|Bonus Focus - Ushering in the Shift from Traditional DPK Training to Mobile Solutions|
The Shift from Traditional DPK Training to Mobile Solutions
By Perpetual Pereira, Joanne Lee, Susan Caldwell and edited by Gary Woodill
The Evolution of DPK Training
Sales reps training impacts pharmaceutical sales at a fundamental level, and effective disease and product knowledge (DPK) is generally the first phase of sales training that is connected to sales-force effectiveness and often a prerequisite to classroom-based training.
Over the past 20 years, traditional print-based DPK training have made a smooth transition to e-learning delivery for desktop or laptop computers, including CD-ROM and web-based programs. The self-instructional format of traditional DPK training made it a good candidate for e-learning, which turned static DPK self-study modules into effective interactive learning content with the addition of rich media (e.g., animations, video, audio, and interactive illustrations).
More recently, learning technologies are undergoing increasingly rapid transformation, causing pharma to recognize the need to adopt more innovative DPK delivery methods to stay in the forefront of sales training. The latest shift is the evolution from e-learning solutions to mobile solutions.
e-Learning vs. m-Learning
Traditional print-based DPK and e-learning training solutions have ordinarily been presentation in nature, delivered as reading to be completed ahead of time or "just in case." Often, the content is delivered in narrative or sequential format and written from an authoritative stance.
Mobile learning (m-learning) with tablets provides the opportunity to break away from the linear approach to learning. The real power of m-learning happens when we use the connectivity of mobile devices such as tablets and smartphones to find information we need immediately because of what we are doing or experiencing.
Well-designed m-learning can be described as "just in time, just enough, and just for me (the user)" (Woodill, Gary, 2010, The Mobile Learning Edge).
Approaches to Tablet-Driven DPK training
Here, we present three potential approaches for using tablets in DPK learning solutions that can be considered depending on the unique training needs.
On a Final Note
The concept of content has been redefined by the digital revolution, and DPK-specific content is no different.
In the past, DPK training was delivered with "training binders," bound by the margins of a page. With the rapid transformation of learning technologies, DPK content can now scroll endlessly. Using tablets for DPK sales training allows learners to jump seamlessly from one page to another, or suddenly view an animation or video from a patient's perspective.
With this evolution in DPK training, content is no longer something sales reps need to look at on a page or screen; it is something they can hold in their hands - an optimally unique experience they can personalize, amplify and manage.
This article was written by Perpetual Pereira (@peppereira), Joanne Lee (@jlee_metrix), Susan Caldwell (@MetrixGroup) and edited by Gary Woodill (@garywoodill), for Metrix Group.
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