1 / 14

2011 Avamys Campaign

2011 Avamys Campaign. Avamys Campaign Evolution. 2011 Avamys Campaign. 2011 Branded Campaign Target Customer: GPs and Specialists Timing: From Feb 2011 In preparation for the 2011 SAR season. Market Background - Findings from Market Research.

elke
Download Presentation

2011 Avamys Campaign

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 2011 Avamys Campaign

  2. Avamys Campaign Evolution

  3. 2011 Avamys Campaign • 2011 Branded Campaign • Target Customer: • GPs and Specialists • Timing: • From Feb 2011 • In preparation for the 2011 SAR season

  4. Market Background - Findings from Market Research... • In a crowded market such as Allergic Rhinitis (AR), physicians feel the need for each product to have a clearly identified place: • Ocular symptoms give Avamys a place from which to expand its role . It is a clear trigger for the use of the product • However, other products such as Nasonex (mometasonefuroate) present strong competition, especially with nasal symptoms. • Avamys is not top of mind. For SAR and PAR patients, physicians tend to keep their habit to prescribe Nasonex

  5. 2011 Campaign – the need for a more balanced story Nasal Symptoms are top of mind in AR, especially for ENT specialists Avamyshas focused on novelty, Ocular and Device to gain a hold, and has now moved to strengthen its nasal symptom relief messages Other Wheezing/ breathlessness, Sleep disturbance, Fatigue, loss of concentration, Headache Cough/ tickly throat/ phlegm Smell/ taste problems Facial pain, Itchy mouth Ocular Itchy eyes Watery eyes Red eyes Nasal Runny nose Nasal congestion/ Blocked nose Itchy nose Sneezing Source: Hall & Partners MR 2009

  6. 2011 Campaign objective is to drive the balance across both nasal and ocular symptom relief There is a need to position Avamys nasal and ocular efficacy in both SAR and PAR, whilst keeping ocular efficacy as a key differentiator: • Acknowledge prominence of nasal and ocular symptoms in SAR • Present Avamys key nasal and ocular efficacy data on the 4 nasal symptoms and the 3 ocular symptoms in SAR • Highlight Avamysefficacy on nasal and ocular symptoms in order to grow our market share in the SAR season = become top of mind for physicians for SAR patients and for PAR patients

  7. 2011 Campaign – a more balance story Avamys: whatever the season Whether SAR or PAR Nasal and ocular symptoms ‘Avamys alleviates the burden of all 7 nasal and ocular symptoms’ Allergic Rhinitis: whatever the reason Allergens are everywhere… …all year long …causing a wide range of symptoms … and disrupting lives of patients Disease/patient talk Product proofs

  8. 2010 Campaign - Visual Current look and feel polarizing in its appeal: Pros • Iconic, striking, simple, the ocular and nasal message is in the visual. This got Avamys noticed • Liked Cons • Non-human, cartoonish, downgrades the disease, conveys spring and summer (SAR bias), potentially overplays ocular • Disliked

  9. 2011 Campaign – New Visual The 2011 sees the introduction of a new look and feel to the Avamys campaign. • Broader appeal • Supports balance across nasal and ocular symptom relief • Stronger patient focus • Clearer, bolder page layouts

  10. 2011 Campaign – Core material • Available on Pharma Brand Link • Detail Aid: GPs and specialists(ID: 5951) • Front cover(ID: 5952) • Journal Ad (ID: 5953) • Alternative Back Cover(ID: 5831)

  11. 2011 Campaign – One page Detail Aid • Available on Pharma Brand Link • One page Detail Aid - landscape(ID: 5971) • One page Detail Aid - portrait(ID: 5972)

  12. 2011 Campaign – support material • To come on Pharma Brand Link • EMAP Detail Aid with device page • Device one pager • One pagers / objection handlers • Ocular class effect (new) • Safety • Consistency • Nasal – ocular reflex • Fluticasone furoate • How to use leaflet

  13. 2011 Avamys Campaign • The next stage of the Avamys journey • More balanced focus on bothnasal and ocular symptom relief • Broader and more patient focus look and feel

More Related