RobinHawkey Celebrex

7/27/2019 RobinHawkey Celebrex

1/14

Celebrex ( Celecoxib)

Celebrex Messaging Exploration

Message Topic - Celebrex vs. placebo in OA, RA, JRA,

AS, AP and PD

Core Claim Directly from PI The decrease of pain from both moderate

and severe pain was consistent across

clinical trials when Celebrex was compared

to placebo for OA, RA, JRA, AS, AP and PD.

(PI/pg8-9/column2/14.1, 14.2, 14.3, 14.4,

14.5)

Hierarchy and Active Voice Celebrex greatly reduced moderate to

severe pain when used to treat the

symptoms of most arthritities and acute

pain.

Say it in as few words as possible Celebrex reduces pain.

Patient Benefit Say hello to your old self.

Get ready for the new you.

Physician Benefit You can use Celebrex to treat a broadspectrum of your patients.

Celebrex can be used to treat symptoms of

most major arthritaties.


2/14

Human Truth Celebrex worked better than placebo in

clinical trials in treating different types of

pain:

Its great to know that something worksfor your pain.

Because you want real science behind your

treatment.

Because you need a single, simple

approach for multiple pain types.

Because using a different treatment for

different pain types is a pain in the youknow what.

Because treating multiple pain types

shouldnt be a pain in the butt.

When treating multiple pain types, simpler

is better.

Because sometimes the best choice is the

obvious one.

A simple treatment for a complicated

problem.

Promotional

Headline

OA, PD, AP, AS, RA, JRA, NO WAY.

Weve got your back and your knee, fever,

OA, RA, JRA, AS and PD.

Additional wording variationsMultiple uses.

Not so secret weapon.

Dependable treatment for a variety of

issues.

Consistent results.


3/14

Reliable treatment.

Visual Ideas Different people with different issuesgoing to their medicine cabinets and

reaching for Celebrex.

Messaging From Every Angle: Superiority To NSAIDS/

Effectiveness

Message Topic - The superiority to NSAID and theeffectiveness with a lower dose.

Core Claim Directly from PI Celebrex, when compared to other NSAIDS

was as effective or more effective with a

lower dose in managing the symptoms of

OA,RA,JRA,AS,AP and PD. (pg8-

9/column2/14.1, 14.2, 14.3, 14.4, 14.5)

Hierarchy and Active Voice Compared to NSAIDS, Celebrex has greater

efficacy in treating chronic and acute pain.

Say it in as few words as possible Celebrex reduces pain better than NSAIDS.

Patient Benefit Celebrex works better at reducing your

pain than NSAIDS.

So you can finally get the relief youdeserve.

So you feel less pain all day long.

So you can find a comfortable position.


4/14

Physician Benefit Clinical studies showed that Celebrex

works better than Naproxen, ibuprofen

and Diclofenac:

So your patients can have better results at

a lower dose.

So your patients dont need to take higher

doses for inferior results.

So your patients can get more for less.

Because when it comes to pain relief less is

more.

Human Truth You can expect Celebrex to work better to

reduce your pain.

You demand the best.

Because patients in pain deserve the best

relief possible.

Promotional

Headline

When it comes to pain relief, why settle

for second best.

Get superior results with Celebrex.

When youre out of pain, the world is a

happier place.

Additional wording variations BetterNo pain

Better management of pain

Less than

Less is more

Head-to-head trial


5/14

Superior pain relief

Superior efficacy

Significantly more effective

Visual Ideas One Celebrex in one hand and four ibuprofenin the hand

Messaging From Every Angle: Speed of Efficacy

Message Topic - Speed of efficacy

Rapid Response

Core Claim Directly from PI Celebrex when used to treat acute pain

that ranged from moderate to severe,

worked in as little as 60

minutes(pg9/column2/14.5)

Hierarchy and Active Voice Celebrex works in as little as 60 minutes to

treat your chronic or acute pain.

For moderate to severe pain, Celebrex

works in as little as one hour.

Say it in as few words as possible Celebrex works in 60 min.

Celebrex works in 1 hour.

Patient Benefit Celebrex works quickly to start reducing

moderate to severe pain. Why wait any

longer?

Why wait longer than an hour for relief?


6/14

Celebrex can handle your moderate to

severe pain.

Why wait? Celebrex can give you relief

from moderate to severe pain in as little as

one hour.

Physician Benefit Celebrex begins to work in as little as 60

minutes:

So your patients conquer their pain

quicker.

So your patients can have their lives back

sooner.

So your patients can feel relief by the time

they get home.

Human Truth Because when youre in pain the last thing

you need is to wait.

So you can get on with your life.

Because you deserve a life with less pain.

Promotional

Headline

Pain free before the kids wake up.

Out of pain by the time you get to work.

With only 24 hours in a day, why wait

longer than one for pain relief?

Turn on the power in only one hour.

Celebrex relieves pain, lessensinflammation and reduces fever in one

hour.

Additional wording variationsFaster

Quicker


7/14

Lightning

Happy hour

Reprieve

Take a break from your pain

Help is here

SupportAid

Hasty

Speedy

Rapid

Visual Ideas A man or woman wakes up early and is in pain.They know they have a long day ahead of

them so they reach for the Celebrex.

Messaging From Every Angle: Adverse Reactions

Message Topic - Adverse reactions

Core Claim Directly from PI In 12 separate studies of adverse

reactions occurring in >2% of the

population, Celebrex ranked among the

most benign in regards to gastrointestinal

issues. Including abdominal pain,

diarrhea, dyspepsia, flatulence and nausea

when compared to Naproxen 500mg,

Diclofenac 75mg and Ibuprofen 800mg.

(PI/pg 3/columb2/ table 1)

Hierarchy and Active Voice Celebrex causes the least amount of gastro

intestinal issues when compared to other

NSAIDS in its class.

According to studies, Celebrex is easier on

your stomach than other NSAIDS.


8/14

Say it in as few words as possible Celebrex caused the least amount of GI

issues.

Patient Benefit Celebrex has shown to be easier on your

stomach. So you wont have to trade one

pain for another.

Physician Benefit Celebrex has less adverse reactions in the

GI tract than other NSAIDS used to treat

pain.

So you can expect fewer angry calls fromyour patients.

Because your patients need to be able to

take a medication they can stomach.

Human Truth Because you want to get rid of your pain,

not have more

Promotional

Headline

Celebrex, enemy to your pain, friend to

your stomach.

Hard on pain, soft on your gut.

Additional wording variations Friend/ foe

Gentle giant

Easy on the stomach.

More tolerable therapy.

Therapy they can stomachGI-Friendly


9/14

Safety

Messaging From Every Angle: Safety

Message Topic - Safety

Core Claim Directly from PI Celebrex can be added to apple sauce and

ingested for those who have trouble

swallowing pills. In doing so there is no

change in the effect of Celebrex. (PI/pg 1/

column 1/ sec 2.3)

Celebrex is safe to use in patients with

JRA, as young as two years old for up to 6

months (PI/ pg 9/ column 1/ 14.3/ para 2)

No overdoses of Celebrex were reported

during clinical trials. Doses up to 2400

mg/day for up to 10 days did not result in

serious toxicity. (PI/pg7/ columb1/ sec 10)

Hierarchy and Active Voice Celebrex works safely on children 2yrs and

older as well as adults to drastically reducepain caused by various arthritities and

acute pain.

Say it in as few words as possible Celebrex works safely in adults and

children.

Patient Benefit Because Celebrex is so versatile in its use,

it can be taken by children with JRA. So

now there is big pain relief for your little

one.

Physician Benefit Celebrex is safe for your pediatric patients

to take.


10/14

Human Truth Celebrex is safe and easy for your child to

take.

So they dont have to suffer any more.

So you can rest easier knowing your child

is.

Because no child should be in pain.

Promotional

Headline

Strong enough for your pain and safe

enough for your childs.

Your childs body guard.

Additional wording variations Do no harm.

Gentle giant.

Kid-friendly.

Pediatric Pain.

Easy to swallow.

Every generation of pain.

pediatric to geriatric pain.

Safe for the family.

Parent approved.

One thing they can all agree on.

Visual Ideas A mother giving Celebrex to her child.

A man complaining to his father about his

back pain and the older man tells him

about how he uses Celebrex.


11/14

Messaging From Every Angle: MOA

Message Topic - How it works

Core Claim Directly from PI Celebrex is a non- steroidal anti-

inflammatory drug that exhibits anti-

inflammatory, analgesic, and anti- pyretic

activities.(PI/pg7/ columb1/ 12.1)

Hierarchy and Active Voice Celebrex is a prescription strength NSAID

which acts as an analgesic, anti-pyretic and

anti-inflammatory.

Say it in as few words as possible Celebrex has multiple effects.

Patient Benefit Celebrex is great at reducing your pain,stopping your inflammation and reducing

your fevers.

Physician Benefit Celebrex greatly reduces your patients

pain as well as their inflammation and

fever.

Human Truth No one wants to take three medications

when one can do the job.

Promotional

Headline

Your bases are covered.

Perfecta trifecta.

Got your back and everything else.


12/14


13/14

Physician Benefit Celebrex is available in four separate doses

so you can more efficiently manage your

patients pain.

Human Truth Because Celebrex comes in four different

doses you can be sure to take the lowest

most effective dose and still get the relief

you deserve.

Promotional

Headline

A lot or a little, weve got you covered.

Regardless of your need, we have you

covered.

Whatever the dose, weve got you

covered.

Additional wording variationsLess is more

More is not better

My child

variety of doses

comprehensive coveragethe correct dose for you

versatile

Visual Ideas Something for everyone


14/14

RobinHawkey Celebrex

Documents

Transcript of RobinHawkey Celebrex