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Roche diagnostics 2 9-11
- 1. GDCA eMarketing Capabilities February 9, 2011 Interactive Experience Experts Confidential
- 2. 1. Capabilities (Approach& Theory) 2. Examples of Our Work 3. Analytics AGENDA 4. ROI 5. Message Deployment (Concept) 6. Next Steps Confidential
- 3. A GROUNDING THOUGHTAND GUIDING PRINCIPLE Meaningful bi-directional Solving brand Generating conversations with our challenges results customers
- 4. GROUP DCA OVERVIEW Leading provider of digital solutions for pharmaceutical and biotechnology companies • Founded in 1999 by industry veterans • Wholly owned subsidiary of PDI, Inc Rob Likoff and Jack Davis • 65+ full-time employees • Creators of award-winning digital • Based in Parsippany, NJ programs that are proven to drive ROI • Design and own proprietary software - DIAGRAM Systems (Dialogue, Graphics, and Motion) Confidential
- 5. GROUP DCA OVERVIEW LiveReps Multi-channel Integration for optimization Voice Interactive Peer-to-peer
- 6. Rep Email Patient Deployment Content CRM Systems iPad Tablet Management Systems Content eMarketing e-Details Mobile Apps Recruitment, Reach & Frequency Campaigns Convention Experiences REMs Online Profile & Interaction & Program Segments Management Field Training Advergaming eSpeaker eMail Deployment Confidential
- 7. THE CUSTOMER Physicians Pharmacists Allied Health Professionals Managed Care Sales Representatives Patients & Consumers Confidential
- 8. PROMOTIONAL UNBIQUITY Use smartphone Check drug to look for clinical data information on mobile Check e-mail Wake Up device Go online Check e-mail Hospital Drive to Read Receive Rounds office Mail call am 7 8 9 10 11 12 1 2 3 4 5 6 7 pm SEE PATIENTS See drug rep Drive to hospital Go online Start seeing Go online Check e-mail Drive to patients Review Check e-mail Hospital labs and Home for x-rays dinner Lunch Family Personal Calls time Search for information online @ hospital
- 9. WOMEN’S HEALTH EXPERIENCE PROGRAMS TARGETED TO OB/GYNS Product eDetailing eLive eSpeaker Training Patient Colpexin X X X Ditropan X Divigel X X Elmiron X X Enjuvia X Famvir X X Menocheck X X Ortho Evra X Ortho Prefest X Paragard X Premarin X X X Premarin Vaginal Cream X Prempro X Pristiq X X Toviaz X
- 10. HCP DATABASE Specialties Total Specialties Total Allergy/Immunology 1,192 Orthopedic Surgery 5,146 Anesthesiology 6,625 Otolaryngology 967 Cardiology 7,973 Pain Medicine 1,117 Critical Care/Hospitalist 1,920 Pediatrics 9,386 Dermatology 4,267 Physical Medicine 2,362 Emergency Medicine 3,151 Plastic Surgery 6,681 Endocrinology 1,457 Psychiatry 9,124 FP/GP 18,810 Pulmonology 1,234 Gastroenterology 1,983 Radiology 1,575 Geriatrics 1,231 Rheumatology 11,434 Hematology 1,429 Surgery 13,564 Infectious Disease 1,265 Urology 2,876 Internal Medicine (general) 23,472 All Other 35,723 Nephrology 1,038 Physician Total 216,765 Neurology/NeuroSurgery 11,580 OB/Gyn 12,024 Podiatry 174 Oncology & Hem/Onc 10,401 General Dentistry 17,103 Ophthalmology 5,758 HCP Total 234,042
- 11. Interactive Content HCP Access OB/GYN 12,000 DIAGRAM Software ™ Database Dialogue, Graphics & Motion ? ? Convinced ? by Smith Study Confidential
- 12. CORE PHILOSOPHY Superior User Experience 1:1 Marketing - DIAGRAM™ Active Learning Data & Analytics
- 13. The single mostimportant factor in successful interactive communication is the delivery of a superior user experience Confidential
- 14. superior user experience Design Functionality “Design is not just what it looks like and feels like. Design is how it works.” —Steve Jobs, Apple Inc.
- 15. Build meaningful relationshipswith engaging content through active learning Passive Learning 10% Active Learning 75% RETENTION * National Institute of Behavior Science Confidential
- 16. Applying Learning Theoriesto Content Creation Cognitive Load Theory DESIGN THAT OPTIMIZES INTELLECTUAL PERFORMANCE Dual Coding Theory RECALL OF IMAGES IS SUPERIOR TO VERBAL CODE ALONE Experiential Learning Theory LEARNING BEGINS WITH EXPERIENCE Adult Learning Theory ACTIVE INVOLVEMENT IN THE LEARNING PROCESS Confidential
- 17. Active Learning product examples Sales Aid Builder™ TV Commercial Builder™ Strategic Advisor™ Website Builder™ Reprint Review™ Patient Education Builder™ Build a Slide Kit™ Design a Clinical Study™ DTC Advisor™ Treatment Algorithm Builder™ Formulary Advisor™ Confidential
- 18. powered by DIAGRAM™ Software GraphicalData Collection 2 Data collection 3 for 1:1 dialog 1 Content delivery based on user Profile to optimize response the user experience Confidential
- 19. Analytics Data Offerings Dashboards Analytical Services ? ? Convinced by Riddle MC ? Study Real-time answers Using attitudinal data for HCP to interaction data Segmentation, Profiling, Message Optimization & Predictive Modeling
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- 22. CLOSING THE LOOP FOR EFFECTIVE MESSAGE OPTIMIZATION Profile MDs Attitudinally ID MD segments Data-Driven based on Rx lift insights Establish ongoing Rx drive relevant Intent/MD Interactions & Loyalty Scores 1:1 marketing ID segment attitudinal drivers Optimize 1:1 marketing Create insight-based message refinement
- 23. EXAMPLE: BEST CUSTOMERPROFILE 24% Is in large community with over 25 Pain Patients per month 49% Less fear of patient addiction 27% Uses pain rating scales Aggressive early treater Pain Specialists PCP’s Post-op & Back pain patients Orthopods Find Hartrick Study believable and relevant E & T message resonates esp with Pain Specialists Loyalty Index “Best Customer” insights suggest: 76 MDs as profiled have shown propensity to Rx more Brand X post eDetail and will have high Brand Loyalty scores given time on market.
- 24. GAIN INSIGHT Integration to Digital Hub • Refine future messaging • Inform other tactics • Channel preferences PDI Channels are tracked by unique HCP ID
- 25. ROI OF SELECTEDPROGRAMS BY THERAPEUTIC CATEGORY* Therapeutic category ROI @ 12 months Alzheimer’s disease 4.6 : 1 Antibiotic – oral 8.2 : 1 Breast cancer – hormonal therapy 6.2 : 1 Herpes therapy 3.1 : 1 Hormone replacement therapy 12.9 : 1 Migraine 3.3 : 1 Pain – Acute 6.5 : 1 Pain – Chronic 5.4 : 1 Multiple sclerosis 16.7 : 1 *Identification of selected brands may be available on request
- 26. ROI SIMULATION 16 ALL 14 decile 10 decile 9 % Return (00) 12 decile 8 decile 7 10 8 6 4 2 0 1 2 3 4 5 6 7 8 9 % Increase in Rx
- 27. IMPACT: ROI EXAMPLES •Chronic Pain • Alzheimer’s Disease • Migraine • Anti-Infective
- 28. CHRONIC PAIN PROGRAMSNAPSHOT •3 eDetail waves/ • Expansion program 5 mail waves • Additional 20,000 • Original program mail targets • 20,000 mail targets • Additional2,500 eDetail completions • 2,500 eDetail completions
- 29. Ultram ER-TEST CHRONIC PAIN RESULTS Ultram ER-CONTROL 1.50 1.13 0.75 Program Starts 0.38 Significant @ 99% Confidence 0 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 • 1-3 eDetail waves completed • 6-month ROI: 651% or 7.5:1 • 98.4% NRx increase • 12-month ROI (proj) 1908%
- 30. ALZHEIMER’S DISEASE PROGRAMSNAPSHOT • 3 eDetail waves/ • Three Expansions 3 mail waves –25,000 additional targets • Original program –5,000 additional –17,500 targets completions –2,500 eDetail completions
- 31. Razadyne ER-TEST ALZHEIMER’S DISEASE RESULTS Razadyne ER-CONTROL 0.70 0.53 0.35 0.18 Program Starts Significant @ 99% Confidence 0 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 • 3 eDetail / 3 mail waves • 12-month ROI: 760% or 8.5:1 • 68.9% NRx increase • 24-month ROI (proj) 1120%
- 32. MIGRAINE CATEGORY PROGRAMSNAPSHOT • 3 eDetail waves/ • Expansion program 4 mail waves –More content • Original Program • VIP program – in progress –12,500 mail targets –2,000 eDetail completions
- 33. Axert-TEST MIGRAINEPROGRAM SNAPSHOT Axert-CONTROL 0.90 0.68 0.45 Program Starts 0.23 Significant @ 95% Confidence 0 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec • 3 eDetail / 4 mail waves (n=722) • 12-month ROI: 334% or 4.3:1 • 55.3% NRx increase • 18-month ROI (proj): 668%
- 34. ANTIBIOTIC PROGRAM SNAPSHOT •3 eDetail waves/ • Expansion program 4 mail waves –More content • Original Program • VIP program – in progress –20,000 mail targets –3,000 eDetail completions
- 35. Levaquin-TEST ANTIBIOTICRESULTS Levaquin-CONTROL 9.00 6.75 4.50 2.25 Significant @ 99% Confidence 0 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 • 3 eDetail / 4 mail waves (n=949) • 12-month ROI: 734% or 8.3:1 • 86.7% NRx increase
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- 38. CASE STUDY Channel Effectiveness Synergistic effect between Live Reps and eDetailing + = Rx Lift
- 39. PRODUCT CHANNEL EFFECTIVENESS SYNERGISTIC EFFECT INCREASED AVG. # OF PRODUCT PATIENTS BY 60% OVER REP CALL ALONE 15 Highest 12 among MDs receiving rep call and eDetail 9 # of patients promotion 6 6.0 3 60% Synergistic effect 2.4 1.5 1.0 0 eDetail/ eDetail Only Rep Detail No Detail No Detail Rep Detail n=31 Only n=126 (non-called on) n=68 n=171 Source: Message Recall (Wave 2), January/February 2009 Base: Total unique physicians, *Less than 0.5%
- 40. PRODUCT CHANNEL EFFECTIVENESS REPS WERE ENGAGED TO DRIVE EDETAIL PARTICIPATION Situation: Opportunity to boost PRODUCT X market share in a district 39% Multi-Channel Tactic: Team deployed eDetail with market’s top urologists on a weekly basis Results: Over 13 week period territory Rx lift experienced an Rx lift from 19 scripts to 28 scripts among 7 urologists participating in the eDetail Rep + eDetail
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- 42. BRAND SOLUTION OBJECTIVES • “Disrupt” the Pain Market • NeoPathways—Disease State Education Program • Reinforce that pain management is often • Comprehensive, under managed multichannel, multi-module communication program • Providescientific data supporting chronicity of • Synergistic sales pain concept force program
- 44. • 6-wave pre-launchcampaign – Highlight challenges in pain management – Create a baseline of INDIVIDUAL physician attitudes re: under treatment of pain – Generate awareness around core issues in pain management – DISRUPT Market & existing habits
- 57. RESULTS >20,000 >55,000 18 min. >90% unique total modules Average time per opt-in for participants reviewed participant branded launch • Significant increase in awareness of key brand issues, e.g. dual MOA • Participants had a significant higher uptake at launch
- 58. NEOPATHWAYS EDETAILING PROGRAM: CUMULATIVEPARTICIPATION SINCE LAUNCH PRICARA REPS (05/15/09)
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- 61. LAUNCH RESULTS • Prior to seeing any brand data, HCPs were presented with 3 patient profiles and were asked what medication they would prescribe. Before reviewing After reviewing 3 Patient Profiles Nucynta data Nucynta data Middle age male, former athlete, acute low back pain, currently self treating with NSAIDs, no other 52% chose 65% chose significant medical history, receiving no additional Vicodin Nucynta medications Middle age female, acute post-op hip replacement with moderate intermittent pain, no other significant 46% chose 65% chose medical history, receiving no additional medications Vicodin Nucynta Male, late 30’s, car crash survivor, severe shoulder injury/trauma and pain, no other significant medical 37% chose 64% chose history, on no other regular medical therapy Vicodin Nucynta
- 62. PRE-LAUNCH EDETAIL CAMPAIGNSIGNIFICANTLY ACCELERATED UPTAKE AT LAUNCH 2009 Nucynta - Group DCA e-detailing Program ALL Doctors N=3,432 Change in Nucynta NRxs/MD (Prelaunch eDetails vs Control) = 131.0% Significant @ 99% Confidence 2.50 2.00 Nucynta NRxs per doctor 1.50 Nucynta-Prelaunch eDetails 1.00 0.50 0.00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Period
- 63. COBAS HPV TEST PROPOSED MESSAGING TWELVE CALL PLAN Month Primary Message Objective 1 Introduction to Roche Diagnostics Service/Relationship 2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test 3 ATHENA: In-depth review Communicate importance of the study, GT 16 & 18 4 HPV: Why test women >30 Market expansion 5 Why specify the cobas HPV Test: Branding/brand specification 6 How to talk to patients about the HPV test Service/Relationship 7 Importance of GT 16/18 as risk factors Education 8 Benefits of cobas HPV test to HCPs, labs, patients Branding/brand specification 9 HPV test guideline review Market expansion 10 cobas HPV test v. Competition Branding/brand specification 11 ATHENA Trial: sub-analyses Branding/brand specification 12 HPV: Myths and Facts Market expansion
- 64. COBAS HPV TEST ONLINE MESSAGING OVERVIEW Month e-Mail e-Detail 1 Introduction to Roche Diagnostics 2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test 3 ATHENA: In-depth review 4 HPV: Why test women >30 5 Why specify the cobas HPV Test: 6 How to talk to patients about the HPV test How to talk to patients about the HPV test 7 Importance of GT 16/18 as risk factors 8 Benefits of cobas HPV test to HCPs, labs, patients 9 HPV test guideline review HPV test guideline review 10 cobas HPV test v. Competition 11 ATHENA Trial: sub-analyses 12 HPV: Myths and Facts HPV: Myths and Facts
- 65. Tactics Qty Cost Total eDetailing Sessions 4 waves at 85K •2 Full 5 Minute Sessions (Est. $85K) 4 73750 $295,000 •2 Mini (2-3) Minute Session (Est $62.5K) eDetailing eMails 12 7200 $86,400 Supplemental email recruitment 8 3500 $28,000 •2 emails per wave eMail Broadcasts (12,000 x 12) 144000 0.45 $64,800 Direct Mail/Web Key (recruitment) 24000 3.50 $84,000 iPad/Tablet Details for Reps 1 85000 $85,000 iPhone App 1 42500 $42,500 Total $685,700 Confidential
- 66. Interactive Experience Experts Confidential