Ethicon boosts selling power by keeping daily pulse on medical reps’ expertise
Searching for a modern way to build sales reps’ knowledge and confidence
As an innovative leader, responsible for a winning sales organisation, Knoble knew sticking with the status quo would risk long-term success. So, he decided to challenge traditional thinking and search for modern technology and knowledge-building practices that would further drive information retention within his sales team and accelerate the business. Specifically, he wanted something that would meet the growing knowledge demands of his salesforce, engage this multi-generational workforce with various levels of knowledge and experience, and fit well with reps’ mobile requirements.
As a start, Knoble traveled to a number of leading organisations, throughout North America, that were recognised for having some of the best training programs in the world. After examining their best practices and considering Ethicon’s specific needs, Knoble decided to implement a blended learning model that not only included in-person classroom training, but extended to self study, virtual learning, role playing, field experiences, and continual learning opportunities.
But his vision wasn’t quite complete. Knoble knew that, to be successful, reps needed to be supported beyond these formal learning settings in order to keep the company’s strategy and product information top of mind. So, he continued his search for a technology solution that would:
- Engage his sales reps ongoing
- Keep product knowledge at the forefront of their minds
- Help reps retain the information they learned
- Build reps’ confidence in their ability to represent products effectively
- Help reps focus on strategic priorities and adjust to changing priorities on the fly
- Flag knowledge gaps so additional training could be provided, if required
Ethicon & Axonify Results
voluntary participation rate
knowledge growth increase
of sales reps claim Axonify made them more knowledgeable
Boosting selling power by building knowledge and confidence
Through this revolutionary approach, Ethicon has transformed its decades-old event-based training into a culture of learning, supported by a modern learning ecosystem. Axonify, in particular, has had a significant impact: “Axonify allows us to balance the need to learn with the need to sell,” says Knoble. “We leverage Axonify to drive our company’s current strategy by keeping the sales force engaged with Ethicon’s most critical products on a daily basis.”
Proof is in the numbers. With 81% of reps stating they prefer learning through Axonify, as well as a voluntary participation rate of 90% on the Axonify platform, it’s clear reps are embracing Axonify and thriving. Knowledge lifts have increased in some topic areas by as much as 49% and 79% of reps claim Axonify has made them more knowledgeable.
On top of this, reps’ confidence has increased by more than 50% in some topic areas, including hernia, which Argo claims is a huge help when he’s standing in the operating room.