Team 2 Arimidex strategy

“ Love Stronger, Laugh Louder” 2 Superior Performance, Cheap

What we’ll cover BUSINESS CONTEXT INSIGHT TO IDEA PROGRAMME AMPLIFICATIONS CONSUMER UNDERSTANDING MEASURING SUCCESS

It’s good to be “Big Pharma”

Pharmaceutical continues to be a great industry

Profitable industry

Consumers are more actively managing their health (market size increasing)

DTC marketing is a huge opportunity but highly regulated

Patent expiration makes it “boom or bust”

The pre-patent expiration opportunity for Arimidex is $4.5b in the US (~$9b worldwide) over the next 3 years

Potentially making it the second highest revenue drug for AZ

Key Business Challenge: Get people taking Arimidex and staying on it during the next 3 years before it potentially goes off patent in 2009

The Breast Cancer Timeline

There are three main stages (segments) in a patient’s breast cancer treatment timeline

Diagnosis Treatment Post-Treatment

Initial Visit

Delivery of Prognosis

Treatment Plan

Surgery

Chemotherapy and/or Radiation

Hormone Therapy

Side Effect Treatment

Lifestyle Changes

Insights involve knowing both the segments and their key influencers over time

Consumer Profile Profile Newly- Diagnosed 40 yo Single Mother of 2 In-Treatment 65 yo Married Retired Post-Treatment 48 yo Married Housewife “ Only Child” 3 years “free” 55 yo Divorced Mother of 3 Yoga Inst. “ Sister” Attitude Shock, Anger, Disbelief “ Why me?” Determined, Scared, Skeptical “ I think I can beat this” Relief “ I made it” Defiance, Happy, Strong Emotion Fear, Overwhelmed “ What do I do next?” Fear, Anxiety “ What is going to happen next” Fear, Joy, Paranoia “ Will it come back?” Relief, Renewed, Weary “ I’ve made it” Behaviour Information Gatherer Following Dr. Advice Taking Control, Being Sick Acting “Normal” Increased Confidence, More “Normal” Rational Need Outlining a plan Continued information/ health updates Avoiding all reminders Be free of side effects Emotional Need Support & Comfort Support & Comfort, including physical To be left alone Continue advocacy to help others Whitney Gladys Gertrude Raquel

“ Sister” Support Profile Profile Newly- Diagnosed 40 yo Single Mother of 2 In-Treatment 65 yo Married Retired Post-Treatment 48 yo Married Housewife “ Only Child” 3 years “free” 55 yo Divorced Mother of 3 Yoga Inst. “ Sister” Survivor You can get through this, here’s how…. I know you are feeling bad, but this is expected You are through the hard part, now don’t stop your follow up treatment Stick with it, you are almost there Spouse I’m with you all the way. I want to know everything too. I’ll take you to your appointments and find out what you have to do next. How can “we” feel better. We’ve gotten through the hard part, let’s make sure we stay together and get rid of the cancer I know the side effects are bad, but you are almost there HCP This is treatable. Let’s take it one step at a time. Check out www.getbcfacts.com You are doing well. Will get through this and get onto the next phase of treatment. The risk recurrence is 20-50%. Let’s talk about options for prevention. Let’s work with your PCP to relieve your symptoms. Whitney Gladys Gertrude Raquel

Insight to Idea

AHA!!!! But…

Need to pivot from negative insight into positive engagement to:

Drive compliance across 5 years

Maximise survival and minimise recurrence

So…

Arimidex is:

a positive step to health | an expectation of the future | small steps to the future

Arimidex is a daily reminder of my cancer I feel fine so I no longer need Arimidex I’ve reached 3 yrs so I’m clear 1,825 steps to survival

Why do we think this is right?

It’s a 5 year (1,825 day) journey & we’ll support you – in the way you want – to keep you strong, motivated and positive to reach your goal of breast cancer survival

Shift from “us to them” to “user-owner”

The shift

Take a pill

5 years

Reminder

Routine chore

Survivor

Endure

Outbound comms

Arimidex the hero

Take a journey

1,825 steps

Celebrate

Adventure

Sister

Enrich

Support

You’re the hero

Previously Now

Shift in key dialogue moments Diagnosis Treatment Post-Treatment Current focus is here with too much information cited as main reason for not entering into dialogue earlier But this inhibits acquisition & adherence – “I’m done” We want to encourage more dialogue between HCP here to raise awareness that Treatment is not the end You’re not quite done Revisit here for maintenance, but importantly, no surprise Encourage acquisition and adherence “ I need to keep strong, every day”

Getting the HCP connect to work harder

Generate awareness, associate with Arimidex

Tablet PC presentation x200 sales reps

Etc.

Assist in dialogue between physician & oncologist

Collateral

Etc.

High level programme Push to site Push to site Push to site Push to site Current activity BC Facts changes to help identify content by stage to shift towards relevance & point in time In Your Corner collateral re-branded to more positive 1,825 steps Doctor Arimidex.com Community 1,825 STEPS sign up MY 1,825 STEPS Steps ticker Journal Blog Rewards Celebration Milestones

Post Treatment high level Anniversary Core comms Amplification welcome Year 1 Year 2 Year 3 Year 4 Year 5 anniversary anniversary anniversary Woo hoo! Oct: breast awareness Oct: breast awareness Oct: breast awareness Oct: breast awareness Oct: breast awareness Sister Support & tools May: Mother’s day May: Mother’s day May: Mother’s day May: Mother’s day May: Mother’s day

Amplification ideas On Demand Personal Dialogue 1,825 STEPS Mobile app step counter – motivating message delivered to you direct daily “ Panic Button” – PC or SMS delivery Private Diary – opportunity to record your thoughts & normal events. Re-enforce pill taking with motivational message Online - blog toolkit or myspace toolkit, photo sharing Offline – physical diary Reward – Rx tracking to enable rewards which change through lifecycle Rewards relevant to audience and stage Key event check-ins – re-segment based on status (still taking, lapsed, defect) Site – fact finding, message board Site – call me, IM me, email me Google Earth – overlay pin pricks “not alone”, drive to local community Celebration widget – daily celebration message to distribute to your personalised homepage website journey tailored to you – unique to you & delivered the way you want

Measuring success

Rx > ROI model

Regular re-qualification to identify progress (lapsed?) & to help determine ROI

5 year success – ultimate measure

Site metrics… journal completions

Advocacy surveys

Atomised web check, review, optimise

AZ & Arimidex brand tracker studies

Summary

Through consumer understanding , we have shown how the programme can be amplified to achieve greater acquisition and adherence to Arimidex and deliver ROI to AZ through sales and corporate kudos