Opportunities in Pharmaceutical Sales Training

Lynne Lederman, PhD

Freelance Medical Writer

AMWA DVC 2009 Freelance Workshop

© 2009 Lynne Lederman

But it’s really…

• Education– Medicine– Science– Pharmacology– Clinical trials– Treatment guidelines– Competitive therapies– Managed care

The Customer

• Pharmaceutical Companies– Often indirectly– Project or account manager– Trainers– Medical, legal, and regulatory reviewers

• Agencies– Directly– Medical communication– Medical education

The Audience

• Pharmaceutical sales representatives– District managers– Account managers– Regional business managers

• Medical science liaisons (MSL)

• Clinical nurse consultants (CNC)

• Medical directors

• Patients

Pharmaceutical Sales Representatives

• “Detail” to – Doctors, hospitals, formularies– Free-standing blood banks, infusion centers

• Persuade clients to use their drugs

• Varied educational background

• May represent several unrelated therapies

• Won’t represent all of a company’s drugs

MSL/CNC

• Advanced degrees– RN, PhD

• May interact with MDs conducting trials for drug approval

• May interact with peers to promote approved drugs

MDs

• Educate other MDs– Background on rare conditions for which

drugs are being developed

• Can provide copies of publications– Off-label use (MDI department)

Patients

• Rarely part of a formal sales training program

• Package insert instructions for patients

• Patient registries

Roles

• Writers• Editors• Illustrators• DTP• Project managers• SME• Train the trainers/workshop leaders• Others

Writers

• Love explaining science and medicine

• Specific content knowledge or expertise

• Helpful qualities– Respect for deadlines– Knowledge of how drug development and

sales work– No fear of “selling”– Knowledge of managed care

Editors

• Instructional editing– Instructional design– “Adult learning styles”

• Copy editing

• Style guide– Write– Compile

Illustrators and DTP

• Computer-based graphics– Hand drawing now rare

• DTP– Templates– Layout and design– Graphics

Project Managers

• Interaction and coordination– Client– Writers– Editors– Illustrators– DTP– Production

• Scheduling• References

SME: Subject Matter Experts

• Not always used

• On client side– Most often MD– May be the medical reviewer

• On agency side– Independent expert– Could be a knowledgeable writer

Trainers and Workshop Leaders

• “Train the trainer”

• Workshops

Others

• Proposal developers

• Agency business account managers

• “Going over to the dark side”

Types of Content

• Self-study modules (still usually print)• On-line computer-based training

(interactive e-learning—multimedia)• Audio scripts• Video scripts• Workshops (in person)• Physician monographs• Non-specific support material

– Off-the-shelf products: monographs, games

Subject Matter

• Whatever is in development and approaching approval

• Pharmaceuticals– Trend for agents used in long-term therapy– “Boomers”

• Diagnostics– Kits, equipment, reagents

• Devices– Heart valves, stents

What the “Target” Expects

• Product knowledge– Clinical data: efficacy, safety– Reimbursement– Formulary/compendium status

• Disease state

• Current therapies

• Competitive therapies

Stages of a Project

• Proposal• Content outline• Expanded outline• First draft• Revised draft

– MLR review

• Final copy for approval• Production

Module Organization

• Self-study text– Introduction/purpose– Learning objectives– Content– Glossary– References

• Structure– Advanced organizer (introduce)– Content (describe)– Summary (restate)

Types of Modules• A&P (“normal”)• Pathophysiology (disease state)• Diagnosis• Treatment• Product (technology, annotated PI, clinical trials)• Competitive therapies• Selling (SWOT, benefit/risk)• Managed care• Once upon a time: new vs. experienced reps

Module Content• TOC/index• Introduction• Chapters

– Learning objectives, sections

• “Enhancers”– Call-outs, boxes

• Summary• Q&A (not always)• Glossary• References• Appendices (sometimes)

Learning Objectives

• L.O.s describe measurable performances that can be accomplished– Important (need to know)– Concrete (list, identify, define)– Identifiable in text

• If they are well-written, they will help with questions as well as content

• Not always easy with complex topics

Questions and Answers• Types of questions

– Multiple choice– T/F– List– Fill in blank– Matching

• Usually one question per L.O.– Specifically tests the L.O.– Clear and fair

• Answers– Clearly correct– Worth remembering (need to know)

Call-outs and Boxes• Need to know

– Fast facts, pronunciation, lingo, selling tips

• To avoid insulting the audience– Mixed audience– They should already know this– “Did you know”

• Nice to know– Can’t resist

• Usually don’t test on these

Background Resources

• Medical texts

• Community college texts– Anatomy and physiology

• Nursing texts

• Patient advocate sites

• Peer-reviewed literature

Product Resources

• PI

• Client company web site– News releases– Pipeline

• Competitors’ web sites

• Ask the client

Keys to Success

• Write well• Be knowledgeable or a quick study• Know the industry and the FDA• Specialize in a few areas

– Then build your expertise

• Stay up to date on advances in medicine, pharmaceuticals, diagnostics, devices

• Keep up with technology– Word, Templates, Acrobat, PPT, multimedia,

file sharing sites

Should you….

• Take a writing test?

• Provide writing samples?

Getting Started

• SPBT: Society of Pharmaceutical and Biotech Trainers– http://www.spbt.org/en/home/

• Vendor directory– http://memberservices.spbt.org/iMISpublic/Ve

ndor_Directory/Default.aspx?&iSession=42b07b9d639c420688a7e653d5638c3e