Reps

A country manager of a big pharma once asked me, what are the core qualities that i'd look for in a rep. not that i had any hiring authority for this is one function that remains firmly in the SM's court. I've spent long periods observing and musing over drug reps in Singapore, pondered and discussed this subject over and over, no doubt im not alone in this ruminative pursuit.

If i were to go into the multiple embodiment of a typical drug rep, it might still require an eternity. therefore, i would limit this posting to one broad aspect of professionalism, which is almost impossible to put a definition to. Professionalism can be extended to basic grooming to the daily grind of interacting with customers to the more complex task of inward management, ie. evaluating and conducting oneself within a corporate environment.

We have all heard the story of how one infamous rep managed to rubbed an entire hospital up the wrong way which led to the ban of all drug reps thereafter, the sweet young rep who was spotted with a certain HOD with his pants down in his room by his registrar, or that seemingly proper rep who cost her immediate superior his job with their working dalliances. all these examples are the extreme of utterly unacceptable behaviours. but it is not as easy to identify true professionalism even if it stares you in the face.

i've met many drug reps from all over the world, with reps from australia and the usa setting the deepest impression upon me. the immense pride and meaning they derive from their job drives and motivates them to perform in their jobs without grousing about other team's incentives and craving for the next available slot up the ladder. i'd withnessed the exceptional handling of a potential compliance issue with a top KOL by an australian rep who not only managed to deliver his selling messages but also gained the respect of the doctor by addressing the issue directly and systematically. there is little room for diplomacy in such situations and often, integrity is suffice.

in the states, most reps require a 4 year college degree (a cheerleading stint is also helpful- really!) and an MBA from a reputable business school (we are talking decent GMAT scores here) is not uncommon. what sets them apart is their drive for personal exellence. they challenge themselves through what the job offers them rather than the establishment.

as an illustration, i'd met a drug rep from los angeles recently, with an MBA no less, who, over a period of 4 hours, managed to challenge every notion of branding essentials that i had ever conceived and discussed disease management and therapy (to a higher level that i'd ever achieve) as well as explaining how politics have impacted the state of economy and diabolical schemes of property financiers in the states. oh, did i also mention that he does extreme sports like cliff diving, deep skin diving, canyon explorations, etc? i mean, just how cool is that?

just out of curiosity, after a decade of repping, is he not eligible for a management role? (afterall, my cv pales significantly in comparison) oh, he was offered and declined cos he absolutely LOVES the sense of freedom and mobility as a rep and enjoys meeting and cultivating relationships with his doctors who, after a decade, have become more than customers, they are pals, and how he is truly reaping the intangible rewards just now. - how politically correct (yeah rite...it also helps that reps in US are probably paid more than our senior managers here...)

i don't mean to say that there aren't any good reps in singapore just cos' we dont have any mountains or valleys this part of the world. its just that a wider global perspective and outlook beyond the shallow everyday life is essential to an optimal performance of the job function. it is important for a rep to derive a sense of importance and find value in his work.

i had spent the majority of my pharma career as a rep and have always regarded myself as exceptional. i do not kowtow to my KOLs, do not allow them to treat me as a chauffeur unless i offered it myself, i do not allow them to bust my allocated entertainment budget and demands for ad hoc sponsorship just because they have a temper. and because of this sense of principles, i have come away friends with many of my customers and vendors, with my dignity and self-respect intact.