team 2 arimidex strategy
DESCRIPTION
Theoretical strategy presentation from Team 2 @ digitas strategy boot camp, Nov 2006TRANSCRIPT
Strategy Bootcamp Team 2
2
2
Superior Performance, Cheap
“Love Stronger, Laugh Louder”
Strategy Bootcamp Team 2
2 What we’ll cover
BUSINESS CONTEXT
INSIGHT TO IDEA
PROGRAMME AMPLIFICATIONS
CONSUMER UNDERSTANDING
MEASURING SUCCESS
Strategy Bootcamp Team 2
2 It’s good to be “Big Pharma”
• Pharmaceutical continues to be a great industry – Profitable industry– Consumers are more actively managing their health (market size
increasing)– DTC marketing is a huge opportunity but highly regulated
• Patent expiration makes it “boom or bust”• The pre-patent expiration opportunity for Arimidex is
$4.5b in the US (~$9b worldwide) over the next 3 years– Potentially making it the second highest revenue drug for AZ
Key Business Challenge:Get people taking Arimidex and staying on it during the next 3 years before it potentially goes off patent in 2009
Strategy Bootcamp Team 2
2 The Breast Cancer Timeline
There are three main stages (segments) in a patient’s breast cancer treatment timeline
Diagnosis Treatment Post-Treatment
Initial Visit Delivery of Prognosis Treatment Plan
Surgery Chemotherapy and/or Radiation
Hormone Therapy Side Effect Treatment Lifestyle Changes
Insights involve knowing both the segments andtheir key influencers over time
Strategy Bootcamp Team 2
2 Consumer Profile
Profile
Newly-Diagnosed
40 yoSingle
Mother of 2
In-Treatment65 yo
MarriedRetired
Post-Treatment48 yo
MarriedHousewife
“Only Child”
3 years “free”55 yo
DivorcedMother of 3Yoga Inst.
“Sister”
AttitudeShock, Anger, Disbelief
“Why me?”
Determined, Scared, Skeptical
“I think I can beat this”
Relief
“I made it”
Defiance, Happy, Strong
EmotionFear, Overwhelmed
“What do I do next?”
Fear, Anxiety“What is going to
happen next”
Fear, Joy, Paranoia
“Will it come back?”
Relief, Renewed, Weary
“I’ve made it”
BehaviourInformation GathererFollowing Dr. Advice
Taking Control, Being Sick
Acting “Normal” Increased Confidence, More “Normal”
Rational Need
Outlining a plan Continued information/ health updates
Avoiding all reminders Be free of side effects
Emotional Need
Support & Comfort Support & Comfort, including physical
To be left alone Continue advocacy to help others
Whitney Gladys Gertrude Raquel
Strategy Bootcamp Team 2
2 “Sister” Support Profile
Profile
Newly-Diagnosed
40 yoSingle
Mother of 2
In-Treatment65 yo
MarriedRetired
Post-Treatment48 yo
MarriedHousewife
“Only Child”
3 years “free”55 yo
DivorcedMother of 3Yoga Inst.
“Sister”
Survivor
You can get through this, here’s how….
I know you are feeling bad, but this is
expected
You are through the hard part, now don’t stop your follow up
treatment
Stick with it, you are almost there
Spouse
I’m with you all the way. I want to know
everything too.
I’ll take you to your appointments and find out what you have to
do next. How can “we” feel better.
We’ve gotten through the hard part, let’s make sure we stay
together and get rid of the cancer
I know the side effects are bad, but you are
almost there
HCP
This is treatable. Let’s take it one step at a
time. Check out www.getbcfacts.com
You are doing well. Will get through this
and get onto the next phase of treatment.
The risk recurrence is 20-50%. Let’s talk about options for
prevention.
Let’s work with your PCP to relieve your
symptoms.
Whitney Gladys Gertrude Raquel
Strategy Bootcamp Team 2
2 Insight to Idea
Arimidex is a daily reminder of my cancerAHA!!!! But…
Need to pivot from negative insight into positive engagement to:1) Drive compliance across 5 years2) Maximise survival and minimise recurrence
So…Arimidex is:a positive step to health | an expectation of the future | small steps to the future
I feel fine so I no longer need Arimidex
I’ve reached 3 yrs so I’m clear
1,825 steps to survival
Why do we think this is right?• It’s a 5 year (1,825 day) journey & we’ll support you – in the way you want – to keep you strong, motivated and positive to reach your goal of breast cancer survival
•Shift from “us to them” to “user-owner”
Strategy Bootcamp Team 2
2 The shift
Take a pill5 years
ReminderRoutine chore
SurvivorEndure
Outbound commsArimidex the hero
Take a journey
1,825 steps
Celebrate
Adventure
Sister
Enrich
Support
You’re the hero
Previously Now
Strategy Bootcamp Team 2
2
Diagnosis Treatment Post-Treatment
Current focus is here with too much information cited as main reason for not entering into dialogue earlier
But this inhibits acquisition & adherence – “I’m done”
We want to encourage more dialogue between HCP here to raise awareness that Treatment is not the end
You’re not quite done
Revisit here for maintenance, but importantly, no surprise
Encourage acquisition and adherence
“I need to keep strong, every day”
Shift in key dialogue moments
Strategy Bootcamp Team 2
2 Getting the HCP connect to work harder
• Generate awareness, associate with Arimidex– Tablet PC presentation
x200 sales reps– Etc.
• Assist in dialogue between physician & oncologist– Collateral– Etc.
Strategy Bootcamp Team 2
2 High level programme
Push to site
Push to site
Push to site
Push to site
Doctor
Arimidex.com
Community
1,825 STEPS sign up
MY 1,825 STEPS
Steps tickerJournalBlogRewardsCelebrationMilestones
Current activity
BC Facts changes to help identify content by stage to shift towards relevance & point in time
In Your Corner collateral re-branded to more positive 1,825 steps
Strategy Bootcamp Team 2
2 Post Treatment high level
welcome
Year 1 Year 2 Year 3 Year 4 Year 5
anniversary anniversary anniversary Woo hoo!
Oct: breast awareness
Oct: breast awareness
Oct: breast awareness
Oct: breast awareness
Oct: breast awareness
Sister Support & tools
May: Mother’s day
May: Mother’s day
May: Mother’s day
May: Mother’s day
May: Mother’s day
Anniversary
Core comms
Amplification
Strategy Bootcamp Team 2
2 Amplification ideas
On Demand
Personal
Dialogue
1,825 STEPS
Mobile app step counter – motivating message delivered to you direct daily
“Panic Button” – PC or SMS delivery
Private Diary – opportunity to record your thoughts & normal events. Re-enforce pill taking with motivational message
Online - blog toolkit or myspace toolkit, photo sharing
Offline – physical diary
Reward – Rx tracking to enable rewards which change through lifecycle
Rewards relevant to audience and stage
Key event check-ins – re-segment based on status (still taking, lapsed, defect)
Site – fact finding, message board
Site – call me, IM me, email me
Google Earth – overlay pin pricks “not alone”, drive to local community
Celebration widget – daily celebration message to distribute to your personalised homepage
website journey tailored to you – unique to you & delivered the way you want
Strategy Bootcamp Team 2
2 Measuring success
• Rx > ROI model• Regular re-qualification to identify progress
(lapsed?) & to help determine ROI• 5 year success – ultimate measure• Site metrics… journal completions• Advocacy surveys• Atomised web check, review, optimise• AZ & Arimidex brand tracker studies
Strategy Bootcamp Team 2
2 Summary
Through consumer understanding, we have shown how the programme can be amplified to achieve greater acquisition and adherence to Arimidex and deliver ROI to AZ through sales and corporate kudos