Team 2 Arimidex strategy


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Theoretical strategy presentation from Team 2 @ digitas strategy boot camp, Nov 2006

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Team 2 Arimidex strategy

  1. 1. “ Love Stronger, Laugh Louder” 2 Superior Performance, Cheap
  3. 3. It’s good to be “Big Pharma” <ul><li>Pharmaceutical continues to be a great industry </li></ul><ul><ul><li>Profitable industry </li></ul></ul><ul><ul><li>Consumers are more actively managing their health (market size increasing) </li></ul></ul><ul><ul><li>DTC marketing is a huge opportunity but highly regulated </li></ul></ul><ul><li>Patent expiration makes it “boom or bust” </li></ul><ul><li>The pre-patent expiration opportunity for Arimidex is $4.5b in the US (~$9b worldwide) over the next 3 years </li></ul><ul><ul><li>Potentially making it the second highest revenue drug for AZ </li></ul></ul>Key Business Challenge: Get people taking Arimidex and staying on it during the next 3 years before it potentially goes off patent in 2009
  4. 4. The Breast Cancer Timeline <ul><li>There are three main stages (segments) in a patient’s breast cancer treatment timeline </li></ul>Diagnosis Treatment Post-Treatment <ul><li>Initial Visit </li></ul><ul><li>Delivery of Prognosis </li></ul><ul><li>Treatment Plan </li></ul><ul><li>Surgery </li></ul><ul><li>Chemotherapy and/or Radiation </li></ul><ul><li>Hormone Therapy </li></ul><ul><li>Side Effect Treatment </li></ul><ul><li>Lifestyle Changes </li></ul>Insights involve knowing both the segments and their key influencers over time
  5. 5. Consumer Profile Profile Newly- Diagnosed 40 yo Single Mother of 2 In-Treatment 65 yo Married Retired Post-Treatment 48 yo Married Housewife “ Only Child” 3 years “free” 55 yo Divorced Mother of 3 Yoga Inst. “ Sister” Attitude Shock, Anger, Disbelief “ Why me?” Determined, Scared, Skeptical “ I think I can beat this” Relief “ I made it” Defiance, Happy, Strong Emotion Fear, Overwhelmed “ What do I do next?” Fear, Anxiety “ What is going to happen next” Fear, Joy, Paranoia “ Will it come back?” Relief, Renewed, Weary “ I’ve made it” Behaviour Information Gatherer Following Dr. Advice Taking Control, Being Sick Acting “Normal” Increased Confidence, More “Normal” Rational Need Outlining a plan Continued information/ health updates Avoiding all reminders Be free of side effects Emotional Need Support & Comfort Support & Comfort, including physical To be left alone Continue advocacy to help others Whitney Gladys Gertrude Raquel
  6. 6. “ Sister” Support Profile Profile Newly- Diagnosed 40 yo Single Mother of 2 In-Treatment 65 yo Married Retired Post-Treatment 48 yo Married Housewife “ Only Child” 3 years “free” 55 yo Divorced Mother of 3 Yoga Inst. “ Sister” Survivor You can get through this, here’s how…. I know you are feeling bad, but this is expected You are through the hard part, now don’t stop your follow up treatment Stick with it, you are almost there Spouse I’m with you all the way. I want to know everything too. I’ll take you to your appointments and find out what you have to do next. How can “we” feel better. We’ve gotten through the hard part, let’s make sure we stay together and get rid of the cancer I know the side effects are bad, but you are almost there HCP This is treatable. Let’s take it one step at a time. Check out You are doing well. Will get through this and get onto the next phase of treatment. The risk recurrence is 20-50%. Let’s talk about options for prevention. Let’s work with your PCP to relieve your symptoms. Whitney Gladys Gertrude Raquel
  7. 7. Insight to Idea <ul><li>AHA!!!! But… </li></ul><ul><li>Need to pivot from negative insight into positive engagement to: </li></ul><ul><li>Drive compliance across 5 years </li></ul><ul><li>Maximise survival and minimise recurrence </li></ul><ul><li>So… </li></ul><ul><li>Arimidex is: </li></ul><ul><li>a positive step to health | an expectation of the future | small steps to the future </li></ul>Arimidex is a daily reminder of my cancer I feel fine so I no longer need Arimidex I’ve reached 3 yrs so I’m clear 1,825 steps to survival <ul><li>Why do we think this is right? </li></ul><ul><li>It’s a 5 year (1,825 day) journey & we’ll support you – in the way you want – to keep you strong, motivated and positive to reach your goal of breast cancer survival </li></ul><ul><li>Shift from “us to them” to “user-owner” </li></ul>
  8. 8. The shift <ul><li>Take a pill </li></ul><ul><li>5 years </li></ul><ul><li>Reminder </li></ul><ul><li>Routine chore </li></ul><ul><li>Survivor </li></ul><ul><li>Endure </li></ul><ul><li>Outbound comms </li></ul><ul><li>Arimidex the hero </li></ul><ul><li>Take a journey </li></ul><ul><li>1,825 steps </li></ul><ul><li>Celebrate </li></ul><ul><li>Adventure </li></ul><ul><li>Sister </li></ul><ul><li>Enrich </li></ul><ul><li>Support </li></ul><ul><li>You’re the hero </li></ul>Previously Now
  9. 9. Shift in key dialogue moments Diagnosis Treatment Post-Treatment Current focus is here with too much information cited as main reason for not entering into dialogue earlier But this inhibits acquisition & adherence – “I’m done” We want to encourage more dialogue between HCP here to raise awareness that Treatment is not the end You’re not quite done Revisit here for maintenance, but importantly, no surprise Encourage acquisition and adherence “ I need to keep strong, every day”
  10. 10. Getting the HCP connect to work harder <ul><li>Generate awareness, associate with Arimidex </li></ul><ul><ul><li>Tablet PC presentation x200 sales reps </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Assist in dialogue between physician & oncologist </li></ul><ul><ul><li>Collateral </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  11. 11. High level programme Push to site Push to site Push to site Push to site Current activity BC Facts changes to help identify content by stage to shift towards relevance & point in time In Your Corner collateral re-branded to more positive 1,825 steps Doctor Community 1,825 STEPS sign up MY 1,825 STEPS Steps ticker Journal Blog Rewards Celebration Milestones
  12. 12. Post Treatment high level Anniversary Core comms Amplification welcome Year 1 Year 2 Year 3 Year 4 Year 5 anniversary anniversary anniversary Woo hoo! Oct: breast awareness Oct: breast awareness Oct: breast awareness Oct: breast awareness Oct: breast awareness Sister Support & tools May: Mother’s day May: Mother’s day May: Mother’s day May: Mother’s day May: Mother’s day
  13. 13. Amplification ideas On Demand Personal Dialogue 1,825 STEPS Mobile app step counter – motivating message delivered to you direct daily “ Panic Button” – PC or SMS delivery Private Diary – opportunity to record your thoughts & normal events. Re-enforce pill taking with motivational message Online - blog toolkit or myspace toolkit, photo sharing Offline – physical diary Reward – Rx tracking to enable rewards which change through lifecycle Rewards relevant to audience and stage Key event check-ins – re-segment based on status (still taking, lapsed, defect) Site – fact finding, message board Site – call me, IM me, email me Google Earth – overlay pin pricks “not alone”, drive to local community Celebration widget – daily celebration message to distribute to your personalised homepage website journey tailored to you – unique to you & delivered the way you want
  14. 14. Measuring success <ul><li>Rx > ROI model </li></ul><ul><li>Regular re-qualification to identify progress (lapsed?) & to help determine ROI </li></ul><ul><li>5 year success – ultimate measure </li></ul><ul><li>Site metrics… journal completions </li></ul><ul><li>Advocacy surveys </li></ul><ul><li>Atomised web check, review, optimise </li></ul><ul><li>AZ & Arimidex brand tracker studies </li></ul>
  15. 15. Summary <ul><li>Through consumer understanding , we have shown how the programme can be amplified to achieve greater acquisition and adherence to Arimidex and deliver ROI to AZ through sales and corporate kudos </li></ul>