1. Selling Zelmac

2. Zelmac : The Vision
Global update and local strategies

3.  Currently registered in 50 countries Worldwide-
Launched in 29 including US, Canada , Australia
and Switzerland
 EU approval in c-IBS by Q1 2005
 Peak sales of CHF 3.4bn by 2012
Global Update

4. Financial Objectives : 2003 to 2008 in mio
CHF
394
672
1024
1351
1747
2184
0
500
1000
1500
2000
2500
2003 2004 2005 2006 2007 2008
Sales
M&D
0%
5%
10%
15%
20%
25%
30%
35%
2002 2003 2004 2005 2006 2007 2008
MS
Total IBS market 2.3 billion USD - 2002 Peak 3.4 bio CHF by 2012
CC
GERD
FD

5. The Vision
To become market leader
several GI markets (IBS, CC, Dyspepsia, GERD)

6.  It is the place we “occupy” or want to occupy in the
customer’s mind
What is Positioning?

7. Zelmac: Positioning
In IBS-C, Zelmac is the most effective first line
Rx treatment for abdominal pain, bloating,
constipation (ABCs) because it is the only
drug that regulates motility, visceral
sensitivity, and intestinal secretion
throughout the GI tract

8. ZELMAC Strengths/Weaknesses
Strengths
•Evidence of efficacy on
multiple symptom relief – 3
symptoms / 1 drug for the
treatment of IBS
•Only product to demonstrate
some evidence for effects on
bloating
•Rapid onset of effect
•High level of patient satisfaction
once treated
•Good safety and
tolerability profile
Weaknesses
Weak evidence to link MoA to
pathphysiology of IBS
•High placebo response rates in
studies
•No indication in males/A-IBS
Cost of therapy/risk-benefit
High NNT values

9.  High unmet need at patient and
doctor level
 Undiagnosis /misdiagnosed pts
 A-IBS category
 Off-label use in males
 Perception of the Disease as a
non-serious disease by medical
community
 Trial on very severe difficult
patients will create negative first
experience
 Price relative to previous
available medications and relative
to wages
 High expectations in efficacy-
over promise
Opportunity Threats
Opportunity/Threats

10. Our Competitive Winning Edge
 3 symptoms-1 drug
 ABC: abdominal pain/discomfort, bloating and/or
constipation

11. Strategy: the way we will attain positioning
Establish Zelmac as a standard treatment for
IBS patients with IBS with Constipation and
maximize use
- Initiate positive trial and adoption with
Gastronenterologists- create advocates-
- Expand to Primary care Physician- GP, Int, FM
to use Zelmac in the right IBS patient