seroquel pr plan 2001

8/7/2019 Seroquel PR Plan 2001

http://slidepdf.com/reader/full/seroquel-pr-plan-2001 1/47

cbhtent-type: itHJitipa irt/refi^ led ; ty |5e= t̂ext/l1t riir:bciuri cia "

"_chi ikat_b2?„8b26„ae?d4937.8610b3cc_.REL"MIME-Version: 1;0 •Received: Fri, 07 Mar 2008 04:23:5$ +0000 ;content-type: iext/htfnl;chatset==nwindows-J252 B'CGjTjientrtFansfer-encodifig.': ;;; cfuptfed-prinlabte

From: Downes, Jacquie

Sent: Friday, March 02, 2001 4:39 PM

T o : Adriana Criveilo; Ann e Mueller: brady; C harlotte Zarp-And ersson;Christine Richter; EdeS McCaffrey; Fabio Zanini; Felicia Shiu; Fiona Tigar; FumikoMuram oto; Jane Allan; Janet Milton-Edwards; Jim M innick; M iiena F ioravanti; neilkendle; Patricia Coopmans; Patricia Lozano; Peter Schiffer; renata holliday; RobynRonai; Roif Zwygart; S anne Gents; Sarah M cMahon; S ue Nuttall; S vein-MortenErtsaas; Tomas Kucera: Vicente Fisac; Xavier Thiriar; Adam Richards; Alejandra Cela;Angellque Macarounas; Anne Debaillon; Asta Snorradottir; Benchawan Buasorn; BrianHsu; Britt Lindberg; Bryon Chen; Chris Link; Chris Wilcox; Christian Werzer; DaeYoung Kwon; David Duff; David West; Dirk Ziskoven; Erik Husby Pettersen; EsaLampinen; Georgia Tugend ; Gert Hansen; H arrison Ch ou; Hindra Sulaiman; H ua Bai;Hugo van Zyl; Inajar Souza; Jacek Kalinowski: Jae Young Song; Jeremy Abrahams;John W ickens; Jose Antonio Orozco; Jua n Casas; Julian Butler; Kamer Erkorkmaz;Katrien Derveaux; Keng Aun Tan; Kevin Thom as; Kylie Maddern; Lila Boukouvalidou;Lisa Lloyd; Lyndsay Campbell; Lynne Snow; Mark Smith; Mark Woolard; MartinOlovsson; Mauro Casanova Moroni; Michael Murray; Muireann McAlister; NattalyGhosn; Nils Sellbom; Paul Miller; Pedro Boavida; Pedro Chiote; Peiin Eristiren; Per

Lundbe rg; Peter Liong; Pummy Se ehra; Richard S un; Rocks Batoon; Royland Sanchez;Sabine Rieder; Sandra Baiado; Sandra Kuiper; Sanja Njegic; SANO; Selva Demiriz;Sian Ng; Sinead Bell; Somsak Kungskulniti; Stamatis Vassiliou; Steven Gray; TiborKonya; Tom Ryan; Tomas M elichar; Unni Lauknes; Yvona Jencova; Yvonne Nasstrom



Attac hm en ts: PR plan full.doc; Media Schedule 2001 .doc

MESSAGE FROM ALISON WILKIE

Dear Colleague

Please find a ttached the final Seroquel PR Plan for 2001 along with the 2001 mediasched ule. The media schedule will be updated and revised as circumstances evolveand w ill be d istributed to Product Mana gers and PR Contacts on a regular basis -1hope this will assist you with planning your local media activities.

Please let me know if you have any questions relating to either the plan or theschedule.

! hope you find these useful - I would welcome any comments you have.



SEROQUEL PR PLAN

2 0 0 1



{PAGE }

SEROQUEL - 2001 PR PLAN

S i t u a t i o n

Following an intensive launch per iod, Seroque! (quettapine) i s now approved ~m ove r 70 markets. I t

curr ent ly holds th ird p osit ion in the ant ipsych ot ic m arket (by value) and in the US is the fa stest-grow ing

atypical , now accounting for over 10% of atypical ant ipsycho t ic prescr ipt ions in the US. To date, over

850,000 people have been t reated w i th Seroquel wor ldw ide.

Seroquei combines broad-based eff icacy in the treatment of posit ive, negat ive, cognit ive and affect ive

symptoms of sch izophren ia , whi le o f fer ing super ior to lerabi i i ty. It is associated with an incidence of EPS

and prolact in elevat ion no dif ferent to placebo even at highest recommended doses, a neutral effect on

weig ht in long-te rm trea tme nt, and no cl inically impo rtan t effects on QT interval . This translates in to

unsurpassed cl inical effectiveness (benefitrisk prof i le) relat ive to other ant ipsychot ics, captured in the

p r o d u c t p r o mise 'improvement w i t h o u t impairment'.

Despite this unique dif ferent iator , there is a perceived lack of eff icacy associated with Seroque! which can



{ P A G E }

In comm on w i th o the r ant ipsychot ics howe ver , Seroque! is w ide ly used outs ide the sch izophren ia

indicat ion in pat ient populat ions including bipolar d isord er, the elder ly, adolescents and those w ith

psychot ic dep ression . Phase III cl inical t r ia ls of Seroquel in the treatment of bipolar d isorder have

co mmenced a nd 2001 communicat ions wi l l focus on increasing the ex ist ing off- label usage of Seroquel in

th is ind icat ion, est imated to account fo r a round 20% o f cur rent prescr ip t ions and growing s t rong ly .

The mark et for atypical ant ipsychot ics is increasingly comp eti t ive. Seroquel wi l l need to maintain a

competi t ive share of voice against Li l ly 's olanzapine, janssen's r isper idone and Pfizer 's ziprasidone ( launched

in the US dur ing 2001). Each of these three c om pe ti to rs has or w i l l have mo re than one form ula t ion and

each is act ively being developed in indicat ions other than schizophrenia olanzapine was granted a l icence

for treatment of acute mania in 2000.

For Seroque) to maintain a market share growth greater than olanzapine and r isper idone, aggressive market

penetrat ion is required into the fol lowing (not mutual ly exclusive) pat ient sectors:

Switches from typical ant ipsychot ics

Switches from atypical ant ipsychot ics

New (f i rst episode) pat ients

Elder ly (eg Park inson's disease, Alzhe imer 's dem entia)

Ado lescents

Patients with Bipolar d isorder

Patients with other psychoses

Regulatory development of new formulat ions of Seroquel (granules and once-dai ly Sustained Release) is

unde rway. These var iants wi l l not be available dur ing the t ime p er iod cove red by this plan.



{ P A G E >

and eff icacy in other psychoses including bipolar d isorder

- no treatm ent -em erg ent EPS, minimal endo cr ine d isturbance, and is weigh t

neut ra l in long- term t reatment

- no cl inical ly significant effect on Q T inte rval

* Ini t ia l target dai ly dose in schizophrenia is 400-6 00m g, usual adul t dose range 400~750mg (800mg in

US); elder ly pat ients may require lower dosage

• AstraZ enec a is dedicated to providing innovat ive medicines for the treatm ent of d iseases of the centra!

nervous system (CNS) wh ere there is a high unm et m edical need, and has unique, f i rst in class

compo unds in deve lopmen t fo r acute s t roke, depress ion/anxie ty and over-act ive b ladder (OA B) .

Act iv i t ies / Tact ics

Detai led recommendations l ist ing specif ic object ives, outputs and evaluat ion tools for each of the fol lowing

act iv i t ies are attached to this document.

1. Sponsorsh ip o f I st Ep isode in Sch izophrenia Ne tw or k Meet ing, Wh is t ler

2. European Think Tank ini t iat ives

3. Montreux Stand Alone Meeting - Satel l i te Symposium (European Think Tank)

4. Montreux Stand A lone Meet ing - Med ia Br ie f ing

5. Seroquel In ternat iona l S teering Gro up Meet ing

6. Seroque l Speaker Meetings - Media Training

7. Psychia t ry-in-practice.com websi te

8. Sponsorsh ip o f EUFAMI (European Pat ient Advocacy G roup ) websi te and o the r co l laborat ions

9. Seroq uel Media Program me



{PAGE }

Usage and requests for copies of mater ials generated by Shire Hail Internat ional (SHI) /AZ wi l l be

mapped and t racked.

Media coverage wil l be analysed quantitatively (against pre-agreed targets) and qualitatively (against

inclusion of key communicat ion messages).

In-dep th analysis of psy chiatry- in-pract ice.com site stat ist ics wi l l be und ertaken qu arter ly e.g. num ber of

users, length of visits.

Feedback from Market ing Companies wi l l be sought for relevant act iv i t ies.

2001 S e r o q u e l P r o j e c t P l a n

**First Episode Meet ing**

A t in t e r n a t i o n a l C o n g r e s s o n S c h i z o p h r e n i a R e s e a rc h m e e t i n g

W h i s t l e r , C a n a d a , A p r i l 2 7 , 2 0 0 I



{ P A G E }

T he 2001 W his t l e r mee t ing , as a g r eed w i t h P r o f Lew is , w i l l be a f o l l o w - o n f r o m t he 2000 mee t ing i n

D a v o s S w i t ze r l a nd , a l so su ppo r t ed by A Z .

T he f o cu s w i l l be o n v a r i o u s p r esen t a t io ns f r o m k ey o p in io n l ea d e r s i n t he co n t ex t o f f ir s t ep i so d e

schizop hren ia in gene ra l , as wel l as a Seroqu el -speci f ic prese ntat ion on F i rs t Ep isode, by Prof Lili

Kopala.

T he me e t ing w i l l be o rga n ised t o a c co mm o d a t e 40 part-sponsored E u r o pea n ne t w o r k mem ber s .

Delegates a t ten d ing w i l l be prov id ed l im i ted spo nsorsh ip to inc lude f lights and t ransfers to and f ro m

W h is t l e r , a nd a cc o m mo d a t io n a t t he C ha t ea u W h is t l e r f o r t w o n igh ts o n l y ( 26 t h a nd 27 t h A p r i l ) .

In a d d i t i o n , se l ec t ed ICSR reg is t rants w i l l be inv i ted to a t tend the meet ing, but w i l l no t be prov ided

w i t h spo nso r sh ip .

T a c t i c s

« Liaise w i th c l ient and Prof Lewis in deve lop ing and organis ing log is t ics o f event . Inc ludes c l ient

meet ings and mee t ings/ te lecon ference s w i th Prof Lewis ' o f f ice . Ensure mee t ing presen tat ions are

des igned in pr o f ess io na l ma nner , t ho u gh no t ' o v e r t he t o p ' , g i v ing t he pe r ce p t i o n o f



{PAGE }

In con jun ct io n w i th des igners , d ra f t prog ram me agenda des ign fo r d is t r ibu t ion to de legates &

speakers. De ve lo p copy fo r inv i te to soc ia l event, and des ign brochure to inc lude speaker b iogs,

a bs t r a c t s a nd i n f o r ma t io n o n F i r s t E p i so d e N e t w o r k , f o r d i s t r i bu t i o n a t ev en t . Liaise w i t h c l i en t

a nd P r o f Lewis ' o f f ice for amendments and f ina l approva ls o f a l l des igns & copy.

At ten da nce o f 3 SHI representat ives a t event , to ens ure log is t ica l ong rou nd su ppo r t , fo r 4 days.

Deve lopment o f med ia re lease (h igh l ight ing Seroquel data presented a t meet ing in re la t ion to f i r s t

ep i so d e a nd d i s t r i bu t i o n , v i a newsw i r e , to consumer and med ica l med ia in key markets .D ev e l o p me n t o f med ia a le r t s a nd d i s t r i bu t i o n as co r e r e lea se t o R o W ma r k e t s .

O u t p u t s

Media coverage, in re la t ion to the Seroqu el data prese nted in f i r s t ep isode sch izophren ia

R e l a t i o nsh ip d ev e l o pmen t w i t h K O Ls

Evaluation

Qua l i ta t ive feedback f ro m P rof Lewis and o the r mem bers o f European F i rs t Ep isode Schizophren ia

Network



{PAGE }

2001 Seroquel Project Pian

** European Think Tank 2 0 0 1 * *

Objectives

T o s t r eng t hen w o r k ing r e l a t i o nsh ip w i t h es t a b l i shed E u r o pea n T h ink T a nk member s / k ey S e r o q u e l

OLs, v ia Th ink Tank co l labora t ions .

T o l a u nch 2 - C o m a t t he 2001 Stand A lo ne mee t ing, to in tern at iona l psych ia t r is ts and d isseminate

the knowledge and usage o f 2-Com beyond the scope o f the Stand A lone meet ing

T o su s ta in t he gene r a t i o n o f ma r k e t a ccess t o o l s f o r Ma r k e t i ng C o m pa ny u t i l isa t i o n f r o m T h ink

T a nk co l l a bo r a t i o ns .

In or de r to ach ieve fur the r co l la bora t ion on Th in k Tank in i t ia t ives, which are tangib le and va lue-

added, we propose two 2-day meet ings in 2001 w i t h t he E u r o pea n T h ink T a nk ,

T he f i r s t E T T mee t ing w i l l co nv ene i n Ma r ch 2 0 0 1 . The Thank Tank w i l l co l laborate on and

p r epa r e f o r t he l a u nch o f 2 - C o m a t t he Mo n t r eu x S t a nd A l o ne mee t ing . B y ea r ly 2001 t h e 2 - C o m



{PAGE }

T he T h ink T a n k w i l l co nv ene a seco nd mee t ing post-launch/Stand A l o ne mee t ing i n

September/October 2 0 0 1 . T he f i r s t t a sk f o r t he g r o u p w i l l be t o w o r k o n a manuscript,

su r r o u nd ing t he success o f t he 2 - C o m l a u nch . T he ma nu sc r ip t w i l l fo cu s o n t he impo r t a nce o f

increased d ia logue between pat ient and czre team in the c l in ica l set t ing. Th e paper w i l l be

publ ished in a peer rev iew jou rna l and w i l l be co-auth ored by a i l the m emb ers.

T he T h in k T a nk i n i ts p r esen t f o r m w i l l be w o u n d d o w n a t t he end o f 2 0 0 1 .

Outputs

O ng o ing w o r k ing r e l a t i o nsh ips w i t h es t ab l ished E u r o pea n T h ink T a nk o f k ey O Ls

T he l a u nch o f 2 - C o m a t t he 2001 Stand A lo ne M eet ing w i l l harness:

> A news angle fo r the m eet ing

> A n ind epend en t co nsensu s o n ' pa t i en t pe r cep t i o ns & best pract ice ' f rom an author i ta t ive and

respec ted gro up o f psych ia t r is ts /psycho log is ts which can be l inked to Seroque l p rom ot io na l

pos i t ion ing by sa les representat ives, speakers a t meet ings and med ia in i t ia t ives, e tc .

> Ro l l -ou t o f the ind epen den t consensus a t nat iona l l eve l , w id en in g the no ise sur roun d ing the 2-

Com s t o r y .

F u r t he r co l l a bo r a t i o n i n t he d e v e l o pm en t o f a d d i t i o na l v a lu e - a d d ed d e l iv e r a b les f o r d i ssemina t io n

in the psych ia t r ic env i ronment v ia meet ings, market ing companies and sa les representat ives and

de l ivery o f these 'serv ice or ien ta te d ' supp or t mater ia l s to Seroque l Key Ma rkets

Evaluation



{PAGE }

2001 Project Plan

**Mont reux Stand-a lone Meet ing

Satel l i te Symposium**

Objectives

* T o f u r t he r s t r eng t hen t he p r o f i l e o f A s t r a Z eneca as a co mpa ny co m mi t t e d t o t he f ie l d o f C N S

* T o launch 2- Co m to in terna t iona l psych ia tr is ts

* T o f u r t he r s t r eng t hen r e l a ti o nsh ips w i t h k ey o p in io n l ea d e r s



{PAGE }

SHI w i l l l ia ise c lose ly w i th the ETT presenters and Ast raZeneca to deve lop speaker presentat ions.

W he re ve r poss ib le , these w i l l be in a mul t i -me d ia form at , inc lud ing v ideo foo tage o f pat ients and

psychia t r is ts d iscuss ing the i r e xper iences.

SHI , i n co n ju nc t i o n w i t h a d esigner , w i l l des ign a t hem e f o r 2 - C o m, t o be imp l emen t ed i n t o t he

set des ign o f the sate l l i te sym posium , and a l l wr i t te n, p rod uce d mater ia l s (such as de legate packs,

note pads, e tc) .

SH ! wi l l p ro duc e de legate packs, to inc lude cop ies o f 2-C om , speaker b iogs, and a CD -R om wi th

2-Com mater ia l s , gu ides to use and symposium s l ides.

SHI w i l l l ia ise w i th Ast raZ enec a to ensure log is t ica l pre-ev ent p repa rat ion is me t , as we l l as on -

g r o u nd su ppo r t a nd w i t h R e f l ex C o mmu n ica t i o ns t o ensu r e se t d es ign i s imp l emen t ed , a nd mu l t i

med ia sup por t is me t a t sa te l l ite sy mpo sium

D r a f t Sym pos ium A genda

M o n t r e u x 2 0 0 !

E u r o p e a n T h i n k T a n k S a t e l l i t e S y m p o s i u m

5 . 3 0 p m - 6 . 3 0 p m , I ?th J u n e 2001

W o r k i n g T i t l e : C o m m u n i c a t i o n : O u r F o u n d a t i o n a n d F u t u re

F a c u l t y :



{ P A G E }

T he d e l i v e r y t o Ma r k e t i ng C o mpa n ies o f f u r t he r ' se r v i ce - o r i en t a t ed ' ma r k e t a ccess t o o l s a nd su ppo r t

mater ia l s

R a p id a w a reness a nd d i s t r i bu t i o n o f 2 - C o m t o o l t o 600+ d e l egat es a t t end ing m ee t ing

O ppo r t u n i t y t o f u r t he r s t r eng t hen A s t r a Z eneca ' s r e l a t i o nsh ip w i t h k ey E u r o pea n O Ls

Analys is o f de legate eva luat ion forms

Post-symposium (e .g . d is t r ibu ted in Nov em be r ) fo l l ow up de legate quest ionn ai re to assess ho w m any

have used 2-Com mater ia l s and with what success.

2001 Project Plan

**Montreux Stand A lo ne M eet ing



{PAGE }

Fo l lo w ing the success o f l as t year ' s med ia b r ie f ing, i t is rec om me nd ed that SHI organise an

in terna t iona l med ia event to take p lace a t the Mo nt re ux Stand A lo ne m eet ing.

* The med ia br ie f ing w i l l encompass a rou nd -up o f the most in te rest in g presentat ions tak ing p lace in

M on t re ux and as such w i l l p rov ide severa l potent ia l news ho oks (see a t tached dra f t agenda) f ro m

wh ich to hang the Se roque l s tory e .g.

- The launch o f 2-Com and the benef i ts i t o f fers to both pat ients and psych ia t r is ts

- N ew v ideo footage o f European pat ients and the i r c l in ic ians d iscuss ing the i r exper iences o f

sch izoph ren ia and the benef i ts o f Seroq uel (pro v id ing a huma n in terest ang le fo r journ a l is ts)

- new market research resu l ts on pat ient a t t i tudes and percept ions o f ant ipsychot ic s ide e f fects

* Ma r k e t i ng co mpa n ies w i l l be enco u r a ged t o spo nso r na ti o na l med ica l co r r espo nd en t s t o a t t end

the br ie f ing as i t w i l l o f fer s ign i f icant ly grea ter n ew sw or th y s to r ies than those ava i lab le a t l oca l

level . In add i t ion , in terv iews w i th in ternat iona l op in ion leaders (and nat iona l op in ion leaders who

wi l l be de legates a t the s tand-a lone meet ing) w i l l be made ava i lab le to journa l is ts and ar ranged in

advance. SHI w i l l assis t ma rket ing compa nies by prov id ing a journ a l is t inv i ta t ion le t ter and med ia

a l e r t s o u t l i n i ng t he f o r t hco ming new s a ng l es .

* SHI w i l l de ve lop core press mater ia l s inc lud ing: press re leases, backgro unde rs , speaker b iogs and

co p ies o f t he 2 - C o m.

* To ex tend the reach o f the news coverage beyond the med ia channels represented a t the meet ing,

S H I w i l l :

- pro v id e press mater ia l s to marke t ing companies in advance o f the event , fo r nat iona l t rans la t ion



{PAGE }

In ter nat io na l Pr ess Br ie f ing

1 3 . 0 0 p m - 1 4 . 1 5 p m , 19th June 200)

13.00 W e l c o m e C h a ir : D r I Rak

[ 3 . 0 5 I t c a n b e d i ff i cu l t t o t a l k a b o u t t r e a t m e n t p r o b l e m s P a t i e n t

13.15 W h a t ar e the s ide e f fec ts o f an t ipsycho t ic t r e a tm en t? D r J Hellewell

13. 35 W h a t m a t t e r s t o p a ti e n t s a n d c ar er s? P r o f D N a b e r

13.45 2 - C O M : i m p r o v i n g c o m m u n i c a t i o n a n d c a r e P r o f J van Os

14.00 Q u e s t i o n s C h a i r : D r I R ak

14.15 C l o s e

Outputs

Disse mina t ion o f Seroq uel key messages v ia med ia coverage and gen erat io n o f nat iona l and

in t e r na t i o na l med ia o ppo r t u n i t i es .



{PAGE }

200! Seroquel Project Plan

^International Steering Group Meeting

2001**

* To obtain advice on opt im al com mercial isat ion of the brand from leading cl inicians in US/Europe/japan

* To fur the r strengthen relat ionships wit h key internat ional opin ion leaders

* T o provide an op po rtun ity to expose KOLs to Se roquel data and gain their v iews

SHI w i l l co- ord inate log is t ica l o rganisa t ion o f one adv isory panel mee t ing, prov is ion a l l y schedu led to

t a k e p l a ce i n H a w a i i i n D ecember immed ia t e l y be f o r e t he A C N P mee t ing .

* SHI to d iscuss w i t h Ast raZ ene ca speci f ic top ics o f re levance fo r pane l meet ings, and a id in



O ng o ing w o r k ing r e l a t io nsh ips w i t h an estab l ished group of i n t e r na t i o na l OLs, who can end o r se

Seroquel's benefi ts at meet ings and in pu b l i ca t i o ns .

M e e t i n g r e p o r t , fo r i n t e r na l use to aid in ma x im isa t i o n of S er o q u e l co mmer c ia l bene f i t s .

I n o r d e r to evaluate the success and o u t c o m e s of the meet ing , v enu e , p r o g r a mm e co n t en t ,

usefulness, etc, SHI w i l l d i s t r i bu t e an ev a l u a t i o n f o r m to ea ch member of the adv isory panel a f ter

each me et ing takes p lace. These form s w i l l p rov id e the S er o q u e l T ea m w i t h i n f o r ma t io n t ha t w i l l

ensu r e the meet ing reaches its f u l l po t en t i a l and meets targets .

Eva luat ion forms w i l l a l so be d i s t r i b u t e d to A s t r a Z eneca pe r so nne l who a t t end ed the adv isory

pa ne l mee t ing . T h i s w i l l ensu r e t ha t f u t u r e mee t ings w i l l ho l d m a x imu m o ppo r t u n i t i es .



{PAGE }

2001 Seroquel Project Plan

** Seroquel Speaker Meetings

Media Tra in ing**

* To brief potential national/regional speakers on the Seroquel sl ide kit and data so that key messages are

opt imised in fu ture presentat ions

* T o provid e delegates with the necessary sk il ls to present Seroquel data effect ively to prescr ibing



{ P A G E }

The key object ive o f the session is to ensu re that the attending delegates leave with a significantly imp rove d

awareness of what the media is, in i ts var ious forms, how i t works and how to use i t effect ively. Two media

trainers from The Shire Hal l Media Off ice wi l l conduct the training session.

The programme wi l l conta in :

» an introductory theory sect ion, cover ing the media and media issues

• a longer pract ical sect io n, wh ere the delegates wi l l watch tw o media interviews and "get the fee l " of

tak ing part in one themselves

• role playing of interview techniques

• a simulated press conferen ce

The theory session:

This contains an introduct ion to the media, an insight into the minds of journal ists, t ips on how to

com mun icate key messages, tak ing co ntr ol of media interviews and interview prepa rat ion.

The practical session:

This wi l l contain two media interviews, fol lowed by video playback and analysis, role plays and a simulated

press conference .

The session wi l l end wi th cou rse conclusions f ro m the media trainers wit h a summ ary of useful t ips

presented in the form of a media pack containing ai l the information about handl ing media interviews.

A more advanced media training session can be implemented for those delegates who have al ready

attended the media training session as out l ined above. This more advanced session would start with a recap



{ P A G E }

Evaluat ion forms asking delegates to comment on the usefulness and qual i ty of the meetings wi l l be

distr ibuted after each meeting and delegates wi l l be asked to hand them in before they leave.

2001 Project Plan

**www.psych ia t ry - in -p rac t i ce .com**

Objectives

In 2 0 0 1 , t he o b jec t i v es f o r psych ia t r y - i n - p r a c t i ce . co m w i l l be:

http://www.psychiatry-in-practice.com%2A%2A/

http://www.psychiatry-in-practice.com%2A%2A/



{PAGE >

« S i t e m a r k e t i n g

N M } o . n M . . P * ! o m o t i o n . Ma r k e t i ng C o m pa n ies w i l l be enco u ra ged t o a d d t he w ebs i t e

address to a l l nat iona l l y produced promot iona l mater ia l s and inser t l inks to the site f r o m

any loca l AZ s i tes . SHI w i l l d ra f t a sh or t feature ar t ic le to be p laced on A Z in t ran et fo r

access to MCs, in forming them which mater ia l s ( f l yers , e tc) are ava i lab le to them for

d is t r ib ut io n a t nat iona l and reg iona l congresses. Ar t ic le w i l l al so ind icate the changes that

w i l l be imp l emen t ed t o t he s i t e .

R e g i s t e r i n g o f k e y w o r d s w i t h s e a r c h e n g i n e s . K eyw o r d s w i l l be r e - r eg i s t e r ed

per iod ica l l y thro ug ho ut the year w i th a i l ma jor search engines, to e nsure that the mo st

re levant search wo rd s are re f lected w i th in the meta- tag wo rds , and are constant l y updated

wi th th e search engines. Ref lex to adv ise on t ime l ine for th is act iv ity .

* F u r t h e r a m e n d m e n t s t o t h e s it e

H o m epa ge r ed ev e l o pme n t : T o be a mend e d t o ma k e i t v isu a ll y mo r e s t r i k ing a nd w e l co m ing . A l l

' r egu l a t o r y ' t ex t t o be h id d en u nd e r ' a bo u t t h i s s i t e ' bu t t o n . SHI wi l l deve lop speci f ic new v isua l and

tex tu a l add i t ions to the homepage and d iscuss w i th c l ient fo r app rova l .

T h r o u gho u t t he s i t e, w he r e a p p r o p r ia t e a nd po ss ib le i n - d ep t h regu l a t o r y t ex t w i l l be d e l e t ed o r



{PAGE }

F u r t he r a men d men t s : S imp l e s t r u c t u r a l a mend m en t s w i l l be ma d e t o t he s it e . T hese i nc l u d e :

R e m o v i n g 'ex i t r a mps ' t h r o u gh o u t t he s i t e a nd a d d ing A Z C N S l o go ( r a t he r t ha n A Z l o go ) .

* N e t c a s t s

T w o netcasts w i l l be con duc ted in 2 0 0 1 . T h e f i r s t will conta in h igh l ights f r om the tw o s ate l l i te

sympo s ia p r esen t ed a t W C B P , o ne o f w h ich w i l l f o cu s o n sch i zo ph r en ia , t he o t he r o n b ipo l a r

d iso rde r . The second netcast w i l l be based on h igh l ights f ro m the sate l l ite symposia a t ECNP wh ich

wi l l span bo th sch izophren ia and b ipo lar d is ord er .

S t r uctu re and nav igat ion to the netcasts shou ld be as s imple and qu ick as poss ib le . As such, both

ne t cas t s w i l l be s t r u c t u r ed t o f ea t u r e t he mo s t p r o m inen t , pro-Seroquel pr esen t a t i o n f i r s t , a nd t he

leas t -prom inen t prese ntat ion las t. Ad d i t ion a l l y , the abst ract and speaker b iography w i l l be p laced a t

the end o f each pres enta t ion ensur ing that users - - wh en c l ick ing on a prese ntat ion - w i l l be taken

d i r ec t l y t o t he a u d io - v i d eo sec t i o n , r a t he r t ha n t he abstrac t 'b iography. A p r o m i n e n t h o t b u t t o n , w i t h

a p ic tu re o f on e o f the prese nters , w i l l be p laced on the homepage o f the s i te , ensur ing that a. d i re ct

l ink to the presentat ion ex is ts .

T o co m p l em en t t he ne t cas t , o v e r n igh t C D r o m s o f bo t h ne tca s ts w i l l be d ev e l o pe d , f o r d i s t r i bu t i o n a t

A s t r a Z enec a s t a nd s at W C B P a nd E C N P .

* S it e m a n a g e m e n t

http://psyehiatry-in-practi-ce.com/

http://psyehiatry-in-practi-ce.com/



{PAGE >

Quantitative feedback in form of in-depth analysis of site statistics



{PAGE }

• T o maintain a com peti t ive share of marke t voice and bui ld AstraZ enec a's prof i le in the CNS field.

• To faci l i tate relat ionship bui ld ing between MCs and nat ional pat ient groups.

• To heighten AstraZeneca's visibi l i ty and brand awareness from any web search on schizophrenia.

T h e E U F A M I w eb s i te :

A s t r a Z eneca w i l l w o r k together with EUFAMI to redesign and relaunch the EUFAMI website which wi l l

feature a range of new areas and func t ions . The new site wi l l be a valuable central resou rce fo r EUFAM I's

mem ber organisations throug hou t Europe which w i l l in turn he lp to s t rengthen re la t ionsh ips between the

member organisat ions and Ast raZeneca.

Content on the EUFAMI s i te will be updated regular ly. Content that is beneficial to Seroquel wi l l be

inc luded on the s i te w i th EUFAM I 's agreement . Conten t that is cur rent l y under rev iew by EUFAMI for

inclusion on the new site includes:

an 'about the s ponsor ' page deta il ing Ast raZeneca 's co mm itmen t to CNS research and drug

d ev e l o pmen t

the Pr inciples of Pract ice documentthe Approaches to Sch izophren ia Communicat ion (ASC) mater ia l s

2-COM materials



{PAGE }

Shire H all International w ill liaise with EUFAMI to ensure the com pletion of the survey, although it should

be highlighted that the decision on whether or no t to participate in the survey lies with the EUFAMImember organisations themselves.

il l Content beneficial to Seroquel will be made available directly to European patients and caregivers

via an authoritative and independent website.

iff For AstraZeneca, support for the EUFAMI web presence will bring heightened visibility to anyone

searching for informa tion on severe m ental illness on the Internet. It also adds an AstraZeneca 'brand '

to some important information in this area.

(SI Support fo r a credible, independent body is a well established method of ensuring positive brandassociations.



{ P A G E }

2 0 0 ! Seroquel Project Plan

**Media P r o g r a m m e * *

T o ensu r e t he d i ssemina t i o n o f S e r o q u e l k ey co mm u n ica t i o n messages p r esen ted a t i n t e r na t i o na l

co ng r esses t o a w id e r a u d ience o f no n - a t t end ing p r esc r i be r s

To dr ive awareness o f Seroquel benef i ts in un l icensed ind icat ions among prescr ibers , especia l l y

b ipo l a r d i so r d e r

T o gene r a t e co n t i nu ed med ia 'no i se ' f o r S e r o q u e l t h r o u gh o u t 200 I

T o su pp o r t M a r k e t i ng C o mpa n ies i n gene r a t i ng na ti o na l S e r o q u e l med ia co v e r age a t t he

immedia te post - launch s tage

SHI w i l l p roact ive ly ident i fy oppor tun i t ies throughout the year to generate pos i t ive med ia coverage o f

Sero quel . Op po r tun i t ie s w i l l be iden t i f ied f r om a range o f source s inc lud ing congresses, A Z symposia ,



{PAGE }

* I n t e r n a t i o n a l M e d i a : The se l l - in o f in ternat iona l l y approved re leases w i l l a l so be d r iven

cent ra l l y , supp lement ing nat iona l med ia act iv i ty . In ternat iona l med ia targets w i l l inc lude

independent new sw i r es a nd i n t e r na t i o na l - r ea ch i n t e r ne t med ia w hen co ns id e r ed a pp r o p r ia t e

( p r esc r i b ing cu s t o mer s r ea d na t i o na l new spa per s t o o ) .

• C o m m e r c i a l n e w s w i r e s : W he r e a pp r o p r ia t e , co m mer c ia l - med ia t a r ge ted new s re lea ses w i l l be

d i s t r i bu t ed v ia co mmer c ia l new sw i r es i n k ey A s t r a Z eneca ma r k e t s .

• (C ur r en t l y , key marke ts are def ined as: Canad a, USA , Braz i l , UK , the Nether land s, Be lg ium,

Germ any , I ta ly , Spain , and Aus t ra l ia ) . S imi lar l y , i f the news-angle is s t rong enough bu t on ly o f

med ica l /menta l hea l th med ia in terest , the press re lease w i l l be d is t r ibuted to medical/mental heal th

t i t l es in key markets ,

* C o r e P r e ss m a t e r i a l s : background mater ia l s fo r journa l is ts , inc lud ing press packs, med ia fact f l l es

a nd med ia r epo r t s , w i l l be d ev e l o ped t o su ppo r t 2001 new s o ppo r t u n i t i es a s a pp r o p r ia t e . F o r

exam ple , press packs w i l l be prod uce d fo r journa l is ts a t tend ing In ternat ion a l congresses. Th e

ex is t ing sch izophren ia backgrounders w i l l be updated to inc lude b ipo lar d isorder and any new data

and s ta t is t ics whic h are o f benef i t to Sero que l . In ad d i t ion , SHI w i l l de ve lop an op in io n leader

co n t a c t d i r e c t o r y . T h i s w i l l be d i s t r i bu t ed In al l p ress packs and w i l l l i s t key op in ion leaders w i l l in g

to speak to th e me d ia , the i r co un t ry o f o r ig in and areas o f specia l i ty .

• P R M a n a g e r s ' m e e t i n g - P a r is , S e p t e m b e r

A me et ing for M arket in g Comp any PR Managers is schedu led to take p lace on the 5-6th

S e p t e m b e r (o r ear l ie r i f the oppo r tu n i t y prese nts) . SHI w i l l l ia ise w i th Janet Milton-Edwards t o



{PAGE }

Dissemination of Seroquel key messages via media coverage and generation of national and

international media opportunities

Increased profile of KOLs and lead investigators

Evaluat ion:

Media reports for all international press releases distributed to consumer audiences (to include:

copies of coverage along with circulation figures and in case of internet coverage, visitor figures if

available)

Media reports of all press releases distributed to medical media, based on two markets or more if

possible . (Canada and Spain have press clippings serv ice: SHI will liaise with these markets to

ascertain coverage and compile a media analysis report based on available coverage monitored)

Feedback from Marketing Companies (as to utility and usage of core press releases)



{ P A G E }

2001 Seroquel Project Plan

**The Case Study info rm at io n

Management Bank**

O bje c t i v e s

To generate case s tud ies / pat ient s tor ies which w i l l en l iven the S er o q u e l s t o r y f r o m a media

perspect ive , encouraging increased med ia in terest in S er o q u e l

To u t i l i se case s tud ies / pa t ien t stories to c o m m u n i c a t e the benef i ts of S er o q u e ! in ev e r yd a y

pract ice to c l i n i c i a ns / po t en t i a l p r esc r i be r s

To harness the c r e a t i o n of a case study 'bank' as an o p p o r t u n i t y to st rengthen l inks between

A s t r a Z e n e c a and a br o a d e r c r o ss - sec t i o n of cl inicians

T o p r o v id e i nd i v id u a l A s t ra Z eneca Ma r k e t i ng C o mpa n ies w i t h a r e s o u r c e of individual case study

f o o t a ge at the i r d isposa l , fo r use at nat iona l conferences and nat iona l med ia act iv i t ies

The case s tud ies to be so u r ced w i l l f o cu s on all psychoses (sch izophren ia ; b ipo la l r d isorder , psychos is



{PAGE }

» Patients (or psychiatrists discussing their patients' experiences) who are willing to, will be filmed

describing their positive experiences of Seroqu el. This footage wi ll then be made available to

Marketing Companies and utilised at global media events.



{PAGE }

. Uti l isat ion of case study material

• Exist ing foota ge al ready avai lable t o AstraZeneca/SHI wi l l be cata logued and summar ised , fo r

p l a cemen t o n t o t he A s t r a Z ene ca i n t r a ne t . T h i s i n f o r ma t io n w i l l be a f u r t he r r eso u r ce t o

Ma r k e t i ng Co m p a n i e s .

« SHI w i l l ensure that the v ideo bank is cont in uou s ly updated w i th new case s tud ies whic h might

e i t he r r esu l t f r o m gene r a t i o n by A s t r a Z eneca I n t e r na t i o na l / S H I , o r f o r w a r d ed by a n ind i v id u a l

M a r k e t i n g C o m p a n y .

* S H I w i l l d ev e l o p o ne - t w o page ba ck g r o u nd d o c u me n t co n t a in ing w r i t t en su mma r ies o f so me o f

the mo st pos i t ive pat ient case s tud ies. Th is te x t w i l l be prov ided fo r t rans la t ion by Marke t ing

C o mpa n ies f o r u se i n med ia a nd p r o mo t io na l ma t e r i a l s .

O u t p u t s :

Ne w footage o f psych ia t r is ts and/or pat ients d iscuss ing the i r exp er iences w i th sch izoph ren ia and

b ipo l a r d i so r d e r , co nv en t i o na l ant ipsycho t i cs , atyp ica l ant ipsychot ics , Seroquel success s tor ies , and

side effects and compl iance issues



{PAGE }

2001 Seroque l Pro ject P lan

**Bipolar Disorder Medical Educat ion**

N O T E : Seroquel 's benefi ts in bipolar d isorder wi l l be communicated through other elements of the PK

plan (eg media programme, pat ient case study bank, psychiatry- in-pract ice.com website) .

Full detai ls of the medical educat ion p rogram me wil l be issued byje ff Swal ley (Global Brand Manager - Li fe

Cycle Management) in the Bipolar Disorder Launch Plan.

Objectives

T o d ev e l o p r e l a t i o nsh ips w i t h k ey o p in io n l ea d e r s i n b ipo l a r d i so r d e r

T o ga in ex pe r t i npu t t o b ipo l a r d i so r d e r c l i n ica l a nd co mm er c ia l p r o g r a m mes



{PAGE }

> Develop re la t ionsh ips w i th key op in ion leaders

• B i p o l a r D i s o r d e r R o u n d T a b l e d is c u ss i on s ( 3 - t o b e c o n f i r m e d )

> C o n v e n e 6-12 in terna t iona l op in io n leaders in b ipo la r d isord er to d iscuss the d iagnos is ,

t r ea t me n t a nd u nme t need s i n t r ea t i ng b ipo l a r d i so r d e r exact top ics to be dec ided

> Meet ings o u t pu t w i l l i nc l u d e pu b l i ca t i o ns

• B i p o l a r D i s o r d e r A u d i t

> O bt a in d a t a r ega r d ing u nme t need s i n t he t r ea t me n t o f b ipo l a r d i so r d e r

>- Assoc ia te Seroque l benef i ts v ia the ' class e f fect ' to b ipo la r d is ord er

'> Extend the sch izophren ia sa les ca l l

• B i p o l a r D i s o r d e r S i n g l e - S p o n s o r e d j o u r n a l

p- De vel op and d isseminate the f ir s t issue o f a ser ies o f an Ast ra Zen eca so le-sp onso red journ a l

a imed at psych is t r is ts to enh ance Seroquel ' s image in b ipo lar d is ord er . Fur th er issues w i l l be

d i s t r i bu t ed i n 2002 a nd beyo nd .



{PAGE }

2 0 0 ! Seroquel Project Plan

^Bipolar Disorder Cl inical Tr ia ls Invest igator

S u p p o r t * *

• To increase t imely recru i tment o f t r ia l sub jects and reduce l ike l ihood o f ex tended recru i tment per iod

due to pat ient d ro po ut ra tes or pro toco l v io la t ions.

• To fur the r strengthe n relat ionships wit h key bipolar d iso rde r invest igators.

• To provid e cl inical t r ia l invest igators wi th tangible sup port mater ials

In August 200 0, AstraZ enec a launched the f i rst o f fo ur cl inical t r ia ls to de termin e the effect iveness o f

Seroque! in the t reatm ent o f b ipo lar d isorder . S ince then, the recru i tment process for the three fu r ther

tr ials has commenced.



{PAGE }

P a t i e n t I d e n t if i c a t io n P o s t e r

To increase the number of patients hospital ised with bipolar d isorder who are screened for ent ry in to the

t r ia ls, SH! is developing a simple remind er po ster to be displayed in key areas of the part icipat ing hospitals

(e.g. A&E dep artmen t, psychiatric wing staff room s,

etc) . The poster includes three key quest ions relat ing to the patient select ion process and includes the

local invest igator 's telephone and bleeper numbers. In add i t ion to increasing appropr iate screening, the

poster helps dif ferent iate the Seroquel t r ia l s f rom compet i to r s tud ies which may be running simul taneously

and wi l l increase awareness amongst heal thcare professionals of the use of Seroquel in bipolar disorder.

SHI wi l l develop the core tex t and des ign ar twork for the poster , t ranslate asappropr ia te and pr in t and

d is t r ibute to t r ia l centres.

Patient information leaflet

SH I is developing gener ic pat ient inform ation leaflets highlight ing background info rma tion on the concept of

clinical tr ials. In a non-p rodu ct speci fic way, the leaflet wil l answer basic questions carers and patients

might have about what invo lvement in a cl inical t r ia l might represent fo r them . These issues wi l l include

potent ial benefi ts asw e l l as risks.

Invest igators wi l l be then provide this basic l i terature to any potent ial t r ia l pat ients, and discuss at greater

dep th any fur t he r quest ions the leaflet might raise.



{PAGE }

Recruitment update charts (highl ight ing recruitment at each centre - to deve lop hea l thy compet i t ion

between centres)

Most frequent ly asked quest ions page (and suggested response)

Patient inform ation m ater ials (along wit h orde r ing fo rm for hardcopies)

Key contact detai ls

Ne ws roo m re la t ing to key s tories o f Seroquel in b ipo lar d isord er

Links to other relevant bipolar si tes

Newsletters of each cl inical t r ia l

The website wi l l be tr ia l specif ic, and invest igators wi l l be provided with log-on detai ls for access only to

the relevant aspects of the specific cl inical tr ial they are involved in.

The site wi l l be secur i ty password protected

Provision of mater ials to accelerate recruitment into and complet ion of cl inical t r ia ls

Provision of pat ient tools to increase understanding and motivat ion to part icipate and minimise

dropout ra tes

increased awareness of the role o f Seroquel in the treatm ent of bipolar d isord er amon gst heal thcare

professionals, pat ient associat ions and their members



{PAGE >

2001 Seroquel Project Plan**Young Minds Grants P r o g r a m m e * *

Objectives

* To ra ise awareness about Ast raZeneca 's comm itment to CNS among the med ica l communi ty

To enhance relat ionships with future leaders in CNS

• To bui ld AstraZeneca's image as a CN S compan y

Activities

AstraZeneca wi l l establ ish company sponsored grants in indicat ions of key interest to AstraZeneca CNS, to

be awarded annual ly to f ive researchers/cl inicians relat ively new to the CNS f ield (<35 years of age) in

recogni t ion and suppor t o f the i r post-graduate research and/or cl inical work.

Grants w i l l be presented at key CN S meetings in neurology and psychiatry. Grants wi l l be given in areas of



{PAGE }

* G r a n t a n n o u n c e m e n t

AstraZe neca wi l l d istr ibute let te rs highl ighting the new grant, and appl icat ion cr i ter ia, to ident i f ied pote nt ial

appl icants. In add it ion, Mark et ing Companies wi l l receive eCards to d istr ibute to p otent ial opinio n leaders

in their market.

Appl icat ions can be made direct ly via PorterNovel l i , New York, or via an onl ine submission at

astrazeneca.com.

* A n n o u n c e m e n t o f w i n n e r s

AstraZ enec a to announce win ners of each grant at majo r internat ional congress (potent ial ly APA and

A AN ) . In supp or t o f announcement , med ia re lease w i l l be deve loped and d is t r ibuted .

* Timeline

Cal l for appl icat ions: 12 February 2001

Appl icat ion deadl ine: 12 March 2001

Young Minds Steer ing Committee judging panel : w/c 26 March 2001

http://astrazeneca.com/

http://astrazeneca.com/



{PAGE }

Market research dur ing Q4 2 0 0 1 . Meas ureme nt parameters include: reach, dep th of media coverage,

extent of awareness, understanding, acceptance of key messages, shif t in percept ions of key audiences, and

shif t in att i tudes and behaviour.



Updated: 27 February 2001

Seroquel International Media Schedule - 2001

This schedule is based on the inform ation available at this time and is subject to change upon closer e xamina tion of abstracts and data. It will be updated and re-circ ulated on

a regular basis.

CDT

CO

CMOO

QLU

oCO

Release

date

January

Q l

March

27 Apr i l

29 Apr i l

5 May

C o n g r e s s /

publ ica t ion

Published in

Internat ional Journal

of Psychiatry in

Clinical Practice

Informat ion re.

positive data from

FDA submiss ion

Journal of Psychiatry &

Neuroscience

European Fi rs t

E p i s ode Ne tw ork

Meet ing, W h i s t l e r

ICSR

A P A

A u t h o r

Brecher

(Source

th rough Dr

Ihor Rak)

Purdon

Kopala

Grcev ich

Kasper

P r o p o s e d Content

New data indicates weight neutral and

'normalising' effect of Seroquel

Positive Seroquel Q T data to be linked to a

re levant news hook

Cogni t ive funct ion wi th Seroquel (prec l in ,

study 15&CN00 I )

Presentation of First Episode study results and

the First Episode meeting in general

Comparative side effects with atypicals

OLE3a efficacy and safety data

T a r g e t a u d i e n c e ,;

Internat ional medical

media (particularly

Doctor 's Guide)

Medical media

Medical and mental

health

Medical, mental health

and consumer media


and consumer media

Medical and mental

health (potentially

Comments

Already d is tr ibuted

Review for US synergies

May be used to su ppor t Prof

Kasper data on efficacy and

safety presented at APA

To be supported w i th :

long-term weight data in

Confidential 1 SQ1ED00244316



^in^lieasie:::;-:

z&faS^ZZZ

June (tbc)

I9june

IJuly

IJuly

•:Cor^fejs^s^^:; :;^;;:'!•:;: •;•:::••"

;:^ufe:i|c.atiiE>'h: : ";:-V-::'.:: :.V:V

Journal of Clinical

Therapeut ics

Stand-alone meet ing,

M o n t r e u x

W C B P

W C B P

'-AuthO-l*: ::••':.:'•'::i

Jibson

McConvi l le

Juncos

:::Prop':0$e;d;.:CG^

Publication of QUEST study (full data),

h ighl ight ing head-to-head data w i th

r isper idone

News release based on press briefing content,

wi th a focus on 2-COM and patient survey

results

Adolescent data (1 year update)

EPS in vulnerable patient groups

consumer - tbc)

• Tar^ t ; ;audl i " f i .n:ce ' / - ;

Medical and mental

health media


and consumer media


and consumer media

Medical and mental

health media

monotherapy (Brecher)

pro lact in (H amner), EPS and

CG I (Mintzer)andEPSMR

data. Addi t ional content may

be drawn from AZ symposia

Comments

Media activities to be

synergised with US activities

Release/s to include:

- launch of 2-COM

- patient survey data (NSF

and EUFAMI)

- implications of weight gain

To be supported wi th:

adolescent psychosis (Shaw),

adolescent weight gain

(Took), pro lact in data

(Hamner) and addi t ional data

presented at AZ symposium.

Release content may also

include:

- PiP elderly case winner

announcement

CO

CO

^rCM

ooQUJ

OC O

Co n f i d e n t i a l SQ1ED00244316



CD

9 Sept

13 O c t

IPA

E C N P

tb c

tb c

Content to be determined once detai ls of

submitted abstracts is available

Content to be determined once detai ls of

submitted abstracts is available

tb c

tb c

- add i t ional content f rom A Z

symposium

IPA is a key congress and

potent ia l news opportuni ty .

ECNP is a key congress and

potent ia l news opportuni ty .

Releases will be developed

based on contents of

accepted abstracts and A Z

satelli te symposium.

00

c\jooQLU

5if)

Co n f i d e n t i a l SQ1ED00244316



Seroquel International Bipolar Disorder m edia schedule

CD

Jo "

ooQLU

5CO

Release

date

29 Apr i l

5th May

I4june

C o n g r e s s /

p u b l i c a t i o n

ISCR

AP A

ICBP

A u t h o r

Dunayevich

Dunayev ich

B r o w n

Del Bel lo

Ghaemi

P r o p o s e d C o n t e n t

Abstract on mania

Abstract on mania

Abstracts on:

bipolar d isorder and cocaine

Adj in adolescents

Rapid cycling

Target A u d i e n c e

Medical and mental health

media.


media.


media.

Comments

Release will also include new

data presented at A Z closed

symposium e.g.

- A Z mood data

- suicidality data

Release could also include

data/rev iews from

symposium tbc

Confidential SQ1ED00244316



CD

CO

CM

20 June

;;'Rfefi^iaSfe::::: :::

I Ju ly

A u g u s t

(exact

date tbc)

tb c

13

O c t o b e r

Mon t reux S tand A lone

Meet ing

:: ^ t » g t : ^ S $ ^ ; : : /

W C B P

US publ icat ion (exact

journal tbc)

tb c

E C N P

Sachs

Yatham

C ut le r

: ;^yth^-: i ;:-----:: •:•:•:

Suppes

Meltzer

C u t le r

Meltzer

Als ton

Al tamura

Sandler

Yatham

News hooks f rom symposium e.g.

rationale/criteria for aytpicals in bipolar

Review of atypical efficacy in bipolar

Clinical experience of Seroquel in bipolar

;••;Pt^jseseiid; C^ht^ht Z\\

New data/rev iews from symposium inc:

Review of atypical efficacy in bipolar

Suicidality data

- Clinical experienc e of Seroquel in bipolar

Plus addi t ional news informat ion on:

Mood abstract

PiPaward winning bipolar submiss ion

Press release relating to publication of

Altamu ra let ter re. Seroquel in b ipolar wi th

acute mania

Case report on Seroquel in the t reatment of

b ipolar d isorder

New data/rev iews from symposium inc:

- new CST Seroquel mood data


media and consumer

health (tbc)

N B . M o n t r e u x & W C B P

content appear v. similar, so

media activity may only focus

on one of the meetings.

V:̂ : i:V:": -;:: | ̂ N M :JT:t:̂ :'•;•! : :-/:-:v i-̂ ^Vr/V-;:'-;::.:::-: ;.'=:::-:-:: :'::•:::•:V::;-:i::-:'::::'-':'.'.': .:: •-:: :\:-•:::-:: •7.1

::: • '••'.•


media and consumer

health (tbc)


media


media


media

Review for US synergies

Exact details of publication

tit le and date are to be

conf i rmed

Confidential 5 SQ1ED00244316



tbc Launch of bipolar

d isorder journal

Announce launch of new journal inc:

- what it is and target audiences

- details of editorial board

- appeal for submissions

- subscr ipt ion informat ion

CD

I Medical and mental health

media including:

- national general

physician press

• psychiatric nursing press

CO,"st"

CMOOQLU

5CO

seroquel pr plan 2001

Documents