Abbott Nutrition wanted a sales enablement platform in alignment with its sales process
Abbott Nutrition is a division of Abbott, a worldwide healthcare company. It focuses on producing products that deliver the necessary nutritional benefits to those that need it most. The Nutrition products are made to aid in the growth of children, work to retain muscle mass, and support the therapeutic and nutritional needs as we get older. Abbott Nutrition's goal is to provide nutritional resources to help you live the healthiest life.
They required a sales enablement platform that is in alignment with the steps involved in their detailing call.
Difficulty in certifying product and brand knowledge of their medical representatives.
There were many challenging in-clinic scenarios that medical reps had not prepared to face in advance.
Difficulty in taking the learning to the medical representatives on field.
Challenges in developing effective communication skills of medical reps while detailing to doctors.
Lack of timely constructive feedback to drive medical reps’ performance.
Approaching the solution
Abbott Nutrition has multiple sales steps in a detailing call. For instance – the opening and closing of the call, and how a person is responding to a doctor’s concerns and handling objections. They wanted a sales enablement platform that is in perfect alignment with all the steps involved in a detailing call. Awarathon came in handy as it customized product knowledge parameters as per their organizational requirements and enabled them to analyze the performance of medical reps.
There were the 3 divisions that participated in this video-roleplay assessment. Everyone from medical reps to territory managers to district sales managers used the platform. The users found the platform very easy to use and navigate.
The medical reps had to prepare to face challenging situations while detailing to a doctor. With Awarathon’s clinical simulation and reshoot feature, the reps are able to practice their pitch multiple times. Therefore, helping them build confidence in smoothly interacting with doctors.
Previously, the Abbott Nutrition team faced challenges in sending timely feedback to medical reps. After using the Awarathon platform, the managers can now see the performance of medical reps and share constructive feedback in the app. There were also fewer discrepancies between managers’ feedback and the platform’s AI-enabled reports.
The leadership team rigorously tested the platform’s product knowledge feature and were quite impressed with the way Awarathon’s AI accurately captures the intent behind a person’s answer when practicing detailing to the doctor. This ensured that medical reps are delivering desired coherent messages to the doctors.
Abbott Nutrition successfully transformed its sales training approach and was able to improve its medical reps’ product knowledge, communication skills, and in-clinic effectiveness with the help of Awarathon. Moreover, over 80% of users shared positive feedback about the platform.
Awarathon’s easy-to-use platform enabled medical sales reps to practice multiple times, resulting in improved confidence in their sales pitch.
Accurate alignment of the platform parameters and reps’ selling skill parameters.
The platform enables managers to give timely direct feedback to their teams in the app.
Awarathon’s robust product certification ensures that desired messages are reaching doctors.
Enhancement in medical reps confidence and improved in-clinic effectiveness
The medical reps had to prepare to face challenging situations while detailing to a doctor. With Awarathon's clinical simulation and reshoot feature, the reps are able to practice their pitch multiple times.