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CUTTING- THE DARK SIDE OF PHARMA MARKETING.
“Cutting” Is not only a word in Pharma marketing but a Job saving capsule which most of the pharma professional takes when required. “Cutting” is totally non Exceptable in ethical forum among Pharma professionals but it is totally exceptable unethically to do the figure without any sound.
Now what is cutting?
- Cutting is a process where a pharma professional does his territory’s target by cutting down the rates of the particular products which are more in demand and sale it into other territories as per demand.
Smart workers does the “Cutting” either by adding money from their pockets or by the deals in products offered by companies to the Doctors or chemists which never reaches to them physically .
This is happening from last so many years.
And today “CUTTING” is the only reason that more than a Medical Representative pharma companies has started searching Sales Representative because now they are rating Smart Worker above than a Good Worker.
Good worker who knows and follows all the strategies by learning & executing but gives no guarantee for doing the target but a Smart Worker who may not know the proper spelling of their product or science of the product can give guarantee for doing the target.
- So now a days Smart managers searches Good & Smart worker in one package. Good worker because he will not question you much and will take the command as a prophecy and Smart worker because he will understand the command of doing the figure without following the process as per prophecy. “Cutting” plays a vital role to execute those command which cannot be written but can be heard clearly.
- “Cutting” has made Pharma companies to understand about the word “NEEDY”. There are many Job Pursuer in spite of good education , good communication and good presentation aren’t get selected, and on other hand that Many Pursuer lacking in the above mentioned qualities get selected because he succeeded to show himself “NEEDY”. CUTTING & NEEDINESS goes hand on hand . A “CUTTER” can only be a good cutter if he is too much needy because Cutting is a risk taking process to do the target for saving the job. If a Representative is not a NEEDY person than he may not risk his job to do the target.
- If you get chance to see the Final Sales Figure of A Cutter than you will surprise to see that a figure might have crossed more than 100% , but achieved by only one or two products .
A “Smart worker” can give you 100% target achievement but with disturb brand portfolios , thus Managers search Good & Smart worker in one package because Good worker can give a good sale of NEW PRODUCTS and his smartness can manage his cutting parts efficiently.
- “CUTTING” helps in the growth of company too… How ?
Cutting helps in the sales achievement month after month in spite of so many challenges like 1) SHORTAGE OF PRODUCTS , 2) UNEXPECTED DEATHS OF TOP PRESCRIBERS , 3) ABSENCE DUE TO SICK LEAVE OR ABSENCE DUE TO LTA or any reason. These challenges never bothered any Good Cutter . And as a reason so called “Good & Smart workers” help his boss and company to tackle these and achieve the targets in the last few hours of the closing.
- Best part is – You know , your manager know , your company know and whole industry know but ethically “No One knows anything.”
- Best Dark part is- You will never be questioned for your process if you do your figure ..
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