the changing face of pharma training: new technology, proven methodology

THE CHANGING FACE OF PHARMA TRAINING:NEW TECHNOLOGY, PROVEN METHODOLOGY

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If you watched the 2010 Winter Olympics you know something about the changing face of pharma training. Yes, really.

• Technology has revolutionized the experience. Bobsledstodayareinadifferentcategorythanthoseofpriorgenerations

basedonnewmaterials.Forpharmatrainers,newdeliverymechanisms(mobile,virtualexperiences,augmentedreality)aresimilarlyrevolutionary.

• Yet proven methodologies remain. Winningthegoldmedalforbobsleddingin2010requiresthesame

skills(andcourage)asthoseofearlierathletes.Andevenastechnologychangeshowtrainingisdelivered,thefundamentals,thebasics,theprovencorearchitectureremainsthesame.

Thetrick—whetheryou’reabobsledderorapharmabrandmanagerwhoneedstoengagethesalesforce—ismasteringtherightbalanceofnewtechnologyandprovenmethodology.

Thepayoffishuge:goldmedals(andmaybesomesponsorshipdeals)forthebobsledder;andforthebrandmanager,inspiringthesalesforcetosuccessfullydelivertheproducttomarket,grabbingmarketshare(andnoendofgloryinthecorporateoffice).

Here’showweatJackMortonachievethatbalance.

Sandy SitesVP/DirectorandGlobalPracticeLeaderforExperientialTraining

Barbara SollittoSr.LearningStrategistforExperientialTraining

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THE TRICK IS MASTERING

THE RIGHT BALANCE OF

NEW TECHNOLOGY AND PROVEN

METHODOLOGY.

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Certain fundamentals hold true no matter how training is delivered.

• Adults learn in an ordered fashion. TheymoveinstagesfromAwareness,toUnderstandingtoCommitment

toAction.Webelieveitbasedonourdecadesofexperience;theAmericanSocietyofTraining&DevelopmentcallsthistheAdultLearningContinuum(ALC).

• Strong design and development is crucial. WeusetheADDIEmodel(Analysis,Design,Develop,Implement,

Evaluate),anotherindustrybestpractice.

• Art and science of effective training IfALCandADDIEarethe“science”ofeffectivetraining,the“art”isno

lessfundamental—andthatartisallaboutrichcreativeandinteractiveelementsachievedbyrobusttrainingandexperiencedesign.

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Crucially,it’sinthedesignphasethatweaddressnotonlycreativityandinteractivity,butalsotechnology—andspecifically,whatdeliverymakesmostsense.

Thegoalistoestablishacomplementarydeliverytechnologythatbestactivatestheoveralltrainingexperience.Thetechnologyusedmustbetherightfitforyourlearningaudience.Likethemodern-daybobsled,trainingisacustomfitsolution.

Whendesignedright,thecombinationofcontentanddeliverymakeyourpeoplefeelconnectedtothetrainingexperience.Itleadstomomentsofdeepinsightandkeepsthemengagedandmotivated—andmostimportantly,optimizescontentretentionandknowledgetransfer.

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LIKE THE MODERN-DAY

BOBSLED, TRAINING IS

A CUSTOM FIT SOLUTION.

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NEW TECHNOLOGIES THAT INTEREST US• Mobile learning Mobilelearning,orM-learning,cantakemanyforms;forinstance,

trainingcoursesdeliveredtofieldsalesrepsthroughMMSpush,podcasts,blogsorviacustomapplicationsontheirmobiledevicesorwithintheirfavoritesocialnetworkingenvironment—alltofitintotheirhecticon-the-golifestyles.Byintegratingthetrainingdesignandtechnologywiththetargetaudiences’everydaylife,Repsareabletocompleteatrainingcourserightbeforemeetingwithakeyclientandhaveamoretargeted,“just-in-time”trainingexperience.M-learningisalreadyinpracticeinmanyindustriesandagreatexampleofusingtechnologytoenhanceatrainingevent.

• Virtual conferences Competingdemandsandrisingtravelcostscanmakecoordinatingalive

trainingeventachallengeattimes.Atsuchtimes,virtualenvironmentscanreplicatekeycharacteristicsofface-to-facetraining—withtheaddedbenefitofoccurringwhensalesrepsareavailable,motivatedandcommittedtotheexperience.SalesRepscanwatchaliveorpre-recordedvideo,askquestions,receiveresponses,networkwithpeersanddownloadkeycontentontheirdesktop.SimilartoM-learning,participantsreceivethetrainingtheyneed“just-in-time.”Althoughit’snotareplacementforface-to-facetraining,virtualconferencetechnologycansatisfytrainingneedswhilemeetingorganizationalbusinessobjectivesandkeepingtraveltimeandcostsdown.

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VIRTUAL CONFERENCE

TECHNOLOGY CAN SATISFY

TRAINING NEEDS WHILE

KEEPING TRAVEL COSTS DOWN.

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• Augmented reality Augmentedrealitydescribesareal-worldenvironmentthatisenhanced

bycomputer-generatedimageryexperiencedonascreenofsomekind(mobiledevice,computer).Ithasgreatpotentialtoenhancetraining.Forexample,apharmakeyopinionleaderspeakingataconferenceaboutthelatestdrugindicationcouldinteractwiththe“molecules”ofanewdrugtoshowhowitaffectsthehumanbody–themoleculewouldappeartoactuallyexistin2Dform.Augmentedrealitycanturnastraightforwardpresentationintoahands-on“show”(not“tell”)experience.

Our training experiences in action•WehelpedAbbottdesignandimplementanonlinecertificationprogram

forthesalesforcethatdramaticallyimprovedresults.Weachievedacertificationbenchmarkof90%and100%compliance.

•Combiningliveanddigitaltrainingexperiencescanbeespeciallyeffective.WehelpedEisai Pharmaceuticalsengageandinspiretheircriticalcare/oncologysalesforcewithaninteractiveonlinegameandanupdatedversionofaclassicboardgame—enablinglinemanagerstogaugesalesskillsinacreativeformat.

•WehelpedWaters Corporationlaunchitsnewbrandwithavirtualconferencethatgotemployeesalignedbehinditsvisionandgoals—extendingreachandimpactwhileachievingcostefficiencies.

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THE WAY FORWARDM-learning,virtualconferencesandaugmentedrealityarejustafewoftheexamplesofemergingtechnologieswe’vebeenintegratingintotheexperienceswecreate,andthatwefeelareimmediatelyrelevanttoeffectivepharmatraining—assuming,ofcourse,thatthey’rerightforthebrand,thesalesforce,thesituation.

Justasabobsledderdrivesasledspecificallydesignedfortheirheight,weightandbuild,duringourtraininganalysisphasewecreateafullaudienceprofilematchingdeliverymethodstotheirneeds,resultingintheright“fit”ofdeliverymethodsandtechnologies.

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OUR EXPERIENTIAL TRAINING POINT OF VIEW1 Themosteffectivelearninghappenswhentrainingengagesthe heartaswellasthehead.2 Science(stronginstructionaldesign)+Art(richcreativeand interactivity)=Greattraining3 Peoplelearnbydoing.Trainingstrategiesshouldsimulatereal performanceconditions.4 Alltrainingcan(andshould)bemeasured.5 Trainingshouldalways“customfit”theaudience,brandand businessgoals.Thisassures100%relevanceandoptimum knowledgetransfervs.off-the-shelfsolutions.6 MotivatedandinspiredSalesRepslearnmorequickly.7 Seniormanagementcommitmentisakeysuccessfactorintraining.8 Trainingmustbesustainable(wedesignprogramstoallowfor easyupdates/enhancements).9 Attentionspansareshorternow(wedesigntrainingwith incrementalandself-pacedsolutions).10 Interactivityisamust.Interactivitymeanspeopleplayanactive roleintheirpersonaldevelopment.

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AT JACK MORTON, WE •designanddeliverlaunchexperiencesthatgetsalesreadyand

motivatedtobringproductstomarket•createexperiencesthatsupportclientneedsthroughouttheproductcycle,

acrossaudiencesandmedia(live,online,3D,interactive)•bringclientsface-to-facewithcriticalB2Baudiencesthroughtradeshows

andconferences•orchestratehighlytargetedconsumercampaignsthatbuildbrand

relationships,awarenessandwordofmouth•activatesponsorshipstogrowbrandrelationshipsandmaximizethe

impactofsponsorshipspend•partnerwithclientstoensurethatinternalstakeholdersunderstandwhere

thebrandandbusinessaregoing,especiallyintimesofchangeandconsolidation

•helpourclientsbuildexperiencebrands

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JACK MORTON WORLDWIDEIS A GLOBAL BRAND EXPERIENCE AGENCY. WE CREATE EXPERIENCES THAT STRENGTHEN RELATIONSHIPS BETWEEN BRANDS AND THE PEOPLE WHO MATTER MOST TO THEM—THEREBY HELPING OUR CLIENTS BECOME TALKED-ABOUT EXPERIENCE BRANDS. RATED AMONG THE TOP MARKETING SERVICE AGENCIES WORLDWIDE, WE INTEGRATE LIVE AND ONLINE EXPERIENCES, DIGITAL AND SOCIAL MEDIA, AND BRANDED 3D ENVIRONMENTS THAT ENGAGE AND INSPIRE CONSUMERS, BUSINESS PARTNERS AND EMPLOYEES. OUR STAFF WORK ACROSS THE US, EUROPE AND ASIA-PACIFIC AS PART OF AN IDEA-LED AGENCY CULTURE.

About Jack Morton’s Experiential Training team

Trainingdesign,developmentandimplementationhavebeenkeyJackMortonofferingsforover30years.

Weprovideproventrainingsolutionsforsomeoftheworld’slargestandmostsuccessfulpharmacompanies.OurclientsincludeAmgen,AbbottLaboratories,CardioNet,Eisai,NovoNordiskandPfizer.

©JackMortonWorldwide2010