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Products & Services Sales and Marketing Marketing Management Pharmaceutical Speaker Training and Development

Speaker Training: Driving Program Impact & Influence

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ID: 4760


Features:

Metrics


Pages/Slides: 34


Published: Pre-2014


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Study Overview

Successfully training speakers can dramatically impact brand recognition, product uptake and treatment awareness. To help executives at pharmaceutical and biotech companies maximize the impact of their speaker training programs, this study benchmarks speaker training programs at leading companies.

To understand how top companies train speakers as effective brand advocates, this study examines the following speaker training areas:

  • Training Tactics and Operations: speaker training activity scope, frequency and levels of outsourcing
  • Speaker & Vendor Selection: criteria for selecting the most effective speakers and external training vendors
  • Speaker Performance Measurement: tactics to evaluate speaker performance
  • Lessons Learned & Top Challenges: proven tactics and common roadblocks for training speakers to impact your brand

Key Findings
  • External speakers tend to have the greatest responsibilities, while internal healthcare professionals tend to have the least. Specifically, more than 50% of internal healthcare professionals are responsible for only one activity. In contrast, more than 60% of external speakers are responsible for all 3 activities.
  • All companies outsource a portion of training. These portions range from 20-100%, with training implementation outsourced more heavily than training development.
  • Reputation and product/category knowledge are, by far, the most critical factors in selecting external trainers. On the other hand, price, uniqueness of services/offerings and referrals have little impact on vendor selection.

Methodology
This research originated from a Best Practices, LLC Internet Benchmarking Exchange. It is based on surveys with benchmark partners across the pharmaceutical and biotech industries.

Industries Profiled:
Medical Device; Pharmaceutical; Biotech; Manufacturing; Health Care; Consumer Products


Companies Profiled:
3M Pharmaceuticals; Abbott Laboratories; Alcon Laboratories; AstraZeneca; Biogen; Duramed; Janssen; Novartis; Novo Nordisk; Pfizer; Procter & Gamble

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.