AdSAM provides quantitative and qualitative market insights by combining traditional research measures with measures of emotional response, which has been validated over 25 years of research. Emotional responses are processed differently in the brain than words and can more reliably capture reactions. Studies show emotional measures from AdSAM better predict behavioral intent and prescribing decisions for drugs compared to traditional attributes alone. AdSAM has been used in hundreds of studies globally in various therapeutic areas to understand audience, HCP, and patient emotions to help improve marketing strategies, messaging, and relationships.

1. AdSAM®Quantitative/Qualitative Market Insights Copyright 2011 AdSAM®® Marketing LLC

2. AdSAM Uniquely Combines Traditional Marketing Research Measures with nonverbal measure of Emotional Response to better target the audience.A cross-cultural, visual measure validated over the past 25 years.Rooted in a wealth of academic, psychological and marketing research.Proven to validly predict behavioral intent.Non-verbalemotions are processed differently in the brain than wordsnon-verbal measures more reliably and objectively capture the emotional reactionUsed in hundreds of market research studies (qualitative and quantitative) in 30 countries and across a wide variety of product categories.Measuring Emotion: AdSAM® Methodology

3. Independent Research Company Validated the Use of AdSAM to Better predictLikelihood to Rx New patient shareMore Research support can be found at www.adsam.comUnder Published Researchhttp://adsam.com/research/published-research

4. Emotions: Influence on PrescribingIndependent study conducted by Princeton Brand EconometricsTo determine which attributes most influence prescribing in the anti-depressant and anxiety markets.32 different attributes measuredResults:The AdSAM (emotional response) metrics were among the most important factors impacting physicians’:Likelihood to Rx for depressionReported new patient share“The AdSAM® metrics provided a unique measure which was not already captured by the existing set of 32 attributes.”Source: PBE STS Study, Oct/Nov 2001, Pg. 2 Summary

5. Derived Importance of AttributesStatic Correlation of… 1) Indexed Attribute Ratings for Track 13B (Q16+ADSAM)2) Likelihood to Prescribe for Depression (Q7A) …For All BrandsWhich attributes were important for levels of AD brand share?Most important factors impacting likelihood to prescribe for depression:Positive connection to brand (P)Support from sales repEngagement with brand (A)Quality of detailingEfficacy for mild/moderate depressionWell toleratedLevel of empowerment felt about brand (D)Efficacy for mod/severe depression

6. Derived Importance of AttributesStatic Correlation of… 1) Indexed Attribute Ratings for Track 13B (Q16+ADSAM)2) Share of New patient starts - past 30 Days (Q4) …For All BrandsWhich attributes were important for predicting new patient starts?Most important factors impacting new patient starts:Positive connection to brand (P)

7. Engagement with brand (A)

8. Support from sales rep

9. Well tolerated

10. Level of empowerment felt about brand (D)

11. Quality of detailingAdSAM® can also be used to better understand HCP emotional dynamics in terms of:Differentiating among classes of agentsidentifying treatment decision driversassessing product attributesspecifying treatmentrelating to patientsUnderstanding/believing in conditionevaluating product performanceforming brand preference

12. AdSAM can be used to help understand how patients feel about:benefits vs. side effectsSeeking treatmentchanging lifestylebeing diagnoseddiscussing options with physicianEffect of condition on liferesearching treatment optionsevaluating product performanceDesire to be “normal” againHow the condition makes them feel

13. It’s aboutUnderstanding Connections

14. Treating Metastatic DiseasesCase Study

15. Understanding Feelings About TreatingHighly motivated, interested/excited feelings = strong satisfaction with tx options available, and with patient outcomes.Specialists tend to have these type of feelings more so than PCPs/GPsAmbivalent/unimpressed feelings = not completely satisfied and either don’t enjoy treating these patients or wish could do more to improve outcomesNegative, uninterested to disgusted feelings = have issues with treating condition; emotional barriers make them less receptive to getting more involved in this area

16. Understanding Feelings about TreatingUS - Feel About Treating Cancer…Feelings about treating metastatic prostate cancer, renal cell carcinoma and non small-cell lung cancer reflect somewhat jaded perspectives, with the majority expressing a mixture of sympathy and cynicismor some degree of emotional detachment.Implications for: How relate to products

17. MessagingUnderstanding Global UseCase Study

18. Global Analysis ConsiderationsEmotions influence consideration and action

19. Understanding the emotional landscape in each country is important

20. What are the similarities/differences?

21. Nuances can lead to stronger connections

22. Global strategies

23. Local market communications

24. Sales approaches/relationships

25. For emotional insights, global summaries tend to be more effective than regional roll-upsHow do you feel about the use of [class] for treating moderate to severe [condition]? (Country Comparison)Global ResultsFrance – 70% excited and hopeful about [class]. Stimulated, exuberant, excited, alive, hopeful, interestGermany – 50% express strong enthusiasm and confidence in [class] (exuberant, triumphant, stimulated, excited, mature, responsible, confident, secure, capable). Other half varied, indicating that over 20% are not sold on [class].Brazil – Feelings mixed, but reflect receptivity among 46%. The majority, however, feel embattled, anxious, distrustfulor timid about the use of [class].

26. 16Thank you for considering AdSAM Marketing for partnering with you on these important market research initiatives. Should you have any questions regarding the proposal, please feel free to contact us at info@adsam.com or 352-371-3737

27. Emotional Insights:Implications and ApplicationsContact:Conrad Morris AdSAM Marketingconradmorris@adsam.com(800) 563-8654