1. Driving Sales Effectiveness through
Sustainable Learning
August 12, 2014

2. Some Housekeeping Details
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The event is
being recorded
Use the Q&A
window
The Polling function

3. The Focus of Today
o 4 Challenges Impacting the
Healthcare Sales Rep
o Challenges & Impact
o Introducing a New Approach to
Learning
o Brain Science
o Gamification
o Personalization
John Knoble
DIRECTOR OF WW SALES
LEARNING
ETHICON, INC.
(A J&J COMPANY)
Carol Leaman
CHIEF EXECUTIVE OFFICER
AXONIFY

4. John Knoble
Director of Worldwide Sales Learning
Ethicon, Inc.

5. About Ethicon
o Member of the Johnson and Johnson family of companies.
o Global manufacturer of medical devices committed to advancing
surgical care for patients for over 80 years.
o Breadth of products used in most every procedure and by most every
surgical specialty.
o Highly trained and respected clinical sales force.

6. THE REALITY: The role of the healthcare
sales rep has never been so challenging
and it’s expected to continue to get more
demanding.

7. Healthcare reform and implications of
the Affordable Care Act.

8. Healthcare Reform & ACA Implications
o Required to understand concepts
of ACA to better understand
customer impact
o ACOs
o Shifts in reimbursement and
financial incentives
o Pay for Performance
o Hospital Value Based Purchasing
(HVBP)

9. Longer, more complex sales process.

10. Longer, More Complex Sales Process
o No longer just selling to the surgeon, now
must be able to speak to the C-Suite and
sell to high level groups and other clinical
and economic stakeholders
o Must have the financial acumen to sell to
this broader audience
o Risk avoidance
o Re-admission rates
o Value Analysis Committees

11. Increasing compliance demands.

12. Compliance Demands
o Increasingly complicated
rules imposed on sales
reps
o Training Certifications
o Credentialing

13. Product knowledge required is getting
increasingly more complex.

14. Complex Product Knowledge Required
o Frequently changing product mix
for sales force to support customer
requirements
o The need to balance the clinical
conversation with the business
conversation
o Required product knowledge can
span multiple specialties,
procedures and disease states.

15. SUMMARY: Reps are so overwhelmed with
the amount of knowledge required that it
impacts both confidence and performance.

16. Poll #1
Where in your organization are you experiencing the largest
knowledge gaps?
1. Product knowledge
2. Competitive intelligence
3. Resources and tools awareness
4. Compliance/regulations

17. o Traditional training methods
were no longer enough:
o Annual training meeting
o 6-8 weeks away from home
o One-size-fits-all
o One-time secondary training

18. ETHICON Academy Blended Learning Model

19. o Challenge with pull-through
learning
o How to avoid the “one and
done”
o Pull vs push approach
o Align to strategic priorities

20. o A new approach was needed to address these 4 challenges, along
with the ability to manage:
Constant
Change
Insert image Insert image
Mobile
Workforce
Multi-
Generations
Competing
Noise

21. Looking for a way to….
o Keep knowledge, especially product
knowledge top of mind with reps
o Increase post-training retention
o Monitor knowledge gaps
o Increase sales reps confidence
o Adjust to strategic priorities – on the fly
o Balance the need to learn with the need for
customer time

22. Piloted an Innovative eLearning Platform
o Everyday bite-sized, gamified learning
platform
o Rolled out to 75 sales reps throughout the
US
o Hernia Repair (procedures and products)
o Objectives:
o 70% voluntary participation
o Knowledge growth
o Increased confidence

23. Pilot Results
Impacted Sales
>50%
Increased Confidence &
Product Knowledge
Participation
Voluntary Participation
Informed Employees
90%
82%
Prefer New Learning Method
“I love this approach to learning. It was fun and I definitely feel more
confident selling the hernia portfolio.”
Ethicon sales reps
are more confident
in their product
knowledge and as a
result they have
more effective
customer
engagements...

24. Summary of our Learning
o Axonify creates confidence
o Word of mouth on Axonify within the FSO
spread quickly – build on the momentum
o Enables ‘tapping’ into the minds of the FSO
o Align Axonify to complement your curriculum
o Position Axonify as an element of your
Learning Continuum

25. Initial Learning
Event
1. Self-Study
2. Virtual
Classroom
3. Hands-on
Sessions
Reinforcement
of Learning
Secondary
Learning Event
– Product
Launches
New Content
Added and
Reinforced
The Sustainable Learning Ecosystem

26. Next steps…where are we now…
o Expanded to 80% of our Field Sales Organization (remaining specialty
rep content being built)
o Aligned to our own Rewards Program
o Adding content every month
o Leveraging to drive strategic priorities
o Assessing organization knowledge gaps
o Adding non-clinical content – moving from purely clinical to
comprehensive

27. Carol Leaman
CEO
Axonify

28. Learning Event
Results
Question Based
Reinforcement
Training
Burst
Learning
Transfer
Gap
Identification
How it Works

29. Ethicon in Action

30. Ethicon in Action

31. Ethicon in Action

32. Ethicon in Action

33. Ethicon in Action

34. Ethicon in Action

35. Ethicon in Action

36. Ethicon in Action

37. Ethicon in Action

38. Ethicon in Action

39. Gamification
Embedded
Training in short-bursts
anytime on
any device.
Why it Works
Brain Science
The latest in
behavioral
psychology and
retrieval based
practices.
Short and fun,
easy to play
games, social
leaderboards and
rewards.
Personalization
Proprietary
knowledge
personalization
algorithm.

40. V
EL EV TOR
Three Core Concepts Driving Retention
Spaced Repetition
Also known as interval
reinforcement.
Retrieval Practices
The questioning format.
Confidence-Based
Assessment
Contributes to long term
retention.
“When combined, spaced repetition and retrieval practices deliver the optimal environment for
retention.”
Dr. Alice Kim, Rotman Research Institute at Baycrest

41. Interval Reinforcement
Training Event 1 2 3
Exposing employees to ideas
3 times over 30 days, versus
1 time over 30 days.
3 Times After 30 Days
1 Time After 30
Days
90%
50%
10%
DAYS 1 2 3 4 5
KNOWLEDGE RETAINED
10 15 20 25 30
Retention
Increases Up To
90%

42. Confidence-Based Assessment
The use of a confidence-based
learning methodology:
o Has shown better knowledge
retention and knowledge acquisition.
o Triggers an emotional reaction,
which assists with long-term
retention.
KNOWLEDGE 5
30
Misinformed
Mistakes
Mastery
Smart Action
Uninformed
Paralysis
Doubt
Hesitation
Source: Dr. James Bruno Confidence-Based Learning Methodology, UCLA
15-20% Law Academy
More effective knowledge
acquisition & retention
Pass rate on certification exams went from
79% to
100%
CONFIDENCE

43. Repeated Retrieval
Repeated retrieval is
more effective for long
term retention than
repeated study.

44. Repeated retrieval leads to better learning
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Study Repeated Study Concept Mapping Retrieval Practice
Proportion Correct
Source: 2011 study by Jeffrey D. Karpicke, Department of Psychological Sciences, Purdue University

45. &
For more on sustainable learning visit axonify.com