Blood clots from venous thromboembolism (VTE) causes 500,000 deaths a year in Europe. Research has shown that although these clots are preventable, orthopaedic surgeons are not prescribing prophylaxis. Our challenge was to raise awareness of the devastating effect of VTE and communicate the value of VTE prevention with Xarelto®, a once-daily anticoagulant. But the absence of a sales force meant finding a unique way to communicate these messages to our audience. The result was a remote selling tool, which told the dramatic story of John, a hip-replacement patient who had a VTE a week after surgery. His story is brought to life using interactive challenges, which help compel surgeons to intervene and change John’s outcome by prescribing Xarelto® at the point of discharge from hospital. An estimated 400 orthopaedic surgeons using 0 sales representatives.

We developed an interactive platform where we developed the story of John, a patient who underwent routine hip replace surgery but suffered a VTE whilst at home a week after the surgery. By travelling back in time before John’s collapse, we combine dramatic storytelling with interactive challenges, which maximised engagement and compelled surgeons to intervene and change John’s outcome by prescribing Xarelto® at the point of discharge from hospital.

The remote selling game enables Bayer to communicate to a previously hard-to-reach target audience. An estimated 400 orthopaedic surgeons will be accessed in the UK alone where 70% of surgeons are now considering increasing their use of Xarelto® for thromboprophylaxis. This is based on a survey at the end of the game. All of this being achieved using 0 sales representatives.

Because the unique remote selling game provides much needed brand support without the need for a sales force, this now successful platform is being adapted for use across other markets around the world. The remote selling tool will become a key foundation for expanding the reach of Bayer communications to this and other hard-to-reach target audiences.

This selling tool is a new way for the company to reach more customers with less investment and is planned to be applied to other brands of their portfolio.