Bayer launches a revolutionary medicament
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In October 2008 Bayer Vital launched Xarelto, the novel thrombosis prophylaxis was set to be the most important product launch since Aspirin and about to become the most profitable compound on the European market. As Xarelto would be writing history, the participants would obviously be part of this process. Thus the slogan
There were 4 upstream events organised in Germany and the launch conference in Valencia, Spain, where 120 field and office employees participated. For one year, delegates turned into journalists. They were to cover the story of history writing. They were the protagonists of this success story. It was their task to document the history using simple means and methods. These allowed them to experience and capture the new era of the company and the new field of therapy and from a reporter
