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 oen 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
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