Using Evidence-Based Marketing to Maximize the Impact of an Integrated Unbranded Campaign

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Presented by Tina Sampath, Gilead Sciences and Kirsten York, Return on Focus

Presented by Tina Sampath, Gilead Sciences and Kirsten York, Return on Focus

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  • 1. Using Evidence-Based Marketing to Maximize the Impact of an Integrated Unbranded Campaign Tina Sampath Kirsten York Associate Director, Patient Evidence-Based Marketing Marketing & HCP eMarketing Practice Lead Gilead Sciences Return on Focus, LLC
  • 2. Evidence-Based Marketing Approach Marketing Evidence Influence Identify a Do the right Maximize the marketing research and impact of the opportunity do it well execution
  • 3. Patient Marketing Platform Project: Phase 1 Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q1 2010 Phase 1 Phase 1 Phase 2 Phase 3 Phase 4 Competitive Landscape Competitive Landscape Patient Segmentation Communication Platform HCP/Patient Integrated Appraisal Analysis (Qual/Quant) Development & Testing Action Cascade Phase 1 Key Strategic Questions: • What are related therapies doing? • Where are there gaps in the available information set (gaps = opportunities)? • What are the “Must Haves”? 5
  • 4. Phase 1 Consumer Landscape Analysis Key Observations OBSERVATION OPPORTUNITY There is a lack of unbranded Develop an unbranded disease content that is patient education site to specific to angina. drive acquisition. Explore opportunities to Competitive set is evaluate impact of establishing an expectation integrating interactive video of significant video content. and some personalization. Competitive set is actively Explore opportunities to engaging key CV advocacy partner with PCNA, Mended organizations. Hearts and Women Heart. 6
  • 5. Patient Marketing Platform Project: Phase 2 Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q1 2010 Phase 1 Phase 2 Phase 2 Phase 3 Phase 4 Competitive Landscape Patient Segmentation Patient Segmentation Communication Platform HCP/Patient Integrated Appraisal Study (Qual/Quant) Development & Testing Action Cascade Phase 2 Key Strategic Questions: • Are there distinct attitudinal segments within the angina population? • Who are the patients most receptive to marketing efforts? 7
  • 6. Three Distinct Patient Segments Identified (N=500 Chronic Angina Sufferers) OPTIMISTIC BURDENED N=196 N=172 DISTRUSTFUL N=132 Segment membership is readily determined with 82% accuracy via a validated 5-question predictive model
  • 7. Unmet Need: Disease State Education of the patients believed they received no explanation about angina when they were diagnosed of patients fear they might be 76% having a heart attack when they have angina 10
  • 8. Patient Marketing Platform Project: Phase 3 Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q2 2010 Phase 1 Phase 2 Phase 3 Phase 4 Competitive Landscape Patient Segmentation Communication Platform Communication Platform HCP/Patient Integrated Appraisal (Qual/Quant) Development & Testing Development Action Cascade Unbranded Campaign Unbranded Campaign Development Concepting Phase 3 Key Strategic Question: • Now that we know who our target patients are, what are we going to say to them? 11
  • 9. 3 Distinct Communication Streams Burdened Patients: Educate and empower discussion with Cardiologist about negative impact of angina on physical activity and emotional well-being Optimistic Patients: Encourage self-realization and subsequent discussion with Cardiologist about the potential to do even more to control ongoing attacks and continue living well with angina Unsegmented If your angina is being managed and yet you continue to have attacks on a regular basis, it’s time to have a heart-to-heart with your Cardiologist.
  • 10. Speak From the Heart: Phase 1 Key Campaign Components Targeted print ads SpeakFromTheHeart.com Banner Ads Brochure (Static, Video) w/Angina Checklist HCP Kit 13
  • 11. Reality Health Videos Personify High Value Segments Donnette’s story...
  • 12. Patient Marketing Platform Project: Unbranded Campaign Development, Phase 4 Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q2 2010 Phase 1 Phase 2 Phase 3 Phase 4 Competitive Landscape Patient Segmentation Communication Platform HCP/Patient Integrated HCP/Patient Integrated Appraisal (Qual/Quant) Development Action Cascade Action Cascade Unbranded Campaign Unbranded Campaign Development Concepting Phase 4 Key Strategic Question: • How do all of our HCP & patient marketing efforts integrate to drive growth? 15
  • 13. The Disconnect Confirmed • Physicians overestimate patient satisfaction with QOL, underestimate extent to which patients are limiting or giving up activities 80% 70% 69% 60% 50% 56% 53% HCP 40% 43% Patients 39% 30% 20% 27% 22% 10% 13% 0% Able to Content with Avoid activities that Have given up most enjoy life overall QOL May cause angina Activities due to angina Sources: 1. Data on file. Q2 Physician ATU (N=194: Cardiologists=122, Other Specialty= 52) Prepared by Harris Interactive. July 12, 2010. 2. Data on file. Chronic Angina Patient Segmentation Study (N=500). Prepared by Return on Focus, LLC. January 4, 2010. 16
  • 14. Validated Action Cascade for Unbranded and Branded Campaigns Angina patient is exposed to Continuing attacks Patient unbranded materials online or Increased frequency of attacks in-office and initiates Unbranded discussion with CARD Worsening in attack severity Ongoing impact on QOL Side effects from current therapy CARD listens for catalysts compelling treatment change CARD pre-selects appropriate patients RX and writes script for only a % of the eligible pool HCP Drives patient Unbranded selection & pull-through SFTH materials rolled Branded patient out to office support Patient requests will be Professional staff could ultimately honored by CARD Branded Branded influence receptivity to patient discussion Segment-specific messaging to drive brand adherence 17
  • 15. Early Metrics First 4 Months
  • 16. Early Metrics: First 3 Months • Mended Hearts Summer 2010 Heartbeat “Recently Mended Hearts joined PCNA and partnered with – Cover story inspired by Gilead Sciences to promote “Speak From the Heart,” SFTH campaign a public awareness campaign focused on communicating – Heartbeat distribution: with 20K+ cardiologist aboutheart your households with angina.” disease + 200K patients annually – Interview with Kathy Berra, RN, NP, Clinical Director, Stanford Heart Network – SFTH sidebar story 19 17
  • 17. Further Validation that Speak From the Heart Addresses an Unmet Need- Metrics Thru 9/9 • SpeakFromTheHeart.com (Launch date 5/17/2010): – Visits: 18,339 (5/17 - 9/9) – Page Views: 44,247 (5/17 - 9/9) – Most popular content: • Self Assessment 7450 views • What is Angina? 6346 views • Patient Videos 4084 views • Reducing Symptoms 4874 views • Angina Animation 2029 views • Digital Media (7/7 - 8/31) – Impressions: 5,757,690 – Media spend to date: $75,869 – Above industry average click thru rated (CTRs)** • WebMD: .53% (Over 8x industry average) • Everyday Health: .20% (Over 3x industry average) • MedHelp: .21% (Over 3x industry average) • Mayo Clinic: .17% (Nearly 3x industry average) Sources: Nielsen 1. *Industry average time on site for unbranded campaigns with rich content= 4 minutes 2. **Industry average CTR = .06% 20
  • 18. The Potential of Evidence-Based Patient Marketing Realized… 21