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2 Agenda Influenza and the flu vaccine market DTC campaign Strategic Approach Objectives Integration. Integration. Integration. Results and Learning s Summary NAME OF PRESENTATION 2

3 Vaccination is the Most Important Thing You Can Do to Prevent the Flu Each year in the U.S., 1 in 5 people, or up to 20 percent of the population gets the flu An estimated 226,000 people are hospitalized from influenza-related complications Combined with pneumonia, influenza is the nation s ninth leading cause of death The Centers for Disease Control and Prevention (CDC) recommends everyone six months of age and older receive an annual flu shot On average, immunization rates for adults are between 30-36% *telephone survey of adults years of age who get vaccinated annually NAME OF PRESENTATION 3

4 The Flu Vaccine With The 90% Smaller Needle The Patient Experience: 90 percent smaller needle Reduces possibility of damage to nerves and blood vessels For some patients, may make for a better flu shot experience The HCP Experience: Designed for easy delivery and consistent administration Each prefilled syringe is ready to use, with an affixed micro-needle Ensures reliable delivery of an accurate dose of antigen into the dermal layer NAME OF PRESENTATION 4

5 Defining the Fluzone Intradermal Consumer Adults who get vaccinated against influenza Wants a better flu shot experience Needle Convenience Anxiety around getting a flu shot Campaign need to appeal to those who believe in vaccination Believe the flu (disease) is serious Health info seekers - responsive to DTC Good relationship with doc/experience with health care system Early adopters - consider themselves influential NAME OF PRESENTATION 5

6 Key Considerations Existing behavioral barriers Limited product awareness at launch Patient expectations Product availability 6

7 DTC Objective and Key Strategies Objective Generate consumer demand of Fluzone Intradermal among those already getting an annual flu shot Motivate consumers to seek out and request the vaccine Strategies Generate product awareness among those patients already getting vaccinated Facilitate conversations between patients and HCP about the vaccine Connect patients to locations in which they can get the vaccine Utilize integrated communications to maximize impact Imperatives: Communicate better flu shot experience Differentiate 90 percent smaller needle Drive call to action 7

8 Meet Henry He Helped Us Make Our Point A COUNTRY GUY WHO DREAMED BIG. AND LITTLE. Regular, charming, and relatable Grew up with a typical childhood, playing in the woods and dodging cars. Landed a supporting role in a high school production of Porc-y and Bess, when he discovered that acting was his calling. He left life in the sticks to find fame in Hollywood, and saw an ad for the part and knew he was born to play it. Henry s dream is fueled by ambition, drive, and cheerful optimism and he will go to great lengths (or really short lengths!) to nail the role of a lifetime. 4

9 Integrated Approach was Critical to Success PRINT TV WEBSITE RETAIL ONLINE DISPLAY & RICH MEDIA INTEGRATED COMMUNICATIONS PROGRAMMING IN-OFFICE PATIENT EDUCATION SEARCH National Public Relations MOBILE Grassroots Public Relations 9

10 Henry Debuted on National TV and Print Aired on national network and cable stations (August to November) Secured premium airings in top-rated, high-profile shows across all 3 networks Featured in National Print media from August to December Over XK consumer engaged in the website Consumers are viewing 2.2 pages and staying for 1.25 min. Campaign designed to have 1 page view and 30 sec on the site Custom Ad Units to targeted audiences and enhance regional efforts NAME OF PRESENTATION 10

11 The Campaign Used Innovative Ways to Connect Consumers to the Vaccine All campaign materials drove consumer to the Fluzone Locator Featured on the home page of the website X consumers have used the locator Sanofi Pasteur mobile application to feature the locator Shazam NAME OF PRESENTATION 11

12 Fluzone Intradermal Public Relations Strategic Overview Target consumers 18 through 64 years of age (specific focus on 35-64) with key Fluzone Intradermal vaccine messages Drive consumers to pharmacy/health care provider to seek out and ask for Fluzone Intradermal vaccine Amplify DTC and branded messaging through national and regional public relations programming to pull through messages and leverage promotional content Create awareness on a national and regional level via multiple touch-points to increase consumer awareness of vaccine options and drive uptake of Fluzone Intradermal vaccine Reach target consumers in venues they know and trust the most Generate media interest via national celebrity Secure local media interest via pharmacist spokespeople in strategically selected communities Utilize national and regional consumer survey data to highlight need for adults to get vaccinated; highlight available vaccine options Engage retail partners in markets to execute Coop de Quill vaccination clinic events 12

13 Fluzone Intradermal Public Relations Activities Overview 13

14 National Survey Showed Disconnect Between Fear and Action re: Influenza and the Flu Shot Two out of every three (67 percent) adults 18 through 64 years of age said their biggest fear regarding influenza is spreading the virus to their loved ones Yet. Three in five (61 percent) adults said they remain unvaccinated against the flu. 53 percent of adults 18 through 64 years of age who were vaccinated annually reported that their vaccination experience would be better If. the needle was much smaller 65 percent said their experience would be better if access to the flu shot was more convenient. SANOFI PASTEUR US COMMUNICATIONS OVERVIEW 14

15 Chris O Donnell Star of NCIS: Los Angeles Husband, father of 5 Understands the importance of helping to protect himself and his family from influenza Credibility with target audience Vaccinated with Fluzone Intradermal Smaller needle made a big difference for Chris When my doctor and I talked this year about what may make my experience a good one, we determined Fluzone Intradermal vaccine was the best choice for me. The device has a needle smaller than a grain of rice, which for me, made a big difference." Hoping to start with this slide, transition to short clip of Chris getting vaccinated then back to this slide. sanofi-pasteur-chris-o-donnellfluzone-intradermal-influenza-virusvaccine SANOFI PASTEUR US COMMUNICATIONS OVERVIEW 15

16 National Media Relations Launched Consumer Public Relations Efforts SANOFI PASTEUR US COMMUNICATIONS OVERVIEW 16

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18 Reaching Consumers in the Community Henry s Road Trip! 2012 Coop de Quill Mini car mini needle 12 foot Intradermal Device packed with all the flu protection a community may need NAME OF PRESENTATION 18

19 Coop de Quill VacciNation Tour Extended Reach of National Public Relations Campaign Coop de Quill VacciNation Tour hit the road this flu season and made stops at partnering pharmacies nationwide: Seattle, WA September 24 th Chicago, IL September 8 th Baltimore, MD November 2 nd San Francisco, CA October 6 th Raleigh, NC October 18 th 19

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21 The Campaign Reached Over 161M Consumers With 36% Awareness Over 350K visits to Campaign Website with 25% of consumers using the locator Television Over 2,139 airings/1b imps TV Commercial Over 8K Shazam s Over 100M Imps Digital Advertising Digital / Mobile/ Print 37% reach of adults through Print in 9 magazines with 127M impressions 130K Brochures, 8K Posters distributed In-Office Materials Public Relations 1B imps through Media : Print 412 stories Television 45 stories Radio 1,092 stories Online 1,733 stories

22 Results The campaign conveyed the intended messages - better flu shot experience 40% of consumers exposed to campaign elements felt there is a better flu shot experience The consumers was the #1 initiator of the flu conversations* When the conversation occurred 60% of the time it was initiated by the patient TV advertising and public relations programming were the most common reasons for the conversation to have occurred 46% of consumers said that conversation was prompted by the commercial 57% saw it in the news and prompted the conversation as a result SANOFI PASTEUR US COMMUNICATIONS OVERVIEW 22

23 Summary Insert highlights reel here. 1. Reinforce and expand key messages 5 reasons to implement an Integrated campaign approach 2. Increase likelihood for message retention and recall 3. Build credibility 4. Channel agnostic planning 1. Strength and versatility 5. Flexible optimization NAME OF PRESENTATION 23

24 Thank You To Our Agency Partners NAME OF PRESENTATION 24

25 Thank you. NAME OF PRESENTATION 25