Q & A

 

Carl Hyman
EVP, Learning & Performance Solutions

Contact Carl Hyman

Carl Hyman is responsible for the launch and continued enhancement of TBA Global’s Connective Learning platform, which brings organizational training and performance to the next level by leveraging the best features of emerging technologies. Carl has 18 years of experience helping firms such as Novartis, Merck, and Genentech to develop, evaluate, and continuously improve their training programs.

Why did you choose to come to TBA Global, and why is Connective Learning different than other approaches?

The determining factor that attracted me to TBA Global is that the firm has not only a wealth of services but also incredible talent to draw upon here. So to be able to harness that talent and develop training offerings that might not be developed in other places is really exciting.

The term “Connective Learning” is our learning philosophy. The term refers to both to our unique combination of inhouse experts, as well as our focus on connecting the learner with the message, the information, the audiences (in the case of Pharma - doctors, patients, nurses) and ultimately the brand.

It’s a different way of approaching learning. When it comes to delivery systems—whether they be web-based, lecture-based, workshop-based, whatever—those are not what really matter. What matters is the approach to learning; it should be one where participants understand that everything they learn is connected to the larger objective. And for salespeople, that objective is winning over clients and end users.

What challenges are Learning & Performance professionals facing now and what solutions address those challenges?

The best learning comes from having participants reaching out and connecting to each other, and being exposed to different perspectives and experiences. And while we believe face-to-face training will always be the most effective delivery method, it’s not always possible to bring an entire sales force together in one place—high travel costs plus the cost of having reps out of the field for days at a time are forcing firms to look at ways to spend their money and time most intelligently.

Our answer is this: synchronous training at multiple locations at one time via the latest technology. Linked Learning™ gives companies the benefits of regional interaction with the consistency of a national message and communications platform, plus the immediate tracking of results.

The world is getting smaller because of technology; people are connecting more frequently via applications such as LinkedIn and Facebook. So the paradigms are shifting, and Linked Learning is part of the new paradigm in training.

Is the demographic makeup of today’s workforce finally right for a technology-heavy approach to learning?

Every year the workforce has more and more young people in it, and they are digital natives; they have never known anything else. So they are comfortable with the digital medium and with multitasking, and that is the way applications need to be designed. As for the people who had to learn digital while they were in the workforce - digital immigrants, which includes many managers - they’re always on the learning curve. And we can certainly help them in that regard, because they really have to take into consideration their audience’s training needs and preferences. They will become heroes in their companies if they embrace this approach to meetings and training.

Which sectors is Linked Learning most directly aimed at?

The pharmaceutical industry, because that market is in real flux right now. But this could really apply to any competitive industry. In healthcare the federal government is trying to monitor and constrain marketing. Therefore, these firms need unique training solutions that help their reps get in to see physicians faster and improve the quality of each call. The amount of time a rep has in front of physicians continues to dwindle, so we are focused on call quality; it has to get higher. And if it does, then the physician will give that rep more time based on the way the rep engages him or her.

Specifically how are you using technology to improve learning?

We use technology, not as an end point, but as a tool to engage the learner and enhance the experience. We do not care what technology we use, what we care about is that it is the right delivery system for the learner and the overall design.

So, we might use iPods for distance learning. It is an ideal technology for “On Demand” learning. Imagine a sales representative on a treadmill, listening to a product presentation. Cool! Another example might be the use of webcasts to provide district based or individual training. The content is broadcast to the learners so there is a consistency of messaging. One last example is the use of portable assessment tools like IML or N-Tag. These tools provide real time assessment and also add an element of fun to the workshops. I could go on, but I will stop. You get the point.

What about after the event?

Our mantra is that learning does not end with the end of the event; it is a continuous action. Sound training offerings must provide follow-up as well as periodic assessments so that reps are continually applying what they learned and continuing to grow. So we will set up more social-networking portals and virtual classrooms, to allow best practices to be shared.

And all along there will be assessments of reps to see their collective strengths and weaknesses, and if they need more help in an area. From that, we can suggest and develop training interventions focused on those areas.

When it comes to creating content, what is the dynamic between learning specialists and the client?

It’s a close collaboration, because we are a total custom house—there is nothing off-the-shelf about what we do. The content and delivery methods we decide to utilize are designed to answer the needs of a particular client.

When we partner with a training director or a sales and marketing executive, they usually have the task of training reps on a new product. Well, there are 500 ways to do that. Our approach looks at it from the learners’ perspective: What is most important to them?

Contact Carl Hyman