1. The story describes two brand managers, Visu and Aidy, who create visual aids to promote products to doctors. 2. Over time, the doctors lose interest in visual aids. Twin monkeys Digi and Tal discover digital marketing as a better way to engage doctors. 3. As Visu and Aidy cling to visual aids, Digi and Tal grow while Visu and Aidy shrink. Visu eventually partners with Digi and Tal to learn digital marketing, while Aidy disappears. 4. The story suggests that digital marketing is better than traditional visual aids at engaging modern doctors, and that companies must adapt to new approaches.

1. Who Moved My Visual Aid?
A fable inspired by Dr. Spencer Johnson
Vivek Hattangadi -
Academy of
1 Who Moved My Visual Aid

2. Introduction - City of VA-topia
Brand Manager - Visu Brand Manager - Aidy
Vivek Hattangadi -
Academy of
2 Who Moved My Visual Aid

3. VA-topia
 In the city of VA-topia lived two brand managers Visu
and Aidy.
 Every morning they would run to their office and
churn out visual aids for the DetailMen and the
HealingMen.
 They enjoyed their jobs
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Academy of
3 Who Moved My Visual Aid

4. Visu – whatever came to his mind, he wrote on
a wall in his office
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Academy of
4 Who Moved My Visual Aid
Preparing a Visual Aid makes a
Brand Manager very happy

5. DetailMen and HealingMen
 Every month for 6 days in a week they visited the
HealingMen along with the DetailMen
 The DetailMen and the HealingMen were delighted to
see new Visual Aids every month and prescriptions
began to flow
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Academy of
5 Who Moved My Visual Aid

6. Visu writes
The Visual Aid is the most important
tool to get a prescription
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Academy of
6 Who Moved My Visual Aid

7. Success of Visual Aid
 And life went on merrily
 The Visual Aids were received by the DetailMen and
HealingMen with great enthusiasm
 Industry too began to grow and prescriptions began to
flow and flow
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7 Who Moved My Visual Aid

8. Year 2000 – Twin Marmoset Monkey’s Born
Digi Tal
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8 Who Moved My Visual Aid

9. Digi and Tal join the profession
 Digi and Tal enjoyed seeing Visu and Aidy working on
the Visual Aids
 And as they grew up they too loved the work of Visu and
Aidy
 Digi and Tal decide to take up the same profession
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Academy of
9 Who Moved My Visual Aid

10. Every morning Visu & Aidy and Digi & Tal go to office
to churn out Visual Aids
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Academy of
10 Who Moved My Visual Aid

11. Visu writes on the wall
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Academy of
Who Moved My Visual Aid11
Making Visual Aid is fun and play for which we get paid so well!

12. Digi & Tal visit the HealingMen
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Academy of
Who Moved My Visual Aid12
 Visu & Aidy and, Digi & Tal enjoyed going to office and
churn out Visual Aids
 But Digi & Tal ALSO visited the HealingMen along with
their DetailMen every evening
 They keep meeting them often beyond midnight
 Over a period of time, they find something amiss
about the Visual Aids

13. Cranky old HealingMan
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Who Moved My Visual Aid13
 Till one day on a cold wintery evening in December
2010, Digi & Tal went on to meet the HealingMen
 That day one cranky old HealingMan told them:
 “Don’t show me the Visual Aid anymore. Just name the
product andget out”

14. Not surprised
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Academy of
Who Moved My Visual Aid14
 Digi & Tal were not surprised
 Digi said: “That’s it! The Visual Aid is being used and
detailed to the HealingMen since 1975. It is but natural
they are bored seeing the same thing again and again.”
 Added Tal: “Yes! It takes away time from their practice. 
When they don’t have time for patients, how can they
have time for us?”
 Said Digi: “Yes – agreed. Come Tal, we shall try to find
and do something new”.

15. And suddenly Digi & Tal began to grow in size
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Academy of
Who Moved My Visual Aid15

16. Visu & Aidy with HealingMan
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Academy of
Who Moved My Visual Aid16
 A few weeks later Visu & Aidy too went to meet the
HealingMen
 And the cranky old HealingMan said:
 “Don’t show me the Visual Aid anymore. Just name the
product andget out”

17. Aidy reacts
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17 Who Moved My Visual Aid
What happened Visu?
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid?

18. Visu writes on the wall
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Academy of
Who Moved My Visual Aid18
Visual Aid actually nourishes the doctor’s mind and we should
continue giving better and better Visual Aids.

19. Visu & Aidy suddenly shrunk in size and were reduced
to the size of Digi & Tal who were now growing
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Academy of
Who Moved My Visual Aid19

20. What do they do?
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Who Moved My Visual Aid20
 Next morning Visu & Aidy once again went to office to
prepare better Visual Aids. And they further shrunk in size
 On the other hand, Digi & Tal ran around to find out
something new to replace the Visual Aid. They kept on
searching and began to grow in size.

21. Now Visu & Aidy barely reached the shoulders
of Digi & Tal
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Who Moved My Visual Aid21

22. Discovery
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Who Moved My Visual Aid22
 Suddenly Digi found something new and said to Tal:
“Here it is - The Tablet.”
 They transferred the contents of the Visual Aid into The
Tablet. Animated some visuals and gave a voice over
 The DetailMen and the HealingMen went gaga

23. Visu & Aidy tried relentlessly to improve the
Visual Aid with gimmicks and pull outs
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid23
Don’t show me that
stupid Visual Aid
again and again!
Just name the
products and get
lost!

24. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid24
Visual Aids of all
companies are
stereotype! Cannot
distinguish between
one company’s brand
and another company’s!
All commodities!
Don’t waste my time!
Get out!

25. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid25
These idiots cramp so much of
technical details in small print and
expect me to read it!
Do not even know the meaning of
the word VISUAL and dare to call
it A VISUAL AID

26. Visu & Aidy try relentlessly
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Academy of
Who Moved My Visual Aid26
 Visu & Aidy tried harder and harder to improve the Visual
Aid with electronic devices, gadgets, and so on
 But the HealingMen’s responses did not change

27. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid27
I wonder what Digi & Tal
are doing? Should we
go and find out?

28. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid28
Are you okay Visu?
Digi & Tal are just
little monkeys.
What can they ever
think and do?
On the other hand,
we are humans

29. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid29
Nope! They are no
longer little
monkeys! They have
outgrown us!

30. Visu writes on the wall again
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Academy of
Who Moved My Visual Aid30
HealingMen will prescribe only when they see
something new and different!

31. Visu now grew but Aidy shrunk further
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Who Moved My Visual Aid31

32. Experiment with The Tab
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 Digi & Tal kept experimenting with The Tab
 Soon noticed its limitation - HealingMen had
neither time nor patience to see the tab getting
opened which often took close to a minute

33. One morning they see Visu approaching
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Hi !
Digi-Tal
What’s
New
Digi & Tal smiled and happily
shared their new experience of E-
Detailing with The Tablet
“The Tablet takes a lot of time to
open and takes more time from
the HealingMen; not very
popular” said Tal

34. Visu was getting wiser - He wrote on the wall
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid34
E-Detailing IS NOT the mere transfer of
the Visual Aid into a gadget!
It’s much more deeper! And profound !

35. Visu smiled. He ran off to tell Aidy of what Digi
& Tal are doing
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Who Moved My Visual Aid35
No, no!
It is only the Visual Aid whichwill work!
I want my old Visual Aid back!
Who MovedMy Visual Aid?
Who MovedMy Visual Aid?
Who MovedMy Visual Aid?

36. Visu decided to work with Digi and Tal
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 Aidy further shrunk in size and Visu grew to the same
size as the monkeys Digi and Tal
 Visu decided to work with Digi and Tal. He is now named
DX

37. DX again wrote on the wall
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Who Moved My Visual Aid37
Just showing Tab or Ipad is not e-detailing.
E-Detailing is making the HealingMan listen to
the detailing at a time and place which is
convenient to him!

38. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid38
Eureka, Eureka! We have found it.
It is “Digital Marketing”
Suddenly one late night…

39. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid39
DX goes to make one last plea and invite Aidy to join.
He goes to the room to find where Aidy is but couldn’t find him.
Aidy,
Aidy
I am here.
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid??
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid?

40. Vivek Hattangadi -
Academy of
Who Moved My Visual Aid40
Aidy soon disappears
Aidy and His Visual Aid are
EXTINCT

41. The Handwriting on the Wall
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Academy of
Who Moved My Visual Aid41
on the verge of becoming a dinosaur – extinct.
1. Just transferring Visual Aid contents into The Tablet or Ipad is not
E-detailing – It’s just another glorified version of the Visual Aid
2. Digital Communication is a devoted servant of the Medical
Representative
3. Digital Communication will in no way replace the Medical
Representative or Field Managers
4. Digital Media will include use of Internet, microsites on the website,
data bases and more
5. Digital Media will also include social media like Facebook page,
LinkedIn, Twitter, YouTube and Webinars
6. Digital Media will also include social media like Facebook page,
LinkedIn, Twitter, YouTube and Webinars
7. Use portals for medical professionals like Docplexus, and so on

42. Vivek Hattangadi -
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Who Moved My Visual Aid42
Prof. Suniel Deshpande - Vivek Hattangadi
For more details on Pharma Branding and modern ways to
build brands and train brand managers and field managers ,
please contact
academypharmaleadership@gmail.com