THE PM360 TRAILBLAZER AWARDS 2011
BRAND MANAGER OF THE YEAR WINNERS

The PM360 Brand Manager Awards in 14 major disease categories recognize brand and marketing managers who made major contributions to the success of their brands and companies. The winners were chosen based on leadership, skill, and originality shown in work which came to fruition in the past year. They spearheaded campaigns to raise awareness for rare conditions, blended traditional methods with cutting edge technology and innovative tools—and one even established new terminology to remove the stigma associated with a disease. These brand managers had the courage to stick with their ideas even in the face of skepticism or adverse market conditions. In many cases, their efforts led to an increase in patient awareness, a larger market share, and greater access to vital drugs. We congratulate them all.

AUTOIMMUNE
Frank Nazzario of ViroPharma for Cinryze
Frank Nazzario is a game changing brand manager who helped to bring life-altering therapy to people with hereditary angioedema (HAE) and steered the development of Ryze Above, a highly successful patient resources program that the judges called “the new standard in patient support programs.”

Frank has spearheaded efforts to raise awareness of the symptoms of HAE—a rare and potentially fatal disease largely unknown to the medical community—and the proper protocol for diagnosis and treatment. He has successfully targeted the narrow specialty audience that may come into contact with HAE, and armed his sales force with the tools needed to make serious changes in their current treatment protocol.

During the launch of Cinryze, Frank positioned ViroPharma as a company that invests in lifesaving medicine for a life-threatening disease, and he established Cinryze as the first and only replacement C1 esterase inhibitor therapy for prophylaxis against HAE attacks. By creating a unique brand identity, implementing a robust messaging platform, and successfully delivering the Cinryze story via multiple channels, Frank not only raised awareness and promoted prevention of HAE, but he also positioned Cinryze therapy as a practical and necessary therapy.

Frank now turns to the medical community at large, determined to educate and empower, and to deliver hope to people dealing with the condition. Frank has tackled the launch of Cinryze the same way he faces upcoming challenges—with perseverance and a genuine desire to make a difference in the lives of people with HAE.

CARDIOLOGY
Laura Seplavy of Bristol-Myers Squibb for Plavix
Laura Seplavy “shines,” the judges concurred, noting that “through her efforts, Plavix maintained a 97% national formulary coverage in commercial, Medicare and Medicaid—including over 91% Tier 2 coverage in commercial plans.” In the currently difficult MM environment, Laura managed to help BMS and national managed care organizations prepare for and navigate the changing antiplatelet marketplace.

By empowering her account managers with the necessary tools and resources, Laura succeeded in delivering the right message at the right time for Plavix. She developed a cost calculator and accompanying leave-behind brochure pivoting on the Plavix generic strategy, an ideal blend of traditional and innovative tools. The interactive cost calculator allowed account managers to tailor their presentations to specific customers while the leave-behind brochure gave customers a tangible reinforcement to retain the message. To ensure that her precise messaging was easily accepted by customers, Laura organized and led a team of account manager champions to “pressure-test” the generic strategy and to provide valuable real-world feedback from the field. Her ongoing dedication to the brand, along with her innovative foresight into the market, has been the driving force behind these initiatives.

But helping to ensure that patients have access to Plavix is Laura’s fundamental goal as a brand manager. Through her dedication, she has contributed to the unprecedented success of Plavix, with prescriptions written for more than 115 million patients worldwide.

CENTRAL NERVOUS SYSTEM
Bill Smith of Teva Neuroscience for Azilect
Bill Smith, who has extensive industry experience in sales, sales management and product management roles, faced his biggest challenge yet when he was tasked with growing an innovative brand in a highly specialized space: Parkinson’s disease. His success cannot be overestimated. With demonstrated leadership and vision for the brand, Bill has helped to establish Teva Neuroscience’s commitment to the Parkinson’s community of healthcare providers, patients and caregivers in a highly competitive category.

In addition to the typical demands that characterize the launch of any new pharmaceutical brand, Bill was forced to contend with an additional obstacle. Azilect (rasagiline tablets) was launched in the US in 2006 amidst FDA labeling challenges, which slowed its uptake in the neurology market. Despite initial challenges, market share has grown steadily since launch with the recent refined positioning for the brand. Azilect’s performance has increased significantly under Bill’s guidance.

Bill has contributed to the growth of Azilect and his own marketing team in a number of ways. His ability to think big has helped to focus and optimize the brand’s messaging and to recognize specific market opportunities. Bill led comprehensive medical and market research initiatives on brand messaging that produced recent acceleration in sales growth. Leading several patient communication efforts, including patient speaker programs, updated Web content, translation of educational materials into several languages, the publication Moving Forward (unbranded patient education), and the continued support of the Parkinson’s Unity Walk in New York’s Central Park. Bill has proven himself as a brand champion.

DERMATOLOGY
Kevin Kriel of Galderma for Epiduo Gel
The judges recognized “a diverse array of positive elements” in Kevin Kriel’s performance for Epiduo Gel this year. He displayed “focus on an untapped audience, alignment with the consumer effort, consistency in messaging, a global perspective, and a psychological understanding of his patients.”
Kevin’s ability to predict changes within this highly competitive market and to design a plan to address the ever-changing needs of healthcare providers sets him apart from all other brand managers in this category.

In 2010, he better addressed the different segments of the target audience that treat acne, created a new professional campaign for Epiduo Gel, drove the product messaging to be consistent across all segments, and better aligned the marketing efforts in the US with that of the rest of the world.

But it is the negative impact acne has on teens and adults that continues to drive Kevin’s decisions. He understands the devastating psychosocial impact of acne, so he focused his attention on community-based patient satisfaction surveys that help healthcare providers to see firsthand how successful treatment with Epiduo Gel can change their patients’ lives forever. Kevin also collaborated with the clinical department to produce a “Patient Diary Video” program where patients themselves could talk about the negative impact acne had on everything they did and how effective treatment actually improved their overall quality of life.

Kevin’s efforts in 2010 have positively changed the way Galderma markets its acne products to healthcare providers and consumers. As a result, Epiduo Gel is the #1 branded topical acne therapy among dermatologists.

DIABETES/METABOLIC DISORDERS
Sara R. Aswegan for Shire Human Genetic Therapies (HGT)
Sara R. Aswegan, Senior Director and Global Commercial Lead of the mucopolysaccharidosis (MPS) Franchise at Shire HGT, was the “clear choice” for brand champion, according to the judges. “Ms. Aswegan,” they concluded, “demonstrated proactive leadership to gain strategic alignment among the various regional leadership teams and functional groups across Shire HGT.”

As director of all global market development, commercialization, and marketing programs for the three Shire HGT products (marketed and investigational agents for MPS disorders), Sara’s efforts raised worldwide awareness about MPS II, effectively leading patients to diagnosis and the first and only approved treatment (Elaprase). MPS disorders are ultra-orphan rare genetic diseases in which individuals have a missing or deficient enzyme required for normal cell metabolism, which severely restrict quality of life and often result in death at an early age. The desire to bring awareness and treatment to these patients is the driving force in Sara’s trailblazing initiatives and programs.

For the MPS franchise, Sara directed, executed, and collaborated with other Shire HGT functions in a variety of initiatives and programs for both established and emerging markets. Overcoming countless challenges, she demonstrated an acute and comprehensive understanding of the needs and expertise of internal cross-functional groups. Along with her team, she understood market needs to effectively leverage and develop targeted programs to better meet the needs of various external stakeholders. Sara’s innovative leadership has contributed to impacting the lives of patients with MPS II, MPS II CNS, and MPS IIIA worldwide.

GASTROINTESTINAL
Sheila Doyle of Mederi Therapeutics for Secca and Stretta

Sheila Doyle showed great insight when she recommended that Mederi begin referring to fecal incontinence as BCD or bowel control disorder. This marketing strategy went a long way to remove the stigma around this disorder in the medical community and to educate doctors about a widely unknown treatment option. Sheila’s decision led to the publication of a whitepaper on the prevalence of BCD, the implementation of the term in all Secca marketing materials where possible, and increased personal conversations with relevant associations and organizations that serve patients with BCD. The bowel control terminology has recently been adopted in other new product launches and national association websites.

The greatest testimonial that could be offered about Sheila Doyle is her dedication to total quality management and accountability in every aspect of her professional communications and marketing leadership role at Mederi. She is the insurance that makes daily and overall goals achievable and expectations exceeded for this young start-up company. She is the consummate go-to leader, being hands-on, juggling all the moving parts, and most importantly in this launch, anticipating and responding with important next steps. She is neck-deep in most aspects of the business and the launch of these second-generation products.

As a next step, Sheila Doyle and Mederi will move the conversation from which product is better, to what products are the best fit for a particular patient profile. That’s where the patient wins and that’s where Mederi will win.

HEMATOLOGY/ONCOLOGY
William Ragatz of Boehringer Ingelheim for Pradaxa

As US lead for the launch of Pradaxa from Boehringer Ingelheim, Bill Ragatz’s strategic leadership and decision making drove the company’s most successful launch to date.

Pradaxa is the first oral anticoagulant introduced for stroke prevention in atrial fibrillation in nearly 50 years. Pradaxa was shown to significantly reduce the risk of stroke compared to the current standard of therapy and does not require monitoring, making it easier for patients to get the full benefit of the medication.

Under Bill’s leadership, a multi-channel launch effort was executed in rapid time with a highly successful launch meeting held only days following FDA approval. The brand team used a mix of traditional and innovative strategies as part of the launch promotional plan, including the development of an online speaker community and virtual university training environment for the sales representatives. Results from 2010 indicated remarkable early success and predicted continued momentum into the second half of 2011.

INFECTIOUS DISEASES
Constantine Velentzas of Pfizer for Prevnar-13
Constantine’s outside-the-box thinking and ability to influence others makes him an impetus for important changes to traditional marketing programs. Nowhere is this more evident than in his innovative education initiatives that raised awareness about the need for improved adult immunization rates.

Constantine developed and executed a plan that had extraordinary results to help increase the prioritization of adult immunization among HCPs. Constantine recognized that physicians who treat adults can become overwhelmed with treating acute issues and sometimes lose sight of prevention. Therefore, he worked to bring
awareness to the medical community by highlighting the significant amount of vaccine preventable disease that exists and how it impacts the lives of millions each year.

The plan of action Constantine developed was three-fold. First, he developed an alternative education strategy, shifting unbranded disease education from traditional convention programs to the digital channel. With this approach the brand team was able to reach more than 10,000 HCPs, including more than 7,000 in a four week period, while dramatically increasing ROI. Second, Constantine created MyVaccineResource.com—a simple-to-use, navigation-friendly, rich-content website for HCPs that is dedicated to heightening the need for better adult vaccination practices among HCPs. Third, he significantly changed the traditional sales-force led speakers’ program model by focusing efforts on marketing-driven programs with sales-force involvement—the goal of which is to increase HCP attendance while decreasing the number of needed speakers, events, and, importantly, costs.

These changes have had a tremendous impact on the organization by dramatically increasing the reach of his team’s messages, while simultaneously decreasing costs and increasing ROI.

MEDICAL DEVICE
Jennifer Fenoglio Barnard of Acclarent for Balloon Sinuplasty

“Jennifer proved herself in the most difficult of situations,” the judges reported, “quantitatively proving a case for future funding. The leadership needed to make all this happen is evident.”

Jennifer manages Acclarent’s new DTC efforts for Balloon Sinuplasty, a minimally invasive treatment for patients with chronic sinusitis that offers several advantages, most notably, minimal bleeding and fast recovery time. While Acclarent had considered using DTC for several years, management wanted answers to some key questions before committing to a national program. Jennifer’s initial task was to create a DTC pilot to answer these questions and provide quantitative evidence that would make the case for future DTC funding.

Jennifer’s program launched through multiple media: TV, radio, bus, billboard and paid search. She carefully monitored the key metrics on a weekly basis and made adjustments during the campaign to optimize each consumer touch point—the media buy, the call center, and the physician locator. The budget was optimized into the best media, and a follow-up email campaign to responders encouraged those who were ‘on the fence’ to take action and call a physician.

As a result of her efforts, Jennifer showed quantitative evidence of ongoing improvements. The number of leads increased steadily each week to more than 500% of initial response, and the cost per lead decreased by more than 70%. But the ultimate test of the pilot was the post-campaign sales analysis, which showed that sales in markets where the campaign ran were 24% higher, and ROI was as high as 65%.

MEN’S HEALTH
Frank Jaeger of Abbott for AndroGel

As a result of Frank Jaeger’s leadership, the AndroGel franchise is on a trajectory to remain the No. 1 prescribed testosterone replacement therapy in 2011. As the Director of Abbott’s Men’s Health Franchise, Frank led the incredibly successful transition of the AndroGel franchise from Solvay Pharmaceuticals to Abbott Laboratories in 2010 and drove record sales to $726 MM. Currently, he launched the new low-volume formulation of AndroGel (AndroGel 1.62%) in a highly competitive and rapidly growing market.

At the center of Frank’s success with the AndroGel franchise has been his high performance team. They have been responsible for not only driving the success of the brand but for raising awareness of the signs and symptoms of hypogonadism to consumers so that hundreds of thousands of men could receive treatment. Frank also recognized the opportunity to raise awareness of men’s health and helped develop a national disease awareness campaign during Men’s Health Awareness Month entitled “T-Talk Tune Up,” which resulted in over 250 million media impressions.

OPHTHALMOLOGY
Heather Drennan of Alcon Laboratories for AcrySof IQ IOLs
When Heather Drennan was charged with the task of reinforcing brand loyalty for AcrySof IQ IOLs—a longstanding market leader in the highly competitive ophthalmology market—she knew she had to reinvigorate the brand. To do this, she developed a highly innovative and engaging concept utilizing loyal implanters of the AcrySof platform to reinforce brand loyalty.

As a tribute to AcrySof IQ IOL implanters, Heather partnered with leading cataract surgeons to highlight their individual stories and to proudly acknowledge their contribution to ophthalmology by enhancing the quality of life for cataract patients. Enthusiasm for the project was evident from the overwhelming number of surgeons who volunteered to participate, sharing their passion for ophthalmology, why they chose this profession over others and why they choose to implant AcrySof IQ IOLs. Each surgeon was interviewed and photographed, and a one page story was written summarizing their life, their journey to becoming a cataract surgeon and what the AcrySof brand means to them. Although the project is still in process, there has already been a lot of positive buzz from participating surgeons and a dirge of anecdotal evidence to suggest that the project will contribute significantly to successful brand performance and awareness.

Heather’s decision to circulate stories and faces from the ophthalmic community has helped to maintain her brand’s leadership position. It also shows a great degree of artistic intuition and a deep understanding of her customers. Her innovative approach to reinforcing brand loyalty in a highly competitive market distinguishes her as an exceptional brand champion.

PAIN/INFLAMMATION
Jeff Dieckhaus of Alcon Laboratories for Durezol Emulsion
It was Jeff Dieckhaus’s vision to have Durezol Emulsion redefine physicians’ expectations of a potent steroid when treating ocular post-op inflammation, an expectation that had been well established by the 25-year old competitor, prednisolone acetate. To this end, Jeff led his team in developing an internally award-winning campaign for Durezol Emulsion.

When Alcon acquired Durezol Emulsion from Sirion Therapeutics, Jeff’s task was to motivate physicians in a highly satisfied market to try a new ocular steroid. To achieve this result, Jeff had to develop a compelling creative concept and messaging that would redefine the expectations for the treatment of ocular post-op inflammation. Product value would need to overcome cost issues, as the competitive product was also available as a generic. The results from Jeff’s efforts led to positive changes that were unimaginable from the drug’s past performance.

By leading the team in developing an innovative and highly effective campaign, and delivering on changing expectations for the treatment of ocular post-op inflammation, Jeff increased the market share to 10.7% amongst key ophthalmic surgeons. At the time, this generically-led market was expanding rapidly, making it even more of a challenge to grab share for a branded product, which is a testament to Jeff’s campaign and messaging.

Jeff’s leadership and vision has rapidly earned the respect and reputation for being committed to success by his peers, senior management, and strategic partners.

RESPIRATORY
Marc Sullivan of Boehringer Ingelheim for Spiriva
Marc Sullivan’s ultimate goal as associate brand director for Spiriva was to ensure that COPD patients receive relevant and useful information to manage their condition. This, for Marc, was a matter of correctly interpreting patient insights to determine the most vital information, and then to transport it to a venue where patients were most likely to access it. After identifying the true needs of the patients based on extensive market research, Marc recognized Everyday Health, a health destination website, as the most appropriate point of access for Spiriva’s interaction with COPD patients.

Marc successfully communicated Spiriva’s goals to the media planning team, and to the Everyday Health sales team, and ensured that all sponsored program elements aligned closely with the brand’s objectives. In working closely with Everyday Health, he ensured that overall content was in line with the brand’s objectives, which included leveraging interactive capabilities and programs, including games, videos and trackers. From there, the partnership continued as more and more modules were added. All of these efforts resulted in Spiriva making almost 11 million impressions and reaching over 200,000 unique visitors, as of August 2011.

Marc has been working on the Spiriva team for several years and has experience in sales, operations, payor, professional, and consumer marketing. Marc’s innovative thinking is shown in his results of driving brand awareness and value to patients.

WOMEN’S HEALTH
Qasim Rizvi of Genentech for Herceptin and Pertuzumab
As the Pertuzumab brand lead integrating a pipeline molecule into the HER2 Family, Qasim Rizvi successfully aligned all functional partners with brand strategy. Known for clearly communicating his vision in a manner that is motivating, engaging and considerate, Qasim always ensured regular dialogue, clear communication and full participation in order to ensure a successful execution of the brand vision.

His outside-of-the-box thinking enabled the team to develop key strategies around disease education, convention planning and journal advertising that clearly prioritized the needs of patients and HCPs.

An array of impressive leadership qualities makes Qasim the clear choice for brand champion in this category. His willingness to listen and to incorporate feedback, as well as his ability to be flexible, have enabled the Herceptin and Pertuzumab teams to gain the full support of clinical, regulatory and commercial colleagues.

Above all, Qasim is considered a true mentor and is sought out by colleagues not only on the Herceptin team but also from other brands. No matter how busy his schedule, he always makes time for people. His down-to-earth nature makes him a trusted teacher, whose advice and guidance are valued throughout the company.

—Trailblazer Award winner profiles by Andrew Matthius, Bruce Lacey, and Lauren Genovesi.

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2010 INITIATIVES OF THE YEAR WINNERS

TOP BRAND MANAGERS

2010 PM360 TRAILBLAZER AWARDS PANEL OF JUDGES