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Worldwide

The Right Prescription

By Christelle Couesnon, Principal Consultant
Region: France

Sector focus: Life Sciences

MAKING A DECISION ON PEOPLE IS NOT EASY, AND MAKING THE BEST POSSIBLE CHOICE IS ALWAYS A CHALLENGE, ESPECIALLY IN UNCERTAIN AND FAST-MOVING ENVIRONMENTS. THIS CASE INVOLVED A PHARMACEUTICAL COMPANY CHANGING THE BUSINESS MODEL IN THEIR SALES FORCE. THEY NEEDED TO GET IN TOUCH WITH MEDICAL DOCTORS IN A MORE FOCUSED WAY.
HOWEVER, THEY ONLY HAD ONE SALES FORCE FOR ALL THEIR PRODUCTS, WHICH WOULDN’T BE ABLE TO DELIVER ON ALL THEIR NEEDS. THEY HAD NEW MEDICINES THAT WOULD BE MORE EFFICIENT, REQUIRING A DIFFERENT APPROACH TO PRESCRIBERS.
ADDITIONALLY, THEY NEEDED TO DISTINGUISH BETWEEN HOSPITALS FOCUSING ON HIGH-SEVERITY PROBLEMS AND IN-TOWN DOCTORS ADDRESSING ISSUES BELOW THAT LEVEL. ALONG WITH THAT, THEY ALSO IDENTIFIED NEEDS FOR NEW FUNCTIONS IN PROCUREMENT AND BIDS MANAGEMENT TO RESPOND TO HOSPITAL REQUESTS MORE PROFESSIONALLY AND PROACTIVELY.
THE CHALLENGE FOR US? TO MAKE SURE EACH CANDIDATE’S CAPABILITIES WERE THE RIGHT ONES FOR THE BRAND NEW ROLES. THEY ALSO NEEDED TO ENSURE THAT SELECTED CANDIDATES WOULD BE COMPATIBLE TO CREATE NEW TEAMS; THIS, IN ESSENCE, WAS AN EVALUATION OF BOTH INDIVIDUAL AND TEAM COMPETENCY.
THE COMPANY HAD 21 PARTICIPANTS READY FOR EVALUATION ON A TIGHT TIMELINE. WE ONLY HAD FOUR WEEKS TO EVALUATE AND PROVIDE RECOMMENDATIONS. WE DID ONE TO TWO ASSESSMENTS A DAY FOR ONE MONTH, WHICH WAS CHALLENGING IN TERMS OF ORGANISATION AND SETUP BECAUSE WE NEEDED TO MAKE SURE SEVERAL CONSULTANTS WERE AVAILABLE FOR EACH EVALUATION TO PROVIDE NON-BIASED ADVICE.
WE BUILT AN ASSESSMENT CENTRE USING MERCURI URVAL SCIENCE - BASED METHODS AND TOOLS, INCLUDING OUR STANDARD ASSESSMENT AND SOME CUSTOMISED ROLEPLAYS. CANDIDATES DID THE MUPI (PERSONALITY INVENTORY), MUCP (COGNITIVE TESTS) AND IN-DEPTH ASSESSMENT INTERVIEW.
OUR RECOMMENDATIONS CAME BASED UPON THE WHOLE DAY WE SPENT WITH A CANDIDATE; WE EXPLORED THEIR POTENTIAL IN HANDLING THIS NEW ROLE AND HOW THEY BEHAVED WITHIN THE ROLEPLAY SESSION. ANALYSING THE INSIGHT FROM PERSONALITY AND COGNITIVE TESTS RESULTS WAS ALSO CRUCIAL TO DETERMINE IF THEY WOULD SUCCEED IN THE NEW POSITION AND HOW THEY WOULD MESH WITH NEW TEAMMATES.

Success was measured by having the team comfortable and believing that this new structure would be successful. We instituted a great deal of trust and confidence in this new team and new competencies. Additionally, it shows up in the speed of their business plan. They got everything set in a few months after everyone was in place, then started to get the foot in the door for new business a few months later. Doctors also told them it was a much more efficient organisation in place, with specific discussions on some chosen products and not on the whole range.

Christelle Couesnon, Group Director
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