Case studiesMankind Pharma
Reinventing Sales Training with AI-Enabled Video-Roleplays.
Mankind is one of India’s leading pharmaceutical companies, offering a wide range of medicines across chronic and acute therapeutic areas and consumer healthcare products.
2x
Growth in performance of novice and at-risk MRs within 5 months
10%
Relative growth between scores of different quarters
70%
Average accuracy rate among participants across training modules
Table of content
Introduction
- Incorporated in 1995, Mankind is India’s 4th largest pharmaceutical company, ranking 1 in prescriptions.
- Provides a diverse range of formulations across chronic and acute therapeutic areas and several consumer products.
- Strong presence in India with more than 22,000 employees
- Presence across Asia, Africa, South-East Asia, Gulf countries etc.
Challenges
- Requirement of a risk-free practice platform where medical representatives (MR) can practice their skills.
- Need for a solution that could provide realistic exposure to interaction with health-care professionals.
- A training platform adaptable to Mankind’s sales force’s on-the-go needs.
- It was a challenge to monitor training and the performance of a large sales team.
- Maintaining engagement and motivation during training, particularly for lengthy or complex courses.
Reduced onboarding time for new sales reps while standardizing training and tracking performance improvements.
Rachit Saran
Corporate Strategy
Approaching the solution
- Implementation of Awarathon’s roleplay module which allowed a continuous risk-free practice environment.
- Situations including realistic objections asked by HCPs were created mimicking real-world scenarios.
- The app can be accessed from many devices including mobile phones, laptops, and tabs suitable for on-the-go training.
- Awarathon provides robust analytics and performance-tracking features. These tools helped managers monitor progress.
- Awarathon’s gamified and interactive modules make the training experience helped in keeping MRs interested.
- The AI report provides an in-depth performance review of all MRs allowing self-motivated practice.
Difference made
- 2x growth in the performance of novice and at-risk MRs on the platform within the time duration of 5 months.
- Increased the relative growth between scores of different quarters by 10%, indicating a more balanced performance growth.
- Maintained an average accuracy rate of over 70% among participants in all training modules, demonstrating efficacy.
- More than 70% of participants consistently achieved scores within the optimal range of 70%-80%
- Expedited the time-to-market for new products by ensuring sales representatives were quickly trained.
