How do you train and certify sales reps as quickly as possible when every week of delay costs $3.5 million in new topline?

A pharma client faced exactly that pressure when the FDA approved a new indication earlier than expected. Before reps could sell, they had to be fully trained and certified. Waiting for the next national sales meeting was not an option.

No Time for Traditional Launch

Waiting six months until the next sales meeting was not a viable option. Instead, web based video training was chosen. The key design requirements were:

  • Individual progress tracking
  • 100% understanding for 11 key issues
  • 28 day turnaround
  • Training entirely in the field using smart phones and tablets

Our video team immediately started scripting, shooting, and editing video modules. At the same time, our web developers built the framework for presenting the content and measuring results. On the client side, the medical, legal, and regulatory affairs people reviewed the work and made adjustments as needed.

On Monday of week 4, each rep was delivered a link to 38 minutes of training video with integrated quiz questions. They were instructed to complete the materials by noon Friday.

Real-time visibility by line of authority

At $3.5 million of new topline per week, participation could not be left to chance. Progress and certification data were available in real time and structured by line of authority. District managers could see exactly which reps were moving and which were falling behind, then intervene directly. Early completions and certifications were visible high enough in the organization to be recognized by the CEO.

Lessons were formatted for micro-learning — short units of content followed by quiz questions. When reps left and returned, they picked up at their last point of progress, keeping the experience fast and low-friction in the field.

Adjustments required

After three days we had enough data to evaluate effectiveness. Nine of the eleven key learning points were answered correctly by more than 80% of reps. Two points scored below 50%, signaling message confusion.

A webcast was scheduled so product managers could clarify the weak points, followed by short district video conferences for rapid review. First thing Monday a final certification quiz was given. Of 202 reps, 198 successfully completed within the allocated week. Two were medically excused and completed on the same day as the rest of the cohort with direct support from their district managers.

Final analysis

Just under 30% of the training was completed in the evenings. Most of it happened during the day in short increments — between meetings, while commuting, or at lunch. The average rep needed 7.4 sessions and 55 minutes to finish the material.

Real-time analysis proved essential. Managers could see both gaps in the training content and laggards in the field, then adjust quickly while still hitting the schedule. The five months of earlier time-to-market produced a $65 million topline lift.

In Closing

It’s not every day that the FDA provides a surprise new approval. It happens daily, however, that brands need to train their personnel about new products, promotions, compliance issues, and new competition. Rapid response time is vital.

This accelerated launch demonstrates how mobile, video-based training can be quickly employed in response to communicate challenges and training in particular.