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Shire iAdopt - pre-call planning tool

by Shire International
with support from Makara Health

Summary of work

Changing beliefs in a competitive market environment is a challenge for many sales representatives and introducing a drug with a new mode of action to a market firmly established in one treatment regimen required an innovative sales support tool.

In response to an identified international business need to gain greater trial and adoption of the new brand, and requests from the country sales representatives for call handling to create faster behaviour change, Makara Health created Shire iAdopt, a pre-call planning tool developed to assist local country sales representatives plan their sales calls more effectively. iAdopt was developed for multi-brand roll-out, has already been adopted by a second brand, and is showcased as best practice across all Shire brands.

Utilising the psychology of belief and behaviour change aligned to market insights provided a strong base for the development of Shire iAdopt, which has been embraced by the markets, is successfully used by representatives in multiple countries, and is sustained with dynamic feedback for constant development.

The sales person with the greatest flexibility will be more successful in offering options for a healthcare professional to consider when examining his or her beliefs and resulting behaviours. Effective pre-call planning with Shire iAdopt achieves this goal.

Judges' comments

Shire and Makara Health produced an excellent beliefs-based tool founded on solid insights and behaviour change techniques for individual HCPs.


Roche Clinical Trial Investigator Training Portal - by Roche
with support from Virgo Health Education


Shire iAdopt - pre-call planning tool - by Shire International
with support from Makara Health

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022