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The Power of a Unified Approach: Combining Commercial Education at Roche Diagnostics

Debi Limones

What does Roche Diagnostics have in common with American Airlines?

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We will discuss:

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2 The unique challenges of unification

1 How Roche combined clinical and capital placement expertise under one learning umbrella

3 The POWER of the unified approach

Commercial Education In the beginning…

Commercial Excellence

CE Vision

Be the “industry standard” learning & development organization in the IVD market as evidenced by our ability to ensure employee engagement, competitive immunity and customer loyalty so that Roche Diagnostics achieves its business goals

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Commercial Education A Case for Change

Source: Adapted from Robinson D, Robinson J, eds. Moving from Training to Performance: A Practical Guidebook. San Francisco: ASTD and Berrett-Koehler Publishers, Inc.; 1998; 9.

Focused on Training Focused on Business Outcomes

• Training program focuses on what people need to learn. • Acquisition of skill and knowledge is the end.

• Training program focuses on what people need to do. • Acquisition of skill and knowledge is a means to an end.

• Training is training-event-oriented. • Training is learning-process-oriented.

• Training is primarily reactive (for example, someone calls and wants training). • Learning is proactively a part of strategic initiatives for achieving business and customer outcomes.

• Performance improvement solutions are biased in favor of a single training solution.

• Performance improvement is approached holistically and relies on multiple solutions, of which training is only one.

• The Training team can, and typically does, work independently of stakeholder partnerships.

• The Learning and Development team is partnered with stakeholders and has joint ownership for successful business and customer outcomes.

• Training needs analysis is optional. • Interdependent barriers to desired performance are rarely identified, such as

lack of coaching or misaligned incentives.

• Performance standards and learning needs analysis are mandatory. • Performance initiatives are approached holistically, ensuring consistency and

appropriate alignment and integration.

• Success is measured in terms of the quality of the training solution or event (did participants like it, did participants feel it was relevant and useful).

• Success is measured qualitatively and quantitatively by the contribution to performance change (assessments/certifications) and operational impact (business results).

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Commercial Education New Learning Environment

Performance System Customer Survey / Assessments

Customers

Sales Force

Clinical/ Technical Support

Marketers

Clinical/ Technical Support Curriculum

Marketing Curriculum

Sales Curriculum

Core Knowledge

Centralized Learning System

Roche Diagnostics Orientation

Roche Diagnostics Orientation

Functional Role Knowledge & Skills Business Needs

Functional Leadership & Management

Education

Functional Role Knowledge & Skills Business Needs

Functional Leadership & Management

Education

Functional Role Knowledge & Skills Business Needs

Functional Leadership & Management

Education

Business Effectiveness

Process Solutions

Product Utilization

Diagnostics University

Commercial Education Original Infrastructure

Business Units

Sales Force Clinical/

Technical Support Marketing Customers

HR Training

Leadership Development

Roche Learning Solutions

Functional Training Areas

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Training not seen as strategic business lever

Commercial Education Original Infrastructure

Challenges “Opportunities”

Redundant content , materials and operations

Resources primarily focused on new hires & new customers

Significant usage of event-driven training & webinars

Lack of training / development processes & feedback loops

No centralized repository to house training materials & content (particularly product)

Business Units

Sales Force Clinical/

Technical Support Marketing Customers

HR Training

Leadership Development

Roche Learning Solutions

Functional Training Areas

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Commercial Education Transformation Drivers

Strategic Business Alignment

Leaders as Role Models)

Differentiated Value for Customers

Aligned and Continuous Learning Processes

Elevated Learning Capabilities

New and Innovative Technologies

Competency Assessment Strategies

Commercial Education New Infrastructure

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Commercial Education Infrastructure Transition

Features Benefits Risks

Cross-functional training pods aligned to specific business units

• Proactive and strategic alignment • Development of deep business unit understanding • Reduced redundancy

Reduction of functional training strength

Separation of training development from training delivery • Increases overall training quality and consistency Disconnect between development and delivery

Establishment of Commercial Excellence Department • A group solely focused on cross business capabilities • Elevates overall training quality, consistency and impact

Can become a “catch-all” department for urgent, but not necessarily strategic requests

Consolidation of training logistics and support • Reduced redundancies • Drives consistency • Enables central materials management

Perception of the trainers and stakeholders that there is less personal attention

Current: Functional Area Focused Future: Business Unit Focused

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Commercial Education The Power of the Developer Role

Development Project Management

Training Materials (Course Focused)

Design

Objectives & Instructional Strategy

Implementation

Course Facilitation

Evaluation Course Evaluation

Knowledge Assessment and Certification

Needs Collection

On

-Go

ing

Revis

ion

s a

nd

Up

da

tes

Business Driven

Training Needs

Customer Training

Needs Employee Training

Needs

CU

RR

EN

T T

RA

INE

R

Development Project Management

Curriculum-based Training Materials

Documentation (Tech Pub)

Assessment/Evaluations

Design Learning Curricula

Objectives & Instructional Strategy

Assessments and Course Eval Strategy

Implementation Classroom Strategy and Prep

Course Facilitation

Evaluation Course Eval, Analysis and Follow Through

Knowledge Assessment and Certification

Needs Analysis

Business Driven

Training Needs

Co

ntin

uo

us

Co

mm

un

icatio

n

of In

itiativ

es a

nd

Iden

tified

Need

s

Customer Training

Needs Employee Training

Needs

FU

TU

RE

DE

VL

OP

ER

F

UT

UR

E T

RA

INE

R

On

-Go

ing

Revis

ion

s a

nd

Up

da

tes

Shift

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Commercial Education High-Level Transition Plan

2011 2012 2013 2014 2015

Integrate and Deploy • Communication • Baseline education • Measurement • Technology enablers • Branding • Change management processes • Alignment with HR and Roche Learning Solutions processes Institutionalize &

Continuous Improvement

Build • Performance models • Core curricula • Standard processes and tools • Organizational structure • Leadership alignment, coaching, & accountability • Behavioral assessments

Assess • Create a vision • Assess capabilities • Identify gaps and opportunities • Develop a plan

Our Gamification Management Principles

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Principle #1

Test every stick before you pull it

Principle #2

Know when to hold, fold and be bold

The Power of Unification The Mission—The What

Commercial Excellence

CE Vision Be the “industry standard” learning & development organization in the IVD market as evidenced by our ability to ensure employee engagement, competitive immunity and customer loyalty so that Roche Diagnostics achieves its business goals

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CE Mission

Provide engaging competency-based training with on-demand performance support access that equips and empowers Roche Diagnostics commercial employees and customers to successfully meet and exceed their personal development and business goals.

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The Power of Unification The Operating Model—The How

CD POC POL MD RAS SALES/

CORP ACCT FSR

FAS/TSS

CUST

MARKETING

TRAINING OPS

Business Focus

Funct

ional

Focus

Areas of Standardization • Role-specific curricula • Communities of Excellence • Processes, tools and logistics • Transferrable Skill Training • Team Accountabilities • Team Location

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Roche Commercial Education

IS UNDER CONSTRUCTION

!