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

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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

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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

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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

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Complex Science of JAK-3 Signaling in RA

-3

-3-3

-3

-3

-3

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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

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Many visual styles depict CF

Results of googeImage search for “CFTR cystic fibrosis”

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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

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Summary

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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

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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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