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THE
CHANGING
FACE OF
PHARMA
TRAINING:
NEW TECHNOLOGY,
PROVEN METHODOLOGY
If you watched the 2010 Winter Olympics you know something
about the changing face of pharma training. Yes, really.

 • Technology has revolutionized the experience.
 	 Bobsleds	today	are	in	a	different	category	than	those	of	prior	generations	
   based	on	new	materials.	For	pharma	trainers,	new	delivery	mechanisms					
   (mobile,	virtual	experiences,	augmented	reality)	are	similarly	revolutionary.

 • Yet proven methodologies remain.
 	 Winning	the	gold	medal	for	bobsledding	in	2010	requires	the	same	
   skills	(and	courage)	as	those	of	earlier	athletes.	And	even	as	technology	
   changes	how	training	is	delivered,	the	fundamentals,	the	basics,	the	
   proven	core	architecture	remains	the	same.
The	trick—whether	you’re	a	bobsledder	or	a	pharma	brand	manager	who	
needs	to	engage	the	sales	force—is	mastering	the	right	balance	of	new	
technology	and	proven	methodology.	
The	payoff	is	huge:	gold	medals	(and	maybe	some	sponsorship	deals)	for	
the	bobsledder;	and	for	the	brand	manager,	inspiring	the	salesforce	to	
successfully	deliver	the	product	to	market,	grabbing	market	share	(and	no		
end	of	glory	in	the	corporate	office).	
Here’s	how	we	at	Jack	Morton	achieve	that	balance.	




Sandy Sites	
VP/Director	and	Global	Practice	Leader	for	Experiential	Training
Barbara Sollitto
Sr.	Learning	Strategist	for	Experiential	Training	                                 2
THE TRICK
 IS MASTERING
     THE RIGHT
   BALANCE OF
          NEW
  TECHNOLOGY
  AND PROVEN
METHODOLOGY.

             3
Certain fundamentals hold true no matter how training
is delivered.

• Adults learn in an ordered fashion.
			They	move	in	stages	from	Awareness,	to	Understanding	to	Commitment	
   to	Action.	We	believe	it	based	on	our	decades	of	experience;	the	
   American	Society	of	Training	&	Development	calls	this	the	Adult	Learning	
   Continuum	(ALC).

• Strong design and development is crucial.
	 We	use	the	ADDIE	model	(Analysis,	Design,	Develop,	Implement,	
  Evaluate),	another	industry	best	practice.	

• Art and science of effective training
	 If	ALC	and	ADDIE	are	the	“science”	of	effective	training,	the	“art”	is	no	
  less	fundamental—and	that	art	is	all	about	rich	creative	and	interactive	
  elements	achieved	by	robust	training	and	experience	design.	




                                                                               4
Crucially,	it’s	in	the	design	phase	that	we	address	not	only	creativity	and	
interactivity,	but	also	technology—and	specifically,	what	delivery	makes		
most	sense.	
The	goal	is	to	establish	a	complementary	delivery	technology	that	best	
activates	the	overall	training	experience.		The	technology	used	must	be	the	
right	fit	for	your	learning	audience.		Like	the	modern-day	bobsled,	training		
is	a	custom	fit	solution.	
When	designed	right,	the	combination	of	content	and	delivery	make	your	
people	feel	connected	to	the	training	experience.		It	leads	to	moments	of	
deep	insight	and	keeps	them	engaged	and	motivated—and	most	importantly,	
optimizes	content	retention	and	knowledge	transfer.




                                                                                 5
LIKE THE
MODERN-DAY
    BOBSLED,
 TRAINING IS
A CUSTOM FIT
   SOLUTION.

            6
NEW TECHNOLOGIES THAT
INTEREST US
• Mobile learning
	 Mobile	learning,	or	M-learning,	can	take	many	forms;	for	instance,	
  training	courses	delivered	to	field	sales	reps	through	MMS	push,	podcasts,	
  blogs	or	via	custom	applications	on	their	mobile	devices	or	within	their	
  favorite	social	networking	environment—all	to	fit	into	their	hectic	on-the-go	
  lifestyles.		By	integrating	the	training	design	and	technology	with	the	target	
  audiences’	every	day	life,	Reps	are	able	to	complete	a	training	course	
  right	before	meeting	with	a	key	client	and	have	a	more	targeted,	“just-
  in-time”	training	experience.		M-learning	is	already	in	practice	in	many	
  industries	and	a	great	example	of	using	technology	to	enhance	a		
  training	event.

• Virtual conferences
	 Competing	demands	and	rising	travel	costs	can	make	coordinating	a	live	
  training	event	a	challenge	at	times.		At	such	times,	virtual	environments	
  can	replicate	key	characteristics	of	face-to-face	training—with	the	added	
  benefit	of	occurring	when	sales	reps	are	available,	motivated	and	
  committed	to	the	experience.		Sales	Reps	can	watch	a	live	or	pre-recorded	
  video,	ask	questions,	receive	responses,	network	with	peers	and	download	
  key	content	on	their	desktop.		Similar	to	M-learning,	participants	receive	
  the	training	they	need	“just-in-time.”	Although	it’s	not	a	replacement	for	
  face-to-face	training,	virtual	conference	technology	can	satisfy	training	
  needs	while	meeting	organizational	business	objectives	and	keeping	travel	
  time	and	costs	down.



                                                                                    7
VIRTUAL
   CONFERENCE
  TECHNOLOGY
   CAN SATISFY
      TRAINING
   NEEDS WHILE
KEEPING TRAVEL
 COSTS DOWN.
              8
• Augmented reality
	 Augmented	reality	describes	a	real-world	environment	that	is	enhanced	
  by	computer-generated	imagery	experienced	on	a	screen	of	some	kind	
  (mobile	device,	computer).		It	has	great	potential	to	enhance	training.	For	
  example,	a	pharma	key	opinion	leader	speaking	at	a	conference	about	
  the	latest	drug	indication	could	interact	with	the	“molecules”	of	a	new	drug	
  to	show	how	it	affects	the	human	body	–	the	molecule	would	appear	to	
  actually	exist	in	2D	form.		Augmented	reality	can	turn	a	straightforward	
  presentation	into	a	hands-on	“show”	(not	“tell”)	experience.	



Our training experiences in action
•	 We	helped	Abbott	design	and	implement	an	online	certification	program	
   for	the	sales	force	that	dramatically	improved	results.	We	achieved	a	
   certification	benchmark	of	90%	and	100%	compliance.
•	 Combining	live	and	digital	training	experiences	can	be	especially	
   effective.	We	helped	Eisai Pharmaceuticals	engage	and	inspire	their	
   critical	care/oncology	sales	force	with	an	interactive	online	game	and	
   an	updated	version	of	a	classic	board	game—enabling	line	managers	to	
   gauge	sales	skills	in	a	creative	format.	
•	 We	helped	Waters Corporation	launch	its	new	brand	with	a	virtual	
   conference	that	got	employees	aligned	behind	its	vision	and	goals—
   extending	reach	and	impact	while	achieving	cost	efficiencies.




                                                                                  9
THE WAY FORWARD
M-learning,	virtual	conferences	and	augmented	reality	are	just	a	few	of	
the	examples	of	emerging	technologies	we’ve	been	integrating	into	the	
experiences	we	create,	and	that	we	feel	are	immediately	relevant	to	effective	
pharma	training—assuming,	of	course,	that	they’re	right	for	the	brand,	the	
sales	force,	the	situation.	
Just	as	a	bobsledder	drives	a	sled	specifically	designed	for	their	height,	
weight	and	build,	during	our	training	analysis	phase	we	create	a	full	
audience	profile	matching	delivery	methods	to	their	needs,	resulting	in		
the	right	“fit”	of	delivery	methods	and	technologies.		




                                                                                 10
OUR EXPERIENTIAL TRAINING
POINT OF VIEW
1	   The	most	effective	learning	happens	when	training	engages	the		 	
	    heart	as	well	as	the	head.	
2	   Science	(strong	instructional	design)	+	Art	(rich	creative	and		      	
	    	interactivity)	=	Great	training
3	   People	learn	by	doing.	Training	strategies	should	simulate	real		 	
	    performance	conditions.
4	   All	training	can	(and	should)	be	measured.	
5	   Training	should	always	“custom	fit”	the	audience,	brand	and		         	
	    	business	goals.	This	assures	100%	relevance	and	optimum			           	
	    knowledge	transfer	vs.	off-the-shelf	solutions.
6	   Motivated	and	inspired	Sales	Reps	learn	more	quickly.
7	   Senior	management	commitment	is	a	key	success	factor	in	training.
8	   Training	must	be	sustainable	(we	design	programs	to	allow	for		 	
	    easy	updates/enhancements).
9	   Attention	spans	are	shorter	now	(we	design	training	with		 	          	
	    incremental	and	self-paced	solutions).	
10		 Interactivity	is	a	must.		Interactivity	means	people	play	an	active		 	
	    role	in	their	personal	development.




                                                                               11
AT JACK MORTON, WE
•	 design	and	deliver	launch	experiences	that	get	sales	ready	and	
   motivated	to	bring	products	to	market
•	 create	experiences	that	support	client	needs	throughout	the	product	cycle,	
   across	audiences	and	media	(live,	online,	3D,	interactive)
•	 bring	clients	face-to-face	with	critical	B2B	audiences	through	trade	shows	
   and	conferences
•	 orchestrate	highly	targeted	consumer	campaigns	that	build	brand	
   relationships,	awareness	and	word	of	mouth
•	 activate	sponsorships	to	grow	brand	relationships	and	maximize	the	
   impact	of	sponsorship	spend
•	 partner	with	clients	to	ensure	that	internal	stakeholders	understand	where	
   the	brand	and	business	are	going,	especially	in	times	of	change	and	
   consolidation
•	 help	our	clients	build	experience	brands




                                                                                 12
SHARE THIS EXPERIENCE
If	you	like	this	article,	please	share	it	with	your	friends	and	colleagues	

	    	 SHARE        ON DELICIOUS
      SHARE ON DIGG
      SHARE ON FACEBOOK
      SHARE ON LINKEDIN
      SHARE ON TWITTER
      SHARE VIA EMAIL


Follow	us	on	Twitter:	@jackmorton

For	more	information,	contact	Liz	Bigham	at		
liz_bigham@jackmorton.com	or	212-401-7212.	




                                                                              13
JACK MORTON WORLDWIDE	IS A GLOBAL BRAND EXPERIENCE
AGENCY. WE CREATE EXPERIENCES THAT STRENGTHEN
RELATIONSHIPS BETWEEN BRANDS AND THE PEOPLE WHO
MATTER MOST TO THEM—THEREBY HELPING OUR CLIENTS
BECOME TALKED-ABOUT EXPERIENCE BRANDS. RATED AMONG
THE TOP MARKETING SERVICE AGENCIES WORLDWIDE, WE
INTEGRATE LIVE AND ONLINE EXPERIENCES, DIGITAL AND
SOCIAL MEDIA, AND BRANDED 3D ENVIRONMENTS THAT
ENGAGE AND INSPIRE CONSUMERS, BUSINESS PARTNERS AND
EMPLOYEES. OUR STAFF WORK ACROSS THE US, EUROPE AND
ASIA-PACIFIC AS PART OF AN IDEA-LED AGENCY CULTURE.



About Jack Morton’s Experiential Training team
Training	design,	development	and	implementation	have	been	key	Jack	
Morton	offerings	for	over	30	years.
We	provide	proven	training	solutions	for	some	of	the	world’s	largest	and	
most	successful	pharma	companies.	Our	clients	include	Amgen,	Abbott	
Laboratories,	CardioNet,	Eisai,	Novo	Nordisk	and	Pfizer.
©	Jack	Morton	Worldwide	2010

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Best practices for pharmaceutical training seminars and employee engagement

  • 2. If you watched the 2010 Winter Olympics you know something about the changing face of pharma training. Yes, really. • Technology has revolutionized the experience. Bobsleds today are in a different category than those of prior generations based on new materials. For pharma trainers, new delivery mechanisms (mobile, virtual experiences, augmented reality) are similarly revolutionary. • Yet proven methodologies remain. Winning the gold medal for bobsledding in 2010 requires the same skills (and courage) as those of earlier athletes. And even as technology changes how training is delivered, the fundamentals, the basics, the proven core architecture remains the same. The trick—whether you’re a bobsledder or a pharma brand manager who needs to engage the sales force—is mastering the right balance of new technology and proven methodology. The payoff is huge: gold medals (and maybe some sponsorship deals) for the bobsledder; and for the brand manager, inspiring the salesforce to successfully deliver the product to market, grabbing market share (and no end of glory in the corporate office). Here’s how we at Jack Morton achieve that balance. Sandy Sites VP/Director and Global Practice Leader for Experiential Training Barbara Sollitto Sr. Learning Strategist for Experiential Training 2
  • 3. THE TRICK IS MASTERING THE RIGHT BALANCE OF NEW TECHNOLOGY AND PROVEN METHODOLOGY. 3
  • 4. Certain fundamentals hold true no matter how training is delivered. • Adults learn in an ordered fashion. They move in stages from Awareness, to Understanding to Commitment to Action. We believe it based on our decades of experience; the American Society of Training & Development calls this the Adult Learning Continuum (ALC). • Strong design and development is crucial. We use the ADDIE model (Analysis, Design, Develop, Implement, Evaluate), another industry best practice. • Art and science of effective training If ALC and ADDIE are the “science” of effective training, the “art” is no less fundamental—and that art is all about rich creative and interactive elements achieved by robust training and experience design. 4
  • 6. LIKE THE MODERN-DAY BOBSLED, TRAINING IS A CUSTOM FIT SOLUTION. 6
  • 7. NEW TECHNOLOGIES THAT INTEREST US • Mobile learning Mobile learning, or M-learning, can take many forms; for instance, training courses delivered to field sales reps through MMS push, podcasts, blogs or via custom applications on their mobile devices or within their favorite social networking environment—all to fit into their hectic on-the-go lifestyles. By integrating the training design and technology with the target audiences’ every day life, Reps are able to complete a training course right before meeting with a key client and have a more targeted, “just- in-time” training experience. M-learning is already in practice in many industries and a great example of using technology to enhance a training event. • Virtual conferences Competing demands and rising travel costs can make coordinating a live training event a challenge at times. At such times, virtual environments can replicate key characteristics of face-to-face training—with the added benefit of occurring when sales reps are available, motivated and committed to the experience. Sales Reps can watch a live or pre-recorded video, ask questions, receive responses, network with peers and download key content on their desktop. Similar to M-learning, participants receive the training they need “just-in-time.” Although it’s not a replacement for face-to-face training, virtual conference technology can satisfy training needs while meeting organizational business objectives and keeping travel time and costs down. 7
  • 8. VIRTUAL CONFERENCE TECHNOLOGY CAN SATISFY TRAINING NEEDS WHILE KEEPING TRAVEL COSTS DOWN. 8
  • 9. • Augmented reality Augmented reality describes a real-world environment that is enhanced by computer-generated imagery experienced on a screen of some kind (mobile device, computer). It has great potential to enhance training. For example, a pharma key opinion leader speaking at a conference about the latest drug indication could interact with the “molecules” of a new drug to show how it affects the human body – the molecule would appear to actually exist in 2D form. Augmented reality can turn a straightforward presentation into a hands-on “show” (not “tell”) experience. Our training experiences in action • We helped Abbott design and implement an online certification program for the sales force that dramatically improved results. We achieved a certification benchmark of 90% and 100% compliance. • Combining live and digital training experiences can be especially effective. We helped Eisai Pharmaceuticals engage and inspire their critical care/oncology sales force with an interactive online game and an updated version of a classic board game—enabling line managers to gauge sales skills in a creative format. • We helped Waters Corporation launch its new brand with a virtual conference that got employees aligned behind its vision and goals— extending reach and impact while achieving cost efficiencies. 9
  • 11. OUR EXPERIENTIAL TRAINING POINT OF VIEW 1 The most effective learning happens when training engages the heart as well as the head. 2 Science (strong instructional design) + Art (rich creative and interactivity) = Great training 3 People learn by doing. Training strategies should simulate real performance conditions. 4 All training can (and should) be measured. 5 Training should always “custom fit” the audience, brand and business goals. This assures 100% relevance and optimum knowledge transfer vs. off-the-shelf solutions. 6 Motivated and inspired Sales Reps learn more quickly. 7 Senior management commitment is a key success factor in training. 8 Training must be sustainable (we design programs to allow for easy updates/enhancements). 9 Attention spans are shorter now (we design training with incremental and self-paced solutions). 10 Interactivity is a must. Interactivity means people play an active role in their personal development. 11
  • 12. AT JACK MORTON, WE • design and deliver launch experiences that get sales ready and motivated to bring products to market • create experiences that support client needs throughout the product cycle, across audiences and media (live, online, 3D, interactive) • bring clients face-to-face with critical B2B audiences through trade shows and conferences • orchestrate highly targeted consumer campaigns that build brand relationships, awareness and word of mouth • activate sponsorships to grow brand relationships and maximize the impact of sponsorship spend • partner with clients to ensure that internal stakeholders understand where the brand and business are going, especially in times of change and consolidation • help our clients build experience brands 12
  • 13. SHARE THIS EXPERIENCE If you like this article, please share it with your friends and colleagues SHARE ON DELICIOUS SHARE ON DIGG SHARE ON FACEBOOK SHARE ON LINKEDIN SHARE ON TWITTER SHARE VIA EMAIL Follow us on Twitter: @jackmorton For more information, contact Liz Bigham at liz_bigham@jackmorton.com or 212-401-7212. 13
  • 14. JACK MORTON WORLDWIDE IS A GLOBAL BRAND EXPERIENCE AGENCY. WE CREATE EXPERIENCES THAT STRENGTHEN RELATIONSHIPS BETWEEN BRANDS AND THE PEOPLE WHO MATTER MOST TO THEM—THEREBY HELPING OUR CLIENTS BECOME TALKED-ABOUT EXPERIENCE BRANDS. RATED AMONG THE TOP MARKETING SERVICE AGENCIES WORLDWIDE, WE INTEGRATE LIVE AND ONLINE EXPERIENCES, DIGITAL AND SOCIAL MEDIA, AND BRANDED 3D ENVIRONMENTS THAT ENGAGE AND INSPIRE CONSUMERS, BUSINESS PARTNERS AND EMPLOYEES. OUR STAFF WORK ACROSS THE US, EUROPE AND ASIA-PACIFIC AS PART OF AN IDEA-LED AGENCY CULTURE. About Jack Morton’s Experiential Training team Training design, development and implementation have been key Jack Morton offerings for over 30 years. We provide proven training solutions for some of the world’s largest and most successful pharma companies. Our clients include Amgen, Abbott Laboratories, CardioNet, Eisai, Novo Nordisk and Pfizer. © Jack Morton Worldwide 2010