Missing (Wellness)

PROBLEM
A doctor or physician has a lot to accomplish every second, making it one of the busiest jobs. Therefore, pharmaceutical sales representatives only have an average of 5 minutes to explain or offer new items to doctors.
Eisai is an organization that offers a wide range of pharmaceutical products and services. The company intends to create a campaign to draw doctors’ attention to sleep wellness and to introduce the company’s products at the same time by communicating through B2B format with only 430 doctors consisting to sleep specialists, neurologists and psychiatrists who is the influencer to shift the treatment paradigm.
The big challenge lies in time, i.e. how to get doctors' attention in a short amount of time or how to give pharmaceutical representatives more time through the only channel the organization has, that is, pharmaceutical representatives walk in and speak with doctors face-to-face. All of this aims at create a change in terms of product use and therapeutic concepts surrounding sleep wellness.

SOLUTION
Because they are presented in the same repetitious manner and ask for a reference manual outlining the concept of therapy, research and surveys have revealed that the majority of physicians have very limited memory of the items or concepts offered by the pharmaceutical sales representative. Therefore, we employ a single-channel technique, in which pharmaceutical sales representative speak with doctors 4 times while developing a creative case to demonstrate to them the potential problems to highlight the treatment gap and make doctor interest in the product’s benefits without revealing the product's name.
We developed the “Missing Wellness” campaign by creating a scenario in which a detective from the future comes across a weird individual and writes to all the doctors in the present to ask them to help solve the case stating that we have to change the present for better future. The first step in our plan is to send a pharmaceutical sales representative to visit doctors and deliver a top secret paper announcing their participation as future health research investigators. The pharmaceutical sales person will thereafter periodically show doctors the proof and future-era video clips. It includes a variety of evidence (based on realistic patient data with sleep issues), including CCTV footages, sound clips, diagnostic paperwork, and the detective’s log file.
In the last visit, the pharmaceutical sales representative will send a card to the doctors inviting them to an event where they can discuss these matters and learn what disease the patient in the case has. (The campaign’s conclusion is that the patient symptoms may not be improved by the current sleep wellness treatment methods and products.)

DELIVERY
This overview of a B2B strategy adds a new dimension to industrial communication by using creativity without altering the way it communicates (pharmaceutical sales representative walks inside doctor’s office). There are 5 steps in the creation of this campaign.
Step 1: To generate interest and participation, we create a teaser and engagement through invitation cards distributed to target doctors, but the message can only be viewed through the given gadget.
Step 2: We give the pharmaceutical sales representative a video recording of a message from the future to be shown to the doctors, along with CCTV footage of the patient (actor) displaying some symptoms. The targeted doctors are then consulted to determine the patient’s disease and the next course of action in terms of testing. Doctors can fill out additional information through the organization’s website.
Step 3: We submit additional documents that a doctor might want to take into account while examining the patient, such as a brain scan, daily sleep patterns, or a general practitioner. All of this is done to arouse the curiosity of doctors with a question “What disease do you think the patient has?”.
Step 4: To demonstrate how every choice a doctor makes that changes a patient’s course of treatment will have an impact on all of the patients in the future, we have a pharmaceutical sales representative explain the patient’s symptoms (represented by an actor) and side effects as well as educate about the new Sleep Wellness concept of our organization.
Step 5: We send out invitations to doctors to attend the event explaining the whole story in the Era of Dora theme and demonstrating how the organization’s new product concepts will impact the operations of medical organizations in the future.
The goal of all these 5 steps is to build a unique journey that focuses on getting doctors to recognize a problem and desire to solve the problem. In other words, it allows doctors to see the results of the product before explaining or even knowing the name of the product.