Writing for the healthcare industry

Week 13Much review, some brainstorming, lots of analysisSpecialty areaInterestingLots of workClients tend to have big budgets1ClassFinal assignment Due Next WeekHealthcare lessonIn-class talk with John Halley, CD at Direct Antidote

But First: A Life LessonBe impeccable with your word.

Next weeks assignmentAssignment 5Write a letter that has genuine emotional appeal for a charitable organization of your choice, asking the target to give in some way to the organization. Also incorporate a brand activation device that works hard to engage the target either through the web or mobile media.Tip: Choose a charity youre passionate about. Its easier to embrace the formula when you care.

1) Define the target audience in 50 words or less.2) Write the letter to be no longer than two sides of a single page. 3) Incorporate the device somehow into your work.

Total value: 15%HealthcareHealthcare industry : drug lifespanAudiences : physicians/consumersGetting the message outGeneral writer responsibilitiesCampaign componentsRegulatory (PAAB)Creative opportunitiesHealthcare agenciesEntry requirementsDrug lifespanNew molecule patented - Pharmaceutical company wants to sell drugPre-launch (R & D)Clinical trials ongoing (5-10 years); many $$$; need ROISowing seeds to create demand ; disease pathophysiology and drug class info (MOA)Patent expanded to 20 yearsViagra example erectile dysfunction, PPE5 inhibitor, sildenafil; developed for hypertension and angina; turned out to be better for ED, but6Drug lifespanNew molecule patented - Pharmaceutical company wants to sell drugPre-launch (R & D)Clinical trials ongoing (5-10 years); many $$$; need ROISowing seeds to create demand ; disease pathophysiology and drug class info (MOA)NOC is the Official Go-Ahead from Health Canada and is a synonym for APPROVED. You cant market a drug in Canada without the NOC.Before a company can sell a drug, they must submit a draft Product Monograph to Health Canada. The PM is the drug bible it has all the info including what its for (indication), who shouldn;t take it (contraindications), warnings and precautions (all possible side effects and interactions i.e., dont take with alcohol), how to take it (dosing) and a full description of the molecular structure, mechanism of action (MOA) and all clinical trials. Health Canada will review the PM and perform a risk/benefit analysis. If the benefits outweigh the risks - the clinical trials offer strong enough evidence that the drug will work without being too toxic the drub is deemed to comply with regulations and NOC may be granted. Another consideration is if theres already a drug(s) on the market for the same condition, the new one should have evidence suggesting it works betterPatent expanded to 20 yearsViagra example erectile dysfunction, PPE5 inhibitor, sildenafil; developed for hypertension and angina; turned out to be better for ED, but7Drug lifespanNew molecule patented - Pharmaceutical company wants to sell drugPre-launch (R & D)Clinical trials ongoing (5-10 years); many $$$; need ROISowing seeds to create demand ; disease pathophysiology and drug class info (MOA)NOC (notice of compliance) Approval by Health CanadaPost-launchAdvertising and promotions brandedPRCME accredited programs non-branded Continuing Medical EducationPatent expanded to 20 yearsViagra example erectile dysfunction, PPE5 inhibitor, sildenafil; developed for hypertension and angina; turned out to be better for ED, but8Drug lifespanNew molecule patented - Pharmaceutical company wants to sell drugPre-launch (R & D)Clinical trials ongoing (5-10 years); many $$$; need ROISowing seeds to create demand ; disease pathophysiology and drug class info (MOA)NOC (notice of compliance) Approval by Health CanadaPost-launchAdvertising and promotions brandedPRCME accredited programs non-brandedPatent expiry cheaper generic drugs releasedSome defensive action, but basically game overPatent expanded to 20 yearsViagra example erectile dysfunction, PPE5 inhibitor, sildenafil; developed for hypertension and angina; turned out to be better for ED, but9Healthcare target audiencesPhysicians:Specialists; higher level science; new clinical evidenceGPs; more general disease and drug informationConsumers:Patients (have a prescription) General use info pamphlets/brochuresConsumers (no prescription)Prescription products: brand name only/no condition/no claims OR indication and talk to your doctorVaccines brand name and conditionOver the counter (OTC) products brand name and condition10Getting the message outSales ForceMeet with the physician to discuss productMajority of A & P materialsPrint consumer mags, clinical journalsTVRadioOnlineInteractive CD-ROM, i-padConferences booths, displays, videoSystem works because doctors dont have time to stay up to date on everything; they dont like to admit it, but its helpful to have someone quickly tell them whats new

11Getting the message outSystem works because doctors dont have time to stay up to date on everything; they dont like to admit it, but its helpful to have someone quickly tell them whats new

12Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)

Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)Understand and be able to report clinical data trial structure, significance of results

Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)Understand and be able to report clinical data trial structure, significance of resultsWrite and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB)

Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)Understand and be able to report clinical data trial structure, significance of resultsWrite and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB)Reference material every claim must be supported by evidence

Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)Understand and be able to report clinical data trial structure, significance of resultsWrite and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB)Reference material every claim must be supported by evidenceCreative development work with art director

Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)Understand and be able to report clinical data trial structure, significance of resultsWrite and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB)Reference material every claim must be supported by evidenceCreative development work with art directorStrategic/key message development

Writer responsibilitiesResearch disease and drug develop good basic understanding of pathophysiology, drug action and the market (differentiators)Understand and be able to report clinical data trial structure, significance of resultsWrite and revise material (many gatekeepers - internal revs, acct mgr, med/reg, PAAB)Reference material every claim must be supported by evidenceCreative development work with art directorStrategic/key message developmentClient presentationAttend market research/conferences (competitive reconnaissance)

Campaign componentsJournal ads core creative/key messageCore detail aid IndicationMOA how it works Efficacy clinical trial dataSafety adverse events, tolerabilityDosing and administrationCollateral sales materials dose cards, case studies etc.. Direct MailReprint carrierPatient materials Website professional and consumerlunch and learn CD-ROM

Campaign componentsMOA is mechanism of action or how the drug physically works. It means the drug either stops certain molecules from doing things (blocker/antagonist) or stimulates molecules to work harder (agonist). EG; Beta-blockers lock onto beta-adrenergic receptors on stress hormones causing decreased levels of adrenalin in the body.

RegulatoryClient medical, legalPAAB logo is a kind of quality assurance signalThe Pharmaceutical Advertising Advisory BoardThe PAAB is an independent review agency whose primary role is to ensure that healthcare product communication for prescription, non-prescription, biological and natural health products is accurate, balanced and evidence-based, and reflects current and best practice.RegulatoryClient medical, legalPAAB logo is a kind of quality assurance signalThe PAAB is an independent review agency whose primary role is to ensure that healthcare product communication for prescription, non-prescription, biological and natural health products is accurate, balanced and evidence-based, and reflects current and best practice.PAAB mandate often thwarts client objectivesRole of account team and writer is often to try and satisfy both parties (balancing act)Approval/appeal process can be difficult and frustratingCode is vague RegulatoryClient medical, legalPAAB logo is a kind of quality assurance signalThe PAAB is an independent review agency whose primary role is to ensure that healthcare product communication for prescription, non-prescription, biological and natural health products is accurate, balanced and evidence-based, and reflects current and best practice.PAAB mandate often thwarts client objectivesRole of account team and writer is often to try and satisfy both parties (balancing act)Approval/appeal process can be difficult and frustratingCode is vague PAAB rarely accepts support from documents outside the product monograph; Very stringent criteria for claims based on clinical trialsOften wont accept evidence that is widely considered scientifically sound by the medical communityCreative opportunitiesWell, um, limitedCreative opportunitiesWell, um, limitedCreative approaches are severely constrained by PAABYet, a myth persists that this is a creative business; clients want to see creative; money and time are allocated nothing gets approvedCreative opportunitiesWell, um, limitedCreative approaches are severely constrained by PAABYet, a myth persists that this is a creative business; clients want to see creative; money and time are allocated nothing gets approvedEnglish language is severely hampered by PAABIts safe and it works = Demonstrated safety profile and shown to be effective in clinical trials*Literal interpretations not friendly to word play or symbolsNo absolute statements, many disclaimers = weaker impact Creative opportunitiesWell, um, limitedCreative approaches are severely constrained by PAABYet, a myth persists that this is a creative business; clients want to see creative; money and time are allocated nothing gets approvedEnglish language is severely hampered by PAABIts safe and it works = Demonstrated safety profile and shown to be effective in clinical trials*Literal interpretations not friendly to word play or symbolsNo absolute statements, many disclaimers = weaker impact Client internal communications sales meetings, videos (budgets are actually good for these)Entry requirementsInterest in healthcare (not a short cut to Madison Ave)Excellent writing skillsEffective communication of brand key messagesImplement required scientific content and conventionsAttention to detailUniversity/college degreeScience degree desirable, but not essentialMarketing degree helpfulThis course has a good reputation in the industryStrategies to break in:Summer internships lead to full time No science start at a hybrid agency that has a healthcare account (john st., anderson)29Strategies to Break InSummer internships lead to full time No science in your history? start at a hybrid agency that has a healthcare account (ie John St., Anderson, Draft)Strategies to break in:30Healthcare agenciesAnderson DDBAntibody HealthcareBrandhealthDraftEuroRSCGLifeJohn StJSA/GSWMedicus LifebrandsOgilvy HealthworldMacLaren/McCannSudler/Marketforcewww.prnonline.ca