A leading biopharmaceutical company’s oncology division approached PDG in the Spring of 2024 with a complex challenge. Managing a portfolio of several products across two specialized teams, they were preparing to launch a new product in a novel therapeutic area while simultaneously dealing with disruptive protocol changes to an existing treatment. Their sales teams, though experienced in their established therapeutic areas, needed to rapidly develop new expertise while maintaining momentum with their existing products. Based on PDG’s proven track record with other divisions of the company, they engaged PDG to design and implement a comprehensive solution that would address these multifaceted challenges.
The company faced unique challenges across its two specialized teams, each requiring tailored approaches to overcome specific obstacles while maintaining portfolio performance:
The Solid Tumor Team (75 representatives, including six first-line leaders) confronted dual challenges that required both forward-looking preparation and enhancement of existing capabilities:
The Specialty Treatment Team (30 representatives, including two first-line leaders) faced immediate disruptions to their existing sales model that threatened current performance:
What began as a solution for one team demonstrated such value that a second team actively sought inclusion mid-year, showcasing the program’s effectiveness in addressing complex sales challenges.
PDG was engaged by the Solid Tumor team, but after the solution’s measurable impact and effectiveness became known, the Specialty Treatment team actively sought to participate mid-year. This organic expansion demonstrated the program’s value and resulted in a comprehensive solution that supported both teams’ unique needs.
The multi-faceted program included:
At the core of the solution was leveraging an AI-driven platform, which transformed how sales representatives acquired and retained critical knowledge:
The solution featured bite-sized knowledge modules (2-5 minutes) optimized for mobile use between customer visits, allowing seamless integration into daily workflows. Confidence-based assessments dynamically adjusted to each rep’s demonstrated knowledge level, while diverse content formats (videos, podcasts, infographics, PDFs) accommodated different learning styles, making complex information more accessible and engaging.
Understanding that effective learning requires relevant, targeted content, PDG developed team-specific materials that addressed the unique challenges each group faced:
For the Solid Tumor Team, this included comprehensive launch readiness materials for the new therapeutic area, focused modules on new data for their legacy product, and strategies for maintaining existing product performance during the launch period. These resources equipped representatives to balance portfolio priorities while developing new expertise.
For Specialty Treatment Team, PDG developed content addressing protocol changes to help sales teams navigate the new landscape effectively. They created materials supporting earlier diagnosis initiatives and comprehensive modules for portfolio selling approaches, enabling representatives to maximize customer interactions across multiple products.
The comprehensive program expanded beyond traditional product knowledge to include advanced clinical knowledge building, HCP engagement strategies, portfolio selling approaches, change management, and customer collaboration techniques, creating a holistic approach to sales enablement.
Beyond content development, PDG implemented a robust program management framework that ensured sustainable engagement and continuous improvement, featuring a “push” system that delivered targeted content directly to representatives’ devices. PDG also generated regular analytics for leadership decision-making, provided ongoing platform support and strategic guidance, and facilitated cross-team knowledge-sharing through collaborative learning initiatives. This comprehensive approach ensured sustainable engagement and continuous improvement aligned with company goals.
PDG ensured leadership alignment by providing performance analytics with coaching guidance, enabling leaders to identify team strengths and improvement areas. This approach embedded new practices into management routines and fostered a culture of continuous development.
96% of sales representatives actively engaged with the platform, resulting in a 10% knowledge lift and exceeding sales targets despite market disruptions.
The partnership between PDG and our biopharmaceutical client delivered meaningful business impact across multiple dimensions. The comprehensive approach to knowledge and skill building directly translated to improved commercial performance and exceptional user engagement. Results included:
88% Confidence by learners against each question
Field Reps: 10% (77% to 87%) First-line Leaders: 11% (72% to 86%)
Field Reps: 90% First-line Leaders: 85%
10.2 Learning in the flow of work days out of 18 workdays/month
96% Percent of users looged into the system in the last 30 days
Building on this success, PDG continues to partner with the client in 2025 to reinforce clinical expertise, optimize sales enablement, and support future product launches. The comprehensive program has established a foundation for continued commercial excellence across their oncology portfolio, combining innovative digital reinforcement tools with strategic sales enablement approaches.
Launching a new product in life sciences is one of the most complex commercial challenges a company will face. The stakes are high, and the margin for […]
The pharmaceutical industry has transformed dramatically over the last three decades, with healthcare professional (HCP) engagement evolving alongside […]
