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Who Moved My Visual Aid?
A fable inspired by Dr. Spencer Johnson
Vivek Hattangadi -
Academy of
1 Who Moved My Visual Aid
Introduction - City of VA-topia
Brand Manager - Visu Brand Manager - Aidy
Vivek Hattangadi -
Academy of
2 Who Moved My Visual Aid
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
Vivek Hattangadi -
Academy of
3 Who Moved My Visual Aid
Visu– whatever came to his mind, he wrote on
a wall in his office
Preparing a Visual Aid makes a
Brand Manager very happy
Vivek Hattangadi -
Academy of
4 Who Moved My Visual Aid
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
Vivek Hattangadi -
Academy of
5 Who Moved My Visual Aid
Visu writes
The Visual Aid is the most important
tool to get a prescription
Vivek Hattangadi -
Academy of
6 Who Moved My Visual Aid
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
Vivek Hattangadi -
Academy of
7 Who Moved My Visual Aid
Year 2000 – Twin Marmoset's Born
Digi Tal
Vivek Hattangadi -
Academy of
8 Who Moved My Visual Aid
Digi and Tal join the profession
 Digi and Tal see 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
Vivek Hattangadi -
Academy of
9 Who Moved My Visual Aid
Every morning Visu & Aidy and Digi & Tal go to office
to churn out Visual Aids
Vivek Hattangadi -
Academy of
10 Who Moved My Visual Aid
Visu writes on the wall
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid11
Making Visual Aid is fun and play for which we get paid
Digi & Tal visit the HealingMen
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid12
 Every morning now Visu & Aidy and, Digi & Tal went to
office and started churning out Visual Aids
 But Digi & Tal visited the HealingMen along with their
DetailMen every evening
 Kept on meeting them often up to midnight or beyond
Cranky old HealingMan
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid13
 One cold wintery evening in December 2010, Digi &
Tal as usual went on to meet the HealingMen
 But one cranky old HealingMan told them:
 “Don’t show me the Visual Aid anymore. Just name the
product andget out”
Not surprised
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid14
 Digi & Tal were not surprised
 Digi said: “The Visual Aid is being displayed and detailed
to the HealingMen since 1975. It is but natural they are
bored seeing the same thing again and again
 Added Tal: “When they don’t time for patients, how
can they have time for us?”
 Said Digi: “Come Tal, we shall try to find and something
new”.
And suddenly Digi & Tal began to grow in size
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid15
Visu & Aidy with HealingMan
Vivek Hattangadi -
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”
Visu writes on the wall
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid17
Visual Aid actually nourishes the doctor’s mind and we should
continue giving better and better Visual Aids.
Visu & Aidy suddenly shrunk in size and were reduced
to the size of Digi & Tal who were now growing
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid18
What do they do?
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid19
 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.
Now Visu & Aidy barely reached the shoulders
of Digi & Tal
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid20
Discovery
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid21
 Suddenly Digi found something new and said to Tal:
“Here it is - The Tablet.”
 They transferred the Visual Aid into The Tablet and the
DetailMen and the HealingMen went gaga
Visu & Aidy tried relentlessly to improve the
Visual Aid with gimmicks and pull outs
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid22
Don’t show me that
stupidVisual Aid
again andagain!
Just name the
products andget lost!
Visu & Aidy try relentlessly
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid23
 Visu & Aidy tried harder and harder to improve the Visual
Aid with electronic devices
 But the HealingMen’s responses did not change
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid24
I wonder what Digi & Tal
are doing? Should we
go and find out?
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid25
Are you okay Visu?
Digi & Tal are just little
monkeys.
What can they ever
think and do?
On the other hand, we
are humans
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid26
Nope! They are no
longer little
monkeys! They have
outgrown us!
Visu writes on the wall again
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid27
HealingMen will prescribe only when they see
something new and different!
Digi grew but Tal shrunk further
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid28
Experiment with The Tab
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid29
 Digi & Tal kept experimenting with The Tab
 Soon noticed its limitation - HealingMen had
neither time nor patience
They see Visu approaching
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid30
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
Visu was getting wiser - He wrote on the wall
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid31
E-Detailing IS NOT the mere transfer of
the Visual Aid into a gadget!
It’s much more deeper! And profound !
Visu smiled. He ran off to tell Aidy of what Digi
& Tal are doing
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid32
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?
Visu decided to work with Digi and Tal
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid33
 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
DX again wrote on the wall
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid34
E-Detailing is making the HealingMan
listen to the detailing at a time and place
convenient to him!
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid35
Eureka, Eureka! We have found it.
It is “Digital Marketing”
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid36
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?
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid37
Aidy soon disappears
Aidy and His Visual
Aid are now EXTINCT
The Handwriting on the Wall
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid38
on the verge of becoming a dinosaur – extinct.
1. Using The Tablet 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
For more details on Pharma Branding, please
contact
Vivek Hattangadi -
Academy of
Who Moved My Visual Aid39
Prof. Suniel Deshpande or Vivek Hattangadi

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Who Moved My Visual Aid

  • 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 Vivek Hattangadi - Academy of 3 Who Moved My Visual Aid
  • 4. Visu– whatever came to his mind, he wrote on a wall in his office Preparing a Visual Aid makes a Brand Manager very happy Vivek Hattangadi - Academy of 4 Who Moved My Visual Aid
  • 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 Vivek Hattangadi - Academy of 5 Who Moved My Visual Aid
  • 6. Visu writes The Visual Aid is the most important tool to get a prescription Vivek Hattangadi - 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 Vivek Hattangadi - Academy of 7 Who Moved My Visual Aid
  • 8. Year 2000 – Twin Marmoset's Born Digi Tal Vivek Hattangadi - Academy of 8 Who Moved My Visual Aid
  • 9. Digi and Tal join the profession  Digi and Tal see 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 Vivek Hattangadi - Academy of 9 Who Moved My Visual Aid
  • 10. Every morning Visu & Aidy and Digi & Tal go to office to churn out Visual Aids Vivek Hattangadi - Academy of 10 Who Moved My Visual Aid
  • 11. Visu writes on the wall Vivek Hattangadi - Academy of Who Moved My Visual Aid11 Making Visual Aid is fun and play for which we get paid
  • 12. Digi & Tal visit the HealingMen Vivek Hattangadi - Academy of Who Moved My Visual Aid12  Every morning now Visu & Aidy and, Digi & Tal went to office and started churning out Visual Aids  But Digi & Tal visited the HealingMen along with their DetailMen every evening  Kept on meeting them often up to midnight or beyond
  • 13. Cranky old HealingMan Vivek Hattangadi - Academy of Who Moved My Visual Aid13  One cold wintery evening in December 2010, Digi & Tal as usual went on to meet the HealingMen  But one cranky old HealingMan told them:  “Don’t show me the Visual Aid anymore. Just name the product andget out”
  • 14. Not surprised Vivek Hattangadi - Academy of Who Moved My Visual Aid14  Digi & Tal were not surprised  Digi said: “The Visual Aid is being displayed and detailed to the HealingMen since 1975. It is but natural they are bored seeing the same thing again and again  Added Tal: “When they don’t time for patients, how can they have time for us?”  Said Digi: “Come Tal, we shall try to find and something new”.
  • 15. And suddenly Digi & Tal began to grow in size Vivek Hattangadi - Academy of Who Moved My Visual Aid15
  • 16. Visu & Aidy with HealingMan Vivek Hattangadi - 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. Visu writes on the wall Vivek Hattangadi - Academy of Who Moved My Visual Aid17 Visual Aid actually nourishes the doctor’s mind and we should continue giving better and better Visual Aids.
  • 18. Visu & Aidy suddenly shrunk in size and were reduced to the size of Digi & Tal who were now growing Vivek Hattangadi - Academy of Who Moved My Visual Aid18
  • 19. What do they do? Vivek Hattangadi - Academy of Who Moved My Visual Aid19  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.
  • 20. Now Visu & Aidy barely reached the shoulders of Digi & Tal Vivek Hattangadi - Academy of Who Moved My Visual Aid20
  • 21. Discovery Vivek Hattangadi - Academy of Who Moved My Visual Aid21  Suddenly Digi found something new and said to Tal: “Here it is - The Tablet.”  They transferred the Visual Aid into The Tablet and the DetailMen and the HealingMen went gaga
  • 22. Visu & Aidy tried relentlessly to improve the Visual Aid with gimmicks and pull outs Vivek Hattangadi - Academy of Who Moved My Visual Aid22 Don’t show me that stupidVisual Aid again andagain! Just name the products andget lost!
  • 23. Visu & Aidy try relentlessly Vivek Hattangadi - Academy of Who Moved My Visual Aid23  Visu & Aidy tried harder and harder to improve the Visual Aid with electronic devices  But the HealingMen’s responses did not change
  • 24. Vivek Hattangadi - Academy of Who Moved My Visual Aid24 I wonder what Digi & Tal are doing? Should we go and find out?
  • 25. Vivek Hattangadi - Academy of Who Moved My Visual Aid25 Are you okay Visu? Digi & Tal are just little monkeys. What can they ever think and do? On the other hand, we are humans
  • 26. Vivek Hattangadi - Academy of Who Moved My Visual Aid26 Nope! They are no longer little monkeys! They have outgrown us!
  • 27. Visu writes on the wall again Vivek Hattangadi - Academy of Who Moved My Visual Aid27 HealingMen will prescribe only when they see something new and different!
  • 28. Digi grew but Tal shrunk further Vivek Hattangadi - Academy of Who Moved My Visual Aid28
  • 29. Experiment with The Tab Vivek Hattangadi - Academy of Who Moved My Visual Aid29  Digi & Tal kept experimenting with The Tab  Soon noticed its limitation - HealingMen had neither time nor patience
  • 30. They see Visu approaching Vivek Hattangadi - Academy of Who Moved My Visual Aid30 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
  • 31. Visu was getting wiser - He wrote on the wall Vivek Hattangadi - Academy of Who Moved My Visual Aid31 E-Detailing IS NOT the mere transfer of the Visual Aid into a gadget! It’s much more deeper! And profound !
  • 32. Visu smiled. He ran off to tell Aidy of what Digi & Tal are doing Vivek Hattangadi - Academy of Who Moved My Visual Aid32 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?
  • 33. Visu decided to work with Digi and Tal Vivek Hattangadi - Academy of Who Moved My Visual Aid33  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
  • 34. DX again wrote on the wall Vivek Hattangadi - Academy of Who Moved My Visual Aid34 E-Detailing is making the HealingMan listen to the detailing at a time and place convenient to him!
  • 35. Vivek Hattangadi - Academy of Who Moved My Visual Aid35 Eureka, Eureka! We have found it. It is “Digital Marketing”
  • 36. Vivek Hattangadi - Academy of Who Moved My Visual Aid36 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?
  • 37. Vivek Hattangadi - Academy of Who Moved My Visual Aid37 Aidy soon disappears Aidy and His Visual Aid are now EXTINCT
  • 38. The Handwriting on the Wall Vivek Hattangadi - Academy of Who Moved My Visual Aid38 on the verge of becoming a dinosaur – extinct. 1. Using The Tablet 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
  • 39. For more details on Pharma Branding, please contact Vivek Hattangadi - Academy of Who Moved My Visual Aid39 Prof. Suniel Deshpande or Vivek Hattangadi