This document discusses using evidence-based marketing to maximize the impact of an integrated unbranded marketing campaign. It describes a 4-phase project conducted by Gilead Sciences to develop a patient marketing platform for angina. Phase 1 involved analyzing the competitive landscape. Phase 2 identified 3 patient segments through research. Phase 3 developed targeted communication streams. Phase 4 integrated HCP and patient marketing efforts to drive growth through an action cascade. Early metrics showed the campaign addressed an unmet need and drove engagement.

1. Using Evidence-Based Marketing to Maximize the
Impact of an Integrated Unbranded Campaign
Tina Sampath Kirsten York
Associate Director, Patient Evidence-Based Marketing
Marketing & HCP eMarketing Practice Lead
Gilead Sciences Return on Focus, LLC

2. Evidence-Based Marketing Approach
Marketing Evidence Influence
Identify a Do the right Maximize the
marketing research and impact of the
opportunity do it well execution

3. Patient Marketing Platform Project: Phase 1
Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q1 2010
Phase 1
Phase 1 Phase 2 Phase 3 Phase 4
Competitive Landscape
Competitive Landscape Patient Segmentation Communication Platform HCP/Patient Integrated
Appraisal
Analysis (Qual/Quant) Development & Testing Action Cascade
Phase 1 Key Strategic Questions:
• What are related therapies doing?
• Where are there gaps in the available
information set (gaps = opportunities)?
• What are the “Must Haves”?
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4. Phase 1 Consumer Landscape Analysis
Key Observations
OBSERVATION OPPORTUNITY
There is a lack of unbranded Develop an unbranded
disease content that is patient education site to
specific to angina. drive acquisition.
Explore opportunities to
Competitive set is
evaluate impact of
establishing an expectation
integrating interactive video
of significant video content.
and some personalization.
Competitive set is actively Explore opportunities to
engaging key CV advocacy partner with PCNA, Mended
organizations. Hearts and Women Heart.
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5. Patient Marketing Platform Project:
Phase 2
Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q1 2010
Phase 1 Phase 2
Phase 2 Phase 3 Phase 4
Competitive Landscape Patient Segmentation
Patient Segmentation Communication Platform HCP/Patient Integrated
Appraisal Study
(Qual/Quant) Development & Testing Action Cascade
Phase 2 Key Strategic Questions:
• Are there distinct attitudinal segments within
the angina population?
• Who are the patients most receptive to
marketing efforts?
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6. Three Distinct Patient Segments
Identified (N=500 Chronic Angina Sufferers)
OPTIMISTIC BURDENED
N=196 N=172
DISTRUSTFUL
N=132
Segment membership is readily
determined with 82% accuracy
via a validated 5-question
predictive model

7. Unmet Need:
Disease State Education
of the patients believed they
received no explanation about
angina when they were diagnosed
of patients fear they might be
76% having a heart attack when they
have angina
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8. Patient Marketing Platform Project: Phase 3
Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q2 2010
Phase 1 Phase 2 Phase 3 Phase 4
Competitive Landscape Patient Segmentation Communication Platform
Communication Platform HCP/Patient Integrated
Appraisal (Qual/Quant) Development & Testing
Development Action Cascade
Unbranded
Campaign Unbranded Campaign Development
Concepting
Phase 3 Key Strategic Question:
• Now that we know who our target patients are,
what are we going to say to them?
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9. 3 Distinct
Communication Streams
Burdened Patients:
Educate and empower discussion with Cardiologist about negative
impact of angina on physical activity and emotional well-being
Optimistic Patients:
Encourage self-realization and subsequent discussion with
Cardiologist about the potential to do even more to control
ongoing attacks and continue living well with angina
Unsegmented
If your angina is being managed and yet you continue to have attacks on a
regular basis, it’s time to have a heart-to-heart with your Cardiologist.

10. Speak From the Heart: Phase 1
Key Campaign Components
Targeted print ads SpeakFromTheHeart.com
Banner Ads Brochure
(Static, Video) w/Angina Checklist
HCP Kit
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11. Reality Health Videos Personify
High Value Segments
Donnette’s story...

12. Patient Marketing Platform Project:
Unbranded Campaign Development, Phase 4
Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q2 2010
Phase 1 Phase 2 Phase 3 Phase 4
Competitive Landscape Patient Segmentation Communication Platform HCP/Patient Integrated
HCP/Patient Integrated
Appraisal (Qual/Quant) Development Action Cascade
Action Cascade
Unbranded
Campaign Unbranded Campaign Development
Concepting
Phase 4 Key Strategic Question:
• How do all of our HCP & patient marketing
efforts integrate to drive growth?
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13. The Disconnect Confirmed
• Physicians overestimate patient satisfaction with
QOL, underestimate extent to which patients are
limiting or giving up activities
80%
70%
69%
60%
50% 56%
53% HCP
40% 43% Patients
39%
30%
20% 27%
22%
10% 13%
0%
Able to Content with Avoid activities that Have given up most
enjoy life overall QOL May cause angina Activities due to angina
Sources:
1. Data on file. Q2 Physician ATU (N=194: Cardiologists=122, Other Specialty= 52) Prepared by Harris Interactive. July 12, 2010.
2. Data on file. Chronic Angina Patient Segmentation Study (N=500). Prepared by Return on Focus, LLC. January 4, 2010.
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14. Validated Action Cascade for
Unbranded and Branded Campaigns
Angina patient is exposed to Continuing attacks
Patient unbranded materials online or
Increased frequency of attacks
in-office and initiates
Unbranded discussion with CARD Worsening in attack severity
Ongoing impact on QOL
Side effects from current therapy
CARD listens for catalysts
compelling treatment change
CARD pre-selects
appropriate patients
RX and writes script for
only a % of the
eligible pool
HCP Drives patient
Unbranded selection &
pull-through
SFTH materials rolled Branded patient
out to office support Patient requests will be Professional
staff could ultimately honored by CARD
Branded Branded
influence receptivity to
patient discussion
Segment-specific messaging
to drive brand adherence
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15. Early Metrics
First 4 Months

16. Early Metrics: First 3 Months
• Mended Hearts Summer
2010 Heartbeat
“Recently Mended Hearts joined PCNA and partnered with
– Cover story inspired by
Gilead Sciences to promote “Speak From the Heart,”
SFTH campaign
a public awareness campaign focused on communicating
– Heartbeat distribution:
with 20K+ cardiologist aboutheart
your households with angina.”
disease + 200K patients
annually
– Interview with
Kathy Berra, RN, NP,
Clinical Director, Stanford
Heart Network
– SFTH sidebar story
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17. Further Validation that Speak From the Heart
Addresses an Unmet Need- Metrics Thru 9/9
• SpeakFromTheHeart.com (Launch date 5/17/2010):
– Visits: 18,339 (5/17 - 9/9)
– Page Views: 44,247 (5/17 - 9/9)
– Most popular content:
• Self Assessment 7450 views
• What is Angina? 6346 views
• Patient Videos 4084 views
• Reducing Symptoms 4874 views
• Angina Animation 2029 views
• Digital Media (7/7 - 8/31)
– Impressions: 5,757,690
– Media spend to date: $75,869
– Above industry average click thru rated (CTRs)**
• WebMD: .53% (Over 8x industry average)
• Everyday Health: .20% (Over 3x industry average)
• MedHelp: .21% (Over 3x industry average)
• Mayo Clinic: .17% (Nearly 3x industry average)
Sources: Nielsen
1. *Industry average time on site for unbranded campaigns with rich content= 4 minutes
2. **Industry average CTR = .06%
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18. The Potential of Evidence-Based
Patient Marketing Realized…
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