Robert Krell Por$olio
Robert Krell
Crea%ve Director/Copywriter Robert is an award-winning (30+) pharma adver;sing copywriter and crea;ve director. His work was featured in a cover story in Adver&sing Age, and in AdWeek, Communica&on Arts, and pharma industry journals. He is a strategic, tac;cal, and innova;ve thinker as well as a hands-on writer. With 25 years of pharma adver;sing experience, he has launched blockbuster Rx products for Merck, major new indica;ons for Novar;s and Genentech, and has demonstrated his skills in consumer, professional, and corporate promo;on. As a crea;ve copy lead, Robert is a reliable and dedicated team player who provides added value by increasing agency assignments. He builds strong client rela;onships by consistently delivering professional, well-wriMen, and medically accurate copy and by contribu;ng thoughNul strategic and innova;ve tac;cal and crea;ve ideas. LeMers of recommenda;on are on the last page. robertkrell@mac.com mobile: 908-625-1462
Websites: pinwormfacts.com Silver Award Best Consumer Website
Websites: emverm.com Silver Award Best Rx Website
Core Visual Aid (CVA): Print, Digital (EVA), and Annotated Sales Training Versions FINDING THE RIGHT MEDICATION FOR MIGRAINE PATIENTS CAN BE A CHALLENGE11
THE FAST LANE TO MIGRAINE RELIEF
More than 300,000 school days may be lost per month due to migraine*11 • Equal to approximately 4 school days per year per migraine patient11 • More than 1.5 million US teens ages 12 to 19 years suffer from migraines—a 6.3% prevalence†8,12 – 7.7% prevalence in girls – 5.0% prevalence in boys
ZOMIG Nasal Spray 5 mg provided relief in as soon as 15 minutes for some adult patients*†1-3
Oral medications may be a problem for patients who have difficulty swallowing pills
In a pivotal study of 798 adolescent migraine sufferers (ages 12-17 years)13
86.3%
47.7%
• 86.8% reported photophobia13
• 79.3% reported phonophobia13
reported nausea
Indication ZOMIG Nasal Spray is a serotonin (5-HT)1B/1D receptor agonist (triptan) indicated for the acute treatment of migraine with or without aura in adults and pediatric patients 12 years and older. Limitations of Use: Use ZOMIG only after a clear diagnosis of migraine has been established. If a patient has no response to ZOMIG treatment for the first migraine attack, reconsider the diagnosis of migraine before ZOMIG is administered to treat any subsequent attacks. ZOMIG is not indicated for the prevention of migraine attacks. Safety and effectiveness of ZOMIG have not been established for cluster headache. ZOMIG Nasal Spray is not recommended in patients with moderate to severe hepatic impairment.
reported vomiting
*The recommended starting dose of ZOMIG Nasal Spray is 2.5 mg.1 †
11.5% of patients achieved headache response within 15 minutes vs 5.4% for placebo (P=.02). Most patients had headache relief at 2 hours.1,2
Please see Important Safety Information throughout this piece and full Prescribing Information.
12
NASAL SPRAY BENEFITS
ZOLMITRIPTAN NASAL SPRAY IS DETECTED IN THE PLASMA FASTER THAN ORAL ZOLMITRIPTAN5 Posttreatment Mean Plasma Concentrations5
5 MINUTES
4
Important Safety Information (continued) • Sensations of tightness, pain and pressure in the chest, throat, neck, and jaw commonly occur after treatment with 5-HT1 agonists like ZOMIG and are usually non-cardiac in origin: Perform a cardiac evaluation if these patients are at cardiac risk
DETECTED IN THE PLASMA IN AS EARLY AS
Plasma Concentration (ng/mL)
From the American Migraine Prevalence and Prevention (AMPP) project, which surveyed more than 18,000 adolescent migraine sufferers (ages 12-19 years).12
Please see additional Important Safety Information throughout this piece and full Prescribing Information.
THE ABILITY TO RETURN TO NORMAL ACTIVITIES, PROVEN IN A CLINICAL STUDY OF MORE THAN 500 ADOLESCENT MIGRAINE PATIENTS13 In the pivotal TEENZ Study13 • Ability to perform normal activities was significantly improved with ZOMIG Nasal Spray 5 mg* from 3 to 24 hours posttreatment vs placebo for all comparisons (P≤.01)
5 MINUTES
1,5
Zolmitriptan nasal spray
At 4 hours, a majority of patients, 71%, returned to normal activities using either ZOMIG Nasal Spray 5 mg or 2.5 mg vs 57% for placebo (P<.01)14
Zolmitriptan oral tablet
Placebo
3
*From one study of 970,000 self-reported migraineurs ages 6 to 18 years.11 †
n=226
Selected Inclusion Criteria13
2
1
0
0 5
0 10
15
20
• 38% of Cmax was reached within 10 minutes5
• Adolescent patients ages 12 to 17 years
• Plasma concentrations were sustained for 4 to 6 hours1
• Minimum of 2 moderately to severely disabling migraine attacks per month
• Established diagnosis of migraine
• History of untreated headache attacks of ≥3-hour duration
30
Time Postdose (minutes)5 Mean plasma concentrations of zolmitriptan up to 30 minutes after single 2.5-mg doses as a nasal spray at pH 5.0 and as an oral tablet (n=12). (Adapted from Journal of Clinical Pharmacology) 5
Important Safety Information (continued) • ZOMIG is contraindicated in patients with –History of stroke, transient ischemic attack, or hemiplegic or basilar migraine –Peripheral vascular disease
• Ability to distinguish between migraine and non-migraine headaches
From an open, randomized, 3-period crossover study of 12 volunteers to assess the pharmacokinetics and tolerability of zolmitriptan nasal spray (2.5 mg) at pH 7.4, at pH 5.0, and as an oral tablet on 3 separate occasions at least 5 days apart.5
*The recommended starting dose of ZOMIG Nasal Spray is 2.5 mg.1
3
16
Important Safety Information (continued) • The most common adverse reactions in adults (≥5% and > placebo; in any dosage strength) in clinical trials for ZOMIG Nasal Spray were: unusual taste, paresthesia, hyperesthesia, and dizziness
Please see additional Important Safety Information throughout this piece and full Prescribing Information.
Electronic Visual Aid (EVA) on an iPad
User taps screen to start interactivity.
Water and pill appear in mouth cavity and tongue and palate change shape.
As user rotates screen, the water and pill flow through the cavity, which changes shape.
Rotating the screen more advances interactivity to the swallowing sequence.
Counter-rotation back to normal orientation finishes the swallow sequence.
Tapping the screen ends the interactive sequence, and returns to the IVA pages.
Uncovered a unique diďŹ&#x20AC;eren;ator between our clientâ&#x20AC;&#x2122;s product and their primary compe;tor, which tested well in mkt research and was uniquely demonstrated using an interac;ve iPad app.
Banner Ads in Different Sizes
Banner 1_Unbranded_Static_2 Frames
160x600
300x600
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Is your child bringing home
PINWORM?
Learn why it’s 3 TIMES more common than HEAD LICE. FIND OUT HERE
PP-ADW-MEB-US-0080 07/2017
PP-ADW-MEB-US-0080 07/2017
Is your child bringing home PINWORM? PP-ADW-MEB-US-0081 07/2017
Learn why it’s 3 TIMES more common than HEAD LICE. FIND OUT HERE PP-ADW-MEB-US-0081 07/2017
Is your child bringing home
PINWORM? PP-ADW-MEB-US-0078 07/2017
Learn why it’s 3 TIMES more common than HEAD LICE. FIND OUT HERE PP-ADW-MEB-US-0078 07/2017
Itchy bottom could mean
PINWORM PP-ADW-MEB-US-0088 07/2017 IMPORTANT SAFETY INFORMATION WHAT IS EMVERM USED FOR?
728x90
Is your child bringing home PINWORM?
PP-ADW-MEB-US-0079 07/2017
Learn why it’s 3 TIMES more common than HEAD LICE.
FIND OUT HERE PP-ADW-MEB-US-0079 07/2017
320x50 Is your child bringing home
PINWORM?
PP-ADW-MEB-US-0091 07/2017
Learn why it’s 3 TIMES more FIND OUT HERE common than HEAD LICE. PP-ADW-MEB-US-0091 07/2017
Emverm® (mebendazole) chewable tablet is a prescription medicine used to treat single or mixed infections of pinworm, whipworm, common roundworm, common hookworm and American hookworm. The use of Emverm has not been studied in detail in children under two years of age; therefore, your doctor will weigh the relative benefit/risk of Emverm before prescribing it to children less than two years. • Treatment success may depend on conditions like: preexisting diarrhea; the amount of time it may take for you to excrete the food you have
LeJers: Mail and eMail
VISIT OUR BOOTH at the 2017 AAP National Conference Chicago, IL · September 16-19 · Booth 1043
1) Meinking p410/ col1/para3/ln1-7 2) AAP p1 of PDF/ para 1/ln6-8 1) Meinking p410/ col1/para3/ln4-7
PATIENTS MAY NOT RECOGNIZE OR REPORT A
PINWORM INFECTION THE HALLMARK SYMPTOM OF PINWORM IS PERIANAL ITCHING.1 Other symptoms may include1,2
3) Kucik p1161/c1/ ¶2/all; c2/¶1/ln7-9
• Sleep disturbance, restlessness, or irritability • Abdominal pain, anorexia, or weight loss • Dysuria or enuresis • Teeth grinding
4) Maguire 8thEd/ p3206/ c1/¶2/ln2-3 5) CDC website Head Lice - Epidemiology & Risk Factors/p1/¶5/ ln1-3 Calculations: 42÷12=3.5x more 42÷6=7x more
Pinworm is highly contagious3 • Pinworm may infect up to 40 million people in the United States and is 3 times more common than head lice4,5
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• Most pinworm infections occur in preschool- and school-age children2
The following email is a promotional message from alertmarketing.com.
• Pinworm can easily spread from an infected child to the entire family
2
Enlist the help of parents
2) AAP p1 of PDF/¶3/ln2
Inform parents if they see their child scratching his or her bottom—it may be pinworm.
2)AAP p1 of PDF/¶4/ ln1-2, 6-7 INDICATION EMVERM (mebendazole) 100 mg chewable tablet is indicated in adults and children over 2 years of age for the treatment of Enterobius vermicularis (pinworm), Trichuris trichiura (whipworm), Ascaris lumbricoides (common roundworm), Ancylostoma duodenale (common hookworm), and Necator americanus (American hookworm) in single or mixed infections. IMPORTANT SAFETY INFORMATION Mebendazole is contraindicated in persons who have shown hypersensitivity to the drug. Warnings: There is no evidence that mebendazole, even at high doses, is effective for hydatid disease. There have been rare reports of neutropenia and agranulocytosis when mebendazole was taken for prolonged periods and at dosages substantially above those recommended. Precautions: Periodic assessment of organ system functions, including hematopoietic and hepatic, is advisable during prolonged therapy. Adverse reactions include: Transient symptoms of abdominal pain and diarrhea with expulsion of worms in cases of massive infection; liver function test elevations [AST (SGOT), ALT (SGPT), and GGT]; and on rare occasions hypersensitivity (rash, urticaria and angioedema); rare reports of neutropenia, agranulocytosis (see Warnings above) and hepatitis when mebendazole was taken for prolonged periods and at dosages substantially above those recommended; and very rare cases of convulsions. Please see additional Important Safety Information on reverse side and accompanying full Prescribing Information.
Dear [First Name] [Last Name], [Designation]: Treat pinworm infections with a single dose by prescribing EMVERM®, the ONLY Rx therapy FDA approved for treating pinworm.
EMVERM provides a 95% cure rate in a single dose.1 • If the patient is not cured 3 weeks after the first dose, a second course of treatment is advised* • Mebendazole is contraindicated in persons who have shown hypersensitivity to the drug
EMVERM is dosed one 100mg tablet for each infected family member. • Same dose for children and adults • EMVERM has not been extensively studied in children under 2 years; therefore, in the treatment of children under 2 years, the relative benefit/risk should be considered.
EMVERM provides kidfriendly dosing.1 • Chewable tablet can be swallowed whole or crushed and mixed with food
Example of professional annota;ons matched to highlighted references
• No liquids to measure, and no dosing adjustments based on weight
EMVERM Is Widely Available and Covered by More Than 80% of Commercial Health Insurance Plans4
Clinical Study PaMent Recruitment Ad and Brochures
A clinical research study is currently underway for subjects with vitiligo.
FPO
ClinicalTrials.gov Identifier: NCT03099304
Š 2017 Incyte Corporation. All Rights Reserved. Code XXX
Maxalt â&#x20AC;&#x201D; Pre-launch Exhibit Panels (Award-winner, also appeared in Communication Arts)
Maxalt — Launch Spread Ad (In US ad test, highest scoring ad Merck had to date)
HemoPad â&#x20AC;&#x201D; Spread Ad
Trident â&#x20AC;&#x201D; Spread Ad to DenMsts
(Award-winner, also wriMen up in a cover story in Adver&sing Age)
Zocor â&#x20AC;&#x201D; Detail Aid, spread 1
2 Primaxin I.V. 4-page Detail Aid, covers (Krell introduced the idea of “micro-detailing,” i.e. one subject for one quick detail call)
2 Primaxin I.V. 4-page Detail Aid, inside spreads (Krell introduced the idea of “micro-detailing,” i.e. one subject for one quick detail call, using strong visual focus)
Triaz 2-page Launch Journal Ad, front (with actual “un-medicated” pad attached)
Fucithalmic (LEO Pharma, Canada) Digital MarkeMng Program with Poster FulďŹ llment
This physician marke;ng program included banner ads, email, online survey and an inoďŹ&#x192;ce poster to educate physicians. The program was responsible for moving the product from last posi;on in its category to second posi;on and won the agency an AOR assignment for 3 LEO Pharm products.
Fucidin 6-wave Mail Campaign (self mailers), covers (average response rate 11%)
Fucidin 6-wave Mail Campaign (self mailers), sample inside (average response rate 11% for samples or poster)
Fucithalmic 5-wave Mail Campaign (self mailers), wave 1 (average response rate 14% for samples)
MS-Contin 3-wave Mail Campaign to Oncologists, wave 1 (>50% response rate, offered a mini bonsai tree & planter kit)
MS-Contin 3-wave Mail Campaign to Oncologists, waves 2 & 3 (>70% response rate on wave 2, sent to wave 1 responders only)
Prinzide 4-wave Mail Campaign (self mailers), wave 1 (response rate 16-19% for samples)
Article on Methamphetamine - Teen Audience
Pre-launch Scientific Presentation - Merck 26
Merck Corporate single page Journal Ad
Corporate Brand - Journal Ad
Trade Show Booth and Gift (DIA EuroMeeting, Vienna)
Recruitment Ads for a Clinical Trial ONO Pharma
Brand Conscious.
Globally connected.
Robert Krell
Word Warrior.
Robert Krell
LeJers of RecommendaMon
Robert Krell
Crea%ve Director/Copywriter robertkrell@mac.com mobile: 908-625-1462