As part of an initiative to achieve a thorough understanding of segmentation practices, GlaxoSmithKline recently asked IMS to implement a training program for its Asia, Japan and Latin America organizations.
The rollout of the training program began in Taiwan, where a one-day workshop was held on August 8, 2006. Twenty first-line GSK managers and five second-line managers attended the session, "Sales Strategy Excellence."
Jeffrey Huang, National Sales Manager for GSK, served as project leader and began the session by highlighting the importance of accurate segmentation on sales force effectiveness. Following his address, an exciting and entertaining learning session followed, as participants formed six groups to work on a specific simulated case.
In the simulation, the participants analyzed the information presented to a group of clinicians with varying backgrounds and profiles. Then, they decided how to best segment the group and determined the most appropriate sales strategy for each clinician. The quality of their decisions were assessed in terms of the market share gained or lost for the nominated product. Three rounds of simulation exercises were completed, all aimed at helping participants understand the concepts and principles of effective segmentation, and how they affect sales force effectiveness.
Following the workshop, Jeffrey Huang commented: "Effective segmentation is the key to sales force effectiveness and GSK understands and appreciates the significance of this concept. We are determined to capitalize on this concept and turn it into a competitive advantage, ensuring a good return on investment for our sales force deployment."
Huang added, "This simulation training exercise provides an excellent platform for our first-line sales managers, some of whom have been with our company for 10-20 years and are extremely experienced, to really appreciate the significance of the right segmentation."
"This one-day training program was really effective in getting our colleagues to change their mindsets and to embrace new concepts, in turn leading to a change of behavior. After this event, I can see that they have wholeheartedly committed to GSK's new initiative to improve sales force effectiveness."
IMS's workshops are held in-house and can be organized by contacting our regional Training department at aptraining@sg.imshealth.com