Extended enterprise learning and training event programmes to support the POM to P switch of VIAGRA CONNECT®.

Precision created a programme of face to face training events and extended enterprise learning for pharmacy staff to support the switch of Viagra from a prescription-only medicine (POM) to pharmacy (P) status.

We have been absolutely delighted with the work that Precision has done supporting the launch of VIAGRA CONNECT® in the UK.

Aurore Bourdeau, Senior Brand Manager VIAGRA CONNECT®, Pfizer Consumer Healthcare.

  • The evidence tells us that there are some advantages to face to face interactions for learning around sensitive topics. It is easier to gain the full attention of your audience.
  • We understand more through interpreting body language & facial expressions.
  • The communication is more engaging and collaborative.
  • It builds stronger long term connections.

Therefore, it is no surprise that when Pfizer was looking at the training requirements to support the POM to P switch of Viagra Connect. Face to face training events were high on the agenda.

Precision has worked on a variety of switches since 1983, when we supported the successful switch of Loperamide (sold under the name Imodium) from a prescription-only medicine to pharmacy status. Therefore, we were the first port of call when Viagra Connect was searching for a partner to do the same with Viagra.

Extended enterprise learning for pharmacies.

The launch of Viagra Connect in the UK represented a significant challenge for Pfizer and indeed for the industry, as ED (Erectile Dysfunction) was a totally new category within the OTC healthcare market and, given the inherent sensitivity of the condition, had to be handled carefully.

The key communication issue to be resolved was how to provide pharmacy staff with the knowledge, skills, and expertise to be able to confidently offer appropriate advice to customers in this new category of erectile dysfunction. This had to be done in a way that ‘helped’ normalise the language around the topic of ED, and allowed pharmacy to staff feel confident in their knowledge, be able to empathise with customers, use the correct language, and minimise any embarrassment when approached by a customer.

The training had to work across the pharmacy team, from the moment a customer steps inside a pharmacy to speak to a member of staff, to the consultation with the pharmacist. It’s a real skill to be able to put people at their ease and encourage them to talk frankly and openly about their issues. Only then is it possible for pharmacy staff to offer appropriate advice and recommend Viagra Connect with confidence. Training is a vital tool in developing these skills.

Turning training events into interactive workshops.

It’s one thing to deliver a simple presentation, where delegates just turn up, sit, listen and go home again. It is another thing to run a series of interactive and engaging events that deliver real change. Having had many years of experience in extended enterprise learning, we know that the key to effective training is to design learning events around how you would like delegates to act afterwards - how is your training going to tangibly improve their methods?

Precision’s training events are designed with expertise from over two decades of running face to face training for healthcare professionals. Especially in supporting all major POM to P switches in pharmacy over recent years. Pharmacy staff are typically sent extended enterprise learning materials before the training event; their confidence in the subject matter is assessed on their arrival at the event. During training, they work in interactive groups with frequent fun, but informative, learning checks. There is always a lively debate and Q&A at the end, before finally delegates are asked to assess their confidence to advise on the subject matter as they leave the session.

Good food and drink help to keep the ‘little grey cells’ working. Well stocked goody bags reward the hard work and contributions to the evening’s training event. Yes, people do give up their free time in the evening to attend Precision training events. The statistics speak for themselves. For the last two switches, over 98% of attendees rated the training event extremely useful!

Continued education through extended enterprise learning.

Following the planning, organisation and running of 23 face to face training events for Viagra Connect. The Precision team did not rest on its laurels. For pharmacy staff not able to attend any of the scheduled events. We developed an online version of one of the events and made it available for on-demand participation. In addition, Precision developed a learning assessment to support Pfizer’s own online version of the training events. All staff that successfully completed the self-assessment questions were sent a ‘Certificate of Achievement’. The pass rate was 90%.

Boosting confidence to 90% via face to face training events.

During this campaign, 1,800 pharmacy staff were trained. The training shifted their confidence to recommend VIAGRA CONNECT® from 24% to 90%.

The team at Precision were brilliant to talk to. They were so knowledgeable about every aspect of organising and running training events for pharmacy staff. Producing online self-assessments to sit alongside our own online training. So that we could gather key metrics on the effectiveness of our extended enterprise learning. In a pre and post-training event survey, also conducted by Precision, pharmacy staff reported a boost in confidence to recommend Viagra Connect to 90%.

Aurore Bourdeau, Senior Brand Manager VIAGRA CONNECT®, Pfizer Consumer Healthcare.