Bruno Villetelle, EyeforPharma keynote
Why we need more digital health pioneers
28 days from the first interview to the main stage
24 incoming documents to immerse ourselves in Bruno's world
3 in-depth interviews, recorded and transcribed
1 high-level story arc to get the framework and emotional journey right
1 final script, revised multiple times to get the personal anecdotes and timing right
1 interactive and visually-arresting stage presentation
a rockstar moment, and a framework to inform and influence industry peers
When Bruno Villetelle, Chief Digital Officer of Takeda Pharmaceuticals, came to us in early 2017 to help him with his keynote presentation at the annual EyeforPharma conference in Barcelona, Spain, he wanted to talk about the medicine, the moon, and mars. He had done a lot of research and had found several parallels about moon-shot efforts in pharmaceuticals and how they might make life off earth possible.
While Bruno’s provocations were interesting, we knew they had to be more than interesting for his audience. His radical ideas and insights also had to be relevant to the challenges the pharmaceutical industry was facing today: increasing competition from digital disruptors, increasing regulatory pressures, and rapidly changing healthcare policies and practices.
Purposeful provocation requires a delicate balance between radical new ideas, level-headed pragmatism, and personal intrigue and passion. While provocation for provocation’s sake feels quite sexy and sensational in the moment, it’s purposeful provocation that endures by landing in the real lives of listeners.
How we helped
The first time we met Bruno, we had him take us through the talk he had planned. But it wasn’t until we prompted him to tell us why the moon that we found our starting point in a story about Bruno and his beloved grandfather. In that moment, Bruno’s energy changed — it became personal. And personal energy is the energy we always follow.
We wear two hats, always: one that honors the story you want to tell and the other that's tuned to what your audience wants (or needs) to hear. The art of smart storytelling is in fusing the two to create a moment and a message that leaves everyone transfixed, transformed, and wanting to hear more.