Abbott Nutrition wanted a sales enablement platform in alignment with its sales process.
- Abbott Nutrition is a division of Abbott Laboratories, a global healthcare company.
- Operates in over 160 countries, serving millions of consumers worldwide.
- With over 14000 employees in India.
- Specializes in producing nutritional products and supplements.
- 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 the 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
- The pilot project was rolled out to teams from 3 countries India, Philippines and Indonesia and everyone from the medical reps to the district sales managers used the platform.
- Customization of the Awarathon’s assessment structure in alignment with that of the detailing framework of Abbott Nutrition.
- Awarathon’s realistic clinical simulation and reshoot video feature allowed medical reps to practice handling challenging detailing sessions multiple times.
- With the manual assessment feature, managers were able to provide timely constructive feedback to their team members.
- The intent mapping feature of Awarathon helped AI to capture the key points in medical representatives’ detailing even when the languages and detailing styles of reps were different.
- Continuous practice on the Awarathon platform resulted in improved confidence while pitching to HCPs.
- More than 80% of the participants found the platform interesting and engaging.
- Accurate alignment of the platform’s parameters with the training steps of Abbott enabled them to create a robust sales training structure that resulted in 2x improvement in the selling skills of the medical reps.
- Awarathon’s product certification ensured consistent brand messaging throughout the field force.
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.