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Brand Startegy

By: Lidiya Surya Andina


Physician Positioning Statements

Disease Positioning Product Positioning

Zoster / A painful and frequently debilitating disease worth The first and only vaccine to prevent Zoster, and allows
ZOSTAVAX® preventing that strikes anyone, anytime without warning me to prevent the painful and debilitating consequences
Is and can cause serious complications of Zoster and PHN

Empathetic Empowered
That Makes
Me Feel
Frustrated Relieved

Nearly all adults are at risk (95%) ZOSTAVAX® is the first and only prevention for
Zoster/PHN

Many patients over 50 will suffer from Zoster


ZOSTAVAX® provides excellent efficacy against Zoster,
PHN and the pain burden of illness
Because
Zoster causes serious and painful complications
including PHN (Also hospitalization and ophthalmic)
ZOSTAVAX® is very well tolerated

Many patients continue to suffer from PHN pain and


complications despite treatment
Consumer Positioning Statements
Key Message Zostavax

ZOSTAVAX is the first and only


vaccine to prevent HZ
HCP - Classification

A Class : High Opportunity (H)


• Doctors with 50 years old and older patient, >10 per day
OR
• High adult vaccinator (Flu / Pneumo ) > 10 patient per month

B Class : Middle Opportunity (M)


• Doctors with 50 years old and older patient, >5 -10 per day
OR
• Medium adult vaccinator (Flu / Pneumo ) > 3-10 patient per month
Tier Discount 2015

Customer Area Product Unit Discount


1 syringe 0%
Doctor Dispensing 2-3 syringe 5%
National Zostavax ≥ 4 syringe 15%
Hospital, Clinic, Pharmacy ≥ 1 syringe 5%
Zostavax Key Activities 2015
Regional Speaker Forum Laymen Seminar ,Mass Vaccination
HCP
“Prevent HZ in the Elderly” through
Elderly Vaccination Campaign in A+senior
Focus Group Discussion Elderly clubs (Dharmawulan, Senior Club)
Vaccination Program
(Training 50 new customer for all area in Indonesia Media Seminar
3x/year)

Laymen
National Elderly Day

208 PP & 84 RTD Hospital Herpes Zoster Branding


(RS Siloam Karawaci)

Hospital Listing Program Hospital Elderly Vaccination


(Brief Meeting, Seminar) Program
(Jakarta, Surbaya, Manado, Bandung)
National CME
Scientific session, Booth, Registration
Social Media Activation(*on
(KPPIK, JACIN, KONAS PERDOSKI, PIT INTERNA, PIT
IDI,PIT GERIATRI) discussion)

Meet The Professor Brand Ambassador


Eddy Brisnitz, M.D; M.S
Target & Budget CME Activity 2015
PRODUK ZOSTAVAX
Total PS PP RTD LAYMEN
Target Per Rep Total National Target Per Rep Total National Target Per Rep Total National
TEAM ZOSTAVAX 10 12 120 4 40 4 40
TEAM COMBO 1 (ZOSTA priority) 5 12 60 4 20 4 20
TEAM COMBO 2 (GARDA priority) 6 4 24 4 24 4 24
21 204 84 84
PP RTD Laymen
Budget Per Event 2,000,000 5,000,000 3,000,000
Target Event 2015 204 84 84
Total Budget 408,000,000 420,000,000 252,000,000
TOTAL PS Zostavax
No DM
GARDA ZOSTA ROTA COMBO 1 COMBO 2 PP RTD Laymen
1 Rika Anggraini 5 1 8,000,000 20,000,000 12,000,000
2 Wicaksono 5 1 8,000,000 20,000,000 12,000,000
3 Widya Utami 5 1 8,000,000 20,000,000 12,000,000
4 Dini Mariani 5 1 8,000,000 20,000,000 12,000,000
5 Anneke Kencana Dewi 1 2 1 2 96,000,000 80,000,000 48,000,000
6 Agung Saksomo 2 2 1 1 80,000,000 80,000,000 48,000,000
7 Yunesti S 6 1 24,000,000 20,000,000 12,000,000
8 Slamet Waluyo 3 1 1 32,000,000 40,000,000 24,000,000
9 Yanuar Setiawan 6 144,000,000 120,000,000 72,000,000
408,000,000 420,000,000 252,000,000
JUMLAH REP X JUMLAH EVENT PER REP X BUDGET
Focus Group Discussion
Elderly Vaccination Program

Objective :
Increase awareness about the shingles vaccination and
introducing ZOSTAVAX among user & non user of Zostavax,
considering their important role in the communities as a
source of updates medical information

Speaker : - Medical Regional (Anuj Walia, MD)


- Lokal Speaker

Target : 3x/years
Jakarta (7 February 2015), Surabaya, Manado
Meet The Professor
Objectives :
Increase awareness about the shingles vaccination and introducing ZOSTAVAX
among KOL & user of Zostavax, considering their important role in the
communities as a source of updates medical information.

GRAND LECTURE on HERPES ZOSTER VACCINATION


By Eddy A. Bresnitz, M.D, M.S

Jakarta, 21 March 2015


Target audience : Internist, Dermatologist, Neurologist, GP

Eddy A. Bresnitz, M.D, M.S


Professor in the Department of Environmental and Community Medicine, Robert Wood Johnson Medical School,
University of Medicine and Dentistry of New Jersey
Laymen Activation
Prevent Herpes Zoster in the Elderly
Elderly Vaccination Campaign
Elderly Vaccination Campaign 2015

1. Press Conference, Kamis 21 Mei 2015


– Tema : Gerakan Vaksinasi Usia Lanjut Nasional

– Pembicara :
• Prof. Siti Setiati (PERGEMI)
• Prof. Samsuridjal Djauzi (Satgas Imunisasi Dewasa)
• Dr. Yuda Turana (Pokja Lansia Kemenkes)

– Waktu : 09.30 – 12.00


– Tempat : Double Tree Hotel
– Peserta : wartawan desk kesehatan
2. Symposium, Jum’at 29 Mei 2015
– Peserta : Departemen Penyakit Dalam, Kulit, Neuro, GP
– Pembicara : tbd
– Tempat : Ruang Kuliah IPD RSCM (tbc)
– Waktu : 12.30 – 15.00

3. Pencanangan Gerakan Vaksinasi Usia Lanjut Nasional


– Peserta : komunitas Lansia, perawat, dokter (200 orang)
– Acara :
– Seremoni pencanangan oleh Menteri Kesehatan atau yang mewakili, misalnya dengan
melepas balon/burung merpati
– Senam Otak Lansia oleh dr. Yuda
– Seminar Awam oleh dr. Yuda, dll. tbd.
– Diiringi entertainment
– Pembagian Leaflet Ajakan Vaksinasi Usia Lanjut di Taman Menteng dan HI
• Tempat : Taman Menteng
• Waktu : Sabtu 30 Mei 2015 - Pukul 07.00 – 10.00 WIB
Media and Radio Campaign 2015
• National Elderly Day Nasional 29 Mei 2015
• Internasional Elderly Day 1 October 2015
Hospital Elderly Vaccination Program

 Objective
 Increase private market penetration for Zostavax at Hospital
 Strategy
• Engagement with Senior Manager, KOL Prescriber, and Key Person from
Marketing and Purchasing
• Support Hospital with HZ Vaccination Program : Education Program
(Seminar, Booth Education, Printed Material), Multimedia.
• Start vaccination program for hospital staff
• Target 45 hospital listing in 2015
• Conduct Hospital Elderly Vaccination
Program Seminar (Jakarta, Surabaya &
Bandung)

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Hospital Listing – Priority Target
#Jakarta, 16 Hospital #Bandung, 4 Hospital # Sulawesi, 3 Hospital
RS Siloam
RS St. Borromeus RS Siloam Manado
RS Eka Hospital
RS Santosa International RS Siloam Makasar
RS Siloam MRCCC
RS Advent Bandung RS Awal Bross Makasar
RS MMC
RS Immanuel Bandung
RS Medistra
RS Pertamina jaya
RS ANTAM #Medan, Batam, Pekan baru #Solo, Semarang 7 Hospital
RS Siloam Kebon jeruk 7 Hospital
RS Pluit
RS PIK RS Siloam Palembang RS Oen Solo Baru
RS Mitra Keluarga Kelapa Gading RS Awal Bros Batam RS Moewardi
RS Pondok Indah RS Otorita Batam RS Telogorejo
RS Premier Jatinegara RS Columbia Asia Medan RS Elisabeth
RS Puri Cinere RS Methodist Medan RSUP dr Kariadi
RS Siloam Graha Medika RS Awal Bros Pekanbaru RS JIH
RSCM Kencana RS Eka Hospital Pekanbaru RS Oen Kansa

#Surabaya, Bali 7 hospital


RS Premier #Kalimantan, 4 Hospital
RS Siloam Total 45 Target
RS Mitra Keluarga Waru RS Pertamina Balikpapan
RS Nasional Hospital RS Siloam Balikpapan Private Hospital
RS Petrokimia Gresik RS Bontang
RS Siloam RS Pupuk Kaltim
RS Bali med
Brand Ambassador
You Can Stop Before It Starts! Campaign 2015

• Objectives : increases awareness of Herpes zoster


and HZ prevention through ambassador
endorsement.
• Propose ambassador : Minati
Atmanegara(represent adult women) and Didi
Widiatmoko - “Didi Petet” (represent adult man)
Hospital Branding Program
 Objective: increases awareness of Herpes Zoster through
branding program endorsement in hospital
 Strategy :
Put Herpes Zoster branding awerness on:
- Waiting room branding
- Water dispenser in hospital waiting rooms
- Elevator door branding
 Target Q1 2015 : RS Siloam Karawaci
Media Social

• Facebook : Gerakan Nasional


Vaksinasi Usia Lanjut
(on discussion with PERGEMI)
Tactical Plan – Annual View
PIT INTERNA
Ap Regional Speaker Oct 2015
Forum
Q2 2015 Dubai
Temu Ilmiah Geriatri
JADE Jakarta April (Scientific Session)
2015 Sept 2015
KPPIK June 2015 PIT PERDOSKI,
Nov 2015

Meet The Professor - JACIN Jakarta May


2015
Eddy A. Bresnitz
Maret, 21 2015

Jan Feb March April May June July Aug Sep Oct Nov Dec

• PP
• RTD
• Hospital Vaccination Program

Public awareness activation


1. Laymen Seminar
2. Elderly Vaccination Campaign 2015
3. Brand ambasador
Local event by MSD - HCP
Local event by External &
MSD
Regional event

Local event by MSD


Promotional Zostavax
HCP Simposium Kit

Laymen Simposium Kit


ZOSTA BISA !!!!
Thank You

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