Why gamified training is a great fit for pharma
The acceleration of omnichannel strategies is driving change in go-to-market models across the industry.
Regardless of the nature of your revised engagement model, the traditional face-to-face element of customer interaction remains crucial. However, while geographical coverage may have largely returned to pre-pandemic levels, the frequency and duration of face-to-face interactions have decreased.
Additionally, HCPs now have higher expectations for the quality of their engagements with pharma reps and MSLs. This heightened expectation extends to consumers across various sectors.
Product, Disease & Launch training
Given these challenges, it’s essential to ensure that customer-facing representatives are truly at the top of their game in terms of their knowledge, skills, approach, and understanding of the needs of their customers. The way that pharma trains its reps also, therefore, needs to be at the top of its game. No longer are sporadic (and costly) classroom learning events, limited engagement Zoom sessions, and dull “read and understand” e-learning enough to ensure that teams are truly operating at the level that they need to.
Customer-facing teams should continuously enhance their knowledge and skills, but this improvement should not be the result of trial and error in customer interactions, especially when overall access to HCPs is declining. This becomes even more critical during product launches, where initial face-to-face touchpoints play a pivotal role in a product’s overall success.
Boehringer Ingelheim took this stance when it set out to ensure that its representatives were provided with the highest quality of upfront and ongoing training to support them with one of their brands.
Boehringer Ingelheim is working on breakthrough therapies that transform lives, today and for generations to come. As a leading research-driven biopharmaceutical company, the company creates value through innovation in areas of high unmet medical need. Founded in 1885 and family-owned ever since, Boehringer Ingelheim takes a long-term perspective. More than 52,000 employees serve over 130 markets in the three business areas, Human Pharma, Animal Health, and Biopharmaceutical Contract Manufacturing.
We were proud when Boehringer Ingelheim decided to create a learning solution for their teams, to ensure that all of its people, wherever they are in the world, can stay on top of all the latest scientific breakthroughs, and latest additions to the company’s product portfolio.