2004 na advate finav 4 intertoo patrice jan.19, 2004 (2)
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Page 1
2004 North America Planning Meeting
for
Baxter BioScience
January 21 – 24, 2004
Page 2
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
Page 3
Patient
Stakeholder Champion
P. Mitsos
Page 4
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.
Page 5
Market Research Summary: Patient
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
Page 6
Market Research Summary: Patient
KEY FINDINGS – (cont.)
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
Page 7
Market Research Summary: Patient
KEY FINDINGS – (cont.)
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
Page 8
Market Research Summary: Patient
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)
Page 9
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
Page 10
Opportunities and Challenges: Patient
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
Page 11
Opportunities and Challenges: Patient
ChallengesOpportunitiesSegments
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
Page 12
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
Page 13
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
Page 14
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.
Page 15
Page 16
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.)
Page 17
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
• 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 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
• 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
• 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 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
• Attain 20% response to our tactics among all current database names (e.g., 20% respond to mailing in 2004 = 560)
• Convert app. 60% of resp. to ADVATE TOP direct campaign to ADVATE by 12/ 04 (60% x 560 = 336; Equals 12% db names)
• 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
• 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
Page 18
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
Page 19
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)
• Acquire app. 850 names (10% 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• Identify and segment current database audience who are candidates for ADVATE conversion
• Invite ADVATE conversion candidates to a 1:1 Baxter BioScience relationship
• 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
Page 20
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)
CRM Marketing Campaign
• 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
Page 21
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
Page 22
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
CRM Marketing Campaign
• 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.
Page 23
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 ]
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Page 24
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
Page 25
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.)
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