Inspired by patients, driven by science. UCB is well established as a leader in the adult Epilepsy therapeutic area. With the addition of a pediatric indication, we saw a need to address the differences between selling in an adult space and the challenging dynamic of the pediatric space where families, caregivers, and physicians play roles in treatment decisions. In an effort to marry our patient centricity with the highly specialized area of Epilepsy, UCB has developed a unique and innovative way to fully immerse the commercial facing staff members in journey that a pediatric epilepsy patient, their family, and their care givers go on from initial symptom presentation, diagnosis, disease management, and future goals thereby enabling sales representatives to not only have thoughtful clinical discussions but bring the patient to the forefront of each discussion with a provider. As the industry continues to move towards a more patient centered approach, we hope our experience with this highly successful workshop can be shared with our LTEN colleagues.
How our workshop was delivered: This was a fully immersive experience that engages sights, sounds, smells, etc. Representatives will walk into a room that is built exactly to feel like the patient’s story so that they are transported out of their day-to-day lives and into that patient’s journey. For example, our first patient is a severely developmentally delayed 13-year-old child that is mostly non-verbal; however, she is an extremely talented artist and actively paints several days a week. Therefore, we set up the room to look, smell, and feel like her art studio including displaying some of her amazing pieces of art. The attendees would come in, sit down, and they would watch a video of the patient, and their family/caregivers talk directly to them about their epilepsy journey. After that portion of the video would complete, the representatives would move outside that room where they would capture reactions to what they just learned. These reactions, lessons learned, etc. would be analyzed and distributed to DMs for use in the verbalization workshops the next day.
For the LTEN workshop, we would like to re-create one of the patient experience rooms (if possible), have the attendees go through a portion of that experience and then bring them together to have a hands-on workshop to work through the process we utilized to create the experience:
– Identify how an immersive patient experience for commercial staff members can drive customer engagement
– Identify critical success factors for an immersive patient experience
– Identify opportunities for how this can be implemented for other disease states/organizations