3. SAMPLE #5
CLIENT: Amgen
DELIVERABLE: Neutropenia Awareness Booklet
FUNCTION: Oncology Education Guide
WINNER: AMA International Award of Excellence
Note: I conducted all interviews and
wrote all articles for this award-winning booklet.
4. Profiles of nursing efforts in neutropenia
through the ONS and ONS Foundation's
ATAO initiative
nra
are
lntrodu
Neutro
Seattle T
t
the o
(5) AMGEN
Neutropenia Awareness Booklet Sample Pages
SLIDES: 38-50
Program Education Guide for Oncology Nurses
WINNER: AMA International Award of Excellence
5. I'r'r'r l';lttr;r{iol
2 OntbeATAQ
1 Are yougamzfor raiting neutropenh atuarene,rJ?
8 Tipdfor an ffictiue preaentation
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14 Continuing e?ucatbn aeriet opentnurte,t' eyetat Hatkley Hodpital
15 Self-learning moAutepublitbe? in the Cnrca] Journal of Oncologt Nursing
I 6 Neutropenia ) inner programd prov0efoo?fo r thought
20 Seattlenurae,tlzarn to catcukte ANC at part of tkilb oerifuation
2I A renurce/rom,Arngen-NeutropeniaA to Z
I);rliirt l'.rItrr;rlirin
22 Neutropenia e1tration pampblet rnini,tterd to patuntd
24 Intro?ucing "Phil theNeutrophil": coming to the bo7y) 1efente!
2rY A re,tource/ro m Amgen - Imp roving tbe Cbemotberapy hpericnce
28 Seattle Topn Forum improveatbechemotherapyexperience
i0 Patbnt e?ucationbooklzt ?itcuzde.dbloo?cellcountain lav term,t
I'r:r,Ii, i Ii rol:
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How to take it eaty whenyou're working /aar?
I urvive? tUt. Fuji!
5.1
56
57
6. Neutropen ia Arnrareness?
FIow to host your own educational game show
After a long day at work, you putyour feet up on the coffee table and, with
remote control in hand, turn onyour favorite game show. You fantasize that
you, too, could win big money as a contestant. You probably arent thinking
much about neutropenia-that is, unless it's the subject of the questions
being asked. But how often doesthat happen? Well, this pastyear
team members
it's actually occurred on several
occasions, as a few highly creative
oncologr nurses have modeled their
peer education programs on popular
TVgame shows.
In March, Nancy l.edoyen,
RN, BSN, OCN9" and Melissa
Sloan, RN, MSN, OCNP of the
Enloe Outpatient C,enterin Chico,
California, produced a game about
neutropenia based on Jeopar?yand
presented it to their local ONS
chapter. "'We wanted to do
something that was different and
fun, yet still think about issues
of neutropeniai' said l,edoyen.
"The idea came to us when we
got stranded for eight hours in the
airport on the way back from the
ONS ATAQ program in January.
I think everyone on our flight
ended up knovring a good deal
to the tontinuum
issues."
about neutropenia after being forced to listen to our brainstorming!"
Acting as co-hosts,the two projected the game asa PowerPoint@t
presentation. Contestants played in teams consisting of nurses from a
variet;r of work environments, such as inpatienl outpatienl and home care.
is al
7. education
"Someof the questions."vere
fbcr-rsedon difl'erentareas,sowe
wanted eachteam to be represented
by nursesin thoseareas,"said
l,edoyen. "This allowed team
membersto seethe continuumof'
neutropeniaissues.For instance,
someof our inpatientnlrrses
believedthat neutropeniaaffects
patientsonly in the hospital,but
not at ho-e. It helpedeveryone
focus on the biggerpicture."
Ledoyen and Sloan awarded
bonusprizesthroughoutthe game
to keep everyonehuppy, but the
winning teamtook homegift
basketscontaining items suchas
antibacterialsoap,Band-Aids'f':'
and vitamin C lozenges."We had
a very competitive audience,"laughs
l,edoyen. "We had to enlist the
help of our Amgen representative,
Katie Burke, to help us decide
who answeredlirst becauseit got
fierce.We f'earedfbr our livesat
onepointl" C.ompetitiveasit got,
the gamewas a team-building
experience."So many of our
meetingsare not interactive,"admits
kdoyen, "but this onewas.You
couldseeall ol'thenursescoming
togetherand usingthe datain order
to think the questionsthroughJ'
In King of Prussia,Pennsylvania,
Pat Frank, RN, BSN, OCN'i
of Penn Home Infusion Therapy
had the sameidea.As president
of her local ONS chapter,she
and f'ellowmembersand
participantsin ATAQ, Anne Marie
Gipe, RN, OCN"; Sandra Lyczak,
RN, BSN, OCNoo;and Alice
Lindsay-Veirz,MSN, CR, NP, also
presenteda neutropeniagame
basedon JcoparAlfbr their local
chapter in May.
This versionolthe gamedid
not require high-techproduction
methods.Frank and her colleagues
madeindex cardswith eachof six
categorieson one side.On the top
of eachcard they indicatedwhat
the questionwas worth and color
codedeachcategoryto prevent
confusion.Then they placedthe
cardson a table and alsowrote the
categorieson a blackboardso that
the contestantscould choosea
categorybefbre coming up to the
table to play. Categoriesincluded
immunolog., signsand symptoms
of neutropenia,environmental
precautions,and one called
"potpourri" that had a little bit
of everyhing, suchasquestions
about the temperature at which
a patientshouldcall a physician
and the side efI'ectsof
8. "lt seems that
a fun and
NEUPOGEN@$ (Filgrastim). The
game lasted about two hours, with
winners going home with prizes
supplied byAmgen. The
participants were so pleased with
the game's successthat Frank
presented it at ONS C-ongress.
"After the presentation, I was asked
by at least 15 people to give them
copies of the questions and outlines
that we used," said Frank.
J*pofu, of course, has been a
favorite game show for decades.
But thisyear, Who lVantt to Bea
tlrli/liorube? has been TV's top-rated
program. Capitalizing on the show's
popularit;r, Jennifer Witt, RN,
BSN, OCNP of the John Stoddard
Cancer Center, and Lucinda
Tennant, RN, BSN OCNP CCRC,
of the Iowa Methodist Medical
C-entel produced and presented
Wbo lVantdtoBean OncologyNurde?
According to Witt, "Many of the
nurses in the clinic have been
practicing oncologt for quite some
time. We knewthat information
on neutropeniawasnt going to be
new to them. Still, there was plent;r
that they could review to refresh
their memories. So we decided to
create a fun and interactive way
they could work together and
participate, rather than listen to
us lecture."
people retain more
rnrhenthe information is presented in
interactive format."
-Lucinda Tennant
The format consisted of 65 questions
projected in a PowerPoint@
presentation. Tennant and Witt
used the ATAQ course book, the
ONS core curriculum study guide,
and case studies from their own
experience as source material for
the questions, which focused on
specific topics, such as growth
, factors, the irnrnune system, and
management of neutropenia. They
decorated the room to play on the
money-oriented theme of the
original show, using green and
gold balloons, candy coins, and
Monopol;z@'rmoney. Luckil;r, they
were also able to create sound
effects. "One of our patients has a
brother who works at a local radio
show," related Witt. "He made us a
CD recording of the sound effects
and musical themes from the actual
program. We played them at all the
right moments. It really added to
the authenttcity!'
Rather than playing as individuals,
the contestants played in teams,
with each taking a turn to answer a
question. Amgen Profeisional Sales
Representative R.J. Compiano
played host "Regis Filgrastim," who
determined the winner of the
fastest-finger response question by
having contestants squeezeeither
a Tickle-me Big Bird or Tickle-
me Cookie Monster. Whichever
one started laughing first indicated
the winner. As in the original show,
there were three lifelines: one was
50/50,the second was to ask for a
hint from Tennant, and the third
was to ask for help from a specific
teammate. Tennant feels that "this
cooperative team approach is what
they liked the most-that they
learned from each other. It seems
that people retain more when the
information is presented in a fun
and interactive format."
The winning team chose a $20 gift
certifi.cate from avarieqr of
merchants, such aslocal restaurants,
movie theaters, massagetherapists,
and craft stores. Each member of
the team that did not win received a
NEUPOGEN' Tlshirt, an Amgen
pen, and a l0-minute calling card.
"Everyone walked away smiling and
laughingi' Tennant recalls. "They all
loved it-even the people who 'lost.'
They encouraged us to playthe
game evely year!'
*0CNoisa registeredtrademarkofthe0nc0l0gyNursing
CertificationCorporation
tPowerPointoisa registeredtrademarkofMicrosoftoCorporation
+Band-Aid@isa registeredtrademarkofJohnson&Johnson
SNEUPoGENoisa registeredtrademarkofAmgenInc.
llMonopoly'isaregisteredtrademark0fHasbro,Inc
9. Modulate volume appropriately
and use vocal wariet;r. Make sure
that everyone can hearyou, and
dont hesitate to ask whether that's
the case.Remember that individual
room acoustics can affect how well
your voice carries. Varying volume
is part of having vocal variegr so
is varying the pace ofyour speech.
But the most important aspect of
having vocal varieqr is lettingyour
natural enthusiasm foryour topic
lend expressionto your voice.
Watchyour srbance.Tieke a
comfortable stancewith feet planted
slightly apart. Avoid the temptation
to shiftyour weight back and forth
onyour feet. Some movement is
fine, but don't pace back and forth.
As foryour hands, experience has
shown that placing them in front of
you in a loose steeple position works
for both presenter and audience.
Tips for an
Effective Presentation
R.l"*.it'. natural to feel nervous
gi..ing a presentation. Think ofyour
presentation as a conversation with
a number of people. Before you
speak, use proven methods to
relax - visu alize atranquil scene,
do somedeep breathing, or perhaps,
consciouslyflex and relaxyour
body parts one at a time.
Maintain eye contact with your
aufience. Focus on individuals
at different points in the room.
Maintain eye contact with one
person at a time. About three to five
secondsof eye contact-just about
enough time to determine what
color eyessomeonehas-comes
across as engaging without seeming
intrusive.
I
10. 5. LIse gestures naturally.
Gesture onl;r when doing
so comes naturally and
accentuatesyour point
appropriately. Using contrived
gestures thatyou have
preplanned often falls flat
and can even come across
as humorous.
TrSzto eliminate unts, a"las,
and repetitive phrases (ike
'you knou/'). The key here
is to knowyour material and
practice beforehand. Also,
dont be afraid of pausing
to collect your thoughts.
Short silencesmay not feel
comfortable for you, but
your audience won't mind.
IJse the speaker notes
optirnally. Dont read your
presentation, but it's perfectly
acceptable to refer to your
notes, especially for statistics
and other data. Speaker notes
should promptyou to cover
the important points. Ifyou
like, writeyour notes on index
cards to make them less
conspicuous.
Involveyour audience.
Ask questions and use
interactive exercises. Feel free
to cite a casestudy fromyour
own experience or digress
with a personal anecdote
relevant to the material.
Ilandle questions-and
srlsw€rs-gracefully.
Encourage others to ask
questions ofyou. It's helpfrrl
to repeat people! questions
for the audience. Makeyour
answers complete but concise.
Ifyou dont know €rnanswer
just say so and offer to follow
up later. Ifyou ask questions,
give people time to respond.
Dont comment on the quality
of questions or answers
(."log "that's a good
question" or "great answer!"
putsyou in the role of passing
judgrnent). If someone does
give incorrect information,
you can ask whether others
ag'ree.Be tactfrrl-dont argue
with or personally criticize
the person-but be sure the
audience isnt misled.
1O. Manage the discussion
skillf,ully. Somedrnes you
c:rn spur good discussion by
posing a question to someone
who is lik"lyto make an
appropriate response.You
can broaden the discussion
by asking others to give their
opinion or expand on the
point. Encourage people to
provide support and rationale
for their statements. Ifyou
feel the discussion is getting
bogged down, be open about
it: "I think we've covered
this issue su{ficientr. I-et's
move oni'If an individual
is dominating the discussion,
solicit others to speak.
1 1 . Tiy videotapingyour
practice sessions or ask
others to watchyou and give
feedback. Watching and
listening to yourself on tape
can be an eye-opening
experience. You can judge
for yourself how well you're
incorporating all of the
principles of effective
presentation. Asking others to
watchyou and give feedback
can also be very valuable in
rnaking sureyou are getting
the messageyou want across.
9.
6.
7.
8.
Remzmler mqdtau)iencu areforgiuing. Euenpolit/ae?
tpeakert ma.kemittaket an? conttant$trcek to improuet/aeir
prenntation akilb. Speak"V brfuo an aulienceabou/2bean
enjoya"bleexperbnce.
Relax and have fun !
11. l
I
l
l
I
,
I
I
way that people learn
casestudies. Just ask
Goldman,BSN, RN,
N9* at The Cancer Institute of
New Jersey. In her own personal
experience,shehas discoveredthat
if nurses can relate what they're
learning to the details of a real
patient profile, they can remember
the patient's particular situation
better than an abstract text.
Not a big fan of dry, impersonal
lectures, Goldman decided to
createa self-learningmodule on the
function and impact of the immune
system that would engergenurses
through direct applicationto
oncologr casestudies. She began
by focusing on patients from her
own practice: one with Hodgkint
disease,another with chronic
lyrnphoclic leukemia, and a third
with HIV lymphoma. 'ill three
patients were at great risk for
suppressedimmune functionsi'
noted Goldman. "But I soon
discoveredthat it would be
impossible for any one case
Peer education
To extract general knowledge
about neutropenia, Goldman
proceededto write a brief didactic
overview that provided the basics.
Then sheadded a supplemental
section on the immune system's
relation to oncologz, covering,
for instance, how steroids affect
immune functions and how
alkylating agents destroy bone
marrow cells. With the
fundamentals laid out, Goldman
was able to use the casestudies
asteaching tools.
In fact, she incorporated the
learning module into the Oncolog,
Nursing Societ;zCertifi cation
Rewiew Course lecture she gave to
about 50 nursesin August. "My
intent was to make them aware of
the complications of immuno-
suppressive therapyi' says
Goldman. "lf their patientsstart
coughing or developing fevers,
the nurses will now realize the
risks of subsequentinfections."
Ifyou oryour staff would like
to engagewith Goldman's self-
.ilearning
module, it can be found
.l in the "Test Your Knowledge"
:F:; of o,rro/u-qyNttr,rinq.
-i
.t -octl'ir u registeredtrademarkolthe0nc0l0gyNursing
'l' Certification-Corporation
15
!
13. Although much progress has been made in controlling the side effects of chemotherapy
and radiation, it is essential that patients with cancer be informed and supported as
they undergo treatment. With this imperative in mind, ONS chose Lisa Meehan, RN, BSN,
ocN9. of the Harbor oncology Hematology Center in South Weymouth, Massachusetts, to
lead the ATAO Community Education Project Team to create and disseminate patient
education programs. Other team members include Kathy Leifeste, RN, MSN, OCN,' Anne
Shaftic, RN, CS, BSN, OCN,' Jennifer Tenhover, MSN, RN, CS, AOCN9. and Virginia (Val)
Long, a survivor of breast cancer from Massachusetts.
Meehan and her team decided to
design a program that would be
user-fliendly. They reali"ed that
most of the available material about
rteutropenia was too advanced
for children and patients with
less education. So they began
brainstorming ways to communicate
messagesthat would be easyto
understand, yet thorough enough
to deliver the necessary
information. Recalls Meehan, "We
wanted to humanize the topic with
.a light, simple approach. According
to my own experience, patients
respond especially well to humor,
and to pictures, which truly are
worth a thousand wordsl' The team
members began asking themselves
what kind of figure could both meet
these criteria and represent the
body's defense system. "All of a
sudden," declares Kathy I-eifeste,
"Phil the NeutroPhil was bornl'
As conceived by the team and
their graphic designe4, Phil is a
bodyguard with a kind, strong,
.
"everyrnan"
W. of face. He is
dressed in a costume that looks a
bit like a space suit, suggesting his
ability to travel freely throughout
the body. "Phil is the embodiment
of the neutrophil's function," adds
Meehan. "Appealing to both
children and adults, he presents
the complicated but important topic
of treatment-related neutropenia
in a simple, nonthreatening manner
that is easily comprehended and
remembered."
The team decided to introduce
Phil in a series of four posters
offering sequential information
and to embellish their main points
in a supplementary booklet. The
first poster, introduced at ONS
Congress in May 2000, asks the
question, "Who Is Phil?" Intended
to introduce the characte4,the
poster defines a neutrophil and
e>rplainsits function. At the bottom
is a line of copy suggesting that
patients contact their nurse or
physician for more information.
Any patient who follows up then
receives Phil's booklet, distributed
by a nurse. Kathy e4rlains, 'Phil's
appearance on the posters will
prompt patients to start asking
'Who is this NeutroPhil grry?'
opening up a dialogue about
neutropenia." She recommends that
the posters be hung in a prominent
place in the oncologr ofifrce,clinic,
and/or phlebotomy area.
The companion teaching booklet
includes text about neutropenia, a
glossary, and charts to record
temperature and white blood cell
counts during the course of
treatment. It should function as a
handy guide that the patient can
reference regularly. Adds Meehan,
"Even if staff members lack the
time to go through the entire
booklet with patients, they can take
it home to read, since it is so
appealing and easy to understand.
14. presents the
complicated but important
topic of treatment-related
neutropenia in a simple,
nonthreatening manner..."
-Lisa Meehan
Then, if they have additional
questions, they can ask the stafffor
more speci{ic details."
The entire NeutroPhil kit, which
includes all four posters and the
booklet, made its debut at the ONS
Institutes of Learning in November
2000. Poster #2 asks, "Why Is Phil
I-,ow?" and covers the effects of
treatment on neutrophils, bone
marrow suppression, and nadir.
Poster #5 then asks, "'What Can
Happen When Phil Is Low?" and
reviews signs and s;rmptoms of
infection. Finally, poster #4 asks,
"How Can You Help When Phil
Is Low?" and empowers the patient
by offering germ-fighting tips.
As part of phase II of the
NeutroPhil initiative, ONS will
develop additional tools. Other
promotional items may include a
NeutroPhil refrigerator magnet
modeled on protot;ryes developed
separately by both Susie
Parmente4, RN, BSN, OCNP of
the Great Plains Regional Medical
Center in North Platte, Nebraska,
and Susan Purtill, RN, BSN,
of Mercy San Juan Hospital
in Carmichael, California. Both
protot;4pes are designed, like the
NeutroPhil posters, to inspire
patients and caregivers to monitor
signs of neutropenia and to call a
physician for immediate treatment
of infection. Observes Parmenter,
"Since a refrigerator is a household
appliance that patients use
frequently, it's an ideal place to
hang a daily reminder of s;rmptoms
for patients to look for at critical
cycles in their treatment. The
magnet highlights the most
important information about
infection that they need to
remember."
"It might inspire and allow family
members to ask questions about the
cancer itself, and to acknowledge
that side effects do occur, since not
all patients are vrilling to tell their
loved ones that they dont feel well,"
adds Purtill.
Lisa Meehan believesthat these
tools will appeal to patients of
all ages.She admits that itwas a
challenge to make the information
understandable at a sixth-grade level
without talking down to ar5rbody,
but reports that her patients with
high levels of education have given
it a "thumbs upJ'
Meehan also felt strongly that the
team should include a cancer
sunrivor if they were going to
15. create a community education
project. She acknowledges, "It's
important to get feedback from
someone who represents the group
you're educating. As nurses,
sometimes we lose our objectiviqr.
Virginia Long, therefore, was very
helpfirl in pointing out what was
clear and what needed more
explanation. She also recomrnended
a layered approach by offering the
patients small bits of inforrnation
sequenced over time. That way,
once patients understand one
question and its answer, they can
move on to the next concept."
Meehan hopes that the NeutroPhil
educational tools will find
widespread use: "Our goal is to
make learning more pleasurable
and less overwhelming, and
also to make treatment-related
neutropenia a better-managed
side effect through effective
education. At the mere mention
of chemotherapy as a treatment
option, patients are often pushed
to their intellectual and emotional
Iimits because of the m;rths and
misinformation about side effects.
It is in the midst of this turmoil
that the oncologr nurse must begin
initial teaching about neutropenia
and measures to control it."
To receive the frrll NeutroPhil
four-poster set and Phil's booklet,
contact your Amgen Professional
Sales Representative or the
Oncologr Nursing Socieqr
customer service at (412) 92L-7375.
Additional copies of the booklet
can be obtained in increments of
100fromONS.
-oCN'isaregisteredtrademark0ftheoncologyNursing
CertificafonCorporation
tAoCNoisaregisteredtrademarkoftheoncologyNursing
CertificationCorooration
"Our goal is to make learning
more pleasurable and less overruhelming,
and to make treatment-related
neutropenia a better managed side effect..."
-Lisa Meehan
16. A survivor's story
As a sunrivor of breast cancer,
Amgen's Paula Bass knows exactly
what it means to overcome
adversiqr with strength and
determination. And once again, this
past August, she really put her
survival instincts to the test during
an expedition to climb Mt. Fuji
in Japan. "Itwas an incredible and
very challenglng experience," recalls
Bass. "There'were about 70
'Americans,
of which 50 to 40 were
survivors of breast cancer like me.
The others were supporters, such as
daughters and husbands, aswell as
people who have workedwith The
Breast Cancer Fund. Four hundred
Japanese also joined in the climbl'
The Breast Cancer Fund is a
nonprofit organization comrnitted
to raising awareness of breast
cancer and funding methods of
detection (otherthan
m:unmograms), research for a cure,
and studies to determine the
environmental causes of breast
crncer. To raise awareness, the
Fund solicits breast c€rncer
survivors to climb mountains as a
sSrmbolicshow that these women
can do an;rthing they set out to
accomplish-that they can conquer
even the most difficult endeavors
that everyday people normally
think are impossible to overcome.
Ayear ago, a group of breast cancer
survivors climbed Mt. McKinley.
BecauseAmgen was a sponsor for
I Survived
the documentagr of the event, the
Fund inquired into other climbs
that Amgen might be interested in
supporring. Specificall;r, they
inquired if an Amgen employee
would like to join the group in
Japan. "As a breast cancer '
-:,
sunivor," says Bass, "I was more-,or
lessvolunteered by my colleagues,
although I myself thought it would
be exciting. My husband, Jeff,
agreed to accompany meJ'
Once on Mt. Fujr, Bass and the
e>rpedition drove up to the fifth
station (6,000 ft), where the trail
begins. On the first day, they
reached 10,000 feet. They stopped
for the nighL providing an
opportuniqr to acclimate to the
diminished o:ygen. Many climbers
were already e>rperiencing altitude
sickness.AII the US climbers spent
the night wedged tightly into a tiny
hut. "The accommodations were
probably the greatest challenge. We
were packed in like sardines and
got very little sleep," recalls Bass.
At4:30 the next morning, they
began the ascent to the summit.
Because it was cold and pitch black,
they were outfitted with headlamps,
gloves, and jackets. Basswas also
wracked with headaches resulting
from sleep deprivation and
constipation. "It was a hard, steep
climbi'Bass remembered. "The sun
rose aswe approached the top,
filing the horizon with spectacular
hues of orange and pink. What
an inspiration for the last hour of
the climbi'
The climbers had a prayer flag
ceremony at the summit, planting
flags they had carried in honor of
loved ones struggling with breast
cancer. In the Tibetan tradition,
colorfi:l prayer flags are flown
so the wind can catch and cany
their messageof hope and healing.
"It was a vely powerfirl and
emotional experiencej' said Bass.
"And I made it! I also made friends
with a lot of courageous women
with unique yet similar experiences.
We had all gone through tougher
challenges than this onel'
In addition to raising awareness of
breast c€rncer,The Breast C-,ancer
Fund was able to raise $t milliott
for breast cancer research and
detection. Bass was to able to raise
$56,000 of that with the help of
supporters and matching funds
from Amgen.
"l
17. SAMPLE #6
CLIENT: Amgen
DELIVERABLE: Oncology Newsletter
FUNCTION: Field Sales Communication
Note: I conducted all interviews and
wrote all articles for this quarterly newsletter.
18. Fall2001 lssue 1
The oncology
newsletter is
intendedto
keep you up to
date on internal
activities,sales
,initiatives,and
best practices.
oncologynews
ready ourselves to win in highly
competitive markets by learning
about new products, adoPting new
ways of selling, and using new tools
for communication
Of all our challenges, corilnun-
ications is perhaps the most difficult.
As our sales force grows, the need to
utilize Orion is greater than ever.
our various clusterleams require
precise coordination of every activity.
And the folks in Thousand Oaks
always seem to want your attention
You just can't pick up the phone
an)rTnole,can you?
Currenl, Amgen's oncology
newsletter, is a first step forward to
keep you better informed. Planned
as a quarterly publication, it is
intended as a regular forum to keeP
you up to date on internal activities,
sales initiatives, and best practices
Our marketing teams and sales
managers want you to be more
aware of their plans as they develop,
rather than seeming to appear
A NoteFromRickMafrica
IntroducingtheOncologyNewsletter
These are exciting times at Amgen.
As I'm sure you're well aware, much
is going on both in the field and here
in Thousand Oaks. Withra new
senior executive management team,
several products about to launch,
and unprecedented competitive chal-
lenges to face, the stakes are high
indeed But so is the potential upside
for all of our stakeholders-you, me,
our shareholders, and, most imPor-
tantly, the patients we can help.
Certainly, it's fair to saYwe have
a few hurdles ahead. One of them is
simply to stay on top of elverything
that's going qn. First and foremost,
we need to "keep the lights on,"
which means paying close attention
to our core business-NEUPOGEN@
(Filgrastim). Second,we must prepare
for two major new pipeline Product
candidates-NEUPOGEN-LrM
(Pegfilgrastim) and AranesprM
(darbepoetin alfa) in the CRF
market and eventually in other
disease states.Third, we should
4MGEN'
Oncology
"out of the blue." In fact, the more
you know, the easier all of our jobs
will be. So please take a good look
at the articles in this first issue and
provide some feedback by e-mail if
you have the time. Let us know
what you like, what you don't like,
and what other kinds of stories
you'd like to read. My hope is that
you will find each issue useful to
your work in the field. I
Good selling,
Eye on the GomPetltion
Best Practices
AnemiaBusinessUnit ls Dedicated
to BlockbusterAranesp'"Sales
by Mike Narachi
As part of Amgen's corporate prioriry By clarifying and streamlining
to make AranesprMa multibillion accountability to all of these issues,
dollar product, a dedicated Anemia the ABU can make clear and timely
Business Unit (ABU) offers numerous decisions, increase effectiveness, and
benefits supporting this promising sharpen our competitive edge.
opportunity. Certainly, there are new The mission of the ABU is to
challenges that the ABU must face. help patients suffering from anemia
How, for instance,do _:rr^^-r:___- L_ L^t-^ ^,,
Zhd its complications.
we negoriare the need we will continue to take all The senior Ladership
to ,.-ii., audience- the steps necessary to ream's leaders are
focused at the same make AranesprM a hqge convinced that, over
time that multiple success for both patients time, we^w-ill make
ffi#;:"'3;,*::,, andshareowners.ilil|'lo"i?l*.,
How can we diversify medical team
input to address multiple disease
senings?How can our salesteams
share knowledge, tools, and
strategiesin a unified sales effort?
the treatment of anemia associated
with CRF and eventually in other
disease settings. 7e will meet this
conviction by investing time together
as a leadership team to make it
continued on last page
MikeNarachi
19. OncologySalesAdvisoryBoard:Fixed
Firstof ManyQuarterlyMeetings
OnJune L4, 15 representatives from
the Oncology sales and professional
services departments gathered in
Thousand Oaks at the Testlake Village
Inn to review product launch plans
and initiatives for NEUPOGEN-IArM
(Pegfilgrastim) and AranesprM
(darbepoetin alfa). The first in a
planned series of quanerly meetings,
the assembly participated in roundtable
discussions designed to encourage and
increase interactive communication and
feedback between Salesand Marketing.
According to 7ill Suvari, AranesprM
marketing manager and one of the
meeting's coordinators, "The objectives
were simple. Marketing people need to
talk more with the sales professionals
closest to our customers if we want to
understand how best to launch two of
our most important new products."
The assembly's profile represented
all aspects of the sales process or
cluster teams. Senior sales managers
' selected participants based upon their
achievements in the field. PSRsin
attendance included Janet Abrahamson
and Kim Andrews (Northeast), .
Roxanne Boczar and John Hendricks
(Great Lakes), Lil Rudd andLarry
Fitzgerald (Southeast), Josh Meir and
Meg Fender (tJfest), and Todd Huck
(Central). Bertie Ford and Diane
Samacki spoke for the OCS team,
while Kristen Kauffman and Tom Rotte
represented Corporate Accounts,
Rounding out the panel were district
managers Keith foods and Shaun
Anderson-Ahn.
On the first night of the meeting,
Mike Narachi ioined the group to
answer questions about the new
Anemia Business Unit's impact on the
oncology team. The agenda for the
second day was comprised
of interactive
pfesentations and
exercises emphasizing
how marketing data
and sales know-how
can work together to
ensure a successful
product launch. Bill
Cadwallader, from the
NEUPOGEN-LATM
marketing team,
presented an overview of launch plans
and premarket activities currently
under way. In response, the panel
offered helpful suggestions to improve
the communications logistics between
Marketing and the field. 7ill Suvari
then followed with an overview of
positioning results for AranesprM
PSRLil Rudd,"Thisis an
"Marketing people need to excitingtime to be part
talk more wath the of the.salesforce.W'e
professionalsclosesttoour H:#""J.t:#:l&:"
customers if we want to andnephrologymarker
understand how best to place.andto laythe
taunchourtwo;;;i- H:*|"*?#l-"
important new products." nowto fuitherclari$our
customefs' goals,
thisis an
excitang
timeto be
part of the
salesforce
and explained the importance of
segmentation. Breaking into groups,
the panel brainstormed on the different
characteristicsof each customer
segment and the best methods for
approaching each one during a
sales call.
Overall, tlee meeting was a very
positive experience. Participants were
emoowered to offer their frank
appraisal of Amgen's strategies to
prcpare to launch both new products
successfully. According to Oncology
concerns, and motivations." Added
Larry Fitzgerald from the Miami district,
"Ve will be ensuring optimal sales with
better and more frequent feedback
between Salesand Marketing." To that
end, the next sales advisory meeting is
planned for late September. Look for
an update in the nex issue. I
ONSSummary
At the annual ONS meeting, Amgen
supported a symposium on the elderly
entitled "Equal Treatment, Equal
Benefit: Rethinking the Management of
the Neutropenic Elderly Patient." The
symposium dealt with the issue of
undertreating elderly cancer patients
based on the bias that they cannot
tolerate ffeatment, even if they have
been assessedas being at high risk for
neutropenia. Rather than overlook this
population, the symposium message
assertedthat the elderly should not be
treated differently. Instead, they need
to be supported with growth factors
for the management of anemia and
neutropenia, particularly because their
bone marrow does not respond to
treatment as well as that of younger
Datients.
At this year's booth, we encouraged
a more proactive approach to identiSzing
patients at risk for neutropenia Nurses
took a quiz testing their knowledge
about the condition and its side effects,
and those who passed were rewarded
with a Lego'* give-away. Feedback for
both the symposium and the quiz were
very positive. I
*Lego'
is a registered trademark of the LEGO Group
currentoncologynews
20. SEMESTER2 Distrit
Sailfor $1 Billionin
(Filgrastim)Revenues
Thisyear,for the firsttime,the Semester2
NationalMeetingwas brokendown intoseveral
regionalmeetingsheldduringtheweekof July9.
Featuringa "Regatta"theme,theselocalgatherings
weredesignedto encouragePSRsto "set sales"
objectivesof $1 billionby the end of the year.
The primarygoalfor the secondhalfof 2001is to
increasethe numberof oatientswho receiveNEUPOGEN@
throughthe implementationof two initiatives.Thefirst
initiativefocuseson increasingthe useof first-cycle
NEUPOGEN@amongelderlypatientsreceivingmoderately
comolications.
Planningandhostingthenew regionalmeetings
requireda few innovations.Forexample,a "meeting-in-a-
box" was createdfor regionalmanagers,who receivedall
the salestrainingand marketingmaterialsthey neededto
leadtheirown meetings.Districtmanagers,inturn,
Dr.Cohenhasdefinedthreebasicsegmentsof
oncologistsbasedon the psychologicaldistinctions
informingtheirtreatmentchoices.The"cost-conscious
doctor"is drivenby a needto maintaincontrolovercosts.
The "quality-of-lifedoctor"is motivatedby the desireto
nurturea positiverelationshipwiththe patient.And the
"planned-dose-on-timedoctor"exhibitsa strongneed
to succeedagainstcancer,the enemy.Theresultsof
Dr.Cohen'sresearchprovidea valuableframeworkto
Dr. Cohen has defined three basic segments
of oncologists
. the "cost-conscious doctor"
' the "quality-of-life doctor"
. the "planned-dose-on-time doctor"
organizeour approachto customers,padicularlyas the
oncologybusinessunittakeson multipleproducts.
Understandingthe intentionsof thesedifferentsegments
will helpthe salesforceto reaffirmtheirinstinctsabout
physiciansandto developan individualizedpitchand
protocolpostapprovalin oncologythatwill helpassurea
successfullaunchof our futureproducts.I
to highlymyelosuppressivechemotherapy. ,tr..-."..,-.-._--..,=.,",.=...clinicaldatasupportingthe newmessages
Thesecondinitiativefocuseson illrei"'{:'!'irl'l'i!{'r :li'rr-
PSRswill be expectedto deliverto their
disseminatingneutropeniariskmodelsin rihlil'fr tr': customers.
non-Hodgkin'slymphoma(NHL)andearly- i'r:rl'nat<irictr)r,!lii..tfrr Themeetingswereveryeffective.Jerry
stagebreastcancer(ESB)patientsso that f:iernr:sl.e:.. .r.rrir,; Spectoraffirmed"the DMs,OCSs,and PSRs
physiciansarebetterpreparedto identify _."..,._,i.."",
wereallenergeticand activelyengaged.They
patientsat highriskfor neutropenic -!
rr=41r:r!rI ;
ralliedaroundourtwo marketinginitiativesand
becamefamiliarwiththe materialspriorto the meetings
so theycouldmoreeffectivelyleadtheirteamsthrough
workshopsdealingwith productstrategies,prontotional
messages,andtoolsto handlecommonobjections.In
addition,OncologyClinicalSpecialistspresentednew
padicipatedin productivediscussionsabouthow new
toolscanbe usedto deliversimple,focused,consistent
messagesderivedfrom opportunitiesidentifiedthrough
marketresearch.Everyoneinvolvedshouldbe
commendedfor makingour newSemester2 meetings
a realsuccess."I
SegmentationOffersGommonLanguageto
UnderstandCustomerMotivations
by Will Suvari
Amongthe topicsdiscussedat the JuneSales
AdvisoryBoardmeetingwasthe conceptof "segmentation."
Althoughit maysoundmathematicalor scientific,the term
actuallyrefersto the practicein marketresearchthat
groupsourcustomersaccordingto commoncharacteristics
we seein theirpracticephilosophiesandtheirquestions
duringsalesvisits.lf we can analyzeand identifywhat
makesonetype of doctorsignificantlydifferentfrom
another,we cantargetour productsandthe value-added
serviceswe deliverto the specificneedsof physicians.
Dr.Sam Cohen,a practicingpsychologistfrom Long
lsland,NY hasworkedcloselywiththe AranesprM
(darbepoetinalfa)Oncologymarketresearchgroupto
examinethe underlyingmotivesof physiciansin today's
healthcareenvironment.Duringhisone-on-oneinterviews
with oncologistswho prescribeEpoetinalfafor their
patients,Dr.Cohenfoundthat contemporaryMDsare
ambivalentabouttheirprofession.On one hand,theytake
pridein theirauthorityas healers.On the other,however,
theyoftenfeelcompromisedby the demandsof managed
careand fearsof malpracticelawsuits.Physicians
respondto thesetensionsin differentways,andtheir
variousattitudesand behaviorscan be groupedinto
commoncategories.
currentoncorogynews
21. ASCO 20,o{
EventsIntroducelmportant
KeyDatato Investigators
Held this year in San Francisco, ASCO 2001
proved to be a very exciting convention from
the perspective of the Oncology Business
Unit. Several scientific effective presentations
generated high levels of interest for AranesprM
(darbepoetin alfa), NEUPOGEN-H.rM
(Pegfilgrastim), and KGF (rHuKGF).
Clinical Development put together successful
investigator events that served as launching
pads for the convention. For the first time,
investigators from the AranesprM phase 7/2/3
clinical trials were invited to come together as
a single group in one place, where they were
able to situate the data from their own patient
srudies into the context of the emerging
clinical picture. Jim Hassard compared the
experience to a huge scientific project like the
space shuttle, during which he observed, "the
scientistsfocus only on their own individual
components in isolation. It's not until the
whole thing is put togethdr that everyone can
see how awesome the larger effort really is.
Meeting in a common forum, collaborating,
and seeing the dat^ in its entirety really
sparked the enthusiasm of the investigators.
They were very excited."
The NEUPOGEN-I"A.TMinvestiqator event
built upon the strong foundation akeady established by
the NEUPOGEN'franchise over the last decade. Observes
Paul Reider, "NEUPOGEN-LArMhas reenergized physician
interest in proactively protecting patients from
chemotherapy-induced neutropenia. This meeting
will serve as a springboard for investigator interest in
NEUPOGEN-LArMin the years to come."
Complementing these investigator meetings, an
interchange meeting with the AranesprMUSA and
International marketing teams was hosted to coordinate
the global launch of AranesprMin oncology. According to
John Fry, "The meeting allowed Amgen International to
reflect on both AranesprM and competitive data that was
presented at ASCO for the purpose of synergizing our
characterization of AranesprM worldwide. In addition, we
shared results of current market research and talked about
worldwide marketing initiatives witl'r the intent of learning
and sharing our experiences to date." A highlight of the
meeting fearured lead US investigator Dr. John Glaspy
offering his perspective on the data presented at ASCO, in
effect providing an overyiew of how a worldwide thought
leader was interpreting the evolving clinical picture.
The theme of this year's NEIfOGEN@ (Filgrastim)
booth was "Building Stronger Tomorrows." At the booth,
over 3,000 physicians answered questions regarding key
messageson cards that they reviewed with PSRs.The
sheer volume of responses indicates how broadly
and successfirlly the NEUPOGEN@message is being
disseminated throughout the oncology field. Meanwhile,
CREMsand other Professional Servicesstaff convened
upstairs in the scientific booth to answer unsolicited
questions about Amgen's clinical development program
John Hollister, Associate Director of NEUPOGEN@
Marketing said, "The number of visitors to the booth
was overwhelming, so the quiz really helped us deliver
messagesto customers whom we might not have had the
opportunity to speak with personally. The sales team
staffing the booth did a phenomenal job in delivering
strong NEUPOGEN@messagesthroughout the meeting."
Severalother congress events also successfully reached
their target audiences with important key data. Five
poster sessionspresented pharmacology and symptom
management data from phase 1'/2/3 AranesprMstudies.
Two oral presentations on NEIJPOGEN-I-A'rMdelivered
phase 3 data on breast cancer. And a plenary session
and two oral presentations announced the promising
results of phase 2 studies on KGF. Finally, at a ioint
NEUPOGENo,/AranesprMinvestigator dinner, George
Morystn thanked the investigators for their corn-rnitment to
advancing clinical research in the fields of oncology and
hematology. In addition, he summarized Amgen's key
products in development that, if brought to market,
could dramatically improve the lives of cancer patients.
"While we've enjoyed a very prominent position with
ASCO to date, the addition of AranesprM, NEUPOGEN-LArM,
and our maturing pipeline will drive our presence at the
preeminent oncology meeting in the world." I
It's not until
the whole thing is
put together that
evenyonecan see
how awesome
the larger effott
reallyis.
current oncologYnews
22. Introducingthe Aranesp'"(darbepoetinalfa)
OncologyMarketingTeam
For our inaugural issue of current,
Amgen's oncology newsletter, we
would like to introduce each member ,
of Amgen's AranesprMOncology
Marketing Team to our professionals
working in the field. As pad of our
concerted effort to increase communi-
cation between Marketing and the sales
force, we feel it is important that each
of you become familiar with who we are
and what we do. The calendar year
2002 will really mark the prelaunch
period for AranesprMin Oncology. The
prelaunch period will be highlighted by
a comprehensive training program as
well as Anemia Disease State Education
for you and, potentially, your customers.
Guy Buckland is the director of
AranesprMOncology Marketing He
previorrslywolked for' 11 years atPfizer,
where he was involved in latrncl-ring
Celebrexo'and ZyrIec''
Jirn Hassard oversees :ill plomotions
for AranesprMOncology Originally frorr-r
the NEUPOGEN" (Filgrastir.r-r)tean-r,he
helped launcl'rNEUPOGEN' SingleJect''
and olans for the eventual lar-rnchof
NEUPOGEN-IA" (Pegfilgrastirn)
Sharon Toner, a 72-year veteran of
Amgen, is in charge of rein-tbursenent for
AranesprM.Previor,rsly,she was part of tl-re
abarehxgroup, where she worked in
public lelations and on tl-redevelopn-rent
of the package inseft and leirnbursernent
plans
Steve Roy is the launch coordinator
fol AlanesprM Pleviously, he conducted
nalket research on Aranesprrl in
nepl-rrologyand oncology and had been
a member of the corporzrteM&A gror,rp.
John Fry focuses on opinion leader'
developn-rent Prior to joining tl-reAlanesprM
team, he worked as a grollp product
lranagel' in oncology at Bristol-Myers
Sqr,ribbin Canada
Keith Krasnigor works on advisory
boards and supporting CME dilected
towards nulses and pharmacistsand also
takes charge of planning our direct-to-
consllmel initiativesand Internet activities.
He was on the NEUPOGEN'team before
transferringover to AtanesprM
VilI Suvari leads advisory boards
and supporl of CME clilected towards
community oncologistsand will be the
plirnary contact for field personnel Before
joining the pronotions tean, he condr,rcted
market researchfor AranesprMand did a
rotation ln Hollston, TX, whele he sold
NEUPOGEN'
Holly Van Dyke is one of our prin.rary
narket researchersPrior to joining the
AranesprMtear-n,she condlrcted market
lesezrrchfor tl-reKGFrMand Leptin teams
after workrng in Amgen's finance
deoaftment
JeffLudwig wolks very closely with
Holly Van Dyke as a r-narketresearchel
He recently joined Amgen from Eli Lilly,
where he performed various roles in sales,
rnarketing,market researchand, most
recently, salesmanagernent.
SwzanraGiffin. fron-r Professional
Selices. actsas the liaison berween
clinical developrnent and malketing to
coordinate or.rrprimary publications
As we approacl-rthe subrnission of the
r-narketingapplication in oncology, tl-re
AlanesprM Oncology Marketing Tean'r
looks fom,ald to working witl-r the sales
force as approval in oncology nears In
our next issue,we will introduce Amgen's
NEUPOGEN-LArMtear.n I
Lelt to right. SuzanaGiffin, Keith Krasnigor,.fol-rnFry. Holly Van Dyke,.finr Hassard,Will Suvali,
Jeff Luclwig, Sharon Toner, Steve Ro1',Gr:y Bucklend
-ye
onthe
)mpetition:
late From
the Competitive
IntelligenceCenter
by LynneEast
Whenyou learnsomethingnewor
importantaboutthe competition...whom
do you contact?Yourfirstcallshouldbe
to the CompetitiveIntelligenceCenter
(ClC),a team of five Salesand Marketing
specialistswho collect,analyze,and
deliverthe competitiveintelligencethat
drivesAmgen'sstrategicdecisions.
TheCICusesa varietyof collection
strategiesto get a better handleon our
competitors.We seekinformationfrom
the fieldsalesorganizationand other
sourcesthat contributetimely,accurate,
verifieddataon our competitors'activities
in the marketplace.Thenwe organize,
store,and maintainthis informationin one
location.Thiscentralizedarchivalhistory
of our competitioncan laterbe widely
distributedto thosewho makeinquiries.
Thisyear,the CIChasenhancedour
rewardsfor the salesteam with the
GoldenDiggerPlusProgram.Every
quader,we distributeawards,ranging
from $100to $500,to salesprofessionals
who providehigh-quality,relevant
competitiveinformation.lf you have
somethingto report,callus at exl.74444,
fax us at (805)376-8552,or writeus at
mailstoo 37-2-C.
Infutureeditionsof this newsletter,
the CICwill provideupdateson recent
comoetitiveactivitiesrelatedto
NEUPOGEN'andAranesprM.In addition,
we will assistthe salesforcein their
collectioneffortsby creatinga competitive
issuesgriddefiningthe areasof competitive
focus.
We hopeto hearfromyou soon!I
'Celebrex' is r regisrerecltraclemxrkof G D Searleencl Company
'Zynec' is a registerecltraclemarliof PfrzerInc
Calf: sxt14444,
fax €oo)326-85s2
wfite: ms37-2-c
cllffent oncology news
23. WesternRegionInitiatesNurse
PractitionerAdvisoryBoards
Although nurse practitioners (NPs) have
always been an important business segment
in the NEUPOGEN'(Filgrastim) market, we
have traditionally not designed programs
specifically for this audience independent
of other nurses-that is until late last year,
when Dave Neff, a PSRin the Northern
California district, invited Nancee Hirano
to a dinner he was hosting for nurse
practitioners in the ciry of Redding. Nancee,
an NP and OCS, related to Dave how
isolated she had felt in her own practice,
and soon the nvo began to discuss the
importance of nefworking. That evening,
the seed was planted that eventually grew
into a series of advisory boards planned
specifically for nurse practitioners
As Nancee remembers it, "The three
NPs we dined with all had varied levels of
experience 'What became clear was that
they really wanted to network among
themselves. As we talked, I realized that
their issues and concerns were similar to
those of NPs I had met in other areas So
we decided to nefwork the NPs not only in
Redding, but throughout the region." By
the end of 2000, Nancee and Dave had
made contact wirh 44 NPs in the San
Francisco district in preparation for an
advisory board held in Napa in February
2001. Remarks Dave, "rVe had no idea of
the scope of NPs in Northern California
when we got the list of names, we realized
they represented an entire territory. Because
we wanted to impact our business as much
as we could early in the year, we decided
ro organize quickly. 'Wepresented our idea
to the district, mailed out the invitations,
and generated a lot of excitement."
The content of the advisory board was
specifically aligned with current marketing
initiatives, including cancer in the elderly,
dose intensiry, NHL risk models, and
managing neutropenia in these settings. To
break the ice so that the participants would
feel comfortable networking, all of the NPs
introduced themselves by revealing an
obscure fact about their lives During the
meeting, Nancee led a segment on the
importance of the NP/MD relationship. At
the conclusion, the NPs completed surveys
that included questions about their role in
managing neutropenia, in particular
whether they have standing orders or
guidelines, and what their role is in relation
to the physician and other staff nurses.
This data provided PSRswith valuable
information about their customers and
sparked much discussion and brainstorming
about ways NPs can take a more proactive
approach to neutropenia management
Overall, the advisory board functioned as
cuffent oncology news
an organized, fun, open forum for
education and networking. The feedback
from the NPs was highly favorable
As a result of the successof the
Northern California Advisory Board, plans
were made to organize similar boards in
Southern California, Phoenix, and Seattle
Dave and Nancee submitted their notes and
feedback from the first meeting to Rick
Hertz, who then worked with OCSsto start
the process in these districts. The Southern
California Advisory Board occurred in June
of this year, with meetings planned for
Phoenix in September and for Seattle early
next year. In the meantime, Tonyce Bates,
the'Western Regional Clinical Manager, has
been focusing on follow-up events that
serve to reinforce the gains made at the
advisory boards. In June of this year, a
dinner was held for the Northern California
' Advisory Board According to Tonyce, since
the first meeting in February, NEUPOGEN'
saleswithin the Northern California group
have increased 260/oThe Bay Area ONS,
with support from a medical educational
grant, has launched a W'ebsite that
functions as a vehicle for nefworking and
communication.
Dave and Nancee are convinced that
these advisory boards will bring clinical
value to Amgen's customers. Observes
Dave, "Nurse practitioners are valuable
allies to PSRswho may have had difficulry
getting into the offices of physicians, thus
providing opportunities they may not have
otherwise " And Nancee adds that "because
they provide supportive care, NPs are
advocates for neutropenic patients Amgen
can only benefit by providing them with
information and resources." (zith this
attitude driving the advisory board
initiative, Tonyce hopes to bring together
all NPs in the Western region late next year
for a symposium that would cover their
educational needs in depth "Currently
we provide the advisory boards with
abbreviated portions of existing programs
so that they don't have too much to take
in." saysTonyce. "W'e'drather they
participate in an interactive fonrm that
allows them to apply a few important
concepts to their own practices. But a
comprehensive educational conference
would be the logical next step "
Nancee, Dave, and Tonyce commend
all involved for the successof the advisory
boards, including the NEUPOGEN@
marketing team, Rick Hertz, the OCSs,
Randy Bodiford, and the PSRswho helped
identify nurse practitioners in their districts
T
That'sright!EnterAmgen'sfirst
"Best Practices"contest,and you'll be
eligibleto win two airlineticketsto any
destinationwithinthe continentalUS.
Therulesaresimple:describe,in 200
words or less,a best practiceregarding
non-Hodgkinslymphomaor cancerin
the eldedy,and e-mailyoursubmission
to your regionalmanagerby October
21st.lt'sas easyas that.And it'sa fun
way to brainstormideasfor all of us to
share!
Blockbuster AranesprM
(darbepoetinalfa) Sales
(continuedfrom firstpage)
happen. We will organize around key
business opportunities, build role clarity into
our organizational design, and make our
decisions based upon evidence. Through this
alignment, we will achieve maximum
effectiveness.
The ABU's near-term priorities will take
the important first steps toward fulfilling its
mission These plans include maximizing
field readiness, communicating regularly with
the anemia team, strengthening hospital
plans and coordination, working to improve
reimbursement and economic programs, and
leveraging clinical and product development
capabilities more effectively
As the general manager, I would like to
introduce the leaders who will carry forward
the mission of the ABU: Dave Boyden
(Dialysis and CRI), Karen Daniels (New
Markets), Guy Buckland (Oncology),
Darrell Taylor (Sales),Donna Mapes
(Professional Services),and Don Mitchell
(Business Planning & Anaiysis Information
Management). 'Working together with you,
our field professionals, we will continue
to take all the steps necessaryto make
AranesprMa huge successfor both patients
and shareowners. I
enoncologynews
currentis a quarterlypublicationfor
Amgen'sSalesand Marketingteams.
Pleasecontacl currenteditorswith
suggestionsandcomments:
WillSuvari
e-mail:wsuvari@amgen.com
Paul Reider
e-mail: preider@amgen.com
MC16213-A75009/01
24. SAMPLE #7
CLIENT: Amgen
DELIVERABLE: Nephrology Newsletter (cover only)
FUNCTION: Field Sales Communication
Note: I conducted all interviews and
wrote all articles for this quarterly newsletter.
27. SlideProgramGontents
Neutropenia From A to Z is intended to provide
information on the diagnosis, treatment, and
management of patients with chemotherapy-
induced neutropenia. Key topics covered include:
. Hematopoiesis
o Neutrophil development and function
. The role of growth factors
. Risk factors for neutropenia to consider
in assessingpatients
r Consequences of neutropenia
. Methods for the oncology nurse to use
in preventing and managing neutropenia
28. Now InformYourGolleagues.
By spreading the word about neutropenia, you have
the power to influence others to help minimize this
serious side effect of chemotherapy so patients can
obtain the most benefit from treatment. fith
Neutropenia From A to Z, Lmgen gives you the tools
you need to share what you know.
You no doubt have many colleagues who may be
interested in enhancing their skills in managing
neufopenia: other nurses at your hospital or cancer
center, other oncology nurses in office practices, home
health nurses in your local community, pharmacists, or
social workers. You perform an invaluable service
when you raise awareness of neutropenia among
those who are your allies in providing the best in
patient care.
We'll Make lt Easy.
Neutropenia From A to Z is a turnkey program. 'We
make it easy for you to educate your colleagues.
We give you everything you need to plan, promote,
conduct, and evaluate your own program, including:
. Professionally designed 35mm slides
and participant booklets
. Tips on speaking and conducting
a program
. Assistance with meeting logistics
(refreshments, audiovisual requirements,
meeting space,etc.)
o Invitational flyer template
. Attendee sign-in sheets
o Evaluation forms
You can count on start-to-finish support from your
Iocal Amgen Professional Sales Representative or
Clinical Support Specialist, who is in turn backed
by the commitment of meeting planners and other
staff at Amgen.
Call Us Today.
If you're interested in conducting Neutropenia
From A to Z in your area, contact your local Amgen
Professional SalesRepresentative or Clinical Support
Specialist for more information on the program
and avarlable financial srlpport. We stand ready
to help you foster top-notch education for your
colleagues and quality treatment for more patients
in your communiry.
31. SAMPLE #10
CLIENT: Amgen
DELIVERABLE: Marketing Communications Style Guide
Note: I sat on the task force that compiled and produced
Amgen’s first style guide and wrote the sections on copy.
