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Ebin Rushed Pharmacy (ERP) commenced its operations in 1979,but in a short time has carved out a very dominant position in the market. Today ERP is the second largest company in the Sultanate operating in the healthcare sector. This success can be attributed to the aggressiveness of its sales team, coupled with a proper strategy in the areas in which they operate. Ebin Rushed Pharmacy represents some of the major manufacturers in the Healthcare and Consumer Products category.
Healthcare categories include Pharmaceutical Formulations, Surgical
Instruments & Disposable, Medical Equipment & Hospital
Furniture, Dental Equipment & consumable, Laboratory Equipment,
Reagents & Chemicals. Bio-Medical Engineering
Services.
Consumer products include Perfumes, Cosmetics and Nutritional
Products.
The operations of the company are directed by its General Manager who
is assisted by five managers heading individual divisions.
Ebin Rushed Pharmacy has had rapid success with a number of new
products due to their competitive and aggressive marketing
strategies. They work in close association with the doctors and
end users. Product promotion is accomplished through symposia
and evaluations by its well-trained sales team calling on doctors and
users in every hospital situated even in the interior wilayats to
expand consumption and usage.
The total staff strength is about 70 of which 12 are devoted to
Bio-medical Engineering Division.
With substantial air-conditioned storage facilities and cold room,
ERP warehouse is geared to meet the exacting demands of its
customers and regulatory authorities. Computerized
operations ensure prompt deliveries to each of its customers situated
even in distant locations.
SALES
OPERATIONS - PRIVATE MARKET
There is a team of Medical representatives, who cover the interior
market to book orders from dispensing Doctors and Pharmacies every
month.
In the capital area detail men have been assigned for specific
companies. They detail such products and meet the Doctors and
Pharmacies atleast once in 20 days. Further some of this detail
men cover interior pharmacies and doctors .
SALES
OPERATIONS - MINISTRY HOSPITALS
Width our experience over the last few years we are now highly
competitive and aggressive in this segment. We have gained
close contacts with appropriate Institutions to obtain information on
brands being purchased now. With this information, we work out
our tender prices and make competitive offers. In this regard,
we often work with very low margins, to ensure business.
We often tollow-up the hospital/department which makes large
purchases to ensure liquidation and repeat purchases.
In addition to the direct replacement of products, we have also been
able to get institutions to consider equivalent substance and some
times, even new drugs instead of the drug published in the tender
list.
For specifying
products which are not currently used, we follow a systematic
approach:
1# Convince the
concerned heads of department.
2# Organize symposia which these Doctors can chair.
3# Conduct evaluation studies.
4# Convince other members of the deciding committee.
5# Start business on local purchase basis.
6# Promote to all other potential doctors in hospitals.
7# Convince the purchase department to put the product on tender.
8# Continue promotion in the main hospital and expand to District
Hospitals.
BANKERS & REFERENCES
(a) Banks of Muscat P O Box - 5010 ,Ruwi, P.C.112 Sultanate of
Oman.
(b) Oman Arab Bank ,P O Box - 6326 ,Ruwi, P.C. 112 Sultanate of
Oman.
Our Bankers, the Oman Embassy in your country or your Embassy in the Sultanate of Oman, will provide you with the positive information on the Bahwan Group.