Medical Representative

6 months ago

กรงเทพมหานคร, Thailand Abbott Laboratories Full time

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
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
platfor

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