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BOTOX Therapeutic2009 Public Relations Plan
Presented by Caroline Van Hove VP, Corporate CommunicationsJuly 22, 2008
2008-2009 BOTOX Critical Issues
Dysport / Xeomin
Competitive Entry
Dysport / Xeomin
Competitive Entry
Customer / Patient Loyalty
Customer / Patient Loyalty
Negative Pharm Perception
/Media Environment
Negative Pharm Perception
/Media Environment
BOTOX Challenges
BOTOX Challenges
BOTOX Media Fatigue Fuels Competitive
Interest
BOTOX Media Fatigue Fuels Competitive
Interest
BOTOX Safety Concerns
BOTOX Safety Concerns
No Approved Differentiation Messages
No Approved Differentiation Messages
Affected Brand Image
BOTOX U.S. Message Impression Analysis Dec. 2003 – June 2008
1.74
3.87
4.885.31
Launch Spring ’05
LaunchSpring 2005
LaunchSpring 2006
LaunchSpring 2007
Cumulative BOTOX/BOTOX Cosmetic positive-to-negative ratio
5.83
3.80
2008 = A Very 2008 = A Very Challenging YearChallenging Year
• Erosion in brand trust • High volume of negative media
coverage• Flurry of inaccurate product
information• Increased consumer
misperceptions & concerns• Volatile media ratio year-to-date
cumulative pos. to neg. ratio of 3.8:1
• Year-end goal range = 3.6 (worst case scenario) to 5.2 (best case scenario)
Issues: Public Citizen, FDA Review, DOJ, JON
Launch Summer 2008
Launch 2007 Launch 2008Launch 2005
Launch2006
Launch Spring 2008
2008 PR Key Learnings
Helps offset safety concerns, YET to restore brand reputation, need greater context and reach to positively impact patient and public perception
Drives media interest in therapeutic profile of BOTOX, YET goodwill tie required in changing climate to maintain spokesperson credibility and brand receptivity
Increases awareness of medical benefit of BOTOX and solicits support from advocacy groups, YET media impact limited unless indications impact larger patient populations
Increases through proactive media & advocacy campaigns, YET high-visibility, integrated marketing platforms needed around new milestones to establish Cx-Tx media equality
Raises brand goodwill and drives media interest while offsetting cosmetic criticism, YET high impact needed to establish brand relevance
Heritage Resonates
Celebrity Brand Endorsements
Disease Awareness
BTX Tx Awareness
Philanthropic Engagement
2009 PR Objective & Strategies
Re-engage Advocacy Groups
Seek Positive
Associations
Illustrate Emotional
Values
Reinforce Heritage
Own Medical Break-
through Position
Maximize Milestones
Leverage Cause
Branding
Restore and enhance media and patient confidence in BOTOX to re-establish a positive media & selling environment, defend against
competition and prepare market for next wave of indications
Foundation of 2009 PR Campaign
2008-2009 Brand Milestones
Global BOTOX OAB Approvals: Q3 2008 (France)Q4 2008 (Brazil)
U.S. BOTOX Filings: NOAB, Headache TBD
U.S. BOTOX Post-Stroke Spasticity Approval 2H 2009
U.S. BOTOX Nomenclature TBD
Key PR Milestone:
Key PR Milestone:2020 thth Anniversary of
Anniversary of BOTOXBOTOX
2009 BIG Idea The Big Idea!
20th Anniversary of BOTOX:
““A CelebrationA Celebration of Life” of Life”
“A Celebration of Life”: Platform Positioning
For twenty years, BOTOX has been extensively researched and used to treat movement disorders - conditions so severe that patients were literally robbed of their livelihood and unable to function.
BOTOX radically changed the way these orphan conditions were treated, giving many patients and their loved ones new hope that they could live a more normal life. This innovation sparked a revolution in scientific discovery that spawned new novel ways to treat other orphan disorders affecting the world’s population.
The 20th anniversary of BOTOX celebrates the hopehope of those it has affected…it celebrates the joy it has brought to so many and the promise of what is to come…it’s a Celebration of Life – the life BOTOX has given back to so many.
Allergan, we are proud to launch a year-long Celebration of Life campaign designed to showcase the innovation and heritage of this life-changing brand.
“A Celebration of Life”: 2009 Campaign Overview
National goodwill media campaign with globally recognized partner and celebrity that drives mainstream awareness for 20 years of therapeutic
uses of BOTOX and illustrates its emotional andphysical impact on patients’ lives
Celebrity Celebrity Goodwill Goodwill
PartnershipPartnership
In-Market Fundraiser
Tour
National Media & KOL VIP Launch
Dance / Gala Fundraising
Event
Employee Engagement
Strength of Goodwill Partner + Celebrity
Celebrity endorsement raises campaign media interest and exposure while goodwill establishes positive brand image
and competitive differentiation
79% of consumers say a company’s cause-related efforts effect brand choice/ recommendation
87% say that when all brands are equal – would switch to the one that supports a cause
92% have a more positive image of a product/ company that is associated with a cause
“A Celebration of Life”: Campaign Rationale
Must tie to the brand strategically and emotionally – bringing the brand essence to life –
The right 20th anniversary campaign…
Must be meaningful and mediable
Includes a third party partner that resonates with targets and brand
Includes a good will element to create halo for the brand
Ideally includes a celebrity component to give the campaign a face
restoring function, revolutionary treatment, freedom, hope
“A Celebration of Life”: Campaign Rationale
We landed on a concept that fits perfectly...
and has a connection to the 20-year anniversary and heritage of the brand
…is expression through movement -it promotes personal growth, health and well-being.
…eases muscular rigidity, diminishes anxietyand increases energy.
…creatively encourages self-expression and opens up new ways of thinking and doing.
Just like the promise of BOTOX Txstarted 20 years ago!
DANCE
Alvin Ailey Dance Theatre
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“A Celebration of Life”: Goodwill Partner
•America’s Culture Ambassador to the World
•Globally renowned as the expert in dance who changed forever the perception ofAmerican dance
•Celebrating its 50th anniversary this year its mission is centered around artistic expression and improving life
•Foundation’s programs extend globally into classrooms, communities and lives of people throughout the world
“Beauty, spirit, hope and passion know no bounds”
Alvin Ailey American Dance Theater & Foundation
Alvin Ailey In the News
Ailey has high national visibility and continues to garner significant coverage in top-tier media outlets including:
LA adding media metrics on MondayNote that Today Show clip showcasingAlvin Ailey is embedded – scroll over
Ann’s picture in slide show format and click to play
“A Celebration of Life”: Celebrity Partner
DANCE ICON
Judith Jamison Celebrating her
20th Anniversary as Ailey Creative Director
Iconic dancer and creative director who exemplifies a standard of excellence that has changed the face of dance.
Partnership is a natural connection to BOTOX standard of excellence and how it has changed the face of movement disorder treatment.
“A Celebration of Life”: AA Foundation Grant
Ailey Arts In Education & Community Programs Ailey Arts In Education & Community Programs (AAECP) give more than 100,000 young people (AAECP) give more than 100,000 young people from diverse backgrounds the opportunity to from diverse backgrounds the opportunity to
explore their creative potential while also explore their creative potential while also imparting life-skills such asimparting life-skills such as
teamwork and self–discipline.teamwork and self–discipline.
Allergan provide $250,000 grant to Alvin Ailey Foundation to support Ailey Arts in Education & Community Programs and
development of Celebration of Life dance in commemoration of BOTOX 20th Anniversary
Grant underscores Allergan
commitment and fosters good will
for the brand
BOTOX Therapeutic• Brand essence gives hope and return to life by treating movement disorders and other orphan conditions
• BOTOX Therapeutic Is a revolutionary force in scientific discovery
• Patient successes engage media and target audiences
Alvin Ailey and BOTOX Tx: The Right Partnership
Alvin Ailey• Dance and the arts embody movement, hope and life
• Alvin Ailey is a revolutionary force in changing the face of dance
• Relevant to target demographic
• High-profile status engages media and target audiences
Strength of Celebrity CombinedStrength of Celebrity Combinedwith Good Will:with Good Will:
Celebrity campaign endorsement with Alvin Ailey Dance Theatre increases media interest, while
goodwill component lends BOTOX Tx brand credibility and establishes emotional resonance
Partnership augments reach and frequency of campaign impactand enhances brand image
“A Celebration of Life”: National Media Announcement
National media launch to create awareness and buzz for campaign and cascade of activities leading up to PSS approval
• Host high-profile national press event at NY Ailey Studio to announce Allergan’s goodwill partnership with Alvin Ailey Foundation and year-long event schedule
• Debut “Celebration of Life” commissioned dance leveraging BOTOX 20th anniversary to build anticipation for campaign – VIP “Friends of Alvin Ailey” to participate and drive buzz
• Offer exclusive sneak peek on national morning show
• Announce consumer survey of revolutionary products to further recognize role of BOTOX during past 20 years
• Video stream event via AGN Global News Web site
• Speakers include Alvin Ailey representative, AGN c-suite and medical representatives and KOLs
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“A Celebration of Life”: Gala Performance
Host high-profile red carpet VIP event that brings to life emotional and physical benefits of BOTOX through dance and creatively interprets and expresses how BOTOX gives life
back to those who use it
● Showcase Judith Jamison-choreographed inspirational dance that visually communicates the gift BOTOX gives to patients
● Dance to showcase story of life before and after BOTOX across indications; inspires hope
● Create high-end invite mailed to targets and delivered via sales reps, featuring 20 years of BOTOX tribute
● Celebrities with personal ties to dance community and AAADT, leading
neurology KOLs, third-parties
● Develop special performance Playbill to feature BOTOX heritage, patient profiles and third-party congratulatory pages
The Celebrati
on of Life
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“A Celebration of Life”: VIP / Media Reception
Host post-performance reception with KOLs, third-parties, celebrity patients and media to showcase AADT partnership
and drive national news coverage
● Onsite media interviews with Allergan, AADT, Judith Jamison, KOLs and BOTOX patients
● Exclusive interview to national celebrity broadcast and/or print outlet; red-carpet photo opps with celebrities
● B-roll with BOTOX patient testimonials ● Photo caption “20th Anniversary of BOTOX” to drive additional
coverage with Photogs
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• Welcome, review agenda – Robert Grant• Introduce partnership between Allergan and Alvin Ailey
and how it links to BOTOX Tx and the brand – Robert Grant
• Alvin Ailey Dance Theatre spokesperson talks about relevance of partnership – Judith Jamison, Creative Director (also celebrating her 20th year with AA)
• Historical review of BOTOX Tx – KOL • Celebrity patient testimonial – Possibly Leon Fleischer• Closing remarks – R. Grant• Q&A – Robert Grant, KOL, Judith Jamison,
BOTOX Tx patient
“A Celebration of Life”: VIP / Media Reception Potential Agenda
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“A Celebration of Life”: Performance Tour and Grassroots Outreach
Roll out mini-fundraiser events in key markets at movement disorder and stroke centers
• Local dance companies to re-enact performances honoring local patients and KOL
• Host patient, professional and consumer educational events
• Invite key local dignitaries to speak/chair event
• Conduct local media tours
• Provide Playbills for local events
The
Celebrat io
n of Life
“A Celebration of Life”: Employee Engagement
Local media and Local media and dignitaries to attend to dignitaries to attend to extend reach with local extend reach with local
communitycommunity
Reenact the Celebration of Life on Allergan campus to engage employees and drive interest and internal pride
Allergan C-suite executives Allergan C-suite executives to speak to to speak to
20th anniversary and 20th anniversary and anticipation for futureanticipation for future
Work with local California Work with local California dance company to perform dance company to perform
Celebration of Life dance for Celebration of Life dance for Irvine employeesIrvine employees
Leveraging the 20th Anniversaryfor PSS Approval
20th Anniversary of BOTOX: ““A CelebrationA Celebration
of Life” of Life”with Alvin Ailey
Maximizing FDA ApprovalsBest hard news hook the brand will ever have
Goal is to take the story beyond a brief mention in
the business section…
…to a deeper, richer feature that highlights brand
messages
“Today the FDA gave its thumbs up to BOTOX for a
new use: post-stroke spasticity, adding to the list of medical uses for the popular
wrinkle-buster…”
“Good news for people who have endured a devastating stroke —
BOTOX! Known for 20 years for its ability to “relax” contracted muscles, this new approval for the leg and arm spasticity often associated with stroke
gives patients new hope. With BOTOX, people who have had a
stroke and are struggling with painful muscles that make rehab hard will now
have a new weapon in their battle”
Requires high profile partners who attract media attention, to give a voice to the challenges stroke patients face, and why the BOTOX approval is so important for them
Post Stroke Spasticity Approval and Beyond
26
Leverage interest and credibility built from BOTOX 20th Anniversary Celebration of Life campaign to
drive awareness and uptake of BOTOX for PSS indication
Implement three-phased strategy to drive national awareness of the signs, symptom of PSS and the unique benefits of BOTOX Tx
FDA Approval Media Blitz
Create national buzz around major brand milestone as next great solution BOTOX brings to
neurology field in its long history
Celebrity/Third-Party National Education Program
Launch
Utilize cache and credibility of celebrity/third-party partners to
garner national media interest in PSS and BOTOX
Celebrity Third-Party Regional Education Program
Sustain the BOTOX PSS benefits message with PSS patients and healthcare professionals through
regional efforts
Phase I: FDA Approval Media Blitz
• Distribution of press release and aggressive national and local media outreach
• National media tour in NYC
• Spokesperson recommendations Corporate: David Pyott, CSO Clinical Investigators: physiatrists / neurologists (TBD) Patients
• Third-Party outreach Disseminate approval news to relevant third-party organizations
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Drive, Control and Maximize BOTOX PSS Approval
Leveraging the Strength of Celebrity and Third-Party Support to Gain Share of Voice
Celebrity and third-party endorsement will raise media interest in and exposure to PSS condition and BOTOX indication
During an election focused media season – Oct 2008 through Feb 2009 - the strength of a celebrity/third-party
team will be critical to position PSS as a condition that deserves an appropriate share of voice and
BOTOX as a revolutionary treatment
The right celebrity/third-party team must be relevant to the PSS audience, empathic to PSS through first hand experience,
communicate the functional and emotional benefits of BOTOX … …and drive national media interest
The Right CelebrityBen Vereen
Suffered a stroke and spasticity in 1992
Is using BOTOX to treat his spasticity (CONFIRM)
Ties to 20th anniversary theme to maximize synergy and investment
Is a legendary showman well recognized among our target audience – men and women 50+
Holds national media interest via long standing stage and TV prescence and recent film and stage awards
30
The Right Third-Party Partner National Stroke Association
•The National Stroke Association offers a wide array of programs, products and services, from patient education materials to scientific information
•10,000 stroke survivors in data base
•No specific information about PSS in three years
•Launching hospital discharge “opt-in” program to stroke patients; materials lacking spasticity information
Educational partnership with National Stroke Association establishes BOTOX in PSS treatment paradigm, extend reach and
awareness within stroke community of patients and caregivers
Provide grant to support development of PSS patients educational materials
for hospital discharge “opt-in” program, microsite, etc.
The Right Positioning
Having a stroke can be a terrifying experience; among the many changes it brings, patients may find themselves with tight or stiff muscles that make moving the arms and legs difficult and painful
BOTOX, the therapy that has been helping patients with movement disorders for 20 years, is now available to help patients achieve relief from tightness and pain in the upper limbs, helping them get back on their road to recovery
Through visual media, the right campaign will showcase how seeking treatment for post-stroke spasticity is critical to successful rehabilitation therapy and return to normalcy after stroke
PSS PR Brand Platform
BOTOX PSS =
XXXXXX
2009 -2010 Campaign Overview
Working with Ben Vereen and the National Stroke Association, drive rapid awareness and trial of BOTOX for PSS by
demonstrating how the brand speeds recovery and return to normalcy after stroke
3rd Party & Celebrity Partner
Regional Performance Media Events
2010
ProfessionalLaunch at AAPM&R
Campaign Components
National Performance Media Launch
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National Media Launch
Ben Vereen Performance
National / NY Media Tour with NSA and Vereen
Post-Event VIP Reception with NSA and KOLs
Launch educational campaign with NSAat high-profile NYC media event debuting
Ben Vereen dance performance to create buzz and increase awareness of BOTOX for PSS
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Professional Launch
Ben Vereen showcased as signature VIP eventat AAPM&R Annual Meeting
(TBD depending upon approval timing)October 22-25, Austin Tx
● Drives awareness and affinity for BOTOX treatment for Post-Stoke Spasticity among physiatrists
● Physiatrists, media and local dignitaries to attend performance and VIP reception
● NFCA rep to attend and invite local members to attend● Highlight PSS patient stories with media● Conduct Ambassador trainings with KOLs
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Xxxxx 2010 Performance Tour
Xxxxx Ben Brings Campaign to Life at Regional
Level with Dance Performances |Across America
NY, Miami, Dallas, Chicago, San Francisco
● Host high-profile NSA Foundation Performances with Ben Vereen to raise awareness of PSS and BOTOX
● Feature educational materials to expand awareness of BOTOX for PSS
● Conduct media outreach and host media briefing priorto performances
● Host professional VIP events after performance
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Maintain ongoing relationships with key trade media
and KOLs to create sustained media coverage
Desk side press briefings with key
reporters at medical meetings
Keeps reporters abreast of news
Keeps Allergan top-of-mind
Lays groundwork for Allergan to be viewed as a resource
Support ongoing relationships with key
advocacy groups, providing updates on
new BOTOX developments
Third-Party Relationships
KOL Media Strategy
Trade Media Relationships
Build and sustain relationships with
KOLs to implement KOL-driven media
programs regarding BOTOX-related
clinical data
Clinical data outreach
Development of byline articles
Availability for media interviews
Clinical Data
Showcase BOTOX TX PSP and HA Phase III data,
OAB
Develop key message track, press release, Q&A
Work with investigators; message train
Conduct trade media outreach
2009 BOTOX Tx News Bureau
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BOTOX Tx Opportunistic Media
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Month (2009) Pitch Topic Example Targets Potential Headline
January 2009BOTOX: 20 Years of Making a Difference
National Weeklies:Time, Newsweek, U.S. News & World Report, etc.
Newsweek: “Two Decades of BOTOX—What Have We Learned?”
February 2009 “Disease Awareness – Blepharospam and Cervical Dystonia”
Science Pubs:Seed, Wired, Science, etc.
Seed: What Causes Certain Neurological Disorders?
March/April 2009 “The Tom Stampe story”
Broadcast: The Today Show
A quick feature on Tom Stampe during the Today Show’s fourth hour
May 2009 “BOTOX safety pitch”
Local Dailies:Baltimore Sun, San Francisco Chronicle, New York Post, etc
Baltimore Sun: “What You Need to Ask Your Doctor About BOTOX”
June/July 2009
“Functionally blind but able to see – the mechanics behind blepharospasm.”
Local Dailies:Baltimore Sun, San Francisco Chronicle, New York Post, etc.
San Francisco Chronicle: “Blinking to Blindness”
Manage litigation issues
Ongoing PR Fundamentals
Issues Management: War Room Approach Competitive Reconnaissance, Blunting
KOL Network Support
Strategy of Inclusion
Ongoing Strategic Counsel
Safety Messaging
Daily Media Monitoring
Issue-Specific Activities
Opportunistic Media Outreach Medical Meetings/Data Support
Third-Party Ally Development
Driving consistent coverage and managing the environment
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2009 BOTOX Tx TimelineFeb Mar Apr May June July Sept Oct Nov DecAugJan
News Bureau: Opportunistic and Data/Milestone Publicity
April 25 – May 2 Seattle, WA
Sept. 10-13Scottsdale, AZ
Oct. 22-25Austin, TX
June 7-11Paris, France
“A Celebration of Life”Local Roll-out
“A Celebration of Life”National Media Launch Event
(NYC)
Charity Gala Event and National
Media Outreach
Botox 20th Anniversary-Internal Celebration
PSS FDA Approval
Xxxxx National Media Launch
BOTOX Tx PR Success Measures
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20th Anniversary Performance, National Campaign Announcement
Generate 80-100 MM media impressionsProvides reporters with background about BOTOX heritage story
Showcases BOTOX value for patients
Performance Tour & Outreach (five markets)
Generate 50MM media impressionsProvides reporters with background about BOTOX heritage story
Showcases BOTOX value for patients
Employee EngagementReinforces BOTOX heritage among Allergan employees
Generates excitement about BOTOX
Spasticity FDA Approval
Generate 55MM media impressionsGenerates awareness of BOTOX for spasticity
Raises awareness of PSSStrengthens relationships with ~25 physiatrists
Highlights importance of seeing neurologist/physiatrist
Xxxxx National LaunchGenerate 65MM media impressions
Demonstrates BOTOX as being “More than Skin Deep” by highlighting its impact on patients’ lives
News Bureau Generate 30MM media impressionsStrengthens relationships with key reporters and BOTOX KOLs
Goal: 280-300 MM Media Impressions
2009 BOTOX Tx PR Estimated Budget
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Fee OOP Total
“A Celebration of Life” Partnership $5,000 $250,000 $255,000
“A Celebration of Life” National Media Launch $125,000 $75,000 $200,000
Performance, Gala Event & Media Outreach $188,000 $256,000 $444,000
Performance Tour & Media Outreach (5 markets) $250,000 $210,000 $460,000
Employee Engagement $35,000 $15,000 $50,000
PSS FDA Approval Outreach & NYC Tour $95,000 $11,250 $106,250
PSS Launch at AAPM&R Meeting (TBD based on approval timing)
$105,000 $131,000 $236,000
Xxxxx Program Launch $126,000 $521,000 $647,000
News bureau $105,000 $14,400 $119,400
2009 BOTOX Therapeutic Estimate TOTAL $1,034,000 $1,483,650 $2,517,650
2009 BOTOX Therapeutic Estimate TOTAL (without Celebration of Life Tour & Media)
$784,000 $1,273,650 $2,057,650
Thank you!
Addendum
Alvin Ailey American Dance Theater Profile
INTERNATIONAL IMPACT
AAADT has performed for more than 21 million people in 48 states and in 71 countries on six continents.
The company’s school trains 3,000 students a year from 21 countries, has a long-established junior troupe, and holds dance camps in seven American cities.
CELEBRATING 50 YEARS
The Library of Congress is holding an exhibition, “Alvin Ailey American Dance Theater: 50 Years as Cultural Ambassador to the World”
Manhattan’s West 55th Street from 9th to 10th Avenues will be named Alvin Ailey Place
Anniversary Ailey Barbie doll, designed by Judith Jamison
AAADT is dedicated to enriching the heritage of American modern dance, and safeguarding the uniqueness of the African-American cultural experience.
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Mikhail Baryshnikov & Baryshnikov Arts Center
Mikhail Baryshnikov is the most celebrated artist in the dance world. His extraordinary, enduring talent prompted Time magazine to proclaim him "the greatest living dancer."
Among Baryshnikov’s most recent awards are the Kennedy Center Honors, The National Medal of Honor, the Commonwealth Award and Yale University's highest honor, the Chubb Fellowship
“…every ballet, whether or not successful artistically or with the public, has given me something important. Everything that I've done has given me more freedom.'‘ - Mikhail Baryshnikov
The Baryshnikov Arts Center (BAC) in NYC is an international center for artistic experimentation and collaboration, providing unique opportunities for the
professional development of emerging and mid-career artists from around the world and across disciplines.
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American Ballet Theatre
Make a Ballet at American Ballet Theatre
The passion, power and movement of one of the world's most revered and innovative dance companies. The centerpiece of American Ballet Theatre’s education and outreach initiatives is its award-winning Make a Ballet at American Ballet Theatre program. Helping to meet the need for arts education in underserved schools and communities, this model program also introduces students to all aspects of the creative and administrative theatrical experience.
Make a Ballet offers students the opportunity to design, choreograph, construct, produce, and perform their own original performance piece. They work under the tutelage of ABT Teaching Artists, all of whom are professionals in their field, and school faculty. In response to the success of Make a Ballet, American Ballet Theatre launched a national model, Make a Ballet on Tour, in 2005 that tours the country.