Training secrets for a successful product launch

Bioscript has been part of many successful therapeutic product launches over the past decade. It is exciting to be educating others about a new product that could potentially revolutionise medical practice and substantially reduce disease burden.

However, it can be high pressure and daunting for the faint hearted. Over the past decade medical blockbusters have been few and far between. Pharmacology has experienced exponential growth in complexity moving beyond a basic drug receptor level to multiple, complex, overlapping molecular pathways. There are more companies marketing “me too” drugs, scrambling for a share of voice. At the same time there is increased government and regulatory pressure. So what training secrets make the difference between an ordinary product launch and one that catapults a product into a leading therapeutic?

1. Start early: Designing and building learning programs is immensely time intensive. Source as much existing information and materials from international affiliates as possible. However, keep in mind there are usually substantial differences in local markets, compliance requirements, indications and product information. Adequate time and budget is necessary for developing training materials suitable for local requirements.
2. Build internal expertise and momentum: Create a cross-functional team of experts (such as clinical research, regulatory, medical, marketing, sales management and learning and development personnel) to regularly meet, set milestones and to build and share knowledge, expertise and materials.
3. Set clear learning objectives and outcomes: The first place to start is defining clear learning objectives and expected outcomes. Unfortunately, this critical step is overlooked, but is essential for clarifying and prioritising essential knowledge.
4. Ensure alignment and consistency: Ensure the program is integrated into the overall launch strategy. All content should be aligned with market positioning with clear, concise (and substantiated) core messages.
5. Develop engaging and interactive programs: Didactic courses have little impact. Learners easily lose concentration and interest unless they’re actively involved.
6. Provide learners with clear, logical links and “So whats?” Adults learn best when there are logical transitions between existing and new knowledge, and it is clear why the information is relevant and important.
7. Provide real life exposure: Instil as much “real life” experience as possible by including case studies, external experts (e.g. doctors, nurses, patients), hospital/clinic preceptorships and other opportunities for real life exposure.
8. Phase learning over time: The best programs are usually a ‘blended’ approach, carefully planned and sequenced over time to maximise learning retention. Initially, self-directed learning materials enable readers to assimilate basic concepts in their own environment. However, face-to-face interactions are important for consolidating knowledge into long-term memory. Group settings provide essential opportunity for learners to practise applying and verbalising information with others.
9. Be flexible to adapt quickly: Given rapidly changing environments, learning programs should be modular and readily adaptable as learning needs and knowledge change over time.
10. Track and monitor progress: Finally, it is essential to track and monitor learning outcomes. Build a number of “check points” and assessments into the program. As time progresses new learning needs become apparent that will need to be addressed. Often investment into the “initial launch” is high, but effort wanes over time. Sustained success, however, is achieved when there is an ongoing learning focus.

Other useful information can be found at:

• http://www.knowledgetree.com/blog/2014/09/5-keys-to-successful-product-launch-most-marketers-forget/
• http://www.pragmaticmarketing.com/resources/6-secrets-of-a-winning-product-launch
• http://corporatevisions.com/blog/tag/product-launch/
• http://www.bostonproducts.org/?page=EducatingYourSales
• http://www.gmariegroup.com/white_papers/gmg_white_paper_product_launch_training.pdf