Is there someone who reads spam emails anymore?
With about 14,5 billion spam emails sent every day, this question is worth the comprehensive answer. 
According to multiple sources, even 70 to 90 percent of all the emails we get are considered to be spam. People don’t trust messages that are coming from an unknown person, mainly when he or she aims to sell something. The most popular cloud-based mailing solution like Gmail has automated filtering of messages to such an extent that the majority of incoming emails are not reaching the general income box and finish unread in some tab called Updates or Promotions. With roughly 70 million Gmail accounts and about 50 more million G-Suite users, you can imagine how much emails, which are not treated as spam will never get the attention.
How to get attention?
Getting the attention of the targeted demographic is what marketers struggle every day. How can you make your message heard, in all this noise? Do you really want to spam doctors or instead make them feel comfortable with your products and salesforce?
If people don’t read mass emails and are equipped with tools to skip them seamlessly, why they consume more and more content? It is all about the personalized digital experience. Salesforce reviewed this trend and found out that for 58 percent of consumers it is absolutely critical for companies to provide a personal experience.
More human touch needed
What is more, 84% of customers agreed that being treated like a person, not a number, is very important for companies to winning their business . The best players on the market learn from this and add a lot of human touch to their services. When Uber realizes that clients would like to listen to the songs they want during the ride, the company allows customers to sync a Spotify playlist with the car audio system.
The rising number of on-demand services and platforms is another example. Users value their time more than ever before. When they would like to watch something, move or series, they will not wait until it is presented on TV. They have Netflix. Not only to watch what they want, whenever they feel hunger for it but also to get the suggestion, what to watch next. The learning algorithm is following every individual to recommend movies or shows that will suit the user with a high likelihood.
The rule behind it is very simple. The user instantly feels a connection with the message if the experience is personalized. The same was in a Starbucks case. The brand keeps customers engaged with its mobile app just by integrating company’s reward system with the option to customize orders via the app. Collecting the data like location and purchase history makes it as personal as it can be. In the end, the app generated about 22 percent of all US sales.
Is the society asking for personalizing experience?
No. The mainstream generation is not asking for it, but demanding it. Standing out from the noisy crowd is a tough nut to crack for digital marketers. Every day they are looking at the metrics wondering how to improve conversion rates, drive more leads and finally increase the company’s revenue. When you know, where the demand is, you don’t bid against it but deliver. According to Harvard Business Review “personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more”. It is huge. It may be the winning strategy for the companies struggling in a highly competitive market.
A video is the king of content
There is one more thing that describes the mainstream. People cherish video content more than any other. A little over a decade after the first smartphones appeared on the market, almost everyone can afford a device that gives the opportunity to watch high-resolution movies or video messages. For over 70 percent of marketers, a video is number one in producing conversions. From the customer experience point of view, it is undoubtedly more engaging and memorable than a text. We can see it in a marketing budget, where the expenses on video content are rapidly rising.
We now consumers expect a personalized video experience. We are also aware of the fact that this kind of content can boost sales by 10 percent or more and deliver five to eight times the ROI on marketing spend. Now the most intriguing question is how to do it?
How to implement personalization in the pharmaceutical industry?
Should I hire the video team and produce more video content to publish on YouTube? That may be a question some of the CEOs ask themselves. Probably there is no need to run a separate department in your company, but rather consider a hyper-personalization of digital services. There are tools like Highp platform, made to do it for you with the smallest effort. Especially in the medical and pharmaceutical industries, where you need to build a strong relationship with the doctors, keeping the highest ethical standards.
Highp is paving the way of the responsible communicating with MDs. Thanks to it you can build highly personalized digital services that will seamlessly align with your customers’ journey. Creating video content is easy and can be made by your sales representative equipped only with the smartphone.
Highp Services can be triggered automatically or directly by field force as part of your sales and support communication with customers. As a result, your brand will provide improved customer experience along with content fully aligned to your customer’s needs.
According to ePharma Physician report by Manhattan Research, 64 percent of U.S. physicians reported meeting with sales representative face-to-face in the last six months. But 60% declare that they would like to meet in person in the future. It is meaningful. Connecting via video messages could be more efficient.
No more spam
Don’t hesitate to rethink your communication strategy. Personalization of messages and video usage are going hand in hand to deliver a better ROI, especially when combined with the marketing mix, and the greater mass media campaign. It is also clear information for the doctors: you know from who you get the message, the channel is safe and personal and the video content from the rep is credible. It doesn’t matter if it brought during a pharmaceutical event, a meeting or conference. It is understandable that communicating to doctors is different than advertising to the mass market. But in the end, both targets are people, and in 2019 they hate spam more than ever.
What is the risk of having poorly trained reps?
Pharmaceutical representatives are at the forefront of the company communication channel to doctors. With a week performance, the costs could be enormous. Losing physicians trust due to the lack of knowledge or miscommunication is like operating to the detriment of the company. How managers and sales directors can act to avoid such situation?
A traditional way of teaching reps
In the era when the Internet was used rather out of curiosity, for fun or perhaps to send an email, pharmaceutical companies were accustomed to the traditional way of training representatives. The whole company gathered for two or three days in nicely looking hotel localized in the beautiful environment and a professional set of trainers though and motivate reps to work. Although the conditions were perfect and the trainers were the best in their class, after two days of intense learning, not so much was absorbed. And with the integration party at night, the second day of training for some attendants was most often described by the saying “the spirit is willing, but the flesh is weak.”
Those kinds of meetings are essential for companies and need to be organized for keeping the team motivated, learning soft skills and integrating with each other. But for difficult to acquire pharmaceutical industry knowledge, there are different, more effective ways of learning. Especially now when the Internet changed mostly everything, and the costs side of the project is more important than ever. The ROI from training sessions must be ensured so that companies could invest in the new training. Let’s be frank, the whole company gatherings or even regional ones are very expensive and time-consuming. Comparing to not so great results, there is a lot to consider.
What can you do better?
Are you familiar with the phrases “the new millennium learner,” “knowledge workers” or “digital immigrants”? All of them refer to current times when in information buzz people are overstimulated and needed to adapt to this situation by changing the way they learn. To illustrate it, let’s just focus on books, having in mind that the Internet is a way bigger source of information. According to the New York State Library Bookboard, less than 10 thousand books were published in the US in 1907, but in 2010 it was about three mln. During a century US population quadrupled, and the number of books published was 300 times greater. Huge, isn’t it?
For the older generation (before Millennials) books were one of the most important sources of knowledge. But the example above confirms that with such waste number of options it is not anymore possible to become knowledgeable fast and in the traditional way. To many sources from which you can get the knowledge make the task very difficult. Adding the Internet to the quotation we know, that achieving the expected effect can be practically impossible. It is how microlearning was invented.
Microlearning – learning solution of our times
The main idea behind microlearning is to facilitate self-directed lifelong learning, divide it into smaller activities which can be easily integrated into everyday activities. As a broad term, it can be used in various situations, but what should interest the pharmaceutical management team are the short, work-based training formats. Sometimes it is a kind of support for informal learning or self-contained training. But the best way is to use it consistently, every day for a short period. It may not be easy to manage it by oneself, but fortunately, there are platforms which makes it simple.
Using Highp platform to fulfill reps need for knowledge.
Highp platform gives the opportunity of sending short video messages and afterward, measure results and collect all of the necessary data. In the pharma business, rep gets a quick, 30-second long material every day, and can display it straight on his or her smartphone. It is a convenient and aesthetic way to refresh the knowledge of a certain topic. The next day another video incomes, preceded by a short question about the piece of information received the day before. It definitely raises the memorability.
It is straightforward, cheap and easy to implement, without any type of gamifying, can be run on any smartphone device and is highly rated by the users. Why is that?
First of all the message is short, very informative and rep gets it before 7, and 8 am while he or she is heading to the first meeting. They can focus on it without getting involved in technical things like opening some app or login in. For managers, the outcome is even better as the platform collects very detailed data.
Collecting data from the platform
Here are the outcomes from one of the Highp client who carried out 50 campaigns containing 1366 messages. The open rate was more than 83 percent. Campaigns took three months and were supported by 16 audiobooks or PDF materials. The CTA of 98 percent from users who opened the message is huge. What do you think about that?
Managers and sales directors of pharmaceutical companies could benefit a lot by taking part in such a platform. It is very cost effective and doesn’t take much of a highly prized representative time. Highp fits the microlearning trend which makes it one of the most effective way of learning and consolidating knowledge. Of course, there are other methods that base on the Internet environment, like e-learning platforms, emails or recurring meetings. But all of that requires proactive participation of the representative which is time-consuming.
In the end, the pharmaceutical company will get well trained, motivated personnel, more time to manage the results and a reason to organize an integrational meeting just to celebrate and teamwork after a good quarter or year. Would you like to try it?
Medical conferences and events play an important part in the pharma industry. Practitioners treat them as a primary source of expanding their medical knowledge. [source] They get the latest medical news and learn how to help their patients efficiently. They have the possibility of networking and exchanging valuable professional experience. Advantages are apparent, and so are disadvantages. In a hectic life of a practitioner, a conference means taking some absences from work, time-consuming trips, incurring additional expenses and some unpredictable factors which need to be considered such as, e.g., illness. Looking at conferences from the perspective of an organizer, they are a must in the highly competitive pharma business. They are also quite demanding in terms of content, compliance and toughening legislation. [source] Organizing a conference can mean continuous challenges: to find an exceptional place, to secure KOLs (key opinion leaders) and to assemble an appropriate number of returning and new participants. It means providing outstanding lectures, meaningful interaction and some entertainment afterward. All of the above within a certain budget. All the above to make it up-to-date and memorable experience.
The conferencing business quickly embraces technology. Acc. to Market Research Media, the overall virtual event market is predicted to grow from $14 billion in 2018 to $18 billion in 2023. [source] It further assumes that traditional conferences and trade shows will gradually move towards virtual events, either to be completely replaced by them or will create a hybrid combining elements of a traditional event and a virtual one. [source] American Express’ Global Meetings and Events Forecast presents some main trends within the conferencing business which turn technology to the unique customer experience. [source] One of them is the use of augmented reality (AR) or virtual reality (VR). Both become more and more affordable these days. The idea behind is to share the experience among the participants during the conference. In 2017 alone, 42% of examined companies used augmented reality during conferences and corporate events and 39% were using virtual reality, with further plans of usage at the level over 85% among the examined companies in 2018. Both technologies can sound even more alluring when thinking of 3D live-streaming during conferences. Artificial intelligence (AI) is another big tech thing to be further used during conferences. 42% of examined companies claim to use AI during conferences. AI can take the form of chatbots answering the participant’s simple questions or become a part of a conference mobile application which will further help in, e.g., networking. [source] Furthermore, event apps gain on massive popularity, with 91% of event planners seeing a return on investment from event apps. [source] Event apps allow for embracing augmented reality (AR) or virtual reality (VR) technologies, networking and many more. Last but not least, for an up-to-date conference, one cannot imagine buying a ticket or registration without social networking websites, combining the social aspects of human life with professional ones.
The situation in the pharma conferencing industry, which constitutes the biggest part of the education sector, is hardly different. [source] In the report “The Future of Medical Conferences” (FirstWord Perspectives Report) one can see that 86% of doctors use a smartphone for work and 53% use a tablet for work. There is a growing number of digital-natives and millennials who favor a 24/7, on-demand training to traditional conferences. [source] The report states that doctors were asked to assess in 2016 their physical and virtual attendance during conferences in 2021. Generally, respondents declared participation in person in a smaller number of conferences. [source] When asked about the impact of online interactive medical conferences on their ability to access knowledge, over 54% saw a positive impact. [source] The main drivers for attending a virtual conference were: comfort to access the conference anytime (acc. to 32% of respondents) and progress in technology (28%). [source]
Highp conferencing comes as the answer to the growing demand for digitalization in the field of the pharma conferencing. This is one of the services available within the Highp tool, other being: follow-ups, video messaging, audio messages, education programs, and promotion campaigns. Highp as a tool is easy to use and does not require a user to be tech-savvy. No app installation is needed. Designed to be as intuitive as the use of a smartphone, the messages are sent as SMS but opens in a rich feature format (audio, video or presentation) supplying information and education straight to a doctor´s mobile.
Highp conferencing helps cascade global trends into the local practitioner’s environment. It acts as a newsroom, so a practitioner does not need to wait for updates published in pharma magazines. The messages from the conference can be simply seen or heard on the go. They are usually quite short: 2-3 minutes long so they can be easily squeezed into a practitioner’s agenda with a possibility to request more detailed information. Highp holds communication with a non-physically attending doctor the same way as it does do with attendees. One can find there a pre-congress phase which builds the excitement, a core conference, i.e., supplying the daily highlights from the conference, and finally, a wrap-up stage (with a survey and a key message recall). The conferencing functionality in Highp has been successfully tested several times, to mention some recent conferences as ASCO (the American Society of Clinical Oncology), EBCC (the European Breast Cancer Conference) or ECTRIMS (the European Committee for Treatment and Research in Multiple Sclerosis).
The advantages of using Highp are numerous. A pharma company can attract the group of practitioners who otherwise would not be able to attend. Both for the company and for the practitioner the cost of virtual attending is lower than participation in person. Practitioners have hands on latest knowledge immediately just via a smartphone, which everybody has.
It seems that further progress in digitalization of pharma conferences is inevitable. The quicker one adopts efficient tools, the bigger benefits one obtains. With Highp tool lagging behind is not an option. On the contrary, it means getting a competitive advantage over other pharma players.
As those are the number from the United States, it can be quickly confronted with other markets and economies. As the most significant group of potential candidates is among the millennials, building employer branding strategy needs to contain knowledge about them.
Who to employ?
Among all of the generations available on the market as potential employees, Millennials are the most significant and most promising group. They are in the age to start their professional career, have a lot of desired skills and are open for the new challenges. But on the other side, they also have big expectations.
According to a Business Insider survey, “69% of people 18 to 34 years old said they thought they learned more from technology than from people, compared with 50% of people older than 45 who said the same.”
Nowadays, getting the job is much easier than five or ten years ago. The unemployment rate in most of the developed countries is declining year after year. A lot of companies are fighting not only to recruit the right person but also to maintain such environment to keep the new employee satisfied and stay longer within the organization. And potential employees know about that, so they don’t take the first offer, but do research, read the opinion about companies. According to the Gallup survey, 75% of them turn to family and friends when making career decisions. They also try to find out the way the future employer could fit into their path of development. And this is one of the most critical factors.
We are living in the environment overloaded with data and distractors that are ubiquitous. Time is becoming the most valuable asset. Especially for the millennials. Their expectations are much higher comparing to older generations. Taking as much as they can from every situation, living each day to the full is what they need. An old model in which you work in one or two places for the whole life to live a stable and predictable life isn’t what they need. Looking at millennials parents whose goal was to work entire career to earn for the dream retirement isn’t appealing anymore. They are afraid that when they become elderly, they wouldn’t have the vital strength to realize their plans. So they are looking for a workplace which will respect their time.
How to respect Millennial’s time?
The potential employer should take a look at the workflow inside the company. How is it organize? How much time is consumed by endless meetings, conference calls, stand-ups? What is the model of sharing knowledge, learning new things? As the older generations are used to course books, and long lasting lectures, for people born after 1990 there are much more options to choose. Millennials, mostly raised in an internet era, have a whole spectrum of learning facilities. They are great in searching and filtering of unnecessary information. Spending three hours at the traditional training session to learn some new feature could be a waste of time since they can get into this knowledge faster and more efficiently.
So how do they learn things? The era of social media changed the way people process information. From long forms, in case of which the full and undistracted attention was needed for an extended period, it developed into short but aggregated forms. Few words, one picture or a short movie and a bunch of hashtags, the modern version of catalog cards in the library, revolutionized communication. While people used to it, they change not only the habits of social activities but also how they learn new things. A few years ago the infographics became very powerful and effective solution. Mixing words, images, and milestones was an excellent idea to summarize the knowledge. But it still wasn’t the best way to teach new things. Now it is going even further thanks to microlearning.
What is microlearning and why it is so beneficial?
Microlearning is a metaphor describing various micro aspects of different learning models, concepts and processes. By dividing a full range of material into smaller pieces, it is more useful to learn. What’s more, it seems to be the perfect solution for millennials, as they are used to that way of absorbing knowledge. Being accustomed to it is just one benefit. Another one is even more important. With microlearning, time is the essence. Small units of knowledge are more manageable than old-fashioned training, so it is easier to put them into the busy corporate calendar. Not only millennials will appreciate that. It is a win-win situation for all company’s stakeholders. Only one question remains. How to do it?
One of the best options to provide the benefits of microlearning is to use Highp. It is the platform that offers a modern solution for communication with employees regardless of their technological advancement and technical skills. Thanks to the intuitive system of video messages it is perfect for microlearning. The owner of the platform could analyze the effectiveness and assess the knowledge of the employees.
What is more, Highp uses audio and video to reach employees directly with the knowledge they need at the specific moment, when they can get acquainted with it. With the whole range of short tests, it will adapt to their needs. The minimum amount of information at one time is beneficial. As the Highp message can be sent in accordance with the schedule of each user or accelerate depending on the engagement Highp allows you to present knowledge to millennials in a tailor-made way. The course can be adjusted which gives the opportunity to choose an educational path which the employee more expects at the moment.
For companies that believe in employer branding, it is an affordable form of reaching employees with short but critical information. It increases the involvement in a company’s life, its goals, products, mission and much more. On the broader spectrum, it builds the company’s image and offers the employees a continuous and substantive development. For millennials staying on the market as a qualified professional is substantial.
That could be the first and easy to reach the step of becoming not only the respected employer but also the one that listens to its employees and takes their needs into account. As financial benefits are essential, probably the most valuable ones are those related to time. It also helps in checking what is crucial for the ones who are building the organization. If time is this factor, it is also great news for the board. There is nothing better than having a team of professionals who are concerned about time management. That shows dedication to push things forward.
It seems that most of HR departments are more occupied with the problem what are employees’ training needs rather than what method should be picked up to have good and long-lasting training results. Repetition and hands on activity are vital to retain knowledge. It is also fundamental what tools are used since they can hugely impact employee’s knowledge retention. Microlearning, though gaining more popularity, is still not used to such an extent as one might expect. The aim of this article is to present how microlearning is employed by some of the companies to achieve outstanding business results, but also to make the learning journey an attractive experience for their employees.
Microlearning is the method to grasp knowledge presented in small chunks. A learning session takes place on the mobile device. A module is short, usually around 5 min. or even less. It is packed with essentials. One microlearning lesson has only one specific goal to perform. Videos or other rich formats accompany the training to accelerate the learning process. Gamification i.e. using the elements from games or game convention is often used in microlearning. Moreover, learner can decide when or where to take the lesson. It is the learner who is in the center of attention and his/her needs. Retaining knowledge is fundamental. Continuous learning in small bites guarantees best results. Microlearning is the learning method which has appeared as the answer to growing number of millennials as the workforce but its appeal is much broader. The method is said to bring high engagement among the participants and give outstanding business results.
One of the examples of microlearning’s use is onboarding prepared by Domino’s Pizza. The idea was to give its new employees a standardized training when they come to work. Onboarding is often overloaded with knowledge, sometimes it discourages new staff. They have to learn many different things: ingredients, quantities and recipes and it’s tough to prioritize things in the beginning. Additionally, the tasks need to be done in a limited period of time. The training aimed to engage them with their new duties, to quickly teach them know-how and give the possibility to come back to the training if needed. The formula used in the training was gamification and it was highly rated by the staff. As a result, Domino Pizza claimed increase of speed to competency among the employees, cost savings due to learning right proportions from the beginning and as a result more satisfied customer.
Another example of using microlearning method was employed by American retailer Walmart who introduced a compliance training for the employees. Walmart needed to introduce safety culture which would affect in the decrease of injuries and accidents at work and last but not least save a lot of company’s money. Additional challenge was the fact that the workforce was multi-generational. Instead of traditional trainings, Walmart introduced Axonify™ microlearning platform. Employees were supposed to log into the platform while they had some down time during each shift. They had a task to play the game for 3 to 5 minutes and after to answer some questions regarding safety. They were given instant feedback on their results and the system remembered answers so it was able to come back to employee’s gaps in knowledge. The platform acted as a continuous loop. Both knowledge and behavior were tested to make sure that they were implemented on a daily basis. Walmart successfully diminished number of injuries and accidents at work. It increased significantly the knowledge on safety regulations among the employees. The platform gained huge popularity, not only was it focused on individual needs but it also did it in a funny, engaging way.
BT Consumer, a division of British Communication group, also used microlearning for training. Their aim was to improve customer service since many customers complained about it. Many unsatisfied customers had to phone several times to solve their problems. Additionally, BT Consumer recruited a lot of employees and needed fast onboarding training. Similarly to Walmart, the training had a game formula and microlearning bites ensure that the learning was efficient and interesting. Since the number of employees was around 2 500, it was vital that learning was individualized to cater for different knowledge and experience. BT Consumer claimed that the customer service had improved, which manifested itself in reduced number of callback rate. Customer value improvement grew by 5%. Reduction in call-handling time caused that customer service could handle more customers in shorter period of time.
Microlearning is also utilized in product training to help the staff remember product specifications. One can find such an example in Toyota, in the USA. The car company helped car dealerships learn the specification and differences regarding different car models. It was available for 25 000 representatives. The company noted 5% increase in their sales satisfaction index and increased sales. Not only did it help the staff to remember specifications, but it positively influenced their self-confidence making them better salespersons.
Examples of microlearning can also be found in a competitive pharma industry. Connectmedica™ uses microlearning in its Highp platform. Highp allows to send personalised messages via SMS, e-mail or push-up notification. Microlearning is one of the aspects of the platform. Additionally, it has also tools to conduct account-based campaigns, can be used for customer services and allows for follow ups. Highp microlearning is an up-to-date solution which can be used for onboarding new employees, product training or just-in-time training. It allows the employees to have trainings without disturbing their daily working routines. For the company it means cost savings as trainings can be easily updated and they are cheaper in comparison to traditional trainings. Messages are positively assessed by 90% of recipients. Highp gets very positive feedback from the leading pharma companies.
Microlearning can be used for different trainings with different purposes. Its up-to-date features (mobile use and usually game-like formula) make it appealing to employees. Microlearning opens a new chapter in learning methods.
A popular joke among professionals presents two managers talking at work about a training for an employee. The financial manager says ¨What if we invest in him and he leaves the company…¨. ¨What if we don’t and he stays…¨, answers the other. It seems that most of companies have successfully gone through the questioning of the training needs. No doubt, in the fast-paced, technology-dominated world employees need trainings. The more relevant question is how to make most of trainings, so both employees and employers maximize their gains.
Changing learner’s profile
According to Forbes, a learner profile is undergoing serious changes nowadays and it has a huge impact on the training model. Forbes points out to some of the demographic and social changes. Growing mobility of workforce can be treated as a constant now. Increasing number of millennial employees is another important aspect. Acc. to PWC millennials will constitute half of the global workforce by 2020. Millennials bring some expectationswith them, such as needs for development and training, preferably in flexible hours, so they can choose time for training themselves e.g. while commuting. Forbes also points out that most of the workers are not available at their desks even up to 50 or 60% of their time during their workday, because of on-the-go schedule, flexible time or remote work. Additionally, one can see that there is a need for highly qualified staff on the market and employees are expected to have broad knowledge and learn fast.
Why current methods are not enough?
When one thinks of a traditional training session with a coach, problems such as time, cost and efficiency pop up. Long training sessions take much of employees’ time. It’s already a challenge to organize them amid busy working schedules. The cost cannot be overlooked because training needs for different employees are various while budget limitations do not change. Efficiency of a whole day training event can be sometimes questionable. Trainings can be interrupted by external factors and the attention span has also its limitations. Success of the session depends on the effectiveness of the instructor. 
Computer-Based Training (CBT), quite a popular tool, has also some basic disadvantages such as: not enough of interaction, not suitable for teaching soft skills or simply being monotonous.
Other training methods such as mobile applications seem not to work in companies which claim “bring your own device” policy (BYOD). Smartphones, for example, have different operating systems and the factor can exclude some of the staff from training.
Even online trainings, reported by the ASTD “State of the Industry” as extremely popular these days, have some disadvantages. They are usually generic trainings and not tailored to companies’ needs. Moreover, they are expensive to create. Companies’ hardware can impede training. Participants sometimes feel awkward to ask questions online and impersonal nature of the training can act as a disadvantage. 
Microlearning as the option
According to eLearning Industry, microlearning becomes more and more popular and it is claimed to be a milestone in learning. Microlearning is today’s answer to millennials’ learning needs but its appeal is much broader. It uses the advancements in brain science and progress in technology. Microlearning is self- paced, on demand training which allows a learner to take frequent, bite-sized microlessons, so called learning nuggets. The popularity of the tool can be attributed to mobile technology and game-like formula. It’s designed to be used on the move, so by its very nature it is short – up to 5 minutes or less. It is packed with essentials. Videos seem to be much more preferred over other mediums, but there are other options available: audio, presentations and games. The aim is to concentrate upon one objective per training. Small chunks of knowledge supplied regularly in an attractive format seem to work better than traditional methods.
There are many advantages of microlearning use. Its concise form helps to keep dwindling attention span. It engages learners and allows them to complete even a few microlearning modules. No stress, no feeling of being bored or overloaded with a long training session. Concepts are memorised better because a microlearning module concentrates on one specific aim. Microlearning sessions are constructed in such a way that they help to overcome Ebbinghaus’ “forgetting curve”, the phenomena of natural knowledge loss over time if no attempt was made to repeat it. Microlearning sessions can be taken at any time, any place. They do not distract an employee from the work, since they don’t cause long breaks. They combine new material with repetition. For a company they are much more affordable than training sessions. They are quick to develop and update.
eLearning Industry claims that microlearning has versatile usages. It can be used for employee’s onboarding or getting the professional knowledge about the company and its products. It can be used for trainings of the staff working in retail industry, helping them to explain the working of a tool or a product specifications. It can also be used for compliance trainings to teach the staff e.g. safety procedures. It can be used to develop professional skills trainings. The possibilities are numerous. All materials are presented in an up-to-date, attractive and easily digested way.
Microlearning in practise
Currently growing number of companies use microlearning as an efficient way to train their employees. Connectmedica™ sees a high potential in microlearning and incorporates it in the tools which are developed. Designed for pharma industry Highp platform is such an example. It is a communication tool between the sales representative and the customer. Highp allows to send personalised messages via SMS, e-mail or push-up notification. It allows to publish interesting educational materials such as video or audio (2-3 minutes long). Supplying up-to-date concise knowledge in an attractive packaging is important, but equal emphasis is put on the retention of the material. The microlearning Highp training is linked with a short test to check knowledge. Highp platform is all about mobility. Apart from possibility to open messages on tablet, PC or Mac, it can also be opened on smartphones. It is a perfect tool to be used on the way to work in a car or on a bus. A special automation system allows to put the messages in a que. Progress of an individual can be checked and one can see whether a lesson has been finished or abandoned. It is vital that system can be customised for each employee so they learn exactly what they need instead of having “one fits all” training.
Highp microlearning is an up-to-date solution which can be used for onboarding and just-in-time training. The technical capabilities of users are not important. Every smartphone user is able to use it since the platform is intuitive.
It is important to stay updated esp. in the fast changing and competitive industry such as pharma. Highp is the platform that gives most advanced tools and makes sure that microlearning is interesting and efficient. Highp is eagerly used by professionals who have busy schedules and who know the real value of time. It does not overburden them with long training sessions but offers essentials which are needed. Highp has been trusted by numerous leading pharma companies.
To make microlearning more practical, let’s characterize it. This term is often connected with microcontent. It could be some short quote, a few seconds movie clip, flashcard, short podcast, SMS and more.
It is believed that we can call the process microlearning if it can be done in the amount of time between a few seconds to about fifteen minutes. It could also be connected with other short-lasting activities. Nowadays it is most widely used to describe the informal way of how people are learning thing using all of the available sources, especially the Internet and some new and advanced technologies.
According to the report “Microlearning: an emerging field in science” by Theo Hug from the University of Innsbruck (Austria) “Freeing MicroContent from its container allows for all kind of new ways of using, reusing, hashing, mixing and mashing content. Content gains new meaning in new contexts, well beyond the intention of the original authors.”
To be sure, that we are dealing with microlearning, let’s take a look at all of the dimensions that characterize it. The first one is time, as we previously said, it should be short. A low afford kind of shortness. The second one is the content, that should be presented in small units, concern relatively simple issues, and possibly narrow topics. It should also be informal, as it is easier to memorize. What form should it have? The best way is to present content in episodes. In this case, you could provide a lot of knowledge in the most digestible way. Two last things to have in mind is the mediality of the content and the consistent learning type.
How Walmart increased personnel safety thanks to microlearning?
When we think about a Walmart, a multinational retail corporation, the last word that will come to our mind is “micro.” We name this hypermarket chain operator with adjectives like biggest, wealthiest, most significant, most prominent and so on. But there is one activity in which Walmart excels with “micro” in its name. It is called microlearning.
If you are one of the biggest employers, sooner or later the safety of your personnel will become a significant and vital issue. With 150 distributor centers across the United States with more than 75 000 associates, the chance of an injury is quite big. It is why in 2010, Ken Woodlin, Vice President of Compliance, Safety and Asset Protection for Walmart Logistics decided to introduce a safety program. His goal was to go one step ahead and build a world-class safety culture. He decided to implement it by microlearning.
Woodlin hired a company that was supposed to face a few key challenges. Reducing safety incidents in Walmart Logistics locations was the first point of the agenda. Woodlin wanted to improve employees’ knowledge about safety practices. With multi-generation staff, he needed a solution that could engage all of the employees. The last task was to predict at-risk behaviors.
After recognizing the main problem, the company decided to use microlearning as the best tool to implement solutions that would work with all of the four generations of employees. Something that could be beneficial for the Traditionalists, Baby Boomers, Generation X, and Millennials. In 2012 he implemented a microlearning platform which identified the knowledge gaps and gave the employees the ability to perform their roles in the best way. The platform works like a quiz that should be taken during each shift. It takes about three to five minutes of playing the nice game and answering some critical questions meanwhile.
The results were magnificent. Incidents at eight of Walmart’s centers decreased by 54 percent. About 96 percent of employees applied their knowledge on the job. With more than 90 percent of voluntary participation, it showed that the staff accepts this kind of training. Other results showed that the knowledge level on the topics around safety increased by 15 percent and the employees confidence in this field increased by 8 percent.
If Warren Buffet uses microlearning, you can’t just pass by.
One of his companies, Berkshire Hathaway Media Group, is managing over 100 newspapers, with over 30 of them published daily. With multinational and multicultural sales team it wasn’t so easy to find the one way to prepare a training program that would fit everybody. Thanks to microlearning platform, 98% of all of the participants found it useful and said that with just-in-time learning options it met their needs perfectly.
How expensive is that solution?
Walmart is a big company with almost 12 000 stores worldwide and more than 500 billion dollars in revenue. That is huge. The organization is wealthy enough to use the most expensive tools. But we need to remind one thing. Walmart strategy is to be cost-efficient. That is why this company is an excellent case study for other, much smaller organizations. And microlearning is one of the best examples of that thesis. It is a cheap, efficient, easy to use and engaging proposition for all sorts of companies.
What are the microlearning tools available on the market?
One of the most affordable platforms to use is Highp. Highp is a platform which allows to send short, personalized video and audio messages via SMS or email. The solution is a non-traditional one – since it is not an app, the user doesn’t need to log in or install anything on their mobile device. Thanks to which it can be used in a variety of different situations. The messages are short enough to be listened to in the so-called “meantime”. The recipients choose when and where they want to get acquainted with the content – whether it is in the car, the elevator, the gym or during the lunch break. Highp is user-friendly, designed to be used by everyone, including those who do not use mobile devices on daily basis. The platform allows to make a queue for messages which is adapted to the needs and individual progress. The owner of the process can quickly check which employees finished the program and who stuck along the way.
Microlearning as a tool for onboarding.
One of the best examples of an activity which is crucial for every company, and could be quickly done with microlearning is the onboarding process. When a new employee appears on the deck, it is a must to introduce them to other employees, their tasks and responsibilities. Even in the smallest organization, it can be a painful and inefficient process. Thanks to microlearning solutions such as Highp-based onboarding package, the process of introducing a new employee to the organization’s structure could be conducted in a much more comfortable manner almost effortlessly. It could also be essential in building a professional and modern image of the company. Used worldwide it might help the busiest and hard-working employees to focus only on the essential matters, avoiding unnecessary meetings, never-ending emails, and conference calls till the wee hours. What is even more critical, micro-knowledge is easy to memorize and it is less likely to be forgotten.
If the best-managed companies on the planet could use microlearning platforms and get results, it is a perfect solution for every organization. Highp, created by experts from Connectmedica with the help of the best trainers and training authors seems to be the right choice for every aspiring business.
- ANNUAL CONGRESS OF THE EUROPEAN SOCIETY FOR MEDICAL ONCOLOGY (ESMO 2018)
- 19TH WORLD CONFERENCE ON LUNG CANCER (WCLC 2018)
- CONGRESS OF THE EUROPEAN COMMITTEE FOR TREATMENT AND RESEARCH OF MULTIPLE SCLEROSIS (ECTRIMS 2018)
- ANNUAL MEETING & EXPOSITION OF THE AMERICAN SOCIETY OF HEMATOLOGY (ASH 2018)
- ACADEMY FOR EATING DISORDERS (AED 2018)
Our team continues to provide Highp Conferencing service from a growing number of international conferences. Thanks to our reach, we can provide our sponsors with more opportunities to build highly valuable medical and promotion congress and outstanding customer experience for attending and non-attending HCPs.
Please contact us for an up-to-date list of conferences we are about to run our service. firstname.lastname@example.org
Born and Raised in Warsaw, Poland – Connectmedica and it’s flagship product Highp – account-based marketing & communication platform yesterday announced their presence at the TechCrunch / Disrupt, 5-7th September, at the Moscone West Convention Centre, San Francisco, CA.
Company’s incredibly talented team and their innovative CEO Igor Gnot are very excited and proud to be able to showcase their flagship product – Highp. “Innovation is enormously important. It’s a new foundation and reassurance of long-term customer retention, company growth and its positioning in the market. What matters to us the most is that our final products and solutions, share our clients vision of success – Highp reflects all of that.”, says Igor Gnot – Founder and CEO of Connectmedica
Connectmedica is one of the few Polish companies joining this year’s tech show in Silicon Valley. The company spent last three years developing Highp and is very excited to be able to present its capabilities internationally
What is Highp?
Highp is a complete platform that enables your organization to offer versatile services that re-ignite business growth. It’s an innovative approach to communication includes personal video messaging, interactive video presentations and an utterly re-designed approach to face to face and remote meetings.
It delivers more reliable and long-lasting interactions that generate growth and long-term return. With added full automation and reporting capabilities it becomes one powerful and synchronized tool re-imagining the way we communicate with customers.
Connectmedica’s and Highp team (#gethighp) will be represented by over six industry professionals, including its Founder & CEO – Igor Gnot, Business Development Director – Michal Komorniczak
“Our attendance at DISRUPT / Techcrunch 2018 underscores our dedication to innovation, versatility, and belief in how amazing, personalized video communications empower people, and help companies find a new better way to follow up and engage with their customers”,says Michal Komorniczak, Business Development Director Exhibiting at #STAND , Connectmedica will present a working demo of Highp Video Messaging solution, as well as a full portfolio of it, ’s capabilities adapted to different markets and industries. Every case will be different and must be analyzed and approached according to their circumstances. Connectmedica and Highp have been at the front of these efforts to make sure that Highp’s versatility and adaptive functionality is presented with detailed transparency according to the relevant industry. Connectmedica representatives will be all available for any additional questions or presentations during both days of the trade show. Should you wish to announce your visit and make an appointment please contact: email@example.com
What type of businesses can benefit from using Highp and how?
Highp is a versatile platform that can be used in many different ways: group presentations, conference highlights, remote detailing, meeting follow-ups, micro-learning, account based campaigns or even closed-loop marketing. Currently being used by over 40 corporations from the Pharmaceutical industry (many of the blue-chip companies), including the market leaders and giants, likes of Sanofi, Pfizer, Janssen, GSK, Novartis, Abbott, Roche to name a few.
If you are:
– Looking to grow your sales and increase your company’s revenue?
– Developing a new brand?
– Building new relationships with suppliers, distributors, and stakeholders?
– Looking for new ways to amplify your business?
Visit Connectmedica team at the TechCrunch / Disrupt, 5-7th September, at the Moscone West Convention Centre, San Francisco, CA., and find out how Highp can help you to reignite the growth of your company.
About Techcrunch Disrupt
It’s an annually hold tech conference and exhibition hosted since 2011 by Techcrunch in San Francisco, New York City, London, and Berlin. It attracts tech lately medical industries, startup owners, investors and innovators from all around the globe. One of its core events it’s Startup Battlefield where startups sign to pitch their innovative business ideas on stage in front of venture capital investors media and other interested parties. Few of the well known and famous were born there to include names like Dropbox, Beam of Crate.io.
An American-Polish company dedicated to helping Industries around the world to provide Customer Experience (CX) through innovative omnichannel and digital solutions. It offers best in class sales and marketing support led by the team of experts capable of helping your brand achieve ambitious goals. With an army of programmers and IT professionals, software teams working in agile to deliver bulletproof features in time, Connectmedica offers complete strategy, technology and management support for your next brand service.
We are happy to announce our commitment to join key opinion leaders in digital sales at Eyeforpharma Barcelona 2017 pharmaceutical industry conference as the gold sponsor.
We will bring our innovations and expertise to talk about next generation of digital sales effectiveness. With more than 60,000 Highp messages sent around the world to HCP, we show how pharmaceutical organizations can instantly increase engagement and effectiveness of communication with HCPs – up to 75% (55% avarage).
Join our key note presentation. You are welcome to stop by our booth.
But first – experience the Highp message by visiting http://gethighp.com and clicking try.
If you work for the B2B sector, there is a big chance you found this article through LinkedIn, the most popular social media for B2B promotion. Can you believe LinkedIn generates 80 percent of leads in this sector? Not Facebook, not Twitter, no quick images on SnapChat, because business needs text and space for thought and discussion. So unless some new social channels miraculously conquer the business world in 2016, LinkedIn will stay The King of Business to Business. What other trends should we expect in 2016?
In the field of technology nothing will stay still, B2B managers will have to surrender to constant development:
- mobile marketing (there is 1.91 billion smartphone users in the world, predicted increase to 2 billion in 2016). 68% of companies have integrated mobile marketing into their overall marketing strategy, which also works in favor of their brand in SEO, as mobiles usage influences Google’s search algorithm. IDC claims that by 2018 80% of B2C and 60% of B2B businesses will restructure their digital tools to support from 1,000 to 10,000 times more customers.
- big data Ashish Thusoo, CEO of Qubole, predicts 2016 will be the year where those who want to stay in business, need to focus on big data analytics. ‘ The combination of social data, mobile apps, CRM records and purchase histories via advanced analytics platforms allow marketers a glimpse into the future by bringing hidden patterns and valuable insights on current and future buying behaviors in light. In 2016, businesses will increasingly leverage these insights(…)’ – explains Thusoo.
- wearables – according to the great “8 B2B Digital Marketing Predictions For 2016” article, we’re still a 12-24 months off from wearables really going mainstream. So 2016 is the time to look around, observe the smartwatch market and try out diverse business apps in order slowly to incorporate these devices into our marketing strategy (example of business app for the Apple Watch here).
Data and analytics
As mentioned before in Ashish Thusoo’s predictions for big data, there will be a huge and constantly growing amount of data to be collected and analyzed. Forrester’s report finds 37 percent of surveyed B2B specialists increasingly using data and analytics and seeing that as a high priority. In 2016, that number will possibly double.
Have you noticed the growing trouble of distinguishing yourself from your growing competition? There are more and more growing markets which develop in speeding tempo, e.g our competition in Asia. This is even more dangerous to those sectors, who must reveal their key actions and modus operandi on the Internet. Companies must categorize their B2B partners not just on segments but also microsegments in order to find and cover their niche. Brands must find simple relations between how their customers buy and what they’re looking for to solve their daily problems on all levels. Maybe they require extended support on one of the small moments of their supply levels? And then fulfill this need, as a microsegment.
Key word: personalization. As sales tend to transform their relationship with the buyer in a more one-to-one contact, the content becomes even more important and also has to give the feeling of being dedicated to one concrete group of readers. Each slice of attention for the audience is building the relationship. According to CMI, 51% of B2B firms plan to increase spending on content marketing in 2016. To get ahead of the competition, reach for enhanced personalization in your marketing contact – try video messengers for mobile and embed video greetings in SMS delivered to your customers. Jed Singer, author of the aforementioned “8 B2B Digital Marketing Predictions For 2016” warns us: ‘Plan to incorporate video into your B2B content & community marketing plans for 2016, or prepare to watch your competitors succeed with this highly engaging medium’.
So you have great tips for your Business to Business strategy in the upcoming year. Now go and get this market! May 2016 will successful to you All.
In 2015 for the first time ever, the Oxford Dictionaries Word of the Year (chosen in cooperation with web stats company SwiftKey) is…a pictograph, officially called the ‘Face with Tears of Joy’ emoji.
The idea of choosing a word of the year came from Time magazine’s custom of choosing a Person of the Year. The winning word is not found by some special formula, but simply via judgment that this word was particularly significant and representative during the past year. ‘Face with tears of Joy’ has been the most used emoji in global scale. ‘Oh-oh’, I thought, ‘It has begun’. The official fall of written word.
This made me dig literature in search of word and image transformation history. I fell upon Mitchell Stephen’s excellent position “The rise of the image, The fall of the word”. In this book the author leads us through language history, from word’s first appearance to first illustrations, dated at about 75000 years ago, and finally the written alphabet 5000 years ago in Egypt. Stephens takes us on a chronological journey: thought->word->image->alphabet. In order for a word to appear, it must me born in the human mind. After thought came word. Only many, many years later, things started to be depicted on walls, rocks, trees. So, first alphabets were strictly linked to images and pictorial representations of the world, as it is the case in Egyptian hieroglyphs. The appearance of vowels in Greek allowed for the first time to write down every sound we thought of and pronounced. From that moment every thought could be written! And this was the first big revolution – ancient Greek brought education and culture spread, as man no longer had to memorize everything his parents told him. He could now read and write it and also create his culture. Without alphabets it is impossible to describe hypothetical and surreal situations, other than the world surrounding us and which we know from daily experience. This was proved by scientists examining preliterate societies in the 20th century. Of course, those cultures could invent marvelous things just like all other illiterate generations did thousands of years before – the wheel, tools or agriculture, but they couldn’t, for example, categorize similar items or imagine new types of items they have already seen or touched.
Video is another big language transformation. An enormous cultural revolt. It changed us all to such extend that 82% of consumers are likely to make a purchase only after watching an online video (Wharton Business School study). N◦16 out of ’17 bad habits that make millennials look really unprofessional’ according to Inc.com is ‘not reading things carefully’, this includes job offers. Apparently, the fall of reading capability and lack of concentration amongst young employees is due to fast video, digitalization and speed of images they had to cope with since early childhood. We are the Youtube generation. No wonder Youtube is the official king of video advertisement. It enables product global reach with minimum cost and thus changed the world. Thanks to the internet we transformed our communication into image-centered. Human relations are just like the images we view: accessible and fast but, unfortunately, also empty and exempt of value. People consume others just as they consume fast pictures with minimum text.
Nowadays video and fast image culture incorporated services like Snapchat, Pinterest and Instagram. Snapchat enables sending pictures and 15 second-long videos, which disappear just after they have been viewed. It has been called a ‘self-destructing message app’. The service gets 6 million daily views, 30 % of. U.S. millennials access it regularly. Evan Spiegel, co-founder of Snapchat, prepared a 4 minute long talk on Youtube dedicated to parents of teens. He states in it: ‘Now we use photographs to talk, we communicate through image’. Spiegel also outlines key factors of his service: unlike other social media, Snapchat lets you go through someone’s pictures chronologically – from the beginning to the end, because that’s the way you tell a story of somebody’s life. Also, users can automatically delete videos and snaps. And this changes everything, as your photo galleries no longer say who you are as a person. Now you are a sum of all your experiences, which were viewed, deleted and forgotten, they are no longer a fix, palpable referral.
All this conducted me to the conclusion – video and internet gave us huge opportunities – easy communication, thought exchange, fast education. But we really have to keep in mind all possible dangers: modern media respond to Heraklitos’ philosophy Panta Rhei, nothing is still, everything flows and changes. If our experiences are volatile, so will be our emotions and relations – weak, fast and deprived of real value and work. Snapchat and emojis are all based on impressions, just like 19th century paintings – moments that leave an emotion and then vanish after a couple of seconds.
But then, on the other hand, all this gives us the possibility to forget about things we do not find meaningful and positive. We can stay focused only on what we find really interesting. And 15 seconds of Snapchat film is quite a long time for expression – if the content is boring or worthless, this quarter minute lasts forever. But if the video captures your eye with great content, you will want more and you’ll need it right now! This works also in business. Good promo films, sent on mobile and viewed in a second, will be enjoyed by future consumers just like private videos and boost product sales.
According to a discussion on projectmanagement.com, daily reporting occupies from 20 to 40 minutes of manager’s time.
Good news: he can quickly replace this tiresome task by more productive work or an enjoyable coffee break. All this thanks to automatic reporting.
Of course, there are many apps which simply transform your data into reports – first you type all your statistics into the program and then it generates a report. But are there any concrete systems delivering automatic reports from sales & marketing promotional campaigns? Providing information about: how successful your message, promotion, an advertisement was. And, most importantly, are there tools reporting in PowerPoint, as most of us use that tool to present campaign results in the business environment. Here’s what I’ve found.
Marketing Tools with automatic PP reporting
Stores loads of marketing research data for unlimited, interactive reports. Gives you insight on website’s SEO results and helps you organize and store an entire link building campaign for content outreach. Integrates over 20 data sources, including Google Analytics and Google Search Console (formerly Google Webmaster Tools).
Provides insights and overview on marketing channel costs. Takes all your advertising cost data from ad platforms, social channels etc. and adds website analytics data to them. In the final stage Funnel counts cost per transaction and return on ad spends, so your creativity can finally be counted and you can effectively prepare advertisement budgets.
This tool has a double functionality: not only is it a creative video messenger, boosting sales and marketing SMS campaigns to a 55% open rate, but it also generates automatic PowerPoint reports during and after the campaign (with up to 10 slides concerning campaign stats). Depending on campaign results, Highp retrieves concrete data and shows the essential numbers on infographics and statistics, like Highp to Mailchimp open-rate comparison or SMS vs. mail and also stats about message attachments and percentage of positive feedback.
Picture yourself as participant on an important conference. Your boss finally approved your two-day travel, it’s your only delegation chance for the following year. After the perfect conference day: royal breakfast at hotel, entertaining small-talks during coffee break and the three best thought leader speeches you have ever heard, you are carrying a file full of key information in your hand. It contains precious documents – résumés, notes and DVDs with best lecture videos. You want to bring all that back home and use this valuable knowledge at work. You also asked for a DVD with videos of interesting lectures. But the file is too big for your briefcase, you must insert all the data into your mobile phone.
Or… The conference organizer could send it to you with a simple SMS. He would just need the Highp video messaging tool. It’s very intuitive in use and powerful in action. In fact, it has been chosen by one of the world’s biggest rheumatology symposium (EULAR 2015) sponsors, to manage a complex educational campaign dedicated to physicians. The idea met great success and the sponsor announced further collaboration during next year’s EULAR conference.
What was so special about Highp EULAR messaging content? There were three kinds of news, delivered on daily basis, later judged essential for real LEARNING experience.
Important notice: the campaign was a real challenge because of its dual approach – recipients were located in two countries, receiving different content from the same conference!
Briefs from daily most important discussions, lectures, meetings
The sponsor invited TWO groups of physicians to participate in the conference – 36 were sent to Rome and physically present at the event and another 120 followed everything remotely from Poland.
The second group was supposed to feel as if it really was present at the event, receiving video messages via SMS with daily conference résumés from Key Opinion Leaders. The experts talked about presentations they held on that day, providing a summary with all essential details. This personalized content made remote participants feel as if they actually were in Rome that day. Polish recipients showed high interest in the content sent, 80% of messages had been opened in the first 4 hours from sending and 88% recipients provided instant positive feedback. Remark – the messages were recorded in high quality: beautiful Italian-café scenery and held by a professional journalist.
Detailed conference info, sent to the physicians in Rome
Extended version of mobile event agendas- includes documents, brochures, articles and presentations which help the audience to prepare for lectures and meetings to come. If you are particularly proud of a guest speaker, share his biography with his audience. Or send a brochure filled with schemes, infographics and quotes and incite people to form opinions on a discussion topic. This way your attendees follow the conference with hands and heads plenty of useful content. Of course, this agenda has to also include basic conference plans, like events happening during the conference (concerts, discussions, meals etc.).
A post-conference follow-up will be enjoyed by knowledge seekers
In order to consolidate what they have learned during the sessions, conference participants need to hear once more about the same subjects but in a different way. Highp proposes sending all participants attachments with technical knowledge base. The messaging tool also enables webinars and video streaming with KOL’s participation. Depending on your vision, it could be the same expert speaker you invited to the symposium, now answering participants’ questions on line, or just participants wanting to discuss or review a touched subject.
Hope these tips will give you an idea on how to make your conference interesting and fruitful.