Building excitement for a 10-year-old product is hard enough. Add in the fact that the product is a nonsurgical treatment administered by hand surgeons that prefer to treat with surgery, and you’ve got yourself a challenge. After a decade of printed sales tools, XIAFLEX® reps were clamoring for some technology that could provide a jolt of excitement to a brand with strong history, data, and potential.

To make surgeons eager to use a nonsurgical treatment, we had to focus on a few objectives. Our thematic variations and life-like animations would certainly serve as a gateway to productive dialogue, but our data needed to be engaging enough to inspire a deeper dive into the content that proves XIAFLEX® is more than an alternative. Peer-to-peer training videos, an area of particular importance, had to reinforce proper technique as well as product endorsement. Finally, in order to increase comfort levels, surgeons had to feel supported with resources and information that could help them understand what XIAFLEX® could bring to their practice.

In hindsight, creating a tool with four thematic variations and nearly 1 GB of available media pieces in around six months’ time was a tall order, but one that took shape quickly with the wealth of existing resources that were used to inform the final product. An interactive visual aid (iVA) was the perfect tool for accomplishing our goals. It allowed us to include all of our animations, resources, and videos in a highly engaging environment with seamless transitions. But this is not your ordinary, run-of-the-mill iVA. Life-like themes and animations keep surgeons engaged and cycling through the data while videos are one tap away to provide peer-to-peer reinforcement when needed. Further, by consolidating a decade worth of resources into a one-stop-shop and adding email capability for every piece of media, we not only lighten our reps' load but also allow them to provide extra support at a moment’s notice.

The iVA has only been in the field for a few months, so certain performance metrics are limited, but if the response we’ve received is any indication, the iVA is already having a big impact on our efforts.

“With the new iVA, our ability to have meaningful meetings with information that customers can find useful is much easier. There’s never any panic. This iVA is best I’ve ever seen and I have been in the industry for many years. You can share so much with the touch of a button!”

- Sales Representative

There are very strict rules pertaining to branded communications in the US. Once our client is on board with our vision and execution for a specific piece, like our iVA, we also need to also gain approval through their Medical, Legal, and Regulatory board to ensure accuracy and compliance.

Our target audience for the iVA is HCPs, specifically Hand Surgeons. The information is relevant because it contains peer videos showing proper injection technique, offers resources to encourage acquisition, and most importantly, makes a personal connection by highlighting patient types and contractures they've most likely encountered in their own practice.