Ilaris (ACZ885, canakinumab)
2013 PR & Communications Plan
20 September 2012
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Who is with you here today
Rute Frazao Marques
Sarah Cornhill
Deborah Burrage
Helene Ellison
Global Head, Franchise
Communications IHC
XXXX
Director, B-M (NY)
XXXX
Manager, B-M (London)
Senior strategist
Global Chair, B-M (NY)
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Today’s agenda
 2013 PR strategy built on five Ilaris PR strategic imperatives
 Our strategic and creative vision to drive the Ilaris value story
• Our vision for the future
• Critical steps to take in 2013
• Ilaris programming
 Orchestration for success
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Ilaris to 2014 and beyond: ensuring success through
multiple launches
2012
QUESTIONS
ADDRESSED
2013
(SJIA+GA) ENSURE
SUCCESSFUL
LAUNCHES & UPTAKE;
(AI) UNDERSTAND
MARKET
4
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>2014
(SJIA+GA) ENSURE
CONTINUED GROWTH;
(AI) ENSURE
SUCCESSFUL LAUNCHES
& UPTAKE
Our charge…
::
Highlight Ilaris value proposition,
emphasizing unmet need and
establishing Novartis leadership
in drug discovery for an
innovative, targeted approach to
treating inflammatory conditions
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Your strategic imperatives adapted for PR
SI5
SI4
SI3
SI2
SI1
Ensure market preparedness for upcoming
launches
Continue to identify, up-skill and harness Ilaris product and
disease champions (internal and external)
Expand scientific and community understanding of Ilaris efficacy and safety
Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to
Novartis laser-focus on science
Emphasize unmet needs of target patient populations to reconfirm Ilaris
unique value proposition
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OUR INSIGHTS
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The Ilaris 2012 media focus has been data-driven
and positive
Coverage breakdown (ACR 2011, PReS 2011 and EULAR 2012)
Type of publications (ACR 2011, PReS 2011 and EULAR 2012)
Press release
119
Tone of ACZ885 mentions (ACR 2011, PReS 2011, EULAR 2012)
18
Original news
articles
110
425
Pickup of orginal
news articles
Newswires
18
Medical trade
4
Positive ACZ885
mentions
26
Dailies/consumer
26
37
9
Neutral ACZ885
mentions
Business trade
Web publications
126
Positive ACZ885
mentions
Ilaris media coverage focused on SJIA
and TRAPS data announcements
highlighted at EULAR, PReS and ACR
over the past year
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However, Ilaris safety questions around gouty
arthritis attracted media attention in 2011
Type of coverage
14
12
Newswires
Medical trade
Dailies / Consumer
6
8
0
23
Business trade
Blogs
Web publications
 Range of articles, majority US, covered the FDA Ad Comm
 55% of original articles discussed efficacy of ACZ885 in a positive light
 80% of original articles discussed safety of ACZ885 in a negative light
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The media profiles of Ilaris indications/investigative
indications are variable
Total articles mentioning disease area
GA/gout
5817
CAPS
222
FMF
198
SJIA
157
TRAPS
45
Source, Factiva search 12 months
up to 18 Sept 2012
Despite advocacy group and pharma
efforts, media coverage of individual
rare diseases remains low
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In our focus area for 2012, Novartis drove coverage
CAPS
Gout and gouty arthritis
Need to raise profile
in GA
SJIA
Source, Factiva search 12 months
up to 18 Sept 2012
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Digital/social media driven by patient advocacy
groups and pharma companies
 Caregivers are more active on social media than patients
• Rareconnect.org, CAPs Family Network
 Physicians use for self education and interaction is limited
“Society could do more to
help in early
diagnosis/recognition for
those patients who live far
away from specialist
centers” KOL
“Patients and parents are always
looking for information…education for
patients is very important” – Italian
KOL
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Key takeaways: issues and opportunities
Issues
Novartis must
drive the value
proposition and
unmet needs in
rare diseases to
support
launches &
investigational
development
 Varied engagement and experience in
Ilaris due to local access issues
 History of negative safety reporting
(FDA Ad comm/
misunderstanding of research
strategy)
 Patient population dictated by
regulatory & reimbursement
 Audiences unsure of target
population
 Rare diseases often of lower
priority for media coverage
 SJIA/GA data gap in 2013




Opportunities
Potential first-in-class EU launch for GA
patients in great need, currently without
treatment options
 Media interest in gout already high
ACZ885 will be the first IL-1 beta
medication in SJIA, providing hope for
unresponsive patients/potential
improved safety
 Stage set by positive data
coverage
Social media use by patients and HCPs
currently limited, offering opportunities to
own the space
PII AI data at 2013 congresses
CAPS label extensions/new approvals
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Our strategic vision
Maximize success of launches in 2013 and beyond by communicating a simple
story:
No matter how rare,
Ilaris goes wherever the science and need leads
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Key 2013 PR objectives
SI
S2
S3
Emphasize unmet needs of target patient populations to reconfirm Ilaris unique
value proposition
Characterise GA indication patient group in the minds of payers and
rheumatologists, emphasizing low numbers with exceptional pain-relief needs
Raise awareness that children with SJIA urgently need new treatment options
despite approved biologic
Ensure preparedness to drive future disease awareness in PII indications
Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to
Novartis laser-focus on science
 Characterize and communicate the role of IL-1B in target indications through
data and regulatory announcements
 Harness Novartis in-house science and research story to communicate
company’s ethical approach to medicine, exemplifying Ilaris
Expand scientific and community understanding of Ilaris efficacy and safety
Educate on Ilaris gold standard approach, with unique patient benefits (Bconfident registry, several years of real-life patient experience, breadth of
clinical investigators with product experience)
Package material in ways that can be easily used by CPOs for their own local
needs
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Key 2013 PR objectives
S4
S5
Continue to identify, up-skill and harness Ilaris product and disease champions
(internal and external)
Support and motivate CPOs and investigators to continue Ilaris story locally
(internal and external)
Where appropriate, begin to identify and up-skill thought leaders in PII
indications (incl. periodic fever syndromes)
Ensure market preparedness for upcoming launches
 Identify, prepare and roll-out communications surrounding GA and SJIA
approvals (incl. scenarios, etc.)
 Work with CPOs to ensure timely, on-target materials and support that meet
local needs
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Target audiences
Key audiences for 2013:
 Media (top tier, key rheumatology trade)
 Internal audiences (CPOs)
 Rheumatologists
 Patients/Caregivers/Advocacy groups
 Payers
 Financial community
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Key messages confirm leadership position
Update complementary messages for Ilaris
individual disease areas
Underlying disease burden
Critical need for new treatment
options, as many patients
continue to suffer
Ilaris
Targeting IL-1 beta, a key driver of
several inflammatory conditions
Novartis
Focused on patient and science to
deliver better drugs where unmet
needs are greatest
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ILARIS PROGRAMMING
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