Baxter CRM 2004 Planning Presentation

1. 2004 North America Planning Meeting
for
Baxter BioScience
January 21 – 24, 2004
Page 1

2. 2004 Create Demand and Build Momentum
P. Mitsos Presenter 2 Presenter 3 Presenter 4 Presenter 5 Presenter 6
Clinician Insure Sales Homecare
Patient Product
Engagement Funding POAs Participation
T
Viral Safety
A
C Peer-to-Peer
T DTP ADVATE
Trial Offer Program
I
CRM Marketing
Campaign
C
S Operations / Training / Global Marketing / Medical Affairs
Measurements & Progress Tracking
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3. Patient
Stakeholder Champion
P. Mitsos
Page 3

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.
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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
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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
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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
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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)
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9. Opportunities and Challenges: Patient
Segments Opportunities Challenges
Patients vs. • Establish ongoing relationship • Contract for HealthInfo (Database) not
using CRM strategies with names signed; therefore, database not yet cleaned
Parents/Caregivers
on the database (mail, • Obtaining breadth of response to our
e-strategies) questions over time, in order to eventually
develop targeted messaging
• By learning more about names on • Ascertaining how best to reach names not on
the database over time, can the database (Internet, Chapters – use a
develop increasingly targeted response device - Leave-behind BRC/online
messaging and offers survey questions)
• From Synovate study, patients indicated that
• A high awareness of “The Baxter
they visit their doctor, on avg., every 6.2
Factor” exists, based on research
months
(87%).
CRM campaign likely to go under - Conclusion: DTP campaign needs to drive
“The Baxter Factor” theme. 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
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10. Opportunities and Challenges: Patient
Segments Opportunities Challenges
• More likely to respond to call to • Establishing criteria for identifying correct
Early Adopters action motivating them to adoption stage, and then develop targeted
see their doctor to talk about messages appropriate for each stage
ADVATE rAHF-PFM • Correctly identifying this segment early
• Use them for testimonials and on enough to capitalize on their very trait of
patient advisory councils being early adopters
Mid- and Late- • Use other patient testimonials to • Once defined, developing stronger
Adopters aid in their adoption messaging and/or promotional incentives to
get them to act
• Use them for testimonials and • Keeping them on ADVATE (due to cost,
Patients/CG’s of P’s
on patient advisory councils insurance caps, competitive intrusion,
on ADVATE
• Possible W-O-M inhibitor formation, possible supply issue)
Patients/CG’s of P’s • Stay with the integrity of Baxter, • Getting them to switch; can’t antagonize them
on Recombinate but now fully eliminate risk of • Using safety messaging appropriately
carrying unknown viruses or • Eventual supply shortage of Recombinate could
infectious diseases be antagonizing
• Trial Offer Program • And, DB names that are identified as “highly
loyal” Recombinate users could result in slower
adoption
Patients on other • Stay with integrity of Baxter • Getting them to switch therapies and still stay
Baxter therapies • Offer safety, peace of mind; within the Baxter family
convenience, efficacy, supply • Can’t antagonize them by inducing fear/anger
• Trial Offer Program • Alleviating insurance issues
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11. Opportunities and Challenges: Patient
Segments Opportunities Challenges
Patients on non- • Offer safety (peace of mind); • Making them question their current therapy
Baxter therapies convenience, efficacy, supply • Gaining their trust of Baxter
• Trial Offer Program • 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 • Lifetime Caps
• Patient Advocacy Workshops • Cost Justification vs. Recombinate
• HCE Regional Advocacy Meetings • Perception vs. Reality of Insurance Issues
• Factor Assist • Navigating Insurance During Therapy
• Conversion Roadmap Change
• Lifetime Cap Calculator
• ADVATE Pricing Justification
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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
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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
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14. Patient Programs
DTP
CRM
Viral Safety Peer-to-Peer ADVATE Trial Offer
Marketing Campaign
Program
Quarterly Packets Baxter rep talks to Doctor; Survey sent to all names on db;
Advisory Board DR. talks to patients, faxes Rx For any Sample Kit recipients
to Chapters form to Boswell identified, version the cover letter
Boswell sends Trial Offer Kit Dimensional Direct
Bylined Articles Presentations to Patient
Mailer
DTP Begins:
HealthInfo sends Teaser Recruitment/
Presentations Webcasts followed by Patient Mailing to Fulfillment
names on DB (Letter, Reminder
Form, OE)
Meetings Teleconferences Patient sees Dr.; Receives Invite/Reward
Trial Offer Kit (3-Dose Trial,
ADVATE Sharpies Offer) Program Participation
BRC Responses from both Send
streams added to database;
Patient/CG gets Sharpies Initial Education Kit
HealthInfo sends survey Ongoing Educational
to patient;
Patient rolled into CRM program Dialog
Measurements & Progress Tracking
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15. DTP ADVATE Trial Offer Program Flow
Consumer receives initial
mailing informing them of Consumer (patient/
caregiver) prompted MD fills out supplied (from rep) 1st Rx
ADVATE trial sample offer.
to review need with prescription form. Faxes to Boswell for
(letter/trial promotional
MD. fulfillment of ADVATE.
sheet/PI/10 x 13 envelope).
Patient receives ADVATE Boswell receives Rx from MD and
Trial Prescription and prepares ADVATE Trial Package,
GoPak. w/ADVATE GoPak.
Patient responds to BRC
w/Sharpies offer and opts in
to receive further
communication.
HI determines if patient/caregiver is
HI informs Jett to current or a new contact point within
Fulfill Sharpies Offer database and assigns appropriate ID#s
and codes record.
CRM Communication Strategy
A) Protect the Franchise
B) Convert to ADVATE
C) Retain ADVATE
D) Keep within Baxter Family
Segmentation of DB begins, HI sends out 1st wave questionnaire to
based upon initial Questionnaire response contact. Will send up to 4 total waves
responses. Begin CRM received and recorded by until contact responds or is tagged as
communication campaign. HI from contact. non-responder
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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.)
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17. DTP ADVATE Trial Offer Program
Integrated direct marketing campaign motivating hemophilia A families to ask their doctor about receiving a Trial Rx of ADVATE.
Campaign Description 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.
• 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)
Marketing
• Convert app. 60% of respondents to ADVATE Trial Offer Program direct campaign to ADVATE by 7/ 04 (60% x 560 = 336). This
Communications
equals 12% of names on DB)
(Program) Objective(s)
• 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
• Utilize “Is it Right for You” messaging strategy in mailing, on web, and to chapters; “Ask Your Doctor about ADVATE” call-to-action
Marketing
• Invite ADVATE conversion candidates to a 1:1 Baxter BioScience relationship
Communications
• Maintain ongoing dialogue between Baxter and new and existing DB names responding to initial sampling mailing by delivering
Strategie(s)
relevant, personalized information. Also institute retention strategies for any of those identified as highly Recombinate-loyal.
• Prior to DTP launch of Trial Offer Program, promote Teaser campaign (“Be on the Lookout”) in mail, on web, to chapters
Target • 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.)
Audience (Stakeholder)
• 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
• “Be on the Lookout” Teaser on web, • Patients and Caregivers get 1-way • Audience sees doctor/receives ADVATE Trial Rx
emailed, mailed to DB, chapters Teaser • Audience responds to BRC and receives either
Vehicles &Channels/ • Trial Rx Kit - DB Names (P/CG)  • Patients and Caregivers off DB 5 Sharpies
Audience/Tactics • Promote T.P. thru Chapters  • Chapters contact point
• Drop DM survey upon receipt of BRC (CRM pgm)
• Promote Trial Pgm on advate.com • Patients/CG’s/HCP’s on advate.
and hemophiliagalaxy.com  com and hemophiliagalaxy.com •Obtain additional insights; Est. ongoing dialog
Message(s) 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.
Consent to Participate (offering Receive Trial Advate Prescription & relevant
Self-reported information) information and incentives of value to you  Ask your doctor for ADVATE!
Calls to Action
• 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)
Metrics • 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
Timeline • Feb. 23 – Teaser; March 15 - Drop mail for Trial Offer Pgm to DB names; Also promote Trial Offer Program on advate.com & hg.com
Costs ($000) Advate Trial Offer Program uniquely, estimated at $40,000.
Project Status In development; reviewing Patient-Friendly language in SOP 1/20/04; Conduct Research; Incorporate findings into copy; Drop mail
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18. DTP ADVATE Trial Offer Program
Dec. ‘03 & Q1 - Q4 ‘04 Activity
Feb. „04
Dec. „03 - Jan. 04 Mar. ‟04 Apr. ‟04 May‟04
Launch Pgm to Docs/
Design Program Test DTP/DTP Teaser DTP Launch DTP Continues Rolled into CRM
Place Trial banner ad Monitor response of Monitor response of
Web Place Teaser Message on advate.com. Offer promotion on promotion on
(Mass - N/A)
N/A (“Be on the Lookout”) Reminder Sheet for pts. web-site web-site
SOP Approv./Test Patient Trial Rx Kit at Chapters;
Design DTP Strategy Friendly Lang./Incorpor. Receive Trial Kits
Patient/ for ADVATE Trial Pgm; Findings/Obtain Final SOP/
Send mailing to all DB thru Rep/Doc comm. Possibly continue
names (Mailing>>Doc promoting on web/
Caregiver Brainstorm Patient-Fr. Drop Teaser to DB Visit>>Trial Rx>>
and through DTP
chapters/CRM
Lang.; Design Teaser and Chapters Efforts; Roll into CRM
Possible BRC Return)
Advocacy TBD TBD TBD TBD TBD
Reps introduce Program. HTC’s will contact
HTC N/A Access phones HTC’ and
Send mailer to HTC’s
patients (see Patient/ N/A
post Access phone call.
sends mailing/pers. forms. Caregiver for April)
HCC TBD TBD TBD TBD TBD
Payor N/A N/A N/A N/A N/A
Program Training;
Call on HTC’s; TM Calls to HTC’s
Sales Sales Training Provide names to Access continue, N/A N/A
for TM Calls to HTC’s followed by mailings
CSR N/A Program Training. Ongoing monitoring
Monitor TM calls. of any TM calls. N/A N/A
Page 18

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 19

20. CRM Marketing Campaign
Integrated direct marketing campaign motivating hemophilia families to ask their doctor about ADVATE. Tactics include conversion of
Campaign existing Recombinate and non-Baxter product users, as well as “cast the net” efforts through HTC’s, HCP’s, and providers. Key program
Description 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.
•Identify all 2,800 (est.) names in the current database through various direct marketing tactics
Marketing
•Attain 30% response among total number of current database names to our tactics (e.g., 30% respond to survey, throughout year = 840)
Communications
•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)
(Program) •Acquire app. 850 names (10% of 8500 mod-sev), outside of existing db, of newly diagnosed and existing hemophilia A patient families
Objective(s) •Establish, maintain and build on a useable database for highly targeted communications
•Identify and segment current database audience who are candidates for ADVATE conversion
Marketing •Invite ADVATE conversion candidates to a 1:1 Baxter BioScience relationship (related products/services)
Communications •Maintain ongoing dialogue between new and existing DB names and Baxter by delivering relevant, personalized information
Strategie(s) •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
• Focus initial efforts to existing names in the database
Target
• Follow efforts to names on database with tactics targeted to outside the db (Patient Advisory Council, Chapter Meetings, etc.)
Audience (Stakeholder)
• Target audiences include Caregivers/Patients, Professionals (HTC’s, HCP’s, HCC’s, Physicians, Nurses, etc.), Advocacy Groups
• DM and Online Questionnaire to • Get a read on new DB  • Patient-specific survey, incent participation
all db names, inc. • Recruitment/Fulfillment  • Invite/reward program participation
• Dimensional Direct Mail  • Patient/Caregiver/Prof  • Patient Loyalty Wave; Send ADVATE GoPak with first NL
Vehicles & Channels/
• Direct Mail Waves  after recruitment kit; On-going dialogue leading to
Audience/Tactics
ADVATE conversion
• DM Surveys  •Patient/Caregiver  • Build insight into demographics,psychographics
• Online Comm. & education • All  • Market surveys, e-Learning,audience feedback
Participate in the Advancing the Dialog program and receive pertinent educational information that will help you and your family aspire
Message(s) to a quality of life, however you define it.
Receive Trial Advate Prescription &
Consent to Participate (offering self-reported
Calls to Action information)
relevant information and incentives of Ask your doctor for ADVATE!
value to you 
Recruit prospects from current DB (2800 names) into Program with initial projected response of 30% (840); Cast net to potential new
Metrics prospects (8500 hemophilia A) – attain projected response of 10%, or, acquire 850 new names into DB
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,
Timeline Providers. Q2-4: Wave communications to program members, recruit new members; continuous online e-Learning, market research
Costs ($000) App. $527,000 - November 2003 through October 2004 (12 mo.)
Project Status Assessing proposed CRM campaign in relation to current Baxter Factor and other consumer/trade initiatives
Page 20

21. CRM Marketing Campaign
Q1 - Q4 ‘04 Activity
Dec. „03 Q1 „04 Q2 „04 Q3 „04 Q4 „04
“Build” “Awareness ” “Interest/Trial” “Desire/Convert” “Desire/Convert”
Mass N/A N/A N/A N/A N/A
Patient/ Complete DB Build; Recruit, Educate, Recruit, Educate, Recruit, Educate,
N/A Segmentation Retain & Convert
Caregiver Questionnaire
Retain & Convert Retain & Convert
Advocacy N/A Establish Patient Peer to Peer Peer to Peer Peer to Peer
Advisory Group Communication Communication Communication
HTC N/A Cast the Net Cast the Net Cast the Net Cast the Net
E-Learning E-Learning E-Learning E-Learning
HCC Cast the Net Cast the Net Cast the Net Cast the Net
Cast the Net
Payor N/A N/A N/A N/A N/A
Sales N/A N/A N/A N/A N/A
N/A N/A N/A N/A N/A
CSR
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22. Metrics
Tactic Metric Rationale Timeframe
• Attain 20% response to tactics among • Though an aggressive message will be • Begin tracking
all DB names (app. 560) pushed, Trial Offer Program will be available response to DTP
DTP ADVATE Trial tactics by April 15,
• Convert app. 60% of respondents to only for a limited time
Program 2004, but possibly
ADVATE Trial Offer Program direct • Though those who respond to mailing may
campaign to ADVATE by 7/04 (60% x 3/15/04 for rep
visit their HCP, certain HCP’s may not be
560 = 336) initiatives
trial-offer friendly
• Acquire 5% of moderate-severe names • This is a modest prediction of gaining only • Convert 60% - 7/04
outside of DB (app. 425), of newly names, not necessarily converts to
diagnosed and existing hemophilia A ADVATE. Campaign will generate thought
patient families, through web • Acquire names
among patients and caregivers to consider
promotions and chapter meeting outside DB (app.
if ADVATE is right for them, and will appeal
tactics 425) by 7/04
to their concern about safety
CRM Marketing • Identify all 2,800 (est.) names in the • An aggressive message of “Is it Right for • Names acquired
Campaign current database through various You?” will be pushed for CRM, and a survey through Trial Offer
direct marketing tactics will be sent up to four times to non- will be rolled into
• Attain 30% response among total responders, as a means to collect names. CRM campaign by
number of current database names Efforts to bring names into the db will also 4/15/04
to our tactics (e.g., 30% respond to be made through web initiatives and • Since names
survey, throughout year = 840) chapter events. Because we have longer to outside DB (app.
• Convert app. 60% of respondents to program CRM efforts, which will be 425) are expected
survey/CRM campaign to ADVATE ongoing, a larger response to the survey, to be acquired via
by 12/ 04 (60% x 840 = 504). This which is also going to all names on the db Trial Offer Program
equals 18% of names on DB) (just as the Trial Offer Program was by 7/04, they will go
• Acquire app. 850 names (10% of dropped to all names on the db), a larger into CRM efforts
8500 mod-sev), outside of existing number of people responding to the survey • By 7/04, acquire
db, of newly diagnosed and existing is expected than the number of people 840 names in DB in
hemophilia A patient families expected to respond to the Program. response to initial,
4-wave survey
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23. EXAMPLE FOR FUTURE PROJECT PLANNING
Do Not Fill Out
2004 Overall Timeline
NORTH AMERICA PFM LAUNCH PLAN: [ ENTER SECTION HERE ]
Progress Stage Key: PLANNING IN PROGRESS COMPLETE
2 0 0 3 PFM LAUNCH 2 0 0 4
KEY 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 ]
Step 1
Step 2
Step 3
Step 4
Step 5
STAGE 2: [ ENTER STAGE NAME ] Enter “P” to make a cell a “Planning” stage,
Enter “I” to make a cell an “In Progress” stage, and
Step 1 Enter “C” to make a cell a “Complete” stage
Step 2
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Step 4
Step 5
STAGE 3: [ ENTER STAGE NAME ]
Step 1
Step 2
Step 3
Step 4
Step 5
STAGE 4: [ ENTER STAGE NAME ]
Step 1
Step 2
Step 3
Step 4
Step 5
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24. Critical Issues and Risks
Critical Issue/Risk Resolution Mitigation Contingency
• HCC’s - not as receptive • Possible resolution via PMS • If regular Trial Offer Program • If HCC’s have no interest, will
to getting word out/working study, as opposed to regular (not PMS) pursues, utilize reps, not send anything from
with Baxter to promote Trial Offer Program others to convince HCC’s to HealthInfo
ADVATE Trial Offer Program mail materials to patients/CG’s
• For both Trial Offer Program • Need to get contract signed • Work with attorneys to finalize • Mail DTP packet for Trial
and CRM, contracts have not by app. Jan. 31 in order to contracts Program using the Jette
yet been signed; therefore, clean up data, and meet • Use pronounced call-to-action database (db will not be
data has not yet been various drop dates for Trial of “see your doctor” on cleaned/NCOA’d)
transferred, nor reviewed. Program and CRM Trial Offer Program targeted to • Use multiple channels (web, db,
patients/caregivers chapters, to broaden the net)
• Structuring patient-friendly • Held a Brainstorming Session • Conducting Market Research • If next SOP on messaging
messaging that appeals to on 1/13. Received comments in February to test messaging results in still “unfriendly”
both Legal, Marketing, and in SOP on notes. Language • Need to resubmit findings to language, conduct another
the Consumers is still not very patient-friendly SOP again session with additional Baxter
individuals and HealthInfo
• Based on Synovate study, • Promote on both advate.com • Using an integrated • Will promote both the
though n=only 13, 46% of and on hg.com, which only campaign of mail, one-way Trial Offer Program and CRM
patients surveyed indicated drives people to advate.com. communications off web, Program on both hemophila-
that they are not aware of Once at advate.com, direct marketing off web, galaxy.com and advate.com
hemophiliagalaxy.com, and patients/caregivers can and chapters, the rather low
this campaign promotes, tho request for reminder form to awareness of HG will be
only in part, both the Trial be sent to them directly via buttressed by its still high
Program and the CRM email, which they bring to doc visitor rate, and targeting
program on hg.com. names both on and off the
db thru other channels
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25. Critical Issues and Risks
Critical Issue/Risk Resolution Mitigation Contingency
• Bad E-Mail addresses on • Clean up email addresses • Jill Felbein, contractor, is re- • Will wait to market via email
Siebel. Also, need to ascer- reviewing addresses and until addresses are sufficiently
tain how we’re going to alerting reps to which ones cleaned up
use Siebel information at need cleaning. • If we decide to provide
HealthInfo. • Meeting will also be held HealthInfo with a copy of
among M. Donges, J. Felbein, portions of Siebel
C. Ping, HealthInfo, and P. information, updates to
Mitsos to review status of email addresses and other
emails and how we plan to contact information should
utilize Siebel info in CRM efforts. be sent to HealthInfo on a
monthly basis,
• DB names that are identified • Establish a patient advisory • Identify and segment names • Until patient advisory council
as highly loyal other-product council that includes former on DB is formed, use testimonials
users (Recombinate, other highly loyal Recombinate • Establish appropriate patient and incorporate opportuni-
Baxter product, non-Baxter users converted to ADVATE advisory council ties for peer-to-peer dialog
product) could result in slower to serve as springboard for in other direct channels (web,
adoption to ADVATE peer-to-peer communica- newsletter, etc.)
tions, to aid in converting to
ADVATE
Page 25