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Strategic PR Plan PPT

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Presentation form for class project. Group created a strategic plan for Gardasil for Males HPV Vaccine. Details can be found in the word document titled Strategic PR Plan.

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Strategic PR Plan PPT

  1. 1. Gardasil for Males Presented by: Jim Nowierski, Tiffany Sarpy, Lin Sun & Yue Zheng
  2. 2. About Merck <ul><li>Founded in 1891 </li></ul><ul><li>106,000 Employees </li></ul><ul><li>Operates in 140 Countries </li></ul><ul><li>$47 Billion in Revenues </li></ul><ul><li>Products </li></ul><ul><ul><li>Prescription Medications </li></ul></ul><ul><ul><li>OTC Goods </li></ul></ul><ul><ul><li>Animal Health Products </li></ul></ul><ul><ul><li>Vaccines </li></ul></ul>
  3. 3. About Merck <ul><li>June 8, 2006 – FDA approves Gardasil. </li></ul><ul><ul><li>Females between 9 and 26 years-old. </li></ul></ul><ul><ul><li>HPV types: </li></ul></ul><ul><ul><ul><li>6 </li></ul></ul></ul><ul><ul><ul><li>11 </li></ul></ul></ul><ul><ul><ul><li>16 </li></ul></ul></ul><ul><ul><ul><li>18 </li></ul></ul></ul>
  4. 4. About HPV <ul><li>Most common STD in the United States. </li></ul><ul><li>Infects 62 million Americans each year. </li></ul><ul><li>Most do not know they are infected. </li></ul>
  5. 5. About HPV <ul><li>Females </li></ul><ul><li>Cervical Cancer </li></ul><ul><li>Anal Cancer </li></ul><ul><li>Neck Cancer </li></ul><ul><li>Genital Warts </li></ul><ul><li>Males </li></ul><ul><li>Penile Cancer </li></ul><ul><li>Anal Cancer </li></ul><ul><li>Neck Cancer </li></ul><ul><li>Genital Warts </li></ul>
  6. 6. Females vs. Males <ul><li>Females </li></ul><ul><li>9,710 new cases of cervical cancer annually </li></ul><ul><li>3,700 annual deaths </li></ul><ul><li>Males </li></ul><ul><li>304,000 contract genital warts each year </li></ul>
  7. 7. Business Goal <ul><li>As a publically traded company… </li></ul>
  8. 8. Opportunity <ul><li>Global sales of Gardasil </li></ul><ul><ul><li>2006 </li></ul></ul><ul><ul><ul><li>$234.8 million </li></ul></ul></ul><ul><ul><li>2007 </li></ul></ul><ul><ul><ul><li>$1.48 billion </li></ul></ul></ul><ul><ul><li>2008 </li></ul></ul><ul><ul><ul><li>$1.4 billion </li></ul></ul></ul><ul><li>Why the decline? </li></ul><ul><ul><li>Strong launch uptake </li></ul></ul><ul><ul><li>Vaccination for children program </li></ul></ul>
  9. 9. Opportunity <ul><li>Expanding the application of Gardasil </li></ul><ul><ul><li>Women 27 to 45 </li></ul></ul><ul><ul><ul><li>Failed </li></ul></ul></ul><ul><li>New Markets??? </li></ul>
  10. 10. The Real Opportunity <ul><li>October 16, 2009 - the FDA approved Gardasil. </li></ul><ul><ul><li>males between 9 and 26 years-old. </li></ul></ul><ul><ul><li>HPV types: </li></ul></ul><ul><ul><ul><li>6 </li></ul></ul></ul><ul><ul><ul><li>11 </li></ul></ul></ul>
  11. 11. The Real Opportunity <ul><li>Increase revenues by $200 to $300 million. </li></ul><ul><li>Patent expires in 2026. </li></ul>
  12. 12. Research <ul><li>Goals </li></ul><ul><ul><li>Identify audiences </li></ul></ul><ul><ul><li>Identify influencers </li></ul></ul><ul><ul><li>Identify perceptions </li></ul></ul><ul><ul><li>Gather trial research </li></ul></ul><ul><ul><li>Gather information at specified checkpoints </li></ul></ul><ul><ul><li>Determine the best communicational methods </li></ul></ul>
  13. 13. Research Methods <ul><li>Primary </li></ul><ul><li>Qualitative </li></ul><ul><ul><li>Focus Groups </li></ul></ul><ul><ul><li>Field Reports </li></ul></ul><ul><li>Quantitative </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><li>Secondary </li></ul><ul><li>Media tracking </li></ul><ul><li>Gathering information </li></ul><ul><li>Monitoring </li></ul>
  14. 14. SWOTS <ul><li>Strengths </li></ul><ul><li>Revenues </li></ul><ul><li>Development </li></ul><ul><li>Strong Brand </li></ul><ul><li>Network </li></ul><ul><li>Only approval for men </li></ul><ul><li>Weaknesses </li></ul><ul><li>3-doses over 6 months </li></ul><ul><li>Costly </li></ul><ul><li>Not all HPV types </li></ul><ul><li>Adverse effects </li></ul><ul><li>No website </li></ul>
  15. 15. SWOTS <ul><li>Opportunities </li></ul><ul><li>FDA & NCI Support </li></ul><ul><li>Potential Market Expansion </li></ul><ul><li>Threats </li></ul><ul><li>HPV clears up </li></ul><ul><li>Only genital warts </li></ul><ul><li>Price variations </li></ul><ul><li>Decrease in female vaccinations </li></ul>
  16. 16. Communication Goals <ul><li>Increase awareness </li></ul><ul><ul><li>Effects </li></ul></ul><ul><ul><li>Application </li></ul></ul>
  17. 17. Objectives <ul><li>6 months </li></ul><ul><li>7% change in the perception </li></ul><ul><li>7% increase in awareness </li></ul><ul><li>1 year </li></ul><ul><li>15% change in perception </li></ul><ul><li>15% increase in awareness </li></ul><ul><li>10% increase in medical offices </li></ul>
  18. 18. Key Audiences <ul><li>Parents </li></ul><ul><li>Males </li></ul><ul><ul><li>13-17 </li></ul></ul><ul><ul><li>18-26 </li></ul></ul><ul><ul><ul><li>Heterosexual </li></ul></ul></ul><ul><ul><ul><li>Homosexual </li></ul></ul></ul><ul><li>Females </li></ul><ul><ul><li>18-26 </li></ul></ul><ul><li>General Practitioners & Obstetricians/Gynecologists </li></ul><ul><li>Media & Influences </li></ul>
  19. 19. Key Messages <ul><li>Gardasil will protect you and your partner </li></ul><ul><li>HPV can only be avoided through prevention </li></ul><ul><li>HPV causes more than cervical cancer </li></ul>
  20. 20. Strategies <ul><li>Grassroots campaign in test market </li></ul><ul><li>Emphasize importance </li></ul><ul><li>Aggressive & proactive tone </li></ul><ul><li>Build partnerships </li></ul><ul><li>Media relations </li></ul><ul><li>Target </li></ul><ul><ul><li>Medical professionals </li></ul></ul><ul><ul><li>Key locations </li></ul></ul><ul><li>Ensure easy access to info. </li></ul>
  21. 21. Tactics <ul><li>Location </li></ul><ul><li>College tour </li></ul><ul><li>Drug Reps. </li></ul><ul><li>Partnerships </li></ul><ul><li>Sex Ed. Materials </li></ul><ul><li>Website </li></ul><ul><li>Advertising </li></ul><ul><ul><li>Women’s magazines </li></ul></ul><ul><ul><li>Men’s magazines </li></ul></ul><ul><ul><ul><li>Hetero- & Homosexual </li></ul></ul></ul><ul><li>PSAs </li></ul><ul><li>Pharmacies & Clinics </li></ul><ul><li>Media Tour </li></ul>
  22. 22. Evaluation <ul><li>Pre-launch </li></ul><ul><li>Determine: </li></ul><ul><ul><li>Perception </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><li>Determine how many offer/carry vaccine. </li></ul><ul><li>Post-launch </li></ul><ul><li>6 months </li></ul><ul><ul><li>Assess changes: </li></ul></ul><ul><ul><ul><li>Perception </li></ul></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><li>1 years </li></ul><ul><ul><li>Repeat </li></ul></ul><ul><ul><li>Determine how many offer/carry vaccine. </li></ul></ul>
  23. 23. Timeline <ul><li>http://www.tomsplanner.com/shared/merck/ </li></ul>
  24. 24. Budget
  25. 25. Questions & Comments

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