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Presented by Science Branding Communicationsto Vertex PharmaceuticalsJune 25, 2013Development of Powerful Storiesfor VX-50...
2Who We AreEdward Perper, MDChief Executive Officer Founder, Multimedia in Medicine Founder, AnimationMD Co-founder, Sc...
3Who We AreBernie CocciaPresident 25+ year veteran of pharmaceutical communications industry Involved with over 20 launc...
4 40+ years of pharmaceutical sales and marketing experience Involved in over 30 product launches Active in numerous in...
5Agenda‣ Introduction‣ Our Unique Approach to Science Communication‣ VX-509: Science Challenges and Opportunities‣ VX-809:...
6Our Clients
7SBC Science Communication ServicesStory Development Story CommunicationDigital TechnologyStrategic TacticalInnovative
88Whatareyourchallenges?Scientific ComplexityStakeholder ConsensusEducational ChallengesProduct Differentiation
9We believe the right storyempowers you tomeet these challengesScientific ComplexityStakeholder ConsensusEducational Chall...
10What makes storyso effective in sciencecommunication?
11Drug science is complex & multifacetedNormal physiologyDisease pathophysiologyDrug MOACompeting Drug MOAsPreclinical dru...
12Communicating complex science to physicians,investors, and payors is challenging‣ Short attention span‣ Major time const...
13Scientific facts and data alone are insufficient
14The Power of StoryScientificComplexityTheRightStory‣ Improves comprehension‣ Drives consensus‣ Optimizes differentiation...
15Why does story work?
16People think and understand in stories“What people know consists almostexclusively of stories.Schank, Roger C. & Abelson...
17The science of story: neural couplingStephens G J et al. PNAS 2010;107:14425-14430
18Stories activate specific brain regionsthat facilitate comprehensionFRONTAL PARIETAL TEMPORAL OCCIPITALComprehensionProd...
19Most human learning occurs visuallyRoutes ofHuman LearningOSHA Occupational Safety & Health Administration. Presenting E...
20Adding visuals to verbal presentationincreases retention by 6.5-foldAdapted from OSHA Occupational Safety & Health Admin...
21The Power of StoryImprovesComprehensionIncreasesDifferentiationImprovesRetentionAchievesConsensusCreatesExcitementIncrea...
22SBC’s Core CompetenciesScientific Expertise StorytellingVisualization
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 ConceptPHAS...
PHASE 1 Science Investigation Literature research Identification of landmark studies Competitive landscape analysis Gr...
PHASE 2 Stakeholder Interviews Face-to-face and conducted by SBC Physician Medical Directors Interview internal stakehol...
PHASE 3 Core Science Concept 2 to 3 key science concept candidates identified Rough development of all concepts in words...
PHASE 4 Visualization & Metaphors Refinement of Core Science Concept Development of Science Visualizations Development ...
29Visualizations and MetaphorsExamples
PHASE 5 Story Deck Development Finalization of Story Development Review by selected Thought Leaders and Internal Complia...
31Objective & Content of the Story DeckContents ‣‣‣‣‣Objective
32Features & Benefits of the Story DeckThe Story DeckProvides meaning and relevanceClearly visualizes critical conceptsEng...
33The prelaunch & post-launch Story Decks are yoursources for multiple programs & audiencesMD GeneralistsMD SpecialistsMSL...
A Closer Look at VX-509
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 isotype...
A Closer Look at VX-809
38Complex Science of CFTR in CF
39Many visual styles depict CFResults of googeImage search for“CFTR cystic fibrosis”
40VX-809 Advantages & Challenges■ Complex science of CF, role of CFTR, evaluating changes inpulmonary function, eg, relati...
41Summary
42Story CommunicationStory Communication Deliverables‣ The Story Video‣ Speaker Decks‣ 2D/3D Animation Videos‣ Training Pr...
43Our Value PropositionVisual explanationsVisualizations & Metaphorssingle rationale“ ”The Core Story ConceptComplete stor...
44
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Vertex 509 & 809 capabilities less case study v3 bh_6-24-13

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  • 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"

    1. 1. Presented by Science Branding Communicationsto Vertex PharmaceuticalsJune 25, 2013Development of Powerful Storiesfor VX-509 and VX-809
    2. 2. 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
    3. 3. 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. 4. 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
    5. 5. 5Agenda‣ Introduction‣ Our Unique Approach to Science Communication‣ VX-509: Science Challenges and Opportunities‣ VX-809: Science Challenges and Opportunities‣ Case Study: Lyxumia/Sanofi
    6. 6. 6Our Clients
    7. 7. 7SBC Science Communication ServicesStory Development Story CommunicationDigital TechnologyStrategic TacticalInnovative
    8. 8. 88Whatareyourchallenges?Scientific ComplexityStakeholder ConsensusEducational ChallengesProduct Differentiation
    9. 9. 9We believe the right storyempowers you tomeet these challengesScientific ComplexityStakeholder ConsensusEducational ChallengesProduct Differentiation
    10. 10. 10What makes storyso effective in sciencecommunication?
    11. 11. 11Drug science is complex & multifacetedNormal physiologyDisease pathophysiologyDrug MOACompeting Drug MOAsPreclinical drug dataSignaling pathwaysReceptorsPharmacokineticsPharmacodynamicsFacts vs Hypothesis vs TheoriesMolecular structure
    12. 12. 12Communicating complex science to physicians,investors, and payors is challenging‣ Short attention span‣ Major time constraints‣ Science is boring‣ Limited scientific knowledge
    13. 13. 13Scientific facts and data alone are insufficient
    14. 14. 14The Power of StoryScientificComplexityTheRightStory‣ Improves comprehension‣ Drives consensus‣ Optimizes differentiation‣ Creates excitement & anticipation‣ Increases clinical relevance‣ Increases adoption & advocacy
    15. 15. 15Why does story work?
    16. 16. 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.”
    17. 17. 17The science of story: neural couplingStephens G J et al. PNAS 2010;107:14425-14430
    18. 18. 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.
    19. 19. 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%
    20. 20. 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
    21. 21. 21The Power of StoryImprovesComprehensionIncreasesDifferentiationImprovesRetentionAchievesConsensusCreatesExcitementIncreasesAnticipationIncreasesAdoption& Advocacy
    22. 22. 22SBC’s Core CompetenciesScientific Expertise StorytellingVisualization
    23. 23. 23The single scientific rationalethat createsthe “reason to believe”Core ScienceConceptWe begin with the end in mind
    24. 24. 245-Phase Story Creation MethodPHASE 1 Science InvestigationPHASE 2 Stakeholder InterviewsPHASE 3 Core Science ConceptPHASE 4 Science VisualizationPHASE 5 The Story Deck
    25. 25. PHASE 1 Science Investigation Literature research Identification of landmark studies Competitive landscape analysis Graphic image researchStory Creation Method 25
    26. 26. 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
    27. 27. 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
    28. 28. PHASE 4 Visualization & Metaphors Refinement of Core Science Concept Development of Science Visualizations Development of Science Metaphors28Story Creation Method
    29. 29. 29Visualizations and MetaphorsExamples
    30. 30. PHASE 5 Story Deck Development Finalization of Story Development Review by selected Thought Leaders and Internal Compliance Revisions, Edits, and Delivery30Story Creation Method
    31. 31. 31Objective & Content of the Story DeckContents ‣‣‣‣‣Objective
    32. 32. 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
    33. 33. 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
    34. 34. A Closer Look at VX-509
    35. 35. 35Complex Science of JAK-3 Signaling in RA-3-3-3-3-3-3
    36. 36. 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
    37. 37. A Closer Look at VX-809
    38. 38. 38Complex Science of CFTR in CF
    39. 39. 39Many visual styles depict CFResults of googeImage search for“CFTR cystic fibrosis”
    40. 40. 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
    41. 41. 41Summary
    42. 42. 42Story CommunicationStory Communication Deliverables‣ The Story Video‣ Speaker Decks‣ 2D/3D Animation Videos‣ Training Programs‣ Interactive Learning‣ Smart phone/iPad Apps‣ Ad Board Moderation‣ Workshop ParticipationSBC provides story creationand story communicationStory CreationStory Creation Method1. Science Investigation2. Stakeholder Interviews3. Core Science Concept4. Visualizations & Metaphors5. The Story Deck
    43. 43. 43Our Value PropositionVisual explanationsVisualizations & Metaphorssingle rationale“ ”The Core Story ConceptComplete storiesStory Decks & Story Videos
    44. 44. 44
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