This is a competitive battlecard for our sales team.

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Thomson Reuters Cortellis for Clinical Trials Intelligence - Competitive Sell Card
TRIALTROVE
April 2013
01 | Major Differentiators for Cortellis for CTI
• Scientific and Precision Medicine Insights
Our extensive globally sourced clinical trials offer more than just
competitive intelligence; they offer unparalleled scientific insight
with ontologies including active controls, biomarkers, eligibility,
endpoints, design, adverse events, PoC trials, and more. Leverage
this to guide precision and translational medicine strategy. No one
offers as much search granularity as Cortellis for CTI, including over
30 dynamic filters.
• Coverage of medical device trials, and all trials involving
biomarkers
The clinical trial landscape cannot be assessed via drug trials alone.
Treatment-related and prophylactic medical device are increasingly
important to drug developers as are the hypothesis tested in
biomarker-only trials to better stratify patients. Coverage of these
trials also provides better planning abilities by understanding the
true competition for patients in a given geography or disease.
• Analytics and visualizations
Trialtrove does not include any analytics or visualizations. Though
Citeline does offer these, they involve separate purchases of
products or services. Even with such a purchase, the visualizations
are static; they cannot be tailored to a user’s specific query.
Cortellis for CTI includes over 20 ‘rank-by’ visualizations and a
Spotfire trial timeline viewer visualization.
• Modern interface and functionalities
Trialtrove clearly has an antiquated interface that does not offer
many of the features available in today’s web interfaces. Cortellis’
interface is state of the art. Besides being far easier to use overall,
these are distinct advantages:
• Dynamic filters (over 30)
• Relevancy
• Convert results (for those with Cortellis for CI access)
• Hompage portlets highlighting major activity
• Unlimited exports
• Tight drug pipeline integration, even for non-Cortellis
for CI subscribers. This allows the user to instantly know
and filter by: Is the sponsor the owner? Is it the first
time the intervention’s in this indication? What is the
MoA/class/technology? What is the highest status of
the intervention? Instant visibility into
subsidiary/acquired company/parent relationship.
• iPad compatible web portal
• Not just clinical trials
Cortellis for CTI includes a separate biomedical press release
database, medical meeting database and the coveted Derwent
Drug File literature database, whose granular indexing speeds
literature searching and includes over 220,000 clinical trial
outcomes going back to the 1960s.
• The Strategic Partner: Content Synergies and the Cortellis for CTI
API
Thomson Reuters Intellectual Property & Science is not just a
vendor. We are a strategic partner able to provide a host of
different content the way customers want it (mobile, API, CII), with
the expertise to leverage the synergies between different content
sets to provide unique insights into drug development. For
example, leverage…
• Regulatory and IRB timeline content to better predict
trial timelines
• Biomarker content to stratify patients and find optimal
surrogate endpoints
• Patent content to identify competitive trial precursors,
and identify patented indications not in the clinic for
licensing opportunities
• Preclinical study content to correlate preclinical drug
behavior to clinical outcomes to discover whether (and
which) preclinical models are true models of a human
system for a given disease
• Company content to quickly run analysis of trials by
sponsor types, such as revenue levels, headquarter
location, and forecasted revenue
• Deal content to better understand how trial results
influenced deal terms
• Disease briefings to get epidemiology overviews to
better target patient populations
02 | How They Sell Against Us
• Emphasize the breadth and depth of their drug-related clinical trial
content
• Emphasize their site and investigator data
• Include Citeline’s “Pipeline” drug pipeline product ‘for free’ with
Trialtrove

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03 | What THEY Have That We Don’t
• Somewhat better coverage of drug clinical trials. This is likely
something like they are 99% and we are 95%. We are expanding
coverage aggressively and expect to meet or exceed Trialtrove’s
drug trial coverage soon.
• Better information on which sites and investigators performed a
study. We are aggressively pursuing avenues to improve our
site/investigator information.
04 | What WE Have That They Don’t
• Much more usable interface
• Much better export ability
• API
• Coverage of some smaller disease areas that Trialtrove does not
cover
• Included visualizations/analytics
• Trials other than drug-related, including medical device,
biomarker-only, and non-drug trials involving biomarkers
• Tight drug pipeline integration
• Inclusion of Literature (DDF!), Conference, and Press Release
content. This includes 220K literature outcomes of clinical trials
that can be specifically filtered to.
• Inclusion of all TAs always. Smaller customers cannot afford an all-
TA subscription, so they only purchase certain TAs. Our offering
will always include all TAs for a competitive price
• Far superior and granular indexing, especially scientific indexing
(e.g. biomarkers, endpoints, adverse events)
• Cortellis for Information Integration, which allows the customer to
host their proprietary clinical trials competitive intelligence
securely alongside our content
• Better price (about 60% of Trialtrove’s price)
• Nicer sales force (customers complain Trialtrove sales machine is
arrogant)
• An ecosystem of strategic partners allowing seamless integration
of clinical content into multiple solutions

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05 | Comparative Analysis
Drug Trials Monographs
At the moment Trialtrove has slightly better coverage of drug-related
trials than Cortellis for CTI if clinical trial monographs are considered.
However we are aggressively increasing content and this gap will close.
Furthermore, the gap is small – less than 5 percentage points, perhaps
96% vs 99%. For the extra 3%, which is likely to be unsubstantiated
future trials, obscure trials or very old trials that ultimately don’t matter,
customers pay an exhorbitant premium over what they would pay for
Cortellis for CTI. Additionally, they give up a host of functionality, from
better scientific indexing to better interface to included visualizations.
Cortellis’ extensively filterable literature clinical trial outcomes coverage
from DDF exceeds Trialtrove’s however.
Medical Device Trials
Only Cortellis for CTI contains drug-independent medical device trials.
This gives a better picture of the therapeutic and prophylactic strategies
being tested in the life sciences space, instead of arbritrarily limiting to
drugs only. This also gives clinical operations a better idea of the
recruitment challenges they may be up against.
Biomarker Trials
Only Cortellis for CTI contains trials that employ biomarkers in any
capacity, regardless of intervention (i.e. even biomarker-only trials). This
gives the best picture of the science of biomarkers, conveying the
ultimate patient stratification and surrogate endpoint insights.
Indexing and Filtering
Cortellis for CTI offers over 30 dynamic filters to search by and filter
results by. By comparison Trialtrove only offers recruitment status as a
dynamic filter, and offers around 30 fields to search by. This allows
Cortellis for CTI users to find their ideal results much more quickly. It
also offers insights conveyed by Rank-by visuals and Spotfire dashboards
that Trialtrove cannot match. Examples include endpoints, PoC trials,
adverse events, trial design, trials where the sponsor is the drug owner,
and more.
Interface
Cortellis for CTI offers a modern and extremely functional and intuitive
interface to make the search and analysis experience easier, and much
simpler to learn. Trialtrove offers an antiquated interface which appears
to been assembled in the late 90s, with few of the features and
functionalities users gave some to expect in modern web-based
applications.
Exports
Cortellis for CTI offers the ability to export unlimited records at once.
Trialtrove offers a paltry 20 or 40 by comparison, which is a source of
frequent frustration for their users.
Workflow integration
Cortellis for CTI offers the powerful SOAP and REST-based clinical trials
API, for programmatic, dynamic, realtime access to CTI data, allowing
optimal integration into customer workflows. Trialtrove only offers an
XML feed, which is not only less flexible and requires greater overhead
to support, but is also out of date the minute it is received.
Included Disease Coverage
Many tier 2, 3 and 4 customers cannot afford all the indications in
Trialtrove. Therefore they are forced to pick the indications they want,
possibly causing misses of important trials (e.g. atherosclerosis, obesity,
and diabetes are all closely related; if one were not purchased
important trials would be missed). Cortellis for CTI does not ask the
customer to compromise. All indications (which include some that
Trialtrove doesn’t have) are included for a price better than what the
customer is paying for Trialtrove. Customers not ready to transition
away from Trialtrove completely in year-1 shoud consider scaling down
their Trialtrove subscription to only one TA and using the better priced
Cortellis CTI for the rest.
Conference Reports and Press Releases
Meetings reports and press releases are included as part of Cortellis for
CTI as two separately searchable content sets on top of clinical trial
monographs. Trialtrove includes only clinical trial monographs.
• Full text search more than 200,000 press releases indexed to
clinical trial types or events
• Over 21,000 meeting abstracts and over 8,000
comprehensive conference reports.
DDF Literature
Also included as part of Cortellis for CTI is the Derwent Drug File
literature content set. DDF Literature allows for an unparalleled
literature search experience, allowing the user to achieve in minutes in
DDF what would take hours to do in Pubmed using DDF’s extensive
filters.
• 220K fully abstracted literature articles on clinical outcomes
and 2.25M articles related to clinical development - back to
the 1960s
Sites and Investigators
Trialtrove has better information on which investigators and sites
performed which trials, especially where industry-sponsored trials are
concerned. This is useful to clinical operations users especially. It may be
advantageous to customers to adopt Cortellis for CTI for their enterprise
while scaling down their Trialtrove subscription to the relatively few
named users that require more thorough sites/investigator information
(until CTI’s sites/investigators information exceed’s Trialtrove’s).
Integration with Related Content
As part of Cortellis for Information Integration (a separate purchase),
customers can host their own proprietary or 3rd
party content securely
alongside Cortellis CTI content, including annotations and comments.
Although Trialtrove offers comments, they do not offer the ability to
host content and search it on a common platform.
Scientific Depth
Through Cortellis for CTI’s granular scientific indexing and analytical
capabilities, far more insight into the science, design and translational
perspectives of the clinical landscape can be derived compared to
Trialtrove. Questions like what are the trends of active controls or
surrogate biomarkers in an indication, target or patient population can
be derived easily with CTI, but not with Trialtrove.
Trial count
Indexing/
Filtering
Inter-
face
Export
Workflow
integration
Charts/
Analytics
Included
Disease
Coverage
Meeting
Reports
Press
Releases
Literature
Sites &
Invest-
igators
Insight &
Integration
w/ related
content
Scientific
Depth
Operation-
al Depth
Price
Drugs
Medical
Device
Bio-
markers
Cortellis for
CTI
Trialtrove

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06| Point/Counterpoint
Cortellis for Clinical Trials Intelligence has fewer trials than Trialtrove.
In 2013, Cortellis for Clinical Trials Intelligence will have fewer drug trial
monographs than Trialtrove has. The gap consists primarily of older
trials (pre Y2K), unsubstantiated trials (trials that have little or no detail,
and are nothing more than rumors), generics trials, and obscure trials
(e.g. small, often poorly designed, investigator-led trials in 3rd
world
countries).Cortellis for Clinical Trials Intelligence contains thousands of
medical device and biomarker-related trials that Trialtrove does not
have. Finally, the 220K clinical trial literature outcomes included as part
of Cortellis for CTI provide a rich outcomes library with outcomes that
Trialtrove does not have. If the marginal difference in clinical trial
monograph count is a concern, it may be advantageous to the customer
to scale down their Trialtrove subscription to only a few critical TAs and
use Cortellis for CTI for the rest, until Cortellis CTI coverage surpasses
Trialtrove coverage.
Cortellis for Clinical Trials Intelligence has less information on sites and
investigators than Trialtrove.
In 2013, Cortellis for Clinical Trials Intelligence will have fewer sites and
investigators associated with industry-sponsored trials than Trialtrove
has. However we are aggressively increasing content and we expect this
gap to close. Additionally this kind of information is not useful to all; it is
critical for relatively few users. It may be advantageous to the customer
to scale down their Trialtrove subscription to only the users for whom
sites/investigator data is critical until Cortellis CTI sites/investigator data
surpasses Trialtrove’s.
07 | Recommended Tactics
• The prospect likely has a Trialtrove subscription already,
especially if the client is tier 1 or 2. The basic tactic is to
convince the prospect that Cortellis for Clinical Trials
Intelligence offers much more value at a lower price. The
prospect may say that although Trialtrove’s price is
unpleasantly higher, the additional breadth and depth of
trials is demanded by users. At this point use the information
above to minimize the additional breadth and depth, and
maximize the value of Cortellis for Clinical Trials Intelligence.
In some cases, it may be advantageous for the customer to
scale back their Trialtrove subscription to fewer users and/or
fewer TAs, and use Cortellis for CTI enterprise-wide.
• For many customers our strategy will be to offer a paid pilot
of Cortellis for Clinical Trials Intelligence for 3-6 months. This
minimizes the risk by allowing the prospect to evaluate our
solution side by side with Trialtrove’s for a relatively small
price.
08 | Competitive Product Snapshot
Trialtrove is the dominant clinical trials competitive intelligence
solution. As such it offers a large database of drug-related clinical trial
monographs.
09 | Company Information
Trialtrove is a product of Citeline, a wholly owned subsidiary of Informa.
Informa also owns and markets other clinical trial-related solutions
including Sitetrove, a database of site and investigator profiles,
Trialpredict, a tool that predicts trial timelines, Trialscape, a tool that
allows visualizations of trial timelines, and Citeline Analytics, a service
for producing trial visualizations outside of trial timelines. Their sales
organization consists mainly of inside sales teams supplemented by a
field force. The product is sold globally.
10 | Competitor Sales Messages
Trialtrove is the most comprehensive database of drug-related clinical
trials, focusing on on-going trials.
• Extensive breadth and depth of coverage: 136K drug trials, 180
indications, 150 countries, up to 3x as many trials in some indications vs.
next best source, thousands of sources
• Unlimited research support: Editors provide custom research within
48 hours
• User-Friendly / Easy to use with structured and free-text search,
export, alerts and shared annotations
• Real-time data with their production system being updated as soon as
editors submit information
11 | Competitor Strategy
Trialtrove has saturated the market to a large extent, previously being
the only player with such extensive clinical trial content.Their strategy is
to sell enterprise-wide subscriptions with IP-based registration at a high
price due to lack of competition. If a client tries to negotiate a price
drop, Citeline will offer a free Pipeline subscription instead of dropping
the price.
Cost Model
Trialtrove is sold on an enterprise basis. It can be licensed by therapeutic
area. A typical tier-1 enterprise license is $1M - $2M. If licensed by
therapeutic area, which may be the case for tier 2-4, each therapy area
costs $18K, with a typical customer purchasing 10 areas.
Target Companies:
• Biotechnology and Pharmaceutical
• CROs
• Investors/Finance
Target Buyer/Business Decision Makers: Competitive Intelligence,
Researchers, BD&L, Marketing, Med Affairs, BD&L, Clinical Development,
Clinical Operations
It is possible that Citeline will respond to the Cortellis for CTI threat with
price reductions, the inclusion of products with Trialtrove that are
separately sold now, or development of new functionality. If you
observe this please report it to your management.
12 | Important Points
• “A Trialtrove replacement for 60% of the price”
• “Far better scientific indexing than any other product,
delivering significantly better answers to study design,
precision medicine and translation research questions”
• “Complete scientific coverage, including device and
biomarker trials”
• “Over 20 visualizations included”
• “Export 5,000 records at a time”
• “Everything’s available via API”
• “Tight drug pipeline integration”
If the client has hesitation about CTI due to slightly fewer drug-related
trials or site/investigator information that does not match Trialtrove’s,
emphasize that it’s in the client’s best interest to downgrade their
Trialtrove subscription to either only those users who “need” it, and/or
only those therapeutic areas that are of most concern. For the rest, it will
make economic sense to go with Cortellis for CTI.
This document is current as of 2nd
quarter 2013