CTL019/Kymriah FDA Approval

Transcription

1 CTL019/Kymriah FDA Approval Penn Medicine Communications Strategy & Results Holly Auer Corporate Director of Communications

2 The Story Begins. August 11,

3 CTL019 Approval Communications Toolkit ODAC Meeting (July 12, 2017) + FDA Approval (Aug 30, 2017) Joint Penn-CHOP press release B-roll video footage and photos Pre-approval media outreach to top-tier news outlets Strategic social media campaign Coordination with Novartis & Children s Hospital of Philadelphia PR teams 3

4 Key Messages Penn as an incubator for high risk/high reward biomedical innovation & cutting-edge cancer research Through-line between adult and pediatric CTL019 trials & collaboration with CHOP Durability of therapy in 7-year adult survivors Looking ahead into harnessing CARs for solid tumors: pancreatic cancer, prostate cancer, melanoma, etc. 4

5 Media Coverage Results ODAC Meeting: Advance media outreach & interviews for Penn physicians and trial participants resulted in 30+ top-tier media placements FDA Approval: More than 670 news stories, reaching 39.5 million readers & viewers 3 New York Times articles (including two front-page stories in two weeks) 3 Washington Post articles Multiple STAT News stories, NPR and Wall Street Journal, Associated Press, Philadelphia Inquirer stories Stories prominently emphasized Penn s role developing the therapy 5

6 Worldwide Media Coverage Dr. Carl June, a leader in developing the treatment at the University of Pennsylvania, recalled that in 2010, when tests showed that the first patient was leukemia-free a month after being treated, he and his colleagues did not believe it. They ordered another biopsy to be sure. Now, I have to keep pinching myself to see that this happened, Dr. June said, his voice breaking with emotion. It was so improbable that this would ever be a commercially approved therapy, and now it s the first gene therapy approved in the United States. It s so different from all the pharmaceutical models. I think the cancer world is forever changed. FDA clears first gene-altering therapy a living drug for childhood leukemia FDA Approves First-Ever T-Cell Treatment, Pioneered at Penn, CHOP 'Living Drug' That Fights Cancer By Harnessing Immune System Clears Key Hurdle 6

7 Cancer s Newest Miracle Cure 8-page article Featuring Carl June, Steve Grupp, and David Porter Focus on patients helped by the therapy: Bill Ludwig, CTL019 patient #1, now in remission 7 years, and 7-year-old Kaitlyn Johnson 7

8 How HIV Became a Cancer Cure Profile of Carl June, MD When Ben Franklin proposed in 1749 what eventually became the University of Pennsylvania, he called for an academy to teach those Things that are likely to be most useful. Today the university lays claim to having incubated the world s biggest cancer breakthrough. 8

9 Social Media Campaign Overview Slate of pre-scheduled Tweets tracing the path of the therapy s development from early trials in adult patients with chronic lymphocytic leukemia through the present One-site reporting via live Tweets throughout ODAC meeting & approval events (breaking news, flashmob, etc) Tweets & Facebook posts featuring multimedia: photos and video Engagement with patient families, advocacy groups and influential journalists Coordination with Novartis and Children s Hospital of Philadelphia and Abramson Cancer account to 9

10 Social Media Snapshots 10

11 Social Media Campaign Results Twitter Tweets Impressions Engagements Retweets Likes ,037 4, Impressions per Tweet Engagements per Tweet Retweets per Tweet Likes per Tweet 2, % > avg* 500% > avg* 653% > avg* 1,071% > avg* *compared to all tweets in 2017 Facebook Posts Reach Reactions Likes Shares 7 199,205 10,744 9,471 1,245 Reach per Post Reactions per Post Likes per Post Shares per Post 28,458 1,535 1, % > avg* 1,148% > avg* 1,118% > avg* 917% > avg* *compared to all other Penn Medicine Facebook posts in

12 The Story Continues. 100 Most Influential Philadelphians Perspective by Penn Medicine alum Lisa Rosenbaum, MD Bob Vonderheide at U.S. News & World Report Healthcare of Tomorrow Conference Nov. 3 rd Long-term project: Full-length Fire with Fire with Oscar-award winning director Ross Kauffman 12

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14 CAR T Approval Market Event Marketing Strategy & Campaign Toni Donovan Sr. Director of Marketing Cancer & Surgery

15 Immunotherapy Marketing Objective & Strategy Objective Strategy Positioning Targets Increase Brand Awareness, & ACC NPVs Deploy a multi-channel marketing campaign while CAR-T and Immunotherapy messaging are heightened in the market, and beyond. Penn is the undisputed leader in Cancer with the most treatment options and experience. Patients and Consumers; Providers and beyond Geography Local Regional National 27 county area Key counties in the Northeast & Mid-Atlantic region Select media outlets & cities 15

16 ACC FY18 Messaging Strategy Spring 2018 Winter ACC - Undisputed Leader in Cancer Kymirah approval 3 ACC - Leader in Immunotherapy Pre-approval 2 ACC - Discovers First-of-its-Kind Cancer Therapy 1 ACC Campaign Increase emphasis on Immunotherapy content Through FY18

17 ACC Marketing Campaign Phase 2 Current ACC Campaign Penn discovers first CART Penn s Leadership in Immunotherapy Penn s Leadership in Cancer The world stands still, Penn discovers a First-of-its-Kind Cancer Breakthrough 17

18 ACC Campaign FY18 Current ACC Campaign Penn discovers first CART Penn s Leadership in Immunotherapy Penn s Leadership in Cancer Online Content featuring Penn s Leadership, Patient Stories Penn Testimonials Origin Stories Research & Clinical Patient Testimonials Days that may not have been

19 ACC Campaign FY18 Current ACC Campaign Penn discovers first CART Penn s Leadership in Immunotherapy Penn s Leadership in Cancer Increase awareness of Penn s Leadership Penn Medicine s TumorGlow TM Technology

20 Mass Media Reach LOCAL PHILADELPHIA NATIONAL CHANNELS PROVIDER CHANNELS 20

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22 Development Overview Tricia Bruning Senior Executive Director & Principal Gifts Officer

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24 Barbara and Ed Netter C 53 24

25 2011+ Boost Endowed Professorships 25

26 2011+ Boost Philanthropic Partners NEURO MESOTHELIOMA PROSTATE MULTIPLE MYELOMA ALL CANCERS GYNECOLOGIC LIVER BLOOD BREAST PANCREATIC 26

27 Events Penn Academy, 2013 Philadelphia Award, 2013 Boston Palm Beach & Naples, FL Aspen, CO New York City Parker Penn Launch San Francisco Penn Silfen Forum Governor Ed Rendell & Richard Vague London 27

28 2017 Recap 5,149 Delivered 1,611 Opens 5,140 Delivered 1,519 Opens 28

29 2017 Recap ImmunoRevolution Give Now 29

30 2017 Recap 30

31 2017 Recap Cherry Hill Pennsylvania Hospital 31

32 Events 2017 MAAC October 9, Welcome ACC Director Dr. Robert Vonderheide October 28, Philly Fights Cancer November AAMC, Boston Trustees Council for Penn Women Palm Beach San Francisco London Other World Capitals 32

33 Moving Forward Featuring donor to CAR T stories on social media Landing page and FlipBook: Direct Mail/High End Mail Video December 14, ImmunoRevolution Event at the Museum of the American Revolution hosted by Governor Ed Rendell & Richard Vague 33

34 Development Communications/PR Marketing 34

35 Collaboration Cycle 35

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