2. A Case Study in Evidence-Based, Integrated Marketing: The Importance of Real Patient Stories and Advocacy Group Partnerships Donnette Smith Executive Vice President Patient Volunteer/Advocate Mended Hearts Tina Sampath Associate Director, Ischemic Heart Disease Marketing Gilead Sciences Tim Elsner Executive Director Mended Hearts
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4. Our Baseline Hypothesis… There is a sizable dissatisfied segment of the chronic angina population that can be targeted and mobilized to increase patient involvement and prompt appropriate changes in treatment. 3
5. Patient Marketing Platform Project: Phase 1 Where are there gaps (gaps = opportunities)? What are related therapies doing? What are the “Must Haves”? 5 Phase 2 Patient Segmentation (Qual/Quant) Phase 1 Competitive Landscape Appraisal Phase 3 Communication Platform Development & Testing Phase 4 HCP/Patient Integration Q4 2008/Q1 2009 Q4 2009 Q1 2010 Q1 2010 Phase 1 Competitive Landscape Analysis
6. OBSERVATION OPPORTUNITY Phase 1 Consumer Landscape Analysis Key Observations 6 Competitive set had established expectation of significant video content. There is a lack of unbranded disease content that is specific to angina. Competitive set was actively engaging key cardiovascular advocacy organizations.
7. OBSERVATION Phase 1 Consumer Landscape Analysis Key Observations 6 Competitive set had established expectation of significant video content. There is a lack of unbranded disease content that is specific to angina. OPPORTUNITY
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9. Speak From the Heart: Key Integrated Campaign Components Targeted print ads Rich Media Banner Ads 13 YouTube Channel HCP Kit
10. Industry Recognition 2011 Webby Awards: Pharmaceutical Category Winner People’s Voice Winner H ealth Category Honoree Finalist: Best Disease/Education Website (Winners announced October 2011)
11. OBSERVATION Phase 1 Consumer Landscape Analysis Key Observations 6 Competitive set was actively engaging key cardiovascular advocacy organizations. OPPORTUNITY
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13. Reality Health Videos Personify High Value Segments Meet Donnette (Donnette’s Angina Story: Episodes 1 & 2)
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15. The Importance of Real Patient Stories and Advocacy Group Partnerships 21
Gilead NSM 2010 Template 4_3 09/25/11 Speaker/Session name
Gilead NSM 2010 Template 4_3 09/25/11 21:45 Speaker/Session name
ATTENTION AV/DTC 2011 Directions: When Tina says “I’d like to introduce Donnette” Switch to video file <INSERT FILE NAME> Gilead NSM 2010 Template 4_3 09/25/11 Speaker/Session name
Gilead NSM 2010 Template 4_3 09/25/11 21:45 Speaker/Session name
