Cubist Pharmaceuticals
Application-based Training Supports New/Experienced Reps Selling Expanded Indication

Context
As a result of Cubist Pharmaceuticals Inc.’s landmark Phase 3 study of CUBICIN®, the FDA approved the expansion of the drug’s indication. CUBICIN® became the first therapy approved to treat patients with S. aureus blood stream infections (bacteremia), including right-sided endocarditis (heart valve infection).

Opportunity
Because patients with bloodstream infections are at high risk for serious complications, including deep tissue infections and infective endocarditis (IE), prompt treatment is vital to reduce the significant morbidity and mortality caused by the infections. To communicate the significant life-saving implications of the new indication to physicians, Cubist recognized the need to train its current sales force quickly and effectively – both new hires and experienced sales representatives.    

Solution
The Performance StrategX team integrated the new indication into the existing “Impact Selling” workshops for new hires by creating application-based scenarios. For experienced representatives, the team developed “Selling to Excel,” an interactive simulation which allowed representatives to apply information on the new indication by detailing to real physicians.  Evaluation and feedback for performance improvement and final certification to discuss the new indication brought additional strength to this simulation.