Medical Representative - UPC

Abbott

Abbott

Bangkok, Thailand
Posted on Thursday, July 11, 2024

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Medical Rep Job Profile
ROLE DESCRIPTION
Business Management Customer Management People Management
35% 65% 0%
Contribute to the long-term growth of Abbott Nutrition products in territory by increasing awareness among
Health Care Professionals on the important role of nutrition in improving quality of life, and the superiority of
Abbott products to competitor brands.
Gain new business and grow existing business through a multichannel, customer engagement strategy that
builds HCP confidence in and loyalty to Abbott brand products.
BUSINESS OUTCOMES
Increased sales of Abbott products, and increased market share in brand / product
Increased HCP awareness and preference/recommendations for Abbott products
Increased demand for Abbott products within territory
Increased brand relevance and usage in healthcare institutions
Continuous improvement through innovative, multichannel touchpoint activities to access and influence HCP
brand adoption
KEY RESPONSIBILITIES & ACTIVITIES
Understand the market and category opportunities within territory to identify opportunities for market share
growth at the customer/account level
Maintain deep, current knowledge about medical and nutritional science, the evolving healthcare landscape,
and emerging digital trends to support selling and educating a broad and deep network of HCPs about Abbott
products
Develop and execute on multichannel customer engagement plans that generate demand for Abbott brand
product and grow recommendation and market share
Leverage information about customer segmentation, type and behaviors to inform customer engagement and
account management strategies
Develop and maintain strong relationships with HCPs throughout the customer account, at different levels of
responsibility and influence using existing relationships with HCPs and others to expand customer network
Secure commitment to recommend Abbott products as the brand of choice by increasing HCP knowledge
about the role and importance of nutrition on patient quality of life at key points throughout the patient care
journey; and the role of Abbott’s products in increasing quality nutrition through consultative selling dialogues
Define and deliver ‘Unique Value Proposition’ from the HCP’s perspective (including but not limited to the
positioning of Abbott brand products) by continuously uncovering the needs and priorities of individual HCPs
using multichannel touchpoints and engagement activities
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KEY RESPONSIBILITIES & ACTIVITIES
Effectively deliver a consultative sales call from the perspective of the HCP (and their patients) to expand
HCP’s knowledge of nutritional interventions and the measurable benefits of Abbott brand products, anticipate
and manage objections, and gain clear commitment to recommending Abbott products and other brandbuilding activities
Establish target customers and develop clear customer plans to achieve coverage, frequency and call rate
objectives
Implement customer segmentation, identify new leads/customers and ensure timely reporting of daily
activities as per the SFE SOP
Use data and insights from digital and other omnichannel activities to refine HCP profiles and choose
engagement activities that will fit the needs, preferences and goals of each individual HCP
Collaborate with cross-functional teams (Marketing, SFE, CRM, etc..) to support patient education regarding
nutrition and Abbott brands, to influence customer and patient choice of nutrition products, and deliver a
consistent, end-to-end customer engagement experience
Measure progress against customer and account objectives, per the account plan, and take action to ensure
targets and KPIs are met (monthly, quarterly, annually) as assigned by the Sales Manager
Act in alignment with compliance and regulatory expectations
KEY BUSINESS CHALLENGES
Driving growth and market share in targeted Hospitals/Clinics by influencing HCP behaviors (tendency to
recommend) without authority
Resolving challenges related to HCP knowledge of nutrition importance/practice, and policy barriers, to drive
recommendation of nutrition products
Gaining access to HCPs through multiple engagement channels (digital, remote/virtual, in-person)
Defining and delivering ‘value’ beyond the product, customized to the needs and preferences of the HCP
Leveraging digital platforms to drive and support customer engagement while at the same time educating and
influencing customers to adopt new ways of interacting
Managing HCP resistance to recognizing the importance of nutritional intervention, and the nutritional
superiority of Abbott brand products
Influencing patient choice without direct patient contact (HCP rep has no direct interface with patients except
in ward meetings)
KEY SUCCESS FACTORS
Integrates knowledge about nutrition, science, omnichannel engagement and the healthcare landscape to
deliver customized value to HCPs at all points in the adoption curve
Builds and maintains strong relationships with HCPs (gains trust and respect) using multiple engagement
platforms/channels (including digital, remote/virtual and face-to-face)
Applies customer insights as a two-way process: using engagement data to inform strategy/activities, and
collecting feedback/behavioral data to further refine customer profiles and engagement strategy
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KEY SUCCESS FACTORS
Approaches accounts strategically and holistically (i.e., considers accounts together as well as individually to
identify and prioritize opportunities)
Works collaboratively with cross-functional teams (Marketing and others) to optimize customer engagement
through a consistent, value-driven customer experience
Demonstrates ethical behavior, including integrity, trustworthiness, and transparency
QUALIFICATIONS
Functional Competencies*
Competency
Target Performance
threshold out of 5
(first 3 months of
transformation)
Target Performance
threshold out of 5
(3 months + of
transformation)
Ready next threshold
out of 5
(employee is a
candidate for next role
if…)
Consultative Selling 3 4 5
Customer Engagement 3 3 5
Strategic Account Management 3 3 4-5
Digital Knowledge & Application 2 3+ 5
Customer Insights 2 3 4
Financial & Business Acumen 3 3 4-5
Executional Excellence 3 4 5
People Management
(Learning Agility)
4 4+ 5
Medical Rep Competencies
Consultative Selling
Main Activities
• Maintain robust nutrition and science knowledge
• Conduct progressive HCP interactions to develop brand loyalty
• Educate HCPs on the benefits of Abbott products
• Influence HCPs to recommend Abbott products
Behaviors
1. Creates and implements a call plan to deliver on specific objectives based on account
targets
2. Builds rapport to gain HCP trust and permission to uncover needs
3. Asks open-ended questions to learn the HCP’s needs, perspective, and concerns
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4. Builds the brand story, integrating nutrition and science knowledge from the HCP’s
perspective (customizes the benefits to the HCP’s needs)
5. Ask for HCP commitment to specific action (e.g. endorsing, recommending) /
engagements
6. Follows up on HCP commitments by holding HCPs accountable to what they said they
would do
Customer Engagement
Main Activities
• Builds and applies current knowledge about nutritional science and Abbott nutrition
products in the context of the evolving healthcare landscape
• Identify and deliver value to HCPs through an end-to-end customer- and consumerfocused orientation (HCP and patient)
• Seek and respond to (direct and indirect) HCP feedback to optimize engagement
activities
• Build HCP advocacy to recommending Abbott products
Behaviors
1. Uses the customer decision journey to identify and anticipate engagement
opportunities (when, how, and why an HCP will engage).
2. Uses omnichannel engagement platforms (digital, remote detailing and F2F) to deliver
value-based HCP communication
3. Queries stakeholders on how they would like to interact with him/her and ANI,
including their expectations of the organization
4. Defines ‘value’ from the HCP’s perspective and identifies needs and concerns. Makes
it a point to know and document the formal and informal relationships of the
stakeholders
5. Incorporates the HCP’s perspective into their communication (e.g., speaks to the HCP’s
views, their self-talk or beliefs about the product, etc.)
6. Maintains a network of the most important customers in their portfolio; for these
customers,
Strategic Account Management
Main Activities
• Develops an integrated account strategy based on the customer/patient journey,
incorporating omnichannel engagement activities and success measures
• Proactively takes initiative and follows through to accomplish objectives
• Measures progress against success criteria, course-correcting as required.
Behaviors
1. Sets measurable account objectives based on customer profiles (segment, location in
adoption curve, customer type, recommendation habits.)
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2. Uses appropriate engagement activities (digital, remote/virtual and face-to-face), to
influence HCPs toward consistently recommending Abbott products.
3. Explores what did/did not work and why, to respond to/correct on-going activities and
to inform future activities.
4. Continuously builds customer network using existing relationships within and between
accounts, including all types of HCPs.
5. Follows up on HCP commitments as per objectives and articulate specific next steps
Digital Knowledge & Application
Main Activities
• Maintains knowledge of current and emerging digital platform and the value each
offers relative to HCP engagement
• Builds capability using a diversity of digital tools and platforms in order to choose
digital activities based on customer needs (not rep preferences).
• Takes an integrated approach to leveraging digital (i.e., digital is not separate/add-on,
but integral to the way business is done).
Behaviors
1. Maintains knowledge of digital tools and resources available to deliver customer value
2. Leverages a variety of digital tools and virtual engagements throughout the customer
engagement lifecycle
3. Selects content and digital channels according to HCP needs and preferences,
incorporating customer knowledge with the particular strengths of each channel
4. Integrates the digital customer’s journey with the customer preference to drive digital
demand creation & retention
5. Rationalizes innovation and use of a mix of digital tactics based on digital customer
profiles/behaviors
Customer Insights
Main Activities
• Plays an active role in gathering and interpreting customer information from a variety of
sources (e.g., digital platforms, face-to-face interactions, direct/verbal feedback,
indirect/non-verbal feedback, engagement with materials/resources, etc.).
• Interprets customer insights in the context of the account plan and the nutritional
healthcare landscape, to anticipate and respond to emergent needs.
• Works cross-functionally to share insights and optimize customer engagement.
Behaviors
1. Collects customer information using a variety of sources (e.g., direct customer
feedback, behaviors, engagement during an interaction, competitive information etc.)
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2. Leverages data about customer behaviors to inform engagement strategy and
activities
3. Translates customer insights (data) into real-life customer beliefs, motivations and
activities
4. Analyzes customer information across platforms (digital and in-person) to recognize
customer needs as they emerge and customize ‘value’
5. Collaborates with Marketing and SFE /Analytics to refine customer brand adoption and
profiles based on real-world customer activities
Financial & Business Acumen
Main Activities
• Gathers market intelligence to inform broader customer plans and strategies
• Identifies opportunities and threats based on the intelligence collected, to pursue the
right opportunities with target customers
• Knows the strengths and opportunities of Abbott brand relative to competitors and sell
to the strengths of the Abbott brand
• Knows territory details, customers, competitors, growth opportunities, and revenue
model (Rotation time, tender time etc.).
Behaviors
1. Shares market intelligence from in-field work with supervisors and sales managers to
inform program development and customer strategies
2. Collects market data and information regarding competitor products to share with the
broader team
3. Uses market intelligence and information gathered to identify opportunities and
mitigate threats to the business
4. Asks themselves “so what?” to understand how a problem is affecting HCPs, accounts,
and the business as a whole
5. Leverages knowledge of Abbott brand strengths and opportunities relative to
competitor brands to inform sales activities
Executional Excellence (Implementation)
Main Activities • Accountable for the proper implementation of account/customer plans
• Measure progress against success criteria, course-correcting as required.
Behaviors
1. Implements account activities thoroughly, paying careful attention to the details
2. Checks-in on progress toward account targets to make sure they are on track, making
changes if necessary
3. Reviews what did/did not work and uses that information to inform future activities
4. Acts quickly to correct account activities that are not on track to meet target
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5. Adheres to Abbott compliance standards and processes
People Management (Learning Agility)
Main Activities
• Maintains a development focus by trying new things, learning and adapting quickly in
response to new information, changing conditions and setbacks
• Seeks and responds to feedback from customers, leaders and colleagues
• Takes ownership of self-development by pursuing new challenges and leveraging
Abbott’s learning resources
Behaviors
1. Continuously pursues development based on personal strengths and opportunities
2. Seeks and is responsive to feedback to improve learning
3. Takes intelligent risks and responds to obstacles/setbacks as learning opportunities
4. Adapts quickly to new learning by incorporating new knowledge, skills and habits into
current activities
5. Shares feedback with colleagues to foster a culture of continuous improvement