B2B Campaign Case Study – Novartis
Helping a pharmaceutical engage and teach physicians
The Problem
What happens when your typical sales channels – where you go in person to teach your customers about your products – is abruptly shut off due to a pandemic? Novartis, a global pharmaceutical company, came to us with this conundrum. Unable to host steak and martini dinners where groups of physicians converge to learn about a product, they asked us to create an engaging online experience steeped in instructional design principles.
The Program
A lit review on physician mindsets and motivations revealed to us that healthcare providers want to learn from their peers or from luminaries in their field. We interviewed physician experts and conducted secondary research on prescribing behavior. We then developed a “peer-to-peer” learning strategy and campaign that appealed to what intrinsically motivates physicians – focusing on active learning experiences centered on realistic patient situations and challenges.
