Marketing and corporate communication :antidepressants
I. WhyFrequency of consumption of mostcommonly psychotropic drugsreported and identified by usersProduct life cycleProzac,...
2. The marketCommunication marketing : antidepressants . Group n° 44,0004,5005,0005,5006,0006,5007,0007,5001997 1998 1999 ...
2. The marketCommunication marketing : antidepressants . Group n° 4Distribution channels• Pharmalogical circuit• Self-medi...
3. CommunicationCommunication marketing : antidepressants . Group n° 4• Pharmaceutical companies launch repetitive direct ...
4. ConsumerCommunication marketing : antidepressants . Group n° 4• Patients feel as if they are not being treated if no me...
4. ConsumerCommunication marketing : antidepressants . Group n° 4Antidepressant usersthe percentage of women who take thea...
Communication marketing : antidepressants . Group n° 4WTStrengths
Communication marketing : antidepressants . Group n° 4S WO TWeaknesses
Communication marketing : antidepressants . Group n° 4S WO TOpportunities•Source of information always more abundant•Natur...
Communication marketing : antidepressants . Group n° 4S WO TThreats•Society of happiness•Urgency more and more present ins...
5. SWOTCommunication marketing : antidepressants . Group n° 4SSTRENGTHS WEAKNESSESOPPORTUNITIES THREATSWOTOpportunities Th...
6. Brand equityCommunication marketing : antidepressants . Group n° 4Imagery Feelings• User image: someone faking• Usage i...
Communication marketing : antidepressants . Group n° 41. Women (58%) are fewer that men (66%)to consume antidepressants wh...
1. SegmentationCommunication marketing : antidepressants . Group n° 4Geographic segmentationWallonia: High consumer ofanti...
1. SegmentationCommunication marketing : antidepressants . Group n° 4Demographic segmentation0-18 years old: too young to ...
2. ModelCommunication marketing : antidepressants . Group n° 4Fishbein ModelHow 7
2. ModelCommunication marketing : antidepressants . Group n° 4ELM ModelUnmotivated: the patient doesnt feel well and doesn...
3. MappingCommunication marketing : antidepressants . Group n° 4IneffectiveEffectiveConstrainingUnconstrainingCurrent posi...
Communication marketing : antidepressants . Group n° 41. We must act on the top of mindstatus, the attitude in relation to...
The main objective is brand knowledgeSecondary objectives: awareness of alternatives, brand trialand brand repurchaseMarke...
Communication marketing : antidepressants . Group n° 4• Target: 19 -39years• Status of top ofmind• Change efficiencyimpres...
Communication marketing : antidepressants . Group n° 4Manner of expression
Communication marketing : antidepressants . Group n° 4Graphic charter
Communication marketing : antidepressants . Group n° 41. Its necessary to orient people onpsychotherapy because it has the...
Communication marketing : antidepressants . Group n° 41. Baseline« Les antidépresseurs, ça n’est pas ton moteur »Antidépre...
2. ConceptComplicitéDomaine complexeMessage interpellantPas moralisateur
How 4/5
2. ConceptComplicitéDomaine complexeMessage interpellantPas moralisateur
2. ConceptRemplit les objectifsExprime lepositionnementExprime la promesseComplicitéInterpellantCalmeEpuréNon culpabilisan...
How 3/5
BodycopyCommunication marketing : antidepressants . Group n° 4Efficace? Pourtant c‟est ce que font plus de 10% desBelges e...
Hey hey dis, tucrois qu‟on esten sécuritémaintenant?J‟en ai bienl‟impressionTV
Qu‟est cequ‟elles ontavalé celles-là?Aucune idéemais en toutcas, je sais cequenous, nousallons avaler!
Efficace?
1 168 300 belges
Les antidépresseurs, ca n‟est pas ton moteurhttp://www.happy.fgov.be
Site web
Site web
Communication marketing : antidepressants . Group n° 4How1. Its necessary to orient people on psychotherapy becauseit has ...
Communication planTeasingTV Magazine BanneringWebsiteSuppportStand Outdoor
Communication marketing : antidepressants . Group n° 41. TeasingDescription :• A teasing effect• Liège, Charleroi, Brussel...
Communication marketing : antidepressants . Group n° 42. DisplayDescription :• Capacity to reach large audiences• Potentia...
The concept: ostrichBaselineLogo + CharterNothing elsePS: Only advertisment using antidepressant visual
Communication marketing : antidepressants . Group n° 42. DisplayDescription :• Capacity to reach large audiences• Potentia...
Communication marketing : antidepressants . Group n° 43. StandDescription :• We selected brand activation activities to sh...
Communication marketing : antidepressants . Group n° 44. TVDescription : We chose television for its wide audiences and it...
Communication marketing : antidepressants . Group n° 45. Periodical pressMP 3Description :• Selectivity,• Complicity• The ...
Communication marketing : antidepressants . Group n° 46. RadioDescription : Radio is a very important medium for us. The r...
Communication marketing : antidepressants . Group n° 47. InternetDescription : We consider Internet as the main pillar of ...
Communication marketing : antidepressants . Group n° 4PaidGoogle Ad Words: Google is the entrance platform for medical res...
Communication marketing : antidepressants . Group n° 4EarnedWe chose to not select Facebook and Twitter among our media.We...
Communication marketing : antidepressants . Group n° 41. To intensify the campaign, between mid-September andearly Novembe...
Communication marketing : antidepressants . Group n° 41 M € budget
Communication marketing : antidepressants . Group n° 41 M € Budget99200281201307.8242.8205 205Total GRP/ week45%19%6%14%6%...
Communication marketing : antidepressants . Group n° 4600,000€ budget63%16%21%RadioInternetBelow the line
Communication marketing : antidepressants . Group n° 4VII. How effective?Before the campaign:• Last figures from the Onkel...
Communication marketing : antidepressants . Group n° 4VIII. Press kit• Beginning: antidepressants small typos, complex• Ha...
Communication marketing : antidepressants . Group n° 4IX. Public RelationsI. IntroductionComplicitySympathyExpertiseOrient...
II. Key Stakeholder’s analysis1. The public: we already target them in the marketing campaign, which left us few room to m...
II. Key Stakeholder’s analysis3. Journalists: they are waiting for information but they have to deal with a huge amount of...
II. Key Stakeholder’s analysisPublic Relations: antidepressants . Group n° 45. Pharmaceutical companies: they have a bigge...
Communication planPublic Relations: antidepressants . Group n° 4Fear-AnxietyJournalistPublicAntidepressantsAlternativesDoc...
IV. EventsPublic Relations: antidepressants . Group n° 41.Business Meeting with alternativesAim: gather them to tell about...
IV. EventsPublic Relations: antidepressants . Group n° 42. The sending of flyers and a letter to GPsAim: educate prescribe...
IV. EventsPublic Relations: antidepressants . Group n° 43. Press conferenceAim: to convey fear and anxiety about the antid...
IV. EventsPublic Relations: antidepressants . Group n° 43. Press conferenceWe will place 2 ostriches at the entrance of th...
V. Key performance indicatorsPublic Relations: antidepressants . Group n° 4We established a certain number of KPI that is ...
Public Relations: antidepressants . Group n° 4
Public Relations: antidepressants . Group n° 4VI. Budget
Public Affairs: antidepressants . Group n° 4Public Affairs
Public Affairs: antidepressants . Group n° 4Growing bad feelings about the Stateinsurances:The Facebook generation:Weak si...
Public Affairs: antidepressants . Group n° 4Time1. Emergence of our issue : Creationof new diseases.2. Interest groups : t...
Public Affairs: antidepressants . Group n° 4ConcentratedDiffuseConcentrated DiffuseBenefits from Public PolicyCostsfromPub...
Public Affairs: antidepressants . Group n° 4III. Supporting interests analysisOur AnalysisWe leave the large amount of alt...
Public Affairs: antidepressants . Group n° 4IV. Opposing interests analysisOur Analysis• Pharmaceutical companies have lar...
Public Affairs: antidepressants . Group n° 4V. Frame of the issueFrame of the issueCitizens: Not aware of this issue despi...
Public Affairs: antidepressants . Group n° 4VI. SWOTOpportunities ThreatsSWOTWeaknessesStrengths
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaignPharmaceuticalcompaniesJournalists...
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign1. We need to gather alternatives....
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign1.Business Meeting with alternativ...
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign1.Business Meeting with alternativ...
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign2. Participatory democracyDate: Ap...
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign2. Participatory democracyWorkshop...
Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign3. Press conferenceDate: April 201...
Public Affairs: antidepressants . Group n° 4VIII. Budget
Group 4 : Kim Assaker, Mireille DonzeuNguetsop, Charlotte Scutnaire, Nicolas VanderbiestQuestions?
Antidepressant présentation de communication marketing&corporate
Antidepressant présentation de communication marketing&corporate
Antidepressant présentation de communication marketing&corporate
Antidepressant présentation de communication marketing&corporate
Antidepressant présentation de communication marketing&corporate
Antidepressant présentation de communication marketing&corporate
Antidepressant présentation de communication marketing&corporate
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Antidepressant présentation de communication marketing&corporate

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Travail de fin d'année sur les antidépresseurs: Marketing / Corporate / Lobbying

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Antidepressant présentation de communication marketing&corporate

  1. 1. Marketing and corporate communication :antidepressants
  2. 2. I. WhyFrequency of consumption of mostcommonly psychotropic drugsreported and identified by usersProduct life cycleProzac, seroxat and effexor are themost used antidepressants.We need to focus on the top of mindstatus, the brand attitude, the brandfidelity and the customer satisfaction1. The productCommunication marketing : antidepressants . Group n° 4
  3. 3. 2. The marketCommunication marketing : antidepressants . Group n° 44,0004,5005,0005,5006,0006,5007,0007,5001997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Volume growthThree-quarter of the antidepressants growth market is due to the increased doses consumption perpatient.
  4. 4. 2. The marketCommunication marketing : antidepressants . Group n° 4Distribution channels• Pharmalogical circuit• Self-medical treatment: InternetWe must be highly present on the Internet to cope with self-medicationPrice7.50 $ 12.50 $19.00 $28.50 $37.50 $ 40.00 $55.00 $65.00 $75.00 $ 75.00 $Compared to its main competitors, antidepressants are the cheapest solution
  5. 5. 3. CommunicationCommunication marketing : antidepressants . Group n° 4• Pharmaceutical companies launch repetitive direct marketing campaigns.• 12% of the increase of drugs prescription between 1999 and 2000 can be attributed to the use ofdirect marketingPrevious communication• The radio is good to reach isolated people• The use of a website is appropriate.• The KPI from previous campaigns was only the number of suicides before and after. The issue ofantidepressants is never tackled• Doctors shouldn‟t be targeted by the campaign
  6. 6. 4. ConsumerCommunication marketing : antidepressants . Group n° 4• Patients feel as if they are not being treated if no medication is prescribed• Other alternatives are considered as non-scientific or pseudo-science.It is therefore recommended either to deconsecrate the efficiency of antidepressants either to give credence to alternativetreatments.• Depression = extremely private matter.• Only certain media should be used.• Any guilt giving speech should be avoided• The traditional “talk about it with your doctor” should be avoided• We need to intensify the campaign between mid-November and early September, especially duringdaylight time change and take advantage of the sunnier periods, to save moneyThe patient’s journey
  7. 7. 4. ConsumerCommunication marketing : antidepressants . Group n° 4Antidepressant usersthe percentage of women who take theantidepressants is 17.2% and 9% for menin 2011.• Women (10% for women and 6% for men)41% of women and 33,3% for menThere are more women than men who are using antidepressants without being really on depressionSingle moms, unemployed and disabled are not a target group because we are fighting against unneededconsumption of antidepressants and not against people who really need it.Depression
  8. 8. Communication marketing : antidepressants . Group n° 4WTStrengths
  9. 9. Communication marketing : antidepressants . Group n° 4S WO TWeaknesses
  10. 10. Communication marketing : antidepressants . Group n° 4S WO TOpportunities•Source of information always more abundant•Natural/Bio trend•Alternative influx
  11. 11. Communication marketing : antidepressants . Group n° 4S WO TThreats•Society of happiness•Urgency more and more present insociety: no space for weakness•Crisis
  12. 12. 5. SWOTCommunication marketing : antidepressants . Group n° 4SSTRENGTHS WEAKNESSESOPPORTUNITIES THREATSWOTOpportunities ThreatsSWOTWeaknessesStrengths
  13. 13. 6. Brand equityCommunication marketing : antidepressants . Group n° 4Imagery Feelings• User image: someone faking• Usage imagery: confined totheir home, no other choice.Performance Perceived quality• Attributes/ Benefits: impression if being treatedphysically.• Price: inexpensive• Perceived quality/ Superiority: best felt efficiencyAwareness• Deep awareness: top of mind• Broad awareness: almostuseless, but not usefulLoyalty• Customary userOther assets• the fact that antidepressants are sold in pharmacies among the other drugs givesconfidence to the consumer.• Possible to buy it online without prescription
  14. 14. Communication marketing : antidepressants . Group n° 41. Women (58%) are fewer that men (66%)to consume antidepressants when beingdepressed.2. Wallonia clearly is a greater consumer ofantidepressants. It will be necessary tofocus our campaign on that area.3. Single women or head of thefamily, unemployed persons and disabledpersons arent our target because wefight against unjustified consumption ofantidepressants.4. We will not target doctors because itdidn‟t work in 2009.II. WhoTo do
  15. 15. 1. SegmentationCommunication marketing : antidepressants . Group n° 4Geographic segmentationWallonia: High consumer ofantidepressantsBrussels: Moderateconsumer of antidepressantsFlanders: Light consumer ofantidepressantsGender segmentationWomen: Women are almost twice more subject to use these kinds oftreatment than men. There are more women who take antidepressantswhile being really in depression.Men: Are more likely to consume only one box.The feminine target is more selective than men if we are looking for a publicwho uses not antidepressants advisedly. However, the masculine targetshouldn‟t be completely ignored inasmuch as this class is the one thatconsumes more single boxes.Economic segmentationBecause of the alternative costs and thenatural tendency of unemployed to be indepression, this class should not betargeted.Who 2 Who 3Who 1Geographic segmentationWallonia: High consumer ofantidepressantsBrussels: Moderateconsumer of antidepressantsFlanders: Light consumer ofantidepressants
  16. 16. 1. SegmentationCommunication marketing : antidepressants . Group n° 4Demographic segmentation0-18 years old: too young to consume antidepressants. Worse: its dangerous for them. Theamount of consumers is negligible.19-39 years old: it‟s the age of the first antidepressant doses: they feel the sensation for the firsttime and misunderstand what occurs. They don‟t know that they are in depression and theirdoctors guide them. They represent 50% of the first depressions. The number of consumers isincreasing.40-60 years old: Its at least their second depression. They are used to use antidepressants.Their depression may be chronic or episodic. They are aware of the different stakes around theantidepressants. Increasing number of consumers of antidepressants.61-70 years old: Retirement arrives with its inconveniences: stress, unemployment and others70+ years old: Periods of mourning occur which weaken and raise depression. Add to this theplacements to retirement homes, which has a big impact on the consumption of antidepressants.Main target: Walloon and inhabitant of Brussels female workers between 19 and 39years old.Secondary target: Walloon and inhabitant of Brussels male workers between 19 and39 years old.It corresponds to 525,819 people for the main target and 539,090 people for the secondary target.Demographic segmentation0-18 years old: too young to consume antidepressants. Worse: its dangerous for them. Theamount of consumers is negligible.19-39 years old: it‟s the age of the first antidepressant doses: they feel the sensation for the firsttime and misunderstand what occurs. They don‟t know that they are in depression and theirdoctors guide them. They represent 50% of the first depressions. The number of consumers isincreasing.40-60 years old: Its at least their second depression. They are used to ingest antidepressants.Their depression may be chronic or episodic. They are aware of the different stakes around theantidepressants. Increasing number of consumers of antidepressants.61-70 years old: Retirement arrives with its inconveniences: stress, unemployment and others70+ years old: Periods of mourning occur which weaken and raise depression. Add to this theplacements to retirement homes, which has a big impact on the consumption of antidepressants.Who 4
  17. 17. 2. ModelCommunication marketing : antidepressants . Group n° 4Fishbein ModelHow 7
  18. 18. 2. ModelCommunication marketing : antidepressants . Group n° 4ELM ModelUnmotivated: the patient doesnt feel well and doesnt want tothink rationally. He just wants to be cured whatever the solutions.Able: to treat the information: not all the information becausesome are too complicated for him.Opportunity: Opportunity to have the information: numerous linkson the Internet point to these information.We either need toprocess theinformationperipherally eithergot the targetmotivated andable to processthe informationHow 8
  19. 19. 3. MappingCommunication marketing : antidepressants . Group n° 4IneffectiveEffectiveConstrainingUnconstrainingCurrent positioning: antidepressants are moderately constrainingmedicines, which are effective against depression.Wanted positioning: antidepressants are constraining medicines which efficiencyis relative.
  20. 20. Communication marketing : antidepressants . Group n° 41. We must act on the top of mindstatus, the attitude in relation to thebrand, the brand loyalty of the customerssatisfaction.2. It will be necessary to either demystify theantidepressants effectiveness or makealternatives more reliable.III. WhatTo do
  21. 21. The main objective is brand knowledgeSecondary objectives: awareness of alternatives, brand trialand brand repurchaseMarketing objective: Reduce the number of consumers for whomantidepressants consumption is not necessary.This would reduce 355 216 products ingested by the 19-39 yearspopulation.1. ObjectivesCommunication marketing : antidepressants . Group n° 4
  22. 22. Communication marketing : antidepressants . Group n° 4• Target: 19 -39years• Status of top ofmind• Change efficiencyimpression andbrand knowledge• Decrease thebrand trial• Target: 40 -60•Change thebrand liking andthe brandrepurchase2015• Check up• Act onwhat hasn‟tworked201420133 years objectives
  23. 23. Communication marketing : antidepressants . Group n° 4Manner of expression
  24. 24. Communication marketing : antidepressants . Group n° 4Graphic charter
  25. 25. Communication marketing : antidepressants . Group n° 41. Its necessary to orient people onpsychotherapy because it has the samerelative efficiency than antidepressants.2. It will be necessary to avoid ever-makingguilty speech; otherwise people will avoidthe message.3. It will be necessary to create a complicitywith the target4. To avoid the « talk to your doctor » isnecessary because doctors are one ofthe reasons why the antidepressantsconsumption increases..IV. Stratégie créativeTo do
  26. 26. Communication marketing : antidepressants . Group n° 41. Baseline« Les antidépresseurs, ça n’est pas ton moteur »Antidépresseurs : cela situe clairement de quoi l‟on parle. En effet, ilest fort possible qu‟il y ait du bruit d‟autres campagnes de préventioncontre d‟autres médicaments, comme nous avons pu le voir avec lacampagne actuelle sur les somnifères et calmants.Ca : Nous aurions pu choisir « cela », mais nous avons préféré unlangage plus jeune et familier.Ton : proximité que nous souhaitons avec la cible.Moteur : le mot moteur implique quelque chose qui tourne et qui faitmarcher un objet. Cela illustre bien la dynamique des antidépresseurs.Enfin, nous avons choisi une phrase qui rime pour que la capacité demémorisation soit plus élevée.
  27. 27. 2. ConceptComplicitéDomaine complexeMessage interpellantPas moralisateur
  28. 28. How 4/5
  29. 29. 2. ConceptComplicitéDomaine complexeMessage interpellantPas moralisateur
  30. 30. 2. ConceptRemplit les objectifsExprime lepositionnementExprime la promesseComplicitéInterpellantCalmeEpuréNon culpabilisantDéclinable selon lesmédias12 24Concept 2Concept 1
  31. 31. How 3/5
  32. 32. BodycopyCommunication marketing : antidepressants . Group n° 4Efficace? Pourtant c‟est ce que font plus de 10% desBelges en consommant des antidépresseurs chaque année alorsque son efficacité est relative. En effet, selon desétudes, l’efficacité relative des antidépresseurs n’est que de 24%sur la dépression. Ajoutons à cela que près de 50% des Belges enutilisent sans être en dépression. Alors ne faîtes plus l’autrucheet consultez notre application ainsi que notre site webhttp://www.happy.fgov.be pour avoir toutes les informationssur les antidépresseurs et découvrez que de nombreusesalternatives efficaces existent à portée de main !Reprise de la headline pour dire que nous allons donnernotre propre réponse. On attire donc ici. Cela répond ànotre soucis d’être interpellantExplication du contexte et promesseReason whyCall to actionHow 4/5/6
  33. 33. Hey hey dis, tucrois qu‟on esten sécuritémaintenant?J‟en ai bienl‟impressionTV
  34. 34. Qu‟est cequ‟elles ontavalé celles-là?Aucune idéemais en toutcas, je sais cequenous, nousallons avaler!
  35. 35. Efficace?
  36. 36. 1 168 300 belges
  37. 37. Les antidépresseurs, ca n‟est pas ton moteurhttp://www.happy.fgov.be
  38. 38. Site web
  39. 39. Site web
  40. 40. Communication marketing : antidepressants . Group n° 4How1. Its necessary to orient people on psychotherapy becauseit has the same relative efficiency than antidepressants.2. It will be necessary to provide information and advicebecause it has a good relative efficiency (11%)3. It will be necessary to create a complicity with the target4. We have to act on these weaknesses (addiction and sideeffects and focus on antidepressant treats (by providingsources of information always more abundant and byacting on the Natural/bio side)Media planning1. It will be necessary to develop a presence on the Internetin order to fight self-prescription.2. Recently radio proved to be powerful3. It will be necessary to favour either medias with hightarget complicity or personal and individual media.V. HowTo do
  41. 41. Communication planTeasingTV Magazine BanneringWebsiteSuppportStand Outdoor
  42. 42. Communication marketing : antidepressants . Group n° 41. TeasingDescription :• A teasing effect• Liège, Charleroi, Brussels, Mons, Eupen and Namur.• The overflow effect• QR code• The solution would then be given to the press one day before the launch ofthe display campaign.
  43. 43. Communication marketing : antidepressants . Group n° 42. DisplayDescription :• Capacity to reach large audiences• Potential to reach active people.• The purpose of the display is to build the brand and baseline awareness.• We will only show our brand, our concept and our baseline: nothing else.Format:• “Adshel gare” includes stations in Flanders.
  44. 44. The concept: ostrichBaselineLogo + CharterNothing elsePS: Only advertisment using antidepressant visual
  45. 45. Communication marketing : antidepressants . Group n° 42. DisplayDescription :• Capacity to reach large audiences• Potential to reach active people.• The purpose of the display is to build the brand and baseline awareness.• We will only show our brand, our concept and our baseline: nothing else.Format:• “Adshel gare” includes stations in Flanders.
  46. 46. Communication marketing : antidepressants . Group n° 43. StandDescription :• We selected brand activation activities to show us close to the people, listening to themwhile feeding the brand and pushing alternatives.• Every evening during the week of stress in Wallonia,• we propose activities around a heated stand and alternatives (massage, essential oils, etc.)in the stations of Wallonia• People waiting for their train will have the opportunity to have a relaxing time and toparticipate in contests:One is collective. It is a collective success to unlockThe goal of this event is brand awareness and to build the Happy brand attitude withconviviality, smile and complicityThe other is individual: for each photography taken, each person receives a pill with a smileyon it.This will increase traffic on our website while providing us key performance indicators (Numberof code introduced / number of pills dispensed)This event will be declined in Brussels during the month of November with a radio support. Thisconcept will also be resumed the following year at various events to establish the brand as amajor actor in the health sector.How 6
  47. 47. Communication marketing : antidepressants . Group n° 44. TVDescription : We chose television for its wide audiences and its capacity todevelop fully a message.Format: 30 “ spotRTL, RTBF, PLUG RTL, AB4.
  48. 48. Communication marketing : antidepressants . Group n° 45. Periodical pressMP 3Description :• Selectivity,• Complicity• The quality of graphic printsFormat:• A two-page format in “Flair” and “Elle”
  49. 49. Communication marketing : antidepressants . Group n° 46. RadioDescription : Radio is a very important medium for us. The reasons are easyto understand:A moment of complicityGood cost/GRPperfect to target active people at strategic timesIt is a medium that has proven its strength over previous campaignsIt is a medium that perfectly complements with Internet.We will use the radio to support the tv campaign and the brand activation whilementioning every time the Happy website.Format: We choose 30 seconds spots because we have a message to convey.We choose Radio Contact and PureFm because they correspond with our targetHow 4MP 2/3
  50. 50. Communication marketing : antidepressants . Group n° 47. InternetDescription : We consider Internet as the main pillar of our campaign. Indeed, Internet is amedium that allows communication with the target when they are alone, which make it possibleto establish a link.It is also the main medium of medical research: when someone has symptoms, he decides tocheck on the Internet at the possible diseases based on them. We must thus be present tocounter offers to buy antidepressants online without prescription. This is why we will provide asignificant investment on the Internet. We classify media on the Internet into 3 categories:paid, owned and earned.How 4
  51. 51. Communication marketing : antidepressants . Group n° 4PaidGoogle Ad Words: Google is the entrance platform for medical research. It istherefore very important to control those gateways in order to promote ourcontent. We selected a number of keywords to control.Community platform:• Highly selective• enable us a complicity with the target and a coherence with our message, itis a relaxing time for them, an opportunity to reveal their concerns, sharetheir desires, to confide their problems.OwnedWebsite.Smartphone application:• allowing to make a diagnosis.• reference inviting to consult his doctor or psychiatrist must be affixedeverywhere• The application would also allow to localize alternative shops andpsychologists / psychiatrists in the nearest area.How 1/2/6
  52. 52. Communication marketing : antidepressants . Group n° 4EarnedWe chose to not select Facebook and Twitter among our media.We give priority to human contacts rather than contact via computer.Social networks are long-term investment media and our campaign is a 3years campaign.Facebook has introduced a few years ago the edgerank.Small messages from Twitter do not allow us to convey our message.Twitter could ultimately be used to communicate our events but it would benecessary to recruit followers whereas a newsletter could achieve the samegoal.All these factors explain why an investment on Facebook and Twitter would bea strategic error
  53. 53. Communication marketing : antidepressants . Group n° 41. To intensify the campaign, between mid-September andearly November, especially during the daylight timechange and to take advantage of good weather to savesome budgetVI. Media planningTo do
  54. 54. Communication marketing : antidepressants . Group n° 41 M € budget
  55. 55. Communication marketing : antidepressants . Group n° 41 M € Budget99200281201307.8242.8205 205Total GRP/ week45%19%6%14%6%10%TVRadioMagazineAffichageInternetBelow the line
  56. 56. Communication marketing : antidepressants . Group n° 4600,000€ budget63%16%21%RadioInternetBelow the line
  57. 57. Communication marketing : antidepressants . Group n° 4VII. How effective?Before the campaign:• Last figures from the Onkelinx Strategic Cell about: the number of antidepressants sold, thenumber of conditioning per patient as well as the comparison of this with the prevalence ofdepression.• We will conduct a quantitative survey about the awareness of antidepressants and alternative, anda Likert scale about the feeling of effectiveness and the feeling of constraining of alternatives andantidepressants.• We selected a number of Key performance indicators that you can check in our filesAfter the campaign:• We will conduct the same survey while adding questions on awareness of used media (Where haveyou heard of Happy recently?).• We want to achieve a qualitative study about the Happy brand to see if we meet the qualifiers:« nice, solution oriented, competent and complicity »• We will see if our goals are achieved according to the Onkelinks Strategic Cell.
  58. 58. Communication marketing : antidepressants . Group n° 4VIII. Press kit• Beginning: antidepressants small typos, complex• Happy: bigger typos, Happy= solution
  59. 59. Communication marketing : antidepressants . Group n° 4IX. Public RelationsI. IntroductionComplicitySympathyExpertiseOrientedsolutionPublic Relations: antidepressants . Group n° 4
  60. 60. II. Key Stakeholder’s analysis1. The public: we already target them in the marketing campaign, which left us few room to maneuver. Considering thebudget allowed, it is impossible to directly target them. We will do it through opinion leaders and journalists.Main target: 1,064,909 peopleOthers: 9,943,091 peopleNumber: Finance Need: Room for maneuver:2. Prescribers: they may be under the influence of the pharmaceutical lobby by direct marketing, ignorant or sensible aboutto the prescription of antidepressants. We must educate them while providing solutions to offer to their patients. Theroom for maneuver is average since we do not have the same budget as pharmaceutical companies which are able topay 50,000 € for only 40 doctors• General practitioner: 14,547 people (2011, INAMI)Psychiatrist: 2249 people (2011, INAMI)Number: Finance Need: Room for maneuver:Public Relations: antidepressants . Group n° 4
  61. 61. II. Key Stakeholder’s analysis3. Journalists: they are waiting for information but they have to deal with a huge amount of it. So, it is necessary to motivate themto give us a bit of their time and to publish articles on this subject because a high coverage of a subject is more likely to attractpoliticians attention in order to be placed on the political agenda.Specialized press: used to reach an already sensitized public.General press: used to inform the public about the dangers of side effects.Number: Finance Need: Room for maneuver:Public Relations: antidepressants . Group n° 44. Alternatives: we are struggling with antidepressants and they could take advantage of the current situation to comestrengthen our efforts.HomeopathyPhytotherapy
 Griffonia , St. Johns Wort, Common hawthorn, Passiflora, Bach Flower.NutrithérapyPhototherapyAcupunctureShiatsuOsteopathyPsychotherapyNumber: Finance Need: Room for maneuver:
  62. 62. II. Key Stakeholder’s analysisPublic Relations: antidepressants . Group n° 45. Pharmaceutical companies: they have a bigger budget than us and have a powerful lobby: they will do anything to stop us inour efforts.Lundbeck:RedomexGSK : Wellbutrin, SeroxatEli Lilly : Cymbalta, Fontex/ ProzacWyeth : EfexorLundbeck : Cipramil, SipralexaPfizer : SerlainIII. ObjectivesOur objectives are the same than the marketing campaign ones. : brandknowledge ( side effects , risks, etc.) , alternatives awareness ,brand trial andbrand repurchase.
  63. 63. Communication planPublic Relations: antidepressants . Group n° 4Fear-AnxietyJournalistPublicAntidepressantsAlternativesDoctor
  64. 64. IV. EventsPublic Relations: antidepressants . Group n° 41.Business Meeting with alternativesAim: gather them to tell about our campaign.Date: We must give them time to raise funds and to prepare their creative strategies. This is the reason why this is our first action.We will meet them in March and July 2014Content: we will invite them in a meeting room with lunch provided on site. We need to persuade them to give off some budget tosupport us by running their own campaign in the same time than ours. For that, we will expose them our media planning andopportunities to fit in it. We also hope that they will help us for our PR campaign by providing materials to get the attention ofjournalists by massage, essential oils and other relaxing moments before our press conference. We will organize a final meeting toprepare the campaign.GuestsWe will not invite psychiatrists because we are afraid of their links with pharmaceutical companies. We can‟t afford the risk of havingpharmaceutical companies knowing our media planning and that we are about to run a campaign against them.
  65. 65. IV. EventsPublic Relations: antidepressants . Group n° 42. The sending of flyers and a letter to GPsAim: educate prescribers to rational behavior of prescription. We want to show them that there are other alternatives and inform onantidepressant risks.Date: October 12, 2014. The goal is to support the marketing campaign by sending flyers to doctors.Content: We want to convey the message that by their prescription, they do not make their patients happy, but they play the game ofpharmaceutical companies. Thus, we will send a letter coupled with a flyer. The Flyer will invite them to visit the website of Happy inorder to discover alternatives while the letter resumes studies that have demonstrated that antidepressants are dangerous and quiteineffective.We want flyers to be the first hammer blow of the marketing campaign
  66. 66. IV. EventsPublic Relations: antidepressants . Group n° 43. Press conferenceAim: to convey fear and anxiety about the antidepressant usages to the public through the press.Date: October 10, 2014 or October 17 depending on the marketing budget.Invitations: Press is deluged by press releases; personalized mailings are also more and more used.We want to differentiate ourselves by using a part of our marketing campaign. In addition to ostrichesdisposed in key areas of major cities, we will pose ostriches 4 days before the press conference in frontof mainstream media buildings:We will send them, in the same time than some carefully selected bloggers, a token representing anantidepressant smiley with writing "Key to Hapiness" on it. We will also send with it a letter that invitesthem to discover why all these ostriches are located in the city.
  67. 67. IV. EventsPublic Relations: antidepressants . Group n° 43. Press conferenceWe will place 2 ostriches at the entrance of the building with their head out of the ground. To enjoy some privilegedaccess, people will have to use their token at the reception. The press conference will take place as follow:10 AM: Journalists welcoming. massage, essentials oils and other relaxation pleasures11.30 AM: Beginning of the press conference: presentation of the Happy brand, missions and the campaign.11.45 AM: The Happy and fun part ends: presentation of strategic cell results, 20 years simulation according to actualfigures, annual sales of pharmaceutical companies selling antidepressants.12 AM: speech of Prof. Dr. M. De Meyere, Gent university about recent study on young‟s suicide because ofantidepressants and their side effects.12.30 AM: Q&A1 PM: lunch: journalists will have the opportunity to speak privately with dr. De Meyere as well as the strategic cell membersDuring the entire press conference, a hashtag “#AntidepressantDay” will be used and shown. We will resume importantfigures and facts so that journalists just have to retweet it.
  68. 68. V. Key performance indicatorsPublic Relations: antidepressants . Group n° 4We established a certain number of KPI that is available in our file. The most important is the fact that wemust pay close attention to articles that combine Happy brand with fear or anxiety. If the number istoo substantial, we will need to consider a new public relations strategy dissociating Happy fromPR actions.
  69. 69. Public Relations: antidepressants . Group n° 4
  70. 70. Public Relations: antidepressants . Group n° 4VI. Budget
  71. 71. Public Affairs: antidepressants . Group n° 4Public Affairs
  72. 72. Public Affairs: antidepressants . Group n° 4Growing bad feelings about the Stateinsurances:The Facebook generation:Weak signals Weak signalsSociety of HappinessIssuesDrivers TRENDSCreation of new diseases Depression Suicide in europeTrivialization anddenigration ofalternativesThe overprescription Growth ofantidepressants salesOvermedicalization of society Increase in Health careLaunch of false newdrugsDriversWild cards:Antidepressants proved to bedangerous foradolescentsReport on FR2aboutpharmaceutical companiespracticesEtc.Presence of this phenomenon in the art field:Music: “I could be the one” by Avicii vsNicky Romero , 2013Film: Side effects, recently released on 10thApril 2013Books: “Bad Pharma: How drug companiesmislead doctors and harm patients » byBen Goldacre, 2012Weak signals
  73. 73. Public Affairs: antidepressants . Group n° 4Time1. Emergence of our issue : Creationof new diseases.2. Interest groups : to gather allies3. Legislation : the ICD could bypassthe DSM-5.4. Administrative implementation :make countries implementing the ICDin their governement‟s policy5. Judicial enforcement23451II. Life cycle
  74. 74. Public Affairs: antidepressants . Group n° 4ConcentratedDiffuseConcentrated DiffuseBenefits from Public PolicyCostsfromPublicPolicyInterest GroupPoliticsClient Politics Majoritarian PoliticsEntrepreneurialPoliticsLowi-Wilson Matrix
  75. 75. Public Affairs: antidepressants . Group n° 4III. Supporting interests analysisOur AnalysisWe leave the large amount of alternative stakeholders and our lack of information about them. Andwhen we got information about their budget, its pretty low: for European Council for ClassicalHomeopathy.The support of the “Prescrire” NGO would have been interesting. We do not trust Psychotherapistassociation.The cost to involve our partners in the game is too high.
  76. 76. Public Affairs: antidepressants . Group n° 4IV. Opposing interests analysisOur Analysis• Pharmaceutical companies have large financial and human resources.• They are highly isolated.• They will have to spend a lot of time to be organized and gathered.• We must then be extremely fast.• We have to isolate them in order to marginalize them playing on stereotypes (“They only want ourmoney.” “They do not fight for our wellness anymore”, etc.We seriously believe that the issue is not about supporting or opposing interests but about neutral interests. Ifwe want to win this, we have to gather neutral interests.
  77. 77. Public Affairs: antidepressants . Group n° 4V. Frame of the issueFrame of the issueCitizens: Not aware of this issue despite the fact that it concerns them. Information about it isextremely complex: The marketing of pharmaceutical companies does not target them.Doctors: there are those who are aware, those who are naive, ignorant and those who are under theinfluence.Journalists need deep and complete information to offer to their readers. Press conferences with oneexpert speaker must be avoided.Politicians have to act for the good of citizens, but sometimes they have to deal with extremelycomplex matters where they are easily influenced by the pharmaceutical lobby. They need to feel thepressure of citizens to act in our direction.
  78. 78. Public Affairs: antidepressants . Group n° 4VI. SWOTOpportunities ThreatsSWOTWeaknessesStrengths
  79. 79. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaignPharmaceuticalcompaniesJournalistsPharmacistsPoliticiansHow we are going to communicateHow pharmaceutical companies communicateJournalists CitizensPoliticiansDoctorsPharmacistsDoctors
  80. 80. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign1. We need to gather alternatives.2. Make the bad practices of pharmaceutical companies public3. Prepare for the introduction of ICD.
  81. 81. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign1.Business Meeting with alternatives Date: January 2014 and February 2014, before the real lobbying campaign.First, we will invite them individually in a meeting room.We need to persuade them to ally together in one federation in order to compete with pharmaceutical companies.We will expose them:Our views of the alliance its benefits.Other federations that we would like to invite
  82. 82. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign1.Business Meeting with alternativesWe will ask them individually:What they could bring financially in this alliance.Their personal opinion about of this alliance.Goals that they would like to achieve against pharmaceutical companies.After receiving each alternative, we will try to gather every wishes and views into a consensus project.We will then expose them this consensus project during business meeting and try to reach an agreement.Finally, we are going to hold a third business meeting to organize the lobbying campaign in order to promote alternatives and to cope with« the Trivialization and denigration of alternatives » issue.Objective: Distract pharmaceutical companies while we are dealing with the real issue
  83. 83. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign2. Participatory democracyDate: April 2014• We believe that the best communication strategy to pressure politicians is the political advertising activity.• We will gather 754 students• If it were not possible to organize it in the European Parliament, we will rent a conference room for this amount of people.• We will also try to get Erasmus students in order to represent every European nationalities.Introduction: We will give them a briefing explaining what is the DCM V and issues at stake. They will be gathered in groups and we will ask them to make their own DCM according to what seems relevant to them. We will also ask them to tell us what are the most hilarious diseases
  84. 84. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign2. Participatory democracyWorkshop:• For each group of 30, a scientist and a psychiatrist will help them in their task to understand every aspect.• Some selected journalists and bloggers will be invited to cover the event.• Filmed and watchable on a live Youtube channel.• It will be also possible for surfers to vote for their most hilarious diseases and to participate in the DCM-V‟ from the Web.Results:• We will grant our top 3 awards of the most hilarious diseases and compare the DCM-V‟ from the students and from the Webwith the real DCM V.• It will also be a signal to politicians: “ watch what people without any interest think of this “.
  85. 85. Public Affairs: antidepressants . Group n° 4VII. Information and communications campaign3. Press conferenceDate: April 2014A press conference at the European Commission to present the results.We will provide to each journalist a press kit gathering every information:• The comparison between DCM-V „ and DCM V• The diseases awarded.• The “A Comparison of DSM-IV and DSM-5 Panel Members Financial Associations with Industry: A Pernicious ProblemPersists“ study• Some abstract of the book “Bad Pharma: How drug companies mislead doctors and harm patients »• Some information about the ICD that is going to be released in 2015Specialized media will talk about the comparison between our DCM-VThe real one and that general media will talk about the awards.We are going to broadcast the press conference on Internet and it will be possible to ask questions by videoconference.Objective:1. Make the bad practices of pharmaceutical companies public in order to monopolize citizens2. Prepare for the introduction of ICD
  86. 86. Public Affairs: antidepressants . Group n° 4VIII. Budget
  87. 87. Group 4 : Kim Assaker, Mireille DonzeuNguetsop, Charlotte Scutnaire, Nicolas VanderbiestQuestions?

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