Webinar Summary: Pharma Education That Works – For Teams and HCPs

Summary of this webinar

Introduction

In this comprehensive webinar, industry experts share actionable insights on pharmaceutical and medical device education strategies that drive measurable results. The discussion features two distinguished speakers: Susannah, a Global Commercial Operations Leader at Mundipharma with extensive experience in commercial capabilities, and Eduardo, a Digital Education Leader at Medtronic who has transformed healthcare professional engagement across EMEA.

The webinar explores dual perspectives on educational excellence – how to effectively train internal teams during digital transformation and how to create valuable learning experiences for healthcare professionals (HCPs) that contribute to business growth.

Medtronic Academy 2.0: Revolutionizing HCP Education

Platform Development and Global Reach

Eduardo details the impressive evolution of Medtronic Academy, which now serves as a centralized education hub for the entire organization:

• Unified platform supporting 18 different operating units across global markets
• Reaches 276,000 healthcare professionals in EMEA and 500,000 HCPs globally
• Serves over 50 medical specialties with tailored educational content
• Evolved from regional initiatives to a coordinated global education strategy

Content Strategy and Engagement

The remarkable HCP engagement metrics demonstrate the platform’s effectiveness:

• 65% of registered healthcare professionals return three or more times within a 12-month period
• Completion rates averaging 53% for non-mandatory training modules
• Content ranges from 20-minute modules to comprehensive multi-hour training programs
• Focus on product-specific education and safe, effective therapy usage
• Utilizes various formats including e-learning, webinars, and blended learning approaches

Eduardo emphasizes that success comes from understanding fundamental HCP needs: “People aren’t coming to the platform just because you tell them to. They’re coming because they have a fundamental need that needs to be met.”

Implementation Challenges and Solutions

The webinar addresses several implementation hurdles Medtronic overcame:

• Content creation complexities in a regulated industry
• Approval processes that can extend timelines by weeks or months
• Cross-functional collaboration between education teams and operating units
• Driving registrations through sales teams and targeted marketing efforts

Mundipharma’s Internal Training Excellence

Change Management Approach

Susannah shares Mundipharma’s comprehensive framework for building internal capabilities during digital transformation:

• Moving beyond checkbox training to focus on behavior change
• Creating simple, accessible frameworks that teams across different expertise levels can apply
• Implementing practical assignments that require real-world application
• Providing structured follow-up and feedback sessions to ensure implementation
• Integrating education within broader change management initiatives

Champions Network as a Critical Success Factor

A standout strategy from Mundipharma involves their champions network:

• Identifying one champion per country to drive adoption of new skills and tools
• Creating a community where champions support each other through regular meetings
• Establishing direct communication channels (Teams chats) for real-time problem-solving
• Using champions as a steering group to identify training needs
• Replicating the model at field level with local champions supporting peers

Susannah notes: “The champions model is a really efficient way of embedding change in all individuals across the business,” highlighting how it creates momentum beyond what central teams could achieve alone.

Measurement and Feedback Loops

Measuring educational impact remains critical to continuous improvement:

• Periodic surveys tracking both internal readiness and external customer readiness
• Following up on completion rates and actual implementation of learned skills
• Champions providing qualitative feedback on adoption challenges
• Tracking specific KPIs related to digital transformation objectives

Emerging AI Applications in Pharmaceutical Education

Both speakers highlight how artificial intelligence is transforming educational approaches:

For Internal Training (Mundipharma):

• AI-powered translation of e-learning materials, reducing time and costs
• AI avatars for sales role play simulations, allowing personalized practice
• Customizable scenarios to develop specific skills like questioning techniques
• AI-assisted feedback on pace, key messages, and delivery before human review

For HCP Education (Medtronic):

• Early exploration of AI assistants that can leverage educational data
• Potential for AI to help sales representatives prepare for HCP meetings by analyzing learning patterns
• Opportunities for more relevant conversations based on HCP interests demonstrated through platform activity

Implementation Challenges and Lessons Learned

The webinar candidly addresses what didn’t work as expected:

• Susannah reveals challenges with AI listening during real HCP conversations, citing complex legal and privacy concerns
• Eduardo emphasizes the critical importance of stakeholder buy-in, especially from frontline teams
• Both speakers highlight that technology adoption requires demonstrating clear value to users

Strategic Value of Educational Data

A significant discussion focuses on the strategic potential of educational data:

• Using learning analytics to identify content preferences and interests
• Converting educational engagement into commercial insights
• Creating more relevant HCP conversations based on demonstrated interests
• Quantifying the ROI of educational initiatives through time savings and commercial impact

Eduardo emphasizes the future direction: “We’re starting to realize we have this treasure trove of data… we can start to tailor experiences and enable more relevant conversations that aren’t just about what we want to sell, but what HCPs have expressed interest in.”

Conclusion: Education as a Strategic Driver

The webinar concludes with powerful insights about education moving beyond a support function to become a strategic growth driver:

• When done correctly, education creates tangible business impact
• Both internal capabilities and HCP education require understanding fundamental needs
• Success depends on cross-functional collaboration and executive buy-in
• Measuring impact and continuously optimizing approaches is essential
• The future lies in personalized, data-informed educational experiences

This comprehensive discussion provides pharmaceutical and medical device professionals with actionable strategies to transform their educational approaches, whether targeting internal teams or healthcare professionals.