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. Julian Upton jupton@advanstar.com Group Publisher Andy Davies Tel. +44 1244 393 408 adavies@advanstar.com Editorial Director Peter Houston Tel. +44 1244 393 435 phouston@advanstar.com Editor Julian Upton jupton@advanstar.com Graphic Designer Paul Davis pdavis@advanstar.com Production Director Jo Armstrong jarmstrong@advanstar.com Repro Art Worker Alan James ajames@advanstar.com Circulation Manager Tracy Nicholls Advanstar Communications Inc. Chief Executive Officer Joseph Loggia Chief Financial Officer Theodore S. Alpert Chief Marketing Officer Patricia Joseph Executive VP, Corporate Development Eric I. Lisman VP, Treasurer & Controller Shelbie O’Brien VP, Publishing Operations Francis Heid Pharmaceutical Executive Advancing business leadership Associate Publisher Kevin McGeehan Tel. +208 956 2671 kmcgeehan@advanstar.com Marketing Manager Sally Carron scarron@advanstar.com Sales Support Claire Rice crice@advanstar.com Advanstar Communications (U.K.) Ltd Managing Director Helen Gardner Corporate Office Advanstar Communications Inc. 7500 Old Oak Boulevard Cleveland OH 44130, USA VP, Human Resources Nancy Nugent VP, Chief Technology Officer Rick Treese VP, Marketing & Communications Georgiann Decenzo VP, General Counsel Ward Hewins Pharmaceutical Executive Europe provides industry intelligence so managers in the Cover image source: Chad Baker/Getty Images European pharmaceutical community can advance their business, management and marketing practices to gain competitive advantage. PEE interprets the current and future challenges the industry faces and enables pharmaceutical professionals to overcome them with costeffective, time-saving solutions. Subscribe online at www.pharmexeceurope.com Pharmaceutical Executive Europe is free to qualified subscribers in Europe. To apply for a free subscription, or to change your name or address, go to www.pharmexeceurope.com, click on Subscribe, & follow the prompts. To cancel your subscription or to order back issues, please email your request to magazines@superfill.com, putting PEE in the subject line. Please quote your subscription number if you have it Non-qualified readers in Europe Readers outside Europe 1 year (8 issues) £100 £140 2 years (16 issues) £170 £240 Current issue: Back issue: £20 £35 Copyright ©2008. Advanstar Communications (UK) Ltd. All rights reserved. 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Table of Contents for the Digital Edition of Pharmaceutical Executive Europe IMS Sales Training 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 Sales Training Supplement - May 2008