GenAI based eLearning Solution for Enhancing Pharmaceutical Sales Proficiency

Explore how GenAI backed simulation courses significantly improved a pharmaceutical's sales team's performance.
Using GenAI in creating images

Background:

A leading pharmaceutical company faced challenges in training its sales team to efficiently engage with Health Care Professionals (HCPs) in a rapidly evolving digital sales landscape. The usage of digital mediums for sales conversations quickly emerged during the pandemic and permanently altered both healthcare delivery and pharmaceutical sales, necessitating an innovative approach to training.

Problem Statement:

The company’s sales team struggled with digital interactions, negatively impacting their ability to effectively manage the complete sales cycle, from initiating conversations to closing deals with HCPs.

Pain Areas:

Resistance to Digital Meetings:
Sales representatives showed discomfort and lack of confidence in conducting online meetings.

Geographic Barriers in Training Reach:
Delivering comprehensive training to a globally dispersed team represented a significant challenge.

E-learning Adoption Hesitancy:
The sales force’s engagement with existing digital learning initiatives was low.

Skills Measurement and Improvement:
Sales leadership struggled to assess sales competencies and enhance them effectively.

Reduced Learner Confidence and Efficiency:
A gap in building confidence and reducing time-to-proficiency among sales representatives persisted.

Objective

To create a highly engaging, effective, and innovative eLearning solution, “DigiSkill Up,” to enhance the proficiency of the sales team in digital interactions and sales techniques with HCPs.

Solution: Advanced eLearning Simulation “DigiSkill Up”

QLytix developed a unique voice-based eLearning simulation framework that incorporated the following features:

Realistic Role-Play Scenarios:
Simulated web-based video calls with animated HCP characters, providing sales representatives with near-real interaction experiences.

Dynamic Voice-Based Responses:
Instead of selecting pre-defined responses, learners used their own voices to input subjective responses, adding authenticity to the training.

Cutting-Edge Analytics:
Utilizing speech-to-text technology, responses were converted to text and analyzed for relevance, keyword use, and information accuracy.

Product-Specific Focus:
Each module was tailored to specific pharmaceutical products, enabling targeted training on product knowledge and sales approach.

Interactive Branching Scenarios:
The conversation path evolved based on the learner’s responses, mimicking the unpredictability of real sales interactions.

Feedback and Scoring System:
Immediate feedback and scoring based on performance in each section (opening, probing, demonstration, closing) of the simulation. The technology was delivering feedback that previously could only be delivered by a human sales manager.

Flexible and Accessible Design:
The simulation was accessible on various devices, allowing sales representatives to train at their convenience.

Comprehensive Competency Mapping:
Content was aligned with key competencies required for effective sales discussions, ensuring holistic skill development.

Integration with Existing LMS:
Seamless integration with the company’s existing Learning Management System for easy access and progress tracking.

    Measurable Metrics

    Net Promoter Score (NPS):
    Targeted an increase in NPS by over 75% related to training satisfaction and recommendation.

    Learner Engagement Time:
    Aimed for an average engagement time of over 100 minutes per module.

    Course Completion Rates:
    Sought to achieve over 85% completion rates across all modules.

    CLM Call Percentage Improvement:
    Measured significant improvement in the use of Closed Loop Marketing tools during interactions.

    Training Cost Reduction:
    Reduction in overall training expenses through the digital platform.

      Results

      Enhanced NPS:
      NPS for Product 1 increased by 78% and for Product 2 by 82%.

      Deep Learner Engagement:
      Average engagement time was 120 minutes for Product 1 and 85 minutes for Product 2.

      High Completion Rates:
      77% for Product 1 and 100% for Product 2, averaging 88.5% overall.

      CLM Call Percentage Increase:
      For Product 1, it rose from 31.52% to 70.71%; for Product 2, from 1.10% to 16.80%.

      Notable reduction in training costs due to the online simulation approach.

      Impact on Employee Performance:

      Customer Satisfaction Score (CSS):
      Marked improvement, reflecting better sales interaction quality.

      Employee Engagement Scores:
      Significant rise in engagement and confidence levels in digital sales scenarios.

      Improved Sales Efficiency:
      Notable enhancement in the efficiency and effectiveness of sales discussions.

      Conclusion

      “DigiSkill Up” revolutionized the pharmaceutical company’s approach to sales training. By leveraging interactive simulations, voice-based responses, and advanced analytics, the solution significantly improved sales proficiency in digital interactions. The marked improvements in NPS, CSS, and employee engagement underscored its effectiveness as a state-of-the-art training solution in the evolving digital sales landscape.

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