Using Public Relations to Launch, Grow and Extend Your Brands Report Summary

Report Summary: Using Public Relations to Launch, Grow and Extend Your Brands

Using Public Relations to
Launch, Grow and Extend
Your Brands

PROJECT BACKGROUND

While Public Relations has long been used as a marketing
tool by the pharmaceutical and biotechnology industries, its Benchmarking Report
ability to reach consumers has never been greater. However, at-a-Glance
field research suggests few companies utilize the full
potential of Public Relations campaigns throughout the
Featured Study Participants
entire product lifecycle – from preparing and launching to • Abbott Laboratories
growing and extending a brand. • AstraZeneca
• AtheroGenics
New technologies and market changes have greatly • Boehringer Ingelheim
expanded the reach and potential of cost-efficient Public • Boiron
Relations through websites, online social networks, blogs • Cubist Pharmaceuticals
and traditional media sources. These mediums have joined • Emcure
the traditional press release as effective and low-cost • Farmasa Schwabe
methods that help drive sales. • Gebauer Company
• Genentech
This research identifies which Public Relations activities • Jazz Pharmaceuticals
most effectively educate and inform consumers at different • Johnson & Johnson
points in a product's lifecycle. The report also delivers • Merck Serono
insights into the most effective Public Relations channels, • Novartis
tactics and calls-to-action for reaching consumers of • Novo Nordisk
pharmaceutical products. Four case studies of successful • Pfizer
products are included in this report to highlight Public • Solvay
Relations tactics at different lifecycle stages: Slentrol • Wyeth
(product launch), Flomax (brand-building), Nexium (product

Best Practices, LLC © (919) 403-0251 1


maturity) and Fluvirin (patent expiration).
Industry Analysis
18 benchmark companies representing
This report’s objectives include:
the biopharmaceutical industry
participated in this study.
• Assessing Public Relations strategies and tactics
that are most effective at different lifecycle
Information Types
stages
• 57 Information Graphics
• Identifying Public Relations tools and calls-to- • 29 Data Graphics
• 600+ Metrics
action that are most effective
• 35 Best Practices
• 28 Executive Narratives
• Providing case analogs that reveal effective
practices
Report Length
• Revealing innovative practices • 108 pages

Topics covered in this study include:

• Public Relations strategies and tactics that are most effective at different lifecycle
stages

• The most effective Public Relations tools and calls-to-action

• Case studies that reveal valuable Public Relations practices

• Successful website resources for consumers

• Ideal budget ratios and performance measurements

• Lessons learned and best practices

STUDY METHODOLOGY

This report comprises quantitative data and insights drawn from surveyed executives at 18 top
pharmaceutical companies. This research also features deep-dive interviews with selected
executives at seven of these companies. The report profiles executives, directors and managers
in Marketing and Public Relations and uncovers their recommendations for better aligning
Public Relations activities and tactics with the different stages of a product’s lifecycle. In
addition, this report provides leaders with insights into performance measurements for Public
Relations campaigns and those web-based resources that best engage patients.



REPORT STRUCTURE AND ORGANIZATION
The project findings are organized into an executive summary, six topical chapters and an
appendix. Following is a description of each section:

• Executive summary: Explains the survey methodology, identifies participating
companies and reports key findings.

• Topical chapters: Features an overview of Optimal Use of Public Relations Tools and
explores Public Relations approaches during each of the major lifecycle stages: Pre-
Launch, Launch, Brand-Building, Late-Life Management and Patent Expiration
Management. Four case studies are highlighted.

• Appendix: Underlines Public Relations lessons learned and sets out general good
practices.

SAMPLE FINDINGS
Among the findings that emerged from this research are the following:

• Public Relations Strategies, Tools and Tactics Can Be Employed
Across the Product Lifecycle: Field research identified effective uses of Public
Relations throughout the product lifecycle. Moreover, more Public Relations forms
proved effective than any one brand has sought to employ. This suggests that Public
Relations tools may be underutilized across all lifecycle stages.

• Public Relations Is a Cornerstone of Market-Entry Launch and
Brand-Building: Field research revealed a “holy trinity” for Public Relations
specialists. The three aspects of this operational strategy are human-interest positioning,
lifestyle positioning and family relevance positioning. Public Relations campaigns that
touch these groups tend to engage consumers and win media attention.

• Public Relations Strategies, Tools and Tactics Can Profitably Extend
the Brand During Its Later Life: Certain Public Relations tactics prove very
useful for targeting new sub-populations that are under-served or newly served by the
brand. Social networking communities are effective ways for patients, family members
and friends to share information and resources and offer support about a common
medical condition.



• Public Relations Can Help Build a Bridge from First-Generation to
Next-Generation Blockbuster: Building Bridges: Integrated Public Relations
and communication strategies helped AstraZeneca and Eli Lilly build sturdy bridges
from Prilosec to Nexium and from Prozac to Cymbalta. This “bridge building” requires
good planning and, ideally, should commence at the back end of the first-generation
product’s lifecycle.

Timing of the Bridge Building: Field findings revealed that successor products
generally should commence Public Relations two years prior to the new product’s
global launch. Some participants recommended three years lead time.

• New Technologies Create New Public Relations Opportunities: Social
networking sites – such as Facebook, MySpace or disease-specific sites, like
DepNet.com for depression sufferers – create links between brands and patients. Savvy
communication experts are engaging these social networks throughout all stages of a
brand’s lifecycle.

DATA SECTION EXCERPTS
PR Effectiveness, Timing and Budget (an Excerpt)

Public Relations tools benefit all phases of the product lifecycle. However, research participants
identify the pre-launch, launch and growth phases as the highest-impact lifecycle stages for
Public Relations influence and effectiveness.
“Now along the span of the
As one interviewed director said, “The first few years is where it (product) life, you are evaluating
[Public Relations] matters because that’s when you’re creating your how many competitors there
are, what is the market share,
market share and that’s when you’re dominating. The more you what is their share of voice and
wait, the less it’s effective because decisions have made habits; what share of voice you want. If
you want to become the leader
doctors have decided already what they’re prescribing.” of share of voice and you want
to steal market share, then you
Still, nearly 50 percent of companies reported Public Relations have to speak louder than
effectiveness during product maturity, and 16 percent reported them.”
-Interviewed Executive Director,
Public Relations tools to be effective during product decline. Communications



Pre-Launch, Launch & Growth Phases Benefit Greatly from PR
Rate how effective your public relation campaigns have been during the
following stages of the product’s lifecycle:

Percentage of N respondents for Each
Total Benchmark Class Stage
Average Effectiveness for Each Stage
Highly Highly Highly Highly
Ineffective Effective Ineffective Effective
Top 2 Boxes
Public Relations Effectiveness N 1 2 3 4 5 1 2 3 4 5

Pre-Launch 14 0% 0% 7% 43% 50% 93%
4.428571

Launch 15 0% 0% 7% 20% 73%
93%
4.666667

Growth ( 1 - 5 years post-launch
16 0% 0% 0% 56% 44% 100%
)
4.4375

Mature ( 5 years post - launch to
15 0% 7% 47% 20% 27% 47%
Patent Expiration )
3.666667

Decline ( Post - Patent Expiration 16%
13 23% 38% 23% 8% 8%
)
2.384615

Figure 2.21: Pre-Launch, Launch & Growth Phases Benefit Greatly From
Public Relations

Public Relations spending is a “highly leveraged” marketing investment, meaning that a
relatively small investment can provide high returns. Consequently, Public Relations investment
ratios – as a percent of total marketing –consistently comprise 20-25 percent of budget until a
product nears patent expiration, when most marketing expenditures are cut.

One interviewed executive offered the opinion that “Big pharma -- with a lot of foresight --will
fund their brands until the patent expires. Some other pharma will have to switch funds from one
brand to a new brand and have to deal with less money and will only tend to fund the first year
or the first two years, and that’s a bit of a mistake.”



General Good Practices (an Excerpt)

Public Relations tactics and tools are broad-reaching. Over time, Public Relations forms have
proliferated – all targeted at reaching core influence groups like physicians, patients and media.
Public Relations uses information-based calls-to-action to send the target audiences to resources
of education, information or expertise.

PR Tools Help Educate & Inform The Market

Growth / Brand Transition /
Pre-Launch/ Launch Maturity Decline
Building
Development

Press
Release
CALLS TO ACTION

Physicians Call
Advocacy
Audio PR Centers
Groups
TARGETS

You
Patients Tube
Advertorial
Ask
Video PR Media Corp or Your MD
Brand Social
Networks
Info Forum Blogs Website

Figure 8.1: Public Relations Tools Help Educate and Inform the Market

Many strategies and tactics have relevance for products across all lifecycle phases, but these
practices are most effective for brands at launch and growth phases. However, the tactics must
fit the individual product. Integrated communication strategies are essential in coordinating
campaigns directed at different target groups.

• Family-Related Public Relations Can Help With Key Sup-Populations:
Family-oriented Public Relations can be a useful approach in engaging key sub-
populations by age, gender and ethnicity.



• Seed Public Relations with Insights About Personal Risk: Employ Public
Relations tools to help patients assess their personal risk for a specific medical
condition.

• Include Diagnostic Tools on Product’s Web Site: Seed websites with useful
online diagnostic tools to educate and expedite change.

• Seed Web Site with Consumer Incentives: Populate brand websites with
incentives (coupons, samples, co-pay assistance, contests, etc.) to engage
consumers.

• Use Patient Stories to Attract Different Groups: Use patient stories in a
product’s Public Relations that cut across different patient groups and target
high growth sub-populations.

ABOUT BENCHMARKINGREPORTS.COM
BenchmarkingReports.com is a service of Best Practices, LLC, world-leader in benchmarking
research and analysis. BenchmarkingReports.com provides vital insights and data from our
primary research at a fraction of original project cost.

Best Practices, LLC has conducted pioneering benchmarking research for top companies since
1991, providing clients with "Access and Intelligence for Achieving World-Class Excellence."
To learn how we can help you find solutions to your current business issues, visit our site at
www.best-in-class.com.



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



TABLES AND FIGURES
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



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