2004 na advate finav 4 intertoo patrice jan.19, 2004 (2)

2004 North America Planning Meeting

for

Baxter BioScience

January 21 – 24, 2004

2004 Create Demand and Build Momentum

P. Mitsos Presenter 2 Presenter 3 Presenter 4 Presenter 5 Presenter 6

T

A

C

T

I

C

S

PatientInsure

Funding

Sales

POAs

Homecare

Participation

Clinician

Engagement

Operations / Training / Global Marketing / Medical Affairs

Product

Measurements & Progress Tracking

Viral Safety

Peer-to-Peer

DTP ADVATE

Trial Offer Program

CRM Marketing

Campaign

Patient

Stakeholder Champion

P. Mitsos

Market Research Summary: Patient

KEY FINDINGS

HOW PATIENTS GAIN INFORMATION

• Patients become aware of ADVATE from their (N = 29) (MedPanel – Oct. ’03)

– Doctor (31%)

– Support groups (20.7%)

– Internet research (17.2%)

Conclusion: In line with our implementing a “See Your Doctor/Ask Your Doctor about ADVATE” call

to action messaging strategy in our DTP efforts

• What patients “Want to Know” (MedPanel – Oct. ’03)

– General Information is tied with “Is it right for me?” (27%)

– As much information as possible (13%)

• In both the HHS (N = 200) and Caremark (n = 76) studies, the HTC/Physician was the most important way for patients to learn about a new product, followed by brochure, then website*

• Preferred Manner in which to Receive Information on Hemophilia A (Synovate Study - Topline)*

– 54% from mail pieces, such as newsletters and brochures, journals, magazines, etc.

• Where are you finding additional information? (Synovate Study - Topline)

– 40% from the internet

*Note - Whereas in the Synovate Study, the majority of people (54%) preferred to learn

about Hemophilia A from mail, in both the HHS and Caremark studies, HTC’s/physicians

were the most important avenues for learning about new products.


KEY FINDINGS – (cont.)

COMBINED CAREMARK AND HHS PATIENT ANALYSIS (COMBINED N = 138)

• 29.0% Prophy; 41.3% On-demand

• 63.8% < age 19; 36.2% age 19+

• % of Conversions to ADVATE rAHF-PFM from other Product:

– 65.2% - Recombinate

– 8.0% - FS

– 4.3% - Refacto

– 8.0% - PD (Hemofil M and Monoclate-P)

*Note – 90 out of 138 patients in both studies combined were on Recombinate



SAFETY

• Safety is the #1 consideration when selecting a hemophilia product (HHS and Caremark studies)

Conclusion: Future research should drill down as to whether patients/caregivers understand what a

plasma/albumin-free therapy means to them, not just that it is “safe”. That is, probe them to

determine if they understand why this is so important

DOCTOR VISITS

• From Synovate Study (Topline), patients indicated that they visit their doctor, on average, every 6.2 months

Conclusion: DTP campaign needs to immediately drive office visits

AWARENESS OF HEMOPHILIA A PROGRAMS AND BAXTER FACTOR PROGRAMS

• With regard to awareness of Hemophilia A Programs (Synovate Study - Topline)

– 87% were aware of the Baxter Factor Program (N = 15)

– 47%, however, were unable to name a hemophilia A program on an unaided basis

Conclusion: Review current programs, which ones do we keep, which ones do we

Discontinue. Also, we are more than likely branding our main DTP program under “Baxter Factor”

• 54% currently use/recommend the Baxter Factor Monthly Newsletter (Synovate Study - Topline)

Conclusion: Should maintain regular communications via BF Monthly Newsletter, possibly revisit look/feel



AWARENESS OF HEMOPHILIA A PROGRAMS AND BAXTER FACTOR PROGRAMS – (cont.)

• 84% of those asked as to their level of experience with Hemophilia A were not aware of the NHF Sweepstakes (Synovate Study - Topline)

• Among those responding to the question “What is perceived as the most valuable resource program?” (N = 13) (Synovate Study - Topline):

– 39% mentioned Factor Assist

– 23% mentioned NHF Sweepstakes

• 46% of patients surveyed indicated that they were not aware of HemophiliaGalaxy

(N = 13) (Synovate Study - Topline)

Impact – Important, because both the Trial Offer Program and CRM campaign are promoted here

ASKING FOR ADVATE rAHF-PFM

• 51% (HHS) and 42% (Caremark) indicated that they would ask their HCP for ADVATE rAHF-PFM when approved


OTHER FINDINGS

• Awareness of convenience as a benefit is not high among both clinicians and patients (MedPanel –Oct. ’03)

• A 36% majority of patients (N = 25) cited plasma/albumin-free as the reason for switching to ADVATE rAHF-PFM (MedPanel – Oct. ’03)

Opportunities and Challenges: Patient

• Contract for HealthInfo (Database) not signed; therefore, database not yet cleaned

• Obtaining breadth of response to our questions over time, in order to eventually develop targeted messaging

• Ascertaining how best to reach names not on the database (Internet, Chapters – use a

response device - Leave-behind BRC/online survey questions)

• From Synovate study, patients indicated that they visit their doctor, on avg., every 6.2 months

- Conclusion: DTP campaign needs to drive office visits

• Targeting them via HCC’s

• Identifying appropriate cut-off age for children-directed vs. parent-directed messaging (could be closer to 23, not 19)

• Constructing language that is patient-friendly enough that is still legal

• Establish ongoing relationship using CRM strategies with names on the database (mail, e-strategies)

• By learning more about names onthe database over time, can develop increasingly targetedmessaging and offers

• A high awareness of “The Baxter Factor” exists, based on research (87%).CRM campaign likely to go under“The Baxter Factor” theme.

Patients vs.

Parents/Caregivers

ChallengesOpportunitiesSegments



Early Adopters• More likely to respond to call to

action motivating them tosee their doctor to talk aboutADVATE rAHF-PFM

• Use them for testimonials and onpatient advisory councils

• Establishing criteria for identifying correct adoption stage, and then develop targeted messages appropriate for each stage

• Correctly identifying this segment early enough to capitalize on their very trait of being early adopters

Mid- and Late-Adopters

• Use other patient testimonials toaid in their adoption

• Once defined, developing stronger messaging and/or promotional incentives to get them to act

Patients/CG’s of P’s on ADVATE

Patients/CG’s of P’s on Recombinate

Patients on other Baxter therapies

• Use them for testimonials and on patient advisory councils

• Possible W-O-M

• Keeping them on ADVATE (due to cost, insurance caps, competitive intrusion, inhibitor formation, possible supply issue)

• Getting them to switch; can’t antagonize them• Using safety messaging appropriately• Eventual supply shortage of Recombinate could be antagonizing

• And, DB names that are identified as “highly loyal” Recombinate users could result in slower adoption

• Getting them to switch therapies and still stay within the Baxter family

• Can’t antagonize them by inducing fear/anger• Alleviating insurance issues

• Stay with the integrity of Baxter, but now fully eliminate risk of carrying unknown viruses or infectious diseases

• Trial Offer Program

• Stay with integrity of Baxter• Offer safety, peace of mind;

convenience, efficacy, supply• Trial Offer Program



Patients on non-Baxter therapies

• Offer safety (peace of mind);convenience, efficacy, supply

• Trial Offer Program

• Making them question their current therapy• Gaining their trust of Baxter• Alleviating insurance issues• Getting them to Try, Convert, Retain• And, DB names that are identified as “highly

loyal” users of non-Baxter product could result in slower adoption

All Patients • Education of Lifetime Caps• Patient Advocacy Workshops• HCE Regional Advocacy Meetings• Factor Assist• Conversion Roadmap• Lifetime Cap Calculator• ADVATE Pricing Justification

• Lifetime Caps• Cost Justification vs. Recombinate• Perception vs. Reality of Insurance Issues• Navigating Insurance During Therapy

Change

Critical Path: Patient• Currently, two key programs are targeted to patients and caregivers:

– ADVATE Trial Offer Program

– CRM

• The critical path for targeting patients and caregivers on ADVATE Trial Offer Program via DTP efforts

alone (not including initial rep/doc interactions) consists of:

– Sending a one-way Teaser communication (“Be on the Lookout”) via web (on site and via email),

direct mail off database, and at chapters, using a one-way communication device

– Following-up the Teaser with the launch of the Advate Trial Offer Program:

• DB - Focus initial targeted, personalized effort to existing names in the database

• Web - Next, promote Trial Offer Program on hemophiliagalaxy.com and advate.com,

leading to patient’s/caregiver’s obtaining reminder sheet to take into office, to see and talk

to doctor about ADVATE rAHF-PFM

• Chapters - Concurrently, promote ADVATE Trial Offer Program through chapters

• Messaging – “Is it Right for You?”, based on findings from MedPanel

• Call-to-Action - Messaging through all channels will include “See your Doctor” call-to-action

• Doctor Visit - Should lead to receipt of Trial Rx Kit

• BRC>>CRM - All participants in the ADVATE Trial Offer Program will receive their patient kit,

including complimentary doses and an opportunity, via BRC, to request 5 additional Sharpies.

Any names entered into the database via this BRC will then be rolled into the CRM program

Critical Path: Patient• The critical path for targeting patients and caregivers via CRM consists of:

– Questionnaire – Send questionnaire under “Baxter Factor” banner to all names on the db, via mail

and email, with incentive to complete it. De-dupe any names entered via the Trial Offer Program

who have already received the questionnaire, thereby also entering the CRM stream

– Dimensional direct mailer - Send to all names on DB, recruiting participants into the CRM program.

Concurrently, assess incoming responses from survey, and begin to segment database.

– Recruitment/Fulfillment - Follow-up dimensional direct mailer with series of waves of both direct

mail and email tactics, including newsletters.

• Invite/reward program participation

– Cast-the-Net – Develop communications targeted to HCP’s, HTC’s, and HCC’s to reach people

outside the database and recruit new members into the program.

– Wave communications – Send to existing program members/names on the database

– Online communication and education – Conduct various market surveys, provide e-Learning

opportunities, and encourage audience feedback

• Develop an ongoing dialog with our target audience – the meaning behind CRM:

– All efforts are designed to:

• Successively learn more about our target audience,

• Build a relationship with them, and

• Eventually convert them to ADVATE rAHF-PFM

Measurements & Progress Tracking

Patient Programs

Survey sent to all names on db;

For any Sample Kit recipients

identified, version the cover letter

Dimensional Direct

Mailer

Recruitment/

Fulfillment

Invite/Reward

Program Participation

CRM

Marketing Campaign

DTP

ADVATE Trial Offer

Program

Peer-to-PeerViral Safety

DTP Begins:

HealthInfo sends Teaser

followed by Patient Mailing to

names on DB (Letter, Reminder

Form, OE)

Patient sees Dr.; Receives

Trial Offer Kit (3-Dose Trial,

ADVATE Sharpies Offer)

BRC Responses from both

streams added to database;

Patient/CG gets Sharpies

HealthInfo sends survey

to patient;

Patient rolled into CRM program

Advisory Board

Presentations

Webcasts

Teleconferences

Quarterly Packets

to Chapters

Bylined Articles

Presentations

Meetings

Boswell sends Trial Offer Kit

to Patient

Baxter rep talks to Doctor;

DR. talks to patients, faxes Rx

form to Boswell

Send

Initial Education Kit

Ongoing Educational

Dialog

DTP ADVATE Trial Offer Program FlowConsumer receives initial mailing informing them of ADVATE trial sample offer. (letter/trial promotional sheet/PI/10 x 13 envelope).

Consumer (patient/ caregiver) prompted to review need with MD.

MD fills out supplied (from rep) 1st Rx prescription form. Faxes to Boswell for fulfillment of ADVATE.

Boswell receives Rx from MD and prepares ADVATE Trial Package, w/ADVATE GoPak.

Patient receives ADVATE Trial Prescription and GoPak.

Patient responds to BRC w/Sharpies offer and opts in to receive further communication.

HI informs Jett to Fulfill Sharpies Offer

HI determines if patient/caregiver is current or a new contact point within database and assigns appropriate ID#s and codes record.

HI sends out 1st wave questionnaire to contact. Will send up to 4 total waves until contact responds or is tagged as non-responder

Segmentation of DB begins, based upon initial responses. Begin CRM communication campaign.

CRM Communication Strategy

A) Protect the Franchise

B) Convert to ADVATE

C) Retain ADVATE

D) Keep within Baxter Family

Questionnaire response received and recorded byHI from contact.

DTP ADVATE Trial Offer Program Program Description• Integrated direct marketing campaign motivating hemophilia A families to ask their doctor about receiving a Trial Rx of

ADVATE rAHF-PFM

Marketing Communications Objectives• Market the ADVATE Trial Offer Program to all suitable names on the database(database has not yet been transferred) with

mailing and online communications

• Attain 20% response to our tactics among all current database names (e.g., 20% respond to mailing in 2004 = 560)

• Convert app. 60% of respondents to the ADVATE Trial Offer Program direct campaign to ADVATE by 7/ 04 (60% x 560 =

336). This equals 12% of names on DB)

• Acquire app. 425 names (5% of 8500 mod-sev), outside of existing db, of newly diagnosed and existing hemophilia A patient

families, through web promotions and chapter meeting tactics

• Establish, maintain and build on a useable database for highly targeted communications

Marketing Communications Strategies• “Is It Right for You?” messaging strategy (mailing, chapters, web); “Ask Your Doctor about ADVATE rAHF-PFM ” call-to-

action

• Invite ADVATE conversion candidates to a 1:1 Baxter BioScience relationship

• Maintain ongoing dialogue between Baxter and new and existing DB names responding to initial trial offer mailing by

delivering relevant, personalized information

Audiences• Prior to launching trial offer program, will launch a Teaser campaign (“Be on the Lookout”) via mail, web (on site and via e-

mail), and chapters (challenge - timing)

• Focus initial targeted, personalized effort to existing names in the database

• Follow efforts to names on database with tactics targeted to outside the db (Web promotions, Chapter Meetings, etc.)

• Target audiences include Caregivers/Patients and Professionals (HTC’s, HCP’s, Physicians, Nurses, etc.)

Consent to Participate (offering

Self-reported information)

Costs ($000)

Metrics

Ask your doctor for ADVATE!

Vehicles &Channels/

Audience/Tactics

Timeline

Message(s)

Integrated direct marketing campaign motivating hemophilia A families to ask their doctor about receiving a Trial Rx of ADVATE. Tactics include mailing directly to names on the database, and promoting Trial Offer Program on both advate.com and HG.com. Utilize “Is it Right for You” messaging strategy in mailing and on web, and “Ask Your Doctor about ADVATE” call-to-action.

Campaign Description

Project Status

DTP ADVATE Trial Offer Program

Receive Trial Advate Prescription & relevant

information and incentives of value to you

• Market the ADVATE Trial Offer Program to all suitable (patient/caregiver) names on the database(database has not yet been

transferred) with mailing and online communications


• Convert app. 60% of respondents to ADVATE Trial Offer Program direct campaign to ADVATE by 7/ 04 (60% x 560 = 336). This

equals 12% of names on DB)




• Prior to DTP launch of Trial Offer Program, promote Teaser campaign (“Be on the Lookout”) in mail, on web, to chapters

• Focus initial targeted, personalized efforts for ADVATE Trial Offer Program to existing patient/caregiver names in the database

• In addition to names on database, use tactics targeted to outside the db (Web promotions, Chapter Meetings, HCC’s etc.)

• Target audiences include Caregivers/Patients and, if possible,Professionals (HTC’s, HCP’s, Physicians, Nurses, etc.) Focus initial efforts on existing names in the database

Marketing

Communications

(Program) Objective(s)

• Utilize “Is it Right for You” messaging strategy in mailing, on web, and to chapters; “Ask Your Doctor about ADVATE” call-to-action


• Maintain ongoing dialogue between Baxter and new and existing DB names responding to initial sampling mailing by delivering

relevant, personalized information. Also institute retention strategies for any of those identified as highly Recombinate-loyal.

Target

Audience (Stakeholder)

Marketing

Communications

Strategie(s)

• “Be on the Lookout” Teaser on web, emailed, mailed to DB, chapters

• Trial Rx Kit - DB Names (P/CG) • Promote T.P. thru Chapters • Promote Trial Pgm on advate.com

and hemophiliagalaxy.com


• Convert app. 60% of resp. to ADVATE TOP direct campaign to ADVATE by 12/ 04 (60% x 560 = 336; Equals 12% db names)



• Audience sees doctor/receives ADVATE Trial Rx

• Audience responds to BRC and receives either

5 Sharpies

• Drop DM survey upon receipt of BRC (CRM pgm)

•Obtain additional insights; Est. ongoing dialog

In development; reviewing Patient-Friendly language in SOP 1/20/04; Conduct Research; Incorporate findings into copy; Drop mail

• Feb. 23 – Teaser; March 15 - Drop mail for Trial Offer Pgm to DB names; Also promote Trial Offer Program on advate.com & hg.com

• Patients and Caregivers get 1-wayTeaser

• Patients and Caregivers off DB• Chapters contact point• Patients/CG’s/HCP’s on advate.

com and hemophiliagalaxy.com

See if ADVATE is “Right for You”. Talk to your Doctor to see if ADVATE is right for you, and participate in the Trial Offer Program.

Advate Trial Offer Program uniquely, estimated at $40,000.

Calls to Action

Web (Mass - N/A)

Design DTP Strategyfor ADVATE Trial Pgm;Brainstorm Patient-Fr. Lang.; Design Teaser

N/A

Dec. „03 - Jan. 04

Design Program

Feb. „04

Launch Pgm to Docs/

Test DTP/DTP Teaser

Apr. ‟04

DTP Continues

Mar. ‟04

DTP Launch

May‟04

Rolled into CRM

Patient/

Caregiver

Advocacy

HTC

HCC

Payor

Sales

CSR

Monitor response ofpromotion on

web-site

Monitor response ofpromotion on

web-site

Place Trial banner ad

on advate.com. OfferReminder Sheet for pts.

Place Teaser Message(“Be on the Lookout”)

Sales Training

N/A

SOP Approv./Test PatientFriendly Lang./Incorpor.

Findings/Obtain Final SOP/Drop Teaser to DB

and Chapters

Program Training.Monitor TM calls.

Program Training;Call on HTC’s;

Provide names to Access for TM Calls to HTC’s

N/ATM Calls to HTC’s

continue, followed by mailings

Ongoing monitoringof any TM calls. N/A

N/A

N/A

Trial Rx Kit at Chapters;Send mailing to all DBnames (Mailing>>Doc

Visit>>Trial Rx>>Possible BRC Return)

Receive Trial Kitsthru Rep/Doc comm.

and through DTPEfforts; Roll into CRM

Possibly continue promoting on web/

chapters/CRM

TBD

N/AReps introduce Program.Access phones HTC’ andsends mailing/pers. forms.

Send mailer to HTC’spost Access phone call.

HTC’s will contact patients (see Patient/

Caregiver for April)

N/A

TBDTBDTBD TBD

N/A N/A N/A N/AN/A

TBDTBDTBDTBDTBD

DTP ADVATE Trial Offer ProgramDec. ‘03 & Q1 - Q4 ‘04 Activity

CRM Marketing Campaign

Program Description• Integrated direct marketing campaign motivating hemophilia A families to ask their doctor about ADVATE rAHF-PFM

Marketing Communications Objectives• Identify all 2,800 (est.) names in the current database through various direct marketing tactics

• Attain 30% response among total number of current database names to our tactics (e.g., 30% respond to survey, throughout year

= 840)

• Convert app. 60% of respondents to survey/CRM campaign to ADVATE by 12/ 04 (60% x 840 = 504). This equals 18% of

names on DB)




Marketing Communications Strategies• Identify and segment current database audience who are candidates for ADVATE conversion


• Maintain ongoing dialogue between new and existing DB names and Baxter by delivering relevant, personalized information

• Support patient advocacy and hemophilia community associations/groups as goodwill gesture

• Institute retention strategies for any people who are identified as being highly Recombinate-loyal

Audiences• Focus initial efforts to existing names in the database

• Follow efforts to names on database with tactics targeted to outside the db (Patient Advisory Council, Chapter Meetings, etc.)

• Target audiences include Caregivers/Patients, Professionals (HTC’s, HCP’s, HCC’s, Physicians, Nurses, etc.), Advocacy

Groups

App. $527,000 - November 2003 through October 2004 (12 mo.)Costs ($000)

Recruit prospects from current DB (2800 names) into Program with initial projected response of 30% (840); Cast net to potential new prospects (8500 hemophilia A) – attain projected response of 10%, or, acquire 850 new names into DB

Metrics

Ask your doctor for ADVATE!Receive Trial Advate Prescription & relevant information and incentives of

value to you

Consent to Participate (offering self-reported information)

Calls to Action

Vehicles & Channels/

Audience/Tactics

•Identify all 2,800 (est.) names in the current database through various direct marketing tactics

•Attain 30% response among total number of current database names to our tactics (e.g., 30% respond to survey, throughout year = 840)

•Convert app. 60% of respondents to survey/CRM campaign to ADVATE by 12/ 04 (60% x 840 = 504). This equals 18% of names on DB)

•Acquire app. 850 names (10% of 8500 mod-sev), outside of existing db, of newly diagnosed and existing hemophilia A patient families

•Establish, maintain and build on a useable database for highly targeted communications

Marketing

Communications

(Program)

Objective(s)

Q1: Build new DB architecture; Identify, segment current DB; Recruitment/fulfillment to new DB file, “Cast the net” to HCP’s, HTC’s, HCC’s, Providers. Q2-4: Wave communications to program members, recruit new members; continuous online e-Learning, market research

Timeline

• Focus initial efforts to existing names in the database

• Follow efforts to names on database with tactics targeted to outside the db (Patient Advisory Council, Chapter Meetings, etc.)

• Target audiences include Caregivers/Patients, Professionals (HTC’s, HCP’s, HCC’s, Physicians, Nurses, etc.), Advocacy Groups

Target

Audience (Stakeholder)

Participate in the Advancing the Dialog program and receive pertinent educational information that will help you and your family aspire to a quality of life, however you define it.

Message(s)

Integrated direct marketing campaign motivating hemophilia families to ask their doctor about ADVATE. Tactics include conversion of existing Recombinate and non-Baxter product users, as well as “cast the net” efforts through HTC’s, HCP’s, and providers. Key program strategy captures patient data to be used to update and establish a new patient/caregiver database (DB) for future targeted programs promoting Baxter hemophilia products and services.

Campaign

Description

Assessing proposed CRM campaign in relation to current Baxter Factor and other consumer/trade initiativesProject Status

•Identify and segment current database audience who are candidates for ADVATE conversion•Invite ADVATE conversion candidates to a 1:1 Baxter BioScience relationship (related products/services) •Maintain ongoing dialogue between new and existing DB names and Baxter by delivering relevant, personalized information •Support patient advocacy and hemophilia community associations/groups as goodwill gesture•Institute retention strategies for any people who are identified as being highly Recombinate-loyal

Marketing

Communications

Strategie(s)


• Patient-specific survey, incent participation

• Invite/reward program participation

• Patient Loyalty Wave; Send ADVATE GoPak with first NL

after recruitment kit; On-going dialogue leading to

ADVATE conversion

• Build insight into demographics,psychographics

• Market surveys, e-Learning,audience feedback

• Get a read on new DB

• Recruitment/Fulfillment

• Patient/Caregiver/Prof

•Patient/Caregiver

• All

• DM and Online Questionnaire to

all db names, inc.

• Dimensional Direct Mail

• Direct Mail Waves

• DM Surveys

• Online Comm. & education

Mass N/A

Dec. „03

“Build”

Q1 „04

“Awareness ”

Q3 „04

“Desire/Convert”

Q2 „04

“Interest/Trial”

Q4 „04

“Desire/Convert”

Patient/

Caregiver

Advocacy

HTC

HCC

Payor

Sales

CSR

N/AN/AN/AN/A

N/A

Cast the Net

N/A

N/A

N/A

N/A

Complete DB Build;

Segmentation

Questionnaire

Establish Patient

Advisory Group

Cast the Net

N/A

N/A

N/A

N/A

N/A

N/A

N/A N/A

N/A N/A

N/A

N/A

Recruit, Educate,

Retain & Convert

Recruit, Educate,

Retain & Convert

Peer to Peer

Communication

Peer to Peer

Communication

Cast the Net Cast the Net

Cast the Net

E-Learning

Peer to Peer

Communication

Recruit, Educate,

Retain & Convert

Cast the Net

E-Learning

Cast the Net

N/A

CRM Marketing CampaignQ1 - Q4 ‘04 Activity

Cast the Net

E-Learning

Cast the Net

E-Learning

Metrics

• Begin tracking

response to DTP

tactics by April 15,

2004, but possibly

3/15/04 for rep

initiatives

• Though an aggressive message will be pushed, Trial Offer Program will be available only for a limited time

• Attain 20% response to tactics among

all DB names (app. 560)

• Convert app. 60% of respondents to

ADVATE Trial Offer Program direct

campaign to ADVATE by 7/04 (60% x

560 = 336)

• Acquire 5% of moderate-severe names

outside of DB (app. 425), of newly

diagnosed and existing hemophilia A

patient families, through web

promotions and chapter meeting

tactics

DTP ADVATE Trial

Program

• Convert 60% - 7/04• This is a modest prediction of gaining only names, not necessarily converts to ADVATE. Campaign will generate thought among patients and caregivers to consider if ADVATE is right for them, and will appeal to their concern about safety

• Identify all 2,800 (est.) names in the

current database through various

direct marketing tactics

• Attain 30% response among total

number of current database names

to our tactics (e.g., 30% respond to

survey, throughout year = 840)

• Convert app. 60% of respondents to

survey/CRM campaign to ADVATE

by 12/ 04 (60% x 840 = 504). This

equals 18% of names on DB)

• Acquire app. 850 names (10% of

8500 mod-sev), outside of existing

db, of newly diagnosed and existing

hemophilia A patient families

Tactic

• Though those who respond to mailing may visit their HCP, certain HCP’s may not be trial-offer friendly

TimeframeRationaleMetric


• Acquire names

outside DB (app.

425) by 7/04

• Since names

outside DB (app.

425) are expected

to be acquired via

Trial Offer Program

by 7/04, they will go

into CRM efforts

• By 7/04, acquire

840 names in DB in

response to initial,

4-wave survey

• Names acquired

through Trial Offer

will be rolled into

CRM campaign by

4/15/04

• An aggressive message of “Is it Right for You?” will be pushed for CRM, and a survey will be sent up to four times to non-responders, as a means to collect names. Efforts to bring names into the db will also be made through web initiatives and chapter events. Because we have longer to program CRM efforts, which will be ongoing, a larger response to the survey, which is also going to all names on the db (just as the Trial Offer Program was dropped to all names on the db), a larger number of people responding to the survey is expected than the number of people expected to respond to the Program.

2004 Overall TimelineProgress Stage Key: PLANNING IN PROGRESS COMPLETE

2 0 0 3 PFM LAUNCH 2 0 0 4KEY MILESTONES Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

STAGE 1: [ ENTER STAGE NAME ]

Step 1

Step 2

Step 3

Step 4

Step 5


Step 1

Step 2

Step 3

Step 4

Step 5


Step 1

Step 2

Step 3

Step 4

Step 5


Step 1

Step 2

Step 3

Step 4

Step 5

NORTH AMERICA PFM LAUNCH PLAN: [ ENTER SECTION HERE ]

Enter “P” to make a cell a “Planning” stage,

Enter “I” to make a cell an “In Progress” stage, and

Enter “C” to make a cell a “Complete” stage

EXAMPLE FOR FUTURE PROJECT PLANNING

Do Not Fill Out

MitigationResolution

Critical Issues and Risks

ContingencyCritical Issue/Risk

• HCC’s - not as receptive

to getting word out/working

with Baxter to promoteADVATE Trial Offer Program

• Possible resolution via PMS

study, as opposed to regularTrial Offer Program

• For both Trial Offer Program

and CRM, contracts have not

yet been signed; therefore,

data has not yet been transferred, nor reviewed.

• Need to get contract signed

by app. Jan. 31 in order to

clean up data, and meet

various drop dates for TrialProgram and CRM

• Mail DTP packet for Trial

Program using the Jette

database (db will not be

cleaned/NCOA’d)

• Use multiple channels (web, db,

chapters, to broaden the net)

• Work with attorneys to finalize

contracts

• Use pronounced call-to-action

of “see your doctor” on

Trial Offer Program targeted to patients/caregivers

• Based on Synovate study,

though n=only 13, 46% of

patients surveyed indicated

that they are not aware of

hemophiliagalaxy.com, and

this campaign promotes, tho

only in part, both the Trial

Program and the CRM program on hg.com.

• Promote on both advate.com

and on hg.com, which only

drives people to advate.com.

Once at advate.com,

patients/caregivers can

request for reminder form to

be sent to them directly viaemail, which they bring to doc

• Using an integrated

campaign of mail, one-way

communications off web,

direct marketing off web,

and chapters, the rather low

awareness of HG will be

buttressed by its still high

visitor rate, and targeting

names both on and off the db thru other channels

• Will promote both the

Trial Offer Program and CRM

Program on both hemophila-galaxy.com and advate.com

• If regular Trial Offer Program

(not PMS) pursues, utilize reps,

others to convince HCC’s to mail materials to patients/CG’s

• Structuring patient-friendly

messaging that appeals to

both Legal, Marketing, and

the Consumers

• Held a Brainstorming Session

on 1/13. Received comments

in SOP on notes. Language

is still not very patient-friendly

• Conducting Market Research

in February to test messaging

• Need to resubmit findings to

SOP again

• If next SOP on messaging

results in still “unfriendly”

language, conduct another

session with additional Baxter

individuals and HealthInfo

• If HCC’s have no interest, will

not send anything from

HealthInfo

MitigationResolution

Critical Issues and Risks

ContingencyCritical Issue/Risk

• Bad E-Mail addresses on

Siebel. Also, need to ascer-

tain how we’re going to

use Siebel information atHealthInfo.

• Jill Felbein, contractor, is re-

reviewing addresses and

alerting reps to which ones

need cleaning.

• Meeting will also be held

among M. Donges, J. Felbein,

C. Ping, HealthInfo, and P.

Mitsos to review status of

emails and how we plan to

utilize Siebel info in CRM efforts.

• Clean up email addresses • Will wait to market via email

until addresses are sufficiently

cleaned up

• If we decide to provide

HealthInfo with a copy of

portions of Siebel

information, updates to

email addresses and other

contact information should

be sent to HealthInfo on a

monthly basis,

• DB names that are identified

as highly loyal other-product

users (Recombinate, other

Baxter product, non-Baxter

product) could result in sloweradoption to ADVATE

• Establish a patient advisory

council that includes former

highly loyal Recombinate

users converted to ADVATE

to serve as springboard for

peer-to-peer communica-

tions, to aid in converting to

ADVATE

• Identify and segment names

on DB

• Establish appropriate patientadvisory council

• Until patient advisory council

is formed, use testimonials

and incorporate opportuni-

ties for peer-to-peer dialog

in other direct channels (web,

newsletter, etc.)

2004 na advate finav 4 intertoo patrice jan.19, 2004 (2)

Documents