anatomy of a launch meeting

“…in my nearly 25 years with Genentech I have never been a part of something that was as well planned and orchestrated as the launch meeting and everything leading up to it.”DREW HANSON | DIVISION MANAGER, LUCENTIS

Anatomy of a Launch Meeting

The LUCENTIS franchise was awaiting the FDA

approval of a new and third indication – the treatment

of DME (Diabetic Macular Edema). In the run-up to

launch day, the entire LUCENTIS team would have

much to do and learn as DME presented the team

with an entirely new therapeutic area and radically

different patient demographics.

At the same time, the market was rapidly changing - for

the first time ever, there was an FDA approved competitor

to LUCENTIS and, compounding that, the LUCENTIS/

Avastin CATT trial results had recently been released.

It was hoped that the advent of this new indication

would provide a much-needed energy and morale

boost across the entire franchise.

The NR Group was challenged with making that happen

and creating the best launch meeting – ever.

THE CHALLENGEOCTOBER 2011

For internal use only. Do not distribute.

“WHAT A PHENOMENAL JOB YOU DID WITH LNN AT THE LAUNCH MEETING. WOW!! EVERYONE LOVED IT AND ANDERSON BROUGHT GREAT ENERGY TO THE MEETING!”

CAROLINE GUNN | PRODUCT MANAGER, LUCENTIS MARKETING


THE SOLUTIONPHASE 1: PRE-LAUNCH – OCTOBER 2011 – JULY 2012

MOTIVATE. EDUCATE. EXCITE.The launch of the DME indication was big, important

and newsworthy and to reflect that, The NR Group

packaged the entire launch communication program

into a cable network news format called the

LUCENTIS News Network or LNN.


MOTIVATE.EDUCATE. EXCITE.

Hosted by news anchor “Anderson

Scooper”, the LNN video broadcasts

featured interviews with patients and retina

specialists as well as senior management,

core launch team members and CT&D. A

three-part documentary feature, “Diabetes

in America”, was also presented within the

network news format to support specific

disease knowledge. The timed release

of episodes worked to maintain interest

and create excitement for the upcoming

launch while reinforcing the key learnings

contained in the training modules. A total

of 7 LNN episodes were created in the

run-up to the meeting.

CLICK HERE TO WATCH AN LNN EPISODE

Password: lucentis


STIMULATE. EDUCATE. CELEBRATE.

THE SOLUTIONPHASE 2 - THE LAUNCH MEETING – SAN DIEGO AUGUST 6 – 10, 2012

On arrival for the opening session, meeting attendees

entered the “LNN Broadcast Studio” complete with

anchor desk, monitors, cameras and operators, stage

managers and more, all hustling about preparing for the

broadcast. On cue, the familiar LNN graphics and music

played, as Anderson Scooper appeared live behind

his anchor desk on stage to greet the audience – an

unexpected but welcome surprise.


STIMULATE.EDUCATE. CELEBRATE.

Following the premiere of the 3D animated

MOA video, “LUCENTIS in DME” (produced

by the NR Group), Anderson interviewed

“guest experts” about key business

strategies, launch details and sales plans.

Each morning was kicked off with a

“live broadcast” of LNN AM, a typical

morning breakfast program featuring

Anderson Scooper interviewing various

guests and recapping the previous

day’s events. A combination of serious

content and humorous vignettes, it was

the perfect combination of education and

entertainment.


“ONCE AGAIN, THE NR GROUP ROSE TO THE CHALLENGE AND DELIVERED A MEETING BEYOND

OUR EXPECTATIONS.”JOHN SNISARENKO | VICE PRESIDENT, LUCENTIS

“I MUST SAY IN MY NEARLY 25 YEARS WITH GENENTECH I HAVE NEVER BEEN A PART OF SOMETHING THAT WAS

AS WELL PLANNED AND ORCHESTRATED AS THE LAUNCH MEETING AND EVERYTHING LEADING UP TO IT. FROM

WELL WRITTEN TRAINING MODULES, TO EFFECTIVE WORKSHOPS, TO CONCISE AND TARGETED MARKETING

PRESENTATIONS, TO PERKY ANDERSON SCOOPER, TO HAIRY SYNCHRONIZED SWIMMERS AND ON AND ON.

PERSONALLY I’M MORE EXCITED THAN I WAS AT THE ORIGINAL LAUNCH.”

DREW HANSEN | SOUTHWEST DIVISION MANAGER, GENENTECH

“IT HAS BEEN A REAL PLEASURE WORKING WITH YOU. YOUR EFFORTS REALLY

CONTRIBUTED TO THE EXCITEMENT FOR THIS LAUNCH AND WE ARE OFF TO A GREAT START

WITH SALES ONLY 3 DAYS IN.”

BRIAN BAUM | GROUP PRODUCT MANAGER, LUCENTIS MARKETING DME LAUNCH CORE TEAM LEADER

THE RESULTS!

“…WE WERE PART OF AN AMAZING MEETING, AND I THINK WE HAD A REALLY GREAT PARTNERSHIP THROUGHOUT THE PROCESS. I WANT TO ALSO THANK YOU FOR BEING SO CONSIDERATE AND COLLABORATIVE TO WORK WITH - YOU MADE PUTTING ON A GREAT SHOW LOOK SO EASY.”

KIM KOHARA | SENIOR MEETING PARTNER - GENENTECH


THE BEST MEETING…EVER!


THE NR GROUPINNOVATIVE. INSPIRED. INGENIOUS.

For your best meeting ever, contact the NR Group. In partnership with you,

your internal meeting planners, staging vendors and other key players, we

can create a meeting experience like none before.

www.nrgroup.ca | 416.620.9444

anatomy of a launch meeting

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