Challenge: Dramatic Change is a UK-based pharmaceutical training company working to expand into US markets, with local efforts managed by Americans. Before a full launch, they wanted to gather feedback to understand the scope of the U.S. opportunity.

Objectives: To assess the viability of the Dramatic Change program concept among US pharmaceutical company targets, including exploring attitudes and behaviors with respect to sales training and coaching programs, reactions to the Dramatic Change program and any barriers that need to be addressed prior to launch.

Solution: Online in-depth interviews were conducted among salesforce training decision makers from mid-sized to larger pharmaceutical companies across the U.S., and across a variety of medication categories.

Results: Learning and insights were used to provide direction for optimizing the Dramatic Change training program prior to launch, including suggested messaging, issues around nationality/language and program considerations.