"PainSYS" SalesTraining Excellence!

PainSYS™ Sales Trainingsmart, sleek, cool. . .

AH2 & Beyond Consulting (www.ah2andbeyond.com)

Packaging a NEW BRAND with “Sales Training Excellence”

By Andre’ Harrell


INTRODUCTION

In 2005 our team worked on one of the most innovative products for post-operative pain

management and not only was our task to build “Best in Class” branding for the product we were also responsible for constructing an innovative

training program to help support our global hospital sales team. In this presentation we’ve named the product “PainSYS” for trademark

purposes and to demonstrate our competencies in helping you build an innovative training

strategy for your new product.


Sales Training Considerations

• New therapeutic area

• Market complexity

• Scope of audience

• Competitive set

• Economics and formulary process

• Layers of committees

• Unique product

• Drug/Device

• Product training requirements


Develop a sales training program that reflects the efficacy and innovation of PainSYS™ and can support both the global hospital sales force and the task that they are charged with to successfully launch PainSYS™

PainSYS™ Sales Training Strategy

“Chasing Innovation”An Innovative Sales Training

Solution



Goals

“Chasing Innovation” is crafted to support our goals:• Successfully launching this innovative product

• Rapidly gaining customer/formulary access

• Becoming leaders in the treatment of postoperative pain


Chasing Innovation Program

• Comprehensive “branded” e-based learning/training program

• Innovative motivation/incentive program• Create and maintain enthusiasm for prelaunch preparation

and launch

• Creative and fun recall/retention strategies• Practical application reinforcement exercises

• Supportive communication program • Clearly and consistently communicate objectives and expectations

• Geared to focus on ultimate goal: ensure sales representative preparedness

“Sales Training Missions”Innovation in Practice


Training Missions, Checkpoints, and Challenges

• Training Missions are a combination of e-based learning and live initiatives

• The e-based Missions will be housed on the “Chasing Innovation” intranet site • Review the Missions online or download them to use

offline

• Missions comprehension will be determined via Checkpoint assessments

• Missions will also have a creative Challenge for reinforcement and real-world application


Training Missions

• Mission 1: Formulary Approval Process Workshop• Define similarities and differences of the PainSYS formulary

process

• Identify potential key influencers of this process

• Mission 2: Hospital Business Environment Training • Understand the business of running a hospital

• Different cost centers and resources

• Key decision makers and how they influence physician/formulary use


Training Missions (cont)

• Mission 3: Acute Pain Frontiers—Learning Modules 1-4 • Understanding pain

• Treatment of pain

• IV PCA use in the hospital

• Postoperative pain decision makers and patient flow

• Mission 4: Business Planning/Developing Product Champion Workshops • Develop a strategically sound business plan

• Review how to develop product advocates and leverage their influence within their institution



• Mission 5: OR Protocol Training (online)• OR certification training to understand the environment where our

key customers spend most of their time

• Mission 6: Discover PainSYS—Learning Modules 5-7 • PainSYS product knowledge

• How to use PainSYS

• PainSYS clinical trial data

• PainSYS package insert

• Selling PainSYS



• Mission 7– “VirtuCast Preceptorship” and Educational Program Training Workshop• Part 1• Virtual experience of traveling through the hospital• Various committees, departments, and key stakeholders• Differences in selling model for device vs pharmaceutical

• Part 2• First exposure to PainSYS training program • Program overview and content training • Role-play practical application

“Motivational Competition”Rewarding Performance



Motivational Competition

• Competition standings assessed at each Milestone

• Milestones signal completion of a series of Missions, Checkpoints, and Challenges

• 4 program Milestones: • Milestone 1: At cycle meeting

• Milestone 2: After completion of Mission 3

• Milestone 3: After completion of Mission 6

• Milestone 4: At launch after completion of Mission 7

• Premiums and PerQ Points will be awarded at Milestones based on performance and ranking at the individual andteam level


Motivational Competition (cont)

• Earn Mileage points for completion of Checkpoints and Challenges based on score and time to completion • Take the assessments sooner rather than later

• Higher point weighting for getting questions right on the first attempt—focus!

• Additional points are distributed for winning Best-Practice Contests

• Consistent performance excellence will be awarded at the National Launch Meeting

“Expectations”A New Standard of Excellence


Performance Requirements

• Scoring requirements: • 90% correct to pass Checkpoint assessments

• Two attempts to pass each Checkpoint• Multiple interim knowledge Checkpoints to assist in focus on key

information

• Completion of Checkpoints and Challenges by established due dates

Communication Program


Communication Program

Provides several “touchpoints” to reinforce learning within individual modules and to motivate throughout the entire training program

• Intranet site

• Printed Quick Reference Guide

• E-mail Trail Reports

• Teaser flash e-mail

• Voice-mail updates


Intranet Site

Current PainSYS News and industry-related articles

KOL, brand team, and salesforce advisory board

Interviews and Insights

Mission Content Highlightsand Key Takeaways


Intranet Site

Leader Board:Individual performance and contest

leaders

Postcards From the Field:Sales representative

best-practices spotlight

Links to training Missions, Checkpoints, and Challenges


Intranet Site

Assess overall team performance

Interactive performance and contest standing querying tool

View individual score andnational ranking


Quick Reference Guide

• Pocket-sized reference binder

• Overview of entire training program

• Highlights core takeaway pointsfrom training Missions• Delivery of new section kicks off

each training Mission


Trail Reports HTML E-mails

• Sent midway through current training Mission

• Contains quick updates on key information and a hyperlink to intranet site:• Mile Markers: Quick tips from completed Missions

• Leader Board: Contest status

• Strategic Insights: Interviews with brand team, sales force advisory board, and KOLs

• Best practices/success stories

• Reminders about upcoming events and deliverables


Voice-Mail Communications

• Periodic VM communications from brand team, sales training, and sales management• Introduce next training Mission and rationale

• Reinforce key information from Missions

• Motivate and support!

Are You Ready for the Challenge?

Andre’ HarrellAH2 & Beyond Consultingwww.ah2andbeyond.com

267-221-8529

http://www.ah2andbeyond.com/

"PainSYS" SalesTraining Excellence!

Business

Transcript of "PainSYS" SalesTraining Excellence!