Boehringer Ingelheim
HCV SCIENTIFIC LEXICON Identifying the right terms/phrases to describe a product is an important step in the branding process. The terms/phrases developed for this Lexicon were selected or created to best support the introductory positioning of Boehringer Ingelheim’s Faldaprevir and BI207127 for the treatment of HCV. You will notice the terms/phrases included in this Lexicon may not be ones currently used by physicians. If we were to use the same terms/phrases currently used in physician practices, it would not create a distinct and ownable space for Boehringer Ingelheim’s compounds. Therefore, it was necessary to ensure the terms/phrases in our Lexicon were unique, differentiating, and memorable.
Consistent use of our Lexicon will help build brand recognition, create an association between the terms/phrases and our brands, and strengthen the overall identity of the products. The Lexicon should be used in all communications, regardless of format or channel to help ensure continuity across audiences worldwide. It’s important to know that while elements of the Lexicon have been tested with HCPs and KOLs, this is a working document that may change over time as the marketplace evolves. These messages are fully and clearly substantiated by the currently available preclinical and clinical profiles of the Boehringer Ingelheim HCV compounds.
DISEASE STATE EFFECTS RATIONALE
In HCV, the liver is the key site where the virus lives and multiplies. A term that highlights this key site may build the need for a protease inhibitor (PI) that specifically targets the liver, which is the primary viral reservoir. Additionally, the optimized liver-to-plasma ratio of Faldaprevir in the viral reservoir is a key advantage over other PIs.
VIRAL RESERVOIR USAGE
RATIONALE
Use Viral Reservoir to designate the specific target of Faldaprevir to eradicate HCV swiftly. Use Viral Reservoir to describe the location in which HCV accumulates. HCV doesn’t cause damage to the liver only, but may create a host of other potential complications that affect other areas of the body. This term encompasses the whole picture of the patient and the constellation of hepatic and extrahepatic symptoms, disease manifestations, comorbidities, or risk factors that may be improved by treatment with Faldaprevir. • Hepatic: fibrosis, cirrhosis, liver cancer, etc
VIRAL C SYNDROME
• Extrahepatic: fatigue, flu-like symptoms, loss of appetite, nausea, cardiovascular and metabolic diseases, and higher risk of esophageal, prostate, and thyroid cancers USAGE
Use Viral C Syndrome to define the constellation of hepatic and extrahepatic symptoms, disease manifestations, comorbidities, or risk factors associated with HCV.
TREATMENT • Interferon (IFN)-based: at launch, Faldaprevir is a protease inhibitor used as part of an IFN-based regimen
INTERFERONBASED HIGHLY EFFECTIVE POLYMODAL THERAPY (iHEPT)
RATIONALE
• Polymodal: triple therapy with Faldaprevir + PegIFN/RBV USAGE
HIGHLY EFFECTIVE POLYMODAL THERAPY (HEPT)
RATIONALE
USAGE
iHEPT -> HEPT
• Highly effective: Faldaprevir + PegIFN/RBV has led to SVR in 41% of patients with GT-1 who were previously unresponsive to treatment
RATIONALE
Distributed December 12, 2012. FOR INTERNAL USE ONLY. DO NOT DISTRIBUTE.
Use interferon-based highly effective polymodal therapy (iHEPT) as a descriptor for the treatment regimen of Faldaprevir + PegIFN/RBV. • Interferon (IFN)-free: BI207127 is a nonnucleoside polymerase inhibitor used as part of an IFN-free regimen • Highly effective: after only 16 weeks of an all-oral therapy of Faldaprevir 120 mg QD + BI207127 600 mg TID, 59% of GT-1 treatment-naïve patients achieved SVR • Polymodal: Faldaprevir and BI207127 target 2 key viral proteins When BI207127 launches, remove the “i” and use highly effective polymodal therapy (HEPT) as a descriptor for the treatment regimen of Faldaprevir + BI207127 + RBV. Altogether, this will replace the term NSOC (New Standard of Care). Using iHEPT for Faldaprevir followed by HEPT for BI207127 aligns with the Commercial Strategy to establish Faldaprevir as the springboard to interferon-free therapy. It is not mandatory to begin using the acronyms iHEPT and HEPT immediately. It may be beneficial to familiarize your audience with the terms first, then introduce and begin using the acronyms when there is comfortability and recognition in the terms themselves.