How to simplify product and scientific training for sales reps -Part 1

I have seen a common lament among #marketing and #medicalaffairs professionals that sales reps do not engage in scientific discussions with #HCPs and only provide brand reminders, despite extensive training. I will not deny that I have not lamented the same. On the other hand, the #salesreps contend that those sitting in offices have no idea of the practicalities on the field (getting just a few seconds in the HCPs chamber), and I would agree with them too. However, as it is said- you clap with both hands. Both sides need to share the blame. Like any normal distribution curve, there are about 20% of #salesreps who are brilliant at engaging in scientific discussions with #HCPs, about 60% are in the average category, and 20% might be those who do not have the adequate aptitude for absorbing science. The 20% who are indeed able to engage in scientific discussions are able to earn respect, much easier access, and more time in the chambers of #KOLs and other #HCPs, with long-term relationships as well. If we can optimize the performance of the 60% reps in the average category, it could make a significant difference in having an edge over competitors.

Any #salesrep training has 3 components- 1) the therapy area and disease 2) the product- this part could be very extensive in the case of medical devices 3) scientific evidence. The trainer needs to always bear in mind that the sales rep's forte is sales, and (s)he cannot possibly absorb and retain scientific information like the #marketing and #medicalaffairs professional. The only way to provide effective training is to simplify it. The way we evaluate the #salesreps by way of tests at the end of training also needs a relook.

Let us begin with the therapy area and disease. It might often involve anatomy, physiology, and pathology. At the outset, it might be useful to tell the trainees that they are not expected to remember everything that is taught about the therapy area and disease as they would not have to discuss these with HCPs. Nevertheless, it is important for them to understand these to understand the product. This takes away the feeling of being overwhelmed with the information. On every slide or at the end of the presentation, it might be useful to list the bare minimum they need to remember from this session and/or revise it should they require to. It also helps to use more of infographics and simple ones. Look at the example below. When teaching a #salesrep about the respiratory system, is it necessary to use an image that shows every anatomical structure? Look at the first 2 images and then at the next 2 images. Visually, don't the last 2 images appear easy to comprehend? Also, depending on your product the entire respiratory system need not be taught. Only parts relevant for the #salesrep to understand the use/indications of the product should be adequate. The same holds true for physiology and pathology. Simple infographics, teaching only as much as most relevant for the product, telling the reps what to remember from the entire session.

Further, the tests that follow the training should also aim to evaluate their understanding of only the essential elements and not make it like a medical college exam. Doing well in the tests boosts their confidence.

Coming to the product, in the case of a drug it is mainly the mechanism of action that is important, while in devices there might be multiple features. Here again, while it might be necessary to go into the details, the message that the #salesrep needs to be left with is what it is that your product has and the #competitor does not that should be remembered for in-clinic discussion. Instead, what I often see is a long positioning statement that the #salesrep is expected to memorize for in-clinic promotion and also write it word-to-word in the test. Why is it necessary? Is an HCP likely to ask the rep about product positioning? Is it instead not better to expect the rep to remember a simple one or two-line message that the rep can actually convey in-clinic? Marketing gurus suggest that a positioning statement should be somewhat like this: [Your brand] provides [your offering/benefit that makes you better than competitors] for [your customers] who [customer needs] because [the reason why your customers should believe you are better than competitors]. Is it fair to expect a #salesrep to remember such long statements, especially since most of them promote more than one product? Positioning statements are for marketers to help them decide their target, segment, and the unique benefits they would like to focus on. They are NOT written for #salesreps. I found an example of a positioning statement that read: For the cardiovascular surgeon, who believes in the clinical benefits of beating heart surgery_______?is a?combination rib spreader, holder, and electrical isolation device that offers maximum visibility and access to the heart, hands-free stabilization and counter traction, with the added ability to electrically isolate small areas of the muscle, providing a still and placid surface on which to sew, unlike other devices in the market that perform only one of these functions and do not offer an integrated solution to the problem of high-quality stitching on a beating heart, such as the ___________________.

If this is what the #salesrep is expected to convey in-clinic, it is no surprise that most do not engage in any scientific discussion and provide only brand reminders. The long statement above could have been simplified as: Our product offers rib spreader, holder, and electrical isolation of small areas of the muscle in a single device. This makes it easy for the rep to 'position' the product in-clinic. The benefits of these features are already known to the surgeon and need not be elaborated by the rep. And in case a surgeon indeed wants to know the benefits of these features (if these are novel features), it is even better. The surgeon would ask, and this would provide an opportunity to converse.

We will continue on the same topic as Part 2 in the next edition of the newsletter, next week. Well, the reason is, I am trying to promote my newsletter to you. So, I need to ensure too that it does not get too long and turn away the readers; this is practicing what I am preaching. :)

Link to part 2: https://www.dhirubhai.net/pulse/how-simplify-product-scientific-training-sales-reps-part-dhanuka-1f

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