Product Launch for the Sales Force of a leading Pharmaceutical Company
Our client was anxious to launch a new product which had just
received approval from the CSM in the UK. As this was going
to be a “blockbuster” product, which would revolutionise
the way in which the ailment would be treated, a major launch
was required. On the other hand, because of the immense resources
devoted to R & D, the budget for the launch had to be restricted.
The sales force for this new product was in the region of 250.
Various venues were considered, and one of the favourites was
Barcelona. The theme suggested was a venture into a Brave New
World, since Barcelona is so intimately linked with the story
of Columbus and his journeys to America. However, in the end,
the client decided on Toronto, because it was felt that the
destination had a bigger “buzz” factor and also
because the strength of the pound against the Canadian dollar
meant that it was actually cheaper to fly all the delegates
out to Canada and hold the meeting there than to hold it in
Europe.
The choice of hotel was the Marriott Eaton Centre in downtown
Toronto. Given that this is not one of Toronto’s larger
hotels, it meant that we virtually took over the entire hotel.
This was to both our and the hotel’s preference, as the
meeting took place over the first week in September, which was
the Labor Day holiday and the hotel was virtually empty. Toronto
is a venue that we have used many times before, and it is always
gives excellent value for money, with a Gala Dinner at the CN
Tower, outings to Niagara Falls and even a rousing line-dancing
exhibition with audience participation for the final night dinner!
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