RobinHawkey_Gardasil

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GARDASIL

GARDASIL Messaging Exploration

Message Topic Dosing Schedule

Core Claim- Directly from PI GARDASIL should be administered

intramuscularly as a 0.5ml dose at the following

schedule: 0, 2 months and 6 months. (PI/pg3/sec

2.1)

Hierarchy and Active Voice Over six months GARDASIL is taken three times.

Say it in as few words as possible GARDASIL requires three doses.

Patient Benefit GARDASIL is taken three times over the course of

six months.

This allows your body to build up immunity to 4

types of HPV strains.

Three easy doses.

Physician Benefit GARDASIL is designed to be delivered three times

over a six month period, so your patients will

develop a humeral immunity to HPV 6, 11, 16 and

18.

Human Truth A lifetime ofprotection is worth 3 doctors visits.

If you could prevent your child from getting

cervical cancer in three doctor visits, wouldnt

you.

Promotional Headline 3 steps to a healthier life.

3 shots to a healthier life.

And thats that.


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Easy as 1, 2, 3

Visual Ideas 3 doses in a gift box .

The gift of life?

The gift of protection every 9 year old girl should

get on their birthday?

Appointment in your calendar

With tabs sticking out.

Messaging From Every Angle: Efficacy

Message Topic Efficacy

Core Claim- Directly from PI GARDASIL was efficacious in reducing the

incidence of CIN (any grade including 2/3); AIS;

genital warts; VIN ( any grade); and VaIN (any

grade)related to vaccine HPV types 6, 11, 16 and

18 in those who were PCR negative and

seronegative at base line. In addition, girls and

women who were already infected with 1 or

more vaccine-related HPV types prior to

vaccination were protected from precancerous

cervical lesions and external genital lesionscaused by the other vaccine HPV types.

(PI/pg15/sec14.1/3rd para/table 11 pg 16)

Hierarchy and Active Voice GARDASIL proved efficacious in reducing pre-

cancerous cervical lesions as well as external


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lesions when compared to control.

Say it in as few words as possible GARDASIL prevents a range of precancerous and

external lesions.

Patient Benefit If you were already exposed to certain types of

HPV you can still be protected from other strains.

Effective protection, even if youve already been

exposed to HPV.

Physician Benefit Because GARDASIL yields such impressive results:

Your already infected patients can still be

protected from other sub types.

Exposed patients are still protected from pre-

cancerous changes.

You can change the lives of your patients.

You can positively impact your patients lives.

You can protect your patients from cancer.

Human Truth The risk of cervical cancer from HPV is on the rise,

why risk it.

Now you can fight back.

Now you have a fighting chance.

The worlds first cancer vaccine.

Finally, theres a cancer that is actually

preventable.

Now theres one cancer we dont have to be so

afraid of.

Promotional Headline The best gift you could ever give to your child.


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The best way not to get cervical cancer.

As parents, its our job to protect our children

Life is hard enough.

Staying healthy just got easier

Visual Ideas Gift box

9th birthday card

Calendar book(with three tabs sticking out)

Storybook of a girls life. (you can change the

course of her story)

Messaging From Every Angle: Prevention

Message Topic Prevention Efficacy

Core Claim- Directly From PI Prophylactic efficacy against overall cervical and

genital disease related to HPV types 6, 11, 16 and

18 in an extension phase of study 2, that included

data through month 60, was noted to be 100%

(95% CI: 12.3%, 100%) among girls and women in

the per protocol population nave to the relevant

HPV types. GARDASIL was efficacious against HPV

disease caused by HPV types 6, 11, 16 and 18 ingirls and women who were nave for those

specific HPV types at baseline (PI/pg16/sec14.1)

Hierarchy and Active Voice Taken preventatively GARDASIL drastically

increases protection from certain types of HPV.


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Gardasil provides 100% prophylactic protection

against a range of HPV diseases.

Say it in as few words as possible GARDASIL boasts 100% protection.

100% effective HPV protection.

Patient Benefit GARDASIL provides 100% efficacy in protecting

infection- nave girls and women from certain

strains of HPV.

Now you can arm yourself (child) before its too

late.

The best protection is early protection.

With 100% effectiveness, youll know youre

protected.

You can rest assured that your child is safe.

Your child does not have to become a statistic.

Physician Benefit The CDC estimates that approximately 12,340women will develop cervical cancer in 2013,

Your patients cant afford to not be vaccinated.

Because GARDASIL works so well at preventing

certain types of HPV related diseases

You can prevent a variety of cancers associated

with HPV.

You can counton results that last.

Four HPV types, 60,000 women, 100% efficacy.

Those are numbers you can count on.

Protecting your patients from cancer.

Human Truth There are so many things in the world that cant


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be prevented. Now cervical cancer doesnt have

to be one of them.

The Big C just got a little smaller.

A few less things to worry about

Promotional Headline For the things your body cant fight off.

You owe it to your loved ones.

You owe it to yourself.

The Big C just got a little smaller.

Percentages you can rely on.

The gift that keeps on giving.

Its better to have it and not need it than need it

and not have it.

A different sort of health insurance.

What you do today can save you tomorrow.

Serious prevention for serious diseases.

Visual Ideas WW2 poster of female flexing her bicep.

RobinHawkey_Gardasil

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