"What can’t be measured can’t be managed – and what’s not understood can’t be improved!"

In today’s highly competitive OTC market, where many brands offer similar quality, the biggest differentiator often lies in the trust and consultative selling capability of Medical Sales Representatives (MSRs) at pharmacies.
However, in reality, many Sales Managers still evaluate their MSRs mainly based on sales performance — rather than focusing on the key behavioral competencies that actually drive those results.

Many Sales Managers and Business HRs still recruit MSRs based on criteria such as “cultural fit” or “prior OTC experience,” without clearly defining:
Which core competencies does an MSR need to perform effectively and sustainably in pharmacy engagement?

Drawing on extensive experience collaborating with multinational pharmaceutical corporations in building Sales Competency Frameworks, HCX Coaching introduces 8 Core Competencies that define a professional OTC Medical Sales Representative:

1. Consultative Selling Skills

2. Territory and Pharmacy Portfolio Management

3. Execution and Follow-up Effectiveness

4. Long-term Pharmacy Engagement

5. Customer Analysis and Insight Gathering

6. Key Account Management (KAM OTC)

7. Self-Development and Learning Agility

8. Business Acumen and Territory Financial Management

Without a clear understanding of these eight competencies, Sales Managers may encounter several issues:
• Hiring the wrong people due to subjective judgment and lack of behavioral criteria
• Assigning KPIs without knowing whether the MSR is competent enough to deliver
• Failing to identify performance gaps early for proper coaching intervention

That’s why many BHRs and Sales Managers are now asking:
• What is the current competency level of our MSRs — Foundational, Intermediate, or Expert?
• What are the strengths and development areas of each MSR?
• Are there competency gaps across different teams or regions?

The upcoming “Sales Competency Diagnosing” Workshop on November 14, 2025, organized by HCX Coaching, is your opportunity to experience the OTC competency assessment tool that has been successfully implemented across multiple leading pharmaceutical companies in Vietnam.

Participants will:
• Experience the 4-level behavioral assessment: Foundational – Intermediate – Advanced – Expert
• Review sample benchmark reports by team, region, and individual
• Join group discussions on how to develop the OTC team using competency data

HCX Coaching looks forward to partnering with you on the journey of transforming your OTC salesforce — built on true capabilities and a sustainable development roadmap.