Simulation

Overview

This pharmacy chain is an American icon: the first company to offer drive-up window prescription service. It now owns the most 24-hour pharmacies and is the leader in prescription drug sales. As a result, it is the fastest growing retail pharmacy chain in the nation. They continue to address changes in consumer behavior and the health care industry, and uses e-learning to continually update the skills of its store personnel.

Business Challenge

Many customers were unaware that generic drugs are identical to brand name drugs, and that they are approved by doctors. Since some brand name drugs are extremely expensive, some customers were rationing brand-name prescriptions and not taking the correct dosages. As a result, their medications were not achieving their intended results.

The client needed an efficient and comprehensive method of training store personnel about generic equivalents, so they could properly educate customers. Design Access created a sophisticated and engaging training solution to educate store managers, pharmacists, technicians, and cashiers to promote generic equivalent drugs.

Strategy

Design Access partnered with the client a simulated environment for employees to interact with customers regarding generic drugs using a common language. Employees learned about generic drugs, and were able to educate customers about generic equivalents and possible savings. Each employee learned what to say, and what not to say, based on his or her role within the organization.

Design Access developed a “sales simulation” using digital video that presented controlled, real-world scenarios with simulated customers. In this safe environment, learners experienced customers’ reactions to various types of responses. The course was designed for optimal knowledge retention in a minimal amount of time, replacing time-consuming and expensive instructor-led training. A customized user tracking system measured course performance versus prescription drug sales, to verify business results.

This e-learning solution was convenient, affordable, and produced the results desired. It was well-received by the personnel who used it, and it won the Silver International CINDY Award for Customer Service Training.

Simulation

In traditional training situations, the learner reads/watches/hears information and is then tested on it. The content is usually memorized for the purposes of passing a test, not for improving on-the-job performance. Traditional training tends to focus on theory, and does not give the learner a chance to apply skills.

Simulations, on the other hand, require the learner to apply his or her skills in a safe, simulated environment. In this case, the environment is a pharmacy, and the skills involve typical customer interactions. At key points, the learner is asked to respond to customers, and then experiences the customer’s reaction. If the learner responds correctly, the simulation continues. If they respond incorrectly, the learner will experience the consequences of their chosen action. At this critical point, the learner has reached a “learning moment.” They realize their error and are fully prepared to learn. The guide halts the simulation, gives examples of the incorrect and correct behaviors, and then rewinds the simulation for the learner to try again.

Using a simulation approach accomplishes three things. First, it teaches the learner at the exact moment they are ready to learn – the moment of failure. Second, it respects the learner’s time, teaching only what they need to learn. Third, it teaches practical application rather than theory. This is not a set of abstract rules to be memorized, but a set of behaviors to be practiced.

Conclusion

Perhaps a simulation might be appropriate for your business problem. Use it when you want to change behavior, and when experience would be a better teacher than a lecture.

Simulations are efficient and effective, pinpointing each learner’s individual areas of weakness, and teaching them accordingly.

Design Access creates custom solutions that teach, inform, and inspire. We combine business expertise, design creativity, and technical mastery to develop innovative solutions to our customers’ business problems. We have partnered with over 60 Fortune 500 companies to help them achieve their learning and communication goals. Let us put our experience, talent, and energy to work for you. Give us a call!