Changed Venn diagram to visual metaphor of 3-legged stool.Dawn: Why and how do we have these 3 strengths? The slide makes it sound kind of magical, like we can magically do this stuff and no one else can.SPEAKERNOTESNow at science branding communications, we have three core competencies that make us different from most medical communication agencies. And we believe all 3 are critical: scientific expertise, storytelling expertise, and visualization expertise. Sciencebranding communication basically is at the intersection of those three strengths.
SPEAKERNOTESSo our ultimate aim is to develop a compelling story deck. The objective of the story deck is to clearly communicate the complete story that scientifically differentiates the compound. It's 40 to 60 slides, custom designed background graphics. 10 to 20 of those slides will have visualizations. 5 to 15 will have motion graphics that's designed to enhance the understanding of the concepts. All the slides are referenced and all the slides have speaker notes.
SPEAKERNOTESThe story deck is a powerful communication tool with many features and benefits. Feature-wise it is a unified narrative that has a definite flow to it, like all good stories do. It always starts with a problem or challenge, an unmet need. The story builds on this by creating dramatic tension and this tension is relieved by explaining the compound’s science and how it overcomes the problem. The story is made up of characters—for example, the compound itself is a character, essentially the hero of the story—as well as setting and plot. The objective of the well-designed story deck is ultimately to chain physician behavior by providing meaning and relevance, by clearly visualizing critical scientific concepts, by powerfully communicating the core science concept, and most importantly by engaging audiences and making them care.
SPEAKERNOTESIn the prelaunch environment, the first focus is creating the unbranded story deck. Thebranded story deck is created based upon this material in combination with clinical data and also with a different look and feel. Both the unbranded and branded story decks are then utilized as unified sources for the production of story videos, speaker decks and educational interactive programs. These programs are then rolled out to both internal and external audiences. The underlying story remains consistent throughout all these programs, providing consistent, powerful messaging with the Core Science Concept being the topline message of every program.
Deacetylases (DACs) are cellular enzymes that target:Histones in complex with DNA, condensing chromatin and silencing gene transcription, notably tumor suppressor genesMultiple non-histone proteins in the nucleus and cytoplasm, including transcription factors, tumor suppressors, signaling molecules, molecular chaperones, and othersDAC activity is increased in many cancers, and is responsible for multiple oncogenic effects
SPEAKERNOTESSo let me conclude by telling you our value proposition. We deliver the core science concept which is that single idea that scientifically differentiates the compound in a compelling fashion. We produce visualizations and metaphors that are essentially visual explanations that clearly support the key concepts in the story, often the most difficult concepts to understand are the ones that we use visualizations for. And we've put that all together in what we call the story deck which is the complete story that verbally and visually communicates the core science concept. Our strengths, as I’ve mentioned, are in scientific comprehension, storytelling, and visualization. And we use those strengths to help you meet your science communication challenges.
Transcript of "Vertex 509 & 809 capabilities less case study v3 bh_6-24-13"
Presented by Science Branding Communicationsto Vertex PharmaceuticalsJune 25, 2013Development of Powerful Storiesfor VX-509 and VX-809
2Who We AreEdward Perper, MDChief Executive Officer Founder, Multimedia in Medicine Founder, AnimationMD Co-founder, Science Branding Communications Cardiology practice x 14 years Harvard Medical School Stanford University Cardiology 20 years digital medical education experience
3Who We AreBernie CocciaPresident 25+ year veteran of pharmaceutical communications industry Involved with over 20 launches working within global advertisingagency, medical publishing, contract sales and projects firms Category experience includes oncology, CNS, respiratory, anti-fungal,anti-infective, virology, pain management and women’s health Expert in product branding, differentiation, messaging and media Boston College Carroll School of Management, marketing degree
4 40+ years of pharmaceutical sales and marketing experience Involved in over 30 product launches Active in numerous industry associations including DIA Co-founder, Science Branding Communications Partner, Shaw Science Partners University of Maryland, Pre-Veterinary MedicineWho We AreBill HahnPrincipal
5Agenda‣ Introduction‣ Our Unique Approach to Science Communication‣ VX-509: Science Challenges and Opportunities‣ VX-809: Science Challenges and Opportunities‣ Case Study: Lyxumia/Sanofi
9We believe the right storyempowers you tomeet these challengesScientific ComplexityStakeholder ConsensusEducational ChallengesProduct Differentiation
10What makes storyso effective in sciencecommunication?
11Drug science is complex & multifacetedNormal physiologyDisease pathophysiologyDrug MOACompeting Drug MOAsPreclinical drug dataSignaling pathwaysReceptorsPharmacokineticsPharmacodynamicsFacts vs Hypothesis vs TheoriesMolecular structure
12Communicating complex science to physicians,investors, and payors is challenging‣ Short attention span‣ Major time constraints‣ Science is boring‣ Limited scientific knowledge
13Scientific facts and data alone are insufficient
16People think and understand in stories“What people know consists almostexclusively of stories.Schank, Roger C. & Abelson, Robert P. (1995) Knowledge and Memory: The Real Story. In: Robert S. Wyer, Jr (ed) Knowledge and Memory: The Real Story. Hillsdale, NJ. Lawrence Erlbaum Associates. 1-85.Roger C. Schank and Robert P. AbelsonKnowledge and Memory: The Real StoryNorthwestern University and Yale UniversityKNOWLEDGEand MEMORY:The Real StoryEdited byRobert S. Wyer, Jr.Lead Article byRoger C. Schankand Robert P. Abelson[The brain possesses] the cognitivemachinery necessary to understand,remember, and tell stories.”
17The science of story: neural couplingStephens G J et al. PNAS 2010;107:14425-14430
18Stories activate specific brain regionsthat facilitate comprehensionFRONTAL PARIETAL TEMPORAL OCCIPITALComprehensionProductionSubprocessesFRONTALPARIETALOCCIPITALTEMPORALSummary of Imaging Studies of Narrative Comprehension and Narrative ProductionAdapted from Mar RA. The Neuropsychology of narrative: Story comprehension, production and their interaction. Neuropsychologia 42:1414-1434, 2004.
19Most human learning occurs visuallyRoutes ofHuman LearningOSHA Occupational Safety & Health Administration. Presenting Effective Presentations with Visual AidsU.S. Department of Labor, Office of Training and Education. May 1996.Accessed 12/31/12 at: http://www.osha.gov/doc/outreachtraining/htmlfiles/traintec.htmlVision11%HearingSmellTouchTaste83%
20Adding visuals to verbal presentationincreases retention by 6.5-foldAdapted from OSHA Occupational Safety & Health Administration. Presenting Effective Presentations with Visual AidsU.S. Department of Labor, Office of Training and Education. May 1996. Accessed 12/31/12 at: http://www.osha.gov/doc/outreachtraining/htmlfiles/traintec.html% Presentation Messages Retained3 days after presentationType of Presentation
21The Power of StoryImprovesComprehensionIncreasesDifferentiationImprovesRetentionAchievesConsensusCreatesExcitementIncreasesAnticipationIncreasesAdoption& Advocacy
23The single scientific rationalethat createsthe “reason to believe”Core ScienceConceptWe begin with the end in mind
245-Phase Story Creation MethodPHASE 1 Science InvestigationPHASE 2 Stakeholder InterviewsPHASE 3 Core Science ConceptPHASE 4 Science VisualizationPHASE 5 The Story Deck
PHASE 1 Science Investigation Literature research Identification of landmark studies Competitive landscape analysis Graphic image researchStory Creation Method 25
PHASE 2 Stakeholder Interviews Face-to-face and conducted by SBC Physician Medical Directors Interview internal stakeholders and review literature Develop topic guide Identify 6 external Thought Leaders Open-ended, in-depth TL interviews using topic guide Evoke scientific concepts and educational strategies TLs often share creative ideas not expressed to client or ad boards26Story Creation Method
PHASE 3 Core Science Concept 2 to 3 key science concept candidates identified Rough development of all concepts in words & images Rough concepts presented to client for discussion Core Science Concept selected based on:- Level of support from TLs and published literature- Level of complexity and comprehensibility- Degree of differentiating power27Story Creation Method
PHASE 4 Visualization & Metaphors Refinement of Core Science Concept Development of Science Visualizations Development of Science Metaphors28Story Creation Method
PHASE 5 Story Deck Development Finalization of Story Development Review by selected Thought Leaders and Internal Compliance Revisions, Edits, and Delivery30Story Creation Method
31Objective & Content of the Story DeckContents ‣‣‣‣‣Objective
32Features & Benefits of the Story DeckThe Story DeckProvides meaning and relevanceClearly visualizes critical conceptsEngages audiences and makes them careInfluences behaviorComplete detailed storyFlows: problem > tension > solutionEmotionally resonantContains characters, setting, and plotFeatures Benefits
33The prelaunch & post-launch Story Decks are yoursources for multiple programs & audiencesMD GeneralistsMD SpecialistsMSLsSales RepsInvestorsPayorsOther HCPsPrelaunchStory DeckPost-launchStory DeckPrelaunch & Post-launchSpeaker DecksPrelaunch & Post-launchInteractive ProgramsPrelaunch & Post-launchStory Videos
35Complex Science of JAK-3 Signaling in RA-3-3-3-3-3-3
36VX-509 Advantages & Challenges■ Highly complex and unfamiliar science- VAK/STAT signaling- Multiple JAK and STAT isotypes- Multiple cytokines- Multiple cell types- Multiple receptor types Potential side effects associated with immunosuppression■ New approach to treatment of RA■ JAK signaling is essential in inflammatorysignaling and associated with irreversible tissuedamage in RA■ VX-509 is highly selective inhibitor of JAK-3potentially associated with immunosuppressionwith few off-target side effects- 1000X higher than for non-JAK kinases- 25-50X higher than for other JAK isotypes■ Oral administrationAdvantages Challenges
40VX-809 Advantages & Challenges■ Complex science of CF, role of CFTR, evaluating changes inpulmonary function, eg, relative vs absolute change in FEV1■ Complex complementary MOAs■ Best pulmonary function (FEV1) improvement observedwith highest VX-809 dose (600 mg), less improvementwith lower doses■ Small number of patients in Phase 3 study■ No significant change in sweat chloride■ VX-809 and Kalydeco have complementary MOAs■ VX-809 MOA targets “genetic root” of CF■ Effective in homozygous Delta 508 mutation which ishighly prevalent (50% of US patients)■ Well tolerated■ Oral administrationAdvantages Challenges