Focus Supplement - Summer 2015 - (Page 28)
PROVIDER INNOVATION
e-roleplay
hen Biogen was looking to
increase market share and
customer satisfaction with sales
training teams serving doctors and
medical practitioners, they selected eroleplay to help make their sales
professionals continue to be
memorable, interesting and able to
add value to each call. e solution eroleplay created earned it finalist
status in the LTEN Excellence Awards
for Provider Innovation.
ree problems were identified for
the training to address:
* Converting the existing sales
process from theory to skill
through realistic practice.
W
* Providing each salesperson the
ability to be memorable in brief
conversations.
* Enhancing the ability to adapt by
increasing behavioral selfawareness.
e-roleplay created a program titled
TYMFI, or Tailoring Your Message for
Impact. e first phase started with
training as the foundation and
included a 144-question psychometric
test. Supplementing and reinforcing
sales training content was the next
step and included a one-day workshop
with professional roleplayers. Finally,
phase three took place about two to
three weeks later and included one-
on-one telephone roleplay.
In the end, the number of sales
professionals using the skills
effectively increased from 20 percent
to 85 percent. Participants increased
self-awareness that helped to develop
sales skills and team interactions, as
well as potential leadership ability.
"One size does not fit all when it
comes to advanced sales training,"
Mark Lockett, Biogen sales director,
wrote in the award application. "e
central theme allows the participants
to get comfortable with the practical
application of the concepts and
encouraged them to create a unique
style that they were comfortable
with." ■
PROVIDER INNOVATION
Small World Social
enentech was seeking a new and
innovative solution to help
training managers track the progress
of employees, Small World Social
helped create a training app. e result
has helped Small World Social be
named a finalist in the LTEN
Excellence Awards for Provider
Innovation.
e app created combined learning
styles, text, video, interactive content
and in-person training to provide
accessibility for all employees. It was
targeted first to Genentech's Medical
Partners group, comprised of 600
people, and introduced with a full
communication campaign.
G
28
e app allowed Genentech
managers to get a more holistic view
of the training, and an analytics
dashboard helped them track user
progress.
"is leads to a greater
understanding of each user's needs
and what type of content is most
effective," said Kathy Phelan, CEO of
Small World Social. "All leading to a
better, more refined learning
experience."
Genentech has seen a dramatic
increase in app engagement, user
growth and an overall increase in
interest in training opportunities. e
app has seen a 40 percent user growth
month aer month, as well as an
increased number of course
registrations. In fact, aer a recent live
training course release, all spots were
filled within 48 hours - a record for
Genentech.
"We believe that with continued
communication and relevant course
offerings, we can affect behavior
change and Genentech employees will
continue to login and actively engage
with the training portal without being
prompted," Phelan said. "We are
continually evolving the app design
and campaign strategy in order to
remove all barriers to training." ■
FOCUS | CONFERENCE AWARDS SUPPLEMENT 2015 | www.L-TEN.org
http://www.L-TEN.org
Table of Contents for the Digital Edition of Focus Supplement - Summer 2015
Focus Magazine
Table of Contents
Introducing the LTEN Excellence Awards
The Winners Revealed
Profiles of Winning Work
Dana Bates, Gilead Sciences
Lisa Lukawski, UCB
Rorie Madigan, Siemens Healthcare Diagnostics
Luis Pinzon, Bayer Healthcare
Medtronic
AbbVie
Axion by ApotheCom
Excellerate
Bottom-Line Performance
Awards Poster Session: Excellence on Display
Profiles of Finalists
Alexion Pharmaceuticals
Genentech
Roche Diagnostics
Educational Resource Systems
e-roleplay
Small World Social
Cognizant Technology Solutions
Impact International
Red Nucleus
Advantage Performance Group
CMR Institute
HealthAnswers Education
Wrapping Up: Thank You Notes
Focus Supplement - Summer 2015
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