Effective training – it’s the thought that counts

How do you ensure that representatives can confidently sell a complex product to a sophisticated audience? This was the problem faced by a European pharmaceutical company whose salesforce and managers needed to understand the features and benefits of its novel “high tech” molecule – and be able to convey these to hospital consultants. The challenge was to make the training accurate and clear, yet lively and motivating. It had to engage representatives as well as product and marketing managers across Europe. This case‐study article describes how the challenge was met.