SPBT 2013: Looking Up

Last week, I enjoyed several days of learning and networking at the annual SPBT (Society of Pharmaceutical and Biotech Trainers) conference.

It was held at the impressive Peabody Hotel (Orlando), where ducks rule. Which is cute; though I’m sure no-one is going to launch a boutique hotel chain any time soon with, say, angler fish or centipedes as the designated mascot.

I’m liking the visual of a lobby fountain full of angler fish. But anyway…

One of the things I liked most about the hotel setup: the general session room, the exhibit hall, and the breakout rooms were all in a compact and easily-navigable area. Which sounds like it should be a no-brainer, right? Trust me, I’ve seen some less than brainy conference layouts over the years (“oh, yes, that session is in Bldg C, 4th floor, East Wing, Lower Level, in the Obscurantist section. Would you like a GPS?”)

The pool was nice, too. Oops, we’re back into extracurriculars. OK – to business.

SPBT’s leadership has been in a steady changeover mode for the past few years, and I say this with appreciation – the new leaders are forward-looking, invested in seeing the organization grow and adapt, and willing to try new approaches. And that leads to my main observation summing up the entire conference this year.

The SPBT was upbeat and energetic.

Yes, we’re still facing challenges with membership numbers and exhibitor commitments. Yes, the industry keeps changing rapidly under our feet. But something else was missing at the conference this year, and I didn’t miss it at all.

Negativity.

There was energy in the exhibit hall (and I heard very little of the complaining I’ve heard in past years). There was energy around the new formats for learning and networking opportunities provided. There was energy around the idea that the organization is pro-actively looking to the future, including a name change to more accurately reflect its evolving membership.

On the other hand, there was rampant disease-spreading, thanks to the fine folks at A.D.A.M. I ended up with MRSA, E. coli, chickenpox, and mad cow disease. —-> You?

As for the keynotes, Peter Diamandis was top-shelf (do understand that I have a real fondness for futurists). His stories and perspectives were mind-stretching. Sally Hogshead was entertaining and thought-provoking with her ideas on what makes people fascinating. Linda Cohn (ESPN anchor) did a fine job trying to interview Misty May-Treanor, but this talented Olympic champion, awesome at beach volleyball, was not made for the stage. I’m trying to be diplomatic here. Hey, if I tried to do competitive beach volleyball….let’s not go there.

Since any one person can only attend a handful of workshops, it’s impossible to give a broad overview of the many sessions that took place. My favorite this year was on Getting Your Message Heard, by Patricia Scott (Uhmms) and Susan Velani (Genentech). This very practical session on effective communications led me to immediately go back to my room and make some changes to my upcoming presentation the next day. Since Uhmms is an Impactiviti partner company, if you need great communication skills workshops for your company, just let me know and I’ll connect you up.

I also enjoyed  hearing how Eisai handled the seemingly impossible task of a six-month iPad-centric training implementation. Mary Myers (Eisai) and Susan Caldwell/Jennifer Hughes (Metrix Group) led the workshop. Technology + insurmountable odds? Of course I’m into it.

We are now beginning to leave the first-generation of iPad deployment and companies are starting to think about bigger systems. The most interesting tablet days are ahead of us, as we begin to work on the enterprise “plumbing” of mobile communications. I have an entire workshop on The Digital Future in Healthcare. Favorite topic!

For SPBT 2013, I got to lead a workshop Thursday on Vendor Management, and it was a fun group of folks with diverse perspectives. Everyone has a horror story (or three – or more) about projects that have gone off the rails. It’s amazing how common the causes are across the board…and how preventable a lot of this truly can be.

Appropriately, SPBT did feature some jugglers. They were throwing around a lot of unusual items, keeping up an entertaining banter throughout. Stuff got dropped occasionally, as more and more items go thrown into the mix. Seems like an apt metaphor for the biopharma training role these days.

Personally, my favorite aspect of the entire conference was that which I enjoy most – long, brainstorming talks with clients and partners. I put on my (learned) outgoing disposition for these events but I will always be a one-on-one, dig-deep kinda guy. In that respect, I wish the conference went much longer – there’s never enough time for relationship-building. But I left happy and upbeat. SPBT is in good hands. I look forward to next year in Dallas!

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Client-Vendor Success White Paper

I’m happy to announce the Client-Vendor Success White Paper – a collaborative effort between Impactiviti, pharma training professionals, and the outsource vendors who serve them.

What are the Top 10 things clients wish vendors understood (or would do better) – and vice-versa?

Here are the answers, in one brief and engaging white paper.

Download and enjoy! Client-Vendor Success

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Fresh Job Postings

A few new jobs found on-line, for those in the pharma sales/training space:

Associate Training Manager, Virology, BMS (NJ)

Director of Sales Training, Janssen Therapeutics (NJ)

Sales Training Manager, EMD Serono (MA)

Sales Training Manager, Merial (GA)

Director of Sales Training, Managed Markets/Reimbursement, Biogen-Idec (MA)

Director of Sales Training, Core Curriculum, Biogen-Idec (MA)

Director of Worldwide Sales, Medical Device (recruiter) (PA)

Did you know that your company can list open positions on Impactiviti’s pharma-targeted Job Board? Only $295 for a 30-day listing. Go here and get started!

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Successful Vendor Management – Communications

I give a full-day public Successful Vendor Management workshop quarterly for my pharmaceutical audience. These principles, however, are universal for all client-vendor relationships. So, for my readers, I’ve decided to capture some of these practices in one-minute videos.

Here is the second principle: Spell out, up front, what your communication style and expectations are:

Give it a listen:

Never assume that people have the same needs and desires for project communications. Talking about it up front can save a lot of irritation and aggravation downstream!

(First principle: Be Realistic)

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors through our unique trusted referral network. Need something? Ask Steve.

Learn more about us here.

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Can You Fix a Bad Hire?

I read a provocative article this week, and it has generated quite an interesting set of reactions* from others with whom I’ve shared it:

Sales Training – Avoiding the Unfixable Fix

What are your thoughts on the points brought up here?

One of our professional colleagues in pharma training even put it this way: “You can always tell a bad hire within the first week of training.” Do you agree?

I’d love to know what steps companies are taking to ensure better “matches” for hiring practices so that trainers are not left trying to fix what cannot be fixed… If you’d like to discuss, but don’t feel comfortable leaving your thoughts in the comments, always feel free to contact me directly (stevew at impactiviti dot com, 973-947-7429).

*A selection of reactions that have come in via e-mail:

I agree training and coaching are linked through the value of manager direction and support. And hiring right is more valuable than training right.

No, you can’t fix a bad or unmotivated sales person (occasionally it happens when you have an excellent manager). But that’s not Training’s job. Training (and sales management) should focus on identifying the skills and behaviors of the top performers (and seek ways to engage and grow this group) as well as spreading those behaviors to the middle 60-70% to raise their game.

In my experience, the best reps (and best trained) have all the attributes mentioned in point #3. It is this breadth of knowledge (and these days, especially the business and financial drivers of medical practices or hospitals), and productivity that justifies the investment, and the time  out of the field to acquire it. In pharma, I’ve had MD’s pull me or the rep aside to thank them for literally saving a patient’s life (oncology drugs) with the information they provided, or created access to. THAT is when the rep is regarded as a partner and ally, NOT a “rep”, and is valued still by MD’s.

I am finding I have to break a lot of habits in new hire training to get our sales teams think and acting differently because of they way they were trained at other pharma companies. Detailing is still alive and well. From there, it becomes a process of time and investment matched with the individual desire to be successful or not. As you know we can’t train passion, but we can hire to it and then nurture it fervently!

While we can argue the merits of what to train, how to train it, etc. I would make the argument that more investment should be made in selecting the right people for the job, as described in the article. The reason there is an 80/20 rule in sales is because 80% of people in sales shouldn’t be!

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors through our unique trusted referral network. Need something? Ask Steve.

Learn more about us here.

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Digital Platforms – Taking a Deeper Look

I was recently asked by a consulting client to explain the value of making site visits to suppliers of digital platforms. I believe in the value, but until I started spelling it out in more detail, I didn’t realize just how important I know it to be!

While it may be appropriate to make vendor decisions for smaller projects based on a proposal and a client-site presentation, that approach is probably inadequate for larger-scale (and long-term) digital platforms. Over the years, I’ve seen some sub-optimal digital learning/communication platform decisions. The results are not pretty.

I thought I’d share my reasoning with you, in case you’re thinking about adopting a major platform (especially for use with iPad deployment – many are now looking beyond individual apps to multi-functional systems for meetings, comms, training, etc.). Your comments and insights are most welcome in the comments:

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Evaluating digital solutions providers can be complex. Generally speaking, for a smaller-scale point solution (say, a specific app), it is not necessary to perform a site visit. However, for a large-scale solution that will be a strategic and growing communications platform, it is often worth a deeper look under the hood at the technology, and the solution provider (who will become a long-term partner).

Site visits: Better solution/company evaluation process

The four aspects of the platform that need to be analyzed more deeply are:

1. Technology framework of the solution – specifically, how the underlying software is designed, and what interface capabilities it has (and will have) at the middleware and database level to work within a larger enterprise structure. This typically involves direct discussion with people in a software engineering role.
2. Roadmap of the platform – it is vital to have a detailed discussion of how and why the solution evolved into its current state, and what the development plan is for the next 3-5 years. A snapshot of a solution at one moment in time is less revealing than a view of its developmental context. Digital provider and platform direction need to align with anticipated client needs.
3. Current functionality – general group presentations often gloss over details of what actually works (and how it works). A more meticulous advance examination can reveal platform strengths and weaknesses. It’s also important to determine what is currently rolled-out to living clients, and what is still in an earlier development phase.
4. User experience – many solutions seem great on static slides, or with brief, scripted demonstrations, but the overall user experience (for end users, administrators, and managers) needs to be carefully examined in-depth. The quality of the interface design will make or break the adoption of any system.

In addition, deeper interaction with multiple personnel at a potential supplier site can give a clearer sense of the corporate culture and talent pool, which often cannot be accurately detected at a client-site presentation with a few representatives. In most cases, this type of decision is just as much about the partner company as it is the specific technology solution.

Site visits: Better decision-making process

A visit on-site by an expert makes the entire platform evaluation process more efficient by allowing in-depth assessment with a range of technical and strategic personnel – many of whom cannot be uprooted to be part of a client sales presentation. Also, potential suppliers that don’t make the cut can be eliminated in advance instead of creating a waste of client (& supplier) time and money going through an entire sales presentation/proposal cycle, only to be found unsuitable later. In addition, client-site presentations can be made much more efficient as a variety of detailed questions can be pre-answered through the prior provider-site visit.

Site visits: Summary

PROs

-More in-depth look at the “guts” of select platforms

-More complete evaluation of user experience

-Deeper assessment of leading potential provider partners

-Potential elimination (or escalation) of particular providers earlier in the process

-More efficient use of client and provider personnel resources during process

CONs

-Up-front time/travel investment (1 person) for site visits

What do you think? Does your company do site visits for these larger-scale platform decisions? And do you employ consulting expertise in the process?

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors through our unique trusted referral network. Need something? Ask Steve.

Learn more about us here.

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On-Boarding

I’ve talked to lots of professionals over the years about on-boarding new colleagues (particularly, training managers and brand managers).

There are commonly a couple of holes. Maybe you can think of others beside the two I’ll mention below:

1. Project/Vendor Management – this is such a huge lack that I give in-house workshops (see outline) to help new (and not-so-new) training managers learn best practices. Since these new hires typically come out of the field, they have no background and skills in this important area – and tend to learn by the costly trial-and-error method. The consequences are often quite disruptive, both to the department and to vendor/partners. In fact, I’ll be starting to give these as public workshops (4x/year) in conjunction with SPBT in the fall.

2. Brand Manager Launch – there are whole new sets of skills and practices needed for those who move over to the marketing side, and again, one of the common methods of on-boarding is a shove into the deep end of the pool. It can take 2 years to get someone competent in the basic skills – what if that could be dramatically reduced by a focused on-boarding/mentoring program for the first few months? I’ve recently helped a uniquely qualified consultant design such a business model because this is such a vast, and unmet, need.

What are some other on-boarding needs that you’re identified? I’m all ears (stevew at impactiviti dot com) – one of my goals is to keep finding gaps like this and providing solutions. Having a network where we share ideas and make targeted recommendations is our best way to elevate all of our professional endeavors!

Image: FreeDigitalPhotos.net

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors through our unique trusted referral network. Need something? Ask Steve.

Learn more about us here.

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Vendor or Partner?

When you put the Sales Training and Development Dept. side-by-side with Brand Marketing in most pharmaceutical companies, there is a curious divergence in approach that has always made me scratch my head.

Brands have an agency of record. Training groups have vendors. Lots of them.

Each model has its strengths and weaknesses, but based on the inefficiencies and inconsistencies I’ve seen throughout the years working with training departments, I have to wonder if more of them are now going to experiment with outsourcing larger chunks of training work to a much smaller circle of partners.

Here’s why I think this approach has a lot to commend it:

1. Across the industry, there have been major cutbacks in sales forces and training groups. Smaller headcount = fewer internal resources to manage projects, leading to a need to have vendor/partners that can (like marketing agencies) take the ball and run with it, or take over entire functional areas.
2. Much training development work is now becoming commoditized. The next frontier is scalable process and efficiency – a business discipline woven into a learning approach.
3. Procurement processes are playing a more prominent role. Fragmented vendor selection methods will give way to more efficient, bottom-line-driven long-term partnerships.
4. Technology keeps moving at a rapid pace. It makes sense to outsource all technical development to a single source that can bring consistency, integration, and big-picture strategy.
5. Relatively rapid turnover of training personnel (it is usually a developmental position) will, as with brand marketing, make it sensible to ensure continuity by having an agency of record.

I see a day coming when more companies will have one or two primary Training Agencies of Record (TAOR) – perhaps one focused more on content, the other on technology – accompanied by a more limited suite of specialized providers (Managed Market expertise, Coaching programs, etc.). Outsourced training departments (not just sales forces) are already emerging for companies just entering the commercial realm with their first product. We’ll see more of these creative outsource models emerging.

I’m already talking to my Impactiviti clients – and partners – about this evolution toward a consolidated partnering approach. Not only do I recommend vendor/partners for specific needs and solutions, I’m also recommending that Training Directors take a hard look at the TAOR approach (and, yes, I have partners who can serve in this capacity). Let me know your thoughts about both the current and this (potential) future model – what does your crystal ball say?

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors for training, eMarketing, social media, and more.

Learn more about us here.

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(Image credit: Richard Schwier on Flickr)

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Assess This!

I’m a big fan of assessment tools – anything that helps us get a better grasp of who we are, how we function, and what we do best SHOULD (all other things being equal) lead to better work outcomes.

It won’t change a wobbling company, or a bad manager, but a solid self-awareness should help professionals improve performance and make better decisions.

Recently, I took the SDI (Strength Deployment Inventory) and it was eye-opening. Years ago, I went through the StrengthsFinder exercise and I have to say, it was life-changing. Finally, many of my drives, abilities, and weaknesses came into focus. It helped propel my journey into realizing that I was more a consultant than a salesperson.

I just finished reading a book on my iPad for the first time (always have favored real paper, but the e-book was actually quite a pleasant experience) – the folks that put out the SDI (Personal Strengths Publishing) just published a book called Have A Nice Conflict, which is about our motivation styles (in general, and then in conflict – interesting thesis). They are now an Impactiviti partner, so if you’d like to find out more, let me know.

What assessments have you found helpful, for you and for your sales/management teams? Everyone uses DISC, it seems (I have partners who can help with this, too, by the way!). Has your department used assessments in such as a way as to drive significant change in training, and behaviors? What approaches seem to work best?

If you have any particular program or provider you would most highly recommend, what/who would it be? Let me know in the comments or in a private e-mail (stevew at impactiviti dot com) – I’d love to get feedback on your experiences.

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors for training, eMarketing, social media, and more.

Learn more about us here.

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Sign up for the Impactiviti Connection semi-weekly e-newsletter (see sample), chock full of news and resources for pharmaceutical professionals

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Creeping Closer to Magic

There’s a good reason I’ve become a huge fan of Apple products. Ever since its founding Apple has been determined to make the user experience better, more intuitive, more natural.

Each major step forward feels like magic.

This week, Apple releases the iPhone 4S, and the most exciting aspect of this iteration in my mind is the voice recognition technology called Siri <— (great NY Times article by David Pogue – I urge you to read it). We are (finally!) moving solidly into the era where we start shedding the very unnatural interfaces of command lines, QWERTY keyboards, and mouse clicks, and begin (as Gene Roddenberry foresaw in Star Trek The Next Generation) using touch and voice – the way humans are meant to communicate.

What does this mean for us in pharma land? Well, the changes will be revolutionary over the coming 5 years, but let’s focus on one thing that concerns the training world – performance support out in the field.

Imagine employees being able to talk to their digital communication devices and retrieve needed clinical information, product specs, news, supporting videos, updated data streams – all on-the-spot and on-the-fly. Pipe dream? No – we have a lot of the raw capability already in our digitally networked environment; what we’re lacking is the intuitive interface and robust connectivity to bring it all together at the point of need.

And we’re almost there. iPads, Siri, Wi-Fi, intelligent search – you can see all the ingredients converging. And Apple has done more than any other company to stir in the magic sauce – intuitive user design that works.

Training is going to look very, very different in 2016. This is a great time to be along for the disruptive and magical ride!

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