Biogen Idec
Customized Training Improves Sales Force Performance

Context
Biogen Idec Inc. is a global biotechnology company with leading products in oncology, neurology, and immunology. The Company developed AVONEX® for the treatment of relapsing forms of multiple sclerosis (MS). AVONEX® slows the progression of MS and reduces relapses. Today, AVONEX® is the most prescribed treatment for relapsing forms of MS.

Opportunity
To maintain the substantial sales revenue and market share of AVONEX®, Biogen Idec recognized that it needed to take the “next step” in competency development for the current sales force. The sales force’s performance in the field needed to be improved and any “bad habits” that had been picked-up since Phase 1 training had to be corrected.
 
Solution
To meet these needs, the Performance StrategX team revised current Phase 2 training for the sales force. The new series of interactive, scenario-based workshops moved sequentially through a day in the life of a sales representative. They focused on: 

1. Increasing business acumen through the use of a case study concentrating on analyzing physician data and conducting territory planning.
2. Creating effective opening and probing questions to uncover patient issues/physician needs.
3. Introducing new competitive information and applying/reinforcing knowledge of competitors.
4. Effectively establishing credibility with the physician, handling objections, and partnering with the physician to help manage the patient base.
5. Developing a call strategy, selecting appropriate selling messages, determining likely objections and competitive responses, and selecting appropriate promotional materials.
6. Assessing the effectiveness of the call strategy and future tactics to achieve the overall call objectives for the physician.

Sales Representatives were required to demonstrate skills and competencies of the course through verbalizing in a certification call at the end of the day. Their performance was then evaluated, and they developed action plans for continuous improvement to enhance knowledge and performance. The plans were subsequently implemented in the field.