Case study evaluating the impact of a Science Based Selling Strategy

1. Center for Business Intelligence Pharmaceutical Relaunch Product Conference May 23, 2006 Chauncey Smith

6. If your business plan is tied to sales force productivity, you need to make sure “the engine is hitting on all cylinders” Source - ROI Analysis of Pharmaceutical Promotion Study – Association of Medical Publications - 2002 + $0.52 $0.25 $0.19 DTC N N $3.56 Medical Ed + $0.88 $2.22 $5.00 Journal Ad + $0.19 $1.45 $1.72 Detailing Margin of error 95% confidence 1997 – 1999 launches (Brand sales of $25-50MM) ROI per Dollar spent (1991 – 99 launches with Brand sales of $25-200MM)

9. Consider: building an eLearning based training platform to support your product launch because… Reusable Digital Training Objects* Could comprise 80% of content and cost for these activities Promotional Physician Education Internet Marketing Convention & Symposia eDetail test* MiniCD announcement for website* Mode of action animation* It enables costs effective promotion through other channels

10. Repurposing reusable objects into web enabled promotion can help communicate effectively with a diverse target audience 2004 Self-Service and self-selected for lower tier ($) Personal Selling Integrated Marketing (1:1) Optimal experiences with heavy recruiting for top prescribers ($$$) Mass-Customized approach with moderate recruiting for mid-tier prescribers ($$) “ Model allows you to spend effectively in proportion to HCP value, consistently and in alignment with individual preferences” Decile 8-10 Specialists Decile 4 -7 Specialists Decile 7-10 PCP NP/PAs in Specialty Decile 1-3 Specialists Decile 1-6 PCP NP/PAs Pharmacists $$$ $$$ $$$ $$ $

16. Result: investment in “training” drove TRx growth inside and outside sales force alignment by forcing us to sharpen our message Data on file

17. Another example of how this concept was utilized for relaunch is what we did for the steroid products Reusable Digital Training Objects* Could comprise 80% of content and cost for these activities Promotional Physician Education Internet Marketing Convention & Symposia eDetail test* MiniCD announcement of website* Mode of action animation*

20. Participants by Specialty Met our Criteria Breakdown of Participants by Specialty Data on file

21. Satisfactory Distribution of Participants by Segment Breakdown of participants by Decile* *Data on file - As of 9 March, Does not include Physicians for which Decile information was not provided

22. Post test analysis shows an increase of +25% in the test cell, while the total low potency segment was +3% for the same period Pre Post Pre Post Data on file

24. Thank you Center for Business Intelligence Pharmaceutical Product Relaunch Conference