ilaris (acz885, canakinumab) 2013 pr & communications plan 20 september 2012 this document...
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Ilaris (ACZ885, canakinumab)
2013 PR & Communications Plan
20 September 2012
This document represents proposals for discussion by Management.Strategies / Concepts / Projects described herein may need significant modifications before implementation, and no project should be considered final until it has been fully approved by the appropriate Novartis review process. Novartis will only implement programs that are fully consistent with all applicable laws and regulations as well as Novartis companies’ policies.The sales estimates described in this document are based on the impact of Marketing Activities.
CONFIDENTIAL. Novartis business use only.
Who is with you here today
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Rute Frazao MarquesGlobal Head, Franchise Communications IHC
Helene EllisonSenior strategist
Global Chair, B-M (NY)
Deborah BurrageXXXX
Manager, B-M (London)
Sarah CornhillXXXX
Director, B-M (NY)
CONFIDENTIAL. Novartis business use only.
Today’s agenda
2013 PR strategy built on five Ilaris PR strategic imperatives
Our strategic and creative vision to drive the Ilaris value story
• Our vision for the future
• Critical steps to take in 2013
• Ilaris programming
Orchestration for success
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CONFIDENTIAL. Novartis business use only.
Ilaris to 2014 and beyond: ensuring success through multiple launches
2012 2013 >2014
QUESTIONS ADDRESSED
(SJIA+GA) ENSURE SUCCESSFUL
LAUNCHES & UPTAKE; (AI) UNDERSTAND
MARKET
(SJIA+GA) ENSURE CONTINUED GROWTH;
(AI) ENSURE SUCCESSFUL LAUNCHES
& UPTAKE
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SI5
SI4
SI3
SI1
Your strategic imperatives adapted for PR
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SI2
Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition
Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science
Expand scientific and community understanding of Ilaris efficacy and safety
Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)
Ensure market preparedness for upcoming launches
CONFIDENTIAL. Novartis business use only.
The Ilaris 2012 media focus has been data-driven and positive
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Ilaris media coverage focused on SJIA and TRAPS data announcements highlighted at EULAR, PReS and ACR over the past year
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However, Ilaris safety questions around gouty arthritis attracted media attention in 2011
Range of articles, majority US, covered the FDA Ad Comm
55% of original articles discussed efficacy of ACZ885 in a positive light
80% of original articles discussed safety of ACZ885 in a negative light
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The media profiles of Ilaris indications/investigative indications are variable
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Despite advocacy group and pharma efforts, media coverage of individual rare diseases remains low
Source, Factiva search 12 months up to 18 Sept 2012
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In our focus area for 2012, Novartis drove coverage
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CAPS Gout and gouty arthritis
SJIA
Need to raise profile in GA
Source, Factiva search 12 months up to 18 Sept 2012
CONFIDENTIAL. Novartis business use only.
Digital/social media driven by patient advocacy groups and pharma companies
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Caregivers are more active on social media than patients
• Rareconnect.org, CAPs Family Network
Physicians use for self education and interaction is limited
“Society could do more to help in early diagnosis/recognition for those patients who live far away from specialist centers” KOL
“Patients and parents are always looking for information…education for patients is very important” – Italian KOL
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Varied engagement and experience in Ilaris due to local access issues
History of negative safety reporting (FDA Ad comm/ misunderstanding of research strategy)
Patient population dictated by regulatory & reimbursement
Audiences unsure of target population
Rare diseases often of lower priority for media coverage
SJIA/GA data gap in 2013
Key takeaways: issues and opportunities
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IssuesIssues OpportunitiesOpportunities
Novartis must drive the value proposition and unmet needs in rare diseases to
support launches &
investigational development
Novartis must drive the value proposition and unmet needs in rare diseases to
support launches &
investigational development Potential first-in-class EU launch for GA
patients in great need, currently without treatment options
Media interest in gout already high ACZ885 will be the first IL-1 beta
medication in SJIA, providing hope for unresponsive patients/potential improved safety
Stage set by positive data coverage Social media use by patients and HCPs
currently limited, offering opportunities to own the space
PII AI data at 2013 congresses CAPS label extensions/new approvals
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Maximize success of launches in 2013 and beyond by communicating a simple story:
No matter how rare, Ilaris goes wherever the science and need leads
Our strategic vision
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Key 2013 PR objectives
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S2
SIEmphasize unmet needs of target patient populations to reconfirm Ilaris unique value propositionCharacterise GA indication patient group in the minds of payers and rheumatologists, emphasizing low numbers with exceptional pain-relief needsRaise awareness that children with SJIA urgently need new treatment options despite approved biologicEnsure preparedness to drive future disease awareness in PII indications
Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on scienceCharacterize and communicate the role of IL-1B in target indications through
data and regulatory announcements Harness Novartis in-house science and research story to communicate
company’s ethical approach to medicine, exemplifying Ilaris
Expand scientific and community understanding of Ilaris efficacy and safetyEducate on Ilaris gold standard approach, with unique patient benefits (B-
confident registry, several years of real-life patient experience, breadth of clinical investigators with product experience)
Package material in ways that can be easily used by CPOs for their own local needs
S3
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Key 2013 PR objectives
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S5
S4Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)Support and motivate CPOs and investigators to continue Ilaris story locally (internal and external)Where appropriate, begin to identify and up-skill thought leaders in PII indications (incl. periodic fever syndromes)
Ensure market preparedness for upcoming launches Identify, prepare and roll-out communications surrounding GA and SJIA
approvals (incl. scenarios, etc.)Work with CPOs to ensure timely, on-target materials and support that meet
local needs
CONFIDENTIAL. Novartis business use only.
Key audiences for 2013:
Media (top tier, key rheumatology trade)
Internal audiences (CPOs)
Rheumatologists
Patients/Caregivers/Advocacy groups
Payers
Financial community
Target audiences
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CONFIDENTIAL. Novartis business use only. 18
Key messages confirm leadership position
Update complementary messages for Ilaris individual disease areas
Novartis
Focused on patient and science to deliver better drugs where
unmet needs are greatest
Underlying disease burden
Critical need for new treatment options, as many patients continue to suffer
Ilaris
Targeting IL-1 beta, a key driver of several inflammatory conditions