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Positioning DETROL (Creating a Disease) Neil Wolf Group Vice President, PHARMACIA Presented to PMRG October 7, 2002
Detrol Commercial
Positioning DETROL (Creating a Disease) Neil Wolf Group Vice President, PHARMACIA Presented to PMRG October 7, 2002
Detrol
Detrol
Pharmacia & Upjohn The Situation in 1995 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pharmacia & Upjohn The Situation in 1997 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Detrol “Detrusitol” Status ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Detrol “Detrusitol” Status ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Dynamics ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market Dynamics
Coping Mechanisms ,[object Object],[object Object]
Objective: Broaden and Own the Understanding of the Market ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Objective: Broaden and Own the Understanding of the Market
Converting a Niche Product into a   Mass Market Opportunity ,[object Object],[object Object],[object Object]
Converting a Niche Product into a   Mass Market Opportunity ,[object Object],[object Object],[object Object],[object Object]
Converting a Niche Product into a   Mass Market Opportunity ,[object Object],[object Object]
Converting a Niche Product into a   Mass Market Opportunity ,[object Object],[object Object],[object Object]
Urge Incontinence Market US Urge Incontinence 12 million Sufferers
Overactive Bladder US Urge Incontinence 12 million sufferers Urgency Frequency  21 million sufferers 64% of patients suffer from “dry” OAB OAB is 2.7-fold larger opportunity than urge incontinence
OAB Definitions ,[object Object],[object Object],[object Object]
Critical Success Factors ,[object Object],[object Object],[object Object],[object Object]
Detrol Message ,[object Object],[object Object]
Detrol Message ,[object Object],[object Object],[object Object],[object Object],[object Object]
Detrol Message ,[object Object],[object Object],[object Object],[object Object],[object Object]
Detrol Strategic Imperatives CONVERSION Convert Pharmacological Therapy EXPANSION Patients identify with symptoms and seek treatment GROWTH PCPs “own” OAB
Detrol Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Detrol Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Detrol Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creating OAB KOL’s Regulators OAB Sufferers Media Payors Prescribers
Creating OAB KOLs ,[object Object],[object Object],[object Object]
Changing the Playing Field ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changing the Playing Field ,[object Object],[object Object]
Creating OAB Regulators ,[object Object],[object Object]
Creating OAB Regulators ,[object Object],[object Object],[object Object],[object Object]
Creating OAB Prescribers ,[object Object],[object Object],[object Object]
Detrol
OAB Screen, Diagnose, Treat ,[object Object],[object Object],[object Object],[object Object],[object Object]
Creating OAB Payors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creating OAB Media
Launch Sequencing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Differentiate from oxybutinin
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Differentiate from oxybutinin
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Differentiate from oxybutinin
Results! ,[object Object],[object Object],[object Object],[object Object]
Results! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Estimated 2002 >$600M
 

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Detrol

Notas del editor

  1. How many have seen How many have heard of overactive bladder? How many have overactive bladder??? Overactive Bladder now a lexicon in American culture -cocktail parties / media / sitcoms / talk shows Most importantly, routinely discussed between patients and their physicians Not the case 4 years ago Pharmacia instrumental in creating new disease -improving lives of millions around world Over next 30 minutes, insights Many dedicated folks -as team leader, I get privledge -introduce you to our US Director for Detrol
  2. How many have seen How many have heard of overactive bladder? How many have overactive bladder??? Overactive Bladder now a lexicon in American culture -cocktail parties / media / sitcoms / talk shows Most importantly, routinely discussed between patients and their physicians Not the case 4 years ago Pharmacia instrumental in creating new disease -improving lives of millions around world Over next 30 minutes, insights Many dedicated folks -as team leader, I get privledge -introduce you to our US Director for Detrol
  3. Here you see our US Director hard at work in his company issued Detrol office I know you can’t read his screen…… close up
  4. This is the screen that our Detrol team sees when they log on each morning ------------------------------------------------------------------------------ Perspective of environment at time Company called P&U Historical perspective helps define motivation for Identifying Resourcing Executing the launch of Detrol
  5. Merged in 1995 Failed merger No integration Separate companies, separate locations, and separate priorities Lack of focus and leadership Downward spiral in sales and earnings…. And stock price
  6. Largest competition--- non action 2 nd largest competition-- pads