Client: The Wellington Group for Allergan, Inc.
RESTASIS® Sales Training Program & Managed Care Presentation
One of the most common corneal diseases, dry eye syndrome (or keratoconjunctivitis sicca) affects more than 10 million Americans. Despite its prevalence, the traditional therapeutic approach has been palliative—aimed at alleviating symptoms. Allergan took a more direct approach in 2003 when it introduced RESTASIS® a novel drug that targets the pathophysiology of the disease.
In launching this product, Allergan was faced with an unusual challenge: the company needed not only to educate its sales force about RESTASIS®, but they also needed to convey to a managed care audience the impact of chronic dry eye disease as a serious health concern—one that warranted a new approach to therapy. Allergan asked The Wellington Group to prepare a sales training program for its sales force and a managed care presentation on CD–ROM.
Working in conjunction with The Wellington Group, Creative Perspectives produced a customized training program for Allergan's field sales force. This program communicated the specifics about the underlying cause of the disease and how this novel approach to therapy works. The program included medical illustrations and animations that traced the pathophysiology of dry eye disease. For the managed care presentation, video clips of patients and physicians were used to underscore the impact that dry eye disease can have on a patient's quality of life and also to provide compelling evidence for adopting this new therapeutic option.
