THE PM360 TRAILBLAZER AWARDS 2010
INITIATIVES OF THE YEAR WINNERS

The PM360 Trailblazer Initiative Awards recognize outstanding healthcare marketing and public relations programs and publications in 14 categories. We assessed the strategy, planning, and execution of the programs and the challenges and budgetary constraints they had to overcome in a tough year for marketers. The winners demonstrated innovative and effective techniques for solving a host of challenges: marketing new kinds of products, reaching hard-to-reach HCPs, educating the sales force, leveraging social networking sites, arresting the attention of patients with elegant creative and simple and powerful messaging, using video to mold a company image, and many more. For the consumer and professional publications, recent editorial enhancements and innovations in design and format were assessed, as well as their mission and benefit to their readers. At a time when the publishing world is in flux, the winners have developed a rich variety of features across several media to meet the needs of both HCPs and patients. We congratulate all of our initiative winners.

CONSUMER HEALTHCARE PUBLICATION
CURE Magazine
CURE Media Group
According to the U.S. Cancer Institute, if you’re born in the U.S., your lifetime risk of being diagnosed with cancer is over 40%. The mission of CURE magazine is to bring those who have received this bitter diagnosis the knowledge they need to make it through the journey ahead of them. CURE’s goal is to provide the latest information on every aspect of cancer—from the technical and the scientific to the social and the emotional—combining science and humanity to make cancer understandable.

CURE is fulfilling its mission. A recent survey showed that over 80% of readers considered CURE extremely helpful to them during their cancer journey. Nearly 50% have referenced CURE articles in discussions with their physicians, and 45% were motivated to explore new treatment options. How is this achieved? Each issue provides readers with highly technical information, beautiful and award-winning illustrations, and the voices of both their peers and nationally renowned experts. Each issue has three feature stories and regular mini-features covering diagnosis, guidance during treatment, navigating survivorship, and caregiving, as well as topical supplements. Issues are now further enriched at www.curetoday.com with numerous links to web-exclusive articles and audio slideshows, blogs, e-newsletters, polls, and other resources. One reader put it best: “Thank you for helping save my life. CURE is where I discovered a new drug for non–small cell lung cancer. The drug completely destroyed my tumors in six months. My family went from looking at grave sites to looking at houses.”

CONSUMER PR CAMPAIGN
“Race with Insulin”
Novo Nordisk and Marina Maher Communications
I’ll just quote one of our judges: “Bravo to Novo Nordisk for thinking outside the box and taking a risk in pushing the proverbial envelope with this completely fresh campaign. This is a midsize company that consistently dances circles around many big pharma companies when it comes to innovative marketing.”

The “Race with Insulin” campaign faced a U.S. insulin analog market crowded with competitors with much larger advertising budgets and field forces. It promoted insulin analogs Levemir and NovoLog and the company’s prefilled insulin device, the Levemir FlexPen. Few U.S. physicians recommend prefilled insulin pens like the FlexPen, despite its popularity elsewhere. They are still teaching patients to inject insulin using a vial and syringe.

The Novo Nordisk team staked the success of their campaign on a single spokesperson—Charlie Kimball, the only licensed racecar driver with diabetes in the history of the Indy Racing League. (The theme: Diabetes doesn’t have to “slow you down.”) They combined this inspired choice with a well- balanced, surround-sound marketing communications campaign in the U.S. market. The campaign included nearly 200 print, TV/radio, and online placements, featuring lots of trackside interviews with Kimball, along with personal appearances at the ADA Expo and TCOYD conferences. Online, Kimball gathered more than a thousand followers for the first-ever pharma Twitter page @racewithinsulin, winning a Dosie Award from industry blog Dose of Digital.

Our judge’s verdict: “I find myself much like Judy Garland in The Wizard of Oz chanting, ‘There’s no place like Novo. There’s no place like Novo.’”

CONSUMER WEBSITE/ONLINE INITIATIVE
GoMeals app
Sanofi-Aventis and Intouch Solutions
There are lots of apps for the iPhone, including several focused on calorie counting and overall nutrition, but Sanofi-Aventis and Intouch Solutions noticed that one was missing. There was no app focusing on the unique nutritional needs of diabetes patients. Their GoMeals app was developed to fill that need. GoMeals is a personal meal-tracking application that is remarkably powerful and user-friendly: It’s a nutrition database, meal tracker, and restaurant locator, all in one.

With an astonishing 75,000 generic, branded, and restaurant foods in its database, GoMeals enables you to calculate the nutritional profile in carbs, proteins, fats, and total calories of almost any meal. By adding each meal to your daily “Plate,” you can then view what you’ve eaten and track the nutrition values throughout the day. For restaurant dining, GoMeals uses a GPS locator to find select restaurants within five miles, displaying them on a map. For many restaurants, you can then click the menu button to display a list of menu options, with nutritional information on each one that can be added to your daily total.

GoMeals has many fans. Over 150,000 have downloaded the app since its launch last year, of whom more than 50% launch it at least once a week. It’s not only powerful computing, it’s powerful marketing as well, deftly positioning Sanofi-Aventis as a leader in the diabetes marketplace. As our judges put it: “Nicely done app! I’m sure this is useful for more than just people with diabetes.”

DIRECT-TO-CONSUMER CAMPAIGN
Abilify “Blackboard” Campaign
Bristol-Myers Squibb and JWT
Even though Abilify is familiar to millions and has been marketed as an adjunctive treatment for major depressive disorder (MDD) since 2008, Bristol-Myers Squibb found there was one thing missing: action. Patients had heard about Abilify but for some reason seldom took action and talked to their doctors about it, even though dissatisfaction with prescribed antidepressants is common.

Our judges found JWT’s solution to this problem pleasing in many ways. The campaign started with a solid customer insight: Approximately two out of three patients taking an antidepressant still experience unresolved symptoms, a compelling statistic featured prominently in the campaign and designed not only to help
the patient self-identify but to remind them they are not alone. JWT then framed their campaign around a concise call to action: “If an antidepressant alone isn’t enough, talk to your doctor about the option of adding Abilify.” As an additional motivator, the claim “some people had symptom improvement as early as one to two weeks” was also incorporated. The judges found the creative “elegant,” especially the use of a blackboard, which “conveys credibility in teaching something to the consumer without being boring or too authoritative.” The way the consumer creative was carried over into the HCP materials was also appreciated.

The judges must be right: Abilify has eclipsed the $4 billion mark in sales and continues to grow and gain market share robustly.

DIRECT-TO-PATIENT CAMPAIGN
RA Management Guide and Living With RA Group sponsored by Enbrel
Everyday Health
One of our judges pointed out that “a high emotion and high involvement category like RA [rheumatoid arthritis] is perfect for social solutions.” On the other hand, advertising at social networking sites poses familiar problems, like participant comments that denigrate the product or, worse, that recommend off-label uses for which the advertiser may be held legally responsible.

Everyday Health developed an attractive solution to this problem in the Living with RA Support Group website it developed for Enbrel (www.everydayhealth.com/profile/LivingWithRAGroup).
Their solution is a sort of branded-unbranded hybrid: The friendly, appealing Living with RA Group landing page, sharing the familiar format of other Everyday Health webpages, includes advertising. However, it draws new users and members to an unbranded landing page where they can discuss featured topics and connect with others in a private environment.

Everyday Health tied this webpage to another one—RA Management Guide—to engage and educate users about RA, thereby driving rheumatologist visits and promoting adherence. The guide is a remarkably rich source of information, including a number of lifestyle articles on living with RA, an article explaining the value of consulting a specialist, a photo gallery, and an RA news feed.

The last word, however, comes from the patients themselves. Both the number of visitors and the support group itself have far outpaced what had been contracted for. Everyday Health and Enbrel have created a community in which many RA sufferers feel at home.

INTERACTIVE MARKETING PROGRAM
“Stop Sports Infections” Campaign
Kimberly-Clark Health Care
Imagine a world where March Madness became March Sadness because sports injuries and related surgical infections put an end to the season. Or imagine nobody is left to play first base because surgical infections decimated America’s national pastime. This was the concept behind Kimberly-Clark Health Care’s “Stop Sports Infections” campaign designed to increase awareness of the risk of surgical site infections (SSIs) and build buzz around InteguSeal Microbial Sealant, a first-in-class microbial barrier that seals and immobilizes skin pathogens and reduces the risk of SSIs.

The campaign targeted sports medicine specialists and even used one as the face of the campaign. Dr. Timothy Kremchek, a high-profile sports medicine specialist and team physician for the Cincinnati Reds, served as the spokesperson for the campaign’s website (www.stopsportsinfections .com), which also included product details, patient information, and a free trial offer.

Sports remained central to the campaign, which was designed to coincide with different seasons. It launched during college basketball’s Final Four week in 2009 with email blasts to 3,200 sports medicine orthopedic surgeons featuring the March Sadness theme and links to teaser videos displaying the impact of infections on sports. The email messages changed with the seasons, including different what-if concepts for baseball and football. As one judge said, the campaign was a home run. It garnered over 27,000 website visits, higher than average click-through rates for the emails, and added 1,700 leads for InteguSeal and an additional $400,000 in growth for 2009.

PERSISTENCE PROGRAM
HER Connection
Genentech BioOncology and DKI Direct
HER Connection is an online portal where women diagnosed with HER2+ breast cancer can take a more active role in their diagnosis, treatment decisions, and condition management. One of its features is a Personalized Care Team Guide that encourages patients along the entire treatment continuum to have discussions with their Care Team about their disease as well as their treatment status and options. Women can also enroll in the program on the website (www.herconnection.com) to receive customized emails tailored to support them along their treatment journey.

One area in which the program has excelled is adherence. Genentech BioOncology partnered with DKI to create this program to support HER2+ breast cancer patients and Genentech’s Herceptin as a treatment option. The customized emails sent to “On Herceptin” enrollees encourage adherence and compliance, while those sent to “Not on Herceptin” enrollees offer treatment options and encourage them to talk with their doctors about Herceptin.

Approximately 65% of On-Herceptin enrollees said the HER Connection program was very/extremely valuable in making them feel comfortable continuing Herceptin therapy. It also helped with conversion, since 40% of the Not-on-Herceptin enrollees asked their doctors about Herceptin and 57% ended up receiving it.

“HER Connection redefined what it means to make a connection, keep a connection, and build and motivate patients,” one judge said. “This is among the best campaigns I have seen in the last two decades in our industry.”

PRODUCT LAUNCH
Treanda
Cephalon Oncology and LyonHeart (now LLNS)
Cephalon Oncology appeared to be taking on a daunting task when preparing to launch Treanda as a treatment option for patients with indolent B cell non-Hodgkin’s lymphoma that has progressed. For starters, several established therapeutic options were already available, with chemotherapy representing a large share of this market. Additionally, several negative perceptions surrounded Treanda: the characterization as an alkylating agent highlighted the chemical properties that included nitrogen mustard; key opinion leaders were more interested in novel agents rather than chemotherapy; and Treanda was perceived as an “old” drug because it was discovered in the 1960s in the former East Germany.

Despite these barriers, the launch campaign for Treanda was a tremendous success thanks to a well thought out and executed marketing plan. The brand team focused the launch message around the proven efficacy of Treanda. The sales force was well prepared with substantial training and support materials to address all the questions, comments, and physicians’ concerns. And the brand team capitalized on every data opportunity to educate community oncologists, key opinion leaders, and other target audiences about the drug.

The multi-channel launch was received with a great deal of positive/neutral news coverage in print and online trade publications. The campaign helped Treanda capture over 90% of brand recognition and achieve more than $240 million in sales for its first full year on the market. This exceeded internal expectations and from a national sales perspective, surpassed other leading or related therapies when comparing product launches.

PROFESSIONAL CAMPAIGN
AzaSite “Metal Man”
Inspire and Dudnyk
Inspire Phamaceuticals’ AzaSite was in need of a strategic and creative boost. Three years after its launch, the company’s flagship ophthalmic antibiotic occupied a small share of a highly saturated market and it was becoming even more difficult to gain ground with the recent launches of competitive products. Inspire challenged Dudnyk to completely overhaul its professional campaign and create something bold and engaging to grab the attention of eye-care professionals and differentiate AzaSite in the marketplace.

Dudnyk answered the call with the striking “Metal Man” campaign, which uses a rusted metal eye as a powerful metaphor for the inflammation and irritation associated with bacterial conjunctivitis. By pairing this bold image with an after image of a restored eye, the campaign clearly illustrates the effectiveness of AzaSite and differentiated the product based on the “Restore” attribute. Since the relaunch in early 2010, Dudnyk has been spreading the campaign across multiple channels including print, online, video, and trade shows.

The “Metal Man” campaign has breathed new life into AzaSite. The brand has enjoyed a significant increase in prescription volume and remains the fastest-growing product in its market. Through the month of August, prescription sales are 50% above the same time period in 2009, and the brand is now the 16th largest grossing eye-drop sold in the U.S. Sales rep morale is also at an all-time high as they continue to embrace the new positioning, campaign, and tools. The partnership with Dudnyk has truly turned AzaSite into a success story.

PROFESSIONAL PR CAMPAIGN
“Put Science on Your Side”
Abbott Diagnostics and LehmanMillet
Abbott Diagnostics wanted to learn what makes laboratory directors tick. The company sells sophisticated equipment to hospital laboratories around the globe, where health systems and social dynamics vary widely. They sought a singular concept that would appeal to their key constituents no matter where they were located. Abbott Diagnostics was able to get their answer through global research conducted by LehmanMillet.

The research revealed that many lab directors got into this business to be scientists, perform research, and influence important decisions. They take pride in generating the data that guides 70% of therapeutic decisions. Unfortunately, they are often seen merely as button pushers and internal vendors. LehmanMillet determined that the best way for Abbott Diagnostics to reach out to laboratory directors was by appealing to their inner scientist. Thus the tagline “Put science on your side” was born. This new PR campaign used the tagline along with a unique collage approach, using images of laboratorians amid the flotsam and jetsam of the lab—results reports, bits of instrumentation, test tubes, calculations, scatter plots, and more. The concept expresses the richness of the experience and inspiration that drives a laboratorian to do his or her best each day.

Global response to the campaign has been extremely positive, proving that it has successfully influenced the perception of the Abbott Diagnostics brand among laboratory directors.

PROFESSIONAL PUBLICATION
“Postgraduate Medicine”
JTE Multimedia
Postgraduate Medicine has a long and distinguished past, and since its relaunch in 2008 by JTE Multimedia, it promises to have a long and distinguished future. The journal’s focus has always been on providing physicians with useful, practice-oriented information based on cutting-edge research across many medical specialties. Since its relaunch, it has become the first medical journal available on e-readers like Kindle and iPad, and now offers a dedicated iPhone/iPad app developed by JTE Multimedia that promises to change the way medical research is viewed and distributed. For late-breaking research developments, Postgraduate Medicine provides a fast-track peer-review process which, combined with immediate online publication in advance of the print issue, enables the advance issuing of PubMed/ National Library of Medicine citations. Print issues are supplemented with online-only interactive features, such as podcasts and videos.

All of these developments are part the journal’s central mission of providing physicians with up-to-date information to aid in treatment decisions. Besides each issue’s “Clinical Focus” section, which features original research and review articles focused on a single therapeutic area, the journal also publishes a clinical features section and practice pearls. Physicians can be thankful that Postgraduate Medicine’s commitment to offering the most up-to-date research has now been expanded through rapid publication and interactive applications.

PROFESSIONAL WEBSITE/ONLINE INITIATIVE
Physicians World Confidence-Based Learning
KnowledgePoint360 Group
“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” Mark Twain said that, and recent psychological research on learning has proven him right. An award-winning program, using a technique that establishes a baseline of learner knowledge, measures not only how accurate your answers are, but how confident you are in your knowledge of the information. Remarkably, multiple studies across industries and learner types found similar results: Learners are both confident and correct only about 55% of the time on average; and they are confident and wrong a whopping 15% of the time.

This is where Physicians World, a Division of KnowledgePoint360, came in. They introduced their unique tool, Confidence-Based Learning (CBL), that not only assesses learners for accuracy and confidence, but dynamically retrains each individual in their specific areas of weakness until mastery is achieved. This approach takes advantage of curiosity, triggered by the assessment, to create “teachable moments” that lead to better long-term knowledge.

At the client’s request, the technology was applied to the training of medical professional speakers. Obviously, speakers need to be 100% accurate in the clinical information they present, as legal and corporate communication guidelines allow no leeway for misrepresentation or in- accuracies. The initial CBL evaluation showed the speakers were confidently wrong about dosing recommendations a worrisome 19% of the time and about safety issues 17% of the time. The customized learning program within the CBL platform rapidly moved each of these speakers to 100% mastery in their knowledge and confidence. Now speakers are delivering accurate clinical information and enhancing the value of each speaking engagement thanks to CBL.

UNBRANDED CAMPAIGN
“1 in 3 People”
Novartis and Hill Holliday
How do you tell someone they’re at risk for high blood pressure? It seems like it ought to be easy, but for asymptomatic conditions like high blood pressure (HBP), it can be hard to craft a message that will motivate people to take action. Yet it’s a message that needs to get through: 1 in 3 U.S. adults (74 million people) suffer from HBP and 20% of them don’t even know they have it.

An original and effective response to this challenge—the “1 in 3 People” Campaign—was developed by Novartis Pharmaceuticals and Hill Holliday. The campaign’s access point is a simple but powerful video: A child wanders mysteriously through groups of people counting them—1, 2, 3— until, having counted 1, 2, she meets the viewer with a solemn gaze. The message: 1 in 3 people have high blood pressure—and you may be one of them.

The video is disseminated to consumers through various media, including more than 15 video website syndications along with blog posts, search, and flash and Rovion banners. The video draws viewers to the hub of the campaign, www.1in3people.com, where consumers learn facts, risks, and treatment options for HBP. Social networking tools like Facebook, Twitter, and others were also used to broaden the distribution and impact of this important message.

As one judge commented: “In an over-communicated disease area like high blood pressure, ‘1in3’ is a pure and refreshing message.”

VIDEO COMMERCIAL
“Mission and Commitment”
Bristol-Myers Squibb
It is no small task to create a single emotionally engaging film that defines the mission of a global company to all of its stakeholders—patients and customers, employees, global communities, shareholders, and the environment. But when Bristol-Myers Squibb’s Public Affairs Department and Video Production Group, BMS Films, were done, the resulting superb film—Mission and Commitment—was received with rousing applause, leaving even our media-savvy judges with “a great feeling about the company.”

The video is built around six compelling testimonials from persons around the world representing each stakeholder group, their stories told in part through beautifully rendered shots of everything from Shanghai street life—where BMS funds hepatitis B awareness and prevention—to the daily life of employees and clinical trial patients, to a handicapped children’s center sup- ported in part by one shareholder’s dividends. Each creates a specific and distinctive message that illustrates BMS’s mission statement—to discover, develop, and deliver innovative medicines that help patients prevail over serious diseases—and its commitment to its stakeholders. The project utilized the latest in cameras and lenses to create a distinctive high-definition look.

Viewers of a film like this seldom think about budgeting, but BMS did. So did our judges, who noted, “It’s impressive that this quality was achieved on a small-scale budget. What’s more, the modularity of the video, allowing it to be used in whole or in part with various audiences, reflects well upon BMS’s commitment to efficiently using its resources and thereby upholding shareholder value.”

—Trailblazer Award winner articles by Special Projects Editors Bruce Lacey and Andrew Matthius

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2010 PM360 TRAILBLAZER AWARDS PANEL OF JUDGES