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pharma sales management course



Who should attend





Advanced Diploma in Pharma Sales Management online course provides advanced selling skill training for pharmaceutical sales professionals. This course gives practical knowledge of the functionalities of sales Manager with practical exposure.

The course covers the job related practical aspects of the pharma sales management with practical, interactive e-simulations. Hence, it helps candidate to understand how executives and manager carry out job in pharmaceutical companies. Moreover, course provides hands on training to inculcate the decision making skills while performing day to day activities.

  • Course Code: KPE-C-002
  • Course Title: KPE’s Advanced Diploma in Pharma Sales Management
  • Nature of the Course: Distance & e-Learning

1 Year 

Who should attend this course:

  • Sales Representatives, 1st line manager working in sales department of Pharmaceutical and allied industry
  • Sales Manager – To enhance the skills further
  • Freshers – who is willing to join in the rewarding career of pharma sales

B.Pharma/D.Pharma/ B.Sc/ Any graduates or those who are in 3rd / final year of those courses, who want to make career in pharmaceutical marketing can pursue the course.

Overview of Pharmaceutical Industry – Market Size, Valuation, Top Players, Leading segments, Classification / Segmenting Pharmaceutical Market, Leading brands.

Overview of Drug Discovery to commercialization Process. A brief understanding to Generic Market

Introduction to Pharma Sales – Importance, Job and key responsibilities of pharma sales professionals.

Hierarchy of pharma sales department – Designations and their responsibilities.

Medical Representative – Evergreen Profession. Career focus and growth path. Detailed and practical study and analysis of the medical representatives job profile with real life case studies.

Roles & Responsibilities of 1st Line Manager (Area Sales Manager) – Planning, Directing and Controlling etc., Evaluation of the Sales Force – on the job and off the job assessment, Sales Routine in Joint Field Work by ASM.

Roles & Responsibilities of 2nd Line Manager (Regional Sales Manager)

Brief overview of pharmaceutical marketing – Definitions, related terminologies.

Managing Market & Sales Information – Introduction, Market Survey – RCPA (Retail Chemist Prescription Audit), Analysis of Information from Market Survey, Identifying the customer needs. Action plans on outcome of the market research, designing and managing services in Pharmaceutical Marketing.

Case Study based understanding on differentiating pharma sales with allied product selling   – Difference between FMCG and Pharma Selling, Difference between Surgical Product and Pharma Product selling, medical devices selling and pharma selling

Selling skills – Introduction. Product knowledge, territory management skills and attitude.

Management of Sales Territory & Sales Target – Introduction to management of sales territory and sales target, Sales Promotional Inputs, Designing and allocation of sales territory and sales target.

Competitor Knowledge – Introduction, Ways of gathering information for Market Research, Implication of Market Analysis, Checklist for market analysis. Competitor analysis.

Pharma Sales Tools –  Visual aid, Leave Behind Literature, Catch Cover, Physician Samples, Reminder Card etc.

Sales Planning & Forecasting Process – Importance, case based analysis.

Emerging Trend in Sales Management – Introduction, Field Monitor Control and the Sales Promotion Linkage – Concept, Tools Available, and Persons Responsible and Self-Monitoring.

Sales Analysis – Skill – Collection of Data, Assessment of Historical Data, Trend Analysis and Projection, Identifying Problems in allocation of Sales Territories and Sales Target.

Sales Reporting – Representative Reporting – Daily Call Report, Tour Program, Doctor List, Expense statement, Standard Fare Chart.

Sales Target – Organizing the Sales Territory to Accomplish Sales Target. Different  methods of fixation of target.

Sales Incentive – Performance based incentivizing the sales. Incentive – How to design and how.

Importance of Branding in Pharma Selling– Brand Positioning – Definition, Positioning Strategies, Segmentation, Positioning Difference, Why positioning is key to achieve sales mission.

Launching of a new product – Pre-launch of a new product, Project Evaluation and Review Technique, Tips for launching a new product, Launch of a new product (Post Launch), The specific goals of Feedback.

Key Opinion Leader (KOL) Management in pharma sales – Introduction, Importance and skills / know how for effective management of Key Opinion Leaders.

Preparing Sales Presentation – Case based analysis

Sales Meeting for progress monitoring – Annual Sales Meeting, Half yearly / Quarterly Sales Meeting (Cycle Meeting) and Monthly meeting.


Frequently asked questions

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  • Upon admission you will be providing the user id and password to access all the content online.
  • You will also be receiving the soft copy of the e-module (which you can download from your dashboard).

Course registrant will be receiving hard copy of the printed module within India only. 

International participant will be receiving pdf modules (books) by email.

Section 1Pharma Sales Basic Orientation
Lecture 1What is Pharma Selling?
Lecture 2Growth Path / Career for Pharma Sales professionals
Lecture 3Qualities of Good Sales Person
Lecture 4Medical Representatives Job Description - Functional understanding
Lecture 5Sales Territory Planning for pharma sales professionals
Lecture 6Doctor List Preparation | SVL | MSL | Call Average | Call Frequency | Missed call analysis | Doctor Territory Matrix | Call Average | Day Wise work Plan
Lecture 7Understanding Sales Process | Call Planning | Pre-call Planning Process
Lecture 8RCPA - Retail Chemist Prescription Audit
Lecture 9Product Knowledge
Lecture 10Easy Call In Clinic Performance | Guideline | Dos and Don’ts | Detailing Talk Objective setting format
Lecture 11Easy Call Objective setting format 
Lecture 12Advance Concept - Total Practice Call (TPC) |Pharma Brand Building Ladder (PPBL) | Top of Mind
Lecture 13Post Call Analysis
Lecture 14Probable Reasons for Unsuccessful Calls
Lecture 15Target Audiences for Pharma Promotion : Types and Specialization
Lecture 16Classification of Doctors
Section 2Fundamentals of Drug Discovery to Commercialization Process
Lecture 17Introduction: Drug Discovery
Lecture 18Investigational New Drug
Lecture 19Concept of New Drug Application
Lecture 20Concept of Generic Drugs
Section 3Hierarchy of Pharma Sales Department
Lecture 21Hierarchy of Pharma Sales Department : Case Study
Lecture 22Job Functions of Medical Representatives
Lecture 23Job Function Differentiation MR vs. Managers
Lecture 24ABM VS. RBM Role and Responsibility Differentiation
Lecture 252nd Line Manager / Regional Manager Job Function
Lecture 26ZBM Role & Responsibility 
Lecture 27National Sales Manager Job Function
Section 4Fundamental Sales - Marketing Knowledge Training
Lecture 28Difference Between Marketing and Sales Job
Lecture 29Product Life cycle
Lecture 30Advance - Strategic Planning in Product Life cycle Management
Lecture 31Pricing
Lecture 32Branding - Basics 
Lecture 33Segmentation, Targeting and Positioning
Lecture 34A Pharmaceutical Segmentation outlook
Section 5Managing Pharma Brands
Lecture 35What is the difference between BRAND, IDENTITY and LOGO?
Lecture 36Purpose of Brand Logo
Lecture 37Few Case Studies related to brand names and logos
Lecture 38Brand Logo : Simulation
Lecture 39Significance of Colour in Pharma Branding
Section 6Pharma Marketing Plan and Sales Plan & Campaign Management
Lecture 40Fundamental of Pharma Marketing Plan 
Lecture 41Fundamental of Pharma Marketing Plan 
Lecture 42Basic Understanding how to launch a pharmaceutical product into the market 
Lecture 43Marketing Campaign Development : Importance of Target Audience Segmentation for effective targeting 
Lecture 44New Product Launch Framework
Lecture 45Preparing Detailed Marketing Plan
Lecture 46Sample Marketing Plan
Lecture 47Sample Marketing Plan
Lecture 48Sample Marketing Plan
Lecture 49How to prepare promotogram. Download sample Promotogram
Lecture 50Cost Based Working for Sample Allocation
Lecture 51Increase the brand reach with advance segmentation
Lecture 52Concept of uniform branding for better brand acceptability
Lecture 53Concept of Brand Differentiation
Lecture 54Target Audience Selection Based on Products
Section 7Sales Input and Prescription Accelerating Materials (PAM)
Lecture 55Importance of Visual Aid in Pharma Industry
Lecture 56Visual Aids Works around "BUYING SIGNAL"
Lecture 57Indications for Drugs: Approved vs. Non-approved
Lecture 58Case Study : Indication approval to extend the usage of the brands (molecule)
Lecture 59Step By Step Visual Aid / Literature Design Process
Lecture 60 Guideline of Visual Aid Designing
Lecture 61Practical understanding on Prescription Accelerating Materials used in pharmaceutical promotion
Lecture 62Promotion in Pharmaceutical Industry : Communication Model, Effective promotional communication, Push Vs. Pull Strategy and Buying Decision Process
Lecture 63Method of Promotional Budgeting
Section 8Forecasting | Market Sizing | Sales Budgeting | Analytics
Lecture 64Moving Average | Moving Annual Total | YTD | How to calculate 
Lecture 65Compound Annual Growth Rate | CAGR Calculation
Lecture 66Sales Forecasting in Life Science Industry
Lecture 67New Product Forecast Algorithm
Lecture 68Patient Based Forecasting Model | Applying more filters and variables
Lecture 69Prescription Based Forecasting Model | Differences between Patient Based and Prescription Based Forecasting Model | Which model to use and when?
Lecture 70Prevalence Vs. Incidence Model
Lecture 71EPI Based Forecasting | Sales Based Forecasting | When and where to apply which forecasting model
Lecture 72Sales Forecasting Tools | New Product Forecasting | In Market Forecasting
Lecture 73Market Size Assignment 1 [Oncology Brand] - Applying sales forecasting tools to carry out next 6 years sales forecast | Excel Based Model
Lecture 74Market Size Assignment 2 [Asthma Brand] - Applying sales forecasting tools to carry out multiple years sales forecast | Excel Based Model
Lecture 75Patient Based Model Vs. Patient Flow Model | Critical Differences in Model | Concept of Black Box in Patient Flow Model | Application of both model
Lecture 76Concomitancy and polypharmacy | How it alter the basic forecasting algorithm | Practical Working | Comorbidity
Lecture 77Forecasting Techniques | Simple Conjoint-type Models | Zipf's Law | Simple Elasticity Model | The Bass Model |Simple Extrapolation
Lecture 78Simulation on Bottom-up forecasting
Lecture 79Assessment on Bottom-up forecasting
Lecture 80Oncology Brand Forecasting
Lecture 81Sales Forecasting : Tools and Techniques
Section 9Advance Selling Skills Training | Territory Management
Lecture 82Selling Tools and Techniques
Lecture 83Manager Vs. Operative Employees
Lecture 84Sales Territory Management
Lecture 85Bifurcation of Sales Territory
Lecture 86Evaluation Techniques for sales force
Lecture 87KOL Management Skills - A Must Have Dose for Managerial Success
Lecture 88Market Size Determination - Market Share | Relative Market Share | Total Vs. Actual Vs. Penetrated Market
Lecture 89Negotiation Skill Training for Pharma Sales Professionals
Lecture 90Attitude - Key for Success in Pharma Sales
Lecture 91Stress Management for Sales Professionals
Lecture 92How to close the sales effectively
Lecture 93Effective Management of Logistics - A Key to pharma sales success!
Lecture 94Importance of Joint Field Work
Section 10Market Access, Pricing, Reimbursement, Formulary Placement
Lecture 95Introduction to Market Access | Objectives | Various Key Terminologies | Steps of Market Access | Understanding on Pricing and Reimbursement
Lecture 96Market Access Strategic Planning
Lecture 97Pricing
Lecture 98Drug Pricing Methodologies
Lecture 99Formulary Placement | Different Tiers | How to classify the medication in different tiers | Formulary negotiation process | Rebates | Copay differential | Step-edits | Case Simulations - teasers
Section 11Final Examination