Learn how Closed-loop Marketing is an essential tool for the launch of a new pharmaceutical product.

1. The Impact of Closed-loop Marketing on the Successful Commercialization of a New Product

2. 2 What is Closed-loop Marketing? Evidenced-based Decision Making Mange Business from Rx Pad Back

3. Closed-loop Marketing – Evidenced based Decision Making 3 Evidenced-based Decision Making Mange Business from Rx Pad Back

4. 4 Closed-loop Marketing – Promotional Framework Established Adoption Process of a new pharmaceutical agent is complex

5. Impact of Closed-loop Marketing on a New Product Launch? 6 Ways 5

6. Impact of CLM on a New Product Launch? 6 #1 Pre-launch Promotion

7. Traditional Pre-launch Promotion 7 Proactive versus re-active Dialogue versus Monologue Feedback versus Silence

8. New Product Launch Pre-launch Promotion Define a Clinical Problem Review Options Launch 8 ...Get Telaprevir Trial ...Manage Telaprevir Trial ...Position Telaprevir in Practice Pre-launch

9. New Product Launch Pre-launch Promotion: E-detailing 9

10. New Product Launch Pre-launch Promotion: Hit the Ground Running 10 Provide your sales force with a framework to jump start the prescribing habit

11. Impact of CLM on a New Product Launch? 11 #2 Contract the Sales Cycle

12. Contract the a New Product Launch Sales Cycle 12 Contracted Sales Curve Revenue Move Most Valuable Physician Group into the Growth Phase faster Revenue Traditional Sales Curve Spending Time Growth Mature Entry

13. Impact of CLM on a New Product Launch? 13 #3 Exploit the Window of Opportunity

14. 14 Exploit the Window of Opportunity Market exclusivity – years reduced to months

15. Exploit the Window of Opportunity 15 Market exclusivity = months

16. Impact of CLM on a New Product Launch? 16 #4 Manage the Adoption Process

17. Manage the Adoption Process Manage New Product Trial versus other New Products Manage a New Product Trial versus Current Entrenched Agents 17

18. Impact of CLM on a New Product Launch? 18 #5 Opportunity and Activity in Sync

19. Opportunity & Activity in Sync: Different Customers = Different Promotional Tactics Example New Hepatitis C Products Gastroenterologist Carve out HCV Specialty Primary Care Diagnose More Heptologists >200 in US Nurse Practioners Patient Management 19

20. Opportunity & Activity in Sync Assessing Selling 20

21. Impact of CLM on a New Product Launch? 21 #6 Real-time Campaign Management

22. Real-time Campaign Management NRx Data Call Notes Sales Data Backward looking - accuracy / meaning / timing? Market lagging – no predictive capability Cannot be analyzed – subjective rambling narrative 22

23. Real-time Campaign Management: Adoption Stall 23

24. Closed-loop Marketing Impact on a New Product Launch Commercialization Summary It is only through a lifecycle specific Closed-loop Marketing solution with its innovative enabling technology and business processes that key commercialization activities can be Executed, Tracked and Re-acted to: Prelaunch Promotion Contract the Sales Cycle Exploit Window of Opportunity Mange the Adoption Process Opportunity & Activity in Sync Real-time Campaign Management 24

25. Questions 25 David Delong, Chief Customer Evangelist The Customer Management Group (800)-477-0907 ddelong@cmg-pharma.com