Prescription

COURSE CODE: PHR 207

A.

Pharmaceutical Communication

CREDIT 3

Introduction to Business Communication and Report Writing:

1. Introduction: Concept, objective, types (Upward, downward and horizontal) and Importance of Business communication, Principles of effective communication, Barriers of communication (Wrong choice of media, Physical, socio-cultural and semantic barriers) 2. Business Letters: Lay-out and kinds of business letters – Interview, Appointment, acknowledgement, Claims, Orders, Grants, Promotion, Inquiries, Reply, Sales, Circular, Complaints, Credit refusals, personal evaluations etc. 3. Fundamentals of Report Writing: Definition, characteristics and types of reports; Interpreting findings, Organizing report information, Writing the report, Writing references 4. Practical Aspects of Business Communication: Report writing, Public speaking, Seminar, Presentation, Interviews, Group Discussion, Effective listening and Non-verbal Communications (Body language, space, time), Correctness of communication (Grammar, Spelling, Capitalization), Commercial terms and abbreviations; Handling mail, filing and indexing B.

Applied Communication (Communication in Hospital settings)

1. Hospital Management: Patient Communication, Purchase & Inventory record keeping, Vendors Dealing, Dispensing routine and record keeping, label symbols, procurement and execution of order forms, Inspection of nursing drub cabinets, emergency boxes, and night drug cabinets, patient admission and discharge forms; Clinical Drug literatures and information resources. 2. Handling Prescriptions: Common abbreviations used for prescriptions, Controlled drug prescriptions, checking and receiving prescriptions, consulting the prescriber, compounding and checking finished prescriptions, Record keeping and pricing, prescription ownership and refilling. C. Industrial Communication (Communication in Pharmaceutical Industry and Regulatory Affairs) 1. Communication in Industry: Head office personnel communication with Sales, Distribution, Plant and MIS Team; Production and QC validation protocol & interpretation of analytical data, Batch Manufacturing Record (BMR) for shifting duty personnel. 2. Communication with Regulatory Body: A. Guidance for Industry -Submission of Clinical Trial Application for Evaluating Safety and Efficacy, Requirements for permission of New Drugs Approval, Post approval changes in biological products, Preparation of the Quality Information for Drug B. Submission for New Drug, Communication with DCC committee and Technical Subcommittee for approval, Block list approval, Licensing authority of DGDA, Inspection report for Pharmaceutical industry and retail outlets. C. International Marketing and Trade Related Barriers: Communication for outsourcing (contract manufacturing), technology transfer, Letter of Credit (LC) opening for export and Import.

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Lecture Plan  A 2 Hour Lecture every week  A 15 Min review of previous lecture in every class  10 Lectures on Business Communication  7 Lectures on Pharmaceutical Communication  Total17 Regular Lectures  Lecture 15 & 16 will be Power-point Projection  1 Hour Class Test after Lecture 17 (Total Marks 20)  19th Lecture class will be a Presentation (Based on assigned topic for individual) (Total Marks 15)

1st Mid Introduction

Hr 6

2nd Mid Practical Aspects of

Hr 6

BusCOM

Final Industry

Hr 2

Communication

Business Letters

4

Hospital Management

2

Industry Guidance

2

Report Writing

4

Handling Rx

4

New Drug

2

Submission Int. Marketing

2

Books Recommended 1. Lesikar's Basic Business Communication -Raymond V. Lesikar, John D. Pettit , Marie Elizabeth Flatley 2. Essentials of Business Communication - Pal, Rajendra and Korlahalli, J. S. 3. Hospital Pharmacy – William E. Hasan, 5th edition, Lea & Febiger, Philadelphia. 4. The Drugs Acts and Rules 1940 to 2006 Published in Gazzette of India, Pakistan, Dacca and Bangladesh 5. Guidance for Industry - DGDA Ministry of Health and Family Welfare, Government of Bangladesh 6. Dispensing of Medication Eric W. Martin 7th Edition Mack Publishing Company 7. Remington The Science and Practice of Pharmacy –Lippincott Williams and Willkins 21 st Edition PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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A. Introduction to Business Communication and Report Writing Lecture 1. Introduction

Line Up. Concept, objective, types (Upward, downward and horizontal) and Importance of Business communication, Principles of effective communication, Barriers of communication (Wrong choice of media, Physical, socio-cultural and semantic barriers)

Communication Communication is the process by which information is transmitted between individuals and organizations so that an understanding response results. o Sending and receiving information through messages o Once considered simply as response to a stimulus o Now viewed as complex process __focuses on sender, receiver and the clarity of the message Objectives of Communication Various objectives of Communication are :— 1) Information: One of the most important objectives of communication is passing or receiving information about a particular fact or circumstance. 2) Advice: Advice is an important objective of communication as it involves personal opinions and is likely to be subjective. Advice is given to influence his/her opinion or behavior. 3) Order: Order is an authoritative communication. The downward flow of information is dominated by orders. Orders may be written or oral, general or specific, procedural or operational, mandatory or discretionary. 4) Suggestion: Suggestion enjoys great advantage over other means of communication like advice or order. Suggestion is supposed to be very mild and subtle form of communication. 5) Persuasion: It is an important objective of communication. In the office or the factory, the lazy, the incompetent and the disgruntled workers have o be persuaded to do their work. 6) Education: Education is a very conscious process of communication. The main purpose of education is to widen knowledge as well as to improve skills. 7) Warning: Warning is a forceful means of communication as it demands immediate action. If employees do not abide by the norms of the organization, or violate the rules and regulations, it may become necessary to warn them. 8) Raising Morale: Morale boosting is only possible through communication. High morale results in better performance. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Different types of communications

A. Formal mode of communications Downward Communication: Downward communication flows from a superior to the subordinate staff. Its objectives are:— · To give directions about some job. · To explain policies and procedures. · To convey assessment of performance. · To explain the rationale of the job. Its limitations are:— · Under communication or over communication. · Delay. · Loss of information. · Distortion. · Resentment by subordinate staff. To make it effective:— · Managers should be adequately informed. · Managers should be clear how much to communicate. · Information should be passed on to the correct person. Upward Communication: Upward communication moves from the subordinate staff to the superiors. Its importance is:— · Provides feedback to the superiors. · Releases the pent up emotions of the subordinate staff. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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· Provides the superiors with useful suggestions. · Promote harmony. Its limitations are:— · Employees are reluctant to express themselves. · Employees fear that their criticism may be interpreted as a sign of their personal weakness. · Great possibility of distortion. · Bypassed superiors feel insulted. · Resentment by subordinate staff. To make it effective:— · Superiors should take initiative to get close to the subordinate staff. · Keep the lie of communication short. Horizontal Communication:— · It flows between people at the same level. · It is important for promoting understanding and coordination among various people or departments. · It is carried on through face to face discussion, telephonic talk, periodical meetings & memos. Consensus:— Consensus is the process of arriving at agreement through consultation. B. Informal Communication:— Grapevine:— · It is an informal channel of communication. · Primarily a channel of communication of horizontal communication, it can flow even vertically and diagonally. It is of 4 types:— · Single strand: Flows like a chain. · Gossip: One person tells everyone else. · Probability: Information may move from anybody to anybody. · Cluster: Moves through selected group. Importance:— · Emotional relief. · Harmony and cohesiveness in the organization. · Fast channel. · Provides feedback

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Lecture 2. Introduction (Continues……) Demerits:— · Distortion of information. · May transmit incomplete information. · Travels with destructive swiftness. · Keep an eye on rumor-managers. · Use it primarily for feedback. · Contradict rumors promptly. Media of communication Written Communication: It includes letters, circulars, memos, telegrams, reports, minutes, forms and questionnaires, manuals etc. Therefore, everything in written form falls in the area of written communication. Merits:— · Accurate · Precise · Permanent Record · Legal Document · Can reach a large number of people simultaneously. · Helps to fix responsibility. Limitations:— · Time Consuming · Expensive not in terms of postage but of the time of so many people. · Quick clarification is not possible. Oral Communication: Includes face to face conversation, conversation over the telephone, interview, and group discussion. Merits:— · Saves time · Saves money · Immediate feedback · Can be informal · Immediate clarification Limitations:— · Not possible for distant people in the absence of mechanical devices. · Unsuitable for lengthy messages. · Message cannot be retained for long PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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· No legal validity · Greater chances of misunderstanding · Not easy to fix responsibility Face to Face Communication:— Merits:— · Expression and gestures makes communication very effective. · Very suitable for discussions. Limitations · Unsuitable for large organizations. · Unsuitable for large gatherings. · Ineffective if the listener is not attentive. Visual Communication: It encompasses gestures and facial expressions, tables, charts, graphs, diagrams, posters, slides, film strips etc. It is suitable only to communicate elementary and simple ideas, can be effective if used in combination with other media. Audio-Visual Communication: It encompasses television and cinema films that combine the visual impact with narration. Computer based Communication: It includes e-mails, voice mails, cellular phones, fax etc. Advantage:— · The quickest means of communication. · The barrier of space is conquered. · Video-conferencing can replace personal meetings. · Storage and retrieval of permanent record had become easier. Limitations:— · Uncertain legal validity. · The virus malady. · Fear of undesirable leakage. Non-verbal Communication Non-verbal Communication is communication transmitted without the use of words. Characteristics of non-verbal communication:— 1) Verbal and non-verbal clues co-exist. 2) Body postures, gestures and dress suggestive of social status and education level. 3) Non-verbal clues are more reliable than verbal clues. 4) Non-verbal clues carry cultural biases. 5) It is necessary to interpret non-verbal clues in relation to their context.

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KINESICS Body Language -The study of body language is the most important aspect of non-verbal communication. Body language includes facial expression, gestures, body movements, posture, eye contact and touch. 1. Facial Expression: Face is the index of the mind. A glance at someone’s face is enough to give them clues about the subject’s mental state. 2. Gestures: A gesture is a movement of the head, hands or legs to express an idea, feeling or emotions. 3. Body Movements: Body movements refer to the positioning or movement of the body. 4. Posture: Posture means the way in which someone usually stands or sits or holds his shoulders, neck and back. 5. Eye Contact: Eye contact is a very subtle aspect of body language. It regulates interaction. 6. Touch: Like gestures, touching is also one of the earliest methods of communication among human beings. Barriers to communication Each communication must be transmitted through an appropriate medium. An unsuitable medium is one of the biggest barriers to communication. Physical Barriers:— · Noise: Noise in a factory, external disturbance in telecom facilities, poor writing, bad photocopies etc. · Time and Distance: It can also act as a barrier to communication. Semantic Barriers:— · Interpretation of Words: It is quite possible that the receiver of a message does not assign the same meaning to a word as the transmitter had intended. This may lead to miscommunication. · Words carry different meanings, shades or flavors to the transmitter and receiver. · To minimize semantic barriers, we should— o Use familiar words. o Clarify the shades. o As far as possible, use words with positive connotations. Barriers caused by different comprehensions of reality are:— · Abstracting means picking up few details and leaving out others. · Slanting means giving a particular bias or slant to the reality. · Inferring means drawing inferences from observation. Socio-Psychological barriers:— PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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· Attitude and Opinions: We react favorable or are hostile according to our personal benefit. · Emotions: We cannot transmit nor receive anything correctly if our mind is agitated. · Closed Mind: We hold our opinion so rigidly that we just refuse to listen. The Source of Communication: We react according to the trust we have in the source of communication. · Inattentiveness: We unconsciously become inattentive if communication contains new idea or if we don’t like an idea. · Faulty transmission: Part of the message is last in transmission and can also act as a barrier. · Poor Retention: Oral messages in particular are lost due to poor human retention. · Status Consciousness: We are over-conscious of our lower or higher rank and do not express ourselves candidly. Importance of Effective Communication (Viewpoints of Employee & Employer Benefits) o Employee Benefit 

Better application submitted



Get more chances to call in interview



Better face that interview



More possibility of job opportunity



Become a good communicator and earn more attractions



Quickening of promotion



More visible; Positive impact on career progression



Becomes good Motivator, Efficient co-coordinator & Leader



Ensure better customer service in a service oriented company

o Employer Benefit: Prompt & quick decision making and effective communication save and earn a lot of money and a win-win situation maintained Organizational Function of Communication o Informing_ Sharing information, where 1 st party takes the initiative to communicate, gives message to the receiver that should be understandable and the 2nd party should have much interest. o Controlling_ Regulate some activities and behavior of the other party, for eg. Camera/other electronic product manuals have detail information about what to do/what not to do. o Persuading_ Influencing and convincing ability. Advertisements given in TV/other electronic media tries to make others agree they thought. o Co-ordinating_ Integration/co-operation/togetherness lack in PDB PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Lecture 3. Introduction (Continues….)

Characteristics affecting Human behavior

B. Social

A. Cultural   

Culture Sub-culture Social class

  

Reference group Family Roles & status

C. Personal     

Age Occupation Economic condition Lifestyle Personality

D. Psychological    

Motivation Perception Learning Beliefs & attitude

Human behavior

A. Cultural Factors Human behavior is deeply influenced by cultural factors such as: culture, subculture, and social class. • Culture Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. • Subculture Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. • Social Class Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc.

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B. Social Factors Social factors also impact the human behavior. The important social factors are: reference groups, family, role and status. • Reference Groups Reference groups have potential in forming a person attitude or behavior. It also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). • Family Human behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. Here we should note that buying roles change with change in consumer lifestyles. • Roles and Status Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status. C. Personal Factors Personal factors can also affect the human behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept. • Age Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. • Occupation The occupation of a person has significant impact on his behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. • Economic Situation Consumer economic situation has great influence on his behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products.

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• Lifestyle Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. • Personality Personality changes from person to person, time to time and place to place. It has different characteristics such as: dominance, aggressiveness, self-confidence etc. D. Psychological Factors There are four important psychological factors affecting the human behavior. These are: perception, motivation, learning, beliefs and attitudes. • Motivation The motivation is the drive that leads the consumer towards buying a product or service. If the motivation is high, meaning the need or perception of need is high, the individual will actively seek to satisfy that need. • Perception A person’s meaningful experience of the surrounding world is called perception. There are three different perceptual processes which are:

Selective attention (current need): Marketers try to attract the customer attention Selective distortion (pre-set mind): Customers try to interpret the information in a way that will support what the customers already believe Selective retention (remembers good points about favorable brands): Marketers try to retain information that supports their beliefs. • Beliefs and Attitudes Beliefs are the way people think about a particular subject or product. An attitude is the individual's consistently favorable or unfavorable evaluation, tendency or feeling about a particular subject. These beliefs and attitudes shape the consumer's perception of the product.

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Lecture 4. Business Letters Line Up. Lay-out and kinds of business letters – Interview, Appointment, acknowledgement, Claims, Orders, Grants, Promotion, Inquiries, Reply, Sales, Circular, Complaints, Credit refusals, personal evaluations etc.

Business Letter is important when 

A permanent record is required.



Formality is necessary.



A message is sensitive.



An organized, well-considered presentation is necessary.

THREE LEVELS OF LEARNING WRITING SKILLS Learning how to write effective communication, can be described at three levels: 

Choosing the right words



Constructing sentences



Designing paragraphs

(1) Choosing the right words A skilled writer should choose words such that the receiver gets the meaning in a precise manner, without different interpretations. Following guidelines are useful: (i) Searching words that the receiver understands Adaptation is a process of simplifying; it is not as easy as it sounds because:  Many individuals write at a more difficult level  Writers know the subject better than the receiver Extensive experience supports simplification. (ii) Using familiar words Familiar words enhance communication because they are easy to understand and absorb. Human memory favors familiar words as it speeds up filing and storage! For example, use: 

“Show” in place of “demonstrate”



“Use” instead of “utilize”



“Try” for “endeavor”

(iii) Choosing short words Short words communicate better; use: 

“Quit” in place of “terminate”



“Agreed” in lieu of “accorded”



“Last year” instead of “previous year”

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(iv) Using technical words with caution Every field of specialization has words that have specific meaning in that field and should be used when communicating with persons from the same area of specialization. They do not communicate well with others and hence should be used with caution, if at all. (2) Constructing sentences Length of the sentence is the most important feature of constructing sentences. In general, sentences should be adapted to readers. Long sentences are hard to read and harder to absorb. Short sentences enhance readability. A sentence should have 16 to 18 words, on the average. Sometimes longer or shorter sentences may be justified. A few good suggestions are: (i) Limiting content of a sentence Limiting content of a sentence would reduce its length. However, it should not be overdone. Too many short sentences make the reading choppy! (ii) Economizing on words Always look for shorter ways of saying things. A few suggestions are: (a) Avoiding cluttering phrases Go in for shorter expressions like: 

“If” for “In the event that”



“Like” for “Along the lines of”



“To” for “With a view to”

(b) Avoiding round about ways of saying things Round about ways of saying add words and verbosity to the sentences. Being direct makes it simple, short and impressive. (c) Avoiding repetition of words and phrases Repeating words and phrases is very boring and should be excluded from ones‟ writing. Only exception is when the writers want to emphasize something. (iii) Determining emphasis in the construction of sentence Short sentences emphasize content and long sentences dilute it although determining emphasis in a sentence is largely a matter of judgement. (iv)Using correct rules of grammar for sentence clarity Rules of grammar have emerged as a result of some customs but mostly because they help write logically and clearly. Students must know these rules of grammar to acquire effective writing skills. (v) Learning power of punctuation This is a group of distinctive signs that are used in writing and every writer must learn them properly. Some of the uses change like fashion over time and writers must remain updated on them. They add power to ones‟ expressions. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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(3) Designing paragraphs Paragraphs form the third link that is critical to acquiring effective writing skills. Besides words and sentences, they play a major role. Paragraph designing requires a clear thinking and a systematic mind. Design of paragraphs has a direct impact on the layout and presentation of the writing and contributes significantly in attracting and retaining readers‟ attention. A few guidelines are: (i) Paragraphs should exhibit unity of idea or topic Contents of a paragraph should relate to one idea (group of thoughts) or topic. However, unity can vary and so can the size of a paragraph. Ideally, a good test for a paragraph is that it should be possible to reduce the contents of a paragraph to one sentence or one statement. If it is not possible, unity of the paragraph is likely to suffer. (ii) Paragraphs should be kept short A paragraph should consist of 8 to 9 lines only. Paragraphs larger than 10 lines should be critically examined and „fat‟ cut off 

Large paragraphs are heavy and make reading dull and difficult



Short paragraphs appear well-organized and invite readers to read on with attention

Paragraph positioning enhances layout design. Suitable system of headings and subheadings can further improve the attractiveness of the prose. These days printers use colour schemes for titles etc to give „come hither‟ look to the readers. (iii) Positioning topic sentence to advantage Writers must become aware of the importance of positioning topic sentence in the design of a paragraph. It can help in designing good paragraphs. However, where it should be placed in a paragraph depends upon the writers‟ plan: (a) Placing topic sentence first It is the best option and many firms have adopted it as a policy guideline. (b) Placing topic sentence last Here the beginning sentence in the paragraph serves as an introduction. The paragraph ends with the topic statement that is the real content. (c) Placing topic sentence in the middle If topic sentence is placed in the middle of a paragraph, it dilutes the content. It is rarely used but, in specific situations, it can impart the requisite impact. (iv) Leaving unnecessary details out of the paragraph This requires good visualization of the receiver. One can make the paragraph smarter by omitting extraneous details. Much depends upon the writers’ judgment.

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Lecture 5. Business Letters (Continues….)

TYPES OF WRITTEN COMMUNICATION Written communication has a very large variety: 1 Letters 2 Memos 3 Telegrams 4 Tele-printer messages 5 Short reports (Informal) 6 Long reports (Formal) 7 Proposals 8 Company profiles 9 Product profiles 10 Applicant profiles or resume/ writing 11 Abstracts or Summary writing 12 Reviews and Comments 13 Minutes of meetings etc 14 Research papers Two popular forms – letters and memos are detailed below: Letters and Memos Letters and memos are the most traditional written business communication. Letters are commonly used to present official business information to other businesses, to individuals or to outside business stakeholders. Memos are usually an internal written communication format used to convey information to managers and employees. The three main types of written communication in business include business letters, memoranda and reports. Modern examples may extend to text messaging, social networking posts and multimedia business presentations. Memo/Letter Memo

Letter

1. Short version usually not for external use.

1. A written form mainly for external use but can be internal as well

2. Less formal

2. More formal

3. Most popular for office & library 3. News letters are like newspapers, policy correspondence.

statement/ code of conduct, reports, brochure, flyers and posters.

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IMPORTANCE OF BUSINESS LETTERS

(1) Role of Written Business Letters Letter messaging is a significant form of business communication. It also constitutes the major component of written communication and forms the backbone of a successful enterprise. A good letter message: 

Can pacify an angry customer (and a bad letter can annoy a customer)



May sell a new product (or spoil the sale of an established product)



May collect debt without hurting customers‟ feelings (or lose both money and customer)



May refuse a request yet win respect



May grant a request yet incur ill will

(2) Need for Written Business Letters (i) Every business has to maintain contacts with suppliers, customers / prospects, government agencies, employees, bankers, investors etc. Most often these happen through business letter. (ii) Companies have to correspond with other enterprises for varied reasons: 

Placing orders for goods & services required from other firms



Acknowledging and executing orders for other firms



Granting credits to other parties



Negotiating credits from other parties



Securing credit facilities etc from banks



Sending statement of accounts for debtors



Receiving statement of accounts from suppliers etc

(iii) Letter messaging may be of less importance for small businesses but it is not dispensable. In fact, a certain amount of letter writing is essential for day to day living in the modern knowledge society.

FUNCTIONS AND OBJECTIVES OF LETTER MESSAGING (1) Functions of Letter Messaging According to a reputed expert, L Gartside, followings are the primary and secondary functions of letter writing: (i) Primary functions 

Providing a convenient and inexpensive means of communications without personal contact



Seeking or giving information

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

Furnishing evidence of transaction entered in to



Providing a record for future reference

(ii) Secondary functions 

Creating goodwill for the company



Making an impression as an efficient and reliable firm

(2) Objectives of Letter Messaging More important ones are: 

Serves as a record for future use – copies can be sent to functionaries in different locations for future reference



Leaves a more durable impression on the receiver than an oral message



Can reach anywhere in the firms‟ hierarchy and even levels that are difficult to access normally



Can be sent to different regions, countries and continents where oral or personal contacts are difficult, thus widening firms‟ reach and access



Forms authoritative, legal document for contracts and collaborations in business



Is used for building goodwill, image and reputation.

TRADITIONAL CLASSIFICATIONS OF LETTERS Letter messages have evolved over a long time. A traditional way of classifying these letters in five different ways is as below: (1) Classifying on the basis of nature of contact (i) Personal letters These are written to friends and relatives and follow informal and friendly style. They help: 

Exchange information



Seek information



Seek help, guidance or advice etc

(ii) Impersonal letters These are usually business letters written in formal style. They are intended to exchange communication among individual functionaries, firms and institutions.

(2) Classifying on the basis of approach Three categories are: PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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(i) Direct letters In these letters, one comes direct to the point without any introductory remarks. Such letters are useful for: 

Enquiries



Quotations



Orders



Good news messages



Offers of appointment



Promotions



Instructions for job

(ii) Indirect letters Theme of such letters is not pleasant as they concern bad news like: 

Not being able to sanction the loan



Cannot concede the claim preferred



Not being able to accept the terms asked for

In such letters, there is always an introductory sentence that is intended to put the receiver in a good frame of mind.

(iii) Persuasive letters These are mainly sales letters where one has to think of an opening that catches readers‟ attention immediately and prompts him to read on. The message is aimed at persuading readers to buy the product or acquire / experience the service offered. (3) Classifying on the basis of types of communication Four types are: (i) Official letters These are letters written to Government, semi-government and other statutory authorities and are addressed formally. (ii) Demi-official (DO) letters These are also official letters but are addressed to a person by name. DO letters are written if matter: 

Requires personal attention of the addressee



Is of confidential nature



Is urgent requiring immediate disposal / response

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(iii) Form letters These are letters that are used for correspondence on routine and recurring issues. These are usually preprinted as forms with suitable blanks and hence the name. These are used for: 

Acknowledgement



Reminders



Interviews



Notices



Appointments etc

Sometimes, various possible alternative responses are preprinted and the applicable paragraph(s) are ticked. They lack personal touch but save effort and time.

(iv) Internal letters These take the form of memos written among different functions and departments within an organization. They are eminently suitable for internal communication.

(4) Classifying on the basis of subject of the letters These may be one of the several types as below: 

Enquiries



Orders



Credit information



Collection of debts and dues



Complaints



Sales promotion



Sales circulars



Appointment of agencies etc

(5) Classifying on the basis of functions / departments of the firm A few major functional heads are: (i) Personnel letters These are letters emanating from personnel / human resource department: 

Inviting applications for notified vacancies



Calling for preliminary interviews



Calling for written tests



Calling for recruitment interviews

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

Sending offers of appointment



Issuing circulars for training and development



Issuing promotion, increment or bonus letters



Issuing warning letters etc

(ii) Purchasing letters These letters cover the correspondence for purchasing and other allied functions in materials management, supply chain functions etc: 

Inviting tenders or quotations



Placing orders for supplies and contracts for services & materials



Sending reminders



Sending complaint letters etc

(iii) Sales letters These are letters pertaining to the marketing and sales activities of the firm: 

Advertising, publicity and marketing communication



Marketing research and surveys of customers and competitors



Sales circulars



Giving and soliciting specific sales information etc

(iv) Accounting and finance letters These letters may relate to: 

Account payable



Account receivable



Banking



Investments etc

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Lecture 6. Fundamentals of Report Writing

Line Up. Definition, characteristics and types of reports; Interpreting findings, Organizing report information, writing the report, writing references

INTRODUCTION Business Report is an impartial, objective, planned presentation of facts to one or more persons for specific, significant business purpose. A report is a method of giving information about something seen or investigated. It is a formal presentation and is written complete with conclusions reached and recommendations made. It provides background material and relevant information in decision-making and action-taking. It is rightly said that reports carry information from those who have it to those who need it. They reflect flow of informat ion and have become integral part of modern information management for decision-making. OBJECTIVES After studying this unit, students shall be able to:

ring written reports

IMPORTANCE OF BUSINESS REPORTS Reports have become, over time, basic management tools for decision-making. These are extremely important for firms that have grown in size. All the facts and figures cannot be masterminded by one individual like a proprietor / entrepreneur does in a small enterprise. For larger firms, reports are indispensable. They have emerged as a very good way of ensuring participative management for better decision-making and carrying the business forward faster on the path of growth and expansion. ADVANTAGES OF WRITTEN REPORTS Among other merits, following could be enumerated: 1. Provide record for both the parties – sender and receiver 2. Provide a reference that can be distributed to all concerned 3. Writers have time to think and ponder before writing 4. Writers can change and chop the text several times before its submission 5. Receivers can go over the reports several times 6. Receivers can construct better response as they too have time to think and ponder PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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LIMITATIONS OF WRITTEN REPORTS A few major ones are: 1. No immediate feedback is available. 2. Lack of personal contact with the readers 3. Readers cannot ask questions by way of clarification 4. Text of the reports is not adjustable as is possible with oral reports CLASSIFICATION OF REPORTS Reports can be classified in several ways as under: (1) Classifying on the basis of form of communication 

Oral reports



Written reports

(2) Classifying on the basis of legality 

Informal (short) reports



Formal (long) reports

Formal reports can be further subdivided: 

Statutory reports



Non-statutory reports

(3) Classifying on the basis of frequency of issue 

Periodic reports (also called Routine reports)



Special reports

(4) Classifying on the basis of functions 

Informative reports



Interpretive reports (also called Analytical or Investigative reports)

(5) Classifying on the basis of nature of subject 

Problem determining reports



Fact-finding reports



Performance reports



Technical reports

(6) Classifying on the basis of number of persons entrusted to draft reports 

Reports by individuals



Reports by team



Reports by committee or sub-committee

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CHARACTERISTICS OF GOOD BUSINESS REPORT Following features stand out: (1) Accuracy of facts: Since reports are used for decision-making, inaccurate and unverified facts can lead to disastrous results. It is said, „What is worse than no information is wrong information‟. (2) Brevity: Difficult to define, it is also not possible to state it as a rule to be followed for writing reports. Good reports are brief but brevity should not be achieved at the cost of clarity nor should it be at the expense of completeness. Thus the reports should include everything that is relevant yet be brief! (3) Clarity: Clarity comes from orderly, systematic and clear thinking. Reports should be skillfully divided in to short paragraphs, giving headings and inserting signposts to attract attention and securing sustained interest of the readers who are indeed customers. (4) Free from grammatical errors: Good reports are a good piece of composition presented attractively and free of any grammatical error. If choice of words is faulty, construction of sentences is confusing and design of paragraphs is dull, reports would find few readers. If reports require too much of sorting out of data and sifting out the meanings before taking decisions, it would always leave a lurking doubt in the decision makers‟ mind. And if decisions do not reflect the conviction of management, they are unlikely to be implemented properly. (5) Objectivity of recommendations: Recommendations should be objective and impartial. These must be based on logical conclusions of the investigation, analysis and findings. Selfinterest of the individuals should not creep in directly or indirectly. (6) Unity and Cohesion: If the writers are clear about the main purpose of the report, it gives unity and cohesion to the report (7) Precision: Reports avoid extraneous issues and are precise and incisive. Precision adds value to the report. (8) Reader-orientation: Reader orientation is customer orientation. Writers must always keep the person(s) going to read the report in mind. Contents of reports to laypersons will be different from the reports prepared and submitted to experts and specialists. (9) Relevance: The facts and data should have a direct bearing on the main purpose of the message intended. Nothing relevant should be skipped nor any irrelevant data be added to make the report confusing. Exclusion of facts may make the report incomplete and is likely to mislead. (10) Simple language: Reports using simple, familiar words and direct construction of sentences call for a greater understanding of the subject. Only a deep knowledge enables PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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persons to throw up and use simple words and phrases for expressions. Reports should be free of trite expressions, clichés and figures of speech.

PREPARING A WRITTEN REPORT Written reports have emerged as very useful tools in decision-making in large organizations. Usually some vital decisions are taken and if companies have to survive and grow in competitive environments, quality and reliability of decisions must be world class. This requires great care while preparing the written reports. Six important steps are: 

Knowing the purpose of the report: This highlights the importance of crafting a good title for the report. The wordings of the title of the report should cover the purpose in a precise, concise and specific manner.



Visualizing the reader(s): Reports should adapt to the mental frame of the readers. If report is meant for a larger group, the typical characteristics of the receivers must be visualized and borne in mind while writing the report. In short, writers must have a healthy love and respect for their readers – report has to attract and sustain their attention



Choosing the ideas: After writing down the ideas, next step is to sequence them in some logical and systematic way for making it easier for the readers to understand and grasp the ideas.



Collecting all facts and data backing the ideas: Having collected all the relevant data, writers must edit in terms of the most suitable sequencing of the ideas for influencing the receivers. For ease of readability, all the data may not have to be put in the main body of the report – detailed tables, charts etc may be put in the appendices at the end of the report.



Organizing ideas in the most effective manner: The order in which the ideas will be presented is as important as the ideas themselves. The discipline of translating your thoughts in to appropriate words and organizing these thoughts and words logically has no equal in the intellectual training.



Writing, rewriting and rewriting: To revise any draft effectively, it should be read objectively and with a fresh mind from the viewpoint of the readers. Writers must read paragraph by paragraph and check the continuity of the ideas. Every word, figure and image must be checked thoroughly.

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Lecture 7. Fundamentals of Report Writing (Continues….)

Ways to Organize Report Text Section •

By criteria or topics: This is the most common way. The main headings could be the standards, factors, solutions, benefits…etc.

•

By order of occurrence. “Progress reports,

•

By order of location or space.

•

By procedure or process.

•

By order of importance or by alphabetization.

•

By order of familiarity or simplicity.

•

By sources.

•

By problem solution.

Five Important Cautions 1.

Place the most important ideas (Criteria) in the highest degrees of heading, considering report length, subject matter, and reader.

2.

Try to balance the sections as well as possible. For example, if section II.A, had 12 subheading and section II.B had no subheading, the proportion would be lopsided. Then try to narrow the scope of heading II.A (by rewarding it and by rearranging facts) and broaden II.B.

3.

Have at least two subheading if you divide any topic; for example, A.1 and A.2 never ever only A.1.

4.

The number of section headings neither too many nor too few. Usually three to seven main sections are desirable.

5.

Do not consider the report title as a section heading, and do not begin the first sentence with exactly the same words as the heading.

Components of a Business Report 1. Title Page: –

Name of the report

–

Name, title and organization of the individual receiving the report

–

Picture that is relevant to the report

–

Authors name, title, and organization

–

Date submitted

2. Acknowledgement: In the compilation, analyses of data, facts etc for the preparation of the report, the individuals or the team might have requested and received valuable PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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help and suggestions. It is a good practice to thank the persons individually or collectively for the help extended by them for the completion of the report. The acknowledgement should normally cover not more than half-full A-4 size word processed page and should be signed by all the persons who have authored the report. 3. Executive summary: The term „executive‟ has been derived from its usage in USA where „executive‟ are members of the top rung of the organization covering Chief Executive Officer (CEO), Chief Operating Officer (COO), Chief Finance Officer (CFO), Chief Information Officer (CIO) etc. This is an extremely important page and must be written in very compelling language covering the main recommendations. Executives read this page 3. Table of Contents: –

Show the beginning page number of where each report heading appears in the report

–

Connect the page numbers and headings with spaced dots (leaders)

–

Do not number this page

4. Introduction: –

Explain the purpose of the report

–

Describe its background and significance

–

Close the introduction by previewing the reports organization

5. Body/Results of study –

Discuss, analyze, and interpret the research findings

–

Discuss proposed solution to the problem

–

Arrange findings in logical sequence

–

Use clear, descriptive headings as well as charts, graphs and pictures to emphasize your points.

6. Conclusion and Recommendation –

Explain what the findings mean in relation to the original problem

–

Use numbered recommendations that suggest actions for solving the problem

7. Bibliography and webliography Writers tend to minimize the role of providing the necessary references in the bibliography. It gives a very favorable impression of the team and highlights the efforts put in by them for the in-depth study carried out. In the contemporary world, searching the web for seeking the latest development on any subject has become very popular especially with management students. The specific web sites consulted should get proper mention in the bibliography.

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Lecture 8. Practical Aspects of Business Communication

Line Up. Public speaking, Seminar Presentation, Interviews, Group Discussion, Effective listening and Nonverbal Communications (Body language, space, time), Correctness of communication (Grammar, Spelling, Capitalization), Negotiation Skills; Handling mail, filing and indexing, Media for communication, CRM

A. Public Speaking Everyone seems to be talking to every other person. It is human nature to be communicating, negotiating and marketing all the time with the aim of persuading others to own point of view. The sole purpose is to change the mind or way of thinking about a topic. Budding managers / leaders must become aware of the role of different elements that go to make a person an effective, persuasive speaker: (1) Articulation: Everyone should have a basic appreciation how the speech mechanism works in humans. He should be able to adjust the faculty of speech to suit the occasion. (2) Pronunciation: The speaker should be able to pronounce each word clearly and avoid slang to make a point. He should not slur the words and avoid speaking filler phrases like “I think” or “you know” etc. (3) Tone: One should avoid speaking in one tone, without varying it, as it will make the speech very monotonous and dull. One should modulate one’s voice to make it sound interesting. (4) Pitch: One should vary the wavelength and frequency of the voice. A good speaker keeps the listeners on their toes by continually changing tone and pitch of voice. This precludes speeches becoming boring. (5) Speed of delivery: An effective speaker has a control on his pace of delivery. A speed of 150 to 200 words per minute is normal. A faster delivery may appear insincere and a lower pace may sound like “lecturing”. It is possible to count words spoken per minute by taperecording the speech. A human brain can easily hear up to 400 words per minute. If speaker is slow, listeners‟ mind may wander away. (6) Pauses: Pause in speech is a critical tool. When speakers want to highlight any word, a pause just before that word would ensure that. If they want to emphasize the importance of a word, a pause just before and after the word would do it effectively. (7) Body language: The powerful language of gestures, sounds and expressions never tells a lie and does not mislead those who have a deep knowledge of it. A proper posture is very important – saggy shoulders and cross-legged sitting postures will not appear to be honest. (8) Volume: If one is screaming throughout one‟s speech, it may sound jarring and monotonous. On the other hand, a few well-meaning shouts so as to throw your voice to the PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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last row, may energize a speech and electrify the situation. It can be an effective tool for persuasion but should be used very carefully. (9) Quality of voice: Quality of voice can be measured by the impact it has on the audience. Everyone must try to keep the vocal quality high because it is what distinguishes one speaker from another! (10) Variety in speaking: A seasoned speaker keeps varying the voice of delivery – tone, pitch, speed and volume, to make it sound interesting. Change should be brought in every 30 seconds or after every paragraph. Variety in speech delivery keeps the listeners locked in to it as it sounds interesting. The speaker should let the words speak for themselves as listeners reflect on them through his voice.

B. Presentation Skill Speakers lack the skills and confidence to make effective presentations. We have all been victims of speakers who put us to sleep. Despite knowing how ineffective many speakers are, many of us have found that, despite the best intentions, we haven’t fared much better. Preparing Content: 3As 1. Analyze your AUDIENCE 

What are their names, titles, backgrounds, reasons for attending, etc…?



What are their big concerns?



What are their objectives, fears, hot buttons, and attitudes?



What is their perception of you and your institution?



What are their questions likely to be?



What is personally at stake for them?



How much detail do they need?

2. Define what ACTION you want them to take 

What action do you want the audience to take?



Define it in terms of the audience.



What will they feel, believe, and do after hearing your talk?

3. Arranging Your ARGUEMENT 

Shake hands with the audience.



Get to the point.



Present your theme.



Develop your agenda point by point.



Summarize and recommend.

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Important considerations 1. Eye Contact 

Never let them out of your sight.



Looking them in the eye makes them feel that they are influencing what you say.



Eye contact allows the presentation to approximate conversation—the audience feels much more involved.

2. Voice 

Articulation



Pronunciation



Vocalized pauses



Rate of speech



Volume



Pitch or tone



Emphasis

3. Body Language (Things not to do) 

Stand immobile



Use a single gesture repeatedly



Examine or bite your fingernails



Cross your arms in front of your chest



Chew gum or eat candy



Click or tap your pen, pencil or pointer



Shuffle your notes unnecessarily



Tighten your tie or otherwise play with your clothing

Interview Skills The Do’s •

Dress appropriately for the industry. When in doubt, go conservative.

•

Personal grooming and cleanliness should be impeccable. Keep cologne or perfume to a minimum. Pay particular attention to hands and fingernails.

•

Arrive 10 minutes early. Know the exact time and location of your interview; know how long it takes to get there, park, and find a restroom to freshen up.

•

Offer a firm handshake, make eye contact, and have a friendly expression when you are greeted by the interviewer.

•

Maintain good eye contact during the interview.

•

Sit still in your seat; avoid fidgeting and slouching.

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•

Ask for clarification if you don’t understand a question; and be thorough in your responses while being concise in your wording.

•

Treat the interview seriously and show interest in the employer and the opportunity presented and respond to questions in a positive manner.

•

Evaluate the interviewer and the organization. An interview is a two-way street.

•

Make sure you understand the employer’s next step in the hiring process; know when and from whom you should expect to hear next.

Interview Don’ts •

Don’t make excuses. Take responsibility for your decisions and your actions.

•

Don’t make negative comments about previous employers or supervisors (or others).

•

Don’t give the impression you are only interested in salary.

•

Don’t act as though you would take any job or are desperate for employment.

•

Don’t chew gum or smell like smoke.

•

Don’t take cell phone calls during an interview. If you carry a cell phone, turn it off during the interview.

Business Negotiation Skills “Negotiation involves two or more parties with competing or conflicting interests or needs, working towards an agreement on how they will cooperate.” (Tillett, 1991)

12 Conflict Resolution Skills 1. Think Win/Win 2. Creative responses that transform problems into creative opportunities 3. Build empathy by using active listening to clarify understanding 4. Apply assertiveness strategies to attack the problem and not the person 5. Eliminate “power over” to build “power with” others 6. Manage emotions by expressing fear, anger, hurt, and frustration wisely to effect change 7. Name personal issues that cloud the picture 8. Map the conflict by defining issues of common needs and concerns 9. Design creative solutions together 10. Plan and apply effective negotiation strategies to reach agreement 11. Help conflicting parties move towards solution through mediation 12. Broaden perspectives to evaluate problems in a broader context

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Business Discussions (Brainstorming) Brainstorming is a group discussion in which individuals use the free flow of ideas to generate as many thoughts as possible within a defined period of time. Brainstorming is a great tool to: 

Expand creative thinking and identify issues or opportunities



Identify possible causes of a problem and identify data collection requirements



Identify possible solutions to a problem and see different points of view

5 Steps to Effective Brainstorming 1. Clearly define the topic to be brainstormed. 2. Aim to generate as many ideas as possible in 20-30 minutes. 3. Don't change, criticize or evaluate any idea. 4. Encourage each member to present as many ideas as possible. 5. Keep going until all ideas have been presented. Evaluate Results At the end of a successful brainstorming session you will have a long list of ideas. Now you will need to separate the “jewels” from the “junk” and create a manageable list of feasible ideas that are worthy of further investigation. Here's how: 

Clarify: Make sure everyone understands what each idea means.



Categorize Ideas: Combine related ideas. Re-write your list or rearrange post-it notes. TIP: If you want to group the ideas, an affinity diagramming process might be the best way to proceed.



Rank Order Ideas: Ranking the brainstorming results helps to focus a team's efforts to find workable solutions to the issue at hand.

The Leader's Role: To successfully lead a brainstorming session it is often more effective to think of yourself as facilitating rather than leading. This distinction is particularly important if you happen to hold a leadership position in the company. Here are some of the key responsibilities: 

Make sure the group is clear about the topic that is to be brainstormed and stimulate ideas



Explain the rules and make sure they are followed



Help phrase ideas clearly and write ideas down



Don't let your extroverts dominate the discussion, solicit input from of quieter members



Keep the discussion within the established time limit.

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Lecture 9. Practical Aspects of Business Communication (Continues ….)

Medias of Communication Media Type TV

Potential

Target

Advantage

Disadvantage

Mass media – can reach many people; High status

Public

Radio

Same as above

Public

Expensive; Programs not always on at convenient times; Not everyone has TV; No room for interaction unless linked to a TV call in show Relatively inexpensive (compared to TV); Programs not always on at convenient times; No room for Interaction; Audio only, no visual communication

Newspap er

Same as above

Literate People

Wide reach; High perceived credibility; Audio and visual; Good for simple messages and slogans; Can help to generate interest, awareness and excitement Medium to wide Reach; High status; Good for simple messages and slogans; Can help to generate interest, awareness and excitement Can review and re-read as needed

Websites /internet & blogs

Need to be computer literate

Literate public; Specific list serves and networks can be set-up for particular audiences/clients such as the media directly

Mobile phones and text messages

Tremendous potential for 1 on- 1 communication directly.

Specific publics, teenagers in particular

Posters

No potential for feedback, unless widely tested or if produced together with communities through participatory processes No potential for feedback, unless widely tested and produced

General and specific publics

Can deliver simple messages and slogans; Not necessarily expensive and can often be produced in-house

General and specific publics

Can deliver more information than posters, good for instructional info; Don’t have to be

Brochure

Global info can be obtained, not only local or regional; Youth becoming computer savvy; List-serves can be quite inexpensive; Can establish links to other sites; Can also establish pages on existing sites Growing reach, especially in rural areas; Low cost for text messages; Highly popular

PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

Requires literacy; Not as deep reach as TV or radio; Publication depends on the whim of editors Computers needed and may not be widespread; List serves and websites require someone to manage and facilitate them and provide content as well as technical assistance

Text messages must be short; Best if linked or tied to other communication efforts Requires visual and written literacy; Generally better for simple messages and slogans

Limited to specific Distributions; Requires visual and written literacy Page 33

Fact sheets and flyers

Newslett ers

Instructio nal video

Public presentati ons & communi ty meetings, service clubs, etc. Power point presentati ons

through participatory workshops with participants No potential for feedback

expensively produced

General audiences

No potential for feedback unless produced with community input – then can be highly effective at promoting local innovations and activities particularly if local people ‘report’ and write the news items Feedback and questioning can be built into the presentation and learning

General and specific publics

Lots of potential for interaction and participation

Different audiences can be targeted directly

Can incorporate feedback

Good for more sophisticated audiences like service clubs and professionals,

Target audiences

Can be distributed after meetings, in markets; Can also be mailed; Cheap if done in B&W on colored paper; reviewed at leisure; Inexpensive/cheap; Can be produced in house through desktop publishing Can deliver more information than posters and brochures; Not necessarily expensive, can be done in-house; Good for reporting on progress and achievements; Credibility can be high if produced by community (people like to see themselves in print); Can be produced in house through desktop publishing Can be paused for deeper discussion and replayed as Needed; Most communities are likely to have at least one VCR; High status; Equipment is getting cheaper to use and purchase; Can record ‘before’, ‘during’ and ‘after’ steps in process; Can be played back immediately Encourages group Formation; Helps to publicize general info; Generates local Ownership; Builds partnerships

limited to specific information for specific topics – single facts or tips

If well done, good for marketing or selling ideas and generating interest; Can be accessed over the internet

Requires computer skills and equipment to view, projectors; Cannot communicate large

PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

Limited to specific Distributions; Requires visual and written literacy

Requires editing equipment and software unless in camera taping is followed; Usually needs to be supported with other printed materials; Can be over-used when other methods may be more appropriate; More expensive costs up-front

Only good for one off moments in a process; Need to be held when people are available (nights, weekends); Don’t always attract desired audience

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civil servants

Bumper stickers Billboard

Not General public participatory at and specific all audiences Same as above

Usually attractive; But not all cars will post them Best for one main message or slogan; Fairly permanent depending on duration posted Highly visible Highly popular; Lots of information and tips can be included

Diaries, Calendar

Can be General publics participatory if and specific local audiences communities and audiences are profiled

Promotio nal items such as T-Shirts, cups, aprons, caps, shopping bags, etc Campaig n Slogan competiti on

Participatory, to shoppers, the mothers, extent that people consumers like them and use them

moderately inexpensive; make a visible statement in the market popular

Participatory to the extent that people get involved. Depending on the personality, they can be highly engaging and interactive and attract high levels of community/audie nce participation

inexpensive to generate, even free; can help to unify all materials and outputs if the right people are committed, can lend high status and credibility to a strategy and to its messages

Goodwill ambassad ors (sports figures, singers/c elebrities, beauty queens, personali ties)

general public

different ambassadors can be identified for different target audiences

PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

amounts of detailed information; Requires electricity and some amount of technical savvy; Projectors can be expensive Message/slogan needs to be kept short and punchy Very expensive; People forget to notice after a while

Very expensive to produce – particularly in color; People expect them to be free; Limited to oneyear only, unless designed in such a way that tips/info can be torn off and kept for future reference (such as: menu ideas, shopping tips, etc.) can be costly to produce, although can be done in partnership with small enterprise

can generate a slogan that is ultimately not usable or effective; require effective organization and promotion not always available; have to work around their schedule; not always ‘reliable’; must be credible; not always willing to work for free or for charity; may not actually believe or practice the recommendations being promoted

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Lecture 10. Practical Aspects of Business Communication (Continues…)

Customer Relationship Management (CRM) CRM is “the development and maintenance of mutually beneficial long-term relationships with strategically significant customers” (Buttle, 2000)

Understanding Customer Relationship Management (CRM)? CRM is a business philosophy based on upon individual customers and customised products and services supported by open lines of communication and feedback from the participating firms that mutually benefit both buying and selling organisations. The buying and selling firms enter into a “learning relationship”, with the customer being willing to collaborate with the seller and grow as a loyal customer. In return,, the seller works to maximize the value of the relationship for the customer’s benefit. In short, CRM provides selling organisations with the platform to obtain a competitive advantage by embracing customer needs and building value-driven long-term relationships. Functions of Customer Relationship Management

The role of salespeople as relationship builders and promoters o identifying potential customers and their needs; o approaching key decision makers in the buying firm; o negotiating and advancing dialogue and mutual trust; o coordinating the cooperation between the customers and their company; o encouraging the inter-organisational learning process; PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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o contributing to constructive resolution of existing conflicts; and o leading the customer relationship development team

Managing Customer Relationships The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer. Initiating the relationship o Engage in strategic prospecting and qualifying; o Gather and study pre-call information; o Identify buying influences; o Plan the initial sales call; o Demonstrate an understanding of the customer’s needs; o Identify opportunities to build a relationship; and o Illustrate the value of a relationship with the customer Developing the relationship o Select an appropriate offering; o Customise the relationship; o Link the solutions with the customer’s needs; o Discuss customer concerns; o Summarize the solution to confirm benefits; and o Secure commitment. Enhancing the relationship o Assess customer satisfaction; o Take action to ensure satisfaction; o Maintain open, two-way communication; and o Work to add value and enhance mutual opportunities. Relationship networks The ultimate outcome of a successful CRM strategy is the creation of a unique company asset known as a relationship network. A relationship network consists of the company and its major customers with whom the company has established long and enduring business relationships. The additional aspects of a global salesperson’s job are to: o Manage customer value; o Act as customer advocate; and o Enhance customer loyalty and build a “health” and profitable network of relationships. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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B. Communication in Hospital settings

Lecture 11. Hospital Management

The hospital is a complex organization and an institute which provides health to people through complicated but specialized scientific equipment, and a team of trained staff educated in the problems of modern medical science. The hospital pharmacy deals with the supply of drugs, the filling of special prescriptions, with the manufacture of drugs. with the storage and dispensing of narcotic and biological products, with the supply and storage of ancillary products.

Figure: Departmental organization in a large hospital pharmacy operation

A. 1. Patient admission and discharge communications Although each hospital introduces variations, the following is a step-by-step outline of the procedure entailed in a decentralized unit-dose system: o Upon admission to the hospital, the patient is entered into the system. o Diagnosis, allergies and other pertinent data are entered on to the Patient Profile card. o Direct copies of medication orders are sent to the pharmacist. o The medications ordered are entered on to the Patient Profile card. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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o Pharmacist checks medication order for allergies, drug –interactions, drug-laboratory test effects and rationale of therapy. o Dosage scheduled is coordinated with the nursing station. o Pharmacy technician picks medication orders. Placing drugs in bins of Transfer card per dosage schedule. o Medication card is filled for particular dosage schedule delivery. o Pharmacist checks card prior to release. o The nurse administers the medication and makes appropriate entry on her medication record. o Upon returns to the pharmacy, the card is rechecked. o Throughout the entire sequence, the pharmacist is available for consultation by the doctors and nurses. In addition he is maintaining surveillance for discontinued orders.

A. 2. Patient Communication/Counseling Patient counseling is defined as one-on-one interactive sessions designed to modify patient knowledge and behavior. It also refers to the process whereby a pharmacist listens a patients concern about his or her drug therapy and offers education appropriate for the patient’s need.

Importance of patient counseling: o To promote adherence to medications and avoid treatment failure and future hospital admissions o Helps patients cope with their disease and any medication side effects that might occur o Important to avoid potential drug interactions with OTC, herbal, and prescription medications

Patient Counseling Process The pharmacist should be aware of barriers to counseling o Disease state: dementia, stroke o Language: verify primary language o Hearing/vision problems o Environmental: noise, lack of privacy o Educational level (reading ability) o Patient motivation: disinterest in learning o Lack of pharmacist training/time

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Minimize Barriers: Effective Communication Skills  Proper environment o Private, quiet: Free of distractions, e.g., patient should have pain controlled; ask patient to lower volume on the TV etc. o Introduce yourself  Greet the patient  Explain your purpose  Ask the patient’s permission to counsel  Know your audience o Educational level: tailor talk for understanding o Use appropriate language o Religious or ethnic beliefs (e.g. need to avoid blood products or specific foods)  Be specific o Name of medication (brand/generic), dose, dosage form, schedule o List precautions: e.g., use sunscreen, avoid milk o How to administer (Sub-Q, PO, IM etc.) o Special directions and precautions o Necessary lab tests  Be selective o Cover major / common side effects o Cover major / common drug interactions o Cover patient specific indication o Emphasize benefits of medication o What to do if dose(s) missed o Duration of therapy o Provide written information o Summarize key points  Be sensitive/empathetic o Listen to the patient o Speak distinctly and clearly o Return later if patient indisposed, not alert, distracted, has visitors etc.

Common Topics of Patient Counseling  Name (generic)  Intended use and expected action PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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 Route, dosage form, dosage and administration schedule  Special directions for preparation, storage or administration  Precautions to be observed while taking  Common side effects, how to avoid or action required if they occur  Techniques for self-monitoring of drug therapy  Potential interactions or therapeutic contraindications  Refills  What to do if you miss a dose  Any other information this patient may need to ensure safe use

A. 3. Dispensing routine and record keeping Writing the Order: Medications should be given (with certain specified exceptions) only on the written order of a qualified physician or other authorized prescriber. Allowable exceptions to this rule (i.e., telephoned or verbal orders) should be put in written form immediately and the prescriber should countersign the nurse’s or pharmacist’s signed record of these orders within 48 (preferably 24) hours. Only a pharmacist or registered nurse should accept such orders. Provision should be made to place physician’s order in the patient’s chart, and a method for sending this information to the pharmacy should be developed. Prescribers should specify the date and time medication orders are written. Medication orders should be written legibly in ink and should include:  Patient’s name and location (unless clearly indicated on the order sheet).  Name (Generic) of medication.  Dosage expressed in the metric system, except in instances where dosage must be expressed otherwise (i.e., units, etc)  Frequency of administration.  Route of administration.  Signature of the physician.  Date and hour the order was written. Any abbreviations used in medication orders should be agreed to and jointly adopted by the medical, nursing, pharmacy, and medical records staff of the institution. Any questions arising from a medication order, including the interpretation of an illegible order, should be refer to the ordering physician. It is desirable for the pharmacist to make (appropriate) entries in the patient’s medical chart pertinent to the patient’s drug therapy. Also, a duplicate record of the entry can be maintained in the pharmacy profile. In computerized patient data systems,

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each prescriber should be assigned a unique identifier; this number should be included in all medication orders. Unauthorized personnel should not be able to gain access to the system.

Medication Order Sheets: The pharmacist (except in emergency situations) must receive the physician’s original order or a direct copy of the order before the drug is dispensed. This permits the pharmacist to resolve questions or problems with drug order before the drug is dispensed and administered. It also eliminates errors, which may arise when drug orders are transcribed onto another form for use by the pharmacy. Several methods by which the pharmacy may receive physician’s original orders or direct copies are: 3. Self-copying order forms. The physician’s order form is designed to make a direct copy (carbon or NCR), which is sent to the pharmacy. This method provides the pharmacist with a duplicate copy of the order and does not require special equipment. There are two basic formats: a.

Orders for medications included among treatment orders. Use of this form allows the physician to continue writing his orders on the chart as he has been accustomed in the past, leaving all other details to hospital personnel.

b. Medication orders separated from other treatment orders on the order form. The separation of drug orders makes it easier for the pharmacist to review the order sheet 2. Electromechanical Copying machines or similar devices may be used to produce and exact copy of the physician’s order. Provision should be made to transmit physician’s orders to the pharmacy in the event of mechanical failure. 3. Computerized Computer systems in which the physician enters orders into a computer, which then stores and prints out the order in the pharmacy or elsewhere, are used in some institutions. Any such system should provide for the pharmacist’s verification of any drug orders entered into the system by anyone other than an authorized prescriber.

A.4. Vendors Dealing (for drug & other hospital equipment supply) A hospital has long-term contracts with several suppliers for all of the hospital's requirements of certain items at set prices. The contracts made have to run for years. The contracts have clauses saying that the supplier will remain price competitive. The hospital's materials manager learns that, by joining a group purchasing association for all of a large number of items, the items covered by the long-term contract can be purchased at better prices. A purchase pharmacists must be there to deal or negotiate for their prices and time for delivery.

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A. 5. Inspection of nursing drug cabinets emergency boxes, and night drug cabinets During such times as a hospital pharmacy may be unattended by a pharmacist, arrangements must be made in advance by the director for the provision of drugs to the medical staff and other authorized personnel of the hospital, by use of night cabinets or floor stock, or both, and in emergency circumstances, by access to the pharmacy. A pharmacist must be available for consultation during all absences; this protocol can be accomplished by telephone. If night cabinets are used, the following should prevail: absence of a pharmacist, must be by locked cabinets or other enclosures constructed and located outside of the pharmacy area, to which only specifically authorized personnel may obtain access by key or combination, and which is sufficiently secure to deny access to unauthorized persons by force or otherwise. The director shall, in conjunction with the appropriate committee of the hospital, develop inventory listings of those drugs to be included in such cabinets and shall ensure that: a. Such drugs are available therein, properly labeled. b. Only prepackaged drugs are available therein, in amounts sufficient for immediate therapeutic requirements. c. Whenever access to such cabinets shall have been gained, written physician’s orders and proofs of use, if applicable, are provided. d. Written policies and procedures are established to implement their requirements of this subsection.

A. 6. Clinical Drug literatures and information resources A pharmacist must be acquainted with Medline/Pubmed, Embase, Toxnet, PDR, BP/USP/BNF, MIMS/QUIMP, MICROMEDEX, Access Medicine Drug Index, TGA, RPhWORLD online or handling hard copies so as to upgrade himself with current drugdisease-diagnosis updates.

A. 7. PHARMACY TECHNICIANS IN THE PHARMACEUTICAL SERVICES  Receiving written prescriptions or requests for prescription refills from patients or their caregivers  Verifying that the information on the prescription is complete and accurate.  Counting, weighing, measuring, and mixing the medication  Preparing prescription labels and selecting the container  Establishing and maintaining patient profiles  Ordering and stocking prescription and over-the-counter medications PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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 Assisting with drug studies  Taking prescriptions over the telephone  Transferring prescriptions  Tracking and reporting errors

Definitions: 1. “Order”: The direction for the drug, strength and frequency of administration as written on the Doctor’s Order Sheet of the patient’s Medical Record. 2. “Prescription”: The direction for the drug, strength, quantity, and frequency of administration as written on a prescription blank by a doctor for dispensing by the Pharmacy. 3. “Administer”: The word “administer” is employed when a nurse or other properly qualified individual gives medication to a patient, pursuant to the order of a qualified practitioner. 4. “Dispense”: The word “dispense” is employed when a pharmacist gives medication to a nurse or other properly qualified individual in accord with the directions of a properly written prescription. 5. “Doctor”: This term is herein employed to indicate and individual who has qualified for and has received a number from the Drug Enforcement Agency. 6. Addict: Any individual who habitually uses any narcotic drug so as to endanger the public morals, health, safety or welfare, or who is so far addicted to the use of narcotic drugs as to have lost the power or self-control with reference to his addiction. 7. Administer: The direct application of a controlled substances to the body of a patient or research subject by a practitioner or his agent or by the patient or research subject at the direction and in the presence of the practitioner. 8. Controlled Substances: A drug or other substance, or immediate precursor, included in schedule I, II, III, IV or V of Part B of this title. The term dose not includes distilled spirits, wine, malt beverages or tobacco.

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Lecture 12. Handling Prescriptions

A prescription is a written, verbal, or electronic order from a practitioner or designated agent to a pharmacist for a particular medication for a specific patient.

Who can write a prescription?  Practitioners: Physicians, veterinarians, dentists, podiatrists  Mid-level

practitioners:

nurse

practitioners,

physician

assistants,

optometrists,

pharmacists B.1. Contents of the Prescription Under Texas State Law, all prescriptions should have the following essential elements: o Date of the order  Date the prescription is issued or written  Allows the determination of the life of the prescription to validate refills 

Legend drugs – expire 1 year from date issued



Controlled drugs 

CIII-CV – expire 6 months from date issued



CII – expire 7 days from date issued

 Ensures continual patient supervision  Promotes patient follow - up o Patient Name and Address  Full first and last name: Middle initial may be helpful  Full address  DOB – not required, but will be helpful in further identifying the correct patient to prevent medication errors o Name of the drug  Availability  Cost  A Drug - $10  B Drug - $25  C Drug - $45  D drug – Full price  Full payment o Strength of the drug  Be familiar with drugs and their various dosing strengths and dosage forms PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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 When in doubt, use references or call pharmacy for help  Be familiar with dosing units and their corresponding abbreviations (Handout 4)  Weight – based dosing  Always convert patient weight to correct units (kg)  Liquid medications  One product may be available in a number of concentrations  Be familiar with various product concentrations  Indicate BOTH concentration and dose of medication Example: Cephalexin suspension 125 mg/ 5 ml 1 teaspoon (5 ml) every 6 h 200 ml o Quantity of the drug  Prescribe only necessary quantity  Write for specific quantities rather than time period (for example: dispense #30 vs. dispense for 1 month)  Calculate: quantity = frequency per day x treatment days  Writing out “Dispense # X” is helpful o Directions for use  Write out in full English or use Latin abbreviations (Handout 5)  Latin abbreviations – more convenient, more potential for mistakes 

Avoid Dangerous Abbreviations (Handout 3)

 Provide clear and specific directions 

Avoid “Take as Directed.”

o Intended use of the drug, unless practitioner feels indication is not in best interest of patient  Encouraged, seldom practiced  Helps confirm appropriateness of medication  Reminds patient of drug’s purpose  Facilitates communication between health care providers o Practitioner Name, Address, Telephone number  Validates prescription  Provides contact information to clarify any questions  Information based on practitioner’s usual place of business o Refills  Refills are not required

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 To avoid interrupting maintenance therapy, practitioners can authorize refills on a written prescription  Non-controlled substances - No limit to number of refills allowed. Use Discretion.  Refills authorized are valid only for life of the prescription – 1 year  PRN – Refill as needed for 1 year

B. 2. Brief Description on Drug Packaging Insert Headings 

Composition Content of the unit



Description Therapeutic category, Physical properties, Kinetic profile



Mode of Action Discussion on therapeutic goal achievement



Indication Disease and conditions where the drug is applicable.



Dosage and Administration Unit dose measurement and time schedule



Side Effect The unwanted/untoward effects of the drug



Use in Pregnancy & Lactation



Overdose Impact of consuming more than dosage guideline.



Contra-indication The situation in which drug use is prohibited



Precaution Warning statement



Drug interaction Modification of the effect of one drug by another



Pharmaceutical Precaution Doings/not doings to maintain integrity.



Availability Commercial packing.

B.3. Routs of Drug Administration Enteral: desired effect is systemic (non-local), substance is given via the digestive tract i.

By mouth (orally), many drugs as tablets, capsules, or drops

ii.

Rectally, various drugs in suppository or enema form.

Topical: local effect, substance is applied directly where its action is desired. a.

Epicutaneous (application onto the skin).

b.

Intradermal (into the skin itself)

c.

Subcutaneous (under the skin), e.g. insulin.

i.

Eye drops (onto the conjunctiva), e.g. antibiotics for conjunctivitis

ii.

Ear drops - such as antibiotics and corticosteroids for otitis externa

iii.

Inhalation/Intra-nasal (through the nose) e.g. decongestant nasal sprays to be taken up along the respiratory tract e.g. inhalational anesthetics.

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iv.

Intra-vaginal or Vaginal suppositories are commonly used to treat gynecological ailments, including vaginal infections such as candidiasis.

Parenteral: desired effect is systemic, substance is given by other routes than the digestive tract. a.

Intravenous (IV) (into a vein), e.g. many drugs, total parenteral nutrition

b. Intra-arterial (into an artery), e.g. vasodilator drugs in the treatment of vasospasm and thrombolytic drugs for treatment of embolism c. Intramuscular (into a muscle), e.g. many vaccines, antibiotics, and long-term psychoactive agents. Recreationally the colloquial term 'muscling' is used. d. Intra-cardiac (into the heart), e.g. adrenaline during cardiopulmonary resuscitation (no longer commonly performed) e.

Intra-thecal (into the spinal canal) is most commonly used for spinal anesthesia and chemotherapy

f. Intra-peritoneal (infusion or injection into the peritoneum) e.g. peritoneal dialysis g.

Intra-vesical infusion is into the urinary bladder

h.

Intra-vitreal through the eye

B.4. Common abbreviations used for prescriptions o a.c. = before meals (from "ante cibum," before meals) o ad lib: use as much as one desires (from "ad libitum") o b.i.d. = twice a day o t.i.d. = three times a day (from "ter in die," 3 times a day) o caps = capsules o da or daw = dispense as written o g (or gm or GM) = gram, gtt. = drops (from "guttae," drops), h. = hour, mg = milligram, ml = milliliter o p.c. = after meals (from "post cibum," after meals) o p.o. = by mouth, orally (from "per os," by mouth) o p.r.n. = when necessary (from "pro re nata," for an occasion that has arisen, as circumstances require, as needed) o q.d. = once a day (from "quaque die," once a day) o q.i.d. = four times a day (from "quater in die," 4 times a day) o q.h. = every hour, q.2h. = every 2 hours, q.3h. = every 3 hours

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List of dangerous abbreviations, acronyms, and symbols Abbreviation

Potential Problem

Preferred Term

U (unit)

Mistaken as zero, four, or cc

Write “unit”

IU (international unit)

Mistaken as IV or 10

Write “international unit”

Q.D., Q.O.D.

Mistaken for each other.

Write “daily” and “every

Period after Q and O after Q

other day”

can be mistaken for “I” Trailing zero and lack of leading

Decimal point missed

Never write a zero by itself

zero

after a decimal point, and always use a zero before a decimal point

MS, MSO4, MgSO4

Write “morphine sulfate”

Confused for one another

or “magnesium sulfate” µg (microgram)

Mistaken for mg (milligram)

Write “mcg”

H.S. (at bedtime or half –

Mistaken for either meaning:

Write out “half – strength”

strength)

Also mistaken for every hour

or “at bedtime”

T.I.W (three times a week)

Mistaken for three times a

Write “three times weekly”

day or twice weekly

or “3 times weekly”

S.C. or S.Q. (subcutaneous)

D/C

Mistaken

for

SL

for

Write “Sub-Q” or “subQ”

sublingual or “5 every”

or “subcutaneously”

Interpreted

Write “discharge”

as

discontinue

whatever medication follows (typically discharge meds) c.c.

Mistaken for U (units) when

Write “ml” for milliliters

poorly written (Latin

Mistaken for each other (A.S.

Write out “left ear” or

abbreviations for left, right, both

for O.S., A.D. for O.D., A.U.

“right ear” or “both ears”

ears) O.S., O.D., O.U. (Latin

for O.U., Vise-versa)

Write out “left eye” or

A.S.,

A.D.,

A.U.

abbreviations for left, right, both

“right eye” or “both eyes”

eyes) PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Lecture 13. Handling Prescriptions (Continues….)

B. 5. Controlled drug prescriptions  Definition - a prescription drug whose use and distribution is tightly controlled because of its abuse potential or risk  Regulation is more strict  Federal law and State law regulate the storage, use, and disposal of controlled substances  Controlled drugs are divided into Schedules according to abuse potential  Schedule I (C-I) – Highest abuse risk. No safe medical use in U.S. Examples: heroin, marijuana, LSD, PCP, and crack cocaine.  Schedule II (C-II) – High abuse risk but have safe and accepted medical use. Examples: morphine, oxycodone, methylphenidate, dextroamphetamine.  Schedule III (C-III) – Abuse risk less than C-II and safe and accepted medical use. Examples:

Acetaminophen/Codeine

(Tylenol

#3),

acetaminophen/hydrocodone

(Vicodin), propoxyphene (Darvon).  Schedule IV (C-IV) – Abuse risk less than C-III and safe and accepted medical use. Examples: diazepam (Valium), alprazolam (Xanax), phenobarbital, chloral hydrate.  Schedule V (C-V) – Abuse risk less than C-IV and safe and accepted medical use. Mainly consist of preparations containing limited quantities of certain stimulant and narcotic drugs for antitussive and antidiarrheal purposes.

Checking and receiving prescriptions In dispensing of controlled substances, the following requirements should be considered with prescriptions: 1. Except when dispensed 2. Drugs may be dispensed on the oral prescription in an emergency situation. 3. Prescription shall be retained in conformity with the requirements of this law. 4. No prescription for a controlled substance in Schedule II may be refilled. 5. Controlled substances in Schedule III or IV may not be dispensed without a written or oral prescription in conformity. 6. Such prescriptions may not be filled or refilled more than 6 months after the date thereof or be refilled more than 5 times after the date of the prescription unless renewed by the practitioner. 7. No controlled substance in Schedule V that is a drug may be distributed or dispensed other than for a medical purpose. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Prescriptions filled with controlled substances in Schedule II may be written in ink or indelible pencil and must be signed by the practitioner issuing them. Prescriptions for narcotic substances in Schedules III, IV and V, must be kept in a separate file.

Consulting the prescriber It is in the additional role of managing medication therapy, in collaboration with prescribers, that pharmacists can now make a vital contribution to patient care. To do so, the role of the pharmacist needs to be redefined and re-orientated. The traditional relationship between the doctor as prescriber, and pharmacist as dispenser, is no longer appropriate to ensure safety, effectiveness and adherence to therapy. Pharmacists need to pay more attention to patientcentered, outcomes-focused care to optimize the safe and effective use of medicines. Dispensing is, and must remain, a responsibility of the pharmacy profession, but prescribing and dispensing should not be done by the same person. By taking direct responsibility for individual patients' medication-related needs, pharmacists can make a unique contribution to the outcome of medication therapy and to their patients' quality of life.

Compounding Compounding involves the preparation, mixing, assembling, packaging, and labeling of a drug or device in accordance with a licensed practitioner's prescription under an initiative based on the practitioner/patient/pharmacist/compounder relationship in the course of professional practice. The compounder shall be responsible for the following: • Certifying all prescription orders; • Approving or rejecting all components, drug product containers, closures, in-process materials, and labeling; • Preparing and reviewing all compounding records to assure that errors have not occurred in the compounding process; Following things that a compounding pharmacist needs to train: a. All employees involved in pharmaceutical compounding shall read and become familiar with

Pharmaceutical

Compounding—Nonsterile

Preparations,

Pharmaceutical

Compounding—Sterile Preparations. b. All employees shall read and become familiar with each of the procedures related to compounding, including those involving the facility, equipment, and personnel, actual compounding, evaluation, packaging, storage, and dispensing. c. The compounder shall meet with employees to review their work and answer any questions the employees may have concerning SOPs. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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d. The compounder shall demonstrate the procedures for the employee, and will observe and guide the employee throughout the procedure. The employee will then repeat the procedure without any assistance from, but under the supervision of, the pharmacist. e. When the employee has demonstrated to the compounder a verbal and functional knowledge of the procedure, then and only then, will the employee be permitted to perform the procedure without supervision. f. When the compounder is satisfied with the employee’s knowledge and proficiency, the compounder will sign off on the documentation records to show that both the employee and the compounder agree. g. The compounder shall continually monitor the work of the employee and answer any questions the employee may have concerning the SOPs.

Labeling 1. Products prepared in anticipation of a prescription prior to receiving a valid prescription should not be prepared in an inordinate amount. A regularly used amount should be prepared on the basis of a history of prescriptions filled by the pharmacy. These products shall be labeled or documentation referenced with the following: a. A complete list of ingredients or preparation name and reference or established name or distinct common name b. Dosage form c. Strength d. Preparation date e. Name and address of compounder f. Inactive ingredients g. Batch or lot number h. Assigned beyond-use date, based on published data, or appropriate testing, or USP–NF standards. Storage conditions for these products shall be dictated by their composition and sterility, e.g., stored in a clean, dry place (defined temperature condition), in a refrigerator, or at controlled room temperature. 2. The compounder shall examine the product for correct labeling after completion of the compounding process. 3. The compounder's prescription label shall contain the following: a. Patient's name b. Prescriber's name PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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c. Name and address of compounder d. Prescription number e. Established name or distinct common name (cannot use trademarked name of a manufactured product) f. Strength g. Statement of quantity h. Directions for use i. Date filled j. Beyond-use date/storage, etc. k. An appropriate designation that this is a compounded prescription 4. The compounder shall label any excess compounded products so as to reference them to the formula used, the assigned control number, and beyond-use date based on the compounder's appropriate testing, published data, or USP–NF standards.

Records and Report Keeping a. The compounder shall maintain records, including but not limited to, the hard copy of the prescription to indicate that the prescription is compounded. b. The compounder shall keep adequate records of controlled drug substances (scheduled drugs) used in compounding. c. All records of all compounded products shall be kept for a period of time as set forth in the laws or regulations. Such records shall be readily available for authorized inspection.

Prescription ownership and refilling. When a prescription is written it is the property of the pre-scriber until he delivers it to the patient, or to the druggist for the patient; it then ceases to be his and he has no legal right to recall it. If the patient has the prescription it is his to do with as he chooses, and when it is delivered to the druggist to be filled it becomes and remains the property of the druggist. The patient cannot demand its return nor can the physician, and should a prescriber for any reason wish to regain possession of one of his prescriptions that has been filled, he should remember that he is to ask the druggist for the favor of its return and not, demand it. It is the same proposition as if the doctor sent an order to a merchant to deliver to his servant a pair of shoes. The merchant should retain the order as his evidence of the transaction. Of course, the major object in the pharmacist retaining prescriptions is really that he may have them in case it is necessary to have them refilled.

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Preparation of orders All controlled substances orders and records must be typed or written in ink or indelible pencil and signed in ink or indelible pencil. Telephone orders A doctor may order a controlled drug by telephone in case of necessity. The nurse will write the order on the doctor's order sheet, stating that it is a telephone order and will sign the doctor's name and her own initials. The controlled drug may then be administered at once. The order must then be signed by the doctor with either his signature or his initials within 24 hours. Verbal orders A verbal order may be given by a doctor in an extreme emergency where time does not permit writing the order. The nurse must write the order on the doctor’s order sheet. The doctor must sign the order with either his signature or his initials within 24 hours. Information on daily controlled drug administration sheet The full information required on the Daily Controlled Drugs. Administration Sheet is as follows: 1. Date. 2. Amount given. 3. Patient’s full name 4. Patient’s hospital number. 5. Name of doctor ordering. 6. Signature of nurse administering. The following information is requested for auditing purposes and is not required by Federal law: 1. Number of tablets or ml administered 2. Filing out inventory column (to be retained for Pharmacy).

Prescribing controlled drug in out-patient department Prescriptions for Schedule II and other controlled substances drugs may be dispensed from Pharmacy and must include the following information. a. Patient s full name b. Patient’s address or hospital number c. Date d. Name and strength of drug prescribed. e. Quantity of drug to be dispensed PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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f. DEA number and signature of physician g. Frequency and route of administration The prescription must be written in ink or indelible pencil and shall not bear cross outs or erasures. Discharge prescriptions for Schedule II drugs must be picked up by a registered nurse.

Dispensing controlled drugs for home use Occasionally patients who require drugs for use at home are discharged from the hospital or released from The Emergency Ward during hours when the Pharmacy is closed. Whenever possible, a prescription signed by a member of the staff who has a License to practice medicine and a DEA number should be obtained. A staff physician whose DEA number is issued to an outside office should use his own prescription blank. If this is not available, then he must insert his office address on the hospital prescription blank. This will permit the patent or his relative to purchase the drugs at an outside pharmacy. If no physician is available, or during hours when the local pharmacies are closed, the following procedure is allowed.

Access to pharmacy during off hours whenever any drug is not available from floor supplies or night cabinets, and such drug is required to treat the immediate needs of a patient whose health would otherwise be jeopardized; such drug may be obtained from the pharmacy in accordance with the requirements of this section. One supervisory registered professional nurse and only one in any given eight-hour shift is responsible for removing drugs therefrom. The responsible nurse, in times of emergency, may delegate this duty to another nurse. The responsible nurse must be designated by position, in writing, by the appropriate committee of the hospital and, prior to being permitted to obtain access to the pharmacy, shall receive thorough education and training in the proper methods of access, removal of drugs, and records and procedures required. Such education and training must be given by the director of pharmacy, who shall require, at a minimum, the following records and procedures: a. Removal of any drug from the pharmacy by an authorized nurse must be recorded on a suitable form showing patient name, room number, and name of drug, strength, amount, date, time, and signature of nurse. b. Such form must be left with the container from which the drug was removed, both placed conspicuously so that it will be found by a pharmacist and checked properly and promptly; or, in the case of a unit dose, place an additional dose of the drug, or the box, on the form.

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C.

Communication in Pharmaceutical Industry and Regulatory Affairs

Lecture 14. Communication in Industry

Line up: Head office personnel communication with Sales, Distribution, Plant and MIS Team; Production and QC validation protocol & interpretation of analytical data, Batch Manufacturing Record (BMR) for shifting duty personnel.

Head office personnel communication (PMD activities) Currently pharmacists are engaged in Product Management Department (PMD), Medical Services Department (MSD), Sales Promotion/Medical Promotion, Clinical Services, Training for field forces, and International Marketing (IM) departments. A. Sales & Marketing coordination Sales and marketing coordinators directly supervise and coordinate the activities planned by sales and marketing executives. Their roles vary according to need and are therefore very diverse. Coordinators in some firms have entry-level responsibilities that resemble those of an office clerk. Other coordinators have duties more closely resembling those of a marketing manager. In general, coordinators implement the plans and strategies developed by senior management. They may be responsible for generating presentations and proposals, providing database management, coordinating photography, putting together trade show displays, and compiling sales and inventory reports. They also may help with surveys, web page design, newsletters, and promotions. In addition, coordinators may assist sales representatives by providing pre-sale, post-sale, and contract support. B. Marketing-Plant coordination Marketing plant coordinators need to be in close contact with production and product developments in certain issues like sales forecast, packaging materials design, regulatory issues like block list approval. They need to have a close contact with commercial department for the same issues because they need to arrange raw materials, packaging materials from local or distant sources. C. Pharmacist in sales In many countries of the developed world (such as, Japan, USA, Canada, etc.), Pharmacists are working as Medical Representatives/Sales team with highly paid salary for the promotion of drugs to the physicians. Our Pharmacists consider this job as a prestigious issue and they don’t have interest to engage themselves for such kind of jobs. Considering the present job crisis of Pharmacists in Bangladesh as well as considering the world scenario, Bangladeshi Pharmacists should engulf these job areas omitting the traditional job trend in our country. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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They can enjoy this job opportunity as they are best suited for those positions than the professionals working from any other disciplines.

Steps in a Sales Call to Customer Call Steps

Salesman’s Action

Prospecting

Find/Qualify/Classify/Categorize/Grade

Preparation

Analyze/Study/Set Objective/Plan

Approach

Secure access/Gain attention/Awake

Prospect's Action

Willing to see/ to listen

Interest Presentation

Find out needs/ Buying Motives,

Wants/ will benefit

Present Benefits Response Handling

Listen to the responses/ reactions,

Understands

Buying signals Closing

Ask for the commitment/order

Need/wants Will benefits

Post-call analysis

Follow through/ evaluation

Communication in Production Plant A. Production and QC validation protocol Most of the Pharmacists are currently working in the manufacturing of pharmaceutical finished drugs. They need to have good interviewing skills to thoroughly understand the system and get the information. Communication skill is important at two key points: 

Research prior to writing protocols

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Preparing validation documents

.Following type of information usually reflected by these documents: 

Data on operating the system

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Application Data instrumental

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Functions to be performed by the system

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Interface with other systems

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Environmental Conditions

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Diagnostics Availability

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Tests and calibrations

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Restrictions

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

Facilities requirements

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Equipment Requirements

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Process Requirements

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System Limits

Documentation 

Validation Master Plan

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Qualification Master Plan

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GMP Risk Analysis

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Validation Protocol

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Test protocol (including specification)

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Validation Report

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Summary of Deviations / Issues

B. Following SOPs and BMR for shifting duty personnel SOP provides guidance on the validation planning process and the purpose and minimum content requirements for a Validation Plan (VP). Validation standard operating procedures are written to provide explicit instruction on how to achieve the standards for those responsible for writing and executing master validation plans for drug, drug-device combination, diagnostic, pharmaceutical biotechnology, and bulk pharmaceutical chemicals products. Included is the ready-to-use template so that one can immediately save time and expense without missing any critical elements. SOP Format All SOPs have been uniformly designed and formatted. Information common to all SOPs is described below. First Page Company Name — At the top of each SOP, a box is provided to enter company name. SOP Number — Each SOP is assigned a unique number that appears at the upper-left corner of each page. Title — The title of each SOP appears at the top of the first two pages below the SOP number. The title describes the subject of the SOP. Date — Each SOP is assigned an effective date at the top of the page, to the right of the SOP number. The date describes the month, day, and year of implementation. Author — Each SOP is assigned a space to provide the author name, title, and the department, along with signatures and dates. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Checked by — Each SOP is assigned a space to provide the name, title, and the department of the person responsible for checking the contents of the SOP requiring the signature and date. Approved By — Each page of the SOP provides a space for the signature of the quality assurance or manager approving the SOP to prevent unauthorized changes. Revisions — At the end of each page is the revisions box. This box documents the revision number, section, pages, initials, and date. Other Pages Subject — Each SOP begins with the subject to provide key description of the SOP. Purpose — Each SOP is supported with reasons, describing the purpose. Responsibility — The space for responsibility clearly identifies who has to follow the procedures and who is responsible for the overall compliance with the SOP. Procedure — Following the purpose statement are the individual steps of the SOP, arranged in logical order to make the SOP easy to perform. Reason for Revision — At the end of each SOP, a space is provided to list the reasons why the SOP is changed, along with the date.

Also production pharmacists ensures areas and equipment are visually clean after following a validated cleaning procedure and ready for use as per SOP and only validated equipment is used and the asset number recorded on the BMR batch manufacturing record, that equipment calibrations have been performed as per SOP’s, documentation / materials are checked as per SOP and ensures during Sign-on process, declaration of area, keeping of Log books as per SOP’s and authorization of Batch Manufacturing records

C. Drug Master File DMF is a document prepared by a pharmaceutical manufacturer and submitted solely at its discretion to the appropriate regulatory authority in the intended drug market. There is no regulatory requirement to file a DMF. However, the document provides the regulatory authority with confidential, detailed information about facilities, processes, or articles used in the manufacturing, processing, packaging, and storing of one or more human drugs. Typically, a DMF is filed when two or more firms work in partnership on developing or manufacturing a drug product. The DMF filing allows a firm to protect its intellectual property from its partner while complying with regulatory requirements for disclosure of processing details.

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Interpretation of QC analytical data Quality Control (QC) is an important task in the pharmaceutical industry. It not only protects the manufacturer against compensation claims, but also guarantees the patient a safe and effective product. QC measurements include stability testing of the drug formulation, dissolution testing and analysis of raw materials and synthesis products. Pharmaceutical quality control testing is usually a matter of repetitive testing of samples of APIs or of a limited number of pharmaceutical products. Quality control laboratories may perform some or all quality control activities, e.g. sampling, testing of APIs, excipients, packaging materials and/ or pharmaceutical products, stability testing, testing against specifications and investigative testing. For the quality of a medicine sample to be correctly assessed: • The submission of a sample of an API, excipient or pharmaceutical product or a suspected counterfeit material to the laboratory, selected in accordance with national requirements, should be accompanied by a statement of the reason why the analysis has been requested. • The analysis should be correctly planned and meticulously executed. • The results should be competently evaluated to determine whether the sample complies with the specifications or other relevant criteria.

Important QC parameters and definitions Acceptance criterion for an analytical result: Predefined and documented indicators by which a result is considered to be within the limit(s) or to exceed the limit(s) indicated in the specification. Accuracy: The degree of agreement of test results with the true value or the closeness of the results obtained by the procedure to the true value. Active pharmaceutical ingredient (API): Any substance or mixture of substances intended to be used in the manufacture of a pharmaceutical dosage form and that, when so used, becomes an active ingredient of that pharmaceutical dosage form. Such substances are intended to furnish pharmacological activity or other direct effect in the diagnosis, cure, mitigation, treatment, or prevention of disease or to affect the structure and function of the body. Analytical test report: An analytical test report usually includes a description of the test procedure(s) employed, results of the analysis, discussion and conclusions and/or recommendations for one or more samples submitted for testing. Analytical worksheet: A printed form, an analytical workbook or electronic means (erecords) for recording information about the sample, as well as reagents and solvents used, test procedure applied, calculations made, results and any other relevant information or comments. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Batch (or lot): A defined quantity of starting material, packaging material or product processed in a single process or series of processes so that it is expected to be homogeneous. It may sometimes be necessary to divide a batch into a number of sub-batches which are later brought together to form a final homogeneous batch. In the case of terminal sterilization the batch size is determined by the capacity of the autoclave. In continuous manufacture the batch should correspond to a defined fraction of the production, characterized by its intended homogeneity. The batch size can be defined either as a fixed quantity or as the amount produced in a fixed time interval. Batch number (or lot number): A distinctive combination of numbers and/or letters which uniquely identifies a batch on the labels, its batch records and corresponding certificates of analysis. Calibration: The set of operations that establish, under specified conditions, the relationship between values indicated by an instrument or system for measuring (especially weighing), recording and controlling, or the values represented by a material measure, and the corresponding known values of a reference standard. Limits for acceptance of the results of measuring should be established. Certificate of analysis: The list of test procedures applied to a particular sample with the results obtained and the acceptance criteria applied. It indicates whether or not the sample complies with the specification. Compliance testing: Analysis of active pharmaceutical ingredients (APIs), pharmaceutical excipients, packaging material or pharmaceutical products according to the requirements of a pharmacopoeial monograph or a specification in an approved marketing authorization. Control sample: A sample used for testing the continued accuracy and precision of the procedure. It should have a matrix similar to that of the samples to be analyzed. It has an assigned value with its associated uncertainty. Design qualification (DQ): Documented collection of activities that define the functional and operational specifications of the instrument and criteria for selection of the vendor, based on the intended purpose of the instrument. Good manufacturing practice(s) (GMP): That part of quality assurance which ensures that pharmaceutical products are consistently produced and controlled to the quality standards appropriate to their intended use and as required by the marketing authorization. Installation qualification (IQ): The performance of tests to ensure that the analytical equipment used in a laboratory is correctly installed and operates in accordance with established specifications.

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Manufacturer: A company that carries out operations such as production, packaging, testing, repackaging, labeling and/or relabeling of pharmaceuticals. Marketing authorization (product license, registration certificate): A legal document issued by the competent medicines regulatory authority that authorizes the marketing or free distribution of a pharmaceutical product in the respective country after evaluation for safety, efficacy and quality. In terms of quality it establishes inter alia the detailed composition and formulation of the pharmaceutical product and the quality requirements for the product and its ingredients. It also includes details of packaging, labeling, storage conditions, shelf-life and approved conditions of use. Operational qualification (OQ): Documented verification that the analytical equipment performs as intended over all anticipated operating ranges. Performance qualification (PQ): Documented verification that the analytical equipment operates consistently and gives reproducibility within the defined specifications and parameters for prolonged periods. Pharmaceutical excipient: A substance, other than the active pharmaceutical ingredient (API), which has been appropriately evaluated for safety and is included in a medicines delivery system to: — aid in the processing of the medicines delivery system during its manufacture; — protect, support or enhance stability, bioavailability or patient acceptability; — assist in pharmaceutical product identification; or — enhance any other attribute of the overall safety and effectiveness of the medicine during its storage or use. Pharmaceutical product: Any material or product intended for human or veterinary use, presented in its finished dosage form or as a starting material for use in such a dosage form, which is subject to control by pharmaceutical legislation in the exporting state and/or the importing state. Precision: The degree of agreement among individual results when the procedure is applied repeatedly to multiple samplings of a homogeneous sample. Precision, usually expressed as relative standard deviation, may be considered at three levels: repeatability (precision under the same operating conditions over a short period of time), intermediate precision (within laboratory variations — different days, different analysts or different equipment) and reproducibility (precision between laboratories). Primary reference substance (or standard): A substance that is widely acknowledged to possess the appropriate qualities within a specified context, and whose assigned content is accepted without requiring comparison with another chemical substance. PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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Qualification of equipment: Action of proving and documenting that any analytical equipment complies with the required specifications and performs suitably for its intended purpose. Quality control: All measures taken, including the setting of specifications, sampling, testing and analytical clearance, to ensure that raw materials, intermediates, packaging materials and finished pharmaceutical products conform with established specifications for identity, strength, purity and other characteristics. Quality unit(s): An organizational unit, independent of production, which fulfills both quality assurance and quality control responsibilities. This can be in the form of separate quality assurance and quality control or a single individual or group, depending on the size and structure of the organization. Reference material: Material sufficiently homogeneous and stable with respect to one or more specified properties, which has been established to be fi t for its intended use in a measurement process. Reference substance (or standard): An authenticated, uniform material that is intended for use in specified chemical and physical tests, in which its properties are compared with those of the product under examination, and which possesses a degree of purity adequate for its intended use. Secondary reference substance (or standard): A substance whose characteristics are assigned and/or calibrated by comparison with a primary reference substance. The extent of characterization and testing of a secondary reference substance may be less Specification: A list of detailed requirements (acceptance criteria for the prescribed test procedures) with which the substance or pharmaceutical product has to conform to ensure suitable quality. System suitability test: A test which is performed to ensure that the analytical procedure fulfills the acceptance criteria which had been established during the validation of the procedure. This test is performed before starting the analytical procedure and is to be repeated regularly, as appropriate, throughout the analytical run to ensure that the system’s performance is acceptable at the time of the test.

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C.

Communication in Pharmaceutical Industry and Regulatory Affairs

Lecture 15. Communication with Regulatory Body

Guidance for Industry -Submission of Clinical Trial Application for Evaluating Safety and Efficacy, Requirements for permission of New Drugs Approval, Post approval changes in biological products, Preparation of the Quality Information for Drug

Guidance for Industry Submission of Clinical Trial Application to DGDA for Evaluating Safety and Efficacy All new vaccine and biological products first time produced in Bangladesh from novel seed materials must undergo clinical trials in Bangladesh. Sponsors are required to submit a status report on the clinical trial to the Licensing Authority at the prescribed periodicity. The summary report should provide a brief description of the study, the number of patients exposed to the drug, dose and duration of exposure, details of adverse drug reactions, if any, and the reason for discontinuation of the study or non-pursuit of the new drug application. Any expected serious adverse event (SAE) occurring during a clinical trial should be communicated promptly (within 24 hours and not more than in 14 calendar days) by the Sponsor to the Licensing Authority and to the other Investigator(s) participating in the study. NOTE: Submit two hard copies and two soft copies i.e. CD’s (PDF format). Hard copies: It must be well labeled with document number, name of the firm, date of submission etc. Number of volumes to be labeled as Volume No. / Total number of volumes e.g. if there are five volumes, volume three will be labeled as Volume: 3/5. Soft Copies: They must be well labeled with document number, name of the firm, date of submission etc. Scanned copies of signed document like test reports are acceptable as soft copies rest of the documents should be in PDF format. The table of content under each head should be linked to the files (s) or relevant document for easy tracking in CD’s. The table of content should be hyper-linked to the main document to facilitate the review process. Manufacturer should preserve/maintain one hard copy and soft copy of submitted documents in his safe custody for any future reference, if required.

N.B. Detail of guidance will be provided based on personal interest

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C. Communication in Pharmaceutical Industry and Regulatory Affairs

Lecture 16. Communication with Regulatory Body

Line up: Submission for New Drug, Communication with DCC committee and Technical Subcommittee for approval, Block list approval, Licensing authority of DGDA, Inspection report for Pharmaceutical industry and retail outlets.



Power Point Projection

Inspection report for Pharmaceutical industry and retail outlets Directorate General of Drug Administration of Bangladesh has great lack of manpower for the monitoring of drug production in large numbers of Allopathic, Ayurvedic, and Unani medicines manufacturing industries and numerous pharmacies distributed all over the country. According to the information of the Directorate General of Drug Administration (DGDA) of Bangladesh website, DGDA has offices of Drug Superintendent only in 34 districts (out of 64 districts) all over the country. The Drug Administration does not have Drug Superintendent even in every district let alone every Upazila. It is impossible to control the production and marketing of drugs with this less manpower all over the country. As a result, Drug Administration does not have strict controlling power on pharmaceutical industries and retail and wholesale pharmacies. Yet it’s a matter of hope that the present Govt. has taken initiative recently and DGDA is on the process for the recruitment of Drug Supers and Drug Inspectors. According to the available information, the Govt. is not going to appoint Drug Super in any Upazila. Without Drug Super in Upazila level, it would not be possible to control the drugs strictly.

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C. Communication in Pharmaceutical Industry and Regulatory Affairs Lecture 17. Communication with Regulatory Body (Continues…)

Line Up: International Marketing and Trade Related Barriers: Communication for outsourcing (contract manufacturing), technology transfer, Letter of Credit (LC) opening for export and Import.

International Marketing Communications (Promotion) Media Choices for International Marketing Marketing communications in international markets needs to be conducted with care. This lesson will consider some of the key issues that are to take into account when promoting products or services in overseas markets. There will be influences upon media choice, cultural issues to be considered, as well as the media choices themselves - personal selling, advertising, and others.

Influences upon International Media Choice. There are a number of factors that will impact upon choice and availability of media such as: 

The nature and level of competition for channels in target market.

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Whether or not there is a rich variety of media in your target market.

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The level of economic development in target market (for example, in remote regions of Africa there would be no mains electricity on which to run TVs or radios).

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The availability of other local resources to assist promotional campaign will also need to be investigated (for example, sales people or local advertising expertise).

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Local laws may not allow specific content or references to be made in adverts (for example, it is not acceptable to show naked legs in adverts displayed in Muslim countries).

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And of course a lot depends upon the purpose of the international campaign in the first place.

Cultural Issues and International Marketing Communications. There are a whole range of cultural issues that international marketers need to consider when communicating with target audiences in different cultures. Language will always be a challenge. One cannot use a single language for an international campaign. For example, there are between six and twelve main regional variations of the Chinese languages, with the most popular being Mandarin (c 850 Million), followed by Wu PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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(c. 90 million), Min (c. 70 million) and Cantonese (c. 70 million). India has 22 languages including Assamese, Bengali, Bodo, Dogri, Gujarati, Hindi, Punjabi, and Tamil to name but a few. Of course language choice could affect branding choices, and the names of products and services. Design, symbolism and aesthetics sometimes do not transcend international boundaries. For example Japanese aesthetics sometimes focus upon taste and beauty. Also look at Japanese cars from the front - they have a smiling face. The manner in which people present themselves in terms of dress and appearance changes from culture to culture. For example in Maori culture, dress plays a central role with everyday clothing differing greatly from ceremonial costume. Whereas in Western businessculture the standard 'uniform' tends to be a conservative collar and tie. Other factors that need to be considered in relation to international marketing communications (Promotion) include: 

The work ethic of employees and customers to be targeted by media.

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Levels of literacy and the availability of education for the national population.

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The similarity or diversity of beliefs, religion, morality and values in the target nation.

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The similarity or diversity of beliefs, religion, morality and values in the target nation.

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The family and the roles of those within it are factors to take into account.

Media Choices in International Marketing. Personal Selling in International Marketing. Personal selling has a number of pros and cons: 

It is beneficial where wages tend to be low, since staffing costs will be comparatively low.

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Where there are many languages, you'll need trained sales personnel that can convey your message in specific tongues (see culture above).

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The sales force will need to be supported. Commercial administration staff will have to take care of sales enquiries, send out product literature and samples, and make quotations - often online.

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You'll need to invest time and effort in recruiting, motivating, organizing and training a local sales force. Recruits will need to know about products and markets, language and culture, the location of target segments, customer buyer behavior - and that's just the beginning.

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There is a dilemma as to whether to place expatriate employees into your international target market, or to recruit locally. Local is best!

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

Where business etiquette varies from culture to culture, you'll need to train your people in what to expect - or recruit salesmen from the local market.

Advertising in International Marketing. Advertising has a number of pros and cons: 

When considering press advertising try to anticipate the levels of literacy within the nation in question. Where literacy levels are lower, perhaps you could use a more visual campaign.

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Which language(s) is the press written in?

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What is the split between regional and national press in your target market?

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What types of television channels are available? Are they HDD, digital, analogue, satellite, cable, via the telephone, via a broadband or ADSL connection?

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Which TV channels do our target segments watch?

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Is there space on the suitable TV channels when we want it, or at a price that we can afford?

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Where visual communication is paramount, are there suitable poster locations?

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What is the behavior of the target population in relation to cinema? For example, Cinema is tremendously popular in India.

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Radio has similar issues as TV and press. Which stations do your target groups listen to - news, sports or music? Is there space available with the most suitable stations?

Other Media Choices in International Marketing. Other potential media would include: 

Web-based marketing using your own domestic site, or one developed specifically for the target market. Chinese websites are very different to Western sites. They are very busy and every single space is filled with images and text. Affiliate or pay-per-click advertising may be available.



International tradeshows, trade missions, sponsorship (for example international sporting events), Public Relations (for example oil companies) and a variety of other international marketing communications are available to the international marketer.

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So, to finish, this lesson aimed to summarize the key options and issues that face the international marketer when dealing with marketing communications and media choices in international markets. Of course it is by no means conclusive.

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Opening Letter of Credit in Bangladesh –

Rules & Regulation

Definition of Letter of Credit A Letter of Credit (LC) is a document issued by your bank that essentially acts as an irrevocable guarantee of payment to a beneficiary. This means that if you do not perform your obligations, your bank pays. The letter of credit can also be the source of repayment of the transaction meaning that the exporter will get paid with the redemption of the letter of credit.

Opening of LC Generally a bank open an LC only on behalf on their own customer maintaining account with them and are know to be participating in the trade. Payments in retirement of the bill are received by the bank by debiting the party’s account or by a crossed check from other bank.

Application for LC For opening of LC, a client is required to fill a prescribed application from provided by the bank. The application must be supported by the following papers – 1. Indent issued by the indenting agent or proforma invoice issued by the foreign suppliers. 2. Marine insurance cover note issued by an approved insurance in favor of the bank covering the unusual marine risks. 3. IMP form duly signed. 4. IRC form duly renewed. In the LC application form the client signed an agreement with the following clauses: 1. Bank will have the pledge of documents and goods covered by the credit. 2. The credit will be paid back to the bank on maturity of the draft by the applicant. 3. The LC will be governed by the ICC brochure no. 500.

Additional Requirement Depending on the specific provision in the underlying sale contract it may be necessary to incorporate the following terms. 1. Who will pay the charges of the bank, buyer or seller? 2. Whether short form of Bill of Lading (B/L) is acceptable? 3. Whether is case of balk importer, charter party B/L is acceptable or not? 4. Where shipment by a charter party is allowed, the following clause must be stipulated in the letter of credit – PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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a) Shipping documents must include copy of charter party agreement. b) B/L must be signed named carrier or his authorized agent. If the LC application and supporting documents are found in order, the bank proceeds to assess the financial position and credit worthiness of the importer, market demand for the goods to be imported. An LC margin is retained keeping in view the bank customer relationship, past performance and post shipment financing arrangement. However the margin must commensurate with the minimum margin requirement set by Bangladesh Bank. The charges must be realized in cash or by debiting the account of the customer.

Transmission of LC If all the necessaries are met, then the LC form is signed two authorized officer of LC department whose specimen signatures are available at the correspondent bank abroad. If the LC is a Full Mail one, then the original LC form accompanied by a copy of it is mailed to the correspondent bank abroad via a reliable currier service.

If the correspondent bank abroad is not the negotiating bank, a third copy is sent to the negotiating bank. The correspondent bank or reimbursement bank abroad honor the claim of negotiating bank on the basis of 3rd mailed copy of LC.

Amendment of LC After opening of LC sometimes its necessary to alter the original terms and condition. These amendments may involve (i) change in unit price, (ii) extension in validity of LC, (iii) documentary requirement etc. The amendment can be affected if all the concerned parties that are the importer, the exporter, the issuing and the negotiating bank agreed to do so. For an amendment the importer must request the opening bank in writing duly supported by revised indent or proforma invoice. The issuing bank then informs the other parties over the matter.

Receipt and scrutiny of documents The nest step of opening an LC is to wait for shipment followed by negotiation documents from the bank abroad. Generally the negotiating bank sends the following documents: 1. Commercial invoice 2. Draft or bill of exchange. 3. Bill of lading. 4. Marine insurance policy Besides the following documents is auxiliaryPHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH

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1. Packing list or mill specification 2. Certificate of origin 3. Inspection or survey certificate 4. Quality control certificate The negotiating bank pay the exporter if the documents are found ok and debit the local bank’s account maintained with them.

Scrutiny of the documents After receiving the documents from abroad the local bank immediately check the documents about whether the strictly according to the terms and conditions of the LC. Examining the documents generally includes the following points – 1. Completeness of the documents 2. Consistency of the documents with each other 3. Compliance with custom of ICC.

Retirement If all the above formalities are met, the local banks take necessary steps to close the LC and issue cost memo to the importer who pays accordingly.

N.B. Trade related barriers, outsourcing, technology transfer will be discussed in detail in PHR 605

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