Integrated Communications Contact Strategy for ACTOS

1. ACTOS
September Print
Lead Process Flow for Pilot Launch
DRTV (Phone August
(Phone) 8/20
/BRC)
56,395
59,371 99%
5% (of Callers)
5% Not Qualified Type1 Diabetics Type 2
95%
Not Qualified (Phone Only) Prosp/Patient/HCP and Caregiver
Type 2
Type1 Diabetics (565 - 1% Total Respondents) 2 Versions via Phone
Prosp/Patient/HCP and Caregiver
(2,969) Prospect Only via BRC
2 Versions
(55,830)
(56,402)
Transfer Name
(TBD)
Transfer Name 50% Promo w/ 50%
(TBD) 50% 50% Fulfillment Kit Fulfillment Kit
$5 Rebate Offer
Cell Code Book Offer
Fulfillment Kit Promo w/ Fulfillment Kit
(27,915) 23339 - 2 (27,915)
$5 Rebate Offer Cell Code Book Offer
(28,201) 23339 - 1 (28,201)
20% 20%
80% BIC Phone 80% BIC Phone
Prospect (5,583) Prospect (5,583)
Phone Phone Version Version
15% 100% 85% 15% 100% 85% (22,332) (22,332)
Caregiver Prospect Caregiver Prospect BIC: ACRH0034 15% 85% BIC: ACBH0034 15% 85%
Version Version Version Version Caregiver Prospect Caregiver Prospect
(4,230) (23,971) (4,230) (23,971) Version Version Version Version
ACRH0024 ACRH0014 ACBH0024 ACBH0014 (838) (4,745) (838) (4,745)
Ph: ACRH0064 Ph: ACRH0044 Ph: ACBH0064 Ph: ACBH0044
1% Redeemers 15% Response to
(282) Book Offer
(4,230) 1% Redeemers 15% Response to Book Offer
(279) (4,187)
$15 Recontact DM $15 Recontact DM
5,000 Cntl Group 1 5,000 Cntl Group 2 $15 Recontact DM $15 Recontact DM
5,000 Test Cell #1 5,000 Test Cell #2 5,000 Cntl Group 3 5,000 Cntl Group 4
ACRR10A4 ACRR20A4 5,000 Test Cell #3 5,000 Test Cell #4
Promo w/Cell Promo w/Cell ACRR30A4 ACRR40A4
Code 22720-22 Code 22720-11 Promo w/Cell Promo w/Cell
Patients will be supressed from Recontact DM Code 22720-44
Patients will be supressed from Recontact DM Code 22720-33
8% of Type 2 Callers (4,512) will receive a prescription 8% of Type 2 Respondents (4,466) will receive a prescription
Program Codes: Heavy Spend - ACHA0084 Program Codes: ACTD0014 - ACTD0214 (21 BIC codes)
Regular Spend - ACRA0084 ACTR0084 (Phone)
DRAFTWORLDWIDE / DTS August 11, 2000

2. Revised
Take Ones
(Branded/
Direct September Unbranded)
Mail 2,136 Website
(BRC)
Book Offer 100%
149,191 3,000
Fulfillment Kit
Book Offer
(2,136) 100%
Fulfillment Kit Promo w/
15% Cell Code
$5 Rebate Offer
Prospects 20% (3,000) 23339 -3
80% BRC
Request
Prospect Phone
Book
Version (428)
(22,379) (1,708)
BTO: ACRA1084 85% 15% 85%
15%
UTO: ACRA3084
Caregiver Prospect Caregiver Prospect
Version Version Version Version
(64) (364) (450) (2,550)
BTO: ACRA2084 BTO: ACRA1084 ACRO2084 ACRO1084
An equal number pulled from UTO: ACRA4084 UTO: ACRA3084
seven rented lists totaling
10,000 will be used as a
control group to measure the 1% Redeemers
impact of direct mail vs. no 15% Response to (30)
direct mail.
Book Offer (320)
8% of Book Recipients (1,790) will
receive a prescription 8% of All Respondents (170) will receive a prescription
8% of All Respondents (240) will receive a
prescription
Program Codes:
(ACLB0014) Diabetes Access Infomation Systems Total Fulfillment Kits w/Rebate Offer = 59,116
(ACLB0024) Diabetes Pack Responders Total Fulfillment Kits w/Book Offer = 207,443 (incl. 149,191 from DM) Program Code:
(ACLB0034) Targetsource GRAND TOTAL FULFILLMENT KITS = 266,559
(ACLB0044) Shareforce ACRO3084 - Internet Fulfillment Kit Offer Program
(ACLB0054) Datacap Survey Access
(ACLB0064) Behavior Bank Total Prospect Letters = 255,909 (incl. 149,191 from DM)
(ACLB0074) Lilly Database List Total Caregiver Letters = 10,650
Order from each list: 25,000 GRAND TOTAL LETTERS = 266,559
Mail from each list: 21,313
Pull 1,428 from each list for control groups, after
merge/purge and outside of 21,313 from each list. TOTAL BOOKS = 31,116 TOTAL REBATES = 591