Harry Wittenberg, MA, CPT

1. Harry Wittenberg, MA, CPT Podcasting and Blended Learning: A Case Study from a Leading Biotech

2. The Story of Learning Technologies

3. Background: Corporate • Number 1 in biotech • 11 brands across three major areas of focus • 1200 sales reps across the nation • 5 business units, 10 training groups

4. Background:Learning Technologies • Mixed platforms: Mac and Windows • One centralized LMS (validated) • Varied media across the business units • Flash-based content development • Online assessments • Podcasts • Video-based • Text-based • Web-conferencing

5. Background: Commercial Training • 1200 sales reps – 11 brands • 6-8 weeks of new hire training • 4-6 weeks distance learning • 2 weeks classroom based • New launch = 250 new hires • No one place to deliver training online

6. Background: The Challenge • 3 new launches • One website • No standard for content delivery • No ability to assess distance learning before arriving for classroom based training • No centralized tracking of completions

7. Background: The Strategy • One stop shop for learning • Teach me where you can find me • Keep me informed and current • Give me feedback • Connect me to the experts

8. Background: The Solution • Grow organically to meet the needs of the business • Consider all modalities and modes of delivery • Pilot first, then grow • Easy to administer and distribute administrative responsibilities • Governance model and great project management • Keep metrics

9. The Story of Learning Technologies Training outlines (LMS) iPod Podcasting Articulate Presenter Group Interactivity Online Journal Club Learning Portal Assessments WebEx Video On Demand Orientation Foundation Core Advanced

10. The Story of Learning Technologies Training outlines (LMS) iPod Podcasting Articulate Presenter Group Interactivity Online Journal Club Learning Portal Assessments WebEx Video On Demand Orientation Foundation Core Advanced

11. Know Your Cuts of the Learning Portal

12. The Story of Learning Technologies Training outlines (LMS) iPod Podcasting Articulate Presenter Group Interactivity Online Journal Club Learning Portal Assessments WebEx Video On Demand Orientation Foundation Core Advanced

13. Online Content Development Articulate Presenter PowerPoint with Audio that outputs to a web presentation

14. The Virtual Classroom

15. Virtual Classrooms • Support for sales and clinical training (including external partners) • Support new hire on-boarding communications and training • Support for technology deployments to the field • Virtual Preceptorships • Compliance training • Sales Methodology & Skills • New program rollouts

16. Example of an online assessment

17. Reporting

18. The Story of Learning Technologies Training outlines (LMS) iPod Podcasting Articulate Presenter Group Interactivity Online Journal Club Learning Portal Assessments WebEx Video On Demand Orientation Foundation Core Advanced

19. Group Interactivities ARSAudience Response System (Powerpoint Plug-In for Polling)

20. Advanced and Continuous Learning Training outlines iPod Podcasting Articulate Presenter Group Interactivity Journal Club CTD Center Assessments WebEx Video On Demand Orientation Foundation Core Advanced

21. The Story of Learning Technologies Training outlines (LMS) iPod Podcasting Articulate Presenter Group Interactivity Online Journal Club Learning Portal Assessments WebEx Video On Demand Orientation Foundation Core Advanced

22. Online Content Development Video-On-Demand

23. Journal Club • Monthly journal articles posted • Experts publish a synopsis of the journal article • Reps download and read the article • Reps post questions to the expert • Experts provide a response in a “safe haven” environment • Legal requested the Journal Club be the only way to share this information

24. Learning Management

25. The Accountability of Tracking Performance (Level 3) Training (Level 1&2) Business Impact (Level 4&5) Field RMs DMs FBTs Sales & Operations Training & Development • Class attendance (LMS) • Class evaluations (scanner) • Assessment results (QM) • VC attendance and evaluations (reports) • Compliance training (LMS) • eModules (QM) • Field contact reports • Perf. Evals

26. Podcasting Development Podcasting

27. Podcasting: How We Started • New launch – new ideas • Request from franchise to use iPods • About 250 Reps • No means of podcast delivery • No sense of costs and support • No sense iPod security • iPod training requirement

28. iPods, accessories & support • Cost: ~$500 per rep • Equipment: • 80 GB Video iPod • iPod protector case • Audio Car Kit • AV Connection Kit • External speakers for DMs (optional) • Technical Support: • Introduction Letter with Virtual Class Schedule & Field Service Desk phone number • Guide: Installing iPod + iTunes& Setting Up Your iPod • Guide: Downloading Podcasts to iTunes& your iPod • iPod brochures: Set Up, Using iTunes, Display Through Dock • Field Service Desk call-in support

29. Types of content to deliver • Mostly Educational Only • Some for promotional use • All content must clear Legal • Most have disclaimers • Types include: • Mechanism Of Action (animations) • Adaptive Selling Methodology videos • Virtual Classroom audio recordings • National Sales Meeting Award videos • Town Hall Meetings • Procedures • Dosing • Patient education (public podcasts) • Key Opinion Leader presentations • Marketing videos

30. Advantages • Advantages of podcasts • Very cost-effective way to deliver information and training • No cost in developing audio podcasts/repurposing video content • Field can listen to them at their convenience vs. scheduled time • There are medical-related podcasting sites that are free to the public • Training, Sales/Marketing updates, and communication with Clinicians • Advantages of iPod deployment • Provides competitive advantage • Easy and convenient way of getting new information • Allows playback of podcasts on the go (in car, on plane) • Field can receive timely new information overnight and listen to content as they travel to first appointment the next day • New & Innovative way to provide training that meets rep needs

31. Podcast Survey Results • Number of respondents: 120 reps across 5 brands (+25% response rate) • 87% Reps, 6% Division Managers, 2% Regional Managers • Overall response to effectiveness as a learning tool: 88% positive • other 12% haven’t used it yet but plan to or choose not to use the technology at all • 64% responded that it is a beneficial tool to use directly with clients • Where they use it: • Car: 22% • Down time (airport, waiting rooms, lunchtime): 50% • Leisure time: 18% • Learning Center podcasting site: • 77% visited the site • 71% downloaded up to 4 files • 23% downloaded 5 or more • 90% successful using the site, but 60% said it was somewhat confusing but they figured it out

32. Podcast Survey Results • What they want: • More educational content • Content they can present to their customers • Training on how to set up and use the iPods to present to customers • Training available for those who missed the initial virtual classrooms

33. Podcast Survey: Upside Comments • “Access is easy – flexibility for customers is great” • “Helpful when I have downtime” • “I love it for personal education on our products like women in heart disease and the stroke education and to listen to Town Hall meetings. Please we need more podcasts for education on our disease states” • “It helps to hear podcasts in the car on the way to customers to learn more …” • “Can carry with you and listen to information and not be at the computer or tied to the office”

34. Podcast Survey: Upside Comments • “It is a great alternative to standard online or binder-based training. I find podcasts to be very efficient as well due to their portability” • “I am pretty busy most of the time and this is a tool that lets me multi-task” • “Excellent to augment the written word” • “I used it to show the MOA video and it has gone over great. Not only are customers impressed with the technology, it is a great way to deliver the message, great graphics and leads to excellent selling conversations.”

35. Podcast Survey: Downside Comments • “In the future, when any significant new technology is introduced, it’s critical that everything comes locked and loaded rather than us having to sift through and figure everything out.” • “I prefer to use my computer for learning.” • “I haven’t had anything to download pertaining to learning in my field.” • “Time constraints have prevented me from downloading the tracks and learning how to use it.” • “Not a gadget person. My learning happens when I read, not listen and watch information.” • “I find the iPod difficult to use.” • “There hasn’t been enough to download to become proficient in the technology.” • “We have enough learning with the webcast.” • “I would like to hear other specialists experience.”

36. iPod Capabilities • Training • Timely training post FDA approval • Audio/Video Sales Scenarios • Cross-franchise training • New selling messages introduced • Selling skills/ objection handling • Selling • Innovative way to access & share info with customers • Sales & Marketing resources formatting to iPod • Deliver specialized info to nurses and pharmacists • iPod plugs into TV easily for customer presentation • Marketing • Patient education videos • Trimester messaging • Speaker presentations

37. Lessons Learned • Deployment • Give reps a choice for the accessories they want to use • Make sure that every rep who receives an iPod gets training • Precede the deployment with effective communications on the purpose of the iPod, expectations of content and frequency, and choices • Create additional documentation on how to use the AV kit and car kit • More communications when new content is uploaded to the site, including short descriptions • Training • Ensure every rep who gets an iPod gets trained • Include training on the AV kit and the car kit • Include training on how to use the iPod with customers • Provide regularly scheduled VCs for reps who did not attend the initial sessions • Content • Plan for a regular stream of content from the beginning, not just one bolus • Emphasize new content, not just repurposed material • Consider content for two audiences, reps and their clients

38. iPod Best Practice # 1: Get Personal • Wrap the podcast around a personality. • Don't be afraid to inject the people into the podcast so to speak. The idea around podcasting is it is much more like a radio talk show, and that is often times and usually about personality. So we believe that podcasting can benefit from being that kind of format, and being warm and engaging around people.

39. #2: Keep Podcasts To 15 – 30 Minutes In Length • The longest a podcast should run and be effective is 15 to 30 minutes. • Long enough to be truly informative, but not so long that it falls outside of the snapshot of time that a listener might have for experiencing audio content in general. • Look to other examples in the offline world for what you would be willing to listen to, news program cycles are often down towards the lower end of that range, and you might be willing to listen to a radio talk show for 30 minutes or so.

40. #3: Be Informational • Stay informational as opposed to promotional. If someone is going to devote significantly undivided attention to the podcast, it's important that it actually gives them some informational benefit.

41. #4: Adopt A Program Format • Format the podcast much like you would think of formatting a radio show. You could consider using a fixed format for the podcast. • Open up with coverage of new products as if you were a product marketer. • Do an in-depth customer profile, perhaps even a live interview in that case. • Wrap up with letters to the editor or emails to the editor as a show format. That allows the audience to establish a sense for what the program format would be, what's upcoming, not unlike a radio show.

42. #5 Make It Interactive • Make it interactive. • Bring your audience back to the next podcast. • Create a dialog over successive podcasts. • Create an invitation for listeners to come on back to next week's or next month's podcast, if you will. The ideal is to do regularly recurring podcasts, so the audience can in fact tune in on a scheduled basis, and follow up on that dialog you are trying to establish with the listenership.

43. Supporting Users

44. In Summary • Grow your infrastructure organically – tie it directly to the business • Take a risk, but pilot first – let word of mouth be your best marketing tool • Teach them where you can find them – podcasting and mobile access • Select your technologies based on what you plan to teach through them

45. Contact information: Email: wittenb1@comcast.net Phone: 510-206-4355 IM: harrylearn Social networking: Facebook and Linked In