THE MAGAZINE OF PHARMACEUTICAL BUSINESS AND MARKETING • MEDADNEWS.COM • MAY 2012 • VOLUME 31 NUMBER 5 • $25

IN THIS ISSUE: 18TH ANNUAL REPORT: DTC

LEFT TO THEIR 16 OWN DEVICES Brave new world (of DTC) Scandals over recalls and data disclosure haunt In order to respond to tectonic shifts in the marketplace, pharma brand managers must medical device makers. rethink their approach to the DTC relationship. By Joshua Slatko [email protected]

he iconic television spot for the iconic pharmaceutical brand, while not yet ready for the museum, is also not quite the go-to tool it once was for marketers seeking maximum return Ton their dollars. As developers turn towards the targeted compound, patients expand their digi- tal horizons, and payers concern themselves more with pre-emptive wellness measures than expensive A THOUSAND treatments, pharma’s brand managers must rethink 18 PICTURES their approach to the brand/patient relationship – and thus to DTC communications – to keep their As the newest and brands competitive. shiniest social media According to a mid-2011 survey report by Cut- tool, Pinterest is stirring ting Edge Information, the return-on-investment the interest of pharma for direct-to-consumer advertising in the United companies wanting to States lags behind other promotional methods, expand their social media such as patient adherence and physician support programs – but is it ready programs, despite past success. Cutting Edge’s data for pharma, and if so, how show that pharmaceutical marketing executives can it best be used? allocate 24 percent of their budgets to DTC ad- vertising in the United States but attribute only 16 percent of revenue generated as return on the DTC investment. A SWEET Healthcare consumers, Cutting Edge’s research- CHALLENGE ers assert, have become jaded to, or at the very least 22 often disregard this type of advertising. Th eir survey found that in the United lates to a group of brands that invest more and a group of brands that invest States, other tools such as patient adherence and provider support programs a lot less – or not at all. Overall, as the number of brands that can benefi t Through its open-source are outperforming the percentage of total brand revenue generated by DTC from DTC diminishes, I predict that DTC spend for the overall industry will “Data Design Diabetes advertising. Survey data show that provider support programs generate an av- decline substantially.” Challenge,” Sanofi is erage of 26 percent and patient adherence programs generate 22 percent of Along the same lines, but narrowing the focus, Reid Connolly of evoke looking beyond marketing brand revenues compared to DTC advertising’s 16 percent. interaction believes that changes in perception of DTC as a marketing tool are drugs to help patients Drugmakers surveyed by Cutting Edge responded that they make 14 per- tied to the industry’s shift away from the traditional blockbuster and towards address the diffi culties of everyday living with cent more money by using DTC than if the advertising was discontinued more targeted compounds. diabetes, and is fi nding and spending remained static for other promotional eff orts. But the return “Th e issue is not that DTC mass media has reached the point of dimin- new partners the company on DTC is also lower than those other activities. As a result, none of the U.S.- ishing returns, but rather that the make-up of brands being approved and otherwise would never have based marketing groups surveyed would increase their existing DTC spend- launched right now is changing,” Mr. Connolly says. “While DTC mass me- connected with. ing even if given an extra 10 percent in their budgets. Th us, concluded Phar- dia will always be a valuable tool for blockbuster brands treating mass-market malot’s Ed Silverman in response to the survey, “DTC may have reached the conditions when used as part of an integrated marketing mix, many of the proverbial point of diminishing returrns.” brands coming to market are more specialized biologics or rare disease treat- Although Cutting Edge’s results are clear in black and white, interpretations ments. Th ese brands require a more tailored relationship marketing approach, of the company’s survey results vary widely among pharma ad agency leaders. which DTC mass media alone cannot off er.” According to Jay Carter of AbelsonTaylor, Cutting Edge’s results refl ect an But no matter what the brand, DTC may still play an important role in any industry whose marketers are “growing up,” learning where DTC dollars work media mix. According to John Kenyon, VP of Targeted Media, the targeted best, and where they don’t. marketing division of Time Inc., the great value of a good DTC campaign is “DTC has not reached the point of diminishing returns,” Mr. Carter told how it can support other campaign elements and amplify the usefulness of Med Ad News. “Instead, we are observing a maturation of our knowledge the most important of pharma’s marketing transactions – the doctor/patient about what brands respond well to DTC and what brands don’t. Th at trans- continued on page 8

SWEETYM/ISTOCKPHOTO.COM Th is month on

■ P2P healthcare and the portals of power: Peter Pitts of the Center for Medicine in the Public Interest talks about P2P Healthcare, where social media holds the keys to the portals of power.

■ Your metrics are useless: Digital marketers have developed the bad habit of gathering all sorts of useful data on user behavior but not actually using it to improve the user experience, according to Mike Nuckols and Walt Ruday of CDM Princeton.

MedAdNews

CEO Paul Miller tothepoint [email protected] BRAND DIRECTOR Daniel Becker By Christiane Truelove [email protected] [email protected] DIRECTOR OF CONTENT Christiane Truelove I think I have discovered a business even farther behind, IT-wise, than the [email protected] pharmaceutical industry. I found this out when my brother-in-law the IT guy was explaining MANAGING EDITOR, SPECIAL REPORTS Andrew Humphreys to me why he was no longer at the job he had just gotten late in the winter. [email protected]

Brother-in-law had been hired to help this company (which shall remain nameless, but is a MANAGING EDITOR, MED AD NEWS Joshua Slatko small operation engaged in specialty equipment manufacturing) to update its pricing database, [email protected] its internal programs, et cetera. He had an inkling he was in trouble when he saw the server EDITOR AT LARGE ran on Windows 2000 NT and the database on Access 2000. Ed Silverman Th e server itself? Located in the break room, next to the coff ee machine. When the old [email protected] server began to die and made an incredibly unpleasant screeching whine while doing so, the LEAD ART DIRECTOR Marco Aguilera solution was to close the door of the break room so people didn’t have to listen to it. In this issue, we’re looking [email protected] Th e boss did eventually get a new server, but when the IT company that installed it began at how the pharmaceutical ASSOCIATE ART DIRECTOR to talk with him about building an operating system for the company, he refused to believe Jennifer Field industry continues to change jenny.fi [email protected] that this was a necessary, nay, incredibly needed thing and thought they were trying to rip him its communication ways to take PRODUCTION MANAGER off . advantage of new technology Brian Wu Another thing, the offi ce had fi ling cabinets fi lled with copies of old order forms. Every – although changes have not [email protected] order was printed out and fi led. Not by customer, or even type of equipment ordered. By date. been happening quickly at some SENIOR ACCOUNT MANAGER companies, when change occurs, Sandra Baker My brother-in-law actually off ered to scan every piece of paper and put it on the server in a [email protected] it happens comprehensively. searchable format, but this was deemed to be “too risky.” SENIOR ACCOUNT MANAGER Other signs that my brother-in-law knew he’d soon be on the job hunt again: fi nding 279 Andrew McSherry [email protected] iterations of the pricing database on the old server (meaning no one had ever gone in and cleaned out the old fi les each time the MARKETING MANAGER database had been updated); the boss’ refusal to acknowledge that buying new software meant that he needed to buy user licenses for Joanna Siddiqui each employee; the boss breaking the router in a physical temper tantrum; and my favorite, the boss telling my brother-in-law that [email protected] the IT systems could be replaced “by a line of typewriters.” ASSISTANT MARKETING MANAGER Amanda Wells Admittedly, the pharmaceutical industry hasn’t been very forward of the technology curve. I recall a few years ago at a Digital [email protected]

Pharma ExL event, during the unconference session, someone from a pharmaceutical company that shall not be named was ONLINE MANAGING EDITOR complaining that the IT department there wouldn’t let them use a browser other than IE6. But compared with my brother-in- Barbara Lempert [email protected] law’s former employer, this company was on the technological cutting edge. I think my brother-in-law would have loved to have ASSOCIATE WEB EDITOR even IE6. I understand that since that statement was made, the pharma company in question quietly installed new browsers for its Mia Burns employees. [email protected] In this issue, we’re looking at how the pharmaceutical industry continues to change its communication strategies to take DATA SPECIALIST Silvia Arriola advantage of new technology – although changes have not been happening quickly at some companies, when change occurs, it [email protected] happens comprehensively. In “Th e brave new world (of DTC),” Joshua Slatko takes a look at how the digital revolution is changing DATA SPECIALIST the patient/brand relationship – particularly the use of apps that can capture information about a patient’s mindset and provide Diane Strohm [email protected] real market data. Consumers are driving these changes. According to Michael Hudnall of grey healthcare group, the digitally savvy consumer will force marketers to change their entire philosophy of what relationships are about. “For too long, a ‘relationship’ has HOW TO CONTACT US centered around the brand communicating what it wants to when it wants to, with its strategy defi ned by answering the question, EDITORIAL ‘What do I want to say to this patient at this point?’ Th e problem is that this doesn’t best help the patients.” Send all press releases to [email protected]. Please note that we prefer all press releases and “A sweet challenge” examines how Sanofi ’s “Data Design Diabetes” challenge is changing the way the company is interacting with other documents to be sent to us in electronic format, via the e-mail system to [email protected]. potential partners, people with diabetes, and their caretakers to create cutting-edge tools to improve diabetes care. By encouraging All visuals, photographs, illustrations, and images the development of high-tech tools for health and wellness, Sanofi is shifting beyond the bounds of what a pharmaceutical company should be submitted to [email protected] in .JPG, .TIF, or .PDF format at 300 dpi or higher. has traditionally done. We do not accept press releases through the post or through facsimile. All press releases will be posted And in “A thousand pictures,” the possible uses pharma could make of the social media site Pinterest are explored. on our electronic-information resource at pharmalive. com. Appropriate press releases will be published Pharma companies may be wrestling with the future of technology as it pertains to their marketing programs, but at least they in various departments in Med Ad News. Although are making moves. Th ough they may not be moving as fast as their vendors would like them to, unlike my brother-in-law’s former we welcome article ideas, please note that we do not accept articles or manuscripts for publication. employer, they are not totally underinvesting in needed technology – or fi guratively shutting the door of the break room so that they For general inquiries, call 609-759-7680, or e-mail Director of Content Chris Truelove at chris.truelove@ don’t have to listen to the coff ee-spattered server die. ubm.com.

SUBSCRIPTIONS For new subscriptions, renewals, payments, address changes, and back issues, call 877-361-2911, or e-mail [email protected]. EDITORIAL ADVISORY BOARD REPRINTS AND PERMISSIONS To order reprints of articles, or for permission to copy or reuse material from Med Ad News, call ELIZABETH IZARD APELLES CEO, Greater Than One SANDER A. FLAUM Principal, Flaum Navigators; MIKE MYERS President, Palio Wright’s Media at 877-652-5295, or e-mail sales@ wrightsmedia.com. Inc. Chairman, Fordham Leadership Forum, Fordham Graduate School of Business LESLIE C. NORTH VP, Marketing, Women’s Healthcare, JAY APPEL Marketing Director, Physician Relationship Bayer HealthCare Pharmaceuticals Inc. Management, Amgen Inc. JOSH FRANKLIN VP, Sales and Marketing, Cornerstone Therapeutics Inc. LINDA PALCZUK VP, Sales and Marketing, JAY CARTER Senior VP, Director of Strategy Services, AstraZeneca Pharmaceuticals AbelsonTaylor DIANE KRUSKO Former director, Pfi zer Inc. PETER PITTS President, co-founder, Center for Medicine in DENISE CLEMONS Director, Cardiovascular Marketing, ANGELA MICCOLI President, the Public Interest Takeda Pharmaceuticals North America Cegedim Relationship Management FOR EDITORIAL TO BE POSTED ON MICHAEL E. THYEN Director, Marketing and Sales Global PHARMALIVE.COM Call Barbara Lempert, 609-759-7663, CHRIS ESPOSITO Managing Director, General Medicines STEVEN MICHAELSON former Founder and CEO, Procurement, Eli Lilly and Co. or e-mail [email protected] Portfolio, Eastern PA, Novartis Pharmaceuticals Wishbone Send press releases for posting on PharmaLive. DENNIS URBANIAK VP, U.S. Diabetes, Sanofi US com to [email protected].

MAY 2012 MED AD NEWS • 3 This month on

Each month, Med Ad News inside editors provide content exclusively available on our Website, PharmaLive. com. This valuable industry ON THE COVER coverage provides additional insight into news and events 18TH ANNUAL REPORT: DTC • BRAVE NEW WORLD (OF DTC) affecting pharmaceutical In order to respond to tectonic shifts in the marketplace, pharma brand managers business and product marketing. must rethink their approach to the DTC relationship.

P2P healthcare and the portals of power Peter Pitts of the Center for Medicine in the Public Interest talks about P2P FEATURES Healthcare, where social media holds the keys to the portals of power. 16 MEDICAL DEVICES • LEFT TO THEIR OWN DEVICES Your metrics are useless Scandals over recalls and data disclosure haunt medical device makers. Digital marketers have developed the bad habit of gathering all sorts of useful data on user behavior but not actually using it to improve the user experience, according to Mike 18 SOCIAL MEDIA • A THOUSAND PICTURES Nuckols and Walt Ruday of CDM As the newest and shiniest social media tool, Pinterest is stirring the interest of pharma Princeton. companies wanting to expand their social media programs – but is it ready for pharma, and if so, how can it best be used?

22 DIABETES • A SWEET CHALLENGE Through its open-source “Data Design Diabetes Challenge,” Sanofi is looking beyond marketing drugs to help patients address the difficulties of everyday living with Med Ad News Insider is a blog diabetes, and is finding new partners the company otherwise would never have providing up-to-the-minute news, connected with. opinion, and commentary from the editors of Med Ad News magazine, with the same editorial focus on pharmaceutical business and product marketing you have come to trust from our print publication. DEPARTMENTS

24 SALES & MARKETING Globalization of the pharmaceutical industry will challenge medical affairs organizations to better coordinate materials and establish global minimum standards in order to remain compliant.

Searchable online database 26 INTERACTIVE AND DIGITAL MARKETING of pharma and biotech Social media is changing the nature of healthcare interaction, and health organizations that ignore this virtual companies, their pipelines, environment may be missing opportunities to engage consumers, according to a report by the Health Research fi nancials, brands, and more. Institute at PwC US. Learn more at PharmaLive.com/ neweKB. Contact Sandra Baker at 609-759-7682 or e-mail Sandra. 28 AD AGENCY UPDATE [email protected]. Ignite Health has relaunched the next generation of “Diabetes Nest”, a Twitter-based platform using the latest technology to curate, filter, and present relevant, real-time conversations to the diabetes online community.

34 PEOPLE ON THE MOVE Merck has announced announced the appointment of Michael J. Holston as chief ethics and compliance officer of the company, effective June 25, 2012.

WEBCASTS 37 THE LAST WORD: SECOND THOUGHTS ABOUT SOME FIRST THOUGHTS Assessing your Salesforce Sander Flaum reviews his comments from an interview about great CEOs – and adds a few things he wishes he’d Effectiveness: How do said. customers view your company’s reimbursement IQ?

Featuring Rhonda Greenapple, MSPH, CEO and founder, Reimbursement Intelligence; and Ed Silverman, editor, Pharmalot, Editor-at-Large, Med Ad News and R&D Directions

Recorded May 23rd

Please visit PharmaLive. com/webcasts for Med Ad News (ISSN 1067-733X) is published monthly by UBM Canon, 300 American Metro Blvd., Suite 125, Hamilton, NJ 08619, United States. Periodicals postage is paid at Hamilton, N.J., and additional mailing offices. POSTMASTER: Send more details. address changes to Med Ad News, c/o UBM Canon, 300 American Metro Blvd., Suite 125, Hamilton, NJ 08619, United States. The U.S. subscription rate is $285 for one year; the Canadian subscription rate is $325 for one year; and the subscription rate for the rest of the world is $425 for one year. Advertising and editorial offices are located at 300 American Metro Blvd., Suite 125, Hamilton, NJ 08619, United States; telephone: 609-759-7600. For advertising, call extension 7674; for editorial, call extension 7680; facsimile: 609-759-7676. Canada Post: Publications Mail Agreement #40612608. Canada Returns to be sent to Bleuchip International, P.O. Box 25542, London, ON N6C 6B2 © 2012. UBM Canon. All rights reserved. No portion of this publication may be reproduced in any form without the written consent of the publisher. Printed in the United States.

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WHAT’S ONLINE WHAT’S IN PRINT

BRAVE NEW WORLD (OF DTC) • DIGITAL REVOLUTION One point of nearly unanimous agreement among industry marketing YOUR METRICS ARE USELESS leaders is that pharma stands on the edge of a digital revolution in the Digital marketers have developed the bad habit of gathering all brand/patient relationship. sorts of useful data on user behavior and then not using it, write Go to page 10 Mike Nuckols and Walt Ruday of CDM Princeton. A THOUSAND PICTURES As the newest and shiniest social media tool, Pinterest is stirring the SOLVING THE PROMOTIONAL PUZZLE: HOW TO EFFICIENTLY interest of pharma companies wanting to expand their social media MANAGE REGULATED PROMOTIONAL MATERIALS programs – but is it ready for pharma, and if so, how can it best be used? New cloud-based technology is helping connect the many pieces Go to page 18 of today’s promotional materials management puzzle. A SWEET CHALLENGE Through its open-source “Data Design Diabetes Challenge,” Sanofi is WHAT PHYSICIANS WANT? IT’S SPELLED D-I-G-I-T-A-L looking beyond marketing drugs to help patients address the difficulties A study by Publicis Touchpoint Solutions quantifies physicians’ of everyday living with diabetes, and is finding new partners the company demand for all things digital from pharma companies. otherwise would never have connected with. Go to page 22

A DYING MOM, A YOUTUBE PLEA, AND GENENTECH SOCIAL MEDIA LIKES HEALTHCARE: PWC STUDY A woman with Stage 4 breast cancer harnessed the power of social Social media is changing the nature of healthcare interaction, and health media to convince Genentech to give her access to an experimental drug. organizations that ignore this virtual environment may be missing opportunities to engage consumers, according to a report by the Health Go to pharmalive.com/dotpharma to read these stories Research Institute at PwC US. Go to page 26

A look at the evolution of pharmaceutical business and brand marketing over the past 30 years by the editors of Med Ad News.

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continued from page 1 paign was running. Point-of-care communica- tion provides brands with the opportunity to GROUPED MEDIA — DIRECT-TO-CONSUMER conversation. But DTC’s infl uence on that con- signifi cantly elevate the quality of the physician/ ADVERTISING EXPENDITURE versation is not well-perceived by marketers – patient conversation, but still it continues to be Media Type Expenditure in 2011 ($) Expenditure in 2010 ($) % Change thus the belief in “diminishing returns.” an underutilized component of the DTC mix.” TV 2,433,505,024 2,481,264,978 -1.9% “Our research has shown that physicians and Th e real danger of declining faith in DTC, Magazine 1,213,496,210 1,201,682,058 1.0% patients, as well as DTC brands, have a com- Mr. Kenyon believes, is that in the absence of ef- mon goal: to create more meaningful dialogue fective DTC, marketers may inadvertently cre- Newspaper 244,229,517 236,489,959 3.3% between physician and patient,” Mr. Kenyon ate a physician/patient dialog that is one-sided Radio 35,125,884 51,252,747 -31.5% says. “Th is exchange continues to be at the cen- and much less constructive. Properly executed, Outdoor 1,848,927 3,768,758 -50.9% ter of proper diagnosis and compliance. Well- he says, DTC provides an important source of Total 3,928,205,562 3,974,458,500 -1.2% executed DTC can drive the exchange. While information for patients to prepare themselves Source: Nielsen (nielsen.com) the importance of patient adherence, provider for proper diagnosis by their physician or other Group Media Type Breakdown: TV = Network, Cable, Syndicated, Spot 210, Spanish Language Network, Spanish Language support, and CME is not in question, DTC healthcare provider. Cable; Magazine = National, Local, National Sunday Supplement, Local Sunday Supplement; Newspaper = National, Local; Radio = Network, Spot is also a critical component for many success- Some ad agency leaders are especially du- ful brands. But DTC as a driver of that success bious regarding the “diminishing returns” is not clearly understood. Ask yourself this: if a conclusion. In responding to questions core target audiences, and fund other critical Mr. Rebak believes, it has to deliver very effi - brand were truly achieving a 2-to-1 ROI for a about the Cutting Edge survey, Michael programs like detailing, KOL programs, patient cient customer acquisition at scale and with given DTC initiative, why would they ever sus- Hudnall of grey healthcare group cited re- support and RM, access ... and hopefully with lower fi nancial risk. Th is, he says, is quite pos- pend it?” search that reached very nearly the opposite some room to test innovative ideas.” sible in today’s data-driven ad tech ecosystem, Mr. Kenyon believes that patient adherence, conclusion. Other executives believe that DTC strategies where marketers can quickly fi nd and engage provider support, and CME assist the physi- “Th ere are few consumer brand managers have become victims of the increasing ability of the right consumers with the highest conversion cian side of the education process, but DTC is who would tell you that their brands are opti- marketers to closely track the effi ciency of their rates to deliver on real ROI. still needed to educate the patient so that these mally funded,” Mr. Hudnall told Med Ad News. campaigns. Th is does not necessarily augur the As a leader at one of the industry’s most discussions can be more succinct and benefi cial “We know that DTC is proven to work and can end of DTC, though – just that marketers need prominent DTC shops, Terry Voltz of Draft- to patients, physicians, and brands. A more in- drive very high ROI when properly executed to do a better job of maximizing its effi ciency fcb might be expected to argue strongly in formed patient, he says, is more apt to ask rel- and funded. When compared against the opti- and tracking its eff ectiveness. favor of mass media DTC’s continuing value evant questions and to use their time with the mal investment analyses fi elded by many phar- “DTC is getting a bad reputation because it as a marketing tactic. Not quite so; but Mr. physician more eff ectively. Crucial to this, and ma companies, DTC is often underfunded.” hasn’t historically been tasked to deliver cost-ef- Voltz is very clear about the tactic’s value for sometimes lost under the fl ashy lights of expen- Mr. Hudnall is careful to add, though, that fectiveness,” says Rob Rebak of QualityHealth. large market products. sive TV campaigns, is the value of point-of-care the situation is not quite that simple. “Back in the day of the blockbuster, effi ciency “I would agree that pharma marketers are materials. “A brand must ask, even though this incre- didn’t factor into the DTC decision. So today, – very correctly – no longer seeing mass media “Point of care is an important subset of mental DTC investment might deliver a rela- with overall prescription sales declining in a as a panacea to drive their business,” Mr. Voltz DTC, and is closest to the physician/patient ex- tively lower return, is the positive return it will generics-dominated market, and new entrants says. “As consumer targets are being segmented change,” Mr. Kenyon says. “In fact, our research yield more important than the opportunity to tending to be smaller specialty products, many more carefully, narrowing and defi ning target shows that, on average, one in three doctors fund another program?” he says. “Th e other executives are ready to walk away from the patient groups rather than reaching out to ev- noticed an increase in condition-specifi c dis- reality is that every brand has funding chal- potential waste of TV, print, and even online eryone, mass DTC can become less attractive. cussion with their patients, and 65 percent of lenges and needs to support multiple objectives display ads rather than hold DTC to a higher However, it remains an appropriate option in doctors stated that patients asked about specifi c beyond just DTC to maximizing return against standard.” broad-based, consumer-driven categories – ED treatment options when a targeted DTC cam- all marketing objectives, adequately support all For DTC to continue to be a market driver, and statins, for example – and if you want to in-

DTC spending down for fi fth the arthritis treatment Celebrex, the pain Coming in third place for a second con- hiked-up DTC spending resulted from consumer consecutive year medication Lyrica, the major depressive disorder secutive term was AstraZeneca (astrazeneca. promotion of Pradaxa, which received FDA drug Pristiq, and the smoking cessation product com) at $340 million, with direct-to-consumer marketing clearance during October 2010. By Andrew Humphreys Chantix. Each brand was backed by more than expenditure dropping 8 percent versus 2010. Boehringer Ingelheim spent $108.9 million on $50 million in consumer promotion during 2011. The company’s U.S. pharma DTC spending was the blood clot drug’s U.S. consumer promotion in [email protected] Lipitor was the second-most-promoted medi- allocated toward the likes of the mental-health 2011. BI’s direct-to-consumer expenditure for the cine to consumers during 2011 at an expenditure disorder product Seroquel XR, the cholesterol COPD product Spiriva HandiHaler rose 10 Direct-to-consumer spending during 2011 for the totaling $220.8 million. This amount represented drug Crestor, the asthma and COPD medica- percent to $75.2 million for 2011. U.S. healthcare industry’s prescription medicines a 12 percent decrease versus the 2010 fi gure for tion Symbicort, and the osteoarthritis treatment The other top 10 pharma/biotech DTC spend- decreased compared with 2010. The combined Lipitor. From 2000 through 2011, Lipitor was the Vimovo. ers in 2011 were Merck (merck.com), Abbott TV, magazine, newspaper, radio, and outdoor most-promoted prescription medicine advertised AstraZeneca’s top-promoted drug to consum- Laboratories (abbott.com), Allergan (allergan. expenditure totaled $3.93 billion in 2011, a 1.2 to consumers at a total budget exceeding $1.65 ers last year was Seroquel XR, which is indicated com), Amgen (amgen.com), and Otsuka percent decline versus the previous calendar term billion. More than $700 million of that amount for major depressive disorder, schizophrenia, Pharmaceutical (otsuka-global.com). Merck of according to data from Nielsen. was spent during the past three years, as Pfi zer bipolar mania, and bipolar depression. The Whitehouse Station, N.J., spent $186.9 million, In terms of the media groups, the largest ramped up DTC advertising for the top-selling Rx product’s expenditure for consumer promotion down 17 percent compared to 2010. lllinois- increase in DTC expenditure for 2011 came from drug of all-time before U.S. generic competition toward depression increased from $22.5 million based Abbott was last year’s No. 7 DTC spender newspaper, which rose 3.3 percent to $244.2 took effect at the end of November 2011. in 2010 to $94.1 million for 2011. Crestor’s at $182.6 million, representing a 39 percent million. The largest decline occurred with outdoor, Pfi zer’s No. 2 DTC product in 2011 was DTC spend dropped off 36 percent from 2010 to jump versus 2010. With headquarters in Irvine, which experienced a 50.9 percent decrease to Viagra at $127.6 million, which was a 23 $61.9 million for last year. Spending decreased Calif., Allergan spent $158.8 million promoting $1.8 million. Television was the leading media percent increase versus 2010. Trailing Viagra 7 percent for Symbicort Inhaler’s COPD indica- medicines to consumers during 2011, marking group in terms of 2011 DTC spending at $2.43 was Celebrex at $114.2 million, compared tion to $58.6 million during 2011 (the fi gure for a 6 percent decline in comparison to the 2010 billion, decreasing 1.9 percent versus 2010. The with $34.2 million in 2010. Lyrica was Pfi zer’s the drug’s asthma indication was not available). amount. No. 2 group was magazine, with 2011 spend fourth-leading DTC brand in 2011 at $103.2 Vimovo made its debut on the top 20 brand DTC In 2011, Amgen spent more than double growing 1 percent to $1.21 billion. Direct-to- million, up 4 percent compared to 2010. Pristiq’s list in 2011, coming in at $53.7 million, a 162 (111 percent increase) its 2010 expenditure for consumer spending on radio dropped off 31.5 consumer expenditure during 2011 came in at percent jump over its 2010 number. a total of $140.9 million. The California-based percent to $35.1 million. $96.3 million, dropping 22 percent versus the GlaxoSmithKline (gsk.com) ranked No. company’s most-promoted medicine to consumers The diseases/medical uses targeted with previous calendar term. The DTC expenditure 4 among all pharma/biotech spenders in 2011 last year was the arthritis treatment Enbrel with the most direct-to-consumer dollars during 2011 for Chantix in 2011 decreased 20 percent from with a DTC budget of $204.9 million, a 36 per- a DTC spend of $99.6 million. The 163 percent included high cholesterol, erectile dysfunction, 2010 to $80.5 million. cent decrease compared to 2010. Leading the improvement compared to 2010 landed Enbrel depression, arthritis, and COPD. For the second year in a row, Eli Lilly (lilly. way was Advair Diskus for chronic obstructive among the top 10 most-promoted prescription com) was the No. 2 industry spender. Indianap- pulmonary disease. Spending allocated toward products to consumers during 2011. Leading DTC spenders and brands olis-based Lilly increased its direct-to-consumer Advair Diskus for COPD in 2011 declined 23 Rounding out the top 10 DTC spenders dur- spending 6 percent to $445.1 million for 2011. percent to $82 million from 2010 (the amount for ing 2011 was Otsuka with an expenditure of Pfi zer (pfi zer.com) was the No. 1 pharma DTC About $414 million was directed toward two the product’s asthma indication was unavailable). $134.9 million, a 14 percent drop-off compared spender in 2011 at $886 million according brands: the pain medication and antidepressant Ranked as the No. 15 pharma consumer to the company’s 2010 spend. Otsuka spent to Nielsen data, marking the fi fth consecutive Cymbalta and the erectile dysfunction drug spender of 2010, Boehringer Ingelheim $131.2 million on the antidepressant Abilify, year that the New York-based company paced Cialis. These products were the most-promoted (boehringer-ingelheim.com) shot up 10 spots which was about the same amount as in 2010. the industry. Pfi zer allocated its DTC spend on brands to consumers in 2011 along with Lipitor. to fi nish fi fth for 2011. The company’s DTC The drug’s indications include schizophrenia, brands such as the cholesterol-lowering therapy Cymbalta accounted for $270.4 million and the expenditure more than doubled from $81 million bipolar disorder, major depressive disorder, and Lipitor, the erectile dysfunction drug Viagra, Cialis portion came in at $143.8 million. during 2010 to $190.3 million for last year. The autistic disorder.

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If you’re ready to move your brand past the expected and start collaborating in full color, call Ed Mitzen at 518.488.8304 or experience our website at fingerpaintmarketing.com. 18TH ANNUAL REPORT: DTC troduce a new potential blockbuster to a broad DTC, citing three major visions of the future. companies occur, the pharma side of the con- look at not only consistency, but also how well a audience, there are few options more effi cient or First, pharma will need to shift to a service mod- versation had best be transparent, unbiased, and message resonates within a particular channel.” eff ective than TV.” el to keep patients engaged with treatments. valuable to the patient, or marketers will pay a For instance, print provides a canvas to pres- “We are rapidly approaching the time when high price. ent a very robust message and have readers scan THE DIGITAL REVOLUTION information alone won’t be enough,” Mr. Mc- “Today’s patients require transparency as a material for content to which they can respond. Cleary says. “Instead, consumers will come to cost of entry into a conversation with them,” Broadcast media uses emotions, sound, and vi- One point of nearly unanimous agreement rely on personal call centers for patients on treat- Mr. McCleary says. “Patients smell bias and sual cues to address a passive experience. Digital among industry marketing leaders is that phar- ment, counselors for those considering treat- ulterior motives instantly. If companies are not media provides gratifi cation and a direct call-to- ma stands on the edge of a digital revolution in ment, and a much broader array of fi nancial transparent, they lose credibility – not as mar- action. the brand/patient relationship. What this revo- and outcomes-based support for patients.” keters, but as valued partners in that conversa- “Brands need to begin to identify how to cre- lution might look like on the ground, and its Second is the rise of clinical trials for apps, tion. Even more importantly, when marketers ate variances and nuance to their messaging that implications for brand management, though, a subject far beyond the thoughts of the fi rst are allowed to enter that conversation, they support an overarching message but still utilize are both matters of considerable debate. DTC marketers in the late 1990s. must be relevant. Demonstrating an under- the channel to return optimal results,” Mr. Con- “Th e deployment of technology to aid in “Th ere are tens of thousands of healthcare standing of what patients are going through is tess says. “If it feels overwhelming, that’s okay. personal health is a huge trend,” says Neil Cont- apps and sites that help us manage everything, critical for them to continue to engage. Still, un- We’d advise brand managers to pick a few chan- ess of Ogilvy CommonHealth Consumer Care. from our daily caloric intake to our glucose lev- derstanding their challenges, wants and needs nels that make sense, but always start with an “Th e popularity of smartphones and their acces- els,” Mr. McCleary says. “If used properly, these is not enough. Marketers then have to deliver analytics plan. Metrics will tell you if the chan- sibility has made them an easy vector for man- tools can make an impact on our health out- value based on that understanding.” nel is working for your brand message.” aging health and personal behavior. Th e cycle of comes. Pharma will need to embrace the use of And, crucially, brand managers should be communication that is based on email is losing these tools, in conjunction with treatment, to MIXED MESSAGES prepared to optimize their campaigns in real ground with patients who are more and more drive outcomes. As doctors prescribes a statin to time. consuming information from a ‘stream.’ So- help lower a patient’s cholesterol, for example, One of the greatest hurdles in communicating “If something isn’t working, move your ef- cial media has conditioned many of us to scan they are increasingly prescribe a diet and fi tness with consumers and patients in the digital age is forts to the channels that do work,” Mr. Contess a constant thread of content from a variety of app/site to drive outcomes, as well. As this be- the sheer number of communications channels says. “With the right key performance indica- sources. We respond to those things that pique comes more common, there is no reason that a that they use. Th us the modern marketer, strug- tors in place, you will know exactly how to cut our attention by clicking a link, ‘liking,’ or shar- pharma company can’t to provide that app. We gling to keep track of her brand’s activities, must through the noise and hype of new channels.” ing with others.” may see the fi rst clinical trial for an app, which follow campaign elements across print, televi- According to Mr. Connolly, consistency To take advantage of this, Mr. Contess be- may or may not even include a pill, within the sion, Websites, mobile, social media, et cetera, across channels requires seamless collaboration lieves, brands will need to begin to model their next several years.” creating a uniquely modern challenge of main- among all agency partners supporting a brand. marketing after this behavior, and apps provide And fi nally, the pharma company of the fu- taining message consistency. Faced with this Th is agency integration requires shared expecta- a platform to do so. “A patient downloading an ture is going to look very diff erent, starting with challenge, agency leaders have devised a num- tions, common objectives, and regular commu- app is giving a brand real-estate in their life,” he a drive to acquire digital expertise. ber of approaches to keep the message clear, and nication, often through the form of roundtable says. “Th ey are validating a brand’s importance “Th e transformation will begin with the next themselves sane. discussions. Consistency also requires the cre- and relevance on a device that is always with round of acquisitions, in which major pharma “Th e proliferation of new digital channels ation and management of brand asset libraries them. Your patient’s home-screen is the new companies begin snatching up software compa- and platforms aggravates the problem of mes- for each agency to access and apply in a channel- paradigm for importance.” nies for their outcomes-based software models,” sage consistency,” says David Ormesher, CEO, agnostic manner. Usage guidelines need to be And plenty of brands, not just of the pharma Mr. McCleary says. “It will continue with deep- closerlook inc. “One of the most eff ective ways created and applied to ensure consistency across variety, are fi nding better ways of using social er payor partnerships that advocate an ‘app fi rst’ of addressing this challenge is to build a mar- all platforms and the right individuals must be channels and other technologies for CRM. treatment protocol. Within fi ve to seven years keting platform that captures response data and empowered to implement and enforce these “Pharma is focused on ‘recently diagnosed’ to the new ‘pharma’ company model will emerge provides visibility into every sales and marketing guidelines. drive new prescriptions,” Mr. Contess told Med as we see the fi rst service-oriented, healthcare tactic across the marketing organization. It’s not Mr. Connolly is quick to point out, though, Ad News. “We’re seeing social channels becom- ‘app’ company that fi elds reps to physicians and only message consistency that needs attention; that consistency should not become a goal in it- ing the ongoing conversation for retention and manufactures software, instead of a pill or treat- it’s also the proper targeting and cascading of self, inhibiting the exploitation of each channel’s compliance. Another trend is the move toward ment.” messages that will have the biggest impact on distinct advantages. gameifying compliance. Rather than punitive, In Mr. McCleary’s vision, digitally savvy pa- customer behavior.” “While consistency is important, it should not scolding messages, we’re seeing reward-based tients no longer ask their doctors to write them For Mr. Contess, the trick to managing mul- be a brand’s primary goal, but rather a strategy to messaging. Social channels are reinforcing posi- a script for a drug or treatment they saw on TV tiple channels eff ectively is keeping in mind the help achieve its goals,” he says. “Th e proliferation tive behavior, at least for the patient population or a Website. Instead, they fi nd friends that have advantages and drawbacks of each channel. of ‘digital DTC’ allows for a much greater level that is receptive to this kind of messaging.” had the same symptoms and ask them what “Consistency is very important, but not all of targeting of messages based on in-depth con- According to Mr. Hudnall, the digitally treatments to consider. Th ey ask other suff erers channels are equal, nor do all channels provide sumer segmentation and brand marketers should savvy consumer will force marketers to change that they fi nd online to share their experiences. an adequate platform for all messages,” he told leverage the nuances of each channel to maximize their entire philosophy of what relationships are Th en they go to the doctor. And if and when Med Ad News. “Multi-channel marketing, as it their potential – that is to say, some messages are about. “For too long, a ‘relationship’ has centered any communications with pharmaceutical matures, is going to require that brand stewards more eff ective in one channel than they are in around the brand communicating what it wants to when it wants to, with its strategy defi ned by TOP 20 COMPANIES — DIRECT-TO-CONSUMER ADVERTISING EXPENDITURE answering the question, “What do I want to say 2011 Rank Company Expenditure in 2011 ($) Expenditure in 2010 ($) % Change to this patient at this point?” Th e problem is that this doesn’t best help the patients.” 1 Pfizer 885,990,688 907,580,750 -2% Today’s patient, Mr. Hudnall believes, will 2 Eli Lilly 445,111,250 421,809,094 6% tune this type of communication out – or, worse, 3 AstraZeneca 340,091,531 371,439,875 -8% opt-out of communications. Brands should fo- 4 GlaxoSmithKline 204,932,672 320,533,562 -36% cus relationships on adding value and actually helping patients by asking questions like, how 5 Boehringer Ingelheim Pharmaceuticals 190,297,578 81,019,453 135% can I best answer the questions a patient has at 6 Merck & Co. 186,855,578 224,273,719 -17% this point in time? What services and support 7 Abbott Laboratories 182,572,609 131,025,945 39% would help them most? How can I make their 8 Allergan 158,767,500 168,188,984 -6% experience interacting with my brand as mean- ingful as possible? 9 Amgen 140,915,875 66,770,805 111% “Marketers can do this now,” Mr. Hudnall 10 Otsuka Pharmaceutical 134,927,719 156,675,828 -14% says. “It’s called relationship marketing. Gone 11 Takeda Pharmaceutical 112,370,469 65,876,320 71% is mere integration. Th e new mantra is hyper– 12 Novartis 100,307,453 65,791,617 52% integration. No more individual programs communicating to patients. One strategy and 13 Bristol-Myers Squibb 84,341,867 100,208,055 -16% one set of business rules govern all patient com- 14 Dainippon Sumitomo 74,467,430 84,180,234 -12% munications. Don’t get me wrong, effi cacy and 15 Novo Nordisk 70,289,195 15,699,497 348% safety are still the primary diff erentiators of your 16 Bayer 66,130,867 82,008,977 -19% product. But those brand marketing teams that can dig deeper to build relationships built on 17 Roche 64,223,277 89,839,461 -29% great service and value.” 18 Johnson & Johnson 56,150,098 125,202,602 -55% When asked about the development of 19 Bristol-Myers Squibb and Sanofi 50,100,266 127,814,227 -61% digital as a marketing tool, Geoff McCleary of 20 Sanofi 45,051,699 51,172,184 -12% Digitas Health carried the discussion far beyond the old, one-way, “buy my drug” philosophy of Source: Nielsen (nielsen.com) Notes: Excludes Internet; The Bristol-Myers Squibb and Sanofi entry represents the companies’ joint-marketing alliance for Plavix.

10 • MED AD NEWS MAY 2012 Founded on the belief that great advertising takes insight and courage, HCB helps brands fi nd their inner savage. If you’re tired of settling for less, contact us. Pussycats need not apply. 18TH ANNUAL REPORT: DTC

TOP 20 BRANDS — DIRECT-TO-CONSUMER ADVERTISING EXPENDITURE 2011 Rank Brand Disease/Medical Use Expenditure in 2011 ($) Expenditure in 2010 ($) % Change Company 1 Lipitor High cholesterol 220,823,562 250,331,453 -12% Pfizer 2 Cymbalta Pain 166,165,453 0 N/A Eli Lilly 3 Cialis Erectile dysfunction 143,765,922 178,886,984 -20% Eli Lilly 4 Abilify Depression 131,242,141 131,462,953 0% Otsuka Pharmaceutical 5 Viagra Erectile dysfunction 127,584,914 103,787,648 23% Pfizer 6 Celebrex Arthritis 114,218,078 34,196,914 234% Pfizer 7 Pradaxa Blood clots 108,893,188 60,822 178,936% Boehringer Ingelheim 8 Cymbalta Depression 104,231,906 190,943,859 -45% Eli Lilly 9 Lyrica Fibromyalgia 103,223,320 99,228,195 4% Pfizer 10 Enbrel Arthritis 99,604,383 37,882,656 163% Amgen 11 Pristiq Depression 96,332,352 122,749,023 -22% Pfizer 12 Seroquel XR Depression 94,139,680 22,528,814 318% AstraZeneca 13 Uloric Gout 93,583,531 38,587,016 143% Takeda Pharmaceutical 14 Advair Diskus 250/50 Chronic obstructive pulmonary disease 81,959,648 105,873,750 -23% GlaxoSmithKline 15 Chantix Smoking cessation 80,484,336 100,222,625 -20% Pfizer 16 Spiriva HandiHaler Chronic obstructive pulmonary disease 75,212,984 68,250,055 10% Boehringer Ingelheim Pharmaceuticals 17 Crestor High cholesterol 61,864,316 96,262,484 -36% AstraZeneca 18 Symbicort Chronic obstructive pulmonary disease 58,599,594 63,336,887 -7% AstraZeneca 19 Boniva Osteoporosis 54,078,711 84,145,641 -36% Roche 20 Vimovo Osteoarthritis 53,692,973 20,503,693 162% AstraZeneca

Sources: Nielsen (nielsen.com) and Med Ad News (pharmalive.com) Notes: Excludes Internet; Cymbalta is listed twice, segmented by the product’s DTC promotion for pain and depression.

others. Consistency in message and experience ness choices has never been greater. Healthcare but also in the form of fi nancial, lifestyle, and brand managers and ad agency executives, rang- should span all platforms but not inhibit each professionals, employers, insurers, government, emotional support,” Mr. Connolly says. “In ing from “Nothing new here” to “Th e sky is fall- tactic’s ability to interact with audiences in the and other stakeholders are coming together to exchange, the brand receives the trust from pa- ing!” For the most part, though, it seems that most eff ective way possible.” address the needs of society, and our under- tients to go on therapy and the loyalty to stay on agencies have already been pre-submitting DTC For Mr. Voltz, maintaining brand consisten- standing of wellness and its profound impact on therapy for the full term.” ads to FDA for review, so the new guidance will cy requires two critical steps up-front. our lives will only increase.” More specifi cally, as Mr. Kenyon points out, have limited signifi cance on the ground. “First, create an insight-driven communica- According to Mr. Contess, brand marketers health and wellness communications provide “I don’t think the new guidance will have a tions platform that is validated and not subject who want to take advantage of this opportunity brands with a method of establishing a relation- signifi cant impact for most of big pharma,” Mr. to change,” he says. “And second, make sure need to help consumers – who in this context ship with patients and physicians before the ac- Hudnall told Med Ad News. “Th e biggest part your campaign is anchored in a powerful idea are also patients – live the lifestyle they want by tual need for their brand. of the new guidance outlines the requirements that can be succinctly expressed even in chan- making their brands an integral part of their “For example, my team created a custom pa- for pre-review of new DTC ads. In reality, best nels that are content-constrained (banners, for consumers’ well-being. “Key is creating and tient education series on People magazine which practice dictates that most pharma brands al- instance).” targeting specifi c consumer/patient segments was placed in targeted dermatology waiting ready submit every new DTC commercial for Not every agency executive, though, is so fo- based on your brand’s attributes and relevance rooms for a leading acne brand,” he says. “While pre-review. It’s been a wise risk-mitigation strat- cused on brand consistency. to their state of health and desire for wellness, the brand ads included in the cover wrap main- egy for a while. For those companies/brands “Not to be contrarian, but I think that the then developing a strategy for reaching these tained the consistent look and messaging of that weren’t submitting, it’s important they un- purpose of the various vectors we have to share people in a way that speaks more directly to their other channel marketing, the content of derstand the new requirements when submit- information to our customers is to fracture the their mindset,” he says. the series provided valuable patient education ting for pre-review.” message a bit,” Mr. Carter says. “I am NOT A wellness focus may also serve the subsidiary such as clarifying acne myths from reality, the Th e second major part of the new guidelines talking about saying something completely dif- purpose of taking some of the political and social science behind acne stated in terms teens and is the pre-review submission packet itself. For ferent, of course. Th e brand benefi ts remain the pressure off of the pharma industry. As Stephen parents could easily understand, and tips for the fi rst time, FDA now requires that a fi nal re- same, and the voice of the brand needs to be Wray of the Cadient Group sees it, the rising minimizing the eff ects of acne. Not only did the corded version of the spot is included for review. consistent. However, people do segmentations costs and political tug-of-war within healthcare brand provide useful information for patients In the past, review of storyboards was all that so they can understand key diff erences in how are putting DTC eff orts even further under the to learn about their current condition, they also was standard. consumers absorb information, where they microscope, and a move towards wellness will seeded themselves as a resource for patients and “At fi rst blush, this scares many in pharma – look, and what they need and want. Th e whole make pharma’s value proposition more palatable physicians for future needs as well.” ‘We’ll have to shoot at risk!’ or, ‘Now there is an point of leveraging diff erent consumer tools is to to healthcare decision makers. But the value of a wellness focus can vary sig- additional review that will add more time!’” Mr. account for the diff erence in customers. What “Healthcare brands are under more pressure nifi cantly depending on product category. Ac- Hudnall says. “Don’t worry. Th e reality is that you say to the consumer of a Twitter feed versus not only to heal the patient but to assist in keep- cording to Mr. Carter, such an approach is very submission of the animatic with recorded VO is a consumer who only believes what they hear ing them healthy as well,” Mr. Wray told Med useful in complex categories like diabetes, where fi ne. Most companies already produce this any- on television – and I promise you, they exist – Ad News. “Th e growing number of patients the medication the patient takes is only part of way as part of the standard process of rigorously drives how you deliver your brand message.” with diabetes, for example, will require a life- the mix. It can also be useful in categories where testing a spot in research before submitting to time of treatment that includes more than med- labeling makes brands look like commodities to FDA.” HEALTH AND WELLNESS icine. Th ey will require education and support the patient, and the key vector to diff erentiate Mr. Rebak takes a slightly less laid-back in making lifestyle changes that will prolong the brand is an incremental service. But not ev- position. Being off ered access to growing amounts of their lives. We’re in a better position than ever to ery category fi ts this mold. “Th e one sticking point that I see is that health-related information online and else- accomplish this. Brands should continue to be “Look at other categories, like oncology, and [FDA is] requiring review of a fully produced where, consumers are embracing the role of more progressive in illustrating their therapy as you will see a completely diff erent picture,” Mr. fi nished spot, which means brand managers will being stewards of their own well-being, and so part of a larger lifestyle picture; one that places Carter says. “Th ere is much less need to leverage need to incur the not insignifi cant cost of pro- pharma marketers and their ad agencies have overall health and wellness at the forefront of health and wellness services to diff erentiate your duction at fairly high risk,” he says. “While this discovered the health and wellness platform as their value proposition. More traditional DTC brand ... so brand spend focuses upon tactics will not by any means be the nail in the DTC a way to communicate. Although this forces a eff orts are a great vehicle for executing on this like reimbursement support, which is vital.” coffi n, it is yet another factor contributing to the new mode of conversation onto brand manag- type of strategy.” perceived ineffi ciency of TV.” ers used only to talking about how their drugs Refl ecting on the shift from selling pills to FDA’S TWO CENTS And the bell may be tolling for pharma’s fa- are at curing disease X, it also off ers a consider- selling brand experiences, Mr. Connolly sees the vorite coupons too. able new opportunity to tie brands to well-being wellness trend as “a monumental step forward In early March, FDA issued a draft guidance “While not in the FDA’s hands yet, it will in the consumer’s mind. for the industry.” Too many marketers, he be- for direct-to-consumer TV spots. Th e guidance also be interesting to see if they take a stance on “As healthcare reform advances and focuses lieves, are still practicing “product” marketing specifi cally addresses requirements for submit- co-pay cards,” Mr. Rebak says. “Currently, there on improving outcomes, key initiatives should rather than “brand” marketing. ting ads to the regulatory agency for review un- is a DTC arms race in the distribution of co-pay eff ect better wellness choices for all,” Mr. Cont- “What we are seeing is a better understand- der section 503b of the Food, Drug & Cosmetic card assistance. Th is could be the next show to ess says. “New technology and media enable ing of the brand-consumer relationship – or the Act to ensure that ads carry necessary risk info. fall, and would have a ‘Th e sky is falling’ type of truly interactive educational forums and per- value exchange – where the brand off ers support Th ese latest tablets from the peak of Mount eff ect should the FDA look to stop or control sonalized content, and our ability to aff ect well- in the form of not only pharmacological effi cacy Hamburg generated a variety of responses from these eff orts.” 0 MEDADNEWS

12 • MED AD NEWS MAY 2012 convergency.

How do you respond to the challenges of a fast-moving and fragmented marketplace? Curb the panic. Call in the experts. At The CementBloc, our convergent branding model synchronizes all customers and all channels. We offer creative thought leadership in every aspect of health and wellness marketing, from analytics to managed markets to digital, and beyond. So don’t raise alarm. Raise opportunity. Give Jen Matthews a call at 212.524.6206.

© 2011 The CementBloc, LLC. All rights reserved. BLOC7137A Where creativity converges. 18TH ANNUAL REPORT: DTC Favorites of DTC

Med Ad News asked ad agency leaders to discuss their favorite DTC campaigns of the past year.

eoff McCleary, Digitas Health: ated a series of rich media mobile ads. First, Last year Digitas Health partnered they play the video featuring Adam. Th en, G with Shire on a national initiative they resolved to a screen with our call to ac- to raise awareness of adult ADHD. Th rough tion, sending viewers to the OwnYourAD- the “Own It” campaign we leveraged the HD.com mobile site to take an ADHD quiz. targeting power of mobile and young adults’ By working with mobile advertising partner consumption of mobile media to encour- Jumptap, we ensured that our target audience Kotex’s Inspiration Day campaign utilized Pinterest as Pfi zer’s recent Viagra campaign focused on attempting age young adults previously diagnosed with was seeing these ads when and where they a vehicle to fi nd everyday inspiration for women. to prevent counterfeit prescription drugs from entering ADHD to reassess their symptoms. Each were most receptive to them. the market. facet of the campaign used Maroon 5 front Since Adam is a Grammy-award winning we were able to use mobile to create an inno- man and judge on NBC’s “Th e Voice” Adam songwriter, we wanted to tap into the mobile vative engagement vehicle that used the mo- Levine’s story to encourage young adults power of music for this audience. After care- bile channel in unique ways to connect with and adults who were previously diagnosed ful review of audience trends and usage, tap- the target and engage them into a broader with ADHD to take an ADHD quiz on ping into the opportunities off ered by Pan- integrated program. OwnYourADHD.com, and to take responsi- dora seemed like a natural fi t. Working with bility for their ADHD. Pandora, we created a custom station that let Neil Contess, Ogilvy CommonHealth Con- In interview-style videos, Adam talked users play Adam’s favorite songs, while also sumer Care: It’s always great to see brands, es- about his experiences with ADHD and en- encouraging them to take an ADHD quiz. pecially in the healthcare industry, run at the couraged other young adults and adults Mobile ads for air on Pandora were also cre- forefront. Th e recent Kotex Inspiration Day who thought they may have outgrown their ated to ensure the broadest reach to the on- campaign utilized social media newcomer ADHD to “Own It.” the-go audience. Pinterest as a vehicle to fi nd everyday inspira- To reach their on-the-go audience, we cre- After learning more about the prevalence of tion for women. Th e campaign was extremely adult ADHD on the “Own It” mobile site, con- positive, utilized social media very eff ectively, sumers were then led to a short, 6-question mo- and was completely in-line with the brand’s bile quiz to help essence. them recognize Another excellent example is Pfi zer’s Via- their symptoms. gra campaign, which focused on creating Th is quiz, or self- awareness and striving to prevent counterfeit Dexilant.com is centered around an interactive video report screener, prescription drugs from entering the market. that helps patients fi nd the information they need. was based on a Th is was an excellent example of video social self-reporting media, branded microsites, and a branded right to a section you are interested in), it also scale developed awareness campaign all working in conjunc- is integrated with the overall user experience. by the World tion to deliver a single cohesive message. For example, the woman in the video points Health Organi- to the nav bar to say, “Get more testimonials zation (WHO) Rob Rebak, QualityHealth: Creatively here.” While all of this is not entirely new, the and the Work- speaking, I would check out Dexilant.com. way it is packaged is quite impressive. Digitas Health’s “Own Your group on Adult Th e site features a great video explaining ev- ADHD” campaign was nomi- ADHD. erything a patient needs to know, from how Terry Voltz, Draftfcb Healthcare: OK, I’m nated for the Best Nonbranded Th e results were phenomenal. Over half a the brand works and how to get co-pay as- going to be a company boy here and say Campaign award at the 2012 million young adults were engaged and took sistance to patient testimonials. Th is video is that Draftfcb’s work for Spiriva and Plan B Med Ad News Manny Awards. the screener. By understanding our audience, not only intuitive and interactive (you can go is fantastic. For Spiriva, the team has created an icon for the brand that is insight- ful, disruptive and highly entertain- Brand Institute’s Track Record ing – a perfect visual metaphor for the symptoms that interfere with the lives of COPD suff erers. Th e Plan B work is edgy and funny, and is built around a razor-sharp insight – that not having a plan (for emergency contraception) is not acceptable. Th at insight informed an innova- tive engagement strategy that is built around a uniquely target-appropriate Brand Institute Worked 305.374.2500 Brand Institute Worked content/channel mix (TV, social/ on 71% of FDA www.brandinstitute.com on 73% of EMA viral videos, mobile, action-oriented Approved Names in 2011 Approved Names in 2011 Draftfcb Health’s “Get a Real Plan” campaign for Plan B One banners) that helps to ensure that the Step won the Best Interactive Patient Campaign award at the right people are being reached at the 2012 Med Ad News Manny Awards. right time. Health Santé Japan’s Ministry of Health, Canada Canada Labour and Welfare John Canevari, grey healthcare group: An example of a good DTC campaign is the overall Bristol-Myers Squibb campaign for Orencia, which also won a ton of awards – for good reasons. Th is was the “One Patient at Brand Institute Worked Brand Institute Worked a Time” integrated campaign. Essen- on 54% of HC on 46% of MHLW tially a best in class example of smart, Approved Names in 2011 Approved Names in 2011 connected, tight integration, along with highly personalized components Committed to Your Brand Name from all channels. Th e dialog was cus- Approvals! tomized to the RA patient providing more engagement. Th e consistency austin | boston | chicago | frankfurt | geneva | london | los angeles | miami | new york in all components was perfect – well raleigh-durham | rockville | san francisco | tokyo | toronto Draftfcb Health’s Spiriva campaign won the Best Consumer Cam- written, and aligned perfectly to each paign award at the 2012 Med Ad News Manny Awards. channel. 0 MEDADNEWS

14 • MED AD NEWS MAY 2012 Shaking up the Shy we ain’t. Or expected. We make noise the only place it matters: status quo. in the market. How? With proprietary research tools and social media tracking methods. They’re how we create insights and ideas you won’t fi nd anywhere else. That’s what makes Palio different. After all, if your agency doesn’t stand out in a crowd, how will your brand? palio.com Left to their own devices Scandals over recalls and data disclosure haunt medical device makers.

By Ed Silverman [email protected]

or the past few years, a drum- after FDA notifi ed DePuy, the J&J unit began Communication, a trade group. “Some of the Meanwhile, a U.S. Government Account- beat of headlines has off ered disturbing phasing out the devices, but sold remaining recalls have been pretty startling actually, and ability Offi ce report last year found that FDA Fnews about problematic medical devices inventory to patients in the United States and it’s been going on for several years. With the ex- failed to strengthen its approval and recall pro- and their respective manufacturers. Th ere were elsewhere. ception of a few companies, the mainstay press cedures, despite a GAO recommendation in allegations that some device makers failed to Last year, a medical journal devoted an follows the political story and the political story 2009 that “expeditious steps” should be taken inform physicians and patients properly of entire issue to examining 13 peer-reviewed is to kick around pharma, not so much devices. to issue regulations for high-risk devices ap- product failures; kickbacks paid to doctors or studies previously published elsewhere about a And the controversy around pricing that’s driv- proved under the 510K process. Th is is used to safety data that was not fully disclosed. Th ere genetically engineered protein that is made by en by Capitol Hill just isn’t there.” determine if a device is substantially equivalent were also product recalls, Congressional probes Medtronic and was widely used in spinal sur- But a former investigator for U.S. Senator to another marketed device, compared with and lawsuits. geries. Th e Spine Journal discovered that side Chuck Grassley (R-Iowa), who probed drug the more stringent pre-market approval, or For instance, CBS Sunday Morning, a eff ects, including cancer and dissolving bones, and device makers, predicts this will change. PMA process, that requires clinical tests and widely watched network news program, ran a were downplayed or omitted. Meanwhile, the “Th e scandals in the device world lag behind inspections. segment about the deaths of nearly two doz- study authors maintained the product rarely those in pharma, in part, because reporters and Th at was followed by another report from en people from heart defi brillators that short caused complications, but they also had sub- the public are more familiar with pharmaceu- the Institute of Medicine that called the 510K circuited and two models, in particular, that stantial fi nancial ties to the device maker. ticals, but also because drugs were more com- review process “fl awed” and recommended were exposed as defective. A physician who Taken together, such episodes have raised mon than devices,” says Paul Th acker. “But that it should be replaced with a new regula- met with Guidant, which made the devices, questions about the ability and willingness of as device use has increased, we have many of tory framework to ensure that safety and ef- told CBS that the device maker refused to dis- device makers to properly balance patient safety the same scandals – ghostwriting, payments to fectiveness is determined for moderate risk close the problem over fears that doctors and with shareholder profi t. But despite the negative doctors, hidden studies – coming to light.” Class II devices. Th e IOM also found “sub- patients would overreact, arguing that failure publicity that periodically surfaces and explodes Much like Merck during the Vioxx scandal, stantial weaknesses” in post-market oversight rates were actually quite low. on the Internet, device makers have largely es- device makers have been shielded from ab- and heard complaints from FDA that agency Recently, the New York Times ran a story caped the sort of devastating reputational dam- sorbing all of the blame because FDA and its staff ers face limitations on their authority to that an executive at the Johnson & Johnson age that scarred Merck and, by extension, all review procedures have been widely criticized. address problems with devices on the market. DePuy unit wrote an internal e-mail in 2009 drug makers in the wake of the Vioxx scandal Th e reason is that most device makers are not For their part, device makers insist the indicating that FDA refused to approve an ar- in 2004. Th e painkiller was recalled due to links required to provide evidence that their prod- 510K process works just fi ne. “Th e magni- tifi cial hip because the device failed premature- to heart attacks and strokes. ucts have been clinically tested and found to be tude and impact of Vioxx was so much greater ly in signifi cant numbers and required patients “I don’t think it’s nearly as bad as the pharma safe and eff ective. Instead, FDA is permitted than what could be said about devices,” says to undergo repeat surgeries. But the hip was story, but I’m not sure why,” says John Kamp, to review only whether a device is similar to Gary Karr, executive VP of public aff airs at

not recalled for another year. And just weeks executive director of the Coalition for Health another already on the market. AdvaMed, the industry trade group. “Th e data DNY59, WILLSIE/ISTOCKPHOTO.COM

16 • MED AD NEWS MAY 2012 overwhelmingly shows the process is enor- At the same time, 33 percent believe the study were Johnson & Johnson; Medtronic; change. And I think they have more infl uence. mously safe … We’re talking in the last dozen reputation has improved over the past fi ve Boston Scientifi c; St. Jude Medical; Roche I would have thought some of the stuff that’s years about 50,000 devices being put on the years, 33 percent say it has worsened, and 32 Diagnostics; Abbott Laboratories; and Smith come out – like the failure data on metal-on- market. So when you look at the grand scheme percent say nothing has changed. However, & Nephew. metal hip replacements and the failure to dis- of things, you have a good safety record.” only 32 percent believe device makers are good To Eugene Carragee, such fi ndings are close some issues – would have been a bigger Device makers, in fact, complain that the or excellent at having ethical marketing prac- not surprising. Th e editor of theSpine Jour- problem than it has been. But the public rela- FDA review process is too slow and not only tices and just 30 percent report the industry is nal, which dissected the controversy over the tions machines from these big device compa- want the agency to move faster, but are also transparent in all of its corporate activities. On Medtronic device and the confl icts of interest nies are very eff ective. asking Congress to scale back oversight. One the other hand, 57 percent say device makers involving physicians, says that industry infl u- “So on its face, what would have been a eff ort was a bipartisan bill introduced earlier have a good record when it comes to ensuring ence has been pervasive. And he also believes damning situation in years past is not as crip- this year by U.S. Senator Robert Casey (D- patient safety. that the increasingly diff use media world has pling. And I think the diff usion of the media Pa.) and U.S. Senator John McCain (R-Ariz.), Th e patient groups, which represent a wide meant that it can be harder to turn public at- has changed that equation,” he continues. “A which would require FDA to speed evaluation range of therapeutic areas, were not identifi ed, tention to such scandals, despite the viral na- front page article in the New York Times in of devices with low to moderate risk and that but the survey notes that 43 percent have a ture of the Internet. 1975 was taken as a much bigger deal than I do not have any existing substantially equiva- “working relationship” with one or more “I don’t think [the device scandals] have has think it is now, because there’s so much me- lent products on the market. device makers. To some, this is likely to sug- a big eff ect as I would have thought,” Mr. Car- dia to compete with. So the problems are out However, such moves are starting to show gest that the views expressed were not wholly ragee says. “Some of it has to do with the abil- there, but it takes a lot more to work its way signs of backfi ring. A recent poll by Consumer independent of corporate infl uence. Among ity of very well-funded corporations to control into the consciousness on a permanent basis.” Reports found that 82 percent of Americans the 18 companies that were named in the the discussion and I think that’s a big social 0 MEDADNEWS believe that preventing safety problems is more important than limiting safety testing in order to prevent delays and encourage innovation. And 91 percent said each implant should be tested for safety before being sold, even when similar implants were in use. Meanwhile, 68 percent thought such devices “defi nitely should” be tested for safety. Th e poll further found that 71 percent of Americans believe that a new medical device should not be allowed to be sold based on its similarity to an existing implant that has a safe- Alpha Growth. ty problem or has been recalled. And 95 per- cent of the respondents believe that eff ective consumer protection should include a nation- wide system for tracking medical implants so patients can be notifi ed about safety problems or recalls. Th e poll canvassed 1,000 Americans this past February. “Our system for overseeing medical implants and other high risk devices is clearly broken and allows too many dangerous devices on the mar- ket,” says Lisa McGiff ert, who heads the Safe Patients Project at Consumers Union, which publishes Consumer Reports. “Our poll shows Americans support common sense reforms that would help improve medical device oversight and keep patients safe. Th e vast majority of the public wants strict requirements that ensure new implants are safe and eff ective.” Such sentiments are making their way into mainstream culture, according to Diana Zuck- erman, president of the National Research Cen- ter for Women & Families, a non-profi t group. She points out Consumers Union recently sponsored a campaign that resulted in more than 150,000 e-mails sent to Congress to ask why devices are held to a lower standard than prescription drugs. And two prime time televi- sion shows recently ran plots revolving around defective devices and manufacturer cover ups. “In my previous life as an academic research- er, I wrote articles and book on the impact of TV on attitude and so I can say that when device companies become the new villain as a plot device, it doesn’t take long for public opin- ion to follow,” Ms. Zuckerman says. “And it More prescriptions. Greater ROI. makes sense, because Big Pharma is old news. And defective hips and heart valves are in the From starter vouchers to copay discount card programs, news – and in some ways, much scarier, be- cause they are in your body and you can’t just AlphaScrip delivers powerful pharmacy-based promotions, stop taking them, like you can with drugs. competitive pricing and accurate reporting systems that “So there is no doubt that device makers are expand your brand and deliver cost-effective results. facing a public relations disaster, and Congress will, too, if they keep taking campaign contri- butions to follow AdvaMed’s every request with See how our pharma-based promotions can help your business grow. legislation to reduce regulatory safeguards.” Yet another poll revealed that device mak- Call Bill Kennedy at 212-243-9201 \ \ alphascrip.com ers are leaving a mixed impression. A survey conducted earlier this year of 300 patient advo- cacy groups from various countries found that 52 percent believe device makers have a good or excellent reputation. By comparison, global drug makers received the same rating from just 40 percent of patient groups in a separate sur- vey conducted last year by PatientView, a re- Serving Pharma Clients Since 1991 search company.

MAY 2012 MED AD NEWS • 17 you’re done, it’s like a brochure that continues to transform before your eyes,” Mr. Gratton says. “You have to be able to stay on top of it, because that’s when FDA goes, ‘Hey, you wanted to play A thousand pictures in this space, this is your responsibility now.’” Wendy Blackburn, executive VP at Intouch As the newest and shiniest social media tool, Pinterest is stirring the interest of pharma Solutions, says the agency has been getting a lot companies wanting to expand their social media programs – but is it ready for pharma, of questions about Pinterest from clients, but and if so, how can it best be used? none of them are on Pinterest yet. “We coun- sel our clients, – just like any new platform that comes along – yes, it’s exciting, it’s visually by Chris Truelove [email protected] engaging, let’s go back to your objectives, and make sure that what you’re trying to achieve aligns with something like Pinterest,” she says. rides-to-be love it. Home cooks She agrees that there are a lot of opportuni- love it. Moms love it. Hobbyist sewers, ties for pharma to use Pinterest and it could be Bdesigners, and crafters love it. Pinterest a right fi t for certain brands. “Our clients think made headlines for being the fi rst social me- that they are all the most conservative as pos- dia site to hit more than 10 million visitors per sible when it comes to risk tolerance,” she says. month in the shortest amount of time, and with “I would say that the least risk tolerant are going all of the press, some pharmaceutical marketers to be the last ones to enter on Pinterest. But it are wondering if they should have a presence on was like this when Twitter came out, when Fa- it. Th ough some social media experts feel it’s a cebook came out. ‘Oh, what about copyright bit too soon for pharma to make a lot of use of issues, oh, what about privacy issues?’ Th ere are Pinterest, due to photo copyright issues and the always these questions when a new platform inability to moderate comments, others believe comes out, but Pinterest in general has their stuff that in some therapeutic areas, the site off ers a together and will get this cleared up shortly.” fantastic way to tell patient stories. When pharma clients expressed concerns Novo Nordisk last month was the fi rst phar- about the lack of ability to moderate comments maceutical company to become active on Pin- For its Pinterest page, Novo Nordisk chose to go with nonbranded videos of patient stories. on Facebook, Intouch came up with Phar- terest, using the service to “pin” patient stories maWall, an application that stores posts in a about diabetes onto its board, as well as stories queue for behind-the-scenes review by the page’s about National Hemophilia Day. (Bayer had a administrator. At the time she was interviewed page but has taken all of the images down, and for this story, Ms. Blackburn stated that Intouch AstraZeneca established a page but has yet to is not developing a similar application for Pin- start any boards). terest and is taking a wait-and-see approach. Eileen O’Brien, direcor of search and inno- When it comes to Pinterest, just like any vation at Siren Interactive, says she has some other social media site, “you have to watch it, concerns about Pinterest. Th e fi rst is about you just can’t launch it and step away,” she says. copyright issues. “Apparently when you look at “Defi nitely monitoring is a must, to not only the terms of service or the terms of use, the own- see what kinds of comments you’re getting, but er says that they have the right to the photo, so what kind of uptake, what kind of information it puts the responsibility on the user,” she says. people are sharing. Th ere’s a lot to learn from “You can go and pull images from all over and monitoring, but also monitor from the sense of pin them, but we don’t have rights to them.” risk mitigation, so that there is a conversation Th is means companies can only pin images that AstraZeneca has a Pinterest account, but at the time this article was written, had not created any boards or or comments that pop up that are dangerous to they have the rights to for Internet use. posted content. your brand or your compliance profi le, I’d say Th e biggest concern Ms. O’Brien has is that right now the only choice would be to pull that all the Pinned images are open for comments “Most approaches that companies have done bined, and currently it’s free, so why not take board down. Right now, there’s no way, to my – and there is no way to moderate comments. has been just to say, well, this has been written that massive momentum, this beautiful way to knowledge, to delete a post. Th ere’s still a certain “You have to monitor it and respond appro- at a 10th grade reading level, let’s take it down to tell stories, and take advantage of it?” amount of control that’s lacking.” priately, and I’m not sure you can delete com- a third-grade reading level – putting it through Mr. Gratton adds that copyright of images Most of all, any company who decides to ments, so that makes it tricky.” fi lters and hiring agencies that are specialists and shouldn’t be a problem, because pharma com- start their own Pinterest boards should keep Her advice is that companies should focus on basically dumbing down health messages – ver- panies do not currently post images that they do in mind the medium’s visual nature. “It’s very “traditional” interactive tactics and make sure sus going to to the ultimate communication not own onto their Facebook pages, their Web- unlike Facebook, it’s very unlike Twitter,” Ms. that they are executed well. As far as the viability medium, visuals,” he says. “Sight, sound, mo- sites, or their blogs, so they are not going to start Blackburn says. “You have to have really good of Pinterest itself, “I don’t know if it’s going to tion, videos, fi nd ways to communicate these doing that on Pinterest. “Th at said, if it’s done in visuals, whether those are infographics, or really last, because it grew so quickly and everyone’s messages using channels that are built innately partnerships, I think they will,” he says. compelling photos, I even see people collecting been talking about it, but I don’t see a viable into all of us. An example of this would be a pharma com- a lot of quotes, like inspiring quotes.” business model for it.” Mr. Gratton understands not all of pharma’s pany working on an initiative in breast cancer Ms. Blackburn is cautious about companies On the other side, Fabio Gratton, chief inno- stories can be told that way. “But there are cer- and partnering with an advocacy organization, launching brand campaigns on Pinterest. vation offi cer at Ignite Health, thinks Pinterest tain stories that are always more emotionally and there would an agreement between them “Th e safe bet right now for pharmas that can play a vital role, because it epitomizes a way driven and visually driven – stories about breast that allows the company to create a board with- want to engage on Pinterest, where it makes people want to consume information. cancer survivors, or diagnosing skins cancer, or in their board that lets them pin or re-pin the sense, is to keep it unbranded, to not talk about “At the high level, I think what’s intriguing a guide to how to inject a product,” he says. “A advocacy organization’s images and videos. prodiuct, to keep it to disease awareness, cause to us is it’s almost like a cherry on a major trend lot of it is, you can’t expect to give me a 10-page As far as others taking a pharma company’s marketing campaigns, patient education,” she that’s been going on, visual storytelling – rang- booklet with a lot of text and expect that it will content and repinning it to create a diff erent says. Th is could include things such as recipes ing from the way Facebook has completely re- help me – what will help me is 20 cartoon-like message than the company intended, compa- for people with diabetes. designed profi les and brands, to a giant cover to strips that help me walk through a process, with nies will just have to be careful that the content Pinterest might also be a good fi t for com- a visual timeline, with image and stories, all the an accompanying video, that helps me put that they have on their boards can’t be pulled apart panies engaged in cosmetics and aesthetics, way to Google’s new redone interface, which all in context. in a way so it can be taken out of context. Com- Ms. Blackburn adds. “When you think about does exactly the same thing,” he says. “I think “Yes, it’s a shiny new penny, but it’s perfect panies will also have to keep tabs on changes at very visual diseases in dermatology, it could people are trying to fi nd new ways to simplify because that is where people are going, there is Pinterest just as they keep track of changes in make sense, but again, if you’re getting into their messages and engage their customers. And such a massive amount of traffi c, it is being in- other social medial sites. For example, when Fa- branded discussions, there’s very little control,” the ultimate incarnation of that is simple as a dexed very heavily, people do share a lot through cebook went to Timeline for brands, someone she says. 0 MEDADNEWS picture that’s pinned.” connections with Facebook and Twitter,” he says. at pharma companies with a presence on Face- What he particularly likes about Pinterest is “Sure, it could have been something else, but it’s book needed to understand how this change af- Peter Pitts of the that it gives companies a way to tell their stories Pinterest, so why not leverage a medium that’s fected the content, and act accordingly. Center for Medicine in a visual way. “Pinterest is the ultimate visual great for telling certain types of stories, where “If you don’t have a system by which you’re in the Public Interest talks about P2P storytelling tool, and the opportunity for phar- people are going, that’s driving traffi c back to keeping on top of the technologies you’re get- Healthcare, where ma is to think where do visuals play a role in your site. Today, you usually have to pay for that ting involved in, and you’re not keeping up to social media holds telling our stories,” he says. traffi c, through paid search, or hiring agencies date on what the releases are going to be or what the keys to the Traditionally, pharma has told its stories in a to do search engine optimization. I’m not say- the changes are going to be, if you don’t have a portals of power. content-heavy way, but the problem has been ing do away with these things, but this is already relationship with the company or reps, then you To read this exclusive content, go to that approach does not work from a health lit- driving more traffi c than YouTube, Twitter, and are running a bigger risk, because these things http://www.pharmalive.com/extra eracy perspective, Mr. Gratton explains. Google+, and a few other major platforms com- are not like brochures where you print them and

18 • MED AD NEWS MAY 2012 THERE’S SOMETHING SPECIAL ABOUT YOUR PRODUCT — AND ABOUT HOW WE TREAT IT. For specialty products to be successful, they need treatment that’s, well … special. That’s why pharmaceutical manufacturers partner with AmerisourceBergen Specialty Group for everything from prescriber awareness programs to technologies that maximize provider efficiencies. After all, to grow your brand into a market leader, it helps to partner with a specialty company that already is one.

KnowledgeDriven.com

Burned-Out Burned-Out Pancreas Pancreas Tubby Tubby Triglyceride Triglyceride Group SupportGroup Support by by NEWACTOSNEW.™ACTOS.™ pioglitazone HCl pioglitazone HCl

Sensitivity training for insulin-resistantSensitivity training cells. for insulin-resistant cells. Hyperactive Hyperactive Hungry Hungry Liver Liver• Insulin resistance represents a core defect• Insulin in type resistance 2 diabetes, represents leading to a metaboliccore defect abnormalities, in type 2 diabetes, leading to metabolic abnormalities, Muscle Muscle including increased cardiovascular risk.2 including increased cardiovascular risk.2 • ACTOS reduces insulin resistance by increasing• ACTOS peripheral reduces insulin glucose resistance uptake and by increasing decreasing peripheral hepatic glucose uptake and decreasing hepatic glucose output.1 glucose output.1

Confronts challenges and concernsConfronts in challenges type 2 diabetes. and concerns in type 2 diabetes.

• ACTOS provides impressive improvements• ACTOS in glycemic provides control: impressive1 improvements in glycemic control:1 • The only insulin sensitizer indicated for •use The alone only andinsulin in combination sensitizer indicated with sulfonylureas, for use alone and in combination with sulfonylureas, metformin, or insulin.1,3,4 metformin, or insulin.1,3,4 • ACTOS positively impacts mean triglycerides• ACTOS and positively mean HDL impacts cholesterol mean (HDL-C), triglycerides with and no mean HDL cholesterol (HDL-C), with no consistent mean changes in LDL and totalconsistent cholesterol mean (total-C) changes levels. in 1LDL and total cholesterol (total-C) levels.1 • ACTOS addresses common treatment concerns• ACTOS regarding addresses the common kidneys treatment and stomach: concerns1 regarding the kidneys and stomach:1

Impaired Impaired • Does not cause stomach upset or lactic •acidosis. Does not cause stomach upset or lactic acidosis. Depressed Depressed Kidney Kidney HDL • In addition, ACTOSHDL provides: • In addition, ACTOS provides:

Upset Upset• No evidence of drug-induced hepatotoxicity• No evidenceor serum oftransaminase drug-induced (ALT) hepatotoxicity elevations in or serum transaminase (ALT) elevations in 1 1 Stomach Stomachclinical trials. clinical trials. • No stimulation of pancreatic insulin secretion.• No stimulation1 of pancreatic insulin secretion.1

As an adjunct to diet and exercise, ACTOSAs may an adjunctbe used toas dietmonotherapy and exercise, to lower ACTOS blood may glucose be used in as monotherapy to lower blood glucose in patients with type 2 diabetes. ACTOS maypatients also be withused type as combination 2 diabetes. ACTOS therapy may with also sulfonylureas, be used as combination therapy with sulfonylureas, metformin, or insulin when diet plus the metformin,single agent or does insulin not resultwhen indiet adequate plus the glycemic single agent control. does not result in adequate glycemic control. ACTOS should not be used in type 1 diabetesACTOS or forshould the treatment not be used of diabeticin type 1 ketoacidosis. diabetes or for Management the treatment of diabetic ketoacidosis. Management of type 2 diabetes should also include nutritionalof type 2 counseling, diabetes should weight also reduction include asnutritional needed, andcounseling, exercise. weight1 reduction as needed, and exercise.1

Please see brief summary of Prescribing InformationPlease see on brief the last summary page of of this Prescribing advertisement. Information on the last page of this advertisement.

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AZOR 10/40 mg gives AZOR 10/40AZOR mg 10/40 (n=161) reducedmg gives BP by a mean ofAZOR 30/19 10/40 mm mg Hg (n=161) reduced BP by a mean of 30/19 mm Hg (placebo [n=160]: 5/3 mm Hg)1 (placebo [n=160]: 5/3 mm Hg)1 patients 30 mm Hg AZOR 5/40patients mg (n=157) 30 reducedmm Hg BP by a mean ofAZOR 25/16 5/40 mm mg Hg (n=157) reduced BP by a mean of 25/16 mm Hg mean reductions in (placebomean [n=160]: reductions 5/3 mm Hg)1 in (placebo [n=160]: 5/3 mm Hg)1 systolic blood pressure In a clinicalsystolic trial of blood 1940 patients: pressure In a clinical trial of 1940 patients: —Cough occurred in only 1 AZOR-treated and 1 placebo-treated—Cough occurred patient in only1 1 AZOR-treated and 1 placebo-treated patient1 1 1 (placebo: 5 mm Hg) —2.6%(placebo: of AZOR-treated 5 mmpatients Hg) (n=970) discontinued—2.6% due of AZOR-treatedto drug-related patients (n=970) discontinued due to drug-related adverse events1 adverse events1 —The only adverse reaction that occurred in greater —Thethan or only equal adverse to 3% reaction of patients that occurred in greater than or equal to 3% of patients and more frequently than placebo was edema. Theand placebo-subtracted more frequently than placebo was edema. The placebo-subtracted incidence was 5.7% (5/20 mg), 6.2% (5/40 mg),incidence 13.3% (10/20 was 5.7% mg), (5/20 and mg), 6.2% (5/40 mg), 13.3% (10/20 mg), and 11.2% (10/40 mg). The edema incidence for placebo11.2% was (10/40 12.3% mg).1 The edema incidence for placebo was 12.3%1 32%32% (For additional information on adverse reactions,(For see additional the following information page.) on adverse reactions, see the following page.) Simple, convenient dosing with one tablet, once aSimple, day convenient dosing with one tablet, once a day

USE IN PREGNANCY USE IN PREGNANCY When used in pregnancy during the second and Whenthird trimesters, used in pregnancy drugs during the second and third trimesters, drugs that act directly on the renin-angiotensin systemthat can act cause directly injury on the renin-angiotensin system can cause injury and even death to the developing fetus. When pregnancyand even deathis detected, to the developing fetus. When pregnancy is detected, AZOR should be discontinued as soon as possible.AZOR See WARNINGS should be discontinuedAND as soon as possible. See WARNINGS AND PRECAUTIONS, Fetal/Neonatal Morbidity and MortalityPRECAUTIONS,. Fetal/Neonatal Morbidity and Mortality.

AZOR is indicated for the treatment of hypertension,AZOR alone is indicated or with forother the treatment of hypertension, alone or with other antihypertensive agents. antihypertensive agents. AZOR is not indicated for the initial therapy of hypertension.AZOR is not indicated for the initial therapy of hypertension.

Please see following page for important safety information.Please see following page for important safety information. 30 30 Please see brief summary of prescribing informationPlease for see AZOR. brief summary of prescribing information for AZOR.

20 20

Deliver 5-ASADeliver all 5-ASA all the way downthe the way down the intestinal tract.intestinal tract.

Only PENTASA reliably delivers mesalamineOnly PENTASA reliably delivers mesalamine throughout both the small and largethroughout intestine.1,2 both the small and large intestine.1,2

t PENTASA is the only 5-ASA that has a uniquet moisturePENTASA is the only 5-ASA that has a unique moisture activation delivery system.1 activation delivery system.1 t PENTASA dispersion is not dependent on intestinalt PENTASA pH dispersion is not dependent on intestinal pH or bacteria.1,2 or bacteria.1,2 t The dispersion of PENTASA is not significantlyt Theaffected dispersion of PENTASA is not significantly affected by accelerated transit time during diarrhea flare-ups.by accelerated1-3 transit time during diarrhea flare-ups.1-3

10 10 PENTASA is generally well tolerated—most PENTASAcommon is generally well tolerated—most common adverse events reported in clinical trials wereadverse diarrhea events (3.4%), reported in clinical trials were diarrhea (3.4%), headache (2.0%), nausea (1.8%), abdominalheadache pain (1.7%), (2.0%), nausea (1.8%), abdominal pain (1.7%), dyspepsia (1.6%), vomiting (1.5%), anorexiadyspepsia (1.1%), and (1.6%), vomiting (1.5%), anorexia (1.1%), and rash (1.0%).4 rash (1.0%).4 Exercise caution in patients with impaired hepaticExercise or caution renal in patients with impaired hepatic or renal function; monitor patients with pre-existing renalfunction; disease, monitor patients with pre-existing renal disease, increased BUN or serum creatinine, or proteinuria.increased BUN or serum creatinine, or proteinuria.

References: 1. Data on file, Shire US Inc. 2. Wilding IR. A scintigraphic study to References:evaluate what 1. Datahappens on file, Shire US Inc. 2. Wilding IR. A scintigraphic study to evaluate what happens to Pentasa® and Asacol® in the human gut. Pract Gastroenterol. 1999(Nov suppl):1-8.to Pentasa 3. Rijk® and MCM, Asacol ® in the human gut. Pract Gastroenterol. 1999(Nov suppl):1-8. 3. Rijk MCM, Van Schaik A, Van Tongeren JHM. Disposition of mesalazine-delivering drugs inVan patients Schaik with A, Van Tongeren JHM. Disposition of mesalazine-delivering drugs in patients with inflammatory bowel disease, with and without diarrhoea. Scand J Gastroenterolinflammatory. 1992;27:863-868. bowel disease, with and without diarrhoea. Scand J Gastroenterol. 1992;27:863-868. 4. Pentasa prescribing information, Shire US Inc., 1999. 4. Pentasa prescribing information, Shire US Inc., 1999.

Please see references above and full prescribing informationPlease on adjacent see references page. above and full prescribing information on adjacent page.

SHIRE US Inc. 1-800-828-2088 PENTASA® is a registered trademark of Ferring A/S Corporation. SHIRE US Inc. 1-800-828-2088 PENTASA® is a registered trademark of Ferring A/S Corporation. 0 0 ©2003 Shire US Inc., Newport, Kentucky 41071 February 2003 PEJA306 ©2003 Shire US Inc., Newport, Kentucky 41071 February 2003 PEJA306 AbelsonTaylorAbelsonTaylor OtherOther Agencies Agencies n=76n=76 ads ads n=206n=206 ads ads

KAPIDEX is the first and only PPIKAPIDEX with a is the first and only PPI with a Dual Delayed Release™ (DDR) formulation,Dual Delayed Release™ (DDR) formulation, which provides a second releasewhich of drugprovides a second release of drug

Mean plasma concentration (in healthy subjects; day 5; ng/mL)1 Mean plasma concentration (in healthy subjects; day 5; ng/mL)1

1200 1200

1000 1000

800 800

600 600 KAPIDEX WORKSKAPIDEX A WORKS A 400 400 KAPIDEX 60 mg KAPIDEX 60 mg 200 200 KAPIDEX 30 mg KAPIDEX 30 mg

0 0 0 6 12 18 24 0 6 12 18 24 SECOND SHIFTSECOND SHIFT Time (h) Time (h) s KAPIDEX 30 mg provided full 24-hour heartburn relief in as majorityKAPIDEX of 30symptomatic mg provided full 24-hour heartburn relief in a majority of symptomatic TO HELP SHUT DOWN ACIDTO HELP PUMPS SHUT DOWN ACID PUMPS non-erosive gastroesophageal reflux disease patients at weeknon-erosive 41 gastroesophageal reflux disease patients at week 41 s KAPIDEX 60 mg provided consistently high erosive esophagitiss KAPIDEX healing 60 rates mg provided consistently high erosive esophagitis healing rates at week 81 at week 81 s KAPIDEX offers a safety and tolerability profile similar tos lansoprazole KAPIDEX offers1 a safety and tolerability profile similar to lansoprazole1 s KAPIDEX can be taken without regard to food1 s KAPIDEX can be taken without regard to food1 KAPIDEX should be swallowed whole. Alternatively, capsulesKAPIDEX can be opened, should be swallowed whole. Alternatively, capsules can be opened, sprinkled on 1 tablespoon of applesauce, and swallowed immediately.sprinkled onWhile 1 tablespoon of applesauce, and swallowed immediately. While KAPIDEX can be taken without regard to food, some patientsKAPIDEX may benefit can befrom taken without regard to food, some patients may benefit from administering the dose prior to a meal if post-meal symptomsadministering do not resolve the dose prior to a meal if post-meal symptoms do not resolve under post-fed conditions. under post-fed conditions. Conclusions of comparative efficacy cannot be drawn fromConclusions this information. of comparative efficacy cannot be drawn from this information. Indications Indications KAPIDEX is indicated for healing all grades of erosive esophagitisKAPIDEX is(EE) indicated for for healing all grades of erosive esophagitis (EE) for up to 8 weeks, maintaining healing of EE for up to 6 months,up to 8 andweeks, treating maintaining healing of EE for up to 6 months, and treating heartburn associated with symptomatic non-erosive gastroesophagheartburn associatedeal reflux with symptomatic non-erosive gastroesophageal reflux disease (GERD) for 4 weeks. disease (GERD) for 4 weeks. Important Safety Information Important Safety Information Can Canone agency’sone agency’s communications communications provide provide a a than thanthose those of other of other agencies—giving agencies—giving those those KAPIDEX is contraindicated in patients with known hypersensitivityKAPIDEX is tocontraindicated in patients with known hypersensitivity to any component of the formulation. Hypersensitivity and anyanaphylaxis component have of the formulation. Hypersensitivity and anaphylaxis have been reported with KAPIDEX use. Symptomatic responsebeen with reported KAPIDEX with KAPIDEX use. Symptomatic response with KAPIDEX does not preclude the presence of gastric malignancy. Mostdoes commonlynot preclude the presence of gastric malignancy. Most commonly reported treatment-emergent adverse reactions (≥2%):reported diarrhea treatment-emergent (4.8%), adverse reactions (≥2%): diarrhea (4.8%), abdominal pain (4.0%), nausea (2.9%), upper respiratoryabdominal tract infection pain (4.0%), (1.9%), nausea (2.9%), upper respiratory tract infection (1.9%), vomiting (1.6%), and flatulence (1.6%). Do not co-administervomiting atazanavir (1.6%), andwith flatulence (1.6%). Do not co-administer atazanavir with KAPIDEX because atazanavir systemic concentrations mayKAPIDEX be substantially because atazanavir systemic concentrations may be substantially decreased. KAPIDEX may interfere with absorption of drugsdecreased. for which KAPIDEX gastric may interfere with absorption of drugs for which gastric pH is important for bioavailability (e.g., ampicillin esters,pH digoxin, is important iron salts, for bioavailability (e.g., ampicillin esters, digoxin, iron salts, ketoconazole). Patients taking concomitant warfarin mayketoconazole). require monitoring Patients taking concomitant warfarin may require monitoring for increases in international normalized ratio (INR) andfor prothrombin increases intime. international normalized ratio (INR) and prothrombin time. Increases in INR and prothrombin time may lead to abnormalIncreases bleeding, in INR which and prothrombin time may lead to abnormal bleeding, which can lead to serious consequences. can lead to serious consequences. Please see adjacent brief summary of prescribing informationPlease seefor KAPIDEX.adjacent brief summary of prescribing information for KAPIDEX. provenproven advantage advantage over overanother’s? another’s? That’s That’s the the productsproducts a recognizable a recognizable advantage advantage in the in the questionquestion ACNielsen ACNielsen HCI investigatedHCI investigated with with market.market. To get To aget glimpse a glimpse of your of yourbrand’s brand’s

first and only estradiolfirst andtransdermal only estradiol spray transdermal spray Relief Reliefin a mist in a mist regardregard to product to product recognition. recognition. And Andthe the potentialpotential and seeand whatsee what we can we docan for do you, for you, Give her convenient relief of moderate-to-severeGive her convenient vasomotor relief of moderate-to-severe symptoms vasomotor symptoms with low-dose Evamist™ with low-dose Evamist™

: Reduces the frequency and severity of hot flashes: Reduces1 the: Flexiblefrequency dosing and severitywith 1, 2,of orhot 3 flashessprays 1 : Flexible dosing with 1, 2, or 3 sprays – 69% reduction in frequency – 69% reductiononce in daily frequency1 once daily1 (vs 38% with placebo)* (vs 38% with placebo)*– Precision-metered spray delivers – Precision-metered spray delivers – 41% reduction in severity – 41% reduction in severityconsistent and accurate dosing consistent and accurate dosing (vs 10% with placebo)† (vs 10% with placebo)† : Convenient spray delivery to the : Convenient spray delivery to the – Sustained estrogen delivery – Sustained estrogen delivery inner forearm dries in a median of inner forearm dries in a median of : Low dose of plant-based : Low dose of plant-based 67 seconds‡2 67 seconds‡2 17β-estradiol2 17β-estradiol2

*At Week 12, mean change of –8.10 from baseline 11.81 hot flashes *Atwith Week 1 spray/day 12, mean vs change mean changeof –8.10 of from–4.76 baseline from baseline 11.81 hot 12.41 flashes hot flasheswith 1 spray/day vs mean change of –4.76 from baseline 12.41 hot flashes with placebo (P=0.0004). with placebo (P=0.0004). †At Week 12, mean change of –1.04 from baseline score 2.53 with 1 †Atspray/day Week 12, vs meanmean changechange ofof –1.04–0.26 fromfrom baselinebaseline scorescore 2.532.55 withwith 1placebo spray/day (P<0.0001). vs mean change of –0.26 from baseline score 2.55 with placebo (P<0.0001). resultsresults were were eye-popping. eye-popping. Physicians Physicians could could call Dalecall Dale Taylor Taylor at 312.894.5657 at 312.894.5657 or visit or visit ‡Patients should wait at least 2 minutes after applying Evamist before‡Patients dressing. should1 wait at least 2 minutes after applying Evamist before dressing.1 Evamist™ is indicated for the treatment of moderate-to-severeEvamist™ is indicated vasomotor for the treatment symptoms of moderate-to-severe vasomotor symptomsThe Women’s Health Initiative Memory Study (WHIMS),The Women’s a substudy Health of theInitiative WHI, Memoryreported Studyincreased (WHIMS), risk of a developing substudy of the WHI, reported increased risk of developing due to menopause. due to menopause. probable dementia in postmenopausal women 65probable years of dementia age or older in postmenopausal during 5.2 years womenof treatment 65 years with of daily age or older during 5.2 years of treatment with daily CE 0.625 mg alone and during 4 years of treatmentCE with0.625 daily mg CEalone 0.625 and mg during combined 4 years with of treatment MPA 2.5 mg,with relativedaily CE 0.625 mg combined with MPA 2.5 mg, relative WARNING—ENDOMETRIAL CANCER, CARDIOVASCULAR,WARNING—ENDOMETRIAL AND OTHER RISKS CANCER, CARDIOVASCULAR, AND OTHER RISKS to placebo. It is unknown whether this finding appliesto placebo. to younger It is unknown postmenopausal whether women.this finding applies to younger postmenopausal women. ENDOMETRIAL CANCER Adequate diagnostic ENDOMETRIALmeasures, including CANCER endometrial Adequate sampling diagnostic when measures,indicated, including endometrial samplingIn thewhen absence indicated, of comparable data, these risks shouldIn the be absence assumed of comparable to be similar data, for other these doses risks shouldof CE and be assumedMPA to be similar for other doses of CE and MPA should be undertaken to rule out malignancy in allshould cases be of undertakenundiagnosed to persistent rule out malignancy or recurring in abnormal all cases of undiagnosed persistent or recurringand other abnormal combinations and dosage forms of estrogensand other and combinations progestins. Because and dosage of these forms risks, of estrogens estrogens and with progestins. Because of these risks, estrogens with vaginal bleeding. vaginal bleeding. or without progestins should be prescribed at theor lowest without effective progestins doses should and for be the prescribed shortest atduration the lowest consistent effective doses and for the shortest duration consistent CARDIOVASCULAR AND OTHER RISKS EstrogensCARDIOVASCULAR with or without progestins AND OTHER should RISKS not beEstrogens used for with the or without progestins should notwith be treatmentused for the goals and risks for the individual woman.with treatment goals and risks for the individual woman. prevention of cardiovascular disease or dementia.prevention The Women’s of cardiovascular Health Initiative disease (WHI) or estrogen-alone dementia. The Women’s Health Initiative (WHI) estrogen-aloneEvamist should not be used in women with undiagnosedEvamist shouldabnormal not genital be used bleeding; in women known, with undiagnosed suspected, abnormal genital bleeding; known, suspected, substudy reported increased risks of stroke and deepsubstudy vein reportedthrombosis increased (DVT) in risks postmenopausal of stroke and womendeep vein thrombosis (DVT) in postmenopausalor history women of breast cancer; known or suspected estrogen-dependentor history of breast cancer; neoplasia; known active or suspected deep vein estrogen-dependentthrombosis, neoplasia; active deep vein thrombosis, (50 to 79 years of age) during 6.8 years and 7.1 years,(50 to respectively, 79 years of age)of treatment during 6.8 with years daily and oral 7.1 conjugated years, respectively, of treatment with daily pulmonaryoral conjugated embolism, or history of these conditions;pulmonary active or embolism, recent arterial or history thromboembolic of these conditions; disease; active liver or recent arterial thromboembolic disease; liver estrogens (CE 0.625 mg), relative to placebo. estrogens (CE 0.625 mg), relative to placebo. dysfunction or disease; or known or suspected pregnancy.dysfunction or disease; or known or suspected pregnancy. The estrogen plus progestin WHI substudy reportedThe increasedestrogen plusrisk ofprogestin myocardial WHI infarction, substudy stroke, reported invasive increased risk of myocardial infarction,In stroke,a clinical invasive trial with Evamist, the most common Inside a clinicaleffects trialwere with headache, Evamist, breast the most tenderness, common side effects were headache, breast tenderness, breast cancer, pulmonary emboli, and DVT in postmenopausalbreast cancer, womenpulmonary (50 emboli,to 79 years and of DVT age) in duringpostmenopausal 5.6 years women (50 to 79 years of age)nasopharyngitis, during 5.6 years nipple pain, back pain, nausea, andnasopharyngitis, arthralgia. nipple pain, back pain, nausea, and arthralgia. of treatment with daily oral CE 0.625 mg combinedof treatment with medroxyprogesterone with daily oral CE 0.625acetate mg (MPA combined 2.5 mg), with relative medroxyprogesterone acetate (MPAPlease 2.5 seemg), brief relative summary of prescribing informationPlease see on briefadjacent summary pages. of prescribing information on adjacent pages. to placebo. to placebo. For more information about Evamist™, visit www.evamist.comFor more informationor call about877-567-7676 Evamist™., visit www.evamist.com or call 877-567-7676. identifyidentify AbelsonTaylor’s AbelsonTaylor’s brands brands 47% 47% more more abelsontaylor.com.abelsontaylor.com. Marketed by Ther-Rx Corporation, St. Louis, MO 63044 Marketed by Ther-Rx Corporation, St. Louis, MO 63044© 2008 Ther-Rx Corporation 11-014 02/08 © 2008 Ther-Rx Corporation 11-014 02/08

No other porous metal material so closely resemblesNo otherthe structure, porous metal function, material and physiologyso closely resembles of trabecular the bone structure,1,2 function, and physiology of trabecular bone1,2

For implant stability, nothing compares to For implant stability, nothingt
Unrivaled compares product to availability— t
Unrivaled product availability— For more information about the full line of For more information about the full line of Trabecular Metall Technology. Trabecular Metall Technology.includes hip, knee, shoulder, spine, includes hip, knee, shoulder, spine, Trabecular Metall Products, contact your Zimmer Trabecular Metall Products, contact your Zimmer and trauma implants and trauma implants representative or visit www.tm.zimmer.com. representative or visit www.tm.zimmer.com. t
11 years of clinical experience—longest record t
11 years of clinical experience—longest record of published, peer-reviewed data3 of published, peer-reviewed data3

t
Exceptional initial fixation and stability— t
Exceptional initial fixationReferences: and 1. stabilityJ Bone Joint —Surg Br. 1999;81-B:907-914. References: 1. J Bone Joint Surg Br. 1999;81-B:907-914. 2. Bobyn JD, et al. Characterization of a new porous tantalum 2. Bobyn JD, et al. Characterization of a new porous tantalum 0.98 coefficient of friction for nonmachined 0.98 coefficient of frictionbiomaterial for nonmachined for reconstructive orthopaedics. Scientific Exhibit, biomaterial for reconstructive orthopaedics. Scientific Exhibit, 4 4 Trabecular Trabecular surfaces reduces risk of early implant motion surfaces reduces risk ofProc early AAOS, implant Anaheim, Calif, motion 1999. 3. J Bone Joint Surg Br. Proc AAOS, Anaheim, Calif, 1999. 3. J Bone Joint Surg Br. 2006;88-B:304-309. 4. J Musculoskel Res. 1999;3:245-251. 2006;88-B:304-309. 4. J Musculoskel Res. 1999;3:245-251. ™ ™ t
Maximized bone and soft-tissue ingrowth t
Maximized bone and soft-tissue5. Medlin DJ, et al.ingrowth Metallurgical characterization of a porous 5. Medlin DJ, et al. Metallurgical characterization of a porous and vascularization—highest volume porosity, and vascularization—highesttantalum biomaterial volume (Trabecular porosity, Metal™) for orthopaedic tantalum biomaterial (Trabecular Metal™) for orthopaedic Metal Metal Bone ingrowth and vascularization implant applications. Presentation, MaterialsBone & ingrowth Processes and for vascularization implant applications. Presentation, Materials & Processes for up to 80%1,2,5 in Trabecularup to Metal80% Material1,2,5 Medical Devices Conference, Anaheim, Calif,in Trabecular 2003. Metal Material Medical Devices Conference, Anaheim, Calif, 2003.

©2009 Zimmer, Inc. ©2009 Zimmer, Inc.

NEW Therapeutic advance in second-lineNEW NSCLCTherapeutic advance in second-line NSCLC Proven to prolong yourProven patient’s to prolong lifeline your patient’s lifeline

Tarceva is a HER1/EGFR-targetedTarceva therapy—the is a HER1/EGFR-targeted first and only one therapy—the first and only one proven to significantly prolongproven survival to significantlyin second-line prolong NSCLC 1survival in second-line NSCLC 1

Tarceva has been shown to target HER1/EGFR and inhibitTarceva Tyrosine has been Kinase shown (TK) to phosphorylation. target HER1/EGFR EGFR and inhibit Tyrosine Kinase (TK) phosphorylation. EGFR is expressed on normal cells and cancer cells. Tarceva’sis expressed mechanism on ofnormal clinical cells antitumor and cancer action cells. has Tarceva’s not mechanism of clinical antitumor action has not been fully characterized.1 been fully characterized.1

Tarceva 150 mg once daily Tarceva 150 mg once daily 731 patients with 731 patients with Outcome measures: Outcome measures: (N=488) (N=488) stage IIIB/IV NSCLC Double-blind; stage IIIB/IV NSCLC Double-blind;Overall survival Overall survival randomized randomized after failure of ≥1 after failure of ≥1 Progression-free survival Progression-free survival 2:1 Placebo 2:1 Placebo chemotherapy regimens chemotherapy regimens Tumor response Tumor response (N=243) (N=243)

Tarceva met the primary endpoint in the single-agentTarceva Phase IIImet clinical the primary trial—a endpoint 33% increase in the in single-agent overall survival. Phase1,2 III clinical trial—a 33% increase in overall survival.1,2

Tarceva significantly prolongedTarceva overall significantly survival: prolonged overall survival: increased median survival by 42.5%increased and median1-year survival survival by by 45% 42.5%1,2 and 1-year survival by 45% 1,2

100 100 42.5% 42.5%Hazard ratio 0.73 Hazard ratio 0.73 improvement improvement(95% CI=0.61–0.86; P<0.001) (95% CI=0.61–0.86; P<0.001)

75 } 75 } indicates a 27% reduction in indicates a 27% reduction in risk of death for patients who risk of death for patients who received Tarceva.1,2 received Tarceva.1,2

50 50

Survival rate (%) Survival rate (%) 45% 45% improvement Tarceva (N= 488) improvement Tarceva (N= 488) 25 } 25 Median survival 6.7 months} Median survival 6.7 months 1-Year survival 31.2% 1-Year survival 31.2% Placebo (N=243) Placebo (N=243) Median survival 4.7 months Median survival 4.7 months 1-Year survival 21.5% 1-Year survival 21.5% 0 6 12 18 0 24 6 12 18 24 Survival time (months) Survival time (months)

Tarceva met all secondary endpoints in the analysis,Tarceva met all secondary endpoints in the analysis, NEW NEW including progression-free survival.1, 2 including progression-free survival.1, 2 Progression-free survival hazard ratio of 0.59 Progression-free survival hazard ratio of 0.59 (95% CI =0.50– 0.70; P<0.001) indicates a (95% CI =0.50– 0.70; P<0.001) indicates a 41% reduction in risk of death or disease 41% reduction in risk of death or disease progression for patients who received Tarceva.1 progression for patients who received Tarceva.1 tablets tablets

Safety and effectiveness have not Safety and effectiveness have not See following important safety information and See following important safetyPower information to and prolong survival Power to prolong survival been studied in pediatric patients. been studied in pediatric patients. brief summary of full prescribing information. brief summary of full prescribing information. fi nalists will be awarded $10,000 each to conduct a commu- nity uptake of their concept. Th e winner will be announced in mid-July, and will receive $100,000 to keep advancing their A SWEET CHALLENGE prototype. Through its open-source “Data Design Diabetes Challenge,” Sanofi is looking beyond BEYOND THE DRUG marketing drugs to help patients address the diffi culties of everyday living with diabetes, Sanofi is continuing its research into new diabetes drugs, and is fi nding new partners the company otherwise would never have connected with. particularly Lyxumia, a once-daily GLP-1 agonist in Phase III clinical trials. Last December, the company reported that by Chris Truelove [email protected] Lyxumia, in combination with Lantus, Sanofi ’s long-acting insulin, achieved its primary effi cacy endpoint of signifi cant- ly reducing HbA1c, with a signifi cant improvement in post- anofi is trying to redefi ne how a pharma company Each of the semi-fi nalists have concepts that focus on the prandial glucose. Th e EMA accepted Sanofi ’s marketing au- can be eff ective in the diabetes therapeutic area, as well “quantifi ed self” – using technological solutions to keep track thorization application for Lyxumia in November, and the Sas how development partnerships are formed. Last year, and analyze an individual’s health data. company expects to fi le for regulatory approval of the drug a relatively unknown app developer called ginger.io managed to Diabetes 3.0 of San Francisco helps patients and health care in the fourth quarter of this year. snag the attention of Sanofi in the Data Design Diabetes Chal- providers collect, aggregate, store, analyze, and display a com- Beyond new drug research, Sanofi wants to take a more con- lenge, winning $100,000 for developing an app that transforms prehensive set of diabetes-related data wirelessly and in real- sumer-savvy and holistic approach to treating diabetes. Despite a mobile phone into an automatic self-monitoring tool for time from various device sources with the goal of achieving bet- all of the new drugs that have been approved to treat diabetes tracking real-time movement patterns and social interactions ter control of patients’ blood sugars. LiveHealth of Chicago is – including Novo Nordisk’s Victoza, the fi rst once-daily GLP- passively, without user input. Th is year, Sanofi leaders hope a Web-based real-time video platform for patients to visit with 1 agonist to hit the market – the disease remains a growing to fi nd a similar innovator in the challenge, which a registered dietitian, registered nurse and a diabe- problem in the United States and around the world. kicked off in January at the Department tes educator either individually or in small groups According to the American Heart Association’s 2012 statistic of Health and Human Services Care to reduce ER visits, improve lifestyle changes, updates, about 7.1 million Americans have undiagnosed dia- Innovations Summit. Open submis- improve glucose levels, address weight manage- betes – 4.4 million men and 2.7 million women. About 81.5 sions began Feb. 23. As of press time, ment, and improve quality of life. million Americans have pre-diabetes. 1.6 million new cases of fi ve semi-fi nalists – Diabetes 3.0, Th e Activity-Based Integrated Data Mod- diabetes are diagnosed each year. Th e biggest problem with LiveHealth, Activity-Base Integrated el, of Columbia, S.C., is a dynamic database inadequate care of diabetes is the increased chance of serious Data Model, iRetainRx, and n4a Di- and feedback system that integrates activity health complications. At least 68 percent of people with dia- abetes Care Center – were polishing that aff ects blood glucose using the single best betes 65 years old and older die of some sort of form of heart their projects for a demo on May 16 in measure of activity, the heart rate, to im- disease, and 16 percent die of stroke. New York City. prove blood glucose control. iRetainRx of Dennis Urbaniak, VP, diabetes, at Sanofi , would like the It’s easy to see what ginger.io got Sunnyvale, Calif., is an interactive mobile challenge to create a diff erent perception of the company in out of last year’s challenge – major me- system that monitors and enables patients, the eyes of people with diabetes and their caretakers, “because dia coverage in publications such as Th e caregivers, and pharmacists to collaborate this area, diabetes, is one where we have a very long-term com- Economist, the New York Times, and Fast and successfully implement treatment ac- mitment to and we want to do the right thing from a patient Company and $1.7 million of seed money tion plans. And the n4a Diabetes Care point of view.” from investors attracted by the news, which Center of Washington, D.C., uses pre- Mr. Urbaniak, who is one of the judges for the challenge, allowed the company to expand its activities dictive analysis to isolate and target pa- says to be perceived as more than just a drug marketer, the com- and hire new talent. But what does Sanofi tients based on cost patterns and risk pany has to earn such perception by acting diff erently, not just get out of it? profi le to provide them with in the diabetes area, but across the whole organization. Michele Polz, head of patient solutions, supports/services designed Th e challenge itself is “very much a strong move away from U.S. diabetes at Sanofi (sanofi .com) and the to slow the progression the brand-focused approach that pharm marketing has typi- coordinator of the data challenge, says the com- of the disease, improve cally taken in the past,” he says. pany wants to serve as a valued partner to the the quality of health, “We want to be able to be involved in improving care by diabetes community. and slow the spend- improving outcomes, and there’s lots of elements to that so- “What we are doing, we are managing the lution that can be benefi cial. We can help you take the most complex challenges of diabetes by looking beyond The mobile platform comprehensive approach and fi nd the things that best work for the molecule, beyond the drug, to add the devices and developed by ginger.io, you, and that’s not always centered on a brand. We very much, add the solutions and services to the equation – so we can last year’s Data Design in terms of a skillset, competency, and approach, feel it’s impor- have the best-in-class, innovative, integrated, and personal Diabetes Challenge win- tant to move to that type of a model in order to be successful solution that truly address people living with diabetes, ner, is shown here on an over the long term.” and managing their diabetes better every day,” Ms. Polz Android phone. Other than the intangible benefi ts of an image boost, the says. “We are looking at ways to identify gaps to im- challenge has given Sanofi a more streamlined, cost-eff ective prove our existing off ering, and identify new oppor- ing associated with a patient’s way of pursuing some partnerships and getting new ideas. tunities as well.” health. “If you think about the typical path of business devel- Each of the semi-fi nalists re- opment or fi nding new partners, it takes a long time,” Mr. PREPARING THE CHALLENGE ceived $20,000 and one month Urbaniak says. “It can be expensive, it can be diffi cult to re- of industry mentorship to create ally fi nd new people to help you bring new solutions to the Th is year, the challenge was structured to drive in- their prototype. Mentors included market. One of the things we got from this approach and novation in the quality, delivery, and cost of diabe- Shwen Gwee, VP of digital health why we’re so optimistic about this approach going forward, tes care. Th e process will began by crowdsourcing at Edelman’s NYC offi ce; Unity if you take last year’s learning, we actually learned of the idea answers to the question, “What matters most to Stoakes, the co-founder and presi- in May, got the challenge kicked off and approved in June, you?” Sanofi gathered answers through the chal- dent of StartUp Health, an academy and got it wrapped up in November. We basically took what lenge’s Website, datadesigndiabetes.com. for health and wellness entrepreneurs; would have been the quality of the lead, just in terms of Based on the crowdsourced comments, the specifi c cri- Paul Penta, a leader in healthcare IT partners, a three to four year process in the old way, boiled teria for judging the entries are the ability to improve the out- strategy and management, with a strong it down to six months, and we now have all kinds of great comes and/or experience of people living with diabetes in the focus in diabetes and chronic disease, who heads eff orts at the external organizations that we’re working with, some for- United States; improve the quality and eff ectiveness of diabe- Joslin Diabetes Center to use technology to help more people mally, some informally, on bringing forward new solutions tes care in the United States; improve the delivery of diabetes with diabetes; and Elena Haliczer, who leads product develop- for people with diabetes.” care in order to provide the most appropriate intervention at ment for social news technology at Th e Huffi ngton Post Media In addition to speed, the challenge gave Sanofi the opportu- the right time; reduce the cost of care without compromising Group. nity to reach a whole new audience. “Th e people that submitted the quality and delivery of care; enable people within the dia- Semi-fi nalists also went through a design and prototyping ideas, we never would have reached through our normal chan- betes ecosystem to feel in control; refl ect an understanding of boot camp in San Francisco. nels, so the diversity of the ideas and the quality of the ideas how diabetes aff ects families, not just individuals; and support Although last year’s challenge had included mentors, the de- was signifi cantly better than if we had just tried to create some a desire of the diabetes ecosystem to live in a state of overall sign and prototyping boot camp is a new addition to the chal- things ourselves or used our traditional path,” Mr. Urbaniak wellness, and not just symptom mitigation. lenge this year, Ms. Polz says. says. Sanofi leaders want the entries to focus on people living with “It really came out of last year’s challenge and learnings; we Also part of the cost-eff ectiveness of last year’s challenge and diabetes, caregivers, family/friends, or healthcare providers; to felt it was really a good opportunity to orient the semi-fi nalists this year’s challenge is the lack of a paid search budget or a PR show attention to the unique needs of the concept’s defi ned to more of that human-centric design we were looking for and program, Mr. Urbaniak says. Sanofi used its social media chan- target audience, and show a human-centered design perspective user experience, to provide them with an idea to understand nels to get the word out. “It was really interesting to analyze that and empathy for the specifi c needs and circumstances of people diabetes, as well as to teach them about that rapid prototyping versus a traditional type of advertising/PR plan,” he says. “It living with diabetes; clear diff erentiation from existing products methodology,” Ms. Poltz says. showed the impact of using diff erent communication vehicles and services, in diabetes and in the consumer market; and show After the May 16 Demo Day, the judges will take a few days that are more aligned with the way people want to get informa- ability to scale. to review, and on May 24, two fi nalists will be announced. Th e tion and to see how powerful they can be.” 0 MEDADNEWS

22 • MED AD NEWS MAY 2012 Award-Winning Content Now Comes in All Sizes

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To learn more about the impact of eDetailing, check out: www.groupdca.com/roi Sales&Marketing Research by the IMS Institute for Healthcare By Joshua Slatko [email protected] Informatics found that total healthcare system spending on medicines reached $320 billion in 2011, up 0.5 per- One world medical affairs cent on a real per capita basis and 3.7 percent in nominal terms. Medicines with Globalization of the pharmaceutical industry will challenge medical affairs organizations to better new mechanisms of action were launched coordinate materials and establish global minimum standards in order to remain compliant. in greater numbers in 2011 than in prior years, with many representing signifi - cant breakthroughs. Last year, 34 new By Gary Tyson, practice area leader, standards may need to be put in place. Th e challenge becomes defi n- molecular entities were launched in the Campbell Alliance ing that standard. Does a global minimum standard mean defaulting United States, the most in a decade. First- to the most restrictive set of rules, the most common set of rules, or time therapies became available to treat s the pharmaceutical industry becomes increasingly somewhere in between? Examples seen in practice today include using several types of cancer, multiple sclerosis, global, the medical aff airs function will have to get comfortable the U.S. standards (considered the most restrictive) and applying those hepatitis C, and cardiovascular conditions. Aoperating in a far more complex environment. Th e relative free- same standards in the European Union and Asia/Pacifi c in an eff ort to Orphan drugs, which treat rare diseases dom MA organizations enjoy in many ex-U.S. countries today is likely avoid even the perception of impropriety. affecting less than 200,000 people, also to be curtailed as regulations on medical science liaison activity become Regardless of the degree of coordination attempted, most global MA saw the most launches in the past 10 years. more aligned across regions and companies begin to reduce risk by forcing organizations realize that, for their work to be successful, at least some Overall per capita use of medicines alignment. global coordination is required. Th is means establishing global pro- declined slightly in 2011, as physician of- But globalization has a considerable upside as well. Local MA organi- cesses, global operating standards, and global auditing systems. To the fi ce visits and non-emergency room hospital zations can benefi t from the best practices of their peers in other countries degree that company leaders decide that they want to create consistency, admissions dropped, and older Americans around the globe. Th e challenge will come in developing strong mecha- they fi rst need to create the infrastructure of consistency, which essen- reduced their retail drug use. The number nisms for gathering and sharing those best practices in areas like MA oper- tially comes down to processes that are translated into fi eld handbooks, of offi ce visits declined 4.7 percent while ations, scientifi c materials, or working within existing company systems. along with audit systems to make sure people are trained and following emergency room admissions – which are Opportunities need to be created for affi liate countries to feed ideas into the fi eld handbook. When these activities are conducted globally, they relatively small in number – rose 7.4 per- a global management structure, and then for global management to take tend to be driven out of the corporate headquarters and pushed out to cent. Retail prescription usage declined on that feedback and redistribute best practices to the affi liates. the global affi liate countries. average 1.1 percent in 2011 and fell by Applying global processes to the medical aff airs functions is not with- more than 3 percent in ten states, refl ect- Differences in the global regulatory environment out the potential for confl ict. MA does not serve in a vacuum; other ele- ing variations in demographics, epidemiol- ments within the country affi liate organization depend on MA for certain ogy, clinical practice, and payer dynamics. Managing global medical aff airs functions is a challenge given the dif- activities. If those activities suddenly cease due to new restrictions, it could Seniors age 65 and over reduced their use ferent regulatory regimens throughout the world. Th e United States has be considered detrimental to the success of the affi liate. New restrictions of prescription drugs by 3.1 percent last a restrictive environment for MA, through direct regulations, Offi ce of may force change not only to medical aff airs but to stakeholders of medi- year, most notably in the antihypertensive Inspector General Medicare guidelines, PhRMA industry guidelines, cal aff airs, including commercial and development functions. class. Individuals age 19 to 25 increased and the use of corporate integrity agreements and other enforcement For example, if sales representatives are accustomed to traveling and their use of medicines by 2 percent, mechanisms. meeting with physicians alongside an MSL, but it is decided this activ- notably for ADHD treatments and antide- Th e European Union has a diff erent set of regulatory restrictions on ity is now against the rules because such situations place the MSL in a pressants. This was the only age group that MA and is more permissive in some areas and more restrictive in others. “promotional environment,” this may put pressure on the sales organi- increased drug utilization in 2011. Privacy laws in the European Union, for example, are more restrictive zation to change the way it trains and supports its team and put in place Patients with insurance spent $49 bil- than in the United States. Th e EU has clear privacy rules giving physi- systems for capturing technical questions that they never had to worry lion out-of-pocket for prescription drugs cians the right to access information that companies may be storing about when such things were handled by the MSL. in 2011, a decline of $1.8 billion from about them. Th erefore, what a pharmaceutical company asks its people Th e ripple eff ect across the entire organization could be signifi cant, 2010. Nearly 75 percent of all prescrip- to track and what information it chooses to collect about physicians will with the potential to create confusion, cost money, and cause frustration tions had a copay of $10 or less, but likely be diff erent in the European Union compared with the United among internal stakeholders. More importantly, it can create frustration prescriptions for branded drugs covered by States. Certain information that might be useful may nevertheless be among the external community of physicians who may be confused commercial insurance plans averaged $40 information the company would not want discovered by the physicians when medical aff airs suddenly ceases providing a service to which they for copays. The largest decline in out-of- themselves, simply because it relates to the relationship with the physi- are accustomed. pocket spending was by seniors participat- cian as opposed to verifi able third-party facts about the physician. If, for regulatory reasons, a company decides that it needs to go in ing in Medicare Part D, where the average Regulations in Asia/Pacifi c, meanwhile, are more nascent and still the direction of creating global minimum standards, then clear commu- copay fell $2.66 to $23.31. being developed. As a result, unexplored territory continues to exist as it nication is needed both internally and externally. Th e company must Nearly one-third of total health- relates to promotional versus non-promotional scientifi c outreach, and communicate the rationale behind why the decision was made, the risks care spending was concentrated in fi ve various organizations can interpret the regulations diff erently. that are being avoided, and the new systems and processes that are going therapy areas – medicines used for treat- to be put in place to overcome some of the challenges. ing cancer; asthma and chronic obstruc- The challenge of compliant behavior tive pulmonary disease; dyslipidemia; MSL management diabetes; and mental health medicines In the not-so-distant past, MSLs were free to have proactive scientifi c for psychoses or bipolar disorders. Each exchanges with healthcare providers, with few restrictions as long as the Traditionally MSLs have been seen as a local resource controlled by the of these therapy areas grew faster than discussions were non-promotional, fair, balanced, and scientifi cally ac- affi liate countries. However, like the rest of medical aff airs, MSLs are the overall market and exhibited a range curate. However, due to regulatory shifts and concerns about being seen increasingly being coordinated on a global basis to reduce overall risk of dynamics related to new treatment op- as a promotional resource and specifi cally about off -label promotion and to benefi t from shared global eff orts. tion usage and growing diagnosis of the in the United States, many organizations now place restrictions on the One key to global eff ectiveness is coordination in the development of related disease. degree of proactiveness they allow their MSLs. materials. MSLs have signifi cant needs for eff ective supporting materi- Branded medicines spending grew 2.2 While there is little consistency in exactly how these restrictions als. Given that the data set being drawn on is often of a global nature, percent on a nominal basis in 2011 and manifest themselves, there are some key themes. Most organizations those materials can often be developed on a global basis. Global base refl ected the impact of $14.9 billion less restrict the ability to proactively discuss off -label use of their product materials can be customized with country or region-specifi c informa- spending on products that lost their patent but do allow the proactive discussion of non-product-specifi c disease- tion as appropriate and translated into local languages. Additionally, exclusivity. In 2011, spending for brands state information. Some organizations restrict the ability of the MSLs to MSLs are often expected to support internal scientifi c training, which launched within the past two years was proactively discuss their current products’ on-label uses, while a very few can also be developed on a global basis. Finally, to the degree that MSLs $12.2 billion, compared with $8.5 bil- organizations do not allow their MSLs to discuss anything proactively are supportive of formulary discussions, these too may be developed lion in the year-earlier period. Spending beyond introducing themselves to the physicians. globally if appropriate. on generics, which now account for 80 Traditionally, MA organizations in every affi liate around the globe A second key to global eff ectiveness is the sharing of best practices percent of dispensed prescriptions, in- have previously been free to follow the rules not only of the region, but and operational infrastructure across regions and countries. Given the creased by $5.6 billion in 2011. Overall of their country, with global management simply in place to perform similarity of the responsibilities of the MSLs in diff erent countries and spending on medicines continued to be support activities like budget management. Today, however, realization regions, the opportunity to share best practices is high. Most MSLs lack concentrated on traditional small molecule is setting in that because of the Internet and the transparency that such a clear forum for sharing these best practices, so such a forum should be oral pills dispensed through retail pharma- technology brings, if a company’s actions are found violative in one re- developed. Additionally, key components of operational infrastructure, cies, even as specialty drugs and biologics gion, regulators in other regions may take note and conduct a more specifi cally information systems and other tools, should be developed experienced higher growth. rigorous audit or analysis of the company’s activities. Th at is a risk some and shared on a global basis. organizations are not willing to take, particularly organizations that are Source: “The Use of Medicines in the United States: Review of 2011”, IMS Institute for Healthcare Informatics Editor’s note: Gary Tyson is the medical affairs practice area leader, Campbell Alliance (campbellalliance. already under a Corporate Integrity Agreement and, therefore, already (theimsinstitute.org). com), the consulting business segment of inVentiv Health. He is also co-chairman of the Medical Affairs under a signifi cant level of scrutiny. Leadership Summit, a non-profi t forum for senior leaders in medical affairs to exchange ideas and discuss As a result, company leaders may feel that some global minimal pressing issues. Mr. Tyson can be reached at [email protected].

24 • MED AD NEWS MAY 2012 SALES&MARKETING

“The business model how they spend marketing dollars and time. is broken” They are shifting their spending dramatically from community physicians to new stakehold- CARDIOVASCULAR onfi rming pessimism about the state of ers. In particular, they are disproportionately C the pharmaceutical industry, a recent investing in key accounts, payors, and hospi- survey of U.S.- and EU-based pharmaceutical tal stakeholders. By contrast, those who are 8.1% sales and marketing executives found that 68 not convinced the model is broken are making percent believe “the current business model few adjustments to their spending. 5.8% is broken.” The survey, conducted jointly by “The pharmaceutical industry is the eye of 5.6% Booz & Co. and National Analysts World- a hurricane of change,” says Danielle Roll- wide, was designed to take the temperature mann, a partner in Booz & Company’s global 5.1% of the industry on current challenges and help health practice. “The sales and marketing analysts understand how industry leaders model is being forced to move to one that is 4.6% plan to overcome those challenges in the next much more complex. And this is happening in several years. It builds on surveys Booz & Co. an uncertain market with incredible pressure 4.4% has conducted of EU pharma executives over to reduce budgets. The only clear path out of the storm is for companies to identify and 3.7% the past several years. THE 10 MOST “Those of us who work with pharma compa- focus on building the few critical capabilities nies to develop and implement commercializa- they will need to succeed.” 3.5% RECOGNIZED tion strategies know very well the challenges of Booz analysts are suggesting that pharma CARDIOVASCULAR 3.1% maximizing asset value in this new environ- executives concentrate on fi ve particular capa- BRANDS IN ment, where both key customers and customer bilities and strategies: organizing sales and 2.6% NORTH AMERICA expectations are being redefi ned,” says Susan marketing activities around diverse stakehold- McDonald, CEO of National Analysts World- ers, especially hospitals and insurers; taking wide and leader of the company’s healthcare a more creative approach to customer col- practice. “We’re not surprised to hear people laboration, including new pricing strategies, acknowledge that they can’t count on doing innovative service models, and novel partner- 3.9% ‘business as usual’ and that they’re looking for ships; doing a more effective job of demon- new ways to gain traction.” strating value through outcomes; continuing 3.9% The greatest challenges identifi ed by to emphasize direct-to-consumer marketing, in survey respondents are the growing health- recognition that patients hold the other end of 3.1% care system price/budget pressures and an the purse strings; and more effectively using increasing need to demonstrate cost-effec- innovative digital media channels. 2.5% tiveness and outcomes. In response to these “Virtually everything is changing in the 2.3% challenges, more than half of the respondents model and the market,” says Rolf Fricker, expect to invest more heavily in marketing to a Munich-based partner at Booz & Co. “In 1.9% key provider accounts and payors. Among response, most respondents say they plan to the strategies seen as most important are new spend more on all their target marketing activ- 1.7% approaches to pricing, new service models, ities. Yet this is not aligned with what pharma THE 10 MOST and new collaborations with payors. is doing and needs to do at a company level. 1.2% RECOGNIZED Those convinced that the model is broken The companies that focus, prioritize, and fol- 1.2% CARDIOVASCULAR are reacting by making signifi cant changes in low a coherent strategy will be the winners.” BRANDS IN EUROPE 1.1% Supreme Court rules against patent info for FDA-approved drugs, referred to generic delay tactic usage in combination with metformin. he most-recognized cardiovascular brand in North America is Lipitor. About 8.1 Caraco informed FDA that approval for its ge- T percent of physicians recognize this brand the most, according to a survey conducted by By Ed Silverman neric would be sought for the other uses, which Brand Institute Inc. in fourth-quarter 2011. Lipitor, comprising atorvastatin, is marketed by the agency could authorize under section viii of Pfi zer Inc. (pfi zer.com). The drug was fi rst approved by FDA in December 1996 as an adjunct In yet another closely watched decision that the Hatch-Waxman Act. In such circumstances, to diet to reduce elevated total cholesterol and several other lipid-related indications, and has greatly affects the pharmaceutical industry, the a generic drugmaker is granted what is known since received a total of 17 indications in the United States. U.S. Supreme Court has ruled that Caraco as a carve-out label for its med. However, Novo Norvasc is the second most-recognized cardiovascular brand in North America. About Pharmaceutical can fi le a lawsuit against Novo Nordisk then submitted a new description of its 5.8 percent of physicians recognize this brand the most. Norvasc, comprising amlodipine, Nordisk for throwing up roadblocks that pre- patents, which Caraco argued was overly broad is marketed by Pfi zer. The drug was approved by FDA in July 1992 for the treatment of vented the generic drugmaker from seeking FDA and, therefore, amounted to patent misuse. hypertension, chronic stable angina, and confi rmed or suspected vasospastic angina. approval for a medication. At issue was the abil- In September 2009, a federal court in The third most-recognized cardiovascular brand in North America is Coreg. About 5.6 ity of a brand-name drugmaker to block generic Michigan sided with Caraco and granted an percent of physicians recognize this brand the most. Coreg, comprising carvedilol, is mar- competition by providing FDA with overly broad injunction. But two years ago, a divided federal keted by GlaxoSmithKline (gsk.com). The drug was fi rst approved by FDA in Septem- descriptions of its patents. appeals court reversed the decision in a 2-to-1 ber 1995 for the treatment of mild-to-severe heart failure of ischemic or cardiomyopathic The case had generated considerable interest ruling and vacated the injunction, prompting origin, usually in addition to diuretics, angiotensin converting enzyme inhibitors, and and, in fact, the U.S. Solicitor General urged the Caraco to ask the Supreme Court for review. digitalis. Since then, Coreg’s two formulations have added seven additional indications. court to conduct a review. Wall Street signaled And so here is what Justice Elena Kagan The most-recognized cardiovascular brands in Europe are Plavix and Aspirin. that, if the status quo had continued, brand- wrote: “Whether a brand lists a patent that cov- These brands were recognized most by 3.9 percent of physicians. Plavix, comprising name drugmakers would have a new means of ers no use or describes a patent on one use as clopidogrel, is marketed by Bristol-Myers Squibb Co. (bms.com) and Sanofi (sanofi . fending off generic rivals. For their part, generic extending to others, the brand submits mislead- com). The drug was fi rst approved in Europe in July 1998 for the prevention of atheroscle- drugmakers chafed at an inability to seek FDA ing patent information to the FDA. In doing so, rotic events, including myocardial infarction, stroke, and death due to vascular causes in approval, under a provision of the Hatch-Wax- the brand equally exploits the FDA’s determina- patients with a history of symptomatic atherosclerotic disease defi ned by ischemic stroke, man Act, to market a drug for uses not covered tion that it cannot police patent claims. And the myocardial infarction, or established peripheral arterial disease. The drug earned addi- by patents held by brand-name drugmakers. brand’s action may in either case delay or block tional approvals in September 2006 for the treatment of patients with ST-segment elevation In 2005, Novo sued Caraco for patent approval of a generic drug that infringes no acute myocardial infarction who are eligible for thrombolytic therapy, and in July 2008 for infringement over its Prandin med for type 2 patent — and that under the statute should go to the treatment of non-ST-segment elevation acute coronary syndrome (unstable angina or diabetes. Four years later, as litigation continued, market. That is the danger Caraco faces here” . non-Q-wave myocardial infarction), including patients undergoing a stent placement follow- Caraco sought approval under a provision of the “This ruling is a win for generic competition ing percutaneous coronary intervention, in combination with acetylsalicylic acid. Hatch-Waxman Act that allows generic drugmak- and, more importantly, a win for consumers,” Norvasc is the third most-recognized cardiovascular brand in Europe. About 3.1 per- ers to market a drug for uses not covered by Generic Pharmaceutical Association CEO Ralph cent of physicians recognize this brand the most. patents held by brand-name drugmakers. Neas said in response to the ruling. “We com- Brand Institute (brandinstitute.com) surveyed more than 2,000 physicians and hospital In this particular situation, three uses were mend the Supreme Court for preventing Novo and retail pharmacists in North America and Europe to determine the most-recognizable approved for Prandin – monotherapy, in combi- Nordisk’s actions from becoming a playbook for brands in the category of cardiovascular. Brandpoll is a marketing tool designed to help nation with metformin, and in combination with all brands and costing consumers millions of dol- clients monitor the competitive marketplace and identify the potential strengths and weak- thiazolidinediones. But the only patent listed for lars by delaying the introduction of affordable, nesses of their brands.. Prandin in the Orange Book, which contains lifesaving generic drugs.”

. MAY 2012 MED AD NEWS • 25 Interactive&DigitalMarketing 45 percent of U.S. adults have created By Joshua Slatko [email protected] or consumed health-related user-generated content on blogs, social networks, health ratings Websites, online health commu- Social media likes healthcare: PwC study nities and message boards, or patient testimonials, according to a study by Manhattan Reserach. 14 percent have ocial media is changing the nature of healthcare inter- tance in scheduling doctor appointments through social media channels, posted an entry or comment on a health action, and health organizations that ignore this virtual envi- nearly half said they would expect a response within a few hours. blog, a message on a health message S ronment may be missing opportunities to engage consumers, As is the case more broadly, young adults are leading the social media board or online community, a patient according to a report by the Health Research Institute at PwC US. healthcare charge. More than 80 percent of individuals between the ages testimonial, or health ratings online. 26 Th e report, titled “Social media likes healthcare: From marketing to of 18 and 24 said they were likely to share health information through percent have performed a health-related social business,” found that social media activity by hospitals, health social media channels and almost 90 percent said they would trust infor- activity on a mobile phone in the past 12 insurers, and pharmaceutical companies is miniscule compared to the mation found there. By comparison, less than half (45 percent) of indi- months, such as using a search engine to activity on community sites. Although eight in 10 healthcare com- viduals between the ages of 45 and 64 said they were likely to share health fi nd health information; sent data tracked panies (as tracked by HRI during a sample one-week period) had a information via social media. for managing a medical condition to their presence on various social media sites, community sites had 24 times One key fi nding of the PwC consumer study is that willingness to doctor or nurse; tracked and managed more social media activity than corporate sites. And the availability share information depends on trust. Sixty-one percent of consumer re- a medical condition; used a prescription of social media opportunities on provider and insurer sites is sub- spondents are likely to trust information posted by providers, and 41 per- or refi ll reminder service; used prescrip- stantially greater than on pharma’s own – although two out of three cent are likely to share with providers via social media, compared to 37 tion drug coupons or other discounts; organizations in the provider and insurer arena allow individuals to percent trusting information posted by a drug company, and 28 percent used recipes, meal planners, or nutrition initiate posts on their Facebook pages, fewer than one in three phar- likely to share information with a drug company. Another interesting fi nd- trackers; used exercise programs; used a maceutical companies have Facebook walls available for individuals to ing is that consumers are willing to have their conversations monitored if community, group or support network for initiate posts. Th e report’s fi ndings, PwC’s researchers believe, holds they get something in return. One-third of consumers surveyed said they health; used a symptom checker; received signifi cant implications for businesses looking to capitalize on social would be comfortable having their social media conversations monitored health reminders or alerts; managed insur- media opportunities. if that data could help them identify ways to improve their health or better ance benefi ts; located a doctor or health “Th e power of social media for health organizations is in listening coordinate care. But with this come heightened expectations. More than service; read health news; or other health and engaging with consumers on their terms. Social media has cre- 75 percent of consumers surveyed would expect healthcare companies activities. ated a new customer service access point where consumers expect an to respond within a day or less to appointment requests via social media, Three in 10 U.S. adults have watched immediate response,” says Kelly Barnes, US Health Industries leader, while nearly half would expect a response within a few hours. online health video in the past 12 months, PwC. “Health organizations have an opportunity to use social media Even though some health businesses have started listening and such as videos about diseases or condi- as a way to better listen, participate in discussions and engage with participating in the social media space, PwC researchers suggest that tions, health news, prescription drugs or consumers in ways that extend their interaction beyond a clinical en- they have not fully connected it to business strategy. Th e HRI report treatments, well-being or healthy living, counter. Savvy adopters are viewing social media as a business strategy, found that organizations that are strategic about their use of social exercise or fi tness, patients discussing their not just a marketing tool.” sites are beginning to diff erentiate between social media and social condition or treatment, healthcare profes- PwC’s report includes fi ndings from a recent HRI social media business. Social media is the external-facing component that gives sionals discussing conditions or treatments, survey of more than 1,000 U.S. consumers and 124 members of the and receives customer input. Social business is where core internal or medical procedures. eHealth Initiative (eHI), a national association of industry organiza- operations, such as customer service, data analytics, and product de- Among online consumers within tions focusing on health information and technology. HRI also in- velopment could use social data. Additionally, patient-reported data several specifi c patient groups, the terviewed more than 30 industry executives and tracked the social on social networks could off er new insights on behavior and lifestyle frequency of online health info seeking media activity of a number of hospitals, insurers, drug manufacturers, to help inform care plans and improve the quality of life for patients is higher than that of the average adult. and online patient communities to create a “week-in-the-life of social with chronic conditions. Adult ADHD patients seek health info 6 health” snapshot. HRI’s survey of eHealth initiative members found that 82 percent times per month, while MS patients Th e consumer side of PwC’s survey found that one-third of con- said their organization’s social media eff orts are managed by marketing/ do so 7 times per month, and RA sumers now use social media sites such as Facebook, Twitter, YouTube, communications. Few organizations said their IT departments and digital patients seek health information online and online forums for health-related matters, including seeking medi- teams owned social media strategies. One-half said they are concerned 4 times per month. The average U.S. cal information, tracking and sharing symptoms, and broadcasting about how to integrate social media data into business strategy and pro- adult seeks health information online 3 how they feel about doctors, drugs, treatments, medical devices, and cesses. times per month. health plans. Also, four in ten consumers say they have used social me- According to PwC’s researchers, hospitals, insurers, and pharma- Manhattan Research’s analysts also dia to fi nd health-related consumer reviews (of treatments or physi- ceutical manufacturers can benefi t from the interactive nature of found that for certain therapeutic audi- cians, for example); while one in three have sought information relat- social media. Insights from social media off er instant feedback on ences, such as RA patients, use of mobile ed to other patients’ experiences with their disease. One in four have products or services along with new ideas for innovation that could devices for health is greater than their age “posted” about their health experience, and one in fi ve have joined a lead to higher-quality care, more loyal customers, effi ciency, and even would predict. Additionally, certain patient health forum or community. revenue growth. groups, including MS and ADHD patients, When asked how information found through social media would “Social media is another source of business intelligence that pro- are signifi cantly more likely to actively seek aff ect their health decisions, 45 percent of consumers said it would vides information at the aggregate level, not only about what con- out health-related social media and online aff ect their decision to get a second opinion; 41 percent said it would sumers ‘like,’ but what they need, how they behave, and when their video than the average consumer. aff ect their choice of a specifi c doctor, hospital, or medical facility; experiences demand an immediate response,” says Daniel Garrett, US 34 percent said it would aff ect their decision about taking a certain Health Information Technology leader, PwC. “Health organizations Source: “Digital Health 2012: Benchmarking Patient Adoption of the Internet and Consumer Electronics for Health,” from medication; and 32 percent said it would aff ect their choice of a health can engage IT to integrate social data intelligence with existing sys- Cybercitizen Health U.S. 2011, Manhattan Research insurance plan. tems and processes, yet most are still struggling with how to manage (manhattanresearch.com). Although 72 percent of consumers said they would appreciate assis- the data from their own clinical systems.”

ViroPharma launches “The HAE Family Tree Facebook app is supports their desire to build connections with test, an accurate and comprehensive family HAE Facebook app designed to help people with HAE make con- others in the HAE community.” history can help decrease time to diagnosis. nections with family members who may also The average HAE patient endures about 10 For every HAE Family Tree created on ViroPharma Inc., the maker of Cinryze, have the condition and to encourage early years of repeated misdiagnosis before the dis- Facebook, ViroPharma will donate $25, up to has launched a hereditary angioedema (HAE) testing and diagnosis,” says Bianca Jay, senior ease is accurately identifi ed. Along with a blood $5,000, to the U.S. Hereditary Angioedema Family Tree Facebook application to help raise product manager for hereditary angioe- Association (HAEA) in support of the awareness of HAE and to encourage testing dema at ViroPharma (viropharma.com). fi rst international HAE Awareness Day and diagnosis of the rare, potentially life- “Many people in the HAE community on May 16, 2012. Users can add threatening disease. HAE is a genetic disease, are already gathering and connecting family members already on Facebook, making identifi cation of a family history of HAE on Facebook, and ViroPharma devel- as well as manually add those who critical for diagnosis. The app enables people oped the Family Tree app to provide our are not on Facebook. They can also with HAE to connect and share educational patients and their families with a tool that share educational resources from Ryze resources with family members so they can bet- Above, a Cinryze Solutions patient ter understand how the disease may affect their The HAE Family Tree Facebook app helps resources program, including an HAE family. Facebook users can access the app by patients with hereditary angioedema connect diagnosis tool and a customizable letter searching “HAE Family Tree” in the Facebook and share educational resources with family that patients can use to inform teachers, global search toolbar, or by visiting cinryze. members so they can better understand how the employers, coaches, and others of their com or ryzeabove.com. rare genetic disease may affect their family. condition.

26 • MED AD NEWS MAY 2012 INTERACTIVE&DIGITALMARKETING

Pharmacists come to focus to access physicians, the industry is starting to Your metrics are look more towards innovative partnerships with Pharmacists in demand Online consumers are showing interest in ... useless By Maureen Malloy, pharmacists as an alternative customer touch Senior Healthcare Analyst, point. For example, in November 2011, Life Digital marketers Manhattan Research Scan partnered with Ride Aid for the diabetes 49% have developed education initiative Ride Track Diabetes Tour Pharmacists discussing drug benefi ts the bad habit of and weaknesses gathering all sorts When we discuss the major trends shaping across multiple cities on the East Coast. While of useful data on the healthcare landscape with clients, one this type of pharma-pharmacy partnership user behavior but that comes up repeatedly is the role of is a relatively new phenomenon, we expect 44% not actually using it to improve the user pharmacists. These medical profession- more of our clients to put a larger focus on the Pharmacists sharing medication alternatives experience, according to Mike Nuckols and Walt Ruday of CDM Princeton. als are becoming key touch points in the pharmacy over the next few years as healthcare patient treatment continuum – with 43 delivery evolves and pharma looks for more 39% To read this exclusive content, go to percent of online U.S. adults reporting that ways to connect with and support the consumer Pharmacists providing them with patient http://www.pharmalive.com/extra they learn about prescription drugs from throughout the care continuum. education materials pharmacists, beating out friends and fam- Source: Manhattan Research ily, nurses, and various traditional media channels. And while the physician is the traditional keystone in medical care, phar- macists can play a critical support role in between doctor’s appointments and for rou- tine treatments, such as immunizations. Ad- ditionally, while patients may see multiple specialists prescribing various medications, the pharmacist can serve as the linchpin that oversees a person’s treatment profi le and provides counsel. Research shows that patients are open to this type of support, with online consumers showing interest in pharmacists discussing drug benefi ts and weaknesses (49 percent), sharing medica- tion alternatives (44 percent), and provid- ing them with patient education materials (39 percent). We’ll see the “pharmacist as consultant” trend continue as chains push their way into care delivery more over the next few years. For example, Walgreens recently launched an online directory and accompanying TV ad campaign to help consumers fi nd specifi c pharmacists with expertise to meet their health needs. One area that pharmacists seem well positioned to support is patient adher- ence. In addition to pharmacists being on the front lines of medication distribution, study fi ndings showed that consumers are signifi cantly more interested in receiving prescription drug reminders from pharma- cies than from doctors, general health websites, insurance companies, or pharma- ceutical companies. Many major pharmacy chains are investing in various initiatives to support customers in refi lling and taking their medications, particularly mobile ones in recent years. Major pharmacy chains Walgreens, Rite Aid, and CVS, as well as retailers Target and Walmart, all offer customers mobile apps for refi lling prescrip- tions. Walgreens recently added the Pill Reminder feature to their app, which allows The best concentration of users to receive medication reminder alerts and track their treatment regimen. As it becomes more diffi cult for pharma healthcare professionals with over 1Million email addresses

email lists, M. Malloy integrated marketing lists, maximized to reach healthcare professionals

. MAY 2012 MED AD NEWS • 27 AdAgencyUpdate

By Christiane Truelove [email protected] and Joshua Slatko [email protected] Ignite rebuilds Roche’s Diabetes Nest

gnite Health has relaunched the next generation of “Diabetes Nest,” a Twitter-based platform using the latest technology to curate, fi lter, and present relevant, real-time conver- Isations to the diabetes online community. Sponsored by Roche Diabetes Care, the Diabetes Nest connects established voices in the diabetes online community with newcomers and aspiring thought leaders, and provides a platform for them to share their voices and be heard. With support from community advocates including Diabetes Mine, Ninjabetic, and Scott’s Di- Diabetes Nest enables experienced social media users and novices to get the most out of their social interac- abetes, Diabetes Nest enables both experienced social media users and novices to get the most out tions online, by aggregating Tweets from a curated list of diabetes experts. of their social interactions online. Th e Twitter-based social network accomplishes this by aggregat- ing Tweets from a curated list of diabetes experts, using an exclusive algorithm to sort and rank the an interface that is more in line with how we naturally consume information – in a prioritized and Tweets, and creating an interface to engage users from any browser or mobile device. contextual way, interspersed with comments – enables users to quickly tap into the pulse of their “Few argue that social media has transformed how patients and their caregivers share healthcare community.” information and fi nd support,” says Fabio Gratton, chief experience offi cer at Ignite Health. “But Th e sorting and ranking algorithm is based on both curator feedback and thought leader popu- the sheer volume of content can be overwhelming. So we asked ourselves how we could best help larity among the diabetes community as a whole. Th is means that new contributors added to the the diabetes community fi nd and engage in the most timely, relevant and important conversations. Diabetes Nest will see their content and conversations organically become a part of the larger dia- Th e result is a simple, intuitive, compelling, and ultimately self-sustaining diabetes social media betes conversation. community.” Ignite Health ensured that the Diabetes Nest would be accessible from any computer, smart- Gina Capone, founder of Th eDiabetesResource.com, DiabetesTalkfest.com, and one of the phone, or tablet by using the most recent “responsive design” practices. On iPad and iPhone de- Diabetes Nest’s curators, says, “If you want to fi nd out what people touched by diabetes are talking vices, users can select the option to bookmark the home screen to create a link for easy access, similar about, the best place to fi nd it is at the Diabetes Nest. Th ought leaders, parents, healthcare profes- to a mobile app that can be downloaded from the app store. “Regardless of source or destination, sionals all in one place communicating with each other – it really is a no-brainer.” the site allows engagement with the entire diabetes universe, and that’s really important to us,” Mr. To further extend the reach of the Diabetes Nest, the Roche Diabetes team added a widget fea- Franz says. turing content from the network to the company’s social media community page, ACCU-CHEK In addition, updates on the top news and content featured on the Diabetes Nest are available Diabetes Link. through a weekly newsletter that delivers the top 10 curated Tweets of the week to community “We are very proud to support such a great resource that can help people with diabetes stay up members. to date with their friends on Twitter, or even help them discover more of the diabetes online com- “Th e diabetes community is using social media to help support its diabetes management plan, munity there,” says Rob Muller, associate marketing manager for Roche Diabetes Care. truly making the most of Twitter’s 140 characters,” says Kerri Sparling, a Diabetes Nest curator and According to Jeremy Franz, experience architect at Ignite Health, the service was essentially the author of Six Until Me, a widely read diabetes patient blog. “Th e Diabetes Nest highlights many built by the already existing online diabetes community. “We simply developed a way of analyzing of the most infl uential voices and topics in the diabetes Twittersphere, helping to raise the collective which people were most consistently recognized as authentic voices in the community with a fi lter, voice of our community. Th e Diabetes Nest gives a cumulative snapshot into what real life with which pulls out their most relevant conversations,” Mr. Franz says. “Wrapping that content into diabetes is really like.”

New leadership team for Siren giving boost to clinical trials a natural fi t – an intersection of opportunity, subsidiary of Vox Medica Inc. and will focus on Vox Medica experience, and talent.” strategic consulting and non-promotional public Siren Interactive, a digital agency focused Vox was founded nearly 60 years ago as health programs. on rare disorders, has expanded its services Philadelphia-based Vox Medica Inc. has Ted Thomas Associates. As former principals Eve “Over the last two years we have worked to include online clinical trial recruitment accel- named a new leadership team. The team com- Dryer and E. Michael D. Scott pass the baton to with Vox on select strategic alliances,” Mr. Mo- eration to help biopharmaceutical companies prises CEO and equity partner Donald J. M. a new generation of leadership, they will remain ran says. “They have proven to be a talented studying new medicines for rare diseases. In Phillips; president and new equity partner Lorna involved with the agency. Ms. Dryer will remain team with an impressive track record of moving the United States, a disease is considered rare Weir; and new executive VPs and equity part- in a consulting role and Mr. Scott will continue on business and brands forward. We anticipate if it affects fewer than 200,000 Americans. ners Michael Barnett, M.D., and Jim Moran. staff as a senior strategist. Cathy Pagano will con- that this will result in synergistic expansion There are about 7,000 such diseases, and Both Dr. Barnett and Mr. Moran spent several tinue to lead The Institute of Continuing Healthcare of our collective core competencies and offer FDA has approved treatments for about 380 years at Dorland Global before establishing Education, an independent medical education some amazing opportunities to further advance rare disorders, or 5 percent. Because fi nding their own strategic consulting practice, Transit company wholly owned by Vox Medica Inc. healthcare delivery through communication. The information about rare disorder diagnosis, of Venus. “Having a new leadership team will benefi t possibilities are enormous for the agency and treatment, and physician specialists is more Executives say this team embraces and ad- both clients and our internal team,” Mr. Phillips our clients.” challenging than it would be for a more vances the agency’s multidisciplinary approach says. “By staying independent we maintain “As we assessed different models for fi rm common disease, rare disease patients and to healthcare communications. Its distinctive but the latitude to do what is best for the team and expansion, we found in both Jim and Michael caregivers rely more heavily on the Internet for complementary voices will retain the agency’s for our clients – strategically, creatively, and an incredible meeting of minds and vision,” disease information and peer support. client-centric, innovative, and entrepreneurial fi nancially. And clients benefi t from the diverse Ms. Weir says. “Their independent spirit and “The key challenge for rare disease clinical roots yet is a catalyst to help the agency – and perspectives from a senior leadership team proven record of success in driving solutions trials is fi nding patients,” says Wendy White, its clients – keep ahead of the ever-changing deeply engaged in their business.” for their clients made them a strong cultural founder and president of Siren Interactive. “At healthcare communications curve. The cross-functional team will bring their and strategic fi t for Vox. Our work will continue Siren, we excel at fi nding rare disease patients “This change is a specifi c decision in the unique perspectives from pharma, law, busi- to be driven by sound strategy and counsel to and caregivers during the commercialization generational transfer of the business,” Mr. Phil- ness, science, and medicine to drive stakehold- advance our principal of common diversity.” phase. We’re now using this expertise earlier lips says. “In order to evolve, we had a number er engagement in new and innovative ways The new leadership team will continue to in the process. MicroTargeting is at the core of of strategic choices in front of us. We made the that address the complex and rapidly-changing offer the core services that clients value from our process of designing focused campaigns decision to remain as one of the few indepen- healthcare environment. Vox – all informed by the agency’s proprietary that reach patients where they are most likely dent healthcare fi rms around. In the end, we “In today’s intricate health communications PEER model which uses an integrated, silo-free to be receptive to information about participat- never really considered any other path. Follow- landscape it is increasingly diffi cult to connect approach to address client challenges, engage ing in clinical trials.” ing two years of steady growth and multiple the dots so that clients’ value propositions are with brands, and move mindsets. Recruiting qualifi ed participants for a rare product launches, we wanted to ensure that Vox aligned across all audiences,” Ms. Weir says. “In addition to our years of experience in disease therapy clinical trial can be very chal- will remain as an independent fi rm for genera- “The old world, dominated by the physician- healthcare communications, our work at Transit lenging, since it’s possible that the total global tions to come. And, now is a great time to be patient relationship, has changed dramatically of Venus in early-stage strategy, thought-leader patient population for a rare disorder is only independent, to control our own destiny, and and we are aligning to address this new reality. development, payer initiatives, and analytical a few thousand patients. Ms. White delivered to further embrace the nimble, forward-thinking This gives us increased depth in both experience modeling harmonizes with Vox’s PEER process a presentation on the value of MicroTargeting attitude that made us. Each fi rm came together and in our unique multidisciplinary expertise that and furthers our collective ability to offer our in clinical trial recruitment acceleration using from a position of strength and stability; our mirrors infl uencers in healthcare delivery.” clients opportunities to impact healthcare deliv- social media in April at the World Orphan paths converged at a key time, and it was Transit of Venus will become an independent ery,” Mr. Barnett says. Drug Congress in Washington, D.C.

28 • MED AD NEWS MAY 2012 FROM THE EDITORS OF

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“Don’t be a pig,” and other lessons fortunate to participate as predictably broad and unmanageable, making And instead of going from POA to POA trying for strategic planning season strategic partners, help- the value proposition for the brand vague and to fi nd a way to identify new differences, focus ing to transform the stra- uninteresting. on fi nding a way to communicate the one by Paul Johnson, senior VP, tegic planning process Some of our clients have been open to signifi cant difference in a clear and compelling managing director, Palio and ultimately position reevaluating their positioning by focusing on way. their brands for success. I a manageable target customer group. Helping t’s that time of year again … time to dust would like to share a few your clients cut out the customer segments that Don’t be a pig off last year’s strategic masterpiece that important tenets we have are less likely to show interest in the brand and Mom said it fi rst, and she was right. Just Iwas hastily fi led in the share folder after learned along the way commit to a narrowly defi ned target segment like sneaking a bunch of cookies out of the the client’s budget was approved. Get ready that have helped us to Paul Johnson allows us to study the primary customer more cookie jar will give you a belly ache, trying for the dreaded three-day death-by-PowerPoint shape our clients’ brand closely and identify beliefs and behaviors to achieve too much in a fi nite time horizon meetings, the “new strategic planning pro- strategies and deliver results. related to the condition. It also allows us to fi nd leads to failure and disappointment for your cess du jour,” the multidisciplinary team of an irritant or problem that our brand can solve brand. Getting a target customer group stakeholders, the stale coffee, and the nervous When in doubt, cut it out better than any other brand. to change their way of thinking about the clients who have deadlines for delivering 75 Does this look oddly familiar? If you peruse It’s OK to be different, but it’s rare to be role your brand plays in treating a disease slide presentations to their bosses by the end of your client’s strategic deck, you may fi nd a different (especially in a good way). How often requires focused attention and commitment. July. The onerous strategic planning process is positioning statement that reads as follows: do we really come across brands that have a Determining how many messages you need about to ramp up and many of our clients are To: Most of the high-prescribing HCPs in the truly transformational impact on the way dis- to deliver to effect that change is a critical dreading it. category eases are treated and offer a new standard of decision for your strategic plan. Most of our I, for one, love this time of year because our Brand A is the: (insert brand category here) care? Most brands are modestly different from clients want to think big, but are restrained by clients elevate themselves out of the execution That: provides unsurpassed effi cacy and their competitive set, offering a slight perfor- resources. We recommend building a brand mode of POA cycles to take a good hard look tolerability mance advantage, improvement in tolerability, ladder with four to six communication steps at what they have done with their brands and Because: (insert brand attributes that are or more convenient dosing formulation. Help- in it, and we set our goals on achieving our decide what they want to focus on in the com- neither differentiating nor interesting to anyone ing your clients come to grips with the stark objectives over a three-year time horizon. We ing year. We have been fortunate to work with outside of the discovery laboratory) reality that their third-to-market neurotransmitter feel that setting our sights on no more than a number of clients who have broken away So that: HCPs are more confi dent in treat- inhibitor has only a role to play in improving two achievable communication milestones from this strategic assembly line process to cre- ing (insert disease here) the treatment of a disease rather than a life- of their brand ladder per year allows us to ate a genuinely customer-centric approach to Sacrifi cing 80 to 90 percent of the target changing impact on healthcare in the Western develop more focused communication tools strategic planning. Some of these clients have group in a market can be a diffi cult proposi- Hemisphere can be a truly cathartic experi- that achieve the desired belief changes with done this because of resource constraints — tion for a product manager. Most clients want ence for many marketers. It helps to crystallize our target customers. they simply don’t have the analytics department the biggest target possible and end up with an the important difference the brand offers and So when you receive the panic-stricken or dedicated staff members to do the work. unwieldy, unmanageable group of people who allows you to clear away the extraneous mes- calls from your clients announcing the start of Others have just decided that the process are related only in their desire to treat or be sages that are irrelevant to the target customer. strategic planning season, be bold and guide is broken and they needed to streamline it. treated with medicine. The resulting brand dif- Once you can identify the difference for your them towards a targeted, differentiated, and Regardless of their motivation, we have been ference identifi ed for this cumbersome target is target customer, lock it in and never let it go. simplifi ed brand plan. They’ll be glad you did.

Omnicom DAS buys majority stake MCI will continue to operate as a stand- GSW partners with National Bone GSW Worldwide. “We need to help people in Japanese medcom alone agency, working closely with its sister Health Alliance visualize this impact, and to make it relevant healthcare companies within Omnicom in to them now, while they can do something to Omnicom Group’s Diversifi ed Agency Asia. GSW Worldwide has announced a partner- prevent it.” Services has entered an agreement with “All of us at MCI are delighted to join Om- ship with the National Bone Health Alliance The campaign, which will include print Itochu Corp. and a number of venture capital nicom’s healthcare portfolio,” says Takenobu (NBHA) to develop 2Million2Many, a national ads, a microsite (2million2many.org), PSA, funds to acquire a majority stake in Medical Senda, co-founder and president of MCI. “I campaign aimed to raise awareness about the and a documentary, was designed to “break” Collective Intelligence Co., a Japanese am particularly looking forward to further connection between osteoporosis and broken three things: The news about the huge number online medical communications agency. extend our services throughout the Asia-Pacifi c bones and to advance the NBHA’s “20/20 of osteoporotic breaks in this country each Itochu remains a shareholder and a partner. region and help clients with our online market vision” – to reduce the rate of osteoporosis- year; the stereotype of osteoporosis as a Diversifi ed Agency Services manages research and detailing solutions and to pen- related breaks 20 percent by the year 2020. disease of little old ladies; and the pattern of Omnicom’s (omnicomgroup.com) holdings in etrate the large and diverse growth markets of The 2Million2Many campaign was created treatment where breaks are treated in ER or a variety of marketing disciplines, including China and India, as well as South East Asian to disrupt the complacency of both consumers urgent care with only 20 percent getting follow customer relationship management, public countries. Together, we also see opportunities and healthcare professionals toward osteo- up testing or treatment. relations, and specialty communications. DAS for our solutions in the signifi cant healthcare porosis and specifi cally to activate women Cast Mountain is a 12’ x 12’ x 12’ struc- includes more than 190 companies, which markets in the United States and Europe.” and men as young as 50 to get follow up ture that represents the 5,500 broken bones operate through a combination of networks MCI’s Marketing Research division pro- testing when they break a bone. “Every year, that happen in one day, and weighs 2,500 and regional organizations, serving interna- vides services in both quantitative and qualita- there are 2 million broken bones caused by pounds. Cast Mountain was launched at the tional and local clients through more than tive research, covering consulting, planning, osteoporosis, and yet only 2 in 10 get a follow National Osteoporosis Foundation’s Interna- 700 offi ces in 71 countries. information collection, fi eldwork operations, up test or treatment for osteoporosis,” says tional Symposium on Osteoporosis, which took Founded in 2007, MCI (www.medical-ci. analysis, reporting, and recommendation. Marcee Nelson, co-creator of the campaign at place April 25-28, 2012, in Orlando, Fla. co.jp) provides pharmaceutical and medical MCI also takes advantage of its market device clients with online market research research capabilities to conduct large-scale services, as well as online CRM solutions. Ex- studies used by pharmaceutical clients to ecutives say combining the existing strengths develop their e-marketing strategies and to of Omnicom’s healthcare agencies with measure the effectiveness of their healthcare the digital capabilities of MCI signifi cantly marketing programs. enhances Omnicom’s overall client offering MCI’s Detailing Solutions division delivers in Japan, making it the leading dedicated CRM expertise and support to pharmaceuti- healthcare marketing group in Japan. cal clients, to enhance their relationship and “This acquisition is an important step in one-to-one communications with physicians. achieving Omnicom’s strategy to expand and MCI’s e-mail marketing solutions are delivered deepen our presence in key growth disci- through this division. plines,” says Dale Adams, CEO and president “We admire Takenobu Senda’s leader- of DAS. “Meeting our clients’ marketing ship and look forward to working with the communications needs in an ever changing talented and innovative team at MCI to help market environment is our fi rst and foremost our pharmaceutical clients communicate more goal. Operating in the world’s second largest effectively and effi ciently with physicians,” pharmaceutical market, MCI’s digital CRM says David Stark, president and CEO of solutions and research are well positioned to DAS Healthcare Asia. “The innovative digital capitalize on the fastest growing segment of platform offered by MCI provides some of the marketing communications sector, as cli- the best technology in the fi eld and has great ents increase spending on online, digital and potential to be rolled out to other markets, Cast Mountain, which is constructed with fi berglass casts and resin, represents the 5,500 broken bones interactive communications platforms.” especially in Asia.” that happen in one day,

30 • MED AD NEWS MAY 2012 Well-acclaimed, sought-after, and often-referenced.

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■ AbelsonTaylor joined Concentric Pharma Advertising (con- ■ Harrison and Star centricpharma.com) as the new executive VP AbelsonTaylor (abelsontaylor.com) has and director of client services. In this position Mardene Miller is promoted Meredith Jollay to senior ac- she will be responsible for working across ac- promoted the post count executive and Beth Geren to ac- counts to enhance and build current relation- M. MILLER of president of Har- A. LILLARD count executive. Ms. Jollay, previously ac- D. O’KEEFE ships and will also play a pivotal role in new rison and Star (hs- count executive, joined the agency in 2007. business acquisition. Ms. Fischette most re- ideas.com). Prior to Ms Geren joined AbelsonTaylor in 2010. cently served as senior VP, managing director this appointment, AbelsonTaylor has also promoted Nick at AgencyRx. Ms. Miller served as Rambke to senior account supervisor and one of three senior VP and managing direc- Racheal Dodson, Gillian Leonard, and ■ FingerPaint Marketing Inc. tors of the agency. Ty Curran, a 13-year vet- Sadie LesStrang to account supervisor. Mr. writer handling an account for the treatment eran of the agency, has held the title of agency Rambke joined the agency in 2007, coming of hemophilia. Mr. O’Keefe also comes from Matt Banks joins president since 2004. Mr. Curran assumed the from Corbett Accel Healthcare group in Chi- Hamilton, where he was creative director, han- FingerPaint Market- additional role of CEO from Larry Star in cago, where he worked for four years, most re- dling a portfolio of products for the treatment ing (fi ngerpaintmar- January 2011 when Mr. Star announced his cently as account supervisor. Ms. Leonard was of hemophilia. keting.com) as a web plan for retirement at the end of 2012. Mr.

M. BANKS developer on the Star remains the chairman of Harrison and ■ The CementBloc agency’s interactive Star and Biolumina, and plans to continue in services team. Before a consultant role to both agencies in 2013 and Daniel Sontupe, senior VP, managed markets, joining FingerPaint, beyond. Splitting the roles of president and

B. GEREN takes on the market access and reimbursement Mr. Banks was a web CEO is part of the leadership transition plan M. JOLLAY leadership role at Th e CementBloc (thece- and multimedia spe- set in motion at the mentbloc.com). In his new role, Mr. Sontupe cialist at SUNY Adirondack in Queensbury, outset of last year. will oversee all of the agency’s payer strategy NY. Jason Verbick has also joined the agency work. He brings 20 years of market access ex- to provide creative direction and writing for ■ Ignite Health perience to this role. Mr. Sontupe joined Th e CementBloc in November 2010 from WPP’s A.J. Triano is named A. TRIANO CommonHealth unit. VP of mobile engage- Joining Th e CementBloc’s market access ment, Ignite Health team is Shelley Reich, VP, market access. Ms. (ignitehealth.com), J. VERBICK

Reich was previously consulting with Pharma- S. ELDRIDGE to support the agen- N. RAMBKE R. DODSON cision LLC. cy’s eff orts to expand Joining Th e CementBloc’s account team on its commitment to mobile off erings. He most the Cimzia business is Jocelyn Farhangian, recently served as VP of digital strategy for account director. Ms. Farhangian was previ- Publicis Healthware International. Mr. Triano ously with Ignite Health. has also worked at Digitas, Avenue-e Health Joining Th e CementBloc’s multichannel various clients and Strategies, and Partsearch Technologies. strategy team is Cristina Sabbatini, associate multiple projects in channel strategist. Ms. Sabbatini was previ- all media. Most re- ■ LehmanMillet ously with Firstborn Multimedia. cently Mr. Verbick Joining Th e CementBloc’s editorial team B. HOGAN worked at Abelson- Based in LehmanMillet’s (lehmanmillet.com) is Zhanna Agran, senior medical editor. Ms. Taylor in Chicago Boston, Mass., headquarters, Danielle Stern G. LEONARD

S. LESSTRANG Agran was previously with Cline Davis & as senior copywriter. has been promoted to account supervisor; Mann. Sable Eldridge joins Chris Pinkham to associate creative direc- Joining Th e CementBloc’s multichannel FingerPaint in ac- tor, art; Alex Quinn to senior traffi c manager; project management team is Victor Brovin, count service, man- George Recine to senior copywriter; Janice associate director, multichannel project man- aging client projects including social media Moore to lead designer; Jeff Dauzat to staff promoted from senior account executive; she agement, previously with Cline Davis & initiatives. Previously, Ms. Eldridge held po- accountant; and Elizabeth Anderson to busi- joined AbelsonTaylor in 2005. Ms. Dodson, Mann; and Liz Barnes, multichannel project sitions in public relations at MoveTh atBlock. ness development manager. Based in the agen- previously senior account executive, was an ac- manager, previously with Grey Healthcare com and Success Public Relations, with ex- cy’s Santa Ana, Calif. location, Serene Smith count executive at Newcity Communications Group. tensive experience in social media marketing. has been promoted to the position of account before joining AbelsonTaylor in 2006. Bryan Hogan joins FingerPaint’s creative supervisor; Christy Halladay to senior ac- Robert Williams has been promoted to as- ■ Closerlook Inc. team, bringing his expertise in art direction, count manager; Brian Gwaltney to senior sociate creative director, copy, and the agency graphic design, and media arts. Previously, Mr. production artist; Jeremy Groff to account has hired Amy Lillard and Denis O’Keefe as Pete Clancy is named director of strategy for Hogan worked as a graphic designer at Shan- manager; and Alyssa Adamson to business senior copywriters. Before joining Abelson- Closerlook Inc. (closerlook.com). Mr. Clancy non-Rose Design and Grant Graphics, both in development manager. Taylor four years ago, Mr. Williams was the joins Closerlook from Takeda Pharmaceuticals Saratoga Springs, N.Y., and at Reel Creative in sole marketing copywriter for Sage Products, U.S.A. Inc., where Atlanta, Ga. ■ Rosetta a Cary, Ill.-based he was most recently medical and phar- senior product man- ■ GSW Worldwide Managing Partner Shannon Hartley has been maceutical manu- ager, marketing and appointed vertical leader for Rosetta’s (rosetta. facturer. Ms. Lillard commercial devel- Ryan DeShazer is hired as VP of search and com) healthcare practice. Ms. Hartley had comes to Abelson- opment, CNS. social, GSW Worldwide (gsw-w.com), to lead served as acting leader since August 2011, and J. FISCHETTE R. WILLIAMS Taylor from Chica- the agency’s eff orts in these critical areas of joined the agency in 2006. She came to Ro- go-based Hamilton ■ Concentric digital communications. Mr. DeShazer comes setta from Bristol-Myers Squibb, where she led Communications, Pharma Advertising to GSW from gyro in Cincinnati, where he global market research teams in the neurosci- where she spent two spent nearly fi ve years installing and building ence, cardiovascular, and consumer medicines years as senior copy- Jennie Fischette has its digital capabilities. businesses.

Boomerang is Pacira’s digital AOR “Boomerang is excited to be working and pharmacists with the information and cessful launch of Exparel, and we are pleased with Pacira to deliver a comprehensive and resources they need to utilize this breakthrough to partner with Boomerang on this endeavor,” Boomerang Pharmaceutical Communications integrated approach to their digital marketing,” approach in acute care settings.” said Taunia Markvicka, VP, commercial at has been named the digital agency of record says Bruce Jenkins, managing director US, Boo- Boomerang provides integrated, multi- Pacira (pacira.com). “We look forward to for Pacira Pharmaceuticals Inc. The company merang (boomerangpharma.com). “Our goal channel marketing strategies and specializes in working together to maximize the awareness of received FDA approval in October 2011 for is to support sales efforts by leveraging digital Web, mobile, social media, SEO, and SEM. Exparel through digital channels to communi- Exparel, a non-opioid local analgesic indi- tools to educate the market on Exparel. We will “Digital marketing plays an integral role cate the important role this product can play in cated for postsurgical analgesia. provide surgeons, anesthesiologists, nurses, in our overarching strategy to support the suc- the management of postsurgical pain.”

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Sign up for your daily news fi x at: www.PharmaLive.com/enewsletters PeopleontheMove By Joshua Slatko [email protected] Merck names new ethics chief M. HOLSTON erck has announced the ap- ing to the laws and regulations governing our function, creating a solid base upon which Mike pointment of Michael J. Holston as activities worldwide,” Mr. Frazier says. “We are can continue to build a world class ethics and M chief ethics and compliance offi cer delighted to welcome Mike as our new chief compliance organization going forward.” of the company, eff ective June 25, 2012. Mr. ethics and compliance offi cer. His extensive Mr. Holston most recently served as ex- Holston will succeed Richard S. Bowles, who experience managing compliance with health- ecutive VP and general counsel for Hewlett- has decided to retire from the company after care laws across international businesses and his Packard Co., where he oversaw compliance, more than 35 years with Merck and the former background with Merck and our industry make government aff airs, privacy, ethics operations, Schering-Plough. In his new role, Mr. Holston, Mike a terrifi c leader for our ethics and compli- and legal aff airs. Prior to his role with Hewlett- 49, will report directly to Kenneth C. Frazier, ance organization and a member of our Execu- Packard, he was a partner in the litigation prac- “I’m excited to be joining Merck at this im- Merck’s (merck.com) chairman and CEO, and tive Committee. tice at Morgan, Lewis & Bockius LLP, where he portant period of change for the company and will serve on the company’s executive commit- “I also want to thank Rick Bowles for nearly served as external counsel to Merck on matters the pharmaceutical industry,” Mr. Holston says. tee. He will be responsible for driving high ethi- four decades of dedicated service to Merck and such as product litigation, government investi- “I look forward to working with dedicated and cal standards and compliance across the com- Schering-Plough. His strong leadership estab- gations, and compliance with healthcare laws talented people across the company, helping to pany’s business globally. lished the global compliance organization for the and regulations. Before joining Morgan Lewis, champion Merck’s high ethical and compliance “Ethical business practices and good corpo- combined new company following the merger Mr. Holston served as a prosecutor in the crimi- standards so the company can focus on what it rate governance are important to us and our with Schering-Plough. He developed the right nal division of the U.S. Attorney’s Offi ce for the does best – discovering and developing innova- stakeholders, and we are committed to adher- structure, capabilities and leadership for the Eastern District of Pennsylvania. tive new medicines and vaccines.”

PHARMA dent and CEO of Sanofi Pasteur, a division of ■ Christopher Muller has joined QLT Inc. as New CEO for Quintiles Sanofi and the world’s largest vaccine business. chief commercial offi cer of QLT Ophthalmics ■ Jeff rey Rosenbaum is named VP and chief VaxInnate (vaxinnate.com) is a privately held Inc., QLT’s U.S. commercial operations sub- compliance offi cer, Vertex Pharmaceuticals. Mr. biotechnology company in Cranbury, N.J. that sidiary. Most recently, Mr. Muller was head of Rosenbaum is re- is pioneering breakthrough technology for use corporate strategy and key opinion leaders at

T. PIKE T. sponsible for Vertex’s in developing novel and proprietary vaccines. Abbott Medical Optics Inc., a wholly owned corporate compliance ■ Keith E. Dionne, Ph.D., is appointed presi- subsidiary of Abbott Laboratories. QLT (qltinc. program globally. Be- dent and CEO, Constellation Pharmaceuticals com) is a biotechnology company dedicated to fore joining Vertex, Inc., to succeed Mark A. Goldsmith, M.D., the development and commercialization of in- he was the global Ph.D., who will continue his involvement with novative ocular products that address the unmet head of ethics and the company as executive chairman of its board medical needs of patients and clinicians world-

J. ROSENBAUM compliance at Novar- of directors. Dr. Dionne joins Constellation wide. tis Oncology. Vertex from Th ird Rock Ventures, where he served (vrtx.com) discovers, as an entrepreneur-in-residence. Previously, he SPECIALTY develops, and com- served as CEO at Surface Logix Inc. Before that, mercializes innovative therapies so people with he was the president and CEO of Alantos Phar- ■ Th e board of directors of Optimer Pharma- serious diseases can lead better lives. ceuticals has appointed Hank McKinnell as its ■ John B. Elliot is named senior VP, opera- new chairman. Also, Kurt Hartman, who cur- ■ Tom Pike has been named CEO of Quintiles. This appointment is part of the com- tions, Hospira Inc. Mr. Elliot has most recently rently serves as general counsel, chief compliance pany’s long-term succession planning. Dennis advised some of the world’s largest pharmaceuti- offi cer, and senior VP, has been appointed acting Gillings, CBE, who founded the company, will cal companies in his role as an operations con- chief fi nancial offi cer and a search for a perma- continue as executive chairman of the Quintiles sultant. He previously served as president and nent chief fi nancial offi cer has commenced. Dr. board of directors. Mr. Pike joined Quintiles chairman at Cherokee Pharmaceuticals LLC K. DIONNE McKinnell is the former CEO and chairman April 30. (subsequently acquired by Merck & Co.), a of the board of directors of Pfi zer Inc. Th e ap-

“Tom has an impressive track record of help- M. GOLDSMITH ing customers navigate fast-changing environ- U.S.-based active ingredients manufacturing pointments were made after the board of direc- ments and solving complex business issues,” company. Prior to Cherokee, Mr. Elliot spent tors removed Dr. Michael Chang as chairman Mr. Gillings says. “He has experience with 26 years with GlaxoSmithKline plc, most re- and terminated John D. Prunty, chief fi nan- organizations our size and much larger that will be extremely valuable to us. Tom has cently serving as senior VP. Hospira Inc. (hos- cial offi cer, and Dr. Youe-Kong Shue, VP. Dr. a disciplined and forthright approach that pira.com) is the world’s leading provider of in- maceuticals, leading the company’s acquisition Chang’s removal as chairman resulted from the will enable him to earn the trust of customers jectable drugs and infusion technologies. by Amgen in July 2007. Constellation (constel- board’s views as to his actions in his capacity as and employees alike. I’m confi dent he will lationpharma.com) leverages insights from the Optimer’s representative on the board of direc- soon make his mark on our company and BIOTECH rapidly expanding fi eld of epigenetics to dis- tors of OBI as well as his failure to identify and the industry at large, continuing the Quintiles tradition of entrepreneurial leadership and cover and develop small molecule therapeutics eff ectively manage compliance, record keeping, pioneering growth.” for the treatment of cancer, infl ammatory/im- and confl ict of interest issues in connection with Mr. Pike brings 30 years of experience to munologic disorders, and other diseases. OBI’s grant to Dr. Chang, potentially for the Quintiles (quintiles.com), spanning a variety ■ Hans E. Bishop named executive chairman benefi t of a third party, of 1.5 million shares of of industries and leading companies. He spent 22 years at Accenture, including more of Genesis Biopharma Inc.’s board of directors. OBI. Th e terminations of Mr. Prunty and Dr. than 10 years in leadership roles. At Accen- Mr. Bishop has served as a director of the com- Shue were related to the belief of Optimer’s in-

ture, Mr. Pike’s roles included leading the PISANO W. pany since January 2012. Anthony J. Cataldo, dependent directors that both individuals failed North America Health and Products business formerly the chairman of the board, will remain to follow proper procedures when they became areas. Prior to that, he was the global chief as a director of the company. Most recently Mr. aware of the issues related to the issuance of the operating offi cer for Accenture’s Resources operating group and had also served as the Bishop was chief operating offi cer of Dendreon OBI shares to Dr. Chang. Optimer (optim- company’s chief strategy offi cer. Since leav- Corp., with responsibility for a number of op- erpharma.com) is a global biopharmaceutical ing Accenture in 2010, Mr. Pike has been erational areas of the business including manu- company focused on discovering, developing, involved with a number of start-ups in the facturing and commercial operations. Genesis and commercializing innovative hospital spe- technology and healthcare sectors. “Healthcare is the most important industry (genesis-biopharma.com) is engaged in the de- cialty products that have a positive impact on of the next quarter century, and I’m excited velopment and commercialization of autolo- society. because Quintiles is right at the center of gous cell therapies for the treatment of various ■ Kurt Graves has been appointed to the posi- improving the health of millions of people cancers. tions of chairman, president, and CEO, Intarcia around the world,” Mr. Pike says. “It’s ■ Claudia Hirawat is promoted to president, Th erapeutics Inc. Mr. Graves has been execu- extremely motivating to join the company at this point in time. I understand the magnitude PTC Th erapeutics Inc. Ms. Hirawat joined tive chairman of the board since August 2010 and complexity of its customers’ challenges. PTC in 2000 and was most recently senior VP and acting CEO since October 2011. Intarcia I’m looking forward to bringing my skills and of corporate development. PTC (ptcbio.com) is (intarcia.com) is a biopharmaceutical company experience to help this talented team build on a biopharmaceutical company focused on the developing therapies to enhance treatment out- its successes as it continues its journey as one ■ of the world’s great companies.” Wayne Pisano has joined VaxInnate Corp. discovery, development and commercialization comes by improving the effi cacy, tolerability, as president and CEO, and become a member of orally administered small-molecule drugs that and long-term control and compliance profi le of the board. Mr. Pisano was formerly the presi- target post-transcriptional control processes. of important medicines for serious diseases.

34 • MED AD NEWS MAY 2012 PEOPLEONTHEMOVE

■ Th omas Soloway is named executive VP supplement products in the Women’s Health development at Adolor Corp. Also, Michael Genzyme, a Sanofi company, as business unit and chief operating offi cer, Transcept Pharma- and Dermatology areas. Graham, former chief fi nancial offi cer, left the director, oncology, for hematology and trans- ceuticals Inc. Mr. Soloway joined Transcept as ■ Kimberley Gaumer is named VP, regulatory organization as of April 11. Th e company has plantation in Northern Europe. Raptor (rap- a co-founder in 2002 and previously served as aff airs and quality assurance, AcelRx Pharma- initiated a search for a permanent successor to torpharma.com) seeks to research, produce, and senior VP, operations and chief fi nancial offi cer ceuticals Inc. Ms. Gaumer joins AcelRx after Mr. Graham and expects to fi ll the position by deliver medicines that improve life for patients until this promotion. Transcept (transcept.com) three years at Zosano Pharmaceuticals Inc., the end of the current fi scal year. In the interim, with severe, rare disorders. is a specialty pharmaceutical company focused a company spun out of Johnson & Johnson, President and CEO John Sedor will serve as on the development and commercialization of where she was VP, regulatory aff airs and qual- acting chief fi nancial offi cer. Cangene (cangene. SERVICE SUPPLIERS proprietary products that address important ity assurance. AcelRx (acelrx.com) is a specialty com) is one of Canada’s oldest and largest bio- therapeutic needs in the fi eld of neuroscience. pharmaceutical company focused on the devel- pharmaceutical companies and is focused on ■ Phil Deschamps is named president and ■ Philippe Masquida is appointed executive opment and commercialization of innovative the development and commercialization of im- CEO, MediMedia Health. Mr. Deschamps VP, managing director of European operations, therapies for the treatment of acute and break- mune therapeutics. formerly served as president and CEO of GSW NicOx SA. Mr. Masquida joins NicOx from through pain. ■ Henk Doude van Troostwijk is named gen- Worldwide. MediMedia Health (medimedia- Pierre Fabre, where he was VP, head of interna- ■ Kevin G. Taylor is named to the new position eral manager of European commercial opera- health.com) is a provider of advanced multi- tional operations, pharmaceuticals. Jerry St. Pe- of VP, business development, Cangene Corp. tions, Raptor Pharmaceutical Corp. Mr. Doude channel promotional health care-related mar- ter is named executive VP and general manager Most recently, Mr. Taylor was VP, business van Troostwijk most recently served within keting campaigns. of NicOx Inc., the U.S. subsidiary of NicOx. J. ST. PETER J. ST.

Mr. St. Peter successfully developed the com- mercial unit of Inspire Pharmaceuticals, Inc., an ophthalmology-focused company acquired by Merck & Co. for $430 million in May 2011. NicOx (nicox.com) is building an international late-stage development and commercial oph- thalmology company based around therapeu- tics, diagnostics, and devices. ■ Clarence L. Young, M.D is named chief medical offi cer, Iroko Pharmaceuticals LLC. Dr. Young will lead Iroko’s clinical programs for the company’s investigational nonsteroi- dal anti-infl ammatory drugs. He joins Iroko from Novartis Pharmaceuticals Corp., where Advertise with the World’s Largest he was VP, targeted therapies and integrated hospital care. Iroko (iroko.com) is a pharma- Medical Specialty Society ceutical company focused on the development and commercialization of innovative specialty therapeutic products. ■ John P. Shannon is named chief com- mercial offi cer, Du- “One of the reasons we read rata Th erapeutics. the journals is that we trust Mr. Shannon joins Durata from Baxter the articles that have been

Healthcare Corp., J. SHANNON published there—that’s part where he most re- cently served as gen- of the value.” eral manager, global hemophilia and glob- al commercial excellence. Durata (duratathera- • Over 130,000 Internists • High Confidence Level peutics.com) is a pharmaceutical company • 100% Paid • Practical and Clinical focused on the development and commercial- ization of novel therapeutics for patients with • 100% Request • Essential Reads infectious diseases and acute illnesses. ■ Michael Sullivan becomes VP, sales and mar- keting, Avion Pharmaceuticals LLC. Mr. Sulli- Contact: Kevin Bolum, Director, Advertising Sales van has more than 20 years of successful pre- at [email protected] or 215-351-2440 scription pharmaceutical sales and marketing Kenny Watkins at [email protected] 190 N. Independence Mall West | Philadelphia, PA 19106-1572 experience, including start-up expertise. Avion or 973-785-4839 is a specialty pharmaceutical company that de- velops and markets a growing portfolio of in- ADS1001-5a novative, branded pharmaceutical and dietary

MAY 2012 MED AD NEWS • 35 PEOPLEONTHEMOVE

■ Tim Davenport has been appointed CEO ing and sales positions at Gilead Sciences Inc., Ms. Stockman has been with Chandler Chicco of Sermo. Mr. Davenport has an extensive track Bristol-Myers Squibb, Serono Laboratories, and since its inception. Chandler Chicco (chan- record as an Internet, software, and healthcare Hoff man-La Roche. Most recently he was co- dlerchiccocompanies.com), a part of inVen- executive. Formerly the president of Revolu- founder and president/CEO of Tobira Th era- tiv Health, is a global health communications tion Health, a digital health company launched peutics Inc. Sui Generis Health (suighealth.com) group that delivers unmatched perspective and by AOL founder Steve Case, he led the orga- is a scientifi c marketing company that provides J. O’KANE creative know-how. nization’s growth stage leading to its success- pharmaceutical companies with medical educa- ■ Dr. Florian Eichmann is appointed business L. STOCKMAN ful merger with Everyday Health. He has also tion tools and strategic counsel in high-science, unit director, Treatment Value, Kantar Health, served as CEO of two public companies, Vast- rapidly moving therapeutic areas that transform based in Germany. Dr. Eichmann joins Kantar era and Best Software. Sermo (sermo.com) is scientifi c data into compelling market-making Health from Kendle, where he led European the largest online physician community in the narratives for both the United States and global Health Outcomes, registries and observational United States, with more than 125,000 physi- territories. sector 2 New York. She will take over for Lisa activities and gained wide experience in late- cians spanning 68 specialties. ■ Chandler Chicco Companies has announced Stockman, who immediately becomes manag- phase/post-marketing research. Also, Stephen ■ James Sapirstein has joined Sui Generis the appointment of two industry executives to ing director of CCC New York, a newly-created Potts has been named to lead Kantar’s Global Health as chief operating offi cer. Mr. Sapirstein leadership roles in its New York offi ces. Jeanine role. Ms. O’Kane most recently ran the Health- Marketing Insights practice. Mr. Potts will also has served in a range of key executive market- O’Kane has joined as managing director of Bio- care Group for North America at MSLGroup. continue in his current role as managing direc- tor of Asia Pacifi c, Middle East and Africa (AP- MEA). Graeme Jacombs and Vince Grillo are named to new positions in the Asia Pacifi c, Middle East and Africa (APMEA) region. Mr. Jacombs has been promoted to deputy manag- The World’s Leading Project Acceleration ing director, APMEA, where he will be respon- Resources for Medical Device Design sible for Australia/New Zealand and India in addition to his current responsibilities for South- and Development east Asia. He most recently served as regional director, Southeast Asia. Dr. Grillo has been appointed general manager, Singapore and Ma- laysia. He was mostly recently general manager, Australia. Kantar Health (kantarhealth.com) is a global, evidence-based decision support partner to the world’s leading pharmaceutical, biotech, North and South America device, and diagnostic companies. ■ Victoria Chen has joined Bell Falla and As- MD&M Minneapolis sociates LLC. Prior to joining Bell Falla, Ms. October 31– Chen was senior VP, research and consulting, November 1, 2012 GfK Healthcare. Bell Falla and Associates (bell- BIOMEDevice Minneapolis, MN OrthoTec falla.com) is a marketing research and consult- December 4–5, 2012 MD&M East June 6–7, 2012 ing company specializing in the pharmaceutical San Jose, CA May 22–24, 2012 MD&M West Winona Lake (Warsaw), IN and biotech industries. Philadelphia, PA February 12–14, 2013 BIOMEDevice Anaheim, CA April 10–11, 2013 RESIGNATIONS MD&M Chicago Boston, MA June 19–21, 2012 MD&M Florida SensorTec ■ Sheri S. McCoy has resigned as vice chair- Chicago, IL March 6–7, 2013 June 19–21, 2012 man of the Executive Committee, Johnson & Orlando, FL Chicago, IL MD&M Brazil Johnson, to become CEO of Avon Products June 26–27, 2012 MD&M Texas SensorTec Inc. Ms. McCoy joined Johnson & Johnson São Paulo, Brazil March 19–20, 2014 in 1982 and was named worldwide chairman, MEDevice San Diego February 12–14, 2013 Fort Worth, TX Anaheim, CA pharmaceuticals in January 2009. More than September 19–20, 2012 250 Johnson & Johnson (jnj.com) operating San Diego, CA SensorTec companies work with partners in healthcare to May 14–16, 2013 touch the lives of over a billion people every day, Toronto, ON throughout the world. ■ Lars Sandström, chief fi nancial offi cer of Pharmapack Sobi, will leave the company during the sum- May 22–23, 2012 mer of 2012 to return to his former employer Philadelphia, PA Scania. Th e recruitment of a new chief financial Europe and Asia offi cer has been initiated. Mr. Sandström joined Sobi in 2010 and was appointed chief fi nancial offi cer in February 2011. Sobi (sobi.com) is an integrated biopharmaceutical company dedicat- ed to bringing innovative therapies and services to improve the health of rare disease patients MEDTEC UK MEDTEC India OrthoTec Europe and their families. May 23–24, 2012 October 17–18, 2012 September 12–13, 2012 ■ Tony Bihl will step down as group president Birmingham, UK New Delhi, India Zürich, Switzerland of American Medical Systems, an Endo Phar- maceutical Holdings company, in July 2012. MEDTEC China MEDTEC Europe While the company has not named a succes- September 26–27, 2012 February 26–28, 2013 Shanghai, China Stuttgart, Germany sor, a comprehensive executive search has been Pharmapack initiated. Mr. Bihl joined Endo as group presi- MEDTEC Italy MEDTEC France February 13–14, 2013 dent in June 2011 with the acquisition of AMS September 26–27, 2012 April 10–11, 2013 Paris, France and was named president and CEO of AMS in Modena, Italy Lyon, France April 2008. Endo (endo.com) is a U.S.-based diversifi ed healthcare company that is redefi n- MEDTEC Ireland MEDTEC Japan ing healthcare value by fi nding solutions for the October 10–11, 2012 April 25–26, 2013 unmet needs of patients along care pathways for Galway, Ireland Yokohama, Japan pain management, pelvic health, urology, endo- crinology, and oncology. ■ Mark Iwicki has resigned as executive offi cer, Dainippon Sumitomo Pharma Co. (ds-phar- ma.com) in association with his resignation as director, president, and CEO of Sunovion Phar- For information on exhibiting or attending, please visit maceuticals Inc. (sunovion.com) as of April 11, CanonMed.com 2012. 0 MEDADNEWS

36 • MED AD NEWS MAY 2012 THELASTWORD Second thoughts about some fi rst thoughts

By Sander A. Flaum, managing partner, Flaum Navigators to infuse the company with new hires. CEO of Wyeth. Of all So I’m 100 percent with Jack here, and I’m proud the leaders I’ve known Chairman, Fordham Leadership Forum, Fordham University to say that he’s a hero. But back to the interview.] personally, they are the Graduate School of Business FLAUM: I think I would also add to the ones who most embody current group of leaders Alan Mulally, the the concept of integrity CEO of Ford who announced his retirement and perspective. I have never heard anyone who ONE OF THE CHALLENGES of being in- or later, the company becomes less profi table. Th is in December. Who would ever think that Ford worked with or reported to Don, Dan, or Bob utter terviewed is answering questions as clearly as leads to layoff s not to improve productivity, but would get back to being No. 1 in the U.S. car a single negative word about them. To achieve suc- possible to avoid misinterpretation. Even if the simply to slash payroll. Th us people across the industry? You have to look at Alan Mulally as cess and operate on such high standards is the mark interviewer gives you a chance to review a draft, board lose their jobs with the more talented in- being a wonderful innovator. of a gentleman – and for me, a hero.] it still feels like cheating to reword what you ac- dividuals (and higher paid) at highest risk. Isn’t [Here are three other names I wish I had men- On the whole, I have to say the interview tually said into what you wished you’d said. But it more intelligent and even humane to focus on tioned in my original interview: Don Hayden, went well. I wouldn’t have changed a word – every now and then, the temptation to rewrite making the organization more effi cient? And re- former president of Global Pharmaceuticals at with the exception of one clarifi cation, one the record wins out. member, since you’re replacing people to upgrade Bristol-Myers Squibb; Dan Welch, CEO of In- rebuttal, and a few embarrassing omissions. Last year, Conference Board.org interviewed performance and not to trim payroll, you’ll have terMune; and Bob Essner, former chairman and 0 MEDADNEWS several CEOs, including myself, as a follow-up to their annual CEO Leadership Survey (Con- ference Board.org, November 2011, no. 367). Th eir follow-up question was, “Who are your heroes?” With your indulgence (and the kind permission of the Conference Board), I’d like to reprint selections from my original interview but with the added perspective of hindsight. “TCB” was Marty Cohen, who interviewed me and the other participating CEOs. TCB: Are there CEOs today whom you would regard as heroes, whom you would con- sider truly inspirational? FLAUM: Th ere’s no one right now whom I can say I really admire. My two favorite lead- ers are Abraham Lincoln, who disregarded his cabinet to go to war over abolition, and Harry S. Truman, who overruled key members of his cabinet to do some very, very powerful things above the objections of some very, very key members. [Rereading this, I’m not sure why I didn’t sim- ply say this about Truman: He dropped the atomic bomb, abruptly bringing World War II to a close and sparing the lives of hundreds of thousands of servicemen, and he fought for the recognition of the State of Israel, thereby fulfi lling a promise made nearly 30 years before at Versailles.] FLAUM: Let’s focus on some of our great cor- porate leaders today: Steve Jobs (RIP) was a genius. He learned a lot from failure. Th e guy was fi red in 1986 from Apple by his co-chair, John Sculley, and went out a couple of years later and said, “No one’s going to hold me down.” He bought Pixar and later sold that for a billion dollars. [Even though this series of interviews was conducted before Jobs’ untimely death in October 2011, his name popped up in just about every in- terview. Although here I singled out his tenacity, perhaps I should have cited other examples of his leadership. For example, who else understood the importance of aesthetics in consumer electronics as well as Jobs? Who else understood why the iPod had to be cool and functional at the same time?] FLAUM: When you study today’s leaders you still learn a lot from Jack Welch. He was responsible for the vitality curve, where you re- ward the top 20 percent of employees big time. A 20 percent incentive is designed to get the Bs up to As, and that’s the job of the A players. Th en you get rid of the bottom Cs, right, every single year? Th at’s Welch’s vitality curve. [Several other CEOs disagreed, calling Welch an anti-hero. In the words of one CEO: “I’m not a Jack Welch fan. Getting rid of 10 percent of your people every year, automatically, doesn’t make any sense to me.” When I read this, I decided I couldn’t let this comment go unanswered. It’s misleading to char- acterize the vitality curve as some sort of draconian scythe that mercilessly decimates the work force. In fact, the vitality curve is an important way that organizations can get strong and stay strong. Ignoring the problem of people who consistently underproduce is a recipe for disaster. Talented performers will leave for more rewarding situa- tions, while the C and D players hang on. Sooner Are you tracking an elusive specialist? Contact us at: 212_633_9700 or www.concentricpharma.com MAY 2012 MED AD NEWS • 37 advertisers Transforming Healthcare— One Innovation at a Time index May 2012 Company ...... 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