Two days of training, a quiz, a certificate. Then everyone goes back to the territory and we call it a launch.
Donald Kirkpatrick published four levels of evaluation in 1959. They still decide whether any of that training reached a doctor.
Level one, reaction. Did they like it? The feedback form at the end of day two. Necessary, nearly meaningless.
Level two, learning. Can they say it? The quiz, the role play, the certification. This is where almost every launch stops measuring.
Level three, behaviour. Do they do it in the field? Not in the room, weeks later, unprompted, in front of a real doctor. You see it on a double visit in weeks three to six or you do not see it at all.
Level four, results. Did the number move? Prescriptions, new patients, share, by territory, the quarter after launch.
Here is the uncomfortable part. Levels one and two happen in the training room and belong to the trainer. Levels three and four happen in the clinic and belong to the sales manager. If nobody owns them, the whole thing was a cost.
“Training is measured on the call, not on the certificate.”
Lesson 6 of 17 in Step 5: Building the organisation, with the full guide and a checklist for this week.