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Strategic PR Plan PPT

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Presentation form for class project. Group created a strategic plan for Gardasil for Males HPV Vaccine. Details can be found in the word document titled Strategic PR Plan.

Strategic PR Plan PPT

  1. 1. Gardasil for Males Presented by: Jim Nowierski, Tiffany Sarpy, Lin Sun & Yue Zheng
  2. 2. About Merck <ul><li>Founded in 1891 </li></ul><ul><li>106,000 Employees </li></ul><ul><li>Operates in 140 Countries </li></ul><ul><li>$47 Billion in Revenues </li></ul><ul><li>Products </li></ul><ul><ul><li>Prescription Medications </li></ul></ul><ul><ul><li>OTC Goods </li></ul></ul><ul><ul><li>Animal Health Products </li></ul></ul><ul><ul><li>Vaccines </li></ul></ul>
  3. 3. About Merck <ul><li>June 8, 2006 – FDA approves Gardasil. </li></ul><ul><ul><li>Females between 9 and 26 years-old. </li></ul></ul><ul><ul><li>HPV types: </li></ul></ul><ul><ul><ul><li>6 </li></ul></ul></ul><ul><ul><ul><li>11 </li></ul></ul></ul><ul><ul><ul><li>16 </li></ul></ul></ul><ul><ul><ul><li>18 </li></ul></ul></ul>
  4. 4. About HPV <ul><li>Most common STD in the United States. </li></ul><ul><li>Infects 62 million Americans each year. </li></ul><ul><li>Most do not know they are infected. </li></ul>
  5. 5. About HPV <ul><li>Females </li></ul><ul><li>Cervical Cancer </li></ul><ul><li>Anal Cancer </li></ul><ul><li>Neck Cancer </li></ul><ul><li>Genital Warts </li></ul><ul><li>Males </li></ul><ul><li>Penile Cancer </li></ul><ul><li>Anal Cancer </li></ul><ul><li>Neck Cancer </li></ul><ul><li>Genital Warts </li></ul>
  6. 6. Females vs. Males <ul><li>Females </li></ul><ul><li>9,710 new cases of cervical cancer annually </li></ul><ul><li>3,700 annual deaths </li></ul><ul><li>Males </li></ul><ul><li>304,000 contract genital warts each year </li></ul>
  7. 7. Business Goal <ul><li>As a publically traded company… </li></ul>
  8. 8. Opportunity <ul><li>Global sales of Gardasil </li></ul><ul><ul><li>2006 </li></ul></ul><ul><ul><ul><li>$234.8 million </li></ul></ul></ul><ul><ul><li>2007 </li></ul></ul><ul><ul><ul><li>$1.48 billion </li></ul></ul></ul><ul><ul><li>2008 </li></ul></ul><ul><ul><ul><li>$1.4 billion </li></ul></ul></ul><ul><li>Why the decline? </li></ul><ul><ul><li>Strong launch uptake </li></ul></ul><ul><ul><li>Vaccination for children program </li></ul></ul>
  9. 9. Opportunity <ul><li>Expanding the application of Gardasil </li></ul><ul><ul><li>Women 27 to 45 </li></ul></ul><ul><ul><ul><li>Failed </li></ul></ul></ul><ul><li>New Markets??? </li></ul>
  10. 10. The Real Opportunity <ul><li>October 16, 2009 - the FDA approved Gardasil. </li></ul><ul><ul><li>males between 9 and 26 years-old. </li></ul></ul><ul><ul><li>HPV types: </li></ul></ul><ul><ul><ul><li>6 </li></ul></ul></ul><ul><ul><ul><li>11 </li></ul></ul></ul>
  11. 11. The Real Opportunity <ul><li>Increase revenues by $200 to $300 million. </li></ul><ul><li>Patent expires in 2026. </li></ul>
  12. 12. Research <ul><li>Goals </li></ul><ul><ul><li>Identify audiences </li></ul></ul><ul><ul><li>Identify influencers </li></ul></ul><ul><ul><li>Identify perceptions </li></ul></ul><ul><ul><li>Gather trial research </li></ul></ul><ul><ul><li>Gather information at specified checkpoints </li></ul></ul><ul><ul><li>Determine the best communicational methods </li></ul></ul>
  13. 13. Research Methods <ul><li>Primary </li></ul><ul><li>Qualitative </li></ul><ul><ul><li>Focus Groups </li></ul></ul><ul><ul><li>Field Reports </li></ul></ul><ul><li>Quantitative </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><li>Secondary </li></ul><ul><li>Media tracking </li></ul><ul><li>Gathering information </li></ul><ul><li>Monitoring </li></ul>
  14. 14. SWOTS <ul><li>Strengths </li></ul><ul><li>Revenues </li></ul><ul><li>Development </li></ul><ul><li>Strong Brand </li></ul><ul><li>Network </li></ul><ul><li>Only approval for men </li></ul><ul><li>Weaknesses </li></ul><ul><li>3-doses over 6 months </li></ul><ul><li>Costly </li></ul><ul><li>Not all HPV types </li></ul><ul><li>Adverse effects </li></ul><ul><li>No website </li></ul>
  15. 15. SWOTS <ul><li>Opportunities </li></ul><ul><li>FDA & NCI Support </li></ul><ul><li>Potential Market Expansion </li></ul><ul><li>Threats </li></ul><ul><li>HPV clears up </li></ul><ul><li>Only genital warts </li></ul><ul><li>Price variations </li></ul><ul><li>Decrease in female vaccinations </li></ul>
  16. 16. Communication Goals <ul><li>Increase awareness </li></ul><ul><ul><li>Effects </li></ul></ul><ul><ul><li>Application </li></ul></ul>
  17. 17. Objectives <ul><li>6 months </li></ul><ul><li>7% change in the perception </li></ul><ul><li>7% increase in awareness </li></ul><ul><li>1 year </li></ul><ul><li>15% change in perception </li></ul><ul><li>15% increase in awareness </li></ul><ul><li>10% increase in medical offices </li></ul>
  18. 18. Key Audiences <ul><li>Parents </li></ul><ul><li>Males </li></ul><ul><ul><li>13-17 </li></ul></ul><ul><ul><li>18-26 </li></ul></ul><ul><ul><ul><li>Heterosexual </li></ul></ul></ul><ul><ul><ul><li>Homosexual </li></ul></ul></ul><ul><li>Females </li></ul><ul><ul><li>18-26 </li></ul></ul><ul><li>General Practitioners & Obstetricians/Gynecologists </li></ul><ul><li>Media & Influences </li></ul>
  19. 19. Key Messages <ul><li>Gardasil will protect you and your partner </li></ul><ul><li>HPV can only be avoided through prevention </li></ul><ul><li>HPV causes more than cervical cancer </li></ul>
  20. 20. Strategies <ul><li>Grassroots campaign in test market </li></ul><ul><li>Emphasize importance </li></ul><ul><li>Aggressive & proactive tone </li></ul><ul><li>Build partnerships </li></ul><ul><li>Media relations </li></ul><ul><li>Target </li></ul><ul><ul><li>Medical professionals </li></ul></ul><ul><ul><li>Key locations </li></ul></ul><ul><li>Ensure easy access to info. </li></ul>
  21. 21. Tactics <ul><li>Location </li></ul><ul><li>College tour </li></ul><ul><li>Drug Reps. </li></ul><ul><li>Partnerships </li></ul><ul><li>Sex Ed. Materials </li></ul><ul><li>Website </li></ul><ul><li>Advertising </li></ul><ul><ul><li>Women’s magazines </li></ul></ul><ul><ul><li>Men’s magazines </li></ul></ul><ul><ul><ul><li>Hetero- & Homosexual </li></ul></ul></ul><ul><li>PSAs </li></ul><ul><li>Pharmacies & Clinics </li></ul><ul><li>Media Tour </li></ul>
  22. 22. Evaluation <ul><li>Pre-launch </li></ul><ul><li>Determine: </li></ul><ul><ul><li>Perception </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><li>Determine how many offer/carry vaccine. </li></ul><ul><li>Post-launch </li></ul><ul><li>6 months </li></ul><ul><ul><li>Assess changes: </li></ul></ul><ul><ul><ul><li>Perception </li></ul></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><li>1 years </li></ul><ul><ul><li>Repeat </li></ul></ul><ul><ul><li>Determine how many offer/carry vaccine. </li></ul></ul>
  23. 23. Timeline <ul><li>http://www.tomsplanner.com/shared/merck/ </li></ul>
  24. 24. Budget
  25. 25. Questions & Comments

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