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Semelhante a Developing Powerful Stories for Vertex's VX-509 and VX-809
Semelhante a Developing Powerful Stories for Vertex's VX-509 and VX-809 (20)
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Developing Powerful Stories for Vertex's VX-509 and VX-809
- 1. Presented by Science Branding Communications to Vertex Pharmaceuticals June 25, 2013 Development of Powerful Stories for VX-509 and VX-809
- 2. 2 Who We Are Edward Perper, MD Chief 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
- 3. 3 Who We Are Bernie Coccia President 25+ year veteran of pharmaceutical communications industry Involved with over 20 launches working within global advertising agency, 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
- 4. 4 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 Hahn Principal
- 5. 5 Agenda ‣ Introduction ‣ Our Unique Approach to Science Communication ‣ VX-509: Science Challenges and Opportunities ‣ VX-809: Science Challenges and Opportunities ‣ Case Study: Lyxumia/Sanofi
- 7. 7 SBC Science Communication Services Story Development Story Communication Digital Technology Strategic Tactical Innovative
- 8. 88Whatareyour challenges? Scientific Complexity Stakeholder Consensus Educational Challenges Product Differentiation
- 9. 9 We believe the right story empowers you to meet these challenges Scientific Complexity Stakeholder Consensus Educational Challenges Product Differentiation
- 10. 10 What makes story so effective in science communication?
- 11. 11 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
- 12. 12 Communicating complex science to physicians, investors, and payors is challenging ‣ Short attention span ‣ Major time constraints ‣ Science is boring ‣ Limited scientific knowledge
- 13. 13 Scientific facts and data alone are insufficient
- 14. 14 The Power of Story Scientific Complexity The Right Story ‣ Improves comprehension ‣ Drives consensus ‣ Optimizes differentiation ‣ Creates excitement & anticipation ‣ Increases clinical relevance ‣ Increases adoption & advocacy
- 15. 15 Why does story work?
- 16. 16 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. Abelson Knowledge and Memory: The Real Story Northwestern University and Yale University KNOWLEDGE and MEMORY: The Real Story Edited by Robert S. Wyer, Jr. Lead Article by Roger C. Schank and Robert P. Abelson [The brain possesses] the cognitive machinery necessary to understand, remember, and tell stories.”
- 17. 17The science of story: neural coupling Stephens G J et al. PNAS 2010;107:14425-14430
- 18. 18 Stories activate specific brain regions that 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.
- 19. 19 Most human learning occurs visually Routes of Human 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 Smell Touch Taste 83%
- 20. 20 Adding visuals to verbal presentation increases 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 Retained 3 days after presentation Type of Presentation
- 21. 21 The Power of Story Improves Comprehension Increases Differentiation Improves Retention Achieves Consensus Creates Excitement Increases Anticipation Increases Adoption & Advocacy
- 22. 22 SBC’s Core Competencies Scientific Expertise Storytelling Visualization
- 23. 23 The single scientific rationale that creates the “reason to believe” Core Science Concept We begin with the end in mind
- 24. 24 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
- 25. PHASE 1 Science Investigation Literature research Identification of landmark studies Competitive landscape analysis Graphic image research Story Creation Method 25
- 26. 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 26 Story Creation Method
- 27. 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 27 Story Creation Method
- 28. PHASE 4 Visualization & Metaphors Refinement of Core Science Concept Development of Science Visualizations Development of Science Metaphors 28 Story Creation Method
- 30. PHASE 5 Story Deck Development Finalization of Story Development Review by selected Thought Leaders and Internal Compliance Revisions, Edits, and Delivery 30 Story Creation Method
- 31. 31Objective & Content of the Story Deck Contents ‣ ‣ ‣ ‣ ‣ Objective
- 32. 32Features & 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
- 33. 33 The prelaunch & post-launch Story Decks are your sources for multiple programs & audiences MD Generalists MD Specialists MSLs Sales Reps Investors Payors Other HCPs Prelaunch Story Deck Post-launch Story Deck Prelaunch & Post-launch Speaker Decks Prelaunch & Post-launch Interactive Programs Prelaunch & Post-launch Story Videos
- 34. A Closer Look at VX-509
- 35. 35 Complex Science of JAK-3 Signaling in RA -3 -3 -3 -3 -3 -3
- 36. 36 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
- 37. A Closer Look at VX-809
- 38. 38 Complex Science of CFTR in CF
- 39. 39 Many visual styles depict CF Results of googe Image search for “CFTR cystic fibrosis”
- 40. 40 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 improvement with 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
- 41. 41 Summary
- 42. 42 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 creation and story communication Story Creation Story Creation Method 1. Science Investigation 2. Stakeholder Interviews 3. Core Science Concept 4. Visualizations & Metaphors 5. The Story Deck
- 43. 43Our Value Proposition Visual explanations Visualizations & Metaphors single rationale “ ”The Core Story Concept Complete stories Story Decks & Story Videos
- 44. 44
Notas do Editor
- Changed Venn diagram to visual metaphor of 3-legged stool.Dawn: Why and how do we have these 3 strengths? The slide makes it sound kind of magical, like we can magically do this stuff and no one else can.SPEAKERNOTESNow at science branding communications, we have three core competencies that make us different from most medical communication agencies. And we believe all 3 are critical: scientific expertise, storytelling expertise, and visualization expertise. Sciencebranding communication basically is at the intersection of those three strengths.
- SPEAKERNOTESSo our ultimate aim is to develop a compelling story deck. The objective of the story deck is to clearly communicate the complete story that scientifically differentiates the compound. It's 40 to 60 slides, custom designed background graphics. 10 to 20 of those slides will have visualizations. 5 to 15 will have motion graphics that's designed to enhance the understanding of the concepts. All the slides are referenced and all the slides have speaker notes.
- SPEAKERNOTESThe story deck is a powerful communication tool with many features and benefits. Feature-wise it is a unified narrative that has a definite flow to it, like all good stories do. It always starts with a problem or challenge, an unmet need. The story builds on this by creating dramatic tension and this tension is relieved by explaining the compound’s science and how it overcomes the problem. The story is made up of characters—for example, the compound itself is a character, essentially the hero of the story—as well as setting and plot. The objective of the well-designed story deck is ultimately to chain physician behavior by providing meaning and relevance, by clearly visualizing critical scientific concepts, by powerfully communicating the core science concept, and most importantly by engaging audiences and making them care.
- SPEAKERNOTESIn the prelaunch environment, the first focus is creating the unbranded story deck. Thebranded story deck is created based upon this material in combination with clinical data and also with a different look and feel. Both the unbranded and branded story decks are then utilized as unified sources for the production of story videos, speaker decks and educational interactive programs. These programs are then rolled out to both internal and external audiences. The underlying story remains consistent throughout all these programs, providing consistent, powerful messaging with the Core Science Concept being the topline message of every program.
- Deacetylases (DACs) are cellular enzymes that target:Histones in complex with DNA, condensing chromatin and silencing gene transcription, notably tumor suppressor genesMultiple non-histone proteins in the nucleus and cytoplasm, including transcription factors, tumor suppressors, signaling molecules, molecular chaperones, and othersDAC activity is increased in many cancers, and is responsible for multiple oncogenic effects
- SPEAKERNOTESSo let me conclude by telling you our value proposition. We deliver the core science concept which is that single idea that scientifically differentiates the compound in a compelling fashion. We produce visualizations and metaphors that are essentially visual explanations that clearly support the key concepts in the story, often the most difficult concepts to understand are the ones that we use visualizations for. And we've put that all together in what we call the story deck which is the complete story that verbally and visually communicates the core science concept. Our strengths, as I’ve mentioned, are in scientific comprehension, storytelling, and visualization. And we use those strengths to help you meet your science communication challenges.