Focus - Summer 2012 - 16
COVERSTORY
2012 SPBT Industry Landscape Study:
Trends, Technology & Training
I By Tim Sosbe and Christopher Goins ike so many in this new economic world, the pharmaceutical and life sciences industries have undergone a shi in the past years, with downsizing and belt-tightening o en leading to new solutions and processes for doing business. But it’s also true that the more things change, the more they stay the same. Earlier this year, SPBT conducted its 2012 Industry Landscape Study, in conjunction with TGaS Advisors, and the results of the massive study paint a picture of today’s life sciences training functions and look ahead to the collective needs of tomorrow. For training and development professionals tasked with the ongoing development of sales professionals, the benchmark ndings enable assessments of both the current state of training capabilities and of future readiness. Looking at the industry by top-line numbers, most respondents (65 percent) are expecting sta ng stability in the training department, versus the rightsizing and downsizing of recent years. Even better, 32 percent of respondents are anticipating growth this year, primarily to support expansions of existing sales forces. Figure 1 highlights additional reasons for expected expansion of training departments in 2012. “We’re just growing, growing, growing,” said Vicki Colman, senior manager, sales training, for Aptalis Pharma. Since Aptalis was formed about a year ago by the merger of Axcan and Eurand, Colman has seen expansion that includes bringing two eld trainers in-house and adding a focus on more skills-based training, including a concerted e ort to match development plans with speci c needs and competencies. But for others, the life sciences industries remain about the need to do more with less. “ e majority of trainers are not increasing their capacities; they’re maintaining current capacities to meet demands and challenges,” said Shawn Andrews, senior manager of global medical a airs training for Allergan. “I’m not surprised. I think it’s positive in one respect that roughly a third
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of the training community is growing to meet the demands. e negative aspect is we need to see those numbers higher. We need to see higher percentages of companies that are investing in training and putting the resources behind it.” As part of the study, participants also shared their thoughts on topics of greatest importance to life sciences professionals, spotlighting as the top concerns are access, compliance, reimbursement, promotional technology and healthcare reform. Recognizing that companies will need to cultivate di erent skill sets and abilities to remain successful,
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Focus - Summer 2012
Table of Contents for the Digital Edition of Focus - Summer 2012
Focus - Summer 2012
From the President: How to Build Your Network
Table of Contents
Table of Contents
Guest Editor: The Evolution of Digital Training
Protecting Your Class from Naysayers
2012 SPBT Industry Landscape Study: Trends, Technology & Training
The Lost ROI from Poor Coaching Practices
Getting the Attention You Deserve
Training that Doesn't Break the Bank
Effective Product Launches on Short Timelines
Leadership Secrets from Pharma Legends
Don't Overlook NPs/PAs in Sales Training
The Case for Continuous Learning
Virtual How
Company News
People News
Ad Index
Focus Contacts
5 Questions with…Julie Clow
Focus - Summer 2012 - Focus - Summer 2012
Focus - Summer 2012 - Cover2
Focus - Summer 2012 - 3
Focus - Summer 2012 - 4
Focus - Summer 2012 - 5
Focus - Summer 2012 - 6
Focus - Summer 2012 - From the President: How to Build Your Network
Focus - Summer 2012 - 8
Focus - Summer 2012 - Table of Contents
Focus - Summer 2012 - 10
Focus - Summer 2012 - Table of Contents
Focus - Summer 2012 - 12
Focus - Summer 2012 - Guest Editor: The Evolution of Digital Training
Focus - Summer 2012 - 14
Focus - Summer 2012 - Protecting Your Class from Naysayers
Focus - Summer 2012 - 2012 SPBT Industry Landscape Study: Trends, Technology & Training
Focus - Summer 2012 - 17
Focus - Summer 2012 - 18
Focus - Summer 2012 - 19
Focus - Summer 2012 - 20
Focus - Summer 2012 - 21
Focus - Summer 2012 - 22
Focus - Summer 2012 - 23
Focus - Summer 2012 - The Lost ROI from Poor Coaching Practices
Focus - Summer 2012 - 25
Focus - Summer 2012 - Getting the Attention You Deserve
Focus - Summer 2012 - 27
Focus - Summer 2012 - 28
Focus - Summer 2012 - Training that Doesn't Break the Bank
Focus - Summer 2012 - 30
Focus - Summer 2012 - 31
Focus - Summer 2012 - Effective Product Launches on Short Timelines
Focus - Summer 2012 - 33
Focus - Summer 2012 - Leadership Secrets from Pharma Legends
Focus - Summer 2012 - Don't Overlook NPs/PAs in Sales Training
Focus - Summer 2012 - The Case for Continuous Learning
Focus - Summer 2012 - Virtual How
Focus - Summer 2012 - Company News
Focus - Summer 2012 - People News
Focus - Summer 2012 - Ad Index
Focus - Summer 2012 - Focus Contacts
Focus - Summer 2012 - 5 Questions with…Julie Clow
Focus - Summer 2012 - Cover3
Focus - Summer 2012 - Cover4
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