In the dynamic realm of pharmaceutical companies, the challenge of effectively training Medical Representatives (MRs) is a crucial aspect of driving success. General pharmaceutical companies, like many others in the bio-pharmaceutics industry, face the intricate task of equipping their MRs with the necessary knowledge and confidence to communicate technical drug information to healthcare professionals. Traditional classroom-based training methods often fall short in addressing the complexities and fast-paced nature of the pharmaceutical industry.
To overcome these challenges, innovative solutions such as microlearning have emerged as game-changers in revolutionizing pharmaceutical sales training.
Training MRs on multiple drugs in a classroom environment poses several challenges for pharmaceutical companies:
Complexity of Drug Information
Communicating the unique features and competitive advantages of drugs to healthcare professionals requires in-depth knowledge, often difficult to retain through traditional training methods.
Forgetting Curve
The decline in confidence among MRs after training sessions, known as the forgetting curve, hinders their ability to effectively highlight the strengths of pharmaceutical offerings.
Limited Attention Span
Traditional classroom-based training fails to cater to the limited attention span of learners, leading to gaps in knowledge retention and application among MRs.Pharmaceutical companies, recognizing these challenges, set clear objectives to enhance pharmaceutical sales training:
Development of Bite-sized Video Content
Create easily accessible bite-sized video content that MRs can access on mobile devices, catering to their on-demand learning needs.
Boost Sales and Confidence Levels
Improve MRs’ confidence levels and enhance their retention of critical drug information through accessible and convenient video-based learning.
Empower MRs
Provide MRs with quick and convenient access to training materials, empowering them with the knowledge and confidence needed to effectively communicate the unique benefits of pharmaceutical products to healthcare professionals.
To achieve these objectives, pharmaceutical companies adopt a micro-learning approach:
Collaboration and Research
Close collaboration between internal teams and extensive research ensures the development of tailored micro-learning content aligned with training objectives.
Optimized Content Development
Proactive measures optimize subject matter expert (SME) time during content development, ensuring precise alignment with pharmaceutical training goals.
Strategic Resource Utilization
A combination of teamwork, thorough preparation, and strategic resource utilization leads to the successful implementation of micro-learning solutions.
The deployment of micro-learning videos yields tangible results for pharmaceutical companies:
Convenient Access
MRs can conveniently store and access bite-sized training videos on their mobile devices, facilitating quick knowledge refreshment before interactions with healthcare professionals.
Enhanced Understanding and Confidence
Improved understanding of pharmaceutical products enhances MRs’ confidence in articulating unique selling propositions to healthcare professionals.
Positive Impact on Sales
The enhanced knowledge retention and confidence among MRs significantly contribute to achieving targeted increases in sales numbers for pharmaceutical companies.
Conclusion
The adoption of microlearning in pharmaceutical sales training marks a transformative shift in the industry. By leveraging innovative learning approaches, pharmaceutical companies empower their MRs with accessible and impactful training materials, leading to improved sales outcomes and enhanced communication with healthcare professionals. As the pharmaceutical landscape continues to evolve, embracing micro-learning methodologies will be essential for companies to stay competitive and drive sustainable growth in the ever-evolving industry.