W Communication Agency

Ensuring launch readiness



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.


  • A complete sales training programme, including sales call structure, objection handler, brand adoption ladder,
  • One day training workshop
  • Supporting materials
  • Sales recording form for before/during/after sales call


Launching a new product in the PD market requires a strategic partner that offers strong dedication and expertise, as well as a new perspective on the commercial approaches. The team at W combined our business strategy and product positioning into a hands-on approach to ensure launch readiness and to optimize our customer interactions when presenting the benefits of APO-go® in PD. A true value add!

Jeanett Saplana, Parkinson Brand Manager Nordics
Sales Support