How do you establish credibility and create commitment when your receivers are very critical?

The Swedish pharmaceuticals company has specialised in the treatment of rare diseases. In 2016-2017, Sobi launched new drugs for the treatment of haemophilia (an inherited haemorrhagic disease). With the new drugs, Sobi makes its entrance on several international markets where it has not previously been present. In many of these countries where the knowledge of Sobi is low or non-existent, the challenge is to create credibility and spread the knowledge of the enterprise, particularly among medical practitioners and decision-makers who are used to working with other pharmaceuticals companies.

 

The solution we designed

Together with SOBI HR, we developed a training process extending over 2 x 3 days where participants from Europe, the USA, the Middle East and Eastern Europe worked with their own cases and received feedback on video-recorded exercises and role playing on e.g. the following themes:

  • How do we understand the receivers and make them the hero in our story?
  • How do we use stories as a part of our argumentation?
  • How do we give convincing answers to critical questions and maintain a calm approach under pressure?
  • How do we actively apply knowledge about the receiver in a meeting situation?
  • How do we conduct meetings effectively so that they aim at our own goals?

 

What was the outcome?

By these means, the managers and employees at Sobi’s have more insight into how to create good relations with important stakeholders. They have experienced themselves that there is a great difference between saying something and then doing it. We have applied the finishing touches to this by focusing on practical training of the rhetorical skills that are decisive for success in a market that is so competitive.
All participants are trained in conducting effective meetings with medical practitioners and other decision-makers where for one thing they tell identical stories about SOBI (and thereby strengthen SOBI’s brand), for another articulate SOBI’s products in new markets where patients do not have access to treatment. We did this by being concerned with e.g.:

  • SWOT analysis and receiver focus
  • Storytelling
  • Questioning technique
  • Handling of objections and critical questions
  • Counterargumentation
  • Body language and voice
  • Insights (personal profiles)
  • Video training

 

What did SOBI think of the outcome?

 

Citationstegn til citater. guld. 50x50

Bruce Faulkner-Dunkley. Learning & Organization Development Director (former), Sobi

"In my opinion, the PACE training is invaluable. The combination of a research based education, enhanced with plenty of practical training makes the participants more competent, capable and confident in their primary goal: Focusing on how to engage and collaborate with their customers to facilitate enhancing the lives of the patients." 

 

 

 

 1 

 

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The Swedish pharmaceuticals company has specialised in the treatment of rare diseases. In 2016-2017, Sobi launched new drugs for the treatment of haemophilia (an inherited haemorrhagic disease). With the new drugs, Sobi makes its entrance on several international markets where it has not previously been present. In many of these countries where the knowledge of Sobi is low or non-existent, the challenge is to create credibility and spread the knowledge of the enterprise, particularly among medical practitioners and decision-makers who are used to working with other pharmaceuticals companies.

 

The solution we designed

Together with SOBI HR, we developed a training process extending over 2 x 3 days where participants from Europe, the USA, the Middle East and Eastern Europe worked with their own cases and received feedback on video-recorded exercises and role playing on e.g. the following themes:

  • How do we understand the receivers and make them the hero in our story?
  • How do we use stories as a part of our argumentation?
  • How do we give convincing answers to critical questions and maintain a calm approach under pressure?
  • How do we actively apply knowledge about the receiver in a meeting situation?
  • How do we conduct meetings effectively so that they aim at our own goals?

 

What was the outcome?

By these means, the managers and employees at Sobi’s have more insight into how to create good relations with important stakeholders. They have experienced themselves that there is a great difference between saying something and then doing it. We have applied the finishing touches to this by focusing on practical training of the rhetorical skills that are decisive for success in a market that is so competitive.
All participants are trained in conducting effective meetings with medical practitioners and other decision-makers where for one thing they tell identical stories about SOBI (and thereby strengthen SOBI’s brand), for another articulate SOBI’s products in new markets where patients do not have access to treatment. We did this by being concerned with e.g.:

  • SWOT analysis and receiver focus
  • Storytelling
  • Questioning technique
  • Handling of objections and critical questions
  • Counterargumentation
  • Body language and voice
  • Insights (personal profiles)
  • Video training

 

What did SOBI think of the outcome?

 

Citationstegn til citater. guld. 50x50

Bruce Faulkner-Dunkley. Learning & Organization Development Director (former), Sobi

"In my opinion, the PACE training is invaluable. The combination of a research based education, enhanced with plenty of practical training makes the participants more competent, capable and confident in their primary goal: Focusing on how to engage and collaborate with their customers to facilitate enhancing the lives of the patients." 

 

 

 

 1 

 

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The Swedish pharmaceuticals company has specialised in the treatment of rare diseases. In 2016-2017, Sobi launched new drugs for the treatment of haemophilia (an inherited haemorrhagic disease). With the new drugs, Sobi makes its entrance on several international markets where it has not previously been present. In many of these countries where the knowledge of Sobi is low or non-existent, the challenge is to create credibility and spread the knowledge of the enterprise, particularly among medical practitioners and decision-makers who are used to working with other pharmaceuticals companies.

 

The solution we designed

Together with SOBI HR, we developed a training process extending over 2 x 3 days where participants from Europe, the USA, the Middle East and Eastern Europe worked with their own cases and received feedback on video-recorded exercises and role playing on e.g. the following themes:

  • How do we understand the receivers and make them the hero in our story?
  • How do we use stories as a part of our argumentation?
  • How do we give convincing answers to critical questions and maintain a calm approach under pressure?
  • How do we actively apply knowledge about the receiver in a meeting situation?
  • How do we conduct meetings effectively so that they aim at our own goals?

 

What was the outcome?

By these means, the managers and employees at Sobi’s have more insight into how to create good relations with important stakeholders. They have experienced themselves that there is a great difference between saying something and then doing it. We have applied the finishing touches to this by focusing on practical training of the rhetorical skills that are decisive for success in a market that is so competitive.
All participants are trained in conducting effective meetings with medical practitioners and other decision-makers where for one thing they tell identical stories about SOBI (and thereby strengthen SOBI’s brand), for another articulate SOBI’s products in new markets where patients do not have access to treatment. We did this by being concerned with e.g.:

  • SWOT analysis and receiver focus
  • Storytelling
  • Questioning technique
  • Handling of objections and critical questions
  • Counterargumentation
  • Body language and voice
  • Insights (personal profiles)
  • Video training

 

What did SOBI think of the outcome?

 

Citationstegn til citater. guld. 50x50

Bruce Faulkner-Dunkley. Learning & Organization Development Director (former), Sobi

"In my opinion, the PACE training is invaluable. The combination of a research based education, enhanced with plenty of practical training makes the participants more competent, capable and confident in their primary goal: Focusing on how to engage and collaborate with their customers to facilitate enhancing the lives of the patients." 

 

 

 

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