ACHiiVE - Building Global MSL Capability: Case Study
One of our challenges was in 2009 when we were approached to help a company with a unique situation to address. The company’s Haematology product was being used in an area of high unmet need, but 95% of the product’s usage was off label!
Clearly the company could not use its commercial teams to promote the drug and the R&D required to ‘catch up’ with proven clinical data was impossible to achieve.
Left with a situation where there was enormous need by clinicians to discuss the product’s usage, the company needed a talented group of MSLs to do the job and ensure the data that did exist was shared with the appropriate healthcare professionals.
Needless to say the company’s medical department, quite rightly, was nervous about doing anything with this group that contravened any compliance issues.
What we had to do was build the capability and confidence within this group to deliver the right information in the right way, to give all of the HCPs the peace of mind they needed.
We created a capability-building programme that looked at the core scientific conversation capabilities and provided an interactive learning experience that up-skilled the MSLs to meet the challenges faced. The ACHiiVER process was further developed for the MSL role and we were able to demonstrate qualitative and quantitative improvement across the group. We also included input from real heathcare professionals in the programme and gathered their feedback to further embed the learning.
ACHiiVE has a proven track record of building MSL capability and developing more effective cross-functional team working with data that illustrates the success achieved.
Since then we have worked globally, helping MSL teams increase healthcare professional and key thought leader engagement, be more effective in their scientific conversations and most importantly, fulfil their critical role within the company’s dynamic.
Our experiential learning programmes and tailored MSL SCM model for MSLs worldwide, in several languages, have helped teams face a number of specific challenges effectively and successfully, such as:
• Pre-launch market preparation • Launch readiness • KOL and advocacy development • New data sharing • Off-label expansions
• Pipeline awareness • Mature market expansion • Cross-functional working excellence • Creating scientific conversation capabilities and behaviours • Building customer stakeholder interaction capability
This was the best commercial training I have seen in over 30 years in the industry.
Our team learned the importance of asking questions around the data rather than conducting a one sided tell sell.
There’s a red line that flows the whole way through from the business simulations to patient outcomes.
(We saw) the shift change of understanding the customer’s needs to direct the agenda of the call, rather than setting a ‘company’ agenda.
ACHiiVE listened to our needs in advance and were able to tailor the training sessions to suit the current needs of what was a specialised, experienced hospital sales team.