APO-go® is a treatment for patients with Parkinson’s disease who are not sufficiently controlled by oral anti-Parkinson medication. As Parkinson’s Disease (PD) was a new therapeutic area for pharmaceutical company Grünenthal, they wanted to develop a sales programme to help the sales team quickly and effectively understand their target customers, by collecting important information about their management of PD and the potential role for APO-go®.
Based on this objective, W developed a modular sales training programme to help the sales team structure the sales call and handle objections to prescribe APO-go. It also included a ‘brand adoption ladder’ and criteria for moving customers up the ladder from unaware to aware, trial users and regular users.
After introducing the sales training programme at a one day workshop, the sales team now shares a common approach to communicating the key benefits of the brand to their target customers. The APO-go® sales training programme and materials is intended to be a living document, and more modules will be added to the programme over time.
