With 99% engagement, reps reinforce their selling skills and knowledge of new products in just minutes a day.
Philips Healthcare is one of the world’s largest medical device brands with more than 450 products and over 37, 000 employees worldwide. To maintain their market presence and ensure that their sales teams are equipped to win in the fast-growing market for sleep and respiratory care products, Bill Sellner, Director of North American Sales Operations for Philips Respironics, wanted a sales enablement solution that would not simply support their sales training efforts, but also help verify – with clear, actionable data – whether or not those programs were working.
By leveraging Qstream’s sales performance platform to deliver a series of scenario-based sales challenges to their reps’ mobile devices, Philips’ Sales Operations team was able to improve sales knowledge of critical product features and functions with 99% engagement, while achieving their learning verification goals.
Philips Respironics, a global leader in the Sleep and Respiratory markets, is passionate about providing solutions that lead to healthier patients and healthier practices. The division’s hundreds of sales reps sell home and extended care products for disorders such as sleep apnea and COPD directly to hospitals and durable medical equipment companies (DMEs). Given the tremendous growth predicted in these market segments over the next decade, Philips invests significant time and resources in sales onboarding, training and enablement programs.
In August of 2015, Philips gathered its North American team in Dallas to launch a new sleep therapy platform, the Dream Family solutions. The training agenda focused on product messaging, selling skills and product modalities. “Typically, after a program like this, we would execute a series of WebEx sessions to reinforce the training content presented in the live meetings and keep relevant information top of mind, ” said Sellner. “But this became costly, and more importantly, we were never confident about whether it was really effective: was anyone paying attention or was it simply a big distraction?”
While participation in the Qstream challenges was completely voluntary, Sellner and his team still saw engagement rates as high as 99%. “Given the number and variety of sales enablement programs we run over the course of a year, we had a pretty good idea of what to expect in terms of participation rates. But the Qstream data far exceeded our expectations, ” said Sellner.
And the reps weren’t just participating, they were highly engaged in both the content itself, and the competitive elements manifested in Qstream’s dynamic leader- boards. According to Sellner, “The reps carefully read and absorbed the content presented in Qstream and even pushed back on some of the answers from time to time, prompting us to re-examine the content and iterate along the way. We just don’t get this type of feedback from other applications.”
Sellner and his team also took advantage of Qstream’s native game mechanics to structure both individual and team competitions, including the Top 10 reps and best performing region. “Qstream’s consultants were incredibly helpful in helping us monitor these competitions and optimize the platform’s flexibility by adding options such as timed questions to prevent contests from ending in a tie, ” added Sellner.
But what was the biggest indicator of the team’s success with Qstream? “We have a small group of reps focused on our respiratory products that were not initially included in the Qstreams, ” said Sellner. “The internal buzz was so positive that they asked to be enrolled in the experience, despite the fact that they were not required to know the material.”
Using Qstream, Sellner and his team were able to achieve their goals for learning verification and realize a number of other key benefits along the way. “It’s been a tremendously positive experience for us on several fronts, including cost reduction, engagement and an increase in knowledge proficiency, ” commented Sellner. “And best of all, feedback from the field has been very positive: managers and reps love it!”
What’s next? According to Sellner, “We’ve already had significant interest from other groups in the company that want access to Qstream as well, so we expect to expand our usage, along with more widespread deployment of the management dashboards and coaching tools.”
About Philips Healthcare
Philips Healthcare is a division of Royal Philips, a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2014 sales of EUR 21.4 billion and employs approximately 106, 000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral health- care. The healthcare segment makes up 42% of global sales revenue, and includes over 450 products and services, with approximately 37, 000 employees worldwide.