1. Team
The New Era of Marketing Messaging:
Modular Campaign, Visual Storytelling
and Neuromarketing
The key uncertainty with their provocative concepts
was: “Would the neuromarketing approach lead to
more impactful rep calls?”
The team experimented with Pristiq, one of their
core products, and developed an artistic sketch
that transmitted their core messages to test the
visual storytelling approach.
They also created differentiated messages per
type of audience and adoption curve and tested
their new materials with different psychiatrists and
GPs in Colombia through brain response using an
‘eye tracking’ device and an ‘encephalograph’.
The team was able to prove that their
neuromarketing approach is more effective and
impactful than the traditional approach (97% vs 60%
average effectiveness with old version materials).
The field force rated the project as highly innovative,
making conversations more “enjoyable”.
For marketers the modular campaign delivery proved
to save time and money by avoiding unnecessary
steps of deconstructing and reconstructing.
The Global Team, who was on board from the start,
is now expanding the approach and working with the
LA team to leverage visual storytelling for the
remaining 4 mental health brands.
André Guerra
Carolina Costa
Paola Elorza
Diego Forero
Freddy Jhovanni Jimenez
Walter Policastri
Erika Pagani
Katherine Persand
PEH Regional Marketing LA CNS
Challenge
HCPs engagement has grown increasingly more
difficult with the increasing call volume and
monotony of delivering the same message, the
same way.
The LA Regional Marketing team set out to find
innovative and impactful ways of enhancing sales
force effectiveness.
The team started with a couple of provocative
questions: “What if we could leverage the latest
science?” Or in other words, take advantage of the
learnings from neuromarketing which suggest that
visual storytelling and differentiated messages by
audience might lead to improved HCP reactivity.
They then asked a second provocative question:
“What if we could parse the content into small pick &
mix modules?” In other words, a matrix with all the
approved messages for the product in a single place
that might allow marketers to select the most
suitable one depending on their local
needs/dynamics.
Idea
Experiment Impact
Fernando Molano
Carolina M Rivera
Marcela Sánchez
Christopher J McCarthy
Lena Ryan
Didier Périlleux
Imanol Echevarria