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Adient_Sugammadex (Partial)

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  • 1. Organon and Sugammadex: Transforming the Operative Experience July 11, 2006
  • 2. 8
  • 3. 37 Lee Hurley International Account Director
  • 4. CommonHealth Worldwide Affiliates
    • GLOBAL
      • 36 countries
      • 45 offices
      • 799 staff
  • 5. Fully Flexible, Ability to Structure a Team Around Your Exact Needs Fully Centralized Co-ordination ‘ Enforcing’ Central Team Central Strategy Core Creative Local Translation Appointed Team for ‘Representative’ Creative Collaboration ‘ Approving’ Marginal Involvement Core Strategy Common Branding Elements ‘ Informing’
  • 6. Think Globally, Act Locally Clinical Trials Registration Documents Pricing Core Positioning Trademark Logo Color/Typeface Core Message Strategy Global Local Audience Segmentation Launch Conferences Tactical Application Media Placement Sales Force Deployment Spend Levels Globalization Regionalization Localization
  • 7. Global Benefits
    • One central point of contact, one central team – N.A. and E.U.
    • A full understanding of your global issues
    • Local market intelligence and competitor activity
    • Regulatory issues and peculiarities
  • 8. Adient Strategic Process Existing Brands Clinical/R&D New Opportunities
    • Competitive Assessment
    • Gap Analysis
    • New Benefit / Claim Identification
    • Rx Specialty
    • New Category Identification
    Category Assessment
    • Identify Trends
    • Identify New Technologies
    Audience Identification
    • Identify prescribing habits
    • Determine decile rankings
    Positioning Development
    • Qualitative Research
    • Segmentation/Mapping
    • Creative Blueprint
    Concept Development/ Testing
    • Quantitative/Qualitative Assessment
    • Stopping Power/Interest
    • Differentiating/Compelling
    Implementation Post-Test Tracking
    • Tracking Study
    • ATU Tracking
    • ROI
    Consumer Positioning Synergy
  • 9. Adient Strategic Process Existing Brands Clinical/R&D New Opportunities WHERE TO PLAY HOW TO WIN WHAT TO SAY HOW TO SAY IT Category Assessment Audience Identification Positioning Development Concept Development/ Testing Implementation Post-Test Tracking Consumer Positioning Synergy
  • 10. Putting Our Process to Work Our Expertise Changing a Global Paradigm Building on Success to Grow a Franchise
  • 11. Building a Global Brand: CommonView Development Process Global Market Analysis Brand Promise/ Creative Blueprint Brand Logo Creative Concepts Core Messages Develop/Test Global Visual Aid
    • Comprehensive Review of Data (U.S., France, Germany, Italy, Spain, U.K.)
    • Diagnosis & Treatment
    • Competition, Customer Needs
    • Market Research
    • All research conducted in major markets in native languages
    • Web-based technology allows viewing by all
    • All attend “live” presentation of results
    Brand Positioning
    • Quarterly Team Meetings
    • Dissemination of information
    • Clinical and Market Research updates
    • Sharing ideas
  • 12.
    • Don’t focus on the competition: tell our own story
      • Don’t “bash” warfarin
    • At least one person appearing in the imagery
      • Surrounded by a Ring of Protection
    • Evoke a feeling of security & calm
      • Quiet Confidence
    Global Branding Elements This is a case of “ less is more ”
  • 13. TOPROL-XL “Building a Billion Dollar Brand”
    • On the market for over 5 years differentiating itself by its delivery system
    • With a new HF study, we repositioned Toprol-XL on an efficacy platform
    • Surpassed its long-time generic competitor, metoprolol, in 3 years
    • Topped $1.7 Billion in 2005
    • It is the #1 brand prescribed by cardiologists
  • 14.
    • The 2006 campaign leverages the trust that physicians have for Toprol-XL
    • Gold tones were increased in anticipation of Atacand HF launch
    Now AstraZeneca Wanted to Leverage that Heritage to Grow Another Brand
  • 15. Adient Strategic Process Existing Brands Clinical/R&D New Opportunities Category Assessment Audience Identification WHERE TO PLAY HOW TO WIN Positioning Development Concept Development/ Testing Implementation Post-Test Tracking Consumer Positioning Synergy WHAT TO SAY HOW TO SAY IT
  • 16. Global Procedure Flow Summary
  • 17. Market Insights
    • Opportunity to build market prior to launch of Sugammadex
    • Begin to influence when steroidal NMBAs are used
      • In low steroidal NMBA markets, sell versatility of Esmeron/Zemuron and vecuronium
    • Can indirectly affect active reversal by increasing awareness of the incidence of residual paralysis
  • 18. The Evolving Basis of Competition Succinylcholine and Neostigmine Other NMBAs Sugammadex, Esmeron/Zemuron and Norcuron TIME EFFECTIVENESS PHASE 1 Competition based on functionality The Basis of Success COST PHASE 4 Competition based on price CONVENIENCE PHASE 3 Competition based on convenience PHASE 2 Competition based on reliability RELIABLE and SAFE
  • 19. The Most Recent “Reversal” Launch Sales ($MM) Reduced Diprivan Spending Generic
  • 20. Current Practice Regarding NMBAs and Reversal Varies Greatly Moderate Block for Optimal Surgical Field Comfortable with Neostigmine Reversal Shallow Block for Optimal Anesthesia Recovery Prefer Spontaneous Recovery During the Operation Muscle Relaxation Analgesia Hypnosis
  • 21. Managing Neuromuscular Block Is Complex simulated TOF Concern about Ability to Intubate Concern about Side Effects & Residual Block During the Procedure Anticipating End of Procedure
  • 22. Sugammadex has the Potential to Enhance Patient Care Globally
    • In some parts of Europe there is little use of reversal agents
      • Because of concerns regarding side effects of neostigmine/ glycopyrrolate
    • Sugammadex would be a great option because it lacks side effects, the main barrier to reversal
  • 23. Adient Strategic Process Existing Brands Clinical/R&D New Opportunities Category Assessment Audience Identification WHERE TO PLAY HOW TO WIN Positioning Development Concept Development/ Testing Implementation Post-Test Tracking Consumer Positioning Synergy WHAT TO SAY HOW TO SAY IT
  • 24. Key Drivers of Steroidal NMBAs and Sugammadex
    • Knowledge of Data
    • Access and Experience
    Share of Sugammadex
    • Appreciation of Deep Block
    • Understand Flexible Profile of Roc & Vec
    More Steroidal NMBAs
  • 25. Source of Business General Anesthesia & Paralysis Needed Intubation Short Duration Med-Long Duration Close PACU In Patient Out Patient Anesthesia Plan
  • 26. The Sugammadex Profile Benefits the Entire Procedure simulated TOF Speed is a Key Driver Reliability is a Key Driver Tolerability & Efficacy are Key Drivers Concern about Ability to Intubate Concern about Side Effects & Residual Block Anticipating End of Procedure During the Procedure
  • 27. Sugammadex Captures Value Across the Entire Operation
    • Quickly reverse when can't intubate
    • Manage short duration procedures
    • Able to maintain deeper block
    • Better relaxation / paralysis with roc/vec
    • Surgeon appeased
    • Allows deep block during close
    • Recovery on demand
    • Increased efficiency
    • No residual block
    • Fewer post-op AEs (e.g.,nausea)
    • Improve patient satisfaction
    INTUBATION CLOSE PACU MAINTENANCE
  • 28. Captures Value from Start to Finish General Anesthesia & Paralysis Needed Intubation Short Duration Med-Long Duration Close PACU In Patient Out Patient Anesthesia Plan
  • 29. A Revolutionary Paradigm Transformation TODAY: A Neuromuscular Balancing Act
    • Match NMBA to duration of procedure
    • Anticipate end of surgery
    • Reverse only shallow block
    • Watch for residual block and manage AEs
    TOMORROW: Optimal Operative Experience
    • Roc/vec + Sugammadex is standard of care, regardless of duration
    • Optimal block until end of surgery
    • Reverse any depth of block
    • No worries about residual block; focus on other post-op care
  • 30. Global Positioning
    • Sugammadex, the first and only SRBA, delivers an optimal operative experience by reliably deactivating any depth of neuromuscular blockade without side effects
  • 31. Pathway to Emotional Relevance No Reliable or Smooth Way to Reverse NMBAs Suboptimal Block and/or Recovery Anxiety and Tension Total Neuromuscular Control “ I Finally Have More Control” Resulting Problem Underlying Fact Life Impact Brand’s Functional Benefit Emotional Benefit
  • 32. PROMISE Reliably deactivate neuromuscular blockade without side effects
    • VALUES
    • Transforming
    • Liberating
    • Leadership
    • Confidence
    • PERSONALITY
    • Dynamic
    • Intelligent
    • Reliable
    • Innovative
    An Optimal Operative Experience Sugammadex Brand Essence
  • 33. Communications That Transcend All Stages of the Brand Lifecycle Pre-Marketing Pre-Launch Sets the Stage Launch Completes the Transformation
  • 34. Message Platform Visualization Sugammadex Neostigmine Spontaneous Recovery Level of Neuromuscular Block Time
  • 35. Transformational Platform for Success Communicate the benefits of deep neuromuscular block Reinforce predictability & titration with Esmeron / Zemuron Reinforce rapid onset with Esmeron / Zemuron Increase share of steroidal NMBA use Discuss challenges of current reversal strategies but don’t bash neostigmine Increase use of deep block the duration of a procedure Use roc + Sugammadex for short procedures Use roc + Sugammadex for intubation instead of sux Switch non-steroidal NMBA users Switch neostigmine users Optimal Operative Experience COMMUNICATION OBJECTIVE Communicate the value of the added level of control that is only delivered by the combination of steroidal NMBAs and Sugammadex
  • 36. Adding Value to the Practice of Anesthesiology Redefining Optimal Operating Conditions Turning Artists into Masters Optimizing the Operative Experience
  • 37. Transforming The Marketing Paradigm Expand to meet the needs of the entire OR Service Marketing Detail the product to anesthesiology audience Status Quo Marketing Add Value
  • 38. Organon Service System Reps will be “retrained” on the philosophy of service marketing OR Support Items Staff Education Physician Education Pharmacy Value Residents’ Programs Practice Management CME Product Messages
  • 39. Service Marketing The Art of Selling Products Through Unparalleled Service
    • Own anesthesiologists through “service”
    • Provide significant value to the doctor and the extended OR team
    • Utilize existing / new materials
    • Leverage Organon position of leadership
    • Service marketing buys quality time
    • Conveys message in context of value
  • 40. Be as Current as Our Audience
    • E-everything
    • E-CME
    • E-detail
    • E-symposia
    • E-journals
    • New Media in Abundance
    • Satellite radio
    • Blogs
    • Podcasting
  • 41. Proposed Team Structure Otis Baker Deanna Holland TBD Gary Nelson Lee Hurley Linda Sadler Sugammadex Strategic Council Guy Dess, Jeff Fisher, MD, Steve Saltz, John Avery, Gabriel Kaplan, MD, Stacey Singer
  • 42. The Path to Success Starts Today