CHRONIC CARE 2020 1S NSM PROPOSAL · We call it the three D’s: Desire, Determination and...

CHRONIC CARE 2020 1S NSM PROPOSAL 1

2CHRONIC CARE 2020 1S NSM PROPOSAL




Our tagline is Provoke. Collaborate. Lead. It’s the way we work with each of our clients – and how we approach every project.

We provoke the status quo by asking the unasked questions.

We collaborate with our clients to create exceptional experiences; those that imbed themselves in the conscious and subconscious of the audience for days and weeks beyond the event.

We empower our clients to lead with this approach through strategic storytelling, and in doing so, change the way audiences think, the way they feel, and ultimately, what they do.


Clients tell us our core differentiator and one of the primary values Broadstreet delivers, is strategic communications planning. We use a proprietary methodology we call POST to help uncover the Key Messages for your program that align with your audience's needs, wants, desires and concerns.

The results with our POST Methodology become a framework from which all communications are created ensuring your messages are consistent across all presentation and creative content. Additionally, we design, develop and deliver training programs for commercial organizations so we can easily work with the training team to pull through their messages and take-aways. Our experience across a wide range of industries allows us to bring diverse experiences and practices to every project we do.



Chronic diseases are some of the most prevalent health challenges patients face today --spanning diabetes, skin infections, asthma, and insomnia.


The Chronic Care team serves these patients with a powerful portfolio.


The GREAT Behaviors continue to drive the team towards its mission to empower each other to provide superior customer experiences.


2020 is the year for the team to accelerate its growth and rise to GREATER Heights.


To move from silos to networks…


Agile & Patient Focused…


Empowered & Empowering…


Take it to the next level.


To Soar.



This quote captures the essential essence of GRIT and what it takes to produce results on a consistent basis. We call it the three D’s: Desire, Determination and Discipline.


The Broadstreet approach to the Chronic Care 2020 1S NSM.


Across the entire journey of the NSM, our focus will remain on 3 key subjects:The Product Portfolio: A powerful collection of best in class products.The People of Merck Chronic Care whose mission it is to provide superior customer experiences.The Patients and their families who suffer from the effects of Chronic Diseases.

Throughout the meeting, we’ll use creative experiences to help tap into a wide range of audience emotion such as anticipation, surprise, pride, admiration, harmony, pride, or truth. By connecting patients, your people and your product at the center of these emotional experiences we have the ability create a powerful and enduring memory and to transform the audience’s sense of purpose and significance which can profoundly affect what they think, say, and do.



To bring anticipation to the meeting, an animation of the theme can bring the registration site to life.


In the weeks leading up to the 2020 1S, reinforce sales and marketing objectives with targeted, specific information delivered via podcasts. An effective, current and easily digested method of communication, they will feature key team members, address brand updates and set expectations.


To bring regions together and create some fun, competitive rivalry across the whole portfolio, regions will create their own flags to wave in General Session or the Closing Charge. They’ll be community-building projects that organize regions to sit together and use to celebrate.


Involvement creates engagement for the team. Participation in a short meeting survey solicits material to be used in the meeting.

1. A current selfie with a sign they complete which identifies what they will do to soar in 2020.

2. Share a story, if they so choose, of how Chronic Disease has impacted or touched their life, either through a friend, family member or patient.


Throughout the week, your Mobile Event App, Crowd Compass, can be used to heighten engagement with our learning experiences, and provide options for surveys and live polling that personalize the event for your sales team.

During Q&As, the app can provide a range of knowledge checks, competitions, leaderboards, as well as provide a real-time analysis of attendee participation in workshops and other elements of the meeting.

Additionally, the app can be used by attendees to collect information during Merck Main Street.

The app can even be used to gamify learning initiatives that activate Reps competitive spirits.



We have shifted the VP address to follow the Thursday General Sessions and workshops.




Team members will be greeted by digital signage throughout the property, helping to guide traffic, invite exploration and tie the environment together with theme content woven throughout.


Three possibilities for welcome gifts offer a broad range of versatility.

We know your team operates digitally, so let’s provide a branded pop socket to ease the strain on their wrist as they use the device over the day.

A Spotify gift card opens attendees to a world of endless music, news, information, podcasts as well as the playlist from the music at the meeting.

Living in the digital world doesn’t mean people change all their work styles. A convenient, branded notebook is a welcome relief to keyboard fatigue.



The environmental design features an oversized screen to bring visual stories to life. The

scale of the screen ensures there will be no bad seat in the house. Our creative features

many of the attendees and animated graphics. This environmental format makes your team

the stars of the meeting.

Link to 360 photo: https://broadstreetny.sharefile.com/d-sa790dceffa548a99

Link to viewing app: https://apps.apple.com/us/app/vr-photo-viewer-

cropper/id1117799176

Download the 360 Viewer App (add link)

Save the 360 image to your camera role

Open app, you will be prompted to give the app access to your photos, click YES

Click the “flower” icon in the top left

Select the 360 image from your camera role

Once the image is open in the app, select the goggles icon in the bottom right

Place your camera into the 360 viewing goggles

Done!


https://broadstreetny.sharefile.com/d-sa790dceffa548a99

https://apps.apple.com/us/app/vr-photo-viewer-cropper/id1117799176



https://apps.apple.com/us/app/vr-photo-viewer-cropper/id1117799176




As attendees walk into the General Session, the room will be buzzing with a curated playlist and a screen that’s alive with Tweets, Facebook and Instagram stories detailing personal accounts of life with chronic illnesses. Attendees will get wrapped up in a mix of the most vulnerable and light-hearted posts about living with these conditions, paired with reps’ submissions of how they’re going to soar to the challenge of healing lives.


As attendees walk into General Session, the room will be buzzing with a curated playlist and a screen that’s alive with Tweets, Facebook and Instagram stories detailing personal accounts of life with chronic illness. Attendees will get wrapped up in a mix of the most vulnerable and light-hearted posts about living with these conditions, paired with reps’ submissions of how they’re going to soar to the challenge of healing lives.



The meeting opens with a tribute to greatness. It illustrates the passion and purpose of the Merck Chronic Care Sales Team. Members across the organization will be featured expressing their pride for the work they do for patients. Dressed in black and white, the video will have a monochromatic feel which will allow for huge bursts of color to overwhelm the senses of attendees.


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Following the video, four members of the Chronic Care Sales Team appear onstage and, one at a time, share a personal story of how they soar in their professional lives. These stories are followed by David Schechter who shares his own personal story and launches us into the meeting.



As the first female F-14 Tomcat pilot, Carey Lohrenz is a pioneer in military aviation. Her talks inspire Fearless Leadership as she draws from her experience in the all-male environment of fighter aviation; a fast-moving, dynamic environment where inconsistent execution can have catastrophic results. An industry pioneer and team performance accelerant, Carey is uniquely qualified to talk about rising above obstacles.


https://vimeo.com/356087898/27b7258872

Amy Purdy understands better than anyone how to defy gravity. At 19, a near-fatal medical condition resulted in the loss of both of her legs below the knee. Rather than let herself stay knocked down, Amy charted a new course for her life that led to attaining goals even people with two legs struggle to achieve. Now, her talks help audiences better understand how to rise strong after being knocked down. She’s leveraged her tremendous success as a world-renowned snowboarder to soar to the top of the New York Times bestseller list, and establish herself as one of the country’s top inspirational speakers, having toured the country with Oprah Winfrey on her “The Life You Want” tour.


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Kelly McGonigal is an author, psychologist and professor at Stanford University, whose work is dedicated to helping individuals develop greater empathy, compassion and social connection. Her speech work helps audiences reconsider their limitations and look at problems from a new perspective. Bestselling author of “The Willpower Instinct”, Kelly has shared psychological science with the public as the psychology consultant for The New York Times Education Initiative, and through appearances on TV shows like The Today Show, Good Morning America, The Anderson Cooper Show, and CNN’s Vital Signs. In 2013, she gave one of the 20 most popular TED talks of all time.


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It’s time to honor those team members who’ve sailed up and over expectations in an environment where every single attendee is immersed in the celebration. It’s “The Night Of A Thousand Stars”, and all brands are united under the same dazzling sky.


The International Terrace is a convenient location for cocktails. DJs, drinks and video selfie stations will keep people entertained and build anticipation for the awards.


You know that feeling when you walk into a space and you’re totally transported?

We’ll create an elevated experience for every attendee. Your cocktail hour and awards ceremony will envelop attendees in sparkling surroundings: thousands of twinkling lights, translucent furniture, shining chrome-colored accents. It’s got all the glitz and glamour of the Oscars.


Your hosts and emcees for the awards will be the one-of-a-kind musical comedy act, The Water Coolers, comprised of some of the best improv actors and singers in NYC. Think of Jimmy Kimmel hosting the Oscars: they’ll work with your team to gather the best inside jokes within the organization to playfully rib and honor winners, while delighting the entire audience.


https://vimeo.com/357961939/e241489779

Here are two ways to give award winners an extra bit of recognition that will move non-winners as well. Your representatives sacrifice family time and miss important moments in their family’s lives serving patients in need.

We’ll reach out to family members and ask them to share some special words with the winner.


https://vimeo.com/356722288/9ce29397cc

Here are two ways to give award winners an extra bit of recognition that will move non-winners as well. Your representatives sacrifice family time and miss important moments in their family’s lives serving patients in need.

We’ll reach out to family members and ask them to share some special words with the winner.


https://vimeo.com/355584780/5fa208f9c5


Everywhere they look, attendees will see awe-inspiring achievements in flight and space travel. The Udvar-Hazy Center is comprised of two large hangars with thousands of artifacts, including a Lockheed SR-71 Blackbird, a Concorde and the Space Shuttle Discovery. It’s truly a perfect launchpad where reps will lift off towards the next stage of their adventure.


Before they launch to new heights, let’s give reps the chance to fly under the radar for a night. Every day, sales professionals in the field need to turn cracked codes into useful intelligence, and they’ll get the chance to do exactly that at the National Spy Museum, where they’ll each be given a cover identity to fly stealth-mode throughout the museum. This place is crawling with age-old techniques used to secretly influence powers that be. And it’s just plain fun.


As the nation’s first collection of American art, your audience will be immersed in the soaring aspirations, character and imagination that have defined our culture. The space’s elegant glass canopy is a blank canvas where we can bring images of sky-high sales opportunities to life in dazzling ways.


The Mellon Great Hall is one of Washington’s most revered spaces, and is listed in the National Register of Historic Places. Echoing in its grand portico are the sounds of Presidential addresses, inaugural balls and some the most iconic tv shows and movies. Attendees will step in and be exhilarated by the limitless possibilities this space evokes.




To get people into the right state of mind and body, we can get them focused or get their endorphins pumping.

A voluntary morning yoga class outside by the pool will get their breath and body primed for engagement.

If fast pace is more their speed, a Soul Cycle-style spin class will kickstart their day, or for the runner at heart, organized team trots will provide team members a chance to breathe and be ready to soar.


Breakfast Rounds are an opportunity for attendees to share ideas, problem-solve, get guidance from each other and from leadership on certain topics and subjects. Tables at breakfast will be reserved for voluntary discussions on subjects attendees have identified as needing more information on. Think of this as a clearing house, or living Facebook page or chat room.



Merck Chronic Care team members share stories of friends or family members affected by Diabetes and skin Infections; the struggles they face and how they’re personally affected. They can also share how this burden impacts their efforts in speaking with doctors and prescribers.



Instead of seating in the anticipated rounds, you might consider alternative environments. A coffee shop atmosphere, complete with hot beverages and small rounds can also create the perfect vibe for intimate conversation.


A lab-like feel with long communal tables can easily accommodate larger or smaller groups.

Whatever the design approach, rooms can be equipped with a wealth of supplies to support brainstorming, ideation, feedback, visual learning, assessment and whatever the teams can think of.

Think walls and tables covered with white butcher paper begging to be written on!

Stacks of multi-colored post-its at the ready, each one available to frame a thought, idea, or continuation of the story.


“Escape Rooms” have taken off nationwide as people of every age embrace the challenge of solving mysteries together against the clock. Reps will need to strategize and draw on their training knowledge as they solve one puzzle after another: each getting them closer to seeing the doctor.

15 to 20 puzzles immerse attendees in the experience of unlocking the secrets held by both patient and nurse.

Unlike any doctors office, there’s a treasure chest full of clues that everyone will want to explore, but you have to ask the nurse the correct question to get the key. Each Workshop has its own treasure chest, bursting at the seams with amazing things but frustratingly shut tight. Reps will be dying to know how they can get in.


Doctor’s Office Challenges and Activities• Stethoscope that reveals secrets in the wall• Tongue depressors that line up to reveal a clue• Locked treasure chest. Where’s the key?• Broken iPad X-Ray machine, that needs to be turned on to see the image• Model brain that you need AR goggles to see inside of. If only you could get inside his

head…• Eye chart that’s to be viewed with a hole punched card to get the letters that reveal a

magic word.• Only one person has the magic touch to get inside the filing cabinet. Will your finger print

scan do the trick?


The patient’s experience is a touchstone of the week, and here we set them as a puzzle that needs to be solved. The nurse has some vital information you’ll want to collect before heading into the Waiting Room. Ask her the right question, and maybe she’ll let you in on a secret.


Beginning with arrivals and continuing throughout the first two days, characters from our Escape the Waiting Room experience will subtly weave in and out, piquing attendees’ interest and establishing a through-line of intrigue that flows throughout Monday, Tuesday and Wednesday.



Celeste Headlee: Ten Ways to Have a Better ConversationGritCeleste Headlee lays out a game plan to break through personal boundaries and speak with open and honest authenticity. She has worked in public radio since 1999, as a reporter, host and correspondent, and her years of interview experience give her a unique perspective on what makes for a good conversation.

Sarah Lewis: Embracing the Near-WinRecognitionArt historian and critic Sarah Lewis asks us to consider the role of the almost-failure, the near-win, in our own lives. In our pursuit of success and mastery, is it actually our near-wins that push us forward? Sarah uses her turbocharged intellect to invite audiences on a journey beyond their perceived limitations.

Shawn Achor: The Happy Secret to Better WorkExecutionShawn Achor is the CEO of Good Think Inc., a Cambridge-based consulting firm which researches the intersection of human potential, success and happiness. His funny and rousing talk teaches audiences how to increase happiness and meaning, skyrocket success rates and profitability, and create positive transformations that ripple into more successful cultures.

Heidi Grant: How to Ask for Help, and get a YesAdaptability Heidi Grant gives audiences actionable steps to rise above the discomfort of asking for


https://vimeo.com/356282885/e65a9b09e3

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someone’s help, both at home and at work. Dr. Grant researches, writes and speaks about the science of motivation, influence and decision-making, and was named one of Thinkers50's most influential management thinkers in the world.

Louise Evans: Own Your Behaviours, Master Your Communication, Determine Your SuccessTeamLouise Evans’ speech is a call to action. She uses her entertaining and powerful “5 Chairs Method” to help audiences soar to mastery of their own behaviors and learn to manage the behaviors of others. An internationally renowned corporate coach, Louise is driven to help people strengthen their self-awareness and their understanding of others.


We’ll create a fun and festive one-stop-shop where attendees will gather the tools that will help them soar. A hub for assembling new ways of working, we’ll place the usual Mainstreet players in a playful context and invite attendees to discover new opportunities to learn.


Each station will get its own signature appetizer that entices people around the space. Who can say no to Soaring-themed nibbles like “Flying Pigs in a Blanket”, “Soaring Sliders” and, of course, Wings.


We’ll dispatch roving reporters to interview team members throughout SOARientationCentral. Quick and clever improv actors from The Water Coolers, accompanied by a cameraman, will crack up the crowd with funny interviews about adventures in the field and reps’ plans to rise up to challenges in the market, all showing up in a live feed in the room. Think Billy Eichner on “Billy on the Street”.


We’ll make SOARientation Central the perfect place to raise money for a world in need. Professionally and personally, we rise by lifting others up, and the space will be sprinkled with games having to do with lifting and propelling. Regions will compete against each other in shooting hoops, strongman mallet games and squirt gun games that set characters racing to the top of a score board. The region that racks up the most points gets a donation made in their name to a cause of their choice.


Points will be collected using the event app. Attendees will be able to scan custom-designed QR codes throughout the event, and watch a live leaderboard respond to teams’ wins and losses. Forget the typical black and white square we associate with QR codes- we can transform any image to interact with the event app. The search for QR codes can even be made into its own game!




Merck Chronic Care team members share stories of friends or family members affected by Insomnia and Respiratory issues; the struggles they face and how they’re personally affected. They can also share how this burden impacts their efforts in speaking with doctors and prescribers.




We have two ideas for David’s call to action to deliver a memorable close.


Apocolyptica is an all cello band that challenges perceptions and raises expectations. This is also what we want to do with the attendees before they return to the field.


https://vimeo.com/356953923/be9c70250d

When the audience enters the final session, in addition to the celebratory atmosphere, four lone cellos leaning against chairs, decorate the stage.

At the conclusion of the session, David Schechter is joined on stage by four musicians fully tatted and pierced, dressed head to toe in leather.

The lights dim and four spots silhouette the cellists.

The music begins.

David speaks.


https://vimeo.com/358060025/b05c96eb7f

A special addition to the program will help transform everyone’s perceptions and expectations.

The storytelling explores the cognitive experience that enables the transformation of plans into action… of goals into achievements… of forecasts into facts. The ability to soar.


https://vimeo.com/289105366/0ae766a111

David Schechter welcomes a storyteller/illusionist onstage. Together, they tell a story of the

challenges and roadblocks the team will face when they return to the field.

The storyteller turns to a wall of cubbyholes that has been a backdrop for this session. Each

cubby is filled with scraps of paper. He explains that the wall of cubbyholes is a lot like a

prescriber’s brain. Compartmentalized, filled with information, facts, and odds + ends. It’s

very difficult to clear out or add new information.

David asks for a volunteer to come onstage and write a few words of what they will say to

doctors to break through the prescriber’s compartmentalized thinking.

A sales team member comes onstage, writes their note, signs and seals it in an envelope.

David asks them to hide that envelope outside the ballroom. When they return, the he and

the storyteller continue…

Physicians who treat Chronic diseases can be especially hard to reach and they can be set in

their ways.

While they tell this story, the illusionist, begins to staple a mesh screen over the entire wall

of cubbyholes while David speaks.

The HCPs you call on will have plenty of defenses, “I have what I need…” “It’s too expensive”

and others.


But despite the challenges, the right message told the right way can get through and make a profound impact.

The illusionist asks the volunteer who signed and hid their paper to call out two single-digit numbers between 1 and 5; she says “5” and “3”. The illusionist tears away the wire that covers the third box from the top of the fifth row. He pulls out the stack of envelopes inside; on top is the envelope signed by the Rep. He asks the rep to read their words to their physician.

David concludes the story – the way to transform how physicians treat their patients is to transform the expectations you set for yourself. You are GREAT. You can soar.

These segments show that rising to the challenge begins by challenging what you think you know and believe and being open to new ways to move forward.


Before departure, regional teams will gather for updates as plans for local execution.


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Box lunches and departures follow and the team is on their way to SOAR in 2020!



SOAR is a flexible communication platform that works throughout 2020. The messaging can translate to launches, sales performance, the GREAT behaviors, and can easily be used to reinforce all the goals and messages you want to deliver.


After the event, the audience will continue to soar on the currents that began at the meeting.

We’ll deliver digital books and podcasts by our Keynote and Professional Development speakers.

Team members will receive downloadable episodes of the Soaring Stories Podcast.

We’ll recognize those reps who’ve risen to the challenge of exemplifying each of your 5 GREAT Behaviors. Who demonstrated true grit when faced with a challenge? Who is a team member we can all learn from? Here’s a chance to recognize those who rose up and stood out.




Broadstreet uses, what we call, a “three-legged stool” team as leads for the project. The team consists of an Account Manager, a Creative Strategist and an Executive Producer. These key members are department points and oversee all team members which can include writers, designers, and other creative as well as Associate Producers, Coordinators and other production personal. The team is specifically selected to specifically fulfill the project requirements.




Meryl brings over 25 years of diverse experience, from her time spent at a Wall Street executive search firm – to account management in branding & advertising, before she made a natural shift to events.

A polished and creative senior marketing executive, Meryl is highly strategic and has guided clients such as: Alexion Pharmaceuticals, Biohaven Pharmaceuticals, Medivation, Samsung Electronics, Oracle, Intel, and Konica Minolta, to ensure their event marketing programs are both solidly structured and successful.

Meryl has led workshops and participated in panels around the subject of branding & messaging at industry conferences. She is also an accomplished composer/musician, having written, played & produced music for award-winning television shows, film and media.


Dan brings over 10 years of experience in the creative arts and draws from a colorful palette of skills to create beautiful, impactful events. Having played a wide range of roles in building exceptional experiences, his eyes and ears are tuned toward creating stories for clients that leave them inspired.

Dan joins Broadstreet after years as a Creative Consultant and Adjunct Professor of Music at NYU, where he developed original scripts, musical material and audio/visual content for some of the university’s highest profile events. In addition to his events work, Dan has directed and produced dozens of musical theatre and opera performances for NYU, Seton Hall University and for numerous arts organizations.

A lifelong musician, he has been a sought-after NYC voice teacher for Broadway performers, corporate clients honing their public speaking skills and for the best shower singers around. As an actor, Dan has been seen Off-Broadway and heard on original cast recordings. He holds his undergraduate degree from Ithaca College and Masters from NYU Steinhardt.


Patrick joined the Production Team at Broadstreet after spending his senior college internship here gaining hands-on experience in delivering Exceptional Experiences. He is a graduate of Hunter College, with a BA in media studies.

Patrick's previous experience includes an events and marketing role with Hamptons Magazine, as well as a project manager position for The Meehan Group which included clients such as Citigroup, New York University, and Chanel. In his years as a producer, he has led projects for clients including Gilead, ElevateBio, Sunovion Pharmaceuticals, Pernod Ricard as well as Barnes and Noble.

When Patrick is not at Broadstreet, he can be found at the beach or travelling to new places across the world.


Chris is an art director whose creative problem-solving skills and design sensibilities have helped some of the world’s leading brands including McDonalds, Michelin, Planters Peanuts, Popsicle, Beefeater Gin and Jameson Whiskey, Pernod Ricard USA, Samsung, AdamasPharmaceutical, and Sunovion.

Chris was born in Brooklyn, NY and raised in Bergen County, New Jersey. He received his BA in Visual Communications from the University of Delaware. He is a talented illustrator and enjoys traveling, writing and experimenting with different hot sauce recipes.


Mike Volpe started his career in South Florida, first as a Stagehand and later as a Master Electrician, Crew Chief and Crew Lead, and eventually a Technical Director. His technical experience spans over 20 years and a diverse list of projects from major concert tours, the 1996 Olympic Games, Upfronts and Sales retreats for cable networks, and many major M&A announcements. His experience has taken him around the world with such distinguished clients as MTV, Sprint-Nextel, K-Mart and Konica Minolta.

Mike has also been involved with the National Conference on Volunteering and Service since 2007 and headed up the General Sessions in 2007, 2009 and 2010 for audiences up to 5000 people.


Claudia got her start in video production and television, working with clients like the NFL and CNN. In 1998 she transitioned into the corporate event space, producing large-scale meetings and events for clients like American Express, AstraZeneca, Bristol Myers Squibb, Cablevision, Canon, Court TV, Novartis, Ortho-McNeil, PBS, and Schering- Plough.

She joined the Broadstreet team as a freelance executive producer in 2007, where she produced some of the largest pharmaceutical launches in the industry, as well a number of media Upfront events for the likes of ESPN, Nickelodeon, and CBS. After four years with the company, she transitioned to the head of production, and in 2012, became the COO and a partner at the firm.

Outside of the office she enjoys spending time with her daughter, and can occasionally be seen performing a few songs in New York City cabarets.


Mark is a multi-award winning creative strategist with a 25-year career in building exceptional experiences that connect, engage and evolve business and consumer audiences that drive performance on the broadest scale.

Over his extensive career, Mark has managed projects with teams of over 250 people around the world and continues to shape and supervise marketing and communication campaigns as CEO and Managing Partner of Broadstreet.

Mark began his production career on Broadway, as the Production Stage Manager for several high profile productions including Speed the Plow starring Madonna and Joe Mantegna, I’m Not Rappaport starring Judd Hirsch as well as several productions at Lincoln Center.

Mark is a pilot, produced screenwriter, and guest lecturer at New York University. He also holds dual US/EU citizenship and has served on the Board of Directors of The Moth. He is a ranked All American in the National Sporting Clay Association.



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CHRONIC CARE 2020 1S NSM PROPOSAL · We call it the three D’s: Desire, Determination and...

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