THE IMPORTANCE OF COACHING

Have you ever noticed that some people can complete every training course available, yet still struggle when they need to apply that learning in real life?

That’s one of the biggest challenges facing Learning and Development leaders in all industries from retail to pharma. Knowledge is important, but knowledge alone rarely changes behaviour.

This is where coaching matters.

At Popcorn, we see coaching as the bridge between learning and performance. It helps employees think through problems, reflect on decisions, and build confidence over time. In pharmaceutical organisations, where compliance, communication, and judgement matter so much, those conversations can make a real difference.

What Do We Mean by Coaching?

Coaching is less about giving answers and more about helping people find them.

A good coach asks questions, provides feedback, and helps someone think more clearly about challenges they face at work. Unlike traditional training, coaching is usually ongoing and focused on real situations rather than theory.

In pharma, for example, coaching often works best when people need to improve:

• leadership skills,

• communication,

• stakeholder conversations,

• decision making,

• confidence, and

• ethical judgement.

  
  

These are difficult skills to build through eLearning or instructor-led courses alone.

Why Coaching Works

One reason coaching is effective is because it creates space for reflection. Employees can talk through situations, explore mistakes safely, and learn from experience.

Research from the International Coaching Federation found that organisations using coaching reported improvements in engagement, communication, and performance. Studies published in The Journal of Workplace Learning have also shown that coaching improves how well people apply learning back in the workplace.

That’s particularly relevant for pharmaceutical organisations investing heavily in corporate training solutions and digital learning. Training only creates value if people can apply it consistently afterwards.

The Importance of Coaching in Pharma Learning and Development

Where Coaching Fits Best

Coaching is especially useful for behavioural and leadership-focused learning objectives.

For example, pharmaceutical sales and medical affairs teams often benefit from coaching because conversations with healthcare professionals are rarely predictable. Managers can help employees reflect on difficult discussions, improve communication, and build confidence over time.

Leadership development is another strong use case. New managers may understand the technical side of the role, but coaching helps them handle people, feedback, and decision making more effectively.

It also works well alongside compliance learning. Formal training explains policies and regulations. Coaching helps employees understand how those rules apply in difficult real-world situations.

Coaching Works Best as Part of a Blended Strategy

Coaching should not replace eLearning or instructor-led training. The strongest employee learning and development strategies combine different approaches together.

For example:

• interactive eLearning introduces knowledge;

• instructor-led sessions allow discussion; and

• coaching reinforces behaviour change over time.

  
  

That combination tends to create much stronger learning outcomes than relying on one format alone.

For pharma L&D leaders, the goal is not simply delivering content. It is helping people perform better in complex environments.

That’s why coaching continues to grow in importance.

FAQ - The Importance of Coaching

What is coaching in Learning and Development?

Coaching is a development approach that helps employees improve performance through discussion, reflection, and feedback. Rather than simply delivering information, coaching focuses on helping people apply learning in real workplace situations.

Why is coaching important in pharmaceutical organisations?

Pharma employees often work in complex, highly regulated environments where communication, judgement, and decision-making matter. Coaching helps employees build confidence and improve how they apply knowledge in practice.

What learning objectives is coaching best suited for?

Coaching works particularly well for behavioural and leadership-focused objectives, including communication, stakeholder management, leadership development, ethical decision making, and performance improvement.

Can coaching work alongside digital learning?

Yes. Coaching is usually most effective when combined with other learning and development solutions such as interactive eLearning, instructor-led training, and custom eLearning content.

How can coaching improve learning transfer?

Coaching creates accountability and reflection after training. This helps employees apply learning more consistently back in the workplace, which improves long-term behaviour change.

Is coaching only suitable for senior leaders?

No. Coaching can support employees at all levels, from new managers and sales teams through to senior leadership groups.