Patient Access Case Study
Watch a quick walkthrough of this project below, or scroll down to explore the full case study.
Project Overview
A large national pharmaceutical company needed to equip 300 sales representatives with the skills to better educate healthcare professionals (HCPs) on how to help patients access their company’s flagship medication. I led the instructional design strategy and development of a blended learning solution that improved confidence and clarity in medication access-focused discussions.
My Role
Led a comprehensive needs analysis and stakeholder interviews to uncover gaps in reps’ ability to lead effective patient access conversations. Designed training aligned to performance goals and key business metrics, ensuring measurable gains in both sales effectiveness and patient access support.
Designed a blended learning journey incorporating eLearning, Instructor-Led Training (ILT), job aids, and coaching guides, ensuring that the training was accessible, interactive, and practical for both new and experienced reps.
Solution Highlights
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Developed three short, interactive modules covering patient access pathways, obstacles, and solutions, with a focus on compliance-sensitive content.
Interactive elements included labeled graphics, flashcards, sorting activities, and scenario-based interactions to promote engagement and ensure that learners could apply what they learned to real situations.
The eLearning modules provided baseline knowledge and served as a foundation for the ILT workshops, ensuring continuity in the learning journey.
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Facilitated two live workshops focused on real-world application of patient access solutions, giving reps the opportunity to practice responding to access concerns and using the right messaging in varied scenarios.
The workshops were built with structured speaker notes and incorporated a gamified format to encourage active participation and peer collaboration.
Designed interactive role-playing and case study activities, allowing sales reps to practice and refine their responses to common access objections in a supportive, collaborative setting.
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Job Aid: Designed a quick-reference tool that reps could use in the field, containing simplified access steps, common objections, and support contacts. This tool was built for easy access and quick use during live sales calls.
Coaching Guide: Developed a weekly guide for managers to help them reinforce key concepts with their sales teams, track progress, and address any ongoing challenges in access conversations.
Impact
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The training program was used for both the existing sales force and for onboarding new hires, ensuring consistent communication and a unified approach to patient access conversations.
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Reps showed increased confidence and effectiveness in navigating patient access concerns, leading to more productive and successful HCP conversations.
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Field Coaching: Post-training coaching observations showed a 25% improvement in reps’ ability to address patient access objections and provide clear solutions, as reported by field managers.
Surveys: 85% of reps reported feeling more confident in handling patient access conversations in post-training surveys, with many citing the interactive workshop and job aid as particularly helpful.
Business Metrics: There was a 20% increase in the submission rate for Patient Education Forms (PEF) and a 10% increase in therapy start data, directly correlating with reps' ability to effectively communicate access solutions
Key Takeaways
This project showcases my ability to design multi-layered, real-world learning experiences that address knowledge gaps and performance challenges. By incorporating a combination of eLearning, ILT, and on-the-job support materials, I ensured that the reps gained the foundational knowledge and practical application skills needed to succeed in patient access conversations. The result was a measurable improvement in reps' ability to educate HCPs and patients, ultimately driving better access to medication and improved patient outcomes.