Need and Impact of Refresher Training in Increasing Field Force Effectiveness in Pharma Sales

Abstract

The pharmaceutical industry relies heavily on the effectiveness of its field force, particularly Marketing Executives and First-Line Managers, in engaging healthcare professionals and sustaining prescription demand. While induction training equips new entrants with essential product knowledge and selling skills, over time, these competencies tend to diminish due to competing priorities and routine pressures. This results in declining in-clinic performance and customer engagement challenges. This dissertation investigates the need and impact of refresher training through the design, delivery, and evaluation of the MPS 2.0 program, which covered FAB of key brands, elevator pitches, RCPA, and call opening skills, followed by scripted role plays. Immediate participant feedback was collected (Level 1: Reaction), along with application-level feedback from Second-Line Managers (Level 3: Behaviour). Findings revealed that participants rated the program highly relevant and effective, with modules averaging above 4.7/5. Role plays and elevator pitches were cited as most useful. SLMs observed consistent application of skills in the field, stronger customer engagement, and improved product-focused conversations. The study concludes that refresher training is a strategic necessity in pharmaceutical sales, enhancing competencies, boosting confidence, and strengthening customer satisfaction. Recommendations include institutionalising periodic refresher programs, integrating digital reinforcement, and strengthening managerial coaching skills.