Pharma Launch Coaching: Ride With Every Rep in the First Six Weeks

Welcome to the Performance Minute from the Performance Development Group. When a new drug launches, most managers spread their field rides over the first three months. Sounds reasonable. But think about the rep who's last on that list. They've been selling the drug for twelve weeks before you've seen a single one of their calls. And by then, whatever they're doing is what they'll keep doing.

So here's our advice. In the first four to six weeks after launch, ride a full day with every rep on your team. Why? Because coaching only works when it's specific to the person. For example, one rep might open a call well, but lose the doctor at the first objection. Another may handle objections fine, but never ask the doctor which patients they'd start on the drug. You won't spot either of those in a call report. You have to be in the room.

And here's the key: you have to coach early, while the rep still has time to change and improve before bad habits become established. Once you've done that first round, you'll know exactly where each rep stands and what to coach next. Set each rep's coaching schedule from there. Some will need you back next month. Some are fine for a bit longer. This is the Performance Minute from the Performance Development Group. We'll see you next time.