The document outlines an ePlan for promoting Placebo, a skin cancer drug, in 2012. It involves: 1) Creating portals with scientific information for oncologists and the general public about skin cancer. 2) Developing apps to help oncologists with diagnosis and exchanging information. 3) Holding events like conferences and roundtables to discuss skin cancer cases. 4) Running advertising campaigns to raise awareness of skin cancer prevention and early detection, and promote the portals. The goal is to increase sales of Placebo and encourage more people to access the portals for information on skin cancer. Success will be measured using web analytics and surveys.

1. Placebo tactical ePlan 2012
Marina Polito

2. Physicians
Research made with oncologists associated to the
Brazilian Society of Oncology
• 131 emails sent to the associates
• 30 replies
• 4 calls
Elaboration of a portal for subscribed oncologists with
scientific information about skin cancer

3. • Entire scientific articles
• Bibliographic research
• Open research to specialized journals
• Congresses’ Classes and also structured classes research
(E.g. medicalservices.com.br)
• The Medical Societies’ scientific events
• Chat to the members discuss subjects previously determined
or to send specific questions about some other topic
• To exchange information about patients with referenced
colleagues, with the possibility of sending x-rays images or
surgical specimens pictures
• To spread the news through a weekly newsletter

4. • To create a stock images bank of x-ray, MRI (magnetic
resonance imaging), CT (computerized tomography)
scans, where the physician could insert the information of his case
describing the lesion. The system could suggest hypothesis of diagnosis
and the physicians could have access to check all the cases.
• To create a database of clinical cases in order to
facilitate scientific research. There are a lot of pathologies with
few experiences because of the low frequency they happen. The sum of
experiences of all physicians in this group could speed the understanding of
specific cases.

5. • There could be a space for inviting oncologists to send
over an abstract of their actual Metastatic Melanoma
cases, offering Roche to provide the research of a therapeutic target.
And, by doing so, to increase the spread of information about the existence
of specific drugs.
• To create a space in this portal with complete
information about Placebo and other drugs for skin cancer as
well, including all the material used by the sales representatives.
• To provide apps that could be useful for the
oncologists. For example: SERMO (http://youtu.be/ksDOc4MkIx4).
Diagnosis On-Demand, the feature enables physicians to solicit and receive
immediate insight from their colleagues on a live case.

6. • To send an email marketing to the 250
oncologistsregistered in CRM database and present them the portal.
Also tease them to invite some of their colleagues. Only skin cancer
specialists and guests can participate. The registered physicians can invite
their colleagues to join.
• In 2012 have the two chosen physicians to
communicate in real time the main information happening in the 3
events that they will participate. And promote small conferences after all
these events for the registered physicians in the portal. These conferences
would be filmed and stored in the portal for research.

7. • Once a month realize round tables or web meetings
with the most discussed topic in the portal. Invite some
oncologists to debate and a very known specialist to moderate. This would
also be recorded and would be transmitted by podcast in the portal.
• Most of the hospitals make weekly physicians
meetings for discussing cases. If possible, to record as well the
ones which would discuss mainly skin cancer and make them available in
the portal.
• To have the sales representatives use tablets during
their visits to medical clinics or hospitals in order to
optimize their time. They should use online information and lots of
images. The physicians don’t want papers anymore. The sales
representative should also present the portal and its advantages for the
physicians to register and participate.

8. General Public
Skin Cancer is the most common cancer in Brazil.
According to the National Institute of Cancer - Inca in
2010 there were about 120,000 new cases of the
disease.
Elaboration of a portal about skin cancer for the general
public, such as patients, families and interested in the
subject.

9. • 3D interactive visualizations and animation about how the
process of cell alterations and the cancer evolution happen
• Skin Cancer Signs, Symptoms, Causes, Diagnosis,
Treatments, Side effects, Prevention, Support,
Rehabilitation
• Show all the harmful consequences of Ultraviolet light (UVA
and UVB) from the sun and emphasize the greenhouse
effects
• Photos and testimonies of affected people
• Build a system with database patients’ conditions, where
they could register anonymously. The idea is to share their own
experience by answering a questionnaire about their medical conditions, the
treatments they have experimented and the results they’ve got. And
compare this experience with data shared by others. (E.g.
http://curetogether.com/)

10. • Publicize the portal from August through October
among healthcare blogs, Facebook advertisement and
a YouTube video to raise awareness for the cause. The
idea is to awake people to the Skin Cancer prevention and early
detection, and also to take away their fear of the disease, because finding it
early is the best way to ensure it can be treated effectively.
• Look for a partnership on November 27th with The
Brazilian Society of Dermatology for the Skin Cancer
Prevention National Campaign in order to increase its
reach.

11. • On December 21st, the beginning of the Summer, start an
advertising campaign called “I protect myself, do you?” for
the Skin Cancer prevention, which objective is to show that the
participation of the society is essential to support all the work around
prevention, early detection and fight against this disease. The campaign would
be promoted by a viral video in TV broadcasts, journals, magazines, Elemidia
and hubs.
• To use the main beaches of the capitals where there are
most incidence of Skin Cancer to distribute transparent
beach umbrellas, with the portal website address
printed, accompanied by an informational folder
remembering people about the protection importance. The
idea is to make a comparison that the transparent beach umbrellas are like the
skin without protection and invite them to visit the portal. The idea is to get the
people to know the portal and also to insert their code, which would come on the
folder, to receive the protection for their beach umbrellas. And by doing that they
could also spread to their Facebook or Twitter profiles the slogan of the
campaign and the portal website address.

12. • The campaign would also get into the professional
environments, to make the companies, from different
segments, encourage their employees to look for the
Skin Cancer prevention and early detection.

13. Annual ePlan
Physicians
Jan/Feb Mar/Apr May/Jun Jul/Aug Sep/Oct Nov/Dec
PortalElabo Apps Event 1/ Event 2/ Web Event 3/
ration Developme Conference/ Conference/ meeting Conference/
nt/ Email Web Round table Round table
MKT meeting
sending/
Round table
General Public
Jan/Feb Mar/Apr May/Jun Jul/Aug Sep/Oct Nov/Dec
PortalElabo Portal Portal Skin Cancer
ration Advertising Advertising Prevention
National
Campaign/
Advertising
campaign

14. Key Success Indicators and
Measurement Plan
• Have the 2,000 oncologists registered in the Portal by the
end of 3 months with opt-in valid emails
• Have around 500 visits per day in the physician’s portal
• Have the sales representatives visiting one more oncologist
per day
• Increase the Placebo’ sales in 5% by the end of the year
• Have around 5,000 views per month in the Portal for
General Public by the end of the year
• Web Analytics
• Apps’ Usability
• YouTube Report/ Facebook Ads Report/ Use of short links
for tracking the results

15. Briefing
• Name and product description: Placebo, a new Skin
Cancer Drug presented to the market on 2010
• Origin and Job history: To spread the product through the
oncologists. And also to increase the society’s attention to
the Skin Cancer prevention and early detection.
• Objective of the communication: to increase the Placebo
sales and to promote access to the Portal for general
public.
• Target: Oncologists (who don’t have much time for
searching on the web and need a precise information) and
general public (who don’t care about protecting from the
sun).
• Creation: Two Portals, one for each target/ Apps
development/ Facebook Ad/ Campaign video/ Identity for
Advertising Campaign

16. Thank you!