In the year 2013, pharmaceutical companies across North America and Europe laid off a large chunk of their sales force due to inflation. Layoffs across industries were rampant and plummeting revenues made it impossible for Pharma Organizations to sustain their entire sales force. In short, the Pharma Industry – suffered. Fast forward to 2015 and Pharma companies still suffer – this time at the hands of their own sales force. It’s true – when a sales force does not perform to its optimum best or fails to reach sales targets the team/individual lets the organization down. The reason is lack of efficient and cost-effective training.
The problem exists at the very base – at the first rung of the ladder. The Pharma industry suffers desperately from a shortage of skills, skilled labor and processing capabilities. There is a lacuna and an ever growing shortfall between output from universities and demand by the pharmaceutical and health care industries for science and engineering graduates who have the ability to rapidly contribute to success in the Pharmaceutical business environment. In the light of this disparity, it is essential for organizations to hand-hold their employees and provide them with proper training before they send them out into the word with a product to sell. For all the time wasted and hoards of money spent on hiring trainers to train their globally-dispersed sales force, the result is inconsistent training across geographies. The ever-changing landscape of the pharmaceutical industry does not make things easier. Indefinite job roles merge into one another and demand that the Pharma sales force is not only adept at sales but doubles up as an excellent marketing force as well. It’s no wonder that companies are let down by their sales force.
The need of the hour is successful training that will help build leadership skills needed to navigate the complex and changing landscape of the industry. Besides being a time-saving, cost effective solution for the Pharmaceutical Industry, eLearning provides consistency of content and delivery. It is available 24/7 and can be accessed from any location with suitable inter-/intra-net access. Given the mobile nature of the pharmaceutical sales force, classroom training is impossible; however, eLearning allows the Pharma sales rep to complete training programs at his own pace and in his own time. Online courses make use of interesting elements such as graphics, videos and audio along with text and make online learning learner-friendly and retention-friendly for the otherwise easily bored adult Pharma sales force learner. The changing needs of the customer requires the Pharma sales force training to focus on selling skills and strategies that must be updated at the speed of need to match the current needs of today’s customer – this again is made possible with online learning that allows speedy delivery of updated information.
The world is making the shift to online learning. Most of the Pharma giants are using some form of online learning to train their forces already, and those who have made the move are witness to the results. If your Pharma sales force is letting you down, our advice to you is to make the move to elearning now.
In the year 2013, pharmaceutical companies across North America and Europe laid off a large chunk of their sales force d...