The 2006 Product Management Today Team Awards.

Three months later, after considering the FDA Advisory Committee recommendation, the two-year study data, and the TOUCH Prescribing Program developed by the product management team, the FDA once again approved Tysabri for the treatment of relapsing-remitting MS. The product management team had overcome a historic challenge to fulfill both Biogen Idec's commitment and the imperative set by thousands of patients with MS across the United States: Tysabri was back on the market.

TYSABRI[R] THE TYSABRI BRAND TEAM

U.S. Neurology, Marketing Director Irene Hunt

Associate Director, Marketing Dallan Murray

Associate Director, Marketing Anissa Kalinowski

Associate Director, Marketing Anna Diaz-Triola

U.S. Neurology Sarah Garner

U.S. Neurology, Associate Director Market Research Carl Olson

Marketing Emilie Beskar

Gold Award Winner: Consumer Marketing

The Nexium Marketing Team

AstraZeneca

Recently, in the midst of an increasingly competitive market (with both prescription and OTC medications), it has become more important than ever to keep Nexium (esomeprazole magnesium) positioned as a leader on-line: to not only keep it top of mind with the consumer, but also position it as the leading prescription acid reflux treatment. The Nexium consumer on-line marketing team has been up to the challenge, and for good reason.

Acid reflux is a serious condition, which untreated (or treated incorrectly) over time can lead to severe damage of the esophagus. Recent statistics from the U.S. Department of Health and Human Services indicate that approximately 20 million people in the United States alone suffer from acid reflux disease. Many may not understand the severity of their condition or realize that they may need a prescription medication to treat it. These individuals are either taking an array of OTC heartburn medicines or simply are ignoring their condition. Therefore, educating this audience on acid reflux disease, getting them to realize its severity, and ultimately getting them to speak with their doctor are all key marketing challenges that the team needed to address.

The on-line media plan needed to reach individuals 35 years of age or older, suffering from acid reflux at least two times weekly. These individuals may or may not have already been diagnosed with acid reflux disease, and they may or may not be taking a prescription or OTC medication to treat their condition.

Specific campaign objectives included cost-efficient coupon downloads, qualified site traffic, overall brand awareness among diagnosed and nondiagnosed individuals, innovative targeting and segmentation, influencing consumers to talk with their doctor about Nexium, and switching competitor users to Nexium.

To achieve these objectives, the team needed to develop tactics that expanded across a full spectrum of areas. The end result was an on-line campaign that embraced elements of strategic targeting, innovative research, paid search, CPA (cost per acquisition) and CPM (cost per thousand) programs, as well as direct response, E-mail, sponsorships, and rich media.

Knowing that the target audience uses the Web to research medical conditions, it was extremely important for us to align Nexium with trusted third-party content on-line, as well as ensure that when people searched relevant terms on major search engines, they saw Nexium's message. In addition, the creative team needed to turn on-line ads into engaging resource centers, to provide the necessary level of information to the target audience. Working closely with our off-line teams has helped us develop a seamless, fully integrated campaign with multiple on-line elements.

Sponsorships on English and Hispanic health sites aligned Nexium with trusted third-party content and gave users access to expert content on demand. Sponsorships included exclusive acid reflux centers across leading online health sites. These acid reflux centers were in-depth resource environments for users. One center included more than 60 expert articles ranging from digestive health myths to heartburn treatment options.

For the acid reflux centers on the Hispanic sites, all creative running in these areas was translated and adopted for the Hispanic audience, and drove to Spanish versions of the consumer website. In addition to establishing market leadership and brand awareness with this audience, Nexium conducted brand awareness research to evaluate the affect of Nexium messaging on the Hispanic audience, and modified the ad units to improve their effectiveness and performance.

Rich media, such as PointRoll expand banners, provided users with deeper levels of education (including tips for talking with their doctor), as well as the opportunity to register for a free trial coupon within the banner space. Also, ShoshTV video units extended the latest television spot on-line; a talking avatar of a virtual doctor (using Oddcast technology) allowed users to take a quiz on heartburn in a banner. Depending on the answers, users would get a result screen tailored to the current state of their heartburn condition.

Getting the Nexium message in front of the right audience was critical to the on-line campaign's success. To do so, media buys ranging from paid search, to CPM, to CPA were utilized. Paid search assured Nexium's presence (in top positions) against all "acid reflux" related key words, for all users searching for acid reflux information. The search creative was continuously optimized throughout the year to drive traffic, and capitalized on current events related to Nexium. Numerous CPM buys gave Nexium the reach needed to establish a strong presence across the Web, and CPA buys allowed for efficient registration downloads for a Nexium seven-day free trial coupon.

Targeting played a critical role in driving more efficiency out of the CPM media campaigns. From behavioral to demo targeting, increased targeting helped us better understand the Nexium customer's on-line behavior. A test program with one site allowed us to remessage to individuals up to two days after they searched for acid reflux and heartburn-related content on-line, thus giving us the opportunity to reach consumers actively interested in the condition.

In addition, a redesigned consumer website gave users an enhanced brand experience. To provide the best possible experience for sufferers of heartburn and acid reflux disease, the Nexium website was completely redesigned for 2006. With personalization and customization at its core, every aspect of the new site had the user in mind. A tool named the Personal Pal allows users to tailor their site experience based on who they are. By answering a simple qualification question, users are given a path to information most relevant to them. For example, if someone is curious about their condition, they will be given a different experience than someone ready to address their pain.

Other core site features include three-dimensional flash-based animations that detail the digestive system, explain the acid reflux condition, and describe how Nexium works; a full function meal-planner; and the ability to sign up for pill and refill reminders by E-mail.

The new Nexium website continues to be one of the most visited and relied-on sources of information on heartburn/ acid reflux, and ranks consistently in the top 3 most visited health sites, according to Hitwise. In addition to English, content is also available in Spanish.

Nexium[R] (esomeprazole magnesium)

THE NEXIUM MARKETING TEAM

Senior ePromotions Manager, AstraZeneca Jean Pundiak

Internet Support Manager, AstraZeneca Heath Weber

ePromotions Manager, Patient Marketing Jason Stein

Account Supervisor, Avenue A/Razorfish Frank Faita

Account Director, Avenue A/Razorfish Christopher Harris

Account Executive, Avenue A/Razorfish Jamie Klimberg

Media Planner, Avenue A/Razorfish Jim Crews

Associate Media Director, Avenue A/ Razorfish Jason Hoffmann

Account Director, Tribal DDB Christian Dietrich

Account Supervisor, Tribal DDB Allison Koplik

Silver Award Winner: Consumer Marketing

The Stop Hep B Campaign

Gilead Sciences, Inc.

Gilead Sciences is and has been the market leader in combating hepatitis B. Although a new competitor entered the market shortly before the launch of the Stop Hep B campaign, Gilead's marketshare has not eroded, owing in part to this campaign. The Stop Hep B team at Gilead developed an innovative, unbranded campaign with the objective of raising awareness of hepatitis B and the importance of getting screened for the disease. The prevalence of the disease among Asian Americans was also determined to be a focal point, as one in 10 Asian Americans is at risk for the disease.

The team created an in-language viral program that involved both patients and caregivers. The Hep B Warriors, or vocal advocates, helped spread the message about the importance of screening. Warriors are provided with training and tools at www.stophepb.com. At the site, Warriors have the opportunity to learn about the disease, participate in a training module and quiz, and learn new ways to spread the word about getting tested. They also learn about blogging, how it works, how to create one, and how to post to other blogs. Once training is completed and Warriors begin spreading the word, they report back on what they have done, whether it is sharing information at a community event or blogging on-line. The more activities a Warrior participates in, the closer he or she gets to attaining a virtual black belt.