Using Public Relations to Launch, Grow and Extend Your Brands

USING PUBLIC RELATIONS TO GROWN AND EXTEND YOUR BRANDS

EXECUTIVE SUMMARY 6

Introduction 6

Research Approach 8

Participating Companies 8

Table 1.1: Participating Companies 8

Figure 1.1: Participant Job Titles 9

Figure 1.2: Benchmark Partners’ Experience 9

Definitions and Abbreviations 10

Report Structure and Organization 10

Key Findings 10

USING PUBLIC RELATIONS TOOLS FOR OPTIMAL ADVANTAGE 14

Figure 2.1: Apply Public Relations Tools and Tactics throughout the Lifecycle 14

Figure 2.2: Public Relations Tool Effectiveness Changes Over the Brand Lifecycle 15

Figure 2.3: Media Interviews Get Company’s Message Out Best 16

Figure 2.4: Blogs and Social Networks Get Message Out in New Ways 17

Figure 2.5: Patient Groups, Human-Interest Key to Informing Patients and Family 18

Figure 2.6: Public Relations Positioning Tactics Offer Brand Teams Many Options 19

Figure 2.7: Human-Interest Stories Resonate with Patients, Media 20

Figure 2.8: Tactical Elements Appealing to Consumers Rated Best 21

Public Relations Calls-to-Action 22

Figure 2.9: Ask Physician about Condition Rates Highest 22

Figure 2.10: Public Relations Calls-to-Action Direct Consumers to Experts &

Expertise 23

Figure 2.11: Inform and Inspire Consumers to Take Action on Their Own

Behalf 24

Figure 2.12: Web-based Calls-to-action Direct Patients to Resources 25

Figure 2.13: Medical Condition Websites are Most Highly Rated 26

Figure 2.14: Brand Websites Have More Options to Engage Consumers 27

Resources and Support Services 27

Figure 2.15: Consumers Relate Well to Patient Stories 28

Figure 2.16: Best Web-Based Resources Inform and Engage Patients 29

Figure 2.17: Testimonials Offer Valuable Hope and Tips for Patients 30

Figure 2.18: Patient Advocacy Groups Are Key Partners 31

Figure 2.19: Key Public Relations Support Resources Help Inform Patients 32

Figure 2.20: Trusted Information Sources are Best Support Service 33

Effectiveness, Timing and Budget 33

Figure 2.21: Pre-Launch, Launch & Growth Phases Benefit Greatly From

Public Relations 34

Figure 2.22: Public Relations Budgets as Percent of Annual Marketing Spend 35

Figure 2.23: Measuring Public Relations is a Double-Edged Sword 36

Figure 2.24: Public Relations Performance Metrics Are Critical but Imprecise 37

Figure 2.25: Begin Public Relations early to bridge From One Brand

To Successor 38

PRE-LAUNCH 40

Figure 3.1: Public Relations Can Create Buzz for New Treatment Paradigms 40

Figure 3.2: Formula for Bringing Non-Intuitive Mechanism of Action Medicines

To Market 41

Figure 3.3: Public Relations Tool Effectiveness at Pre-Launch 42

Figure 3.4: Employ Public Relations to Reach Consumers through Patient

Advocacy Groups 43

Figure 3.5: Early Public Relations Guides Consumers to Trusted Third-Party

Info Resources 44

Figure 3.6: Introduce New Medical Ideas through Third-Party Expertise:

Cymbalta 45

Figure 3.7: Inform Consumers through PR, Educational Messages & Personal

Stories: Cymbalta 46

Figure 3.8: Shaping the Market for Successful Entry of New Products: Rituxan 47

Figure 3.9: Early Advisory Board Harvests Insights & Seeds New Ideas 48

Figure 3.10: Dare to Kick-Start Debate Before Full Clinical Data are Available 50

Figure 3.11: Incite Scientific Discussion – But Don’t Promote Off-Label 51

Figure 3.12: Pre-Launch Scientific Communications 52

Figure 3.13: B-Cell Dinners: Use Peer-to-Peer Discussions to Extend Science 53

Figure 3.14: Seminars and Congresses Extend Message to Broader Audience 54

Figure 3.15: Carefully Manage Expectations Pre-Launch 55

Figure 3.16: Carefully Manage Expectations Post-Launch 56

Figure 3.17: Blue Print for Market-Entry Success 57

LAUNCH 58

Figure 4.1: Using Experts, Media and Ed Events to Educate at Launch 58

Figure 4.2: Build Positive Coverage by Providing Media Access to KOLs 60

Figure 4.3: Media Spotlights Can Reach Millions in a Few Seconds 61

Figure 4.4: Human-Interest Positioning Touches Hearts 62

Figure 4.5: Patient Advocacy Groups Are Trusted Sources of Information 64

Figure 4.6: Differentiating a Product Means Building Advocacy Group Bridges 65

Figure 4.7: High-Impact Public Relations Campaigns Relate the Medical Condition

To the Consumer 66

Figure 4.8: Relate the Medical Condition to the Consumer 67

Figure 4.9: Employ Public Relations Tools to Help Patients Assess Their

Personal Risk 68

Case Study Spotlight: Slentrol 68

Figure 4.10: Pfizer Focuses Its Marketing Skills on Animal Health 69

Figure 4.11: Engage Consumers in Disease Awareness Research 70

Figure 4.12: Later Public Relations Drives Consumers to Branded Website 71

Figure 4.13: BARC as a Diagnostic Tool 72

Figure 3.14: New Media Public Relations Were Integral to Slentrol’s

Campaign 73

BRAND-BUILDING 74

Figure 5.1: Public Relations Tools, Post-Launch 74

Figure 5.2: Websites with Referral Mechanisms Expand Reach 75

Figure 5.3: Public Relations Success Stories Often Involve Partnerships 76

Figure 5.4: Employ Public Relations Lifestyle Campaigns to Educate and

Personalize the Condition 77

Figure 5.5: Edgy Public Relations Raises Awareness for Symptomless Conditions 78

Case Study Spotlight: Flomax 78

Figure 5.6: Anchor Brand Positioning Public Relations in Science, Safety, and

Unmet Need 79

Figure 5.7: A Celebrity Spokesperson Can Help Personalize and Educate 80

Figure 5.8: Flomax Branded Website around the One-Week Challenge 81

Figure 5.9: Websites Are an Essential Tool in Patient and Family Education 82

Figure 5.10: Motivate Men to Seek “One Week” Improvement in Quality

Of Life 83

Figure 5.11: Target Patient’s Family to Accelerate Treatment Pathway 84

LATE-LIFE MANAGEMENT 86

Figure 6.1: Later Stage Public Relations Tool Effectiveness 86

Figure 6.2: Position Product Public Relations to Reflect Total Cost Benefits 88

Figure 6.3: Public Relations Leveraging: Flomax 90

Case Study Spotlight: Nexium 91

Figure 6.4: Build Bridges between Product Generation to Transition Patients 92

Figure 6.5: Provide Info Support throughout the Customer Lifecycle 93

Figure 6.6: Employ Tools to Seed and Grow Relationships with Patients in

Chronic Care Conditions 94

Figure 6.7: Education Tools Inform and Help Patients Self-Diagnose 95

Figure 6.8: Polls Educate, Inform & Engage Patients 96

Figure 6.9: Engage Patients on Lifestyle Fronts 97

Figure 6.10: Employ Technologies to Extend Education to Patient Populations 98

Figure 6.11: Public Relations Campaigns Trumpet “Nexium-Kids” Version 99

Figure 6.12: A Celebrity Spokesperson Helps to Humanize Medical

Conditions 100

PATENT EXPIRATION MANAGEMENT 101

Figure 7.1: Effective Public Relations Tools, Patent Expiration 101

Case Study Spotlight: Fluvirin 102

Figure 7.2: Use YouTube to Create Buzz and Flu Awareness 102

Figure 7.3: Use a Contest to Engage Amateurs and Professionals 103

LESSONS LEARNED 105

General Good Practices 105

Figure 8.1: Public Relations Tools Help Educate and Inform the Market 105

Engage, Inform and Educate 106

Tailor Late-Stage Tactics to Reach Select Sub-Populations 107

Bridge the Gap between Product Generations 107