team 2 arimidex strategy

Strategy Bootcamp Team 2

2

2

Superior Performance, Cheap

“Love Stronger, Laugh Louder”


2 What we’ll cover

BUSINESS CONTEXT

INSIGHT TO IDEA

PROGRAMME AMPLIFICATIONS

CONSUMER UNDERSTANDING

MEASURING SUCCESS


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


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


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


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


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”


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


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


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.


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


2 Post Treatment high level

welcome

Year 1 Year 2 Year 3 Year 4 Year 5

anniversary anniversary anniversary Woo hoo!

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


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


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


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

team 2 arimidex strategy

Economy & Finance