Top 25 DTC marketers
Transcription
Top 25 DTC marketers
The Source For DTC Leaders P E R S P E C T I V E S Vol. 10, No. 2 June/July 2011 In This Issue A Look at the 2011 Top 25 DTC Marketers of the Year Governor Tommy Thompson Former Secretary of HHS under President Bush Paul Ewing Senior Director/Group Leader, Patient Marketing, US Primary Care Patient & Physician Marketing, Pfizer Preparing for the future and leveraging new opportunities were among the key topics at the 2011 DTC National Conference Advertising Award Winners Revealed at DTC National 2012: DTC’s Opportunity To Reboot Relationships Setting Brand Expectations for Patient Adherence Programs CHANGE SERVICE REQUESTED DTC PERSPECTIVES, INC. 110 Fairview Avenue, Suite 4 Verona, NJ 07044 PRST STD U.S. Postage PAID Permit #108 Lebanon Junction KY 40150 Target your audience by demographics, geography or condition. digital. Interactive mobile mobile technology; local technology for patient weather andand seasonal acquisition retention: health sponsorships. couponing, surveys and more. 158 million Nielsenverified viewership. Proven impact ROI. on Demonstrated consumer purchasing behavior. AccentHealth delivers delivers actionable actionable point-of-care point-of-carebranding brandingwith at the point-of-need: proven ROI: •• •• • • • Add credibility to your DTC message award-wining CNN-produced health education programming. Own the office with a 360° approach:with TV, print, mobile, collateral and sampling. Leverage our flexible digital platform that adapts to your targets, timing and budgets. Drive doctor-discussion and influence patients in their path-to-purchase. Own the with entertaining a 360° approach: TV, print, mobile and collateral. Align withoffice credible, CNN-produced health education programming. Combine our branding conversion maximum andtargets, TRx lift.timing and budgets. Leverage flexiblewith digital platformforthat adapts NRx to your Measure ad impact and effectiveness with custom research. For more information contact: Kerrymore Ann Clawson, EVP Sales and Marketing at 212-763-5118 For information contact: [email protected] Kerry Ann Clawson, EVP Sales and Marketing at 212-763-5118 [email protected] www.accenthealthmedia.com www.accenthealthmedia.com P E R S P E C T I V E S June/July 2011 Vol. 10, No. 2 Editor’s Desk.................................................................................................................4 DTC in Brief...............................................................................................................6, 8 Spending Review.......................................................................................................10 Adherence Programs: Brand Expectations for Retention Programs................12 Today’s ePharma Consumers A series from Crossix RxMarketMetrics A Report from the 2011 DTC National Conference............................................16 By Jennifer Haug of DTC Perspectives 2012: DTC’s Opportunity to Reboot Consumer Relationships.........................20 By Jeremy Shane, president and chief operating officer of HealthCentral 25 Understanding Today’s ePharma Consumers.......................................................25 By Maureen Malloy, senior healthcare analyst at Manhattan Research DTC NATIONAL ADVERTISING AWARDS A review of the winning brands, campaigns and marketing teams..............28 Digital POC Conversations Coverage from the cocktail party and awards ceremony Digital Speak Translates into a Point-of-Care Conversation..............................38 By Dan Stone, chief executive officer of AccentHealth Medication Adherence: Leveraging the Proven Benefits of Behavioral Coaching..................................................................................................44 By Derek Rago, vice president, adherence marketing & strategy at McKesson Patient Relationship Solutions THE TOP 25 DTC MARKETERS OF THE YEAR Profiles of this year’s Top Marketers..................................................................48 A look at the private celebratory luncheon 38 Contributors’ Page....................................................................................................72 A closer look at the contributors to this issue of DTC Perspectives Advertiser Index and Resource Center..................................................................72 Medication Adherence Eye on the Hill: An End to the Privacy Policy Storm – Maybe...........................74 Jim Davidson reports on what to expect in the coming year from Washington DTC Perspectives Editorial: The Truth: Can We Handle It?...............................76 Perspectives on Books: Tabloid Medicine.............................................................78 Reviewed by Robert Ehrlich of DTC Perspectives, Inc. Miss an issue, or want to order one from our archives? Please visit our website www.dtcperspectives.com to view recent issues of DTC Perspectives magazine, or call Debra Sander at (973) 377-2106 to purchase previous issues. 44 DTC Perspectives • June/July 2011 | 3 E Looking to the Future ach summer marks the beginning of a new planning season for the pharmaceutical industry. But in order to take DTC communications to the next level, one should look to the past for lessons. For example, the core demands by consumers remain the same: they want to find value in and build trust with a brand. However, now, consumers also expect to interact more with brands. As Tara Parker-Pope, consumer health columnist with The New York Times explained to DTC National attendees, people interested in or researching health and wellness information are “eager to engage.” When the Symbicort team was conducting market research for their My Measures of Success customer relationship marketing program, they found that consumers were most interested in being more involved with a brand, whether it be in the form of help solving problems or being solicited for their feedback; consumers look for brands to be more responsive and appreciative. (For more coverage from the DTC National, see story starting on page 16.) The pharmaceutical industry is now in a position where consumers are more interested in having a company or brand participate in the discussion. While consumer trust levels regarding pharma have not changed, it does signal a shift as consumers accept pharma’s ability to provide accurate information or correct misconceptions. Marketers have the potential to change consumers’ perceptions. The industry can “redefine its relationship with patients and caregivers, to move away from primarily brand-specific communications, towards messages that puts them on the side of patients, helping them choose products that are best for their situation,” explained Jeremy Shane, HealthCentral’s president and chief operating officer (see his article beginning on page 20). With DTC repeatedly coming under fire, it is more critical than ever to highlight the importance of marketing communications. Valuable and impactful messaging resonates with consumers, creating potential to increase both brand awareness and treatment adherence. In turn, that demonstrates its importance to regulators, especially when restrictions to DTC advertising are on the table. Marketers must take the lessons of the past to leverage improvements for the future. P E R S P E C T I V E S Robert Ehrlich Chairman and CEO DTC Perspectives, Inc. Christine Franklin VP, Marketing and Sales Jennifer Haug Editor / Design Coordinator Stacey Hagenbush Manager of Sales Matt Yavorski Sales Associate Debra Sander Office Coordinator Scott Ehrlich President MDPA Division Amanda Ehrlich Director, Publishing MDPA Division Debra Rennert Creative Director James Ticchio Art Director Direct Media Advertising Present and Future Best Practices To help marketers best understand and utilize new opportunities for engaging with consumers, DTC Perspectives is organizing best-in-class speakers to discuss the latest innovations and marketing and media trends in digital and social media channels at our 2011 fall conference, “Marketing to the Digital Consumer: Pharma Best Practices Present and Future.” In addition, we will also host our annual Hall of Fame induction ceremony, which recognizes top individuals who have made significant advances in DTC advertising. We hope to see you there! Sincerely, Jennifer Haug 4 | DTC Perspectives • June/July 2011 DTC Perspectives is Published Quarterly By: DTC Perspectives, Inc. 110 Fairview Avenue, Suite 4 Verona, NJ 07044 Phone # 1-973-377-2106 Postmaster: Please send address changes to the above. FREE to Qualified Industry Subscribers in the U.S. Apply online at www.dtcperspectives.com. Rates for International and Non-Industry . Subscribers: $72 Per (1 Year) in the U.S. $96 (1 Year) Outside of U.S. Back Issues $10 in U.S. $30 in All Other Countries ©2011 DTC Perspectives, Inc. All rights reserved. No part of this publication may be reproduced in any form unless given permission by the publisher. e h Patient-Centric Marketing Via Specialty Point-of-Care Networks Action and Compliance: Patient-Centric Marketing Patient-Centric via M 94% ofNetworks patients are Sp Acquisition: Specialty Point-of-Care Specialty Point-of-C Awareness: Millions of patients are watching each month 1 51% of patients are asking their HCP 2 TARGETED MEDIA ROI MEASURABLE MEASURABLE ROI Action and Acquisition: Awareness: ✔ ROI Guarantee 51% patients of patients 1 million areare ✔asking Proven Results their HCP watching each month Action and Acquisition: purchasing products immediately 3 MEASURABLE ROI LIFT PROVEN SALES Action and Compliance: Acquisition: ✔ State-of-the-art Technology 51% of patients are 51% 94% of patients of patients are are ✔ HCP Advanced asking Reporting asking their purchasing their HCP products immediately 1. Monthly Affidavits, 2010. 2. Deibler Consulting, 2008. 3. Audits & Surveys Worldwide, 2001 ContextMedia owns and operates a portfolio of the largest condition-specific in-office digital networks For more information, contact: Shradha Agarwal, Chief Marketing Officer 312.239.6656 [email protected] I N B R I E F Pharma Required to Enable Comments On Facebook Pages Due to New Policies Facebook recently notified pharmaceutical marketers that they will no longer be able to disable, or whitelist, comments or other functionalities on non-branded Facebook pages. In a letter posted on Intouch Solutions’ website, Facebook explained that such changes were made to “support consistency for the Facebook Pages product and encourage an authentic dialogue between people and businesses on Facebook.” New pages must follow this new policy immediately, while existing pages have until August 15th to oblige. However, pages “dedicated solely” to a branded Rx may still seek approval from Facebook to remove the commenting functionality. Pharma marketers will still retain control over the content of the page, such as adding photos and videos themselves but preventing users from being able to do so. CBO Brief Plots Various Scenarios In the Event of DTC Moratorium Marketing Expenditures for Rx Drugs While only a small share of drugs would be impacted by a DTC moratorium (newly-approved brand-name drugs accounted for less than two percent in 2008), the Congressional Budget Office (CBO) found that both positive and negative scenarios could occur due to the number of possible changes. Due to today’s newly-approved brand-name drugs not having a broad potential market, DTC’s share of promotional spending for these products has dropped, concluded the brief, “Potential Effects of a Ban on Direct-to-Consumer Advertising of New Prescription Drugs.” The CBO predicts a moratorium would cause at least some of the spending allocated to DTC to be redistributed to physician marketing. If the ban were on product-specific marketing only, disease Note: All $ expressed in billions. education might see an increase in spending as well. However, the Source: Congressional Budget Office based on data from SDI’s report explained that disease education would “likely work best for promotional audits drugs without close competitors, because they have no clear substitutes that could benefit from any increase in demand from the advertisement.” If both branded and disease education promotions were banned, public health could also be impacted either way. The brief noted that “a moratorium on consumer advertising would provide more time for possible safety problems with some drugs to be uncovered and to become widely known.” Conversely, it “could [also] postpone the realization of a drug’s true risks.” Statin Adherence Reduces Hospitalizations, Costs Patients who properly adhere to their cholesterol-lowering treatment experienced fewer hospitalizations and lower health care costs than their non-adherent counterparts, according to a June Medco Research Institute study. Published in the June 1 issue of the American Journal of Cardiology, the study found that the adherent group did have higher drug costs than the non-adherent group, but they “were offset by lower medical costs leading to lower total healthcare costs.” By examining anonymized data from more than 381,000 patients aged 18 to 61 years old taking a statin, the study found that nearly one-third of patients were not fully adherent, 15 percent were poorly adherent and another 17 percent only moderately adherent. Of the patients who took their medications 90 percent or more of the time, they saved $944 in healthcare costs over the course of the 18-month study period (Jan. 2007 – June 2009). Such a success rate has the potential to “save billions of healthcare dollars annually,” noted Medco’s news release. 6 | DTC Perspectives • June/July 2011 LDM Group Optimizing patient access in two distinct settings Our turnkey network of Prescribers and Retail Pharmacies offers you unprecedented patient access at the most critical teaching moments What does LDM Group’s advanced technology provide? • Significant decreases in Rx abandonment from prescriber’s office to patient fill • Real-time messages designed to increase patient compliance/persistence and drive new starts • The ability to improve health outcomes with targeted, cost effective patient messaging • Dynamic co-pay assistance applications that build brand loyalty LDMGROUP Information For Your Health LDM Group provides real time targeted patient access, delivering appropriate health care communications to patients in two professional settings: the prescriber’s office (point-of-care), with ScriptGuide, and at the pharmacy (point-of-sale), with CarePoints. To learn more visit us at www.ldmgrp.com or call 314.567.0551 I N B R I E F Kaiser Family Foundation Report Finds Americans Still Divided on Health Reform Views on Health Reform Differ Among Party Lines Total 19% 23% 15% 29% Respondents to a Kaiser Family Foundation poll 6% 9% 37% 35% Democrats were nearly equally split regarding their views of the health reform law – 44 percent felt unfavorable, while 42 percent were favorable. However, the May 29% 20% 12% 23% Independents 2011 Health Tracking Poll of more than 1,200 adults reported greater divides among political parties, as 53% 21% 7% 10% Republicans Democrats were more likely than Republicans or Independents to favor the law (see related chart). Very favorable Somewhat favorable Somewhat unfavorable Very unfavorable Correspondingly, the majority of Democrats would like to either expand (45 percent) or keep the Q: Given what you know about the health reform law, do you law as-is (34 percent); but Republicans would largely have a generally favorable or unfavorable opinion of it? prefer to repeal and replace it with a RepublicanNote: Don’t know/Refused answers not shown. sponsored alternative (47 percent) or even repeal and Source: Kaiser Family Foundation, Health Tracking Poll, May 2011 not replace it (28 percent); while Independents are rather divided, with 34 percent wanting to expand the law, but 25 percent preferring the law be repealed and not replaced. When asked whether the country as a whole would be “better” or “worse” off under health reform, respondents again gave nearly identical results, answering 37 and 38 percent, respectively. With 14 percent of respondents saying they or their family personally benefited from the reform, the top reason was due to “access to health care” (42 percent). Of those who say they or their family were harmed (18 percent) by the reform, the number one negative effect was “cost” (55 percent). IMS Health: Overall DTC Declines, But Top 25 Brands Buck the Trend Total pharmaceutical promotional spending (consumer and physician) has decreased since peaking at $27 billion in 2007, found IMS Health data. While DTC promotion has remained stable, it does follow a comparable decreasing pattern, explained Ramesh Krishnan, senior principal and SME global analytics of IMS Health. (See related chart.) After peaking at $4.91 billion in 2007, DTC spending declined each year, falling 4.8 Promotion spending has been falling since 2007, while the DTC percent from 2009 to 2010* to remain at approximately Total Pharma Promotional Spending Drops spending proportion is stable at around 17%. $4.15 billion. Since 2007 Majority of spending went to television followed by Pharmaceutical Promotional Spending print; 49 brands spent a collective $2.5 billion on televi40% $27B $27B sion promotions, and 85 brands spent $1.6 billion total $26B $27B $26B on print ads. During his co-presentation with colleague 30% $26B Dr. Yilian Yuan, vice president of advanced analytics, $26B $25B 20% $25B Krishnan informed DTC National attendees that sev$25B eral factors caused such a decline, including the economy, 10% $24B $25B competition and generic erosion. $24B 0% In contrast, DTC spending by the top 25 advertisers $24B increased approximately 4.5 percent. Remaining strong, -10% $23B those 25 brands accounted for 69 percent of consumer 2005 2006 2007 2008 2009 2010* spending, or $2.9 billion, in 2010.* Similar to overall Promotion % of DTC Promotion Growth DTC advertising, the top 25 brands also focused heavily 2010*:Oct.2009-Sep.2010 *2010: Oct. 2009 – Sept. 2010 on television and print; 23 brands spent $1.9 million on Source: IMS Health Source: IMS Health television and 25 brands spent $989.4 million on print. • 1 8 | DTC Perspectives • June/July 2011 STOP wasting DTC marketing dollars. START paying for QualityConversations . TM Learn how pay for performance marketing can boost your brand results. Contact: Chris Neuner, EVP | [email protected] | 201-499-1493 QHperform.com R E V I E W Lipitor, Cymbalta Among Top Spenders for 2010 7 of Top 20 Promoting Brands Manufactured by Pfizer Brand Manufacturer 2009 2010 $ Change % Change Lipitor Pfizer $238,062,312 $250,331,453 $12,269,141 5.15% Cymbalta Lilly USA $130,101,133 $190,943,859 $60,842,726 46.77% Cialis Lilly USA $148,542,891 $178,886,984 $30,344,093 20.43% Abilify Bristol-Myers / Otsuka America $171,834,656 $131,462,953 -$40,371,703 -23.49% Plavix Sanofi-Aventis / Bristol-Myers $151,004,062 $127,814,227 -$23,189,835 -15.36% Pristiq Pfizer $104,825,953 $122,749,023 $17,923,070 17.10% Advair Diskus 250/50 GlaxoSmithKline $50,851,887 $105,873,750 $55,021,863 108.20% Viagra Pfizer $127,368,289 $103,787,648 -$23,580,641 -18.51% Chantix Pfizer $93,775,352 $100,222,633 $6,447,281 6.88% Lyrica Pfizer $136,885,688 $99,228,195 -$37,657,493 -27.51% Crestor AstraZeneca $126,410,625 $96,262,484 -$30,148,141 -23.85% Toviaz Pfizer Advair Diskus GlaxoSmithKline Boniva Roche / Genentech Symbicort (Asthma) AstraZeneca $53,359,824 $94,375,188 $41,015,364 76.87% $128,562,547 $87,047,164 -$41,515,383 -32.29% $76,662,844 $84,145,641 $7,482,797 9.76% $100,503,820 $82,908,031 -$17,595,789 -17.51% Lovaza GlaxoSmithKline $5,685,229 $75,162,180 $69,476,951 1222.06% Spiriva Pfizer / Boehringer Ingelheim $74,696,938 $68,250,055 -$6,446,883 -8.63% Symbicort (COPD) AstraZeneca $31,187,254 $63,336,887 $32,149,633 103.09% Simponi Centocor Ortho Biotech Inc. $5,119,745 $61,777,945 $56,658,200 1106.66% Seroquel XR AstraZeneca $33,692,836 $60,157,219 $26,464,383 78.55% Total Spending for Top 20 Brands $1,989,133,885 $2,184,723,519 $195,589,634 9.83% Total Pharma Spending $4,340,651,028 $3,974,458,766 -$366,192,262 -8.44% Overall DTC Spending Decreases 8.4% in 2010 TV Loses Market Share, While Print Channels Gain 1% 0% 6% Media Type 63% Television 30% Magazine 6% Newspaper 30% 63% 1% Radio 0% Outdoor Total Pharma Spending Note: Excludes Internet Advertising 2009 2010 $ Change % Change $2,937,006,037 $2,481,264,978 -$455,741,059 -15.52% $1,187,051,102 $1,201,682,058 $14,630,956 1.23% $162,633,011 $236,489,959 $73,856,948 45.41% $46,398,995 $51,253,013 $4,854,018 10.46% $7,561,883 $3,768,758 -$3,793,125 -50.16% $4,340,651,028 $3,974,458,766 -$366,192,262 -8.44% Source:The Nielsen Company for DTC Perspectives Nielsen Monitor-Plus is the leader in innovative advertising information services and tracks advertising activity across 18 media types. For more information, send an e-mail to Marisa Grimes at [email protected]. 10 | DTC Perspectives • June/July 2011 His healthcare decisions are influenced by much more than a visit to his physician. While physician advice and prescribing greatly influence patients, it’s not just physicians that impact patient behavior. Patients’ treatment decisions are also influenced by information they learn from other sources, including patient education programs and advertising. By utilizing the most comprehensive view of patient behavior and characteristics – both healthcare- and consumer-related – SDI can identify the best venues for reaching patients and crafting the most relevant messages. SDI leads the industry in providing empirical, patient-level data to inform and improve advertising strategies. We provide insight on patients’: • • • • Media preferences Advertisement exposure Behavior post-exposure Attributes and demographics To learn more, please call Melissa Leonhauser at 1-800-982-5613 or visit:www.sdihealth.com/influence Crossix RxMarketMetrics Series Adherence Programs Brand Expectations for Retention Programs Pharma marketers can best understand the adherence benefit of retention programs through the patient profile enrolled in the program and the incremental Rx filled per patient. Using meaningful market norms derived from actual Rx-based analyses, brand managers can realistically forecast program performance and effectively allocate spending to generate a positive ROI. C o-pay cards, glossy information packets, patient support programs and a host of other tactics have become a mainstay of pharmaceutical marketing as brands fight to not just convert new patients, but also keep their existing patients from converting to branded competitors and generic alternatives, or from stopping treatment altogether. These programs are often undertaken at great expense while actionable measures of ROI have remained elusive. Adherence requires a degree of compliance with physician instructions as well as persistence in continuing therapy over time. The equation grows in complexity when patient profile is introduced. For example, patients who have been adherent for the past year will likely continue to be adherent, regardless of whether or not they decide to enroll in a retention program today. On the other hand, the retention Figure 1: Percentage of program is likely to have a much larger impact on patients who started treatment a week prior to enrollment as they may be experiencing side effects or may have not yet made Rx treatment a consistent part of their routines. Benchmarking adherence As a result of the complex interplay between patient pro- 12 | DTC Perspectives • June/July 2011 file, persistence and compliance, brands are often left in the dark when allocating budget toward retention programs. It is difficult to plan without a reasonable expectation of what kind of patients will be driven to the program and what impact the program will have. Crossix RxMarketMetrics sheds light on the questions surrounding adherence using meaningful norms that can help guide brands in their planning efforts. Targeting the right patients Patient profile is a critical factor of program benefit. A retention program is designed to communicate with existing patients, but it is unrealistic to expect all enrollees to be existing patients. While there may be a benefit from enrolling non-patients who later begin therapy, those patients will typically benefit more from a program tailored toward conversion. Existing Patients RETENTION PROGRAMS If a program can never Figure 2: Median Length expect all enrollees to be existing patients, what constitutes a “successful” measure of targeting? The bottom twenty percent of programs acquires one existing patient in every two enrollees, while the t o p t w en t y p e r ce n t acquires nine existing patients in every ten enrollees. Clearly there is a large range between programs, but the top twenty percent shows that even the most stringent program design, screening requirements and enrollment vehicles will not attract and enroll only existing patients. (See Figure 1.) In addition, as described earlier, the benefit can vary among existing patients depending on length of therapy. In general, the longer a patient has been persistent in therapy prior to enrollment, the less impact a program will have. In general, brands should aim to spend under the value of a single script on each patient that enrolls, given that the average adherence benefit is less than one Rx per person. Again, there is a large range in patient profiles among these programs with the top twenty percent enrolling patients approximately one week after start of treatment, while the of Therapy (prior to enrollment) median program enrolls patients two months following start of treatment. The bottom twenty percent does not enroll patients until nearly ten months after start of treatment. (See Figure 2.) Simply enrolling a large number of individuals is not enough. The patient profile benchmarks show a wide gap separating the top programs from the bottom and encourage brands to make every effort to enroll existing patients who have recently started therapy. Achieving ROI positive benefit While patient profile informs targeting (and likely results), the benefit that a retention program derives from existing patients drives its ROI. For ROI purposes, retention benefit is best measured as Incremental Rx Filled (net of control). The Rx benefit is incremental over the Rx fills of a control group of non-enrolled patients with similar Rx usage patterns, co-pay About Crossix RxMarketMetrics Prescription drug information drawn from Crossix RxMarketMetrics™, market benchmarks for performance of patient adherence and consumer marketing activities based on thousands of actual Rx analyses including more than 600 consumer marketing tactics across a broad range of therapeutic categories. Campaigns included in RxMarketMetrics aggregated for the chronic, lifestyle and specialty/biologic markets and derived from actual, anonymized and aggregated results of consumer marketing campaigns for dozens of leading pharmaceutical brands ranging from direct response (DR) to general awareness and branding campaigns (GA), and multi-channel, from Web to Print to TV. Normative Rx-based measures include conversion rates and curves, retention rates and curves, and Rx patient profiles specific to the market, channel and tactic. Benchmarks are further broken down by campaign specifics, such as purpose, level of branding, creative, offer type, response channel and fulfillment stream. DTC Perspectives • • June/July 2011 | 13 RETENTION PROGRAMS and those more likely already adherent. Brands may want to fulfill non-patients separately through a different program (and later assess performance through a conversion analysis). While ultimate measurement of realized adherence benefit must wait until a program matures, early measurement of patient profile can help optimize and influence program performance. Effective use of Rx analytics can ensure that a program is headed in the right direction. If some or all of the program tactics do not drive the desired patient audience, brands now have the tools to monitor and address their execution, driving more successful outcomes for the patients and the programs. These market benchmarks serve to inform the execution of successful adherence programs by both setting performance expectations and informing resource allocation. While there are many non-financial reasons to drive adherence, such as creating better patient outcomes by increasing treatment safety and demonstrating efficacy through compliant drug use, the ultimate measure of program benefit is still driven by the number of patients enrolled, i.e., scale, and the incremental fills those patients get at their pharmacy. Early indicators of targeting can be paired with adherence benefit benchmarks to quickly allow more optimized performance and accurately forecast program ROI. While benchmarks vary between tactics, markets, offers, and channels, the overall benchmarks serve as good indicators of expected performance across execution strategies. Marketers now have data-driven tools available to more efficiently allocate resources at planning, rapidly evaluate programs and ultimately improve outcomes for programs and patients. Figure 3: 6-Month Incremental Rx Filled/Patient (net of control) levels, lengths of therapy and ages and genders, effectively controlling for differences in patient profile. The median six month benefit of adherence programs is 0.5 incremental Rx per patient with the top twenty percent achieving 0.7 incremental Rx per patient (see Figure 3). While over a longer period of time, such as 12 months post enrollment in a program, the benefit may continue and grow somewhat, that growth would not likely more than double. The equation for evaluating ROI can be simplified by comparing Rx benefit to variable cost. A program will be ROI positive if a brand spends less on enrolling and communicating with each existing patient than the dollar value of the incremental Rx derived from each existing patient. In general, brands should aim to spend under the value of a single script on each patient that enrolls, given that the average adherence benefit is less than one Rx per person. Acting on this information When planning execution, brands may consider ways to drive the right profiles cost-effectively through the selection of the right enrollment channels, tactics and offers. For example, a program may enroll a higher rate of existing patients by investing less in media and more in point-of-care tactics. Improvements to online and telephone screeners can help differentiate between patients thinking about starting therapy from those who have already begun. Questions could address not only current treatment, but also length of treatment, with existing patients segmented into those at risk of non-adherence 14 | DTC Perspectives • June/July 2011 This is a third installment of an ongoing series on Rx market metrics of various consumer marketing activities. For more information, see the Crossix RxMarketMetrics™ website (www.rxmarketmetrics.com), from Crossix Solutions Inc., an Rx-based consumer analytics company (www.crossix.com). Four complex conditions. Eight simple questions. One enlightening answer. It’s amazing what you can see if you just know where and how to look. See how you can motivate and change the behavior of your metabolic patients with our research and insights into the Metabolic Mindset™. Discover for yourself how this remarkable tool can propel your marketing or clinical efforts. Profile yourself or your patient at micromass.com/meta-mind. 2011 DTC National Report As the early signs of spring began to emerge, DTC National Conference attendees convened in Boston over the course of three days in mid-April. Industry experts shared their insights on how to best navigate a challenging regulatory environment and optimize campaigns in the face of increasing pressures. by Jennifer Governor Tommy Thompson Myrtle Potter Paul Ewing Jim Davidson Katie Rosinski Rob Maresca T he DTC National was honored to have Governor Tommy Thompson, former Secretary of Health and Human Services under President Bush, address delegates. He offered his views on the latest government issues, including how healthcare reached its current state and the controversies surrounding reform. Commenting on Rep. Paul Ryan’s (R – Wis.) Medicare bill, Gov. Thompson said that despite opinions, it is “the first honest attempt to do something dramatic to change [healthcare].” He predicted it is going to create discussions about planning and how to fix the multitude of spending issues. While he doesn’t foresee change in the immediate future, Gov. Thompson does predict that “healthcare as we know it today is going to change tremendously.” He urged stakeholders to work together when reforming the system. “Do we want to wait until we go bankrupt or do we want to take a dramatic step now and prevent bankruptcy, but also change the way we spend money on Medicare, Medicaid and healthcare in America?” he propounded. As DTC faces one of the most intense regulatory environments yet, Jim Davidson, chair of the Public Policy Group at Polsinelli Shughart PC, stressed the impact of the political divide created from the November elections during his presentation. “The 2012 election could hold the fate of healthcare reform. … Healthcare and jobs will be the single two most important issues debated.” Yet, Davidson cautioned marketers against being overly-optimistic about the political environment and increase of GOP power, as Republicans have often led the efforts to restrict or tax DTC advertising. As Congress looks for ways to fund budget cuts, DTC advertising becomes vulnerable once again, he noted. Further challenging DTC advertising is the FDA according to Davidson: the agency is determined to rein it in and they continue to struggle with the social media issues, putting marketers in limbo. (To read about the latest DDMAC updates and study results, 16 | DTC Perspectives • June/July 2011 Haug see related sidebar.) To protect DTC, he urged a collective effort by the industry to emphasize its benefits to regulators and create identifiable values in the messages for consumers. Resonating with consumers In fact, since today’s consumers expect so much more from brands, it is imperative to deliver relevance and value with the brand message. As noted by Paul Ewing, senior director/group leader of patient marketing, U.S. Primary Care Patient and Physician Marketing at Pfizer, marketers “are competing for [consumers’] attention as we witness an explosion in the number of ways that people communicate.” He suggested that, within regulations, marketers go beyond current practices to relate to and create meaningful experiences with consumers. Utilizing new technologies effectively can produce a better harmony between the consumer and brand, Ewing added. Paralleling that sentiment was Myrtle Potter, current chief executive officer of Myrtle Potter Media, Inc. and Myrtle Potter and Company, LLC. “Solutions of the past won’t work in the future,” advised Potter, also part of Everyday Health’s board of directors, but those who can adapt to and grow with these new changes will succeed. Currently, consumers often report feeling overwhelmed or underserved. To combat this, Potter recommended marketers create fresh solutions that are easily understood, offer novel points of intervention, provide a personalized experience, and create a deep connection to reach higher levels of engagement. For example, Potter lauded Adherent Health for their Mobile Health Library. The platform allows users to scan a body of literature via technological coding, whereupon they can view a virtual library of materials tied directly to their needs. This is also a great example in which a brand propelled health literacy, an issue that, much like engagement, has never been more important, she added. Increasing patient understanding Senior product manager of Uloric, Katie Rosinski, informed attendees of the unique challenges the brand encountered when launching their DTC campaign. During her case study presentation about the gout medication manufactured by Takeda Pharmaceuticals, market research revealed a number of misconceptions. As the first new gout treatment in more than 40 years, Uloric’s campaign set out to correct the misunderstandings and inaccuracies. Sufferers often thought their attacks were unpredictable and unpreventable, and caused by diet or lack of exercise. As a result, they were less likely to have a discussion with their doctor about the condition, despite many being invested in their health and well-being. These patient insights combined with an identified target audience – mostly older, white males with metabolic co-morbidities – helped shape the DTC launch campaign for Uloric. Given that gout is actually caused by high levels of uric acid that form crystals and deposit in joints, the beaker imagery was conceptualized. “The beaker acts as a visual for uric acid that patients carry around all of the time,” described Rosinski. The campaign, which utilizes a multichannel approach, also includes profiles of several real gout patients to give a personal touch and further target their communications. Results from monthly tracking surveys continue to show growth in each of the key campaign measures. Additionally, she noted, using the beaker icon in the creative has helped drive ad recognition among consumers (64 percent) above the six-month industry norm (35 percent); and new prescriptions are growing in line with expectations. Maintaining engagement Consumers, particularly digital health readers, are “hungry for information” and “eager to engage,” explained Tara Parker-Pope, consumer health columnist for The New York Times. Acknowledging the difficulties, she advised marketers to constantly keep consumers engaged to create a more effective dialogue and steady relationship. One way marketers can maintain regular interaction, ultimately driving scripts, is through a relationship marketing program. Such was the case for Symbicort, as detailed by Rob Maresca, consumer brand leader with AstraZeneca, and his agency partner Bob Holloway, senior vice president and group account director at Cadient Group. Wanting to implement a more interactive form of patient support for AstraZeneca’s asthma and COPD treatment Symbicort, a unique model was instituted for the My Measures for Success program. According to their research, new media users were most interested in having a higher level of involvement with brands. Additionally, Maresca explained, consumers expect brands to Regulatory Updates from DDMAC W ith an increase in DTC review groups and resources, DDMAC is becoming better equipped to review pharmaceutical marketing materials. Those increases will be much needed because, as Mike Sauers, team leader of DTC Group 1 at DDMAC, told attendees, the number of 2253s submitted has steadily risen, with the total number of pieces surpassing 78,400 in 2010. That is a 22 percent increase since 2006, attributable to an increase in the number of “mixed” DTC and Professional pieces, most of which were Internet-based. Sharing results from the FDA’s study on the role of distraction in DTC television ads was Amie O’Donoghue, social science analyst with DDMAC. The agency tested the influence of textual and visual elements on processing risk and benefit information via the fictional high blood pressure medication, Zintria. Incorporating select risk words from the audio, superimposed text was shown against a black banner in two sizes. Emotional tone was tested on three levels: a static logo (control group), a series of mildly positive images and a series of strongly positive images. Using a sample of more than 2,000 people over the age of 40, approximately half of whom had been diagnosed with high blood pressure, the agency found that supers reinforcing the audio risks did facilitate risk comprehension, regardless of the size. However, findings about visuals were not as clear. While emotional tone did not alter the understanding of risks, it did influence the viewer’s feeling about a product, as those who saw “strongly positive images had more positive and warm affect than people who saw either the mildly positive images or logo,” O’Donogue explained. Whether visuals were consistent or inconsistent with the major statement, risk comprehension was neither facilitated nor hindered; however both trended in the expected direction. Visual consistency did, however, influence benefit comprehension. She explained that, aided by the additional funds and resources, future research by DDMAC will account for the current study’s limitations by correcting mock ad issues and utilizing stronger manipulations. DTC Perspectives • • June/July 2011 | 17 be more responsive and show an appreciation for the consumer, thus, creating a sense of trust. To meet those requirements, the My Measures for Success program used an “unconditional choice” model for consumers, detailed Holloway. Users could choose as many or as few of the 15 tools and ideas offered, including items to help them prepare for their day, save time or money and manage their condition. It might seem counter-intuitive, Maresca noted, but by giving patients only what they wanted, they were able to grow Symbicort’s business. The team exceeded the targeted customers registered by more than 20 percent and the program performed robustly on conversion to prescriptions and length of adherence when compared against control groups and internal benchmarks. DTC Making the Most of Social Media Opportunities T his year’s National Conference highlighted the opportunities that social media offers DTC marketing. Jamie Turner, chief content officer of the 60 Second Marketer and co-author of “How to Make Money with Social Media” shared insights about the value and limitations of social media. To debunk the five biggest lies, Turner explained that social media: 1.Requires investment in labor, effort, time and money, and therefore is not free 2.Extends beyond the “big four” of Facebook, YouTube, Twitter, and LinkedIn 3.Requires commitment to maintaining an ongoing dialogue 4.Lends itself to measures of a return-on-investment (ROI) 5.Is much more in-depth than simply uploading a YouTube video His message was balanced, noting that social media is currently over-hyped and that it is ultimately one tool of many. Touching on topics that range from social media business models to the three stages of the social media ROI cycle (Launch, Management and Optimization), Turner’s presentation left the audience with a useful overview from which to begin or enhance a social media campaign. To provide feedback and context to a recent social media survey of Health Activists, the DTC National conference brought together a panel of pharmaceutical experts. Discussing the updated 2011 WEGO Health survey were panelists: Bonnie Keisling, associate director for endocrinology marketing at EMD Serono; Christopher Leonardi, associate director, CML Franchise with Novartis; Xavier Petit, integrated marketing at Shire U.S.; Brent Rose, senior manager of consumer marketing at Daiichi-Sankyo; and Christopher Smith, director of eMarketing at Novartis Oncology. Moderated by WEGO Health’s chief executive officer, Jack Barrette, the presentation highlighted findings about the growing use of social media by healthcare companies to target and engage with consumers and the rise in patient interest levels in obtaining information from pharmaceutical companies through social media. 18 | DTC Perspectives • June/July 2011 by David Snead The survey also revealed a concern that widespread use of social media creates challenges in protecting against misinterpretation of product information. Respondents reported an increase in the misconception and misinformation about healthcare products on both dedicated health social media sites (rising from 35 percent in the 2009 survey to 40 percent in 2011’s study) and health content sites (jumping from 23 percent in 2009 to 30 percent in 2011). While 60 percent agree that it is unreasonable for pharma to monitor all online mentions of their content, the majority of Health Activists do believe companies should monitor and correct misinformation. Concurring, Rose explained that it is a basic and reasonable request, but yet it can be “hard to deliver against” because of the underlying complexities. The discussion demonstrated the opportunity for healthcare companies and Health Activist to partners together since their interests are in many ways aligned. This can help pharma “give patients the level of engagement which they are seeking, and do it in a way that is compliant, responsible and ethical, and also in a way that the FDA is comfortable as well,” said Smith. Also discussing the health information gap was Jerry Levin, former chairman and chief executive officer of AOL TimeWarner. Levin, also a member of the board of directors at OrganizedWisdom, offered his insights about ways that DTC marketers can navigate the evolving digital world in a live interview at the DTC National. Conducted by OrganizedWisdom chief executive officer Steve Krein, Levin emphasized the importance of innovative and entrepreneurial approaches that are needed to close the health information gap. Moreover, he mentioned that finely tuned systems of communication will become increasingly important as pharmaceutical budgets shift to smaller entrepreneurial ventures. The interview was filled with colorful stories from Levin’s career that were thought-provoking and entertaining. David Snead is a global MBA candidate, pursuing his degree at The Johns Hopkins Carey Business School. We have a thing for ears… At Beacon, it’s all about you... ■ Your brand: we’ll listen to what you have to say ■ Your business: we’ll understand, because we’ve been there too…in professional, managed markets, DTC, oncology, and interactive ■ Your budget: we’ll be transparent and avoid surprises ■ Your success: our experienced professionals are ready to focus on you Call Adrienne Lee at 908.781.2600 and tell her what Beacon can do for you or check out our Web site. It’s all about you. beaconhc.com 2012: DTC’s Opportunity to Reboot Consumer Relationships As the 2012 election cycle begins, it’s clear the debate over healthcare costs and Medicare will be front and center. This appears to be an uncomfortable situation for biopharma companies, a frequent target over the cost of new treatments. But yet, they are uniquely positioned to build stronger relationships with patients and caregivers. by Jeremy J ust when you thought it was safe to take a break from healthcare reform, it’s back! And once again, cost concerns fill the headlines. Just a year after projecting longterm savings from health reform, the deans of Washington forecasting expect Medicare to run out of money five years sooner. This is uncomfortable news for biopharma and device makers who know that in Washington it doesn’t take long for hand-wringing over costs to become finger-pointing over drug prices. Yet, amidst renewed political uncertainty, and the start of the 2012 election cycle, biopharma has an opportunity to change the framework of the debate, and by shifting the way it does DTC, to serve both its interests and the health system more broadly. The linchpin of the 2009-2010 debate was about how to expand access to health insurance. The stickier issue now is what care can people get (e.g., what can the government afford), especially for life-threatening conditions. Here is where elite sentiment inside the Beltway and the electorate’s desires part ways. And, it is in this gap that product makers’ opportunity resides. Redefining perceptions Demographics and disease trends are driving consumer demand for treatments that work. Most worrisome is the looming personal and financial catastrophe of Alzheimer’s. 20 | DTC Perspectives • June/July 2011 Shane Recently retired Justice O’Connor and Maria Shriver, both close relatives of Alzheimer’s victims, issued a stirring “before this decade is out” call to defeat Alzheimer’s. And it is not the only serious risk to American health and finances – obesity, diabetes, recurrent cancers, antibiotic resistance, and lifelong brain and autoimmune conditions are growing in frequency, complexity and economic impact. Washington’s answer, echoed overseas by the likes of NICE, is to ration more tightly, a perspective that makes total sense to those who manage wealth transfers, but makes no sense to a patient on the “sharp end of the spear” battling a life-sapping diseases. Patients want treatments that work. Given a choice between decades of “disease management” or a shot at getting better once and for all, most would opt for a cure. Biopharma’s opportunity is to seize this moment, strategically and operationally – to redefine its relationship with patients and caregivers, to move away from primarily brandspecific communications, towards messaging that puts them on the side of patients, helping them choose products that are best for their situation (not necessarily the pharma sponsor’s product). It will require biopharma to do a hard appraisal of existing marketing, and a concerted effort to translate efficacy findings into consumer-friendly messaging about how to navigate the patient journey and make informed choices for each situation. REBOOTING DTC Let’s start with current perceptions of biopharma. Patients and caregivers are grateful for medications that work, but are wary that drug development and marketing are all about driving demand. Consumers value information from brands about drug efficacy and safe use. But they are skeptical of brand information about conditions, perceiving disease information as being slanted to boost sales. Consumer affinity for pharma is also undermined by formulary rules, sometimes out of the brand’s control, but still corrosive every time a consumer, sick and anxious, standing at the pharmacy counter, gets a nasty price shock about the copay on their desired brand. The good news is biopharma is not alone. Consumers are ambivalent about all health system participants. Doctors and hospitals are liked the most since they most directly help consumers get well. But doctors and hospitals do less well at intangibles. They can be overly clinical, and educational and billing information is often inscrutable. Government and insurers are least liked by consumers. They are by design impersonal and rigid, and despite many well-meaning employees, inevitably frustrate access to treatments or financial support that consumers need. Perhaps no “to do” list item does more to raise blood pressure than: “call insurance about claims denial.” See, your blood pressure blipped just reading it. So biopharma’s situation is not hopeless. It doesn’t have to be loved by consumers all of the time. The bar is somewhat lower. Product makers simply need to be seen by patients as on their side in solving health issues, being more like a provider (caring) and less like a payor (selfinterested and detached). Biopharma has an opportunity to change the framework of the [healthcare] debate, and by shifting the way it does DTC, to serve both its interests and the health system more broadly. Therapeutic trends, too, are on pharma’s side. We are far from cures for many terrible conditions. But increasingly, science in a number of disease areas suggests some therapies work great for some people and not at all, or make things worse, for others. This is, perversely, great news from a marketing stand- point. Scientific trends (segmentation of efficacy) are matching consumer aspirations (what’s right for me?). Ushering in new tactics So a new paradigm of DTC marketing begins with a strategic commitment – ahead even of regulatory fiat – to ensure products are used by patient segments most likely to benefit, and not used by those who would not benefit even, or especially, if this lowers sales volume. Nothing will reverse consumer skepticism about pharma motives more than industry-wide efforts to channel treatments to those most likely to benefit, and to be relentlessly transparent about recommended uses based on real-world outIn mid-May, Roche and Merck comes data. announced they were teaming A new strategy up in the fight against chronic of DTC markethepatitis C and the co-promotion ing begins with a of Victrelis. commitment by product makers to invest with researchers and advocacy groups in broad efforts to solve the most deadly and costly health challenges: Alzheimer’s, recurrent cancers, Parkinson’s, obesity, autism, antibacterial resistance. It also means investing in riskier, but high payoff ideas in human-machine interfaces to restore senses and mobility due to a traumatic injury, aging or chronic disease. And pharma needs to embrace the reality that most of the time people are “managing” their health outside of a clinical setting. Helping people get better requires systems to increase convenience to interact with physicians from home, services to support caregivers and incentives with “loved” consumer brands or life insurers to reward adherence or clinical study participation. Second, pharmas must educate consumers that good outcomes are not just about the drug, but also involve food, mood and lifestyle. Drugs are powerful, but their efficacy can be impacted, and side-effects can be caused by diet, nutrition and genetics. It seems counterintuitive for a drugmaker to admit to patients that there is much we do not know about how some drugs really work. But patients are ready for this; they will welcome the honesty. And, it will be important for pharmas, as snack companies engineer nutritional content and agribusiness manipulates crop genetics, to not end up holding the bag for unexpected side effects that might reflect complex drug-food interactions. DTC Perspectives • • June/July 2011 | 21 REBOOTING DTC Third, biopharmas can work with patient advocates to build a sense of civic duty to fight serious disease. As FDR did with the March of Dimes and the Red Cross has done for blood donation, biopharmas can underwrite grassroots campaigns to support medical research for large-scale challenges like brain research to combat Alzheimer’s, Parkinson’s, mood disorders, and autism. Americans need to be reminded that the time to get serious about serious disease isn’t right after you’ve been diagnosed, as Steve Jobs or Christopher Hitchens might privately concede, but decades earlier when money or advocacy could make a difference. The Komen Foundation has built this sensibility around breast cancer to positive effect. Consider the unprecedented reaction by women to tighter mammogram screening guidelines. Whatever one thinks of the science around the recommendation, it stirred up a political furor that will be a net plus for health innovation. If mammograms are rationed to ever-smaller populations, what will the financial incentive be for GE’s or Siemens’, or some garage startup with biomarker imaging ideas, to develop breakthrough ways to end unnecessary biopsies? Like breast cancer, Alzheimer’s has a ready-made younger constituency – all of those middle-aged Maria Shriver’s who’ve endured the terrible specter of a parent fading away, sometimes violently. New research suggests AD lesions may emerge long before noticeable symptoms. So an awareness effort focusing on the adult children of Alzheimer’s victims, perhaps with a push for less-invasive brain imaging to screen for early lesions, seems like a great place to start. Finally, biopharmas should help shape consumers’ expectations about their future condition journeys, and when their brands are most likely to be appropriate. This is not just about marketing to approved indications only. Pharmas already do that well in DTC, overall. It is about giving consumers a clearer sense of which treatments they are likely to meet over time, or as symptoms change. If a brand is not a “gateway drug” where science is fairly settled, it invites consumer skepticism to drive a just diagnosed patient with a mainstream situation to the newest option. (Consumers quickly figure out online what brands are “tried and true” and what ones are the new kids on the block.) Biopharmas will build greater trust by explaining to patients when in the patient journey their brand seems to work best, or for which situations, or whether it is taken with other brands. The Roche-Merck announcement around Hep C combination therapies is a great example of how this can be done. A new approach to DTC Similarly, biopharmas should do more to help patients understand companion diagnostics. Making KRAS analysis a 22 | DTC Perspectives • June/July 2011 standard ask for colon cancer patients may lower scripts for anti-EGFR therapies, but it will certainly boost efficacy/outcomes for those who take them. Overall, it will benefit brand value and pricing more than volume for volume’s sake. In the new paradigm of DTC marketing, what’s best for the patient and their situation is what’s best for the brand, even at the cost of lower volume. Long-term, a new approach to DTC will serve pharma’s need to build a case for higher unit prices, reflecting real-world efficacy and benefits to quality of life. Collectively, these elements constitute a different approach to DTC. Biopharmas can put themselves on the patients’ side by underwriting broad efforts to cure the worst conditions, making messaging more about the patient than the product, helping patients understand diagnostic and treatment pathways (even if that delays use of their brand), and reinforcing that treatments are only one part of getting well. Food, lifestyle, managing stress and personal relationships matter too, perhaps in aggregate, just as much. Long-term, a new approach to DTC will serve pharma’s need to build a case for higher unit prices, reflecting realworld efficacy and benefits to quality of life. Higher prices may seem a pipe dream in the current environment, and they will be if lawmakers and patients continue to see pharmas as focused on sales at all cost. The existential question for product makers is whether they want to negotiate price in a political context where patients believe biopharma products are key helpmates for doctors, or an environment which views product makers akin to insurers. A path to utility-style pricing and regulated rates of return for biopharma would be a tragedy for everyone, most of all tomorrow’s patients, but also the industry and its employees, and governments, too. Healthier workers mean a stronger tax base, and tax revenue is the lifeblood of ever-expanding public appetites. DTC Jeremy Shane is currently president and chief operating officer of HealthCentral, overseeing day-to-day operations at the company and responsible for audience growth, user engagement and revenue. HealthCentral (www.healthcentral.com) empowers people to improve and take control of their health and well-being through more than 35 condition- and wellness-specific interactive health sites. He can be reached by e-mail at [email protected]. Over 23 million waiting Join their conversation and be part of their solution. HealthCentral empowers people to improve and take control of their health and well-being. With over 35 vertical health sites, health seekers find the information they want when they need it most. For more information, please contact us at [email protected] or visit healthcentral.com/mediakit. * comScore, May 2011 It’s Time to Celebrate the Stars of the Industry… As soon as you tell us who they are. Do you know them? The industry pioneers. The market makers. The creative visionaries. Now you can nominate them for the recognition only they deserve: the DTC Hall of Fame. 2010 Hall of Fame Class 2009 Hall of Fame Class 2008 Hall of Fame Class Herb Ehrenthal Jim Davidson Group Vice President of Global Advertising Schering-Plough Founder Davidson and Company Paula R. Garrett Senior Director of Consumer Marketing Lilly USA Joe Hoholick Minnie Baylor-Henry Scott Grenz Andrew Schirmer Dorothy Wetzel Pharmacist, JD National Director, Regulatory Life Sciences Deloitte & Touche, LLP Director Media Buying NA GlaxoSmithKline EVP, Managing Director McCann HumanCare Amgen Founding Partner, Chief Marketing Extrovert Extrovertic Executive Director of Marketing Amgen Lucy Rose President Lucy Rose & Associates Matt Giegerich President & CEO CommonHealth Ed Slaughter Customer Strategies and Solutions US Human Health Division Merck & Co., Inc. Len Tacconi Global Brand Director for Obesity Merck & Co., Inc. To nominate a candidate: Visit www.dtcperspectives.com Eligibility: Inductees can be from any sector of the DTC Industry, Pharmaceutical Manufacturer, Agency, Media Channel, DTC Service Provider, DDMAC, or Academia. Nominees should have a minimum of five years’ experience in healthcare marketing. It is not necessary to be retired from the field to be eligible. The judging council will consider the eligibility of living and deceased persons. The DTC Hall of Fame Executive Board will vote to determine the inductees each year. This year’s Class will be honored at our upcoming fall conference, “Marketing to the Digital Consumer: Pharma Best Practices Present and Future,” held October 12-13, 2011 in Fairfield, NJ. Now Accepting Nominations for the 2011 Class of the DTC Hall of Fame. Hall of Fame Understanding Today’s ePharma Consumers The Internet has evolved significantly over the recent years, being a top source of health information for consumers. Findings from Manhattan Research’s ePharma Consumer study reveal how this medium has grown into a highly-influential role for consumers when researching and making healthcare decisions. by Maureen Malloy C onsumer use of the health Web – any type of online health information, tool or service – has evolved greatly over the past decade. The population of U.S. adults online for health shot up from just over 60 million consumers in 2002 to nearly 170 million consumers in 2010. Also, as more consumers have come online and have access to high speed Internet throughout the day, we’re seeing patients use the health Web with greater frequency and at multiple points during the treatment continuum. Furthermore, over half of consumers online for health are E-Empowered Consumers – those taking actions that indicate the health Web is actually influencing and shaping their health decisions, not just adding to consumers’ overall knowledge. As part of this health Web evolution, consumers are becoming more proactive about using the Internet to research treatment information and options. About 112 million U.S. adults – or two thirds of those online for health – are ePharma Consumers, using the Internet to research prescription drug products and pharma resources. ePharma Consumers represent a critical audience for pharma marketers in the following ways: ePharma Consumers… Are broadening and evolving Only one-fifth of U.S. adults used the Internet to research pharma information in 2004 while nearly half did so in 2010. One component of the ePharma Consumer evolution is older consumers migrating online. U.S. adults ages 55+ are one of the fastest growing groups in terms of their adoption of the health Web – and this is changing the fabric of the online pharma landscape. While the ePharma Consumers still skew younger overall, the share of U.S. adults ages 55+ online for pharma has doubled since 2006 and this trend will likely continue as more older consumers leverage the health Web. This broadening of the ePharma Consumer segment has made it even more relevant to pharma marketers, especially those targeting older therapeutic categories such as diabetes, cancer and osteoporosis. Understanding the unique behaviors and needs of condition groups within the overall population has never been more important given the diverse array of channels and technologies at marketers’ disposal. For example, osteoporosis patients online for pharma over-index for researching drug side effect information, while ADD/ADHD patients online for pharma are more likely than the average ePharma Consumer to seek out online commentary from other patients about their treatment experiences. ePharma Consumers… Are action-oriented and empowered ePharma Consumers are highly influenced by the health Web – being two and a half times as likely as Internet users not searching for pharma info online to be E-Empowered Consumers. For this group, the Internet is a critical component of their health influence map and is used to support and inform their interactions with other health touch points such as doctors, nurses or family and friends. ePharma Consumers are also empowered in that more than four in five take health-related actions after going online to look for prescription drug information, most likely discussDTC Perspectives • June/July 2011 | 25 ePHARMA CONSUMERS Continued ePharma Consumer Population since 2002 ContinuedGrowth Growth ininePharma Consumer Population since 2002 Growth in the U.S. ePharma Consumer population In millions treatment adherence by triggering micro changes in behavior, such as via a prescription reminder service. ePharma Consumers… Are customers…and want service! About four in five ePharma Consumers are customers of pharmaceutical companies – currently taking at least one prescription drug. Naturally, the top situation driving ePharma Consumers to research prescription drug information online is to answer questions about medications they’re already taking – representing a key customer service opportunity for manufacturers. Additionally, our study shows that ePharma Consumers have researched prescription drug information online for themselves or others in past 12 months. ePharma Consumers want service-oriAmong all U.S. Adults ented tools and services, not just prodSource: Cybercitizen Health v2.0 - 10.0 1 uct information, from pharma companies. Although demand for various types of pharma product website features vary ing this information with their doctor or family and friends. In by therapeutic category, overall there’s significantly higher interest in practical offerings like condition management and fact, a significant, though smaller, share of consumers change treatment comparison tools and coupons than games, contests their treatment behavior as a result of online pharma informaand online communities. tion – with about one in five ePharma Consumers specifically Some pharma companies are taking cues from other taking their prescription with greater regularity as a result of industry examples like Zappos and Best Buy’s Twelpforce this type of research. and bringing a more customer service-oriented approach to ePharma Consumers… marketing. For instance, AstraZeneca’s My Measures for SucUse newer media for health cess program allows asthma and COPD sufferers to customize ePharma Consumers are savvy in terms of their use of their own suite of tools and services to help them cope with newer media when leveraging the health Web. the everyday issues of their condition, such as pollen counts They are considerably more likely than online consumers and remembering to take their medication. As more patients not researching pharma information to watch health-related move beyond using the Internet simply as an information video online and to leverage their mobile devices for healthresource and increasingly look to digital means for managing related tasks, such as visiting a mobile health website or using their health and treatment, it will be even more important for mobile condition management tools. pharma companies to consider opportunities to support customers in this way, whether through their own initiatives or strategic partnerships. DTC Only one-fifth of U.S. adults used the Internet to research pharma information in 2004 while ePharma Consumer® is Manhattan Research’s market research study nearly half did so in 2010. and syndicated advisory service exploring the behavior and preferences of U.S. consumers who are online for pharma and prescription drug Video and mobile are particularly important considerations information. ePharma Consumer® was fielded in Q4 2010 among when targeting action-oriented groups such as ePharma Con6,606 U.S. adults (ages 18+) online for pharma. For more informasumers since these types of newer media have great potential tion, please visit www.manhattanresearch.com/epc. to influence behavior and shape health decisions. Our research Maureen Malloy is a senior healthcare analyst at Manhattan found that online health video is a strong driver of variResearch, a healthcare market research firm conducting annual research ous types of health actions among ePharma Consumers who studies covering eHealth trends among consumers and HCPs in the watch. And while in a relatively nascent stage, mobile devices U.S., Europe, and Asia. She can be reached via e-mail at mmalloy@ manhattanresearch.com, or by telephone at (212) 255-7799. have enormous potential to improve patients’ health habits and ® LICENSED FOR INTERNAL USE ONLY 26 | DTC Perspectives • June/July 2011 MDPA Conference Marketing to the Overweight American The authors of the MDPA Minute newsletter bring you the first & ONLY conference for weight loss & weight management marketing. WHEN Confirmed Keynote Speakers Include: Gary Taubes, Award Winning Author of New Bestseller Why We Get Fat September 27-28, 2011 The MDPA Conference: Marketing to the Overweight American is the marketing conference for products for overweight consumers. It is designed for marketers of products or services such as: • drugs • devices • diets • supplements • meal replacements • other services designed to help overweight Americans lose weight and improve their quality of life This conference will feature best in class speakers as well as: Richard Coad, Creator of “Jared” Subway Campaign, Chief Creative Officer, Engagement, MDB Communications For complete conference information, speaker bios, and detailed agenda, please visit www.mdpaconference.com A DTC Perspectives Inc. Conference • case studies • market analysis • behavioral research • regulatory discussions WHERE Crowne Plaza Hotel Silver Spring, MD • Located in the dynamic suburban community of Silver Spring, Maryland • Seven miles north of the museums and monuments of Washington, D.C. Special early registration discount of $500 off ends July 17. To Register or for more information, call 770-559-0702 or visit www.mdpaconference.com a d v e r t i s i n g a w a r d s 2 0 1 1 2011 ADVERTISING AWARDS Winners of the 2011 DTC National Advertising Awards were revealed at the 11th annual ceremonial dinner, a part of the DTC National Conference. Sponsored by HealthCentral, the Advertising Awards honored Gold, Silver and Bronze winners across nine categories. E xecutives from across the pharmaceutical industry were in attendance to honor the finalists and winners of the 2011 DTC National Advertising Awards. Among the night’s big winners were AstraZeneca, Bristol-Myers Squibb and Takeda Pharmaceuticals, each taking home four awards. Uloric, by Takeda and GSW Worldwide/Rosetta, received four awards, including a Silver award for Best Integrated Campaign and a Gold award in the new category, Best New Drug Launch. Stelara, by Centocor Ortho Biotech, Inc. and Draftfcb Chicago, also earned multiple awards, including Gold for Best Branded Print Campaign. Receiving a Gold award in the Best Branded Chris Schroeder, chief executive officer of Television category HealthCentral, kicks off the Advertising Awards dinner ( sponsored by CBS) and ceremony with an inspiring speech. was Nexium, by AstraZeneca and Saatchi & Saatchi Wellness. Pradaxa, by Boehringer Ingelheim and Grey NY/G2, took home the Gold for Best Integrated Campaign. The DTC National Advertising Awards are designed to recognize the marketing teams that develop insightful and impactful communication programs within regulatory DTC National attendees guidelines. For the Best Branded Television enjoy the Advertising Awards cocktail party, anxiously and Best Branded Print categories, winners awaiting the Ad Awards dinner and ceremony to learn were determined by a combination of votes the winners. from an independent expert judging panel and DTC National delegates. The expert judging panel also selected the winners for the seven other Ad Award categories. This year’s judges included: Frank Chipman of LRW; Deborah Dick-Rath of SymphonyAM; Mark Einhorn of MarketView Research; Monique Levy of Manhattan Research; and Fariba Zamaniyan of TRA Global. DTC Perspectives and HealthCentral congratulate all of the winners and finalists. This year’s winners – Gold, Silver and Bronze – are profiled on the following pages. (Note: The agency and brand team members were submitted to DTC Perspectives with their initial entry to the Advertising Awards. Some job responsibilities may have changed.) 28 | DTC Perspectives • June/July 2011 BESTNew Drug Launch Campaign GOLD WINNER Brand / Company ULORIC / Takeda Pharmaceuticals Team members Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager; Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager Agencies Rosetta: Account Team – Leslie Donovan, Partner, Account Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account Supervisor; Creative Team – Dave Mihalovic, Executive Creative Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art Director; Other Contributors – Mark McConaghy, Director of (From left) Mark McConaghy, Jeff Mickolas, Kelly Tanko, Kim Fantine, all of RoStrategy; Maria Topping, Program Manager; Submitter – Mike setta, along with Takeda’s Katie Rosinski, Heidi Gillmore and Madhuri Shah accept Diamond, Director of Strategy the Gold award from Scott Ehrlich of DTC Perspectives, Inc. GSW Worldwide: Account Team – Jim Nickell, VP/Account Director; Kim Fantine, VP/Account Director; Creative Team – Randall Montgomery, Group Creative Director; Kurt Richards, Creative Director/Copywriter; William Harbort, Sr. Art Director; Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly Seymour, Associate Design Director 2010 Launch Brand / Company Onglyza / AstraZeneca PLC & Bristol-Myers Squibb SILVER WINNER Team members AstraZeneca: Leslie Schaefer, Consumer Brand Director; Jennifer McIlvaine, Consumer Marketing Manager; Mara Rastovsky, Consumer Insight Senior Manager Bristol-Myers Squibb: Allyson McMillan-Youngblood, Consumer Director, US Diabetes Franchise Better Grip on Life Brand / Company CIMZIA / UCB, Inc. BRONZE WINNER Agencies AdvanceMarketWoRx: Account Team – Patricia Kriger, Principal; Creative Team – Chris Amato, Creative Director; Janet Donigan, Creative Director; Submitter – Ellen Hoenig, Founding Partner Heartbeat Ideas: Other Contributors – Chris Whaites, Associate Creative Director; Nadine Leonard, SVP Strategy & Client Service; Maya Schindler, Producer Targetbase: Other Contributors – Julie Petroski, VP Group Creative Director; Debbie Rudolph, Account Lead; Jill Heyman, Account Supervisor 2 0 1 1 Team members Maximiliano Bricchi, Sr. Director, Immunology; Patricia Choumitsky, Sr. Product Manager, Consumer Marketing/RM; Jamie Burks, Sr. Product Manager; Janet Donigan, Creative Director (From left) Ellen Hoenig Carlson of AdvanceMarketWoRx and Pat Choumitsky of UCB, Inc. receive the Gold award from Scott Ehrlich of DTC Perspectives, Inc. DTC Perspectives • June/July 2011 | a w a r d s (From left) Greg Lao of JWT, Jennifer McIlvaine and Leslie Schaefer, both of AstraZeneca, and Allyson McMillan-Youngblood of Bristol-Myers Squibb receive the Silver award from Scott Ehrlich of DTC Perspectives, Inc. Agencies JWT: Account Team – Howard Courtemanche, CEO, Health; Greg Lao, Business Director; Melissa McCarter, Account Manager; Creative Team – Bob Froelich, EVP, Creative Director; Bob Tabor, Creative Director; Mari Helen Bohen, Creative Director; Other Contributors – Leo Tarkovsky, Director of Healthcare Business Strategy; Charles Martin, Planning Director; Submitter – Kathleen Comer, Account Associate Rosetta Unit 7 WebMD a d v e r t i s i n g DTC Beaker 29 a d v e r t i s i n g a w a r d s 2 0 1 1 BESTIntegrated Campaign GOLD WINNER Cardioman Brand / Company Pradaxa / Boehringer Ingelheim Team members Bill Ragatz, Executive Director; Eileen Grossman, Associate Director; Paula Palmer, Associate Director Agencies Grey NY: Account Team – Irene Little, Senior Vice President; Ryan Shaw, Vice President; Creative Team – Mark Schwatka, Executive Creative Director; Andy Bohjalian, Senior Creative Director; Merrick Gagliano, Creative Director; Other Contributors – Dan Carlson, Strategic Planning; Submitter – Matt Deitch, Account Executive G2: Account Team – Jack Lipton, Senior Vice President; Abi Canlas, Associate Director; Creative Team – Geoff Council, Executive Creative Director; Irene Alysandratos, Art Supervisor (From left) Mark Schwatka of Grey NY, Mel Sokotch of Mel Sokotch Consulting, Irene Alysandratos of G2, Irene Little of Grey NY, Jack Lipton of G2, Eileen Grossman of Boehringer Ingelheim, Ryan Shaw of Grey NY, Paula Palmer of Boehringer Ingelheim, and Abi Canlas of G2 receive the Gold award. DTC Beaker SILVER WINNER Brand / Company ULORIC / Takeda Pharmaceuticals Team members Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager; Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager Heidi Gillmore of Takeda receives the Silver award from DTC Perspectives, Inc.’s Scott Ehrlich. Agencies Rosetta: Account Team – Leslie Donovan, Partner, Account Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account Supervisor; Creative Team – Dave Mihalovic, Executive Creative Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art Director; Other Contributors – Mark McConaghy, Director of Strategy; Maria Topping, Program Manager; Submitter – Mike Diamond, Director of Strategy GSW Worldwide: Account Team – Jim Nickell, VP/Account Director; Kim Fantine, VP/Account Director; Creative Team – Randall Montgomery, Group Creative Director; Kurt Richards, Creative Director/ Copywriter; William Harbort, Sr. Art Director; Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly Seymour, Associate Design Director Cloud of Depression Brand / Company Seroquel XR / AstraZeneca BRONZE WINNER Team members Christopher Johnson, Consumer Brand Director; Jessica Pieters, Consumer Brand Leader; Debbie Campbell-Heilman, Sr. Promotions Manager Agency Saatchi & Saatchi Wellness: Account Team – Ned Russel, EVP, Managing Director; Jennifer Shirley, EVP, Director Client Services; Sandra Walczak, VP, Account Director; Wendy Kravitz, VP Account Supervisor; Creative Team – Helayne Spivak, EVP, Chief Creative Officer; Stuart Fink, SVP, Creative Director; Bev Pangilinan, VP, Art Director; Paul Schmidt, VP, Group Copy Supervisor; Other Contributors – Jacob Braude, VP, Strategic Planner; Submitter – Alison O’Shaughnessy, Account Coordinator 30 | DTC Perspectives • June/July 2011 Scott Ehrlich of DTC Perspectives, Inc. (left) presents Stuart Fink of Saatchi & Saatchi Wellness with the bronze award. BESTCRM/Direct Mail Campaign GOLD WINNER a d v e r t i s i n g YAZXpress Welcome Kit Brand / Company YAZ / Bayer Women’s Healthcare Team members Heidemarie Schnell; Jenn Wilke Agency Ogilvy CommonHealth Worldwide: Account Team – Lori Brown, SVP Managing Director; Kyla Smith, Management Supervisor; Maria Colicchio, Senior Account Executive; Creative Team – Andrea Strout, Creative Director; Mary Mitros, Senior Art Director; Patty O’Brien, Group Copy Supervisor; Other Contributors – Ann Friedman-Ryan, SVP, Director of CRM & Interactive; Liz O’Neil, VP, Director of Channel Marketing; Submitter – Kerianne Slattery, Manager, Corporate Communications SILVER WINNER Byetta By Your Side Brand / Company: Byetta / Amylin Pharmaceuticals & Eli Lilly a w a r d s Team member Megan Scott, Sr. Manager Marketing Agency Saatchi & Saatchi Wellness: Account Team – Jim Harding, VP, Account Supervisor; Erin Lewis, Account Executive; Creative Team – Rob Resnick, VP, Group Copy Supervisor; John Lee, Senior Art Director; Shawne Cooper, VP, Copy Supervisor; Submitter – Brittany Clark, Creative Administrator Stuart Fink of Saatchi & Saatchi (left) accepts the Silver award from Scott Ehrlich of DTC Perspectives, Inc. Imagine the Possibilities BRONZE WINNER Brand / Company STELARA / Centocor Ortho Biotech, Inc. Team members Ed Kalaha, Group Product Director; Laila Chamaa, Product Director 2 0 1 1 Agency Draftfcb Chicago: Creative Team – Janet Barker-Evens, EVP, Group Creative Director; Michelle Tucker, VP, Creative Director; Stacy Izard, Senior Art Director; Kelly Mayo, Senior Art Director; Steve Miller, Copywriter; Account Team – Jennifer Neumann, SVP, Group Management Director; Christine Lindquist - SVP, Group Management Director; Lori Schuermann, Management Director; Ashley Donahue, Account Supervisor; Antoinette Fadera, Account Supervisor; Maren Neely, Account Executive; Jenny Cooper, Account Executive; Max Julius, Account Executive; Other Contributors – Kate Caldwell, SVP, Group Strategic Planning Director; Dan Korpolinski, SVP, Customer Intelligence Director; Ray Advani, Customer Intelligence Director; Erin Chun, Customer Intelligence Senior Analyst; Jake Carter-Lovejoy, Customer Intelligence Analyst Michelle Tucker of Draftfcb Chicago is presented with the Bronze award from Scott Ehrlich of DTC Perspectives, Inc. DTC Perspectives • June/July 2011 | 31 a d v e r t i s i n g a w a r d s 2 0 1 1 BESTDisease Education Campaign Overproduction GOLD WINNER Condition / Company Plaque Psoriasis / Amgen Team members Joe Hoholick, Executive Director Marketing; Ralph Robinson, Director of Consumer Marketing; Kim Lanford, Senior Marketing Manager; Kristie Rosales, Marketing Manager Agency AbelsonTaylor: Account Team – David Levin, Account Director; Holly Wright, Senior Account Supervisor; Scott Hansen, VP Creative Director; Creative Team – Andy McAfee, Associate Creative Director; Eric Pernod, Associate Creative Director; George Starr, Senior Art Dirctor; Submitter – Jada Kingen, Executive Assistant (From left) AbelsonTaylor’s David Levin and Holly Wright and Amgen’s Kim Lanford and Ralph Robinson receive the Gold award from Scott Ehrlich of DTC Perspectives, Inc. SILVER WINNER Cardioman Condition / Company Stroke Caused by Atrial Fibrilation / Boehringer Ingelheim Team members Bill Ragatz, Executive Director; Eileen Grossman, Associate Director; Paula Palmer, Associate Director (From left) Mel Sokotch of Mel Sokotch Consulting, Eileen Grossman and Paula Palmer, both of Boehringer Ingelheim accept the Silver award from DTC Perspectives, Inc.’s Scott Ehrlich. PAD DRVTV: Talk Radio Condition / Company Peripheral Artery Disease / Bristol-Myers Squibb Team members Uri Edell, Marketing Product Manager Agency MRM Worldwide/Princeton: Account Team – Marcy Q. Samet, Managing Director; Stefanie Rossi, Account Supervisor; Creative Team – Richard Eber, Executive Creative Director; Mark Rescigno, Assoc. Creative Director; Hal Walters, Creative Director; Other Contributors – Michael Ferguson, Broadcast Producer; Benjamin Weisman, Creative Director; Submitter – John O’Brien, SVP, Group Account Director 32 | DTC Perspectives • June/July 2011 Agencies Grey NY: Account Team – Irene Little, Senior Vice President; Ryan Shaw, Vice President; Creative Team – Mark Schwatka, Executive Creative Director; Andy Bohjalian, Senior Creative Director; Merrick Gagliano, Creative Director; Other Contributors – Dan Carlson, Strategic Planning; Submitter – Matt Deitch, Account Executive G2: Account Team – Jack Lipton, Senior Vice President; Abi Canlas, Associate Director; Creative Team – Geoff Council, Executive Creative Director; Irene Alysandratos, Art Supervisor BRONZE WINNER BESTPoint-of-Care Campaign Condition / Company Asthma / Merck & Co., Inc. Team members Christine Steiner, Associate Marketing Manager; Jeremy Sowers, Marketing Manager; Marty Kovach, Creative Manager; Bob Fucinato, Creative Manager Agencies RAPP: Account Team – Karin Locovare, VP Senior Business Director; Alison Blank, Business Supervisor; Creative Team – Ilene Malakoff, Creative Director; Adam Hiebeler, Senior Copywriter; Yujin Lee, Director; Other Contributors – Roshen Mathew, SVP, Strategic Planning & Integration; Submitter – Tara Vetro, Communications Director DDB: Account Team – Julie Lister, Account Director; Tanya Li, Account Supervisor; Meredith Moffat, Account Executive; Creative Team – Janet Guillet, Executive Creative Director; Tony Fisher, Creative Director (From left) Bryan Gaffin of Rapp, Karin Locovare of RAPP, Tanya Li of DDB, Kristine Mihm of Merck & Co., Inc., Ilene Malakoff of RAPP, receive the Gold award from Scott Ehrlich of DTC Perspectives, Inc. Imagine the Possibilities SILVER WINNER Brand / Company STELARA / Centocor Ortho Biotech, Inc. Team members Ed Kalaha, Group Product Director; Laila Chamaa, Product Director Patient Starter Kit Brochure BRONZE WINNER 2 0 1 1 Brand / Company LOVAZA / GlaxoSmithKline Team members Stephanie Jen, Brand Manager; Adam Friedman, Senior Product Director Agency Targetbase: Account Team – Melissa Andrews, VP, Client Service; Denise McPherson, Account Supervisor, Client Service; Creative Team – Julie Petroski, Creative Director; Ward Starrett, Art Direction; Lauren Hutson, Copy; Other Contributors – Brian Kaiser, Strategy; Tom McCaully, Strategy; Lisa Martin, Project Management; Submitter – Amanda McGrogan, Account Supervisor, Client Service a w a r d s (From left) Christine Lindquist of Draftfcb and Laila Chamaa of Centocor Ortho Biotech Inc. accept the Silver award from Scott Ehrlich of DTC Perspectives, Inc. Agency Draftfcb Chicago: Creative Team – Janet Barker-Evens, EVP, Group Creative Director; Michelle Tucker, VP, Creative Director; Stacy Izard, Senior Art Director; Kelly Mayo, Senior Art Director; Steve Miller, Copywriter; Account Team – Jennifer Neumann, SVP, Group Management Director; Christine Lindquist - SVP, Group Management Director; Lori Schuermann, Management Director; Ashley Donahue, Account Supervisor; Antoinette Fadera, Account Supervisor; Maren Neely, Account Executive; Jenny Cooper, Account Executive; Max Julius, Account Executive; Other Contributors – Kate Caldwell, SVP, Group Strategic Planning Director; Dan Korpolinski, SVP, Customer Intelligence Director; Ray Advani, Customer Intelligence Director; Erin Chun, Customer Intelligence Senior Analyst; Jake CarterLovejoy, Customer Intelligence Analyst a d v e r t i s i n g Integrated Pediatric G O L D W I N N E R Asthma Campaign (From left) Brian Kaiser and Melissa Andrews, both of Targetbase, are presented with the Bronze award from Scott Ehrlich of DTC Perspectives, Inc. DTC Perspectives • June/July 2011 | 33 a d v e r t i s i n g a w a r d s 2 0 1 1 BESTDigital Media Campaign The Wall of Survivorship GOLD WINNER Condition / Company CancerInformation.com and FightWomensCancer.com / sanofi-aventis Team members Susan Gorky Agencies Saatchi & Saatchi Wellness: Account Team – Debbie Sharken, SVP Group Account Director; Jim Harding, VP Account Director; Alessandra Epstein, Account Executive; Creative Team – Kim Olsen, Associate Creative Director; Wythe Marschall, Copywriter; Heath Bodell, Art Director; John Sexton, Associate Creative Director; Other Contributors – Maureen Murphy, Information Architect; Submitter – Brittany Clark, Creative Administrator Intouch Solutions: Account Team – Curtis Corcoran, Account Manager; Brianna Dunn, Account Administrator; Creative Team – Alison Leach, Creative Project Manager; Other Contributors – Michael Barsotti, Flash Developer; Ryan Dale, Flash Developer; Leslie McMahon, Business Analyst; Saba Asrar, QA Specialist; Brad Dyer, Senior Data Architect Stuart Fink of Saatchi & Saatchi Wellness (left) accepts the Gold award from Scott Ehrlich of DTC Perspectives, Inc. SILVER WINNER Low T Facts Condition / Company Low Testosterone / Auxilium Pharmaceuticals Team members Eric Karas, Senior Product Manager; Brian Rosenberger, Product Director Heartbeat Ideas’ Betty Michelson receives the Silver award from Scott Ehrlich of DTC Perspectives, Inc. Agency Heartbeat Ideas: Account Team – Nadine Leonard, SVP, Strategy and Client Services; Wendy Hook, Group Account Director; Creative Team – James Talerico, SVP, Executive Creative Director; John Washburn, Creative Director; Jess Lee, Copywriter; Mohammed Beshir, Senior Flash Designer; Other Contributors – Itiya Wolman, Associate Director, Production; Derick Melander, User Experience Lead; Matt Adelhock, Web Developer; Submitter – Jared Watson, Marketing Manager BRONZE WINNER My Knee and Me Brand / Company SUPARTZ®JFT / Smith & Nephew, Inc. Team members Steve Stiffler, Global Marketing Director, Joint Fluid Therapy; Patricia Carter, Senior Manager, Global Market Development; Stephanie Jones, Product Manager, Joint Fluid Therapy Agency Beacon Healthcare Communications: Account Team – Steve Hufnagel, Director, Interactive Development; Leo Gartsbeyn, Sr. Developer; Creative Team – Tim Millas, Managing Partner/Creative Director; Dave Irvine, Director, Interactive Design; Other Contributors – Ralph Demmler, Manager, CRM; Submitter – David Klein, Director, Interactive & CRM 34 | DTC Perspectives • June/July 2011 Robert Griffith of Beacon Healthcare (left) accepts the Bronze award from Scott Ehrlich of DTC Perspectives, Inc. BESTWebsite Campaign Brand / Company LAPBAND®System / Allergan GOLD WINNER a d v e r t i s i n g lapband.com Team members Jenna Mons, Product Manager, LAP-BAND®System Agency Klick Pharma: Account Team – Martine Taylor, Group Account Director; Creative Team – Glenn Zujew, Creative Director; Other Contributors – Brad Einarsen, User Experience; Mike Melnick, User Experience; Steve Wagman, Senior Project Manager; Hoshil Desai, Senior Project Manager; Mike Stewart, Technical Architect; Lucas Sokolowski, Associate Project Manager; Submitter – Mary Deacon, Digital Account Planner SILVER WINNER zimmer.com Brand / Company Zimmer / Zimmer Team members BRONZE WINNER mykneeandme.com Brand / Company SUPARTZ®JFT / Smith & Nephew, Inc. Agency Beacon Healthcare Communications: Account Team – Steve Hufnagel, Dir. Interactive Development; Leo Gartsbeyn, Sr. Developer; Creative Team – Tim Millas, Managing Partner; Dave Irvine, Director, Interactive Design; Other Contributors – Ralph Demmler, Manager, CRM; Submitter – David Klein, Dir. Interactive & CRM 2 0 1 1 Team members Steve Stiffler, Global Marketing Director, Joint Fluid Therapy; Patricia Carter, Senior Manager Global Market Development; Stephanie Jones, Product Manager Joint Fluid Therapy a w a r d s Mark Nolan of Digitas Health (left) accepts the Silver award from Scott Ehrlich of DTC Perspectives, Inc. Agency Digitas Health: Account Team – Tris Oakley, VP/Group Director, Marketing; Scott Eagerman, VP/Director, Marketing; Michelle Meyer, Manager, Marketing; Suman Shah, Project Manager; Creative Team – Michael Tiedemann, SVP, Creative; Inal Olmez, Assoc. Director, Creative; Ellen Lerner, Lead Creative; Other Contributors – Neeta Goplani, Lead Interaction Designer; Bethany Bayer, VP/Director, Account Planning; Adam Birkenhead, VP/Director, Internet Solutions Technology; Submitter – Carly Kuper, Corporate Communications Beacon Healthcare’s Robert Griffith (left) is presented with the Bronze award by Scott Ehrlich of DTC Perspectives, Inc. DTC Perspectives • June/July 2011 | 35 a d v e r t i s i n g a w a r d s 2 0 1 1 BESTBranded Print Campaign Imagine the Possibilities Brand / Company STELARA / Centocor Ortho Biotech, Inc. Team members Ed Kalaha, Group Product Director; Laila Chamaa, Product Director Agency Draftfcb Chicago: Creative Team – Janet Barker-Evens- EVP, Group Creative Director; Michelle Tucker, VP, Creative Director; Stacy Izard, Senior Art Director; Kelly Mayo, Senior Art Director; Steve Miller, Copywriter; Account Team – Jennifer Neumann, SVP, Group Management Director; Christine Lindquist - SVP, Group Management Director; Lori Schuermann, Management Director; Ashley Donahue, Account Supervisor; Antoinette Fadera, Account Supervisor; Maren Neely, Account Executive; Jenny Cooper, Account Executive; Max Julius, Account Executive; Other Contributors – Kate Caldwell, SVP, Group Strategic Planning Director; Dan Korpolinski, SVP, Customer Intelligence Director; Ray Advani, Customer Intelligence Director; Erin Chun, Customer Intelligence Senior Analyst; Jake Carter-Lovejoy, Customer Intelligence Analyst GOLD WINNER (From left) Jennifer Neumann of Draftfcb Chicago, Christine Lindquist of Draftfcb Chicago, Diana Steblai of J3 Media, Laila Chamaa of Centocor Ortho Biotech, Inc., Michelle Tucker of Draftfcb Chicago, Ed Kalaha of Centocor Ortho Biotech, Inc., accept the Gold award from Scott Ehrlich of DTC Perspectives, Inc. DTC Beaker SILVER WINNER Brand / Company ULORIC / Takeda Pharmaceuticals Team members Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager; Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager Heidi Gillmore of Takeda Pharmaceuticals receives the Silver award from Scott Ehrlich of DTC Perspectives, Inc. Agencies Rosetta: Account Team – Leslie Donovan, Partner, Account Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account Supervisor; Creative Team – Dave Mihalovic, Executive Creative Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art Director; Other Contributors – Mark McConaghy, Director of Strategy; Maria Topping, Program Manager; Submitter – Mike Diamond, Director of Strategy GSW Worldwide: Account Team – Jim Nickell, VP/Account Director; Kim Fantine, VP/Account Director; Creative Team – Randall Montgomery, Group Creative Director; Kurt Richards, Creative Director/Copywriter; William Harbort, Sr. Art Director; Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly Seymour, Associate Design Director Numbers Brand / Company Onglyza / AstraZeneca PLC & Bristol-Myers Squibb BRONZE WINNER Team members AstraZeneca: Leslie Schaefer, Consumer Brand Director; Jennifer McIlvaine, Consumer Marketing Manager; Mara Rastovsky, Consumer Insight Senior Manager Bristol-Myers Squibb: Allyson McMillan-Youngblood, Consumer Director, US Diabetes Franchise Agency JWT: Account Team – Howard Courtemanche, CEO, Health; Greg Lao, Business Director; Melissa McCarter, Account Manger; Creative Team – Bob Froelich, EVP, Creative Director; Bob Tabor, Creative Director; Mari Helen Bohen, Creative Director; Other Contributors – Leo Tarkovsky, Director of Healthcare Business Strategy; Charles Martin, Planning Director; Submitter – Kathleen Comer, Account Associate 36 | DTC Perspectives • June/July 2011 (From left) JWT’s Greg Lao, Robert Tabor, Mari Helen Bohen, and AstraZeneca’s Jennifer McIlvaine, Bristol-Myer Squibb’s Allyson McMillan-Youngblood, and AstraZeneca’s Leslie Schaefer accept the Bronze award from Scott Ehrlich of DTC Perspectives, Inc. BESTBranded Television Campaign GOLD WINNER a d v e r t i s i n g Extreme Measures – Nighttime Heartburn Brand / Company Nexium / AstraZeneca Pharmaceuticals LP Team members Nate TenHuisen, Consumer Brand Director; Alex Dyer, Consumer Brand Leader; Karen Johnson, Consumer Promotions Manager; Mark Keese, Consumer Insights Agency Saatchi & Saatchi Wellness: Account Team – Ned Russell, Managing Director; Jennifer Shirley, Director of Client Services; Creative Team – Helayne Spivak, Chief Creative Director; Stuart Fink, SVP Creative Director; Ryan Smith, Art Director; Other Contributors – Chuck Kinsinger, Producer; Jacob Braude, Strategic Planner; Chris Farrell, Media Planning; Submitter – Marie Brogdon, Account Supervisor (From left) Stuart Fink of Saatchi & Saatchi Wellness accepts the Gold award from Elaine King and Tom Delaney of CBS, sponsor of the Best Branded Television category. PAD GATV: Coffee Shop SILVER WINNER Brand / Company PLAVIX / Bristol-Myers Squibb & sanofi-aventis Team members Ingrid Nagy, Director, Consumer Marketing; Uri Edell, Marketing Product Manager DTC Beaker Brand / Company ULORIC / Takeda Pharmaceuticals BRONZE WINNER Team members Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager; Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager 2 0 1 1 Agencies Rosetta: Account Team – Leslie Donovan, Partner, Account Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account Supervisor; Creative Team – Dave Mihalovic, Executive Creative Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art Director; Other Contributors – Mark McConaghy, Director of Strategy; Maria Topping, Program Manager; Submitter – Mike Diamond, Director of Strategy GSW Worldwide: Account Team – Jim Nickell, VP/Account Director; Kim Fantine, VP/Account Director; Creative Team – Randall Montgomery, Group Creative Director; Kurt Richards, Creative Director/Copywriter; William Harbort, Sr. Art Director; Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly Seymour, Associate Design Director (From left) Kim Fantine of GSW Worldwide and Heidi Gillmore of Takeda receive the Bronze award from Elaine King and Tom Delaney of CBS, sponsor of the Best Branded Television category. DTC Perspectives • June/July 2011 | a w a r d s (From left) Uri Edell of Bristol-Myers Squibb and John O’Brien of MRM Worldwide are presented with the Silver award by CBS’ Elaine King and Tom Delany, category sponsor. Agency MRM Worldwide/Princeton: Account Team – Marcy Q. Samet, Managing Director; Creative Team – Stefanie Rossi, Account Supervisor; Richard Eber, Executive Creative Director; Lydia Malcolm, SVP Group Creative Director; Jenny Raybould, VP Associate Creative Director; Other Contributors – Hal Walters, Creative Director; Michael Ferguson, Broadcast Producer; Benjamin Weisman, Creative Director; Submitter – John O’Brien, SVP, Group Account Director 37 Digital Speak Translates into a Point-of-Care Conversation With point-of-care becoming more digitized, new opportunities are being created for marketers to more effectively target and engage with their consumers. Innovative digital point-of-care offerings allow marketers to micro-segment, provide the most current and accurate information, and create a new level of interaction with consumers. by I Dan Stone f you overheard a conversation between a DTC marketer and a media company discussing targeting, measurability, interactivity, flexibility, location-based services, smartphones, iPads, and QR codes, you might expect the media company to be an online eHealth business. But more and more, conversations like these are taking place about point-ofcare: •How can I utilize digital technology to connect consumers with my brand(s) in a meaningful way that drives patient-physician dialogue? •What role does environment play in delivering targeted messages to patients? •With tightened budgets and reduced sales forces, are there more effective ways to deliver patient-specific messages? •Is it possible to react in real time to changes within a launch or an ongoing campaign? •How can I best combine media consumption and prescription data to measure program effectiveness directly? 38 | DTC Perspectives • June/July 2011 Integrating digital solutions at the point-of-care can help DTC marketers build immediacy, connectivity and relevance among consumer/patient prospects – while increasing brand awareness, physician-patient dialogue and compliance for prescription therapies and treatments. At the point-of-care, marketers have a unique opportunity to engage and interact with their target audience in a captive trusted environment, thereby engaging the elusive, multi-tasking target consumer. A digital evolution But this wasn’t always the case. In the mid-to-late 90’s, point-of-care programs were almost exclusively limited to paper-based solutions, and even the waiting room networks were delivered via analog DVD and, true to the times, lacked interactivity and segmentation beyond demographicallydefined networks. Today, technology has allowed media platforms to evolve from analog, static marketing to a digital landscape of customer-centric marketing tools that offer cutting-edge ways to Digitizing Point-of-Care interact with consumers, thereby ushering in the age of digital marketing – and point-of-care has reacted. The new point-of-care is composed of digitally-delivered programs with nimble, flexible reach and opportunities to communicate with targeted captive consumers/patients right before the patient-doctor conversation and the critical prescription-writing decision. Making DTC messages an interactive experience One of the factors that makes the digital environment so potent at the point-of-care is interactivity. With the rise in patient consumerism and the growth in Web-based resources, consumers/patients are no longer passive participants in their own healthcare. Today’s empowered patients are seeking information on options, side effects, alternatives, cost/insurance coverage and often bring their own health recommendations to an appointment. The movement to self-health advocacy has made interactivity integral to a DTC brand-marketing strategy. [QR codes or MS Tag technology] allow the user to continue the waiting-room education experience long after the visit. Consumers/patients are actively engaged, experiencing a brand through a variety of media and methodologies: print, broadcast, online, and experiential events. Attracting consumer attention at the point-of-need, when and where it matters most, and generating invaluable interaction at the moment patient meets doctor, should be an imperative goal of any DTC marketing plan in 2011-2012. A captive environment creates a digital laboratory The waiting room has truly become the “doing” room, as patients use this captive time (27-minute average wait time) to educate themselves about health issues, and find information tailored specifically to their condition. Existing digital technology allows waiting-room patients to experience brands with the kind of full sight, sound and motion they’ve come to expect – and to which they are most responsive. Adding interactive digital capabilities at the point-of-care moves one of DTC’s most effective methods of customer acquisition into the realm of compliance and adherence. Consumers/patients are increasingly entering the waiting room with their smartphones and iPads. So what are some of the digital technologies savvy DTC marketers are utilizing at the point-of-care to reach an ever more elusive, multi-tasking consumer/patient? SMS text messaging, quick response codes and MS Tag technology, and health-related software apps. Smartphones are the go-to tool for consumers on the go. Consumers are using their hand-held devices regularly to access news, information and entertainment – and not just among early adopters, but among a growing number of Americans of every age. In fact, a recent Manhattan Research study reports that over 10 million online adults looked up health information via their cell phone in the last year.1 And every year that goes by, the distribution of active users includes older and older consumers/patients. Innovative waiting-room programs have consumers/ patients interacting with the big TV screen to create action on the smaller cell phone screen. Text-based messaging programs lend themselves to more personalized messaging and help marketers add to their databases and capture all important e-mail addresses for future contact. Plus, text messaging provides the ease-of-use consumers expect – and the guaranteed privacy they need. Companies making best use of text messaging are currently using SMS patient programs to drive traffic to their websites, build their CRM databases, stimulate membership in online communities, offer downloadable coupons, and allow patients to take advantage of co-pay reduction programs. QR codes or MS Tag technology – two-dimensional bar code technology – enable patient participation through the use of bar-code reader applications. Patients scan the image of the QR code posted in the office – on video screens or static wallboards – to display text, display contact information, connect to a wireless network, or open a Web page in their phone’s browser. These technologies allow the user to continue the waiting-room education experience long after the visit. Health-related applications – Apple’s positioning that “there’s an app for that” – is gaining momentum in the healthcare space. Aimed to help change, improve or monitor healthcare behavior, free and for-pay health-related apps offer consumers everything from calorie-counting calculators to recipe downloads, smoking cessation programs and step-bystep exercise moves. An example of a company that demonstrates the synergy between iPhone and iPad apps and the point-of-care environment is Everyday Health. This health-based content provider offers a free downloadable app to help patients eat right, stay in shape and lead a healthier life in general. For practitioners, Epocrates provides clinical solutions to healthcare professionals and interactive services to the healthcare industry. Most commonly used on mobile devices at the point-of-care, this app helps healthcare professionals make more informed prescribing decisions, enhances patient safety, and improves practice productivity. DTC Perspectives • • June/July 2011 | 39 Digitizing Point-of-Care What about the much-hyped social media in the digital space? With the lack of clear FDA guidelines, increasing sensitivity to HIPAA rules and hard-to-evaluate “experts” weighing in on vital issues, social media in the pharmaceutical space is still in its infancy. A lot of work needs to be done within this digital platform to ensure accuracy, privacy and protection for its users. Cautious DTC marketers are generally taking baby steps at this point. Targeting patients by condition – from allergies and diabetes to depression and heart disease – offers DTC marketers the ability to speak to only those patients being treated for that condition. Relevant content on specific medical conditions helps to reinforce the need for preventive and follow-up care and helps to ensure that patients are kept up-to-date on the latest developments in the areas of health they care about most. Digital provides efficiency through micro-segmentation National programming at the point-of-care can now be brought to the local level with geographic locators, retail finders and local weather forecasts. Patients can learn about the upcoming weather forecast along with local health information about flu, allergies and colds happening right in their community. Retailers can air a national ad followed by information telling where the closest store is in relation to the office where the viewer is located. Consider how convenient it would be to receive a prescription and then see the location and phone numbers of the three nearest pharmacies. Patients become more involved with content that speaks to their own “backyard” and provides them with important local resources for post-visit purchases – a win for both the DTC marketer and retailer. Perhaps the most significant impact of digital technology at the point-of-care is the ability to segment and target audiences with great precision. Imagine purchasing a traditional TV schedule where you could beam your brand’s commercial into the homes of only the most relevant viewers. With pointof-care digital television, DTC marketers can air their message exclusively in the waiting rooms they most desire. Microsegmentation not only reduces media waste, but also gives marketers the means to speak directly to their best prospects in the way that best meets their objectives and budgets. Instead of educating an entire network with a targeted health message, brands can strategically target only the waiting rooms of patients who are being treated with relevant medications. Digital technology allows for robust waiting room networks with maximum desirability, delivering customized messaging to a target audience. AccentHealth (my company) now offers 12 condition-specific networks and 4 demographic-defined networks composed of relevant specialists and/or high-writing prescribers. Context Media offers two small, highly targeted networks composed of Diabetes and RA specialists. Instead of educating an entire network with a targeted health message, brands can strategically target only the waiting rooms of patients who are being treated with relevant medications. This concept can be taken even further with micro-segmentation, thereby extending to regions, zip codes, specialists, etc. as a supplement to reduced direct-sales force efforts. 40 | DTC Perspectives • June/July 2011 Digital takes national to neighborhood Digital provides flexibility for fall-out and fast-action Digital technology at the point-of-care allows DTC marketers an unprecedented level of flexibility either to blast a campaign into a market or pull the plug on a potential issue. In 2010, DDMAC issued more than a dozen warning letters creating potentially dangerous situations for DTC advertisers, indicative of the volatility and sensitivity around DTC ads. The ability to adapt a campaign in real time offers marketers a safeguard in times of relative regulatory uncertainty. By the same token, this technology allows for new creative to enter a schedule with only days notice. This flexibility offers later creative deadlines, allows for airing longer creative units, absorbs the impact of FDA/ DDMAC compliance issues, and is reactive to recalls – keeping patient information accurate, competitive and up-to-the-minute. Measuring impact and delivering ROI Measurability has always been a critical component at the point-ofcare. In fact, point-of-care media Digitizing Point-of-Care companies have a unique capability to achieve the media “holy grail” – explicitly matching media consumption with physician interaction and Rx purchasing to measure a true ROI. eHealth companies are taking advantage of the significant investments in online measurement technologies to calculate ROI, but few of these approaches are directly matching consumers/patients with prescriptions, relying instead on panel-based research or projections based on heuristic models. What’s next? Direct-to-consumer marketers need to develop a solid grasp of the breadth of digital strategies at the point-of-care, or they risk missing out on channels most relevant to their target audiences – and missing out on the opportunity to engage and interact in a captive environment, thereby reaching an elusive, multi-tasking, consumer/patient with trusted content. And with rapid changes in technology, we can expect to see the point-of-care environment as a media becoming even more digital in the future. In the year ahead, look for greater integration between point-of-care and eHealth companies forming a virtuous circle on the consumer/patient path to purchase; from online research at home to promoting patient-doctor conversations at the point-of-care, to signing up for a drug manufacturer’s CRM system via e-mail in the waiting room, to participating in a compliance/adherence program. Digital technology enables a true 360° approach to providing patients with the education and the help they need when they need it most, in the format that they prefer. We expect to see point-of-care companies invest directly online with consumer applications, and perhaps more significantly, start to partner with eHealth companies to offer integrated solutions. The future of marketing at the point-of-care is bright… and increasingly digital. DTC 1. Source: “Catch the New Pharmaceutical Marketing Wave: Trends and Strategies for Reaching Today’s Healthcare Consumer 2009”, Manhattan Research Dan Stone is chief executive officer of AccentHealth, LLC, a leading point-of-care media company featuring America’s largest Health Education TV Network, with award-winning programming provided by CNN, and aired to 158 million viewers annually in over 12,300 physician waiting rooms nationwide. Today, over 40,000 physicians complement their patient-education efforts with AccentHealth’s awardwinning programming customized for 12+ condition-specific and demographic segmented networks. Stone can be reached by e-mail at [email protected] or by telephone at (212) 763-5100. REACH THE RIGHT DTC MARKETERS Advertise.in.DTC Perspectives.Magazine Why advertise with us? •. Efficient Targeting..Reach.pharmaceutical.marketers. for.a.fraction.of.the.cost.than.other.industry.publications •. Engaged Readers..Loyal.subscribers.read.us.cover-tocover,.recognizing.our.content.as.valuable.and.relevant.to. their.business • Bonus Distribution..DTC Perspectives.magazine.is. also.distributed.at.our.DTC.National,.MDPA.&.Fall. Conferences For more information please contact Stacey Hagenbush, [email protected], 973-377-2106 x225 Value-added packages available for 4 time advertisers. Opportunity for integrated presence through DTC Perspectives magazine, our Web site, e-mails/e-newsletters, and conferences. DTC Perspectives • • June/July 2011 | 41 www.dtcperspectives.com • 973-377-2106 Do You Have THE Right Attend DTC Perspectives’ Cutting Edge Conferences Network With Industry Peers • Learn From Thought Leaders • Celebrate Excellence in DTC Advertising • Focus on The Latest Challenges • Glean Insights From New Research Stay on the Cutting Edge Don’t Miss these Upcoming DTC Perspectives’ Conferences… Sign Up Online Now to Receive Email Updates and Exclusive Pass Discounts • www.dtcperspectives.com TION A R T S REGI N NOW OPE Marketing to the Digital Consumer Conference: Pharma Best Practices Present and Future October 12-13, 2011, Crowne Plaza, Fairfield, NJ Focused on digital and social media featuring the latest trends, what’s possible and where there’s potential for brand improvement. The DTC National Conference – The Forum for DTC Thought Leaders April 2012, Washington DC Regarded in the industry as the “must attend conference of the year,” this three-day event brings together best-in-class industry experts, thought leaders and marketing gurus to address industry members. Get The Right Perspective... Sign Up Online Now to Receive Agenda Updates and Exclusive Pass Discounts Directly to Your Inbox www.dtcperspectives.com Perspective? Gain Industry Insights to Apply to Your Brand with DTC Perspectives’ Up To the Minute Content Glean Insights From Latest Research • Application of Newest Spending Data Stay on the Cutting Edge • Read Analysis from Industry Thought Leaders Benefit from Expert POVs and Advice From DTC Perspectives Print, Email and Online Content… Sign Up Online Now to Receive a Free Subscribtion and Bob’s Weekly EColumn • www.dtcperspectives.com DTC Perspectives Magazine – The Quarterly Resource For DTC Thought Leaders The Regional Marketing Roadmap R E V I E W Overall DTC Spending Declines 9.2% in Q1-3 2010 Free Publication for DTC Marketers. Read by industry leaders for over a decade, DTC Perspectives is the industry’s only magazine devoted exclusively to DTC Pfizer Producing Seven of Top 20 Promoting Brands Brand Manufacturer Lipitor Advair Diskus Cialis Cymbalta Abilify Pristiq Plavix Symbicort Chantix Lyrica Toviaz Lovaza Crestor Singulair Viagra Simponi Trilipix Boniva Vyvanse Pfizer GlaxoSmithKline Lilly USA Lilly USA Otsuka America / Bristol-Myers Pfizer Bristol-Myers / Sanofi-Aventis AstraZeneca Pfizer Pfizer Pfizer GlaxoSmithKline AstraZeneca Merck & Co. Pfizer Centocor Ortho Biotech Abbott Laboratories Roche / Genentech Shire Spiriva Boehringer Ingelheim / Pfizer Q1-3 2009 Q1-3 2010 $ Change $155,572,800 $128,696,300 $122,028,600 $141,415,900 $150,136,800 $70,691,300 $113,096,800 $91,483,100 $38,671,500 $114,818,900 $23,262,500 $5,162,400 $96,436,200 $70,680,700 $88,636,200 $124,400 $39,750,400 $61,381,200 $73,207,700 $204,795,300 $169,488,400 $158,180,200 $146,388,000 $122,396,800 $112,960,000 $103,544,600 $102,071,200 $99,514,300 $93,164,900 $84,171,300 $79,893,800 $79,032,100 $67,844,800 $65,682,100 $61,884,000 $56,349,100 $55,535,300 $52,821,800 $49,222,500 $40,792,100 $36,151,600 $4,972,100 -$27,740,000 $42,268,700 -$9,552,200 $10,588,100 $60,842,800 -$21,654,000 $60,908,800 $74,731,400 -$17,404,100 -$2,835,900 -$22,954,100 $61,759,600 $16,598,700 -$5,845,900 -$20,385,900 % Change 31.64% 31.70% 29.63% 3.52% -18.48% 59.79% -8.45% 11.57% 157.33% -18.86% 261.83% 1,447.61% -18.05% -4.01% -25.90% 49,645.98% 41.76% -9.52% -27.85% $56,565,600 $51,757,100 -$4,808,500 -8.50% Total Spending for Top 20 Brands $1,641,819,600 $1,967,475,100 $325,655,500 19.84% Total Pharma Spending $3,381,974,400 $3,070,994,000 -$310,980,400 -9.20% While TV and Internet Lose Slight Market Share marketing. 6% Media Type 0% 5% 56% Television 32% Magazine 6% Newspaper 32% 56% 5% Internet 1% Radio 0% Outdoor Total Pharma Spending Q1-3 2009 Q1-3 2010 $ Change $1,730,615,800 -$374,731,400 $932,512,200 $218,069,900 $19,552,300 $972,458,400 $186,098,000 $154,266,200 $25,226,300 R $39,946,200 % Change Scott Weintraub able resources. It is important to have a rapid deployment team ready to take advantage of local market changes as they happen. The overall objective is to drive product performance and improve ROI through efficient resource deployment and allocation. Other benefits of regional marketing include reduced program waste and improved productivity for the marketing and sales teams. Establishing your plan of action Regional marketing consists of three disciplines: regional strategy, regional plan development and regional deployment. Regional Strategy – In this initial step, assess the many factors influencing brand performance in each market and evaluate the company’s capabilities for handling regional marketing. Next, develop a vision for how regional marketing innovation can help your brand. Then work to gain -17.80% DTC Perspectives • March 2011 | 4.28% $82,555,300 79.73% -$63,803,700 -29.26% $5,674,000 29.02% $2,950,100 $2,329,200 -$620,900 -21.05% $3,381,974,400 $3,070,994,000 -$310,980,400 -9.20% 35 In This Issue Source: Kantar Media for DTC Perspectives, Copyright 2011. Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio,TV, Internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences,TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com. For more information, send an e-mail to David Wood at [email protected]. Savings Offers: Reach The Right Audience 12 | DTC Perspectives • March 2011 Which Comes First, The Website or Ad? Using Posting Analysis to Gain Competitive Intelligence Galvanizing Marketing Communications Six Key Skills of a Future Brand Champion Driving Product Demand With New Strategies CHANGE SERVICE REQUESTED DTC PERSPECTIVES, INC. 110 Fairview Avenue, Suite 4 Verona, NJ 07044 PRST STD U.S. Postage PAID Permit #108 Lebanon Junction KY 40150 DTC in Perspective – by CEO Bob Ehrlich A Must-Read Weekly eColumn by egional marketing is a concept whose time has come. As companies in the pharmaceutical, biotech and medical device (global change) markets begin to embrace the idea, the question becomes: “How do we make regional marketing a reality?” First, let’s take a closer look at regional marketing. Regional marketing is a targeted allocation of resources to markets / districts for the greatest return on investment (ROI). It is a strategy that relies on understanding regional variability and how to harness it in order to maximize results. Marketers should deploy regional marketing when variations exist among payer, provider, prescriber, population, product, or place. Regional marketing consists of grouping similar markets based on common drivers and developing marketing strategies March 2011drivers. With regional marketing, it is local utilizing key market differences that help determine how to efficiently direct avail- Vol. 10, No. 1 $2,105,347,200 $103,542,700 The Source For DTC Leaders P E R S P E C T I V E S Newspaper Seeing Significant Uptick in DTC Spend in Q1-3 2010 1% Turning Insights into Innovation Regional marketing identifies specific opportunities for sales growth and market share that national marketing plans may not fully recognize. Understanding market variations and the key drivers behind these variations, brand marketers can enhance a marketing plan with regional strategy, plan development and deployment, leading to an increase in a brand’s sales performance. Delivered Every Friday Morning to Your Inbox. A weekly blog column from our chief executive officer Bob Ehrlich reflects his observations on key trends affecting our industry. Get The Right Perspective... Sign Up Online Now to Receive Your Free Subscription www.dtcperspectives.com P E R S P E C T I V E S www.dtcperspectives.com 973-377-2106 Medication Adherence Leveraging the Proven Benefits of Behavioral Coaching With medication adherence in the spotlight, it’s no wonder that there are so many ideas floating around on how to best tackle such an issue. It’s even more important for pharmaceutical marketers to rise above the hype – identifying and evaluating fully developed solutions that have demonstrated proven success in patient acquisition and adherence. by W Derek Rago ith as many as three out of four consumers admitting that they don’t always take their medications as prescribed, few can argue that medication adherence is a significant issue impacting the nation’s health system. Failure for patients to follow their medication regimen can have costly and sometimes even deadly consequences. According to the New England Healthcare Institute, non-adherence can cost the healthcare system nearly $290 billion annually and accounts for approximately 13 percent of the total healthcare expenditures. For pharmaceutical companies, lost revenue associated with non-adherence represents a huge opportunity. To effectively combat non-adherence, the industry must explore patientcentric approaches that keep patients more closely tethered to their brands, increase adherence rates and improve patients’ quality of life. 44 | DTC Perspectives • June/July 2011 Changing consumer behavior With this back-drop, it is no wonder that adherence has become such a hot topic. It also explains why we have seen a slew of “sexy” adherence solutions designed to garner consumer attention – ideas such as pill bottles that can send patients text reminders to take their medication, Web programs that can provide physicians with patient-specific information about their refill behavior, or instruments that transmit data to caregivers. While some of these tools have the ability to improve adherence in certain situations, we cannot lose sight of the fact that there is no silver bullet – no mass-market, onesize-fits-all approach. Results from a solution that uses just one tool – whether it’s compliance packaging, reducing co-pays or utilizing “sexy” technology – may become marginalized if the program does not address the underlying barriers of adherence. COMBATING ADHERENCE DROP-OFF COMBATING ADHERENCE DROP-OFF REGISTER TODAY WWW.DTCPERSPECTIVES.COM Marketing to the Digital Consumer Pharma Best Practices Present and Future October 12–13, 2011 Crowne Plaza Fairfield, NJ Agenda themes include: A DTC Perspectives Inc. Conference Special Offer! • Cutting edge applications and what’s coming next in DTC social media • How traditional websites can integrate innovative digital media for disease education • Effective utilization and future possibilities for mobile efforts • How to accurately measure and apply ROI for digital media • Thought leader predictions and advice for the future of digital marketing without DDMAC guidance No QR Code reader? Check out www.dtcperspectives.com/ad.htm Join the Conversation Now #DTCDigital Top 25 DTC Marketers P RE S ENTING The Top 25 DTC Marketers of the Year For the 10th consecutive year, DTC Perspectives awarded the Top 25 DTC . Marketers recently. The 2011 class includes representatives from nearly 20 different manufacturing companies with a broad range of consumer Rx experiences. DTC Perspectives proudly presents its 10th annual compilation of Top 25 DTC Marketers of the Year. This year’s group encompasses a wide array of DTC responsibilities, from brand marketing to media planning to consumer engagement. “These elite pharmaceutical marketing professionals are this year’s top conExclusively for the tributors to the Top Marketers and their guests, a private advancement of luncheon celebrated the patient outcomes accomplishments of the 2011 group, including via direct-to-condisplay boards showcasing sumer pharmaeach member of the Top ceutical education Marketers. and marketing,” explained Robert Ehrlich, DTC Perspectives chairman. To honor the 2011 group, Top Marketers and their guests were invited to a special private luncheon, sponsored by PARADE Magazine, immediately following the DTC National Conference. “PARADE is pleased to join DTC Perspectives in recognizing this year’s Top 25 DTC 48 | DTC Perspectives • June/July 2011 Marketers,” said PARADE Group Publisher, Brett Wilson. “These leaders are setting the benchmark in the industry and driving innovation in their field.” The Top 25 DTC Marketers are selected after an industry-wide nomination process, beginning in late 2010. With the help of past Top 25 Marketers, other key pharma executives and agency leaders, a comprehensive list with many worthy DTC marketers represented is reviewed and narrowed down to the final Top 25. Due to the outstanding entries we received from the industry this year, we have co-awarded two marketers whose individual efforts resulted in a collaborative success. Congratulations to every member of this year’s Top 25 DTC Marketers of the Year. On the following pages, each Top Marketer is profiled. an apple a day is so yesterday PARADE offers Americans practical steps for better living with a dose of wellness, nutrition, beauty and medical news. 69 million readers • 41.5 million uniques mediakit.parade.com 36 million readers • 8.8 million uniques 5.7 million uniques Source: GfK MRI Fall 2010, Dash based on Spring 2010 publisher-defined prototype; comScore, December 2010 (Parade [E], Dashrecipes [E], HealthyStyle [E]) Top 25 DTC Marketers Emily Baier E mily Baier joined Boehringer Public Relations, Respiratory Marketing Ingelheim Pharmaceuticals, Inc. Boehringer Ingelheim Pharmaceuticals Inc. (BIPI) in 2009 as a public relations manager supporting the entire respiratory franchise including prescription drug medicines Atrovent®, Combivent®, and the company’s blockbuster Spiriva®. In her first year with the company, Baier was a recipient of the President’s Award, BIPI’s highest honor, for seamless execution of public relations activities related to an FDA advisory committee. In 2010, Baier co-led the development and launch of DRIVE4COPD, a multi-faceted public health awareness campaign to drive fundamental change for COPD (chronic obstructive pulmonary disease), the nation’s fourth leading cause of death. Committed to reaching the millions of Americans living with COPD unknowingly, the effort set out to screen one million people for their risk of the disease. Baier’s tenacity and collaborative nature helped align a broad cross-functional team of representatives from more than 10 internal departments and secure diverse partners such as the COPD Foundation and Country Music Association. These efforts also resulted in the DRIVE4COPD becoming the first-ever “official health initiative of NASCAR.” To date, more than a dozen pharmacies and more than 15 Fortune 500 companies including Ford, 3M, Sprint and Coca-Cola have helped screen employees, members and customers. DRIVE4COPD is now the largest collaboration of celebrities, advocacy groups and corporate partners working together to raise awareness of COPD and has already been recognized with several industry awards – in addition to achieving its ambitious goal of screening one million Americans at risk for the disease in its first year. Prior to joining Boehringer Ingelheim, Baier spent five years in the Cambridge, MA office of Feinstein Kean Healthcare, an Ogilvy Public Relations company. In this role, she oversaw scientific and consumer public relations activities for a variety of pharmaceutical clients, including the development of several award-winning PRdriven relationship management programs. She earned her B.A. in Boehringer Ingelheim’s Emily Baier receives her Top Marketer award American Studies at The George Washington University. from PARADE’s Mike DeBartolo. L isa Brogan Schafer has recently transitioned to a new role within Marketing Communications Manager Merck and Co., Inc. as an interInternational Cardiovascular Diversified Brands national marketing communications manager responsible for the creation of Merck & Co., Inc. physician promotion material supporting the cardiovascular products Cozaar/Hyzaar, Zocor and Renitec. Prior to this assignment, she was a promotion manager with the Vaccine Division and responsible for the development and execution of the U.S. consumer communication plans for Gardasil including print, online media, social media, direct marketing, out-of-home, and search for the following campaigns: “One Less” campaign supporting the male indication, the “Next Step in Prevention” Summer Vaccination program and the “Gardasil on Campus” program. Over the past 13 years, Brogan Schafer has held various positions at Merck, including market research associate, professional sales representative and information technology analyst. She has earned an MBA in Marketing and Finance from Seton Hall in New Jersey and a BBA in Management Information Systems from Loyola College in Maryland. She resides in the suburbs of Philadelphia with her Lisa Brogan Schafer of Merck & Co., Inc. accepts her Top Marketer award from Mike DeBartolo of PARADE. husband, Steve, and they are expecting their first child. Lisa Brogan Schafer 50 | DTC Perspectives • June/July 2011 CONGRATULATIONS LISA! ON BEING NAMED A DTC TOP MARKETER OF THE YEAR. FROM YOUR FRIENDS AT RAPP. Top 25 DTC Marketers Kellie C. Boyle Sr. Director of Marketing CVMU Business Unit GlaxoSmithKline K ellie Boyle is a senior director of marketing with GlaxoSmithKline, based in Research Triangle Park, N.C. Boyle is responsible for the oversight of all consumer communications within the CVMU (Cardio Vascular, Metabolic, Urology) Business Unit. The unit includes or has included such brands as Avodart, Lovaza, Vesicare, and Boniva. She has also led several brand teams as well as the direct to consumer efforts for brands within GlaxoSmithKline’s respiratory division, including Flonase nasal spray for the treatment of nasal allergies and Advair Diskus for the treatment of both asthma and COPD. Her work in the respiratory division led to her being named one of the Top 25 Marketers of the Year in 2005 by DTC Perspectives. Prior to joining GlaxoSmithKline, Boyle worked for Bayer Consumer Care for several years where she worked on brands like One-A-Day Vitamins, Bayer Aspirin, and Midol. In addition to traditional packaged goods marketing experience, she has also worked for an advertising agency and as a finance manager for several magazines. In 2007, she received the “Distinguished Young Alumni Award” from the University of South Carolina where she earned her MBA; she also has an undergraduate degree in Accounting from West Virginia University. Boyle was born and raised in Pittsburgh, Pennsylvania. She currently lives in Cary, N.C. where she is ridiculously happily married to Bob Boyle of Cary, N.C., by way of Kilmarnock, Scotland. She is consumed by home renovation projects, loves to cook and is the proud mother of two very funny little boys. Jennifer Havens Deputy Director Consumer Marketing Sanofi Pasteur Inc. J ennifer Havens is currently the deputy director of consumer marketing for Sanofi Pasteur. She started her marketing career in 2007 as the deputy director product marketing associate for the boosters franchise and was instrumental in increasing category awareness among consumers. In 2009, Havens launched “Sounds of Pertussis.” This fully integrated PR, DTC and online educational campaign began to increase awareness of pertussis (whooping cough) and the importance of adult vaccination. Throughout 2010 she continued to lead the “Sounds of Pertussis” campaign as well as support it further with new and innovative tactics that not only benefited the boosters franchise but Sanofi Pasteur as well. Based on her efforts, the campaign has achieved well above industry standards in building disease awareness and has lead to an increase in immunizations among the target population. Today Havens continues to lead this campaign as well as lead the “Voices of Meningitis” campaign. Her previous roles have been biological products specialist and manager regional sales trainer Northeast within Sanofi Pasteur. Throughout her tenure, she has won several awards such as 100% Club, Northeastern alliance and the CCC award in 2009. Havens holds a Bachelor of Science degree in Community Jennifer Havens of Sanofi Pasteur Inc. accepts her Top Marketer Health Education from the University of Nebraska – Lincoln. award from Mike DeBartolo of PARADE. 52 | DTC Perspectives • June/July 2011 You led the way on “Sounds of Pertussis.” Now enjoy the sounds of applause. Congratulations to Jenn Havens for being named Top-25 DTC Marketer of the Year. From your friends at the Kaplan Thaler Group. Top 25 DTC Marketers T hroughout her professional experience, Heidi GillHeidi Gillmore more has gathered a wealth of commercial experience Director, ULORIC Marketing and has focused that expertise to improve patient Takeda Pharmaceuticals care. From consulting to marketing, the diversity of GillNorth America, Inc. more’s professional and academic career have enabled her to hone in on innovative solutions to complex problems facing the organizations she has served. In 2004, Gillmore joined Takeda Pharmaceuticals North America, formerly TAP Pharmaceutical Products. During this time, she held roles in marketing, managed markets and business development. She began her tenure by launching the first patient instant savings program for Prevacid. Transitioning into the gout market, she analyzed the opportunities for a new chronic treatment to determine an appropriate launch campaign towards both managed markets and consumers. Gillmore led the creation of the original gout disease awareness promotional programming for managed markets professionals. In addition, she collaborated with her colleagues to develop the promotional campaigns and eBusiness marketing plans for the commercial launch of ULORIC, the first new treatment in chronic gout in over 40 years. As a business development executive, she also helped to identify new opportunities to develop TAP’s product pipeline in rheumatology / immunology by identifying new leads and high priority targets among more than 90 different medical conditions. Since 2008, Gillmore has focused her efforts on strategic planning and commercial development for ULORIC, a key brand for the company. She directed the creation and development of all patient education materials, online content and a CRM program to support disease state education and product promotion for consumers. As brand director, she manages a cross-functional team encompassing consumer, professional and sales strategies, with a focus on identifying sustainable and innovative programs that support disease education and brand adoption. The goal is always to develop programming in a way that attempts to positively impact patients’ lives. One of her proudest achievements has been the conceptualization, development and implementation of the consumer promotional launch, a national advertising campaign. Prior to Takeda, Gillmore served as a consultant with the professional services firm Arthur Andersen LLP, across various practices, including chemicals, consumer products, healthcare, software, and management services industries. Gillmore received a BA in management information systems from the College of Business Administration at the University of Northern Iowa. She Gillmore of Takeda is presented with her award for earned both a graduate certificate in health administration and policy, as well as Heidi Top Marketer of the Year by Mike DeBartolo of PARADE. her MBA in marketing and economics, from The University of Chicago. C arolyn Hobbs has had a diverse experience in packaged goods, OTC, DTC, new products, and payer marketing. While leading the Plavix Director of Marketing Operations consumer and payer marketing team at sanofi-aventis sanofi-aventis U.S. U.S., the brand won several awards, including DTC National Advertising Awards. Hobbs has had the opportunity to work with smart and enthusiastic colleagues and JV and agency partners in the development of impactful and educational DTC advertising. In her current position as director of marketing operations at sanofi-aventis, she is developing marketing Centers of Excellence. She takes the greatest pride in leading high performing teams and helping her colleagues develop and grow professionally. Carolyn Hobbs J on Meneese has a BA in Biological Sciences and an MBA Jon Meneese in International Marketing/Brand Management from Product Manager, Oracea Washington University in St. Louis. After completion of Galderma Laboratories his MBA, Meneese was promoted to associate product manager for Clobex at Galderma, before ultimately working on the Oracea brand as a product manager for the last two and a half years. He is currently in charge of all consumer initiatives as well as medical education for the brand. In his three years in marketing at Galderma, he has won two President’s Impact Awards and two Inner Circle awards. Meneese has also recently accepted a position in Galderma Global Marketing as the global brand manager for Rosacea. In the last two years, he has launched two DTC consumer campaigns, one branded and the other unbranded. These campaigns along with other tactics have helped propel Oracea to the #5 product in all of Dermatology and one of the top 150 products in all of pharma. In his spare time, Meneese enjoys both international and domestic travel, and playing basketball or any other type of sport. 54 | DTC Perspectives • June/July 2011 Heidi Gillmore Carolyn Hobbs Top 25 DTC Marketer of the Year Top 25 DTC Marketer of the Year Silver – Best Integrated Campaign (ULORIC) sanofi-aventis Gold – Best New Drug Launch (ULORIC) Takeda Pharmaceutical Company Limited Rosetta congratulates all of our client partners on their significant achievements in DTC. ® Allyson McMillan-Youngblood Top 25 DTC Marketer of the Year Leslie Schaefer Bristol-Myers Squibb Top 25 DTC Marketer of the Year AstraZeneca 7200E 8000E 8800E 9600E 10400E Pilots, inventors and builders for a connected world. TM 1120 Top 25 DTC Marketers Christopher D. Johnson Consumer Brand Director, Seroquel XR AstraZeneca Pharmaceuticals LP A s the consumer brand director for the SEROQUEL XR® brand at AstraZeneca, Chris Johnson relies on his 14 years of consumer healthcare marketing experience to create innovative, impactful direct to consumer (DTC) campaigns. Recently, he engineered the launch of a new DTC campaign for SEROQUEL XR that spans television, print, online and patient education. In his tenure at AstraZeneca, Johnson also led DTC advertising for the company’s multi-billion dollar CRESTOR® brand, and facilitated workshops to identify new opportunities in social media across the cardiovascular franchise. Prior to joining AstraZeneca, he spent nine years with Johnson & Johnson, where he helped re-position and re-launch the dormant St. Joseph Aspirin brand, managed Tylenol’s seasonal business, and led new product development. He also worked with the American Automobile Association, and holds claim to developing the firstever teen driver training program for personal computers with interactive digital video. Johnson has a rigorous approach to creative development – inspiring his agency partners and using research to build effective advertising campaigns. He holds an MBA from Duke University’s Fuqua School of Business in Durham, N.C. and a Bachelor of Arts in Economics from Mary Washington College in Fredericksburg, V.A. In his personal time, he writes and AstraZeneca’s Christopher Johnson (left) accepts his Top Marketer of the records music, and has produced two CD’s as part of a program Year award from PARADE’s Mike DeBartolo. to raise money for the Special Olympics. He lives with his wife and three children in Philadelphia, P.A. Kerrie Patton Media Services Consultant Lilly USA K errie Patton has 15 years of media/advertising experience. She currently leads the consumer and HCP media planning and buying activities for all indications of the Cymbalta brand. Working directly with the brand team, Patton oversees all media activities and is responsible for the allocation of budgets in both national and local media channels. Her expertise in local/ spot media has lead to an in-depth look at the Cymbalta business on a regional basis based upon disease prevalence, access advantage and opportunity. This has paved the way to Cymbalta’s first-ever localized media plans in markets that out-perform the national average. In her first year at Lilly USA, Patton received the Lilly Marketing Excel Award for Marketing that Matters, Brand Builder for leading the Cymbalta Fibromyalgia media campaign launch that more than doubled the indication request rate. Prior to joining Lilly, she served as associate media director of Young and Laramore Advertising Agency where she worked on many consumer brands, including Steak ‘n Shake and Angie’s Kerrie Patton of Lilly USA receives her Top Marketer award from Mike DeBartolo of PARADE. List. 56 | DTC Perspectives • June/July 2011 E d Kalaha joined the REMICADE® marEd Kalaha keting team in 2004 when he led the straGroup Product Director, Dermatology tegic entry into dermatology and received STELARA®, REMICADE® Standards of Leadership and Presidents Club Centocor Ortho Biotech Inc. awards for his leadership of the professional market entry in psoriatic arthritis. He also led the development of key infusion experience messaging that was adopted across the organization and used across indications. Kalaha was promoted to product director in 2006 and moved onto the REMICADE® consumer business where he led strategic business planning, forecasting and developed consumer strategy for psoriasis. During this time his campaign was nominated for an Rx Club Award and built the foundation for sustainable consumer programs via deep customer insights. He also initiated and executed the build of a world-class customer relationship management system in partnership with J&J IT that continues to be used today across the organization. Kalaha was the key architect for the DTC STELARA® launch. The integrated consumer campaign spans several off-line and on-line channels predominantly driven by television. The DTC campaign has driven significant consumer activity, education and requests for STELARA that helped contribute to the successful achievement of brand revenue goals. He also partnered with corporate communications to launch innovative programs that occupy a unique space in dermatology including “Fit-In-Your-Skin” and “Are You Serious” campaigns. Ed Kalaha of Centocor Ortho Biotech Inc. (left) is presented with his Top Kalaha recently started a new role as group product director, Marketer award by PARADE’s Mike DeBartolo. dermatology, and is leading a team to deliver brand growth for both REMICADE® and STELARA®. R alph Robinson is a marketing professional with 20 years of industry experience. A graduate of Cornell University’s MBA program, he DTC Marketing Director, Enbrel began his pharmaceutical career at Eli Lilly and ComAmgen pany in 1991. Robinson’s 12 years at Lilly included roles in business development, sales, pricing, and market research. At Lilly, as a director of global market research, he helped launch the blockbusters Zyprexa and Cymbalta. After joining Amgen in 2003, the expertise gained from those product launches helped him contribute to the positioning, messaging and materials development for Enbrel’s launch in Dermatology, where it is still the #1 most prescribed biologic for psoriatic diseases. Robinson’s work on Enbrel has included the market research support for the creation of unbranded and branded DTC TV campaigns for Enbrel, which helped him to make a smooth transition over to DTC marketing two years ago. Growing out of his expertise in the discipline of market research, he has proven himself as a champion of insight-driven marketing. Since taking the DTC role, Robinson and his team at Amgen, in lock step with their colleagues at co-promotion partner Pfizer, have revamped Enbrel.com. More recently, alongside his agency partners at AbelsonTaylor, evoke interactive and MediaEdge, he launched an innovative disease awareness TV campaign called “Overproduction” to educate patients on the immune system connection to psoriasis and encourage them to learn more on the Web. Notably, he and his Pfizer colleagues are in the process of launching a major DTC campaign featuring Phil Mickelson, a pro golfer who is treating his own psoriatic arthritis with Enbrel. Robinson is an avid surfer and triathlete, and enthuRobinson of Amgen (left) receives his award for Top Marketer of siastically supports the Challenged Athletes Foundation with its Ralph the Year from PARADE’s Mike DeBartolo. annual fundraising efforts. Ralph Robinson DTC Perspectives • June/July 2011 | 57 Voted most likely to: Survive on a deserted island Start her own #1 fan club Misspell his own child’s name Be a top 25 DTC marketer of the year Engage in intergalactic debauchery Travel back in time Marry a yuppie Overthrow a small third world country Be caught in the bathroom smoking Congratulations to Ed Kalaha for the well-deserved honor of being 1 of the top 25 DTC Marketers of the Year! Voted most likely to: Become two dimensional Go POSTAL! Start an air guitar band Find a cure for the common cold Be a top 25 DTC marketer of the year Have a mug shot like this Become a yuppie Be seen at the mall Be crushed under the weight of his collectibles Congratulations to Marisa Graziano for the well-deserved honor of being 1 of the top 25 DTC Marketers of the Year! Top 25 DTC Marketers M arisa Graziano is director of Marisa Graziano franchise communications Director, Franchise Communication Platforms platforms in ImmunolCentocor Ortho Biotech Inc. / ogy Marketing at Johnson & Johnson, Johnson & Johnson Centocor Ortho Biotech, Inc. in Horsham, Pennsylvania. She leads efforts in patient relationship marketing and digital strategy for Remicade®, Simponi® and Stelara®. She led the development of the customer relationship marketing (CRM) program at Centocor by optimizing CRM processes involved in the coordination of teleservices, database and fulfillment activities. The CRM operations processes were then utilized to support the launches of Simponi ®and Stelara®, and to further improve patient campaigns for Remicade® across all indications. Prior to this role, Graziano was a director in immunology, B.I.O. Worldwide Strategic Marketing at J&J focused on the global launch preparation of Simponi® (golimumab). Before joining B.I.O. Worldwide Strategic Marketing, she was marketing director for REMICADE® leading the patient marketing strategies for all indications, including the launch of the ulcerative colitis indication in 2005. Graziano was the marketing franchise director at McNeil Consumer Healthcare, another J&J company, from 1994 to 2005, with her last assignment including responsibility for Motrin®, Children’s Tylenol® and Children’s Motrin®. In addition to OTC and Rx (Concerta®) Brand Management at McNeil, she also completed a variety of other assignments in New Product Development, Communications and Strategic Marketing. Her consumer marketing experiences at McNeil prepared her well for Direct-to-Consumer Marketing in the pharmaceutical industry. Prior to joining McNeil, she began her 23-year career at J&J at Personal Products in Product Development. She then moved to the pharmaceutical sector to R.W. Johnson P.R.I. in Project Management. She has won the J&J Achievement Award several times for her roles in marketing and product development. A graduate of the University of Notre Dame (B.S. in Chemical Engineering), Graziano also holds an MBA in Marketing from the Marisa Graziano of Centocor Ortho Biotech Inc. / Johnson & Johnson is presented with her Top Marketer award by PARADE’s Wharton School of Business of the University of Pennsylvania. Mike DeBartolo. Graziano is married to Robert C. Gorman, M.D., and has three wonderful children: Robert, Olivia and Matthew. She is a great supporter of animal rescue organizations and is a loving owner of many pets. B rent Rose joined Daiichi Sankyo, Inc. (DSI) in 2008 to lead consumer marketing efforts across all U.S. brands. In this role, Senior Manager, Consumer Marketing Rose builds the company’s consumer marketing Daiichi Sankyo, Inc. capabilities by developing and translating consumer insights into brand strategies and tactics. During his tenure at DSI, Rose has launched numerous consumer marketing initiatives, including new consumer messaging platforms, targeted patient relationship marketing programs, e-marketing programs and Web properties, as well as point-of-care activities. Recently, he was appointed to the company’s U.S. Social Media Project Management Team to guide and steer the development of DSI Social Media policy and best practices. Prior to joining DSI, Rose served as a senior product manager in the Global Advertising & Marketing group at Schering-Plough. In this role, he was responsible for leading consumer relationship marketing efforts across primary care brands. Rose has more than 10 years of marketing and advertising experience across multiple disease states, including cardiovascular diseases, women’s health, allergy, asthma, diabetes, and men’s health. He holds Brent Rose of Daiichi Sankyo, Inc. (left) accepts his award for Top Marketer of the Year from Mike DeBartolo of PARADE. a BA from Fairleigh Dickinson University. Brent W. Rose 60 | DTC Perspectives • June/July 2011 J ennifer McGovern joined Novartis PharJennifer McGovern maceuticals in 2006 and is currently senior Senior Product Manager product manager for Cardiovascular CusCardiovascular Customer Strategy tomer Strategy and Innovation at Novartis Pharmaceuticals Corporation. The goal of this and Innovation group is to drive Novartis’ CV business for- Novartis Pharmaceuticals Corporation ward with greater use of technologies, media and innovations. McGovern has been in the industry for over 20 years and most recently was responsible for consumer promotion for Exforge and Diovan. Leading work on consumer promotion for those brands, she was responsible for development of several innovative initiatives such as development of a branded medication reminder application and an online patient research community. She also spearheaded the launch of an unbranded online patient education campaign for the Novartis CV franchise. The 1in3people initiative reached over 2MM patients and won the 2010 Trailblazer Award for Best Unbranded Campaign. Prior to Novartis Pharmaceuticals Corporation, she worked at Pfizer in the Commercial Operations Group supporting their first Oncology launch, Sutent, as well as supporting the entire Oncology Franchise. At Pharmacia, she worked in the Customer Development Unit on several patient-centric programs such as “Take Time to Talk” which focused on patient/physician communications. This program won DTC National’s Best Non-Branded Website in 2002, as well as, the WebAward for outstanding achievement in website development. She also spent several years on the agency side working across managed care advertising, direct mail and medical education. McGovern holds a BA in Public Relations from Rider University. She Jennifer McGovern of Novartis receives her Top Marketer lives with her husband and two sons in North Plainfield, N.J. of the Year award from PARADE’s Mike DeBartolo. We alWays kneW the brand manager for 1in3 Was 1 in a million. And now Jennifer McGovern is one of the Top 25 DTC Marketers. Congratulations on your success and the achievements of the entire cardiovascular team at Novartis. Your leadership and drive continue to help raise awareness of high blood pressure through the award-winning 1in3 campaign. From your partners and friends at DTC Perspectives • June/July 2011 | 61 Top 25 DTC Marketers Jennifer Lubacz J Promotion Manager, Global Marketing Communications, Zostavax Merck & Co., Inc. ennifer Lubacz is a promotion manager in Global Marketing Communications at Merck responsible for the development and execution of U.S. consumer communications for ZOSTAVAX and the Adult Vaccine Franchise. In this role, Lubacz launched the first branded multi-channel DTC campaign for ZOSTAVAX and several DTP campaigns for the Adult Vaccine Franchise. During her tenure in Global Marketing Communications, she also launched Merck’s first physician promotion campaign for AFLURIA®. Over the past 8 years, she has held various positions at Merck, including market research and sales of Pediatric and Adolescent Vaccines. Lubacz holds an MBA from Villanova University, and graduated Cum Laude from Cornell University with a Bachelor of Science in Business Management and Marketing. Maite Ruiz-Rodriguez M aite Ruiz-Rodriguez has been at Bayer HealthCare Pharmaceuticals since 2001 and as senior manager she is responsible for leading the consumer marketing efforts for Mirena including direct-to-consumer (DTC), direct-to-patient (DTP) and relationship marketing efforts. Within her role, she worked on the strategic development and execution of the firstever Spanish language DTC campaign for Mirena. Ruiz-Rodriguez is a driven marketer with a keen sense of what the target audience wants and needs from the brand. While working within a highly regulated environment, she is still able to introduce innovation to help shape the brand. Prior to joining Bayer HealthCare Pharmaceuticals, she spent six years in the marketing department within the Latin America and Asia Pacific Division for C.R. Bard. She is fluent in Spanish and holds a BA from Rutgers University. She lives in Parsippany, N.J. with her husband and three children. Sr. Marketing Manager, MIRENA Bayer Healthcare Pharmaceuticals H Heidemarie Schnell Deputy Director, Consumer Brand Marketing Women’s Healthcare Bayer Healthcare Pharmaceuticals eidemarie Schnell has a contagious enthusiasm for challenging the status quo and coming up with new solutions for traditional challenges. From brand initiatives to corporate franchise programs, she has played a critical role in elevating the importance of DTC at Bayer. Her media background filled a need in the Women’s Healthcare business unit back in 2002, and she was a key player in creating consumer-driven contraceptive brands such as Yasmin®, Mirena®, YAZ®, and Beyaz®. While her focus today is on brand building, new product launches and navigating an ever-changing pharmaceutical environment, her early career began on the agency side, including DDB Worldwide and Kirshenbaum Bond and Partners. She is most proud of her accomplishments in the development of the first-ever mass awareness general adverting campaigns in Women’s Healthcare, which helped uncover the growing potential of consumer demand in the contraceptive market. Schnell launched the first TV campaign for Yasmin®. Through tracking and measurement, she continued to prove that DTC was an effective means in driving market share. These learnings were applied across the entire franchise of products, and DTC commitments grew year over year. Other areas of focus include media planning and buying, CRM, DTP, entertainment marketing partnerships, and identifying how technology can enhance the marketing mix and the overall consumer experience with the brand. With over 12 years combined marketing and media experience, Schnell remains passionate about applying consumer insights into innovative programs that deliver measureable results. She also enjoys the mentoring involved in her day to day work at Bayer, and is proud to be part of an amazing team of colleagues that support each other every day. 62 | DTC Perspectives • June/July 2011 Spotting great ideas. Focusing on strategic objectives. Seeing the big picture. With an eye like this, it’s no wonder Jen Lubacz was honored as a top DTC marketer of 2011. Top 25 DTC Marketers Allyson McMillan-Youngblood Consumer Marketing Director, U.S. Diabetes Franchise Bristol-Myers Squibb Company A llyson McMillan-Youngblood has had an exciting and dynamic eight-year career at Bristol-Myers Squibb Company. She is currently the consumer marketing director for the U.S. Diabetes Franchise and is responsible for the strategic leadership and branding of the full portfolio of diabetes medications that are both in the market and a part of the pipeline. In 2010, McMillan-Youngblood and her JV partner, Leslie Schaefer, launched the new integrated DTC campaign for ONGLYZA™ (saxagliptin), which included broadcast television, print, digital and patient education components. In addition, the team has also recently launched KOMBIGLYZE™XR (saxagliptin and metformin HCL extended-release), a fixed-dose combination product. She sports a varied professional background that spans over 15 years in the pharmaceutical, medical device and consumer packaged goods industries. She started her career in sales at Pfizer Inc. where she sold both primary-care and CNS specialty products. She is classically trained in marketing from such companies as Procter & Gamble (Crest® Franchise and ThermaCare®) and Schering-Plough, OTC Products Division (Coppertone® and Dr. Scholl’s® Brands). McMillan-Youngblood joined Bristol-Myers Squibb Company in 2003 in the Medical Device Division where she sharpened her skills in the Wound and Skin Care businesses. In 2007, she was appointed to director for ONGLYZA™ (saxagliptin), and just recently her role has been expanded to cover the Franchise of Diabetes Medicines in the U.S. She and her husband, Dr. Joseph Youngblood, live in Bucks County, P.A. with their two children, Joseph and Norah. Allyson McMillan-Youngblood of Bristol-Myers Squibb Company receives her Top Marketer of the Year award from PARADE’s Mike DeBartolo. Judy Sewards Director, Patient Marketing Lead for Viagra Pfizer, Inc. J udy Sewards serves as a patient marketing lead at Pfizer where she is responsible for U.S. consumer marketing activities for the iconic Viagra brand. Most recently she led the launch of the “Age of Taking Action” DTC campaign that leverages the brand’s unique leadership equity to help men with erectile dysfunction recognize that they can take action and talk to their doctors, just as they have overcome challenges in other aspects of their lives. Prior to joining Pfizer, Sewards was director of brand development and communications at Merrill Lynch where she led client insights, brand strategy and advertising for the Global Wealth Management brand. In this role, she also spearheaded client communications, transition and customer day one initiatives for the Bank of America merger. Before transitioning to corporate marketing, she was at G2 (Grey) where she was responsible for integrated brand planning for a number of Pfizer brands, including the re-design and re-positioning of Pfizer.com. She has a diverse background in strategic planning and management consulting where she has partnered with world-class brands such as Microsoft, American Express and the Financial Times. Sewards received her BA degree in Studio Art and American Studies from Smith College, where she also served as a member of the Board of Trustees. She lives in Fort Greene, Brooklyn with her daughter and husband and enjoys photography, cooking and cheering on Liverpool soccer. 64 | DTC Perspectives • June/July 2011 Medical, regulatory, and legal all agreed… We can say, “congratulations!!” Congratulations to Allyson McMillan-Youngblood and Leslie Schaefer on being selected two of the Top 25 Marketers of the Year From your team at Top 25 DTC Marketers Leslie Schaefer L Consumer Brand Director – eslie Schaefer is the consumer brand Onglyza & Kombiglyze XR director at AstraZeneca responsible for the AstraZeneca Pharmaceuticals LP creation of direct-to-consumer campaigns for the diabetes franchise. Schaefer and her Bristol-Myers Squibb JV partner, Allyson McMillian-Youngblood, recently launched the new integrated DTC campaign for ONGLYZA™, including television, print, digital and patient education components and, subsequently, KOMBIGLYZE™XR, a fixed dose combination line extension. With over 20 years experience across multiple marketing disciplines, in both agency and client facing capacities, Schaefer has a passion for the creative process and has been recognized as a strategic brand developer who conceptualizes and drives the creation of impactful, award winning, marketing solutions. Most recently, her team was the recipient of four AccoladeZ awards presented by AstraZeneca for their work on ONGLYZA. Schaefer also led the development of integrated marketing programs for the multi-billion dollar CRESTOR® brand across HCP and consumer segments with a focus on eStrategy and execution, and won DTC awards for her work on UsAgainstAthero.com and tuCrestor.com. She was a member of the Customer Driven Interactions group, providing strategic direction and leadership on both the digital and inside sales channels, with an eye toward integration of operational and marketing solutions. Schaefer graduated from Dickinson College with a BA in Psychology and English, and studied art history and French at the Institute for American Universities in Aix-en-Provence, France. She has also completed graduate course work at the University of Pennsylvania and AstraZeneca’s Leslie Schaefer receives her Top Marketer of the Tuck School of Business at Dartmouth. She is the mother of twins, Year award from PARADE’s Mike DeBartolo. Senta and Adrian, and lives in West Chester, P.A. with her husband, Al Schaefer and her dog, Bowditch. Benjamin Versh B en Versh is responsible for media planning strategy for Pfizer brands, including Chantix, Enbrel, Prevnar, and Xyntha, the pharmaceutical portfolio’s investment in consumer digital media, and is a member of Pfizer’s Emerging Channels Working Group. He has 18 years of consumer marketing experience having held a variety of positions in media, marketing and sales. Versh began his Pfizer career in 2001 with Pfizer Consumer Healthcare as a senior media manager, responsible for media planning strategy, digital media and non-traditional media. He expanded his experiences with roles in brand management for BenGay and SudaCare. He has been an innovator at Pfizer in the paid-digital media space – bringing an integrated media approach to planning, expanding investment, piloting numerous programs including the first video healthcare campaign, and setting a process for continuous learning. He had a strong focus on Healthcare and Technology, grounded in his work at advertising agencies J. Walter Thompson, Bates, and MPG, working on Warner-Lambert, Schering-Plough, Danone, Bell Atlantic, and Intel, and at the advertising technology firm Unicast. Ben Versh (left) is presented with his Top Marketer of the Versh received his BA in economics from Haverford College and Pfizer’s Year award from Mike DeBartolo of PARADE. lives in New Jersey with his wife, Robin, and their two children. Director, Media Worldwide BioPharmaceutical Business Pfizer, Inc. 66 | DTC Perspectives • June/July 2011 Top 25 DTC Marketers P aul Stevenson has 15 years of customer marketing experience; the last 7 years in the pharmaceutical industry Paul Stevenson striving to meet the needs of patients, caregivers and Associate Director, Levemir professionals in the Alzheimer’s and diabetes spaces on brands, Novo Nordisk including Aricept, NovoLog, and Levemir. Throughout his career, Stevenson has focused on research and innovation to highlight and address business opportunities for his brands. He has enjoyed the recognition that comes from delivering focused, high-ROI programs, including the MM&M Gold award for best branded television ad with Aricept in 2007. Varied opportunities at Novo Nordisk have enabled Stevenson to help transform the company’s sales and marketing presence in the Long-term Care channel, initiate branded in-office television and print campaigns as well as launching a portfolio-based affordability program and a refill reminder program. In his current role as associate brand director on Levemir, he is responsible for defining the brand’s patient strategy and tactics as well as Levemir’s healthcare professional relationship marketing efforts. Stevenson earned his MBA from Carnegie Mellon. His consumer marketing career included roles at Intel, Darden Restaurants and Nabisco. Adelle Walker Senior Manager, US Marketing Medical Dermatology, Aczone, Botox, Tazorac Allergan A delle Walker is the senior manager of U.S. marketing in the medical dermatology unit of Allergan. She is responsible for overseeing the marketing and promotion of three prescription drugs in Allergan’s product portfolio (Aczone, Botox and Tazorac), and she has managed several consumer and professional campaigns for these products. S Adelle Walker of Allergan receives her Top Marketer award from PARADE’s Mike DeBartolo. tepping into her Direct-toAmy White Meadows Consumer Marketing role at Associate Brand Manager, Consumer Marketing Lilly USA, Amy White Meadows Men’s Health brings a fresh eye to the pharmaceutical marketing arena. With a diverse Lilly USA integrated marketing communications background in traditional advertising, entertainment & event marketing and public relations, forging authentic connections with consumers has always been the driving force in her career. Bridging that experience to zero in on patients has proved even more meaningful to White Meadows since joining Lilly’s Men’s Health team. As a/the lead driver of the team’s mass communications strategy and creative development, she actively juggles striking insights gold among consumers, while managing broadcast and print creative production, igniting new pilot program incubation, influencing brand presence online, and co-leading joint initiatives with her healthcare professional and payer colleagues. Her effort and commitment has been recognized internally, and program results illustrate her effectiveness within her role. Prior to joining Lilly, White Meadows served as the director of brand experience for Engauge, a marketing agency based in Columbus, Ohio, where she custom-tailored programs for clients to spotlight their brands through the lens of popular culture, music, film, fashion and sports – from high-caliber event productions and sponsorships to scripted entertainment deals and consumer promotions. Earlier in her career, she spent time at GolinHarris’ Chicago headquarters and a three-year stint in NASCAR Country (Charlotte, N.C.) to secure hands-on experience supporting new product launches, corporate communications, sports marketing, crisis communications and community relations for major Fortune 50 corporations. When she’s not dreaming up the next big idea, she’s literally chasing five little boys (her 5-year-old twins and three stepsons), running, plotting the next family vacation and/or making time to cook (and grill) her favorite Lilly USA’s Amy White Meadows accepts her award for Top meals to unwind. Marketer of the Year from Mike DeBartolo of PARADE. 68 | DTC Perspectives • June/July 2011 Congratulations on winning this prestigious award from DTC Perspectives. Your colleagues applaud your commitment to innovation and better patient outcomes. ©2011 Allergan, Inc., Irvine, CA 92612 Top 25 DTC Marketers Denise Shiffman Executive Director Digital Marketing & Media GlaxoSmithKline O ver her twenty years in marketing and management, Denise Shiffman has launched over thirty products responsible for more than $2 billion in revenue, run worldwide product launches and rebranded a Fortune 500 company to grand industry accolades. Shiffman has held roles as chief executive officer of a software start-up and vice president of marketing for a top five computer company. Her unconventional approach to marketing enables her to discover the unique and inspired in products, services, trends or technology. Today, Shiffman leads the digital marketing and media organization at GlaxoSmithKline. Previously, she was founder and principal of the marketing innovation consultancy, Venture Essentials, which maintained a focus on helping companies reinvent their marketing. In her high technology industry work, she introduced the industry’s first reliable workgroup servers, the first Java-based storage management platform and the first general purpose media server. Her expertise spans computer hardware, software and Web technologies along with healthcare. Her high energy and results-driven marketing have enabled her to drive change and collaborate in complex environments. Shiffman is the award-winning author of the The Age of Engage: Reinventing Marketing for Today’s Connected, Collaborative and Hyperinteractive Culture, which received high praise from notable executives including Google’s chief executive officer Eric Schmidt and Don Tapscott, the best-selling co-author of Wikinomics. Todd Warner Patient Marketing Director, Lipitor Pfizer, Inc. T odd Warner has been an integral member of Pfizer’s patient marketing team since 2007, helping to design and launch major cross-channel direct-to-consumer (DTC) campaigns and initiatives. In 2010, he spearheaded the launch of the new “Don’t Kid Yourself” DTC campaign for the Lipitor brand. The campaign was designed to encourage people with high cholesterol to be proactive about their heart health, recognize their risk of cardiovascular disease and take action to help reduce their risk of heart attack and stroke. In the last three years, Warner managed both the digital and relationship marketing platforms for Lipitor, including the strategic design of two major patient offerings – “My Heartwise” and “The 12-Week Guide to Managing Cholesterol.” He was also credited for the creation of “My Heartwise Great Starts,” the first-ever in-clinic intervention focused on combating non-adherence amongst newly prescribed cholesterol patients. Prior to joining Pfizer, he was a senior member of the Wunderman Healthcare Group focused on developing cross-channel relationship marketing programs for key healthcare brands such as Zyrtec and Pfizer for Living. Before joining the Healthcare group at Wunderman, Warner worked on the IBM Global Software account, developing multichannel lead generation campaigns for use around the world. He also spent several years as a brand manager at a leading European music technology company, helping to build global marketing communications. He began his marketing career at Y&R/Wunderman in New York developing acquisition and loyalty campaigns for brands such as Citibank and Yahoo! GeoCities. Warner earned his Bachelor’s in Marketing at the University of Colorado in Boulder. Over the years, many of his marketing efforts Parade’s Mike DeBartolo (left) presents Todd Warner of Pfizer with have been highlighted as best in class across a wide variety of indus- his Top Marketer of the Year award. try events. 70 | DTC Perspectives • June/July 2011 When your vision is this bright, you have to wear shades. Congratulations, Todd Warner, for your thinking on Lipitor and being named one of the Top-25 DTC Marketers of the Year. C O N T R I B U T O R S Maureen Malloy is a senior healthcare analyst at Manhattan Research, a healthcare market research firm conducting annual research studies covering eHealth trends among consumers and HCPs in the U.S., Europe, and Asia. She can be reached via e-mail at MMalloy@ManhattanResearch. com, or by telephone at (212) 255-7799. To read her article, turn to page 25. Derek S. Rago is the vice president of marketing and strategy for McKesson Patient Relationship Solutions, an industry leader in providing commercialization and adherence services for pharmaceutical manufacturers as well as specialty management solutions for payors. Rago has more than 15 years experience in pharmaceutical sales and marketing, and is currently responsible for the company’s alternative sampling program, TrialScript®, and their market-leading patient adherence program, LoyaltyScript ®. He can be reached by e-mail at [email protected] or by telephone at (480) 663-4285. Turn to page 44 to read his article. Jeremy Shane is president and chief operating officer of HealthCentral, overseeing day-to-day operations at the company and responsible for audience growth, user engagement and revenue. HealthCentral (www.healthcentral.com) empowers people to improve and take control of their health and well-being through more than 35 conditionand wellness-specific interactive health sites. He can be reached by e-mail at [email protected]. To read his article, turn to page 20. Dan Stone is currently chief executive officer of AccentHealth, LLC, a leading point-of-care media company featuring America’s largest Health Education TV Network, with awardwinning programming provided by CNN, and aired to 158 million viewers annually in over 12,300 physician waiting rooms nationwide. Today, over 40,000 physicians complement their patient-education efforts with AccentHealth’s award-winning programming customized for 12+ condition-specific and demographic segmented networks (www.accenthealthmedia.com). Stone can be reached by e-mail at [email protected] or by telephone at (212) 7635100. Turn to page 38 to read his article. ADVERTISING INDEX & RESOURCE CENTER Company Page Website Phone Contact Email Accent Health Allergan Beacon Healthcare Communications Context Media DDB DraftFCB HealthCentral Hill Holiday JWT Kaplan Thaler 2 69 19 accenthealth.com 212-763-5118 Kerry Ann Clawson [email protected] beaconhc.com 908-781-2600 Joseph Holden [email protected] 5 63 58-59 23 61 65 53, 71 contextmediainc.com ddb.com draftfcb.com healthcentral.com hhcc.com jwt.com kaplanthaler.com 847-912-9612 212-415-2723 212-885-3903 703-302-1064 617-366-4293 212-210-7000 212-474-5075 7 67 15 79 80 ldmgrp.com mediavestww.com micromass.com microsoft.com ogilvychww.com 973-822-1848 49 9 51 55 11 parade.com qhperform.com rapp.com LDM Group Mediavest MicroMass Microsoft Ogilvy CommonHealth Worldwide Parade Quality Health RAPP Rosetta SDI 72 | DTC Perspectives • June/July 2011 sdihealth.com Shradha Agarwal [email protected] Samantha Gen [email protected] Monica Janowitz [email protected] Quincy Smith [email protected] Mary Gallaghir [email protected] Howard Courtemanche [email protected] Shannon Dillingham shannon.dillingham@. kaplanthaler.com 919-851-3182 646-225-4516 973-352-1000 Brian Peterson Wesley Orlick Jeff Burkel Michael Shiels Matt Giegerich [email protected] [email protected] [email protected] [email protected] [email protected] 212-450-7141 201-499-1489 972-582-2458 609-689-6100 610-834-0800 Lou Sanquini Addison Deitz Jamie Peck John Ross [email protected] [email protected] [email protected] THe NeXT BeST THiNG To BeiNG THeRe CoNFeReNCe available Now THE FORUM FOR DTC THOUGHT LEADERS for all d tho tc ugh t lead ers www.dtcperspectives.com For more information call 973-377-2106 The rich content and insights of the 2011 DTC National Conference now available online... • The perfect way to leverage and share the insights and presentations from the DTC National with other members of your team • The next best thing to being there for those who could not attend the DTC National Conference BRaND NeW STYle DTC NaTioNal NaTioNal Post-conference website with full length speaker videos and synced slides.* *Slides available based on speaker release to the conference. O N T H E H I L L by Jim Davidson An End to the Privacy Policy Storm – Maybe Due to a lack of current federal guidelines, marketers are often left in the dark regarding acceptable methods for data collection. But with privacy concerns such a public debate, regulators are beginning to take the first steps toward defining marketing activity policies. T he federal government often struggles for years to find the right set of policies to regulate the application of new technologies to marketing. There is no better example of this than the regulation of market research activities related to advertising – particularly prescription drug advertising. In 2009, industry was led to believe that the Administration would set the stage for how the DTC community and others should advertise in the digital world. The FDA held an aptly named public hearing entitled “Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools.” A year later, with no guidance for online advertising on the horizon, the FTC stepped into a parallel online privacy arena – the monitoring of online shopping behavior. The FTC released a paper with a similarly appropriate title: “A Preliminary FTC Staff Report on Protecting Consumer Privacy in an Era of Rapid Change: A Proposed Framework for Businesses and Policymakers.” While an FTC final product is still pending, the Senate Commerce Committee has held several hearings and is near consideration of at least two bills – one offered by Chairman John D. “Jay” Rockefeller (D – W.Va) and another by Senators John Kerry (D – Mass.) and John McCain (R – Ariz.). Given the divide in Congress, with Democrats in control of the Senate and Republicans in control of the House, it 74 | DTC Perspectives • June/July 2011 seems a valid question whether they can reach agreement in 2011 or even 2012 on privacy legislation. Not surprisingly, the Supreme Court may take the first steps toward updating what is public and what is private information when it is sought by companies that want to refine and focus their marketing activities. Today there is little clarity about how advertisers are supposed to gather market research data, whether online or from anonymized prescriptions, and this has spurred Congressional and regulatory interest as well as judicial action. Internet advertising remains healthy despite the anemic economy and by the end of the year, U.S. online advertising is expected to become a $28.5 billion market. This would yield an estimated profit of nearly $3 billion more than 2010. So it was only a matter of time before Congress – more specifically, the Democratic-controlled Senate – and the courts entered the public debate about how to protect privacy when advertisers are attempting to collect data about consumer behavior. The mid-April introduction of the Kerry-McCain bill followed months of hearings and investigations. The response from the telecom sector has been moderate, and some major Internet companies already have expressed support. More serious concerns are being directed toward Chairman Rockefeller’s draft “do-not-track” legisla- tion that, like the “do not call” act allows consumers to elect not to have their online activity tracked and recorded. The Rockefeller draft would give the FTC similar authority to determine what is feasible and to administer a register of consumers who do not want to be tracked. While privacy issues often find common ground between Democrats and Republicans, it is not likely that a proposal would pass the Senate and the House in this Congress. This leaves us with the judiWhile privacy issues cial system, which for now is head-of-the-pack in providing often find common some direction as to the limits a ground between government may establish barDemocrats and riers to the collection of certain types of data in the name of priRepublicans, it is vacy protection. The Supreme not likely that a Court heard arguments in late proposal would April in the data mining case, pass the Senate and Sorrell v. IMS, on an issue that has produced conflicting results the House in this in lower courts. The Justices Congress. will decide whether Vermont has the right to prohibit socalled data miners from buying and selling non-personally identifiable prescription records from pharmacies that is used to market prescription drugs. The oral argument suggested that the justices are very concerned about what Vermont’s law has done to First Amendment rights – and whether the state indeed attempted to discretely promote generic over brand name drugs. While Sorrell only addresses a portion of the puzzle, it could bring us closer to understanding what limits the courts are able to apply to marketing activities when privacy issues are raised, specifically how companies are supposed to operate. But we’ll still be waiting for the complete answer to this question, which ultimately must be answered by the Congress. Jim Davidson is an attorney and founder of the public policy firm Davidson & Company. He currently chairs the Public Policy Group at the Washington law firm of Polsinelli Shughart PC, and he has been actively engaged in supporting the advertising industry on Capitol Hill for almost 20 years. In October 2008, Davidson was inducted into our DTC Hall of Fame. He can be reached by e-mail at [email protected]. “GET ME COPIES OF THAT ARTICLE” Custom Reprints Take advantage of your profile in DTC Perspectives Magazine by ordering custom reprints of your article or mention. For more information, please call Jennifer Haug at 973-457-5718 or email at [email protected] DTC Perspectives • June/July 2011 | 75 E ditorial The Truth: Can We Handle It? As Medicare funds are being depleted quicker than anticipated, Democrats and Republicans each propose their own voucher systems. With either plan, we can expect to cut about one-third of the spending. Drug companies can expect to make less money as a result. In turn, innovations will more likely occur from pooled resources and less so from big company R&D. M edicare is dying, and faster than originally thought. So what will we do about it? The Republicans propose a voucher system for future recipients that can be used to buy private insurance. That sounds draconian given all baby boomers and their children have been brought up to think they will all receive a government run health plan when they retire. That For drug companies, v o u c h e r program in either scenario, will go most will not be able nowhere in Congress but may be a starting point of negotiation on to make as much less entitlements. money. The Democrats will pretend until post-election 2012 that Medicare can be saved under Obamacare. Those effectiveness panels will just cut out the things we do not need and all will be well. Sure we may have to raise the taxes on the rich, but who will really care about that except Republicans and those greedy two percent? The Democrats are using the Ryan voucher plan as the ultimate sound bite. Yes, if 76 | DTC Perspectives • June/July 2011 you elect Republicans again they will throw grandma off of the cliff, which was depicted recently in a television ad showing a Paul Ryan (R – Wis.) look-a-like throwing a wheelchairbound grandmother off of a cliff. Funny, but also really cynical and mean-spirited. So here we are in 2011 with a runaway Medicare train heading off of a washed out bridge in a decade or so. What the Democrats will not admit is that they will wait until the cliff is in sight and then propose single payer national health and save Medicare, not as we know it but how they want it. It will mirror the United Kingdom or France. Is that a disaster? No, but we can expect longer waits, more approvals before we can see a specialist or get tests and delays in elective surgery. The Republican voucher system is probably not going to work in that what they are giving is not enough for insurers to take on a 65-year-old and make a profit. A free market system can work if future seniors expect and accept less from insurers and be charged larger co-pays. If they are willing to suffer miserly approvals on expensive tests and E ditorial caps on end of life treatment then it can work. You know, this sounds similar to the Democrats’ plan. In that plan, the government will tell you to wait and say no to futile end of life treatments. In the Republican plan, that role will be handled by your insurance company and your employer. In either case we will cut about 30-40 percent of the spending so our percent of GDP used for healthcare will be similar to Europe. That is the reality of the future. Do we really think that we will incent Americans to get thinner and less The Agenda Project created the commercial entitled “America the Beautiful,” which depicts a Paul prone to heart disease and diabetes? Will Ryan doppelganger pushing a grandma off of a cliff, in response to his Medicare plan. we cure cancer in the next 30 years? If yes, then maybe we can have all of the great services we have now and pay for them through profit home run only on breakthrough drugs. Innovation Medicare. Our guess is we will not and we will have to live will still happen, but we can expect less big company R&D. within our means. We can hope that much of the basic research will be pooled There are options to test that We can hope for in R&D partnerships between the major drug makers. We may provide excellent care with also hope the genomics revolution will really take off and the best, but we lower cost. That means using provide cures to our most expensive diseases. better all plan on nurses and physician assistants Realism, however, must be our expectation and we will less government more to do routine care. Do we likely have higher diabetes and heart disease rates as well as need physicians to diagnose and subsidies. continued widespread cancer of the colon, skin, lung, and treat ear infections, chest colds breast. Our baby boomers will need a lot of health care but and other common ailments? we must accept less generous government benefits. We also can develop low cost CAT scan and ultrasound Other countries do it for less and although they have technology that can be used at primary care locations. We their issues, we can expect basic health needs to be met. can also increase home care so hospitalizations are reduced Some of us may die waiting for our surgery or brain scan, dramatically. And we must accept that death is inevitable but most of us will do fine. The rich will use more of their and sometimes that final week of comatose life is not worth own money to maintain their options for speedy service. the cost to society. All of these changes require that we can The poor will get basic care, maybe better than they get get past the strong medical and hospital lobby that wants to now. The middle class will get less, as they will not be able protect their income. For drug companies, in either scenario, most will not be able to make as much money. Government will pay less for me-too drugs and that will mean drug companies will hit a to spend an extra thousand dollars to speed up a test or see that specialist tomorrow. We can hope for the best, but we better all plan on less government subsidies. DTC Perspectives • June/July 2011 | 77 ON BOOKS Tabloid Medicine How the Internet is Being Used to Hijack Medical Science for Fear and Profit By Robert Goldberg, PhD Published by Kaplan Publishing • 2010 • 320 pages Reviewed by Robert Ehrlich I f we count the recent books on drug companies, we find almost all are negative. Most say the drug industry is greedy, unconcerned with risk, hides bad clinical results, and focused on only mass market drugs where they can produce me-too drugs. Most of these books get a lot of play in the media because they make a good story and can be sensationalized in a 30-second sound bite. Robert Goldberg has written an excellent book about how the Internet is being misused to disseminate junk science. Goldberg feels that the prevalence of negative websites and blogs on the Internet has caused people to avoid treatments that are beneficial. He examines what happened when vaccinations for diphtheria and whooping cough were linked to autism. Parents were scared to vaccinate their kids, and deaths among the nonvaccinated rose dramatically. He blames the pseudo-experts like Jenny McCarthy whose medical credentials include being a Playboy centerfold and hosting MTV game shows. The Internet gives these pseudo-experts a worldwide forum and many anecdotal blogs about how vaccines caused autism. Goldberg points out that when a drug is searched on the Internet, the number of sites dedicated to it are overwhelmingly negative. He cites a study on Crestor, the popular cholesterol reducer. About two-thirds of the online environment was negative. Almost half of the sites, 47 percent, were from lawyers looking for clients harmed by Crestor. Only 17 percent were unbiased sites. The impact of the overwhelming negative bias is to scare people who need treatment to no treatment or perhaps dangerous alternatives. Goldberg also follows the Vioxx case, in which he concludes that the effect of mass negativism and misuse of the facts has resulted in discouraging drug companies from research in pain control. The winners were the lawyers and 78 | DTC Perspectives • June/July 2011 anti-drug company activists, not consumers. On the positive side, Goldberg shows how positive an influence the Internet can be. He cites patient social media sites such as PatientsLikeMe as a place where consumers can gather and exchange useful tips on treatment. He also mentions the positive effects of the Internet on being able to match patients with new clinical trials. Goldberg would like to see an increasing use of the Internet by physicians who can blog to counter some of the junk science that scares their patients. Clearly, if one measures both the Internet sites and printed books on how the drug industry is treated, it is highly negatively biased. Goldberg advocates that consumers are being misled by much of what is on the Web, causing harm to them and their families. Balance is needed, says Goldberg, and consumers need to be skeptical about what they find on the Web. For anyone in the drug industry, this book is filled with facts and examples that can be used to defend the drug makers from unfair assault. The media will not likely cover this book because there is no breaking story here. They like “Death in your Medicine Cabinet” stories the best and Goldberg’s debunking of junk science is not dramatic enough. Robert Ehrlich, chairman and chief executive of DTC Perspectives Inc., regularly reviews books about the pharmaceutical industry, marketing and advertising for DTC Perspectives magazine. He also writes a weekly e-newsletter providing insights on pharmaceutical marketing trends. To subscribe to this FREE weekly analysis, sign up at the website, www.DTCPerspectives.com. Ehrlich can be reached by e-mail at [email protected]. How do we go from spending to R.O.I.? Looking for results? Microsoft® Advertising knows the territory, and has the resources to help you get there: highly-engaged global audiences, innovative multi-screen solutions, and tools that can help you get more from current and future campaigns. Destination: ROI. Learn more at advertising.microsoft.com You dream it. We deliver it. For making the Pill easy to swallow, for lowering cholesterol and raising the bar, and for inserting genius into all that you do. Congratulations to our clients for being named Top 25 DTC Marketers of 2011. Heidemarie Schnell Bayer HealthCare Pharmaceuticals ©2011 Ogilvy CommonHealth Worldwide. Brent W. Rose Daiichi Sankyo, Inc. Maite Ruiz-Rodriguez Bayer HealthCare Pharmaceuticals