- Website visits and registrations for a diabetes drug brand improved in April compared to March. Paid search traffic increased while display ads and referrals decreased. Direct visits made up most registrations. - Over half of activated savings cards for the drug have been redeemed so far. Most redemptions occur within the first two weeks. The average number of redemptions per user is above two. - Metrics like activations, redemptions, and redemption rates have been steadily growing each month. A reminder program has helped maintain a steady level of weekly first-time redemptions.

1. 1
Confidential, for internal planning purposes only. Not to be shared or
distributed outside of the BMS/AZ saxagliptin/dapagliflozin collaborative teams.
Performance Report
Executive Summary
Timeframe: 4/1/10 – 4/30/10
Presented May 19, 2010

2. 2
Executive Summary
March'10
 April Visit Volume Improved
Both visit volume and daily average visits improved over March (Slide #3)
 Optimized Search Spend Ups Branding
Increased spend and flat CTR brought more clicks; fewer bounces upped engagement (Slide #7)
 Directs Dominate Registration Sources
Registration rate doubled, volume also up; almost all traffic sources had more regs (Slide #8)
 Most Web Activators Are Current Onglyza Users
 Redemptions Per Redeemer Reaches Two
 Half The Redemptions Occur Within Two Weeks
 Recommendations (Slide #22)

3. April Visit Volume Improved
 Visits Volume improved in April by +9%
– Avg. Daily Visits were up by +5% over March
– Paid Search at 82% Share +11% in April
– Display at 2% was up by +303%; Referreds at 1% down -40% (due to HCP ad tracking)
Traffic>>Source by Month
Source: Google Analytics, NetInsight.
4,730 4,312 4,076 4,073 3,996
2,896 3,827 3,798 3,860 3,501
18,983
38,987 38,885 37,620 41,629
0
10,000
20,000
30,000
40,000
50,000
Dec Jan Feb Mar Apr
MonthlyVisits
Display Ads Paid Search Email
Organic Search Referred Direct
3
HCP
Banners

4. Directs Dominate Registrations
 92% from Unpaid Sources
– 70% Direct Brand Access
– 16% Organic Search but branded
– 6% Referral of which 3% from InternetDrugCoupons.com
 8% from Paid Search
DTC CRM>>Value Card Registration Rate & Sources Trend
Source: Google Analytics, NetInsight.
Direct
70%
InternetDrug
Coupons
3%
Needymeds.org
1%
Other Referring
2%
Paid Search
8%
www.onglyza.com
7%
onglyza
3%
onglyza.com
2%
onglyza
saxagliptin
1%
Other KW
3%
Organic Search
16%
4

5. IDC Is A Growing Reg Source
 An +80% Increase in Visitors from InternetDrugCoupons.com since January
– +100% Increase in Registrants
 Amazing 22% Registration Rate from Engaged Users (2.7 PVs/Visit)
– 59 Registrations YTD: Cost = $0
– Using Paid Search converters as a baseline, over $50,000 in CPA value (YTD)
– Implications for Free Trial Program strategy
DTC CRM>>Value Card Registration Sources
Source: NetInsight.
24%
8%
28% 27%
0%
20%
40%
60%
80%
0
20
40
60
80
100
Jan-10 Feb-10 Mar-10 Apr-10
MonthlyPercentage
MonthlyVisitors
Visitors Bounce Rate Reg Rate
5
Direct
Growth!

6. 6
7,500 Redeemed-To-Date
 55% of activated cards have been redeemed, compared to 53% last month.
 Same day redemptions increased very slightly (36% to 37%).
 After 4th
Week 1st
redemptions increased from 3% to 4%.
Total Cards Activated = 13,480
Total Cards Redeemed = 7,359
Key: Time to first redemption
card count
card count %
DTC CRM >>Overall first redemptions by time interval
No Redemption
6121
45%
Same Day
4926
37%
1st Week
1143
8%
2nd Week
361
3%
3rd and 4th Weeks
404
3% After 4th Week
525
4%

7. 7
Time To Redemption Percentages Steady
Percentage of cards making first redemption on the same day and within one week of activation
 Apart from Jan and Apr, redemption proportions have held steady:
Same day 35-40%
Through 1st Week 44-49%
 The dip in Apr is likely to be at least partially due to redemption data which
has not yet been received.
37% 40% 38% 38%
29%
35% 37%
30%
10%
9% 10% 8%
7%
9%
9%
6%
0%
10%
20%
30%
40%
50%
60%
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10
Same Day 1st Week

8. 8
Steady Growth Across All Value Card Metrics
Cumulative Activity by Month
 Redemptions per redeemer greater than 2.
 Redemptions per activation greater than 1.
 Redeemer rate holding steady at just above 50%
0.0
0.5
1.0
1.5
2.0
2.5
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10
Rate/Ratio
Activations Redeemers Redemptions
Reedemer Rate Redemptions per Activation Redemptions per Redeemer

9. 9
Reminder Program Notes And Assumptions
 Through Apr-10, the time from mailing to first redemption ranges
from 1 to 71 days.
 Just over 50% of these first redemptions occur within 14 days of
the mailing.
 For the purposes of this analysis, any first redemptions that occur
after a reminder mailing was sent are being counted as
influenced by the mailing.
 Is there a desire to exclude from the reminder program count
first redemptions which occur more than a specified number of
days from mailing?

10. 1010
First Redemptions From Reminders Steady
First Redemptions by Reminder Mail Type by Week
 5% of those who received a timely reminder have made their first redemption.
 Apart from the jump in early to mid-April, total weekly redemptions have been
relatively steady, ranging from 24 to 37.
 Jump in redeemers on 10-Apr and 17-Apr primarily due to high numbers of
reminders sent on 3-Apr and 10-Apr (2nd
catch up).
Total Redeemers
Direct Mail: 194
Email: 159
2 15 16 16 11
22
15
40
27
14 16
12 11 8 16
15
14
31
23
19 10
0
10
20
30
40
50
60
70
80
20-Feb 27-Feb 06-Mar 13-Mar 20-Mar 27-Mar 03-Apr 10-Apr 17-Apr 24-Apr 01-May
Redeemers
Week Ending
Direct Mail Email

11. DTC Recommendations
Confidential, for internal planning purposes only. Not to be shared or
distributed outside of the BMS/AZ saxagliptin/dapagliflozin collaborative teams.
March'10
1. Web Site
a) Integrate AZ OnglyzaCampaign data into site tracking [DMS]
b) Implement tracking across DTC/HCP/Nutrition Tracker/Ad Server Tags [DMS]
2. DTC Advertising/Media
a) Paid Search [MV]
i. Optimization or bidding changes that led to higher bounce rate
ii. Ascertain Branded vs. Unbranded ad copy test viability
iii. Define automated reporting also for Organic Search [Rosetta, DMS, MV]
3. CRM Control Group
a) A small percentage of potential recipients in each mailing should be held aside as a
control group; this will allow us to directly and statistically calculate lift in time to
first redemption, redemption percentage, and redemption frequency. [DMS]
4. Research
a) Track Januvia activity via Compete data [DMS]
b) Monitor Demographic/lookalike behavior (Quantcast) [DMS]
11

12. 12
Proportions of WEB* activated by card type
Most WEB Activated Are Current Onglyza Users
 Over 60% of both Physician and Web card activators indicated that
they are current Onglyza users.
 Proportions are nearly the same for both card types.
1,694 672
935 432
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Physician Card Webcard
No
Yes
Current
Onglyza
User
* No question about current Onglyza use appears in the TM scripts and no “Yes” responses to such a
question appear in the database for the TM activation channel.