The Connected Impact Masterclass
The one-day masterclass that turns customer realities into commercial value.
A full day for your commercial leaders. Customer, experience and economics, connected to your strategic imperatives.
reality
reality
reality
- Format
- 1 full day, on site
- Who
- Up to 20 leaders
- Investment
- $45,000
- Faculty
All three, all day
One day.
Three realities.
One commercial case.
Connecting the dots
Your teams hear these as three separate talks. Your customers live them as one journey.
Patient services, customer experience and brand each have their own budget, and each points in a different direction. Patients and HCPs fall through the gaps between them.
The masterclass puts the leaders who own those budgets in one room, in front of the same evidence, for one day.
Our foundation
Three lenses on every commercial effort.
HCPs decide whether to prescribe. Patients and caregivers decide whether to fill, start and stay on therapy. Each decision depends on three things: whether people want to act, whether they are able to, and whether that turns into value. Value leaks for financial, clinical, logistical and behavioral reasons, and most organizations manage each in a separate department. The masterclass brings them together.
The customer reality. How patients, caregivers and HCPs feel about the condition, the treatment and your brand.
- Patient belief, trust and confidence
- Prescriber confidence in the therapy and the support behind it
- The moments between appointments nobody owns
The experience reality. How easy you make it for HCPs and patients to get, start and stay on therapy.
- HCP access, prior auth and office burden
- Handoffs between field, hub and pharmacy
- Effort and clarity at every step for patients
The realization reality. Whether intent turns into patients who start, stay and benefit, and revenue that reaches the P&L.
- Fill, continuation and persistence
- Where value leaks after the script
- Where the next dollar recovers most
The masterclass
The Connected Impact Masterclass
One day for your commercial leadership team, up to 20 leaders. All three faculty are in the room for the whole day.
How the day runs
- Before the day
Readiness snapshot
A short survey drawn from the Connected Impact Diagnostic. Attendees share their strategic imperatives, so the day starts from your priorities.
- Morning
The three realities
Customer, experience and commercial, each taught by the faculty member who lives it.
- Afternoon
Connect the dots
We facilitate as your team builds its Connected Impact Canvas and agrees a common mandate in the room.
- Within two weeks
Canvas and brief
Your finished Canvas, a written brief and a debrief call with recommended next steps.
The morning, in detail
The customer reality
with John Duffield
- What patients and caregivers feel at diagnosis and at 2 a.m.
- Where the patient and HCP journeys meet, and where they break
- Where your brand is present, and where it is absent
The experience reality
with Richard Schwartz
- Expectations versus reality at access, prior auth and the pharmacy
- Trust is gained in drops and lost in buckets
- Fix what you can, soften what you can't, outweigh the friction
The realization reality
with Wayne Simmons
- Promotion creates intent; experience realizes value
- Where value leaks from written script to persistence
- Friction as a recoverable loss, not a cost of doing business
What you build together
The Connected Impact Canvas
A one-page strategic decision framework your leadership team completes in the room. It becomes your common mandate.
The imperative
The strategic priority the whole leadership team commits to.
The three realities
CustomerExperienceCommercial
What each reality reveals about the imperative.
Shared system constraints
The handoffs, rules and incentives that block progress across functions.
The value at stake
What closing the gaps is worth, to patients, HCPs and the P&L.
Leadership choices
The decisions and owners that form your common mandate.
Detailed implementation is developed through Activation Coaching.
What your leaders leave with
Join the waitlistA shared view
Of where the patient and HCP journeys break, agreed across every function.
The value at stake
A first view of what friction costs, from written script to persistence.
A common mandate
Agreed leadership choices, each with one leader accountable for it.
Your Canvas
The Connected Impact Canvas, written up within two weeks with recommended next steps.
What happens next
From one day to sustained impact.
The masterclass creates the shared view and the mandate. Two next steps help your team act on it.
- Step 1 · Align
The Connected Impact Masterclass
One day that aligns your leaders on the three realities. You leave with your Connected Impact Canvas.
- Readiness snapshot before the day
- The three realities, taught by the faculty
- Your Canvas and leadership brief
$45,000
- Step 2 · Diagnose
The Connected Impact Diagnostic
Assessing organizational readiness to create connected patient, experience and commercial impact.
- Where value leaks, and why: financial, clinical, logistical, behavioral
- What closing each gap is worth
- The essential actions, prioritized for your team
Scoped to your organization
- Step 3 · Activate
Activation Coaching
Helping leadership teams turn strategic commitments into sustained impact. Specialist work is led by the faculty member closest to the need.
Patient and HCP journeysExperience as medicineCommercial value realizationScoped to your organization
Expand from here
One masterclass. Every leadership team.
Start with your commercial leadership team. Then run the masterclass for each intact leadership team, so every team works from the same view of your customers.
Start here
Your chief commercial officer and their direct reports.
Then
The teams who shape the message and the experiences around it.
Then
The teams closest to the friction after the script.
Then
The leaders whose teams carry the experience to every HCP.
Then
The teams who tell your story to patients, HCPs and the public.
Then
A non-promotional version built around medical's role with patients and HCPs.
$45,000 for your first masterclass. $30,000 for each additional leadership team, up to 30 leaders per session.
The commercial case
Patient focus moves prescribing.
80%
HCPs who see a company as genuinely patient-focused are up to 80% more likely to recommend, prescribe and engage with it.
ZS survey of 700+ US HCPs, 2026
2x
Prescribers fully satisfied with their journey for a drug were more than twice as likely to prescribe it.
McKinsey, 600 immunologists, 2018
35%
of what drives a prescribing decision is customer experience, more than company reputation.
DT Consulting, 6,100 HCPs, 2024–25
Faculty
Three industry leaders. Three realities. One room.
First delivered together at Pharma CX 2026.
John Duffield
EmotionalThe patient reality · The Future Patient
Built pharma patient journeys for a decade, then lived one: two open-heart surgeries in 20 days. Author of The Future Patient.
Richard Schwartz
FunctionalThe experience reality · Rx4CX
Behavioral scientist and life sciences CX leader. Creator of Experience as Medicine, the mindset and operating shift behind better experiences.
Questions leaders ask
Who should be in the room?
Your commercial leadership team: the leaders of brand, market access, patient services, medical, field and commercial excellence. Up to 20 people.
What do you need from us beforehand?
Each attendee completes a short pre-survey on their strategic imperatives. We sign your NDA first.
Is it a pitch for follow-on work?
No. The day stands on its own, and you leave with your Connected Impact Canvas. The Diagnostic and Activation Coaching are there if you want help acting on it.
Can it come out of the leadership development budget?
It can. The masterclass is leadership development, so it fits that budget as well as brand spend.
Join the waitlist
Bring the masterclass to your leadership team. Organizations are joining now.
Reserve your organization's place for the Connected Impact Masterclass.
You're on the waitlist.
We'll be in touch to confirm your organization's place.