A medical representative (MR) spends the day moving between clinics, hospitals and chemist shops. At night, they fill in a daily call report (DCR): who they met, what they discussed, what samples they gave. The manager reads it, and has little way to know whether it is accurate. Everyone suspects some entries are written from memory in a tea shop. Managing medical representatives is hard for this reason. The work is individual, spread across many places and based on reports the representative writes. This guide explains how pharma companies can plan, track and support MRs more reliably, while respecting the rules of the industry and the time of busy doctors.
What does MR management cover?
- Tour plans: which doctors and chemists will be met, where and when
- Call tracking: actual calls made, with time and place
- Daily call report (DCR): a record of each call and its outcome
- Coverage and frequency: how often each doctor or chemist is called on, versus the target
- Samples and inputs: what was given to whom, with records
- Orders and stock at chemists, where applicable
- Attendance, expenses and leave
Common problems
- DCRs written late, from memory. Details are lost or invented.
- No way to verify calls. A claim of 10 calls cannot be checked.
- Uneven coverage. Easy doctors get many visits, hard-to-reach ones few.
- Tour plans that exist only on paper. Actual movement differs.
- Weak records of samples. Hard to answer a query about who received what.
- Heavy admin. Reps spend evenings on reports instead of preparing for tomorrow.
- Poor network in clinics and smaller towns.
How to manage MRs better
1. Plan tours with rules
Set a target list of doctors and chemists for each MR, by class (for example A, B, C) with a call frequency for each. A tour plan then schedules these into days and areas. A good plan balances visits across the month, avoids long gaps for key doctors and leaves room for follow-ups.
- Clean the doctor and chemist master: names, specialties, locations and visiting hours.
- Group by area to reduce travel. See route optimisation.
- Review and approve plans before the month starts.
2. Verify calls with location and a short form
A geofenced check-in at the clinic or chemist shop gives you a time and place. A short call form records what was discussed, products detailed, samples given and the next step. This is the basis of a reliable DCR. See proof of visit software.
- Keep the form short. A busy rep will skip a 15-field form.
- Use dropdowns for products and outcomes.
- Allow offline entry, since many clinics have weak signal. See offline field force software.
3. Let the DCR build itself
If calls are logged as they happen, the daily call report can be compiled automatically. The MR reviews and submits, instead of writing from scratch at night. Managers can then review exceptions rather than read every line.
4. Track coverage and frequency
Measure, for each MR and territory:
- Coverage: doctors called on at least once, divided by doctors on the target list
- Frequency: actual calls per doctor versus target
- Call average: calls per working day
- Tour plan adherence: planned versus actual calls
- Calls by class: are A-class doctors getting priority?
See 12 KPIs every sales and operations manager should track.
5. Keep records of samples and inputs
India's Department of Pharmaceuticals issued the Uniform Code for Pharmaceutical Marketing Practices (UCPMP) 2024 in March 2024. Law-firm summaries of the code say it keeps the earlier requirements on who may receive samples and on keeping records of samples distributed, and expects medical representatives to maintain high ethical standards. Whether and how the code is enforced has been discussed by commentators, and its exact provisions matter, so read the code itself and take advice from your compliance team.
For field operations, the practical point is simple: record, for each sample or input given, the product, the quantity, the recipient and the date, at the time of the call. Records made at the call are more reliable than records made later.
6. Coach with the data
Use the numbers to talk to MRs, not to catch them out. For example: "Your calls are on plan, but A-class doctors are getting one call a month instead of two. What is getting in the way?" See how to manage a field sales team without daily phone calls.
Privacy and fairness
MRs are employees, and their location is personal data. Tell them what is tracked and why, limit tracking to working hours, restrict access to managers of the team, and take legal advice under the Digital Personal Data Protection Act, 2023. Doctors' and chemists' details are also data you hold, so limit what you collect to what is needed.
Features to look for in MR management software
- Doctor and chemist master with class, location and visiting hours
- Tour plans with approval workflow
- Geofenced check-in for calls
- Call forms with products, outcomes and samples
- Auto-built daily call reports
- Coverage and frequency reports
- Offline capture
- Attendance, leave and expense in the same app. See expense management.
- Access control and audit trail
For more on this segment, see field force management software for pharma.
Where FieldExecutives fits
FieldExecutives is field force management software that supports pharma field teams. MRs punch in with GPS, see today's route, check in at each clinic or chemist and log the call on a custom form, including samples, even offline. Managers see every MR on a live map, review coverage and call averages, and approve leave and expenses in the same platform. Admins can build their own call forms and checklists. See the features and plans, or the pharma solution page.
Want DCRs that build themselves? Book a demo and we will set up a tour plan and call form for one of your territories.
