THROUGH THE EYES OF THE PATIENT

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l I I R O U ß H T H E E Y E S O F T H E P A T I E N TThis year's Ad Stars exemplify creative flair and

a keen insight into the patient perspective.

I y Jenn i fe r R ingler and en Com er {

he campaigns chosen a s Ad Stars this year include a diverse mix

clients, health conditions, a nd media channels. During the select

process, Pharm Exec perused awareness cam paigns, di'rect-to-co

sumer and professional ma rketing, iPad applications d esigned specifically f

sales reps, and campaigns that help recruit for clinical trials. Each of the c

paigns were selected n ot only for their strength in relation to a particular the

peutic area, which is cruciai but a lso because something different In the crea

caught our eye; not a n easy t a s k given the number o f a ds we re able to more or l

ignore e ch day.

For many of these campaigns, the diseases they target represent distinctly dif

ent patient a udiences— from elderly folks who need next-gen flu vaccines, to wom

suffering from tough-to-discuss vaginal dryness, to isolating a nd fr ightening conditio

such a s depression a nd schizophrenia. It's not the w hiz and bangalone that makes forgo

medical advert/sing; it 's the und erlying knowledge of a d isease, and what i t means t o h

one, that leads to successful communication.

Marketers, including this year s Stars, always attem pt to ca ter to their target audience—

it gastroenterologists or d ermatolog ists—b ut rote market research a lone doesn't provide eno

paint for the portra it. Patients and d octors aren't all alike, but individ ual sentiment ofte n reflect

common problem ; unde rstanding those problems fro m the perspective of the audience members lea

to creative that s more persuasive, because it's more inform ed .

This idea of incorporating the patient p erspective—into not only ads but in the hea lthcare d elivery s

tem as a whole—is no t a new one, but it s a healthy m ovement that's grow ing. Increasingly, how patients f

about and react to their own health cond itions is becoming a vital part o f their diagnosis and treatm ent. In fa

Columbia University no w ha s a gradu ate program centered aroun d this idea, which they're referring to as narrat

med icine: Narrative Medicine fortif ies clinical practice with the narrative competence to recognize, absorb, metabo

interpret, and be moved by the stories of i llness, reads Columbia's Narrative Medicine program w ebsite. Throug h n arrat

training, the program in Narrative M edicine helps doctors, nurses, social workers, and therapists to improve the effectiveness



APRIL 201 2 www.pharmexec .com PHARMACEUTICAL EXECUTIV

R Ä T S

E L S O N T Y L O R

CLIENT: Sunovion Pharmaceuticals BRAND: Latuda

AGENCY: AbelsonTaylor CREATIVE TEAM: Verna

Sem enik Associate Creative Director), Maryb eth

Brien A rt Director), Carrie Potter Copywriter) EFT

TO RIGHT: Chariey Aldridge. Kaye Kilgore, Jonathan

Davilla, Verna Semenil\, IVIelissa Bauer Smith. Not

Pictured: Brad Graetz, Creative Director

There is no cure for schizophrenia, a disease that makes

patients feel as if their mind, their families, and their lives

are fragmented—m uch as the man pictured in the Latuda

Fragme nts campaign created by AbelsonTaylor. The camp aign,

aimed at psych iatrists, shows Joe, a schizophrenia patient who is

left fragmented by his disease.

Schizophrenia is a devastating disease and can tear patients

apart, says Melissa Bauer Smith, Account Supervisor from

AbelsonTaylor. The ad aims to show that with Latud a, although

no cure, the patient may experience symptom improvement—

enough so that he can potentially begin the process of reintegrat-

ing into his family and society. This idea of réintégra tion and of

family comes through in the after image of the ad as well. It's

important to note that Joe is not shown to be completely cured orwhole again, but that he is noticeably improved , happier, and has

his mother by his side.

About 1 percent of the adult U.S. population is affected with

schizophrenia, says Jonathan Davila, Associate Creative Director/Copy.

Profound symptoms such as scrambled thoughts, severe paranoia,

and auditory and visual hallucinations leave patients frequently unable

to lead independent lives or to maintain effective relationships with

friends and family. But with Latuda, Joe is able to feel more like himself

again, and his relationship with his mother here is strong. Family

members and caregivers play a crucial role in the treatment process,

he explains.The creative process , according to AbelsonTaylor, was aiming for

brought into initial testing . From there we did three rounds of qualita-

tive testing with U.S. psychiatrists and each time, 'Fragments' rose to

the top, says Verna Semenik, Associate Creative D irector/A rt.

The Fragments campaign ran in psychiatry journals and also

consisted of a professional website, convention exhibits, and inter-

active sales aids for pharma reps. And by all accounts, it's been

a succes s: According to follow-up market rese arch, the image of

Joe and his mother is highly recognizable, and psychiatrists have

commented on its ability to portray the d evastating nature of the

illness, says Bauer. —



PHARMACEUTICAL EXECUTIVE APRIL 2012 www.pharmexec .c

CLIENT: Abbot BRAND unb randed

chronic pancreatitis campaign

CY Palio CREATIVE TEAM: Guy Mas-

trion (Chief Global Creative Off icer),Ken M essinge r (SVP, Creative D irector) , j

Stephanie Hosmer, Shel ly Hagen EFTj

TO RIGHT: Frank Ma nc ini, Al len Mer-

c ier, Kim W erther, Tif fany Ryan, Meleik

Goodwi l l , Ken Messinger

Abottle of wine shatters with explosive passion, and with

it, some stigmas and misconceptions about chronic pan-

creatitis (CP) are destroyed as well. The striking imagery

in the Sha ttering Perceptions awareness campaign from Palio

gets its target audience—gastroenterologists—to

look at a disease they think they know

well In a new light.

Among gastroenterologist, says

Tiffany Ryan, VP, account services at

Palio, there was a pretty prevailing

myth based on their med school training

and on their own experience that all CP

patients were alcoholics. But our data

showed that only one-third of CP diag-

noses were actually linked to alcohol,

and so the objective was to increase the

diagnosis and tre atm ent of CP by dispel-

ling the common misperceptions that

were serving as barriers to proper diag-

nosis and care.

The image the creative team at Palio

chose was intentionally dramatic. They

could have gone with a glass of wine

atten tion, and to dispel the my th, says Ken Messinger, Pali

SVP and creative director. In fact, we had created a lot of

ferent concepts that went into testing, but in the end it w

the sheer stopping power of this image that was so critical

making sure the message was com municated,

In addition to the expected creative team

such a cam paign. Palio actually has two MDs

staff that that worked with them throughout t

creative process, to help them better und

stand the physician mind set, says Ryan. Esp

cially on a disease awareness cam paign, I th

that the cross-functional collaboration and

derstanding the science and clinical studies

as well as the current physician perceptions—

really key to generating a strong creative id

that can move the needle with physicians.

Essentially, the goal is to shatter

misperception that most CP patients are al

holics who did this to thems elves, says Ry

And according to Messinger, it's worki

It's captured a lot of a ttention from ph

cians, he says. Just hearing feedback an

dotally from sales reps, it seems like it's op



PHARMACEUTICAL EXECUTIVE APRIL 2012 www.pharmexec .co

T U I O H X G W M G N

O N H T R I G

CLIENT: LEO Pharma BRAND: TaclonexAGENCY: Concentric CREATIVF TFAM- M i-

chae l Sanz en Founder, Co-CEO executive

creative director), Adam Cohen EVP Ma n-

aging Partner, Creative Director, Art)

TO RIGHT: Michaei Sanzen, Adam Cohen

C

oncentric Pharmaceuticals had a challenging task

when creating an ad campaign for LEO Pharnnaceu-

ticais' Taclonex. used to treat psoriasis. The cann-paign, aimed at dermatologists, needed to convey that Ta-

clonex is unique— it's a topical that acts as a com bination

product, whereas most other treatments on the market are

dual treatments that require alternating between a steroid

and a vitamin D product. Because switching back and forth

between the two traditional treatm ents, as most patients do.

comes with a heap of side effects each time a patient goes

on or off one of the two drugs, and because of the complex-

ity of the treatment regimen. Taclonex has the potential to

improve medication adherence by eliminating perceived bar-

riers such as certain side effects and having to remember to

switch on and off different medications.

But, according to Michael Sanzen. founder. co-CEO, and

executive creative director at Concentric, the selling power

the years is that derma tologists are very, very conscious

their pa tients' level of satisfaction. Walking through the cl

ical story of the two-in-one wasn't really enough to convincthem that th is topical experience was going to be much be

ter than their previous topical e xperiences.

With that in mind, the image of the woman unzippi

her affected skin and expressing contentment at the clea

er skin underneath was chosen. The words in the ad

strength and simplicity—were selected to represent th

brand, and are reflective of the ad itself. One clear imag

and two straightforward words, rather than several l ines

copy, project the message that simple is better. We sort

stepped back and said, 'Let's just put on the page exac

what we're trying to get across here, that we can deliver th

powerful clearance in one product, once a day, ' says Sa

z n And we were surprised how well, in our opinion, th

simple copy married with the image, even without pushi



PHARMACEUTICAL EXECUTIVE APRIL 20 12 www.pha rmexec.co

Is vaginal discom fort o n your m ind?

The creative team at Praxis created

a campaign to raise awareness of

Venus Study, a clinical trial that was

recruiting women suffering from vaginal

dryness. Because the clinical trial is ongo-ing, the client (a pharma company) who

commissioned the campaign is still hush-

hush, but the campaign material is any-

thing but—it aims to get people talking.

The campaign consisted of brochures

and posters at clinical triai recruiting

sites, letters for physicians to send to

patients who might qualify as trial par-

ticipants, and laminated pocket cards

for doctors to keep with them. But the

bold image of the nail polish bottles with

not-so-subtle labels such as love hurtsand burn baby burn is the true conver-

tant, because makeup and beauty are

things that m ake a woman feel confident,

and these women are feeling very vulner-

able—they're not feeling very feminine.

To settle on just the right image that

would evoke that sense of fem ininity and

also familiarity am ong women who suffer

from vaginal dryness. Praxis went aboveand beyond the traditional focus group

approach. Maimone says, We want to

know: What are people talking about

right now? Not what are they saying in a

focus group, but what are they saying to

their friends, and to other moms or other

grandmas or other women? So Praxis

did its research by using search engines

and typing in the same terms that pa-

tients suffering from the condition would

type in, visiting blogs and chat rooms,

and reading what the commentors on

online news stories were saying. People

like to talk; y u just have to be listening.

V E N S S T U Ï

P R X S

CLIENT: undisclosed BRAND: undis-

closed; still in clinical trials AGENCY:

Praxis Tricia Bar ret

VP operat ions), David Buck Creativ

Director) , L iz Maimone Sr. Copy write

Lt I I .1 Tricia Barrett, Karen

Grobe, Jessica Carroll, Casey Kelly, Li

Maimone, David Buck

ent surpassed its goal of enrolling 690

women in the clinical trial, ending up with

722 instead, and was able, according to

Tricia Barrett, Praxis' VP operations, to

close things down a month early. Andas she reminds us, In the world of clini-

cal research—^where on average, it costs



PHARMACEUTICAL EXECUTIVE APRIL 201 2 www.pharmexec .c

Paranoia is common am ong schizo-

phrenic patients, so the prospect of

a daily-dosed oral medication can

present a problem: even non-schizophrenics

can be skeptical about swallowing a sooalled

maintenance medication. With Invega Sus-

tenna. Heartbeat Ideas was presented with

a solution and a problem. The solution was

Janssen's long-acting injection—once monthly

after the initial dosages—but the problem was

that patients might not like the idea of switch-

ing from a pill to a needle. Or as it turns out,

physicians often assume that their pa tients

won't like the sw itch. One function of the iPad

app Heartbeat Ideas designed and created—

in-house—for Janssen's Invega Sustenna

sales force puts forward survey data dem-

onstrating that physicians overestimated

their patients' fear of needles. This may not

sound like an earth-shattering feature—the

real whiz-bangery occurs elsewhere in

the app—but the survey data is important

because it gets the rep through a rub, or

a place where ' th e brand story hits a road

block, explains Sean Gwin, account director

at Heartbeat Ideas. What's great about the

iPad is that the rub, a perfect opportunity for

the physician to remember how busy she is,

can be hurdled with a flick of the finger.

Gwin emphasizes the importance of

training to unlock the true value of the device.

Reps now have a greater responsibility ...

they have to be able to speak to a larger vari-

ety of data. The detail is conducted with the

In the treatment of schizophrenia

Many factors can shake upyour patients and contributeto relapse.'

NATURAL COURSE

RCFiatNCCt

IMPORTANT SAFETY INFORMATION fo r INVEGA'̂ SUSTENNA® (paliperidone palmitate)WARNINQ; Increased Mortality in Eld«rty Patients wtth Dementia Related Psychosis

Eklerty patients wtth deme ntia• related psychosis trea ted with antipsychotic drug s are at an

• SUSTENNA

Increased risk of death. Analyses of 17 placebo-controlled trials (modal duration of 10

weeks), largely in patients taking atypical antipsychotic drugs, revealed a risk of death in the

drug-treated p atients of between 1.6 to 1.7 time» the risk of death In pla cebo-treated

n^ nt« OvMr tho miiro * n » tvnt''» IH-wo ^b ^n ntm ll«^ trlnt th(> mtf> of rtonth in Hrim-

physician and rep siting or stand ing side-by-

side, instead of face-to-face (which prom otes

comradery, says Gwin), with either person

holding the iPad. The app presents a sm ooth

top-line brand story, but can take o ff into any

direction—efficacy, safety, dosing , patient

testimonial videos, etc.—using a sh ortcut, in

order to respond immediately to a physician's

questions or interests.

As far as whiz-bangery is concerned, one

part of the app states that many factors can

shake up a patient, contributing to relapse.

A pictogram of a person (like the pictogram

for male on a restroom sign) stands in front

of brick wall. Give the iPad a shake, and

the bricks come tumbling down to reveal the

triggers for relapse. Gwin says a next-gen app

will be released in late May, which will segme

physicians at a local level, track interaction

history, and allow reps to trade favorite conte

assets , among other things. Making sure

reps are prepared to converse based on thes

new capabilities is key to the future, says

Gwin. L

CLIENT: Janssen (J&J) BRAN D: Invega Susten na

Heartbeat ideas CREATIVE TEA^ Daryl Kovalich (Ass

ate Creative Director, Medicai Copywriting), Wendy Ho

(Group Account Director), Chris Whaites (Creative Diretor), Itiya Wolman (Associate Director, Production)

LEFT TO RIGHT:



PHARMACEUTICAL EXECUTIVE APRIL 201 2 www.pharmexec .co

Abilify picked up an indication as

an add-on treatment for de-

pression in 2007—the drug is

also approved for bipolar disorder and

schizophrenia—and that got Digitas

Health thinking about what it means

to be depressed. Winston Churchill

famously called depression his 'black

dog,' say Jacqueline Nolan and Gra-

ham Mills, co-executive creative direc-

tors at Digitas Health, in a co-authored

ema il. This intrigued us and so...we

started asking people to do a drawing

that described their depression. The

result was a wide variety of visual meta-

phors: a ball and chain, a robe, a hole in

the ground, and an umbrella that rains

on the depressed person.

It would be difficult to film a um-

brella raining on someone, and even

harder to make the umbrella alive, in

the way that it is in the newest Abilify

spots, which use animation to make

the inanimate metaphors real charac-

ters; they stalk their v ictims. The cam-

paign launched in the first quarter of

2011 , and is ongoing, a testament to

the ads' effectiveness. Animation is

rare in pharma advertising; although

Deutsch used animated spots a few

years ago for the depression drug

Zoloft, those Don Hertzfeldt-inspired

spots were less compelling, and fea-

tured a blob-like humanoid, without

a depression-personified character.

The hand-drawn Abilify ads stand out

through a combination of the story/

characters, and the quality of the illus-

tration/animation, created through a

partnership with Th ing , in London. Syl-

vain Chomet, producer of he Triplets

of elleville and The Illusionist directed

the TV spots.

But why are these animated spots

so compelling? Using animation

makes it much easier for people to

project themselves into the film, say

Nolan and Mills. There can be a down-

side to using real pe ople... if they don't

look like you, it's harder to identify with

them. In other words, the single-line

rendering of a cartoon character is

an abstraction that lends itself to au-

dience subjectivity. And then there's

depression, that sad-eyed bathrobe

with ¡ts agoraphobic implications. We

wanted to be able to show the daily

struggle people have with their depres-

sion, however it's man ifested, say No-

lan and M ills. — C

D I G I T S H E L T H

CLIENT: Bristoi-Myers Squ ibb/O tsuk a : Abiiify AGEN-

CY: Digitas Health CREATIVE TEA Jacqueline Nolan Co-

Executive Creative Director), Gra ham M iils Co-Executive

Creative Director), Trey Aibers Assoc iate Creative Director,

copy), Denise W eber Senior Art Director), Audrey Fleisher

VP, Group Creat ive Director)

Back Row: Jacqueiine Nolan, Graham Mills

Trey Aibers, Susan Manber. Front Row: Denise Weber, Audre



PHARMACEUTICAL EXECUTIVE

E T H I N GI T H C O P D W E I G H

n co n IS mm mm ^ f c , ^S P n U V A HsndiHalef

Chronic Obstructive Pulmonary Disease,

or COPD, is one of the most common

types of lung disease, and it s a seri-

ous burden for patients. Shortness of breath,

and pain associated with deep breathing can

give the impression of a heavy weight on the

patient's chest, but that isn't t h e only downside.

Smoking is a leading cause of COPD, and many

patients are made to feel tha t they deserve the

condition: blame often comes along with treat-

ment.

Prior to DraftFCB Healthcare's

Spiriva campaign, which features im-

ages of an elephant sitting variously

on pa tients' che sts, a different agency

attempted to flip the Surgeon Gen-

eral's warning, associating treatment

with positives, but patients still picked

up the sense of guilt. However, the

DraftFCB elephant campaign (which

was shot using a real elephant—

Rosie, who also starred in the 2011

film Water for Elephants suggests that C

is a separate entity, albeit a large one.

vray, patients can think about improving t

condition without any of the nagging blame

sociated with smoking.

The elephant-on-your-chest theme car

into digital territories, including Spiriva.c

but DraftFCB Healthcare didn't create th

assets. The agency does have the pro

sional account, soon to be launched, butcreative is under wraps. In one television s

the elephant in the room (COPD) first sit

a man's chest, then stalks him as he spe

to the camera and shoots billiards. By kee

the elephant in the frame as he lines up a

on the table , DraftFCB wisely conveys the m

sage that while Spiriva won't eradicate CO

it can make it less of a burden. C

D R F T F C BCLIENT: Pfizer/Bo ehring er BRA ND: Sp

AGENO: DraftFCB CREATIVE TEAM: Ri

Levy Creative Director), Auge Reiche n

Group Creative Director), John Palisay

Director), Tom McLoughlin Copywriter)

B E Y O N D T R D I T I O N LSolution driven I Manufacturer-centric I Patient-focused

The Specialty Care Group at Om nicare

develops and implements innovative

solutions designed to maximize comm ercial

uptake, streamline the delivery of specialty

products, and provide tactical support

adaptive to the changing healthcare

environment.

^ Omnicare



4 PHARMACEUTICAL EXECUTIVE

By now, the flu vaccine is a standard com-

modity in the eyes of most physicians.

Handed a new flu vaccine intended spe-

cifically for the elderly —populations 6 5 years andolder—Saatchi & Saatchi Healthcare Innovations

were presented with the somewhat tricky task of

convincing physicians that elderly patients need

something different from the standard.

The image in the journal ads depicts a senior

female peering into a mirror, and seeing her young-

er self Ruzone High-Dose vaccine - Because her

immune system isn't 30 anym ore... reads the

tagline. Also prominent is a message declaring

that the vaccine is covered under Medicare Part

B. The visual helps bring to light the medical ne-

cessity for Ruzone High Dose within the 65-pluspopulation, to help break through that idea that

'all flu shots are created equal,' and drive uptake

for the brand, says the Saa tchi creative team via

emaii. The look that the fem ale senior is giving to

her gorgeous, 30-year-old self in the m irror seem s

to acknowledge the inevitable deterioration asso-

ciated with age. But at the same time, there's a

renewed confidence in the elder woman's profile;

her arched eyebrows and half-smile insinuate a

received confidence from younger form , and an

acceptance of the aging process.

The campaign began last summer, andwill run through 2012. Publicis Healthcare

Communications has facilitated partnerships

with Optimedia and Digitas

Health, for digital and media

executions. In addition to

journal ads, the campaign

also includes brochures

and informational sheets to

leave with physicians.

The biggest chal-

lenge has been educating

healthcare professionalson immunology in the el-

derly, and how it relates to

influenza vaccination, says the

Saatchi team . We had to carefully balance the

need for Ruzone High-Dose, within the 65-plus

population, without creating distrust in the stan-

dard influenza vaccine, which could hurt overaii

immunization rates. t i t '

CLiENT: Sanofi Pasteur BR AND: FiuHigh-Dose : Saatch i & SaaHealthcare innovationsJosh Tumeity (VP, Associated CreaDirector, Art), Micheiie Casciola (VPAssociate Creative Director, Copy),MacDoneii (Art Supervisor), Ann Msos (Senior Copywriter) LEFT TO RLisa McCioskey, Gayie MacDoneii, LKraus, Abbey Jones, Josh Tumeity, ieen Donovan, Ann Manousos

Recalculatingi Imp rove Your Brand's

î • Dinner Me etings

• Teleconferences

• Em ail Blasts ^

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THROUGH THE EYES OF THE PATIENT