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How can we help marketing & sales teams experience deep empathy for the experience of living with advanced cancer?
A major pharmaceutical company was bringing their global oncology team together to generate empathy and motivate them to promote a new cancer treatment.
The audience felt unsure about promoting the particular treatment, uncertain if it would make a difference to those living with serious and terminal illnesses.
Our Approach
Rather than having management tell the audience the benefits of this treatment we turned the camera on the patients and caregivers – some of which had lost loved ones - to share with them the meaning of having even just a year of life with decent quality. Making memories matters.
APPROACH HIGHLIGHTS:
- Behavioral pre-work & interviewing using projective and reflective techniques such as “my story”, “precious milestones” and gratitude exercises to prime respondents and gain stimulus to share with the client team.
- Development of 2-3 min videos for each of the patients/caregivers across multiple countries & languages to be shared with team during the in-person meetings.
- Moderator training, interview guides and agendas for client facilitators to increase their confidence and to support patient/caregiver emotional safety on “day of” in-person meetings.
Our Impact
The meetings were a big success. The audience saw and heard the incredible impact that this medication could have on those who were living with these conditions. They gained the “felt-sense” confidence to move forward in promotion to customers. The patients/caregivers felt seen, heard and that their experience mattered. Moreover they greatly valued the exercises, interviews and final video as legacy artifacts to share with family & friends into the future.
"FSI was pivotal in bringing the experience of people with advanced cancer into the lives of our key stakeholders. The FSI team was experienced, insightful, creative, and executed flawlessly. We received so much positive feedback from our Sr Management Team who are now encouraging other teams to embark on this type of initiative."
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