2 min read
Launch excellence – advanced training simulations for lasting behaviour change
Howard Stagg
Creative Director
Target audience
100 senior leaders from the Brand, Marketing, and Medical divisions participated in an in-person meeting in Europe, featuring two interactive simulation workshops.
Objective
The workshop aimed to strengthen cross-functional collaboration and accelerate speed to market for a product launch and post-launch communications. It emphasised customer-centricity, an omnichannel mindset, and the importance of gathering and sharing insights across Medical, Marketing, Business Intelligence, and In-Field teams.
Approach
We designed in-depth workshops to uncover key challenges, motivators, and success factors. A structured learning and capability-building journey was developed, incorporating gamified simulations with competitive escape room-style challenges.
The first experience was built around a fictional product launch, with each country team stepping into the shoes of an MSL and In-Field Rep. These activities enabled participants to unlock CRM insights, create personalised content, and immerse themselves in the role of customer-facing team members. Through pre-call planning, call execution, and post-call activities, participants engaged in role-play with an HCP avatar. A leaderboard tracked progress across country teams.
The second simulation focused on unlocking insights. Using an escape room-style challenge, participants uncovered valuable insights from multiple sources to refine strategies, adapt to market shifts, and enable data-driven decision making for sustained success. Uncovering the correct insights, unlocking clues to a physical game, reinforcing teamwork and engagement.
Results
The high level of participation led to fresh ideas, a stronger understanding of the new ways of working and the value of collaborative insight-sharing. The simulation is now being adapted for four key markets, and online hosting and product-specific customisations by Brand teams.
Client feedback
The simulations were meticulously designed to mirror real-world challenges, ensuring that every decision made could directly impact the outcome of the product launch.
