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So in this section, we would like to talk to you now a little bit about the LeadX Navigator and emotional customer activation.
So from theory to practice. The example we have chosen for you is actually on multiple sclerosis, so a crippling desease if you want.
And the first medication that was invented to treat that disease, that was new, so to say, was Betaferon.
And it is an every-other-day injection. So patients who were not used to inject themselves, now they have to deal with this.
After years from launch, there was a situation of stagnating sales and decreasing market share.
And here, let me just link to this picture here, which shows you a little bit the different decades ...
... and how pharma companies in the different decades are focusing their efforts.
You have in the 80's/90's a period where company focused very much on features.
Later it was the benefits that the companies were featuring on.
And now I think we are in the era of product and service supported customer activation.
And I think Betaferon is a very nice example where we started ... actually it was launched in the early 90's ...
... when we started with a very rigid model that was very much depending on features and after some time ...
... as I mentioned beforehand, sales were suffering, market share was also to a certain degree suffering.
And you will hear now from Daniel in a second how we overcame this exactly using the tools we are presenting here ...
... and how we can with an old product that has even certain disadvantages, we can successfully activate your customers.
I am very proud to have the opportunity to, let's say, to show you one of the most exciting examples ...
... which show that the approach of emotional activation really works.
So when we started, we started from a pretty depressed picture.
And we said: 'Ok, 15 years after the launch of the first treatment which really worked ...
... we could also focus on the quality of life aspects and change the paradigm.
You see the standards. It shows negative activation with regards to dependency.
There is no passion in it. And it was depressed. And this was the starting point. It was industry standard.
And the new approach was: we want to empower. What happened then after the complete alignment ...
... I was really proud of the team which had executed it (the team of the Client) ...
... they reached a 10% sales increase after only 6 months after launch of the new campaign.
And again this was probably the most impressive example that we can show in the emotional activation context.