Since 2005, we developed and implemented a strategy to create a new pharma market approach in the Netherlands. Since 2010 it proves to be effective to grow ROI. Here (1/2) we describe concisely the project. In a few days, we will present a chalkboard sketch of the approach (2/2), based upon our review of the very project and our activities to change the market approach and make it all effective. It hasn’t been a very structured process, as experimentation and development often is not, but the innovation worked and we could collect its benefits to the ROI of our client, a local affiliate of a large global pharmaceutical company. We are now using the decision and action tools that we developed in the course of the project, to create more adaptive pharma roles for other companies as well.