Training in pharmaceutical marketing in Italy is an unproductive expense and should be cut if you do not adapt it to cultural transformation.
At a time of shrinking budgets and major transformations, teaching what was needed in the past - and will no longer be needed in the future - seems more pointless than ever.
Having traditional training courses with traditional models given by traditional agencies, who have no experience with innovative models, is not useless, it is harmful.
It is obvious that, especially at this time, investment in training that does not fully correspond to the new models of knowledge and competence should be drastically reduced or eliminated: it is a commitment with no direct result, with potential and questionable long-term effects, with no benefits on quarterly and annual budgets. This is today's training expenditure. If "The Economist" is right, the impact of technological innovation on tomorrow's world of work will be enormous, causing a disruption on a planetary scale. In publishing, this has already happened. So if you want to plan for the next three years as a manager in pharmaceuticals or as a whistleblower, you need to study and try to understand the change, and even if you don't like it, you need to embrace it.
The only way to do this, at company level, is by adapting training to this transformation, starting with training needs that have completely changed and are largely unknown. The need for training in pharmaceutical marketing in Italy is by no means ignored: scientific information grinds out training, professional and medical-scientific, to which it has always added generic and pleonastic courses in communication and empathy, important investments to contribute to the technical skills of pharmaceutical sales representatives in Italy. But they are not enough; on the contrary, they are a modest and limited part of the training needs of all those who work in and with healthcare workers. If the doctor is changing, the way to approach him must also change, and if training is not aimed at helping people understand the changing world, well, it is of no help. In that case, not only is training money wasted, but the way it is delivered is also time wasted.
Today there are ways to distribute and deliver innovative training that support the training process but do not affect the content. So, in relation to the content, you have to try to work on the skills needed to understand the new way in which the doctor thinks and acts. You will find that there is no need to increase scientific knowledge at all. Try a storytelling course, for example. Those working in today's pharmaceutical market are professionals who are asked to help doctors reduce and simplify information overload and support them in understanding patient needs.
Pharmaceutical Sales Rep in Italy today is about generating interest, not providing information. Simplify, not add. Respond to requests, not demand.
There are courses specifically designed for health professionals and managers, designed to bridge the technological gap on new media and their use in terms of relationships with the doctor. Game and decision theory can also be useful for handling complexity. Don't be surprised if I inform you that Merqurio runs transformation courses on Pharma Multichannel for managers and on hybrid for sales reps and area managers.
