How Open Water Drove Measurable Sales Impact Across EMEA
Boost in Customer Access
Driving Sales
Sales Impact
We saw measurable results fast. Increased access, deeper trust, and real prescribing shifts.
European Brand Director
A leading pharmaceutical company needed to boost the performance of its promoted product across EMEA. Despite a strong value proposition, field teams struggled with customer access, inconsistent sales behaviours, and strained relationships with key opinion leaders and resistors.
Commercial leaders recognised that technical knowledge alone wouldn’t unlock growth. Behavioural confidence, mindset, and trust-building were critical – but missing.
That’s when the European Brand Director reached out to Open Water to support a transformation.
Open Water designed and delivered a behaviour-based commercial programme – The Conversation Revolution – focused on three levels of change:
• Individual confidence and mindset
• Leadership alignment and cultural clarity
• Customer connection and behavioural shifts
Through diagnostics, immersive workshops, coaching, and post-programme measurement, TCR helped teams move from transactional conversations to value-driven partnerships.
The impact was fast and measurable. Here’s what changed:
Customer Access & Trust
• 27% increase in customer access
• 11 previously inaccessible customers per participant converted to regular visits
• 93% of participants increased trust with resistors and detractors
More Time with Customers
• 80% of participants spent 13 more minutes per visit
• 66% increased the frequency of visits with 7 key customers each
Sales & Prescribing Behaviour
• 7 customers per delegate began prescribing the promoted product (e.g. Invega and others)
Perception of Impact
• 73% of delegates said TCR made a tremendous contribution to their performance
• 100% said the programme made a positive contribution overall
• 97% participant satisfaction score
• Open Water NPS: 79
What started as a capability programme quickly became a cultural shift. Leaders reported stronger team cohesion, while field teams returned with renewed energy, purpose, and belief in their ability to influence prescribing behaviour.
This wasn’t just about improving sales capability – it was a mindset shift that reshaped customer relationships and unlocked previously untapped commercial opportunities.
At Open Water, we help life science organisations build the trust, mindset, and behaviours needed to succeed in today’s commercial landscape.
How Open Water Drove Measurable Sales Impact Across EMEA
Boost in Customer Access
Driving Sales
Sales Impact
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