Sobi: one way of engaging decision makers, from Stockholm to Dubai
- Client
- Sobi (Swedish Orphan Biovitrum)
- Sector
- Biopharma, rare diseases
- Offer
- Training programs and research
- Scope
- 16 programs in Europe, the Middle East and the US
- Research
- Industrial PhD on executive decision making
The challenge
Sobi develops treatments for rare diseases. Its strategy puts patients first, and its people need to communicate complex science credibly to the clinicians, payers and other decision makers who decide whether a treatment reaches the patient. Sobi wanted one shared way of doing that across countries and business units, built on its own strategic goals and values, and a way to keep that culture alive after the training ended.
What we did
Napica worked with Sobi on four tracks over several years.
- Kick-off on storytelling: a keynote and breakout workshops for the commercial organisation on turning expert knowledge into stories that persuade.
- A program built on Sobi's strategy and values: Napica designed the Patient And Customer Engagement program with Sobi: understanding stakeholder needs, messaging and positioning, storytelling, questioning techniques, objection handling and video role-plays with content experts. It became part of an accredited learning journey.
- Delivered across regions: 16 programs from 2015 to 2017 for Sobi's haemophilia and specialty care units in Europe, the Middle East (Dubai) and the US.
- Train-the-trainer: four programs that equipped internal trainers to teach their colleagues in their own language, and to coach and facilitate, strengthening a shared internal culture.
- Industrial PhD on decision making: Sobi was a case company in an industrial PhD carried out by Napica with Copenhagen Business School: a three-year research project observing board and executive meetings to understand how emotional and value-based arguments shape business-critical decisions.
The result
Participants rated the programs 5.3 out of 6 for introducing important knowledge and for motivation, and 5.4 out of 6 for the faculty, consistently across modules and regions. Most importantly, the tools became a shared language across countries.
“It was a common language in the company.”
Participant, Sobi
“Our PACE training has been invaluable. The combination of research-based teaching and practical training has improved our employees' communication skills significantly and made them more focused on achieving their primary goal: working dedicatedly with involvement and cooperation with our customers to continue improving patients' lives.”
Bruce Faulkner-Dunkley, Learning and Organisation Development Director, Sobi
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The offer behind this case.
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