Redesigning Pharmaceutical Sales Training

Project Summary:

Organizational Challenge:

The pharmaceutical industry has faced unprecedented change in recent years, including, but not limited to:

Changes to the payer environment that restrict a physician’s ability to prescribe prescriptions they deem most beneficial
Increased competition from lower-cost, generic alternatives to branded medicines
Increased administrative burden and patient load, making it difficult for physicians to spend time with representatives or attend drug information and education sessions
Increased regulations shaping the nature of prescriber-representative relationships and how information can be promoted and shared
The number of products in the market for a given therapeutic area, making it challenging for representatives to differentiate themselves and their products

These challenges made it increasingly difficult for Sales Representatives to engage in meaningful dialogue with their customers on a regular basis.

Performance-Based Solution Components:

Role Excellence Profile (REP) for Primary Care Sales Representative
Learning and Performance Framework
Shift in training delivery model (from 70% onsite/30% virtual to 30% onsite/70% virtual)
Electronic Field Coaching Form for Managers
Core, Advanced, and Specialist Sales Training Curricula

Client Impact:

4-6 months reduction in time to proficiency for new sales representatives
68% increase in time spent on job-relevant skills and topics during onboarding
New Advanced and Specialist Sales Training Curricula were created to upskill tenured representatives
Managers were equipped to coach to the new standard of excellence
$750,000 of annual cost savings were realized by reducing the logistical investments associated with in-person training
New training modalities resulted in enhanced work-life rhythm for new hires as they repurposed travel time for learning

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