Erleada_TTT Strategy

This material is being provided for internal education and background purposes only and is not for promotional use.
Do not copy, distribute or share with physicians, staff, or patients.
TTT Strategic Foundation
Brand Strategy, Personas, Comms Approach, and Where We’re Headed

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Start Of The Journey

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Where we are in the campaign journey
• Detailed layout of
implementation through
creative, media, advocacy
partners, and PR channels
• Integrated approach for 2022
• Insights woven into campaign
on an ongoing basis as timing
and scope permits
• Deep dive on social
• Conducted qualitative
research to understand the
Black healthcare PC
experience
• HCP Adboard market
research with UROs focused
on screening and disparities
• Social listening
• Websites
• Campaign videos
• Downloadable assets
• Social (paid and organic)
• Advocacy
• Influencer
• Search
• Radio
• Display
• Performance analysis
• Key learnings across the
first phase of launch
• Optimization audit
• Content evolution
• Tactic refinement
• Campaign expansion
• HCP/APP/KOL/TL activation
• CIR infused Erleada®
experience
Establish our strategic
approach
Conduct market
research
Campaign execution
and rollout
Measurement reporting 2023 evolution and
expansion

4

5
The intersection
of health
and masculinity
Black men place lower priority
on their health until it impedes
them from fulfilling their role
Who you are: Self
Independence
self-reliance
agency
What matters:
Community
Leaving a legacy
and impact
on their family
and community
What you do:
Behavior
Efforts to affect the
lives and well-being
of others
Source: Fam Community Health. 2015 Oct-Dec; 38(4): 284–296, The
interdependence of African American men's definitions of manhood and health

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Mind, body connection
Associate bodies
through machismo, but
disconnect from their
bodies when their
manhood is threatened
Barriers Black men need help to overcome
PC longevity
There is still a belief
that a man will die with
PC rather than from it
PC is personal
Some men would prefer
no one to know. Silent
survivors could provide
valuable feedback
leading to advances in
future treatments for
the disease
Intimacy issues
Many men assume
“tinkering” or “messing
around” with their
prostate will result in
erectile dysfunction and
problems with intimacy
Source: Zero Cancer Org Summit 2021
Location is key
The thought of a doctor
touching parts below the
waistline continues to be
a barrier to early
screening

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Barriers to overcome
The reluctance to screen is not just one factor, but a converging and overlapping psychological, historical and
educational challenge across multitude of issues:
Psychological
• Painful (biopsy) procedures and internal
body discomforts that often causes
humiliation
• Avoidance of healthcare scenarios that
will impact how they are perceived or
show up in the world (in terms of
masculinity and emotional strength)
Historical patterns
• Cultural distrust of doctors runs deep and
has generational implications
• A lack of notable symptoms lead to many
Black men circumventing the screening
process
• Regardless of symptoms, they don’t go to
the doctor unless it impacts how they
show up in the world or has a physical
implication
Educational
• PC is not a socialized subject; therefore,
testing and information seeking is a low
priority (leading to less proactive
awareness)
• No urgency to track their ongoing
healthcare, leading to actively avoiding
the doctor
• The perception that time is on their side,
resulting in the procrastination of early
screening because it's what you do when
you're older or for those whose health
has declined

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Building upon our insights
Incomplete knowledge
When it comes to PC, even the most well-informed person is not
completely informed until they have a health crisis.
Taboo subject
The subject matter of PC is taboo; Black men are
still not comfortable discussing their health issues openly, particularly
concerning topics that involve below their waists.
Conversational shifts
Conversational shifts can happen when men have discovered others
have been diagnosed and are willing to discuss it. Thus, opening the
door for others to share their experiences.
Needed permission
License to talk about it causes a ripple effect that provides a sense of
ownership and support as they discuss PC.

Four C’s
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Revisiting the four C’s
Talk That Talk™ (and the extension into Erleada®’s) branded experience is to have an
impactful connection with Black men, fueled by the need to uncover the uncomfortable
conversations regarding the importance of PC.
In turn, we assessed the lay of the land and incorporated a four C approach (culture,
customer, company, and category) to inform the communication bridge and consistent
through line across the entire prostate health journey.
This unbranded initiative will enable Erleada® to have a solid tie to an historically ignored
target and connect with this audience at different stages.
Company Category
Culture Customer

11
Refining our white space
Customer
Black men are disproportionately impacted by
health disparities—from clinical care to preventative
measures and chronic diseases. Black male
bodies are less visible (and thus under-examined),
which may contribute to the healthcare, societal and
economic disparities.
Culture
As the healthcare system constantly undervalues
and underserves Black men, their physiological and
mental success are not prioritized. Talk That That™
has the opportunity to embolden Black men’s health
education and be a voice of change for the
healthcare system.
Company
Talk That That™ endeavors to create a
movement to increase awareness, encourage
early detection, and inspire change by
designing a campaign that directly addresses
Black men's health in the United States.
Category
The need for a trusted voice in Black communities
is real. Talk That That™ is committed to creating
a ground swell that signifies a trusted voice for
Black men; leading conversations that are
currently happening within the community and
providing easy, health literate PC information
and that addresses their unique barriers when
seeking care
Janssen has a
unique opportunity
to create a ripple
effect that reaches
Black men through
Talk That Talk™ in an
emotionally authentic
way that is culturally
relevant and ethically
sound

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Customer: The multi-layers of Black men
For many Black men, having to prove oneself often collides
with pride (this is also brought on by the inclusion of racial
bias).
Even with access to health insurance, Black men are least
likely to contact a physician due to medical treatment
skepticism.
For Black men in the U.S. this means they may not get the
same benefit as other groups and therefore are 2x more
likely to die from PC.
Source: Mintel, 2021 MRI-Simmons Spring Doublebase

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Culture: Racial biases have many manifestations that
have both cultural and generational outcomes
There are three types of additional
racial stressors that cause poor health
• Institutional: The way society is
organized, and places different levels of
burden on people
• Interpersonal: Discrimination
• Internalized: Since society at large
devalues Black men, sometimes they
devalue each other and/or themselves
Source: Mintel, 2021 MRI-Simmons Spring Doublebase
The cumulative effect of discrimination takes a toll psychologically and physiologically — but so does the anticipation of it. Causing a result that Affects outcomes surfaced in
areas such as dress code, behavior, avoidance syndromes and other atrophies that prevent a positive outcome
The cumulative effect of discrimination takes a toll psychologically and physiologically — but so does the
anticipation of it. Causing a result that affects outcomes surfaced in areas such as dress code, behavior, avoidance
syndromes and other atrophies that prevent a positive outcome

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Company: How Janssen can provide support
Talk That Talk™?
Janssen has the unique opportunity to tap into the emotional plights
of Black men and PC on the Talk That Talk™ social page. Tapping into
this notion of “Black joy,” enabling Erleada® to address misconceptions
and social stigmas.
The ultimate goal of Talk That Talk™ is to:
• Position Janssen as the PC thought leader (with a key focus on aPC , and eventually LPC)
• Evolve the PC conversation with Black men from uncomfortable to normal
• Establish a pipeline for best-in-class treatment with Erleada® to help close disparity gaps
Shift in
conversation

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Category: Where Erleada® sits in comparison
Brand opportunity
Indication: mCSPC/ nmCRPC
Erleada® is uniquely positioned to reach the Black male
(40+) audience by leveraging Janssen’s Talk That Talk™
PC awareness campaign. There’s opportunity for
Erleada® to reach the Black men with PC as follows:
Creative: Evolve creative to include an authentic,
relatable storyline which features a Black man, his care
partner, HCP, and family for website, display ads, etc.
CRM: Leverage Talk That Talk™ (unbranded) as a lead
generator for Erleada® (branded) through website
enrollment forms to engage visitors as they transition in
their journey from prospect to patient
Website: Create a linkage between the Talk That Talk™
website and Erleada® website to allow Black men who
are newly diagnosed with PC to learn more about
treatment and how to talk to their doctor about Erleada®.
HCP: Produce companion tools for Talk That Talk™ (with
an eventual extension to Erleada®) inclusive of an HCP
website and guide to help HCPs understand and engage
with Black patients with PC.
Competitor activity (Xtandi)
Maker: Astellas / Pfizer
Indication: mCSPC/ nmCRPC / mCRPC
The Xtandi new campaign that within the last 2 years has
targeted older Black men (55+) through the likeness of
Karl, a retired pro athlete with PC. Erleada® has an
opportunity to compete with Xtandi by leaning into the
relatable Black male patient audience (40+) across web,
display, HCP, etc. This is in addition to their unbranded
campaigns such as “Boldy Caring” and the Pfizer’s HCP
work regarding “Changing The Conversation.”
Competitor activity (Nubeqa)
Maker: Bayer
Indication: mCSPC/ nmCRPC
Nubeqa has shifted its campaign to focus on general
market without incorporating the Black male PC patient in
the creative. There is opportunity for Erleada® to leverage
culturally relevant creative and produce a paid look-alike
campaign to capture the Nubeqa Black patient audience
(40+), driving to Erleada® online platforms. In addition to
messaging Talk That Talk™ delivers that what would
differentiate how Black men could advocate for
themselves regarding Erleada® vs Nubeqa.

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Recap of the cultural superpower
Intrinsic
Human need
Who we are
Inspiration Extrinsic
Erleada®
understands Black men face many systemic challenges that perpetuate the tendency to not prioritize
their healthcare needs. We need to inspire Black men to champion their PC health so they may strive
for their life’s ambitions and continue to lead their families and communities.
Now Future
Adaptable
Committed
Advocate
Listener
Empathic
Supportive
People first
Innovative
Accountable
Passionate
Authentic
(internally)
Comrade
Dependable
Aide
Trusted partner
Connector
Authentic
(externally)
Transparency/
Direct
Respect
Education
Safe
Sense
of trust
Support
Hopeful
Sense of control
Included
Joy
First-in-class
Best-of-the-best
Feel heard
Seen as people/Human
Acknowledgement
Feel understood
Feel seen
Representation
See self
Sense of calm/Peace
Reciprocity
Mutual recognition
Positive interactions
Engagements
Experiences

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Talk That Talk™ audience evolution

THIS MATERIAL IS BEING PROVIDED FOR INTERNAL EDUCATIONAL AND BACKGROUND PURPOSES ONLY AND IS NOT
FOR PROMOTIONAL USE. DO NOT COPY, DISTRIBUTE OR SHARE WITH PHYSICIANS, STAFF OR PATIENTS.
Black Men Experience a Constant Push & Pull
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There is a constant push-pull between self-transcendence and self-conservation
that impacts self-perceptions and behaviors
Top Self-Concepts
Black Men Over Index
vs. All Men
Top 10 Values
Black Men Over Index
vs. All Men
CREATIVE-
IMAGINATIVE,
ARTISTIC
PASSIONATE-
INTENSE,
EMOTIONAL,
AMBITIOUS
SELF-ASSURED-
CONFIDENT,
SECURE
RESERVED-
QUIET,
PRIVATE
RESPONSIBILITY
INTEGRITY
BELIEF
EQUITY
HEALTH HAPPINESS
SERENITY
SUCCESS
COMFORT AUTHENTICITY
SELF-TRANSCENDENCE
SELF-CONSERVATION
Source: MRI-Simmons Spring Double base USA – Filter Black AND Men vs Non-Black ANd Men, *Gartner, Consumer Values and Lifestyle Survey (October 2020)

THIS MATERIAL IS BEING PROVIDED FOR INTERNAL EDUCATIONAL AND BACKGROUND PURPOSES ONLY AND IS NOT
FOR PROMOTIONAL USE. DO NOT COPY, DISTRIBUTE OR SHARE WITH PHYSICIANS, STAFF OR PATIENTS.
Black Women Also Experience a Push & Pull
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Black women have a constant push-pull between self-transcendence and self-conservation
that impacts self-perceptions and behaviors
Top Self-Concepts
Black Women Over
Index vs. All Men
Top 10 Values
Black Women Over
Index vs. All Men
FRANK-
OUTSPOKEN
PASSIONATE-
INTENSE,
EMOTIONAL
SELF-ASSURED-
CONFIDENT,
SECURE
RESERVED-
QUIET,
PRIVATE
LOYALTY
HONESTY
HAPPINESS
EQUALITY
HEALTH SERENITY
POPULISM
SUCCESS
COMFORT AUTHENTICITY
SELF-TRANSCENDENCE
SELF-CONSERVATION
Source: MRI-Simmons Spring Double base USA – Filter Black AND Women vs Non-Black ANd Women, *Gartner, Consumer Values and Lifestyle Survey (October 2020)

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Target personas
Cultural context:
• Children of the civil rights movement
• Masculinity centered in traditional roles
• The generation more likely to respect authority
• Celebrate the Black narrative
Silent warrior
Joe
• Affirmative action x new activism age
• Democratizing everything
• Digital age
• Masculinity centered in self-confidence & individual
identity
• Redefine media portrayals of Black women
• Always have to be a strong “warrior”
• Shattering systemic glass ceilings
• Grounding Black beauty in traditions
Need states:
Worth
When I am outside of my community, I’ve always felt I had
to self-regulate my behavior so others felt comfortable
being around me; limiting my contributions. As I get older, I
worry I may not be recognized and valued for who I am,
somebody that continues to make meaningful contributions
to my family and community, especially when I know I still
have so much yet to do in my life.
Momentum
Even though my fathers’ generation has made some strides
in affording my generation better opportunities; I still carry
the weight of having to watch over my shoulder and
constantly dispel Black men stereotypes. I want to truly
have the freedom to push myself mentally, spiritually, and
physically by learning new things every day to build a better
life for me, my family and my community.
Purpose
As a Black woman, I constantly feel the pressure to
always strive for perfectionism and be the strong
“warrior” who keeps it all together even if I feel I’m
hanging on by a string. I want to live a life with
meaning by striving to strike a balance between my
personal and career goals. It’s important to always
push myself out of my comfort zone so I can learn and
grow as a person.
Emotional benefits: Vitality and cognitive function/Living longer
• Plan for the moment
• Retain my self-respect & dignity
• Maintain a sense of control
• Remain self-sufficient
• Make meaningful contributions to my community
• Plan for the future
• Attain social status and influence
• Retain a sense of excitement
• Maintain a sense of control
• Continue to be my own change agent
• Plan for the future and the moment
• Achieve professional milestones & success
• Create space for self-care and personal growth
• Feel a greater sense of purpose
• Seek empowerment through information
Functional benefit: Tangible results
Staying relevant by continuing to make an impact Staying motivated and living a life uninterrupted Empowering and advocating for my loved
one(s) while staying focused on my personal goals
Positioning manifestation young at heart
To Silent warrior Joe, Erleada® is the best advanced oral
because
it helps Black men like you live longer while maintaining
vitality and cognitive function, so you can continue to
inspire others and make a relevant impact.
To Ambitious activist Anthony, Erleada® is the best
advanced oral because it helps Black men like you live
longer while maintaining vitality and cognitive function,
so you can continue to stay inspired and live a life
uninterrupted.
To CMO Robyn, Erleada® is the best advanced oral because it helps
your loved one(s) be self-sufficient, by allowing them to maintain their
vitality and cognitive function, so you can continue to inspire and
support your loved one(s) while still staying focused on your
personal goals.
Ambitious activist
Anthony
Chief medical officer
Robyn

Do not copy, distribute or share with physicians, staff, or patients. 21
Silent warrior Joe
• Age: 57 to 75
• Less knowledge about condition
• Primary HCP more likely to be PCP.
Oncologist once diagnosed
• Top management goals:
Feelings and aspirations Self and social experiences
• Identity drives experiences and engagement expectations
• Status perceptions drive self-importance
• Craves excitement, yet not much captures attention
• Socialite connector and influencer
Needs
• Respect
• Sense of control
• Practice faith
• Truth-telling of the Black
experience (past and presence)
• Continue to impact Black culture
Stressors
• Discrimination/racism
• Racial bias in law-enforcement
• Obtaining safe affordable housing
• Affordable access to healthcare
• Negative portrayal in media
- Maximize quality of life
- Find the right HCP partner
- Consult with experts
• Children of the civil rights movement
• Masculinity centered in traditional roles
• Celebrate the Black narrative
• The generation most likely to respect authority
Cultural context
• Self-assured
• Cultural pride and
dignity
• Values driven
• Positive about the
future
• Passionate
• Remain self-sufficient
• Community unity
• Uphold traditions
• Continue to impact the
changing Black
narrative
Family and community
• Self-reliant, more likely to reach out to friends vs family
• Willing to sacrifice family time to get ahead and provide for
family
• Community and social justice advocate
• Religion and spirituality are important in connecting with family
and building community
• Looks to those within his community who are well spoken and
respected
Health and wellness attitudes
• Positive self-perceptions of wellness, despite medical
conditions
• Information empowers self-advocacy, yet see doctor as
decision maker
• Open to alternative medicines
• Willing to pay for meds doctor recommends, but still is
cautious due to distrust
• Embarrassment around PC diagnosis
• Apprehension and reservations around PC
invasive/aggressive treatment
Health barriers
• Not feeling sick enough
• Already know how to treat illness
• Passive behavior towards health, let symptoms pass

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Ambitious activist Anthony
• Age: 35 to 56
• Aware PC exists
• De-prioritizes and avoids screening
• May not have a regular PCP
• Top management goals:
• Cultural heritage is a strong part of identity
• Culturally relevant content around entertainment is important
• Dislikes the mundane, needs to feel a sense of excitement
• Enjoys being the center of attention and impressing peers
Needs
• Achieve success
• Sense of balance and control
• Accurately seen and heard
• Influence community
• Practice faith
Stressors
• Work-life balance
• Family demands
• Navigating discrimination/racism
• Racial bias in law enforcement
- Feel more in control of condition
- Minimize impact on life
- Maximize quality of life
- Understand experiences from
others
• Affirmation action x new activism age
• Digital age
• Democratizing everything
• Masculinity centered in self-confidence and individual
identity
Cultural context
• Excited
• Motivated
• Self-assured
• Frustrated
• Dissatisfied
• Start own business/side hustle
• Achieve social status
• Be own change agent
• Disrupt the American dream
• Close family ties, but feels a stronger bond with friends
• Vested in advocating for community and equity
• Religious practice builds an important sense of community
• Flex-culture + Black excellence
• Needs to not just thrive but be there for the family and
community
• Instant gratification approach to healthcare (see and feel
results)
• Open to alternative medicine practices
• Seeks different healthcare resources and information
• Tech allows him to find new approaches to health
• When it comes to his health, he has superman complex
Health barriers
• Not feeling sick enough
• Already know how to treat illness
• Passive behavior towards health, let symptoms pass
• Not feeling there is treatment

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Chief medical officer Robyn
• Median age: 47
• Median household income: $38k
• Educational attainment
• High school diploma: 43%
• Bachelor degree 21%
• Strong connection to cultural identity and experiences
• Strives for success and influence
• Enjoys being a socialite and making connections
• Pushes beyond her comfort zone
Needs
• Respect
• Access to information
• Community support
• Truth-telling of the Black
• Practice faith
Stressors
• Holding it all together
• Affordable access to healthcare
• Finding efficiencies
• Caregiver responsibilities
• Financial security
• Redefine media portrayals of Black women
• Shattering systemic glass ceilings
• Always needs to be a strong “warrior”
• Grounding Black beauty in traditions
Cultural context
• Self-assured and
secure
• Greater purpose
• Family duty
• Frustrated
• Overwhelmed
• Fatigued
• Striking a life balance
• Mind, body, spirit health
• Community unity
• Goal oriented
• Financial security
• Willing to sacrifice family time to help her family get ahead
• Community and social justice advocate
• Self-reliant, more likely to reach out to friends vs family
• Strong religious beliefs don't correlate with service attendance
• Health and wellness information seeker
• Preventive approach to healthcare
• Healthcare costs are no object
• Open to trying new drugs to treat health conditions
• Skips medication without medical consultation
• Holistic medical approach due to concerns with prescription
side effects
• Is very resourceful in getting the information and help she
needs
• Helps to propel conversations between her loved one and their
doctor

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Recap of the PC experience overview
Activate Black communities Enable advocacy to improve URO/ONC, APPs, and patient conversations
leveraging Talk That Talk™ education
Proactive
screening
(PCP, URO)
PCP
No diagnosis
PSA, DRE URO
Specialist referral if PC
suspected
(DRE, biopsy, etc.)
Diagnosis and treatment
decision
(URO, ONC) LPC
(URO,
APPs)
mCSPC
(URO, ONC,
APPs)
nmCRPC
(URO, ONC,
APPs)
BCR
mCRPC
(ONC)
Ongoing support throughout the journey

Post-diagnosis
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Anthony’s high-level persona development
Post treatment
Pre-diagnosis
Ambitious activist Anthony
Ongoing health
Barriers
• Lack of understanding of the prostate/ how PC affects Black
men
• Does not prioritize PC screenings, and does not seek out
annual check-ups
PC screening
Barriers
• Cultural distrust of doctors, information and sources
• Prefers holistic health measures over medical procedures
(closed mindedness)
• Closed perception that everything is great because there are
no signs and delays PC screening (sick care mindset)
Diagnosis treatment decision living with aPC
Emotional state
• Feels the most isolated, betrayed, and
shameful during the PC experience
• Shares emotional burden with others who
he trusts
Barriers
• Implicit bias from doctors
• Painful medical experiences
• Access to treatment
Diagnosed Anthony Survivor Anthony
Diagnosis
and treatment
decision
Ongoing
support/
Post
treatment

Post-diagnosis
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Joe’s high-level persona development
Post treatment
Pre-diagnosis
Silent warrior Joe
Ongoing health
Barriers
• Lack of understanding of the prostate/ how PC affects
Black men
• Does not prioritize PC screenings, might seek out advice
during annual check-ups
PC screening
Barriers
• Cultural distrust of doctors, information and sources
• Fearful mindset of medicine and doctors due to loss of
loved ones/past experiences
• False perception that everything is great because there are
no signs and delays PC screening (sick care mindset)
Emotional state
• Feels the most isolated, betrayed, and
shameful during the PC experience
• Might share emotional burden with wife or
very close family member (1-3 people)
Barriers
• Implicit bias from doctors
• Painful medical experiences
• Access to treatment
Diagnosed Joe Advocate Joe
Diagnosis
and treatment
decision
Ongoing support/
Post treatment

Post-diagnosis
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Mindset shift across PC experiences (best case scenario)
Post treatment
Pre-diagnosis
Ongoing health
• Is unaware of PC or has limited understanding of it
• Assumes knowledge about the PC screening until he’s
informed
• Feels as though there is no urgency to get screened since he
isn’t showing symptoms
• Understands he is fairly healthy and keeps an eye out for signs
of aging
• May show symptoms and ignore as minor and not impacting
him fulfilling his role/goal
PC screening
• Understands what a PSA test is and is anxious about the
results
• Begins to take the knowledge of PC more seriously
• Is worried he might have to undergo a DRE/biopsy if his test
results call for it
• Is extremely heartbroken/shocked when test results come
back positive
• Feels betrayed by his own body because he thought he was
healthy
• Knows he needs to start treatment but is overwhelmed by the
options/stages
• Is more trusting of his doctor because they’ve built a
relationship throughout the PC journey
• Begins the PC treatment and has to get comfortable with a
new normal and new habits
• Questions his manhood and how PC will affect him moving
forward as he implements Erleada® into his life
• Hopes for the best outcome, and is trying to put on a brave
face for his family and friends
• Believes Erleada® is the best PC medication for him
• Realized he needs to make getting the medication a priority to overcome PC
Diagnosis
and treatment
decision
Ongoing support/Post treatment
Ambitious activist
Anthony
Access/outreach
Silent warrior
Joe
Ambitious activist
Anthony
Silent warrior
Joe Survivor Anthony Advocate Joe
• Knowledgeable about PC and wants to
be a beacon of awareness
o Joe: For younger Black men
o Anthony: Black men his age
• Hopes to inform his family members
about their risk
• Anthony wants momentum to live life
uninterrupted and to continue to
inspire others (Present focused)
• Joe prioritizes his health and
understands the importance of
educating others (Future focused)

Post-diagnosis
28
Mindset shift across PC experiences (worse case scenario)
Post treatment
Pre-diagnosis
Ongoing health
• Is unaware of PC or has limited understanding of it
• Assumes knowledge about the PC screening until he’s
informed
• Feels as though there is no urgency to get screened since
he isn’t showing symptoms
• Understands he is fairly healthy and keeps an eye out for
signs of aging
PC screening
• Still somewhat confused about PSA, but knows he needs
one and is anxious about the results
• Begins to take the knowledge of PC more seriously, very
skeptical of the DRE, and is on the fence about the biopsy if
his test results call for it
Diagnosis treatment decision living with advanced aPC
• Is extremely heartbroken/shocked when test results
come back positive
• Feels betrayed by his own body because he thought he
was healthy
• Knows he needs to start treatment but is overwhelmed
by the options/stages
• Sits on diagnosis and does not quickly seek treatment
options
• Treatment options fail due to:
o Not wanting radiation
o Body doesn’t respond to treatment
• Is unable or unwilling to afford PC medication
• He believes the medication will cause side effects and
wants to treat it holistically
Diagnosis
and treatment
decision
Ongoing support/Post treatment
Ambitious activist
Anthony
Access/outreach
Silent warrior
Joe
Diagnosed
Anthony
Diagnosed
Joe Anthony Joe
Still battling PC
• BRC: Gets radiation but has
elevated levels PSA after treatment
• nmCRPC: PC isn’t responding to
treatment/nmCRPC
• mCRPC: Cancer has spread to other
parts of the body and stops
responding to all treatment
• May decide to try a different PC
medication (Akeega or Zytiga)

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Strategic approach

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Talk That Talk™ brand extension and identity
Brand extension that
allows Janssen's unbranded
work to enable Erleada®
's
branded communication
offerings and messaging
Provide impact so the audience
can connect to the brand and
evolve Talk That Talk™’s
platform to be seen as a place
to be heard and a safe space to
ask questions
Brand messaging evolves to help
our audience feel as young as
they see themselves by amplify
the understanding of how PC
doesn't have to slow one down
and bringing awareness to:
• Emotional benefit: Vitality and
cognitive function/living
longer
• Functional benefit: Tangible
results
Fuel the importance of
storytelling on what the
audience wants to hear and
provide an opportunity to
infuse Erleada®
's values into
messaging pillars
This past year has taught us all that maintaining self-care and being our best selves is an evolving story.
We want Talk That Talk™’s story and brand messaging to evolve to:

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What Talk That Talk™'s evolving strategy will achieve
Further understand user journeys
How audience personas engage with content.
Generate engagement
Gated (web) content, SEO, and an always-on social media plan would enable Talk That Talk™ to generate
leads during those change of circumstance periods.
Audience development and traffic leads
Further build Talk That Talk™ ’s media campaign approach and utilize data to engage on social media.
Automate workflow to determine which message are the most effective and will encourage a higher open rate.
Strengthening the comms approach
Further determine where key demos are within the marketing funnel, what information they believe is the most
relevant (to aide in their decisions).
Test and learn
Utilize data to develop test and learn strategies, with different subject lines, content pillars, engagement periods,
call to actions, etc.

32
Strategic brand architecture
Goal
What Talk that Talk™ meant to
achieve
Develop and launch Talk That Talk™’s educational platform to deliver holistic experience across key channels to meet Black communities where
they are: digital, social, radio, Black content creators, advocacy and community outreach, and thought leadership.
Mission
What Talk that Talk™ represents Improve the lives of Black men by inspiring them to have PC conversations and prioritize their PC health.
Purpose Talk That Talk™ aims to elevate the (healthcare) experiences of Black men and their personal journeys before, during and after PC. Within the
patient experience, Black men experience multiple nuanced realities, emotions, and barriers.
Overall value proposition By better understanding the PC experience of Black men Talk That Talk™ and Erleada® are able provide the best possible opportunities that
span across the patient experience.
Ongoing health/Living life Pre-diagnosis Diagnosis Treatment decision
Living with LPC, BCR, nmCRPC,
mCSPC, mCRPC***
Access/Outreach
Brand treatment/Ongoing
support
Post treatment
Reasons to believe
Brand strategy
How we achieve
Talk That Talk™’s goals
Unbranded platform: Drive early detection with Talk That Talk™ and ensure Erleada® is AO of choice for Black men screened and diagnosed with aPC.
Address the avoidance syndromes
(mostly seen in a sick care mindset)
that Black men face in medical
scenarios.
Provide simplified information
on PC that empowers self-care
and eliminates education gaps
and pain points.
Focus on cultural nuances and
barriers that are inhibiting better
healthcare outcomes for Black
men.
Address the generational mindsets
driven myth and information gaps.
Pillars of impact
How to communicate offerings and
gauge success for Talk that Talk™
Audience personas Joe Anthony Robin

33
CIR communications funnel (previous)
Superpower: Inspiration
Tone: Relatable, deliberate, motivational, bold, honest
Emotionally disrupt
Remind him of what he is fighting for
Help inspire him to fight
Equip with information
Simple and easy
Something his Care Leader can support him in
Empower conversations
Secure to self-advocate
Taking a more proactive lead in healthcare
Support him on his healthcare journey
Enable advocacy
Build his circle of trust
Inspire confidence for self-advocacy
Activate his Care Leader
Get his attention
Get him informed
Connect him
with his doctor
Be with
him
Purple: Messaging more specific to CMO Robyn

34
CIR communications funnel (current)
Get his attention
Get him informed
Connect him
with his doctor
Be with
him
Emotionally disrupt
Remind him of his
“purpose” in life
Remind him he’s a pillar
Remind him what he is
fighting for
Help motivate him to fight
Remind him others can benefit
from his experience
Remind him why his story is
important for others
Simple and easy
Something his care leader
can support him in
Provide options to act
can help him navigate
Ongoing support
Connect him with resources for
ongoing support
Take a more proactive lead in
healthcare
Support him of his healthcare
journey
Be a proactive lead in
treatment decisions
Support him through his
treatment
Maintain a proactive lead in
healthcare
Revert back to supporting him in
his healthcare journey
Enable advocacy
Inspire confidence of self
advocacy
Activate his care leader
Continued motivation to self
advocate
Sustain his care leader
Provide him the platform to pay it
forward
Encourage him to share his triumph
Ongoing health/
Pre-diagnosis
Diagnosis and
treatment
Post-treatment

35
So what now?
Learnings
Journey
support
Refresh
opportunity

36
Talk That Talk™ consumer comms strategic overview
Comms objective
Get his attention
Get him informed
Connect him with
his doctor
Be with him
Emotionally disrupt • Acknowledge the challenges he faces
• Create urgency to overcome “sick care”
mindset
• Remind him of his “purpose” in life
• Social media (FB
and IG)
• Display
• Radio
• Influencers
Equip with information • PC 101
• Facts & stats for Black men
• Dispel PC stigmas
• Screening education (age & how)
• PSA tracking to empower decisions
• Website
• Search
• CRM
• Advocacy organizations
Empower conversations • How to advocate for self and engage with
healthcare system/team
• Importance of transparency to transform
the conversation
• Website
• Advocacy organizations
• Community events
Enable advocacy • Impact of PC and how to manage it
emotionally, mentally and physically
• Build a solid circle of support (family,
friends, community, PCT)
• Care Leader healthcare navigation
• Support resources
• CRM
• Share his story (via social platforms and
networks
• Support program
Lacks understanding the importance of
prioritizing PC screenings sooner vs.
later
Distrust of information and sources
Most HCPs, Nurses and APPs are White
and the majority of Black men aren’t
being heard or understood by them,
which triggers self-regulated behavior
Society has embedded in Black men
that vulnerability is a sign of weakness
Purple: Messaging more specific to CMO Robyn Bold: Continuity across branded and unbranded
• Influencers
• OLV - Monologue
videos
• Search
Comms strategy: Normalize conversations Black men should have around PC
Key objective: Inspire Black men to get PC screenings
Barrier Comms task Message hierarchy Channel

37
Erleada® CIR comms strategic overview
Comms objective
Get his attention
Get him informed
Connect him with
his doctor
Be with him
Emotionally disrupt • Remind him of his “purpose” in life
• Remind him of what he is fighting for
• PC runs in the family, talk about it with loved ones
• Shared PC experiences
Equip with information • Diagnosis and PC stages
• Treatment options for PC to delay or prevent progression
• Erleada® product benefits, efficacy, PSA, QoL
• Living with PC and resources
Empower conversations • Desired treatment goals
• What to expect - role of health team, how to take Erleada®, side effects, etc.
• Importance of transparent communication to transform the conversation
Enable advocacy • Janssen Compass (financial assistance, Rx fulfillment, cultural inclusive navigator
etc)
• Living with PC and resources
• Impact of PC and how to manage it emotionally, mentally and physically
• Build a solid circle of support (family, friends, community, PCT)
• Share his story (via social platforms/Network)
• Care Leader healthcare navigation
Black men associate their bodies through
machismo, but disconnect from their bodies
when their manhood is threatened
There is still a belief that a man will die with
PC rather than from it
Black men hold some skepticism
of recommended medical treatments
Society has embedded in Black men that
vulnerability is a sign of weakness
Purple: Messaging more specific to CMO Robyn Bold: Continuity across branded and unbranded
Comms strategy: Make Black men and their Care Leaders feel inspired to expect more from treatment and ask for more
Key objective: Establish Erleada® position in the market as the advanced oral that lets people live longer with vitality
Barrier Comms task Message hierarchy

38
PC Patient Experience

39
Patient experience snapshot (part 1 of 10)
Designed version
of the experience
is in progress

40
Designed version
of the experience
is in progress

41
Designed version
of the experience
is in progress

42
Designed version
of the experience
is in progress

43
Designed version
of the experience
is in progress

44
Designed version
of the experience
is in progress

45
Designed version
of the experience
is in progress

46
Designed version
of the experience
is in progress

47
Designed version
of the experience
is in progress

48
Designed version
of the experience
is in progress

49
Robyn’s PC caregiver experience (part 1 of 5)
Designed version
of the experience
is in progress

50
Designed version
of the experience
is in progress

51
Designed version
of the experience
is in progress

52
Designed version
of the experience
is in progress

53
Designed version
of the experience
is in progress

54
Social Strategy Evolution

55
Reminder of our 2021 goals
Create awareness around
the need to normalize the
PC conversation and the
need for screenings
Grow our community
while driving traffic to
TalkThatTalkPC.com
Increase engagement
and active dialogue around
PC

56
But, how do we continuously meet these goals?
Recalibrate social and
content strategy based
on recent learnings from
social listening and
campaign analytics
Tactical enhancements
to drive incremental
engagements
Update content strategy
to be more intentional as
we support our
target throughout their
PC journey and help us
reconnect with them with
Erleada® messaging

57
57
Content learnings
Learning
Fact
The community is
hungry for the facts and
motivational content.
Static content containing
quick stats on PC and
motivational statements
garnered the highest overall
engagement rate and total
number of shares.
Maintain a healthy
balance of video and
static content that features
stats and motivation but
explore new ways to
reformat top performing
content.
Talk That Talk™ social
channels and content is
not reaching enough
people.
Paid media drove majority
of reach and growth
through halo effect of the
ads.
Boosting posts and
promoting the page will
help reach untapped
audience and grow our
followers.
Shannon inspires
survivors to Talk That
Talk™.
Shannon’s announcement
post outperformed all others
and garnered several
comments from Black men
who shared their PC story.
Leverage his likeness and
story through paid and
organic to grow followers
and drive action.
Amplify the stories of Black
PC survivors by posting
them on our channels to
build credibility, inspire
others to Talk That Talk™
and support our PC patients
through post-diagnosis.
Peer-to-peer
engagement bolstered
by Talk That Talk™
page.
On paid social, Talk
That Talk™ helped to
drive further exchanges
amongst commenters
resulting in incremental
engagements with the
post.
Continue to expand the
pre-approved messages
in response library to
position Talk That
Talk™ page as an
active contributing voice
in not just the prostate
health conversation, but
overall Black men’s
health conversation.
Opportunity

58
58
Social listening learnings
Learning
Fact
Women continue to be the
backbone and voice of reason.
One of the most engaging posts
relating to PC screening contained
misinformation and women. There
were also comments from PC
survivors including actual facts
about the screening process as
well as their testimonials.
Integrate more topics into our
existing content ideas that
specifically target Robyn and
develop content that validates and
celebrates her experience as a
care leader.
Misinformation has some Black
men laughing to keep from crying.
Majority of posts by undiagnosed Black
men contained comedic evaluations of
their misunderstandings of the PC
screening process. This demonstrates
persistent misunderstandings about
the screening process and may
contribute to delays in getting
screened.
Integrate lighthearted yet real
testimonials from patients about their
fears and hang ups around screening
or journey through diagnosis and
treatment. See “Let’s Talk About The
Hard Things.”
Advocates share stories and
mobilize their community.
The majority (over 60%) of social
mentions related to PC or prostate
health in general were from Black
men who were directly or indirectly
impacted by PC. Some are active
members or founders of local
men’s or prostate health
fundraising events and were even
sharing their stories.
Outreach to connect with the most
active local organizations and
amplify their message through our
social and digital channels (i.e.
share their posts, promote their
events on TalkThatTalkTime.com).
Expand our Talk That Talk™
targets to include survivors/
advocates who are heavily engaged
on social and active within their local
communities.
Opportunity

59
Audience mindset
Living life and doesn’t want anything
to get in the way of their pursuit of their
purpose and role in their community.
Interaction goal
Normalize conversations about prostate
health and leave our audience feeling
empowered and inspired to Talk That
Talk™ about PC.
Social opportunity
Foster a trustworthy community of prostate
health advocates sharing information
and stories that are dedicated to helping
actualize Black joy.
Based on where they are in their journey
How do we add
value to
their newsfeed...

60
CIR communications funnel (current)
Get his attention
Get him informed
Connect him
with his doctor
Be with
him
Emotionally disrupt
Remind him of his
“purpose” in life
Remind him he’s a pillar
Remind him what he is
fighting for
Help motivate him to fight
Remind him others can benefit
from his experience
Remind him why his story is
important for others
Simple and easy
can support him in
Provide options to act
can help him navigate
Ongoing support
Connect him with resources for
ongoing support
Take a more proactive lead in
healthcare
Support him of his healthcare
journey
Be a proactive lead in
treatment decisions
Support him through his
treatment
Maintain a proactive lead in
healthcare
Revert back to supporting him in
his healthcare journey
Enable advocacy
Inspire confidence of self
advocacy
Activate his care leader
Continued motivation to self
advocate
Sustain his care leader
Provide him the platform to pay it
forward
Encourage him to share his triumph
Ongoing health/
Pre-diagnosis
Diagnosis and
treatment
Post-treatment

61
But the funnel is now a cycle...
Where our Talk That Talk™ community grows helps amplify our message and normalize conversations about PC
Get his attention
Get him informed
Connect him to his doctor
Diagnosis Treatment
Ongoing health Post-treatment
Be with him

62
Activating our superpower with social omni-presence
We want to execute a social strategy that inspires our audience to Talk That Talk™ about PC and join our growing
community through:
Grow the
Talk That Talk™
community via
the page
Education
and empathy
Continuous
engagement
Support the
Talk That Talk™
community
via content
Inspire the audience to Talk That Talk™ with their HCP
“Always On” organic and
paid content distribution that
complements other audience
touchpoints
+
“Always There” community
management outreach
powered by social listening
& response library
Organic and paid content
featuring stories from
patients and HCPs as well
as prostate health
information and resources.
Inspiration
To act

63
And the cycle grows our Talk That Talk™ community...
...the Talk That Talk™ community includes our target audience who have seen or interacted with our content or page
Continuous Engagements
Meaningful interactions driven by our
Always On (Paid and Organic)
and Always There (CM outreach) that
increases engagements.
03
01 02
Talk That Talk™ followers
Growing community of Talk That Talk™
advocates who help normalize PC
conversations and help enhance targeting
of future Erleada® paid social efforts.
Impressions and reach
Campaign awareness and
opportunities for deeper engagements
such as likes, shares, and follow.

64
But, how do we continuously enhance to meet these goals?
Recalibrate social and
content strategy based
on recent learnings from
social listening and
campaign analytics
Tactical enhancements
to drive incremental
engagements
Update content strategy
to be more intentional as
we support our
target throughout their
PC journey and help us
reconnect with them with
Erleada® messaging

65
Strategy on a page... featuring new content buckets
50% of content 25% of content 25% of content 25% of content

66
Content idea matrix

67
Measuring impact
Campaign goal
Normalize PC
conversations
The PC playbook
Social objectives
• Illustrate the impact of PC on Black men and in their
respective communities.
• Foster an active community and turn Black prostate health
advocates into Talk That Talk! ambassadors.
Drive awareness and provide information around PC signs,
symptoms, risks and ways to screen.
Leading indicators of success
• Engagement rate
• Follower Growth
• Reach
• Impressions
• Follower Growth
• Reach
• Impressions
Key performance indicators
• J3 impact study
• Total social impressions
• J3 impact study
• Total social impressions
Increase PC
awareness
Demystify misconceptions about PC screenings and empower
self-advocacy with knowledge and resources.
• Relevant mentions, comments, or
messages from community
indicating plans to get screened or
Talk That Talk! with PCP
• J3 impact study
Drive HCP
conversations
about
screening

68
Our Talk That Talk™ Ecosystem
Omnipresent Experience and Comms Approach

69
Bridging the experience for Black communities
Activate Black communities
and increase PC screening
Enable advocacy to improve URO/ONC/APP
and patient PC conversations

70
Bridging care teams and consumers
Activate screening and referral Inspire and enable advocacy Empower partnership in conversations
PCP URO/ONC/APP
Patient and care leaders
Real talk about Black health, history, and healing
Trust
Care seeking behavior Patient transparency Patient adherence

71
What are the respective roles of PCP vs UROs/ONCs
PCP URO/ONC/APP
Activate screening and referral Empower patient conversations at Dx and Tx Support Black men in their Erleada® journey
Being diagnosed at later stages, with
more aggressive disease is major
driver of PC disparity
Where are black men engaging in
proactive healthcare? Where is the
disparity most acute?
What is the level of HCP support we
can provide to drive strong
recommendation for screening and/or
referral?
With limited time and resources, opportunity to
establish a care team and connect patient to culturally
proficient support and resources
Empowered conversations with informed decision-
making leads to improved outcomes and identification
of Erleada® as potential choice that meets their needs
How significant is the differential role of UROs vs. ONCs vs.
APPs in dynamics of conversations with Black men and their
care leaders?
How much customization is required, what do we need to
define for each if different?

72
Talk That Talk™ program ecosystem
Focused launch rollout prioritizing consumer activation to build trust and equity.
Program platforms Program tactics
Splash page + website (Full site by phase II)
Social/digital media (Instagram and Facebook)
Phase I (mid-July)
Social media content
Phase II and beyond
Dr. Wes Bellamy Ma’ya Jackson
Dr. Fenwa Milhouse Selema Masekela
Downloadable assets
Campaign influencer Video monologues
Influencers (micro/nano)
Community event
activation partnership
Community and advocacy Local radio HCP/KOL activation
Downloadable playbook Display

73
Talk That Talk™ integrated rollout plan
Talk That Talk™ launch
• Splash page
• FB/IG (organic + paid)
• Advocacy engagement
• Micro/nano influencers
Paid media
• Paid social
• Search
Comms
• Internal comms (soft launch)
Talk That Talk™ phase II
• Full website
• Monologues
• Downloadable pdfs
• Radio
• Display
Talk That Talk™ ongoing
• Balm In Gilead webinar #1
• Shannon Sharpe interview video
Comms
• Blue Jacket fashion show
• Shannon Sharpe Superbowl
media row
In progress: Talk That Talk™ ongoing
• Balm In Gilead webinar #2 and #3
• YouTube page
• Full website updates
• Trans-created Afro-Latino Spanish materials
• Celebrity influencer “co-promote” post with
D.L. Hughley
Paid media
• Paid social
Comms
• Influencer strategy
July August September October November December January February March April May
Media
• Influencer boosting
Paid media
• Influencer boosting
• Paid social
Comms
• Field
• Leadership
• Internal
HCP activation
• ASCO/AUA conference materials
o Video
o Digital display
o Table tent display
• RTE emails
• Branded disparity tool (bridge to brand)
Internal HCP strategy
• HCP workshop (alignment needed)
• JIU synergies
Paid media
• Paid social
• Search
• Radio
• Digital display
Comms
• Movember social
Shannon Sharpe reveal
• Press release
• Exclusive media interviews
• Earned opportunities
• PCAM content (influencer,
Janssen Oncology)
Remaining Talk That Talk™
tactics to be determined post
strategy workshop (~$400K).
2022 2023

74
Fin.

Erleada_TTT Strategy

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