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Better coaching leads to increased patient share

Delivering an improved coaching model to drive brand performance and increase patient share using a foundation of STEM insights

Our client’s challenge

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.

Our insights

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.

Our approach

Building on these insights, we worked with the client to design a customized learning program to develop the FLSM’s coaching skills.

  • On an individual level, the program was aimed at increasing the managers’ awareness of coaching principles and changing core behaviors
  • At an organizational level, the goal was to demonstrate the impact coaching can have, helping sales representatives navigate the post-pandemic landscape and recapturing lost patient share

Our solution

Our program included:

Tailored journey

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.

Learning ecosystem

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.

Field coaching reports

Co-creating Field Coaching Reports (FCR) with a group of FLSMs to ensure alignment with the sales models and competencies.

Agile principles

Embedding agile ways of working to enable live content & format adjustments, regularly realigning with the client.

Action planning

Facilitating effective action planning to reinforce coaching impact.

What our client said

“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