opportunities in pharmaceutical sales training lynne lederman, phd freelance medical writer amwa dvc...
TRANSCRIPT
Opportunities in Pharmaceutical Sales Training
Lynne Lederman, PhD
Freelance Medical Writer
AMWA DVC 2009 Freelance Workshop
© 2009 Lynne Lederman
But it’s really…
• Education– Medicine– Science– Pharmacology– Clinical trials– Treatment guidelines– Competitive therapies– Managed care
The Customer
• Pharmaceutical Companies– Often indirectly– Project or account manager– Trainers– Medical, legal, and regulatory reviewers
• Agencies– Directly– Medical communication– Medical education
The Audience
• Pharmaceutical sales representatives– District managers– Account managers– Regional business managers
• Medical science liaisons (MSL)
• Clinical nurse consultants (CNC)
• Medical directors
• Patients
Pharmaceutical Sales Representatives
• “Detail” to – Doctors, hospitals, formularies– Free-standing blood banks, infusion centers
• Persuade clients to use their drugs
• Varied educational background
• May represent several unrelated therapies
• Won’t represent all of a company’s drugs
MSL/CNC
• Advanced degrees– RN, PhD
• May interact with MDs conducting trials for drug approval
• May interact with peers to promote approved drugs
MDs
• Educate other MDs– Background on rare conditions for which
drugs are being developed
• Can provide copies of publications– Off-label use (MDI department)
Patients
• Rarely part of a formal sales training program
• Package insert instructions for patients
• Patient registries
Roles
• Writers• Editors• Illustrators• DTP• Project managers• SME• Train the trainers/workshop leaders• Others
Writers
• Love explaining science and medicine
• Specific content knowledge or expertise
• Helpful qualities– Respect for deadlines– Knowledge of how drug development and
sales work– No fear of “selling”– Knowledge of managed care
Editors
• Instructional editing– Instructional design– “Adult learning styles”
• Copy editing
• Style guide– Write– Compile
Illustrators and DTP
• Computer-based graphics– Hand drawing now rare
• DTP– Templates– Layout and design– Graphics
Project Managers
• Interaction and coordination– Client– Writers– Editors– Illustrators– DTP– Production
• Scheduling• References
SME: Subject Matter Experts
• Not always used
• On client side– Most often MD– May be the medical reviewer
• On agency side– Independent expert– Could be a knowledgeable writer
Types of Content
• Self-study modules (still usually print)• On-line computer-based training
(interactive e-learning—multimedia)• Audio scripts• Video scripts• Workshops (in person)• Physician monographs• Non-specific support material
– Off-the-shelf products: monographs, games
Subject Matter
• Whatever is in development and approaching approval
• Pharmaceuticals– Trend for agents used in long-term therapy– “Boomers”
• Diagnostics– Kits, equipment, reagents
• Devices– Heart valves, stents
What the “Target” Expects
• Product knowledge– Clinical data: efficacy, safety– Reimbursement– Formulary/compendium status
• Disease state
• Current therapies
• Competitive therapies
Stages of a Project
• Proposal• Content outline• Expanded outline• First draft• Revised draft
– MLR review
• Final copy for approval• Production
Module Organization
• Self-study text– Introduction/purpose– Learning objectives– Content– Glossary– References
• Structure– Advanced organizer (introduce)– Content (describe)– Summary (restate)
Types of Modules• A&P (“normal”)• Pathophysiology (disease state)• Diagnosis• Treatment• Product (technology, annotated PI, clinical trials)• Competitive therapies• Selling (SWOT, benefit/risk)• Managed care• Once upon a time: new vs. experienced reps
Module Content• TOC/index• Introduction• Chapters
– Learning objectives, sections
• “Enhancers”– Call-outs, boxes
• Summary• Q&A (not always)• Glossary• References• Appendices (sometimes)
Learning Objectives
• L.O.s describe measurable performances that can be accomplished– Important (need to know)– Concrete (list, identify, define)– Identifiable in text
• If they are well-written, they will help with questions as well as content
• Not always easy with complex topics
Questions and Answers• Types of questions
– Multiple choice– T/F– List– Fill in blank– Matching
• Usually one question per L.O.– Specifically tests the L.O.– Clear and fair
• Answers– Clearly correct– Worth remembering (need to know)
Call-outs and Boxes• Need to know
– Fast facts, pronunciation, lingo, selling tips
• To avoid insulting the audience– Mixed audience– They should already know this– “Did you know”
• Nice to know– Can’t resist
• Usually don’t test on these
Background Resources
• Medical texts
• Community college texts– Anatomy and physiology
• Nursing texts
• Patient advocate sites
• Peer-reviewed literature
Product Resources
• PI
• Client company web site– News releases– Pipeline
• Competitors’ web sites
• Ask the client
Keys to Success
• Write well• Be knowledgeable or a quick study• Know the industry and the FDA• Specialize in a few areas
– Then build your expertise
• Stay up to date on advances in medicine, pharmaceuticals, diagnostics, devices
• Keep up with technology– Word, Templates, Acrobat, PPT, multimedia,
file sharing sites
Getting Started
• SPBT: Society of Pharmaceutical and Biotech Trainers– http://www.spbt.org/en/home/
• Vendor directory– http://memberservices.spbt.org/iMISpublic/Ve
ndor_Directory/Default.aspx?&iSession=42b07b9d639c420688a7e653d5638c3e