In the fast-paced world of pharma sales in Malaysia, opportunities can come when you least expect them.
One such golden moment?
When your competitors face stock shortages. These ‘lucky’ market breaks don’t happen often, but when they do, they can open doors for your products to gain a foothold.
What Are Market Breaks?
Market breaks occur when a competitor’s product goes out of
stock, creating a gap in the market. For pharma sales reps, this is a chance to
introduce your product as an alternative, often with little resistance from
healthcare providers. After all, they need something to fill the gap, and
you’re ready with a solution.
Imagine a private hospital suddenly facing a shortage of a
popular antibiotic. If your product is readily available and offers the same
efficacy, the door is wide open for you to step in and build a relationship
with the pharmacy or purchasing department.
Some might say, ‘One man’s pain is another man’s pleasure,’
and while that might sound a little cheeky, it fits perfectly here. When a
competitor faces a stock shortage, it’s not about taking joy in their
challenges – it’s about being ready to step up and provide a solution. Think of
it as being the hero who swoops in just when you’re needed most. It’s these
moments of opportunity that can turn a tough situation into a win-win for
everyone.
Why These Moments Are So Critical
I remember one such moment when a big-name generic product
was out of stock for weeks. It was a headache for healthcare providers, but for
me, it was an opportunity. I quickly stepped in with samples, detailed the
benefits of our alternative, and within a month, my product became their go-to
option. These moments remind me of the saying, ‘Rezeki jangan ditolak’ – you
never know when fortune will knock on your door.
Stock Shortages in Malaysia
In Malaysia, stock shortages are not uncommon, especially
for generic medicines. Supply chain disruptions, manufacturing delays, or
sudden spikes in demand can create these gaps. For pharma reps, understanding
the market and staying prepared with stock availability is key to turning these
breaks into long-term gains.
A recent example is the insulin shortage that occurred in
August 2024. The Ministry of Health (MOH) faced disruptions in the supply of
human insulin due to production issues with a local manufacturer. This shortage
led to concerns among healthcare providers and patients, highlighting the
importance of reliable supply chains [source].
In response, the MOH implemented measures to ensure
uninterrupted patient treatment, including increasing the use of analogue
insulin and oral therapies. They also intensified efforts to diversify sources
of insulin supply to prevent future shortages [ref].
This situation underscores the critical role of pharma sales
reps in maintaining strong relationships with healthcare providers. By staying
informed about supply chain challenges and being prepared to offer alternative
solutions, reps can support healthcare providers in navigating such shortages
and ensure patients continue to receive necessary treatments.
What Pharma Sales Reps Should Do
Always stay informed about your competitors’ supply chain
challenges. Build strong relationships with healthcare providers so you’re the
first to call when a gap arises. And most importantly, ensure your product is
readily available – nothing kills an opportunity faster than not having stock
when it’s needed.
As the saying goes, ‘Opportunity knocks only once, and when
it knocks, you better answer it.’ In pharma sales, that knock often comes when
you least expect it – like a sudden competitor shortage. So, be ready, be
quick, and make sure your shelves are stocked, because you might just turn a
one-time chance into a long-term win.
Final Thought
‘Lucky’ breaks in the market aren’t just about being at the right place at the right time – they’re about being prepared when the opportunity strikes. For pharma sales reps in Malaysia, these moments can turn short-term wins into long-term partnerships if you handle them right. After all, success in this industry is as much about timing as it is about trust.
Disclaimer: This post is just me sharing my own thoughts and experiences from working in the pharmaceutical sales industry. It’s not official advice or a statement from any organization. Just a bit of my own perspective on what goes on behind the scenes.
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