Communications Case Studies

Developing Effective Presentation Skills

Industry: Chemical, Pharmaceutical, Medical

A leading pharmaceutical company puts all of their reps through a sales training program called Action Selling. After graduating from this class and gaining field experience, the company believed that the reps still needed to improve their communication skills to better use the Action Selling tool(s) and to make a more professional impression on their health care clients.

Critical Issues

• Sales reps have literally a few seconds or minutes in front of physicians to sell their drugs. They need to communication concisely and persuasively to make best use of this time.
• Need to show emotion and demonstrate sensitivity to the listeners.
• Need to make a good lasting impression so that the physician considers them a preferred representative and drug company.

Solution/Results

A one day, one trainer program with multiple recordings. The morning focuses on developing delivery skills that will work in the fast paced healthcare environment. The afternoon focuses on using the Novations Cornerstones to develop and articulate concise and persuasive messages. The afternoon also includes tips on how to use hand held visuals when “detailing” or reviewing drug research with physicians. Whenever possible we reference the Action Selling model to reinforce the previous training and make our training more relevant.

In the final exercise, participants practice delivery skills, concise content and effective use of hand held visual aids. Each participant receives peer, facilitator and video feedback.

Results

The company reported that the Novations’ communications training enabled their reps to communicate to physicians with more polish and better empathy. They perceived this as a differentiator for them against their competitors.

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