

SUCCESsful storytelling to the rescue!
Ever since the Heath brothers’ must-read book, Made to Stick, came out, we’ve religiously applied the six principles of SUCCESs to create powerful stories that get heard and remembered. This is how Mr P came to be. He’s a cartoon patient with a set of symptoms that cardiologists would consider when prescribing medication. Mr P has helped us tell short, impactful stories in a highly unusual visual setting. Combined with the scientific expertise of Boehringer’s medical team, these stories are bound to resonate with doctors who treat patients like Mr P.