DAY TWO | WEDNESDAY, FEBRUARY 27
8:00 REGISTRATION & WELCOME COFFEE
8:20 CHAIRPERSON’S OPENING REMARKS
Pete Sandford, Executive Vice President, Business Development
8:30 PANEL: BLENDING CLINICAL EDUCATION AND SALES TRAINING TEAMS FOR ENRICHED TRAINING
As medical device industry continues to expand and products become more complex, medical device sales trainers and clinical educators have a unique opportunity to combine internal efforts and build a dynamic training program to increase the overall value of the salesforce. Utilizing the experiences of clinical educators, sales trainers look to improve training and retention on product knowledge, cultivate better customer relationships and share internal training resources for more effective training. This panel will highlight organizations that have successfully blended sales training and clinical education programs and the value this merge has created for their organization.
- Success stories: blending clinical and sales training
- Leveraging internal experts for advanced training
- Maximizing use of internal training resources
PANELISTS: Shawn Young, ATRICURE
Paul Brown, DENTSPLY SIRONA
Jodie Alwin, RESPICARDIA
Liv Williamsen, APOLLO ENDOSURGERY
9:15 BLENDED LEARNING BEST PRACTICES THAT BOOST KNOWLEDGE RETENTION
New market dynamics require a different approach on how you train, certify and keep the sales team at their top performance. Learn from Endologix about their journey in 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 the programs, methodologies, and a new partnership that combines healthcare sales methodology with sales enablement technology.
Tom Griffin, Sr. Director, Commercial Strategy & Execution, ENDOLOGIX, INC.
Matt Switzer, CEO and Founder, HEALTHCARE SALES PERFORMANCE
Gopkiran Rao, Sr. Vice President, Strategy and GTM, MINDTICKLE
10:00 COFFEE AND NETWORKING BREAK
10:30 INCREASING THE EFFECTIVENESS OF FIELD SALES TRAINING PROGRAMS
Building a field sales training program that fosters an environment where executives successfully manage the added responsibility of training new sales teams while performing at top excellence is an industry-wide challenge. Ensuring field sales trainers deliver efficient field support and coaching at the utmost quality while maintaining current sales duties is dependent on the ability to not only successfully sell, but also teach. The success of this process begins by carefully selecting a qualified medical device field sales trainer and providing helpful tools and resources to manage an increased workload.
- Characteristics of optimal field sales trainers
- Developing field trainer feedback mechanisms
- Mobile field training tools
Susan Rapoza, Director of Sales Training, ALIGN TECHNOLOGY
Chris Cassell, Manager, Sales Training Operations, ALIGN TECHNOLOGY
11:20 TPM TECH DEMO: AUGMENTED REALITY (AR) AND VIRTUAL REALITY (VR) SHARED TRAINING EXPERIENCES
- Reduce the time and costs of travel by allowing multiple users at various sites to participate in a training experience.
- Allows learners to break down complex equipment, processes, or anatomy into manageable pieces
- Promotes shared learning for participants at distant locations by immersing them in a common environment.
11:40 JIGSAW INTERACTIVE TECH DEMO: A VIRTUAL TRAINING PLATFORM:
- Allows you to provide highly immersive and engaged learning
- Lets you understand the level of learning of each person
- Employs all 3 components of learning
- Provides complete learning and engagement analytics
12:00 LUNCHEON FOR ALL PARTICIPANTS
1:00 GROUP DISCUSSION: UTILIZING TECHNOLOGY FOR ADVANCED AND EFFECTIVE MEDICAL DEVICE SALES TRAINING
With limited in person training time, weighed with an increased amount of information to train, sales training executives look to delivery effective and engaging training utilizing various training technologies. However, determining what training material is best delivered utilizing technology can be challenging for sales training technologies, accompanied with various budgets and limited resources, several training technologies can still prove worth the investment. In groups broken up of small, medium and large company sizes, training executives will openly discuss current resources and areas of implementation of technology in sales training programs.
GROUP 1: SMALL COMPANY
Brian Groves, BIOVENTUS
Liv Williamsen, APOLLO ENDOSURGERY
GROUP 2: MID-SIZE COMPANY
Chris Cassell, ALIGN TECHNOLOGY
GROUP 3: LARGE COMPANY
1:30 INTERACTIVE WORKSHOPS: APPLYING HANDS ON LEARNING PRACTICES TO ENGAGE MEDICAL DEVICE SALES REPRESENTATIVES
Applying key principles of tactile learning during sales training benefits the sales representative by allowing the learner to receive and retain information through the use of hands-on, interactive practices. To foster a more engaging sales training program, the utilization of active and applied learning methods increases the retention rate of sales representatives that goes beyond that of traditional learning methods. This workshop will allow attendees to experience tactile learning methods, first-hand, and engage in an interactive discussion about the benefits of this approach to sales education. By rotating through multiple interactive workshop stations, attendees will have the opportunity to engage in tactile learning methods, first-hand, and discuss the benefits of this approach to sales education.
Pete Bell, PHILIPS HEALTHCARE
GROUP 2: Dana Murtaugh, STRYKER SPINE
Candice Jones, STRYKER SPINE
Each workshop station will meet for 30 minutes, rotating between each of the 2 groups.
2:30 COFFEE AND NETWORKING BREAK
2:45 – 3:45 2 PART MODULE: MEASURING SALES TRAINING TECHNOLOGIES’ ROI AND EVALUATING OVERALL TRAINING SUCCESS
Medical device sales training teams need to be able to analyze the effectiveness of training in order to further training development, and progress sales representatives in the field. To do so, incorporating new technologies to enhance training and sales resources is common, however understanding the best metrics to analyze when evaluating effectiveness is a challenge for all medical device sales training programs. Exploring the various methods of evaluating sales training success and the ROI of training technologies, executives can look for areas of improvement within sales training and development.
2:45 PART 1: EVALUATING SUCCESS OF MEDICAL DEVICE SALES TRAINING PROGRAMS
Paul Brown, Director of Sales Excellence, DENTSPLY
3:15 PART 2: CALCULATING ROI FOR INTERNAL SALES TRAINING TOOLS AND TECHNOLOGIES
Pete Bell, Head of VI Sales Enablement, PHILIPS HEALTHCARE
3:45 CLOSING REMARKS AND CONFERENCE CONCLUSION