Optimum coverage of the Island is ensured by the marketing teams. Each Medical Representative / Territory Manager is given a comprehensive theoretical as well as a field training on the products that he is expected to promote. For specialized training the marketing teams are sent abroad to the principal's firms for training. A target list of 240 doctors and 100 pharmacies are covered by each Medical Representative/ Territory Manager.

This ensures effective coverage of all important doctors, nursing homes and pharmacies. The Field Manager plans, co-ordinates, controls, monitors, trains and motivates his team of Medical representatives so as to surpass his allocated objectives. The Field Manager is a direct link between his team members and the BDMs. The manager also analyzes his team's field information systems (FIS) and submits a condensed monthly report to his BDM, who evaluates the same and passes it over through the Deputy Marketing Manager to the General Manager (Marketing) to various principals.

BDMs and Field Managers ensure that each Medical Representative has a well-prepared monthly itinerary for optimum coverage. BDMs plan, co-ordinate, control, monitor, work with, and develop their Field Managers and Medical Representatives to achieve their set objectives. They assist the General Manager (Marketing) and Deputy Marketing Managers in many facets of marketing operations, and also in marketing surveys.

Doctor Coverage

SBL maintains a comprehensive Doctor Data Base (DDB) of more than 2500 of the most potential doctors. In view of SBL's wide range of products, all fields of specialty are well covered which enables the company to develop and maintain a close and good rapport with all the specialists. This relationship becomes useful when new products are introduced or to expand the user base. Each MR covers a minimum of 240 Doctors and 100 Chemists once a month. They call on selected important doctors at least twice a month.

SBL has developed a Marketing Information System to get complete feedback on the company's promotional activities, as well as to track/ monitor the output and performance of every individual MR in each market covered by him.

SBL invests heavily in clinical meetings, CME programs, scientific updates, symposia and health camps thus developing a close rapport with the Medical Profession .

Since effective promotion plays a key role in the ultimate success of each product, SBL places great emphasis on product promotion and the principals are professionally assisted and guided in developing suitable marketing plans / strategies for their range of products. Proper utilization of literature, samples and gift items are closely monitored at all levels.

Depending on the inputs from each company, the General Manager (Marketing) and Deputy Marketing Managers develop a detailed promotional plan for a cycle of 2 -3 months. This is done based on market information and feedback from the field force. Principals are also assisted in the design and communication of product visual aids, based on the local needs.

Cardiovascular

Swiss Biogenics represents Cordis Corp. (a Johnson & Johnson company) which is the world leader in vascular disease management. Each year, approximately 2 million patients worldwide undergo percutaneous coronary intervention (PCI) for management of coronary artery disease (CAD). PCI has surpassed coronary artery bypass graft (CABG) surgery as non-medical therapy for CAD. Coronary artery stenting accounts for 70% to 90% of such PCI procedures. In Sri Lanka we have been offering Cordis products for over five years and have been the market leaders throughout.

Over 1 Million Sri Lankans are diabetic with greater numbers expected due to increasing diagnosis. Swiss Biogenics represents Novo Nordisk, which has the broadest diabetes product portfolio in the industry, including the most advanced products within the area of insulin delivery systems. Novo Nordisk is the market leader in Sri Lanka for Insulin and has provided leadership in the arena of continuous medical education for the medical community on the benefits of Insulin and improving the quality of life for all diabetics.