Medical representatives face many problems while promoting their companies’ products to doctors. It’s a well-known fact that doctors are more knowledgeable about medicines than the pharmaceutical sales representatives. So, how can a representative gain as much knowledge as the doctor about the medicine? Well, e-learning is the best solution for this problem because it helps to impart highly effective training.
For many years, Pharmaceutical companies followed a fully integrated business model, where they handled every aspect of their business, right from R & D to commercialization. However, the marketplace is undergoing ‘huge changes’ according to a whitepaper published by PwC titled, “Pharma 2020″. The 2009 report indicates that by 2020, the traditional business model will not be able to meet the market needs and generate profits. The report predicts that there would be two main business models that will emerge.
The job of a medical representative is tough. He needs to promote his drugs to doctors who are more knowledgeable about the medicines and their application than himself. So, how can sales representatives of pharmaceutical companies convince medical practitioners to prescribe their products? Well, they need to be as knowledgeable as the doctors themselves.
Most of the organizations hire people based on their communication skills rather than their educational backgrounds. Pharmaceutical organizations hire such people because sales reps need more communication skills in order to develop a long-term business relationship with doctors. Along with good communication, sales reps should also have a very good knowledge about the company products because it is they who have to convince doctors who are more knowledgeable than them in matters related to a disease.
The job of a medical rep is tough. Often, he needs to convince prospects (doctors) who are more knowledgeable about pharmaceutical products and their application than himself. So, how can a salesperson of a drug manufacturer promote his products effectively? Well, he needs to undergo extensive training to “handle” the physician efficiently.
Knowledge transfer through e-Learning is booming everywhere and is becoming the way of the world.
Growing trends of technological learning are affecting the life science industry positively and in a major way. New sophisticated technologies like a whirlwind are revolutionizing the health care training to train life science professionals with updated information and state-of-the-art technology.
Training pharmaceutical sales representatives is one of the most important success factors for pharma companies. Pharmaceutical sales representatives need to be trained to acquire knowledge on their company’s products. While there are other methods of training, pharma companies are greatly heading toward e-learning due to the fact that e-learning is effective and that a learner can take up the course anytime, irrespective of their schedule.
Effective training plays a critical role in the success of a medical representative. So, pharmaceutical firms spend huge amounts of money on training their sales personnel. According to Merck Capital Ventures, drug manufacturers worldwide spend about a billion dollars an year on training their salespeople.
To be on the competitive edge, all sales representatives need to be updated constantly on new services and products available. With respect to pharmacokinetics, many new products are coming up for each disease. The pharmaceutical sales representative finds it hard to introduce his company’s products.. The physician is more familiar with the diseases and the required medicines than the medical representative. So, in order to be successful as a pharmaceutical sales person, one needs to possess knowledge equivalent to that of a doctor.
It is common knowledge that effective training goes a long way in enhancing the performance of pharmaceutical sales representatives. Well-trained medical representatives can explain the features of their products to doctors and convince them to prescribe the drugs.