Credit: NIBSC/SCIENCE PHOTO LIBRARYCaption: Whooping cough bacteria. Coloured scanning electron micrograph of a section of human tracheal epithelium showing the rod-shaped bacteria Bordetella pertussis (green), lodged at the base & between the cilia at centre. B. pertussis is the agent of whooping cough, a respiratory tract infection characterised by fits of coughing that end in inspiratory whoops. The bacteria cause a dramatic loss of cilia, or fine hairs that protect the respiratory tract from dust and particles. The micrograph shows a region of epithelium in the foreground where the cilia have been flattened by the bacteria. Magnification: x6100 at 6x7cm size. x20,000 at 8x10 inch size.

Luana Pisani Wojcik

THE ROLE OF MARKETING

Google pics

THE ROLE OF MARKETING IS …Highly dependent on the needs of the organization

INTERNALLY Provide valuation of new product concepts / BD opportunities

EXTERNALLY Manage all product associated communication venues

Represent commercial function within R&D teams Ensure current products meet or exceed sales targets

Develop annual strategic, tactical plan, budget Implement / Manage current tactical plan, budget

Proactively manage product lifecycle

In compliance with internal P&P and external guidance

THE ROLE OF MARKETING IN …

Valuation of new product concepts / BD opportunities

Lead cross-functional team Clinical /Regulatory / Marketing Communicate findings

ClinicalProduct

performance

MarketingForecast

RegulatoryLicensing

Requirements

Statement of Interest (SOI)+ Funded project- SOI filed for records

THE ROLE OF MARKETING…

Commercial representation

TPP – base, acceptable, optimal Forecast(s) Competitive tracking Communication program Usage meetings, PI negotiations Market tracking & alignment with

targets

THOUGHT LEADER DEVELOPMENTFIRST FEEDBACK FROM BASELINE TL ENGAGEMENTS

TL NEW SLIDE DECK UPDATE

DISSEMINATION OS MF59 PAPER

ADVISORY BOARD TL SLIDE DECK UPDATE

REGIONALIED THOUGHT LEADER MEETINGS

EUROPEAN THOUGHT LEADER

MEETING

LATAM THOUGHT LEADER MEETING

GLOBAL THOUGHT LEADER MEETING

US REGIONAL THOUGHT LEADER MEETI8NG

ADVISORY BOARDSADJUUAVNT TL ROUND TABLES

Clinical Abstract

LIVE Study Phase IV post marketing

observational S/E

Medical EducationFLOOR SPACE ON

ADULT AND YOUTH EPIDEMIOLOGY

Speakers TrainingGlobal Speakers

Trainhing

Publication

IEE UPDATE

Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release

3RD WEEK UPDATE WITH EDUCATIONAL PROGRAM NEW TL AND RECENT DATA WEB BASED UPDATED TRAINING FOR THOSE ON IEE

Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release

Symposia

PROTECTING THE YOUNG AND OLD -- INFLUENZA IN POPULATIONS PANDEMIC UPDATE

October2010

November2010

December2010

July2010

August2010

September 2010

OPTIONS VII

June2010

May2010

March2010

April2010

January2010

February2010

INFLUENZA COMMUNICATION CALENDAR

2010

THOUGHT LEADER DEVELOPMENTFIRST FEEDBACK FROM BASELINE TL ENGAGEMENTS

TL NEW SLIDE DECK UPDATE

DISSEMINATION OS MF59 PAPER

ADVISORY BOARD TL SLIDE DECK UPDATE

REGIONALIED THOUGHT LEADER MEETINGS

EUROPEAN THOUGHT LEADER

MEETING

LATAM THOUGHT LEADER MEETING

GLOBAL THOUGHT LEADER MEETING

US REGIONAL THOUGHT LEADER MEETI8NG

ADVISORY BOARDSADJUUAVNT TL ROUND TABLES

Clinical Abstract

LIVE Study Phase IV post marketing

observational S/E

Medical EducationFLOOR SPACE ON

ADULT AND YOUTH EPIDEMIOLOGY

Speakers TrainingGlobal Speakers

Trainhing

Publication

IEE UPDATE

Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release

3RD WEEK UPDATE WITH EDUCATIONAL PROGRAM NEW TL AND RECENT DATA WEB BASED UPDATED TRAINING FOR THOSE ON IEE

Upload presentation slides onto IEE website the weekend of the congress and send email alert to KOLs infroming them of new data release

Symposia

PROTECTING THE YOUNG AND OLD -- INFLUENZA IN POPULATIONS PANDEMIC UPDATE

October2010

November2010

December2010

July2010

August2010

September 2010

OPTIONS VII

June2010

May2010

March2010

April2010

January2010

February2010

INFLUENZA COMMUNICATION CALENDAR

2010

THE ROLE OF MARKETING…

Licensed Product meet / exceed targets

Weekly, Monthly, Q, annually Share, dose and dollar trends Variability (geographic,

demographic)

THE ROLE OF MARKETING…

Manage current tactical plan Review positioning,

segmentation & effectiveness Resolve issues – logistics,

contracts Gather field feedbackConstruct annual plan Plan modifications based on

VOC Plan & budget approval Plan roll-out

Current Plan management

Identification of issues,

optimization opportunities

Plan update, budget,

acceptance, rollout

THE ROLE OF MARKETING…

Proactively / Reactively Manage LC

Lead Cross-functional team Targeted improvements by value

Proactively- Planned additional data

for indication expansion- Alternative delivery

Reactively- PI change to address

competitive disadvantage

THE ROLE OF MARKETING IS …EXTERNAL communication venues Congresses (epi, data, CME,

Symposia) Publications KOL meetings Speakers PR efforts Institutional Programs Web based initiatives

THE ROLE OF MARKETING… CAN BE…

However it is DEPENDENT ON THE NEEDS & DESIRE OF THE ORGANIZATION.

Provide valuation of new product concepts / BD opportunities

Represent commercial with R&D teams Ensure current products meet or exceed target Implement & manage current tactical plan, budget Develop follow year plan, budget Proactively manage product lifecycle Manage all product associated communication

ANY QUESTIONS…