Emerging trends in e-learning are just that-still emerging-particularly in pharma companies, which are historically conservative about adopting new operating methods.

This article discusses why so many pharma companies are excited about using e-learning systems, especially in sales force training, and analyzes some of the obstacles that must be overcome before such systems can become the industry standard.

A major motivating force for using e-learning systems-as well as a major deterrent to their use-is cost. Although the industry recognizes that information technology can improve core aspects of its business and create efficiencies on a large scale, many companies still struggle to decide the extent to which technology should drive their business initiatives. But the need to control costs and maximize returns associated with training an ever-increasing sales force is driving the search for creative solutions.

Pharma companies' training dollars may be shifting to e-learning.

Research published in Training magazine's October 2000, "Industry Report " suggested significant advantages in adopting technology-based training initiatives. Trainees' knowledge retention is higher, training materials are disseminated faster, and companies have to commit less time and money. According to the report, replacing traditional instructor-led training with electronic-based training gives companies a 50-70 percent savings.

The Bottom Line Pharma companies view the money spent on sales training as an investment, but as the ratio of sales reps to practicing physicians grows, sales managers face increasing pressure to measure the return on that investment.

Shifting to electronic-based training can be expensive. In addition to the initial investment in online content, companies must consider the costs associated with delivery. Although a particular product team may want to develop an online instruction program, the company itself may not yet have an enterprise-wide learning management system. Companies must also consider the size of the group targeted for training. Development costs for multimedia content may be as much as three to four times that of traditional classroom materials, so the online approach to training is not immediately cost-effective for small groups.

Learning Styles - Alternative Benefits

Moreover, e-learning materials reach more people in a shorter period of time and eliminate the need for live instruction-and the total costs incurred from related travel, hotels, and meals. Because of the initial development costs, customized multimedia training creates no significant savings in the first year. But when setup costs are no longer a factor, the average savings can reach 50 percent or more.

The most significant economies from e-learning are measured in time: It takes fewer hours to train people online. Studies consistently show pharma's goal is to get highly trained people in the field as quickly as possible and to minimize time spent away from selling activities. That is especially critical when large numbers of reps must be trained simultaneously to launch a new product.

Furthermore, advances in medicine and new information about competing products create an environment of constant learning for sales people and a need for fast, efficient delivery of relevant information. Tools that meet those challenges will contain highly sophisticated, engaging content that can be quickly disseminated and absorbed-a natural application for e-learning.

Companies can achieve further cost savings through a "make or buy" analysis. Although some choose to develop their own training programs, most pharma companies don't have the specialized knowledge and skills required to produce engaging and easy-to-absorb media-rich content. Maintaining in-house staffs for that purpose is costly and extraneous to the pharma business. Thus, it can be more efficient and cost-effective to outsource e-instruction projects.

Anytime, Anywhere Technology-based training can enhance employee performance by delivering job-related content right to their desktops, available when they need it. That feature is especially appealing to a globally dispersed sales force.

Multimedia-based training is highly flexible and, because the course material is self-paced, employees can use it anytime, anywhere. Better yet, if properly designed, individual training is highly efficient because not all program participants learn at the same speed. Most classroom-based instruction is designed to meet the learning rate of the majority of those attending.

E-learning can address the needs of both slower and faster students by delivering training materials at an individual pace. The interactive format allows each person to spend as much time learning and reviewing the materials as they require. Training courses can also be designed to allow participants to "test out" of sections that contain material already mastered so they can spend time on new material.

Furthermore, e-learning content is consistent. The presentation of critical material is exactly the same from group to group and from year to year, with modifications only as required. Consistency eliminates glitches in content delivery created by instructor attrition or varying teaching styles. A well designed course can also appeal to many learning styles, something that classroom-based training with standard textbook materials fails to address.

A well designed course provides an opportunity for companies to track results and determine the training materials' overall effectiveness. Built-in practice assessments can provide immediate feedback to each participant, and online graded tests can inform managers about participants' progress before they begin any classroom sessions.