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RCPA by GIRISH
This document provides guidance on key aspects of retail sales such as building rapport with customers, conducting retail chemist performance analysis (RCPA) to understand prescribing patterns and identify target products, and obtaining purchase orders (POB). Specifically, it advises introducing oneself to customers, showing them respect, using RCPA data to determine the highest and second highest prescribed products to focus on, and trying to obtain a POB during each interaction with a chemist. The overall aim is to understand customer needs, identify opportunities, and increase sales through relationship building and informed targeting of products.
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Overview of retailing strategies including rapport building, servicing, RCPA, and identifying customer bases based on RCPA.
Techniques for building rapport include self-introduction, remembering names, patient respect, and valuing time.
Basics of servicing focus on providing information, inquiring about stocks, and informing about offers.
RCPA is aimed at understanding product movement, doctor prescribing behavior, competition, and stock management.
Best practices for RCPA engagement with chemists, including respectful interaction and data collection.
Identifying top prescribed brands for maximized sales focus using RCPA insights for better targeting.
Example shows product prioritization using RCPA based on prescription data and patient loyalty consideration.
Encouragement to take POB (Plan of Business) regularly with chemists and have order books ready for efficient logistics.
RCPA by GIRISH
- 1. RETAILING 1. 2. 3. 4. RAPPORT BUILDING SERVICING RCPA IDENTIFYING ARIGHT CUSTOMER BASED ON RCPA 5. POB
- 2. RAPPORT BUILDING SELF INTRODUCTION REMEMBERKEY PERSON NAME AND GREET HIM BY HIS NAME GIVE PREFERENCE TO PATIENTS RESPECT HIS TIME
- 3. SERVICING ALWAYS START WITHGIVING INFORMATION BEFORE TAKING INFORMATION ASK ABOUT NON-MOVING STOCKS ANY PROBLEM WITH SUPPLY? INFORM CURRENT BONUS OFFER
- 4. RCPA WHAT FOR WEDO RCPA? TO GET INFORMATION REGARDING MOVEMENT OF OUR PRODUCT AND COMPETITOR’S ACTIVITY TO KNOW THAT THE DOCTOR IS PRESCRIBER OR NON PRESCRIBER FOR US CHECK WHETHER DOCTOR HAS SWITCHED TO OTHER BRAND OR MOLECULE IF HE IS OUR PRESCRIBER PLAN PRODUCT WISE CONVERSION IF A PRESCRIBER, RCPA GIVES RIGHT INFORMATION ON WHICH PRODUCT CAN BE ADDED TO DOCTOR IF A NON PRESCRIBER,RCPA GIVES RIGHT INFORMATION ON WHICH PRODUCT WE SHOULD TARGET THE DOCTOR TO CONVERT HIM AVAILABILITY OF STOCKS,NON MOVING STOCKS AND PLAN FOR LIQUIDATION OF NON MOVING STOCKS WE SHALL KNOW
- 5. RCPA DO NOTDISTURB CHEMIST WHEN HE IS SERVICING A CUSTOMER,ALWAYS WAIT FOR YOUR TURN STAND IN ONE SIDE OF THE COUNTER ALWAYS CHECK RACKS FOR FIRST HAND INFORMATION REGARDING COMPETITOR’S START WITH WISHING CHEMIST BY HIS NAME KEEP YOUR RCPA WORKBOOK READY IS DR WRITING MY BRAND? ASK HOW MANY STRIPS/BOTTLES/WEEK ASK FOR ANY OTHER DOCTOR IS GIVING RX’S IN THAT AREA AND QUANTIFY HIS PRESCRIPTION’S ALSO ASK FOR 2-3 COMPETITOR PRODUCTS AND QUANTIFY THE SAME CAPTURE IT IN YOUR BOOK
- 6. IDENTIFYING A RIGHT CUSTOMERBASED ON RCPA BASED ON RCPA TAKE MAXIMUM PRESCRIBED BRAND AS FIRST PRODUCT AND SECOND HIGHEST PRESCRIBED AS SECOND PRODUCT FOCUS SHOULD BE ON THESE TWO PRODUCTS , SKU WISE UNDERSTANDING IS DESIRED TO HAVE BETTER CLARITY
- 7. EXAMPLE FOR IDENTIFYING PRODUCTSAS PER RCPA FOR CUSTOMER DOCTOR WRITES 15 STRIPS OF HAEMATANIC,10 BOTTLES OF MULTI VITAMIN SYP AND OF ENZYME PER WEEK 20 BOTTLES 1ST PRODUCT WILL BE BESTOZYME AND SECOND WILL BE BEFER TAB POINT TO NOTE- THE PXION LOYALTY OF THE SAID DOCTOR EG. Check whether he is hooked on to Only One Brand, In which case our priority will change
- 8. P.O.B TRY TO TAKEPOB EVERY TIME YOU MEET THE CHEMIST INSTEAD OF WRITING IN SHORTAGE POB CAN BE BOOKED BEFORE OR AFTER DOCTOR CALL AS PER SITUATION KEEP YOUR ORDER BOOK READY