Focus - Summer 2012 - 20
COVERSTORY
ance issue that arises. is is a highly regulated industry and it’s how we must do business.” Merck’s Constantine agrees, particularly for his role in research and development (R&D). “If people estimate sales reps will be in nine hours of sales training on compliance in the next year, it’ll be many times that in R&D,” he said. “ e trajectory is not going down.” at same rise can be predicted for many types of life sciences training. Looking ahead at the next three years, study respondents anticipate some shi s in training focus: • A demand for more advanced selling skills, deeper product knowledge, digital media presentation skills and greater knowledge of managed care environments. • A greater dependence on virtual training. • Increased regulations on training medical device and diagnostics customers.
FIGURE 4
care organizations, and 60 percent o ering training on Medicare and Medicaid (as 80 percent of companies o er to oncology reps). Interestingly, hospital reps receive the least amount of training on managed care issues, while oncology reps receive the most.
Account Manager Training Product Launch Training
On average, training departments begin planning launch training 7.7 months ahead of planned launch dates. Sales reps begin to hit classrooms for new product training about 51 days prior to launches. Study participants expect an increase in training for account managers, particularly with an eye on building greater business acumen, stronger collaboration skills, improved business planning, broader knowledge of managed care channels and stronger negotiation skills.
Sales Management Training
e 2012 Industry Landscape Study also showed that training is not limited to the representative level. On average, newly hired district managers receive about 11.9 days of training, half of that in the classroom. Newly hired regional directors get an average of 8.4 days of training, just under half of that in a classroom setting. Looking ahead, respondents expect a greater reliance on virtual training for district managers, and both district managers and regional directors will be expected to build performance management skills and to become better coaches.
Managed Care Training
e landscape study shows a strong focus is already taking place around managed care, with 73 percent of respondents training their primary care physician reps on commercial managed
20
FOCUS | SUMMER 2012 | www.spbt.org
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Focus - Summer 2012
Table of Contents for the Digital Edition of Focus - Summer 2012
Focus - Summer 2012
From the President: How to Build Your Network
Table of Contents
Table of Contents
Guest Editor: The Evolution of Digital Training
Protecting Your Class from Naysayers
2012 SPBT Industry Landscape Study: Trends, Technology & Training
The Lost ROI from Poor Coaching Practices
Getting the Attention You Deserve
Training that Doesn't Break the Bank
Effective Product Launches on Short Timelines
Leadership Secrets from Pharma Legends
Don't Overlook NPs/PAs in Sales Training
The Case for Continuous Learning
Virtual How
Company News
People News
Ad Index
Focus Contacts
5 Questions with…Julie Clow
Focus - Summer 2012 - Focus - Summer 2012
Focus - Summer 2012 - Cover2
Focus - Summer 2012 - 3
Focus - Summer 2012 - 4
Focus - Summer 2012 - 5
Focus - Summer 2012 - 6
Focus - Summer 2012 - From the President: How to Build Your Network
Focus - Summer 2012 - 8
Focus - Summer 2012 - Table of Contents
Focus - Summer 2012 - 10
Focus - Summer 2012 - Table of Contents
Focus - Summer 2012 - 12
Focus - Summer 2012 - Guest Editor: The Evolution of Digital Training
Focus - Summer 2012 - 14
Focus - Summer 2012 - Protecting Your Class from Naysayers
Focus - Summer 2012 - 2012 SPBT Industry Landscape Study: Trends, Technology & Training
Focus - Summer 2012 - 17
Focus - Summer 2012 - 18
Focus - Summer 2012 - 19
Focus - Summer 2012 - 20
Focus - Summer 2012 - 21
Focus - Summer 2012 - 22
Focus - Summer 2012 - 23
Focus - Summer 2012 - The Lost ROI from Poor Coaching Practices
Focus - Summer 2012 - 25
Focus - Summer 2012 - Getting the Attention You Deserve
Focus - Summer 2012 - 27
Focus - Summer 2012 - 28
Focus - Summer 2012 - Training that Doesn't Break the Bank
Focus - Summer 2012 - 30
Focus - Summer 2012 - 31
Focus - Summer 2012 - Effective Product Launches on Short Timelines
Focus - Summer 2012 - 33
Focus - Summer 2012 - Leadership Secrets from Pharma Legends
Focus - Summer 2012 - Don't Overlook NPs/PAs in Sales Training
Focus - Summer 2012 - The Case for Continuous Learning
Focus - Summer 2012 - Virtual How
Focus - Summer 2012 - Company News
Focus - Summer 2012 - People News
Focus - Summer 2012 - Ad Index
Focus - Summer 2012 - Focus Contacts
Focus - Summer 2012 - 5 Questions with…Julie Clow
Focus - Summer 2012 - Cover3
Focus - Summer 2012 - Cover4
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