Exploring The Interests Of Physicians And Sales Reps On The Exhibit Hall Floor

Finding a Common Ground: Exploring the Interests of Physicians and Sales Reps on the Exhibit Hall Floor Pri-Med January 2008 www.pri-med.com

Agenda

Gain insights into the dynamics of current physician education

Discuss the changing landscape of conventions

Review ways to enhance your exhibit offering based on clinician preferences

Profile recent success stories of exhibitors who maximized their exposure at a medical convention

Outline competencies to look for when selecting a convention

Physicians Regularly Engage in CME Frequency of CME Engagements 54% at least 2 times/month Once/week or more Every other week Once/month & < monthly Average CME Hours/Year Earned = 73 Average CME Hours/Year Needed ~50 Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians (PCPs, Cardiologists, Neurologists, Psychiatrists; N = 1891)

Clinicians Use CME to Stay Up-to-Date in Their Practice Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians (PCPs, Cardiologists, Neurologists, Psychiatrists; N = 1891) 81% of clinicians say they rely heavily on CME to stay current on new treatment options 80% of clinicians say new meds or clinical developments prompt them to seek CME

Live Conferences Continue to be the Preferred Source for Earning CME CME Hours Earned by Channel Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05

And Conventions are Here to Stay 70% Plan to attend the same number of events 20% Plan to attend more events Source: Pharmaceutical Executive, “Conventions as Catalysts” April 2007 Future Conference Participation by Clinicians Clinicians want to continue relationships forged at live meetings via online channels

According to Clinicians, Live Learning Offers Several Benefits Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 Networking “ Chance to meet colleagues, 1:1 dialogue with faculty.” Industry Access “Occasion to meet with sales representatives to ask them product questions to enhance my knowledge.” Volume “ Variety of topics, can be done all at once.” Uninterrupted Time “ Being away from office or home allows less distracted learning and ability to focus.”

Clinicians Take Many Factors into Account When Deciding to Attend a Live CME Event… Source: Physician Insights, National CME Insights & Behaviors Study, 2006, Timely Clinical Topics Clinical Focus on Diagnosis/Treatment Number of CME Credits Reputation of the organization Travel Time Opportunity to Meet with Exhibitors

…And Clinicians are Busy Once They Get to the Exhibit Floor

They seek out information

91% educate selves on topic

70% get detailed by sales rep

67% attend a demo

They take action

82% request follow-up info

48% request rep follow-up

31% purchase a product

Source: Healthcare Exhibiting ROI Study, HCEA & Pri-Med, 2006

Clinicians Use Conventions as the Place to Get Answers to All of Their Clinical Questions

“ I don’t see reps in my office anymore. I come to this convention to see them. This is my one opportunity where I can meet with representatives and ask them questions…to enhance my knowledge and the way I use that knowledge.”

Pri-Med Physician Alumni

Source: Pri-Med In Depth Interviews with Doctors, February 2008

Live Conventions Provide Access to More Clinicians Than In-Office Visits… Source: Pri-Med Conference & Exhibition Annual Report, 2007 In the field At a conference Actual number of clinicians reps see each day in the field 11 Number of clinicians reps are expected to see on an average work day in the field 15 Number of “no see” clinicians seen at conference from territory (per day) 7 Number of “hard to reach” clinicians seen at conference from territory (per day) 12 Number of clinicians seen at conference from territory (per day) 56

…As Well as More Quality Time Spent with Clinicians

Offices continue to restrict access*

48% Sources: *Physician Insights Annual Attendee Research Study, Pri-Med 2006 **Medical Marketing & Media “Teaching Doctors to Fish” November 2007 ***Pri-Med Conference & Exhibition Annual Report, 2007 Clinicians spend an average of 9 minutes with a rep at a live conference*** Clinicians spend fewer than 2 minutes with reps in the office**

Conventions Offer a Common Ground for Physicians and Health Care Organizations PHYSICIAN CHALLENGES CME CONVENTIONS “ A Common Ground” HEALTH CARE ORG. CHALLENGES Away from the Office for Less Distraction On Their Own Time Multiple engagement opportunities Multiple Offerings—CME and Exhibit Floor Economic Pressures Time Constraints in Office Constant Need to Learn About Latest Advancements DTC Patient Inquiries Budget Cutbacks Restrictions on Office Visits Limited Opportunity to Educate Clinicians New Regulations from AMA Regarding Gifts and Incentives

Agenda

Exhibit Strategies Have Changed Throughout the Years Due to Industry Challenges Consolidation of products into one corporate booth to save on costs Selectivity when choosing which conferences to attend due to budget cuts Quantity of booths decreasing due to fewer drug approvals Giveaways becoming more regulated due to new, stricter guidelines Creativity around finding the right look and feel to draw in attendees

Over the Years, There Has Been a Shift in On-Site Marketing Efforts Advertising & Branding THEN NOW Product Education Advertising & Branding + Sponsorship strategy also depends on where a product is in its life cycle

Agenda

Pre-Event Outreach Plants the Seed for On-Site Interaction

Pre-show outreach can help create a buzz about your product and encourage attendees to visit your booth on-site for more information. However, few brands use this marketing strategy

80% of clinicians would share their email address if it meant receiving valuable content from brand Once a relationship has been created, follow-up is key Source: Pharmaceutical Executive, “Conventions as Catalysts” April 2007

Clinicians Want Valuable Information That They Can Use in Their Practice

90% of clinicians believe clinical trial results are the most valuable information they can get from exhibitors

Clinicians want to learn about a product’s efficacy, safety, tolerability, and dosing

Clinicians want information they can implement in their practice the very next day

Source: Pharmaceutical Executive, “Conventions as Catalysts” April 2007 Highlight Clinical Trial Research:

Maximize Exposure Outside of Your Exhibit Space

Invest in product education such as product presentations or poster sessions

Leverage branding opportunities to keep your product front-of-mind Attract attendees to your exhibit space with a giveaway

Post-Conference, Maintain Relationships with Clinicians Via Online Outreach

The conference gives reps access to clinicians, and provides foundation for a relationship. However, post-event follow-up is necessary to cultivate the relationship

Only 3% of clinicians receive email follow-ups from the brands they visit at a convention Source: Pharmaceutical Executive, “Conventions as Catalysts” April 2007

Agenda

Success Story #1: Pairing an Exhibit Space with a Sponsorship

STRATEGY:

Company #1 purchased a bag insert at a conference, encouraging attendees to come to the booth for a free sample of its product, and highlighted the retail value of this offer on the insert

SITUATION: Company #1 was getting good traffic to its booth, but thought it could do better RESULT: According to Company #1, they “more than doubled leads from the previous year, and now are able to reach 25% of attendees at the conference”

Success Story #2: Keeping Clinicians at the Booth

STRATEGY:

Company #2 implemented a passport program at their exhibit. Clinicians make their way through the booth, getting information on multiple products. Once they have been detailed on each product, they receive a gift bag

SITUATION: Like all exhibitors, Company #2 wanted to attract and retain clinicians at their booth RESULT: By implementing this system, Company #2 found that clinicians were spending an unprecedented 20 minutes at their booth

Success Story #3: Using a CRM Tool to Assess Clinicians

STRATEGY:

Company #3 implemented a CRM tool on-site to weed out non-targets. If a non-target visits the booth, the tool recognizes this, and defaults to a one slide product overview. When a target scans at the booth, the detailed presentation automatically loads so the rep can review content with the clinician and further qualify him/her based on additional questions

SITUATION: Company #3 wanted to make sure that they were spending their time detailing targets RESULT: Company #3’s reps find value in this system because it allows them to dedicate their time and effort detailing the right clinicians

Success Story #4: Taking Advantage of a Product Education Opportunity

STRATEGY:

Company #4 decided to sponsor a product education theater, and hired a KOL to present research around its product

SITUATION: Company #4 wanted to engage in product education RESULT: Company #4 was able to educate over 200 clinicians about the benefits of its product. The theater presentation drove participants to Company #4’s booth, and Company #4 also benefited from a contact list of all participants for post-even follow-up

Agenda

Core Competencies of Best-in-Class Convention Partner SUPERIOR EFFICIENCIES INNOVATIVE FLOOR PLAN MULTIPLE FORMATS PHYSICIAN OUTREACH CAPABILITIES METRICS 3 1 2 4 5

An Effective Floor Plan Should Promote the Flow of Traffic

Entrances

Food Area

Theaters

Coffee

Contests

New Product Offerings

1 1 2 2 1 1 3 4 5

Additional Exhibit Floor Enhancements to Encourage Traffic:

Small booths interspersed between large booths

Aisle signs installed for easy navigation

“ You are Here” maps for attendees

6 Innovative Floor Plans 1

Look for a Variety of Opportunities at Live Events to Generate Product Interest Product Education Theater Self-Guided Product Education Networking Opportunities Advertising & Branding Multiple Formats 2

An Ideal Partner Can Leverage Your Content Across Channels Online & Print Benefits Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 Finding a Partner Who Can Leverage Your Content Across Multiple Channels Ensures Interaction with the Largest Audience Possible Though live conferences are the preferred way to receive education, clinicians are increasingly using online and print channels to supplement live learning Convenience Anywhere Access Reference-able Superior Efficiencies 3

A Best-in-Class Partner Uses a Multi-Channel Outreach Strategy Online Promotion Email & Direct Mail Search Engine Mktg Live Events Tele- marketing 3 rd Party Databases Client Lists Internal Database Look for a partner who will leverage live, print, and online outreach channels Outreach Capabilities 4

It is Important to Find a Partner Who Can Help You Measure Your ROI

Some exhibitors determine success by number of leads collected

Others want new ways to measure success

Profiling activity participants by:

Demographics

Prescription behavior

Target list

Using pre/post research to evaluate impact on:

Product message recall

Perceptions of product advantages

Attitudinal shifts re: product usage

Rx intentions

Pre-Event Post-Event 3% 17% +467%* Example of Message Recall Analysis Product on market 2 years Source: Pri-Med HCEA Exhibiting ROI Study, 2006; (Pre N = 182; Post N = 142); * = statistically significant at 95% confidence level Metrics 5

Key Takeaways

Clinicians continue to view conventions as the preferred venue for earning CME credits, engaging with sales reps, and learning about the latest treatment options available