The Pandemic Reset: Piloting Cheemia ReSET

If there is one constant, it's the constancy of challenges and change.

Throughout the last two decades, companies have been moving their business online under an ever-evolving digital landscape. Then in 2020, when COVID-19 brought the world to a standstill forcing people to work from home, it became more important than ever for people to engage remotely.

That's exactly what happened to Farid when the pandemic hit. As Sales Manager for global pharmaceutical company Norgine, Farid leads teams of medical representatives in Switzerland and Austria. During the pandemic, Farid's team of reps were no longer allowed face-to-face meetings. Unable to see clients or meet new customers, here's how Farid retooled and retrained his sales team, keeping them connected and inspired.

Cheemia ReSET helps train pharmaceutical reps to navigate the digital environment, and Cheemia ReINSPIRE helps managers measure their reps’ individual progress. Using Cheemia ReSET and Cheemia ReINSPIRE, Farid helped Norgine increase sales despite the global lockdown.

As many nations are now starting to remove lockdown restrictions, pharmaceutical companies are beginning to realise that many of their customers have become familiar with remote engagement, and some even prefer it.

 

CHALLENGE: The Affect of the Pandemic on Pharmaceutical Reps and Sales

Farid Krieg lives in Switzerland. He is Sales Manager at Norgine, a global pharmaceutical company specialising in gastroenterology. "I manage a team of seven medical representatives in Austria and Switzerland," says Farid. "What you need to know is that Norgine is the market leader in colonic preparation."

When the pandemic hit: "Frankly, I felt helpless," he says. "The reason for being a medical representative is to be in the field, in contact with our doctor clients. We like to be outside, we like to talk with people, we like to meet them. We weren't prepared for this. So, we were a little surprised and helpless when all of a sudden, everything stopped."

The pandemic posed vast challenges for the pharmaceutical industry, as well as medical communities around the globe. "Many of our customers – gastroenterologists - were mobilised during this period," Farid recalls. With Farid’s customers caring for COVID-19 patients, colonoscopies were no longer to be performed in local hospitals, which greatly affected sales of Norgine's primary pharma products. "This had a dramatic impact," Farid recalls. "We indeed saw a significant drop in our sales."

While demand for colonic products slowed to a crawl, his sales team was stuck at home under lockdown rulees. "The very essence of the medical representative is to be in direct contact with clients. All of a sudden we all had to stay home. So, we had to completely change our way of thinking. And we weren't prepared," Farid recalls. "We were not prepared for distance selling, like most pharmaceutical companies."

 

SOLUTION:  Piloting Cheemia ReSET and Cheemia ReINSPIRE

How do you motivate and re-energise your sales teams in an all-digital landscape?

Enter the Cheemia ReSET and Cheemia ReINSPIRE.

When Farid was given the chance to pilot the Cheemia ReSET training platform during the height of the pandemic, he jumped at the opportunity. "When the concept was presented to me, I immediately asked to be part of the pilot team. And my expectations were not disappointed," Farid recalls. He describes Cheemia ReSET as a "professional, pragmatic and efficient tool," that helps teams learn and navigate the changing landscape.

Regarding his initial impressions on the complementary management suite, Cheemia ReINSPIRE, Farid says: "It is an essential tool for anyone responsible for a team. It's a guide that provides a structure for monitoring the team," he said. "It offers the necessary support to everyone, in a personalised manner," Farid explains, calling the range of online resources "essential."

Which of the range of tools provided with Cheemia ReINSPIRE did Farid find most helpful? "The one I used most is the Assessment Tool, because it allows you to report progress," he explains. Farid used the Assessment Tool for coaching and managing his team remotely. "It allows us to check in individually with each member of the team, and see their progress in using and putting into practice what they learned through Cheemia ReSET."

As the manager of a pharmaceutical sales team, Farid says he's especially grateful for the individualised approach: "It supports everyone in their progress. Some are faster, others need more time," he notes. An attentive, flexible approach means everyone is heard, and all arising questions are addressed.

 

OUTCOME:  A Positive Impact on Both His Team and Their Sales Numbers

During the global challenges of the COVID-19 pandemic, Farid remembers the point at which Cheemia ReSET began having a positive impact on both his team and their sales numbers.

"I received a phone call from a member of staff who had just done a remote call and wanted to share her enthusiasm straight away," recalls Farid. "I thought, finally! Some people are trying to put what we have learned into practice. What was also pleasing was how this experience was shared with others," he says, "encouraging others to take the step. That always has a bigger impact than when the boss asks!"

Farid's sales team gave feedback on Cheemia ReSET and how it differs from other training programs. "The video format - podcast style - is very appealing. Also, the way Mehrnaz talks to us, encourages us and is very energising. Lindsey's tips and tricks are very concrete. All this contributes to making this training lively, refreshing, and above all close to the current and future reality of our job," explains Farid.

Farid also remarked the changing trends within the pharmaceutical industry: "What also impressed me was that, contrary to what you might think, some clients are very open to this method of communication."

This has been backed up my recent research. Nearly nine in 10 healthcare professionals in the United States want either all virtual or a mix of virtual and in-person meetings. Similarly, in Europe, 71% of healthcare professionals favour a blend of digital and face-to-face engagement.

"Everyone was able to realise that the digital transformation is underway and that there are benefits to be gained from not missing out on this shift," he says. He was grateful to Norgine for offering him and his colleagues the opportunity to pilot Cheemia ReSET, saying it "gave us the opportunity to be ready for the next chapter in customer relations in the future."

By embracing digital communications and learning the skills required to engage with healthcare professionals digitally, Norgine has seen some incredible results. “Digital interactions with our customers have increased tenfold!” explains Farid. “Remote video calls have gone from 0 to 104 during the last 6 months, with 6 people in the team.”

 

KEY:  Take the Plunge!

As a result of the successful pilot, Norgine rolled out Cheemia ReSET across Europe and Australia/New Zealand.

To other Sales Managers or companies considering Cheemia ReSET, Farid says: "If you are ready to transform in this digital transformation, take the plunge! You will not regret this investment, whether it is for your employees or for your customers."

We designed Cheemia ReSET and Cheemia ReINSPIRE to help teams like Farid's cope with a rapidly changing digital landscape.

When you're ready to learn more about adopting Cheemia ReSET as part of your digital transformation, we're ready.  Click here to book a consultation.