3. 1. Capabilities (Approach & Theory)
2. Examples of Our Work
3. Analytics
AGENDA 4. ROI
5. Message Deployment (Concept)
6. Next Steps
Confidential
4. A GROUNDING THOUGHT AND
GUIDING PRINCIPLE
Meaningful bi-directional
Solving brand Generating
conversations with our
challenges results
customers
5. GROUP DCA OVERVIEW
• Founded in 1999 by industry veterans • Wholly owned subsidiary of PDI, Inc
Rob Likoff and Jack Davis • 65+ full-time employees
• Creators of award-winning digital • Based in Parsippany, NJ
programs that are proven to drive ROI
• Design and own proprietary
software - DIAGRAM Systems
(Dialogue, Graphics, and Motion)
Confidential
6. GROUP DCA OVERVIEW
Leading provider of digital
solutions for pharmaceutical
and biotechnology companies
• Founded in 1999 by industry veterans • Wholly owned subsidiary of PDI, Inc
Rob Likoff and Jack Davis • 65+ full-time employees
• Creators of award-winning digital • Based in Parsippany, NJ
programs that are proven to drive ROI
• Design and own proprietary
software - DIAGRAM Systems
(Dialogue, Graphics, and Motion)
Confidential
9. GROUP DCA OVERVIEW
Live Reps
Multi-channel Integration for optimization Voice
Interactive Peer-to-peer
10. Rep Email
Patient
Deployment
Content CRM
Systems iPad Tablet
Management
Systems Content
eMarketing
e-Details Mobile Apps
Recruitment, Reach &
Frequency Campaigns Convention
Experiences
REMs Online
Profile &
Interaction & Program
Segments
Management
Field Training Advergaming
eSpeaker eMail Deployment
Confidential
11. Physicians Pharmacists Allied Health Professionals
Managed Care Sales Representatives Patients & Consumers
Confidential
12. THE CUSTOMER
Physicians Pharmacists Allied Health Professionals
Managed Care Sales Representatives Patients & Consumers
Confidential
13. PROMOTIONAL UNBIQUITY
Use smartphone
Check drug to look for clinical data
information
on mobile Check e-mail
Wake Up device Go online
Check e-mail
Hospital Drive to Read Receive
Rounds office Mail call
am 7 8 9 10 11 12 1 2 3 4 5 6 7 pm
SEE PATIENTS
See drug rep Drive to
hospital Go online
Start seeing Go online Check e-mail
Drive to patients Review
Check e-mail
Hospital labs and Home for
x-rays dinner
Lunch Family
Personal Calls time
Search for
information
online @ hospital
14. WOMEN’S HEALTH EXPERIENCE
PROGRAMS TARGETED TO OB/GYNS
Product eDetailing eLive eSpeaker Training Patient
Colpexin X X X
Ditropan X
Divigel X X
Elmiron X X
Enjuvia X
Famvir X X
Menocheck X X
Ortho Evra X
Ortho Prefest X
Paragard X
Premarin X X X
Premarin Vaginal Cream X
Prempro X
Pristiq X X
Toviaz X
15. HCP DATABASE
Specialties Total Specialties Total
Allergy/Immunology 1,192 Orthopedic Surgery 5,146
Anesthesiology 6,625 Otolaryngology 967
Cardiology 7,973 Pain Medicine 1,117
Critical Care/Hospitalist 1,920 Pediatrics 9,386
Dermatology 4,267 Physical Medicine 2,362
Emergency Medicine 3,151 Plastic Surgery 6,681
Endocrinology 1,457 Psychiatry 9,124
FP/GP 18,810 Pulmonology 1,234
Gastroenterology 1,983 Radiology 1,575
Geriatrics 1,231 Rheumatology 11,434
Hematology 1,429 Surgery 13,564
Infectious Disease 1,265 Urology 2,876
Internal Medicine (general) 23,472 All Other 35,723
Nephrology 1,038 Physician Total 216,765
Neurology/NeuroSurgery 11,580
OB/Gyn 12,024 Podiatry 174
Oncology & Hem/Onc 10,401 General Dentistry 17,103
Ophthalmology 5,758 HCP Total 234,042
17. Interactive Content HCP Access
234,04
DIAGRAM Software ™
2 OB/GYN 12,000
Database
Dialogue, Graphics & Motion ? ?
Convinced ?
by Smith
Study
Confidential
18. CORE PHILOSOPHY
Superior User Experience
1:1 Marketing - DIAGRAM™
Active Learning
Data & Analytics
19. The single most important factor in successful
interactive communication is the delivery of a
superior user
experience
Confidential
20. The single most important factor in successful
interactive communication is the delivery of a
superior user
experience
Confidential
21. superior user experience
Design Functionality
“Design is not just what it looks like and feels like.
Design is how it works.”
—Steve Jobs, Apple Inc.
22. superior user experience
Design Functionality
“Design is not just what it looks like and feels like.
Design is how it works.”
—Steve Jobs, Apple Inc.
23. Build meaningful relationships with engaging content through
active learning
Passive Learning
10%
* National Institute of Behavior Science
Confidential
24. Build meaningful relationships with engaging content through
active learning
Passive Learning
10%
Active Learning
75% RETENTION
* National Institute of Behavior Science
Confidential
26. Applying Learning Theories to Content Creation
Cognitive Load Theory
DESIGN THAT OPTIMIZES INTELLECTUAL PERFORMANCE
Dual Coding Theory
RECALL OF IMAGES IS SUPERIOR TO VERBAL CODE ALONE
Experiential Learning Theory
LEARNING BEGINS WITH EXPERIENCE
Adult Learning Theory
ACTIVE INVOLVEMENT IN THE LEARNING PROCESS
Confidential
28. Active Learning
product examples
Sales Aid Builder™
TV Commercial Builder™
Strategic Advisor™
Website Builder™
Reprint Review™
Patient Education Builder™
Build a Slide Kit™
Design a Clinical Study™
DTC Advisor™
Treatment Algorithm Builder™
Formulary Advisor™
Confidential
29. powered by
DIAGRAM Software ™
Graphical Data Collection
Data collection
for 1:1 dialog
Content delivery
based on user
Profile to optimize response
the user experience
Confidential
30. powered by
DIAGRAM Software ™
Graphical Data Collection
2
Data collection 3
for 1:1 dialog
1 Content delivery
based on user
Profile to optimize response
the user experience
Confidential
31.
32. Analytics Data Offerings
Dashboards Analytical Services
? ?
Convinced
by Riddle MC
?
Study
Real-time answers Using attitudinal data for HCP
to interaction data Segmentation, Profiling, Message
Optimization & Predictive Modeling
36. CLOSING THE LOOP
FOR EFFECTIVE MESSAGE OPTIMIZATION
Profile MDs
Attitudinally
ID MD
segments
Data-Driven based on
Rx lift
insights
Establish
ongoing Rx
drive relevant
Intent/MD Interactions &
Loyalty Scores 1:1 marketing
ID segment
attitudinal
drivers
Optimize 1:1
marketing Create
insight-based
message
refinement
37. EXAMPLE: BEST CUSTOMER PROFILE
24% Is in large community with over 25 Pain Patients per month
49% Less fear of patient addiction
27% Uses pain rating scales
Aggressive early treater
Pain Specialists
PCP’s
Post-op & Back pain patients
Orthopods Find Hartrick Study believable and relevant
E & T message resonates esp with Pain Specialists
Loyalty Index
“Best Customer” insights suggest:
76 MDs as profiled have shown propensity to Rx more
Brand X post eDetail and will have high Brand Loyalty scores
given time on market.
39. GAIN INSIGHT
Integration to Digital Hub
• Refine future messaging
• Inform other tactics
• Channel preferences
PDI Channels are tracked by unique HCP ID
40. ROI OF SELECTED PROGRAMS
BY THERAPEUTIC CATEGORY*
Therapeutic category ROI @ 12 months
Alzheimer’s disease 4.6 : 1
Antibiotic – oral 8.2 : 1
Breast cancer – hormonal therapy 6.2 : 1
Herpes therapy 3.1 : 1
Hormone replacement therapy 12.9 : 1
Migraine 3.3 : 1
Pain – Acute 6.5 : 1
Pain – Chronic 5.4 : 1
Multiple sclerosis 16.7 : 1
*Identification of selected brands may be available on request
43. CHRONIC PAIN PROGRAM SNAPSHOT
•3 eDetail waves/ • Expansion program
5 mail waves
• Additional 20,000
• Original program mail targets
• 20,000 mail targets • Additional2,500
eDetail completions
• 2,500 eDetail completions
47. MIGRAINE CATEGORY PROGRAM SNAPSHOT
• 3 eDetail waves/ • Expansion program
4 mail waves
– More content
• Original Program
• VIP program – in progress
– 12,500 mail targets
– 2,000 eDetail completions
48. Axert-TEST
MIGRAINE PROGRAM SNAPSHOT Axert-CONTROL
0.90
0.68
0.45
Program
Starts
0.23
Significant @ 95% Confidence
0
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
• 3 eDetail / 4 mail waves (n=722) • 12-month ROI: 334% or 4.3:1
• 55.3% NRx increase • 18-month ROI (proj): 668%
49. ANTIBIOTIC PROGRAM SNAPSHOT
• 3 eDetail waves/ • Expansion program
4 mail waves
– More content
• Original Program
• VIP program – in progress
– 20,000 mail targets
– 3,000 eDetail completions
54. CASE STUDY
Channel Effectiveness
Synergistic effect between Live Reps and eDetailing
+ = Rx
Lift
55. PRODUCT CHANNEL EFFECTIVENESS
SYNERGISTIC EFFECT INCREASED AVG. # OF PRODUCT
PATIENTS BY 60% OVER REP CALL ALONE
15
Highest
12
among MDs
receiving rep call
and eDetail
9
# of patients
promotion
6
6.0
3
60% Synergistic effect
2.4
1.5 1.0
0
eDetail/ eDetail Only Rep Detail No Detail No Detail
Rep Detail n=31 Only n=126 (non-called on)
n=68 n=171
Source: Message Recall (Wave 2), January/February 2009
Base: Total unique physicians, *Less than 0.5%
56. PRODUCT CHANNEL EFFECTIVENESS
REPS WERE ENGAGED TO DRIVE EDETAIL PARTICIPATION
Situation:
Opportunity to boost PRODUCT X
market share in a district
39%
Multi-Channel Tactic:
Team deployed eDetail with market’s
top urologists on a weekly basis
Results:
Over 13 week period territory
Rx lift
experienced an Rx lift from 19
scripts to 28 scripts among 7
urologists participating in the eDetail Rep + eDetail
58. BRAND
SOLUTION
OBJECTIVES
• “Disrupt” the Pain Market • NeoPathways—Disease
State Education Program
• Reinforce
that pain
management is often • Comprehensive,
under managed multichannel, multi-module
communication program
• Providescientific data
supporting chronicity of • Synergistic
sales
pain concept force program
59.
60.
61. • 6-wave pre-launch campaign
– Highlight challenges in pain management
– Create a baseline of INDIVIDUAL physician attitudes re:
under treatment of pain
– Generate awareness around core issues in pain management
– DISRUPT Market & existing habits
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74. RESULTS
>20,000 >55,000 18 min. >90%
unique total modules Average time per opt-in for
participants reviewed participant branded launch
• Significant increase in awareness of key brand issues,
e.g. dual MOA
• Participants had a significant higher uptake at launch
80. LAUNCH RESULTS
• Prior
to seeing any brand data, HCPs were presented with 3 patient
profiles and were asked what medication they would prescribe.
Before reviewing After reviewing
3 Patient Profiles Nucynta data Nucynta data
Middle age male, former athlete, acute low back pain,
currently self treating with NSAIDs, no other 52% chose 65% chose
significant medical history, receiving no additional Vicodin Nucynta
medications
Middle age female, acute post-op hip replacement
46% chose 65% chose
with moderate intermittent pain, no other significant
medical history, receiving no additional medications Vicodin Nucynta
Male, late 30’s, car crash survivor, severe shoulder
injury/trauma and pain, no other significant medical 37% chose 64% chose
history, on no other regular medical therapy Vicodin Nucynta
81. PRE-LAUNCH EDETAIL CAMPAIGN SIGNIFICANTLY
ACCELERATED UPTAKE AT LAUNCH
2009 Nucynta - Group DCA e-detailing Program
ALL Doctors N=3,432
Change in Nucynta NRxs/MD (Prelaunch eDetails vs Control) = 131.0%
Significant @ 99% Confidence
2.50
2.00
Nucynta NRxs per doctor
1.50
Nucynta-Prelaunch
eDetails
1.00
0.50
0.00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Period
82. COBAS HPV TEST
PROPOSED MESSAGING
TWELVE CALL PLAN
Month Primary Message Objective
1 Introduction to Roche Diagnostics Service/Relationship
2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test
3 ATHENA: In-depth review Communicate importance of the study, GT 16 & 18
4 HPV: Why test women >30 Market expansion
5 Why specify the cobas HPV Test: Branding/brand specification
6 How to talk to patients about the HPV test Service/Relationship
7 Importance of GT 16/18 as risk factors Education
8 Benefits of cobas HPV test to HCPs, labs, patients Branding/brand specification
9 HPV test guideline review Market expansion
10 cobas HPV test v. Competition Branding/brand specification
11 ATHENA Trial: sub-analyses Branding/brand specification
12 HPV: Myths and Facts Market expansion
83. COBAS HPV TEST
ONLINE MESSAGING
OVERVIEW
Month e-Mail e-Detail
1 Introduction to Roche Diagnostics
2 Launch Detail: cobas HPV Test Introduce the benefits of the cobas HPV Test
3 ATHENA: In-depth review
4 HPV: Why test women >30
5 Why specify the cobas HPV Test:
6 How to talk to patients about the HPV test How to talk to patients about the HPV test
7 Importance of GT 16/18 as risk factors
8 Benefits of cobas HPV test to HCPs, labs, patients
9 HPV test guideline review HPV test guideline review
10 cobas HPV test v. Competition
11 ATHENA Trial: sub-analyses
12 HPV: Myths and Facts HPV: Myths and Facts
84. Tactics Qty Cost Total
eDetailing Sessions 4 waves at 85K
•2 Full 5 Minute Sessions (Est. $85K) 4 73750 $295,000
•2 Mini (2-3) Minute Session (Est $62.5K)
eDetailing eMails 12 7200 $86,400
Supplemental email recruitment
8 3500 $28,000
•2 emails per wave
eMail Broadcasts (12,000 x 12) 144000 0.45 $64,800
Direct Mail/Web Key (recruitment) 24000 3.50 $84,000
iPad/Tablet Details for Reps 1 85000 $85,000
iPhone App 1 42500 $42,500
Total $685,700
Confidential
