Pharma Veterans

During early days in Bahawalpur, someone mentioned about The Central Library. It had been established long time ago, in the time of State. I went to the library and found that Jalal Ashraf was the Chief Librarian. JA used to be librarian in our college. I didn’t know he had switched to TCL. JA was extremely kind, and he and his staff became my reading mentors. They would recommend books, hold books for me and give me access to sit and read reference books which could not be issued. I had the best reading in that time. I slept late and little. Nights, traveling hours and whenever I could, I would read. I still wish I could read more. Life in Bahawalpur was a great time. Work was enjoyable and rewarding. I regained my reputation and credibility. SK Manzar, who had been elevated to the NSM position, visited Bahawalpur once in my time. He was very happy to see my work and said so. Life was routine. One week in Bahawalpur, and one week in Rahimyar Khan. While in Bahawalpur, work in BV...

During second half of 1977, it was internally announced that a new product will be launched early next year. The details of product were not revealed. Some time in October, the first training session was conducted. It was focused on nervous system; the anatomy, physiology and functions. In November, the second training session was conducted which focused on neurotic and psychotic disorders. Third and last session was held in late December. A guy named McEwan came from UK to conduct the session. McEwan was young, energetic and active person. He did something very bold. First day, he asked us to take a crushed, white tablet in the morning, which we did. Before close of the session, he asked us to record how did we feel during the day. The process was repeated on second and third day. He revealed on the last day that first day he gave us Valium (diazepam), second day Ativan (lorazepam) and third day Frisium (clobazam). We recorded various degrees of lethargy and drowsiness. That he wo...

In 1976 Montreal Olympics, Nadia Comaneci of Romania, at age 14, became the first athlete in Olympic history to score a perfect 10; and became a celebrity instantly.  In 1977-78, Ciba Geigy introduced their landmark drug Voltaren (diclofenac sodium). They chose Nadia Comaneci, in a 360 o pose, to grace the front page of promotional folder and as icon for the drug. The folder became an instant hit; the drug took longer to capture the market, which it did big time. Ciba Geigy was pioneer of Irgapyrine (phenylbutazone) which was an earlier cornerstone of anti-rheumatic, anti-inflammatory, analgesic therapy. Afterwards, MSD had dominated this segment with Indocid (indomethacin). Voltaren took over all of them and became a gold standard in its class. When you are looking at a brand evolution closely or are part of it, you understand how much goes into building a brand. Current tactics of brand building may well be questioned on reasonable grounds. True, that the overall life cy...

Working in Bahawalpur area was quite easy, and productive. Even the most senior and busy consultants were courteous and listened to what you had to say. Using my three early lessons again, I got recognized very quickly. I enjoyed work and the business grew quickly and effortlessly. Of the 16 or so non-local medical reps, several came from Karachi. They were senior guys, with families and many years of working. They treated the younger colleagues with respect and affection and tried to support them. There was Ameer Qureshi from Pfizer, a very cultured, tall, handsome gentleman in early 40s maybe. He had a peculiar smoking habit. He would smoke first cigarette of the day at 12.00 noon. He would come out of BVH, stand in one of the shops apposite BVH, take out his cigarette paper and bag of tobacco, roll a cigarette and light it. The love of doing the ritual and the enjoyment it gave to him was worth watching. I also loved smoking and smoked quite heavily, but his love was superior ...

I reached Bahawalpur the same evening. Through the long travel, I kept thinking about Rawalpindi tenure. I did not have to think too much to analyze. It was written on the wall and we thought it will not come. This is a usual mistake we make and many times may be. Great Sufi poet Bulleh Shah says ‘ Bulleh Shah asee marna naahin – gore peya koi hore {Bulleh Shah! I shall never die – it is someone else lying in the grave} The major business at that time came from Rawalpindi. Islamabad was still small. I worked in almost entire area, all major towns in Azad Kashmir, and all towns on and off GT road. Getting business in those days was not difficult. The competition was not intense, the customers were not too busy and special activities were not expected. You just worked and got results. The products sold on merit. Of course, the capability of organization and the skills of individual salespersons made the difference between more and less business. New launches were few and companies d...

Being considered for promotion so early was unusual in those days. The medical representatives worked as MR for long time, some became first-line managers and retired, some retired as MR. I used to meet several colleagues who had been MR for over 20 years. Only a fraction grew and reached the head office to hold some national position. Marketing was non-existent. Promotional Strategies, Campaigns and even Materials came from parent offices in Europe or US and were copied or implemented as such. Working was organized. We were required to make monthly, weekly, daily work plan. There was a Master List of customers which was formally updated at least once every year. Daily report submission was required. These basics were followed by all MNCs. Some added more. Customer information was also recorded and preserved. If there was a change of a person in a territory, the new guy could pick up almost from where his colleague had left. It helped MNCs to build layer upon layer of constant cont...

The time I started working was sort of transitional period. The much-hyped Generics Policy introduced in 1972 by Late Comrade Sheikh Rasheed of Peoples Party had failed to give expected results. The manufacturers were unhappy because they could not promote their Brands. Brands are important because people remember Brands, even when they do not remember the brand-owner company. New product launches were few and far between. Every company had few products and they were all flagship brands, hence the unhappiness about not being able to promote brands. In the beginning of 1976, word started spreading that the government is contemplating to roll back Generic Drugs Policy. In April 1976, new Drug Act 1976 was promulgated, Generic Drugs Policy ceased, and Brands returned. Drug Act 1976 still by and large prevails. Even though the news had been circulating, all manufacturers were not prepared for change. The New Drug Act required all manufacturers to register their manufacturing licenses...

All lessons are important and may not be classified otherwise. Says I. One. After silent appreciation from a very senior Professor for product knowledge, I tried to use knowledge elsewhere also. It was relatively easy at that time because the customers mostly gave fair time and opportunity to salespersons. I discovered happily that good product knowledge had universal appeal. I also found that many of my colleagues did not carry enough knowledge about their products. I saw numerous instances where the customer really wanted to know more about some new product and kept asking but the poor sales guy did not know and expressed his ignorance or tried to tell that he would get the information and bring later. I saw the customer frustration because he could not get the desired information and he knew this guy would not come back with promised information. Salespersons were (are) notorious for not keeping promises of this kind . After showcasing good product knowledge, I became recogniz...

Pharma market was dominated by Multinational Companies at that time. They probably had 80% or more share. Almost all MNCs had manufacturing facilities, mostly in Karachi where their head offices were also located. It was a privilege to work for MNCs. It was said that you join an MNC for life; means you will only leave when you retire, or die. Pakistani Pharma companies were there and some of these were quite well known but they produced simple formulations of old times. The concept of branded generics was not in yet. MNCs marketed their research products. Local Pharma had their own unique formulations. Pumonol from CCL, Urodonol from Opal and Eplacherry from Epla were few examples of unique products. In short, the local pharma did not manufacture generics of research products deliberately. Tetracycline, Sulphadiazine, Sulphaguanadine, were no one’s property and were marketed by many, including May & Baker (now part of Sanofi). All GPs dispensed medicines from their clinics, hen...

When I entered the training room, I found a surprise. My BSc class mate Sajid Tirmizi was also there as trainee. Sajid and I had become friends during college. He came from an army family which upheld army tradition in everything. I became known to his whole family and we spent a lot of time together. Seeing Sajid in training was a surprise, because I never imagined he would join sales profession. He was most likely to go to armed forces, which he ultimately did. I did not yet have any place to stay so ST took me to the home where he was staying and took care of me. Hoechst gave us a weekly allowance and we had to manage our boarding, lodging and transportation. Next day I shifted to a hotel. Later, I met an older class mate Yousuf. They were from Campbellpur (now Attock) but were living in Karachi for work. He insisted and took me to couple of people sharing a house and lodged me there so that I didn’t have to spend anything for my stay. Amazing people. I look back and realize tha...

My fellow training mate was Javed Akhtar. We had some things in common. We came from Lahore, this was our first job and we were to work at Multan. Though we were trained together but JA joined later. I started working on 14 April 1975 and JA joined on 28 April 1975. So I claim seniority of 14 days . Javed Akhtar is a regular guy. He does everything with discipline. You will not see him going out of line. I am sure he never had to pay fine on Motorway due to overspeeding . He is hard working, consistent, persistent, practical and focused. He is trustable, affable, supportive and always ready to do good. Javed asked me if we could share a rented space in Multan; it would be cost effective. I agreed and found a small portion of a house in the Old Multan City before he arrived at Multan. That we were very different persons, in many ways contrasting; we both knew quickly. JA has always advised me, cajoled me, admonished me (yes, he can) and supported me in numerous ways. I left ...

From April 1975 till now; long journey; and very happening. I joined at entry position in sales (medical representative) and ended up in the C-Suite. The Pharma Industry grew phenomenally and became a 400 billion rupees business from less than a billion. It is the story of those years. It is a great story which will showcase some of the most wonderful people of Pharma business, Pharma Industry evolution, disruptions and industry leaders. I use my personal story as a stage and backstage. All names, wherever they appear, are actual. Early 1975, I had appeared in the BSc exams from Government College Lahore and was waiting for result. I was a Bio student. I got a first division in FSc but could not get admission in the medical college. I got into BSc but I was a highly disengaged student; not knowing what I wanted to do. Not that I was dying to become a doctor either. I was not politically active but ideologically I fully related to the Left. In retrospect, I understand I was ag...

It is December 2017. I live in Ho Chi Minh city, Vietnam with my wife. We came here two years ago when CCL Pharmaceuticals Pakistan acquired a manufacturing unit here and relocated me as its General Director. HCMC, as it is mostly called, is like Karachi. It is the commercial capital of Vietnam with a modern look and feel. People are friendly, and everyone goes about their own life without nose-poking others. There are only two weathers; rainy and dry. Both last for 6 months each. The temperature stays between 25C o and 35C o year-round. HCMC is dotted with coffee shops and restaurants everywhere and anywhere, and they all do business. I turned 60 in August 2016 and retired as per rules, but was given a contract to continue working. I enjoy work here. It is challenging, yet exciting. Of course, I shall finally retire from a regular job sooner or later. Retirement is a good or bad time, whichever way we look at it. I do have a good feeling though about the time ahead. My care...

Dear All, I welcome you to my new Blog, PharmaVeterans Blog. As many of you know, I have been working in the Pharma Industry for the last over 40 years. In fact, it is my 43rd year in progress. I wish to share my story with you. It is my work story and it is my personal story. I am writing it to share my experiences which may be of some value to others. I am writing because I wish to pay respect and gratitude to the large number of very fine people who added lots of value and colors to my work/personal life. The first Blog will be published tomorrow, December 3, 2017. Asrar Qureshi