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Pharma Sales Training Conference
- 1. 5TH ANNUAL PHARMACEUTICAL SALES TRAINING & DEVELOPMENT Enhancing Salesforce Training Strategies Within A Changing Healthcare LandscapeAnd Virtual-Dependent Environment While Utilizing Innovative Learning Theories And Instructional Design To Ensure Continuous Learning, Retention And Professional Development MARCH 23-24, 2015 ATLANTA, GA The changing healthcare landscape affects the necessary selling skills and dynamics of not just the salesforce but also the tactics implemented by sales training executives in preparing sales repre- sentatives to have engaging and effective discus- sions with key decision makers. With an influx of Accountable Care Organizations and an increase in stricter guidelines set forth by the federal gov- ernment, sales trainers must ensure sales teams have greater knowledge of both the products being sold along with compliant adherence to regula- tions imposed on physician interactions. Addition- ally, as advancements in technology further foster a unique learning environment, determining the best platforms to utilize in an increasingly virtual world is becoming more important. Guaranteeing retention through engaging content and instilling metrics to confirm the success of virtual learning is critical as pharmaceutical companies have shrink- ing budgets to execute in-person training. Q1’s 5th Annual Pharmaceutical Sales Training and Development Conference will allow for an educationally-driven environment with knowledge sharing, best practices, workshops and indus- try-led presentations. Attendees will walk away with strategies that can be immediately imple- mented for sales training and development. Nick Albert Sr. Manager Sales Training and Development IROKO PHARMACEUTICAL Diane Essel Compliance Training ENDO PHARMACEUTICALS Richard Johnson Sr. VP Sales & Sales Training ENTERA HEALTH Scott Moldenhauer Principal PERSUASION CONSULTANTS INC Felicia Townsel Senior Manager, Sales Training SHIONOGI INC. Susan Velani Director, Commercial Training & Development GENENTECH Joseph Cha Associate Director, Medical and Scientific Affairs ONYX PHARMACEUTICALS Brad Hummel Director, Field Force Effectiveness ENTERA HEALTH Neesha Khanderia Head of Training and Developmnt: Commercial Training Leader BAXTER INTERNATIONAL - CANADA Alex Au Sr. Manager Commercial Learning & Development GILEAD SCIENCS - CANADA Dennis Herceglic Sr. Manager Sales Training: Pain Business Unit JAZZ PHARMACEUTICALS Jennie Joshi Associate Director, Account Management Sales Training BAYER HEALTHCARE Ronda Robinson Director, Global Sales Training NANOSTRING TECHNOLOGIES Frank Vitiello Executive District Business Manager of the HIV Division BRISTOL-MYERS SQUIBB Levoda Walker Sales Training Manager (International) ABBVIE Dan Skoubye Associate Director Neuroscience/ Transplant Sales Learning LEO PHARMA Bill Wagner Sr. Director, Sales Training MYLAN Keith Willis Associate Director, Cardiovascular Training BRISTOL-MYERS SQUIBB PROGRAM OVERVIEW: DISTINGUISHED PRESENTERS INCLUDE: 500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com CONFERENCE SPONSORS:
- 2. 5TH ANNUAL PHARMACEUTICAL SALES TRAINING & DEVELOPMENT DAY ONE | MONDAY, MARCH 23 7:00 REGISTRATION & MORNING COFFEE 7:50 OPENING REMARKS 8:00 ENSURING NEW PRODUCT LAUNCH READINESS WITHIN A SALESFORCE As sales trainers prepare for a new product launch or a new drug indica- tion, remaining in communication with regulatory teams regarding potential timelines for product approval and new launch training is absolutely crucial. Regulatory approval timelines are not an exact science, urging pharmaceu- tical companies to be proactive in designing curriculum that empowers a salesforce to successfully promote a product shortly after a therapy receives clearance from the FDA or a foreign regulatory body. Strategic development of new product launch training requires a collaborative partnership across several departments including regulatory, sales, marketing and medical affairs teams to incorporate product knowledge and selling strategies into training curriculum. • Collaborative development curriculum for new product training • Deploying new product launch training effectively and in a timely manner • Increased retention expectations with expanding product portfolio Brad Hummel, Director, Field Force Effectiveness ENTERA HEALTH 8:45 ADAPTING SELLING STRATEGIES TO PRIMARY DRIVERS FOR PHYSICIANS AND ACCOUNTABLE CARE ORGANIZATIONS As Accountable Care Organizations and patient-centered medical homes rise across the country, it is crucial to understand how to integrate ACO’s into the salesforce selling strategy. With healthcare reform quickly transforming the sales model, updated sales training programs are necessary to ensure rep- resentatives are aware of the changing quality measures and performance standards needed to be met by physicians. Understanding the implications and evolving customer needs is crucial in developing a learning curriculum to position the salesforce for success. • Selling procedures to adapt when working with ACOs • Aligning sales training strategies with physicians’ goals • Identifying gaps within training programs when targeted towards ACOs Susan Velani, Director, Commercial Training & Development GENENTECH 9:30 COFFEE & NETWORKING BREAK 10:00 EMPHASIZING COMPLIANCE IN TRAINING SALES REPS: APPROPRIATE INTERACTIONS WITH KEY DECISION MAKERS Sales trainers must create a robust training curriculum surrounding compli- ance matters to ensure sales representatives meet requirements set forth by the FDA and other regulatory bodies. Guaranteeing that a sales rep en- gages in compliant discussions with physicians and other decision makers requires a thorough understanding of the “dos and don’ts” when selling in a highly regulated field. As such, sales trainers can utilize situational scenario training to enhance learning through an interactive learning program that prepares a salesforce for all potential scenarios. Sales trainers must devel- op an effective training format, establish an appropriate training frequency and institute reinforcement activities in order to drive home the severity of remaining compliant. • Applying effective compliant selling skills • Implementing situational training techniques to enhance learning • Addressing and reinforcing importance of compliance Diane Essel, Compliance Training & Communication Manager ENDO PHARMACEUTICALS 10:45 PANEL DISCUSSION: BENCHMARKING INTERNAL STRUCTURES OF VARIOUS TRAINING DEPARTMENTS Throughout the sales training organization within a pharmaceutical compa- ny, it is important to understand emerging trends to best equip the sales reps with adequate information and tools. Discussing best practices from a number of pharmaceutical companies can assist with aligning both cor- porate and departmental goals and additionally foster information sharing to benefit one another. While one size does not fit all, sales training profes- sionals will highlight insights gleaned from trainers across the industry and indicate successful approaches for the sales training of the future. • Staffing structures within learning and development organizations • Feedback and coaching techniques for sales managers • Effective cross-departmental communication skills Felicia Townsel, Senior Manager, Sales Training SHIONOGI INC. 11:30 BUILDING FROM THE GROUND UP: LEARNED LESSONS FROM A START-UP COMPANY Gaining insight from various, like-minded companies is a useful tool in explor- ing and benchmarking the success of training departments. Understanding how a start-up company has grown out of a strictly virtual environment will provide sales trainers a different point of view and allow for brainstorming and thinking out of the box. Sales trainers are constantly being pushed into a virtual world, and understanding the point of view of a start-up company on the verge of expansion will provide a unique perspective in which information sharing and lessons learned can be exchanged. • Case study: mistakes made and lessons learned • Selling models to utilize from a start-up perspective • Transitioning from in-person to virtual learning tools Nicholas Albert, Senior Manager, Sales Training & Development IROKO PHARMACEUTICALS 12:15 LUNCHEON FOR ALL DELEGATES, SPEAKERS & SPONSORS 1:30 SMALL GROUP DISCUSSIONS: KEY ISSUES AFFECTING PHARMACEUTICAL SALES TRAINERS Sales training executives face many different challenges and obstacles on a sometimes daily basis, with little or no predictability related to what might come next. These small-group breakout discussions will provide a forum for the sharing of ideas and networking opportunities, which are of high value to sales training executives. The topics for discussion have been previously selected based on feedback received from conference delegates. Attendees, speakers and sponsors are encouraged to be active participants allowing for better exchange of ideas, peer-to-peer learning and open discussion. 2:30 COFFEE & NETWORKING BREAK (AGENDA CONTINUED ON NEXT PAGE) 500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com Executives that will find this program of greatest relevance are those current- ly working within sales training and development at pharmaceutical corpo- rations. Job titles of those executives that will find this program to be most applicable to their job functions include: • Sales Training & Development • Commercial Training & Development • Field Training & Development • Learning & Development • Regional Training • Product Training • Leadership Development • Salesforce Effectiveness • Managed Markets Training • Therapeutic Knowledge Training At this time, there are a variety of sponsorship and exhibition opportunities available for companies wishing to increase their visibility and participation in the program, ranging from keynote speaking opportunities through to ex- hibitor and documentation sponsors. Organizations most suitable for this type of exposure provide services and solutions including: • Sales Strategy & Training Consultants • eLearning Solutions & Technologies • Mobile Learning Platforms • Salesforce Effectiveness Strategies • Performance Measurement Solutions • Virtual Learning Platforms • Content Development & Management • Instructional Design & Development WHO SHOULD ATTEND: SPONSORSHIP OPPORTUNITIES:
- 3. 500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com 7:30 REGISTRATION & MORNING COFFEE 7:50 OPENING REMARKS 8:00 ESTABLISHING A COLLABORATIVE ENVIRONMENT WITH FIELD SALES TRAINERS TO ENSURE KNOWLEDGE RETENTION As an extension of the corporate-based sales training team, field trainers play an important role in executing regional training programs for sales representatives. Utilizing field trainers allows pharmaceutical companies to ensure extended learning and pull-through of content taught during new product launches, national sales meetings or on-going virtual and distance training. To maintain a collaborative environment with regional trainers, cor- porate sales training departments must implement effective communication strategies and incorporate field trainer insights on salesforce effectiveness and knowledge retention into training curriculum while also providing region- al trainers with adequate tools and resources to further train and equip sales representatives for successful customer interactions. • Strategies to best communicate with field trainers • Establishing a professional relationship with field trainers • Reviewing corporate and field training materials Dennis Herceglic, Senior Manager, Sales Training – Pain Business Unit JAZZ PHARMACEUTICALS 8:45 SELLING IN A MANAGED CARE WORLD: HELP YOUR REPS STAY RELEVANT Scott Moldenhauer, Principal, PERSUASION CONSULTANTS INC. 9:30 COFFEE & NETWORKING BREAK 5TH ANNUAL PHARMACEUTICAL SALES TRAINING & DEVELOPMENT DAY TWO | TUESDAY, MARCH 24 10:00 ADULT LEARNING TECHNIQUES: CREATIVE REINFORCEMENT THROUGH GROUP INTERACTIVITY Incorporating adult learning techniques throughout the sales training cur- riculum enhances retention of training content and ensures utilization and application of knowledge within salesforce and customer interactions. Skills demonstrations, interactive discussions and group activities during in-person trainings have been statistically proven to make a larger impact in training modules and have a lasting return on training throughout a pharmaceutical salesforce, and these are just a few examples of adult learning consider- ations that can be implemented into training and development programs. • Fostering interaction among sales reps during training programs • Best practices: employing creative ideologies within training delivery • Allowing sales reps to have control of a learning experience Neesha Khanderia, Commercial Training Leader BAXTER CORPORATION 10:45 WE HAVE THE IPAD, NOW WHAT? – GROUP DISCUSSION ON DEVELOPING AN EFFECTIVE LEARNING STRATEGY FOR TABLETS Many pharmaceutical companies have launched iPads within sales forces based on the exuberance of senior management to implement the latest trend in technological advancements. While many sales trainers find iPads to be inefficient and expensive, others welcome the opportunity to utilize an innovative tool to further retention and continuous learning. Despite a sales trainer’s perspective on the iPad debate, tablets are currently here to stay, and training teams must develop a comprehensive learning strategy that effectively utilizes iPads for distance learning. • Developing content for tablets and adapting training methodology • Training tools: video sharing, electronic libraries, market share reports, etc. • Results: examining impact on sales rep knowledge retention • Mobile applications for comprehensive storage of training materials Alex Au, Senior Manager Commercial Learning & Development GILEAD SCIENCES 2:45 TRAINING STRATEGIES FOR A TENURED SALESFORCE VERSUS NEW HIRES Determining a balance in training plans for tenured sales reps versus new hires can be a daunting task, requiring enough new, valuable information with the right mix of the fundamentals. While many experienced sales reps may shy away from change, ensuring the utilization of innovative techniques is important when employing updated sales models. Providing an interac- tive and innovative training plan and curriculum that acknowledges both the experience of tenured sales reps and enough information for new hires is essential in adapting to the changing selling modules to meet the needs of the evolving healthcare landscape. Bill Wagner, Senior Director, Sales Excellence MYLAN 2:45 BUILDING A CONTINUOUS LEARNING ENVIRONMENT TO GENERATE PULL THROUGH SALES STRATEGIES The continuity of training plays a crucial role in the pull through of valuable information taught during training seminars. Reinforcement of key corpo- rate values can be achieved through continuous learning and ensures sales representatives implement the knowledge acquired after an initial product launch or new drug indication training. Integrating innovative principals in distance learning tools, social networks, rewards programs and mentoring opportunities are just a few strategies pharmaceutical companies have used to foster a continuous learning environment. • Integrating adaptive learning techniques • Identifying content appropriate for distance education • Continuing education credit programs to incentivize sales reps Levoda Walker, Sales Training Manager (International), ABBVIE 3:15 COFFEE & NETWORKING BREAK 3:15 COFFEE & NETWORKING BREAK 3:30 WORKSHOP #1: PRACTICAL APPLICATIONS OF THE SIX DISCIPLINES OF BREAKTHROUGH LEARNING To continuously improve sales training techniques, pharmaceutical compa- nies must stay abreast of new or adapted learning theories that emerge with- in the learning and development field. One recent learning theory that has captured the attention of many businesses across all industries is titled The Six Disciplines of Breakthrough Learning. This novel concept has become popular due its focus on business and performance outcomes – the new “finish line” for learning and development, as the book describes. Through this interactive session, sales trainers will learn how to permeate the six dis- ciplines of breakthrough learning throughout a learning and development program to ensure knowledge retention and utilization of key sales strate- gies by sales representatives in the field. • Define business outcomes • Design the complete experience • Deliver for application Jennie Joshi, Associate Director, Account Management Sales Training BAYER 3:30 WORKSHOP #2: OVERVIEW OF THE PSYCHOLOGY OF SELLING Richard Johnson, Senior Vice President Sales & Sales Training ENTERA HEALTH 5:30 CLOSING REMARKS & DAY ONE CONCLUSION • Drive learning transfer • Deploy performance support • Document results DAY ONE CONTINUED TRACK ONE TRACK TWO
- 4. Director, Training & Development, ABBOTT Sr. Dir., Commercial Training, ACORDA THERAPEUTICS Sr. Dir., Training & Dev., ACTELION PHARMACEUTICALS Senior Manager, Sales Training, APTALIS PHARMA Assoc. Field Dir., Corporate Compliance, ASTELLAS Director, Commercial Learning & Development, ASTELLAS Senior Manager, Learning Technologies, ASTRAZENECA Training Alignment Manager, ASTRAZENECA Sr. Director, Sales Training, AUXILIUM PHARMACEUTICALS Dir., Commercial Development & Training, BAXTER BIOSCIENCE Regional Training Manager, Latin America, BAXTER Director, Training & Development, BAYER National Sales Trainer, BAYER CANADA US National Sales Training Manager, BECTON DICKINSON Director, Product Training, BOEHRINGER INGELHEIM Executive Director, Commercial Training, BMS Exec. District Manager, HIV Division, BMS Director, Learning & Growth, CSL BEHRING Assoc. Director, Learning and Growth, CSL BEHRING Director, Training & Development, EISAI Director, Leadership Development, ELI LILLY Director, Center for Innovative Learning, ELI LILLY Sr. Mgr., Sales Training & Dev., ENDO PHARMACEUTICALS Director, Sales Training & Operations, ENTERA HEALTH Director, Training & Dev., FERRING PHARMACEUTICALS Sr. Manager, Training & Development, FOREST LABORATORIES Director, Commercial Training & Development, GENENTECH Director, US Training, GENZYME Associate Director, MS Sales Training, GENZYME Manager of Learning Measurement, GLAXOSMITHKLINE Deputy Director, Training & Development, GRIFOLS Manager, Sales Training & Development, HOSPIRA DAY TWO CONTINUED 500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com PREVIOUS ATTENDEES INCLUDE: National Sales Training Mgr., ISTA PHARMACEUTICALS Senior Director, Sales Training, JANSSEN BIOTECH Director, Immunology Training, JANSSEN BIOTECH Director, Sales Training, LEO PHARMA Sales Training Manager, LUNDBECK Director, Sales Training & Development, LUNDBECK Director, Sales Training, LUPIN PHARMACEUTICALS Sr. Dir., Marketing & Field Operations, MEDICIS Leader Human Health Learning & Development, MERCK Head, Global Sales Operations, MERCK MILLIPORE Associate Director, Training & Field Development, MERIAL Director, Field Sales, MISSION PHARMACAL COMPANY Sr. Dir., Sales & Marketing Operations, MYRIAD GENETICS Head, Key Account Management Training, NOVARTIS Senior Director, Field Training, NOVARTIS Sr. Director, Executive & Professional Training, NOVO NORDISK Director, Learning & Development, OTSUKA Director, Field Sales Training, OTSUKA Senior Director, Representative Training, PFIZER Director, Sales Learning & Development, PRONOVA Executive Director, Sales Training, PURDUE PHARMA Director, Training North America, RECKITT BENCKISER Sr. Dir., Commercial Training & Dev., REGENERON Senior Director, Strategic Capabilities, SANOFI Area Training Director, SANOFI Director, Sales Training, SHIRE Associate Director, Sales Training, SHIRE Senior Dir., Sales Training & Development, SUNOVION Senior Training Director, TAKEDA PHARMACEUTICALS Director, Sales Training, TEVA PHARMACEUTICALS Dir., Field Training & Dev., VERTEX PHARMACEUTICALS Associate Director, Sales Training, WARNER CHILCOTT 11:30 FIELD TRAINING ADVANCES: UTILIZING MOBILE APPLICATIONS TO ENGAGE LEARNERS Mobile learning technologies can be a creative, convenient and personalized tool for sales trainers to enhance learner engagement and deliver ongoing training curriculum to field sales representatives. Although mobile applica- tions seem like a perfect fit for an on-the-go salesforce, many pharmaceutical and biotech companies are still grappling with optimal ways to deploy mobile platforms that can integrate into currently developed training plans. This ses- sion will highlight strategic ways in which sales trainers have utilized mobile learning tools to provide continuous learning opportunities for sales reps. • Integrating mobile technologies into current training plans • Installing “check points” through mobile applications • Gamification: an underutilized technique in mobile training • Understanding benefits and potential disadvantages to mobile learning Joseph Cha, Associate Director, Medical and Scientific Affairs ONYX PHARMACEUTICALS 12:15 LUNCHEON FOR ALL CONFERENCE DELEGATES, SPEAKERS & SPONSORS 1:15 TELL A STORY & BRING SALES TRAINING TO LIFE Research indicates that using stories, analogies and examples enhance training, and to embrace this principle means changing the way trainers teach with unexpected impact in the classroom. Practical coaching is all many trainers need to get started. Surprisingly, applying this principle can even change the way trainers build workshops that are handed off to others (e.g., district managers) to facilitate. Dan Skoubye, Associate Director Neuroscience/Transplant Sales Learning LEO PHARMA 2:00 PARADIGM SHIFT: BOOKS THAT WILL MAKE YOU VIEW TRAINING IN A DIFFERENT WAY Through the course of your careers in training, I am sure you have read nu- merous books on how we can be more effective in our roles. Such landmark titles such as The Six Disciplines of Breakthrough Learning by Calhoun W. Wick, Roy V. H. Pollock and Andy Jefferson and Transferring Learning to Be- havior: Using the Four Levels to Improve Performance, by Donald L Kirkpat- rick and James D Kirkpatrick are essentials in any trainer’s library. However, there are other books, not usually associated with training that could change the way we approach adult learning. The concepts in these books go against conventional wisdom and have opened new doors to ideas and thoughts. We will review key concepts from five books that have been transformational on how we should approach the learning process. These books will help answer the following questions: • Are we limiting our scope on the potential that someone can learn? • Are we marginalizing individuals who are not the “loudest” in the room? • Do we focus too much on extrinsic motivation? • What is truly the definition of “practice”? • What truly triggers a habit to form? We will also have group discussions on books you believe would be beneficial to expand our boundaries on what training could and should be. Frank Vitiello, Director of Virology Training & Curriculum Development BRISTOL-MYERS SQUIBB 2:45 COFFEE & NETWORKING BREAK 3:00 BENCHMARKING YOUR BEST: GROWING YOUR SALESFORCE USING THE BEST PRACTICES OF YOUR TOP TALENT Many of us are challenged by salesforce turnover, and the need to constantly onboard new talent. But the Cardiovascular team at Bristol-Myers Squibb had a more intriguing challenge. BMS built and nurtured an extremely high-performing team, on that experienced very little turnover. How do you grow a great sales team and make them even better? How do you change the behavior of a team that’s had great success with the “old” behaviors? • Motivate and grow a mature and high-performing salesforce • Evaluate best practices to drive up performance of all team members • How learning needs to be approached for an experienced audience Keith Willis, Associate Director, Cardiovascular Training BRISTOL-MYERS SQUIBB 3:45 ACCELERATE LEARNING AND RETENTION WITH NEUROSCIENCE-BASED TECHNIQUES The demand for trainers to accomplish more in less time and with fewer resources continues to be a challenge. Adoption of tools such as virtual tech- nology incrementally address time and resources, yet attention and reten- tion remain problematic. Advances in neuroscience reveal insights into how the brain views and processes information. Applying training techniques with the brain in mind leads to heightened attention, faster learning, and greater retention regardless of the venue for delivery. • Fundamentals of how the brain learns best (and worst!) • Techniques for designing and delivering neuroscience-based learning • Examples of workshops and exercises utilizing neuroscience Ronda Robinson, Director, Global Diagnostics Sales Training NANOSTRING TECHNOLOGIES 4:30 CONCLUSION OF CONFERENCE ACTIVITIES