A regional pharma sector company called on us to support the design and implementation of their commercial cycle meeting, a key instance of alignment and preparation for teams in Argentina, Chile, and Uruguay.
The challenge was to build an experience that went beyond a traditional training agenda, achieving a precise balance between strategic vision and commercial skill development. The complexity of the meeting was also due,
to the diversity of participants (commercial, medical, access, and marketing roles).
In this context, the organization needed to ensure that the content was aligned with the specific challenges of the current situation: changes in engagement models, increased competitive pressure, the need to strengthen value differentiation, and a more sophisticated understanding of the customer experience and patient journey.
We designed a comprehensive proposal to transform the commercial cycle meeting into an instance of applied learning, cross-functional alignment, and strengthening of critical execution capabilities.
We co-constructed the overall architecture of the meeting with the internal L&D team, combining an initial moment of inspiration and strategic framing in plenary with a rotating group work experience, organized around four
thematic stations.
Each station was conceived as a space for in-depth exploration of key capabilities for the commercial cycle. To ensure a high level of relevance for heterogeneous audiences, we worked on customizing the content with field leaders, based on real execution problems and observed gaps in the field.
