Medical rep’s suicide raises concern over sales pressure

The alleged suicide by a sales promotion employee in Indore has created a stir in the medical representatives (MR) fraternity, raising concerns on the “target pressure” they face.

The employee, 27-year-old Ashish Awasthi, was part of healthcare major Abbott’s neuro life division. Last week, he allegedly committed suicide by jumping in front of a train. A note found on him is said to have mentioned “sales pressure”, or the inability to meet sales targets, as having compelled him to take the step.

Sashikant Chaurasia, in-charge at the Hira Nagar police station here, told BusinessLine said that the police is investigating the death. From the note in Awasthi’s pocket and the scene of crime, it does seem like a suicide, he said, adding that the post-mortem report is awaited.

Mental harassment Meanwhile, the Madhya Pradesh - Chhattisgarh Medical & Sales Representatives Union (MPCMSRU) has written to Abbott’s management, saying it had received complaints from sales promotion employees in those States. Employees complained of having been “mentally harassed” by their managers to get involved in unethical trade practices to achieve the sales target, it said.

Manish Thacker, Secretary with the Union’s Indore unit, said MRs are under pressure to indulge in unethical trade practices by their seniors, and while some of them leave the job or fall in line, there are those unable to take the pressure. The Union has, among other things, asked for a grievance redressal mechanism to prevent such incidents.

Responding to queries on the development, Abbott India said the company has been in India for over 100 years, employed over 14,000 people and had “been consistently rated as a preferred employer by employees and prospective talent, over the past few years.”

“We take our responsibility as an employer very seriously. This incident is very disheartening; we are immensely saddened with this untimely loss,” it added.

Awasthi had been a Territory Business Manager with Abbott for over two years and was doing well in his job, the company said, adding: “He was rated among the top performers in 2015. Recently, he had also qualified for a training certification designed for high performers.”

Countering allegations of unethical trade practices, the company said: “In India, Abbott policies, practices and employee training are aligned with applicable laws, regulations and industry codes. These are cascaded to all our employees when they join the organisation and refreshed through regular training.” Abbott added that it has extended support and immediate assistance to Awasthi’s family.

Changing times The incident has put the spotlight on the changing role of the MR, from being a knowledge resource in the past to becoming part of a transaction-based system with doctors, observed RB Smarta, Managing Director with Interlink Marketing Consultancy.

In about two years, this is possibly the third death of an MR, though of different companies, he pointed out. The other two deaths were reported in Punjab and Orissa.

Earlier, being an MR was prestigious, as it involved doctor detailing and giving information on new medicines as part of its promotion, he said.

But with the Medical Council of India (MCI) cracking down on gifting and unethical promotions, and with companies moving to online marketing practices to stick to the right side of the MCI code, the pressure on individual employees has increased to meet targets, he added.

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