Novartis, as newest player, wanted to establish itself as sensitive to challenges and complex nuances of what community was going through at that point in time
Becoming Christopher: Connecting Through The Power of Storytelling
MAUREEN BYRNE Novartis ANDY PHELAN Actor
Maureen Byrne Director of Public Relations Novartis Pharmaceuticals Corporation September 29, 2010 Becoming Christopher Connecting Through The Power of Storytelling
How It All Began… The Situation The Need The Challenge Close-knit, savvy disease community Patient-to-patient interaction discouraged Patients living longer , being asked to transition to adult care Novartis - a new player in CF Enhanced protocols to successfully support patients in transition from pediatric to adult care Demonstrate a smart, authentic commitment to the CF community
How Christopher Came to Life <ul><li>Developed story content with the community </li></ul><ul><li>Professional screenwriter shadowed Care Teams </li></ul><ul><li>Interviews with physicians and patients </li></ul><ul><li>Patient advisor </li></ul><ul><li>3 healthcare professional advisors </li></ul><ul><li>A one-act play to inspire discussion </li></ul><ul><li>Play about Christopher examined complexities of patient transition, adherence </li></ul><ul><li>Fictional story of a young man’s journey created universal case study </li></ul><ul><li>Premiered at North American CF Conference </li></ul><ul><li>Interactive panel discussion followed play </li></ul>
Overwhelming CF Community Response <ul><li>“ Sold Out” Event: 615+ healthcare professional attendees </li></ul><ul><li>90% felt play accurately portrayed challenges of the CF community </li></ul><ul><li>90% were very willing to attend a similar event </li></ul><ul><li>78% were motivated to reconsider interactions with patients about transition </li></ul>SOLD OUT “ The play was truly amazing. It didn't just hit home, it was home .” “ The play is a good thing for those of us that work with these patients to see, as well as patients themselves to see, to realize how other people have the same issues and are coping and trying to cope.” “ Thanks for doing this! Well done! So true to life .” “ Entertainment is an excellent vehicle to portray these delicate issues ” “ We need more plays and visuals like this in all aspects of medicine.”
Sales Specialists’ Feedback <ul><li>According to Sales Specialists… </li></ul><ul><li>96% of CF Centers used the DVD </li></ul><ul><li>95% of CF Centers reacted positively to the film </li></ul><ul><li>80% felt DVD helped them strengthen relationships within the CF community </li></ul>“ They love it! We love it! ” “ My customers saw how much Novartis is investing its time in CF. [The film] brought a delicate topic to the forefront and promoted conversation and discussion .” “ Really liked both the play and the DVD. I thought it was very realistic and hit home. Helped to point out how important it is to start the transitioning process easily.” “ This has been a tremendous resource and has demonstrated to customers Novartis' commitment to CF and enable me to gain access to a very large no-see CF center. It really opened doors- thanks!”
Cognitive Connectivity <ul><li>Christopher demonstrated to this sophisticated audience the company’s sincere and authentic commitment to being a partner in CF care. </li></ul>Relationship with Christopher is a relationship with Novartis Program allowed Novartis sales reps access to Care Teams for meaningful conversations about relevant issues.. The power of drama and storytelling incited rich dialogue, allowing Care Teams to challenge each other on how best to transition patients.
Responding to Community Feedback 90% requested a DVD reproduction of the play <ul><li>Novartis built on the value of Christopher’s story through DVD version and two additional films </li></ul><ul><li>Premiered films at medical meeting and distributed to CF Centers for use as educational tool for families, patients and HCPs </li></ul><ul><li>Films now online via Novartis CF website, YouTube, Facebook, Twitter </li></ul>I think it is a wonderful tool. I hope it is made into a DVD. I think it would be a wonderful teaching tool for both our parents and our patients.
Thank you. Maureen Byrne Novartis Pharmaceuticals Corporation Director of Public Relations [email_address]