Avamys 2011 Brand Engagement. Exercises. Confidential. For internal training use only.
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Transcript of Avamys 2011 Brand Engagement. Exercises. Confidential. For internal training use only.
Avamys 2011 Brand Engagement.
Exercises.
Confidential. For internal training use only
• 4 groups of exercises which help to illustrate the key areas of focus in terms of understanding and skills required to support the 2011 Campaign and Avamys growth.
• The exercises have been designed for small groups working interactively and to provide a balance between learning and lively fun activities.
• Exercises include• Review of the disease area – (allergens, symptoms)• Understanding Avamys – (INS evolution, patient benefits)• Planning calls with customers – (focusing on the short call)• Skills for communicating with customers – (listening)
• Avamys can help patients affected by affected by Allergic Rhinitis throughout the whole year – and not just Seasonal, but also Perennial Allergic Rhinitis
• Your mission is to help Alex on her journey to symptom relief• To do this you must successfully collect a token from each of 4
exercises to help Alex enjoy relief from her symptoms
Key objective:
• To reinforce page 1 of the Detail Aid• An engaging reminder of allergic rhinitis
• The facilitation of the answers can vary based on the time available – suggested approach
• Choose a group to review their answer for PAR and invite any differences from the other groups. Explore why they believe this with the groups.
• Repeat for SAR
• What are the causes of Allergic Rhinitis?
• Are Perennial and Seasonal Allergic Rhinitis caused by different allergens and what are the symptoms presented by patients?
• Using the materials provided, select the correct answers to populate the two charts?
• Perennial and Seasonal
• Which are allergens?
• Which are priority symptoms?
Itching / burning eyes
Itching / burning eyes StrawberriesStrawberries SunshineSunshine GrassGrass Teary /
watering eyesTeary /
watering eyes
NutsNuts SneezingSneezing StressStress SmokingSmoking MoldMold
Nasal ItchingNasal Itching Preservatives (e-numbers)
Preservatives (e-numbers)
Nasal congestion
Nasal congestion
Rhinorrhoea(runny nose)Rhinorrhoea(runny nose) GlutenGluten
Animal danderAnimal dander EaracheEarache PollensPollens Stomach
upsetStomach
upset RagweedRagweed
Dandruff/itchy scalpDandruff/itchy scalp
Shortness of breath
Shortness of breath SnoringSnoring MigraneMigrane Eye rednessEye redness
PsorissisPsorissis
House dust mite
House dust mite
LactoseLactose
Season
AllergensAllergens
Priority SymptomsPriority Symptoms
Low Priority SymptomsLow Priority Symptoms
??
??
Perennial Allergic Rhinitis(PAR)
Perennial Allergic Rhinitis(PAR)
Season
AllergensAllergens
Priority SymptomsPriority Symptoms
Low Priority SymptomsLow Priority Symptoms
Perennial Allergic Rhinitis(PAR)
Perennial Allergic Rhinitis(PAR)
Season
AllergensAllergens
Priority SymptomsPriority Symptoms
Low Priority SymptomsLow Priority Symptoms
Perennial Allergic Rhinitis(PAR)
Perennial Allergic Rhinitis(PAR)
Animal danderAnimal dander House dust mite
House dust mite MoldMold
Itching / burning eyes
Itching / burning eyes
Teary / Watering eyes
Teary / Watering eyes Eye rednessEye redness
Rhinorroea (runny nose)Rhinorroea
(runny nose)Nasal
congestionNasal
congestion SneezingSneezing Nasal itchingNasal itching
AllergensAllergens
Priority SymptomsPriority Symptoms
Season Seasonal Allergic Rhinitis(SAR)
Seasonal Allergic Rhinitis(SAR)
AllergensAllergens
Priority SymptomsPriority Symptoms
Season Seasonal Allergic Rhinitis(SAR)
Seasonal Allergic Rhinitis(SAR)
GrassGrass PollensPollens RagweedRagweed
Itching / burning eyes
Itching / burning eyes
Rhinorrhoea(runny nose)Rhinorrhoea(runny nose)
Nasal congestion
Nasal congestion
SneezingSneezing
Eye rednessEye redness
Teary / watering eyes
Teary / watering eyes Nasal itchingNasal itching
Key objective:
• To reinforce page 2 of the Detail Aid• And ensure accuracy in the way this page is presented
• The facilitation of the answers can vary based on the time available – suggested approach
• Choose a group to review their answer for Statement 1 and why. Invite any different answer from the other groups and explore why. Outline the correct answer and why the other answers are not correct.
• Repeat for statements 2-5, choosing a different group each time.
• Intra nasal steroids have evolved over time. Avamys (fluticasone furoate) is leading that evolution.
• It is however important that we accurately describe how Avamys is leading the INS evolution and what could be expected as a result.
• Please complete the flow of statements from 1 to 5.
• Choose one statement from each group of statements. The one you feel is the most accurate description and place onto the answer board. Use the 2011 Detail Aid as your guide.
Avamys - leading the INS EvolutionAvamys - leading the INS Evolution
Statement 1 Statement 2 Statement 3
Statement 4 Statement 5
Avamys....Avamys....
Avamys fits the receptor pocket perfectly
Avamys fits the receptor pocket perfectly
Avamys has been designed to go into the alpha pocket of the
glucocorticoid receptor
Avamys has been designed to go into the alpha pocket of the
glucocorticoid receptor
Avamys unique structure has been designed to fully occupy the
glucocorticoid receptor pocket as completely as possible
Avamys unique structure has been designed to fully occupy the
glucocorticoid receptor pocket as completely as possible
Avamys is the first INS to show such a high binding with the
glucocorticoid receptor
Avamys is the first INS to show such a high binding with the
glucocorticoid receptor
All INS bind to the glucocorticoid receptor in the same way
and to the same degree
All INS bind to the glucocorticoid receptor in the same way
and to the same degree
Avamys shows effective binding with the
glucocorticoid receptor
Avamys shows effective binding with the
glucocorticoid receptor
No other INS will ever bind to the receptor better than Avamys
No other INS will ever bind to the receptor better than Avamys
Avamys is the first INS to show perfect binding with the glucocoticoid receptor
Avamys is the first INS to show perfect binding with the glucocoticoid receptor
Avamys is more effective than any other INS because it binds more
strongly to the receptor and stays bound
Avamys is more effective than any other INS because it binds more
strongly to the receptor and stays bound
Avamys stays bound to the glucocorticoid receptor for longer
than other INS
Avamys stays bound to the glucocorticoid receptor for longer
than other INS
Avamys binds effectively to the receptor overtime.Avamys binds effectively to the receptor overtime.
Avamys has a higher affinity for the receptor than Nasonex and hence is more effective
than Nasonex
Avamys has a higher affinity for the receptor than Nasonex and hence is more effective
than Nasonex
Avamys has a high affinity compared to other INS.
Avamys has a high affinity compared to other INS.
Avamys has the highest affinity compared
to other INS
Avamys has the highest affinity compared
to other INS
The enhanced affinity & extended tissue association of Avamys means that it could
be expected to lead to greater & more prolonged anti-inflammatory effects
compared to other INS
The enhanced affinity & extended tissue association of Avamys means that it could
be expected to lead to greater & more prolonged anti-inflammatory effects
compared to other INS
Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications.
Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications.
The enhanced affinity of Avamys is an unique pharmacological property
of Avamys.
The enhanced affinity of Avamys is an unique pharmacological property
of Avamys.
The enhanced affinity means that Avamys is the strongest
anti-inflammatory molecule compared to other INSs.
The enhanced affinity means that Avamys is the strongest
anti-inflammatory molecule compared to other INSs.
The unique pharmacokinetic properties of Avamys mean it is the most effective
INS currently available
The unique pharmacokinetic properties of Avamys mean it is the most effective
INS currently available
Avamys - leading the INS EvolutionAvamys - leading the INS Evolution
Statement 1 Statement 2 Statement 3
Statement 4 Statement 5
Avamys - leading the INS EvolutionAvamys - leading the INS Evolution
Statement 1 Statement 2 Statement 3
Statement 4 Statement 5
Avamys unique structure has been designed to fully occupy the
glucocorticoid receptor pocket as completely as possible
Avamys unique structure has been designed to fully occupy the
glucocorticoid receptor pocket as completely as possible
Avamys is the first INS to show such a high binding with the
glucocorticoid receptor
Avamys is the first INS to show such a high binding with the
glucocorticoid receptor
Avamys stays bound to the glucocorticoid receptor for longer
than other INS
Avamys stays bound to the glucocorticoid receptor for longer
than other INS
Avamys has the highest affinity compared
to other INS
Avamys has the highest affinity compared
to other INS
The enhanced affinity & extended tissue association of Avamys means that it could
be expected to lead to greater & more prolonged anti-inflammatory effects
compared to other INS
The enhanced affinity & extended tissue association of Avamys means that it could
be expected to lead to greater & more prolonged anti-inflammatory effects
compared to other INS
Avamys fits the receptor pocket perfectly
Avamys fits the receptor pocket perfectly
Avamys has been designed to go into the alpha pocket of the
glucocorticoid receptor
Avamys has been designed to go into the alpha pocket of the
glucocorticoid receptor
Avamys unique structure has been designed to fully occupy the
glucocorticoid receptor pocket as completely as possible
Avamys unique structure has been designed to fully occupy the
glucocorticoid receptor pocket as completely as possible
(Not Correct - WHY– Avamys has been designed to fully occupy the
glucocorticoid receptor pocket.)
(Not Correct - WHY– Avamys has been designed to fully occupy the
glucocorticoid receptor pocket.)
(Not Correct - WHY – given current imaging technology a perfect fit cannot be proven.)
(Not Correct - WHY – given current imaging technology a perfect fit cannot be proven.)
correctcorrect
Avamys is the first INS to show such a high binding with the
glucocorticoid receptor
Avamys is the first INS to show such a high binding with the
glucocorticoid receptor
All INS bind to the glucocorticoid receptor in the same way
and to the same degree
All INS bind to the glucocorticoid receptor in the same way
and to the same degree
Avamys shows effective binding with the
glucocorticoid receptor
Avamys shows effective binding with the
glucocorticoid receptor
No other INS will ever bind to the receptor better than Avamys
No other INS will ever bind to the receptor better than Avamys
Avamys is the first INS to show perfect binding with the glucocoticoid receptor
Avamys is the first INS to show perfect binding with the glucocoticoid receptor
(Not Correct - WHY – All INS are structurally different and bind in different ways and to different extents)
(Not Correct - WHY – All INS are structurally different and bind in different ways and to different extents)
(Not Correct - WHY – Avamys shows a higher binding than other INSs)
(Not Correct - WHY – Avamys shows a higher binding than other INSs)
(Not Correct - WHY – this is structurally possible)(Not Correct - WHY – this is structurally possible)
(Not Correct - WHY – perfect binding cannot be proven, it is a relative measure)
(Not Correct - WHY – perfect binding cannot be proven, it is a relative measure)
correctcorrect
Avamys is more effective than any other INS because it binds more
strongly to the receptor and stays bound
Avamys is more effective than any other INS because it binds more
strongly to the receptor and stays bound
Avamys stays bound to the glucocorticoid receptor for longer
than other INS
Avamys stays bound to the glucocorticoid receptor for longer
than other INS
Avamys binds effectively to the receptor overtime.Avamys binds effectively to the receptor overtime. (Not Correct - WHY– Avamys has a
prolonged association, it remains active whilst bound to the receptor)
(Not Correct - WHY– Avamys has a prolonged association, it remains active whilst bound to the receptor)
(Not Correct - WHY – Avamys will dissociate eventually)(Not Correct - WHY – Avamys will dissociate eventually)
correctcorrect
Avamys has a higher affinity for the receptor than Nasonex and hence is more effective
than Nasonex
Avamys has a higher affinity for the receptor than Nasonex and hence is more effective
than Nasonex
Avamys has a high affinity compared to other INS.
Avamys has a high affinity compared to other INS.
Avamys has the highest affinity compared
to other INS
Avamys has the highest affinity compared
to other INS
(Not Correct - WHY – Avamys has the highest affinity compared to other INS.)
(Not Correct - WHY – Avamys has the highest affinity compared to other INS.)
(Not Correct - WHY – whilst it is true that Avamys has a higher affinity than Nasonex – we cannot link affinity to claims of efficacy)
(Not Correct - WHY – whilst it is true that Avamys has a higher affinity than Nasonex – we cannot link affinity to claims of efficacy)
correctcorrect
The enhanced affinity & extended tissue association of Avamys means that it could
be expected to lead to greater & more prolonged anti-inflammatory effects
compared to other INS
The enhanced affinity & extended tissue association of Avamys means that it could
be expected to lead to greater & more prolonged anti-inflammatory effects
compared to other INS
Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications.
Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications.
The enhanced affinity of Avamys is an unique pharmacological property
of Avamys.
The enhanced affinity of Avamys is an unique pharmacological property
of Avamys.
The enhanced affinity means that Avamys is the strongest
anti-inflammatory molecule compared to other INSs.
The enhanced affinity means that Avamys is the strongest
anti-inflammatory molecule compared to other INSs.
The unique pharmacokinetic properties of Avamys mean it is the most effective
INS currently available
The unique pharmacokinetic properties of Avamys mean it is the most effective
INS currently available
(Not Correct - WHY – these properties of Avamys would mean that we could expect greater and more prolonged anti-inflammatory effects from Avamys than other INS.)
(Not Correct - WHY – these properties of Avamys would mean that we could expect greater and more prolonged anti-inflammatory effects from Avamys than other INS.)
(WHY – Yes and it can be expected that greater and more prolonged anti-inflammatory effects
would result from an enhanced affinity.)
(WHY – Yes and it can be expected that greater and more prolonged anti-inflammatory effects
would result from an enhanced affinity.)
(Not Correct - WHY – we cannot link the pharmacokinetic
properties of Avamys to efficacy)
(Not Correct - WHY – we cannot link the pharmacokinetic
properties of Avamys to efficacy)
(Not Correct - WHY – this cannot be claimed as there is no head to head comparison of Avamys and other INSs
on anti-inflammatory effect.)
(Not Correct - WHY – this cannot be claimed as there is no head to head comparison of Avamys and other INSs
on anti-inflammatory effect.)
correct
Key objective:
• To reinforce the quality of life benefits for allergic rhinitis patients referenced in the Detail Aid
• To reinforce the patient benefit focus to the 2011 campaign
• The facilitation of the answers can vary based on the time available – suggested approach
• Choose a group to review their top 3 priority answers and why. Invite any differences from the other groups and why.
• What are the most important patient benefits of Avamys?
• Should you highlight some benefits to customers more than others and does this priority change depending on seasonal differences?
• Using the extracts of medical papers provided• suggest a list of patient benefits which can be justifiably claimed
from the medical evidence.
• Prioritise the key patient benefits
• Extracts are provided for reference
2. Collate and debate answers
1.Teams research benefits in extracts
3. Prioritise benefits in
order
• Relate back to the key benefits highlighted in the Detail Aid
• The 7 nasal and ocular symptoms
• The quality of life benefits for allergic rhinitis patients in the Detail Aid
Key objective:
• Tailoring the call to your local target customer/s, local market context
• Delivering a quality call under time constraints
• The level of the exercise can vary based on the time available
• Level 1 – pre-call planning – steps of the sales call model
• Level 2 – role play the call you have planed, clearly state your pre call objectives
You have an appointment scheduled to visit a customer.
- BUT you have 2 draw backs.
a.You can only take 2 pages of the Detail Aid / or use the one page Detail Aid
b.You only have 90 seconds with your customer / or local variation
• How do you prepare for the call?
• Which pages will you use and why?
• What are your insightful questions?
• What will be your objectives with this customer? (local Brand Bonding Ladder)
• What are Pre-call Objectives?
• How should you consider competitors?
• Tailor – to your local market / local context
• To your local insight and knowledge – local Brand Bonding Ladder
• Time available for a short call in your market
• 90 seconds – shorter or longer call?
• Detail Aid / 2 pages – one page DA
• Your target customer/s
• GP/primary care - Specialist/secondary care
• Adult or paediatric
• Payer customer
• Local competitive activity
• 3 illustrative customer profiles are provided
• Avamys prescriber
• Nasonex prescriber
• Mixed prescriber
• To be tailored to your local target customers
• Outline competitor activity for each target customer
• To be tailored to your local market
Pre- call planning
• Engage real dialogue with customer
• Ask open question/s after opening
• Choose detail aid page according to customer
• ALWAYS link to Avamys benefits via the key messages
• Clear call to action at the close
Two levels of exercise:
• Level 1 – pre-call planning – steps of the sales call model
• Level 2 – role play the call you have planed, clearly state your pre call objectives
Each team to fill out call planner cards
Key objective:
• Reinforce the importance of listening to drive call quality – whether in along or short call
• Deliver a motivating and engaging end to the workshop
• The exercise can vary based on the time available and could build on a theme for Avamys from Exercise 3
• Work in pairs. As a pair have to keep a conversation going using “Yes and...”
• The rules are that you must always accept what the other person has said and then build further. The object is to keep the conversation alive for as long as possible.
• Watch the video first to see how it works
Version 1
Version 2
If you are able to keep the dialogue moving, then you win another token
• Now your turn... As a pair of Greengrocers (running a shop that sells fruit and vegetables)
“Those Bananas look beautifully yellow!”“Yes and...”
• Now try again with Avamys... an idea could be to pick up on a theme from Exercise 3?
“Avamys is...”“Yes and...”
Close