Download
opportunities in pharmaceutical sales training n.
Skip this Video
Loading SlideShow in 5 Seconds..
Opportunities in Pharmaceutical Sales Training PowerPoint Presentation
Download Presentation
Opportunities in Pharmaceutical Sales Training

Opportunities in Pharmaceutical Sales Training

145 Vues Download Presentation
Télécharger la présentation

Opportunities in Pharmaceutical Sales Training

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. Opportunities in Pharmaceutical Sales Training Lynne Lederman, PhD Freelance Medical Writer AMWA DVC 2009 Freelance Workshop © 2009 Lynne Lederman

  2. But it’s really… • Education • Medicine • Science • Pharmacology • Clinical trials • Treatment guidelines • Competitive therapies • Managed care

  3. The Customer • Pharmaceutical Companies • Often indirectly • Project or account manager • Trainers • Medical, legal, and regulatory reviewers • Agencies • Directly • Medical communication • Medical education

  4. The Audience • Pharmaceutical sales representatives • District managers • Account managers • Regional business managers • Medical science liaisons (MSL) • Clinical nurse consultants (CNC) • Medical directors • Patients

  5. Pharmaceutical Sales Representatives • “Detail” to • Doctors, hospitals, formularies • Free-standing blood banks, infusion centers • Persuade clients to use their drugs • Varied educational background • May represent several unrelated therapies • Won’t represent all of a company’s drugs

  6. MSL/CNC • Advanced degrees • RN, PhD • May interact with MDs conducting trials for drug approval • May interact with peers to promote approved drugs

  7. MDs • Educate other MDs • Background on rare conditions for which drugs are being developed • Can provide copies of publications • Off-label use (MDI department)

  8. Patients • Rarely part of a formal sales training program • Package insert instructions for patients • Patient registries

  9. Roles • Writers • Editors • Illustrators • DTP • Project managers • SME • Train the trainers/workshop leaders • Others

  10. Writers • Love explaining science and medicine • Specific content knowledge or expertise • Helpful qualities • Respect for deadlines • Knowledge of how drug development and sales work • No fear of “selling” • Knowledge of managed care

  11. Editors • Instructional editing • Instructional design • “Adult learning styles” • Copy editing • Style guide • Write • Compile

  12. Illustrators and DTP • Computer-based graphics • Hand drawing now rare • DTP • Templates • Layout and design • Graphics

  13. Project Managers • Interaction and coordination • Client • Writers • Editors • Illustrators • DTP • Production • Scheduling • References

  14. SME: Subject Matter Experts • Not always used • On client side • Most often MD • May be the medical reviewer • On agency side • Independent expert • Could be a knowledgeable writer

  15. Trainers and Workshop Leaders • “Train the trainer” • Workshops

  16. Others • Proposal developers • Agency business account managers • “Going over to the dark side”

  17. Types of Content • Self-study modules (still usually print) • On-line computer-based training (interactive e-learning—multimedia) • Audio scripts • Video scripts • Workshops (in person) • Physician monographs • Non-specific support material • Off-the-shelf products: monographs, games

  18. Subject Matter • Whatever is in development and approaching approval • Pharmaceuticals • Trend for agents used in long-term therapy • “Boomers” • Diagnostics • Kits, equipment, reagents • Devices • Heart valves, stents

  19. What the “Target” Expects • Product knowledge • Clinical data: efficacy, safety • Reimbursement • Formulary/compendium status • Disease state • Current therapies • Competitive therapies

  20. Stages of a Project • Proposal • Content outline • Expanded outline • First draft • Revised draft • MLR review • Final copy for approval • Production

  21. Module Organization • Self-study text • Introduction/purpose • Learning objectives • Content • Glossary • References • Structure • Advanced organizer (introduce) • Content (describe) • Summary (restate)

  22. Types of Modules • A&P (“normal”) • Pathophysiology (disease state) • Diagnosis • Treatment • Product (technology, annotated PI, clinical trials) • Competitive therapies • Selling (SWOT, benefit/risk) • Managed care • Once upon a time: new vs. experienced reps

  23. Module Content • TOC/index • Introduction • Chapters • Learning objectives, sections • “Enhancers” • Call-outs, boxes • Summary • Q&A (not always) • Glossary • References • Appendices (sometimes)

  24. Learning Objectives • L.O.s describe measurable performances that can be accomplished • Important (need to know) • Concrete (list, identify, define) • Identifiable in text • If they are well-written, they will help with questions as well as content • Not always easy with complex topics

  25. Questions and Answers • Types of questions • Multiple choice • T/F • List • Fill in blank • Matching • Usually one question per L.O. • Specifically tests the L.O. • Clear and fair • Answers • Clearly correct • Worth remembering (need to know)

  26. Call-outs and Boxes • Need to know • Fast facts, pronunciation, lingo, selling tips • To avoid insulting the audience • Mixed audience • They should already know this • “Did you know” • Nice to know • Can’t resist • Usually don’t test on these

  27. Background Resources • Medical texts • Community college texts • Anatomy and physiology • Nursing texts • Patient advocate sites • Peer-reviewed literature

  28. Product Resources • PI • Client company web site • News releases • Pipeline • Competitors’ web sites • Ask the client

  29. Keys to Success • Write well • Be knowledgeable or a quick study • Know the industry and the FDA • Specialize in a few areas • Then build your expertise • Stay up to date on advances in medicine, pharmaceuticals, diagnostics, devices • Keep up with technology • Word, Templates, Acrobat, PPT, multimedia, file sharing sites

  30. Should you…. • Take a writing test? • Provide writing samples?

  31. Getting Started • SPBT: Society of Pharmaceutical and Biotech Trainers • http://www.spbt.org/en/home/ • Vendor directory • http://memberservices.spbt.org/iMISpublic/Vendor_Directory/Default.aspx?&iSession=42b07b9d639c420688a7e653d5638c3e