This document outlines a presentation about a strategic marketing plan for the drug Milnacipran. It begins with introductions and an overview of the agency. It then discusses the consumer landscape for fibromyalgia and opportunities in the category. Research insights show fibromyalgia affects patients physically, mentally, and emotionally. The creative business idea is to address the whole patient in a new way and give them reason to be optimistic. Strategies include moving from a transactional to relationship-based direct-to-consumer model through targeted engagement and two-way conversations. The approach to measurement emphasizes monitoring indicators through the purchase funnel to deliver applied creativity and optimize the campaign for ROI.
Dr. Alison Armstrong on Mindfulness and Psychologically Motivated Consumption
SLRG-Lunchtime Seminar, University of Surrey - 23 January 2013
For more information visit the SLRG website: http://www.sustainablelifestyles.ac.uk
This document summarizes an article about male depression. It notes that contrary to popular belief, depression affects men as well as women. However, men are less likely to admit to feeling depressed or seek help. Some key points:
- Men experience the same core symptoms of depression as women such as depressed mood and lack of pleasure, but may express it differently through anger or overwork.
- Men are often socialized not to express emotions openly or admit weakness, making depression harder to recognize in men.
- Treatments for depression can include medication, therapy, or cognitive behavioral therapy to change negative thought patterns.
- Recognizing the signs of male depression and encouraging men to seek help is important for
This document discusses secondary gains, which refers to hidden reasons for holding onto an undesirable condition. Some common secondary gains include receiving attention, avoiding responsibility, and maintaining the status quo. Chronic pain is often prolonged due to secondary gains like receiving care or avoiding conflict. It is important to identify one's own secondary gains to understand what needs they may be serving and to find alternative ways of meeting those needs that do not require holding onto problems.
United Van Lines is a moving company that has been in business since 1924. It has over 1300 agency locations worldwide and transports household goods and high-value items across the United States and internationally. United Van Lines aims to provide a smooth moving experience from start to finish and has received numerous awards for quality service and customer satisfaction.
This document provides an overview and disclaimer for an investor presentation about China Health Labs & Diagnostics Ltd. It notes that the presentation should not be distributed without consent and that investing involves risks outlined in other documentation. The presentation is not an advertisement or public offering. It has been prepared to assist investors and contains forward-looking statements involving risks and uncertainties. Market and industry data comes from third parties and management estimates.
Eating animals addendum public service announcementGinia25
The document discusses the environmental impacts of increased meat production in America. It notes that animal factory farming contributes over a quarter of greenhouse gas emissions through methane and CO2 from animal waste. The livestock industry is one of the largest contributors to environmental degradation worldwide due to air and water pollution from waste. Modern industrial farming also uses excessive amounts of water, with irrigation withdrawing more water than local governments and waste from processing plants increasing water pollution. Large-scale livestock operations are projected to double global meat consumption by 2050, further exacerbating environmental problems like land degradation, pollution, and loss of biodiversity.
Dr. Alison Armstrong on Mindfulness and Psychologically Motivated Consumption
SLRG-Lunchtime Seminar, University of Surrey - 23 January 2013
For more information visit the SLRG website: http://www.sustainablelifestyles.ac.uk
This document summarizes an article about male depression. It notes that contrary to popular belief, depression affects men as well as women. However, men are less likely to admit to feeling depressed or seek help. Some key points:
- Men experience the same core symptoms of depression as women such as depressed mood and lack of pleasure, but may express it differently through anger or overwork.
- Men are often socialized not to express emotions openly or admit weakness, making depression harder to recognize in men.
- Treatments for depression can include medication, therapy, or cognitive behavioral therapy to change negative thought patterns.
- Recognizing the signs of male depression and encouraging men to seek help is important for
This document discusses secondary gains, which refers to hidden reasons for holding onto an undesirable condition. Some common secondary gains include receiving attention, avoiding responsibility, and maintaining the status quo. Chronic pain is often prolonged due to secondary gains like receiving care or avoiding conflict. It is important to identify one's own secondary gains to understand what needs they may be serving and to find alternative ways of meeting those needs that do not require holding onto problems.
United Van Lines is a moving company that has been in business since 1924. It has over 1300 agency locations worldwide and transports household goods and high-value items across the United States and internationally. United Van Lines aims to provide a smooth moving experience from start to finish and has received numerous awards for quality service and customer satisfaction.
This document provides an overview and disclaimer for an investor presentation about China Health Labs & Diagnostics Ltd. It notes that the presentation should not be distributed without consent and that investing involves risks outlined in other documentation. The presentation is not an advertisement or public offering. It has been prepared to assist investors and contains forward-looking statements involving risks and uncertainties. Market and industry data comes from third parties and management estimates.
Eating animals addendum public service announcementGinia25
The document discusses the environmental impacts of increased meat production in America. It notes that animal factory farming contributes over a quarter of greenhouse gas emissions through methane and CO2 from animal waste. The livestock industry is one of the largest contributors to environmental degradation worldwide due to air and water pollution from waste. Modern industrial farming also uses excessive amounts of water, with irrigation withdrawing more water than local governments and waste from processing plants increasing water pollution. Large-scale livestock operations are projected to double global meat consumption by 2050, further exacerbating environmental problems like land degradation, pollution, and loss of biodiversity.
This is a slideshare presentation for my Comm107 class at the University of Maryland. It tells about Elmer Fudd and how he is by far the worst public speaker.
United Van Lines is a moving company that has been in business since 1924. It has over 1300 agency locations worldwide and transports household goods and high-value items across the United States and internationally. United Van Lines aims to provide a smooth moving experience from start to finish and has received numerous awards for quality service and customer satisfaction.
China Health Labs is a leading provider of total lab solutions and diagnostic equipment and reagents in China. It has four business units focused on rural hospitals, military and emergency services, food safety labs, and large urban hospitals. The company has experienced strong revenue growth in recent years and has a large addressable market supported by Chinese government policies. It has proprietary technology, partnerships with government agencies, and a strategy focused on expanding into new geographic areas and developing new solutions.
China health presentation_dec_2011_v2__compatibility_mode_healthchina
China Health Labs is a leading provider of total lab solutions and diagnostic equipment and reagents in China. It has several business units serving various sectors such as rural hospitals, the military, and food safety. The company is well positioned to benefit from China's growing healthcare demand driven by factors like increasing wealth and an aging population. It has a first mover advantage in its total lab solutions approach and proprietary technologies.
O documento apresenta um mapa conceitual da arquitetura cliente-servidor e P2P. A arquitetura cliente-servidor possui componentes como clientes, servidores e canais de comunicação. Já a arquitetura P2P permite compartilhamento de conteúdo entre pares e tem aplicações como troca de arquivos e sistemas de telefonia pela internet.
The document discusses traveling south on route 101. It mentions the scenic views along the coastline as the highway winds its way through small coastal towns. Key sights include beaches, cliffs, and historic lighthouses visible from the road as it stretches down the coast.
The document summarizes a media evaluation for a magazine product. It discusses the drafts created, comparing other magazines for inspiration, the target audience of 14-18 year olds interested in metalcore music, and how the product represents that social group. Colors, images, and language were chosen to attract the target audience. Conventions from magazines like Kerrang and NME were followed in aspects of layout, images and style. The process taught skills with desktop publishing and image editing software. More planning was done for the full product compared to the preliminary task.
China Health Labs is a leading provider of total lab solutions for medical diagnostics and food safety testing in China. It has experienced strong revenue growth of 41% in 2010 to $33.7 million due to increased sales of its total lab solutions. The company expects continued growth in 2011 as it leverages its track record to gain market share in rural hospitals, military/emergency services, and food safety testing - sectors with large market potential and limited competition. China Health Labs is well positioned for growth with a comprehensive suite of products, established customers and relationships, and sufficient funding to support its expansion plans.
Complete official soluna presentation ng 2capestar2010
EMPOWERING A NEW GENERATION:
LEARN | BUILD | EARN
The world today has evolved and what worked yesterday seems not to be working anymore today. This has resulted in many businesses shutting down and more “Unemployed” youths walking the streets.
The question is who will and what can be done to save this generation and LEAD them to be more Productive?
Transforming lives and turning ordinary people into extraordinary leaders is the “core” of our Business Value.
Join us at our monthly training session and let our experienced Business Consultants show you the secret.
To reserve your space, kindly send email with “I’m Interested (with NAME & PHONE NO) to: skillscentre@outlook.com to confirm a centre closest to you.
This document provides an overview of China Health Labs & Diagnostics Ltd., a leading provider of total lab solutions in China. It discusses the company's business units, growth strategy, financial performance, management team, and investment highlights. China Health Labs generates revenue from the sale and servicing of diagnostic equipment and reagents across multiple business units, and is well positioned to benefit from trends of increasing healthcare spending and policy support in China.
This document outlines a three lesson math unit that uses architecture to teach students about 2D shapes. In the first lesson, students will identify 2D shapes in and around the school. The second lesson has students construct buildings using 2D shapes. In the third and final lesson, students estimate and then measure the area of their buildings using concrete materials. The lessons incorporate hands-on activities, group work, and presentations to reinforce key concepts like shape identification, construction, and area estimation in an engaging way linked to architecture.
The Personality Spectrum: Using the Principles of Personality Preferences in ...Ann Holm
Can you use the MBTI(R) or a similar instrument to assess personality preferences in “non-normal” populations? Are clients on the autism spectrum, or those diagnosed with ADHD, or client who have suffered brain injury completely inappropriate for this tool? What can be gained from the principles of these instruments to better serve their natural learning style while taking care to acknowledge that the instrument is being used “off-label?”
- Hypnotherapy is a state of heightened awareness that allows access to the subconscious mind where negative beliefs, fears, and coping methods can be released.
- Research and clinical outcomes do not always match as hypnosis can instantly release cravings where research shows a longer time is needed.
- Success depends on counseling and hypnotherapy skills, peripheral knowledge, intuition, and the relationship between the therapist and patient. However, research shows rapport is most important.
1) Mental illness can mean many different stereotypical things but addressing stereotypes directly is important.
2) Most people show some traits considered eccentric rather than strictly normal, but mental illness involves behaviors that significantly deviate from social and cultural norms.
3) Depression is a common mood disorder involving prolonged disturbances in mood and emotion, though it can be hard for doctors to distinguish from temporary low mood; it is diagnosed using behavioral symptoms like changes in appetite, sleep, energy levels and loss of interest in usual activities.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and superego. Trait theory views personality in terms of measurable traits. Self-concept is defined as one's thoughts and feelings about oneself and is influenced by one's actual self and ideal self. Products are chosen that are consistent with one's self-concept and that can help improve self-esteem by closing the gap between actual and ideal selves. Marketers aim to appeal to consumers' traits, self-concepts, and fantasies about their ideal selves to influence product choices.
This document summarizes a presentation on movies and mental health. The presentation included:
- Screenings of short films about mental illness and group discussions about the themes and emotions they evoked.
- Information about common portrayals of mental illness in movies and the impact of stigma.
- A discussion of mental health and wellness with a panel of experts.
- An invitation for attendees to get more involved through an ambassador program that promotes discussion of mental health issues through art and film.
Solution seekers, healthcare sig from AMA San AntonioAMASanAntonio
Presented by Dr. Virginia Cardin, PhD from Frost & Sullivan to the American Marketing Association of San Antonio's Healthcare SIG. The opportunity to gain insight into consumer behaviour as it relates to their Healthcare choices as well as insight into the changing fiscal environment around Healthcare was helpful..
For More information on AMA San Antonio, you can visit us at www.ama-sa.org or contact Chris Day at cdayontheedge@yahoo.com.
This is a slideshare presentation for my Comm107 class at the University of Maryland. It tells about Elmer Fudd and how he is by far the worst public speaker.
United Van Lines is a moving company that has been in business since 1924. It has over 1300 agency locations worldwide and transports household goods and high-value items across the United States and internationally. United Van Lines aims to provide a smooth moving experience from start to finish and has received numerous awards for quality service and customer satisfaction.
China Health Labs is a leading provider of total lab solutions and diagnostic equipment and reagents in China. It has four business units focused on rural hospitals, military and emergency services, food safety labs, and large urban hospitals. The company has experienced strong revenue growth in recent years and has a large addressable market supported by Chinese government policies. It has proprietary technology, partnerships with government agencies, and a strategy focused on expanding into new geographic areas and developing new solutions.
China health presentation_dec_2011_v2__compatibility_mode_healthchina
China Health Labs is a leading provider of total lab solutions and diagnostic equipment and reagents in China. It has several business units serving various sectors such as rural hospitals, the military, and food safety. The company is well positioned to benefit from China's growing healthcare demand driven by factors like increasing wealth and an aging population. It has a first mover advantage in its total lab solutions approach and proprietary technologies.
O documento apresenta um mapa conceitual da arquitetura cliente-servidor e P2P. A arquitetura cliente-servidor possui componentes como clientes, servidores e canais de comunicação. Já a arquitetura P2P permite compartilhamento de conteúdo entre pares e tem aplicações como troca de arquivos e sistemas de telefonia pela internet.
The document discusses traveling south on route 101. It mentions the scenic views along the coastline as the highway winds its way through small coastal towns. Key sights include beaches, cliffs, and historic lighthouses visible from the road as it stretches down the coast.
The document summarizes a media evaluation for a magazine product. It discusses the drafts created, comparing other magazines for inspiration, the target audience of 14-18 year olds interested in metalcore music, and how the product represents that social group. Colors, images, and language were chosen to attract the target audience. Conventions from magazines like Kerrang and NME were followed in aspects of layout, images and style. The process taught skills with desktop publishing and image editing software. More planning was done for the full product compared to the preliminary task.
China Health Labs is a leading provider of total lab solutions for medical diagnostics and food safety testing in China. It has experienced strong revenue growth of 41% in 2010 to $33.7 million due to increased sales of its total lab solutions. The company expects continued growth in 2011 as it leverages its track record to gain market share in rural hospitals, military/emergency services, and food safety testing - sectors with large market potential and limited competition. China Health Labs is well positioned for growth with a comprehensive suite of products, established customers and relationships, and sufficient funding to support its expansion plans.
Complete official soluna presentation ng 2capestar2010
EMPOWERING A NEW GENERATION:
LEARN | BUILD | EARN
The world today has evolved and what worked yesterday seems not to be working anymore today. This has resulted in many businesses shutting down and more “Unemployed” youths walking the streets.
The question is who will and what can be done to save this generation and LEAD them to be more Productive?
Transforming lives and turning ordinary people into extraordinary leaders is the “core” of our Business Value.
Join us at our monthly training session and let our experienced Business Consultants show you the secret.
To reserve your space, kindly send email with “I’m Interested (with NAME & PHONE NO) to: skillscentre@outlook.com to confirm a centre closest to you.
This document provides an overview of China Health Labs & Diagnostics Ltd., a leading provider of total lab solutions in China. It discusses the company's business units, growth strategy, financial performance, management team, and investment highlights. China Health Labs generates revenue from the sale and servicing of diagnostic equipment and reagents across multiple business units, and is well positioned to benefit from trends of increasing healthcare spending and policy support in China.
This document outlines a three lesson math unit that uses architecture to teach students about 2D shapes. In the first lesson, students will identify 2D shapes in and around the school. The second lesson has students construct buildings using 2D shapes. In the third and final lesson, students estimate and then measure the area of their buildings using concrete materials. The lessons incorporate hands-on activities, group work, and presentations to reinforce key concepts like shape identification, construction, and area estimation in an engaging way linked to architecture.
The Personality Spectrum: Using the Principles of Personality Preferences in ...Ann Holm
Can you use the MBTI(R) or a similar instrument to assess personality preferences in “non-normal” populations? Are clients on the autism spectrum, or those diagnosed with ADHD, or client who have suffered brain injury completely inappropriate for this tool? What can be gained from the principles of these instruments to better serve their natural learning style while taking care to acknowledge that the instrument is being used “off-label?”
- Hypnotherapy is a state of heightened awareness that allows access to the subconscious mind where negative beliefs, fears, and coping methods can be released.
- Research and clinical outcomes do not always match as hypnosis can instantly release cravings where research shows a longer time is needed.
- Success depends on counseling and hypnotherapy skills, peripheral knowledge, intuition, and the relationship between the therapist and patient. However, research shows rapport is most important.
1) Mental illness can mean many different stereotypical things but addressing stereotypes directly is important.
2) Most people show some traits considered eccentric rather than strictly normal, but mental illness involves behaviors that significantly deviate from social and cultural norms.
3) Depression is a common mood disorder involving prolonged disturbances in mood and emotion, though it can be hard for doctors to distinguish from temporary low mood; it is diagnosed using behavioral symptoms like changes in appetite, sleep, energy levels and loss of interest in usual activities.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and superego. Trait theory views personality in terms of measurable traits. Self-concept is defined as one's thoughts and feelings about oneself and is influenced by one's actual self and ideal self. Products are chosen that are consistent with one's self-concept and that can help improve self-esteem by closing the gap between actual and ideal selves. Marketers aim to appeal to consumers' traits, self-concepts, and fantasies about their ideal selves to influence product choices.
This document summarizes a presentation on movies and mental health. The presentation included:
- Screenings of short films about mental illness and group discussions about the themes and emotions they evoked.
- Information about common portrayals of mental illness in movies and the impact of stigma.
- A discussion of mental health and wellness with a panel of experts.
- An invitation for attendees to get more involved through an ambassador program that promotes discussion of mental health issues through art and film.
Solution seekers, healthcare sig from AMA San AntonioAMASanAntonio
Presented by Dr. Virginia Cardin, PhD from Frost & Sullivan to the American Marketing Association of San Antonio's Healthcare SIG. The opportunity to gain insight into consumer behaviour as it relates to their Healthcare choices as well as insight into the changing fiscal environment around Healthcare was helpful..
For More information on AMA San Antonio, you can visit us at www.ama-sa.org or contact Chris Day at cdayontheedge@yahoo.com.
This document discusses theories of personality and self-concept and how they affect consumption patterns. It covers several theories of personality including Freudian theory which views personality as consisting of the id, ego, and super ego. Trait theory views personality in terms of measurable traits. The document also discusses self-concept, including actual self, ideal self, and extended self. People seek products that are consistent with their self-concept. Marketers can segment consumers based on personality traits and appeal to consumers' actual and ideal selves. Lifestyle is an expression of self-concept and influences buying habits. Psychographics defines lifestyle through activities, interests, and opinions.
The document discusses stigma related to mental illness and provides information about various myths and facts regarding mental illness. It includes discussions of 6 videos portraying individuals with mental health issues and how they are impacted by stigma. The document emphasizes that mental illness is common, not a personal weakness or choice, and treatment can be effective. Seeking help is encouraged.
The document discusses three main therapies for managing dark thoughts: Freudian-based therapy, cognitive behavioral therapy (CBT), and third wave/mindfulness therapy. Freudian-based therapy views thoughts as meaningful reflections of one's true self and emphasizes their value. CBT focuses on recognizing irrational thoughts and challenging them with more rational perspectives. Mindfulness therapy involves disidentifying with thoughts and viewing them as passing mental events rather than integral to one's identity.
Understand the psychology of human brain and its use in everyday life.
catch the liars vested in the crowd and read some astonishing psychological facts
Cognitive behavioural therapy (CBT) is based on several key principles: 1) thoughts influence emotions and behaviour, 2) behaviour also influences thoughts and emotions, 3) mental health problems are exaggerations of normal cognitive and behavioural processes. CBT focuses on identifying and modifying dysfunctional thoughts and behaviours in the present. Techniques include cognitive restructuring like identifying cognitive distortions, behavioural experiments, and modifying core beliefs through empirical testing. Physical techniques like relaxation can also be used.
This document provides information about mental health and well-being in middle and late adolescence. It begins with the module objectives which are to interpret concepts of mental health, identify personal vulnerabilities, and create a plan to stay mentally healthy. It then discusses common mental health challenges adolescents may face such as anxiety, depression, eating disorders, and more. Facts are provided about the prevalence of mental illness. Strategies are suggested for supporting mental health such as healthy eating, physical activity, sleep, and seeking help from trusted individuals. The importance of suicide prevention and mental health resources in the community are also addressed.
Foster the intuitive zone, access wisdom on purpose, be powerfully inspired, and allow an inner knowing for you and your client. Decisions don’t need to be made but become known as natural next steps.
Bio: Rossella Derickson, principal of www.Corporate-Wisdom.com, has translated her business and organizational experience into Wisdom in the Workplace, consulting, training and coaching modules that support healthy group and company dynamics.
Foster the intuitive zone, access wisdom on purpose, be powerfully inspired, and allow an inner knowing for you and your client. Decisions don’t need to be made but become known as natural next steps.
The greatest advances in man’s understanding of the universe are made by intuitive leaps at the frontiers of knowledge, not by intellectual walks along well traveled paths - Andrew Weil, M.D.
Bio: Rossella Derickson, principal of www.Corporate-Wisdom.com, has translated her business and organizational experience into Wisdom in the Workplace, consulting, training and coaching modules that support healthy group and company dynamics.
WEEK 5-Module 7.pptx persona developmentssuser3412ca
This document discusses mental health and well-being in adolescence. It outlines common mental disorders like eating disorders, anxiety disorders, depression, bipolar disorder, conduct disorders, personality disorders, schizophrenia, and substance abuse disorders. It also discusses threats to psychological well-being such as family, socioeconomic factors, and school bullying. The document provides strategies for preventing mental health problems including enhancing self-esteem, resilience, self-regulation, and social skills.
This document describes an approach to cognitive therapy called "verbalizing inner dialogue" to address mental health issues like anxiety, depression, and relationship problems. The approach involves identifying different parts of the self (a knowing, confident part and a negative, doubting part) and having the client verbally express the internal dialogue between these parts with guidance from the counselor. Examples are provided for using this technique with different personality disorders by identifying the central negative belief and strengthening the positive, healthy self through questioning and affirmation.
The document discusses representations of mental illness in media such as films and news articles. It notes that media often portrays mental illnesses like schizophrenia using stereotypes of violence, incurability, and social outcasting. However, the reality is that with proper treatment many can overcome their conditions. The document also analyzes how different media like films and tabloid articles represent mental health issues using language, images, and framing that can reinforce stereotypes or provide more balanced portrayals.
The document discusses stigma related to mental illness and provides information to help address common myths and misconceptions. It includes discussions of 6 videos depicting individuals experiencing mental health challenges and the stigma they face. It also outlines informal and professional resources for support and ways people can help others who may be struggling with their mental health or considering suicide.
Similar to Euro rscg tonic_for_forest no creds (20)
2. Agenda
Welcome and Introductions Paul Klein and Team
A Look at Our Agency Paul, Rich Roth, and Phil Silvestri
Milnacipran
Our Strategy Kate Persky, Kate Gill
Creative Ideas Kurt Nossan, Yvonne DeSanti
Strategies and Tactics Maureen Russell, Sue Maserjian
Approach to Measurement Kate Gill
Discussion Group
2
4. Creative Business Idea Approach
Research and Other
Insight Feeds
Market Momentum: Consumer Category Brand
Consumer
CBI Focus: Creative Business Idea
Brand Category
4
5. What We Did to Prepare
Review of Milnacipran On-line Review: Review of Secondary Resources Conducted Qualitative Adcept &
Briefing Documents Monitored Chat Rooms, Analyzed Imagery Research: In-Depth
FMS Websites & Support Programs Interviews/Focus Groups
Competitive Audit: Review of Category Interviews with
Communications and Competitive Brands KOL Rheumatologist Dr. John Nitsche
and Psychiatrist Dr. Lydia Fazzio
5
7. Consumer
It’s About Physical Pain…
Brand Category
_ “Even like brushing my teeth sometimes, pain in
my hand from holding the toothbrush.”
_ “I cannot read a hardcover book; it’s too heavy to
hold.”
_ “It affects everything you do. Combing your hair
becomes a chore when your arms feel like lead
and they’re burning.”
_ “A feather feels like a 10-ton truck.”
_ “It feels like this tiny tourniquet is turning all the
time.”
_ “It’s like having the flu; everything aches.”
_ “It’s definitely about more than pain.”
Source: Euro RSCG Tonic Qualitative Research, 9/08
7
8. Consumer
There Are Other Physical Symptoms
Brand Category
_ “It’s like nobody’s home. You ask me questions
and I can’t even grab words.”
_ “I couldn’t get my brain focused.”
_ “If I just water the plants and take the dogs out,
I’m exhausted.”
_ “It’s psychological, depression’s involved, lack of
sleep…can’t work as much.”
_ “You feel like you’re in a fog…not functioning
properly. You’re doing what you have to do but
you’re not fully there.”
MY BODY CALLS THE SHOTS
Source: Euro RSCG Tonic Qualitative Research, 9/08
8
9. Consumer
It Changes the Way I Live My Life
Brand Category
_ Universally, the most difficult part of the day is
getting out of bed in the morning, when sufferers
feel stiff, even “paralyzed”
_ Most have some type of “barometer” to evaluate the
kind of day they’re going to have
_ “I’m having a good fibro day or a bad fibro day”
_ Movement is important but the body doesn’t always
cooperate
_ Managing the disease requires ongoing negotiation
with their body…plus a pharmacopoeia of drugs and
alternative treatments
_ A positive attitude and proactivity help somewhat
_ The constant grind wears them down
_ “It’s like being punished, pummeled, being in the ring
every day”
Source: Euro RSCG Tonic Qualitative Research, 9/08
9
10. Consumer
It’s an Emotional Struggle, Too
Brand Category
The doctors said
“I feel all alone and
“you’re crazy, you’re
kind of trapped ”
losing your mind”
“Keeping it secret
“It’s all the time, like
makes my life
Chinese torture”
smoother”
“When they tell you
“There’s a lot of fury
you’re crazy, it
and a lot of rage”
infuriates you”
“You start to wonder if they
“Everyone with FMS
could be right; you start to
is pretty pissed off”
question yourself”
Source: Euro RSCG Tonic Qualitative Research, 9/08
10
11. Consumer
I Have No Support
Brand Category
_ Sufferers feel discounted and misunderstood…
even by medical community
_ Can take years to be diagnosed correctly
_ Often told “it’s all in your head”; feel
anger/frustration—at docs, friends, family who are
skeptical or don’t understand
_ The invisibility of the disease leads to secrecy
Source: Euro RSCG Tonic Qualitative Research, 9/08
11
13. Consumer
It’s a Vicious Cycle
Brand Category
_ Different symptoms exacerbate and reinforce one another with emotional
consequences, leading to the need for medication plus support
Anger Frustration
Cognitive Problems Self-doubt
Exhaustion
Fatigue
Physical Pain
FMS
Sleep Disorders
Self-blame
Punished Depression/Anxiety
Stress Misunderstood
13
14. Consumer
The Consumer
Brand Category
Trapped in the
multi-dimensional vise
of fibromyalgia
14
16. Consumer
An Emerging, Yet Unformed Category
Brand Category
_ Significant potential as category projected to grow
substantially
_ Influx of new medications and an upsurge in
diagnosis rates
_ Lack of disease awareness and understanding
among general population and medical community
_ No one owns the FMS relationship—PCP,
rheumatologist, psychiatrist, osteopath, yogi—
nor the brand
_ Opportunity to shape the conversation, as the
dialogue is just beginning
Source: DataMonitor 2007
16
17. Consumer
Lyrica: Legitimizing FMS
Brand Category
_ Beginning to shape the fibromyalgia space
_ Communications live in the solution
_ Captures a real consumer insight with
“the unique pain of fibromyalgia” yet fails
to fully leverage the power of this idea
_ Focuses on the functional improvement
and the reduction of pain the drug
delivers, but doesn’t capitalize on the
emotional aspect of the condition
_ Positions itself as the fibromyalgia
medication not indicated for depression
_ Branded and unbranded communications
17
18. Consumer
Cymbalta: Entrenched in Depression, Stepping into FMS
Brand Category
_ Recognizes the mind/body connection with “Depression hurts, Cymbalta can
help” campaign — in the depression category
_ Depression heritage may limit Cymbalta’s potential to leverage FMS indication
_ FMS DTC to date online only, and professional print
_ Anticipate Lilly to capitalize on existing relationships with HCP’s to promote the
FMS indication
_ Prasugrel didn’t get approved; may free up money to allocate to Cymbalta
18
19. Consumer
The Category
Brand Category
Efforts are just beginning to
validate the condition, but no
one owns the FMS relationship
19
21. Consumer
Strong Functional Advantage
Creates Meaningful Benefits
Brand Category
Ultimate Benefit Feel less trapped/more positive
Treat FMS symptoms
Functional Benefit
more successfully
A more
Functional Advantage complete treatment
21
22. Consumer
But Huge Need Gap Remains with FMS
Brand Category
_ Doctor/patient face-to-face time is as brief as six minutes
(Source: medscape.com)
_ 72% of doctors interrupt the patient’s opening statement
after an average of 23 seconds (Source: A. Suchman, Journal of American
Medical Association)
_ Doctors remain key source of information, but access to
them is limited — HCPs can’t fill the gap
_ “With FMS, if you just throw medication at them, and don’t
give them the benefit of the time and counseling they need, I
don’t think their treatment will be optimal” (Source: Interview with
John Nitsche, MD, September 2008)
22
23. Consumer
Getting a Prescription Is Just the Beginning
Brand Category
_ 75% still seek information via talk, online, ads*
Actions taken
after filling
Read the product information that came with the medicine 87%
Ask your pharmacist questions about the medicine 41%
Talk with a friend/family member who is taking the same/ 33%
similar medicine
Find yourself stopping to read/watch an advertisement for the medicine 29%
Look online for:
Information about the medical condition 38%
Information about the medicine 34%
Recontact your doctor to ask more questions:
About the condition or illness 25%
About the medicine 21%
* % who say they filled the prescription, when a doctor prescribes a medicine they have never taken before
Does not include read the product info that came with the medicine they saw or heard advertised
Source: Prevention magazine 2007 DTC Study
23
24. Consumer
Information Overload, but Little
Understanding of What to Believe
Brand Category
_ The search for chronic pain relief drives sufferers to
seek the latest information and to be open to new
medications/treatments
_ Seeking information can be overwhelming
_ Google search: over 9MM results for fibromyalgia in .14
seconds
_ Media contradictions lead to patient confusion and
become barriers to treatment/prevention
_ Even Dr. Frederick Wolfe, who first defined the diagnostic
guidelines for FMS, now does not consider it a disease
(Source: The New York Times, “Drug Approved. Is Disease Real?” January 2008)
24
25. Consumer
Sufferers Need a Guide or Advocate to
Help Them Navigate
Brand Category
_ The increasing complexities of medical care make it
harder for patients to understand their condition and
treatment options
_ “Getting reliable information is a source of
comfort and empowerment…patients are even
attending disease advocacy group meetings to
hear about the latest research and meet other
patients.” –Ken Schueler, Patient Advocate
They need someone to partner with them in managing
their FMS—physically, mentally, and emotionally
25
26. Consumer
The Milnacipran Brand
Can Address These Needs
Brand Category
Giving sufferers greater control over the
physical, mental, and emotional impact of FMS
Body Is in Control Feeling of Personal Control
Empower
Endless The Brand Meaningful
Struggle Management
Empathize
Multi-dimensional Vise Reduced Symptoms,
More Support
Turning a vicious cycle into a virtuous cycle
26
27. Consumer
The Milnacipran Brand Can Redefine
the Relationship
Brand Category
_ Milnacipran needs to become the:
_ More complete treatment that goes beyond pain—to
treat the total fibromyalgia syndrome
_ Ally: embracing the whole person—physical, mental, and
emotional
_ Advocate: giving sufferers a voice and changing the
conversation about FMS: patient to doctor, patient to
family, patient to peers
_ Partner: delivering a true personalized support
program, with on-going dialogue and feedback
Insulating the brand from competitive encroachment
now – and in the future
27
28. Consumer
Extending the Strategy via a Personalized Support
Program Makes for a Stronger Emotional Connection
Brand Category
Ultimate Emotional Benefit Feel less trapped/more positive
Elevated Brand Benefit Better control of your
condition
Treat FMS symptoms more
Functional Benefit Treat FMS symptoms
successfully and manage
more successfully condition more successfully
A more complete A more complete
Functional Advantage treatment treatment/support
Source: Adcept Focus Groups
28
29. Consumer
Brand
Brand Category
Address the whole person in
a whole new way
29
30. The Creative Business Idea
Consumer
Trapped in the
multi-dimensional
vise
of FMS
Finally, a reason
to be optimistic
Beginning to
Address the
legitimize condition,
whole person in a but no one owns the
whole new way FMS relationship
Brand Category
30
31. Milnacipran Creative Brief
What is the challenge?
To drive diagnosed sufferers to ask their doctor about Milnacipran and connect with sufferers on a more meaningful level, by
demonstrating a keen understanding of the condition and their physical and emotional plight
Who are we talking to?
Sufferers who have been diagnosed with fibromyalgia (primarily women ages 20–60) and are open to new treatment options to
enhance their quality of life.
What is their mindset?
Fibromyalgia is about more than just pain. It can include symptoms such as sleep disorders, fatigue, morning stiffness, anxiety,
and cognitive problems—symptoms that can reinforce and exacerbate one another. It’s a vicious cycle and wears on sufferers
physically, mentally, and emotionally, as they learn how to live with and manage the disease. Added to this daily grind is the
frustration they feel as a result of often being misunderstood by their family and friends, and misdiagnosed and mistreated by
the medical community. The disease becomes their secret—you can’t see it, and others are skeptical about it. Those who
manage the disease best try to maintain a positive attitude and are more proactive about their condition.
The Idea
Finally, there’s a reason for fibromyalgia sufferers to be optimistic.
Reasons to Believe
_New milnacipran does more than just treat pain: It’s a more complete treatment for the total fibromyalgia syndrome
_It’s proven to help you function better in your day-to-day life
_Milnacipran offers a true, comprehensive support program for the fibromyalgia patient
How should the brand speak?
With conviction, understanding, and optimism.
Media
Lead with print and deliver 360° idea.
31
91. Moving to a Better Model for DTC
Transaction Model: Mass Awareness
Info Click to
search websites
Mass Ask doctor Compliance
Awareness for drug
Peer-to-peer
Read articles
Relationship Model: Creating Better Patients
Targeted Ask Dr
Engagement Foster Refer to doctor for drug Loyalty
understanding Discuss
condition Compliance
Self- with doctor Persistency Advocacy
assessment
Start two-way
Discuss drug
conversation
with doctor
91
92. Strategic Imperatives
FROM TO
Mass awareness Targeted engagement
Empower with information Empower with understanding
Drive to physician Start a conversation
Ask for drug by name Discuss condition and drug
with doctor
Do not upset doctors Help doctors
Contrived messaging Relevance and richness of
meaning
Acquisition Acquisition and real relationships
92
93. How We Get There
Brand and agency collaboration: Obs/Strats, alignment
Consumer Deep Dive – identify gaps, research, gain insights
Develop branded campaign
Unbranded campaign to educate and build database
Launch unbranded support program
Branded campaign launch: NEW 6 mos.
Launch branded support program
Convert unbranded to branded
Professional Marketing
FDA
DDMAC DDMAC
Approval
Submission Response
Q4 ’08 Dec ’09
93
95. Measurement, Optimization, and ROI
_Euro RSCG is known for creating integrated marketing
communications that “move needles”
_Approach
_ ETHOS: We deliver “applied creativity”; if it doesn’t work, it wasn’t
creative. And we monitor all the indicators through the purchase
funnel—from copy-testing through lead generation, and on to
profitable share growth
95
96. Measurement, Optimization, and ROI
_ GLOBAL ANALYTICS CAPABILITIES: Our Global Director of Marketing
Science serves as lead on the group that manages Tracking studies, DR
analytics, medical marketing research, author support statistics services
_ All of our below-the-line projects have built-in tracking and measurement
_ For larger projects, we can draw on the resources of Euro RSCG offices globally
_ FLEXIBLE PARTNERING: We can provide turnkey services across the
marketing measurement cycle. Or we can work to integrate information
streams from your databases and those of third-party vendors
_ A NETWORK BEHIND US: When customized analytics are required, we
have access to our network for specialized analyses
96