GLOBAL PRODUCT LAUNCH Ctiv Tio GUIDE - TiER1 Performance
GLOBAL PRODUCT LAUNCH activation GUIDE Transforming the Learning Experience for Life Sciences Sales Knowing that your product makes a meaningful difference in the lives of patients, HCPs, and administrators makes the hard work of planning and executing your product launch journey worth every working session, review, and revision. Done right, it will be an experience that your learners won’t forget, and will ensure that your sales and marketing teams can confidently and competently sell your product in the marketplace.
GLOBAL PRODUCT LAUNCH ACTIVATION GUIDE PLANNING CANVAS: PRODUCT LAUNCH LEARNING JOURNEY MAKE YOUR NEXT PRODUCT LAUNCH TRAINING A JOURNEY TO REMEMBER. This planning canvas will guide you as you consider, capture, and map the various components that influence the engagement of your audience and achieving the desired product launch outcomes. This guide will take you through a series of planning steps that include the following components: Successful product launches inspire the hearts and minds of your sales and marketing teams, and require purposeful and creative planning to meet your objectives. The launch of new products is critical to the success of the business and the ongoing ability to bring life-changing medical innovations and treatments to patients, HCPs, and the systems that support them. Product training is THE critical success factor for any launch—and experience shows that a holistic approach to training will foster better results. To boost effectiveness, think of product training as a learning journey, rather than an event! When it comes to preparing your organization for a product launch, identifying what you want your various learner audiences to do (or avoid doing) should not be difficult. Yet, to influence behavior (the “do”), you need to first influence what your sales reps and marketing teams feel and think about the new product and their own personal capabilities in selling it. The following guide will help your product training team identify critical elements for designing a product launch training journey with impact. 1 1 VISION OF SUCCESS 5 ORGANIZE BY TOPICS & CATEGORIES 2 AUDIENCE ANALYSIS 6 EXPERIENCE DESIGN 3 INSTRUCTIONAL GOAL 7 SOLUTION TACTICS & TECHNIQUES 4 LEARNING OBJECTIVES 8 CONSIDERATIONS FOR LOCALIZATION VISION OF SUCCESS If you want to keep your training journey grounded and aligned to the business objectives, it is imperative to start by defining what success looks like. Take a moment to consider: · How will we know if the launch is a success? · What metrics will we use to measure success? · What impacts will this launch have on the business and our customers? Capture your thoughts: ! d e t r a t s t e g ’s t e L tier1performance.com
GLOBAL PRODUCT LAUNCH ACTIVATION GUIDE 2 AUDIENCE ANALYSIS 4 Feelings, thoughts, and behaviors are shaped through the experiences we have—enabling you to influence behavior by creating thoughtful experiences. This requires first that you understand your learner segment(s) and consider their daily activities and challenges. Then, to generate success, identify what you want them to feel, think, and do as a result of the experience. Try this exercise with your primary launch audience in mind. Then, repeat this process for any additional audiences. LEARNING OBJECTIVES We often say that to be effective, you need to touch the “head, heart, and hands.” To move from the current state to future state, reflect on what your audience needs to know, do, and believe to be ready to embrace this journey. These are the outcomes that will help you assess whether your training was successful. Considering your vision for success, your audience, and your instructional goals, think about how you can bring those to life in learning objectives that connect to what learners need to Know, Do, and Believe as it relates to your product launch. Primary Audience: Know Describe this learner’s typical day and associated challenges or barriers to product launch success: Identify the Learning Objectives related to what you need your audience to know for a successful launch. Describe what you want this learner to Feel, Think, and Do during the training experience and when they are in the field actively launching your new product: FEEL during training: FEEL in the field: THINK during training: THINK in the field: Do Identify the Learning Objectives related the specific skills and abilities needed for a successful launch. DO during training: 3 DO in the field: INSTRUCTIONAL GOAL To keep your training journey grounded and aligned to business objectives, it’s critical to be specific about the instructional goals and mindful of how they connect to your desired outcomes. Take a moment to consider: How will we know the launch learning experience was a success? Believe Identify the Learning Objectives related the mindsets needed for a successful launch. Capture your thoughts and finish the sentence: After completing this launch training, learners will be able to tier1performance.com
GLOBAL PRODUCT LAUNCH ACTIVATION GUIDE 5 ORGANIZE BY TOPICS & CATEGORIES 6 EXPERIENCE DESIGN Your learning objectives will naturally align to common topical areas or categories (for example, product knowledge, customer focus, competitor information, and objections or barriers, just to name a few). The important work of preparation, pace, flow, and sustainment happens here. In the following space, you will map the sequence and experience of your product launch training journey. Review your learning objectives and map them accordingly in the following chart: Consider all that you have captured and mapped so far to help you chart a meaningful sequence for learning and reinforcement. For example, do your sales reps need to know the product information before practicing conversations, and/or do they need to understand customer types before working through objection handling? Topic or Category Learning Objective (Know, Do, Believe) Pre-Launch Training Launch Workshops Post-Launch Reinforcement Consider how your learners will build their knowledge to prepare for skill development and practice. Consider how your learners will apply their knowledge to develop and practice skills. Consider how your learners will apply their skills in the field and how you can create sustainment and growth opportunities. tier1performance.com
GLOBAL PRODUCT LAUNCH ACTIVATION GUIDE 7 SOLUTION TACTICS & TECHNIQUES 8 For each learning experience you have defined in pre-launch training, launch workshops, and post-launch reinforcement, you also will need to map the learning tactics so that the experiences are designed and aligned to maximize engagement, retention, and skill building. CONSIDERATIONS FOR LOCALIZATION Do you need translation support? Are there regional or country requirements that you need to consider? How do your customers differ by region? See the g lobal launch tra ining best practices section on the next p age. Consider how you might engage your audience and reinforce learning by leveraging themes, creative approaches, or innovative techniques. Will gamification, storytelling, or competition resonate with your learners? Where will your learners receive peer feedback and coaching? Mental Involvement Motivation Cognitive Balance Memory Builders Emotional Connection Relevant Practice Spacing & Repetition Specific, Timely Feedback Story Use the following space to brainstorm and capture your ideas for leveraging learning tactics to activate your product launch training: Retrieve Later OTHER THOUGHTS & IDEAS tier1performance.com
GLOBAL PRODUCT LAUNCH ACTIVATION GUIDE GLOBAL LAUNCH TRAINING BEST PRACTICES Optimizing the product launch learning experience for localization must start at the very beginning of your planning. Here are best practices to consider when designing and developing your experience: Design a “plug and play” approach with a foundational framework plus examples, scenarios, and specific activities to be replaced or developed at the local level. · Consider wireframing activities for in-person workshops or webinars and templates for eLearning courses that can be reskinned locally, so the look and feel is contextual and relevant to that region. · Provide scenario-building worksheets or workshops by region to capture location-specific content. · Create sets of regionally accurate scenarios and content that can be included in the foundational framework, as needed. Create and engage Regional and/or Affiliate Champions as you design and develop the journey. · Invite regional representatives to contribute to the design of the initial program and include those same representatives in the pilot of the program. NOW WHAT? While each step of this journey requires much deeper evaluation and consideration, we hope this guide helps you envision a product launch learning journey that taps into the potential of your people and empowers them to successfully launch and drive business results. · Ask regional representatives to help user test any online learning courses or tools. · Create a Champions program that trains the regional representatives on the program and gives them tools post-launch to be successful in their regions as the program rolls out and they build buy-in at the country level. · Check in with Champions post-launch to answer questions, offer support, and maintain buy-in. Include localization standards as part of your launch’s style/formatting guide. Examples of standards include: If you’d like to dive into any aspect of your unique product launch or explore the possibilities of people-centered product launch learning journeys, we’d love to chat. hello@tier1performance.com 859-415-1000 · Avoid lengthy course, module, and screen/activity titles. · Avoid regional slang and colloquialisms. · Avoid contractions. · Ensure text is not embedded into images. · Include closed captions for any audio-driven experience (e.g., narrated video animations). · Avoid audio-driven software simulations; use on-screen text directions and prompts instead. · Include a mix of photos, scenarios, and characters that are ethnically and geographically diverse. tier1performance.com
to Y! -DE O WH MMMM MHMM MM ABOUT T iER1 PERFORMANCE TiER1 Performance activates strategy through people by bringing a holistic, people-centered approach to performance. From high-volume compliance training to AR-enhanced skill building, from psychological safety to digital transformation and global product launch, we consult, design, build, and enable performance solutions custom-crafted to each organization’s strategy and culture. Our team of experts includes healthcare clinicians and consultants with deep expertise in the Life Sciences and Pharmaceutical industries. TiER1 Performance is a Certified B Corporation that has partnered with the world’s largest brands. TiER1 Performance was recognized with Genentech as a 2021 LTEN Excellence Awards Industry Partnership Winner; and on the 2021 Training Industry Top 20 List for Custom Content Development. Our Gold Brandon Hall Excellence Awards include Best Certification Program; Best Use of Games and Simulation for Learning; Best Advance in Corporate Culture Transformation; Best Inclusion and Diversity Strategy; among many more. The areas in which we build meaningful results include but are not limited to: GLOBAL PRODUCT LAUNCH EMPLOYEE EXPERIENCE SALES ENABLEMENT DIGITAL TRANSFORMATION MERGERS & ACQUISITIONS ONBOARDING PATIENT EXPERIENCE STRATEGIC CHANGE SYSTEMS ADOPTION TALENT DEVELOPMENT VIRTUAL SELLING AND WORKING
to activate your product launch training: GLOBAL PRODUCT LAUNCH ACTIVATION GUIDE tier1performance.com 7 SOLUTION TACTICS & TECHNIQUES For each learning experience you have de ned in pre-launch training, launch workshops, and post-launch reinforcement, you also will need to map the learning tactics so that the experiences are designed and aligned
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ETERMINING THE GLOBAL LAUNCH STRATEGY. A successful global launch strategy includes far more than determining price. As shown in Figure 2.1, the typical launch issues, including product positioning, price deter-mination and reimbursement negotiations, must include an evaluation of the factors that affect the launch and life cycle of the new .
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That's where a detailed product launch plan comes in handy. A plan that covers all of your bases and leaves no stone unturned along with enough built-in lead time. I hope The Anatomy of a Product Launch and it's accompanying checklist will be this plan for you. This product launch guide will help you, the product manager, think through all
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