The document discusses Merck's Gardasil vaccine, initially approved for females in 2006 and later for males in 2009, targeting HPV types linked to various cancers and genital warts. Despite a successful launch, Gardasil's sales declined after 2007, prompting research into expanding its market to older women and males. The communication strategy aims to increase awareness and perceptions of Gardasil among target audiences, including parents and medical professionals, through various campaigns and outreach efforts.

1. Gardasil for Males Presented by: Jim Nowierski, Tiffany Sarpy, Lin Sun & Yue Zheng

2. About Merck Founded in 1891 106,000 Employees Operates in 140 Countries $47 Billion in Revenues Products Prescription Medications OTC Goods Animal Health Products Vaccines

3. About Merck June 8, 2006 – FDA approves Gardasil. Females between 9 and 26 years-old. HPV types: 6 11 16 18

4. About HPV Most common STD in the United States. Infects 62 million Americans each year. Most do not know they are infected.

5. About HPV Females Cervical Cancer Anal Cancer Neck Cancer Genital Warts Males Penile Cancer Anal Cancer Neck Cancer Genital Warts

6. Females vs. Males Females 9,710 new cases of cervical cancer annually 3,700 annual deaths Males 304,000 contract genital warts each year

7. Business Goal As a publically traded company…

8. Opportunity Global sales of Gardasil 2006 $234.8 million 2007 $1.48 billion 2008 $1.4 billion Why the decline? Strong launch uptake Vaccination for children program

9. Opportunity Expanding the application of Gardasil Women 27 to 45 Failed New Markets???

10. The Real Opportunity October 16, 2009 - the FDA approved Gardasil. males between 9 and 26 years-old. HPV types: 6 11

11. The Real Opportunity Increase revenues by $200 to $300 million. Patent expires in 2026.

12. Research Goals Identify audiences Identify influencers Identify perceptions Gather trial research Gather information at specified checkpoints Determine the best communicational methods

13. Research Methods Primary Qualitative Focus Groups Field Reports Quantitative Surveys Secondary Media tracking Gathering information Monitoring

14. SWOTS Strengths Revenues Development Strong Brand Network Only approval for men Weaknesses 3-doses over 6 months Costly Not all HPV types Adverse effects No website

15. SWOTS Opportunities FDA & NCI Support Potential Market Expansion Threats HPV clears up Only genital warts Price variations Decrease in female vaccinations

16. Communication Goals Increase awareness Effects Application

17. Objectives 6 months 7% change in the perception 7% increase in awareness 1 year 15% change in perception 15% increase in awareness 10% increase in medical offices

18. Key Audiences Parents Males 13-17 18-26 Heterosexual Homosexual Females 18-26 General Practitioners & Obstetricians/Gynecologists Media & Influences

19. Key Messages Gardasil will protect you and your partner HPV can only be avoided through prevention HPV causes more than cervical cancer

20. Strategies Grassroots campaign in test market Emphasize importance Aggressive & proactive tone Build partnerships Media relations Target Medical professionals Key locations Ensure easy access to info.

21. Tactics Location College tour Drug Reps. Partnerships Sex Ed. Materials Website Advertising Women’s magazines Men’s magazines Hetero- & Homosexual PSAs Pharmacies & Clinics Media Tour

22. Evaluation Pre-launch Determine: Perception Awareness Determine how many offer/carry vaccine. Post-launch 6 months Assess changes: Perception Awareness 1 years Repeat Determine how many offer/carry vaccine.

23. Timeline http://www.tomsplanner.com/shared/merck/

24. Budget

25. Questions & Comments