GOING BEYOND GERD The new ACIPHEX campaign ANNOTATED SALES AID PRESENTATION
FOR TRAINING USE ONLY. DO NOT DUPLICATE, DISTRIBUTE OR USE THIS ITEM IN A SELLING SITUATION.
Going Beyond in 2007 • New Positioning
slides 3-4
• Rationale Behind the New Positioning
slides 5-8
• New ACIPHEX Sales Aid • Front Cover
2
slides 9-12
• GERD Symptoms
slides 13-16
• Symptom Relief/Healing & Important Safety Information
slides 17-20
• Potent Acid Suppression/Metabolism & Dosing
slides 21-26
• Back Cover
slides 27-30
New Positioning Going beyond heartburn to relieve multiple symptoms We will usher ACIPHEX into this new positioning by: •
Focusing on the patients physicians see most frequently—the overweight/obese patient who suffers from multiple symptoms beyond heartburn, including regurgitation, belching and early satiety
•
Highlighting multiple symptom relief as an important goal in treating nonerosive GERD (this is important since 50% to 70% of GERD cases are nonerosive1)
•
Targeting healthcare professionals who make conscious treatment decisions, who often see patients with additional co-morbidities, and who are motivated by patient confidence, satisfaction and trust
The new ACIPHEX positioning and corresponding campaign give you the ability to help physicians identify patients who can experience significant relief with a PPI proven to go beyond heartburn to treat the associated symptoms of GERD.
3
Reference: 1. Kahrilis PJ, Miner P, Johanson J, Mao L, Jokubaitis L, Sloan S. Efficacy of rabeprazole in the treatment of symptomatic gastroesophageal reflux disease. Dig Dis Sci. 2005;50:2009-2018.
New Positioning (cont’d) The New Core Message
ACIPHEX helps you go beyond heartburn to treat associated symptoms in GERD patients, including those who are overweight and obese.
4
Rationale Behind the New Positioning The 3 Bs Throughout the presentation, you will see 3 consistent components that are at the core of the new campaign:
BIG ISSUE
BIG IMPACT BIG DIFFERENCE
5
Rationale Behind the New Positioning (cont’d) BIG ISSUE • GERD occurs most frequently in overweight and obese patients. These patients tend to suffer from symptoms beyond heartburn, including regurgitation, belching and early satiety • In fact, obese patients experience symptoms 2x more frequently than patients with a BMI ≥301
6
Reference: 1. Murray L, Johnston B, Lane A, et al. Relationship between body mass and gastroesophageal reflux symptoms: The Bristol Heliobacter Project. Int J Epidemiol. 2000;32:645-650.
Rationale Behind the New Positioning (cont’d) BIG IMPACT • In market research, the ability of a PPI to go beyond heartburn to treat the multiple symptoms of GERD, especially in overweight or obese patients, was shown to be an intriguing concept that would motivate physicians to think differently about how they treat GERD • In addition, physicians felt that if they could relieve their patients’ GERD symptoms, they may be able to encourage their patients make other healthy lifestyle changes
7
Rationale Behind the New Positioning (cont’d) BIG DIFFERENCE • ACIPHEX is a PPI proven to provide significant relief of additional GERD symptoms in patients with a BMI ≥25
8
New ACIPHEX Sales Aid — Front Cover BIG ISSUE • Frank—our lead patient profile—has a passion in life, coaching soccer • Like most patients in his situation, Frank does not want his life interrupted by the bothersome symptoms of GERD • As you can see, the headline communicates this by boldly exclaiming “There’s more to my life than GERD”
9
New ACIPHEX Sales Aid — Front Cover (cont’d) BIG IMPACT • The eyebrow copy introduces the new ACIPHEX positioning of going beyond heartburn to treat associated symptoms: regurgitation, belching and early satiety • ACIPHEX can help patients enjoy their favorite activities
10
New ACIPHEX Sales Aid — Front Cover (cont’d) BIG DIFFERENCE • ACIPHEX is a PPI that can claim efficacy beyond heartburn • The new tagline succinctly communicates the new core message and is a call to action for your physicians
11
New ACIPHEX Sales Aid — Front Cover (cont’d) Create the Connection Doctor, how often do you see patients like Frank who struggle with their weight and suffer with GERD symptoms in addition to heartburn? Did you know that ACIPHEX has been proven to treat the multiple symptoms of nonerosive GERD, including heartburn, regurgitation, belching and early satiety? When you see patients like Frank, treat beyond heartburn and prescribe ACIPHEX It is critical to the success of the campaign to create the connection between obesity, GERD and multiple symptom relief with ACIPHEX. This guide will show you how to do so effectively and will give you examples of how to craft an engaging conversation with your physicians.
12
New ACIPHEX Sales Aid —
GERD SYMPTOMS (pages 2 - 3) • Frank’s Challenge • BMI and GERD • Efficacy of ACIPHEX – Regurgitation
– Belching – Early Satiety – Daytime Heartburn
– Nighttime Heartburn
13
New ACIPHEX Sales Aid — GERD Symptoms (Pages 2 & 3) BIG ISSUE • Here you learn a little more about Frank—that his schedule, lifestyle and comorbid conditions may have contributed to the complexities of his GERD symptoms • This is the spread on which you should set the stage for the physician by making the connection between higher BMI and GERD. This will be the start of your ACIPHEX story • It is critical in your sales calls to establish this link with your physicians— it is the backbone of the new campaign
14
New ACIPHEX Sales Aid — GERD Symptoms (Pages 2 & 3, cont’d) BIG IMPACT • This is the new ACIPHEX core message and communicates how ACIPHEX can help physicians help their patients by going beyond heartburn to treat associated symptoms in GERD patients, including those who are overweight and obese
15
New ACIPHEX Sales Aid — GERD Symptoms (Pages 2 & 3, cont’d) BIG DIFFERENCE • Remember to use the new tagline to communicate the core message and as a call to action for your physicians • These new data are pivotal to the new campaign, proving that ACIPHEX significantly reduced the severity of regurgitation, belching and early satiety
16
New ACIPHEX Sales Aid — GERD Symptoms (Pages 2 & 3, cont’d) BIG DIFFERENCE • Heartburn is the most frequently reported GERD symptom and it is still critical to show the efficacy of ACIPHEX in controlling nighttime and daytime heartburn severity • Notice that the majority of patients (78%) in the trial were overweight or obese. Despite its location, this should be used each time you present the data on page 3, as it helps to reinforce that ACIPHEX was effective in this patient population
17
New ACIPHEX Sales Aid — GERD Symptoms (Pages 2 & 3, cont’d) Create the Connection Doctor, did you know that overweight and obese patients experience symptoms, such as heartburn and regurgitation, more frequently than other patients? Like Frank, many GERD patients can experience more than just heartburn. In 2 studies of mostly overweight or obese patients, ACIPHEX significantly reduced the severity of regurgitation, belching and early satiety ACIPHEX also controls your patients’ daytime and nighttime heartburn. Doctor, when treating patients who suffer from multiple GERD symptoms, especially those with a BMI≥25, remember that ACIPHEX treats beyond heartburn and relieves regurgitation, belching and early satiety
18
New ACIPHEX Sales Aid — Symptom Relief/Healing & Important Safety Information (pages 4 & 5) BIG ISSUE • Research has shown that long-term control of heartburn and maintenance of healing continue to be important attributes of a PPI to physicians • On this spread, a new patient is introduced—Janet, whose passion is helping others • The problem is that she is overweight and has several health issues, including erosive GERD and bouts with daytime and nighttime heartburn • Thanks to her PPI—ACIPHEX—her GERD symptoms don’t interfere with getting the job done
19
New ACIPHEX Sales Aid — Symptom Relief/Healing & Important Safety Information (pages 4 & 5, cont’d) BIG IMPACT • In patients with erosive GERD, ACIPHEX maintains symptom control over the long term • These data should continue to be used to demonstrate the long-term efficacy of ACIPHEX • ACIPHEX also maintains healing in patients with erosive GERD • These data should continue to be used to demonstrate the long-term efficacy of ACIPHEX
20
New ACIPHEX Sales Aid — Symptom Relief/Healing & Important Safety Information (pages 4 & 5, cont’d) BIG DIFFERENCE • Remember to use the new tagline to communicate the core message and as a call to action for your physicians • This spread also includes the indication statement and safety information, which are important to discuss with your physicians
21
New ACIPHEX Sales Aid — Symptom Relief/Healing & Important Safety Information (pages 4 & 5, cont’d) Create the Connection Doctor, do you have patients like Janet who battle with their weight and who require a PPI to control their erosive GERD and heartburn? ACIPHEX is a great choice for these patients as it has been shown to maintain nighttime and daytime symptom relief and healing over the long term
22
New ACIPHEX Sales Aid — Potent Acid Suppression/Metabolism & Dosing (pages 6 & 7) BIG ISSUE • While these pharmacodynamic data cannot be used to directly support our clinical claims, physicians continue to say that these data are positive support for ACIPHEX
23
New ACIPHEX Sales Aid — Potent Acid Suppression/Metabolism & Dosing (pages 6 & 7, cont’d) BIG IMPACT • Because we can not correlate pharmacodynamic data to clinical effect, the tagline has been omitted from this spread • ACIPHEX is a potent PPI • Use these data to show how ACIPHEX suppresses stomach acid, which can help reduce the amount of acid in the esophagus • Remember, you can make no direct ties between clinical data and this pharmacodynamic profile
24
New ACIPHEX Sales Aid — Potent Acid Suppression/Metabolism & Dosing (pages 6 & 7, cont’d) BIG DIFFERENCE • Like the previous sales aid, this chart shows how ACIPHEX is metabolized differently from other PPIs • Unlike other PPIs, ACIPHEX is not solely metabolized by the cytochrome P450 system. In addition to being metabolized by the cytochrome P450 system in the liver, a significant portion of ACIPHEX is systemically metabolized (in the body) via nonenzymatic reduction. The 2 primary metabolites for ACIPHEX are thioether and sulphone • Remember to tell physicians about the convenient dosing of ACIPHEX
25
New ACIPHEX Sales Aid — Potent Acid Suppression/Metabolism & Dosing (pages 6 & 7, cont’d) Create the Connection Doctor, I’d like to show you some information that demonstrates the potency of ACIPHEX. ACIPHEX delivers potent acid suppression, reducing acid exposure in the stomach and esophagus. The less acid you have in the stomach, the less acid there is to reflux into the esophagus. By suppressing acid in the stomach, ACIPHEX can help reduce the amount of acid in the esophagus to normal levels. And, ACIPHEX is the only PPI with esophageal pH data in its PI
26
New ACIPHEX Sales Aid — Potent Acid Suppression/Metabolism & Dosing (pages 6 & 7, cont’d) Create the Connection Doctor, unlike other PPIs, ACIPHEX is not solely metabolized through the cytochrome P450 system and is, in fact, primarily metabolized nonenzymatically Do you find that your patients prefer a small pill size and the ability to take their medications with or without food? ACIPHEX offers these convenient dosing benefits
27
New ACIPHEX Sales Aid — Back Cover BIG ISSUE • Because sometimes you only have a brief moment to communicate the ACIPHEX message to physicians, the back cover of the sales aid is now a summary page • You can use it to either close the call or when time is extremely limited
• With Frank boldly exclaiming “There’s more to my life than GERD,” you can clearly communicate to physicians that patients don’t want their lives interrupted by bothersome GERD symptoms
28
New ACIPHEX Sales Aid — Back Cover (cont’d) BIG IMPACT • Use the new ACIPHEX core message to communicate how ACIPHEX can help physicians help their overweight/obese patients by going beyond heartburn to treat associated symptoms of nonerosive GERD
29
New ACIPHEX Sales Aid — Back Cover (cont’d) BIG DIFFERENCE • Remember to use the new tagline as a call to action to your physicians
30
New ACIPHEX Sales Aid — Back Cover (cont’d) Create the Connection Doctor, like Frank, many of your patients, including those who are overweight or obese, may be suffering from multiple GERD symptoms. ACIPHEX goes beyond heartburn to treat other associated symptoms like regurgitation, belching and early satiety. When you see a patient like Frank, prescribe once-daily ACIPHEX and treat beyond heartburn
31
32