Great storytellers understand insight.
Explores the story that stakeholders are telling themselves today versus a variety of future stories and what it takes for the narrative to change.
Our ethnographic journals provide an in-depth exploration of beliefs, attitudes and behaviors to reveal sharper human truths, along with language and imagery that underpins powerful insights and engaging stories.
Learning from Extremes
Those at the extremes are better able to articulate behaviors and motivations, which can be a great short cut to breakthrough innovation and communications.
Ovarian cancer was evolving rapidly with multiple entrants and potential for confusion among oncologists over therapy options. Tesaro® approached Make Believe to develop a compelling human story to simplify the launch discussion around Zejula® (niraparib) for medical professionals and the women in their care.
We undertook story journaling with oncologists across 5 countries to uncover their core motivations and behaviors.
This enabled us to craft a story tailored to their goal of achieving “More time for more women”, using powerful language and imagery derived directly from oncologists’ own experiences. Zejula® has become the new leader in ovarian cancer, providing renewed optimism in a devastating disease.