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Pharma industry is one of the early adopters of eLearning. Advances in medicine and frequent launch of new products create an environment of constant learning for employees in sales. However, employees in this industry face paucity of time as they are on the field constantly. This underscores the need for quick, flexible and cost effective delivery of relevant information.
| Companies such as Cadilla, Cipla, Ranbaxy and Dr. Reddys have reaped the benefits of eLearning. |
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Unique needs
The need for eLearning is underscored by the following industry characteristics:
Complexity of information: Certain pieces of information such as drug production process, effect on the human body are difficult to demonstrate in a conventional brochure.
Need of training employees in large numbers: Every year, large numbers of employees are inducted. Whenever a new drug is introduced in the market, the entire sales team has to be trained simultaneously to ensure quick time to market. This translates to enormous costs and is difficult as the trainers/experts involved would be small in number.
Wide spread across geographies: Sales teams are located throughout a region. This means travel for either the sales people or the trainers. According to Per Lofberg of Merck Capital Ventures - 85 percent of $1 billion spent annually on sales training in the pharma industry is allocated for travel and logistics and only 15 percent is spent on content.
Need for adaptability to different audiences: Information on diseases and drugs would be applicable to employees, doctors and end customers. However, the level of detail and the approach would differ or each of these segments.
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We address these issues through our unique approach-
Learning Module Transformation: We repurpose the content created for employee training into material for physician and patient education or even marketing communications. Current investments in learning are thus leveraged by applying eLearning as an approach rather than a discipline.
Simulation based learning: Using simulation as a tool, we remove the complexity of information that pharma companies need to disseminate.
Practitioner based content: With the help of our domain consultants, we bridge the gap between the Subject Matter Experts (SMEs) and instructional designers so that transfer of expertise knowledge into learning program becomes easier. This in turn, has an impact on travel costs and the time your SMEs expert spends away from work.
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