1. ‘Develop Repeat Rx Habit’
Presented By
Masum Chowdhury
Manager, SBMD
Asiatic Laboratories Ltd.

2. Habit is one of the most compelling forces
that determine human and animal behavior.

3. Habit is a repetitive behavior or action
performed without conscious thought and is
mainly controlled by the sub conscious
mind, which works many times faster.

4. Would you like to exploit the powerful ‘Force
of Habit’ to boost your sales and career?

5. Habits are deeply ingrained and determine
our behavior and actions……

6. For example:

7. Do you stay at the same hotel when you are
touring?

8. Do you sleep at the same spot in your
house?

9. Does your family buy the grocery mainly
from ONE shop?

10. If the answer is yes, to all the above
questions, you would have realized what
‘Force of Habit’ is all about.

11. You were under no obligation to treat in
repetitive behavior or actions. But you were
compelled by the ‘Force of Habit’.

12. Rx Habit Formation

13. A Doctor is on the path of developing an Rx
Habit when he starts prescribing your brand.
Repeat Rx reinforces the process of habit
formation.

14. The time span for developing a permanent habit
could vary from weeks to months. When the
prescribing habit is deeply established in the mind of
the Doctor, the prescription is a ‘Reflex’ action of the
Doctor and Rx as an abbreviation is indeed very
appropriate.

15. 7 Essential Steps for Repeat Rx

16. (1) Focus on one product (Antison Tablet)
at a time. This ensures that messages get
anchored in the mind of the Doctor and
your product position keeps moving up the
ladder of preferences.

17. (2) Start your detailing with the main prescribed
product to reinforce your earlier efforts and
clearly indicate that the brand is CONSISTENTLY
your priority. The Doctor must know your priority.
This enhances ‘Top of the mind’ recall as well
action in the form of Rx.

18. (3) Treat each call as a continuation of
previous visits and maintain a record of
critical information like queries and
comments of the Doctor. You may get some
very vital clues there.

19. (4) Acknowledge and express gratitude for
Rx received and subtly let the Doctor know
that you are quantitatively tracking the Rx
and that you really value his contribution.

20. (4) The Doctor needs to know that you are
sincere and com-mitted. Your actions will
speak louder than words.

21. (5) Use ‘Situational Detailing’ and hold the
Doctors attention with some new aspect or proof.
Create a pleasant setting for interaction. It
ensures that messages are received and
processed.

22. (7) Develop your information network to
track frequency, quantity and regularity
of Rx for your products and your
competitors as well.

23. (7) When you have greater than 51% Rx
share or if you get Rx on a daily basis for
over 3 months, you may conclude that an
Rx Habit has been established.

24. Avoid Rx Habit Destruction

25. You may be part of an Rx Habit destructions
squad including your First Line Managers and
other Managers. The ‘destruction
behaviors’ are due to a ‘wonderful state of
ignorance’ about the product, its availability
and the competitors activities.

26. It is also fuelled by quantitative work norms and
directives from Corporate. You may be armed with
a 3 kg Visual Aid for 24 products with 3-4 specialty
wise ‘Standard Detailing’ versions. You have to
recognize that each Doctor is a unique individual
and use your discretion while applying common
directives.

27. Author:
Prabhakar Shetty
Assoc. Director at Parke Davis.

28. Thanks

29. Prepared By
Masum Chowdhury
Manager,
Strategic Brand Management Department
Asiatic Laboratories Ltd.
masum.pha@gmail.com,
+880-0171-7642874, +880-0193 7990014