Competency Analysis of Medical Representatives in India

Abstract

The ability of medical representatives to increase revenues through new customer acquisition efforts or by leveraging existing customer relationships can contribute to a competitive advantage of any pharmaceutical company. In tough competition in the Indian pharmaceutical sector, it is necessary to have a competency model that identifies knowledge, skills, ability, and behavior needed to perform medical representative job. This research identified important competency criteria which are helpful in selecting, managing and training medical representatives in the Indian pharmaceutical sector. This research also found competencies which differentiate superior performer medical representatives from average performer medical representatives. In this research, Information sought from 350 medical representatives and 150 sales managers for achieving objectives. This research identified ten important competencies for measuring performance of medical representatives. They are Performance Competency, Technology Competency, Learning Competency, Relationship management competency, administrative competency, customer competency, selling competency and time management competency.