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DAY TWO | THURSDAY, MARCH 26

8:15 REGISTRATION & WELCOME COFFEE

8:45 CHAIRPERSON’S OPENING REMARKS

9:00 SOFT SKILLS TRAINING: EMPOWERING REPS TO INFLUENCE HCPs WITHOUT AUTHORITY

  • Identifying commonly overlooked soft skills
    • Interpersonal Skills
    • Problem Solving Skills
    • Flexibility & Adaptability
  • Leading the dialogue vs. influencing HCP decisions
  • Building meaningful soft skill practice into trainings
  • Challenges in training tenured reps on soft skills

 

9:45 EXCHANGE GROUPS: SHARING SUCCESSFUL METHODS TO CULTIVATE SOFT SKILLS IN THE SALESFORCE
Along with the rise of precision medicine has grown a need for sales representatives to develop more nuanced methods of communication with potential customers in order to add value in new ways; likewise, primary care pharmaceutical sales reps face a similar challenge when endeavoring to create clear distinction between a particular product and others on the market. Trainers are therefore recognizing a need to focus on the development of soft skills such as active listening, effective questioning, and collaboration collaborative dialogue, better equipping reps to handle objections and position products advantageously. Conference attendees are invited to divide into small groups and discuss experiences in developing and deploying meaningful trainings on soft skills, focusing on practical approaches to encountered challenges and meaningful solutions to reach success.

 

10:30 COFFEE & NETWORKING BREAK

 

11:00 UTILIZING PATIENT CARE PROCESS TO ENGAGE PHYSICIANS IN MEANINGFUL DIALOGUE ACROSS A PRODUCT’S LIFE CYCLE
Pharmaceutical sales representatives must recognize that most physicians follow a Patient Care Process, an iterative cycle that shapes the approach to the diagnosis and treatment of each individual patient. Understanding this process can help representatives ask the right questions to understand the considerations driving customers’ diagnosis and treatment planning, based on the framework of crucial decision points for the physician while making ongoing treatment decisions. Representatives will be better able to identify the points where presenting information about the specifics of a drug may be most effective in the overall sales process. This presentation will showcase ways that this framework was utilized for a product at different stages of its life cycle, from launch to post-launch, to engage physicians in meaningful dialogue and identify patients appropriately and effectively.

 

11:25 DEMONSTRATING VALUE OF SALES TRAINING STRATEGY TO INCREASE LEADERSHIP SUPPORT

  • Exploring methods to quantify curriculum value
  • Building the case for individual tools & systems
  • Collaboratively meeting executive expectations
  • Illuminating the value of leadership development
  • Securing long-term funding for training initiatives

 

12:00 LUNCHEON FOR ALL PARTICIPANTS

 

1:00 WORKSHOP: PRACTICAL STEPS FOR GAINING SENIOR LEADERSHIP SUPPORT FOR TRAINING STRATEGY
Building partnerships with executive management remains an ongoing challenge for training teams looking to gain buy-in for training initiatives and become involved in new business initiatives earlier in time, in order to align educational objectives with larger business needs. By securing a strong knowledge of the data driving business decisions, training teams can more effectively demonstrate the value of specific training strategies and serve as key players helping to shape the development of new plans. This session will provide conference delegates an opportunity to divide into groups for the purpose of workshopping practicable action steps for building a strategy of collaboration with leadership.

 

2:00 PANEL: MAXIMIZING SALES TRAINING QUALITY WHILE MINIMIZING TIME OUT OF THE FIELD

  • Exploring common challenges in mobile learning strategies
  • Creatively enhancing personal interaction in mobile learning
  • Mobile learning as a complement to in-person training sessions
  • Lessons learned in balancing number of check-ins for learners

 

2:45 COFFEE & NETWORKING BREAK

 

3:15 PANEL: CREATIVE METRICS TO MEASURE TRAINING EFFECTIVENESS & IMPROVE THE CURRICULUM

  • Limits to common value measurement models
  • Innovative criteria for quantifying effectiveness
  • Utilizing results to design future sales curricula
  • Adapting & refining metrics as learner needs evolve

 

4:00 CASE STUDY: PRACTICAL STEPS FOR ROLLING OUT INFORMATIVE & ENGAGING TRAININGS VIA PODCASTS & VIDEO
As pharmaceutical sales representatives face increasing demands upon their time and attention, trainers are seeking innovative methods to reach learners through creative media. Podcasts are being used to conveniently deliver important information to reps on the road, uncovering new challenges as companies must develop engaging content with an emphasis on episodic format. Additionally, industry leaders continue to refine approaches to the development of video content for maximized retention and enhanced educational value.

  • Rapidly developing trainings for new marketing materials
  • Use of podcasts & video for reinforcing & elaborating on training
  • Leveraging podcasts & video alongside webinars & virtual coaching
  • Specific resources for creation of training podcasts & video

 

4:30 CLOSING REMARKS & CONFERENCE CONCLUSION

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