When Novo Nordisk began preparing to launch its Type 2 diabetes drug, Victoza, last year, the company wanted to hit the market fast and strong. That meant its sales reps not only had to be up on the new drug, but also highly motivated to outsell the competing drug already on the market. But how to you psych up a 2,000-person sales force whose mean age is 28? That’s the question Novo Nordisk tapped Performance Plus Marketing, Roswell, Ga., to answer during the development of the Victoza ...

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