"High Performance Training in Medical Detailing: Does it exist?"

Majored in Hospital Administration, Advertising and Publicity with MBA from Universidade Federal de Minas Gerais, Renato Campos has worked for 30 years within the pharmaceutical industry. He started his career as a sales rep at Roche, where he took on the Training department in the headquarter and Regional Management both in Minas Gerais and Rio de Janeiro. He also acted in the Marketing Management and Sales department at Farmasa, in the Commercial Management, in the Operational Management as well as in the Training Management and Development at Pharmexx Brazil.

He has developed training methods connected to field's action. At the moment, he works as a consultant for Development and Training of sales teams, promoters and representatives.

Below we can see how Renato approaches issues that make a difference in the medical detailing segment.

The difference between standard training and high performance training.
The standard training is based on the product and on promotion simulations. The high training performance, however, makes the person deeply act in several aspects: the product, the strategy, and the competitors by motivating the proactive behavior.

Such work aims to reproduce market as close as possible to reality. The technical knowledge of the product and of the competition must be totally explored (revision, tests, etc), even though we have to primarily make the sales rep able to transform the knowledge acquired into efficient communication, therefore, this means how the sales reps act when facing their customer, and that's why the role play in trainings is a must.

High performance training X highly experienced professionals on the market.
High performance training is a crucial tool when it comes to leading both junior and senior professionals to reach "high performance". The training offers higher challenges by making use of other techniques (styles, decisions, psychology, assertiveness, customer´s behavior, etc.) and by working with "cases", whose target is to transform the products sales rep into a more sensitive Consultant in relation to the market and the customer. It means an Upgrade in career for the professionals who are not only focused on operation aspects but also the ones who have a wide view of business and people.

High Performance: Are companies ready?
Every laboratory requires this kind of professional: proactive, able to take decisions, with "self-management" skills, that is, a high performance professional. When it comes to practice, companies have multiple operational needs that are so intense that there is no time left for the individual.

As business and pressure for better results in short-term have grown, there is a punctual duality between "stop to train and work hard" in order to generate results.

Within this context the CSO companies, like pharmexx, end up being a strategic partner for the health segment.

Renato Campos / Consultor de Treinamento para Indústria Farmacêutica.
Tel: 11 8444 46 49
r.camposr@uol.com.br