Patient Journey Narratives Make Product Launch Training Personal
Our client was preparing for the US and global launch of a new cancer treatment, its first to treat this cancer type. Understanding the patient journey, and where in that journey this treatment was appropriate, was essential.
Our immersive training program was built around fictional but realistic patient narratives. A continuous learning process began pre-launch, and built to a crescendo at launch.
Before the launch
Sales specialists were introduced to six patients and their disease management teams, through narratives describing their physical and emotional experience throughout their journey. The case studies followed real-world situations rather than neatly tied-up scenarios. Through this approach, sales specialists were able to understand the physicians’ thought process, anticipate their triggers and decision points, and advocate for their patients.
At the launch event
The case studies came to life in an exhibit featuring these patients and physicians. As they rotated through the exhibits, participants listened to compelling recorded dialogues between patients and physicians. The patient cases were also carried through in the medical panel discussions and application workshops that followed.
Sales specialists gained the knowledge and perspective to become successful patient advocates, and confidently discuss the disease and treatment with their customers.
Our Keys to Success
- Patient-centered approach created personal connection for sales specialists, leading them to become advocates for patients and their physicians.
- Learning was “pulsed out” over time, so that new information integrated and built upon prior learning.
- Multi-disciplinary perspectives representing different members of the treatment team allowed broader understanding of the patient and physician experience.
- BlueC worked with local subject matter experts from the outset to ensure patient cases were relevant in every geographic market.