LABORATOIRE BIODERMA MIDDLE EAST

Physician Partnership Training

ProgramTM

Curriculum Design Form

2/11/2015

- Course title: Physician Partnership Program.

- Course duration: 3 days.
- Course type: Fundamental.
- Target Audience: New Bioderma Medical representatives
- Course prerequisites: Good knowledge of Bioderma products (full product knowledge
training).
- Course Description: The Physician Partnership Program teaches medical sales
representatives to improve the return on investment from their selling efforts. Representatives
will maximize their use of internal resources and value added services. They will learn the
process of strategically working doctors throughout the product cycle through micro-marketing
and targeting techniques.
- Learning outcomes
A) Module One: The interpersonal aspect of selling
1- Identify how basic psychological needs determine actions, Power Needs, Psychological
Reciprocity, Relationship & Situational Tension.
2- Identify four doctors social style.
3- Adapt your behavior to form respect-based relationship.
B) Module Two: Pre-call planning and preparation
4- Collect strategic data based on the adoption process & adoption style relative to the
doctors.
5- Write appropriate sales call objectives for individual doctors.
6- Select appropriate promotional literature and support material to confidently engage in a
sales dialogue.
C) Module Three: Questioning & Listening skills
7- Select and use questions appropriate to the social style of the doctors to uncover needs and
attitudes
8- Identify the key point and back-up points of the speakers message
9- Practice listening techniques: Clarify & confirming techniques
10- Interpret the speakers body language and tone of voice as they relate to the spoken
message

D) Module Four: The crucial initial approach

11- Create a sales dialogue opening appropriately for each individual customer.
12- Write clear purpose statements to gain the interest and attention of the customer.
E) Module Five: The Sales Dialogue & Closing
13- Generate a logical information discussion flow to move the doctor from the present state
to the desired state.
14- Demonstrate product detailing based on a benefit-feature approach in the sales dialogue.
15- Use strategies to manage different doctor's objections, questions, and concerns.
16- Identify the attitude of the doctor to the key points by observing buying signals.
17- Use the Trial Close to test the commitment of the doctor to the benefit discussed.
18- Use an action statement on the part of the doctor as part of the Close.
19- Use non-threatening phrases to generate Extended Commitment at the conclusion of the
dialogue.
F) Module Six: Follow-up & Post-Call activities
20- Recognize the importance of follow up to the success of the sales relationship.
21- Identify activities which will assist in the doctor's progress through the Adoption Curve.
22- Determine the points of strengths and weaknesses through review of any failed sales call.
- Instructional Materials:
1- Hand-outs
2- Workbook
3- Videos
4- Group & Individual activities

- Syllabus Outline
Day One
Session Time
8:30 am

Title/subtitle

Introduction & Overview of the program

Assignment/Activities

9:00 am

10:45 am

1:30 pm

3:00 pm
4:00 pm

8:30 am

9:30 am

10:45 am
1:45 pm

4:00 pm

Interpersonal aspects of selling

- Excitement of gain vs. fear of loss
- Selling change
- Emotions that lead the doctor to prescribe

N/A

Interpersonal aspects of selling

- Iceberg concept
- Basic psychological needs & psychological reciprocity
Worksheet A
- Four social styles
- Relationship & situational tension
Role-Plays(4
social
- Elements of respect
styles)
Pre-call planning and preparation
- The Adoption Process (AIETURA)
- The Adoption Styles
Worksheet B, C , D & E
- The Double classification system
- Setting sales call objectives (strategic & tactical)
Questioning & Listening skills
- Why do we ask questions
Worksheet F
- Types of questions
Role Plays/ Practicum
Day Two
Questioning & Listening skills (continued)
- Why Listen?
Worksheet G
- Interactive listening three dimensions
- Critical point & back-up points
- Distractions from good listening
- Tone of voice & Body language
The crucial initial approach
Worksheet H
- Value proposition statement
Grinder role-play
The sales dialogue
- The five phases of sales dialogue
Worksheet I
- Benefits Vs. Features
The sales dialogue
- Uncovering true objections
Managing
objections,
doubts,
apathy,
misunderstandingsetc.
Role Plays/ Practicum
Day Three

8:30 am

The sales dialogue (continued)

- Strategic use of promotional aids
- The Trial Close
- The Action Phase

Worksheet L, M, N,
O, P & R

10:45 am

Follow-Up & Post-call activities

- Why follow up?
- Follow- up a successful call
- Positive use of the failed call

1:30 pm

Worksheet V

Final Role-Plays/Practicum

- Program Evaluation
Level

Evaluates

Description

Individual Evaluation of

See PPP Final Group Evaluation Form

PPP Learning Event

II

III

Individual PPP Pre- and

MR is tested for skills and/or knowledge before the

PPP learning event and then again immediately after
the training event or coaching in the field

Post-testing

Individual
Action
Plans
Continuous
Improvement
Field

IV

MRs rate and comment on benefit and/or interest in

each element of the PPP learning event

Year-end
Individual
Performance,
Results

See Pre- and Post-Assessment

Immediately upon completion of the PPP learning

event or coaching in the field, trainee completes a
Personal
personal action plan of 3 4 tasks utilizing the new
skills/knowledge (or skills to be improved) within 30
days or other timing less than 30 days
and
in

DSM or Trainer follows up after 30 days; sets new 30

day improvement goals/action plan at the end of
the
every coaching field visit. Results/improvements are
continuously monitored and evaluated against sales
results/targeting ROIs
At the end of the year, MRs performance/selling skills
on the job is compared to prior to beginning of year

Job

MRs performance on the job is reassessed, with

specific evaluation of the impact of PPP on job
performance (sales results, targeting ROI)

Evaluation Rating
V
Year-end
DSM
Unacceptable;
Sales
Team
Performance,
Needs significant improvement
Results
Below
expectation;
improvement

Needs

Results of DSMs PPP field coaching/training efforts on

entire team (collective
METRICS
FOR individual results)
EVALUATION
Team performance and average skill with PPP are
measured, including impact on sales results and
targeting ROI, compared to beginning of year. Metrics
< 40%
can include number of PPP Field Coaching days by
DSM per representative and for the team overall,
sales, etc
40 - 50%
- Evaluation Metrics

Meets Expectation

55 65%

Above Expectation

70 - 80%

Significantly
above expectation

>85%