NIA Creative - Case Study Item

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Biogen Idec

Industry Medical

Project Type Sales Training/Medical Writing

Testimonials
"Your team has been awesome. I particularly appreciated your ability to understand my needs and to develop creative and bold training materials. The medical writing was outstanding - well researched and thoughtful. The design work was eye popping and easy to follow. Additionally, the quick turn and fast response to my changes were very much appreciated. Your attention to detail and project management allowed me to focus on implementation and rollout. I would recommend NIA Creative to any organization looking for outstanding work and working relationship."

- Jim Cirelli, Sr. Manager - Sales Training
Biogen Idec, Inc.

Challenge
Biogen Idec approached NIA Creative with a request for development of sales training materials related to Rituxan, a drug approved for treatment of Non-Hodgkin's Lymphona. An additional approval for use in treating Rheumatoid Arthritis (RA) was expected soon, so the materials developed needed to cover both applications.

Initially, we were asked to write and design a brief Annotated Package Insert (API) for each application, as well as a white paper. One of the important aspects of the project was to ensure that sales reps understood both applications of the drug.

The final materials were to be used by both Biogen Idec and Genentech, who work together to develop and market Rituxan.

Recommendations
During preliminary discussions about the project, NIA's medical writer suggested that we instead produce a more comprehensive "Cross-Trainer" manual that included a single API covering both applications. In addition, it was decided that a slim jim would be a critical tool for sales reps, enabling them to easily review and recall key concepts when calling on physicians. Finally, Biogen Idec asked that we create a PowerPoint presentation based on the content of the Cross-Trainer/API that could be used by Sales Trainers when working with the reps.

Solution
NIA wrote and produced a 150-page Cross-Trainer Manual with an integrated API covering both applications. During the development process, the FDA approved Rituxan for use with rheumatoid arthritis, enabling us to edit the content to reflect the final approved Package Insert (PI). Both the Manual and Slim Jim featured color-keyed information, making it easy for reps to grasp and understand the concepts presented. Since the PowerPoint presentation was based on the manual and slim jim, all materials worked well together as well as separately.

Results
Biogen Idec and Genentech were thrilled with all pieces developed. The slim jim was especially well-received, and reps and trainers all were eager to hit the ground running with them when the RA approval came through.

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