Antidepressant présentation de communication marketing&corporate

Marketing and corporate communication :
antidepressants

I. Why
Frequency of consumption of most
commonly psychotropic drugs
reported and identified by users
Product life cycle
Prozac, seroxat and effexor are the
most used antidepressants.
We need to focus on the top of mind
status, the brand attitude, the brand
fidelity and the customer satisfaction
1. The product
Communication marketing : antidepressants . Group n° 4

2. The market
4,000
4,500
5,000
5,500
6,000
6,500
7,000
7,500
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Volume growth
Three-quarter of the antidepressants growth market is due to the increased doses consumption per
patient.

2. The market
Distribution channels
• Pharmalogical circuit
• Self-medical treatment: Internet
We must be highly present on the Internet to cope with self-medication
Price
7.50 $ 12.50 $
19.00 $
28.50 $
37.50 $ 40.00 $
55.00 $
65.00 $
75.00 $ 75.00 $
Compared to its main competitors, antidepressants are the cheapest solution

3. Communication
• Pharmaceutical companies launch repetitive direct marketing campaigns.
• 12% of the increase of drugs prescription between 1999 and 2000 can be attributed to the use of
direct marketing
Previous communication
• The radio is good to reach isolated people
• The use of a website is appropriate.
• The KPI from previous campaigns was only the number of suicides before and after. The issue of
antidepressants is never tackled
• Doctors shouldn‟t be targeted by the campaign

4. Consumer
• Patients feel as if they are not being treated if no medication is prescribed
• Other alternatives are considered as non-scientific or pseudo-science.
It is therefore recommended either to deconsecrate the efficiency of antidepressants either to give credence to alternative
treatments.
• Depression = extremely private matter.
• Only certain media should be used.
• Any guilt giving speech should be avoided
• The traditional “talk about it with your doctor” should be avoided
• We need to intensify the campaign between mid-November and early September, especially during
daylight time change and take advantage of the sunnier periods, to save money
The patient’s journey

4. Consumer
Antidepressant users
the percentage of women who take the
antidepressants is 17.2% and 9% for men
in 2011.
• Women (10% for women and 6% for men)
41% of women and 33,3% for men
There are more women than men who are using antidepressants without being really on depression
Single moms, unemployed and disabled are not a target group because we are fighting against unneeded
consumption of antidepressants and not against people who really need it.
Depression

W
T
Strengths

S W
O T
Weaknesses

S W
O T
Opportunities
•Source of information always more abundant
•Natural/Bio trend
•Alternative influx

S W
O T
Threats
•Society of happiness
•Urgency more and more present in
society: no space for weakness
•Crisis

5. SWOT
S
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
W
OT
Opportunities Threats
SW
OT
WeaknessesStrengths

6. Brand equity
Imagery Feelings
• User image: someone faking
• Usage imagery: confined to
their home, no other choice.
Performance Perceived quality
• Attributes/ Benefits: impression if being treated
physically.
• Price: inexpensive
• Perceived quality/ Superiority: best felt efficiencyAwareness
• Deep awareness: top of mind
• Broad awareness: almost
useless, but not useful
Loyalty
• Customary user
Other assets
• the fact that antidepressants are sold in pharmacies among the other drugs gives
confidence to the consumer.
• Possible to buy it online without prescription

1. Women (58%) are fewer that men (66%)
to consume antidepressants when being
depressed.
2. Wallonia clearly is a greater consumer of
antidepressants. It will be necessary to
focus our campaign on that area.
3. Single women or head of the
family, unemployed persons and disabled
persons aren't our target because we
fight against unjustified consumption of
antidepressants.
4. We will not target doctors because it
didn‟t work in 2009.
II. Who
To do

1. Segmentation
Geographic segmentation
Wallonia: High consumer of
antidepressants
Brussels: Moderate
consumer of antidepressants
Flanders: Light consumer of
antidepressants
Gender segmentation
Women: Women are almost twice more subject to use these kinds of
treatment than men. There are more women who take antidepressants
while being really in depression.
Men: Are more likely to consume only one box.
The feminine target is more selective than men if we are looking for a public
who uses not antidepressants advisedly. However, the masculine target
shouldn‟t be completely ignored inasmuch as this class is the one that
consumes more single boxes.
Economic segmentation
Because of the alternative costs and the
natural tendency of unemployed to be in
depression, this class should not be
targeted.
Who 2 Who 3
Who 1
Geographic segmentation
Wallonia: High consumer of
antidepressants
Brussels: Moderate
consumer of antidepressants
Flanders: Light consumer of
antidepressants

1. Segmentation
Demographic segmentation
0-18 years old: too young to consume antidepressants. Worse: it's dangerous for them. The
amount of consumers is negligible.
19-39 years old: it‟s the age of the first antidepressant doses: they feel the sensation for the first
time and misunderstand what occurs. They don‟t know that they are in depression and their
doctors guide them. They represent 50% of the first depressions. The number of consumers is
increasing.
40-60 years old: It's at least their second depression. They are used to use antidepressants.
Their depression may be chronic or episodic. They are aware of the different stakes around the
antidepressants. Increasing number of consumers of antidepressants.
61-70 years old: Retirement arrives with its inconveniences: stress, unemployment and others
70+ years old: Periods of mourning occur which weaken and raise depression. Add to this the
placements to retirement homes, which has a big impact on the consumption of antidepressants.
Main target: Walloon and inhabitant of Brussels female workers between 19 and 39
years old.
Secondary target: Walloon and inhabitant of Brussels male workers between 19 and
39 years old.
It corresponds to 525,819 people for the main target and 539,090 people for the secondary target.
Demographic segmentation
0-18 years old: too young to consume antidepressants. Worse: it's dangerous for them. The
amount of consumers is negligible.
19-39 years old: it‟s the age of the first antidepressant doses: they feel the sensation for the first
time and misunderstand what occurs. They don‟t know that they are in depression and their
doctors guide them. They represent 50% of the first depressions. The number of consumers is
increasing.
40-60 years old: It's at least their second depression. They are used to ingest antidepressants.
Their depression may be chronic or episodic. They are aware of the different stakes around the
antidepressants. Increasing number of consumers of antidepressants.
61-70 years old: Retirement arrives with its inconveniences: stress, unemployment and others
70+ years old: Periods of mourning occur which weaken and raise depression. Add to this the
placements to retirement homes, which has a big impact on the consumption of antidepressants.
Who 4

2. Model
Fishbein Model
How 7

2. Model
ELM Model
Unmotivated: the patient doesn't feel well and doesn't want to
think rationally. He just wants to be cured whatever the solutions.
Able: to treat the information: not all the information because
some are too complicated for him.
Opportunity: Opportunity to have the information: numerous links
on the Internet point to these information.
We either need to
process the
information
peripherally either
got the target
motivated and
able to process
the information
How 8

3. Mapping
Ineffective
Effective
ConstrainingUnconstraining
Current positioning: antidepressants are moderately constraining
medicines, which are effective against depression.
Wanted positioning: antidepressants are constraining medicines which efficiency
is relative.

1. We must act on the top of mind
status, the attitude in relation to the
brand, the brand loyalty of the customer's
satisfaction.
2. It will be necessary to either demystify the
antidepressants effectiveness or make
alternatives more reliable.
III. What
To do

The main objective is brand knowledge
Secondary objectives: awareness of alternatives, brand trial
and brand repurchase
Marketing objective: Reduce the number of consumers for whom
antidepressants consumption is not necessary.
This would reduce 355 216 products ingested by the 19-39 years
population.
1. Objectives

• Target: 19 -39
years
• Status of top of
mind
• Change efficiency
impression and
brand knowledge
• Decrease the
brand trial
• Target: 40 -60
•Change the
brand liking and
the brand
repurchase
2015
• Check up
• Act on
what hasn‟t
worked
2014
2013
3 years objectives

Manner of expression

Graphic charter

1. It's necessary to orient people on
psychotherapy because it has the same
relative efficiency than antidepressants.
2. It will be necessary to avoid ever-making
guilty speech; otherwise people will avoid
the message.
3. It will be necessary to create a complicity
with the target
4. To avoid the « talk to your doctor » is
necessary because doctors are one of
the reasons why the antidepressants
consumption increases.
.
IV. Stratégie créative
To do

1. Baseline
« Les antidépresseurs, ça n’est pas ton moteur »
Antidépresseurs : cela situe clairement de quoi l‟on parle. En effet, il
est fort possible qu‟il y ait du bruit d‟autres campagnes de prévention
contre d‟autres médicaments, comme nous avons pu le voir avec la
campagne actuelle sur les somnifères et calmants.
Ca : Nous aurions pu choisir « cela », mais nous avons préféré un
langage plus jeune et familier.
Ton : proximité que nous souhaitons avec la cible.
Moteur : le mot moteur implique quelque chose qui tourne et qui fait
marcher un objet. Cela illustre bien la dynamique des antidépresseurs.
Enfin, nous avons choisi une phrase qui rime pour que la capacité de
mémorisation soit plus élevée.

2. Concept
Complicité
Domaine complexe
Message interpellant
Pas moralisateur

2. Concept
Remplit les objectifs
Exprime le
positionnement
Exprime la promesse
Complicité
Interpellant
Calme
Epuré
Non culpabilisant
Déclinable selon les
médias
12 24
Concept 2Concept 1

Bodycopy
Efficace? Pourtant c‟est ce que font plus de 10% des
Belges en consommant des antidépresseurs chaque année alors
que son efficacité est relative. En effet, selon des
études, l’efficacité relative des antidépresseurs n’est que de 24%
sur la dépression. Ajoutons à cela que près de 50% des Belges en
utilisent sans être en dépression. Alors ne faîtes plus l’autruche
et consultez notre application ainsi que notre site web
http://www.happy.fgov.be pour avoir toutes les informations
sur les antidépresseurs et découvrez que de nombreuses
alternatives efficaces existent à portée de main !
Reprise de la headline pour dire que nous allons donner
notre propre réponse. On attire donc ici. Cela répond à
notre soucis d’être interpellant
Explication du contexte et promesse
Reason why
Call to action
How 4/5/6

Hey hey dis, tu
crois qu‟on est
en sécurité
maintenant?
J‟en ai bien
l‟impression
TV

Qu‟est ce
qu‟elles ont
avalé celles-
là?
Aucune idée
mais en tout
cas, je sais ce
que
nous, nous
allons avaler!

Les antidépresseurs, ca n‟est pas ton moteur
http://www.happy.fgov.be

How
1. It's necessary to orient people on psychotherapy because
it has the same relative efficiency than antidepressants.
2. It will be necessary to provide information and advice
because it has a good relative efficiency (11%)
3. It will be necessary to create a complicity with the target
4. We have to act on these weaknesses (addiction and side
effects and focus on antidepressant treats (by providing
sources of information always more abundant and by
acting on the Natural/bio side)
Media planning
1. It will be necessary to develop a presence on the Internet
in order to fight self-prescription.
2. Recently radio proved to be powerful
3. It will be necessary to favour either medias with high
target complicity or personal and individual media.
V. How
To do

Communication plan
Teasing
TV Magazine Bannering
Website
Suppport
Stand Outdoor

1. Teasing
Description :
• A teasing effect
• Liège, Charleroi, Brussels, Mons, Eupen and Namur.
• The overflow effect
• QR code
• The solution would then be given to the press one day before the launch of
the display campaign.

2. Display
Description :
• Capacity to reach large audiences
• Potential to reach active people.
• The purpose of the display is to build the brand and baseline awareness.
• We will only show our brand, our concept and our baseline: nothing else.
Format:
• “Adshel gare” includes stations in Flanders.

The concept: ostrich
Baseline
Logo + Charter
Nothing else
PS: Only advertisment using antidepressant visual

3. Stand
Description :
• We selected brand activation activities to show us close to the people, listening to them
while feeding the brand and pushing alternatives.
• Every evening during the week of stress in Wallonia,
• we propose activities around a heated stand and alternatives (massage, essential oils, etc.)
in the stations of Wallonia
• People waiting for their train will have the opportunity to have a relaxing time and to
participate in contests:
One is collective. It is a collective success to unlock
The goal of this event is brand awareness and to build the Happy brand attitude with
conviviality, smile and complicity
The other is individual: for each photography taken, each person receives a pill with a smiley
on it.
This will increase traffic on our website while providing us key performance indicators (Number
of code introduced / number of pills dispensed)
This event will be declined in Brussels during the month of November with a radio support. This
concept will also be resumed the following year at various events to establish the brand as a
major actor in the health sector.
How 6

4. TV
Description : We chose television for its wide audiences and its capacity to
develop fully a message.
Format: 30 “ spot
RTL, RTBF, PLUG RTL, AB4.

5. Periodical press
MP 3
Description :
• Selectivity,
• Complicity
• The quality of graphic prints
Format:
• A two-page format in “Flair” and “Elle”

6. Radio
Description : Radio is a very important medium for us. The reasons are easy
to understand:
A moment of complicity
Good cost/GRP
perfect to target active people at strategic times
It is a medium that has proven its strength over previous campaigns
It is a medium that perfectly complements with Internet.
We will use the radio to support the tv campaign and the brand activation while
mentioning every time the Happy website.
Format: We choose 30 seconds spots because we have a message to convey.
We choose Radio Contact and PureFm because they correspond with our target
How 4
MP 2/3

7. Internet
Description : We consider Internet as the main pillar of our campaign. Indeed, Internet is a
medium that allows communication with the target when they are alone, which make it possible
to establish a link.
It is also the main medium of medical research: when someone has symptoms, he decides to
check on the Internet at the possible diseases based on them. We must thus be present to
counter offers to buy antidepressants online without prescription. This is why we will provide a
significant investment on the Internet. We classify media on the Internet into 3 categories:
paid, owned and earned.
How 4

Paid
Google Ad Words: Google is the entrance platform for medical research. It is
therefore very important to control those gateways in order to promote our
content. We selected a number of keywords to control.
Community platform:
• Highly selective
• enable us a complicity with the target and a coherence with our message, it
is a relaxing time for them, an opportunity to reveal their concerns, share
their desires, to confide their problems.
Owned
Website.
Smartphone application:
• allowing to make a diagnosis.
• reference inviting to consult his doctor or psychiatrist must be affixed
everywhere
• The application would also allow to localize alternative shops and
psychologists / psychiatrists in the nearest area.
How 1/2/6

Earned
We chose to not select Facebook and Twitter among our media.
We give priority to human contacts rather than contact via computer.
Social networks are long-term investment media and our campaign is a 3
years campaign.
Facebook has introduced a few years ago the edgerank.
Small messages from Twitter do not allow us to convey our message.
Twitter could ultimately be used to communicate our events but it would be
necessary to recruit followers whereas a newsletter could achieve the same
goal.
All these factors explain why an investment on Facebook and Twitter would be
a strategic error

1. To intensify the campaign, between mid-September and
early November, especially during the daylight time
change and to take advantage of good weather to save
some budget
VI. Media planning
To do

1 M € budget

1 M € Budget
99
200
281
201
307.8
242.8
205 205
Total GRP/ week
45%
19%
6%
14%
6%
10%
TV
Radio
Magazine
Affichage
Internet
Below the line

600,000€ budget
63%16%
21%
Radio
Internet
Below the line

VII. How effective?
Before the campaign:
• Last figures from the Onkelinx Strategic Cell about: the number of antidepressants sold, the
number of conditioning per patient as well as the comparison of this with the prevalence of
depression.
• We will conduct a quantitative survey about the awareness of antidepressants and alternative, and
a Likert scale about the feeling of effectiveness and the feeling of constraining of alternatives and
antidepressants.
• We selected a number of Key performance indicators that you can check in our files
After the campaign:
• We will conduct the same survey while adding questions on awareness of used media (Where have
you heard of Happy recently?).
• We want to achieve a qualitative study about the Happy brand to see if we meet the qualifiers:
« nice, solution oriented, competent and complicity »
• We will see if our goals are achieved according to the Onkelinks Strategic Cell.

VIII. Press kit
• Beginning: antidepressants small typos, complex
• Happy: bigger typos, Happy= solution

IX. Public Relations
I. Introduction
ComplicitySympathy
Expertise
Oriented
solution
Public Relations: antidepressants . Group n° 4

II. Key Stakeholder’s analysis
1. The public: we already target them in the marketing campaign, which left us few room to maneuver. Considering the
budget allowed, it is impossible to directly target them. We will do it through opinion leaders and journalists.
Main target: 1,064,909 people
Others: 9,943,091 people
Number: Finance Need: Room for maneuver:
2. Prescribers: they may be under the influence of the pharmaceutical lobby by direct marketing, ignorant or sensible about
to the prescription of antidepressants. We must educate them while providing solutions to offer to their patients. The
room for maneuver is average since we do not have the same budget as pharmaceutical companies which are able to
pay 50,000 € for only 40 doctors
• General practitioner: 14,547 people (2011, INAMI)
Psychiatrist: 2249 people (2011, INAMI)

3. Journalists: they are waiting for information but they have to deal with a huge amount of it. So, it is necessary to motivate them
to give us a bit of their time and to publish articles on this subject because a high coverage of a subject is more likely to attract
politicians attention in order to be placed on the political agenda.
Specialized press: used to reach an already sensitized public.
General press: used to inform the public about the dangers of side effects.
4. Alternatives: we are struggling with antidepressants and they could take advantage of the current situation to come
strengthen our efforts.
Homeopathy
Phytotherapy  Griffonia , St. John's Wort, Common hawthorn, Passiflora, Bach Flower.
Nutrithérapy
Phototherapy
Acupuncture
Shiatsu
Osteopathy
Psychotherapy

5. Pharmaceutical companies: they have a bigger budget than us and have a powerful lobby: they will do anything to stop us in
our efforts.
Lundbeck:Redomex
GSK : Wellbutrin, Seroxat
Eli Lilly : Cymbalta, Fontex/ Prozac
Wyeth : Efexor
Lundbeck : Cipramil, Sipralexa
Pfizer : Serlain
III. Objectives
Our objectives are the same than the marketing campaign ones. : brand
knowledge ( side effects , risks, etc.) , alternatives awareness ,brand trial and
brand repurchase.

Communication plan
Fear-Anxiety
Journalist
Public
Antidepressants
Alternatives
Doctor

IV. Events
1.Business Meeting with alternatives
Aim: gather them to tell about our campaign.
Date: We must give them time to raise funds and to prepare their creative strategies. This is the reason why this is our first action.
We will meet them in March and July 2014
Content: we will invite them in a meeting room with lunch provided on site. We need to persuade them to give off some budget to
support us by running their own campaign in the same time than ours. For that, we will expose them our media planning and
opportunities to fit in it. We also hope that they will help us for our PR campaign by providing materials to get the attention of
journalists by massage, essential oils and other relaxing moments before our press conference. We will organize a final meeting to
prepare the campaign.
Guests
We will not invite psychiatrists because we are afraid of their links with pharmaceutical companies. We can‟t afford the risk of having
pharmaceutical companies knowing our media planning and that we are about to run a campaign against them.

IV. Events
2. The sending of flyers and a letter to GPs
Aim: educate prescribers to rational behavior of prescription. We want to show them that there are other alternatives and inform on
antidepressant risks.
Date: October 12, 2014. The goal is to support the marketing campaign by sending flyers to doctors.
Content: We want to convey the message that by their prescription, they do not make their patients happy, but they play the game of
pharmaceutical companies. Thus, we will send a letter coupled with a flyer. The Flyer will invite them to visit the website of Happy in
order to discover alternatives while the letter resumes studies that have demonstrated that antidepressants are dangerous and quite
ineffective.
We want flyers to be the first hammer blow of the marketing campaign

IV. Events
3. Press conference
Aim: to convey fear and anxiety about the antidepressant usages to the public through the press.
Date: October 10, 2014 or October 17 depending on the marketing budget.
Invitations: Press is deluged by press releases; personalized mailings are also more and more used.
We want to differentiate ourselves by using a part of our marketing campaign. In addition to ostriches
disposed in key areas of major cities, we will pose ostriches 4 days before the press conference in front
of mainstream media buildings:
We will send them, in the same time than some carefully selected bloggers, a token representing an
antidepressant smiley with writing "Key to Hapiness" on it. We will also send with it a letter that invites
them to discover why all these ostriches are located in the city.

IV. Events
3. Press conference
We will place 2 ostriches at the entrance of the building with their head out of the ground. To enjoy some privileged
access, people will have to use their token at the reception. The press conference will take place as follow:
10 AM: Journalists welcoming. massage, essentials oils and other relaxation pleasures
11.30 AM: Beginning of the press conference: presentation of the Happy brand, missions and the campaign.
11.45 AM: The Happy and fun part ends: presentation of strategic cell results, 20 years simulation according to actual
figures, annual sales of pharmaceutical companies selling antidepressants.
12 AM: speech of Prof. Dr. M. De Meyere, Gent university about recent study on young‟s suicide because of
antidepressants and their side effects.
12.30 AM: Q&A
1 PM: lunch: journalists will have the opportunity to speak privately with dr. De Meyere as well as the strategic cell members
During the entire press conference, a hashtag “#AntidepressantDay” will be used and shown. We will resume important
figures and facts so that journalists just have to retweet it.

V. Key performance indicators
We established a certain number of KPI that is available in our file. The most important is the fact that we
must pay close attention to articles that combine Happy brand with fear or anxiety. If the number is
too substantial, we will need to consider a new public relations strategy dissociating Happy from
PR actions.

VI. Budget

Public Affairs: antidepressants . Group n° 4
Public Affairs

Growing bad feelings about the State
insurances:
The Facebook generation:
Weak signals Weak signals
Society of Happiness
IssuesDrivers TRENDS
Creation of new diseases Depression Suicide in europe
Trivialization and
denigration of
alternatives
The overprescription Growth of
antidepressants sales
Overmedicalization of society Increase in Health care
Launch of false new
drugs
Drivers
Wild cards:
Antidepressant
s proved to be
dangerous for
adolescents
Report on FR2
about
pharmaceutica
l companies
practices
Etc.
Presence of this phenomenon in the art field:
Music: “I could be the one” by Avicii vs
Nicky Romero , 2013
Film: Side effects, recently released on 10th
April 2013
Books: “Bad Pharma: How drug companies
mislead doctors and harm patients » by
Ben Goldacre, 2012
Weak signals

Time
1. Emergence of our issue : Creation
of new diseases.
2. Interest groups : to gather allies
3. Legislation : the ICD could bypass
the DSM-5.
4. Administrative implementation :
make countries implementing the ICD
in their governement‟s policy
5. Judicial enforcement
2
3
4
5
1
II. Life cycle

Concentrated
Diffuse
Concentrated Diffuse
Benefits from Public Policy
CostsfromPublic
Policy
Interest Group
Politics
Client Politics Majoritarian Politics
Entrepreneurial
Politics
Lowi-Wilson Matrix

III. Supporting interests analysis
Our Analysis
We leave the large amount of alternative stakeholders and our lack of information about them. And
when we got information about their budget, it's pretty low: for European Council for Classical
Homeopathy.
The support of the “Prescrire” NGO would have been interesting. We do not trust Psychotherapist
association.
The cost to involve our partners in the game is too high.

IV. Opposing interests analysis
Our Analysis
• Pharmaceutical companies have large financial and human resources.
• They are highly isolated.
• They will have to spend a lot of time to be organized and gathered.
• We must then be extremely fast.
• We have to isolate them in order to marginalize them playing on stereotypes (“They only want our
money.” “They do not fight for our wellness anymore”, etc.
We seriously believe that the issue is not about supporting or opposing interests but about neutral interests. If
we want to win this, we have to gather neutral interests.

V. Frame of the issue
Frame of the issue
Citizens: Not aware of this issue despite the fact that it concerns them. Information about it is
extremely complex: The marketing of pharmaceutical companies does not target them.
Doctors: there are those who are aware, those who are naive, ignorant and those who are under the
influence.
Journalists need deep and complete information to offer to their readers. Press conferences with one
expert speaker must be avoided.
Politicians have to act for the good of citizens, but sometimes they have to deal with extremely
complex matters where they are easily influenced by the pharmaceutical lobby. They need to feel the
pressure of citizens to act in our direction.

VI. SWOT
Opportunities Threats
SW
OT
WeaknessesStrengths

VII. Information and communications campaign
Pharmaceutical
companies
Journalists
Pharmacists
Politicians
How we are going to communicateHow pharmaceutical companies communicate
Journalists Citizens
Politicians
Doctors
Pharmacists
Doctors

1. We need to gather alternatives.
2. Make the bad practices of pharmaceutical companies public
3. Prepare for the introduction of ICD.

 Date: January 2014 and February 2014, before the real lobbying campaign.
First, we will invite them individually in a meeting room.
We need to persuade them to ally together in one federation in order to compete with pharmaceutical companies.
We will expose them:
Our views of the alliance its benefits.
Other federations that we would like to invite

We will ask them individually:
What they could bring financially in this alliance.
Their personal opinion about of this alliance.
Goals that they would like to achieve against pharmaceutical companies.
After receiving each alternative, we will try to gather every wishes and views into a consensus project.
We will then expose them this consensus project during business meeting and try to reach an agreement.
Finally, we are going to hold a third business meeting to organize the lobbying campaign in order to promote alternatives and to cope with
« the Trivialization and denigration of alternatives » issue.
Objective: Distract pharmaceutical companies while we are dealing with the real issue

2. Participatory democracy
Date: April 2014
• We believe that the best communication strategy to pressure politicians is the political advertising activity.
• We will gather 754 students
• If it were not possible to organize it in the European Parliament, we will rent a conference room for this amount of people.
• We will also try to get Erasmus students in order to represent every European nationalities.
Introduction:
 We will give them a briefing explaining what is the DCM V and issues at stake.
 They will be gathered in groups and we will ask them to make their own DCM according to what seems relevant to them.
 We will also ask them to tell us what are the most hilarious diseases

2. Participatory democracy
Workshop:
• For each group of 30, a scientist and a psychiatrist will help them in their task to understand every aspect.
• Some selected journalists and bloggers will be invited to cover the event.
• Filmed and watchable on a live Youtube channel.
• It will be also possible for surfers to vote for their most hilarious diseases and to participate in the DCM-V‟ from the Web.
Results:
• We will grant our top 3 awards of the most hilarious diseases and compare the DCM-V‟ from the students and from the Web
with the real DCM V.
• It will also be a signal to politicians: “ watch what people without any interest think of this “.

3. Press conference
Date: April 2014
A press conference at the European Commission to present the results.
We will provide to each journalist a press kit gathering every information:
• The comparison between DCM-V „ and DCM V
• The diseases awarded.
• The “A Comparison of DSM-IV and DSM-5 Panel Members' Financial Associations with Industry: A Pernicious Problem
Persists“ study
• Some abstract of the book “Bad Pharma: How drug companies mislead doctors and harm patients »
• Some information about the ICD that is going to be released in 2015
Specialized media will talk about the comparison between our DCM-V
The real one and that general media will talk about the awards.
We are going to broadcast the press conference on Internet and it will be possible to ask questions by videoconference.
Objective:
1. Make the bad practices of pharmaceutical companies public in order to monopolize citizens
2. Prepare for the introduction of ICD

VIII. Budget

Group 4 : Kim Assaker, Mireille Donzeu
Nguetsop, Charlotte Scutnaire, Nicolas Vanderbiest
Questions?

Antidepressant présentation de communication marketing&corporate

Recommandé

Recommandé

Contenu connexe

Similaire à Antidepressant présentation de communication marketing&corporate

Similaire à Antidepressant présentation de communication marketing&corporate (20)

Plus de Nicolas Vanderbiest

Plus de Nicolas Vanderbiest (15)

Dernier

Dernier (20)

Antidepressant présentation de communication marketing&corporate