BSC Concepts & Consulting
Fieldcoaching for Pharmaceutical Sales Representatives
Strategy becomes behaviour in the physician conversation. So every minute with the physician counts. For more relevant conversations, tangible impact and strong field teams.
External fieldcoaching for pharmaceutical field teams throughout Germany – in German and English.
- Fieldcoaching days
- 0Fieldcoaching days
- Physician contacts
- 0Physician contacts
- Field reps coached
- 0+Field reps coached
Dr Björn SeidelBSC Concepts & Consulting GmbH
Fieldcoaching is not a measure for in between. It takes place where performance is created in the pharmaceutical field force — in real daily work. An external fieldcoach accompanies employees directly in the field. They experience real physician conversations, observing conversation openings, listening, product messaging and objection handling. This makes concrete conversation patterns, unused opportunities and levers visible that often remain hidden in classic training. This is exactly the logic that proved itself with what was then the most successful pharmaceutical launch in Germany: Xarelto®. For six years I accompanied the field force as an external fieldcoach. The training concepts that emerged were not developed at a desk, but directly from field reality. STEM can provide important insights and orientation. Fieldcoaching is where that becomes concrete change in conversation behaviour — in the real field, under real conditions, with direct implementation in the next conversation. A particular advantage: employees continue to develop without being taken out of day-to-day business. The territory continues to be worked. Physician visits and product conversations keep happening. The difference is that every conversation additionally becomes a development opportunity.
BSC Concepts & Consulting is based in Ludwigsburg near Stuttgart and accompanies field teams throughout Germany – fieldcoaching in German and English.
Why fieldcoaching works so well in the pharmaceutical field force
Many pharmaceutical companies invest heavily in product training, launch training, campaign briefings, conversation guides, and communication and sales training. That matters. But training does not change behaviour automatically. The critical point is transfer. Is what was learned actually applied in the real physician conversation? Does product knowledge become a relevant dialogue? Does a strategy become concrete behaviour in the field? That is exactly where fieldcoaching comes in. Fieldcoaching closes the gap between training and implementation. It connects product messaging, conversation skills, strategy and field reality. Not in theory. Not in the seminar room. But in real daily work: before, during and after real physician conversations.
What fieldcoaching achieves in the field
More sales impact with the same number of calls
Higher conversation quality in physician contact
More confident implementation of strategy and product messaging in the field
More self-confidence, clarity and satisfaction in the field force
Better training because needs emerge from genuine field observation
Learn more about the benefits of fieldcoaching in the field force
Get in touch
Cost-intensive? Yes. And effective for good reason.
Professional fieldcoaching is more than accompanying individual conversations. It means spending entire days in the field, building trust so the coachee can engage with the setting, looking closely and recognising the decisive moments when impact is created or lost. An experienced fieldcoach recognises conversation patterns, blind spots and unused opportunities. They give precise feedback. They reflect with the coachee. And they ensure that implementation does not happen someday, but directly in the next conversation. That requires preparation, alignment, confidentiality and above all a great deal of experience. That is exactly what sets it apart from many classic training measures. Fieldcoaching does not stop at knowledge or attitude. It goes to what really counts in the field. Observable behaviour. Where performance is created. Where physician, field force, product messaging, market environment and corporate strategy come together.
Coaching competencies
- Asking questions
- Reflecting
- Opening perspectives
- Guiding development
What makes a good fieldcoach
An external fieldcoach accompanies employees directly in the field. They experience real physician conversations, observing the behaviour of conversation partners, conversation openings, listening, product messaging, objection handling and closing.
A good fieldcoach needs three things above all:
Experience
With different products, companies and specialist physician groups. With office-based physicians as well as hospitals. With launch products, established portfolio products and products at the end of the patent cycle. And above all with the different personalities, working styles and challenges in the field force.
A deep understanding of pharma and the pharmaceutical field force
They must understand the tension between the company's strategic expectations and the realities in the field. They must translate guidelines, strategies and messages so that they are relevant, practical and actionable for the field force. At the same time, they must be able to represent the field's perspective credibly towards the company. This requires access to relevant leadership functions and the ability to communicate professionally at all hierarchy levels.
Solid coaching competence and scientific expertise
Even though fieldcoaching is not the same as classic coaching, a fieldcoach needs a solid, certified coaching qualification as well as experience in a consulting environment. At the same time, they need scientific competence to quickly familiarise themselves with new products, indications and therapy concepts.
Only the interplay of these three factors turns accompaniment in the field into professional fieldcoaching.
Typical situations for fieldcoaching
Launch support in the field
Making established products relevant again
Many calls, but too little impact
Conversations without real added value for physician and practice staff
Revenue potential not fully realised in the conversation
New product messages need confidence in the field
Targeted development of high potentials
From sales rep to KAM
Bringing calm and clarity to teams
Targeted relief for regional managers
Tell us about your challenge
Get in touch
How fieldcoaching works with BSC Concepts & Consulting
Voices from the field
Carmen Alt
Business Unit Manager
AbbVie
Working with Björn was professionally very valuable and personally extremely pleasant. He trained and accompanied our field sales team as part of a modular training and fieldcoaching concept that was practice-oriented, well structured and specifically tailored to our challenges. What I found particularly valuable was that Björn did not convey content in an abstract way, but worked with a clear focus on practicability and impact in everyday work. We greatly enjoyed working together.
Rolf Gaydoul
Learning Manager
AbbVie
In my role as Learning Manager, I have gladly drawn on Björn's expertise time and again since 2017. With his many years of sales and training experience, Björn always implemented his workshops and fieldcoaching assignments across our various business units in a highly practice-oriented way. What I particularly appreciate about Björn is his professional, reliable and at the same time very personal way of working together, as well as his dependability. His feel for people and situations, combined with his experience, make his workshops engaging and useful for participants. Working with Björn was always characterised by a very high level of trust and a friendly rapport. That is what makes work enjoyable. Even in workshop preparation, you can feel Björn's interest in the participant as a person — what moves them, what drives them, what challenges they may currently be facing. Naturally always in connection with the teams, current developments in the business units and within the company. His empathy, combined with the points already mentioned, is for me the basis for Björn's successful and practice-oriented workshops.
Pia Willeke
Learning and Development
Fraunhofer IEM
Working with Björn is consistently professional, technically precise and at the same time warm and straightforward. His enthusiasm for the topics is immediately apparent and contagious. Our participants particularly appreciate the high level of interactivity and practical relevance in his formats. We look forward to continuing our collaboration!
More references will be shown here soon.
Frequently asked questions
Do you really want your physician conversations to get better?
Fieldcoaching connects training, strategy, product messaging, conversation skills and field reality – in real daily work. Behind it stands a highly professional, experienced team of fieldcoaches from different generations – with decades of practice in the pharmaceutical field force.