Harrison Pharmaceuticals released a revolutionary new cancer drug with the potential to change the entire health landscape. With the need to promote the drug in new and existing territories, it had to increase its sales staff and train on all aspects of the drug’s efficacy. Because of industry regulations, the company designed a blended learning program with all the information sales reps would need to explain the drug to all customers, from prescribing clinicians to pharmacists. It featured more than 100 hours of videos including doctor interviews, 2,000 pages of text about in-depth trial results, and an intensive three-day classroom training component. The training program included everything sales reps needed to know. Unfortunately, three months after completing the training program, many sales reps were not competent in their territories and could not answer doctors’ questions adequately. One problem with the program was that the sales reps had to learn too much highly technical information. But to be competent, they had to learn all of the information.
What are your recommendations for how the program could be redesigned to help the sales reps recall what they had learned? Provide your recommendations and explain why you believe they will help the sales reps improve their effectiveness.
Source: Based on I. Townley and J. Durkee, “Convert Learning Into Action,” T+D, December 2019, pp. 42–47.
respond to the following:
"As the instructional designer for the training described in the case, how can you integrate technology and interactive elements to enhance learner engagement during the learning event?"
Sample Answer
As the instructional designer for Harrison Pharmaceuticals' training program, the goal is to integrate technology and interactive elements to move the learning from passive information absorption to active application and engagement, which is critical for retaining complex, highly technical information.
Here are recommendations for integrating technology and interactive elements to enhance learner engagement:
💡 Enhancing Engagement through Technology and Interactivity
1. Integrate Microlearning and Spaced Repetition via Mobile App
Instead of relying solely on the 100+ hours of video and 2,000 pages of text during the initial launch, the program should use technology to manage the recall challenge.
Technology: Develop a mobile application specifically for sales reps.
Interactive Element: Implement gamified micro-quizzes and flashcards that use spaced repetition algorithms.
Enhancement: The app would push 2-3 minute quizzes on key drug efficacy data and regulatory compliance every day for six months post-training. This leverages the Spacing Effect, which demonstrates that spacing out learning sessions over time dramatically improves long-term recall compared to massed practice (the intensive three-day course). This keeps the most crucial data "top of mind" without overwhelming the reps.
2. Implement Scenario-Based Learning (SBL) through Video and Simulation
The current program has technical information but lacks application practice. SBL forces reps to apply knowledge in context, making the information relevant and sticky.
Technology: Utilize a Learning Management System (LMS) with branching scenario capabilities and video-based role-playing tools.
Interactive Element: Develop virtual patient or clinician simulation modules. The rep records their response to a common or difficult doctor question (e.g., a question about drug contraindications). The system or a peer reviews the recorded response based on a competency rubric.
Enhancement: This shifts engagement from passive viewing ("watching doctor interviews") to active critical thinking and communication practice. The simulation provides immediate, relevant feedback, directly improving the reps' confidence and competence in real-world scenarios.
3. Utilize Live Polling and Digital Collaboration Tools in Classroom Training
The three-day classroom component must be transformed from a lecture series into a dynamic workshop focused on problem-solving.