Case studiesSun Pharma
Revolutionizing Sales Training and In-Clinic Effectiveness with AI-Driven Coaching
Sun Pharmaceutical Industries Ltd. is the world’s fourth-largest specialty generic pharmaceutical company, with global revenues of over US$4.5 billion, 36,000+ employees, 40+ manufacturing facilities, and a presence across 100+ countries.
2x
Improvement in scientific knowledge
40%
Improvement in skill development through consistent practice sessions
35%
Improvement in individual performance through personalized, instant feedback
Table of content
Introduction
- Sun Pharmaceutical Industries Ltd. is the fourth largest speciality generic pharmaceutical company in the world, with global revenues of over US$4.5 billion.
- Supported by more than 36,000 employees and over 40 manufacturing facilities worldwide.
- Sun Pharma provides high-quality, affordable medicines in more than 100 countries across the globe.
- Sun Pharma’s sales teams across India and global markets such as South Africa, Bangladesh, and Nepal use Awarathon to improve their sales skills and in-clinic effectiveness.
Challenges
- Difficulty in measuring the in-clinic effectiveness of sales executives.
- Need to reduce the onboarding time for new sales representatives.
- Difficulty in delivering accurate scientific and product knowledge during in-clinic interactions.
- Need for a practice-oriented platform where sales representatives could practice in a realistic environment.
- Need for personalized feedback to understand individual performance and areas of improvement.
- Getting a holistic overview of the entire sales team’s performance.
Approaching the solution
- Awarathon’s interactive and engaging offerings helped medical representatives prepare, practice, and perform better in a risk-free and controlled environment.
- Realistic in-clinic situations were created to help sales representatives practice real-world interactions, with multiple reattempts to improve their performance.
- AI-powered roleplay assessments helped sales representatives improve their product knowledge, scientific communication, and sales pitch.
- The manual assessment feature allowed managers to review performances and share constructive feedback with their team members.
- The AI-enabled reports helped the learning and development team understand where sales representatives were lacking and which aspects of the sales process required improvement.
- Regular practice and personalized feedback helped sales representatives build confidence and improve their skills.
- Awarathon video assessments were rolled out across multiple divisions, with participation from sales executives to top management.
- After initially leveraging the platform with 2 divisions during the pilot stage, Sun Pharma successfully rolled out Awarathon across all India business verticals.
- The platform was also adopted by Sun Pharma teams across global markets, including South Africa, Bangladesh, and Nepal.
Difference made
- 2x improvement in scientific knowledge, leading to increased confidence among sales representatives.
- 40% improvement in skill development through consistent practice sessions.
- 35% improvement in individual performance through personalized instant feedback.
- 25% reduction in onboarding time, helping improve field readiness and productivity.
- More than 80% adoption from each division.
- More than 90% similarity between managers’ feedback and real-time AI-enabled reports.
- Refinement in the sales pitch and increased confidence of sales executives resulted in improved in-clinic effectiveness.
- Positive feedback was received from the business heads at Sun Pharma following the successful implementation of Awarathon.
