ilaris (acz885, canakinumab )
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Ilaris (ACZ885, canakinumab ). 2013 PR & Communications Plan 20 September 2012. This document represents proposals for discussion by Management. - PowerPoint PPT PresentationTRANSCRIPT
2013 PR & Communications Plan
20 September 2012
Ilaris (ACZ885, canakinumab)
This document represents proposals for discussion by Management.Strategies / Concepts / Projects described herein may need significant modifications before implementation, and no project should be considered final until it has been fully approved by the appropriate Novartis review process. Novartis will only implement programs that are fully consistent with all applicable laws and regulations as well as Novartis companies’ policies.The sales estimates described in this document are based on the impact of Marketing Activities.
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Who is with you here today
Rote Frazao MarquesGlobal Head, Franchise Communications IHC
Helene EllisonSenior strategistGlobal Chair, B-M (NY)
Deborah BurrageDay-to-day client leadManager, B-M (London)
Sarah CornhillAccount strategic leadDirector, B-M (NY)
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Today’s agenda
2013 PR strategy built on five Ilaris PR strategic imperatives
Our strategic and creative vision to drive the Ilaris value story• Our vision for the future• Critical steps to take in 2013
• Ilaris programming
Orchestration for success
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Ilaris to 2014 and beyond: ensuring success through multiple launches
QUESTIONSADDRESSED
2012 2013
(SJIA+GA) ENSURE SUCCESSFUL
LAUNCHES & UPTAKE; (AI) UNDERSTAND
MARKET
2014
(SJIA+GA) ENSURE CONTINUED GROWTH;
(AI) ENSURE SUCCESSFUL LAUNCHES & UPTAKE
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Our charge…
Highlight Ilaris value proposition, emphasizing unmet need and establishing Novartis leadership in drug discovery for an innovative, targeted approach to treating inflammatory conditions
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SI1
Your strategic imperatives adapted for PR
Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition
Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science
Expand scientific and community understanding of Ilaris efficacy and safety
Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)
Ensure market preparedness for upcoming launches
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SI1 SI2 SI3 SI4 SI5
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OUR INSIGHTS
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The Ilaris 2012 media focus has been data-driven and positive
Ilaris media coverage focused on SJIA and TRAPS data announcements highlighted at EULAR, PReS and ACR over the past year
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Coverage Breakdown(ACR 2011, PReS 2011and EULAR 2012)
Press Release Original News Articles Pickup of Original
News of Articles
425110
119
Type of Publications(ACR 2011, PReS 2011 and EULAR 2012)
Newswire Medical Trade Dailies/Consumer Business Trade Web Publications
37
1818
26
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Tone of ACZ885 Mentions(ACR 2011, PReS 2011 and EULAR 2012)
Positive ACZ885 Neutral ACZ885 Positive AC885
Mentions
126
26
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However, Ilaris safety questions around gouty arthritis attracted media attention in 2011
Range of articles, majority US, covered the FDA Ad Comm
55% of original articles discussed efficacy of ACZ885 in a positive light
80% of original articles discussed safety of ACZ885 in a negative light
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Type of Coverage
Newswire Medical Trade Dailies/Consumer Business Trade Blogs Web Publications
238
6
1412
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The media profiles of Ilaris indications/investigative indications are variable
TRAPS
SJIA
FMF
CAPS
GA/gout
45
157
198
222
5817
Total articles mentioning disease area
Despite advocacy group and pharma efforts, media coverage of individual rare diseases remains low
Source, Factiva search 12 months up to 18 Sept 2012
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In our focus area for 2012, Novartis drove coverageCAPS Gout and gouty arthritis
SJIA
Need to raise profile in GA
Source, Factiva search 12 months up to 18 Sept 2012
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“Society could do more to help in early diagnosis/ recognition for those patients who live far away from specialist centers” KOL
“Patients and parents are always looking for information… education for patients is very important” – Italian KOL
Caregivers are more active on social media than patients
• Rareconnect.org, CAPs Family Network
Physicians use for self education and interaction is limited
Digital/social media driven by patient advocacy groups and pharma companies
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Key takeaways: issues and opportunities
Issues
Varied engagement and experience in Ilaris due to local access issues
History of negative safety reporting (FDA Ad comm/misunderstanding of research strategy)
Patient population dictated by regulatory & reimbursement
Audiences unsure of target population
Rare diseases often of lower priority for media coverage
SJIA/GA data gap in 2013
Opportunities
Potential first-in-class EU launch for GA patients in great need, currently without treatment options
Media interest in gout already high ACZ885 will be the first IL-1 beta medication
in SJIA, providing hope for unresponsive patients/potential improved safety
Stage set by positive data coverage Social media use by patients and HCPs
currently limited, offering opportunities to own the space
PII AI data at 2013 congresses CAPS label extensions/new approvals
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Novartis must drive the value proposition and unmet needs in rare diseases to support launches & investigational development
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Maximize success of launches in 2013 and beyond by communicating a simple story:
No matter how rare, Ilaris goes wherever the science and need leads
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OurStrategicVision
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Key 2013 PR objectives
Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition
Characterise GA indication patient group in the minds of payers and rheumatologists, emphasizing low numbers with exceptional pain-relief needs
Raise awareness that children with SJIA urgently need new treatment options despite approved biologic
Ensure preparedness to drive future disease awareness in PII indications
Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to
Novartis laser-focus on science
Characterize and communicate the role of IL-1B in target indications through data and regulatory announcements
Harness Novartis in-house science and research story to communicate company’s ethical approach to medicine, exemplifying Ilaris
Expand scientific and community understanding of Ilaris efficacy and safety
Educate on Ilaris gold standard approach, with unique patient benefits (B-confident registry, several years of real-life patient experience, breadth of clinical investigators with product experience)
Package material in ways that can be easily used by CPOs for their own local needs
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Key 2013 PR objectives
Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)
Support and motivate CPOs and investigators to continue Ilaris story locally (internal and external)
Where appropriate, begin to identify and up-skill thought leaders in PII indications (incl. periodic fever syndromes)
Ensure market preparedness for upcoming launches
Identify, prepare and roll-out communications surrounding GA and SJIA approvals (incl. scenarios, etc.)
Work with CPOs to ensure timely, on-target materials and support that meet local needs
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Key audiences for 2013:
Media (top tier, key rheumatology trade)
Internal audiences (CPOs)
Rheumatologists
Patients/Caregivers/Advocacy groups
Payers
Financial community
Target audiences
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Underlying disease burden Critical need for new treatment options, as many patients continue to suffer
Novartis: Focused on patient and science to deliver better drugs where unmet needs are greatest
Ilaris: Targeting IL-1 beta, a key driver of several inflammatory conditions
Key messages confirm leadership position
Update complementary messages for Ilaris individual disease areas
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ILARIS PROGRAMMING
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