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The healthcare landscape is changing dramatically. New technologies have the potential to revolutionize how pharma training is delivered. But what’s the right balance of new technologies and proven training methodology? We explore this topic in our newest white paper, The Changing Face of Pharma Training.
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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
