Focus Magazine - Summer 2011 - 38

edical schools have used a “see one, do one, teach one” approach to teaching for generations. is method asks interns and residents to observe, practice, and then instruct others. Medical students are taught this way because it enables them to make the transition from knowing to doing. Adapting this approach to train medical device sales professionals can achieve the same goal. By giving medical device sales professionals the opportunity to observe their product in action, guide its implementation in a simulated situation and present their product to their customers, you teach them not only about their product, but also how to e ectively sell it to their customers. Due to patient privacy rules and access restrictions, along with the complexities and medical training required to implement many medical devices, you will need to adapt the “see one, do one, teach one” approach to t with the realities of today’s marketplace and the competencies of your sales force. It is di cult, for example, for sales professionals to gain access to an operating room or cath lab to observe a live procedure. Moreover, sales professionals do not usually have the medical training required to perform medical procedures. With these access and competency realities in mind, consider these adaptations: See One. Narrated videos of healthcare providers using or implanting

your product are good places to start. In addition, slide-driven presentations delivered live or via webinar by providers who use your device can provide opportunities for representatives to interact with their customer types in a training environment (as opposed to a selling environment). Do One. To teach sales professionals how providers implement simple devices, such as mouth guards used in cardiopulmonary resuscitation, you can provide them with a hands-on exex perience. For more complex devices, such as those used in surgery, you may be able to develop a computercomputer ized, on-screen simulated demonstration in which sales professionals click on di erent steps during a graphical simulation that demonstrates the use of your device. Teach One. Ultimately, the job of

your sales professionals is to teach providers about when and how to use your device. “Teach one” training needs to be customer-centric and patient-based. Developing ctional case studies that help sales professionals identify when use of their product is appropriate, followed by role plays that ask them to develop pre-call plans and then deliver targeted, educational sales messages based on those plans, can be e ective. By modeling your training approach a er that used to teach medical professionals, you enable your sales professionals to step into the shoes of their customers, better understand customer needs and challenges, and identify and deliver product information customers will value.

Gwen McLean is managing editor with Informa Training Partners. E-mail Gwen at gmclean@informatp.com. T


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Focus Magazine - Summer 2011

Table of Contents for the Digital Edition of Focus Magazine - Summer 2011

From the President: Open to Possibilities
Table of Contents
Putting the Focus on Focus
Mobile Learning: Is it Time?
Learning Tech: I've Been Around
Connecting with Your Audience
Training at Sanofi: Moving the Live Classroom Online
The Successful Sales Force iPad Launch
Virtual Maturity Model Applied to Live Online Learning
A World of Difference: The Global Launch
Utilizing Social Media and Cloud-Based Collaboration
Implementing Business Acumen: The Pivotal Role of the District Manager
Adapt 'See One, Do One, Teach One' for Medical Device Sales Training
Infographic
Clip & Go Activity
Heard it on the Tweet
People News
Company News
Ad Index
Focus Contacts
5 Questions with…Elliott Masie
Focus Magazine - Summer 2011 - Cover1
Focus Magazine - Summer 2011 - Cover2
Focus Magazine - Summer 2011 - 3
Focus Magazine - Summer 2011 - 4
Focus Magazine - Summer 2011 - 5
Focus Magazine - Summer 2011 - 6
Focus Magazine - Summer 2011 - From the President: Open to Possibilities
Focus Magazine - Summer 2011 - 8
Focus Magazine - Summer 2011 - Table of Contents
Focus Magazine - Summer 2011 - 10
Focus Magazine - Summer 2011 - 11
Focus Magazine - Summer 2011 - 12
Focus Magazine - Summer 2011 - Putting the Focus on Focus
Focus Magazine - Summer 2011 - 14
Focus Magazine - Summer 2011 - Mobile Learning: Is it Time?
Focus Magazine - Summer 2011 - 16
Focus Magazine - Summer 2011 - Learning Tech: I've Been Around
Focus Magazine - Summer 2011 - 18
Focus Magazine - Summer 2011 - Connecting with Your Audience
Focus Magazine - Summer 2011 - 20
Focus Magazine - Summer 2011 - Training at Sanofi: Moving the Live Classroom Online
Focus Magazine - Summer 2011 - 22
Focus Magazine - Summer 2011 - 23
Focus Magazine - Summer 2011 - 24
Focus Magazine - Summer 2011 - The Successful Sales Force iPad Launch
Focus Magazine - Summer 2011 - 26
Focus Magazine - Summer 2011 - 27
Focus Magazine - Summer 2011 - 28
Focus Magazine - Summer 2011 - Virtual Maturity Model Applied to Live Online Learning
Focus Magazine - Summer 2011 - 30
Focus Magazine - Summer 2011 - 31
Focus Magazine - Summer 2011 - A World of Difference: The Global Launch
Focus Magazine - Summer 2011 - 33
Focus Magazine - Summer 2011 - Utilizing Social Media and Cloud-Based Collaboration
Focus Magazine - Summer 2011 - 35
Focus Magazine - Summer 2011 - Implementing Business Acumen: The Pivotal Role of the District Manager
Focus Magazine - Summer 2011 - 37
Focus Magazine - Summer 2011 - Adapt 'See One, Do One, Teach One' for Medical Device Sales Training
Focus Magazine - Summer 2011 - 39
Focus Magazine - Summer 2011 - Infographic
Focus Magazine - Summer 2011 - 41
Focus Magazine - Summer 2011 - 42
Focus Magazine - Summer 2011 - Clip & Go Activity
Focus Magazine - Summer 2011 - Heard it on the Tweet
Focus Magazine - Summer 2011 - 45
Focus Magazine - Summer 2011 - People News
Focus Magazine - Summer 2011 - Company News
Focus Magazine - Summer 2011 - Ad Index
Focus Magazine - Summer 2011 - Focus Contacts
Focus Magazine - Summer 2011 - 5 Questions with…Elliott Masie
Focus Magazine - Summer 2011 - Cover3
Focus Magazine - Summer 2011 - Cover4
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