Product and Sales Training for a Healthcare Major through Microlearning

About Our Client

Our client is a reputed healthcare company that specializes in nutrition, diagnostics, medical devices and branded generic pharmaceuticals. They focus on continuous innovation to help in disease management, improve heart health and elevate the level of diagnostics. The company also manufactures products that equip healthcare professionals with diagnostic information at the point of care.

Today the company is spread over 150 countries and employs approx. 100,000 people.

About Our Client

Our client is a reputed healthcare company that specializes in nutrition, diagnostics, medical devices and branded generic pharmaceuticals. They focus on continuous innovation to help in disease management, improve heart health and elevate the level of diagnostics. The company also manufactures products that equip healthcare professionals with diagnostic information at the point of care.
Today the company is spread over 150 countries and employs approx. 100,000 people.

Requirements and Challenges

Our client conducted a 6-week instructor-led training for new sales representatives covering its huge portfolio of drugs. This training program did not allow sales reps to gain proficiency quickly, thereby delaying time to market. The client was expanding their product portfolio which necessitated hiring more sales reps to meet sales targets. The increased training requirements called for engaging a trainer on a regular basis and organizing logistics of trainees.

Requirements

Our client was looking to transform their product and sales training to help them achieve the following:

  • Reduce the duration of their ILT training sessions
  • Provide accurate and accessible information to sales reps to help them market the brands better to medical practitioners and doctors
  • Utilize clinical application scenarios to help sales personnel better handle queries and objections from doctors
  • Give learners the opportunity to take the training anytime and anywhere

Challenges

The main challenge in developing the training was to condense the huge bank of information about each drug into comprehensive and accessible online learning for sales reps, most of whom were not necessarily from a pharmaceutical background. Another challenge was to provide the training in a format that would take into account the limited time the sales reps had available for training.

Our Solution

CommLab consulted with the client and recommended using microlearning to meet their requirements. The approach included the development of modules for each product covering aspects such as:

  • Building awareness on the disease the drug targeted, and its effects on the human anatomy
  • Symptoms, indications, contraindications, dosage and restrictions in drug dosage
  • Performance of the drug in relation to its competition
  • Clinical application scenarios and research on the drug

The major challenge in developing these microlearning modules was to ensure information from subject matter experts (SMEs) was captured accurately. Since they were new to eLearning, they did not understand that the complete ILT material need not necessarily be included in the eLearning.

We collaborated with the client and conducted onsite training for the SMEs on eLearning, basic instructional design and the process for generating the right kind of content. We also invited SMEs to visit our premises and work with our instructional designers and developers, so that they understand the course development process. These steps were instrumental in helping the SMEs gain insights into the nitty-gritty of eLearning.
Due to the technical nature of the course content, we ensured that we had a medical practitioner as the learning consultant for the project. Our project manager ensured constant communication with the client to condense the information into meaningful eLearning modules.

Our Instructional Approach

We created an eLearning curriculum of microlearning modules on the various drugs. Every product was covered in 5 to 6 modules, with each module 10-15 minutes long and accessible on a range of devices. The courses were developed in Articulate Storyline as it was the best tool for multi-device compatible content at the time.
Our approach for scaling up production of eLearning for the entire brand portfolio was based on standardization, reusability and repeatability.

The consistent look and feel to the design, cut down on development time and effort.

Deliverables

0
400 Microlearning Modules
0
100 Learning Hours

Graphical Representation of the Case

Converted ILT material to microlearning for sales reps, to be used for onboarding and also as performance support
sales-training-for-new-hires

Success Mantra: Training client stakeholders, standardization, and constant communication.  

Result

The training was well received by the learners and resulted in 98% completion rates, previously unheard of in the company. The microlearning training strategy helped our client achieve the following:
  • Reduced the duration of the ILT session from 6 weeks to 2 weeks
  • Availability of courses on laptops and iPads ensured learning was accessible anytime, anywhere
  • Enabled learners to access the needed information at the time of need, as a job-aid or performance support
  • Use clinical application scenarios to help sales reps have informed discussions with clients

Client Testimonial

Commlab has an in-depth understanding of the digital learning space. They did a lot of hand holding for us since we were new to the space. They have a talented and dedicated team and are always available to support.

The personal touch that they give to the work is phenomenal. The involvement that they bring to the table makes them stand out.