Focus - Summer 2012 - 22
COVERSTORY
About the 2012 Industry Landscape Study
TGaS Advisors fielded the online survey in the first quarter of 2012, inviting SPBT member companies to examine their current training and development practices, identify trends and challenges and uncover future plans. Leaders of the training and development function within 43 life sciences companies provided responses to the survey questionnaire. Study participants collectively oversee training for 180 sales forces, encompassing 42,000 primary care physician, oncology, hospital, medical device and diagnostics reps.
Brand Marketing Training
Finally, the study looked at how companies train for brand management and marketing. On average, only 29 percent o er such training, but another 14 percent are planning to. Business acumen training is expected to play a bigger role in the next three years, but certi cations or training through academic institutions is an uncertain prospect.
TGaS Advisors also conducted in-depth interviews with a subset of the respondents to understand the issues in greater detail. These interviewees formed a cross section of the industry, representing companies with broad pharmaceutical portfolios, those focused on specialty pharmaceutical products, and manufacturers of medical devices and diagnostics. For more information, or to order a copy of the full study, visit www.spbt.org/?page=AbouttheStudy. “As trainers, we work very hard to bring value,” she said. “But in the end, if we don’t have leadership support behind it, we’re not going to be able to deliver.” I
Conclusion
In summary, the 2012 Industry Landscape Study showed an industry in the midst of change, but still struggling to keep pace with technology and economic realities. Looking ahead, study respondents anticipate ongoing challenges in budget, resources, leadership support and management involvement. But there’s plenty of good news, with the study showing strong interest in eld training, iPad delivery and other technology advancements and a greater reliance on virtual training, all part of the continuing mission to make the most of available resources, technologies and learner interest areas. For Allergan’s Andrews, executive support is a crucial element of success.
For more information, scan/capture the QR code with your smartphone.
Tim Sosbe is editor of Focus magazine and editorial director for TrainingIndustry.com. Email Tim at tsosbe@spbt.org. Chris Goins is vice president, management advisor, for TGaS Advisors. Email Chris at christopher.goins@tgas.com.
22
FOCUS | SUMMER 2012 | www.spbt.org
http://www.spbt.org/?page=AbouttheStudy
http://www.TrainingIndustry.com
http://www.spbt.org
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
https://www.nxtbook.com/nxtbooks/LtenFocus/2017winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2017fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer_supp3
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2017summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2017spring_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2017spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2016winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2016fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer_supp2
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2016summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2016spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2015winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2015fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2015summer_supp
https://www.nxtbook.com/nxtbooks/LtenFocus/2015summer
https://www.nxtbook.com/nxtbooks/LtenFocus/2015spring
https://www.nxtbook.com/nxtbooks/LtenFocus/2014winter
https://www.nxtbook.com/nxtbooks/LtenFocus/2014fall
https://www.nxtbook.com/nxtbooks/LtenFocus/2014summer
https://www.nxtbook.com/nxtbooks/focus/2014spring
https://www.nxtbook.com/nxtbooks/focus/2014winter
https://www.nxtbook.com/nxtbooks/focus/2013fall
https://www.nxtbook.com/nxtbooks/focus/2013summer
https://www.nxtbook.com/nxtbooks/focus/2013spring
https://www.nxtbook.com/nxtbooks/focus/2013winter
https://www.nxtbook.com/nxtbooks/focus/2012fall
https://www.nxtbook.com/nxtbooks/focus/2012summer
https://www.nxtbook.com/nxtbooks/focus/2012spring
https://www.nxtbook.com/nxtbooks/focus/2012winter
https://www.nxtbook.com/nxtbooks/focus/2011fall
https://www.nxtbook.com/nxtbooks/focus/2011summer
https://www.nxtbookmedia.com