Improving Sales Force Effectiveness: Bayer's Experiment with New Technology

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Case Details:

Case Code : MKTG200
Case Length : 16 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Bayer HealthCare
Industry : Pharmaceutical
Countries : USA, Europe, UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Sales Training Intervention

In early 2007, Concentric Rx developed an online data-driven sales training tool called Rep Race: The Battle for Office Supremacy (Rep Race) for use by the Betaseron sales force. It was a simulation game loaded with flashy visuals and peppy rock music...

Rationale behind Rep Race

According to Begasse, the aim of the game was to increase sales force effectiveness by building proficiency in situation selling and objection handling. The intervention also aimed to increase engagement through the use of interactive learning and enabled feedback through real-time results...

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Results

The game was well accepted by the sales force and came in for a lot of praise. Some reps saw it as an example of the company's commitment to Betaseron and the sales force. According to the company, reps played the game as many as 30 times during the initial days between PoA meetings and even in mid-2008, it was being played around eight times...

Outlook

For the year 2007, Bayer HealthCare AG's global sales of Betaferon/ Betaseron expanded by 6.5 percent (pro forma) on a currency-adjusted basis...

Exhibits

Exhibit I: Key Developments at Bayer Group: 2000-2007
Exhibit II: Key Financials of Bayer Group and Bayer HealthCare AG: 2005-2007
Exhibit III: Marketing Communication for Betaseron
Exhibit IV: Some Images from Rep Race

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