The Power of Immersive Learning and Emotional Storytelling in Health Sciences
08.31.23
The Power of Immersive Learning and Emotional Storytelling in Health Sciences
Immersive learning is a successfully proven method that engages the senses, which applies an interactive, hands-on approach to education. In fact, studies show employees learn 4x faster with immersive learning versus traditional classroom learners (source: PwC). However, the marriage of immersive learning and emotional storytelling has proven to be a dynamic force, leaving a profound impact.
The journey from simple information transfer to deep emotional connection has brought about transformative results, especially within the intricate landscape of the health sciences and bio pharmaceuticals industry. Marked by their role in bringing hope, transformation, and life-saving solutions, they are a shining model of the potential of this combined approach.
The following examples show how immersive learning merged with emotional storytelling has brought the patient journey to life, transported sales teams into the shoes of patients, broadened the horizons of healthcare professionals, and even turned training into an adventurous quest. Each scenario exemplifies the diverse ways in which this synergy can create empathy, understanding, motivation, and a genuine sense of investment from audiences far beyond traditional methods.
Evergreen Digital Community
Effectively engage and train a completely remote workforce, hindered by pandemic-related restrictions, to introduce a new, high-profile drug.
A biotech company integrated their team in the launch of a groundbreaking therapy through a fully immersive campaign, sharing the theme and initiatives with their audience while actively involving them in the experience. Over the course of several months, the campaign evolved from a digital interactive experience to multiple touchpoints that kept the campaign fresh and top-of-mind for attendees. This included themed interactive newsletters, an ongoing competition, a feedback loop, and team recognition and shoutouts. The continued communications brought the audience into the experience, keeping them engaged and connected between in-person events.
Empathy-First Sales Training
Go beyond technical training on an innovative therapy for a previously untreatable cancer and train the sales team on the patient mindset and the treatment's potential to transform patient lives.
For a biopharmaceutical launch targeted at cancer patients, we devised a strategy driven by empathy. By crafting an immersive soundscape experience, we transported sales reps into the mindset of an ovarian cancer patient. Realistic sets at the venue, including a coffee shop, kitchen, doctor's office, train station, and park bench, formed the backdrop. Attendees, triggered by a mobile app, encountered audio stories as they moved through each set. These stories captured the patient's journey - from symptoms to treatments, invoking conversations between patients, caregivers, and physicians. This approach not only brought the patient's experience to life, it also evoked a deep emotional connection, helping sales reps appreciate the medicine's potential impact.
Engage the Senses
Use the 5 senses to give the sales team a deep understanding of the customer experience and healthcare landscape to improve performance in the field.
In a bold departure from traditional methods, a major healthcare company aimed to enhance sales education through interactive customer journey experiences. Eight customer vignettes transformed the expo hall, offering seamless and immersive learning. Using key customer personas, tools, and solutions, each area simulated real customer scenarios, featuring presentations, interactive quizzes, and QR-code-triggered audio content. This blend of activities, live elements, and digital interaction delivered practical training in a dynamic and personalized way, redefining sales education.
In the Patient’s Shoes
Bring to life the realities of MS patients to generate support for the company’s first investigational medicine launch.
A major biopharmaceutical company launched an investigational medicine for multiple sclerosis (MS). To educate and excite the sales force, we orchestrated an immersive experience at the company's headquarters. This interactive walkthrough featured five stations, simulating the challenges faced by MS patients in their daily lives. Attendees engaged in tasks and tests such as picking up objects, walking, brain trivia, a peg hole test, and a VR simulation into the mind of someone with MS. iPads and a digital leaderboard added a gamified element, enhancing engagement. This hands-on approach effectively conveyed the realities of MS, forging a stronger connection between employees and the medicine's potential impact.
Teambuilding as Training
Deepen relationships between sales reps and corporate support partners while uncovering drug benefits to increase sales effectiveness and collaboration between the two teams.
A biopharmaceutical company sought interactive learning beyond traditional breakout environments. Collaborating closely with the client, we crafted an immersive Indiana Jones-style Escape Room to bolster the sales teams' understanding. Mimicking an Egyptian museum's archives, three identical rooms held artifacts and branded props. Sales teams used QR codes on their app to uncover and unlock quizzes based on the training materials. The teams’ goals were to unlock eight boxes in a layered two-track game to recover the ancient “TBM Relic” and win the game. Facilitators messaged hints via the app when needed. Tech integration added uniqueness and fun while reinforcing learning and tracking knowledge gaps.
The key takeaway is clear: From training modules to leveling-up patient stories to effective sales training, the convergence of immersive learning and emotional storytelling stands as a beacon of effective education. It not only imparts knowledge, it also fosters a profound connection that fuels action and meaningful change.
At InVision, we are helping our clients manifest their corporate values and brand purpose. Reach out to your InVision Communications account director, or email us at info@iv.com to learn how InVision can help you create immersive, storytelling experiences for your audiences that inspire change.