aa-4-1 patricia a. kriger senior director rx to otc marketing 7asdf

AA-4-1AA-4-1

Patricia A. KrigerPatricia A. Kriger

Senior Director Rx to OTC MarketingSenior Director Rx to OTC Marketing

7asdf

AA-4-2AA-4-2

Pravachol Education and Pravachol Education and Marketing ProgramMarketing Program

AA-4-3AA-4-3

Education and Marketing ProgramEducation and Marketing Program

Key GoalsKey Goals

Deliver a responsible program that will complement current efforts to reduce cardiovascular disease

Provide all necessary tools to ensure appropriate use in OTC setting

AA-4-4AA-4-4


Surround consumers with relevant, motivating Surround consumers with relevant, motivating messages to encourage responsible use among messages to encourage responsible use among the appropriate populationthe appropriate population

RetailerPrograms

CholesterolAwareness

HCPEducation

Consumer Advertising

Pravachol Partners

Labeling

AA-4-5AA-4-5

Closing the Therapeutic GapClosing the Therapeutic Gap

Consumer view Rx Medicines Consumer view Rx Medicines differently than OTC Medicinesdifferently than OTC Medicines

AA-4-6AA-4-6

OTC User ProfileOTC User Profile

Concerned about Cholesterol

Proactive / Prevention-Oriented

Dieting and Exercising

Doctor Involved

Not Ready for Rx Options

AA-4-7AA-4-7

The Appeal of OTCsThe Appeal of OTCs

Only for People With Severe Only for People With Severe Cholesterol ProblemsCholesterol Problems

Something I'd Avoid Doing As Something I'd Avoid Doing As Long As PossibleLong As Possible

Something I Would Do To Something I Would Do To Stay HealthyStay Healthy

Good Idea To Use If Your Good Idea To Use If Your Cholesterol Is Just A Little HighCholesterol Is Just A Little High

51%

62%

13%

6%

19%

14%

58%

78%

Rx

OTC

Source: BMS study among 283 cholesterol concerned consumers, age 35+

(Percent Who Agree Strongly / Somewhat)(Percent Who Agree Strongly / Somewhat)

AA-4-8AA-4-8

ObjectivesObjectives

Raise cholesterol awareness andfoster a dialogue between consumers and health care professionals

Encourage appropriate self-selection

Encourage responsible ongoing use


AA-4-9AA-4-9

Encouraging Awareness and DialogueEncouraging Awareness and Dialogue

Consumer Advertising:

– Raise cholesterol awareness

– Generate physician contacts

Community Outreach / Worksite Programs

– Increase cholesterol awareness and intervention

– Broaden access among minority and under served populations

At Shelf: “Questions to Ask Your Doctor” tear off pads

AA-4-10AA-4-10

Labeling: Carton end flap

Blister Cards: “Keep Your Doctor in the Loop”


AA-4-11AA-4-11

Focus on HCPs likely to interact with OTC consumer

– Primary Care Physicians

– Nurses, physician assistants

– Pharmacists Broaden education about CV risk, cholesterol

management and behavior modification Tools

– Professionally staffed 800#

– New product bulletin

– CME programs

– Materials to distribute to consumer

Health Care Provider ProgramHealth Care Provider Program


AA-4-12AA-4-12

Encouraging Appropriate Self SelectionEncouraging Appropriate Self Selection

Labeling

– Excellent comprehension of key messages

Toll free 800 number

– Interactive triage system

– Spanish language package insert and bilingual audio cassette available

Interactive Web site

– Up to date health information

– Risk assessment tools

AA-4-13AA-4-13

Encouraging Responsible Ongoing UseEncouraging Responsible Ongoing Use

Starter Kit

Cholesterol Testing Programs

AA-4-14AA-4-14

Pravachol Partners ProgramPravachol Partners Program Frequent mailings; 4 in first 6 months Messages timed to coincide with critical points in

adoption curve

PARTNERSPRAVACHOL

PARTNERSPRAVACHOL

PARTNERSPRAVACHOL

PARTNERSPRAVACHOL

AA-4-15AA-4-15

Post Marketing Surveillance Post Marketing Surveillance ProgramProgram

AA-4-16AA-4-16

Post Marketing Surveillance ProgramPost Marketing Surveillance Program

Evaluation Measures

– Safety in OTC setting

– Awareness, utilization among general population

– Characterization of behaviors among OTC statin users

Mechanisms for Evaluation

– Adverse event reporting

– 800# contacts from consumers and health care professionals

– BMS sponsored Phase IV Statin Impact Study

AA-4-17AA-4-17

Phase IV Statin Impact StudyPhase IV Statin Impact StudyProtocolProtocol

Conducted in three phases:

– Baseline: Prior to distribution

– 6 and 12 months post launch

Nationally Projectable Sample

– 10,000 adults 18 years

– 1,000 OTC statin users

– Augment sample for demographic subgroups

Key Measures

– Cholesterol-related beliefs and behaviors

AA-4-18AA-4-18

Education and Marketing ProgramEducation and Marketing ProgramBMS CommitmentsBMS Commitments

Apply learning from post marketing surveillance to refine marketing and education programs

Support cholesterol education efforts among consumers and health care professionals

Amplify important labeling messages to:

– Encourage consumer / health care professional dialogue

– Encourage appropriate behavior and compliance

aa-4-1 patricia a. kriger senior director rx to otc marketing 7asdf

Documents