aa-4-1 patricia a. kriger senior director rx to otc marketing 7asdf
TRANSCRIPT
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AA-4-1AA-4-1
Patricia A. KrigerPatricia A. Kriger
Senior Director Rx to OTC MarketingSenior Director Rx to OTC Marketing
7asdf
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AA-4-2AA-4-2
Pravachol Education and Pravachol Education and Marketing ProgramMarketing Program
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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
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AA-4-4AA-4-4
Education and Marketing ProgramEducation and Marketing Program
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
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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
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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
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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)
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ObjectivesObjectives
Raise cholesterol awareness andfoster a dialogue between consumers and health care professionals
Encourage appropriate self-selection
Encourage responsible ongoing use
Education and Marketing ProgramEducation and Marketing Program
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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
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AA-4-10AA-4-10
Labeling: Carton end flap
Blister Cards: “Keep Your Doctor in the Loop”
Encouraging Awareness and DialogueEncouraging Awareness and Dialogue
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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
Encouraging Awareness and DialogueEncouraging Awareness and Dialogue
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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
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AA-4-13AA-4-13
Encouraging Responsible Ongoing UseEncouraging Responsible Ongoing Use
Starter Kit
Cholesterol Testing Programs
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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
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AA-4-15AA-4-15
Post Marketing Surveillance Post Marketing Surveillance ProgramProgram
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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
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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
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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