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Scaling MR Readiness Across Teams: JB Pharma’s AI Training Journey

Driving Stronger Field Readiness by Enabling Medical Representatives to Practice Continuously

Introduction

  • JB Pharma brings 47 years of healthcare excellence, supported by 350+ products across 20+ therapeutic areas.
  • A strong global footprint across 40+ countries, including the US, Russia, and South Africa.
  • Eight globally certified manufacturing facilities in India, including a dedicated lozenge unit.

Challenges

  • They faced issues with MRs being nervous and not confident during customer interactions.
  • Poor communication skills across the team made it difficult for MRs to perform effectively.
  • Their sales training efforts were stagnating, with no clear growth or improvement among MRs.
  • There was a strong need for a platform that could deliver personalized feedback to every MR.
  • They required a realistic, practice-driven environment that could replicate real on-field scenarios for better preparedness.

Approaching the solution

  • The platform helped MRs build confidence by allowing them to practice repeatedly in a safe, controlled environment.
  • Continuous training modules enabled steady skill growth, ensuring MRs improved consistently over time.
  • Personalized feedback after every attempt helped each MR clearly understand their gaps and work on targeted improvements.
  • Realistic, AI-driven simulations replicated on-field situations and prepared reps for actual doctor conversations.
  • The scoring criteria ensured that any MR scoring below 80% had to retry the assessment until they reached the expected proficiency level.

Difference made

  • 25% rise in MR confidence levels during doctor discussions.
  • 35% improvement in product detailing accuracy during doctor interactions
  • 2X progress in individual MR skill mastery through personalized feedback.
  • More effective objection handling in real doctor discussions.

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