Focus Magazine - Spring 2016 - (Page 41)

VIRTUALHOW Market Access Training By Kathryn Rebilas M arket access training is essential, and not just for those working directly with payers, institutions or government oﬃcials. While account managers remain on the front lines, all members of pharmaceutical sales organizations face payer-related questions and challenges in response to the increasingly complex healthcare landscape. As organizations work to address these challenges, executive leaders are looking to learning and development departments to equip the sales organization with the information and skills needed to navigate the landscape. In order to better understand what market access training looks like now and learn what changes companies are making for the future, TGaS Advisors surveyed training and development leaders in March 2015. Eight pharmaceutical companies responded. FIGURE 1 SATISFACTION WITH TOPICS & TIME SPENT: ACCOUNT MANAGER TRAINING FIGURE 2 MODIFICATION OF MARKET ACCESS CONTENT: ACCOUNT MANAGERS FIGURE 3 SATISFACTION WITH TOPICS & TIME SPENT: SALES REPRESENTATIVE TRAINING Account Managers e majority of responding companies have a dedicated account manager training program facilitated by internal account management leadership, dedicated market access trainers and outside vendors. Account manager curriculum content focuses primarily on internal market access processes, while knowledge of the market access industry is a secondary focus. Internal topics such as account management, account analytics, contracting and marketing materials are also critical to the day-to-day functioning of an account manager and are oen more important than industry knowledge, since many new hires have previous experience in the market access realm. Business skills, selling skills and FOCUS | SPRING 2016 | www.L-TEN.org 41 http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Spring 2016

Focus Magazine - Spring 2016
From the President: Change is in the Air
Table of Contents
Table of Contents
Guest Editor: 'Training Event' or 'Learning Experience'?
Directions: Engaging with Life Sciences Leaders
Front of the Room: 'It Can't Be Me, Right?'
Neuroscience: The Science of Imitation
Bristol-Myers Squibb: Launching a New Global Selling Model
Accelerating the Journey to Customer-Centricity
Cognitive Science: Creating More Effective Multimedia Learning
The Art of Sales Improvisation – Your Competitive Advantage
Developing Leaders Who Excel at Strategy Execution
Learning Technologies for Event-Based Training
Defending Your Sales Process
Virtual How: Market Access Training
Ad Index
Focus Contacts
5 Questions with Kevin Kruse

Focus Magazine - Spring 2016