Field Excellence for a Specialty Therapy Launch

Our Challenge: A specialty care field team struggled to understand why clinicians continued defaulting to familiar therapies, even when patients were not optimized. Existing training focused on product knowledge, leaving critical gaps: reps couldn't uncover the true behavioral barriers behind objections, conversations remained data-heavy and influence-light, materials didn't match how clinicians actually process information in fast visits, and leadership lacked clarity on how to activate reps for decisions made outside field interactions. 

Our Unique Approach: We delivered a behavioral field excellence program combining insight, skill-building, and tool redesign. We built question-based selling flows enabling reps to diagnose the cause of resistance, designed behavioral objection maps that separated what HCPs say from what they mean, and delivered hands-on NSM workshops where reps practiced real behavioral scenarios. 

Successful Outcomes: The program gave reps a clearer understanding of the real drivers of HCP resistance and transformed their ability to navigate challenging conversations. Field tools became simpler and more actionable, leading to more productive interactions and greater HCP openness. Managers adopted new coaching frameworks that reinforced behavioral habits, helping reps sustain their new skills. The work established a scalable, behavioral approach to field excellence used across subsequent launches.