Pharmaceutical Executive Europe IMS Sales Training Supplement - May 2008 - (Page 3) CONTENTS Contents Achieving Behavioural Change How do we ensure that training makes a real difference to the behaviour of your sales force? page 5 No Train, No Gain The ROI from an effective programme of training encompasses far more than simply profit. page 10 Improving Market Share A case study looking at how market share can be improved with segmentation and physician insight. page 12 Training That Works s a veteran of a number of of workrelated training courses, I’ve sometimes been guilty of a little cynicism as to their value. This is usually when I’ve spent a day simply being lectured to, punctuated with the odd, school-type exercise and topped off with the reception of copious ‘handouts,’ which I usually file away in a drawer, never to refer to again. But when I’ve participated in training that really inspires and engages me, that motivates me to approach my work a little differently and view particular tasks from a new perspective, I value the experience A highly, and my faith in the concept of training is restored. The articles by Kevin Dolgin that follow are very much concerned with this kind of training — training that works, and achieves the desired goal of affecting a real behavioural change in the sales force. Kevin investigates the methodologies that lie behind successful training programmes, and, importantly, also looks beyond the methodologies — to the management support that is necessary to sustain the lessons learned and to facilitate the new practices. And, as he perceptively observes, the power of conforming to peer group behaviour should not be underestimated: the more we start to think and do things differently after training, the more our colleagues will follow. 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Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe IMS Supplement - May 2008 Pharmaceutical Executive Europe IMS Supplement - May 2008 Contents Achieving Behavioural Change No Train, No Gain Improving Market Share Pharmaceutical Executive Europe IMS Supplement - May 2008 Pharmaceutical Executive Europe IMS Supplement - May 2008 - Pharmaceutical Executive Europe IMS Supplement - May 2008 (Page 1) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Pharmaceutical Executive Europe IMS Supplement - May 2008 (Page 2) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Contents (Page 3) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Contents (Page 4) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Achieving Behavioural Change (Page 5) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Achieving Behavioural Change (Page 6) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Achieving Behavioural Change (Page 7) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Achieving Behavioural Change (Page 8) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Achieving Behavioural Change (Page 9) Pharmaceutical Executive Europe IMS Supplement - May 2008 - No Train, No Gain (Page 10) Pharmaceutical Executive Europe IMS Supplement - May 2008 - No Train, No Gain (Page 11) Pharmaceutical Executive Europe IMS Supplement - May 2008 - Improving Market Share (Page 12)
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