Vertex 509 & 809 capabilities less case study v3 bh_6-24-13
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Transcript of Vertex 509 & 809 capabilities less case study v3 bh_6-24-13
Presented by Science Branding Communicationsto Vertex PharmaceuticalsJune 25, 2013
Development of Powerful Stories for VX-509 and VX-809
2Who We Are
Edward Perper, MDChief Executive Officer
Founder, Multimedia in Medicine
Founder, AnimationMD
Co-founder, Science Branding Communications
Cardiology practice x 14 years
Harvard Medical School
Stanford University Cardiology
20 years digital medical education experience
3Who We Are
Bernie CocciaPresident
25+ year veteran of pharmaceutical communications industry
Involved with over 20 launches working within global advertisingagency, medical publishing, contract sales and projects firms
Category experience includes oncology, CNS, respiratory, anti-fungal, anti-infective, virology, pain management and women’s health
Expert in product branding, differentiation, messaging and media
Boston College Carroll School of Management, marketing degree
4
40+ years of pharmaceutical sales and marketing experience
Involved in over 30 product launches
Active in numerous industry associations including DIA
Co-founder, Science Branding Communications
Partner, Shaw Science Partners
University of Maryland, Pre-Veterinary Medicine
Who We Are
Bill HahnPrincipal
5Agenda
‣ Introduction
‣ Our Unique Approach to Science Communication
‣ VX-509: Science Challenges and Opportunities
‣ VX-809: Science Challenges and Opportunities
‣ Case Study: Lyxumia/Sanofi
6Our Clients
7SBC Science Communication Services
Story Development
Story Communication
Digital Technology
Strategic Tactical
Innovative
88What are your challenges?Scientific Complexity
Stakeholder Consensus
Educational Challenges
Product Differentiation
9We believe the right story empowers you tomeet these challenges
Scientific Complexity
Stakeholder Consensus
Educational Challenges
Product Differentiation
10
What makes storyso effective in sciencecommunication?
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Drug science is complex & multifaceted
Normal physiology
Disease pathophysiology
Drug MOA
Competing Drug MOAs
Preclinical drug dataSignaling pathways
Receptors
Pharmacokinetics
Pharmacodynamics
Facts vs Hypothesis vs Theories
Molecular structure
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Communicating complex science to physicians,investors, and payors is challenging
‣ Short attention span
‣ Major time constraints
‣ Science is boring
‣ Limited scientific knowledge
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Scientific facts and data alone are insufficient
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The Power of Story
ScientificComplexi
ty
TheRightStory
‣ Improves comprehension
‣ Drives consensus
‣ Optimizes differentiation
‣ Creates excitement & anticipation
‣ Increases clinical relevance
‣ Increases adoption & advocacy
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Why does story work?
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People think and understand in stories
“What people know consists almost exclusively of stories.
Schank, Roger C. & Abelson, Robert P. (1995) Knowledge and Memory: The Real Story. In: Robert S. Wyer, Jr (ed) Knowledge and Memory: The Real Story. Hillsdale, NJ. Lawrence Erlbaum Associates. 1-85.
Roger C. Schank and Robert P. AbelsonKnowledge and Memory: The Real StoryNorthwestern University and Yale University
[The brain possesses] the cognitive machinery necessary to understand, remember, and tell stories.”
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The science of story: neural coupling
Stephens G J et al. PNAS 2010;107:14425-14430
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Stories activate specific brain regionsthat facilitate comprehension
FRONTAL PARIETAL TEMPORAL OCCIPITAL
Comprehension
Production
Subprocesses
FRONTALPARIETAL
OCCIPITAL
TEMPORAL
Summary of Imaging Studies of Narrative Comprehension and Narrative Production
Adapted from Mar RA. The Neuropsychology of narrative: Story comprehension, production and their interaction. Neuropsychologia 42:1414-1434, 2004.
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Most human learning occurs visually
Routes ofHuman Learning
OSHA Occupational Safety & Health Administration. Presenting Effective Presentations with Visual Aids U.S. Department of Labor, Office of Training and Education. May 1996.Accessed 12/31/12 at: http://www.osha.gov/doc/outreachtraining/htmlfiles/traintec.html
Vision
11%
Hearing
SmellTouch
Taste
83%
3.5%
1.5%1.0%
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Adding visuals to verbal presentationincreases retention by 6.5-fold
Adapted from OSHA Occupational Safety & Health Administration. Presenting Effective Presentations with Visual Aids U.S. Department of Labor, Office of Training and Education. May 1996. Accessed 12/31/12 at: http://www.osha.gov/doc/outreachtraining/htmlfiles/traintec.html
% Presentation Messages Retained3 days after presentation
Type of Presentation
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The Power of Story
ImprovesComprehension
IncreasesDifferentiation
ImprovesRetention
AchievesConsensus
CreatesExcitement
IncreasesAnticipation
IncreasesAdoption
& Advocacy
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SBC’s Core Competencies
Scientific Expertise Storytelling
Visualization
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The single scientific rationalethat creates
the “reason to believe”
Core ScienceConcept
We begin with the end in mind
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5-Phase Story Creation Method
PHASE 1 Science Investigation
PHASE 2 Stakeholder Interviews
PHASE 3 Core Science Concept
PHASE 4 Science Visualization
PHASE 5 The Story Deck
PHASE 1 Science Investigation
Literature research
Identification of landmark studies
Competitive landscape analysis
Graphic image research
Story Creation Method25
PHASE 2 Stakeholder Interviews
Face-to-face and conducted by SBC Physician Medical Directors
Interview internal stakeholders and review literature
Develop topic guide
Identify 6 external Thought Leaders
Open-ended, in-depth TL interviews using topic guide
Evoke scientific concepts and educational strategies
TLs often share creative ideas not expressed to client or ad boards
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Story Creation Method
PHASE 3 Core Science Concept
2 to 3 key science concept candidates identified
Rough development of all concepts in words & images
Rough concepts presented to client for discussion
Core Science Concept selected based on:
- Level of support from TLs and published literature
- Level of complexity and comprehensibility
- Degree of differentiating power
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Story Creation Method
PHASE 4 Visualization & Metaphors
Refinement of Core Science Concept
Development of Science Visualizations
Development of Science Metaphors
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Story Creation Method
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Visualizations and Metaphors
Examples
PHASE 5 Story Deck Development
Finalization of Story Development
Review by selected Thought Leaders and Internal Compliance
Revisions, Edits, and Delivery
30
Story Creation Method
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Objective & Content of the Story Deck
Contents ‣ 40 to 60 slides
‣ Visualizations & visual metaphors
‣ Motion graphics
‣ Fully referenced
‣ Speaker notes
Clearly communicate the complete story thatdifferentiates the compound for HCPs and Consumers
Objective
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Features & Benefits of the Story Deck
The Story Deck
Provides meaning and relevance
Clearly visualizes critical concepts
Engages audiences and makes them care
Influences behavior
Complete detailed story
Flows: problem > tension > solution
Emotionally resonant
Contains characters, setting, and plot
Features Benefits
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The prelaunch & post-launch Story Decks are your sources for multiple programs & audiences
MD Generalists
MD Specialists
MSLs
Sales Reps
Investors
Payors
Other HCPs
PrelaunchStory Deck
Post-launchStory Deck
ClinicalData
Prelaunch & Post-launchSpeaker Decks
Prelaunch & Post-launchInteractive Programs
Prelaunch & Post-launchStory Videos
A Closer Look at VX-509
35
Complex Science of JAK-3 Signaling in RA
-3
-3-3
-3
-3
-3
36
VX-509 Advantages & Challenges
■ Highly complex and unfamiliar science
- VAK/STAT signaling
- Multiple JAK and STAT isotypes
- Multiple cytokines
- Multiple cell types
- Multiple receptor types
Potential side effects associated with immunosuppression
■ New approach to treatment of RA
■ JAK signaling is essential in inflammatory signaling and associated with irreversible tissue damage in RA
■ VX-509 is highly selective inhibitor of JAK-3 potentially associated with immunosuppression with few off-target side effects
- 1000X higher than for non-JAK kinases
- 25-50X higher than for other JAK isotypes
■ Oral administration
Advantages Challenges
A Closer Look at VX-809
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Complex Science of CFTR in CF
39
Many visual styles depict CF
Results of googeImage search for “CFTR cystic fibrosis”
40
VX-809 Advantages & Challenges
■ Complex science of CF, role of CFTR, evaluating changes in pulmonary function, eg, relative vs absolute change in FEV1
■ Complex complementary MOAs
■ Best pulmonary function (FEV1) improvement observed with highest VX-809 dose (600 mg), less improvementwith lower doses
■ Small number of patients in Phase 3 study
■ No significant change in sweat chloride
■ VX-809 and Kalydeco have complementary MOAs
■ VX-809 MOA targets “genetic root” of CF
■ Effective in homozygous Delta 508 mutation which is highly prevalent (50% of US patients)
■ Well tolerated
■ Oral administration
Advantages Challenges
41
Summary
42
Story Communication
Story Communication Deliverables
‣ The Story Video
‣ Speaker Decks
‣ 2D/3D Animation Videos
‣ Training Programs
‣ Interactive Learning
‣ Smart phone/iPad Apps
‣ Ad Board Moderation
‣ Workshop Participation
SBC provides story creationand story communication
Story Creation
Story Creation Method
1. Science Investigation
2. Stakeholder Interviews
3. Core Science Concept
4. Visualizations & Metaphors
5. The Story Deck
43
Our Value Proposition
Visual explanations that clearly support difficult-to-understand concepts in the story
Visualizations & Metaphors
The single rationale that creates the“reason to believe” for HCPs and Consumers
The Core Story Concept
Complete stories that communicate the Core Story Concept to HCPs and Consumers
Story Decks & Story Videos
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