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Resources / AI in Action: Driving Sales Force Performance and Effectiveness

AI in Action: Driving Sales Force
Performance and Effectiveness

The pharmaceutical industry is fiercely competitive and regulated, and the success of a medical representative (MR) hinges not just on building relationships, but on effectively and accurately delivering key messages and overcoming objections to drive sales.Decision-makers, particularly in Commercial Excellence, are laser-focused on outcomes because Sales Force is the most expensive resource that companies invest in to promote their products. When medical representatives struggle to deliver product information effectively or address concerns during visits, it directly impacts sales performance and revenue. This is why there is such a strong emphasis on the effectiveness of the company’s use of Sales Force; ensuring that MRs are well-prepared and capable is crucial to maximising the return on this significant investment.Every medical representative has faced various challenges, from navigating difficult and lengthy medical marketing information that’s hard to remember, to engaging with non-responsive healthcare professionals (HCPs) who seem like impenetrable walls. Despite having important information to share, attempts to engage often seem to fall on deaf ears, met with hurried nods or distracted glances.

Introducing COSMART AVA

This common scenario is precisely what AVA was designed to address. AVA is one of the flagship solutions that is part of COSMART — a comprehensive suite of AI-powered tools developed by Vivanti, designed to drive commercial excellence. COSMART encompasses a variety of solutions aimed at enhancing commercial operations, from analytics and market insights to customer relationship management, beyond just training medical representatives.As a cutting-edge AI training simulator, AVA equips medical representatives to effectively engage with busy and sometimes indifferent HCPs. It provides MRs with the latest product knowledge, effective objection-handling strategies, and essential messaging techniques. The measurable outcomes from AVA’s simulations not only identify areas needing improvement but also support targeted efforts to boost team performance and drive sales success. Through COSMART, Vivanti offers a robust platform that significantly enhances commercial effectiveness across the board.
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The Critical Role of AVA in Sales Performance

For Senior Managers in Commercial Excellence, the priority is clear: driving sales performance. While the confidence of MRs is important, it is their adherence to strategy, ability to handle objections, and capacity to answer a wide range of product-related questions that truly determines success. Strong communication skills and sales techniques are essential for the sales force to be effective, particularly in the high-pressure environment of medical sales.Given the evolving landscape of healthcare in the UK, including the increasing pressures on doctors, suggests that their availability for meetings with MRs may be limited. Therefore, MRs must be able to quickly and confidently present the most relevant information about the drug, persuading doctors to choose it. However, many MRs struggle to recall and utilise key marketing materials during these critical moments, which can hinder their effectiveness in conveying the essential information.

AVA: The Solution to Marketing Challenges

This is where AVA becomes an indispensable tool. It provides an efficient, seamless process for training and knowledge assessment, ensuring that the team is well-prepared for real-life interactions and capable of accurately delivering the company’s strategy. AVA’s platform allows for the rapid upload of training materials and provides access to simulations that MRs can engage with, which is crucial for quickly responding to market changes (such as the entry of new competitors) or addressing urgent issues like drug recalls that need to be discussed during visits.With AVA, MRs not only master product knowledge but also gain the confidence to handle objections, convey key messages, and make the most of their limited time with doctors, ultimately driving stronger sales outcomes. This tool ensures that MRs are fully equipped to meet the demands of their role, translating into improved performance and a direct positive impact on the bottom line.Research on knowledge retention indicates that a significant amount of information is forgotten shortly after training or learning experiences. Here are some key statistics:

AVA: The KEY to Sales Force Knowledge Retention

1. Forgetting Curve:[2],[5]
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2. Retention Rates by Method: The effectiveness of different learning methods varies significantly:[3]
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3. Reinforcement Importance: Without reinforcement and active engagement, most of the learned material fades quickly. Techniques like spaced repetition and practical application can dramatically improve long-term retention[1][4].
These statistics underscore the challenge of retaining information without active use or reinforcement, highlighting the need for effective training strategies that promote long-term knowledge retention.

Key Features of AVA

  • Pharma-Driven
    Training Library:

    Ensures that simulations aligns with the company’s protocols and product knowledge, leading to more consistent messaging and strategy execution across the team.

  • Customisable Training Scenarios:

    Managers can tailor scenarios to target specific training needs, as well as levels of difficulty — ensuring that the simulation is relevant and effective for their team’s development.

  • Performance Transparency:

    AVA’s robust analytics provide Commercial Excellence Managers with real-time insights into MR performance, enabling data-driven decisions to enhance training and field effectiveness.

  • Product Portfolio Management:

    Allows managers to keep field force materials up-to-date with the latest product information, ensuring MRs are always prepared with accurate details.

Benefits for
Commercial
Excellence
Managers:

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Benefits for Medical Representatives (MRs):

  • Impactful Communication Feedback:

    Immediate, actionable feedback on communication techniques empowers MRs to refine their approach and improve their persuasive skills.

  • Emotional Intelligence Training:

    Developing emotional intelligence helps MRs improve their interactions with healthcare professionals, leading to more successful engagements.

  • Customisable Scenarios:

    Tailored training scenarios allow MRs to practice in situations that are directly relevant to their specific field, making the training highly applicable and effective.

  • Dynamic Interaction:

    AVA’s ability to adjust its behaviour based on MR performance creates an engaging, real-world training environment that enhances learning.

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Impactful Results from Pilot

The effectiveness of AVA is underscored by impressive results conducted by Vivanti:
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  • Memorisation of Visit
    Scenarios:
    MRs demonstrated a
    58%
    improvement in their ability
    to remember details of their visit
    scenarios.
  • Enhanced Product
    Knowledge:
    There was a  60%
    increase in MRs’ product knowledge,
    ensuring they are well-prepared
    to discuss and promote their products
    effectively.
  • Improved
    Communication Skills:
    MRs experienced a
    65%
    improvement in communication
    skills, enabling them to engage
    more persuasively
    and confidently with HCPs.

Market Debut and Seeking Early Adopters

As COSMART AVA makes its market debut at the 14th Annual Sales Force Effectiveness and Digital Marketing in Pharma Summit in Berlin on 16th October 2024 — where the team will be showcasing the solution to industry leaders. Vivanti is welcoming early adopters who wish to elevate their medical representatives’ training programmes. This opportunity allows industry leaders to integrate cutting-edge technology into their training regimen and set a new standard in MR preparedness within the COSMART framework.Marina Hickson, Managing Director of Vivanti comments, «As healthcare evolves, clear communication of complex medical information is more vital than ever. AVA, integrated with our suite, revolutionizes medical sales training by fostering meaningful interactions. It equips reps with both product knowledge and emotional intelligence to build insightful connections with healthcare professionals, leading to better outcomes. With AVA, we’re not just upgrading a tool-we’re transforming reps into trusted partners in healthcare, shaping the future of patient care.»
Citations:
  1. https://intellek.io/blog/knowledge-retention/
  2. https://www.bizlibrary.com/blog/learning-methods/learning-retention-key-employee-training/
  3. https://www.educate-me.co/blog/knowledge-retention-strategies
  4. https://knowledgeanywhere.com/articles/seventy-percent-of-your-training-is-forgotten-learn-the-science-of-knowledge-retention-and-how-it-affects-online-training/
  5. https://www.indegene.com/what-we-think/reports/understanding-science-behind-learning-retention
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