ROI study - Duration 1 year
We were approached by a pharmaceutical company to manage their training programs better and make the programs more effective. Pharmaceutical companies typically have Medical Representatives as their front line salespeople.
Their role is very crucial for the company as they are the ones who interact with the Doctors. The main interaction with the Doctors was about drugs, their new findings and the research about those drugs.
The company had a product lineup of more than 120 drugs and combinations. It spent an exorbitant amount in educating it’s Medical Representatives about the drugs, formulations, indications, side effects etc.
The MRs’ were expected to talk to Doctors about the drugs and gently try convincing them (the doctors) of the benefits of the drugs. The training programs were normally conducted by Trainers and Senior Managers, who mainly deployed ILT methodology for educating the MR’s.
This company was poised for new levels of growth since it had some very innovative product combinations; Yet the Medical Representatives were not able to capitalize on this key differentiation.
We undertook a survey where initially paper and pen route was deployed to capture the main issues. The company had medium penetration of computers and tablets which made our assignment doubly tough. We ported the paper forms to electronic version and created a small web app. This app was created in php with mysql database.
The initial forms used to capture the training needs analysis are attached alongwith. We deployed two forms: One for Senior management, wherein we tried to capture their vision of the performance levels of the Medical Representatives. The other form to capture the Medical Representatives' responses to their expectations and problems in training.
The forms are attached below.
Form to capture clients expectations
Sample form for senior management
Sample form for Sales Force (Medical representatives)
At this stage the existing training was repurposed to newer blended methods of training. There was a lot of existing material available in Powerpoint and Word documents. There was other material too, in the form of brochures and visual aids, typically deployed during Doctor visits.
We created the storyboards for newer blended learning modules. The SME for this effort were Doctors themselves. While developing the Storyboards there was a revelation of sorts. The same Doctors who were very reluctant to meet when we wanted a sales calls with them, were more than willing to help in creating the new style of learning content. Surprisingly enough, on a well managed schedule the Doctors were willing to share their own empirical clinical research data with us.
An example of the Form used to capture SME knowledge.
Example of the various forms used while managing the project.
This was the first brush of the company with any sort of structured learning platform and they were reluctant to commit to an enterprise solution for managing the learnings. the best middle of road solution was found for them in terms of customized Moodle implementation.
The moodle implementation was chosen due to ease of deployment as well as the low cost. A customized dashboard was created to analyse the learning outcomes.
The customized dashboard was enhanced with inputs from the senior management. A flash based dashboard was created. This dashboard very easily showed the training imparted and its benefits via graphs and charts.
It was evaluated after one year of learning deployment that the ROI from training improved by more than 200% while the company's bottom-line improved by about 40% due to the enhanced learnings of the Medical Representatives.