5 Surefire Steps to Disruption (in the doctor’s office or anywhere else)
Galt Pharmaceuticals challenged us to create a sales tool that would help reps educate healthcare providers on the pitfalls of prescribing Ambien, while positioning Doral as a compelling alternative for patients experiencing sleep difficulties.
- Find the Provocation in the Brief
The brief was a dream. Our client, an underdog in the category, knew they were David up against Big Pharma’s Goliath and understood that real cut-through would require breaking from the traditional playbook. They wanted something bold enough to spark genuine self-reflection and challenge ingrained prescribing habits. In other words, they invited us to take a swing at Goliath.
- Make the Idea Simple
Ambien is a nightmare. Simple as that. The cultural conversation around sleep medicine and the many stories surrounding Ambien’s side effects was already well known. Our role was to harness those truths and present them in a way that was arresting, memorable, and even entertaining. After all, who says a sales tool can’t be fun?
- Seeing is Believing
To help the client see the potential, we used Midjourney, a generative AI program for images, to visualize the pop-up book and demonstrate how interactive elements could bring the concept to life beyond the page. Instead of simply imagining the idea, they could see it. That helped build excitement and the confidence to pursue something bold. Safe ideas rarely disrupt, so when the reaction was “interesting, but risky,” we knew we were in the right territory.
- Find Partners in Craft
Great ideas deserve exceptional craft. We were fortunate to collaborate with UK-based PaperSmyths, a family-run company with decades of experience creating beautifully crafted pop-up children’s books. Their passion and expertise elevated the project from a clever concept into something truly special.
- Amplify The Message
We’re thrilled with the final product and the early reports of how it is changing conversations between doctors and their patients. To extend the impact, we also created spooky short-form content featuring a doctor reading the book. This helped the message travel even further. Brave creative work requires brave clients, and we are grateful to have one who embraced the idea from the start.
The biggest smile, however, came from this feedback:
“You guys totally blew us away. This is exactly what they warned me about with you guys—‘expect the unexpected.’ And I love it.”
— CEO & Co-Founder
