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Driving Sales Effectiveness Through Sustainable Learning
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Driving Sales Effectiveness through Sustainable Learning August 12, 2014
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In this webinar, we are joined by John Knoble, Director of Sales Learning at Ethicon (A Johnson & Johnson Company). John discusses how a traditional approach to learning was no longer enough for his organization and how his ecosystem has evolved to become more sustainable. He discusses the challenges he faced, the changes he made and the results he has seen. Have a read through the webinar summary and watch the recording here: http://www.axonify.com/2014/08/webinar-summary-driving-sales-effectiveness-through-sustainable-learning/
Transcript of Driving Sales Effectiveness Through Sustainable Learning
Driving Sales Effectiveness through Sustainable Learning
August 12, 2014
Some Housekeeping Details
The event is being recorded
Use the Q&A window
The Polling function
Follow the conversation on Twitter: #LTENWebinar
The Focus of Today
o 4 Challenges Impacting the Healthcare Sales Rep
o Challenges & Impact
o Introducing a New Approach to Learningo Brain Scienceo Gamificationo Personalization
Carol LeamanCHIEF EXECUTIVE OFFICER AXONIFY
John KnobleDIRECTOR OF WW SALES LEARNINGETHICON, INC.(A J&J COMPANY)
John KnobleDirector of Worldwide Sales Learning
Ethicon, Inc.
o Member of the Johnson and Johnson family of companies.
o Global manufacturer of medical devices committed to advancing surgical care for patients for over 80 years.
o Breadth of products used in most every procedure and by most every surgical specialty.
o Highly trained and respected clinical sales force.
About Ethicon
THE REALITY: The role of the healthcare sales rep has never been so challenging and it’s expected to continue to get more demanding.
Healthcare reform and implications of the Affordable Care Act.
o Required to understand concepts of ACA to better understand customer impact
o ACOs
o Shifts in reimbursement and financial incentives
o Pay for Performance
o Hospital Value Based Purchasing (HVBP)
Healthcare Reform & ACA Implications
Longer, more complex sales process.
o No longer just selling to the surgeon, now must be able to speak to the C-Suite and sell to high level groups and other clinical and economic stakeholders
o Must have the financial acumen to sell to this broader audienceo Risk avoidanceo Re-admission rateso Value Analysis Committees
Longer, More Complex Sales Process
Increasing compliance demands.
o Increasingly complicated rules imposed on sales reps
o Training Certifications
o Credentialing
Compliance Demands
Product knowledge required is getting increasingly more complex.
o Frequently changing product mix for sales force to support customer requirements
o The need to balance the clinical conversation with the business conversation
o Required product knowledge can span multiple specialties, procedures and disease states.
Complex Product Knowledge Required
SUMMARY: Reps are so overwhelmed with the amount of knowledge required that it impacts both confidence and performance.
1. Product knowledge
2. Competitive intelligence
3. Resources and tools awareness
4. Compliance/regulations
Poll #1Where in your organization are you experiencing the largest knowledge gaps?
o Traditional training methods were no longer enough:
o Annual training meetingo 6-8 weeks away from
homeo One-size-fits-allo One-time secondary
training
ETHICON Academy Blended Learning Model
o Challenge with pull-through learning
o How to avoid the “one and done”
o Pull vs push approach
o Align to strategic priorities
o A new approach was needed to address these 4 challenges, along with the ability to manage:
Constant Change
MobileWorkforce
Multi-Generations
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Competing Noise
o Keep knowledge, especially product knowledge top of mind with reps
o Increase post-training retention
o Monitor knowledge gaps
o Increase sales reps confidence
o Adjust to strategic priorities – on the fly
o Balance the need to learn with the need for customer time
Looking for a way to….
o Everyday bite-sized, gamified learning platform
o Rolled out to 75 sales reps throughout the US
o Hernia Repair (procedures and products)
o Objectives:o 70% voluntary participationo Knowledge growtho Increased confidence
Piloted an Innovative eLearning Platform
Pilot Results
Impacted Sales
>50%Increased Confidence & Product Knowledge
Participation
Voluntary Participation
Informed Employees90%
Prefer New Learning Method
82%
“I love this approach to learning. It was fun and I definitely feel more confident selling the hernia portfolio.”
Ethicon sales reps are more
confident in their product
knowledge and as a result they have
more effective customer
engagements...
o Axonify creates confidence
o Word of mouth on Axonify within the FSO spread quickly – build on the momentum
o Enables ‘tapping’ into the minds of the FSO
o Align Axonify to complement your curriculum
o Position Axonify as an element of your Learning Continuum
Summary of our Learning
Initial Learning Event
1. Self-Study2. Virtual
Classroom 3. Hands-on
Sessions
Reinforcement of Learning
Secondary Learning Event
– Product Launches
New Content Added and Reinforced
The Sustainable Learning Ecosystem
Next steps…where are we now…
o Expanded to 80% of our Field Sales Organization (remaining
specialty rep content being built)
o Aligned to our own Rewards Program
o Adding content every month
o Leveraging to drive strategic priorities
o Assessing organization knowledge gaps
o Adding non-clinical content – moving from purely clinical to
comprehensive
Carol LeamanCEO
Axonify
Learning Event
Results
Question Based Reinforcement
Training Burst
LearningTransfer
Gap Identification
How it Works
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Ethicon in Action
Training in short-bursts anytime on any device.
Embedded
Why it Works
The latest in behavioral psychology and retrieval based practices.
Brain Science
Short and fun, easy to play
games, social leaderboards and rewards.
Gamification
Proprietary knowledge personalization algorithm.
Personalization
E L E V T O R
VThree Core Concepts Driving Retention
Spaced Repetition
Also known as interval reinforcement.
Retrieval Practices
The questioning format.
Contributes to long term retention.
Confidence-Based Assessment
“When combined, spaced repetition and retrieval practices deliver the optimal environment for retention.”
Dr. Alice Kim, Rotman Research Institute at Baycrest
Interval Reinforcement
Exposing employees to ideas 3 times over 30
days, versus 1 time over 30 days.
3 Times After 30 Days
1 Time After 30
Days
10%
50%
90%
DAYS 1 2 3 4 5
KN
OW
LED
GE R
ETA
INED
10 15 20 25 30
RetentionIncreases Up To
90%
Training Event 1 2 3
Confidence-Based Assessment
The use of a confidence-based learning methodology:
o Has shown better knowledge retention and knowledge acquisition.
o Triggers an emotional reaction, which assists with long-term retention.
KNOWLEDGE 5
30
MisinformedMistakes
MasterySmart Action
UninformedParalysis
DoubtHesitation
Source: Dr. James Bruno Confidence-Based Learning Methodology, UCLA
More effective knowledge acquisition & retention
15-20% Law AcademyPass rate on certification exams went from
79% to 100%
CO
NFI
DEN
CE
Repeated retrieval is more effective for long term retention than repeated study.
Repeated Retrieval
Study Repeated Study Concept Mapping Retrieval Practice0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8Pr
opor
tion
Corr
ect
Source: 2011 study by Jeffrey D. Karpicke, Department of Psychological Sciences, Purdue University
Repeated retrieval leads to better learning
&
For more on sustainable learning visit axonify.com
