Case studiesAbbott Nutrition
A sales enablement platform in alignment with its sales process.
Abbott Nutrition is a division of Abbott Laboratories specializing in nutritional products and supplements, serving consumers across more than 160 countries.
2x
Improvement in the selling skills of medical representatives
80%
Participants who found the platform interesting and engaging
160+
Countries where Abbott operates
Table of content
Introduction
- Abbott Nutrition is a division of Abbott Laboratories, a global healthcare company.
- Operates in over 160 countries, serving millions of consumers worldwide.
- Abbott teams across India, Australia, New Zealand, and the broader APAC region leverage Awarathon to enhance the sales readiness of their medical representatives.
- Specializes in producing nutritional products and supplements.
Challenges
- They required a sales enablement platform that aligns with the steps involved in their detailing call.
- Need for a dedicated practice platform to ensure medical reps gain sufficient hands-on experience before facing in-clinic scenarios.
- Difficulty in providing on-the-go training to medical representatives in the field.
- Challenges in developing effective communication skills of medical reps.
- Lack of timely constructive feedback to drive medical reps’ performance.
Approaching the solution
- Customization of the Awarathon’s assessment structure in alignment with that of the detailing framework of Abbott Nutrition.
- A dedicated practice feature was introduced to track the time spent by medical reps before submitting assessments, reinforcing their focus on practice-driven learning.
- Awarathon’s AI coach raised accurate objections during roleplays and refined medical reps’ ability to handle challenging conversations.
- The platform was leveraged to enhance pitching, opening, closing, and probing skills, ensuring improvement in the sales readiness of medical reps.
- The intent mapping feature of Awarathon helped AI to capture the key points in medical representatives’ detailing even when the languages and detailing styles of reps were different.
- The platform delivered instant and detailed feedback, allowing medical reps to continuously refine their communication and performance.
Difference made
- Continuous practice on the Awarathon platform resulted in improved confidence while pitching to HCPs.
- More than 80% of the participants found the platform interesting and engaging.
- Accurate alignment of the platform’s parameters with the training steps of Abbott enabled them to create a robust sales training structure that resulted in 2x improvement in the selling skills of the medical reps.
- Awarathon’s instant and detailed feedback ensured consistent brand messaging throughout the field force.
