RobinHawkey_Stelara

7/27/2019 RobinHawkey_Stelara

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Stelara (Ustekinumab)

STELARA Messaging Exploration

Message Topic Efficacy/ Head To Head Trial

Core Claim- Directly From PI Two multicenter, randomized, double blind,

placebo controlled (Study 1 and Study 2)

enrolled a total of 1996 subjects 18 years of age

and older with plaque psoriasis who had aminimum body surface area of involvement of

10%, and Psoriasis Area and Severity Index

(PASI) score of 12, and who were candidates for

photo therapy or systemic therapy. Subjects

with guttate, erythrodermic or pustular psoriasis

were excluded from the studies

(PI/pg14/sec14/table3)

In the comparator study, 68 and 74 percent of

patients receiving subcutaneous injections of

Stelara (45 mg or 90 mg) at weeks 0 and 4

achieved at least a 75 percent reduction inpsoriasis as measured by the Psoriasis Area and

Severity Index (PASI 75) at week 12, the primary

endpoint, compared with 57 percent of patients

subcutaneous injections of 50 mg of etanercept

twice a week for 12 weeks (P=0.01 for Stelara

45mg ; P


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Patient benefit Achieve superior skin clearance with Stelara.

See real clearance after just 2 doses.

Two doses of Stelara work better than 24 doses

of Enbrel.

Notice a 75 percent reduction in your symptoms

in just 12 weeks.

You could achieve higher levels of skin clearance

quicker.

Physician benefit Achieve robust clearance in significantly more

patients than with Enbrel.

Choose superior clearance for your patients.

Superior clearance your patients will appreciate.

You can prescribe with confidence.

Human truth Feel more like yourself.

You can get back to being yourself faster.

You dont have to wait longer than you need to.

Waiting for psoriasis to clear can seem like an

eternity.

Promotional headline Two doses of Stelara beat 24 doses of Enbrel.

Two doses to superior clearance.

The choice is clear.

The clear choice for superior results.

Feel better in your own skin.

Put the shame away.

Its time to get over it.


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Its time to take control.

Visual ideas People in T shirts with the PASI # on the shirt.

People in sweat shirts and then the same people

in T shirts (as they take of the sweat shirts their

faces go from sad or flat to happy and joyous

and laughing/ smiling).

Messaging From Every Angle: Superiority

Message Topic Superiority to Etanercept

Core Claim- Directly From PI At week 12, a total of 67.5% of patients whoreceived 45 mg of ustekinumab and 73.8% of

patients who received 90 mg of ustekinumab hadat least 75% improvement in the PASI score, ascompared with 56.8% of those who received high-dose etanercept (P=0.01 and P


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Say it in as few words as possible Stelara out performed Enbrel at PASI 90.

Patient Benefit Your best chance for complete clearance.

Physician Benefit Give more of your patients the complete

clearance they want.

Clearer patients are happier patients.

Human Truth Psoriasis patients deserve their best chance at

complete clearance.

When you choose a biologic therapy, you expect

the most.

You need to get the most from an injectable

therapy.

Anything less would be a waste of time.

There is no room for disappointment when using

an injectable therapy.

Promotional Headline Go ahead, feel comfortable in your own skin.

Its like it never happened.

We all have our flaws, our skin doesnt have to be

one of them.

Clearance on a different scale.

The light at the end of the tunnel.

Clearly, the results you want.

The answer has never been so clear.

Waiting for clearance can feel like forever.

Visual ideas A womans hand on her bare shoulder.

A soft light on a woman/ mans face with clear

skin.


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A clear sky vs/ cloudy sky.

A stormy sea vs/ a calm flat sea.

Messaging From Every Angle: MOA

Message Topic MOA

Core Claim- Directly From PI Ustekinumab is a human IgG1k monoclonal

antibody that binds with high affinity and

specificity to the p40 protein subunit used by

both interleukin (IL)-12 and IL-23 cytokines. IL-12

and IL- 23 are naturally occurring cytokines that

are involved in inflammatory and immune

responses, such as natural killer cell activation

and CD4+ T-cell differentiation and activation. In

in- vitro models, Ustekinumab was shown to

disrupt IL-12 and IL-23 mediated signaling and

cytokine cascades by disrupting the interaction of

these cytokines with a shared cell- surface

receptor chain, IL-12B1. (PI/pg11,12/sec12.1)

Hierarchy and active voice Stelara works to disrupt the production IL-12 and

IL-23 cytokines by blocking the receptor sites.

Say it in as few words as possible Stelara blocks inflammatory cytokines of IL-12

and 23.

Patient benefit By blocking the cause of plaque psoriasis at thecellular level, it really reduces the amount of

plaque formation.

Physician Benefit Because Stelara works to block receptor sites

used by IL-12 and IL-23 there is less of a cytokine


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cascade. In turn reducing the amount of plaque

psoriasis and reducing the formation of more.

IL-12 and 23 are key agents in the inflammatory

cascade that causes psoriasis plaques.

Targeting IL-12 and 23 allows you to interrupt the

psoriasis cascade with fewer downstream effects

than TNF.

Human truth Why suppress the entire immune system when

you dont have to?

Promotional headline We stop it before it starts.

Visual ideas Stelara on a cell surface blocking IL-12 and 23.

A key that doesnt fit a lock.

Time lapse of a subject with less and less plaque.

A quick flip picture book of a person with less and

less plaque.

Stop sign.

Dont walk light at intersection

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