SINGULAIR Product Launchand

MSD Philippines’ Conference on Asthma

Objectives

Re-launch SINGULAIR as the no.1 asthma controller

Reiterate SINGULAIR as the ‘pioneer’ & ‘innovator’ in the business

Establish a relationship and affinity among the doctors and the product

Establish MSD as the expert in the field

Target Audience

doctors(mostly pediatricians), clinicians, academicians, allied health professionals

Asthma patients and their families

Others interested in asthma and allergies

The ASTHMA Stigma

Allergies and asthma are a big business. Millions suffer from such ailment.

The cost for medications, hospital admissions, and loss of business productivity is huge.

The impact and bad effects on children are significant such as school absenteeism.

There is no cure for Asthma.

When you say Asthma...

What is SINGULAIR?

Prescription SINGULAIR (Montelukast sodium) from MERCK prevents asthma symptoms in adults and children

That means you can breathe a little easier while doing the things you want to do.

SINGULAIR ads communicate with wide, open spaces...

The MessageWith SINGULAIR, you don’t have to miss out on life. SINGULAIR gives you the freedom to go out, fly free, and do what you want.

The Idea

SINGULAIR“Freedom Flight”

The “Freedom Flight”

Based and inspired by SINGULAIR brand, this uses two positive equities that we want to associate with the product: Freedom and Flight.

This will be the handle and theme of the event activities as well as other materials

The “Freedom Flight”

This is a by-invitation event, a symposium/seminar on Asthma- managing it and new research developments.

This event is sponsored by SINGULAIR and MSD Philippines.

Resource speakers include local experts as well as guest speakers “flown-in” from other countries.

This is a beyond-the-usual event that will excite as well as engage all participants.

The Invitation

The Invitation

The invite will resemble a plane ticket or a boarding pass. This announces the guests’ flight destination, the MSD conference.

The tickets can include perforated portions that may serve as claim stubs for the giveaways and other handouts

The Invitation

Sample Content

Hop on board SINGULAIR’s“Freedom Flight”

Your destination: MSD Philippines’ Conference on Managing AsthmaMarch 15, 2012 at the Crowne Plaza Grand Ballroom

The members of the Organizing Committee have put together superb educational and networking meeting that should be one of the

highlights of 2012 in the field of Asthma Management...

The Program Activities

Registration- Freedom Flight ushers welcome guests

Opening Ceremonies- Simulated take-off: The captain (VO)

announces flight schedule (activities). An usher will demonstrate “in-flight” rules, etc.

In-Flight Video (AVP) and Entertainment

Seminar, lectures and interactive segments

“In-flight” Refreshments, Lunch

SINGULAIR Lounge

MSD Passport

Freedom Flight Ushers

Our ushers will greet and welcome the guests upon their arrival to set the mood of the “Freedom Flight.”

Sample Spiel: Hello guests!

Welcome aboard Singulair’s “Freedom Flight.” I hope you brought with you your boarding pass. This will be your passport to today’s activities. Also, please visit the Singulair lounge. Have a great day!...

Opening Remarks

As a moodsetter, opening will be like a flight before take-off. VO acts like the captain announcing the day’s activities. Also, ushers will simultaneously enact in-flight safety reminders along with the house rules.

Entertainment

Aerialists and contemporary dancers can perform during or after the AVP.

Interactive Seminar

Lecture based sessions

Interactive Q&A and panel discussions

Bring Your Own Patient (BYOP) Workshop- delegates will have the opportunity to submit cases from their own practice for discussion

Year-in-Review Workshop

SINGULAIR Lounge

The Lounge will serve as our booth where guests can claim their giveaways and handouts. Attendants will also be stationed here to serve the guests should they have any queries and requests.

The MSD Passport

To encourage our attendies to participate in all activities we offer, passports will be stamped on different stations and activities during the program.

The MSD Passport

Upon completion of activities, this may serve as a raffle entry where 2 or 3 guests will win an actual flight to a holiday destination.

MSD & Singulair Items

All attendies will take home specially designed and customized PR kits containing handouts and MSD premium items.

Other Details...

Venue: Crowne Plaza, Grand Ballroom

Number of attendees: 120-140 doctors, foreign speakers

Date: March 15, 2012

Next Steps...

-client comments and approval

-develop the program and script

-translate concept into design of all materials

-identify activities

-investment summary

Q&A

End of PresentationThank you!