Pharmaceutical Executive Europe - January 2008 - (Page 34) 34 The Mix January 2008 Pharmaceutical Executive Europe pharmaceutical sales forces, where reps do not observe their peers at all in their day-to-day job. This slows down behavioural change enormously. Likewise in any international group, where again, people don’t work together on a day-to-day basis. The only time these kinds of people are in the presence of large numbers of their peers is exactly during conventions. Therefore, in order to accelerate change, you have to take advantage of these conventions to allow those taking part to observe their colleagues exhibiting new behaviour. Simulations put teams of participants in situations where they must make business decisions. Granted it’s not the real world, but in certain respects it’s much better — it’s a controlled simulation of the real world. During a simulation, the participants gain access to “windows in the minds” of their colleagues: they see how they reflect, how they analyze, how they act in a given situation. Some of those colleagues will be “change champions”, people who believe in the new behaviour and exhibit it in the simulation. If the simulation-based event is well constructed and designed then they will reap the rewards of this behaviour. Furthermore, it is those teams that have successfully implemented the new behaviours that will win. A good instructor will highlight this in the debriefing, and ask the winning teams to comment on their strategy. In this way, it is not the instructor or management extolling the virtues of the new behaviour, it is the participants themselves. do the things they’ve already learned by allowing them to interact with each other. As such, the greater the number of positive examples, the more inspired they’ll be. Furthermore, the sheer mass enthusiasm of being involved in such a rich and unusual event can generate a dynamic that is almost impossible to otherwise achieve. These kinds of techniques, where interaction is coupled with solid business issues, will provide memorable and meaningful changes in the organization. About the Author Kevin Dolgin in senior principal, Learning Solutions and Change Management, at IMS Health. Fostering new behaviour IMS has carried out numerous events of this type, ranging from fifty participants to well over one thousand. Even with a thousand reps in one (very large) room working in groups of four or five, it can be quite remarkable to witness the excitement and impact of such a half-day or fullday event. Typically, in situations such as these, the first-line managers are well briefed beforehand, and serve as facilitators roaming the floor and encouraging their reps to reassess their behaviour. To a certain degree, the more the merrier. Again, the objective here is not so much to teach your people new things, but to convince them to
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - January 2008 Pharmaceutical Executive Europe - January 2008 Contents From the Editor News and Analysis Calendar Corporate Strategy: Walking the Line Executive Profile: The Pharmacist’s Friend Q&A: An End to Drug Counterfeiting Healthcare Cost Assessment: Ready to Make NICE? Pricing and Reimbursement: Through the Reimbursement Barriers Generics: India Inc. The Mix: New Models of Excellence Last Word: Mid-size Matters Pharmaceutical Executive Europe - January 2008 Pharmaceutical Executive Europe - January 2008 - Pharmaceutical Executive Europe - January 2008 (Page 1) Pharmaceutical Executive Europe - January 2008 - Pharmaceutical Executive Europe - January 2008 (Page 2) Pharmaceutical Executive Europe - January 2008 - Contents (Page 3) Pharmaceutical Executive Europe - January 2008 - From the Editor (Page 4) Pharmaceutical Executive Europe - January 2008 - From the Editor (Page 5) Pharmaceutical Executive Europe - January 2008 - News and Analysis (Page 6) Pharmaceutical Executive Europe - January 2008 - News and Analysis (Page 7) Pharmaceutical Executive Europe - January 2008 - News and Analysis (Page 8) Pharmaceutical Executive Europe - January 2008 - News and Analysis (Page 9) Pharmaceutical Executive Europe - January 2008 - News and Analysis (Page 10) Pharmaceutical Executive Europe - January 2008 - News and Analysis (Page 11) Pharmaceutical Executive Europe - January 2008 - Calendar (Page 12) Pharmaceutical Executive Europe - January 2008 - Calendar (Page 13) Pharmaceutical Executive Europe - January 2008 - Corporate Strategy: Walking the Line (Page 14) Pharmaceutical Executive Europe - January 2008 - Corporate Strategy: Walking the Line (Page 15) Pharmaceutical Executive Europe - January 2008 - Corporate Strategy: Walking the Line (Page 16) Pharmaceutical Executive Europe - January 2008 - Corporate Strategy: Walking the Line (Page 17) Pharmaceutical Executive Europe - January 2008 - Executive Profile: The Pharmacist’s Friend (Page 18) Pharmaceutical Executive Europe - January 2008 - Executive Profile: The Pharmacist’s Friend (Page 19) Pharmaceutical Executive Europe - January 2008 - Q&A: An End to Drug Counterfeiting (Page 20) Pharmaceutical Executive Europe - January 2008 - Q&A: An End to Drug Counterfeiting (Page 21) Pharmaceutical Executive Europe - January 2008 - Healthcare Cost Assessment: Ready to Make NICE? (Page 22) Pharmaceutical Executive Europe - January 2008 - Healthcare Cost Assessment: Ready to Make NICE? (Page 23) Pharmaceutical Executive Europe - January 2008 - Healthcare Cost Assessment: Ready to Make NICE? (Page 24) Pharmaceutical Executive Europe - January 2008 - Pricing and Reimbursement: Through the Reimbursement Barriers (Page 25) Pharmaceutical Executive Europe - January 2008 - Pricing and Reimbursement: Through the Reimbursement Barriers (Page 26) Pharmaceutical Executive Europe - January 2008 - Pricing and Reimbursement: Through the Reimbursement Barriers (Page 27) Pharmaceutical Executive Europe - January 2008 - Generics: India Inc. (Page 28) Pharmaceutical Executive Europe - January 2008 - Generics: India Inc. (Page 29) Pharmaceutical Executive Europe - January 2008 - Generics: India Inc. (Page 30) Pharmaceutical Executive Europe - January 2008 - The Mix: New Models of Excellence (Page 31) Pharmaceutical Executive Europe - January 2008 - The Mix: New Models of Excellence (Page 32) Pharmaceutical Executive Europe - January 2008 - The Mix: New Models of Excellence (Page 33) Pharmaceutical Executive Europe - January 2008 - The Mix: New Models of Excellence (Page 34) Pharmaceutical Executive Europe - January 2008 - Last Word: Mid-size Matters (Page 35)
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