This was presented March 5th, 2014, during the European Digital Pharma Summit in Berlin, Germany.

1. Leveraging New Channels to Create Brand
Awareness for Stivarga® –
a New Targeted Therapy in the
Treatment of Colorectal Cancer
European Digital Pharma Conference
Berlin, Germany
J. Christopher Leidli, MS, MBA

2. Forward-Looking Statements:
This presentation may contain forward-looking statements based on current
assumptions and forecasts made by Bayer Group or subgroup management.
Various known and unknown risks, uncertainties and other factors could lead
to material differences between the actual future results, financial situation,
development or performance of the company and the estimates given here.
These factors include those discussed in Bayer’s public reports which are
available on the Bayer website at www.bayer.com.
The company assumes no liability whatsoever to update these forward-
looking statements or to conform them to future events or developments.

3. STIVARGA® is approved in metastatic colorectal cancer
(mCRC) and gastrointestinal stromal tumors (GIST)
Regorafenib is indicated for the
treatment of patients with metastatic
colorectal cancer (CRC) who have been
previously treated with, or are not
considered candidates for,
fluoropyrimidine-based chemotherapy,
an anti-VEGF therapy, and, if KRAS wild
type, an anti-EGFR therapy”
“Regorafenib is indicated for the
treatment of patients with
gastrointestinal stromal tumors (GIST)
who have been previously treated with 2
tyrosine kinase inhibitors”
mCRC
GIST
Product Presentation
- 160 mg daily QD (four 40 mg pills),
administered on a 3-week “on,”
1-week “off” schedule as a single agent
- Oral, once a day

4. STIVARGA was approved in >50 markets in the first full
year on the market!
USA
mCRC Approval Oct 2012
GIST Approval Feb 2013
Japan
mCRC Approval May 2013
GIST Approval Aug 2013
Region EU
mCRC Approval Aug 2013

5. STIVARGA inhibits multiple pathways involved in
angiogenesis, oncogenesis and signaling in the
tumor microenvironment
1. Weis SM, Cheresh DA. Nature Medicine 2011;17: 1359-1370. Lorusso G, Rüegg C. Histochem
Cell Biol 2008;130:1091–1103. 3 Wilhelm SM, et al. Int J Cancer. 2011,129(1):245–255.

6. • FDA approval of Stivarga
announced via an FDA news alert
• Bayer followed with media
outreach and a multi-media news
release, which included photos
and videos
On September 27, 2012…Stivarga is Approved in the U.S.
as a Treatment Option in mCRC
“Stivarga … demonstrate[s] an ability
to extend patients’
lives…” Richard Pazdur, M.D.
FDA Spokesperson
(quote appeared in media coverage)

7. 1,906
T W E E T S
reaching 7.3 million
users
100+ORIGINAL STORIES
and counting…
215,000,000
202Number of reporters
visiting multi-media press kit
Syndication drives
the number to over 200
MEDIA
IMPRESSIONS
2National
Broadcast
Hits
2
1.5 million viewers
Media Types
Wires
Medical
Consumer
Financial
Advocacy
24%
36%
32%
6%2%
Within Hours, Stivarga Garnered Extensive Media
Attention…

8. …Across Multiple Channels
• Stivarga FDA approval trended on
Google News as one of the most
popular stories of the day
• Bayer received top billing over
Onyx in coverage headlines
• Local media covered news on TV, in
print and online in markets like
Chicago, Newark, Baltimore,
Phoenix, Indianapolis and Orlando
• Major cancer organizations and
forums quickly posted the news

9. Excitement was Echoed in Social Media
Advocates
Analysts
Patients
Reporters
Associations
Bloggers
With more than
700 Tweets on Day 1
Doctors

10. Cancer drug Stivarga,
has nabbed yet another
approval … this time
in Europe
Kemal Malik
Executive Committee
Member and Head
of Global Development
“Following the
approval of Stivarga
for mCRC
in several countries
worldwide, including
the US and Japan,
we are pleased to offer
patients in Europe a
new treatment option”
“Colorectal cancer
is one of the most
prevalent cancer
types for which
there is a real
unmet need for new
treatment options.
The multi-targeted
action of Stivarga
provides a new
option in targeting
mCRC”
Eric Van Cutsem,
Lead CORRECT
investigator,
University Hospital
Gasthuisberg
Leuven, Belgium
Widespread Awareness of EU Approval
Highlights Unmet Need in Advanced CRC
r e a c h i n g 17+ million
52Original
Stories
~1,100 Tweets
Reaching 2.1 Million
Good week for @BayerHealthCare
with positive regulatory news
on Stivarga,
– Mike Ward, SCRIP
(@ScripMikeWard)
Bayer's new cancer drug Stivarga
wins approval in Europe,
for metastatic colorectal #cancer
– FiercePharma
(@FiercePharma)
In view of these findings,
regorafenib could be a new
standard of care in late-stage
metastatic colorectal cancer
Dr Axel Grothey,
Mayo Clinic, Rochester, USA
“
”
FiercePharma

11. Attendance by Country
Positive Journalist Feedback
Average scores
Discussion of Treatment
Expectations in Colorectal Cancer Congresses
23Journalists
9Countries
FROM
PositiveNegative
0
1
2
3
4
5
How useful attendees
found the event
How interesting
attendees found the
presentations
How knowledgeable
attendees feel about
CRC and Bayer in
Oncology
• William Li, Angiogenesis Foundation provided an introduction to angiogenesis and it’s
role in cancer
• Jola Gore-Booth, EuropaColon highlighted the current state of CRC care in Europe and
discussed the patient’s perspective
• A physician’s perspective on the treatment of mCRC was discussed by Dr. Fotios
Loupakis
• The future of the oncology franchise and Bayer’s pipeline was showcased by Svetlana
Kobina
• An overview of the Phase III CORRECT trial was presented by Prof. Eric Van Cutsem
Media Event
4.0 3.9 4.0
Media Attendance
3
5
5
1
21
4
1
1
Belgium
France
Germany
Netherlands
Poland
Slovenia
Spain
Switzerland
United Kingdom

12. On February 25th the FDA Granted Stivarga
its Second U.S. Indication…this one for GIST
“[Stivarga] provides an important new
treatment option for patients with GIST
in which other approved drugs are no
longer effective.”
Richard Pazdur, MD
FDA’s CDER
• FDA issued a press release announcing
Stivarga approval for GIST
• Bayer followed with media outreach and
distribution of press release with link to
product photo in the U.S.

13. Communications Was At-the-Ready
to Tell the Approval Story…
Advocacy
Communications
Local
Communicators
Coordination
Internal
Communications
Materials
Development
Spokespeople
Preparedness
Media
Information

14. 994
T W E E T S
reaching 7.2 million
users
57ORIGINAL STORIES
and counting…
155,452,443
Syndication drives
number to 113 stories
AUDIENCE
REACH
2Broadcast
Airings
30
More than 1 million viewers
…and the News Generated Significant Media Coverage,
Social Media Buzz and Advocacy Excitement
Final media analysis through March 22, 2013
Leading GIST advocacy groups
post news on website and Facebook
Media Types
Wires
Financial
Online
Trades
TV
9%
Cancer
20%
32%21%
9%
9%
Stivarga FDA approval in GIST trended on Google News
as one of the most popular stories of the day

15. Media Highlighted Stivarga Data and Unmet Need
FDA Approves Bayer Cancer Pill for
Hard-To-Treat Tumors of the Intestinal Tract
…patients taking the drug experienced a nearly four month
delay in the growth of their tumors compared to taking placebo.
Stivarga is a pill that works by
blocking several enzymes that
promote cancer growth.
Bayer's new cancer drug Stivarga has
already added a notch to its belt. Cleared by
the FDA last year to treat colorectal cancer,
the drug is now approved as a treatment for
a rare form of gastric cancer, gastrointestinal
stromal tumors.
With this new approval, Stivarga is intended to be
used in patients whose GIST cancer cannot be
removed by surgery or is metastatic and no longer
responding to imatinib and sunitinib, two other
FDA-approved drugs to treat GIST.
Bayer HealthCare and its partner Onyx
Pharmaceuticals won the US FDA's
blessing to expand the labeling for
Stivarga
FDA's approval of Stivarga was based on a study
involving 199 patients who had been previously treated
with imatinib or sunitinib.

16. ...Leading to Positive Media Coverage
QUALITY OF MEDIA COVERAGE
59% of coverage reported that
median OS was 4.8 months
with Stivarga versus
0.9 months with placebo
50% of coverage noted that
Stivarga is an oral multi-
kinase inhibitor that inhibits
kinases involved in tumor
growth
88% of coverage mentioned
Stivarga also approved
for patients with mCRC
*Based on an analysis of 102 original stories
73% of coverage noted that
the FDA approved is
based on results from the
GRID study of Stivarga
88% of coverage reported
that Stivarga is for patients
who have exhausted
all other treatment options
All outlets reported that the
FDA approved Stivarga
for the treatment of
patients with GIST
100% 88% 73%
100%
50% 59%
88%
100%
of media coverage
for the FDA Approval
of Stivarga in GIST
characterized as …
Tone of Media Coverage
POSITIVE

17. External Experts Provided Meaningful Commentary
on FDA Approval News
"We are delighted to hear that the FDA has
approved regorafenib (Stivarga) for 3rd line
treatment for patients with advanced GIST.
The results of the randomized trial clearly
demonstrated the potential of this drug
and it represents a valuable addition
to treatments available for this
group of patients"
Prof. Ian Judson
Head of the Sarcoma Unit
at the Royal Marsden Hospital
and member of the
SPAEN Medical Advisory Board
"I am excited that Stivarga (regorafenib)
has now been approved by the FDA.
I have personally seen very good results using
the drug to treat patients whose tumors are
resistant to imatinib and sunitinib. Besides providing
hope and an effective new treatment, the approval of
Stivarga will also help encourage other drug
companies to continue to develop new drugs to treat
GIST"
Dr. Michael Heinrich
Oregon Health & Science University
and a member of The Life Raft Group's
Research Team

18. News Quickly Shared by Leading Cancer Societies,
Oncology Trades and Patient Publications
FDA Approves
Treatment for
Gastrointestinal
Stromal Tumors

19. Prominent GIST Advocacy Groups Across the Globe
Shared News Through Social Media Channels
Norman Scherzer
Executive Director
Life Raft Group
“Today’s announcement by the
FDA is great news for advanced
GIST patients. It means they now
have a new option for treatment”

20. Announcement Generated Nearly 1,000 Tweets Over
Two Weeks, Reaching 7.2+ Million Users
Original
54%
Breakdown of Tweets
0
100
200
300
400
500
2/24
2/27
3/2
3/5
March 6
Tweet from prominent
Indonesian news outlet
sparks buzz overseas
420 followers
362,642 followers
1,988 followers
16
48
Patients
Reporters
Doctors
Analys
ts
Advocacy
Associations
…all over the world.
NumberofTweets
Re-Tweets
20%
Press Release
26%
4,449,490 followers

21. But How did the Team determine What
Content to create and with which channels to
leverage for our brand communications?

22. Multichannel distribution framework – creating a
“content” ecosystem
High reach
Low
impact
High
impact
Search
Journal ads
Word of mouth
Twitter
Stivarga-us.com
Mobile
Conferences
Banners
Newsletters (on and offline)
Oncologist Blogs
Video & Multimedia
Low reach

23. Long Form Educational Content:
Syndication of slideshows, videos, roundtable
discussions, PromoMedEd content, eDetailing
Aggregated Access:
Text-based & data-driven information, case
studies, KOL Opinions, & Peer to Peer
Promotional Medical
Education Activities:
Journal advertising &
advertorial, eNewsletter,
Alerts, Conference
Activity
Many solution providers for distributed content

24. Simplified Multichannel Communications Approach
MedOnc
Awareness
Brand Uptake
Target Audience
Brand
Microsite
Video
(OncLive)
Product
InfoSite
(WebMD)Mobile
Campaign
Social Media
Display Ad
Peer-2-Peer
Search Engines
Rx

25. Deliver brand content at point-of-care
On Product Infosite
In News Article
On Smartphones

26. Utilize Responsive Design so that content can be easily
viewed on any device
1. Compatible
across multiple
devices
2. Cost-effective
solutions
3. Mobile-up
design

27. “Re-Use” content from Live Events across digital
channels to extend reach and impact
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
ESMO
Satellite
Symposium
Stivarga Interactive
Modules
Regorafenib
Treatment
Forums

28. Lessons Learned from the Launch of Stivarga….
• Multi-channel approaches have the greatest impact
• Mix of deep engagement plus awareness/reinforcement
formats has most impact
• HCPs prefer multi-screen access
J. Christopher Leidli, MS, MBA
Global Oncology
Bayer Healthcare
chris@leidli.com
Cell: 862-579-5567
Office: 862-404-3919
Whippany, NJ 08822
www.linkedin.com/in/leidli/en
@chrisleidli