This presentation has been adapted from the original story by Dr. Spencer Johnson in his book – “Who Moved My Cheese” This story is about two Brand Managers Visu and Aidy who refuse to change from the current obsolete pharma marketing tools like the visual-aids to newer and modern Digital Communication. Aidy particularly is adamant and change-proof. What happens to Aidy? Read on! Vivek Hattangadi

1. Who Moved My Visual Aid?
A fable inspired by Dr. Spencer Johnson
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2. Introduction - City of VA-topia
Brand Manager - Visu Brand Manager - Aidy
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3. VA-topia
 In the city of VA-topia lived two brand managers Visu
and Aidy.
 Every morning they would run to their office and
churn out visual aids for the DetailMen and the
HealingMen.
 They enjoyed their jobs
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4. Visu– whatever came to his mind, he wrote on
a wall in his office
Preparing a Visual Aid makes a
Brand Manager very happy
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5. DetailMen and HealingMen
 Every month for 6 days in a week they visited the
HealingMen along with the DetailMen
 The DetailMen and the HealingMen were delighted to
see new Visual Aids every month and prescriptions
began to flow
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6. Visu writes
The Visual Aid is the most important
tool to get a prescription
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7. Success of Visual Aid
 And life went on merrily
 The Visual Aids were received by the DetailMen and
HealingMen with great enthusiasm
 Industry too began to grow and prescriptions began to
flow and flow
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8. Year 2000 – Twin Marmoset's Born
Digi Tal
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9. Digi and Tal join the profession
 Digi and Tal see Visu and Aidy working on the Visual Aids
 And as they grew up they too loved the work of Visu and
Aidy
 Digi and Tal decide to take up the same profession
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10. Every morning Visu & Aidy and Digi & Tal go to office
to churn out Visual Aids
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11. Visu writes on the wall
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Making Visual Aid is fun and play for which we get paid

12. Digi & Tal visit the HealingMen
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 Every morning now Visu & Aidy and, Digi & Tal went to
office and started churning out Visual Aids
 But Digi & Tal visited the HealingMen along with their
DetailMen every evening
 Kept on meeting them often up to midnight or beyond

13. Cranky old HealingMan
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 One cold wintery evening in December 2010, Digi &
Tal as usual went on to meet the HealingMen
 But one cranky old HealingMan told them:
 “Don’t show me the Visual Aid anymore. Just name the
product andget out”

14. Not surprised
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 Digi & Tal were not surprised
 Digi said: “The Visual Aid is being displayed and detailed
to the HealingMen since 1975. It is but natural they are
bored seeing the same thing again and again
 Added Tal: “When they don’t time for patients, how
can they have time for us?”
 Said Digi: “Come Tal, we shall try to find and something
new”.

15. And suddenly Digi & Tal began to grow in size
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16. Visu & Aidy with HealingMan
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 A few weeks later Visu & Aidy too went to meet the
HealingMen
 And the cranky old HealingMan said:
 “Don’t show me the Visual Aid anymore. Just name the
product andget out”

17. Visu writes on the wall
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Visual Aid actually nourishes the doctor’s mind and we should
continue giving better and better Visual Aids.

18. Visu & Aidy suddenly shrunk in size and were reduced
to the size of Digi & Tal who were now growing
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19. What do they do?
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 Next morning Visu & Aidy once again went to office to
prepare better Visual Aids. And they further shrunk in size
 On the other hand, Digi & Tal ran around to find out
something new to replace the Visual Aid. They kept on
searching and began to grow in size.

20. Now Visu & Aidy barely reached the shoulders
of Digi & Tal
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21. Discovery
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 Suddenly Digi found something new and said to Tal:
“Here it is - The Tablet.”
 They transferred the Visual Aid into The Tablet and the
DetailMen and the HealingMen went gaga

22. Visu & Aidy tried relentlessly to improve the
Visual Aid with gimmicks and pull outs
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Don’t show me that
stupidVisual Aid
again andagain!
Just name the
products andget lost!

23. Visu & Aidy try relentlessly
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 Visu & Aidy tried harder and harder to improve the Visual
Aid with electronic devices
 But the HealingMen’s responses did not change

24. Vivek Hattangadi -
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I wonder what Digi & Tal
are doing? Should we
go and find out?

25. Vivek Hattangadi -
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Are you okay Visu?
Digi & Tal are just little
monkeys.
What can they ever
think and do?
On the other hand, we
are humans

26. Vivek Hattangadi -
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Nope! They are no
longer little
monkeys! They have
outgrown us!

27. Visu writes on the wall again
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HealingMen will prescribe only when they see
something new and different!

28. Digi grew but Tal shrunk further
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29. Experiment with The Tab
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 Digi & Tal kept experimenting with The Tab
 Soon noticed its limitation - HealingMen had
neither time nor patience

30. They see Visu approaching
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What’s
New
Digi & Tal smiled and happily
shared their new experience of E-
Detailing with The Tablet
“The Tablet takes a lot of time to
open and takes more time from
the HealingMen; not very
popular” said Tal

31. Visu was getting wiser - He wrote on the wall
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E-Detailing IS NOT the mere transfer of
the Visual Aid into a gadget!
It’s much more deeper! And profound !

32. Visu smiled. He ran off to tell Aidy of what Digi
& Tal are doing
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No, no!
It is only the Visual Aid whichwill work!
I want my old Visual Aid back!
Who MovedMy Visual Aid?
Who MovedMy Visual Aid?
Who MovedMy Visual Aid?

33. Visu decided to work with Digi and Tal
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 Aidy further shrunk in size and Visu grew to the same
size as the monkeys Digi and Tal
 Visu decided to work with Digi and Tal. He is now named
DX

34. DX again wrote on the wall
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E-Detailing is making the HealingMan
listen to the detailing at a time and place
convenient to him!

35. Vivek Hattangadi -
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Eureka, Eureka! We have found it.
It is “Digital Marketing”

36. Vivek Hattangadi -
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DX goes to make one last plea and invite Aidy to join.
He goes to the room to find where Aidy is but couldn’t find him.
Aidy,
Aidy
I am here.
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid??
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid?
Who Moved My Visual Aid?

37. Vivek Hattangadi -
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Aidy soon disappears
Aidy and His Visual
Aid are now EXTINCT

38. The Handwriting on the Wall
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on the verge of becoming a dinosaur – extinct.
1. Using The Tablet is not E-detailing – It’s just another glorified
version of the Visual Aid
2. Digital Communication is a devoted servant of the Medical
Representative
3. Digital Communication will in no way replace the Medical
Representative or Field Managers
4. Digital Media will include use of Internet, microsites on the website,
data bases and more
5. Digital Media will also include social media like Facebook page,
LinkedIn, Twitter, YouTube and Webinars
6. Digital Media will also include social media like Facebook page,
LinkedIn, Twitter, YouTube and Webinars
7. Use portals for medical professionals like Docplexus

39. For more details on Pharma Branding, please
contact
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Prof. Suniel Deshpande or Vivek Hattangadi