Industry news: Most medical reps lack necessary skills

Martin Fischer is reported to have claimed: “Knowledge is a process of piling up facts; wisdom lies in their simplification.”

It is on this simple premise that Knowledge Warehouse, an experience-based learning consultancy, has been founded. Inspired by Hugo van Zyl and Craig St John-Ayre, Knowledge Warehouse was born earlier this year, as a direct response to in-depth market analysis, as conducted by its two founding members; the results of which revealed gaps in the training of pharmaceutical personnel.

“Two of the most critical sections identified in our market research,” says van Zyl, “are the inexperienced Product Managers who are appointed to lead Strategic portfolios and Product Managers in general who are expected to cope with more complex marketing environments than before. This combined with the fact that they are expected to deliver from day one in an environment that doesn't allow for an in-house mentoring programme due to Senior Manager workload and high expectations.”

Both van Zyl and St John-Ayre have walked the rocky road of a newly appointed Product Manager and know all too well the position these candidates find themselves in. St John-Ayre says, “It's with this understanding that we develop and tailor-make our Product Manager courses, among other niche training products geared and uniquely adapted to the needs of this transforming industry.”

The training is practical and comprehensive and graduates of the course will leave as functional marketers who are equipped with, among other skills, the ability to: analyse their product portfolio, market and competitors and in turn translate this into a strategic brand plan; assess and implement appropriate strategic promotional campaigns; interpret the legal issues pervasive in the market; and understand the importance of programmes, and the how to track them. Learning needs to be relevant and immediately applicable as Product managers rarely have the time to indulge in theoretical discourses.

No strangers to the dynamics and complexities of the pharmaceutical arena and each bringing a wealth of industry experience to Knowledge Warehouse (in excess of 30 combined years), van Zyl and St John-Ayre are well pleased with the positive response received to date by the market for their strategic training services.

The consultancy prides itself on being able to assess and thereby approach each company's unique training requirements on an individual basis. Knowledge Warehouse then determines, together with the company in question, the key issues, ever mindful to take fundamental strategic objectives and overriding corporate culture into account. This, coupled with the fact that both van Zyl and St John-Ayre are actively consulting within the industry, ensures they are fully versed on the issues of the day, making the skills transfer more relevant and more powerful.

In order to differentiate itself from fellow training competitors, Knowledge Warehouse has developed a unique four-pronged philosophy in dispensing and implementing its particular brand of intellectual property. Firstly, theory is introduced in order to provide learners with the academic background to develop solutions for any future situation. Secondly, working examples and personal experience are shared to supplement theory and provide a living framework that students can relate to. Simulation, based on real time work situations, is initiated in order to ensure that participants make the vital jump from theory to practice in a safe and supportive environment. And lastly, individual coaching and a mentorship approach is introduced to cement the offering.

All training programmes are presented in interactive toolkit format, providing learners with a checklist, step-by-step guides, as well as templates and source data to take back to their workplace for ongoing use.

The Knowledge Warehouse training courses are currently undergoing CHIETA (Chemical Industries Education & Training Authority) registration.

For any queries or further information regarding the above course material, contact:

Craig St John-Ayre on: 082 808 4389 OR
Hugo van Zyl on: 083 629 2069