******
It is 10 minutes to eight and I was just getting off at Boni Ave. Station. I am going to be late. I texted Ms. Kristine Mancenido that I am already near the office. After a short tricycle ride, I arrived at Unilab raring to go to my whole day field test. I was to be a legal stalker of one of the Business Development Associates (BDA) for a day. Excitement and anxiety circulated through my veins. I haven't got the slightest idea what they will do to me the whole day. As I was introduced to my companion for the day, Miko Paulino, I was relieved that I would not be alone in the day's quest. We were then introduced to Alphonsus De Jesus, more affectionately known as Dondie, the BDA we were supposed to tag along. I was relieved again that he was friendly and exuded a positive aura that calmed my anxious nerves.
After being briefed of our itinerary, we headed off to Paco, Manila to meet with Sir Ronald, one of Sir Dondie's distribution associates. We got down to business the moment we arrived at the distribution office. Sir Dondie explained that the BDA's have a monthly meeting held every first Saturday of the month were they discuss the targets for the month based on historical values then the BDAs trickle it down to their respective distribution associates where they set up plans and objectives for the month. Sir Dondie drew a diagram of what will be happening for the day. First, there was planning based on the objectives set. There was the Basic Call Procedures where the actual call is being observed, and of course the closing and setting up of objectives for the next day.
During the planning stage, Sir Dondie and Sir Ronald took some time out to check whether they have the paraphernalia needed for the day like the merchandise kits, the business plan copies, and of course ball pens, tape, calculators, and a sample of Ph Care Summer Blossom. They reviewed the days plan with objectives of pushing the RiteMed Label of products, the business plan, and the introduction of the Ph Care Summer Blossom, which is a new variant of the Ph Care line while Miko and I looked on.
Off we went to Tondo where we met up with the owner of 2RM Drugstore. After we were introduced, the plans and objectives that were laid upon earlier were put into place. I discovered that there are many customers in the area who buy what they actually see on television and if they are given something that varies, even if it is just the box color, they would react either in disappointment or in a fit of irritation. In addition, as the day went on, I also discovered that the owners prefer that before a product is shown on TV (in the case of Ph Care) they should already be introduced to it and have stocks ready to be sold to the market. The moment a customer sees something on TV they ask their "suking tindahan" or neighborhood drugstore and grocery if they have the product already. And if they don't have it, they just lost a customer.
We then set up the merchandise kits to promote Ph Care. We tacked some posters and tied Ph Care mobile-like cartons. After going through another drugstore, we went to Festival Drug and through other drugstores and even a wholesaler where we basically did what we have done the whole day and more.
Some of the things I have observed aside from customers buying what they see on TV are as follows: before a call is started, we would pause for a while and review the plans and objectives for each client and then after the call we would then evaluate what has transpired. And after the calls were finished, we would then review what again has transpired to see if we were productive during the calls and what were the strengths and weaknesses that led us to such results and how do we improve ourselves. After evaluating the results and ourselves, we then proceeded in planning for the next day’s objectives and steps to take for another set of clients. I asked Sir Dondie if they do this daily and he said they do. It helps them to be on top of things and to be focused on what they do. I again asked if they still do it even though they are all alone and he said more so because it sorts of disciplines them and makes their job easier and efficient, though it may sound corny. I thought otherwise. It was not really corny.
In retrospect, my day as a job shadow was great and it was a privilege to have gotten the experience. I was able to have the "feel" of an actual BDA work in the Distribution Team, of which I was glad that there was a good system in place. I was able to get to places in Manila I have never been to my whole life (aside from Quiapo and Divisoria, which I frequent for my shopping needs) like Navotas and Tondo and now know that Ped Xing really is a shortcut of Pedestrian Crossing and not a Chinese named street. I was able to experience going through a flood (courtesy of the high tide) even though it was blazingly hot outside. I was able to discover that even though Unilab was THE Unilab it still has to face some tough competition. Competition like the small time generics manufacturers who sell their medicines at a surprisingly low price of Php 0.25 per piece and other companies like Zuellig, whose BDA-like sales force we were able to chance upon when we went to Festival Drug.
Few 21-year olds can say they have seen an actual BDA in action, was part of the action for Unilab, and liked it. Fewer can boast of meeting and being with some of the most remarkable people like Sir Dondie, Sir Ronald, who are very dedicated with their work and are quite inspiring to see, and Miko, whom I had intimate wash conversations. Even few can say they have been part of promoting a new product that is not yet out in the market and be introduced as Sharon to Unilab clients while I'm holding a Sharon and KC poster and promotion kits. Moreover, I hope that I will be one of the even fewer who can boast that I was being convinced by no less than males to switch from my old brand to Ph Care.