Influencing Physician Dialogues and Outcomes

Pharmaceutical & Healthcare

The client

A Global Fortune 100 health-care company, specializing in nutritional products


  • Company sales performance below expectation for several years
  • Access to physicians on the decline, in terms of both frequency and duration of sales calls, with average call time reduced to one minute
  • Shorter patient time frames and increased competition, resulting in less product differentiation
  • Company vision was to transform to a best-in-class sales team able to conduct differentiated physician dialogues to influence physician recommendations, market share growth and sales results

HORN Solution

  • Developed customized Consultative Sales Model to shift physician interactions from conventional, “feature selling” detailing to insightful, provocative dialogues
  • Designed and delivered two-day Consultative Selling experiential learning to the sales team with practical on-the-job support
  • Equipped Sales leaders with a practical Coaching process, influential dialogue skills and behaviour-based tools to accurately observe, assess and coach to gaps
  • Rigorously and consistently executed follow-up mechanisms to embed the learning including selling skills certification, manager mentoring clinic, on-the-job audits, customer survey, recognition program for best audits and customer survey results

The Impact

Passing rate on selling skills certification increased from 50% to 80% post-training

Physicians (HCPs) recommended company brand to 20% of patients up from 12.3% pre-training

Company sales increased 21.5% after 5 years of flat growth

Proven success in Canada led to rollout in Asia Pacific, Middle East and Latin American regions