Most doctors specialize in one specific field of medicine. But diseases often spread beyond one field. Despite 91% of internal medicine doctors know diabetes can lead to blindness, only 25% act on time to prevent it. We promoted alternative treatment to our pill. We let doctors experience the consequences of acting late by injecting the eyeball of a doll – the alternative to taking an oral pill. The result: a 90% shift in prescription intent and a 12% sales lift for Abbott’s preventative oral therapy.