Client: The Wellington Group for Allergan, Inc.
LUMIGAN® Sales Training Program
Often undetected and untreated, glaucoma is a leading cause of vision loss. The optic nerve damage that characterizes the disease is the result of elevated intraocular pressure (IOP). Although lowering IOP is the primary focus of treatment, the particular therapeutic plan depends on the stage or severity of the disease. Case management is further complicated by the patient's individual response to therapy. The dilemma for the physician is to decide when to rely on close observation and regular follow-ups and when to intervene therapeutically.
In 2001, Allergan (a leader in ophthalmics) launched LUMIGAN®, a prostamide that exhibits powerful IOP-lowering effects. Given that the decision to intervene in glaucoma is a complicated one, Allergan's sales representatives needed to have a wide range of information at their disposal. They needed to understand the underlying biological mechanisms of the disease and the specific benefits of LUMIGAN®, as well as the factors that can influence a physician's decision to prescribe a prostamide.
The Wellington Group turned to trusted partner Creative Perspectives to help develop a comprehensive set of prelaunch training materials that included a self-study program as well as a launch presentation. These training products detailed the underlying disease mechanisms and linked them to particular conditions that might lead a physician to prescribe LUMIGAN®. The training program was well received and proved an effective preparation for sales efforts.
