Web- and CD-ROM-based sales training initiative

Objectives
To sell to their target audience of pediatric endocrinologists effectively, our client’s sales representatives must demonstrate their understanding of the physicians’ clinical needs, therapeutic challenges and the potential barriers to treatment. To do this the reps need to understand endocrine physiology and the role of their product in the competitive marketplace. Our objective was to deliver results-driven scientific training, developed with a keen awareness of the need to sell to specialist physicians. Furthermore, training needed to be completed while maintaining a demanding sales schedule, and to be portable to allow on-demand learning.

Approach
Watermeadow’s flexible, interactive web-based sales training resource provides a website that enables self-directed learning, allowing reps to build and maintain a comprehensive knowledge base suitable for their various target audiences. The website has five educational modules with animated illustrations with voiceovers, static graphics and explanatory tables. Together, the modules cover scientific and clinical endocrinology plus competitive intelligence. An archive of presentations and a reference list is also included. Information can be customized to individual sales needs, with tables allowing the user to specify parameters for comparison with competitor products. The educational modules are also available on CD-ROM. Unique features allow the user to resume at the point left off, if a module is not completed in one session. And additional functions allow personalized queries, links to support services and multiple-choice self-assessment questions. Administrative tools allow Watermeadow to edit content, and we also maintain a dedicated technical support line.

Outcomes
The website is now a ‘one stop shop’ for the sales force and is also extremely popular among product managers. Both reps and in-house medical advisors describe the content as highly relevant, professionally presented and easy to use. Self-assessment scores indicate that the site is successfully increasing sales-force knowledge.