How do you motivate pharmaceutical sales reps to think beyond their sales quotas and grapple with the real human benefits of what they do every day? You invite them to an immersive experience that brings them to face-to-face with the people whose lives will be forever changed by the drugs they sell.
In the middle of a five-day sales conference filled with marketing, training, and data sessions, attendees returned to their hotel rooms to find mysterious hand-crafted packages inviting them to “be here” at a certain time and place. Upon arrival, they experienced a live theater event portraying stories of daughters who lost their mothers to cancer, and a surprise address by three-time cancer survivor Annie Parker, who inspired the film Decoding Annie Parker. The event was capped by a live-camera balloon launch to commemorate audience members’ loved ones lost to cancer.