The document describes a case study of a pharmaceutical company seeking a partner to develop a 2-day launch program for a major European product. PharmaIntel was selected to create the program. They identified 7 key behaviors critical for commercial success and developed interactive exercises focusing on these behaviors. The program encouraged building a customer action plan rather than artificial scenarios. It utilized techniques from sales effectiveness, theatre, and real customer interactions. After completion, the sales team was able to effectively communicate with passion, use sales aids and messaging, reset call agendas, make competitive sells, have sales presence, gain access in primary care settings, and deliver strong demonstrations in every call.