The Battle for Men's Health Attention and Action-final · XTx XTx XTx XTx Dx Dx Dx Dx 53% 82% 64%...

Copyright © Phoenix Marketing International 2012. All rights reserved.

The Battle for Men’s Health

Getting Men to Pay Attention AND Take Action

Men’s 360 View of all Men’s Health Ad Campaigns in Q4, 2011

2Copyright © Phoenix Marketing International 2012. All rights reserved.

Why Did it Take Moses 40 Years to Cross the Desert?


Why Did it Take Moses 40 Years to Cross the Desert?

He didn’t want to ask for directions!


Sadly, that’s true about MEN taking care of their own

health too!

� While 9 of 10 men 45+ will repeatedly experience symptoms related to their prostate, hormones, erectile function or levels of uric acid… � Men are reluctant to seek help. Women out number me n two to one in

waiting rooms!

� Worse, men with these undiagnosed symptoms have a 6-fold increased risk for life-threatening comorbidities. � Yet treatment for these symptoms is 4 times less li kely than other

conditions!

� Getting men to talk to their doctor has spawned the largest outpouring of DTC. But, do they work?� Today we will answer that question:

� 1st from findings of a large media consumption study of the entire men’s health category

� 2nd from a case example of the making of “Is it Low T” campaign.� How big is this issue?

� While 9 of 10 men 45+ will repeatedly experience symptoms related to their prostate, hormones, erectile function or levels of uric acid… � Men are reluctant to seek help. Women out number me n two to one in

waiting rooms!

� Worse, men with these undiagnosed symptoms have a 6-fold increased risk for life-threatening comorbidities. � Yet treatment for these symptoms is 4 times less li kely than other

conditions!

� Getting men to talk to their doctor has spawned the largest outpouring of DTC. But, do they work?� Today we will answer that question:

� 1st from findings of a large media consumption study of the entire men’s health category

� 2nd from a case example of the making of “Is it Low T” campaign.� How big is this issue?


The U.S. Men’s Health Market: Age 45+ is One of the Largest Men 45+ are 57 million

…And growing 14% by 2020, 27% by 2030.

Source: 2010 Census projection

65 M

57 M

47%

122 M

45+

2010 Population

Women 45+

Men 45+

Total: 308 M

Men 45+ : 57 M


3 of 4 Men 45+ Have Treatable SymptomsOnly a 1/4th do not.

24%without

Symptoms

76%with

Symptoms

for either erectile dysfunction,

hypogonadism, benign

prostatic hyperplasia, and/or

hyperuricemia…or

ED, Low T, BPH or Gout

43 Million Does that

make them an

easy target for

a marketer?

Source: Phoenix Healthcare ‘s 360o Men’s Health Pilot 2012


Where is the Battleground for the Most Category

Growth?

No

Symptoms

24%

Symptoms

only

38%

Diagnosed

38%

Men 45+


Does opportunity lie

within the 38%

diagnosed …

…. Or within the 38% with

symptoms?


While it Looks Like More than Half are Open for a

Treatment…

Current

Tx

42%

Current

Tx

42%

Current

Tx

42%

Current

Tx

47%

Not

Tx

58%

Not

Tx

58%

Not

Tx

58%

Not

Tx

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

ED Low T BPH Gout



The Opportunity Shrinks to Only 25% Due to So Many

Experienced Treaters

Current

Tx

Current

Tx

Current

Tx

Current

Tx

Former

Tx, 35%Former

Tx, 25%Former Tx,

16%

Former Tx,

27%

Never

Treated

23%

Never

Treated

33%

Never

Treated

42%

Never

Treated

26%

0%

25%

50%

75%

100%

ED Low T BPH Gout

• The Battleground is not among the already diagnosed.

• Finding prospects means looking at the UNDIAGNOSED.



Men with Undiagnosed Symptoms More than Doubles

the Opportunity for New Patients


Tx

TxTx Tx

XTx

XTx

XTx XTx

Dx

Dx

DxDx

53%

82%

64%71%

0%

25%

50%

75%

100%

ED Low T BPH Gout

Pe

rce

nt

wit

h E

ach

Ma

rke

t


OK, So Aiming at Men with a Symptom Sounds Easy

Enough!Just ask a simple question…or two!

Do you have: � Trouble urinating

� Urinating often

� Feeling like bladder is not empty

� Trouble having sex

� Reduced sexual desire

� Depression

� Diminished muscle tone

� Tenderness, redness or extreme pain in a

joint (e.g., big toe)

And get a simple answer?


The Answer is Not So Simple in this Market! 72% of men with at least one symptom will have “Co-mingled Co-morbidities.”


Multiple undiagnosed symptoms,

diagnosed and not treated and experiencing other symptoms,

treated but with other untreated diagnoses or undiagnosed symptoms,

treated for multiple conditions with other symptoms yet diagnosed,

treated for one, diagnosed with another, and symptoms for a third…

….well, you get the picture!

Right?




ED BPH

Low T

Gout



BPH

Low T

ED

Gout




• 12% with more than one

symptoms have all 4.

• Average = 2.2 symptoms

If men can’t see themselves

fitting neatly in a

“single category” then

predicting how they will

respond to one DTC campaign

becomes, well .…. challenging.

Look at it from their point of view.

BPH only: 21%

Low T only: 7%

ED only: 8%

Gout only: 17%



Connecting a set of symptoms to a condition, with a promising

treatment, or a brand is a VERY confusing journey especially

with all the NOISE in the marketplace…..!Websites Television

Print

Digital

Source: Competitrack


How Much Noise?

15 Brands Spending over $400 Million

…And growing

$316 M

$413 M

$-

$100

$200

$300

$400

$500

2010 2011

Mil

lio

ns

ED, Low T, BPH, and Gout

Television, Print, and Banner Ads Spend

11 Rx brands

15 Rx brands

2 Disease State

Awareness


33%


That is a Large Chunk of Total DTC:

About 10% in 2011

<$ 5

Billion

9%

DTC 2011

Total Men's health



That is a Large Chunk of Total DTC:

About 10% in 2011

<$ 5

Billion

9%

DTC 2011

Total Men's health

More than Women’s Health Combined

Birth Control

Men's

HealthOsteoporosis

Over Active

Bladder

$-

$100

$200

$300

$400

$500

Women's Health Men's Health



Accompanied by an Influx of Disease State Awareness

(DSA) Ads in 2011

DSA’S $44 M

ED, Low T, BPH

& Gout

All Branded

Campaigns

$369 M

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

DTC

DSA-2 Categories Branded- 4 Categories

2011


DSA’S

Now

> 10%

Copyright © Phoenix Marketing International 2012. All rights reserved. 21

WITH ALL THAT NOISE,

WHAT CAMPAIGNS

AND WHAT BRANDS

DO MEN PAY ANY ATTENTION TO?


To Find Out: Phoenix Healthcare Sponsored a Study

� Objective:� To measure exposure to DTC branded

and DSA ads from 4 categories and derive their impact on driving men with symptoms to initiate a discussion about their condition with a physician.

� Metrics:� Phoenix 360o Multi-media

Campaign Gallery to measure exposure accurately and completely for all media.

� Key Metrics : Category Campaign Recall (Branded and Disease State Awareness –DSA) and last 90-day behavior.

* Included Levitra print from 2010 for baseline

• The study is syndicated in order to openly share results

at DTC National Conference

• Sample: 1500 Gen. Pop. Sample of men 45+

• Stimulus: Men’s Health DTC run in quarter 4, 2011.


$39,017

$12,920

$13,252

$37,872

$-

$50,706

$9,258

$4,307

$10,156

$21,795

Uloric

Takeda

Colcrys

Rapaflo

Avodart

Axiron

AndroGel

Abbott

Viagra

Levitra*

Cialis

Campaign Spend: 2011($000) Q1-Q3, 2011 Q4 Spend

$17,699

We Measured 17 Campaign Galleries, 37 Creative Assets

$72,501

Total 2011 branded spend

$1,875 in 2010

$48,028

$547

$1,634

$7,444

$53

$2,560

$48,275

ED

Low

TB

PH

Go

ut

$1,423

$17,227


Obvious big spenders are Cialis, Viagra, Uloric and both Takeda and Abbott

for their disease awareness ads.


Starting at a 50,000 Foot View: Branded versus DSA

• Brand campaigns win attention even among the

Asymptomatic.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Asymptomatic Symptoms Diagnosed Treaters

Four Brand Category Campaigns Combined



Starting at a 50,000 Foot View: Branded versus DSA

• Brand campaigns win attention even among the

Asymptomatic.

• DSA campaigns gain less attention overall.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Asymptomatic Symptoms Diagnosed Treaters

Two Disease State Awareness Campaigns

Four Brand Category Campaigns Combined

Brands spending 10 times that of DSA producing less than

2 times recall the ROI for DSA is 6.1 over Brands.



At the Category Level: Which Campaigns Wins Men’s Attention?

$0

$20

$40

$60

$80

$100

$120

$140

0%

25%

50%

75%

100%

ED ads Gout ads BPH ads Low T ads

% R

eca

lle

d a

t Le

ast

On

e A

d i

n C

ate

go

ry Branded Campaign Recall by Symptom

ED Symptoms Low T Symptoms BPH Symptoms Gout Symptoms Millions

• 9 of 10 men recall any ad from any ED branded campaign.

• BPH and Low T branded campaigns recall lags along with spending.


At the Category Level: Which Campaigns Wins Men’s Attention?

$0

$20

$40

$60

$80

$100

$120

$140

0%

25%

50%

75%

100%

ED ads Gout ads BPH ads Low T ads

% R

eca

lle

d a

t Le

ast

On

e A

d i

n C

ate

go

ry Branded Campaign Recall by Symptom

ED Symptoms Low T Symptoms BPH Symptoms Gout Symptoms Millions

• Men pay equal attention to DTC outside of their symptom category - a

sign of how co-mingled co-morbidities introduce a level of chaos and

competition most trackers miss.


At the Brand Level: Who Wins?Cialis campaign wins highest exposure recall, 80+% ahead of Viagra with

newcomer, Uloric, close behind. “Is it Low T” and “Think you have gout”

follow.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Is it Low T

Androgel

Low T

others

Cialis

Viagra

LevitraED others

Think you

have gout

Uloric

Gout

others

Avodart


MEN WITH SYMPTOMS SEEM TO WATCH

ANYTHING THAT MAY EXPLAIN THEIR SYMPTOMS

OR PROMISES RELIEF.

BUT, HOW DOES MORE EXPOSURE PREDICT

MORE ACTION?


At 50,000 Feet: Exposure to Branded Campaigns

Significantly Boosts Starting a Discussion with Doctors

28%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Not exposed to Branded DTC Exposed to Branded DTC

Exposure to branded campaigns significantly lifts the percent of men willing

to discuss their condition with their doctor over those who were not exposed.

A

43%

lift


Started a Discussion About Condition

Among Those with Undiagnosed Symptoms


At 30,000 Feet: A Brand/DSA Campaign Combination

Shows More Impressive Lift to Action

150%

lift

225%

lift

Among men with gout symptoms who recalled having been exposed to the

“Think you have gout” DSA were three times more likely to started a

discussion about gout than those who had not seen the campaign.


Non-Recaller

Uloric-

Recaller

0%

2%

4%

6%

8%

10%

12%

14%

Men with Gout Symptoms

150% lift

225% lift

Think you have gout

- Recaller


Viagra Ads/Websites Contribution to Overall Campaign Recall

(Campaign Recall = 76%)

Viagra Ads/Websites Contribution to Primary Actions

(Net Primary Actions = 19%)

Note: Primary Actions include: Call toll free number, visit Website, talk to physician, schedule an appointment to talk to physician.

61%TV ads

13% Print ads

12%Digital ad

4%4%5%

2 banners

1 YouTube

Contribute

20% to Total

At the Brand Level: TV Wins Largest Proportion of

Campaign Recall

• TV ads win more than half of the Campaign recall, digital just 20%.


Viagra.com

YouTube: Can You Spot a Fake Video

Banner: Ask Your Doctor About Viagra

Banner: Can You Spot a Fake?


Viagra Ads/Websites Contribution to Overall Campaign Recall

(Campaign Recall = 76%)

Viagra Ads/Websites Contribution to Primary Actions

(Net Primary Actions = 19%)

Note: Primary Actions include: Call toll free number, visit Website, talk to physician, schedule an appointment to talk to physician.

16%

27%

12%

19%

11%

16%

2 banners

1 YouTube

contribute

42% to Action

61%TV ads

13% Print ads

12%Digital ad

4%4%5%

2 banners

1 YouTube

Contribute

20% to Total

At Brand Level: Digital Starts Action

• Digital channel creative is biggest driver of actions - 42% of action –

58% with Viagra website is included.

• The mini-campaign “Can You Spot a Fake” combination banner + You

Tube drove 30% of action.


Viagra.com

YouTube: Can You Spot a Fake Video

Banner: Ask Your Doctor About Viagra

Banner: Can You Spot a Fake?


LET’S LOOK AT TWO VERY DIFFERENT STRATEGIES.

HOW CAN BRAND/DSA COMBINATIONS HELP?

CATEGORY CROSSOVER MEDIA CONSUMPTION IS

RAMPANT.

COMPETITION FOR GROWTH IS BETWEEN

CATEGORIES THAT CAN DO A BETTER JOB DRIVING

MEN TO THE DOCTOR.


Two Strategies of Combination Campaigns

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Abbott AndroGel/

Is it Low T?

Takeda Uloric/

Think you have gout

Pe

rce

nt

Sp

en

d

Branded Disease State

Low T

DSA

6 months

before

new brand

ad

started

2009

Uloric 8

months

before

Gout

DSA

started

2011

Proportionally polar opposites

Proportion of Brand to Disease Awareness Spend



Two Strategies of Combination Campaigns

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Abbott AndroGel/

Is it Low T?

Takeda Uloric/

Think you have gout

Pe

rce

nt

Sp

en

d


$0

$20,000

$40,000

$60,000

$80,000

$100,000

Abbott AndroGel/

Is it Low T?

Takeda Uloric/

Think you have gout

Mil

lio

ns


Proportionally polar opposites And significantly different spends

Proportion of Brand to Disease Awareness Spend 2011 Spending



Producing Different Results in Brand Exposure Recall

• Uloric achieves near ED-Category level recall, across the patient continuum.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Asymptomatic Symptoms not diagnosed Diagnosed not treated

% R

eca

ll a

mo

ng

To

tal M

ark

et

Branded Campaign Recall

AndroGel branded Uloric branded

Uloric branded

AndroGel branded



And Different Results in DSA Exposure Recall

• Low T reaches 75% of Uloric’s branded ads among those with

undiagnosed symptoms providing a comparative 2:1 return on market

investment.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Asymptomatic Symptoms not diagnosed Diagnosed not treated

% R

eca

ll a

mo

ng

To

tal M

ark

et

Branded and DSA Campaign Recall

Androgel branded Is it Low T?- Among any

Uloric branded Think you have gout-Among any


2 : 1

ROI

Low T DSA

Gout DSA


And Different Results in Boosting Aided Condition Awareness:

A Critical Step to Initiating a Physician Discussion

• More men who just saw the Low T DSA were aware of Low T.

• But men who saw both campaigns were 72% more likely to be aware of the

condition “Low T” over those who saw no campaign ads.

72%

Lift over

non-

recallers

AndroGel

only

Uloric

only

Is it Low T-

onlyThink you

have gout-

only

Brand + DSABrand + DSA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Low T Gout

Co

nd

itio

n R

eca

ll B

ase

d o

n D

iffe

ren

tia

l E

xpo

sure

Symptoms Not Diagnosed

Aided Condition Awareness by Combination of Campaign Exposure

72% over

seen no

DTC



And Different Results in Boosting Gout Awareness:

• In this case the Uloric branded ad performed significantly better than the DSA.

• Similar to Low T, men who saw both campaigns were 20% more aware of the

condition “gout” over those not exposed to either campaign.

72%

Lift over

non-

recallers


AndroGel

only

Uloric

onlyIs it Low T-

onlyThink you

have gout-

only

Brand + DSABrand + DSA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Low T Gout

Co

nd

itio

n R

eca

ll B

ase

d o

n D

iffe

ren

tia

l E

xpo

sure


Aided Condition Awareness by Combination of Campaign Exposure

72%

over no

DTC

20%

over no

DTC


Both Deliver Similar Results on Call to Action

72%

Lift over

non-

recallers

Neither Ad, 5%

Neither Ad, 10%

Brand + DSA , 15%

Brand + DSA , 31%

0%

5%

10%

15%

20%

25%

30%

35%

Uloric +DSA Is it Low T + Brand

% o

f R

eca

lle

rs w

ho

Dis

cuss

Sp

eci

fic

Co

nd

itio

n w

ith

Do

cto

r


Lift in Starting Gout or Low T Discussion with Physician


• Both deliver 200+% lift in men who started a discussion with a physician over

those who recalled no ad at all.


Brand and Unbranded Contribution to Overall Campaign Recall

(Any Campaign Recall = 88%)

31%

7%4%

18%

26%

14%

The Whole Picture: The Impact of Cross-Category

Media Consumption on Action

Gout DSA : Takeda “Think You Have Gout”

Branded: Gout

Low T DSA: Abbott “Is it Low T”

Branded Low T

Branded BPH

Branded ED

• ED Category achieves largest proportion of branded recall (5 brands), then Gout (3

brands).

• Including DSA, the Gout category gains a greater share of media consumption than ED.




Brand and Unbranded Contribution to Overall Campaign Recall

(Any Campaign Recall = 88%)

Campaign Contribution to Starting Condition Discussion with Dr.

(Started discussion = 40%)

15%

19%

20%

15%

15%

16%

31%

7%4%

18%

26%

14%

The Whole Picture: The Impact of Cross-Condition

Media Consumption on Action

Gout DSA : Takeda “Think You Have Gout”

Branded: Gout

Low T DSA: Abbott “Is it Low T”

Branded Low T

Branded BPH

Branded ED

• However, condition discussion is disproportionately driven by the combination

of Low T DSA and 3 branded campaigns.

• This cross category media consumption effectively diluted ED ROI by 72%.



What can your brand learn from this?

� This study revealed how reluctant men with undiagnosed symptoms are to seek help. This may apply just as much in your market. � Consider ways to understand how men within your cat egory can link their

symptoms to a treatable condition -- DSA’s can help.

� Co-mingled co-morbidities is not a Men’s market problem only. Crossover co-morbid conditions with active DTC can and likely do poach your precious target’s attention and dilute your ROI. � Consider a cross-category study among the most comm only shared co-

morbidities.

� Combination brand + DSA ads can significantly lift essential condition awareness, treatment options, boost physician discussion, and improve your ROI.� Ensure your metrics allow you to attribute contribu tion of each and in

combination .

� 21st Century media integrated with traditional multi-media will leverage your outcomes and justify more use of digital, YouTube, QR codes and better branded websites, etc. � Make sure you can measure media consumptions that i s actually driving

physician discussions.

� This study revealed how reluctant men with undiagnosed symptoms are to seek help. This may apply just as much in your market. � Consider ways to understand how men within your cat egory can link their

symptoms to a treatable condition -- DSA’s can help.

� Co-mingled co-morbidities is not a Men’s market problem only. Crossover co-morbid conditions with active DTC can and likely do poach your precious target’s attention and dilute your ROI. � Consider a cross-category study among the most comm only shared co-

morbidities.

� Combination brand + DSA ads can significantly lift essential condition awareness, treatment options, boost physician discussion, and improve your ROI.� Ensure your metrics allow you to attribute contribu tion of each and in

combination .

� 21st Century media integrated with traditional multi-media will leverage your outcomes and justify more use of digital, YouTube, QR codes and better branded websites, etc. � Make sure you can measure media consumptions that i s actually driving

physician discussions.


Ask for:

� Brand team presentation with examples of findings� Information about any of our 11 DTC category audits

Doug ZaborExecutive Vice PresidentPhoenix [email protected]

QUESTIONS?

All About the Men: A DTC Battleground of Multiple Conditions & the

Opportunities Within

The Battle for Men's Health Attention and Action-final · XTx XTx XTx XTx Dx Dx Dx Dx 53% 82% 64%...

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Transcript of The Battle for Men's Health Attention and Action-final · XTx XTx XTx XTx Dx Dx Dx Dx 53% 82% 64%...