SLCPI program to train pharmacists

The Sri Lanka Chamber of the Pharmaceutical Industry (SLCPI) has just launched a four and a half month program to train a group of medical delegates in the best practices of the profession. The decision to start this program was made by the SLCPI due to the existing need for trained professionals in this vocation who will meet the most up-to-date requirements of the industry. Speaking at the Program inauguration, held at the Skills International Auditorium on March 28, Adrian Basnayake, President of the SLCPI said "We are giving high priority towards improving the underpinning knowledge and skills required to market pharmaceutical products in the country. The SLCPI works on the premise that Marketing of Pharmaceuticals is a specialized job which requires thorough understanding of Doctor-Patient requirements and knowledge of the latest pharmaceutical innovations, their indications and limitations. Building a group of people who have these skills and knowledge is what we hope to achieve with this training program."

Efficacious pharmaceuticals

The Chamber is committed towards providing safe and efficacious pharmaceuticals of excellent quality relevant to the healthcare needs of the people. The leading Pharmaceutical Companies who are members of the SLCPI already provide exhaustive training and development to Medical Representatives employed by the industry. However, the Education Committee of the Chamber has for some time been of the opinion that the industry lacked a standard `best practice' which needed to be followed and that the Chamber themselves needed to adopt training programs that delivered a minimum standard across the industry.

Theoretical and practical aspects

The program "Certificate in Pharmaceutical Marketing" is designed to improve the knowledge and skills of the marketers employed in the Pharmaceutical Sector. The study course comprises both theoretical and practical aspects ensuring that individuals are proficient in the best practices of the trade. It is the result of combining the professional expertise of the pharmaceutical trade and the structured training modules of City & Guilds of UK, which reflect the international nature of Sales & Marketing activities. The first batch sitting for the Certificate in Pharmaceutical Marketing will graduate in September this year and from next year there would be 2 batches graduating in June and December respectively. On evaluation of the course content of the Certificate in Pharmaceutical Marketing (CPM) developed by leading training provider Skills International together with senior Pharmaceutical Professional Rohan Weththasinghe, the Education Committee of the SLCPI was convinced that they had a program that would address the real needs of the industry.

This was followed by the Chamber's endorsement of the program for Medical Representatives and those aspiring to enter the profession.

Long- term benefits

Commenting on the program, Business Relationship Manager - Skills International Shafiya Careem said, "In an economy where skills are increasingly in short supply, investment in Human Resources by employers is imperative for competitiveness. Investing in staff to improve knowledge and skills will reap long term benefits for an organisation, whether the measure for success is profitability, customer service or staff efficiency." Rohan Weththasinghe, who is Course Director, counts over 30 years in the industry. Skills International on the other hand is the implementation partner of City & Guilds. Programs offered by Skills International are structured on the City & Guilds curricula and covers a variety of studies in Technical Skills and Business Support Skills that range from training in Communication Skills, Sales/Marketing, Retailing and Consultancy.

The net result of the collaboration between Skills International and Weththasinghe is a comprehensive Pharmaceutical Marketing Program woven around the internationally recognized best practices from City & Guilds Sales & Marketing training formats. The Course Director said, "In our deliberations we have explored and recognised the challenges encountered in the day-to-day activity of selling, and how a Medical Delegate is expected to provide all of the clinical and pharmacology responses in relation to their products.

Curriculum

The qualification is based on an international curriculum but put together with sensitivity to the requirements of the local market". The SLCPI is appreciative of support it has received from the industry in their efforts to raise the bar. Bayer Schering Pharma, Mansel Ceylon Ltd, Astron Ltd, Servier International, A Baur & Co Ltd and GlaxoSmithKline Ceylon Ltd are some of the leading pharmaceutical companies who have voluntarily enrolled staff for this program.

Upon successful completion of the program candidates will receive a Certificate in Pharmaceutical Marketing, endorsed by the SLCPI. The additional marketing syllabus covered during the program will assist the candidates to face the City & Guilds Certificate in Sales & Marketing and thus receive an additional certification directly from City & Guilds - UK.