Case Study

Breathing life into communication in the medical space

BD Interventional specialises in breakthrough medical devices in the surgical and urology fields. With a distinct focus on the SEA market, their goal was to remain as a leading medical device choice in times of crises for end-users such as doctors and nurses from both private and government hospitals.

Standing out in the highly-saturated medical devices market was a challenge for BD Interventional. Convincing medical device distributors, and internal and external stakeholders, demanded a consistent template that was properly articulated by all representatives from different departments across the organisation.

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Examining each department to customise effective learning paths

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3

Departments

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6

Countries

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8

Months

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30

Employees

Aligning different departments to pitch one consistent narrative required a deep understanding of BD’s existing storytelling processes and frameworks.

With the end in mind, the learning tracks to achieve this consistent sales narrative across all departments included industry research, an in-depth competency analysis and an understanding of the current work culture and schedules.

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“I came away humbled, but filled with new ideas and now appreciate the importance of bringing unexpected insights weaved into a purposeful narration.”

Javis
Partner, BD International

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01 Leadership Team

A collection of managers who lead in the SEA market, they regularly conduct review presentations and chart strategies to take finance and marketing teams to the next level.

02 Business Managers

With a strong focus on expanding the company’s market share, they regularly have in-depth conversations with global distributors with the aim of growing the business steadily.

03 Territory Managers

Responsible for developing sales in public and private hospitals, they conduct in-service presentations to guide doctors and nurses on how to use products such as medical devices.
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7

Topics

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16

Sessions

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16

Coaching hours

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8

Advisory hours

01

Leading the way for change with powerful visual stories

Challenges & Impact:

Managing today’s sales professionals require a clear and goal-oriented approach. Accountable for the overall business performances, the leadership team regularly conducts performance review presentations with the sales teams (territory managers) & business managers.

Leaders need to ensure their teams adopt best practices with the end goal of achieving buy-ins from target audiences. The failing of that would result in lost business opportunities and low follow-through on key strategies amongst teams.

To obtain approval from top management on budgets and new initiatives, it’s also crucial for leadership teams to paint a persuasive picture for higher-ups, instead of lengthy and detailed presentations which reduce the appeal of ideas.

Competencies Trained

Team:

Leadership Team

Stories that Stick

Utilise the visceral appeal of powerful stories to drive key messages home for a high level of retention

Visual Persuasion

Utilise the visceral appeal of powerful stories to drive key messages home for a high level of retention

Stories that Stick

Utilise the visceral appeal of powerful stories to drive key messages home for a high level of retention
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1-1

Advisory support

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4 Hours

Synchronous learning

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6

Sessions online & offline

Outcomes experienced

Post-workshop, learners were better able to:

Create a compelling structure and tailor presentations to meet both said and unsaid needs of target audiences.

Articulate and visualise key ideas in a concise manner to gain buy-in on new initiatives from top management.

Equip teams on how to engage audiences with increased confidence and improvisation using mental structures such as P.R.E.P.

22%

Average increase in proficiency rating  

3 to 7

Performance rating out of 10

“Very tangible takeaways that can be applied across different settings from customer presentations to internal reviews.””

Vincent
SEA BDI Marketing and Business Support team

01

Document

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Slide

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Keynote Slide

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02

Strengthening market share & ensuring sustainable growth

Challenges & Impact:

Expanding into new markets is tougher than it looks. Business managers require a repeatable formula that guarantees success and sustainability during expansion across any market.


Aside from communicating attractive product features via their teams to reach customers, business managers also have to convince distributors across both public and private hospitals on why their products are more superior than competitors.

Negotiations with distributors can prove difficult – hence business managers need to be equipped with persuasive frameworks and strong delivery techniques to ensure consistent success each time.

Competencies Trained

Team:

Business Managers

Stories that Stick

Utilise the visceral appeal of powerful stories to drive key messages home for a high level of retention

Visual Persuasion

Utilise the visceral appeal of powerful stories to drive key messages home for a high level of retention

Powerful Delivery

Reframe your delivery to persuade target audience using a customised template in a vivid manner
G

1-1

Advisory support

G

12 Hours

Synchronous learning

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8

Self-paced digital course

Outcomes experienced

Post-workshop, learners were better able to:

Increase in reliability as they tailor their presentation to meet the unsaid needs of their audiences

Enhance the clarity of their message through the use of data visualisation and purposeful headlines.

Increased confidence in engaging an audience and speak off the cuff using mental structures such as P.R.E.P.

“My main challenge was that my presentations had too many words, leaving my audience confused.

After the workshops, I now know how to turn text and numbers into infographic which made it much easier to communicate.

The key messages that I’d like to highlight is much clearer as a result.”

Satria
Business Manager

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““This course helps you from beginning when you structure your presentation to the end to furnish the whole idea.””

Sylvia
Product Manager

A deeper look into our learning methods

Blended Learning:
Live + Self-paced

Combining the best of learning worlds, our blended learning approach includes a self-paced online course – so learners of varying proficiencies can individually benefit without wasting time – and a live session for personalised feedback, coaching and assignment reviews with our trainers.
Format:
  • Zoom Kick off meeting 
  • 1-2 weeks of self-paced learning 
  • Zoom mid point check-in with trainer before proceeding to next online course
  • Zoom closing

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Cutting through the noise by selling the big picture

Challenges & Impact:

The world of selling has changed – sales conversations are often interrupted and attention spans are shrinking. Territory managers have the responsibility of differentiating themselves strongly, especially when competitors pitch alongside.

Instead of a feature-oriented approach, it’s vital for territory managers to sell the outcome – forget differentiating based on prices, it’s all about selling the overall value to ensure a positive impact on the profit margins of the company.

Territory managers need to sustain the interests of doctors and nurses while building rapport quickly and authentically. To satisfy both the said and unsaid needs of customers, they need effective techniques that can be used across various groups of clients.

Competency Pathways:

Team:

Territory Managers

01. Creative Negotiation

02. Differentiated Selling

03. Storytelling in Conversation

04. Powerful Delivery

05. 1-1 Coaching

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4

Topic

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4

Sessions

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16

Coaching hours

Outcomes experienced

We empowered learners with powerful techniques to differentiate BD from its competitors and facilitate sales conversations with a compelling structure. This led to increased buy-in from prospects and existing clients.

100%

Agreed that training was relevant to day-to-day work
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“Before this workshop, I struggled to ask the right questions to doctors/ nurses.

Now, I’ll actively use some of the thought provoking questions like illuminating & contrarian questions & observe the responses from customers to have better conversations with them.”

 

Lian Lay Yong
Key account & Senior TM

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A deeper look into our learning methods

Tried & Tested Frameworks

Our trainers use proven and practical frameworks that are easy to remember and apply immediately at work.

These thought models have been field-tested with thousands of participants and we’re happy to say, the results have been very encouraging.

Frameworks used in training:
  • 7 Steps Conversational Storytelling Model
  • 4C quadrant for Negotiation

Key learnings from participants

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Pique the audience’s curiosity

“Customers don’t want to hear about your products or services. They will grant you access only if you pique their curiosity or provoke their thinking.”

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Put meaning behind the numbers

“Resonate with the audience on an emotional level by telling them what is at stake and what is in it for them.”
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Hear the unsaid

“Most times the objections from the audience are surface level concerns. Investigate what the question truly mean in order to address it head on either through additional knowledge, emotional connection, and/or enabling audiences with resources or skills.”

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Medtronic

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Tapestry (Coach)

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