Situation: In 2017, a major biopharmaceutical organization made the decision to develop a global Coaching program to support all first line leaders. The goal was to have the program customized for both their corporate culture and the “ultra-rare marketplace.” To do this effectively, they wanted their internal stakeholders to be intimately involved in the development – built by the Company, for the Company. In addition to coaching, their global leadership team also identified the need for improved selling skills development for Regional Account Managers aligned to new global standards customized for each of the four global regions (US, EMEAC, JAPAC and LATAM)
The organization has a tenured and talented sales force. The nature of this market dictates that the RAMs have strong clinical and selling expertise in order to educate physicians and thought leaders on these rare diseases, as well as the unique treatment options. Because the new global Selling and Coaching approaches are intended to be customized to the company’s talent and still meet the unique needs by region, it was necessary to gain input from the field and leadership teams across the world in order to ensure the program provided value and ‘rang true’ for each market.