STORY CURATION
Where great stories start
Revealing the hidden personal and cultural stories that can make or break your story.
Global Story Journals
Story Development
Story Telling Content Activation
Zejula:
More time for more women
Pre-positioning
Global Story Journals / Story Development /
Story Telling Content Activation
Tesaro was entering a crowded PARP inhibitor market with Zejula and needed a compelling story to differentiate in ovarian cancer.
Our ethnographic Story Journals with oncologists in 6 markets revealed their frustration at not being able to get ahead of disease recurrence. A simple image of papercut women by one physician represented the hope of Zejula’s non-BRCA status and became the unifying focus for a multi-stakeholder campaign in ovarian cancer. The resulting story: “More time for more women” was cited by GSK’s CEO following the acquisition of Tesaro.
Exelon Patch:
Because there’s no going back
The high-dose form of Exelon Patch was developed to improve clinical outcomes, but physician adoption lagged due to a prevailing pattern of under-dosing.
Story Journals with “extreme prescribers” (high/low) revealed high-dose users' belief system around doing the most they could for patients in the moment because they were “never going to be better than right now.” The resulting story: “Because there’s no going back” reminded low dose prescribers about the importance of getting patients to higher doses to preserve function and resulted in a successful life cycle extension for the brand.
Story Journals
Story Development
Sales Training
Lifecycle Extension
Story Journals / Story Development / Sales Training
Entresto:
Failing not failed
Story Journals
Persona Development
Key Account Manager Training Tool
Value Dossier
Story Journals / Persona Development /
Key Account Manager Training Tool
The Entresto Value and Access team were looking for more engaging ways to explain heart failure to payors to underscore the value of treatment.
Make Believe Story Journals revealed the inner turmoil and physical struggle of the disease for patients. A series of patient personas brought the disease to life for associates and their key accounts, effectively humanizing the condition: “Heart failing, not failure” and giving the data meaning.
Listen to patients’ stories about diagnosis
CT-152:
Harnessing the power of the brain in the treatment of MDD
Pre-Positioning
Story Journals / Story Development / Brand Strategy
In partnership with Click Therapeutics, Otsuka will launch the world’s first digital therapeutic for Major Depressive Disorder.
CT-152 is a psychiatric intervention delivered as a software application, using a novel approach comprised of Emotional Faces Memory Tasks (EFMT), Cognitive Behavioral Therapy, and motivational messages.
Our work demonstrated that CT-152 has the potential to carve out a unique space for itself, in part defined by what it’s not - not psychotherapy, not pharmacotherapy – rather a 3rd way that is a brain-forward approach: “Harnessing the power of the brain to treat MDD.”
Story Journals
Story Development
Brand Strategy
Xarelto:
Walking the warfarin line
Competitive re-positioning
Novel anti-coagulant Xarelto had reached a plateau due to ingrained warfarin usage. Evidence from Janssen’s HECOR studies suggested that the “stable warfarin patient” was a myth, yet data-driven evidence of warfarin’s limitations had not changed physician behavior.
Our challenge was to tell the story in a clear, succinct but meaningful way to convince physicians to break the warfarin habit and adopt Xarelto.
Our research revealed that too often physicians were blaming the patient for failing their INR measurements, even while their subconscious beliefs revealed a different story. A statement from a physician: “Walking the warfarin line” got to the heart of the burden for physicians, as well as patients, in managing the volatility of the drug.
Story Journals
Story Development
Cross-functional operational activation
Story Journals / Story Development /
Cross-functional operational activation
