Pharmaceutical and biotech companies optimize disease and treatment awareness by effectively managing speaker relationships, says a study by research firm Best Practices.
“Best Practices in Speaker Training and Development: Driving Pharmaceutical Brand Growth,” identifies the training and relationship management tactics that yield the greatest return on investment, the firm reports.
The Best Practices study found that industry leaders execute activities such as proactively anticipating key presentation questions to provide speakers with adequate background information, seeking feedback and input on presentation slides to maximize usage, and developing interactive sessions to train speakers on presentation skills.
They also offer individual training to better prepare select speakers, involve more experienced speakers in the training process, balance large group consistency with smaller group interactivity, establish a wide and diverse speaker pool to appeal to a variety of audiences, and identify ideal personal characteristics to select speakers that best engage audiences.
Rounding out the qualities mentioned in the study are establishing stringent requirements for adding speakers to increase the quality of the speaker pool, auditioning potential speakers before training to ensure appropriate skills, measuring and evaluating training to determine program effectiveness, clarifying U.S. and non-U.S. professional education roles and responsibilities, and improving local training efforts to enhance the quality of the speaker pool.
The leading practices, managerial insights and benchmark metrics in “Best Practices in Speaker Training and Development: Driving Pharmaceutical Brand Growth” are drawn from interviews with 12 pharmaceutical and biotechnology companies.
The report includes findings on training curriculum and contents, logistics and training formats, balancing training standardization and customization, identifying potential speakers for training, maximizing the use of trained speakers, performance measurement, and governance structure.
“This benchmarking research study has been, and will continue to be, a very valuable learning experience for us,” said 3M Pharmaceuticals Global Manager Jim Farr. “The findings contribute significantly to our larger corporate objectives.”
Best Practices: www.best-in-class.com