DAY TWO | THURSDAY, MARCH 28
8:00 REGISTRATION & COFFEE
8:35 CHAIRPERSON’S OPENING REMARKS
8:45 RAPID-FIRE DIVE INTO TECHNIQUES TO FURTHER ENGAGE INCREATIVE TRAINING METHODS & OPTIMIZE RETENTION
Sales training professionals recognize the importance of adapting content to evolving learning preferences, and the crucial value of engaging learners in practical sessions via an experiential learning approach. With the ultimate goal of ensuring and optimizing content retention, a large variety in techniques and strategies coming from recent adult learning trends or simply the trainer’s limitless imagination can be applied to developing creative content and structuring innovative delivery methods. Through short and very focused sessions spanning traditional case studies and practical, hands-on formats for participants to engage in, speakers will demonstrate recent methods that have proven to maximize training output all while hitting trainee expectation targets.
CASE STUDY 1: GRAPHIC NOVELS FOR ADULT LEARNING
Andy Holder, AMGEN
CASE STUDY 2: TEACH-BACK OR GAME: STUDENT’S CHOICE
Brenda Marshall, BAXTER HEALTHCARE CORPORATION
9:30 THE FST OF TOMORROW: IMPLEMENTING A COMPLETE CURRICULUM TO TRANSFORM THE FIELD SALES TRAINER ROLE
Many organizations utilize Field Sales Trainers to help extend the capabilities of the training team, but not all companies have a comprehensive curriculum that builds FST capabilities and confidence across a variety of skills and also ensures that top talent is developed and retained, benefiting the organizations. Pharmaceutical companies can develop an outstanding and cost-effective Field Sales Trainer development curriculum by leveraging the five “must haves” from the curriculum model presented, including advanced training, onboarding, facilitation, evaluation, and mentoring. Participants will leave this session empowered with ideas on how to work with key stakeholders to develop the dynamic Field Sales Trainers of tomorrow.
Wendy Eicholzer, WHOLE SYSTEMS
Joe Gozdieski, ALLERGAN
9:55 COFFEE & NETWORKING BREAK
10:25 SCENARIO-BASED WORKSHOP: EXPLORING PRACTICAL SOLUTIONS TO OPTIMIZE REPS’ DIRECT ACCESS TO PHYSICIANS
A multitude of barriers may stand between pharmaceutical sales reps and HCPs, such as potential concerns in sales approach compliance, healthcare administration levels to go through or the simple fact that many physicians grant less time to in-person interactions with reps. Trainers must therefore provide the sales force with pragmatic techniques to swiftly gain direct access to HCPs regardless of the limitation faced in the field. The moderator of this workshop will present three unique scenarios met by reps in a real-life setting, and delegates will break into groups to brainstorm methods to guide the trainee to a solution. Each example scenario will be discussed for ten minutes, enabling a follow-on thirty-minute opportunity to share and debate solutions from each group.
Frank Salley, GRIFOLS
11:30 GREAT SALES OUTCOMES: COMBINING CAPABILITY MEASUREMENT WITH MODERN TRAINING TECHNOLOGIES TO BOOST FIELD EFFECTIVENESS
Evolving biopharma industry and buying dynamics are challenging traditional and innovative blended learning and training models. To ensure classroom training, virtual environments and in-field coaching deliver top in-field performance, companies must understand how to capture and leverage capability data to maximize the potential of their field force and frontline managers alike. Attendees have the opportunity to learn from powerful examples of companies transforming key sales training initiatives related to product launches, sales onboarding, field updates and how they overcame common pitfalls in changing their sales training strategy. This presentation will showcase tips and techniques for combining healthcare sales methodology with sales readiness and enablement technology.
Paulette Greene, VP of Professional Services, MINDTICKLE
11:55 LUNCHEON FOR ALL PARTICIPANTS
1:00 ACCELERATING SALES EFFECTIVENESS WITH MODERN LEARNING TOOLS
Today’s pharmaceutical sales reps need comprehensive knowledge not only of the products offered, but also of clinical data, reimbursement issues, patient assistance programs, and more. Reps also face far greater barriers to entry, as more than fifty percent of physicians now deny or limit access to reps. Sales organizations increasingly rely on certification programs for representatives in order to address the ever-changing needs of stakeholder audiences while validating knowledge and skills. This presentation describes the specific ways in which modern learning tools can be applied to certify sales reps faster, enhance buyer engagement and maintain brand integrity.
- Using video to overcome time & distance challenges
- Encouraging practices that lead to self-correction
- Reinforcing key concepts for reps in the field
- Creating an ongoing collaborative learning culture
Chris Gish, Principal Consultant, GISHGROUP, LLC
1:45 PANEL: DEFINING & DEVELOPING SOFT SKILLS IN THE PHARMACEUTICAL SALES FORCE
- Determining necessary soft skills based on reps’ needs
- Approaches to practical training on conceptual skills
- Efficiently building practice into training time
- Techniques to ensure soft skill training adherence
Laura Last, AMGEN
Roberta Shea, EISAI US
2:30 DEVELOPING THE SALES FORCE’S BUSINESS ACUMEN & ABILITY TO IDENTIFY SPECIFIC HCP CONCERNS
In today’s pharmaceutical market, building a strong case for a drug’s appropriate use is more important than ever before. While clinical acumen remains a necessary and robust foundation, focus is shifting toward the inclusion of business acumen development in trainings to ensure that the rep is able to understand the customer and use this knowledge to effectively communicate appropriate use of the product. Curriculum developers require further insight into timely customer needs in order to develop training materials accordingly.
Jacqueline Freeman, BRISTOL-MYERS SQUIBB
3:15 COFFEE & NETWORKING BREAK
3:45 EXCHANGE GROUPS: EXAMINING DECISION-MAKING STRATEGIES FOR OPTIMAL VENDOR SELECTION
- Identification of services corresponding to training needs
- Assessing vendor’s potential to deliver results
- Cost considerations & ROI forecasting
Jacqueline Freeman, BRISTOL-MYERS SQUIBB
Cindy La Forest, AVANIR PHARMACEUTICALS
Susan Velani, PHARMACYCLICS, AN ABBVIE COMPANY
Joe Kane, TAKEDA
4:15 TRAINING CONTENT ADHERENCE: IMMERSION INTO THE BRAIN’S COGNITIVE CAPACITIES
Trainers are often challenged by varying attention spans within sales rep teams, in addition to different retention capacities from one individual to another. With the goal of having as much of the course content adhere as possible, trainers are continuously interested in learning more about how the human brain works, with an emphasis on cognitive functions such as the ability to focus, analyze and retain information. Gaining insight into impactful neuroscience and cognitive psychology discoveries and securing a clear understanding of the mechanisms behind integrating and memorizing data is pivotal for forward-thinking sales trainers.
Karl Szpunar, UNIVERSITY OF ILLINOIS AT CHICAGO
4:45 CLOSING REMARKS & CONFERENCE CONCLUSION