Table of Contents
Executive Summary 6
INTRODUCTION 6
RESEARCH APPROACH 8
PARTICPANT DEMOGRAPHICS 8
DEFINITIONS AND ABBREVIATIONS 10
REPORT STRUCTURE AND ORGANIZATION 10
KEY FINDINGS 10
Using Public Relations Tools for Optimal Advantage 14
PUBLIC RELATIONS CALLS-TO-ACTION 22
RESOURCES AND SUPPORT SERVICES 27
EFFECTIVENESS, TIMING AND BUDGET 33
Pre-Launch 40
Launch 58
CASE STUDY SPOTLIGHT: SLENTROL 68
Brand-Building 74
CASE STUDY SPOTLIGHT: FLOMAX 78
Late-Life Management 86
CASE STUDY SPOTLIGHT: NEXIUM 91
Patent Expiration Management 101
CASE STUDY SPOTLIGHT: FLUVIRIN 102
Lessons Learned 105
GENERAL GOOD PRACTICES 105
ENGAGE, INFORM AND EDUCATE 106
TAILOR LATE-STAGE TACTICS TO REACH SELECT SUB-POPULATION 107
BRIDGE THE GAP BETWEEN PRODUCT GENERATIONS 107
List of Charts & Exhibits
Table 1.1: Participating Companies 8
Figure 1.1: Participant Job Titles 9
Figure 1.2: Benchmark Partners’ Experience 9
Figure 2.1: Apply Public Relations Tools and Tactics Throughout the Lifecycle 14
Figure 2.2: Public Relations Tool Effectiveness Changes Over the Brand Lifecyle 15
Figure 2.3: Media Interviews Get Company’s Message Out Best 16
Figure 2.4: Blogs and Social Networks Get Message Out in New Ways 17
Figure 2.5: Patient Groups, Human-Interest Key to Informing Patients and Family 18
Figure 2.6: Public Relations Positioning Tactics Offer Brand Teams Many Options 19
Figure 2.7: Human-Interest Stories Resonate with Patients, Media 20
Figure 2.8: Tactical Elements Appealing to Consumers Rated Best 21
Figure 2.9: Ask Physician About Condition Rates Highest 22
Figure 2.10: Public Relations Calls-To-Action Direct Consumers to Experts and Expertise 23
Figure 2.11: Inform and Inspire Consumers to Take Action on Their Own Behalf 24
Figure 2.12: Web-Based Calls-To-Action Direct Patients to Resources 25
Figure 2.13: Medical Condition Websites Are Most Highly Rated 26
Figure 2.14: Brand Websites Have More Options to Engage Consumers 27
Figure 2.15: Consumers Relate Well to Patient Stories 28
Figure 2.16: Best Web-Based Resouces Inform and Engage Patients 29
Figure 2.17:Testimonials Offer Valuable Hope and Tips for Patients 30
Figure 2.18: Patient Advocacy Groups Are Key Partners 31
Figure 2.19: Key Public Relations Support Resources Help Inform Patients 32
Figure 2.20: Trusted Information Sources Are Best Support Service 33
Figure 2.21: Pre-Launch, Launch and Growth Phases Benefit Greatly From Public Relations 34
Figure 2.22: Public Relations Budgets as a Percentage of Annual Marketing Spend 35
Figure 2.23: Measuring Public Relations Is a Double-Edged Sword 36
Figure 2.24: Public Relations Performance Metrics Are Critical but Imprecise 37
Figure 2.25: Begin Public Relations Early to Bridge From One Brand to Successor 38
Figure 3.1: Public Relations Can Creat Buzz for New Treatment Paradigms 39
Figure 3.2: Formulas for Bringing Non-Intuitive Mechanism-of-Action Medicines to Market 41
Figure 3.3: Public Relations Tool Effectiveness at Pre-Launch 42
Figure 3.4: Employ Public Relations to Reach Consumers through
Patient Advocacy Groups 43
Figure 3.5: Early Public Relations Guides Consumers to Trusted
Third-Party Informational Resources 44
Figure 3.6: Introduce New Medical Ideas through Third-Party Expertise: Cymbalta 45
Figure 3.7: Inform Consumers Through PR, Educational Messages and
Personal Stories: Cymbalta 46
Figure 3.8: Shaping the Market for Successful Entry of New Products: Rituxin 47
Figure 3.9: Early Advisory Board Harvests Insights and Seeds New Ideas 48
Figure 3.10: Dare to Kick-Start Debate Before Full Clinical Data are Available 50
Figure 3.11: Pre-Launch Scientific Discussion – But Don’t Promt Off-Label 51
Figure 3.12: Pre-Launch Scientific Communications 52
Figure 3.13: B-Cell Dinners: Use Peer-to-Peer Discussions to Extend Science 53
Figure 3.14: Seminars and Congresses Extend Message to Broader Audience 54
Figure 3.15: Carefully Manage Expectations Pre-Launch 55
Figure 3.16: Carefully Manage Expectations Post-Launch 56
Figure 3.17: Blueprint for Market-Entry Success 57
Figure 4.1: Using Experts, Media and Ed Events to Educate at Launch 58
Figure 4.2: Build Positive Coverage by Providing Media Access to KOLs 60
Figure 4.3: Media Spotlights Can Reach Millinons in a Few Seconds 61
Figure 4.4: Human-Interest Positioning Touches Hearts 62
Figure 4.5: Patient Advocacy Groups are Trusted Sources of Information 64
Figure 4.6: Differentiating a Product Means Building Advocacy Group Bridges 65
Figure 4.7: High-Impact Public Relations Campaings Relate the
Medical Condition to the Consumer 66
Figure 4.8: Relate the Medical Condition to the Consumer 67
Figure 4.9: Employ Public Relations Tools to Help Patients Assess their Personal Risk 68
Figure 4.10: Pfizer Focuses its Marketing Skills on Animal Health 69
Figure 4.11: Engage Consumers in Disease Awareness Research 70
Figure 4.12: Later Public Relations Drives Consumers to Branded Website 71
Figure 4:13: “BARC” as a Diagnostic Tool 72
Figure 4:14: New Media Public Relations Were Integral to Slentrol’s Campaign 73
Figure 5.1: Public Relations Tools, Post-Launch 74
Figure 5.2: Websites with Referral Mechanisms Expand Reach 75
Figure 5.3: Public Relations Success Stories Often Inolve Partnerships 76
Figure 5.4: Employ Public Relations Lifestyle Campgaigns to Educate and
Personalize the Condition 77
Figure 5.5: Edgy Public Relations Raises Awareness for Symptomless Conditions 78
Figure 5.6: Anchor Brand Positioning Public Relations in Science, Safety and Unmet Need 79
Figure 5.7: A Celebirty Spokesperson can Help Personalize and Educate 80
Figure 5.8: Flomax Branded Website around the One-Week Challenge 81
Figure 5.9: Websites are an Essential Tool in Patient and Family Education 82
Figure 5.10: Motivate Men to Seek “One Week” Improvement in Quality of Life 83
Figure 5.11: Target Patient’s Family to Accelerate Treatment Pathway 84
Figure 6.1: Later Stage Public Relations Tool Effectiveness 86
Figure 6.2: Position Product Public Relation to Reflect Cost Benefits 88
Figure 6.3: Public Relations Leveraging: Flomax 90
Figure 6.4: Build Bridges Between Product Generation to Transition Patients 92
Figure 6.5: Provide Information Support throughout the Customer Lifecycle 93
Figure 6.6: Employ Tools to Seed and Grow Relationships with
Patients in Chronic Care Conditions 94
Figure 6.7: Education Tools Inform and Help Patients Self-Diagnose 95
Figure 6.8: Polls Educate, Inform and Engage Patients 96
Figur 6.9: Engage Patients on Lifestyle Fronts 97
Figure 6.10: Employ Technologies to Extend Education to Patient Populations 98
Figure 6.11: Public Relations Campaigns Trumpet “Nexium-Kids” Version 99
Figure 6.12: A Celebrity Spokesperson Helps to Humanize Medical Conditions 100
Figure 7.1: Effective Public Relations Tools: Patent Expiration 101
Figure 7.2: Use YouTube to Create Buzz and Flu Awareness 102
Figure 7.3: Use a Contest to Engage Amateurs and Professionals 103
Figure 8.1: Public Relations Tools Help Educate and Inform the Market 105