Finalist
Sanofi: Coaching Excellence That Increased Patient Share
Summary of work
Dupixent is a prescription medication developed by Sanofi and is used to treat severe atopic dermatitis and asthma. In France in 2021, the sales environment for similar treatments had become increasingly complex and competitive, with Sanofi’s patient share for the medicine plateauing.
During this period, global pharmaceutical benchmarking firm, STEM conducted a project with the First Line Sales Managers (FLSM) and observed that coaching from FLSM to Sales Representatives in the French market was low, lagging behind the internal organisation and pharmaceutical industry averages.
Based on identified coaching capabilities, an action plan was developed which highlighted key focus areas for the country. Sanofi collaborated with Cormis to develop the FLSM CONNECT Coaching programme, a personalised, face-to-face learning programme tailored to FLSM needs to develop their coaching skills.
Field Coaching Reports (FCR) were re-designed with FLSM to ensure that coaching conversations were aligned to Sanofi sales models and competencies, in tandem with facilitated action planning reinforcing the impact of coaching across the business.
The programme resulted in concrete behaviour change, with both the competence and self-confidence of FLSM to coach using the GROW model increasing, as well as a visible increase in patient share of the market.
Judges’ comments
Sanofi and Cormis demonstrated a good narrative on need, with clear definition of desired outcomes. There was good description of the tactical plan and it delivered a mind set change. The entry excelled in the need for change and the desired outcomes.
