HR Corner Enhancing corporate health and fitness by Charles Mak Hong Kong's largest pharmacy chain builds staff competence via specialist training programmes Effective staff training and development programmes influence the overall wellbeing of a corporation. To achieve continuous employee growth on both the professional and personal levels, discerning companies must offer staff a healthy work environment alongside ongoing training opportunities. To further develop the company's strength in pharmaceutical services and products and fortify its market position in Hong Kong, Watsons Your Personal Store has prioritised training programmes for its health and fitness advisors (HFAs). Launched a decade ago, the HFA training programme was awarded the HKMA bronze award in 2001. "We are renowned for health and fitness products. Following in-depth exploration of the possibilities, we decided to concentrate on developing the competence of our frontline sales staff who, after successful completion of the programme, work alongside our pharmacists answering customer enquiries and offering advice on non-prescribed medicines," says Mary Yau, human resources manager (Hong Kong), Watsons Your Personal Store. Progressive approach Prior to enrolment, invitations are sent out to staff. Shop managers also nominate employees who demonstrate an individual capacity for growth. Successful candidates then undergo a panel interview where their interest in healthcare, personality and level of professionalism are assessed. "An outgoing and customer-oriented personality is essential," Ms Yau notes. "Staff must also show dedication and perseverance during the intensive training and exam periods, as well as manage any additional stress associated with the increased workload." The HFA training programme adopts a progressive approach as a result of the wide variety of over-the-counter medicines available to customers. In a nutshell, it is a strategic mix of 13 days of intensive classroom sessions plus six months of on-the-job training during which in-store pharmacists or health and fitness supervisors act as in-store trainers and offer HFAs-to-be one-on-one coaching. "Classroom training teaches knowledge and theories but a competent HFA must be able to make these applicable to their daily operations," says Watsons' senior pharmacist Tammi Poon, who is also an in-store trainer. "Personal coaching can effectively prepare HFA candidates for future challenges. They observe the techniques pharmacists utilise to communicate with customers and in doing so, sharpen both their confidence and professional competence. Most important of all though, trainees must learn to offer clear advice and recommendations as they are dealing with medicines." HF supervisors and pharmacists monitor the progress of HFAs-to-be via an established grading system which includes in-store oral presentations and role plays. In addition, pre- and post-class assessments as well as mid- and end-of-term exams are designed to refresh and reinforce acquired knowledge and skills. "There's a lot to learn so we must make sure trainees are fully equipped for the job," Ms Yau points out. Ms Poon adds that such training arrangements offer insights into dosage and efficacy of specific medicines, while simultaneously polishing professional soft skills and helping HFAs guide customers towards the most informed pharmaceutical choices. As an ongoing guarantee of quality assurance, monthly refresher courses and quarterly training programmes are compulsory for all qualified HFAs. "Our staff intranet also contains an extensive range of related information. We expect our HFAs to log on, read and digest such information and brief their colleagues," Ms Yau adds. "This enhances the overall quality of our frontline sales staff." Distinct position Queena Poon who recently completed the comprehensive programme finds her job more satisfying than before. "Upon joining Watsons as a frontline sales assistant, I developed a keen interest in pharmacy," she says. "Via the HFA programme I have obtained pharmaceutical knowledge, raised my professional profile and realised the enormous scope of possibilities I can now recommend to customers." She emphasises that the programme offers more than mere training. "It has helped reassure me that I have made the right career choice," she adds. "As part of a frontline team, we serve people from all sectors of society meeting both their health and fitness needs. Besides technical knowledge, we are also taught language and soft skills which are invaluable in this industry." Watsons runs two to three HFA programmes every year, helping around 50 frontline staff boost their career prospects and encouraging knowledge beyond sales and customer service. "To meet future demand and the challenges in pharmaceutical services, we will continue to fine tune the programme on a regular basis," Ms Yau remarks. Hong Kong's largest pharmacy chain, Watsons currently boasts more than 150 stores, 52 pharmacies and over 2,000 employees of which more than 100 are qualified pharmacists and a further 100 are professionally trained health and fitness advisors. Constant attention to customer suggestions has led to a plan to implement beauty advisor training in the future. "We are the largest beauty chain with more than 1,000 cosmetics counters and boutiques featuring some 90 international brands. Such training will definitely help to consolidate our strengths as a healthcare and beauty expert," Ms Yau concludes. Salient points Strategic mix of classroom and on-the-job training generates best results Personal coaching prepares candidates for future challenges Ongoing training boosts career prospects and encourages broader knowledge Taken from Career Times 4 January 2008, p. A20 Your comments are welcome at [email protected]