Reuters Events | Pharma

Thought leadership and innovation for the Pharmaceutical Industry

Carlos Velázquez, Abbvie’s Business Tools Training Manager – Digital Learning, shares some thoughts with Lucy Brake about how pharma can seize the opportunities that digital training offers.

By Lucy Brake on Jun 12, 2013

In a complex and competitive industry like pharma, training and development is an integral part of business.Pharmaceutical sales representatives generally work for drug or medical supply companies and sell pharmaceutical goods to individual clients in the medical industry on a wholesale basis, so it is really important that reps know and understand the products they are selling. As such Velázquez considers it is critical that pharma companies ensure all personnel are up to date with their training and development, and that regular and on-going pharmaceutical training for all staff involved in the industry in any capacity is essential.

“Failure to invest in pharmaceutical training on a regular and on-going basis could seriously jeopardise public health and your business”

“The industry is, quite rightly, heavily regulated. There are laws, governing bodies and regulations and compliance is vital for business. Failing to comply, knowingly or otherwise, is risking heavy fines and penalties, not to mention our reputations.” Because the industry is constantly innovating and evolving, he sees that training must be a regular part of staff development, not left by the side as a one off. “Failure to invest in pharmaceutical training on a regular and on-going basis could seriously jeopardise public health and your business.”

Taking advantage of new opportunities

From Velázquez’sperspective, the digital learning industry is moving rapidly, and the digital health movement is no different. Almost every day we hear of new technology, applications and ideas that bring the promise of improved medical care, health and wellness. “From hand held ultrasound devices to smart phone arrhythmia monitoring, the digital health movement is not only about expensive pedometers and the ‘gym elite’ but about key areas in health and wellness that will have a direct impact on medical care. Pharma for better or worse has a seat at this table.” This presents some immense opportunities for the pharma industry – if we are ready to seize them.

The touch points for pharma are numerous and represent areas for engagement and support.  “On demand information and analytics will shift the focus from bed side ‘rote memorization’ to ‘augmented digital expression’ where a differential diagnosis and interventions come with the aid of a hand-held computer screen,” highlights Velázquez.

“Whereas traditional internet marketing allows pharmaceutical companies to control the presentation of information on static web pages, social media functions much more interactively with consumers”

How can pharma make the best of these digital opportunities? And what are the road blocks to realising these? Velázquezhas observed that the traditional role of the sales representative is changing. He points out that the consultative nature of the brand detail will shift in parallel with the technology-driven changes in practice. “Pressing the flesh will transform to clicking a link, and clinicians will adopt the conventions of today’s consumers and seek information in a controlled on-line setting.” But perhaps more importantly, he says, the days of typical case studies and efficacy charts will be replaced with a richer and more compelling presentation that are consistent with what the younger technology savvy generation will simply expect.

On the other hand, a good example of a ‘block’ is how social media, training and marketing pose unique risks for the highly regulated pharmaceutical industry. “Whereas traditional internet marketing allows pharmaceutical companies to control the presentation of information on static web pages, social media functions much more interactively with consumers”, he elucidates. Meaning that content on social media sites is unpredictable; primarily created and controlled by consumers, rather than the site-owning pharmaceutical companies that must abide by the industry’s strict regulations. Pharma needs to be ready and prepared for this.

Digital detail in the form of social networks, interactive education, electronic detail aid and on-line health is expected to drive future performance. Velázquezoffers an example of how good use of an electronic detail aid can completely transform the structure of a sales call. “The dynamic nature of the platform means that information, data and the entire user journey can be tailored to what the customer requires. When done right, an electronic detail aid supports sales representatives, rather than competes with them”.

Velázquez anticipates that the digital training opportunities for the pharma industry will develop over the next two to five years in the form of using videos as a key learning solution. “Our learners are used to watching TV and Internet videos. With the popularity of video sites such as YouTube, which now accounts for 25 per cent of all Google searches, the consumption of video training is already a reality in most organizations and colleges”.

Essentially, the focus for the pharma industry in regards to digital training and learning should be on “need now, learn now”, rather than the traditional approach being “learn now, use later” or “learn now, just in case”. As Velázquez concludes pharma companies should be looking at what are their specific requirements and delivering learning based on an as-needed-basis if they are to take advantage of all the digital training and learning opportunities.

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Carlos Velázquez will be joining the industry's think tank this June at the Eyeforpharma 7^thSales & Marketing Excellence Latin America 2013 Congress in Miami. For more information on this year's presentations or to download a Brochure, visit the official website.