In the context of launching a vaccine in a new region, our client faced the challenge of translating a complex launch strategy, with strong scientific content, into clear commercial conversations for field teams. The launch also involved promoting a new adult vaccination paradigm, which required disruptive conversations with physicians.
The challenge was for commercial teams to deeply understand the strategic and clinical rationale behind the launch—medical criteria, patient profiles, and scientific rationale—and to be able to reinterpret it through a commercial lens, identifying concrete opportunities in each physician’s patient pipeline, without falling into generic or purely promotional messaging.
We participated in different stages of the launch, from strategic alignment between Medical, Marketing, and Selling Excellence to preparing the commercial team and designing regional workshops across different countries. The focus was on reinterpreting the product’s scientific evidence—medical criteria, patient profiles, and clinical rationale—to turn it into a clear, actionable commercial conversation model for the REPS.
The project made it possible to raise the quality of the teams’ conversations,
successfully translating that scientific rationale into each physician’s reality, identifying concrete opportunities in their patient pipeline and anticipating frequent clinical objections. In this way, representatives moved from “explaining the vaccine” to holding strategic conversations.
As a result, alignment between Medical, Marketing, and Sales was strengthened, and field teams gained greater clarity and confidence to engage in disruptive conversations, consistent with the launch strategy and with real impact on product adoption.
