Tactical Day
Megan Goldstein
DRAFT KIs, KSIs, & Strategies
Key Issue
Reason to Prescribe
The lack of compelling reasons to
prescribe has caused a decline in
Allergan 5-ASA share
GI Leadership
Corporate changes have weakened our
customer relationships and brand
loyalty within the GI community
Key Strategic Imperative
Establish compelling reasons to
Establish Allergan as a key player
prescribe ASACOL® 800 and
within the GI community and the
SALOFALK® to accelerate new patient partner of choice amongst 5-ASA
companies
starts
Strategies
1. Evolve customer segmentation to 1. Strategically invest in key GI
strategically target messages and
initiatives
initiatives
2. Amplify the impact of our
2. Enhance the brand campaigns
Corporate support
and supporting materials to
3. Maintain a well-trained, best-inreinvigorate the Allergan 5-ASA
class sales force
discussion
4. Leverage Allergan’s robust GI
3. Leverage and defend strong
portfolio
topical business
Defend the Asacol Franchise
A significant portion of the overall
ASACOL® business has been switched
or is still at risk of interchangeability
Mitigate the risk of interchangeability
of ASACOL® 800 and ASACOL®, and
reclaim ASACOL® business
1.
2.
3.
Ensure customers include the
“800” when prescribing ASACOL®
800 so that the patient receives
the right product
Proactively drive appropriate
switches from ASACOL® to
ASACOL® 800
Explore and leverage programs
that provide the ability to reclaim
Teva-5-ASA switches at the retail
level
Tactic: Canadian flag on a SALOFALK leave behind
KSI
Establish compelling reasons to prescribe ASACOL® 800 and SALOFALK® to
accelerate new patient starts
Strategy
Enhance the brand campaigns and supporting materials to reinvigorate the
Allergan 5-ASA discussion
Tactic Details
•
Objective: To stimulate the “sense of belonging” to the mark. Create local jobs,
encourage a Canadian made drug.
•
Target Audience: GI's and IM
•
Tactic description: To create a leave behind with the disease information and data’s on
SALOFALK, also add a Canadian or Quebec flag on the leave behind front page
Example Tactic: Allergan GI Portfolio Poster
KSI
Establish Allergan as a key player within the GI community and the
partner of choice amongst 5-ASA companies
Strategy
Leverage Allergan’s robust GI portfolio
Tactic Details
•
Objective: Indicate Allergan’s vast GI portfolio that makes us a key player in the GI
community
•
Target Audience: GIs/IMs
•
Tactic description: Create a poster that includes all of the Allergan GI products in our
robust portfolio to reside in the sample cupboard