The pharmaceutical industry is increasingly using a completely new approach to train sales reps; one that’s far more convenient and cost-effective than live seminars. The new technique? Web conferences, an emerging, highly effective Internet technology that reduces training delivery costs, creates new channels for learning, and can — depending on the vendor — provide a turnkey solution for education and information dissemination. Clearly, leading pharmaceutical companies — many of which never produced a Web conference before — are finding value and, most important, achieving desired results through this new educational medium. While live training conferences will likely never disappear, Web conferencing is fast becoming the single-most attractive alternative for companies seeking innovative ways to efficiently and cost-effectively train their salesforces. Indeed, in today’s hurry-up culture, Web conferencing is perhaps the most practical solution to the logistical challenges faced by many training managers. A Better Bottom Line Truly dramatic cost savings, coupled with no loss of communications effectiveness, are the biggest drivers for pharmaceutical companies considering Web conferencing. On the cost-savings front, it is estimated that Web conferencing consistently saves companies about 75% compared with live seminars. As most executives responsible for training far-flung pharmaceutical sales teams know, training itself isn’t a major cost center. But throw in lodging, transportation, meals, as well as lost selling time, and the cost for a live seminar skyrockets. By slashing seminar expenses, Web conferencing allows training executives to expand the size of their seminar’s audience, so they end up spending less and reaching more. A Web-conferencing platform also can reduce personnel costs because programs include facilitators and a fully staffed help desk to assist participants with any technical glitches that arise. Pharma companies can focus on managing their training process, not managing technology. Educational Convenience Pharmaceutical sales reps are among the brightest, most technically sophisticated workers in the world. Few professions take greater advantage of mobile computer and communications technology in the pursuit of their objectives. Thanks to advances in Web conferencing, sales reps can add training to the list of professional goals they can achieve with any computer. Indeed, Web-based training seminars can be attended using any PC that has high-speed Internet access, whether from home, the office, a hotel, an airport, a car, or a client’s location. Web conferencing also eliminates missed training opportunities. Pharma sales reps who were unavailable for a live Web conference, and those who simply want to watch it again, can access past sessions through an archive of conferences. Accelerating the Training Cycle Web conferences expedite the sales-training process because they eliminate the extensive coordination and management overhead demanded by on-site training. The time saved can be allocated to content development. Web-based training sessions are also shorter, running 45 minutes on average, compared with hours or even days for a live meeting. Training isn’t the only way the pharmaceutical industry can leverage Web conferences. They can be used to notify sales professionals in the field about new research, changes to drug protocols, new FDA standards and findings, and even competitive threats. Web conferences also can be used to conduct interactive product demos, online PowerPoint presentations, Q&A sessions, e-detailing, and much more. Additionally, once sales representatives are comfortable with the technology, they can use it as a marketing tool to recruit physicians for KOL events. Web conferencing continues to play a larger strategic role in sales training at leading pharma companies around the globe. But while the technology has matured, managing Web conferences takes skill and experience. The Maxwell Group Inc., Norristown, Pa., provides live Web-conferencing solutions for Fortune 1000 companies with a heavy focus on healthcare. For more information, visit medconference.net. Thanks to advances in Web conferencing, sales reps can add training to the list of professional goals they can achieve with any computer.

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