Field force coaching is a critical component of pharmaceutical businesses. CSO Insights research reports that companies who implement a coaching program achieve a 28% higher win rate. Additional research reveals that organizations that provide an optimal amount of coaching achieve a 16.7% life in annual revenue growth. Added to this, sales coaching boosts field proficiency, amplifies confidence and effectiveness, and fosters a sense of camaraderie within a team and the larger organization.
For Pharma companies, given the competitive nature of their industry, field force coaching is not a nice to have it’s a need to have based on the complexities of the sales role, which include:
- Intricate pharmaceutical therapeutic classes that incorporate diverse indications, side effects, dosing schedules, and benefits for different patient populations.
- Regulatory compliance and the need to ensure that HCP interactions are compliant
- Complex relationship dynamics in building hyper-personalized value-driven relationships with HCPs and KOLs
9 Pharma Field Force Coaching Tips
1. Regular feedback and support
- Establish well-defined objectives and expectations for your field force team to work towards. This includes setting specific targets and KPIs for each individual and defining each team member’s roles and responsibilities. Ensure that everyone understands their objectives and how their performance will be measured.
2. Set clear expectations and goals
- Give your field force team members timely and constructive feedback. Encourage open communication and create a supportive environment where team members can ask for help, share ideas, and learn from each other. Schedule regular check-ins, team meetings, and one-on-one coaching sessions to discuss progress, address concerns, and offer guidance.
3. Adopt a Personalized Coaching Style
- Recognize that every team member has unique strengths, weaknesses, and learning styles. Tailor your coaching techniques to suit the needs of each individual by understanding their background, experience, and areas of interest. Encourage open communication and feedback to create a supportive learning environment where team members feel comfortable sharing their thoughts and challenges.
4. Emphasize Self-Evaluation
- Encourage reps to assess their performance and regularly identify improvement areas. Guide them through a structured self-evaluation process involving goal-setting, reflection, and identifying potential obstacles. This will empower reps to take ownership of their development and foster a growth mindset.
5. Action Plan Development
- Ask reps to create an action plan for their improvement based on their self-assessment. This plan should include specific, measurable, achievable, relevant, and time-bound (SMART) goals, strategies, and resources to help them achieve these objectives. Regularly review and update these action plans to ensure progress and maintain momentum.
6. Focus on one improvement at a time
- To avoid overwhelming your reps, encourage them to concentrate on one skill or item for improvement at a time. This focused approach allows for more effective learning and mastery of each skill, ultimately leading to better overall performance. Provide resources, support, and regular check-ins to help reps stay on track and make meaningful progress.
7. Invest in training and development
- Continuously upskill your field force team by providing training and development opportunities. This could include workshops, webinars, or e-learning modules on relevant topics such as sales techniques, product knowledge, and customer service skills. Encourage your team to take ownership of their professional growth by setting personal development goals and seeking learning resources.
8. Leverage technology to enhance performance
- Implement technology solutions to streamline processes, improve communication, and increase efficiency within your field force team. This could include a device-agnostic Omnipresence CRM with generative-AI capabilities of Copilot offering seamless integration with Teams, Outlook, and the Microsoft ecosystem. It is one comprehensive solution for Sales, Marketing, and Medical Affairs. Our solution mentioned by Gartner as the Salesforce-based alternative with advanced analytics drives wiser decision-making and collaboration among teams, leading to a more efficient and effective field force that drives commercial growth.
9. Recognize and reward success
- Celebrate the achievements of your field force team by recognizing individual and team accomplishments. Establish a reward system that acknowledges both short-term wins and long-term success. This could include bonuses, promotions, or recognition programs.
Field force coaching is indispensable in driving revenue growth in the pharma industry. It’s the bedrock of how sales teams learn to hone their skills, adopt best practices, and align their sales strategies with the company’s GTM objectives. By focusing on continuous learning, skill development, and performance enhancement, field force coaching empowers pharma field reps to deliver value to healthcare professionals, ultimately influencing prescribing behaviors and driving sales.
With the competitive landscape of the pharma industry, it is clear that companies that prioritize and invest in field force coaching are better positioned to adapt, overcome challenges, and achieve sustainable revenue growth. As the pharma industry continues to evolve, the importance of field force coaching in driving revenue growth will only continue to increase.
If you’re struggling with field force training, get in touch with Exeevo to learn how Chris Wade, AVP of Strategic Solutions, or Brian McHale, AVP of Strategy and Commercial Operations can help.