Mobile Apps Take Training to the Next Level at eyeforpharma Digital Marketing Summit

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In our rush to adopt digital it’s easy to forget that mobile technology is not just for our customers; eyeforpharma explores this further.

Customer-focused mobile technology is quickly becoming the norm, but in the excitement for this new-fangled digital wizardry, it's easy to forget about using it internally with equally impressive results. David Churchill, Senior Product Manager at Amgen Canada will be speaking at eyeforpharma's upcoming Digital Marketing Conference in Canada on 21st November about precisely this topic. The case study, “How Amgen Canada provide their reps with full knowledge via tablet training”, promises to provide practical advice on how to utilise new technologies for staff training, while also providing a comprehensive overview of the evolution of staff training practices.

“When I was a sales rep 10 years ago, I arrived home to find 10 boxes of material on my front step after I joined the company with a note, ‘There's your training material, read it over the next two weeks and come in for the test’” David said, adding “I found it a bit of an overwhelming experience; you feel like you should read absolutely every piece of paper and study it like you're studying for an exam. But then like studying for an exam you end up cramming, and after the test is done you forget half of the stuff that you studied.”

The problem David is describing is not an uncommon one, and yet for all the rhetoric on making the customer experience more engaging, more interactive, why is the same knowledge not being applied to our internal practices? This is an issue David sought to solve using a well-known technology – the humble mobile app.

“The issue that I identified was, when the training is over, it’s over. People are a lot less likely to go back and look at something after the fact. That's why I said to them ‘You know what? If we could take something and make it into an app that resides locally on their iPad, the likelihood of them going back and referring to it will be a lot higher, because the icon will be sitting right there.’

“I needed them to get a little bit of extra training in, so it was rolled out, prior to our summer meeting. The feedback from the reps was fantastic, because it’s more interactive, you can put voice in, you can have charts, moving objects, and it really made a fairly difficult concept much easier to understand.”

Joining David at this year’s conference will be speakers from Merck Serono, Sanofi and Janssen, as well as a multitude of other digital marketing experts and pioneers from the industry.

The Digital Marketing Conference Canada is taking place on November 21- 22 at the Radisson Plaza Mississauga in Toronto. For more information on the event, download the brochure from the website:

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Lucy Fisher
Eye for Pharma
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