How Farma Leaders Talento used Typeform to grow enrollments by 40x

Spain's most ambitious EdTech startup has been slowly reforming higher education for science talent, one form at a time.

For Inés Martínez, the hardest part of growing her business was lying. When Farma Leaders Talento—a business school that helps scientific talent find their place in the pharmaceutical industry—started marketing their first Master’s Program, there was no program. They were building the content on the fly. 

“At that moment, I felt like I was lying to people,” recalls Inés, “But my partner told me, no, you’re not lying. You are fully convinced we’re going to achieve this." 

Since launching with Typeform in 2022, the bet paid off. The team at Farma Leaders Talento have used Typeform to:

• Generate leads: Growing from 25 to 1000 students using fit quizzes, masterclass signups and contact forms
• Collect feedback: Over 600 benchmark survey responses that validated demand for an entirely new degree program
• Disrupt an industry: Successfully establishing themselves as pioneers in revolutionizing Spain’s higher education

Challenge: a course with no content

Spain's pharma industry—a major European hub for companies like AstraZeneca, Novartis, and Pfizer—has always had a talent pipeline problem. Universities offer degrees in pharmacy and biology but often fail to educate students about the career paths available to them.

“Right now, in Spain,” says Inés, “students leave degree programs feeling super frustrated.” The lack of guidance post-graduation plus the high cost of education—nearly €15,000 for a masters in pharmacy compared to €604 to €2,565 for most other programs—has left even the most promising scientific talent feeling stuck.

Inés and her co-founder had stood in their students’ shoes, and now they were in a position to fix what was broken. But fixing it meant building a high-quality, affordable program from scratch. All with a tiny team, no dedicated marketing function, and a curriculum that didn't exist yet. They needed a way to develop course content in real time based on student feedback, while simultaneously generating and qualifying leads without the resources of a traditional institution.

That's where Typeform came in.

Solution: dynamic feedback as growth engine 

Inés first encountered Typeform through an online business course and knew right away that it was significantly better than their current solution—jumping between a cobbled-together form and manually-generated spreadsheets. They saw real utility in Typeform: an incredibly smooth UX students would actually use, plus the data collection and branching features they needed to support enrollment growth. 

They relied on these features when they took their biggest risk: launching their first Master's cohort in January 2022 with zero actual course content.

Here’s how they did it:

25 students signed up for a program being built in real time. Each week, after students completed their coursework, they filled out a comprehensive survey covering everything from ratings on the session instructor to open-ended questions: What did you like most? What would you change? The team used those responses to build the following week's content

That feedback loop was just the beginning. Today, Farma runs 42 forms across their workspace—with 17 CTAs on their website, plus additional forms linked from social media—spanning everything from hiring and internal culture surveys to the lead gen approaches that have fueled their growth.

“Nowadays, we use Typeform in different ways. For lead generation, hiring, feedback from our students and in-house  We love to gather input from the team on our culture and values.” - Inés Martínez, Co-founder, Farma Leaders Talento 

From course feedback to a curriculum that sells itself

For the feedback loop to work, they needed a form that would inspire thoughtful answers. They included ratings scales, open-ended questions, and space for anything else on students’ minds. But for Inés and her team, depth was the point. It’s how they built a program that students responded to so strongly that they started referring friends. 

“We created a program that really, really fits the needs of our students. It’s why our main channel for leads is referrals, because people truly believe in our promise.” - Inés Martínez, Co-founder, Farma Leaders Talento 

Inés also credits Typeform’s design and personalization features for helping them do more than collect data. They use forms to convey who they are as a company. “We wanted to accurately transmit our culture and way of doing things through forms,” says Inés. “Typeform lets us do that with GIFs, emojis, and  the flow of the form represents our way of doing things. We're innovative” 

Using market research to validate a new program 

In 2025—on the heels of their successful Master’s program—Inés and her team decided on another bold move: creating a new kind of 4-year degree program in Spain. But this time they wanted to do the research first, and the building second. 

“We needed to understand if there was a real problem,” says Inés, “so we created a survey to do market research.” 

The survey was hefty—31 questions—but by leaning into what they’d already learned about engaging respondents, the Farma team gathered 600+ answers from people all over the academic world. They built conditional logic into the form so that people from outside the industry would be funneled into an alternate series of questions. That way, their results stayed laser-focused on the people who could provide answers. 

“It was super helpful to grab those results from the form, go to our partners and say: ‘okay, there’s a problem.’ People need a change, so let’s do it.” - Inés Martínez, Co-founder, Farma Leaders Talento 

Results: 40x student enrollments and a new model for higher education

Since launching with Typeform in 2022, Farma Leaders Talento has seen 40x growth in their student body, from 25 enrolled students in their first cohort to 1000+ today. Referral-driven growth from high engagement and satisfaction scores has become their primary acquisition channel. Most recently, the 600+ responses from their market research survey helped validate demand for a new degree program and secure support from pharma partners.

Typeform hasn’t just helped them grow. It’s freed the Farma team to focus on what they actually care about: reinventing higher ed. 

“Our vision is to create the Silicon Valley of biopharmaceutical talent in Spain. We want to change the higher education system so that students can finish their degrees transformed, and then find their place to shine.” - Inés Martínez, Co-founder, Farma Leaders Talento 

For other education businesses with big ambitions and lean teams, that’s the bar that’s been set. It’s also proof: that the right tools can help you clear it.