Overview
Between 2001 and 2004, PROCRIT was Johnson & Johnson’s number one selling product. PROCRIT is primarily used to treat anemia related to chemotherapy, kidney disease, surgery and AZT therapy.
Challenges
-
PROCRIT is an old product that was invented by Amgen
-
Poor labeling and lack of new indications limited PR options
-
Amgen's introduction of a new, improved competitor: Aranesp (more convenient, less expensive, more profitable for the physician)
-
Significant safety and legal issues
Goals
-
Raise awareness of PROCRIT for its indicated uses
-
Help grow the anemia market
-
Increase awareness of Ortho Biotech as a global leader in anemia treatment and support
-
Minimize the impact from Amgen’s Aranesp
-
Protect PROCRIT from negative issues
-
Provide measurable results
PR Support
-
On label data communications
-
Branded consumer and celebrity programs: www.PROCRIT.com, Rebound from Anemia, The Art of Healing, www.Cancer.com, www.Chemocare.com, Count on Us
-
Instituted standardized PR metrics for the Ortho Biotech product public relations department (i.e., SOV, sentiment ratings, message content, KOLs trained, KOLs quoted, etc.)
-
KOL development
-
Patient advocacy relations
-
Proactive issues management and crisis communications planning/reactive implementation
Results
-
Despite the introduction of Amgen’s Aranesp, PROCRIT remained the gold-standard anti-anemia medicine between 2001 and 2004
-
After two years on the market (2001-2003), Aranesp had only eroded 23% of the PROCRIT market
-
From 2001 to 2002 overall media impressions were increased by more than 100%
-
From 2002 to 2003 overall media impressions increased more than 200%
-
Based on dashboard metrics, we exceeded our PROCRIT PR metrics for 2001, 2002 and 2003