Communicating the future of Lundbeck

In 2017 Lundbeck hosted its 2nd Global Leadership Summit with approximately 90 top managers including Executive Management, EVP Management Groups, MDs and other selected managers and specialists.

The gameplay really got people engaged and even excited – sometimes it felt like watching a football match

We assisted Lundbeck with the design and planning of a large plenary session on the development of Lundbeck’s patient base.

The purpose of the session was to create awareness about how patients using Lundbeck products are distributed across continents, disease areas and products, and how the company expects this to change over the course of the next ten years.

For the session, we designed a hybrid between a trivia boardgame and a selection of infographics.

The participants worked in groups answering questions about the patient distribution, e.g. across sales regions or disease areas. Instead of submitting their answers as numbers on PostIt notes or whiteboards, they would distribute game tokens on a conceptual map. In a sense they co-created a 3D infographic.

As the game progressed, the participants could see a clear representation of the gaps between their own answers and the predictions made by the company. These representations fueled discussion about patients, the participants’ assumptions and key areas in Lundbecks strategy.

“In a conference like this where a lot of discussions revolve around the business side of things, we are happy that this session made the participants focus on the patients we serve, and what can be done to do this even better in the years to come. This was a great way to make our expectations for the future visual and tangible. The gameplay really got people engaged and even excited – sometimes it felt like watching a football match.”
– Mads Hougaard, Senior Director, People & Organizational Development