Week 13

1. Week 13 Much review, some brainstorming, lots of analysis

2. Class • Final assignment – Due Next Week • Healthcare lesson • In-class talk with John Halley, CD at Direct Antidote

3. But First: A Life Lesson “Be impeccable with your word.”

4. Next week’s assignment • Assignment 5 • Write a letter that has genuine emotional appeal for a charitable organization of your choice, asking the target to ‘give’ in some way to the organization. Also incorporate a brand activation device that works hard to engage the target either through the web or mobile media. • Tip: Choose a charity you’re passionate about. It’s easier to embrace the formula when you care. • 1) Define the target audience in 50 words or less. • 2) Write the letter to be no longer than two sides of a single page. • 3) Incorporate the device somehow into your work. • Total value: 15%

5. Healthcare • Healthcare industry : drug lifespan • Audiences : physicians/consumers • Getting the message out • General writer responsibilities • Campaign components • Regulatory (PAAB) • Creative opportunities • Healthcare agencies • Entry requirements

6. Drug lifespan • New molecule patented - Pharmaceutical company wants to sell drug • Pre-launch (R & D) • Clinical trials ongoing (5-10 years); many $$$; need ROI • ‘Sowing seeds’ to create demand ; disease pathophysiology and drug class info (MOA)

7. Drug lifespan • New molecule patented - Pharmaceutical company wants to sell drug • Pre-launch (R & D) • Clinical trials ongoing (5-10 years); many $$$; need ROI • ‘Sowing seeds’ to create demand ; disease pathophysiology and drug class info (MOA) • NOC is the Official Go-Ahead from Health Canada and is a synonym for ‘APPROVED’. You can’t market a drug in Canada without the NOC. • Before a company can sell a drug, they must submit a draft Product Monograph to Health Canada. The PM is the drug bible – it has all the info including what it’s for (indication), who shouldn;t take it (contraindications), warnings and precautions (all possible side effects and interactions i.e., don’t take with alcohol), how to take it (dosing) and a full description of the molecular structure, mechanism of action (MOA) and all clinical trials. Health Canada will review the PM and perform a risk/benefit analysis. If the benefits outweigh the risks - the clinical trials offer strong enough evidence that the drug will work without being too toxic – the drub is deemed to comply with regulations and NOC may be granted. Another consideration is if there’s already a drug(s) on the market for the same condition, the new one should have evidence suggesting it works better

8. Drug lifespan • New molecule patented - Pharmaceutical company wants to sell drug • Pre-launch (R & D) • Clinical trials ongoing (5-10 years); many $$$; need ROI • ‘Sowing seeds’ to create demand ; disease pathophysiology and drug class info (MOA) • NOC (notice of compliance) – Approval by Health Canada • Post-launch • Advertising and promotions – branded • PR • CME – accredited programs – non-branded “Continuing Medical Education

9. Drug lifespan • New molecule patented - Pharmaceutical company wants to sell drug • Pre-launch (R & D) • Clinical trials ongoing (5-10 years); many $$$; need ROI • ‘Sowing seeds’ to create demand ; disease pathophysiology and drug class info (MOA) • NOC (notice of compliance) – Approval by Health Canada • Post-launch • Advertising and promotions – branded • PR • CME – accredited programs – non-branded • Patent expiry – cheaper generic drugs released • Some defensive action, but basically game over

10. Healthcare target audiences • Physicians: • Specialists; higher level science; new clinical evidence • GPs; more general disease and drug information • Consumers: • Patients (have a prescription) • General use info – pamphlets/brochures • Consumers (no prescription) • Prescription products: brand name only/no condition/no claims OR indication and ‘talk to your doctor’ • Vaccines – brand name and condition • Over the counter (OTC) products – brand name and condition

11. Getting the message out • Sales Force • Meet with the physician to discuss product • Majority of A & P materials • Print – consumer mags, clinical journals • TV • Radio • Online • Interactive – CD-ROM, i-pad • Conferences – booths, displays, video

12. Getting the message out • System works because doctors don’t have time to stay up to date on everything; they don’t like to admit it, but it’s helpful to have someone quickly tell them what’s new

13. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators)

14. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators) • Understand and be able to report clinical data – trial structure, significance of results

15. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators) • Understand and be able to report clinical data – trial structure, significance of results • Write and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB)

16. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators) • Understand and be able to report clinical data – trial structure, significance of results • Write and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB) • Reference material – every claim must be supported by evidence

17. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators) • Understand and be able to report clinical data – trial structure, significance of results • Write and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB) • Reference material – every claim must be supported by evidence • Creative development – work with art director

18. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators) • Understand and be able to report clinical data – trial structure, significance of results • Write and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB) • Reference material – every claim must be supported by evidence • Creative development – work with art director • Strategic/key message development

19. Writer responsibilities • Research disease and drug – develop good basic understanding of pathophysiology, drug action and the market (differentiators) • Understand and be able to report clinical data – trial structure, significance of results • Write and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB) • Reference material – every claim must be supported by evidence • Creative development – work with art director • Strategic/key message development • Client presentation • Attend market research/conferences (competitive reconnaissance)

20. Campaign components • Journal ads – core creative/key message • Core detail aid • Indication • MOA – how it works • Efficacy – clinical trial data • Safety – adverse events, tolerability • Dosing and administration • Collateral sales materials –dose cards, case studies etc.. • Direct Mail • Reprint carrier • Patient materials • Website – professional and consumer • ‘lunch and learn’ CD-ROM

21. Campaign components • MOA is mechanism of action or how the drug physically works. It means the drug either stops certain molecules from doing things (blocker/antagonist) or stimulates molecules to work harder (agonist). EG; Beta-blockers lock onto beta-adrenergic receptors on stress hormones causing decreased levels of adrenalin in the body.

22. Regulatory • Client – medical, legal • PAAB logo is a kind of quality assurance signal The Pharmaceutical Advertising Advisory Board • The PAAB is an independent review agency whose primary role is to ensure that healthcare product communication for prescription, non-prescription, biological and natural health products is accurate, balanced and evidence-based, and reflects current and best practice.

23. Regulatory • Client – medical, legal • PAAB logo is a kind of quality assurance signal • The PAAB is an independent review agency whose primary role is to ensure that healthcare product communication for prescription, non-prescription, biological and natural health products is accurate, balanced and evidence-based, and reflects current and best practice. • PAAB mandate often thwarts client objectives • Role of account team and writer is often to try and satisfy both parties (balancing act) • Approval/appeal process can be difficult and frustrating • Code is vague

24. Regulatory • Client – medical, legal • PAAB logo is a kind of quality assurance signal • The PAAB is an independent review agency whose primary role is to ensure that healthcare product communication for prescription, non-prescription, biological and natural health products is accurate, balanced and evidence-based, and reflects current and best practice. • PAAB mandate often thwarts client objectives • Role of account team and writer is often to try and satisfy both parties (balancing act) • Approval/appeal process can be difficult and frustrating • Code is vague • PAAB rarely accepts support from documents outside the product monograph; • Very stringent criteria for claims based on clinical trials • Often won’t accept evidence that is widely considered scientifically sound by the medical community

25. Creative opportunities • Well, um, limited

26. Creative opportunities • Well, um, limited • Creative approaches are severely constrained by PAAB • Yet, a myth persists that this is a creative business; clients want to see creative; money and time are allocated – nothing gets approved

27. Creative opportunities • Well, um, limited • Creative approaches are severely constrained by PAAB • Yet, a myth persists that this is a creative business; clients want to see creative; money and time are allocated – nothing gets approved • English language is severely hampered by PAAB • It’s safe and it works = Demonstrated safety profile and shown to be effective in clinical trials* • Literal interpretations not friendly to word play or symbols • No absolute statements, many disclaimers = weaker impact

28. Creative opportunities • Well, um, limited • Creative approaches are severely constrained by PAAB • Yet, a myth persists that this is a creative business; clients want to see creative; money and time are allocated – nothing gets approved • English language is severely hampered by PAAB • It’s safe and it works = Demonstrated safety profile and shown to be effective in clinical trials* • Literal interpretations not friendly to word play or symbols • No absolute statements, many disclaimers = weaker impact • Client internal communications – sales meetings, videos (budgets are actually good for these)

29. Entry requirements • Interest in healthcare (not a short cut to Madison Ave) • Excellent writing skills • Effective communication of brand key messages • Implement required scientific content and conventions • Attention to detail • University/college degree • Science degree desirable, but not essential • Marketing degree helpful • This course has a good reputation in the industry

30. Strategies to Break In • Summer internships – lead to full time • No science in your history? – start at a hybrid agency that has a healthcare account (ie John St., Anderson, Draft)

31. Healthcare agencies • Anderson DDB • Antibody Healthcare • Brandhealth • Draft • EuroRSCGLife • John St • JSA/GSW • MedicusLifebrands • Ogilvy Healthworld • MacLaren/McCann • Sudler/Marketforce • www.prnonline.ca