Challenge

Allergan’s Business Development Managers (BDMs) have very few resources to utilise when discussing LAP-BAND® with General Practitioners. There was a clear need for visual aids to assist BDMs with presentations and education of GPs; content that was both engaging and relevant to the individual GPs.

Insight

Amongst GPs, there are varying levels of knowledge regarding LAP-BAND® and varying number of referrals for procedures. Ensuring that presentation content is relevant for GPs with both high and low levels of exposure to LAP-BAND® becomes very difficult for BDMs, thus presentations can be irrelevant and disengaging for those at either end of the GP spectrum.

Impact

We worked with Allergan Health to identify five different GP profiles based on their knowledge levels and referral numbers. Using this, we developed interactive iPad modules that provided BDMs with a range of engaging content chapters in an easily accessible format, catered to the spectrum of LAP-BAND® knowledge levels. The modules have only recently been distributed to the BDMs so we are looking forward to feedback from the field soon.