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October 8, 2008
Milnacipran
More than Just a Pain Medicine
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Welcome and Introductions Paul Klein and Team
A Look at Our Agency Paul, Rich Roth, and Phil Silvestri
Milnacipran
Our Strategy Kate Persky, Kate Gill
Creative Ideas Kurt Nossan, Yvonne DeSanti
Strategies and Tactics Maureen Russell, Sue Maserjian
Approach to Measurement Kate Gill
Discussion Group
Agenda
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Our Strategic Process
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Market Momentum:
CBI Focus:
Consumer BrandCategory
Consumer
Brand Category
Creative Business Idea Approach
Research and Other Insight Feeds
Creative Business Idea
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What We Did to Prepare
Review of Secondary Resources
Review of MilnacipranBriefing Documents
Conducted Qualitative Adcept & Imagery Research: In-Depth
Interviews/Focus Groups
On-line Review:Monitored Chat Rooms, Analyzed
FMS Websites & Support Programs
Competitive Audit: Review of Category Communications and Competitive Brands
Interviews with KOL Rheumatologist Dr. John Nitsche
and Psychiatrist Dr. Lydia Fazzio
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The Consumer
Consumer
CategoryBrand
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_ “Even like brushing my teeth sometimes, pain in my hand from holding the toothbrush.”
_ “I cannot read a hardcover book; it’s too heavy to hold.”
_ “It affects everything you do. Combing your hair becomes a chore when your arms feel like lead and they’re burning.”
_ “A feather feels like a 10-ton truck.”
_ “It feels like this tiny tourniquet is turning all the time.”
_ “It’s like having the flu; everything aches.”
_ “It’s definitely about more than pain.”
It’s About Physical Pain…
Source: Euro RSCG Tonic Qualitative Research, 9/08
Consumer
CategoryBrand
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_ “It’s like nobody’s home. You ask me questions and I can’t even grab words.”
_ “I couldn’t get my brain focused.”
_ “If I just water the plants and take the dogs out, I’m exhausted.”
_ “It’s psychological, depression’s involved, lack of sleep…can’t work as much.”
_ “You feel like you’re in a fog…not functioning properly. You’re doing what you have to do but you’re not fully there.”
There Are Other Physical Symptoms
Source: Euro RSCG Tonic Qualitative Research, 9/08
MY BODY CALLS THE SHOTS
Consumer
CategoryBrand
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_ Universally, the most difficult part of the day is getting out of bed in the morning, when sufferers feel stiff, even “paralyzed”
_ Most have some type of “barometer” to evaluate the kind of day they’re going to have_ “I’m having a good fibro day or a bad fibro day”
_ Movement is important but the body doesn’t always cooperate
_ Managing the disease requires ongoing negotiation with their body…plus a pharmacopoeia of drugs and alternative treatments
_ A positive attitude and proactivity help somewhat
_ The constant grind wears them down _ “It’s like being punished, pummeled, being in the ring
every day”
It Changes the Way I Live My Life
Source: Euro RSCG Tonic Qualitative Research, 9/08
Consumer
CategoryBrand
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Source: Euro RSCG Tonic Qualitative Research, 9/08
It’s an Emotional Struggle, Too
The doctors said “you’re crazy, you’re
losing your mind”
“When they tell you you’re crazy, it infuriates you”
“I feel all alone and kind of trapped ”
“It’s all the time, like Chinese torture”
“Everyone with FMS is pretty pissed off”
“You start to wonder if they could be right; you start to
question yourself”
“There’s a lot of fury and a lot of rage”
“Keeping it secret makes my life
smoother”
Consumer
CategoryBrand
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I Have No Support
_ Sufferers feel discounted and misunderstood…even by medical community_ Can take years to be diagnosed correctly_ Often told “it’s all in your head”; feel
anger/frustration—at docs, friends, family who are skeptical or don’t understand
_ The invisibility of the disease leads to secrecy
Source: Euro RSCG Tonic Qualitative Research, 9/08
Consumer
CategoryBrand
focus group video
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_ Different symptoms exacerbate and reinforce one another with emotional consequences, leading to the need for medication plus support
Misunderstood
Self-blame
Self-doubt
FrustrationAnger
Exhaustion
Punished
Stress
Cognitive Problems
Depression/Anxiety
Fatigue
Sleep Disorders
Physical Pain
FMS
It’s a Vicious Cycle
Consumer
CategoryBrand
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The Consumer
Trapped in the multi-dimensional vise
of fibromyalgia
Consumer
CategoryBrand
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The Category
Consumer
CategoryBrand
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An Emerging, Yet Unformed Category
_ Significant potential as category projected to grow substantially
_ Influx of new medications and an upsurge in diagnosis rates
_ Lack of disease awareness and understanding among general population and medical community
_ No one owns the FMS relationship—PCP, rheumatologist, psychiatrist, osteopath, yogi—nor the brand
_ Opportunity to shape the conversation, as the dialogue is just beginning
Source: DataMonitor 2007
Consumer
CategoryBrand
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Lyrica: Legitimizing FMS
_ Beginning to shape the fibromyalgia space_ Communications live in the solution
_ Captures a real consumer insight with “the unique pain of fibromyalgia” yet fails to fully leverage the power of this idea
_ Focuses on the functional improvement and the reduction of pain the drug delivers, but doesn’t capitalize on the emotional aspect of the condition
_ Positions itself as the fibromyalgia medication not indicated for depression
_ Branded and unbranded communications
Consumer
CategoryBrand
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Cymbalta: Entrenched in Depression, Stepping into FMS
_ Recognizes the mind/body connection with “Depression hurts, Cymbalta can help” campaign — in the depression category
_ Depression heritage may limit Cymbalta’s potential to leverage FMS indication_ FMS DTC to date online only, and professional print
_ Anticipate Lilly to capitalize on existing relationships with HCP’s to promote the FMS indication
_ Prasugrel didn’t get approved; may free up money to allocate to Cymbalta
Consumer
CategoryBrand
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The Category
Efforts are just beginning to validate the condition, but no one owns the FMS relationship
Consumer
CategoryBrand
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The Brand
Consumer
CategoryBrand
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Functional Advantage
Ultimate Benefit
Functional Benefit
Strong Functional Advantage Creates Meaningful Benefits
Feel less trapped/more positive
A more complete treatment
Treat FMS symptoms more successfully
Consumer
CategoryBrand
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But Huge Need Gap Remains with FMS
_ Doctor/patient face-to-face time is as brief as six minutes (Source: medscape.com)
_ 72% of doctors interrupt the patient’s opening statement after an average of 23 seconds (Source: A. Suchman, Journal of American Medical Association)
_ Doctors remain key source of information, but access to them is limited — HCPs can’t fill the gap
_ “With FMS, if you just throw medication at them, and don’t give them the benefit of the time and counseling they need, I don’t think their treatment will be optimal” (Source: Interview with John
Nitsche, MD, September 2008)
Consumer
CategoryBrand
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Getting a Prescription Is Just the Beginning
_ 75% still seek information via talk, online, ads*Actions taken
after filling
Read the product information that came with the medicine 87%
Ask your pharmacist questions about the medicine 41%
Talk with a friend/family member who is taking the same/similar medicine
33%
Find yourself stopping to read/watch an advertisement for the medicine 29%
Look online for:
Information about the medical condition 38%
Information about the medicine 34%
Recontact your doctor to ask more questions:
About the condition or illness 25%
About the medicine 21%
* % who say they filled the prescription, when a doctor prescribes a medicine they have never taken before
Does not include read the product info that came with the medicine they saw or heard advertised
Source: Prevention magazine 2007 DTC Study
Consumer
CategoryBrand
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Information Overload, but Little Understanding of What to Believe
_ The search for chronic pain relief drives sufferers to seek the latest information and to be open to new medications/treatments
_ Seeking information can be overwhelming_ Google search: over 9MM results for fibromyalgia in .14
seconds
_ Media contradictions lead to patient confusion and become barriers to treatment/prevention
_ Even Dr. Frederick Wolfe, who first defined the diagnostic guidelines for FMS, now does not consider it a disease (Source: The New York Times, “Drug Approved. Is Disease Real?” January 2008)
Consumer
CategoryBrand
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Sufferers Need a Guide or Advocate to Help Them Navigate
_ The increasing complexities of medical care make it harder for patients to understand their condition and treatment options
_ “Getting reliable information is a source of comfort and empowerment…patients are even attending disease advocacy group meetings to hear about the latest research and meet other patients.” –Ken Schueler, Patient Advocate
They need someone to partner with them in managing their FMS—physically, mentally, and emotionally
Consumer
CategoryBrand
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Empathize
Body Is in Control Feeling of Personal Control
Meaningful Management
Giving sufferers greater control over the physical, mental, and emotional impact of FMS
EndlessStruggle
Reduced Symptoms, More Support
The Brand
Empower
Multi-dimensional Vise
Turning a vicious cycle into a virtuous cycle
The Milnacipran Brand Can Address These Needs
Consumer
CategoryBrand
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The Milnacipran Brand Can Redefine the Relationship
_ Milnacipran needs to become the:_ More complete treatment that goes beyond pain—to
treat the total fibromyalgia syndrome_ Ally: embracing the whole person—physical, mental, and
emotional_ Advocate: giving sufferers a voice and changing the
conversation about FMS: patient to doctor, patient to family, patient to peers
_ Partner: delivering a true personalized support program, with on-going dialogue and feedback
Insulating the brand from competitive encroachmentnow – and in the future
Consumer
CategoryBrand
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Source: Adcept Focus Groups
Functional Advantage
Ultimate Emotional Benefit
Functional Benefit
Extending the Strategy via a Personalized Support Program Makes for a Stronger Emotional Connection
Elevated Brand Benefit
A more complete treatment
Treat FMS symptoms more successfully
Feel less trapped/more positive
Better control of your condition
A more complete treatment/support
Treat FMS symptoms more successfully and manage
condition more successfully
Consumer
CategoryBrand
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Brand
Address the whole person in a whole new way
Consumer
CategoryBrand
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Consumer
Brand Category
The Creative Business Idea
Finally, a reason to be optimistic
Address the whole person in a whole new way
Beginning to legitimize condition, but no one owns the
FMS relationship
Trapped in the multi-dimensional vise
of FMS
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What is the challenge?To drive diagnosed sufferers to ask their doctor about Milnacipran and connect with sufferers on a more meaningful level, by demonstrating a keen understanding of the condition and their physical and emotional plight
Who are we talking to?Sufferers who have been diagnosed with fibromyalgia (primarily women ages 20–60) and are open to new treatment options to enhance their quality of life.
What is their mindset?Fibromyalgia is about more than just pain. It can include symptoms such as sleep disorders, fatigue, morning stiffness, anxiety, and cognitive problems—symptoms that can reinforce and exacerbate one another. It’s a vicious cycle and wears on sufferers physically, mentally, and emotionally, as they learn how to live with and manage the disease. Added to this daily grind is the frustration they feel as a result of often being misunderstood by their family and friends, and misdiagnosed and mistreated by the medical community. The disease becomes their secret—you can’t see it, and others are skeptical about it. Those who manage the disease best try to maintain a positive attitude and are more proactive about their condition.
The IdeaFinally, there’s a reason for fibromyalgia sufferers to be optimistic.
Reasons to Believe_New milnacipran does more than just treat pain: It’s a more complete treatment for the total fibromyalgia syndrome
_It’s proven to help you function better in your day-to-day life
_Milnacipran offers a true, comprehensive support program for the fibromyalgia patient
How should the brand speak? With conviction, understanding, and optimism.
MediaLead with print and deliver 360° idea.
Milnacipran Creative Brief
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Creative
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Strategies and Tactics
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Mass Awareness
Ask doctor for drug
Compliance
Infosearch
Click to websites
Peer-to-peer
Read articles
Transaction Model: Mass Awareness
Moving to a Better Model for DTC
Targeted Engagement
Ask Dr for drug LoyaltyFoster
understanding
Refer to doctor
Self-assessment
Discuss condition
with doctor
Compliance
Persistency
Relationship Model: Creating Better Patients
Start two-way conversation
Discuss drug with doctor
Advocacy
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Strategic Imperatives
FROM TO
Mass awareness Targeted engagement
Empower with information Empower with understanding
Drive to physician Start a conversation
Ask for drug by name Discuss condition and drug with doctor
Do not upset doctors Help doctors
Contrived messaging Relevance and richness of meaning
Acquisition Acquisition and real relationships
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Q4 ’08 Dec ’09
DDMACResponse
DDMACSubmission
How We Get There
Brand and agency collaboration: Obs/Strats, alignment
FDAApproval
Professional Marketing
Consumer Deep Dive – identify gaps, research, gain insights
Develop branded campaign
Unbranded campaign to educate and build database
Launch unbranded support program
Branded campaign launch: NEW 6 mos.
Convert unbranded to branded
Launch branded support program
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Approach to Measurement
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Measurement, Optimization, and ROI
_ Euro RSCG is known for creating integrated marketing communications that “move needles”
_ Approach
_ ETHOS: We deliver “applied creativity”; if it doesn’t work, it wasn’t creative. And we monitor all the indicators through the purchase funnel—from copy-testing through lead generation, and on to profitable share growth
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Measurement, Optimization, and ROI
_ GLOBAL ANALYTICS CAPABILITIES: Our Global Director of Marketing Science serves as lead on the group that manages Tracking studies, DR analytics, medical marketing research, author support statistics services
_ All of our below-the-line projects have built-in tracking and measurement
_ For larger projects, we can draw on the resources of Euro RSCG offices globally
_ FLEXIBLE PARTNERING: We can provide turnkey services across the marketing measurement cycle. Or we can work to integrate information streams from your databases and those of third-party vendors
_ A NETWORK BEHIND US: When customized analytics are required, we have access to our network for specialized analyses
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Thank you