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
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
“ Sold Out” Event: 615+ healthcare professional attendees
90% felt play accurately portrayed challenges of the CF community
90% were very willing to attend a similar event
78% were motivated to reconsider interactions with patients about transition
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.”
80% felt DVD helped them strengthen relationships within the CF community
“ 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!”
Christopher demonstrated to this sophisticated audience the company’s sincere and authentic commitment to being a partner in CF care.
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
Novartis built on the value of Christopher’s story through DVD version and two additional films
Premiered films at medical meeting and distributed to CF Centers for use as educational tool for families, patients and HCPs
Films now online via Novartis CF website, YouTube, Facebook, Twitter
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]