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Ilaris (ACZ885, canakinumab)

Ilaris (ACZ885, canakinumab). 2013 PR & Communications Plan 20 September 2012. This document represents proposals for discussion by Management.

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Ilaris (ACZ885, canakinumab)

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  1. Ilaris (ACZ885, canakinumab) 2013 PR & Communications Plan 20 September 2012 This document represents proposals for discussion by Management. Strategies / Concepts / Projects described herein may need significant modifications before implementation, and no project should be considered final until it has been fully approved by the appropriate Novartis review process. Novartis will only implement programs that are fully consistent with all applicable laws and regulations as well as Novartis companies’ policies. The sales estimates described in this document are based on the impact of Marketing Activities.

  2. Who is with you here today Rute Frazao Marques Global Head, Franchise Communications IHC Deborah Burrage XXXX Manager, B-M (London) Helene Ellison Senior strategistGlobal Chair, B-M (NY) Sarah Cornhill XXXX Director, B-M (NY)

  3. Today’s agenda • 2013 PR strategy built on five Ilaris PR strategic imperatives • Our strategic and creative vision to drive the Ilaris value story • Our vision for the future • Critical steps to take in 2013 • Ilaris programming • Orchestration for success 3

  4. Ilaris to 2014 and beyond: ensuring success through multiple launches 2012 2013 >2014 (SJIA+GA) ENSURE CONTINUED GROWTH; (AI) ENSURE SUCCESSFUL LAUNCHES & UPTAKE (SJIA+GA) ENSURE SUCCESSFUL LAUNCHES & UPTAKE; (AI) UNDERSTAND MARKET QUESTIONS ADDRESSED

  5. Our charge… :: Highlight Ilaris value proposition, emphasizing unmet need and establishing Novartis leadership in drug discovery for an innovative, targeted approach to treating inflammatory conditions 5

  6. Your strategic imperatives adapted for PR Ensure market preparedness for upcoming launches Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external) Expand scientific and community understanding of Ilaris efficacy and safety SI5 SI3 SI2 SI4 SI1 Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition 6

  7. OUR INSIGHTS

  8. The Ilaris 2012 media focus has been data-driven and positive • Ilaris media coverage focused on SJIAand TRAPS data announcements highlighted at EULAR, PReS and ACR over the past year

  9. However, Ilaris safety questions around gouty arthritis attracted media attention in 2011 • Range of articles, majority US, covered the FDA Ad Comm • 55% of original articles discussed efficacy of ACZ885 in a positive light • 80% of original articles discussed safety of ACZ885 in a negative light

  10. The media profiles of Ilaris indications/investigative indications are variable Despite advocacy group and pharma efforts, media coverage of individual rare diseases remains low Source, Factiva search 12 months up to 18 Sept 2012

  11. In our focus area for 2012, Novartis drove coverage CAPS Gout and gouty arthritis Need to raise profile in GA SJIA Source, Factiva search 12 months up to 18 Sept 2012

  12. Digital/social media driven by patient advocacy groups and pharma companies • Caregivers are more active on social media than patients • Rareconnect.org, CAPs Family Network • Physicians use for self education and interaction is limited “Patients and parents are always looking for information…education for patients is very important” – Italian KOL “Society could do more to help in early diagnosis/recognition for those patients who live far away from specialist centers” KOL

  13. Key takeaways: issues and opportunities Novartis must drive the value proposition and unmet needs in rare diseases to support launches & investigational development Opportunities Issues • Potential first-in-class EU launch for GA patients in great need, currently without treatment options • Media interest in gout already high • ACZ885 will be the first IL-1 beta medication in SJIA, providing hope for unresponsive patients/potential improved safety • Stage set by positive data coverage • Social media use by patients and HCPs currently limited, offering opportunities to own the space • PII AI data at 2013 congresses • CAPS label extensions/new approvals • Varied engagement and experience in Ilaris due to local access issues • History of negative safety reporting (FDA Ad comm/ misunderstanding of research strategy) • Patient population dictated by regulatory & reimbursement • Audiences unsure of target population • Rare diseases often of lower priority for media coverage • SJIA/GA data gap in 2013 13

  14. Our strategic vision Maximize success of launches in 2013 and beyond by communicating a simple story: No matter how rare, Ilaris goes wherever the science and need leads

  15. Key 2013 PR objectives • Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition • Characterise GA indication patient group in the minds of payers and rheumatologists, emphasizing low numbers with exceptional pain-relief needs • Raise awareness that children with SJIA urgently need new treatment options despite approved biologic • Ensure preparedness to drive future disease awareness in PII indications SI S2 • Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to • Novartis laser-focus on science • Characterize and communicate the role of IL-1B in target indications through data and regulatory announcements • Harness Novartis in-house science and research story to communicate company’s ethical approach to medicine, exemplifying Ilaris • Expand scientific and community understanding of Ilaris efficacy and safety • Educate on Ilaris gold standard approach, with unique patient benefits (B-confident registry, several years of real-life patient experience, breadth of clinical investigators with product experience) • Package material in ways that can be easily used by CPOs for their own local needs S3

  16. Key 2013 PR objectives S4 • Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external) • Support and motivate CPOs and investigators to continue Ilaris story locally (internal and external) • Where appropriate, begin to identify and up-skill thought leaders in PII indications (incl. periodic fever syndromes) S5 • Ensure market preparedness for upcoming launches • Identify, prepare and roll-out communications surrounding GA and SJIA approvals (incl. scenarios, etc.) • Work with CPOs to ensure timely, on-target materials and support that meet local needs

  17. Target audiences Key audiences for 2013: • Media (top tier, key rheumatology trade) • Internal audiences (CPOs) • Rheumatologists • Patients/Caregivers/Advocacy groups • Payers • Financial community

  18. Key messages confirm leadership position Update complementary messages for Ilaris individual disease areas Underlying disease burden Critical need for new treatment options, as many patients continue to suffer Ilaris Targeting IL-1 beta, a keydriver of several inflammatory conditions Novartis Focused on patient and science to deliver better drugs where unmet needs are greatest

  19. Ilaris Programming

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