Delivering an improved coaching model to drive brand performance and increase patient share using a foundation of STEM insights
The global move to an increased virtual client engagement environment and an influx of competitors had made the sales environment for a specialist prescription medicine client increasingly difficult. As a result of the challenges, the client’s patient share in the market had plateaued.
STEM identified that coaching of sales representatives by first-line sales managers (FLSM) was low, lagging behind the rest of the organization and industry averages. STEM’s research also revealed that the sales representatives perceived the coaching quality to be below average, with only 20% of field-coaching reports including a SMART action plan or clear next steps.
Building on these insights, we worked with the client to design a customized learning program to develop the FLSM’s coaching skills.
Our program included:
The development and delivery of a customized, local language, face-to-face learning journey for all FLSMs, tailored to their needs and focused on practice versus theory.
Building a learning ecosystem using MS Teams that included: personalized pre-work, monthly face-to-face sessions, feedback and scenarios to make the learning immediately applicable.
Co-creating Field Coaching Reports (FCR) with a group of FLSMs to ensure alignment with the sales models and competencies.
Embedding agile ways of working to enable live content & format adjustments, regularly realigning with the client.
Facilitating effective action planning to reinforce coaching impact.
Following the program, STEM once again observed the managers and found tangible examples of behavior change, with increased competence and confidence. There was clear evidence of accelerated performance, with optimal coaching outcomes and high levels of buy-in to the field-coaching reports and new coaching model. STEM ranked the company’s FLSM scores as best in class. Most importantly, the coaching we designed and delivered has driven improved performance in sales representatives, leading to an increase in the client’s patient market share.
sales manager confidence when using the new coaching model
increase* in patient market share since the start of the training intervention (*IQVIA relevant reference market)
training score for FLSMs
of field-coaching reports now include a SMART action plan (vs 20% in previous STEM observation)
of optimal coaching outcome (industry average = 46%)
“My experience of working with the team has been brilliant. On the foundation of STEM’s identification that our sales leaders were starving for a good coaching program to support them in their job, they took this intelligence and tailored our global materials, delivering the program face-to-face in the local language and the learner experience has been really good.”
Global Commercial Excellence Lead
Top 10 multinational pharmaceutical company
