Live Video Detailing
A tool that provides physicians with access to Reps on demand 24/7
Published on: 
2011
Digital Imaging, Multimedia, Storyboarding
  • Live Video Detailing
    Roche Pharmaceuticals
     
    The Opportunity & Journey
    Roche Pharmaceuticals was planning the launch of a new blockbuster drug into the US primary care market. The drug had the potential to completely redefine patient outcomes in its targeted disease state. The company was interested in developing a go-to-market plan that was substantially differentiated and advanced versus what it had done traditionally for new market launches.
     
    The company asked Cooler Solutions to rethink its go-to-market tactics and strategies from a user-centered perspective, identifying additional opportunities to add value for patients and physicians around the core prescription drug offering.
     
    Cooler Solutions undertook a human-centered design project immersing itself in the lives of patients with the disease, their caregivers and their families, understanding their diverse needs and constraints in managing the disease. Among the key findings was that physicians were increasingly squeezed for time and had limited access to specific expert information either during patient visits or after normal business hours. Physicians were also rapidly decreasing their availability to traditional in-person pharma Rep-based sales forces, making it more difficult for pharmaceutical companies to deliver important medical information to them.
     
    The Results
    This research led to numerous collaborative ideation workshops where Cooler Solutions and the Roche team worked together to create several go-to-market tactics and strategies to enable a radically different go to market approach. The workshops included co-creation sessions with Physicians treating the targeted disease state to ensure relevance of the resulting tactics.
     
    One key tactic was the development of a Live Video Detailing tool that provides physicians with access to Reps on demand 24/7. Physicians have immediate access to detailed scientific research, patient printouts, other relevant expert information, and can request medicine samples, providing support to physicians on an as-needed basis.
     
    Despite its status as leading global pharma, Roche had not yet had any direct experience with Live Video Detailing. Building and launching the LVD tool necessitated substantial internal communication and coordination across the organization. Cooler Solutions achieved this by developing numerous internal communication mediums, including a video introducing the LVD tool and sharing the case for its usage.
     
    The LVD tool was launched in 2011 and is being reviewed for broader rollout across other franchises.