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Merck Serono ASCO 2012

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by

Paul Jacobs

on 17 November 2014

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Transcript of Merck Serono ASCO 2012

1st time that EMD Serono/ Merck Serono could be the industry leader at ASCO The Journey to Becoming a Top 10 Player in Oncology 1st head-to-head between two targeted therapies in mCRC (Erbitux vs. beva,
Erbitux vs. pani) 1st time Merck Serono Oncology will be presenting Phase III data on a brand with US rights 1st treatment to show an OS improvement in unresectable Stage III NSCLC for 20 years 1st improvement in OS seen in GBM for 10 years (over standard 1st line therapy) ASCO 2013 – A Series of Firsts 2,487 posters Two first-in-class products: 1st MUC1 Antigen-Specific Cancer Immunotherapy and 1st integrin inhibitor to have reached Phase III clinical development ASCO: A congress of key statistics 25,500 clinicians 117 countries >300 sessions 257 orals 515 booths 1859 e-abstracts ~3000 articles/ Tweets 34,317,119 Twitter impressions Roche personalized health in oncology Overarching theme Corporate storybuilding Senior management spokesperson Glivec Multiple KOL spokespeople Tailor by country Coordinated with affiliates Strong trial branding Linked to all activities Astrazeneca Media relationships Sponsored attendance BI Social media driving share of voice Roche Relationships Partnerships With congress Integrated, multichannel approach Media briefings Deskside briefings and 1:1s Airport, taxi and billboard advertising to promote EMD Serono brand Congress booth theme, panels, videos and presenter Corporate communications/ IR Symposia Congress sponsorship Social media and online engagement ASCO planning – key steps Media identification and planning (with EMD)
Multi-disciplinary, multi-agency taskforce
Congress theme and messaging
Competitor intelligence
Scenario planning
Integrated congress communications plan Key principles Planning Preparation Dialogue with EMD Serono Schedule and planning agreement Map and develop medical and trade database Allocate media Assign relationship ownership Determine use of US and Global spokespeople Revisit/update database Timely follow-up Relevant updates ASCO engagement
Affiliate engagement
Media education/ relationship building
Materials development
KTL engagement and planning Social media plan
Day-by-day congress plan
Materials completion
Competitor planning based on CI/ listening Message planning meeting Curtain raising / media education
Embargo activities / media management
Issues management
Competitor planning based on abstracts Nov-Jan Feb-Mar Apr Apr May-June May-June It doesn't stop there Long-lead follow-up
Coverage report and assessment
Competitor message and activity analysis
Learnings debrief and forward planning Closing the loop Planning for ECCO-ESMO starts now
Shaping evolution of messages
Determining where changes are needed
Implementing changes
Driving the new messages
Reshaping tactical plans
Ongoing analysis: external and internal Learning from others? 1st improvement in OS seen in GBM for 10 years (over standard 1st line therapy)
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