Good training is highly essential when organizations want to increase their sales by minimizing time and cost. Now-a-days, many organizations are shifting their concentration from traditional and conventional training methods to online training as it offers numerous advantages such as self-paced learning, is learner–centric, easily updatable, cost-effective, reusable, involves no travelling expenses, saves time, etc.
Do conventional and e-learning trainings prove to be effective for pharmaceutical sales training?
Certainly NOT. This is because pharmaceutical sales representatives don’t spend most of their time at their desktops and hardly take out time to attend training sessions because of their tough deadlines and busy schedules.
It is common knowledge that pharmaceutical sales reps generally spend 80 percent of their time on the field and are always on the go. They do not have the time to sit at a desk to take lengthy courses. Thus, lengthy courses cannot help sales reps access content quickly at their point of need.
A report by Sales Performance International states that:
- Approximately 50% of the learning content is forgotten within 5 weeks
On an average:
- Half of the content of a sales training event is lost in 5.1 weeks
- 84% of sales training content is lost after 90 days
Then, what is the most effective training method for pharmaceutical sales representatives?
Well, microlearning is the effective training method to train your pharmaceutical sales representatives as it quickly closes the knowledge and skill gaps.
Microlearning provides small and powerful learning units to the sales reps while they are travelling, waiting for the doctor, or even in ‘dead time’. This kind of training allows them to quickly grasp and retain the knowledge for a longer period of time.
What are the ideal devices to deliver microlearning?
Mobile devices are the ideal platform for delivering microlearning effectively as they have become a part and parcel of our lives.
According to a statistic by Gartner, it is predicted that 70% of professionals will do some work from their own, personal smartphones or tablets by 2018.
Advantages of Microlearning
1. Targets one specific performance objective
Microlearning targets one specific performance objective. For example, the composition and dosage, mechanism of action, features and benefits, indications and contraindications, or adverse effects of a particular drug. Such short and accurate information will allow sales reps retain and remember the information for a long term.
2. Offers small nuggets
Microlearning offers small nuggets of information which can range from a time frame of 1- 5 minutes. For example, your organization has added some additional features to your product (drug). These new features set your drug apart from your competitors. In this case, microlearning will help you to share the new features of the product as a nugget.
3. Provides just-in-time learning
Microlearning provides just-in-time support to the travelling pharmaceutical sales representatives, where they can go through the essential information when they need it and apply their new knowledge immediately on the field.
For example, if a pharmaceutical sales person wants to learn about his company’s product before going to meet the doctor, then just-in-time learning will help him avoid giving wrong information about the product and avoid losing a deal. Hence, just-in-time learning will help him access the required information at a single click and seal a deal very quickly.
Without reinforcement, information can be easily forgotten as we forget 80% of what we have learned in the next one week. So provide reference tools, job-aids, PDFs, etc. to go through the information at a glance.
Apart from this, to reinforce learning to a greater extent, provide assessments with adequate and explanatory feedback at the end of each performance objective and also provide Hints, Help, Awards, and Performance Dashboards.
Provides continuous updates
Microlearning provides learners continuous updates and has the flexibility to keep up with the constant changes in information as information keeps changing from time to time. As microlearning offers short modules of 5-10 minutes, it is easy to update and share the information quickly and avoid loading problems. This will keep sales reps up-to-date with the latest information.
For example, when you have added a new feature to your product, microlearning will help you inform your sales reps about this update quickly, so that, they can access the updated information at their fingertips.
Thus, microlearning is the effective method to train your pharmaceutical sales representatives as it fills the last minute knowledge gaps. Have anything to say? Please do share!