This case describes how Lanco Medical Group, a fast-growing pharmaceutical distributor serving Latin America, approached the design of their employee benefits and incentives program. After learning about gaps between what leadership believed motivated employees and what employees actually valued, the organization systematized the collection of data about drivers of employee motivation. Priorities varied between age group, organizational role, and geographic locations, signaling that a one-size-fits all solution was unlikely to succeed. With ambitions for regional and market expansion in the next few years, motivating and retaining employees was a top priority for the leadership team. The case highlights the tension between tailoring incentive design to employees' preferences while maintaining fairness and operating a manageable system as the company pursues aggressive international growth targets.