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Main Subject - Do You Train'em or Brain'em?
Funny as that question sounds from our experience in building a dozen call centers and consulting with dozens of others it certainly seems like managers do seem to fall on either side of these two options. In other words, either organizations place more emphasis on their processes or on their people.
Process-Oriented exe
Process-Oriented exe
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
cutives tend to “Brain’em” or figuratively knock-em up side their heads when their people just can’t seem to grasp what appears to be a straightforward work process. We’ve found over the years, that process-oriented executives would share their frustration with us regarding their employees by saying “You would think that
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
hey could at least ----(fill out the rest for yourself).
In these cases, we usually would discover a lack of training programs in place particularly with softer skills like selling and servicing which to a large extent explained the work performance problems and also yielded frustration from the employees point of view.
In these cases, we usually would discover a lack of training programs in place particularly with softer skills like selling and servicing which to a large extent explained the work performance problems and also yielded frustration from the employees point of view.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
Conversely consultations with a number of People-Oriented employers, where process issues were the problem, proved much easier to address than the former. Typically the representatives were being treated better by people-oriented employers and training was regarded more importantly by management who showed more empathy fo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
employees and consequently an openness to invest more in training their personnel.
The following story chronicles our experience in training at our call center firm which we started in 1985 with a dozen reps and grew over a fifteen year period to thousands of employees in a dozen call centers.
Training Case Study – Tra
The following story chronicles our experience in training at our call center firm which we started in 1985 with a dozen reps and grew over a fifteen year period to thousands of employees in a dozen call centers.
Training Case Study – Tra
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ning with a Twist of Humor
At RMH Teleservices one of the distinguishing differentiators of our call center company from the very start was the training we provided to our call center representatives. Back in the 70’s and 80’s it was fairly common for call center managers to train new personnel by simply handing out a sc
At RMH Teleservices one of the distinguishing differentiators of our call center company from the very start was the training we provided to our call center representatives. Back in the 70’s and 80’s it was fairly common for call center managers to train new personnel by simply handing out a sc
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ipt and pointing to a desk with a phone.
In addition to a conversation guide/script reps may have received training on the products and the companies they represented so they could answer common questions that were anticipated. Contrary to this approach and based on our experience managing various corporate training func
In addition to a conversation guide/script reps may have received training on the products and the companies they represented so they could answer common questions that were anticipated. Contrary to this approach and based on our experience managing various corporate training func
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ions, my partner and I created a soft skills training program that included skills like listening, questioning, and presenting features and benefits.
As a by-product of our training programs we were generally recognized for providing superior training to our representatives and the results they produced both quantitative
As a by-product of our training programs we were generally recognized for providing superior training to our representatives and the results they produced both quantitative
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
y and qualitatively (as measured via monitored calls) were typically superior to competitive alternatives.
One of the more interesting training challenges at RMH was that as direct marketers moved from direct mail to using teleservices they frequently required tighter use of scripts as a way to measure progress similar t
One of the more interesting training challenges at RMH was that as direct marketers moved from direct mail to using teleservices they frequently required tighter use of scripts as a way to measure progress similar t
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
the way they tested direct mail. This created a problem in that the implementation of tightly adhered scripts was a challenge particularly if the people were trained to respond with soft skills like using open-ended questions.
Searching for ways to adhere to the script process while still offering superior performances
Searching for ways to adhere to the script process while still offering superior performances
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e determined was a similar challenge faced by actors and actresses. Professional actors trained in modern techniques offered a great insight to us. While being mired to the recitation of a prepared script, frequently the very best performers inject such life into their performances they inspire us - making us laugh or cry
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
on cue.
Which of these techniques could we employ to create inspirational performances in the call center?
Well, certainly listening is still needed but also pacing skills to match the customer as well as voice articulation. Many of the skills we taught were introduced with humor. For example, pacing skills were conduct
Which of these techniques could we employ to create inspirational performances in the call center?
Well, certainly listening is still needed but also pacing skills to match the customer as well as voice articulation. Many of the skills we taught were introduced with humor. For example, pacing skills were conduct
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
d with a supervisor that wore a police uniform and pulled to the side of the road anyone caught speaking over a certain speed limit of say 80 words per minute in response to slower speaking customers.
Today at MaraStar Communications, our training and communications company that produces animated software programs, we of
Today at MaraStar Communications, our training and communications company that produces animated software programs, we of
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
er even more efficient solutions by producing short simple training cartoons that address problems like pacing.
While it was generally frowned on in the past, today the use of humor to diffuse tension and to get adult learners to open up their minds to accepting new ways to behave is now common in corporate training circ
While it was generally frowned on in the past, today the use of humor to diffuse tension and to get adult learners to open up their minds to accepting new ways to behave is now common in corporate training circ
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
es.The evolution of corporate training that started with lecture-centered recitation of product facts in the 70’s and 80’s has now matured. Companies now employ rich robust content that often integrates humor into the mix and consequently is a more interesting experience enabling employees to improve their performances an
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
delight their customers.
By training employees with engaging humorous content we found from our experience that organizations can achieve more positive results for their clients while creating a more positive work experience for their employees.
So what are the major “TAKEAWAYS” from our experience as call center opera
By training employees with engaging humorous content we found from our experience that organizations can achieve more positive results for their clients while creating a more positive work experience for their employees.
So what are the major “TAKEAWAYS” from our experience as call center opera
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ors as well as service providers to the call center industry – Well here’s a few rules to keep in mind…
Rule #1 – “Train’em DON’T Brain’em” – If you want to maximize performance and keep the people who do the performing happy: It’s always better to provide them with the appropriate training to do the job rather then pu
Rule #1 – “Train’em DON’T Brain’em” – If you want to maximize performance and keep the people who do the performing happy: It’s always better to provide them with the appropriate training to do the job rather then pu
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ish them for NOT knowing how.
Rule #2 – “ENTERTRAIN Them” – Employ humor in training via puzzles, animations, games and other engaging venues to capture the attention of adult learners and watch how it captivates their interest and improves their participation in learning.
Rule #3 – “Positive Approaches Yield Positive
Rule #2 – “ENTERTRAIN Them” – Employ humor in training via puzzles, animations, games and other engaging venues to capture the attention of adult learners and watch how it captivates their interest and improves their participation in learning.
Rule #3 – “Positive Approaches Yield Positive
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
Results” – Using
positive approaches in training usually takes more time and money in the short run but pays off in the long run with the benefits derived from a positive workforce.
In summary, investments in providing comprehensive corporate training is like Taking The High Road to maximizing employee performance vers
In summary, investments in providing comprehensive corporate training is like Taking The High Road to maximizing employee performance vers
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
s the Low Road via punishment - One that yields a much more satisfying harvest for all the constituents involved.
In a nutshell: Don’t Brain’EM – Train’EM!!!!
Here is an example of a funny, yet enter-TRAINING cartoon dealing with Pacing - http://www.marastar.com/portal/aview.aspx?id=F281DDA3-5857-4AE7-8CFC-7FA157C5EA5B
In a nutshell: Don’t Brain’EM – Train’EM!!!!
Here is an example of a funny, yet enter-TRAINING cartoon dealing with Pacing - http://www.marastar.com/portal/aview.aspx?id=F281DDA3-5857-4AE7-8CFC-7FA157C5EA5B
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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