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.
Creating moments that matter
2kpieces of handcrafted memorabilia
425names of loved ones lost to cancer sent into space
01superstar cancer survivor with a story that moved an auditorium to tears
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.
“We had some friends tell us how they went straight back to their rooms to call their mothers and their kids to tell them they loved them. The team was left both emotional but also so recommitted to their mission to help women like our mothers—and we could not have asked for anything more.”
“I don’t know if you realize how you have impacted not only my life, but that of the audience who witnessed pure magic earlier this week. TESARO will remember this for a very long time.”
Scenes from the three-act play we wrote, produced, and directed that told the powerful, emotional stories of daughters who lost their mothers to cancer. Each act was inspired by the lives of real TESARO employees, whose personal artifacts were foreshadowed in the memorabilia placed in each hotel room the night before.
Three-time cancer survivor and genetic testing advocate Annie Parker delivered an impassioned surprise speech about patient survivorship. She provided a powerful call to action for the TESARO sales reps to never forget who they are actually working for.
Video footage from the balloon launch, where each conference attendee was invited to text the names of loved ones they’ve lost to cancer to a number on the event screen. These names were launched into space in a large weather balloon as the audience followed along via a live camera broadcasting its journey through the stratosphere.