• Medical products are relentlessly scrutinised, not only by the scientific community, but also the media. Even successful medicines are withdrawn when serious adverse events are identified (e.g. rosiglitazone (Avandia), rofecoxib (Vioxx), paroxetine (Seroxat))
• The tsunami of medical information continues to swell (Internet, Twitter, blogs, TV); finding what you’re looking for is becoming increasingly difficult
• Medical information, particularly from the experts, is often complex and inaccessible
• Patients are becoming more assertive and better organised
• Politics are putting significant pressure on the medical sector to become more transparent and cut prices
• There is a high level of turnover in the workforce of medical companies; employees require continuous training or even re-education

All this is compelling your company and workforce to stay up to date and filter the “need to knows” from the “nice to knows”. If you don’t, your product characteristics that give you an edge over the competition (Unique Selling Points or USPs) may be diluted or lost in the overflow of suboptimal information. Customer perceptions of your product or service may also start to erode.

It is imperative, therefore, to provide training that is aligned to the diverse needs of your employees, empowering them with optimal understanding and skills to support your product/service. They are the ones giving your product or service a face and a voice.