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Avamys 2011 Brand Engagement.

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Presentation on theme: "Avamys 2011 Brand Engagement."— Presentation transcript:

1 Avamys 2011 Brand Engagement.
Exercises. Confidential. For internal training use only

2

3 MARS to Earth

4 Our Journey Evolves

5 Earthbound

6 Over seasons…

7 And throughout the year

8 Workshop Activities 4 groups of exercises which help to illustrate the key areas of focus in terms of understanding and skills required to support the 2011 Campaign and Avamys growth. The exercises have been designed for small groups working interactively and to provide a balance between learning and lively fun activities. Exercises include Review of the disease area – (allergens, symptoms) Understanding Avamys – (INS evolution, patient benefits) Planning calls with customers – (focusing on the short call) Skills for communicating with customers – (listening)

9 Mission and exercises – Alex’s journey
Avamys can help patients affected by affected by Allergic Rhinitis throughout the whole year – and not just Seasonal, but also Perennial Allergic Rhinitis Your mission is to help Alex on her journey to symptom relief To do this you must successfully collect a token from each of 4 exercises to help Alex enjoy relief from her symptoms

10 Help relieve Alex of her Allergic Rhinitis symptoms

11 Exercise 1 – Whatever the reason
Key objective: To reinforce page 1 of the Detail Aid An engaging reminder of allergic rhinitis The facilitation of the answers can vary based on the time available – suggested approach Choose a group to review their answer for PAR and invite any differences from the other groups. Explore why they believe this with the groups. Repeat for SAR

12 Exercise 1 – Whatever the reason
What are the causes of Allergic Rhinitis? Are Perennial and Seasonal Allergic Rhinitis caused by different allergens and what are the symptoms presented by patients? Using the materials provided, select the correct answers to populate the two charts? Perennial and Seasonal Which are allergens? Which are priority symptoms?

13 Use these pieces to populate the charts
Itching / burning eyes Strawberries Sunshine Grass Teary / watering eyes Nuts Sneezing Stress Smoking Mold Nasal Itching Preservatives (e-numbers) Nasal congestion Rhinorrhoea (runny nose) Gluten Lactose Animal dander Earache Pollens Stomach upset Ragweed Psorissis Dandruff/ itchy scalp Shortness of breath Snoring Migrane Eye redness House dust mite Possibly split into part a and part b What are the symptom 1 x PAR jigsaw 1 x SAR jigsaw Treat seperately, with less gaps in symptoms for PAR Show priority line Use Alex as background

14 Place the answers into blank boxes:
Perennial Allergic Rhinitis (PAR) Season Allergens ? Priority Symptoms ? Low Priority Symptoms Possibly split into part a and part b What are the symptom 1 x PAR jigsaw 1 x SAR jigsaw Treat seperately, with less gaps in symptoms for PAR Show priority line Use Alex as background

15 Place the answers into blank boxes:
Perennial Allergic Rhinitis (PAR) Season Allergens Priority Symptoms Low Priority Symptoms Possibly split into part a and part b What are the symptom 1 x PAR jigsaw 1 x SAR jigsaw Treat seperately, with less gaps in symptoms for PAR Show priority line Use Alex as background

16 Perennial Allergic Rhinitis
PAR correct answers: Perennial Allergic Rhinitis (PAR) Season Animal dander House dust mite Mold Allergens Rhinorroea (runny nose) Nasal congestion Sneezing Nasal itching Priority Symptoms Itching / burning eyes Teary / Watering eyes Eye redness Low Priority Symptoms Possibly split into part a and part b What are the symptom 1 x PAR jigsaw 1 x SAR jigsaw Treat seperately, with less gaps in symptoms for PAR Show priority line Use Alex as background

17 Place the answers into blank boxes:
Seasonal Allergic Rhinitis (SAR) Season Allergens Priority Symptoms Possibly split into part a and part b What are the symptom 1 x PAR jigsaw 1 x SAR jigsaw Treat seperately, with less gaps in symptoms for PAR Show priority line Use Alex as background

18 Seasonal Allergic Rhinitis
SAR correct answers: Seasonal Allergic Rhinitis (SAR) Season Grass Pollens Ragweed Allergens Itching / burning eyes Rhinorrhoea (runny nose) Nasal congestion Priority Symptoms Teary / watering eyes Sneezing Nasal itching Eye redness Possibly split into part a and part b What are the symptom 1 x PAR jigsaw 1 x SAR jigsaw Treat seperately, with less gaps in symptoms for PAR Show priority line Use Alex as background

19 Help relieve Alex of her Allergic Rhinitis symptoms

20 Collect token 1

21 Exercise 2a : Avamys – leading the INS evolution
Key objective: To reinforce page 2 of the Detail Aid And ensure accuracy in the way this page is presented The facilitation of the answers can vary based on the time available – suggested approach Choose a group to review their answer for Statement 1 and why. Invite any different answer from the other groups and explore why. Outline the correct answer and why the other answers are not correct. Repeat for statements 2-5, choosing a different group each time.

22 Exercise 2a : Avamys – leading the INS evolution
Intra nasal steroids have evolved over time. Avamys (fluticasone furoate) is leading that evolution. It is however important that we accurately describe how Avamys is leading the INS evolution and what could be expected as a result. Please complete the flow of statements from 1 to 5. Choose one statement from each group of statements. The one you feel is the most accurate description and place onto the answer board. Use the 2011 Detail Aid as your guide.

23 Place your choosen answers into bubbles:
Statement 1 Statement 2 Statement 3 Avamys.... Statement 4 Statement 5 Avamys - leading the INS Evolution

24 Statement 1 answer cards
Avamys has been designed to go into the alpha pocket of the glucocorticoid receptor Avamys unique structure has been designed to fully occupy the glucocorticoid receptor pocket as completely as possible Avamys fits the receptor pocket perfectly

25 Statement 2 answer cards
All INS bind to the glucocorticoid receptor in the same way and to the same degree No other INS will ever bind to the receptor better than Avamys Avamys shows effective binding with the glucocorticoid receptor Avamys is the first INS to show perfect binding with the glucocoticoid receptor Avamys is the first INS to show such a high binding with the glucocorticoid receptor

26 Statement 3 answer cards
Avamys binds effectively to the receptor overtime. Avamys stays bound to the glucocorticoid receptor for longer than other INS Avamys is more effective than any other INS because it binds more strongly to the receptor and stays bound

27 Statement 4 answer cards
Avamys has a high affinity compared to other INS. Avamys has the highest affinity compared to other INS Avamys has a higher affinity for the receptor than Nasonex and hence is more effective than Nasonex

28 Statement 5 answer cards
Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications. The unique pharmacokinetic properties of Avamys mean it is the most effective INS currently available The enhanced affinity of Avamys is an unique pharmacological property of Avamys. The enhanced affinity means that Avamys is the strongest anti-inflammatory molecule compared to other INSs. The enhanced affinity & extended tissue association of Avamys means that it could be expected to lead to greater & more prolonged anti-inflammatory effects compared to other INS

29 Place your choosen answers into bubbles:
Statement 1 Statement 2 Statement 3 Statement 4 Statement 5 Avamys - leading the INS Evolution

30 Avamys - leading the INS Evolution
Correct Answers : Statement 1 Statement 2 Statement 3 Avamys unique structure has been designed to fully occupy the glucocorticoid receptor pocket as completely as possible Avamys stays bound to the glucocorticoid receptor for longer than other INS Avamys is the first INS to show such a high binding with the glucocorticoid receptor Statement 4 Statement 5 Avamys has the highest affinity compared to other INS The enhanced affinity & extended tissue association of Avamys means that it could be expected to lead to greater & more prolonged anti-inflammatory effects compared to other INS Avamys - leading the INS Evolution

31 Statement 1 answer cards
Avamys has been designed to go into the alpha pocket of the glucocorticoid receptor (Not Correct - WHY– Avamys has been designed to fully occupy the glucocorticoid receptor pocket.) Avamys unique structure has been designed to fully occupy the glucocorticoid receptor pocket as completely as possible correct Avamys fits the receptor pocket perfectly (Not Correct - WHY – given current imaging technology a perfect fit cannot be proven.)

32 Statement 2 answer cards
All INS bind to the glucocorticoid receptor in the same way and to the same degree No other INS will ever bind to the receptor better than Avamys (Not Correct - WHY – All INS are structurally different and bind in different ways and to different extents) (Not Correct - WHY – this is structurally possible) Avamys shows effective binding with the glucocorticoid receptor Avamys is the first INS to show perfect binding with the glucocoticoid receptor (Not Correct - WHY – Avamys shows a higher binding than other INSs) (Not Correct - WHY – perfect binding cannot be proven, it is a relative measure) Avamys is the first INS to show such a high binding with the glucocorticoid receptor correct

33 Statement 3 answer cards
Avamys binds effectively to the receptor overtime. (Not Correct - WHY– Avamys has a prolonged association, it remains active whilst bound to the receptor) Avamys stays bound to the glucocorticoid receptor for longer than other INS correct Avamys is more effective than any other INS because it binds more strongly to the receptor and stays bound (Not Correct - WHY – Avamys will dissociate eventually)

34 Statement 4 answer cards
Avamys has a high affinity compared to other INS. (Not Correct - WHY – Avamys has the highest affinity compared to other INS.) Avamys has the highest affinity compared to other INS correct Avamys has a higher affinity for the receptor than Nasonex and hence is more effective than Nasonex (Not Correct - WHY – whilst it is true that Avamys has a higher affinity than Nasonex – we cannot link affinity to claims of efficacy)

35 Statement 5 answer cards
Whilst Avamys has enhanced affinity and extended tissue association, it is impossible to speculate whether this might have any clinical implications. The unique pharmacokinetic properties of Avamys mean it is the most effective INS currently available (Not Correct - WHY – these properties of Avamys would mean that we could expect greater and more prolonged anti-inflammatory effects from Avamys than other INS.) (Not Correct - WHY – we cannot link the pharmacokinetic properties of Avamys to efficacy) The enhanced affinity of Avamys is an unique pharmacological property of Avamys. The enhanced affinity means that Avamys is the strongest anti-inflammatory molecule compared to other INSs. (WHY – Yes and it can be expected that greater and more prolonged anti-inflammatory effects would result from an enhanced affinity.) (Not Correct - WHY – this cannot be claimed as there is no head to head comparison of Avamys and other INSs on anti-inflammatory effect.) The enhanced affinity & extended tissue association of Avamys means that it could be expected to lead to greater & more prolonged anti-inflammatory effects compared to other INS correct

36 Exercise 2b : Patient benefits
Key objective: To reinforce the quality of life benefits for allergic rhinitis patients referenced in the Detail Aid To reinforce the patient benefit focus to the 2011 campaign The facilitation of the answers can vary based on the time available – suggested approach Choose a group to review their top 3 priority answers and why. Invite any differences from the other groups and why.

37 Exercise 2b : Patient benefits
What are the most important patient benefits of Avamys? Should you highlight some benefits to customers more than others and does this priority change depending on seasonal differences? Using the extracts of medical papers provided suggest a list of patient benefits which can be justifiably claimed from the medical evidence. Prioritise the key patient benefits

38 Exercise 2b : Patient benefits
Extracts are provided for reference

39 Exercise 2b : Patient benefits
3. Prioritise benefits in order 1.Teams research benefits in extracts 2. Collate and debate answers

40 Exercise 2b : Patient benefits – answers
Relate back to the key benefits highlighted in the Detail Aid The 7 nasal and ocular symptoms The quality of life benefits for allergic rhinitis patients in the Detail Aid

41 Help relieve Alex of her Allergic Rhinitis symptoms

42 Collect token 2

43 Exercise 3 – 90 second short call
Key objective: Tailoring the call to your local target customer/s, local market context Delivering a quality call under time constraints The level of the exercise can vary based on the time available Level 1 – pre-call planning – steps of the sales call model Level 2 – role play the call you have planed, clearly state your pre call objectives

44 Exercise 3 – 90 second short call
You have an appointment scheduled to visit a customer. - BUT you have 2 draw backs. You can only take 2 pages of the Detail Aid / or use the one page Detail Aid You only have 90 seconds with your customer / or local variation How do you prepare for the call? Which pages will you use and why? What are your insightful questions? What will be your objectives with this customer? (local Brand Bonding Ladder) What are Pre-call Objectives? How should you consider competitors?

45 Exercise 3 – 90 second short call
Tailor – to your local market / local context To your local insight and knowledge – local Brand Bonding Ladder Time available for a short call in your market 90 seconds – shorter or longer call? Detail Aid / 2 pages – one page DA Your target customer/s GP/primary care - Specialist/secondary care Adult or paediatric Payer customer Local competitive activity

46 Exercise 3 – Customers 3 illustrative customer profiles are provided
Avamys prescriber Nasonex prescriber Mixed prescriber To be tailored to your local target customers

47 Exercise 3 – Competitors
Outline competitor activity for each target customer To be tailored to your local market

48 Exercise 3 – 90 second short call
Pre- call planning Engage real dialogue with customer Ask open question/s after opening Choose detail aid page according to customer ALWAYS link to Avamys benefits via the key messages Clear call to action at the close Two levels of exercise: Level 1 – pre-call planning – steps of the sales call model Level 2 – role play the call you have planed, clearly state your pre call objectives

49 Exercise 3 – 90 second visit
Each team to fill out call planner cards

50 Help relieve Alex of her Allergic Rhinitis symptoms

51 Collect token 3

52 Exercise 4 – Communicating with customers - Listening
Key objective: Reinforce the importance of listening to drive call quality – whether in along or short call Deliver a motivating and engaging end to the workshop The exercise can vary based on the time available and could build on a theme for Avamys from Exercise 3

53 Exercise 4 – Communicating with customers - Listening
This is an exercise in listening and moving forward with dialogue: “Yes And....” Listening is such an important part of communicating with our customers. It is a core skill to drive quality in the call. Listening is especially important with a short call – you may only have one chance to listen to your customer and build on what they say into a physician focused call.

54 Exercise 4 – Communicating with customers - Listening
Work in pairs. As a pair have to keep a conversation going using “Yes and...” The rules are that you must always accept what the other person has said and then build further. The object is to keep the conversation alive for as long as possible. Watch the video first to see how it works

55 Exercise 4 – Communicating with customers - Listening
Version 1

56 Exercise 4 – Communicating with customers - Listening
Version 2

57 Exercise 4 – Communicating with customers - Listening
Now your turn... As a pair of Greengrocers (running a shop that sells fruit and vegetables) “Those Bananas look beautifully yellow!” “Yes and...” Now try again with Avamys... an idea could be to pick up on a theme from Exercise 3? “Avamys is...” “Yes and...” If you are able to keep the dialogue moving, then you win another token

58 Exercise 4 – Communicating with customers - Listening
Close

59 Help relieve Alex of her Allergic Rhinitis symptoms

60 Collect token 4

61 Whatever the reason, whatever the season


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