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Case Study

Transformational mindset change for enhanced performance

Expert capability consultancy to a cross-functional global biopharmaceutical company, developing confidence to adopt and embrace a ‘challenger mindset’.

The Challenge

Our client represented an ‘underdog’ brand. Launching two years behind the first to market, and with a fast follower on their tail, the cross-functional team lacked the confidence needed to win.

Why Uptake?

They were looking for a partner to help them build belief and embrace a robust challenger mindset, and Uptake demonstrated that we could do this by:

• gaining a deep understanding of the competition
• re-framing how the HCP makes prescribing decisions
• developing a compelling, memorable narrative.

An approach that inspires

We took the client on a journey, with 18 months of in-person interventions to deeply embed and sustain mindset transformation.

Uptake delivered:

‘David vs. Goliath’ – inspirational workshops in which we worked with the client team to create a brand new view of the competition, then reframed how to beat the giants.

‘HCP Perspective’ – educational capability development sessions recognising the magnitude of the prescribing decision to change to a different product, and then developing the skills to influence desired behaviour change.

‘Compelling narrative’ – creative workgroups co-creating ‘stories’ using story arc techniques to build stickiness and memorability for the brand.

Delivering positive outcomes

Uptake amplified cross-functional confidence, with a strongly differentiated narrative.

New outlook

Increased engagement and belief within the team that David could beat Goliath.

Refreshed mindset

A challenger mindset activated in annual brand planning.

Embedded brand

A differentiating narrative delivered with confidence, embedding the brand in mind of the prescriber.

Wider impact

A mindset ripple-effect with localisation of workshops and leaders actively role modelling.

Client Testimonial

Our collaboration in their words.

“Very challenging and motivating including emotion with a patient to help us think differently”

“I don’t know how you translated our thoughts into something so concrete and actionable with the team to evoke change”

Cross-functional team

Global Biopharma Company

Do you want to take on the giants and win?

Our expert healthcare consultants have provided many of the world’s leading pharmaceutical and biotech companies with the strategies, tools, and capabilities to drive uptake.

Get in touch for a conversation about your current challenges.

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