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In January 2006, the dermo-cosmetic company, Vermont Italia, launched its first product on the market: a vitamin E preparation for topical use in monodermodosis. Promotion of the drug exclusively to dermatologists used a network of pharmaceutical promoters who had previously received training on the product and on how to conduct the interview with the doctor. Alongside theory defining the communication technique (in particular the correct progression from the opening to the closure of the interview) and role-play, imaginary also proposed the use of a Serious Game as a preparatory exercise delivered as blended learning. A web simulation reiterated the main stages of the interview with the aim of highlighting the possible risks at each stage.

The tool served to instil greater confidence among the promoters when undertaking the role-play and challenging themselves in front of colleagues and company managers.