The Client
Eli Lilly & Co
The Challenge
Eli Lilly & Company charged the creative services team with creating a custom CD-ROM application. This CD-ROM will serve as a HUMALOG MIX 75/25 PEN interactive training tool for Diabetes Care sales representatives and diabetes trainers.
The obvious benefit of compiling all of this information on a polished, entertaining CD-ROM is that it will be readily available on laptops or desktop computer systems.
The primary goal is for the end-user to use the CD and walk away with a full understanding of:
- The benefits of Humalog Mix 75/25 Vs Humulin 70/30
- The benefits of Humalog vs. regular insulin
- The Humalog Mix 75/25 sales message
- The Humalog Mix 75/25 areas of concern
A secondary goal is for the end-user to use this CD and find it both entertaining and fun.
The Haverstick Approach
The Creative Services team architected, designed, and developed an interactive training CD-ROM that would train the sales staff on the benefits of Humalog 75/25 and how to persuade physicians to prescribe it. The team took the approach of using an animated Dachshund and his doghouse as a metaphor for the various sections of the training CD. For example, the dog’s food dish is the button for the section that talks about the importance of good control of blood sugar through diet. The newspaper is the button for the section that contains reprints and sales ads. The hoop is the button for the testing section, etc.
At the end of the CD, the sales representatives were tested and scored to evaluate their comprehension and retention of the information offered in the training session. The test scores were then submitted via the Internet to a database at Eli Lilly corporate offices.
The Result
This training CD-ROM was distributed to a nationwide sales force. The test scores that were returned by the representatives showed that the interactive CD-ROM was effective in training them about the various features and benefits of the Humalog Mix 75/25 PEN.
By using a CD-ROM as a training tool, Eli Lilly saved time and money in its training efforts. Sales representatives did not have to go to training sessions that are time-consuming and expensive. This training CD allowed Eli Lilly and Company to deploy an accurate and consistent message to the entire sales force. The sales representatives were in turn empowered with the information they needed to speak intelligently and effectively to physicians. The training helped the sales force persuade physicians to prescribe more of the Humalog Mix 75/25 PEN. | 
