AstraZeneca has been using sales simulations to help bolster rep training for real product details behind its new asthma drug Symbicort.
“We are big believers in the use of simulations in sales training,” AstraZeneca’s Mark Mallon told MM&M during a recent interview. “In addition to traditional product and disease training, we use role plays to create customers that have profiles. The representatives then call on them multiple times in the training.”
Mallon said the Symbicort training program proved to be highly effective. “Literally 10 minutes within arriving at the launch meeting, reps were detailing real physicians. We think that’s very powerful.”
From the November 01, 2007 Issue of MM+M - Medical Marketing and Media
