compensation benefit
its a doctor from pre-
scribing your brand. I 5. Forestalling objections
have a different view 6. Boomerang
on this. To me an ob-
Let us discuss these methods one by one.
jection from a doctor is
a wonderful opportuni- Direct denial method
ty which comes in dis- This is a method of answering a doctor‟s objection by
guise. Objections are buying signals – the doctor wants making strong statements indicating that the doctor has
a compelling reason to clear the doubts he has, so that made an error. You straight away contradict what the
he can prescribe your brand. doctor says. Most likely, the doctor may get irritated
Objections scare many field personnel because they are and may sour your relations with him.
not sure they can find convincing reasons to overcome
them. Your success as a professional will depend on No! It is not possible!
Becaps was not
your ability to anticipate and handle prospective pre- Becaps is freely
available
scribers‟ objections. No matter how well rehearsed available!
your detailing is, at the final stage of his decision, the
doctor may raise an „objection‟. How well you handle
it will make or break the opportunity given to you.
While handling objections, be positive! Make use of
positive body language – smile. Most important, do not
take objections personally. Listen; in fact be an aggres-
sive listener and become genuinely interested in what
the doctor says.
Here are six simple ways on how to handle „objections‟ Direct Denial Method
and truly convert them into an opportunity.

Use of Indirect Denial method is always preferred
I am very sorry! Bombay Indirect denial method
My Rx of Becaps Medicals ran out-of-stock for
2 days but is now available.
This is a method used to respond to a prospective
bounced yesterday
prescriber‟s objection by first agreeing that the issue
raised in the objection is very important and later on
denying the validity of the objection by softening the
response. For instance, the same objection that Becaps
is not available can be answered in the following way.
“I am very sorry that some of your patients might have
been put to inconvenience. It is true that Becaps is not
available with some of the smaller outlets like Amba-
vadi Medical Stores or Manek Baug Chemists, but Be-
caps is available at all the major outlets like Ahmeda-
bad Medical Stores and Baroda Chemists. I shall try to
Indirect Denial Method make Becaps available even at the smaller outlets”.


Compensation benefit
In this method the medical representative weighs the
advantages and benefits of the brand against the disad-
vantages of the brand when the doctor raises an objec-
tion. Here is an example of a medical representative
trying to sell the benefit of his brand Azithrocin
(Azithromycin) for its use in typhoid fever. Doctor:
“Your Azithrocin is very costly. Azithrocin 500 costs
Rs. 30.00 per tablet whereas the cost of a good brand
of ciprofloxacin is less than Rs. 10.00”.
Medical representative: “Yes doctor, I value your ob-
servation. When ciprofloxacin is prescribed in typhoid
Questioning Method fever, I believe it is prescribed in a dose of 1 tablet
twice a day for 10-12 days, isn’t it?”
Questioning method
Doctor: “Yes”
This is a unique style of handling an objection by
shooting a series of questions to the doctor one after Medical representative: “In this condition you need to
prescribe Azithrocin for just 6 days, Azithrocin 500
another. The medical representative then gets an insight
twice a day on Day 1 followed by Azithrocin 500 once
into the problem and develops an appropriate answer.
a day for the next 5 days. This makes it very patient
Here is an example to the same query from the doctor
friendly. Because of dosage convenience the chances of
about the availability of Becaps and a possible way on
the patient missing the dose is very low. You are there-
how it could be handled.
fore assured that when patients are on Azithrocin the
Doctor: “Your Becaps is not available” relapse rate is almost eliminated. Moreover, the cure
Medical Representative: “I am sorry to hear about this rates with Azithrocin are better than ciprofloxacin
and the inconvenience it has caused to your patients. (shows scientific document). What’s more doctor, un-
Could you please tell me how many patients came like quinolones which have low risk of causing joint
back?” pain, Azithrocin has no such problems. And finally doc-
Doctor: “Three patients came back yesterday even- tor, the cost of therapy with Azithrocin in typhoid fever
ing”. is Rs. 210.00 whereas with ciprofloxacin it is over Rs.
240.00. Now would you not prefer Azithrocin in ty-
Medical representative: “And did any prescription of
phoid fever?”
Becaps bounce back in yesterday’s afternoon or morn-
ing session?”
Doctor: “No”.
Medical representative: “One last question. Can you
tell me from which retail outlet the prescriptions
bounced?”
Doctor: “I think it was from Bombay Medical Stores”.
Medical representative: “I assure you that by today
afternoon Becaps will be available at Bombay Medical
Stores also. Thank you for the information you have
given”.
Through a series of questions, the medical representa-
tive was able to trace the source of the objections and
was able to satisfy the doctor‟s needs. Generously use Compensation Benefit
the words: “How”, “Where”, “Why”, “When” and so
on.


The medical representative has carefully weighed the Doctor: “Your ceftrixone injections are very costly
benefits of Azithrocin over its perceived disadvantage, isn’t it? The other brand costs almost 30% less than
cost – Rs. 30.00 per tablet, and has successfully han- your brand”
dled the objection. Medical representative: “Yes, it is expensive. I never
Forestalling the objection wish this happens, but if tomorrow someone near and
Here the objection is handled even before it is raised! dear needs ceftrixone, which brand would you pre-
Tell the doctor about a possible objection before he fer”?
objects. Then handle the objection so it cannot be The doctor has no other option but to say: “Your
brought up again. Make the objection rather weak and brand”. That‟s a boomerang you have thrown on the
the handling strong. You answer the objection before doctor.
the doctor brings it out. Then he is unable to voice the
objection without pretending he has not heard. Let us
once again take the case of Becaps! Which brand will you prefer if your
child is unwell?
Medical representative: “Doctor, let me first apologize
for the non-availability of Becaps in some of the small-
er medical stores in this area. I deeply regret the
inconvenience it may have caused to some of your
patients. I have now ensured its availability even with
the smaller retail outlets”.

I am happy to inform you that
Azithrocin is available even at
the smallest retailer like... Boomerang Method

By using what the doctor says, you are saying that he
is right. Use this method very tactfully or else, it may
boomerang on to you.
Use today's objections to sharpen tomorrow‟s presenta-
tion!
In Part II, in November 2012 issue of MedicinMan, we
Forestalling the Objection shall discuss more advanced ways to handle the oppor-
tunities in disguise.▌
Caricatures © Vivek Hattangadi

Prof. Vivek Hattangadi is a
Consultant in Pharma Brand
Management and Sales Training
Boomerang method at The Enablers. He is also visit-
ing faculty at CIPM Calcutta
When an objection is raised, the medical representative (Vidyasagar University) for their
turns it around by using what he says to prove that he MBA course in Pharmaceutical
is not correct. Use his own arguments like a boomer- Management.
ang which goes around in a circle and comes back to
vivekhattangadi@theenablers.org
persuade him to prescribe your brand. Here is an ex-
ample. http://in.linkedin.com/in/profvivekhattangadi

Participants will receive a
complimentary DVD of
Highlights of FFE 2012
worth ` 1,500

THEME
Skill Certification Program for Field Force leading to
Assessment, Training and Placement
Venue
Courtyard Marriott Int’l Airport
(Opposite Sangam BIG Cinemas, Andheri Kurla Road, Andheri East

Time
0830 - 1000 on Friday
7th September 2012

Contact
Arvind @ 9870201422 or email arvindnair@medicinman.net
Chhaya @ 9867421131 or email chhaya@medicinman.net
Anup @ 9342232949 or email anupsoans@medicinman.net

← Home MedicinMan September 2012 >>> Sales Closing | Page 8

Pharma Sales Closing :
A Meaningless Ritual?
Dr. Ulhas Ganu & Iyer Gopalkrishna
“Monthly sales closing” is a great ritual in the pharma-
ceutical business. This ritual assumes great importance
to all stake holders involved;
 The Front-Line Sales Persons who are primarily con-
cerned about their personal targets and incentives
brought to the fore the real picture that exists in to-
 Sales Managers who will be judged for their mana-
day‟s pharma industry.
gerial skills, field monitoring and strategy execution
abilities Without exception, everyone agreed that in most
companies the „Sales Booking‟ gathers momentum
 The Brand Management Team who use it as a meas-
during the last two weeks and most of it is
uring tool to judge and fine-tune their promotional
“achieved” in the last week or last day of the month,
strategies
which is sometimes even extended to the first week
 The CFOs who base their financial jugglery on the
of the next month only to „Achieve Numbers‟. Obvi-
closing figures
ously, there is Dumping, False Sale, Support Sale,
 The Production Planning Team who schedule their Friendly Sale, Distress Sale, Discounted Sale,
raw material, packaging and manufacturing sched- Scheme Sale, Favour Sale, etc. during this last frenet-
ules based on the monthly sales figures ic week. This is dangerous for the companies in the
 The Shareholders and Investors who need to know long run as it is observed that due to such activities,
whether their money is making money there is goods return, loss of brand equity, loss of
 Stockists and Distributors who have betted time, profitability, additional incurred logistics costs and
space and money on the products also the frightful threat of the business degenerating
into a downward vicious spiral of a price-driven,
 Bankers and Lenders who are concerned about The
trade-controlled business.
safety of their money
Such practices claim casualties at all levels:
 The CEOs who are required to endorse decisions on
all these fronts. - In the field, order bookings and stock liquidation
assumes greater importance than in-clinic promotions
The question however that arises is, does „the monthly
leading to brand dilution and eventual brand death.
sales closing‟ in pharma companies focus on these vari-
ous objectives of different stake holders or has it turned - For marketing, there‟s reduced budget allocation for
into an exercise of numbers. In an open discussion in scientific and strategic promotions. Promotional ac-
„Indian Pharma Connection‟ – a LinkedIn forum with tivities are reduced to “appeasements” and “kick
active participation of FLMs, Brand Managers, VPs, backs” which definitely eats into profits, does not
CEO/Owners, Industry Analysts, Academicians, Con- guarantee brand loyalty, dilutes brand equity, has a
sultants etc., interesting observations were made. In a negative impact on secondary sale and therefore more
poll on “What are your observations on the general pat- reliance on trade for „push‟ and back to dumping at
tern of sales booking (in percentage of the month's clos- the end of the month
ing sales) made by Pharma Field Force in the last week - For CFOs and Financial Controllers, it plays havoc
of a month” an overwhelming response and participation with the working capital forcing a lot of companies to

← Home MedicinMan September 2012 >>> Sales Closing | Page 9

resort to falsifying numbers to keep bankers and A good, working feedback and intelligence mecha-
investors happy. Cost cutting is the next step in the nism will offer warning signals well before the dan-
downward spiral, which begins with promotions, ger strikes. Two-way communication is the key to
quality and quantity of team, packaging, API etc. success. As 90% of personnel in the pharma industry
The result: bad performance of the people, the do not work at the H.O., there has to be a definite
products and therefore the company. Such stories internal communications strategy in place, different
abound in an industry where compromising QA/QC from routine memos or scheme announcements.
in favor of cost cutting almost always ends disas- Timely attention to all the customers – retailers, dis-
trously. tributors and of course, the doctors whose prescrip-
- For the management, poor forecasting bandwidth, tion is an absolute must and which may take some
resource crunch, debt spiral, non-moving invento- time. „Hard work, perseverance & patience‟ is the
ries, loss of valuation. only valid approach to ensure long term and lasting
Why then is a ‘Proper Sales Closing’ important? results.
A proper monthly closing means doing the right This, however, requires a strong support from the
things for the right reasons which we mentioned at senior management, which is less likely to agree out
the beginning. It will save ourselves from our- of fear of losing immediate sale. Senior management
selves. It will not only restore the honour and glory must have long term vision, surrender their insecurity
of the pharma industry but also improve individual by studying successful marketing models, desist from
and corporate growth in the medium and long term. pandering to traders, refrain from price wars, invest
Sales closing should remain an “honest self- more in brand building and scientific promotions,
appraisal tool” for the company and not an exer- design better products, invoke passion and the right
cise in financial cookery and number manipulation. ethical practices in the quest for higher profitability,
and better brand equity.
Sales closing should be an indicator of
Finally, “the great ritual of monthly closing” need not
1. active and regular field work by front-line per-
just be a ritual. It must be a definitive tool to gauge
sonnel
and monitor business activities. Careful and honest
2. managerial skills of second-line and top-line
analysis with appropriate MIS metrics and fine-
managers
tuning decisions based on applying thought rather
3. secondary sales and product demand than knee-jerk emotional responses is the prescrip-
4. quality of strategy and its implementation tion. Even a cursory glance at successful pharma
5. comparative growth (mom / qoq / yoy) companies and brands will demonstrate that this pre-
scription will bear fruits.▌
6. brand demographics
7. trading and ROI cycles
8. forecasting metrics
9. company and industry health
Being Proactive Helps
Proactive leaders plan and execute strategies to suit
their product range, decide on which products to
focus early in the month and which to keep for ad-
justment. One has to be careful not to provide space Iyer Gopalkrishna Dr. Ulhas Ganu
to a competitor by delaying „easy product‟ booking. The authors are Advisors in Medico-marketing &
Most importantly, they must ensure regular and Management (AIMM)
consistent in-clinic promotional work.

← Home MedicinMan September 2012 >>> Coaching | Page 10

COACHING to boost PERFORMANCE
K.HARIRAM, Former MD, GALDERMA

Anup Soans‟ editorial, “Coaching for
Change” triggered the desire to pen
down my thoughts on COACHING to
boost PERFORMANCE.
Conventional definition of a MANAGER was
‘getting work done through people’. In the context
of today‟s knowledge economy and new generation
work force, it is better to change the definition to
‘developing people through work’. This naturally
necessitates a change of approach to people manage-
ment – from focusing on output (results) to develop-
ing their strengths (knowledge, skills, etc). The recent
MedicinMan poll also highlighted the need for FLM‟s
The effectiveness of coaching depends upon the implicit
role in keeping their team members engaged through
trust and the confidence people have on the FLM‟s abili-
work.
ties and vice versa. He must also be an active listener,
keep communication open, give prompt feedback,
“The effectiveness of coaching depends
show patience and ensure follow up. Please remember
upon the implicit trust and the that coaching is an ongoing commitment, and both the
confidence people have in the FLM‟s FLM and his team member are responsible for maintain-
abilities and vice versa.” ing the momentum towards successful coaching out-
come.
Coaching is very critical in this changed context.
Why is coaching important?
Coaching requires FLMs to direct their team members
by influencing them - not by controlling them. This > Builds up confidence and competence.
approach has double benefit - it boosts the team mem- > Promotes individual and team excellence.
bers‟ morale as well as productivity and makes them > Develops high commitment to common goals.
own responsibility for their work.
> Produces valuable future leaders.
Coaching is bringing about evolution of one-on-one
> Encourages innovation and creativity of the team
management communication skills. These skills are members
designed to effectively achieve both organizational
goals and people development objectives in the ever What COACHING is not
challenging environment. In the context of sales, The title „COACH‟ does not entitle anyone automatically to be a
coaching is built on a foundation of product coach
knowledge and selling skills imparted through formal  It is Not a therapy
training.  Not giving answers
 Not fixing people
The simple steps of coaching are:  Not a nice, goody-goody chit-chat
Tell WHAT to do  Not counseling
 Definitely not controlling
Show HOW to do
Let the person TRY
This is the 2nd article in a series on “Coaching” by K. Hariram.
OBSERVE performance
For the 1st article see “9 Steps to Lead Your Sales Team to Win”
PRAISE progress… or REDIRECT in MedicinMan August 2012

← Home MedicinMan September 2012 >>> Self Development | Page 11

The Power of Everyday Visioning
Mayank Saigal

What is your guiding Vision?
Your Highest Vision is the imagination of
your highest dreams and deepest desires
realized, as if you are already living them.
Vision is a spiritual gift that is unique to
you; unique because it comes through you and you are
unique. And it is available all the time - it is available now.
A true Vision inspires, compels and pulls you toward the
Vision itself. And it naturally moves you toward the expan-
sion and expression of who you really are.
“Anything is possible” in a Vision. And anything that you
can imagine is possible for you.
Visions come in all sizes. You can have a Global Vision or a
Life Vision. You can have a Vision for your business, health,
relationships, or any other area of your life. I focus on one project in the morning and one after lunch, and
And you can have a Vision for a project, a talk, a presenta- spend ten minutes in visioning each one before I begin to work
tion, performance, book, article or any other area of your on it.
work, business or creative expression. Here are four key elements in everyday visioning:
The purpose of a Vision is to pull you forward into a fuller 1. The spirit and energy of the Vision.
expression of your Greatness. Being true to who you really 2. Who you desire to be.
are, expressing that full out in the world and having the im- 3. The project itself and
pact you are meant to have.
4. The people you are serving and its impact on them.
Everyday Visioning
Visioning puts you in the way of flow. You need far less effort
Everyday Visioning is a daily practice of feeling and sensing than you otherwise would. The most important focus and ac-
into your Vision as you see or know it at present. The act of tions for the upcoming work session are often revealed. And
visioning unfolds your Vision and continuously expands it you will generally get more done in the same amount of time
beyond what you now know it to be. with more energy remaining.
Visioning empowers and keeps your vision alive. It opens up Make visioning an everyday practice. This practice over time
new possibilities and inspires you with fresh ideas, next steps exponentially builds on itself increasingly empowering and
and actions. energizing both you and your vision. You will find yourself
Bring the energy and spirit of the Vision itself into your vi- becoming one with your vision, and see magic happening.
sioning and they continually expand. This energy and Spirit Step Into Your Greatness! Make visioning an every day prac-
grow in resonance within you and radiate out beyond you tice!
into your world.
What is your guiding Vision? The purpose of a Vision is to
As this happens you experience all kinds of unexpected as- pull you forward into a fuller expression of your Greatness. It
sistance showing up. Synchronicity and serendipity occur, opens up new possibilities and inspires you with fresh ideas,
helpful people show up and doors open where none had pre- next steps and actions. Develop your own every day visioning
viously appeared.
practice using the steps outlined here.▌
Everyday Visioning Practice
I use everyday visioning to see or sense my greater Soul Pur-
Mayank Saigal is an L&D Professional associated with an
pose Vision each morning. I also have a vision for each pro-
MNC in Mumbai. Contact: mayanksaigal@gmail.com
ject or presentation that I am working on and spend time in
visioning each one.

MedicinMan September 2012 >>> Social Media | Page 12

Digital
Dose
For Natives and Immigrants
Social Media is important not only because the generation of people emerging from
schools and colleges are digital natives, but also it is easier to teach adults how to operate a
mobile phone than it is to teach them literacy. The sale of digital devices and the rise in number
of people logging on to various SM platforms are mind-boggling. People buying these devices and
having access to various social media have all one thing in common – they are all patients or relatives of
patients at some point of time. It is an ideal opportunity for pharma companies to become healthcare companies. With a
focused and clear digital strategy, pharma companies entering the social media space now will emerge with competitive
advantage in the years to come. Today‟s texting pediatric population is tomorrow‟s healthcare consumer in a wide
range of therapy areas from allergy to urology.
There is not yet a definitive Kotler on Digital Strategy; in the meantime MedicinMan will come out with a Digital Dose
for Pharma beginning this month. The articles by Salil Kallianpur, Varadharajan Krishnamoorthy and
Dr. Neelesh Bhandari make compelling and interesting reading.
From the field we have Sandhya Pramanik sharing her thoughts
on the utility of iPads in making MRs more productive.
Social Media is above all an opportunity to listen to voices, under-
stand changing trends and expectations and remain relevant in a
changing marketplace. Every media has its rise and plateau. Right
now it is time to plunge in, listen, observe, participate and move up
the steep learning curve.
There‟s lot to be learnt by sharing and discussing and we welcome
your thoughts on this important emerging media, which has taken
the world by storm – rocking governments and triggering mass mi-
grations. How can we use this new force for improving patient out-
comes and bringing about field force excellence, leading to higher
productivity for pharma businesses?
Thanks to Dinesh Chindarkar (@dinchin1) of MediaMedic for
this new initiative in MedicinMan.

← Home MedicinMan September 2012 >>> Social Media | Page 13

Sealed Doors & Bomb Shelters

Salil Kallianpur

When discussing why the pharmaceutical industry Why then is the pharmaceutical industry not attracted
does not use social media, Andrew Spong to this promising new world? Are pharmaceutical
(@andrewspong), one of the best known names on the marketers stupid? Are they risk averse? Are they so
health care social media circuit once tweeted, „unplugged‟ from the world that they do not under-
“Without the change in mindset, for pharma SM can stand paradigm shifts in their sectors? That probably
be akin to trying to hold a conversation through the explains it. Unlike in most industries, social media
sealed doors of a blast shelter” has hardly changed any paradigms in the pharmaceu-
This clever sentence captures the somber mood of so- tical industry.
cial media evangelists who have often bashed the in- But, the question still has me flummoxed. We
dustry for not adapting to the new world of communi-
(pharma people) operate in an industry that‟s all
cation that social media has opened up. Mr. Spong
about information and knowledge. We position our-
implies here that by not adapting to the changes that
selves as information providers to all the health care
are exploding in the new world, the pharmaceutical
professionals, be they doctors, nurses, pharmacists or
industry has locked itself into a bomb shelter to protect
in some cases, even to patients and their families. If
itself. And it is trying to communicate through the
that‟s what we really do, then why would we not nat-
sealed doors of that bomb shelter with its stakeholders.
urally adapt to new and exciting media that allow us
In short, trying to communicate without using social
to engage with all these people more closely? Let us
media tools is as ineffective as trying to talk to some-
examine a few facts.
one through the sealed doors of a bomb shelter.


Corporate brands
“The nature of current social
2006 was the turning point in social media for most
businesses. Pharmaceutical companies (mostly out- media approaches and tools
side India) at this point began to slowly join the so-
demands real-time interactive
cial media milieu, but in limited capacity. This is
because Twitter accounts and Facebook pages were response and dialogue. The
often for the corporate brand, not the individual
drug brands or care areas, and Facebook page
pharmaceutical industry does
comments were disabled almost across the board. not and cannot communicate
Concerns about AER (Adverse Event Reporting)
that way.”
This limitation of conversation on social media is
logical given the concerns about AER (Adverse Facebook demands interactivity and informal two-
Event Reporting) requirements and the lack of rele- way communication. Companies evolve convoluted
vant FDA guidelines. But its not like the industry versions of it just to be present, killing the fun and the
gave up totally on social media. It tried, but minimal- interactivity that makes Facebook so enjoyable.
ly, with measured and unsure steps, as if walking on
1. Twitter demands 140 characters to communicate.
thin ice. And, minimal effort led to minimal results.
Pharmaceutical communications (prescription brands)
Uni-directional engagement demand fair balance, context, long explanation, dis-
Pfizer (@pfizer_news) the largest pharmaceutical claimers, and all kinds of fine-print.
company in the world, attracted about 30,600 follow- 2. LinkedIn is all about the individual professional.
st
ers on Twitter (as of Aug 1 , 2012). Fantastic? Not It‟s a great platform for recruiting, even in the phar-
really. Coca Cola (@CocaCola) has 586,000 follow- maceutical industry. The problem on LinkedIn is that
ers and Nike (@Nike) has 561,000. Pfizer‟s follow- interactivity is almost nil. Pharmaceutical companies
ers were largely made up of the Health 2.0 communi- hardly create meaningful interactions and networking
ty rather than patients. Fewer people engage with on this medium.
Pfizer because of a strict regulatory environment that
3. YouTube is one place where pharmaceutical com-
holds the industry back from being able to provide
panies can participate on a social platform, as long as
real value to the patient. Therefore, only being able
it is one-way broadcasting and storytelling. That is
to leverage social media as a traditional one direc-
only media. Not social.
tional media channel, very much like the traditional
Social media is about on-demand mobile communica-
detailing to the physician, no significant relationship
tions (user generated content, location data, com-
between brand and patient can be formed.
merce etc.) that is real-time and fragmented. The
Real time communication and engagement pharmaceutical industry is all about centralized, one-
The nature of current social media approaches and way, controlled communications.
tools demands real-time interactive response and dia- Discontinuous engagement
logue. The pharmaceutical industry does not and can-
As a result of these challenges, patients quickly real-
not communicate that way.
ized that pharmaceutical social media channels do not


offer any venue for real communication (and are, in
“Perhaps, the answer to the
fact, anti-social media) and began to choose other
social venues to discuss their medication and condi- industry's social media problem
tions. This then created opportunities for other inter- lies in the creation of private
ested parties to establish engaging social destinations
and branded communities with
for patients that focus on specific brands and condi-
tions. As a result, pharmaceutical companies have the ability for Facebook
slowly but surely been losing control over the discus- integration.”
sions regarding their brands and allowing other par-
ties to "hijack" the mindshare of their clients. industry's social media problem lies in the creation of
private and branded communities with the ability for
Uncontrollable online activism
Facebook integration. In private communities, control
The industry is unsure of how to handle customer
can be established through various modes including
problems via social media. Last year, a pharmaceuti-
strong moderation policies or by further controlling the
cal company planned to launch a medicine in the US
discussions using innovative approaches. Within pri-
in a newly approved indication for $1,500 per dose.
vate networks, pharmaceutical companies have the
Unfortunately that medicine had a generic version for
ability to create guided experiences, increase patient
just $10-$20. Activists led a social media campaign in
engagement, adherence and education, listen to patient
protest. Despite quickly lowering the cost of the drug
comments while simultaneously promoting their brand.
to around $20 or less per dose, the damage was done.
Yet, with all these limitations, the pharmaceutical in-
The online campaign created a widespread backlash
dustry will, in the truest sense of the word, betray the
and ultimately damaged the company’s image.
essence of social media. The intersection of the phar-
This sort of social media crisis is a clear demonstra-
maceutical industry with social media presents a major
tion of what can happen if such a volatile medium is
cultural collision – the type when a regulated, top-
not handled properly with expertise.
down, one-way, controlled communication corporate
Unclear regulatory framework
culture meets the free-wheeling, bottom-up, conversa-
Even as pharmaceutical companies have increasingly tional, unpredictably evolving world of digital net-
struggled with their online presence, the US-FDA has works. Even as digital network communications are
repeatedly failed to deliver promised guidance, rapidly becoming “the new normal”, the pharmaceuti-
even while issuing warning letters for egregious web cal industry with its old economy mindset driven by
sites. Meanwhile, Facebook recently decided that it environmental challenges continues to shout itself
will no longer allow drugmakers to disable comments hoarse through the sealed doors of bomb shelters.▌
posted on newly created pages, prompting some to
consider walking away from the site. Despite the fact
Salil Kallianpur is Commercial
that there are minimal regulations currently in place Head - Classic Brands Centre of
for social media, the industry is struggling with the Excellence at GlaxoSmithKline. He
is a well-known healthcare blogger
medium. Can it afford to leave its social media initia-
at salilkallianpur.wordpress.com
tives in the hands of others much like its R&D and Follow on twitter: @salilkallianpur
manufacturing processes? Perhaps, the answer to the


SOCIAL MEDIA SCARE
Why pharma marketers are apprehensive to use social media

Varadharajan Krishnamoorthy

Other industries have to learn to realize the importance of to collaborate with team members, partners and clients in
harnessing the ideas and conversations with their custom- a more productive way.
ers. Pharma lives it everyday. They talk to their doctor- 4. Learning Social Media with wrong examples. Phar-
customers everyday through their team of reps and man- ma gets to hear about Social Media and social media case
agers. So conversations are nothing new to Pharma un- studies from Social Media gurus (without pharma domain
like other verticals. But still there is so much reluctance knowledge) and from other people who are successful
in adoption of Social Media tools. Most of the Pharma with social media. But they fail to understand that there is
executives today are Digital Immigrants (Digital Immi- a huge difference. Other verticals are new to two-way
grants also understand digital world like digital natives– conversations. But Pharma is a pioneer in two-way con-
they just don't use the tools natively) and hence struggle versations with their doctor clients. Hence it should be
to understand what social media is all about. easier for Pharma to use Social Media. They should talk
Social Media is a generic term for tools designed to aid to people who know both Pharma and Social Media.
online social interactions. From my interactions with 5. Wrong evangelism and hidden agenda. Pharma
Pharma professionals, I can list out the following as the hears about Social Media from consultants as if it creates
reasons for reluctance to use social media. overnight success. If you look deeper you will find it is
1. Lack of Social Media Knowledge. Pharma executives not the case anywhere. While other verticals have diffi-
are digital immigrants. They need to understand what culty in understanding the time-cycle, Pharma knows it‟s
social media is all about. They need to be educated on a long dedicated process to establish brands and their
social media and adoption of social media tools, prefera- sales. Hence when they hear the glamour part of success,
bly from a person who has worked with pharma. they become skeptical. Traditionalists leverage this and
2. Social Media is thought about as nothing but hype. instill a fear of bad reputation to retain their existing
Because they are digital immigrants, they think it is pure ways and businesses.
hype. They think doctors do not have time for online ac- Why I think Pharma is a right vertical to use SM
tivities and hence going online is not a right way to have 1. Two-way Conversations: Pharma’s Strength. While
interactions. But recent reports suggest that already there other verticals and businesses are trying to understand the
are quite a large number of doctors using online tools and impact of two-way conversations and the benefits that it
the number is increasing by the day and the numbers are brings, pharma already has a culture of two-way conver-
growing fast. sations and have mastered the art of conversations with
3. Lack of understanding Social Media and its appli- their doctor-clients. Hence this new culture being talked
cations. They think that Social Media is only for commu- about is a serious impediment for others while the biggest
nication with customers. Social Media also makes it easy strength for Pharma. While other verticals implement


collaboration through social media tools to learn the new For example, there has been an explosion of Twit-
culture internally in their organizations, pharma already does ter users from the pharma industry. While the FDA
it to perfection even off-line. They just have to map the right guidelines will be welcomed by the industry and will
tools and get going. They don‟t need special cultural train- be used to streamline Social Media usage, pharma
ing, just the adoption of right set of tools. and biotech companies have already embraced Social
2. Easier Identification of customer networks. Pharma has Media in a big way.
a clear-cut understanding of their customers‟ nature and also Pharma companies are using online communities of
the kind of networks they are likely to use. Unlike other patient groups for research. Some companies use
brands and verticals, identification of where customers flock corporate blogs to communicate directly to patients
to is relatively an easier exercise. Hence, for the significant and customers. Others have set up community plat-
audience that pharma will cater to, the human resources that forms to communicate and share within user-groups.
they need to commit are smaller and manageable. Video based social networks like YouTube are al-
3. Going Public with Conversations. One of the genuine ready tapped by pharma companies regularly to
concerns of going public with conversations applies more to reach out to customers. Similarly, physicians have
pharma than other verticals. While other businesses are also embraced social media to connect with patients.
afraid because of fear of saying wrong things and learning it Patients are tapping into Social Media to find rele-
as a new skill, pharma's fear in this area are more regulatory vant information and, also, to form help groups based
in nature rather than lack of skill. But I feel pharma can easi- on their needs.
ly adapt. I see a lot of activities that they do traditionally off- I have written this from the Social Media perspec-
line can enhance the end results while doing it online. You tive. One can easily list out many more points on
can consider for example, patient education through HCPs. why pharma is the right candidate for social media
So pharma can pick and choose nature of activities to do from pharma perspective also. Whichever way you
online and slowly experiment other new activities and learn. look at it, pharma companies can gain from social
4. Conversion of disgruntled customers into an oppor- media tools and the right time to start learning is
tunity. Amplification of negative messages by disgruntled now.
customers is the issue for others. They are yet to learn to What do you think? Feel free to comment. You can
convert it into an opportunity. While pharma has learnt to reach me at www.varadh.com or @varadhkrish.
convert into an opportunity, pharma has not yet started being
present in networks where they can be reached. So pharma Varadh, a well-known marketing strategist with spe-
should look at it positively as they have always been willing cial focus on using social media
to reach out to disgruntled customers to convert it to busi- strategy, helps businesses of all
ness. sizes with fine-tuned social media
consultancy. Varadh has been an
5. Examples. Even for other traditional businesses, I give the
independent consultant for the last
example of how worldwide such a regulated industry like
7 years. Before that, Varadh has been in domestic
Pharma uses social media. and international Pharma Marketing and Business
There is widespread adoption of Social Media in the Biotech Development for more than 15 years including his
and Pharma sector. In fact, the FDA even held a Public Hear- stint with MNCs and Indian companies with speciali-
ing on the Promotion of FDA-Regulated Medical Prod- zation in the India-Latin America corridor.
ucts using the Internet and Social Media Tools.


OPPORTUNITIES AND CHALLENGES
OF HEALTHCARE SOCIAL MEDIA
The primary focus for most organizations'
Dr. Neelesh Bhandari social media programs is marketing and com-
munications. Hospitals are using social me-
Social media includes all online tools and
dia to target health consumers. As consumers
technologies which let people communi-
are shifting to online searches before making
cate and publish content easily. The most
important healthcare decisions, hospitals are
popular among them are Blogs, Facebook,
looking at creating solid social media pres-
Twitter and YouTube. Widely used for
ence and fostering long term relationships with their
communications and marketing, these channels are considered
consumers. Internationally, Mayo Clinic has taken
as important (if not more important) as mainstream media chan-
the lead in healthcare social media. Mayo Clinic‟s
nels like newspapers and television. The use of social media in
Center for Social Media has a stated mission to "lead
healthcare represents an increasingly effective tool in
the social media revolution in healthcare, contrib-
healthcare. It can be used to communicate with consumers, in-
uting to health and well being for people every-
form about new wellness schemes, market healthcare products,
where." Indian hospitals are not far behind. The
provide basic healthcare advice, inform about latest medical
Apollo Hospitals‟ twitter account has more than 2000
devices, get instant public feedback and much more. At the
followers. Their Facebook page makes wonderful use
same time, Healthcare social media also presents challenges,
of the timeline feature, has 91,000 likes and is fast
including risks to information accuracy, organizational reputa-
growing. Their YouTube channel has been active for
tion, and individual privacy.
the past 4 years.

Use of Social Media in Pharma


Many organi- sumers and show casing achievements and consumer cen-
zations have teredness via these communication channels.
also formed Organizations need to gear up to grab the opportunity and
online support face the challenge that is social media. They need to monitor
groups for pa- their „social presence‟ and keep track of consumer senti-
tients. Patients ments. Use of social media for innovative marketing and
are encouraged communication campaigns should be encouraged. Organiza-
to share their tions should educate both their employees and the public on
personal expe- their privacy practices to encourage responsible use of their
riences and this consumer generated content is an social media sites. Guidelines and specific social media poli-
invaluable source of information for other patients. cies need to be in place to promote risk free use of social me-
Many doctors, too, have joined such support forums dia by employees. Once policy is established, employees,
and provide information on various disorders. In a volunteers, contracted employees, and medical staff members
country like India where 70% of healthcare services should receive training and education to ensure they are
are paid for „out-of-pocket‟, Social Media becomes aware of the policies and procedures. With proper policy and
all the more important for healthcare marketing. training for employees, healthcare is slowly but surely tam-
Companies selling healthcare devices have found ing the social media beast that technology has helped unleash
social media influences purchasing decisions. Inter- on the markets.▌
nationally, many pharma companies too have real-
Also See:
ized the enormous potential of social media. Almost
Pharma and Healthcare Social Media Wiki:
all major drug companies now have social media
http://bit.ly/hcsmwiki
presence. Companies like Pfizer, Novartis, J & J and
Online Database of Healthcare Social Media Policies:
Sanofi-Aventis have launched many innovative so-
http://bit.ly/hcsmpolicy
cial media campaigns. The HR departments in many
Privacy Policies for Social Media:
healthcare organizations are using social media sites http://journal.ahima.org/2010/01/06/social-media-policies/
to spot and recruit talent.
These new tools of communications come with their
own risks and dangers. Like a double edged sword,
Dr. Neelesh Bhandari is CEO at
all points in favor of social media usage also contrib- Digital MedCom Solutions and is
ute to the dangers associated with their use. The dan- India's leading physician healthcare
gers social media exposes healthcare to are internal social media evangelist. He is author
of the popular blog 'Digital Medicine.
as well as external. Flippant remarks made by nurses
or doctors online can be misconstrued by general Follow on twitter: @edrneelesh
public. Cases abound where protected health infor-
mation was shared online inadvertently. The danger
of violations of patient privacy cannot be overstated.
Conversations cannot be controlled and negative re-
marks made on social media by disgruntled employ-
ees or consumers cannot be erased. Such risks can be
minimized by fostering positive comments by con-


Sell, Sell, Sell or Deliver Value?
Hanno Wolfram
What comes after the age of blockbusters, robot Pharma will have to deliver more than drugs
reps, selling drugs, and the dying-out share of voice As Dr. Surinder Kumar Sharma indicated in Medicin-
model? Man, August 2012, there are first attempts visible that
Some headquarters of big pharma, inspired by mar- pharma wants to deliver more than only drugs.
ket research companies believe that they will be able Typical topics like inappropriate healthcare infrastruc-
to replace revenue and profit lost in the US and Eu- ture, missing disease awareness, difficult affordability,
rope with high growth rates in the BRICS countries. and restricted accessibility enriched with very poor
The term emerging markets appears to be used syn- therapy adherence are evident in many more countries
onym for continuing as though nothing had than only BRICS.
changed.
The solution of many problems will lie in a different
The temptation to extrapolate the current health care pharma business model. There is a difference between
expenditure doubling its value in a few years is high. A sales- and business-model. Introducing a specialist field
special misjudgment evidently is to believe that gov-
force is an amelioration of the sales-model.
ernments, payors and other players will direct the flow
KAM is a concept delivering value
of additional fiscal resources to land in the purses of
drug companies1. Introducing Key Account Management equals a change
in the business-model. If this change is small or estab-
Anyone can easily understand that the driver to im-
lishing a quantum leap may vary and depends on the
prove health care spending is improving health care for
courage of the CEO. What it is at the end will solely
the population rather than feeding big pharma. The mo-
depend on the judgment of clients, payers and many
tive behind improving health care lies in fighting ur-
others.
banization and trying to ensure that people will remain
being nourished on domestically grown products. In any case the introduction of KAM is not a new sales
Needing to import rice, corn or meat endangers a lot model or technique, but an organizational change2.
more than only the country‟s financial wellbeing. The easiest way to understand the degree of necessary

1. OECD Health Data 2012, How does India compare with OECD countries 2. Lynette Ryals, Harvard Business Review: http://bit.ly/Q15aqX


change lies in the definition of the acronym and the and differentiation between innovative or “generic”
comparison with the existing. might easily lose relevance.
KAM consists of 3 letters standing for Key, Account The obstacle
and Management. Starting with the question what an Pharma has everything in their hands: bright, motivated
account is, will already deliver an idea of the degree of and willing people, still ample money and many other
change envisioned. resources necessary to go for the future. What it needs
Many other industries have left the rep and selling is entrepreneurial courage and the will to think ahead.
pathway decades ago. Many customers, including us, The major obstacle to be surmounted is the comfort
do no longer buy products, but we seek solutions. In zone, established in the last and very comfortable dec-
the optimum case a company offers us a solution for a ades. No need for change, some minor “restructurings”.
so far unknown, yet anticipated problem or need. Ap- No change to business model. The ability and readiness
ple® might serve as a great example. to change, not follow but shape the rules of the market,
Pharma companies usually carry enormous skills, com- will be the key to Key Account Management, the busi-
petencies and knowledge. Sharing these with stake- ness model of the future.
holders will make the future of both parties. The skills, Key account management is about forming a lasting
competencies and know-how will have to be identified, and bilaterally fruitful and beneficial alliance be-
located in the company and then put together in an at- tween a health-care company and
tempt to create unique and irresistible, price-worthy stakeholders providing health-care.▌
offerings. A product will definitely be part of the offer-
ing. Yet the combination only will deliver the huge val- Hanno Wolfram is Managing Director at
ue reaching far beyond a simple drug. The clustering Innov8 GmbH. Visit www.innov8.de

Today – The World of a Rep The Future Spells KAM

When a number of people with different functions, needs, requirements, roles and
A client or customer decides by him-
responsibilities contribute to the decision if a drug is registered, reimbursed, provid-
or herself.
ed, purchased, recommended, prescribed or applied you call this an account.

Targeting & segmentation deliver Key is an account which delivers more than a double digit percentage of revenue or
indicators on the importance of a pre- stands for Yes or No decisions in a drugs life.
scriber The number of Key Accounts usually is very small.

25% or less of the time is spent with the members of a decision making unit inside an
account.
The management accomplishment lies in the ability to form an internal, cross func-
tional team of people and make them contribute meeting the needs of their respec-
tive counterparts in the account:
The vast majority of time is spent trying
Medicine meets medicine
to achieve “prescription preference”
Legal meets legal
Warehouse meets logistics
Finance meets accounting
Pharmacist meets pharmacist

Needs and requirements of the account and each singular contact must be identified,
The message to be conveyed is de-
problems described, future assistance debated, calculated and an irresistible offering
signed in marketing
will be designed, developed and delivered


Hot on Linkedin
Q. The iPad - Can it be More than a Communication Tool?
Via Pharma Trainers Forum. See: http://lnkd.in/5zHt-h
I feel, when the objective today, is to enhance medical department instantly and a quick chat
the quality of the information shared by the FF can address it in seconds.
with the doctor, then surely I feel the ipad is Feedback with the marketing can be shared at
much more than just a tool of communication. amazing speed and necessary actions can be
There are two things which will happen simulat- taken appropriately. While in between call wait-
neously, ie., connecting with the information ing the reps can brush up their own knowledge,
and connecting with the customer. Carrying the go through the information, polish their skills,
Sandhya latest information in the palm is the need of the connect with the last call and fine tune the cur-
Pramanik hour because that's what, in a way, the doctor's rent plan, interact with their line managers, par-
need translates to and its only something which ticipate in the online forums, seek ideas,connect
the doctor doesn't know which generates interest with colleagues and share the necessary topics.
in the doctor's mind, and capturing that initial
Ofcourse, all the above is possible only when
interest will make way for the rep to address the
the Field force is necessarily trained on the same
need, interact and then close the calls success-
and also the entire Training concept needs to be
fully.
revamped, which will/need to make them tech
Not only that, the call can be definitely extended savvy. And, in the days to come it will happen,
beyond the call..a live call can continue in its it has to Sir. I am sure the legal limitations
virtual form until it is closed! which are being apprehended will also be ad-
Reporting on the move is another important ac- dressed appropriately, because, it is the way to
tivity which the reps can do and finish tasks well go.
in time, and the ipad also solves the challenges After writing all this, I can visualize the rep as a
faced while reporting on phones, the ergonomi- SPIDERMAN, at the centre of the web in the
cally comfortable screen size and the touch ben- real sense who remains connected to the spread
efit is very convenient too. of people and information and using it wisely
The doctor's queries can be shared with the and appropriately.▌
Linkedin Poll


NUTRITION FOR THE EXECUTIVE ON THE MOVE.

Geetha G H

Urban living and its various dimensions influence
health immensely. Modernization has made us
oblivious to what Hippocrates said in 400 BC – “
Let food be thy medicine and medicine be thy
food”. Today we stand at a cross road, where
medicines and supplements are the easy choice
against healthy eating! Constant demands of
the work life and stress have left little room to fo-
cus on nourishing the body, which is the basic
foundation to being healthy. With erratic sched-
ule and being constantly on the move, there is
little time to eat and when one does, seldom is it One needs to be aware the BMI ( Body Mass In-

nourishing! dex) and waist circumference have been revised

There is an increasing prevalence of high Blood by ICMR. Based on the recent data and provi-

Pressure, Cholesterol, Blood Glucose due to lack sional recommendations of WHO, BMI should be

of physical activity, socio-economic develop- maintained between 19-23 kg/m2. The waist cir-

ment, lifestyle changes leading to Overweight/ cumference should be maintained below 90 cm

Obesity. The four leading chronic diseases in for men and 80 cm for women.

India, chronic obstructive pulmonary disease Eating right throughout the day is very crucial to

(COPD), cardiovascular diseases (CVDs), diabe- boost energy and productivity. For executives, it

tes and cancer, account for 53% and 44% of all is important to plan ahead and be organized to

deaths and disability-adjusted life years (DALYs) shelve pantry with wholesome foods and fresh

respectively. Indians seem to have a genetic produce.

predisposition towards diabetes. The Internation- Eat your breakfast:

al Diabetes Federation estimates that there are A nutritious breakfast, apart from boosting overall

about 32.7 million diabetics in the country. Ac- attitude and concentration, also enhances cog-

cording to recent estimates, cases of CVD may nitive ability and physical performance. Research

increase from about 2.9 crore in 2000 to as many has proven that children and adults who ate

as 6.4 crore in 2015, and the number of deaths breakfast had lower levels of weight gain and

from CVD will also more than double. Early inter- lower BMI (Body Mass Index). In addition, studies

vention with healthy eating habits and lifestyle show those who eat breakfast typically consume

management can thwart and delay these debil- fewer calories and fat compared to those who

itating diseases. do not start their day off with a healthy meal.


Curb the coffee / tea intake: keep you more active and alert. Restrict dinner
It is a common practice to sip on several cups of to mostly home food, emphasizing the early tim-
coffee, tea throughout the day. It is temporarily ing and simplicity.
refreshing, but the flipside is these sugar laden The key to healthy eating is the time-tested ad-
beverages are loaded with calories. Caffeine is vice of balance, variety, moderation and timing
dehydrating and also reduces appetite. Too of the meal. Avoid feasting and fasting. A good
much tea, especially when taken with food will night’s sleep rejuvenates the mind and body. The
zap all the iron from your food leaving you ane- grandma’s simple remedy of a glass of warm
mic. Choose flavoured buttermilk and tender co- skim milk still works wonders due to its trypto-
conut water or green tea for its health benefits. phan’s content (precursor to sleep inducing hor-
Mindful snacking: mone serotonin). Remember to indulge in plenty
Choose fresh seasonal fruits when hunger strikes of plain water to flush your toxins away. Never fail
at noon and evening. Nuts are a great option to get moving atleast an hour daily, as inactivity
especially when you watch the portions. Small is a major health issue.
evening tiffin is welcome and will definitely allevi- For the executive, maintaining the much-needed
ate a heavy dinner. balance between career, family, and health can
Eating out: often be a challenge. Time management is the
For a busy executive lunch is always on the go. key solution to all problems. Learning to be me-
The tempting junk food and easy access to fast ticulous to incorporate good nutrition practices
food, especially being reasonably priced, has a and exercise can propel your efficiency and per-
heavy toll on one’s body. Eating in restaurants formance during the work day. Good eating
everyday will affect your health and waistline. If habits will only leave you in the pink of health!
you aren't paying attention to quantity, trouble is
definitely heading your way. The trick lies in re- Geetha G H, is a registered dietician,
ducing portions and not removing the food from certified diabetes educator and exercise
& sports nutritionist. She is a universi-
the diet! Feed yourself with nutrient rich foods -
ty first rank holder and has several gold
whole grains, good protein – pulses / slim curd, medals to her credit at both under grad-
and plenty of fruits and veggies. Roti/ brown rice, uate and post graduate levels.
dal sabzi or salad is not only balanced but light to Contact: geethaj_7@yahoo.co.in

What do you expect
your FLMs and SLMs
to be good at?
What are you doing to ensure that
they gain proficiency in the desired
skills?

The Half-Time Coach
A Psychometric Assessment-based Feedback and
Feed-forward Program for FLMs and SLMs

1. Management Games
 Relearning by Reflection,
 Feedback by Observation
2. Case Studies
3. Movie Clippings

The Half-Time Coach is delivered by Anup Soans, Editor MedicinMan &
Author of SuperVision for the SuperWiser Front-line Manager, HardKnocks for the
GreenHorn and RepeatRx

Contact: anupsoans@medicinman.net
Ph. +91 93422 32949

MedicinMan September 2012

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MedicinMan September 2012