27
Apr

E games can improve Sales Force effectiveness

Written on April 27, 2012 by Claire Bastien in Biopharma, Uncategorized

Charles Darwin said “It is not the strongest of the species that survives, or the most intelligent that survives. It is the one that is the most adaptable to change.” For the pharmaceutical industry now is the moment for change. The old pharmaceutical sales model of tens of thousands of drug reps promoting products to physicians is gone. The rep’s scientific knowledge, as well as the ability to communicate that information, is essential.
There is a demand for high quality Reps able to engage in in-depth high scientific discussion with physicians and particularly specialists. Pharmaceutical companies need to maximize their products’ values and consequently require a sales force that is persuasive, knowledgeable and able to optimize the brand communication with the healthcare professionals.
Continuous training is essential for increased Return On Investment from proven successful specialty pharmaceutical reps.
In 2007 the American unit of Bayer, was reporting a significant growth in the sales of Betaseron® (trade mark Betaferon® in Europe, treatment indicated for multiple sclerosis. This drug, launched 16 years ago, was a mature brand and sales had been flat for years in the US. Bayer decided to take advantage of the approval of an expansion of the use of the drug in multiple sclerosis.

Analysts largely attributed the growth to a new marketing campaign and an innovative way of teaching the reps in order that they would be able to optimize the communication of the new message to the healthcare professionals.
In order to educate and motivate the specialized sales team, they used a simulation online game called “Rep Race: the battle for office supremacy.”

Rep Race: the battle for office supremacy

At the end of 2007 with the new campaign and after the implementation of the online video game and despite the fact that Betaseron® was already a mature drug, the sales were growing with a trend superior to previous periods and a lot better than competitors.
There was a direct correlation between the top performing reps in the videogame and their field success. Globally the specialty sales force’s effectiveness increased 10%.
Obviously this online training – 3D simulator with a videogame mechanism – optimizes results for two main reasons:
- Learning while having fun in real situations.
- Optimizing the execution of the marketing strategy and consequently ensuring better communication with improvement of message recall and retention.

Comments

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