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- 1. Unique Disciplines Regionally Targeted Marketing (PRM) Patient Relationship Marketing Buzz Marketing In-Culture Research Community Communications Patient Education
- 2. Connecting With Your Consumer
- 3. Connecting With Your Consumer Knowledge Disease Mind Life Bank Dynamics Mapping Portraits
- 4. Our Planning Process—Phase 1 Disease Dynamics Disease Dynamics Mind Mapping Mind Mapping Knowledge Bank Knowledge Bank Life Portraits Life Portraits Critical Insight Differentiating Differentiating Core Benefit Core Benefit RTBs RTBs 8. Creative Development Approach—Branding and Developing a Brand Image
- 5. Our Planning Process—Phase 2 Differentiating Core Benefit Execution Execution Differentiating Core Benefit + Advertising Patient Patient Community Advocacy Internet ? Advertising Education Community Advocacy Internet ? Education RTBs RTBs Success Criteria/ Success Criteria/ Measurement Plan Measurement Plan Creative Ideas Creative Ideas Campaign Launch Campaign Launch Campaign Development Campaign Development Results Results Campaign Evolution Campaign Evolution
- 6. Our Planning Process—Phase 2 Differentiating Core Benefit Differentiating Core Benefit + RTBs RTBs Creative Ideas Creative Ideas Campaign Development Campaign Development Campaign Essence Campaign Essence
- 7. Our Planning Process—Phase 2 Execution Execution Patient Patient Advertising Advertising Community Community Advocacy Advocacy Internet Internet ?? Education Education Success Criteria/ Success Criteria/ Measurement Plan Measurement Plan Campaign Launch Campaign Launch Results Results Campaign Evolution Campaign Evolution
- 8. The Dark Ages 1987 1988 1989 1990 1991 1992 1993 1994 1995 Hivid Hivid Retrovir Retrovir Videx Videx Zerit Zerit Invirase Invirase The quot;beginning of treatmentquot; The quot;beginning of treatmentquot; The quot;beginning of treatment Epivir The quot;beginning of treatment Epivir advocacyquot; advocacyquot; The dawn of The dawn of combination therapy combination therapy
- 9. New Hope 1996 1997 1998 1999 2000 Kaletra Kaletra Rescriptor Rescriptor Sustiva Sustiva Crixivan Crixivan Agenerase Agenerase Combivir Combivir Norvir Norvir Viracept Viracept Ziagen Ziagen Viramune Viramune Trizivir Trizivir Merck introduces Merck introduces GSK introduces GSK introduces surrogate marker data surrogate marker data treatment simplification treatment simplification (035 Study) (035 Study)
- 10. New Hope Refined (Improving Convenience and Safety) 2001 2002 2003 2004 Viread Reyataz Reyataz Viread Epzicom Epzicom Emtriva Emtriva Truvada Truvada Lexiva Lexiva HIV market somewhat HIV market somewhat normalized (despite normalized (despite attempts at otherwise) attempts at otherwise)
- 11. HIV Today: A Cluttered Landscape
- 12. HIV Today: A Cluttered Message Space
- 13. HIV Today: Significant Promotional Dollars Attempting to Break Through the Cluttered $XX.XX $XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX XX.XX